I’ve been thinking a lot lately about how fundamentally our industry has changed and, more importantly, where we’re headed. As I speak with organizers, suppliers and industry veterans, the consensus is that we’re navigating a complete reimagining of what trade shows can – and should – be.

The pandemic didn’t just temporarily disrupt our business model; it permanently accelerated our evolution. I know some of us hoped we’d simply return to the “good old days” of traditional shows, but frankly, that ship has sailed. And you know what? That’s exciting news for those of us ready to embrace the next leg of our journey.

The exhibitors and attendees that show organizers serve today aren’t the same people they were five years ago. They expect year-round engagement, not just a few days on a show floor. They want personalized experiences that speak directly to their business challenges. They’re demanding seamless integration between their digital and in-person interactions. As an industry, we can either evolve to meet these expectations or watch someone else do it better.

Using data and analytics allows show organizers to curate a targeted attendee journey before the event and continue post-event. Successful business events will leverage the use of data to create communities of learning, networking and excitement that absolutely shapes a FOMO (fear of missing out) for future shows. Using data can help justify where to invest additional resources to drive innovation at the shows. The more that show organizers embrace this new mindset, the more relevant their show will be to the ever-changing attendee personas that are becoming key decision makers and influencers on what shows to attend and/or exhibit in.

Organizers are continually exploring and evaluating new technologies to develop strategies that build brand awareness and engage evolving attendee personas. How are you considering digital ads and social media platforms to tell your story in a compelling way? How are you experimenting with content marketing strategies and tracking engagement and conversions? As business events continue to evolve, it’s essential to explore emerging channels and adopt innovative technologies that align with your event strategies.

Omnichannel integration also offers us the opportunity to create innovative experiences where stakeholders can benefit from AI-driven matchmaking and real-time customization that enhance every interaction. For that to happen, our teams must understand both the art of event curation and the science of technology strategy. We need data scientists who appreciate the nuance of human connection. We need tech-savvy professionals who understand that at the end of the day, our business is about bringing people together in meaningful ways.

I believe the future of business events lies in their ability to deliver intelligent, personalized experiences that extend well beyond the event itself. Organizers who embrace this evolution will redefine how meaningful business connections are made in an increasingly digital world.

Our fundamental mission remains unchanged – we are still in the business of bringing people together. But we now have unprecedented tools to make those connections more targeted, more meaningful and more impactful than ever before. The journey ahead is complex, but for those of us willing to embrace change, the opportunities are extraordinary.

This month I challenge executive leaders to identify one area where your organization can begin integrating year-round digital engagement strategies, whether it be implementing advanced data analytics, developing AI-driven attendee matchmaking or creating omnichannel experiences that enhance business interactions. The future of our industry belongs to those who act on these opportunities today, not tomorrow.

I look forward to seeing the innovative and unprecedented solutions and experiences we create as we chart this exciting new territory!

Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES

The post Navigating Our Industry’s Digital Awakening appeared first on IAEE.

As I reflect on the state of our industry midway through 2025, I am struck by a powerful realization: what we do matters more than ever in today’s increasingly fragmented global landscape. Trade shows are essential platforms where global understanding, economic resilience and collaborative innovation converge. We are literally architects of connection whose overarching goals transcend international borders.

As such, the value proposition of our industry has fundamentally transformed. While transactions remain important, our shows serve as living laboratories where ideas find fertile ground and relationships flourish. When I walk the floor of a well-designed trade show, I don’t just see booths and displays – I see solutions to global challenges taking shape through spontaneous collaboration.

This evolution requires us to rethink how we define and measure success. Traditional metrics like attendance and square footage sold still matter, but they no longer tell the whole story. Increasingly, the value lies in the partnerships cultivated, the knowledge exchanged and the innovations ignited. These outcomes are becoming just as important to our stakeholders. That’s why CEIR’s new benchmarking study is so timely – it offers a more comprehensive view of event impact aligned with today’s shifting priorities.

We also hold a responsibility to advancing progress in mutually shared challenges. For example, sustainability is increasingly a business-critical requirement for trade shows. Our industry must demonstrate leadership in this space, showing how large-scale B2B gatherings can minimize environmental impact while maximizing human connection.

Many of us have already implemented comprehensive carbon measurement frameworks and invested in greener technologies. But we need to push further, reimagining our event models to prioritize ecological responsibility without compromising the immersive, in-person experiences that make our shows effective. This balance is challenging, but essential, for our long-term relevance.

Another shared responsibility is that of advocating on behalf of our industry. Our role as executive leaders requires that we advocate effectively with policymakers on issues from international travel restrictions to workforce development strategies. By speaking with a unified voice, we strengthen not just our industry but the broader commercial ecosystem we serve.

We have an advantage in that trade shows offer neutral ground where diverse perspectives can find common purpose. I’ve witnessed competitors become collaborators when faced with industry-wide challenges. I’ve also seen cultural barriers dissolve through the universal language of commerce and innovation.

The digital acceleration we are experiencing has also enhanced the value of the face-to-face marketplace. However, the technology must serve the human connection and not the other way around. Our most successful models recognize that digital tools cannot replace the spontaneous interactions, sensory experiences and relationship-building that happen when people gather in the physical space.

By their very nature, the business events we create serve as critical infrastructure for economic and intellectual exchange. Each show offers an opportunity to address complex challenges by bringing together the minds and resources capable of creating solutions. In embracing this expanded vision of our purpose, we secure not just the relevance of our industry but its essential role in building a more connected and collaborative global economy. The true measure of our success will be how effectively we create spaces where human potential can be fully expressed and where the complex challenges of our time find collaborative solutions.

The future of trade shows isn’t just about bigger or more technologically advanced events – it’s about facilitating more meaningful and impactful human connections. That’s a future worth building together!

With that in mind, this month I challenge executive leaders to find the commonalities by which we can strengthen our industry on a global scale. Let’s seek out innovative ways to collaborate, connect and create opportunities that will serve our industry for generations to come regardless of where they are conducting business.

Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES

The post Trade Shows as Global Connectors appeared first on IAEE.

The U.S. workforce is experiencing big changes as the so-called “Peak 65” phenomenon presents both profound challenges and unprecedented opportunities. With approximately 11,000 Americans turning 65 daily in 2025, we are witnessing a generational transition that demands strategic and proactive thinking.

For decades, institutional knowledge has been one of our most valuable assets. Experienced professionals bring to the table decades of nuanced understanding about exhibition and event planning, stakeholder management, and industry dynamics. As this generation – and the wealth of knowledge it holds – approaches retirement, we cannot view its departure as a loss. Instead, we must design intentional knowledge transfer mechanisms that preserve institutional wisdom while simultaneously embracing fresh perspectives.

In doing so, it behooves us to keep in mind that the next generation of professionals function on a fundamentally different level. They are digital natives who view technology not as a tool, but as an intrinsic part of their professional DNA. They also expect work environments that offer flexibility, purpose-driven engagement and opportunities for continuous learning.

What this means for executive leaders is that our talent recruitment and development strategies must keep up with these parameters. We need robust mentorship frameworks and educational pathways that bridge traditional expertise with emerging technological capabilities. Community building becomes crucial not just within individual organizations, but across the entire industry.

Professional development can no longer follow a linear progression. Instead, we must create lattice-like career advancement structures that allow for lateral moves, cross-functional experiences and continuous skill acquisition. Incoming industry professionals will likely have a vision of their career journey that moves fluidly between roles, technologies and specializations.

As such, technology will act as a great equalizer and accelerator for career development. Advanced digital platforms can democratize learning, allowing professionals from diverse backgrounds to access world-class training and networking opportunities. Organization leaders must invest in these platforms, viewing them not as cost centers, but as strategic talent development infrastructure.

Let us not forget that we have industry veterans choosing to continue working past traditional retirement age and we must create meaningful engagement models for them as well. This may mean designing roles that leverage their accumulated wisdom while allowing for reduced intensity and increased flexibility.

Our industry’s future depends on our ability to forge well-rounded, dynamic professional environments that attract, develop and retain exceptional talent. The end goal for executive leaders is not just to fill positions; we are cultivating a community of trailblazers who will define how business connections are made in the coming decades.

Certain aspects of our industry remain steadfast regardless of how our workforce changes. Our mission to connect buyers and sellers is the foundation upon which our industry was built; I believe we can all agree that this will never change. Another widely accepted truth is that innovation is key to the continued success of our trade shows.

When you think about it, our industry has always been evolving, that is nothing new. The reason we are feeling today’s changes more intensely has more to do with the dramatic shift in our demographics converging with a burst of new technologies. Organizational leaders have known a certain amount of these changes were coming down the pipeline, although the details may have been fuzzy. Now that we are facing them head on, we have a much clearer picture and can adjust more effectively.

This month, I invite executive leaders to view our current workforce transformation as an opportunity to be seized. By embracing change, investing in our people and creating adaptive professional ecosystems, we can ensure the trade show industry remains a vibrant, dynamic field of endless possibility.

Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES

The post The Horizon for Our Evolving Workforce appeared first on IAEE.

Mentorship as a Strategic Tool

Mentorship is a powerful development tool that enhances individual capabilities through tailored support while fostering a culture of continuous learning. When organizations implement mentorship programs, they create a systematic approach to transferring critical skills and knowledge that are essential for navigating complex organizational challenges and achieving long-term success.

The most effective mentorship programs recognize that one size doesn’t fit all. While traditional one-on-one relationships remain valuable, forward-thinking organizations are also exploring group mentoring sessions, particularly within departments. This approach creates greater cohesiveness and collaborative decision-making, allowing various perspectives to be shared while promoting collective growth and understanding of organizational expectations and goals.

Mentorship for Succession Planning

One of the most compelling aspects of strategic mentorship is its direct connection to succession planning. Too many organizations wait until it’s too late to think about their leadership pipeline, finding themselves scrambling when key positions become vacant. Proactive succession planning, supported by robust mentorship programs, ensures organizations maintain a sustainable pipeline of talent ready to fill critical leadership roles.

The process begins with identifying high-potential employees who are elevating their performance and demonstrating the drive to advance. These individuals should be given opportunities for mentorship or shadowing roles that equip them with the necessary skills for future leadership positions. Key elements of effective succession planning include:

• Talent assessment to identify capable individuals
• The creation of individual development plans
• Establishing clear criteria for assessing readiness for leadership roles

Mentorship Fosters Collaboration

Mentorship programs significantly impact organizational collaboration by encouraging open communication and knowledge sharing among team members. Mentors play a crucial role in facilitating dialogue that promotes idea sharing and constructive feedback, creating an atmosphere where collaboration naturally flourishes.

Effective mentors help establish team-based goals that require cooperation to achieve, simultaneously developing collaborative skills among participants. They also model collaborative behaviors by demonstrating teamwork, inclusivity and active listening, inspiring mentees to adopt similar approaches in their own leadership journey.

Measuring Success

The true value of mentorship programs lies in their measurable outcomes. Organizations need systematic approaches to evaluate the effectiveness of their mentorship initiatives and their impact on leadership development. This includes regular feedback sessions that provide insights into growth and progress, goal achievement assessments that measure specific milestones, and comprehensive 360-degree reviews that gather input from multiple stakeholders.

Key performance indicators should focus on retention rates, career advancement and qualitative assessments that capture participants’ perceptions of their mentorship experience. Organizations should track promotion rates, increased responsibilities and leadership opportunities while also conducting interviews or surveys to understand the personal impact on confidence levels and skill development.

Strategic Implementation

The most successful mentorship programs share several characteristics:

• Clear communication of goals
• Regular program evaluation
• Diverse opportunities that meet various organizational needs

Organizations must understand their specific departmental needs and create mentorship programs that align with their goals for future leaders and pipeline development. The evaluation process should be ongoing, with organizations regularly assessing what’s working and what needs improvement in both individual mentorship relationships and formal company-wide programs. This continuous improvement approach ensures that mentorship programs remain relevant and effective in developing the next generation of leaders.

The Path Forward

As organizations continue to recognize the strategic importance of developing leaders, mentorship emerges as a critical tool for success. By implementing comprehensive mentorship programs that connect to succession planning, foster collaboration and include robust evaluation mechanisms, organizations can create environments where women not only advance but thrive in leadership roles.

The investment in mentorship pays dividends not just in individual career advancement but in organizational culture transformation. When done strategically, mentorship creates a ripple effect that strengthens collaboration, improves knowledge transfer and builds the leadership pipeline necessary for sustained organizational success.

Click here to learn how IAEE’s Mentor Program connects emerging leaders with seasoned professionals and start your mentorship journey today!

The post From Potential to Power: Mentorship Builds Unstoppable Leaders appeared first on IAEE.

On behalf of IAEE, I congratulate this year’s TSE Fastest 50 award winners. I am a big believer in the power of recognition and a proponent of acknowledging those among us who go above and beyond the call of duty. Our industry’s greatest resource has always been our people, and with technological innovations rapidly transforming our industry, the one thing that remains constant is the incredible human spirit that drives our collective success.

Recognition is more than a ceremonial gesture – it’s the lifeblood of our professional community. When we take a moment to acknowledge the extraordinary efforts of our colleagues, we do more than validate individual achievements. We weave a stronger, more resilient professional fabric that can withstand any challenge.

Consider the journey of those who go above and beyond. These are the professionals who not only complete tasks but reimagine possibilities; the problem-solvers who transform obstacles into opportunities; and the creative minds who design experiences that inspire and connect. By recognizing their contributions, we not only honor their individual accomplishments but also create a blueprint for collective excellence.

This collective recognition has profound implications for our industry’s future. It’s about creating a narrative of success that attracts the brightest minds and most passionate professionals. When we shine a light on extraordinary work, we send a powerful message that in our industry innovation is celebrated, creativity is valued and every contribution matters. This approach not only applies to past accomplishments – it inspires and feeds our future potential.

At IAEE, we view our awards program as a way to demonstrate how success is a collective journey and are proud of its history spanning more than four decades. Each year, we shine a spotlight on extraordinary members who have made significant contributions to exhibitions and events. By nominating and celebrating these remarkable individuals, we not only acknowledge their personal contributions but also inspire the entire industry to reach new heights of innovation and excellence.

Which brings me to the subject of community. If you have been reading this column since my term as IAEE Chairperson began in January, then you know that community is near and dear to my heart. Meaningful recognition is a fantastic way to build community. When we uplift our colleagues, we create a supportive environment that attracts and retains top talent. Young professionals see a future filled with opportunity, mentorship and genuine appreciation. Experienced professionals feel reinvigorated, knowing their expertise is valued and their legacy continues through the next generation.

Technology has transformed how we recognize and celebrate excellence in our industry. Digital platforms allow us to amplify achievements instantly, creating global visibility for outstanding work. But beyond these digital tools, true recognition is about human connection – understanding the passion, creativity and dedication behind every professional achievement. It’s about telling the stories of those who push boundaries, who see challenges as opportunities and who consistently demonstrate the innovative spirit that defines our community.

As we look ahead, let us create spaces where every professional feels seen, valued and empowered to reach their full potential. Let us celebrate not just what our colleagues do, but who they are – passionate, innovative and resilient professionals who dream, discover and develop all that’s possible for the trade show industry.

Our industry’s strength lies in our ability to lift each other up. This month, I encourage industry executive to find or create ways to recognize and celebrate members of their team and our industry who are dedicated to leading us into a bright future.

Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES

The post Lifting Our Industry Through Recognition appeared first on IAEE.

In thinking about this year’s ECA Legislative Action Day, the thought struck me that the trade show industry has never been more visible to policymakers in Washington, D.C. than it is today. This event has been our steadfast voice on Capitol Hill for over a decade, underscoring why advocacy is an essential investment in our industry’s future. Its effectiveness depends on the active engagement of every industry stakeholder, which is why I cannot emphasize enough how crucial it is for our community to unite with the Exhibitions and Conferences Alliance to help make our industry’s voice heard on May 29.

Today’s legislative decisions will shape our industry for years to come. The policy issues facing our industry such as tax reform, workforce development, international travel policies and digital advertising regulations, among others, have never been more complex – or more consequential. However, the power of our industry lies in our ability to bring people together, and this extends to our advocacy efforts. When we speak with one voice, lawmakers listen.

This year’s Legislative Action Day comes at a particularly critical moment as Congress is undertaking comprehensive tax reform, which could significantly impact our industry’s growth trajectory. We need to ensure that our perspectives on maintaining competitive business tax rates, preserving the tax-exempt status of non-profit associations, and protecting private equity investments in our industry are heard and understood by legislators.

Moreover, we are facing new challenges at the state level, with several jurisdictions proposing digital advertising taxes that could increase costs for show organizers, venues and exhibitors. These proposals demonstrate why we need to remain vigilant and engaged not just at the federal level, but across all jurisdictions where our industry operates.

The workforce development challenges facing our industry present another significant area in which advocacy can make a powerful difference. ECA is championing legislative solutions that would expand Pell grants to cover shorter-term job training programs and transform 529 college savings plans into career savings plans. These initiatives could help address our industry’s pressing need for skilled workers in areas like rigging, carpentry and electrical work, while also supporting professional development through programs like IAEE’s CEM Learning Program and other certifications.

As we approach Legislative Action Day, I urge fellow executive leaders to consider how they can contribute to these advocacy efforts. Whether it is by joining the ECA Advocacy Network, participating in its social influencer program, or hosting local policymakers at your events, every action strengthens our collective voice. On May 29, the trade show industry will have its best opportunity to meet face-to-face with our nation’s lawmakers and make a direct impact on the policies that affect our industry. Let’s make the most of this unique opportunity!

Remember, the success of our advocacy efforts depends not only on individual actions but on our strength as a unified community. When we come together on Capitol Hill, we are not just representing our individual organizations – we are representing an industry that contributes significantly to the global economy and facilitates the kind of face-to-face connections that drive innovation and progress across every business sector.

The challenges and opportunities ahead require an engaged and vocal industry community. I encourage you to mark May 29 on your calendar and join us in Washington for Legislative Action Day. Together, we can ensure that our industry’s voice is heard, our interests are protected and our future remains bright. The time to act is now – I look forward to seeing you there.

Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES

The post Advocacy Matters More Than Ever appeared first on IAEE.

As we celebrate Women’s History Month, I reflect on the remarkable evolution of women’s roles in the trade show industry and the exciting momentum we’re building toward a more equitable future. Working alongside talented female executives throughout my career, I’ve witnessed firsthand the transformative impact of women’s leadership in exhibitions and events. While we celebrate significant progress, we must also acknowledge the work still ahead to achieve true gender parity in executive leadership.

The recent appointment of Marsha Flanagan as IAEE’s first female President and CEO since its founding in 1928 represents a historic milestone. This breakthrough, along with the increasing number of women serving as IAEE chairpersons in recent years, signals a positive shift in our industry’s leadership. These achievements demonstrate that we’re making strides in breaking down long-standing barriers, though we must maintain momentum to ensure these opportunities continue expanding.

IAEE’s “Skills Matrix and Job Descriptions” publication reveals both progress and persistent challenges for women in the industry. While we’ve seen significant advances in closing the pay gap, disparities remain. Furthermore, women continue to face unique obstacles in advancing to senior leadership positions, often encountering preconceived notions about gender and leadership styles that can undervalue their capabilities.

The evidence is clear: organizations that embrace diverse perspectives and leadership styles perform better. Women bring unique strengths to executive roles, contributing to more dynamic decision-making and improved organizational outcomes. Their ability to foster inclusive environments, build strong relationships, and drive innovation makes them invaluable leaders in our industry.

Industry executives can help accelerate progress by supporting mentoring and sponsorship programs that advance women’s leadership. These initiatives not only provide guidance and support, but help disrupt traditional male-dominated networks that can impede female advancement. Programs like IAEE’s Women’s Leadership Forum offer vital professional development and networking opportunities that have benefited countless women in our industry.

Executive leaders can also address systemic barriers such as offering flexible work policies that support work/life balance. Equal pay can be ensured through transparent compensation practices that eliminate gender-based disparities. Companies can create leadership development programs that address challenges women face in their career progression as well as foster inclusive cultures that value distinct leadership styles. By identifying and promoting talented women into executive positions, organizations can foster opportunity and advancement.

The future of our industry depends on our ability to harness all available talent. While we celebrate the increasing number of women in executive roles, we must remain committed to expanding these opportunities. Male colleagues play an essential role in this journey – their active support and advocacy help create an environment where women can thrive.

As we honor Women’s History Month, let’s recognize that achieving gender equity in leadership isn’t just about fairness – it’s about building a stronger, more innovative, and more successful industry. The talent, enthusiasm, and creativity that women bring to executive roles enhance our entire industry’s capabilities and potential.

This month, I challenge industry leaders to examine their organization’s practices and commit to concrete actions supporting women’s advancement. Together, we can build an industry that not only embraces women’s leadership but actively champions it and sets an example for other business sectors to follow.

In doing so, the future of the trade show industry will be stronger and more vibrant because we will be fully leveraging the tremendous talents and perspectives that women bring to executive leadership. Through continued dedication to mentorship, professional development, and the elimination of barriers, we’re creating a legacy of empowerment that will benefit generations of women leaders to come.

Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES

The post Championing Women’s Leadership appeared first on IAEE.

Trade shows are at a critical turning point as technology transforms everything around us and workplace dynamics keep shifting. Much of this change is led by the Gen Z and Millennial buyers who are completely reimagining how business connections happen, how value is perceived, and what makes for the most productive business interactions.

Gen Z and Millennials have moved beyond the ‘up-and-coming professional’ stage to actively becoming our decision-makers, entrepreneurs and strategic leaders, and they approach business very differently from previous generations. They are deeply integrated with technology, demand authenticity, and have a greater sense of social responsibility as it relates to business practices.

As digital natives they seek immersive, interactive experiences that go far beyond simple business transactions. They want meaningful connections, instant access to information, and environments that align with their values of innovation, sustainability and inclusivity.

What does this mean for seasoned executives as we prepare to pass the torch to these next-gen leaders?

First, we need to see the business landscape through their eyes.

Technology is central to their experience. Interactive technology is no longer a novelty – it is expected. These new buyers want trade shows that work like dynamic, real-time digital ecosystems. This means using cutting-edge tech for immersive product demos, personalized networking suggestions, and seamless blending of physical and digital interactions.

Social responsibility is not just a marketing term. For Gen Z and Millennial buyers, it is a core criterion for engagement. They deeply care about understanding environmental impact, diversity and inclusion practices, and broader societal contributions. Our trade shows need to evolve into platforms that showcase not just products and services, but organizational values and commitments.

They take a deeper approach to networking and knowledge exchange. The next generation values collaborative, transparent knowledge sharing over traditional top-down information transfer. Our shows must feature dynamic learning environments where peer-to-peer interaction takes center stage, experts are easily accessible, and learning happens through meaningful conversations.

The reality is that adapting is not just an opportunity, but a strategic imperative. Those who fail to do so will find themselves increasingly out of the loop, unable to attract the talent, innovation and capital these emerging leaders represent.

How can today’s executives lay the foundation for tomorrow’s leaders?

Dive deep into generational research. We need to understand their preferences, communication styles and value systems. This goes beyond basic demographics – we are talking about deep ethnographic studies, ongoing dialogue and continuous learning platforms that track evolving expectations.

Create a solid digital transformation plan. If you haven’t already, create a strategic blueprint for tech integration (or update the one you’ve started). Consider establishing a dedicated team focused on emerging technologies and/or building partnerships with tech startups that allow for experimenting with immersive technologies to enhance your show experience.

Design events with a clear purpose. The trend is moving toward engagement models that blend physical and digital experiences. We are seeing great results with interactive learning activities, real-time feedback systems that allow immediate customization of event experiences, and inclusive spaces that work for diverse learning and networking styles.

Get serious about sustainability frameworks. Step up your sustainability game by establishing measurable, transparent ESG metrics. Consider creating programs that recognize exhibitors with strong sustainability credentials. Develop carbon-neutral event strategies, and be open about your social impact and environmental contributions.

Invest in people development. Attracting top talent requires a holistic approach that includes creating mentorship programs to bridge generational knowledge gaps, offering leadership training that emphasizes tech adaptability and social responsibility, and building diverse leadership teams.

These are exciting times for our industry! Now, more than ever, is the time to wholeheartedly engage the next generation of leaders.

Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES

The post Engaging the Next Generation of Leaders appeared first on IAEE.

I am honored to wish you a happy 2025 in my first Perspectives column as IAEE chairperson and to share my vision for exhibitions and events. Our industry is at a pivotal juncture, and I believe a bright future awaits us with technological advancements, improved processes and deliverables, and a continued commitment to workforce development topping the list of gains to be made in the coming year.

Artificial intelligence (AI) is revolutionizing the way we approach trade show operations, and I am excited to see how we will harness its power. By automating routine tasks and delivering real-time insights, AI is driving unprecedented efficiency across the events lifecycle. From optimized floor plans and automated registration processes to predictive analytics that enhance decision-making, the benefits are clear.

The ability to mobilize customer data so we can tailor every aspect of the event experience has blown the doors wide open for hyper-customization. From personalized content curation to customized engagement strategies, this level of detail not only enhances the attendee experience but also unlocks new revenue streams and partnership opportunities. Exhibitors and sponsors can now align their offerings with the specific needs of their target audience, fostering deeper, more valuable connections.

Where these journeys will take us will be interesting to see. However, I encourage executive leaders to be more than mere bystanders in the process. As was announced a couple of weeks ago during Expo! Expo! IAEE’s Annual Meeting & Exhibition, the Center for Exhibition Industry Research (CEIR) has integrated with IAEE. As former CEIR chairperson, what I find most exciting about this development is how it will enhance the already invaluable data CEIR provides industry leaders in pinpointing and maximizing the industry trends that will define our shows.

I cannot emphasize enough the importance to being an active player in CEIR studies. CEIR’s objective research is fueled by the information submitted by show organizers, which is protected with stringent privacy practices. In essence, you determine the scope of the findings that we rely upon to grow our shows. It is in everyone’s best interest to work with comprehensive data; you can, and should, play an active role in shaping the success of the entire industry.

Workforce development continues to be a high priority for executive leaders, as it truly is an investment in our collective future. By nurturing talent, fostering innovation and creating pathways for growth, we are not just building careers; we are strengthening the foundation of our entire industry. Our future depends on the investments we make today and, hands down, our people are our most valuable asset.

As we look to the year ahead, I am confident that we enter a future defined by operational excellence, customer-centricity and a top-notch workforce. But that is just the beginning. We must also remain adaptable in the face of rapid change and continue advocating for what our industry needs to get to where we want to be.

Trust will be a critical focus for the future, as we work to build strong communities that transcend the physical and digital realms. By fostering transparency, authenticity and a shared sense of purpose, we can deepen our stakeholders’ loyalty and cement the indispensable role of trade shows in the modern business landscape.

As noted in my conversation with Maddy in last month’s issue, I am committed to leading with compassion, kindness and inclusivity. Together, we will shape the future of this dynamic industry, ensuring that exhibitions and events continue to be a driving force in the global economy.

I am eager to embark on this journey with all of you. Let’s get started on what we will accomplish in 2025, happy new year!

Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES

The post New Year, New Vision for a Bright Future appeared first on IAEE.

Tip #1: Think in Terms of “Partnership” vs “Support”

The traditional view of marketing as a support function for sales is outdated. Instead, successful organizations recognize that marketing and sales form a continuum in the customer journey. While marketing builds awareness, generates interest and develops the pipeline, sales converts and closes opportunities. This seamless handoff creates a cohesive experience for team members and customers.

Tip #2: Create Best Practices for Collaboration

Effective collaboration between marketing and sales requires intentional effort and strategic planning. Success begins with establishing regular cross-departmental meetings where teams can align their goals and strategies. These meetings provide a platform for shared involvement in planning processes and help eliminate ego-driven territorial issues that often plague organizations. By maintaining open communication channels, teams develop a deeper understanding of each other’s needs and processes. When these elements come together, organizations see increased efficiency, better awareness, higher acquisition rates and improved revenue generation.

Tip #3: Plan for Success

Strategic planning emerges as a critical component of successful marketing and sales alignment. The process should begin with each department developing specific plans that support the organization’s overall objectives. The sales team needs to create comprehensive plans that outline clear metrics for growth areas and targets. Meanwhile, marketing departments should develop robust plans incorporating foundational tactics such as email campaigns, paid digital advertising and social media strategies. Regular data analysis drives necessary adaptations and improvements, while industry-relevant approaches emphasize event value propositions. The key is maintaining flexibility to adapt to changing circumstances while staying focused on core objectives.

Tip #4: Empower Sales Through Marketing

When salespeople are equipped with the right marketing tools and information, they become more effective at promoting opportunities. Sales teams should actively share information about new attendee demographics and opportunities with prospects, keeping them informed about program innovations and improvements. By leveraging marketing calendar dates strategically, sales teams can create a sense of urgency that drives decision-making. Throughout all communications, the focus should remain on emphasizing the potential ROI for exhibitors and sponsors, making the value proposition clear and compelling.

Tip #5: Measure Success and Make Adjustments

Continuous evaluation of marketing campaign effectiveness is essential for long-term success. Organizations must implement systems for gathering regular feedback from both departments to ensure alignment and identify areas for improvement. This includes monitoring key performance indicators for both marketing and sales activities, and conducting thorough analyses of missed targets to identify improvement opportunities. Using data insights to inform future strategies ensures that both departments continue to evolve and improve their collaborative efforts.

Tip #6: Build Cross-Departmental Harmony

When territorial issues arise, successful collaborators take a proactive approach to resolution. This begins with approaching conflicts with an assumption of positive intent, taking time to understand all perspectives before making decisions. Teams should focus on finding solutions that benefit all parties involved, rather than pursuing wins for individual departments. Maintaining open communication channels across all departments ensures that potential issues are identified and addressed early, preventing them from escalating into larger problems.

Tip #7: The Power of Direct Client Interaction

Including marketing team members in client meetings, particularly for partnership or sponsorship discussions, yields significant benefits for the entire organization. This practice enables a better understanding of client needs and goals, leading to more effective activation ideas. The direct interaction helps improve communication alignment between all parties and ultimately enhances program execution. When marketing team members participate in these meetings, they gain valuable insights that inform their strategies and help them create more effective campaigns.

Tip #8: Move Forward Together

The key to success lies in recognizing that marketing and sales alignment isn’t just about two departments working together, it’s about creating a unified approach to serving customers and achieving organizational goals. When organizations commit to this collaborative model, they create stronger, more effective go-to-market strategies that drive better results.

Remember, the overarching goal is to create a true partnership that leverages the strengths of both departments to drive organizational success. By focusing on collaboration, communication and shared goals, organizations can create a powerful engine for growth and success. This integrated approach ensures that both teams work together seamlessly to deliver value to customers while achieving their organizational objectives.

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As my term as IAEE Chairperson draws to a close, I find myself reflecting on the remarkable evolution our industry has experienced throughout 2024. This year has been defined by our collective commitment to sustainability, advocacy, collaboration, technological innovation and workforce development – pillars that will continue to shape our future.

Sustainability has made its way to the forefront of our industry’s priorities. I see initiatives throughout the industry that reflect our determination to make positive changes in this area, such as IAEE’s recently-released How To Guide to Sustainable Exhibitions. This progress exemplifies how implementing sustainable practices is not just about environmental stewardship, but a strategic advantage that drives innovation, attracts young professionals and creates operational efficiencies.

Advocacy efforts this year have been impactful, highlighted by the ECA’s Legislative Action Day that brought industry leaders face-to-face with U.S. policymakers. We continue to make significant strides in addressing crucial issues, from pushing for the reinstatement of communicable disease coverage in event cancellation insurance to advocating for streamlined visa operations and fair music licensing practices. These efforts underscore our industry’s role in driving economic growth and fostering global commerce.

The power of collaboration has also been evident throughout 2024. By bringing together diverse perspectives and expertise, we develop innovative solutions and experiences that push the boundaries of what is possible. Partnerships amplify our collective voice, and the unity demonstrated by industry organizations reinforces our reputation while showcasing our resilience in the post-pandemic business landscape.

Technology has emerged as a transformative force in our industry this year; it has been nothing short of awe-inspiring. The integration of artificial intelligence has revolutionized how we approach attendee engagement, event planning and marketing strategies. From AI-powered matchmaking platforms to predictive analytics for resource allocation, these tools are enhancing the attendee experience while optimizing operations. Augmented reality, virtual reality, and IoT technologies have opened new possibilities for immersive experiences and data-driven decision-making. There is no shortage of curiosity and motivation to see where these technologies will take us.

Perhaps most critically, 2024 has highlighted the importance of nurturing our workforce. We have made significant progress in attracting young professionals by emphasizing flexibility, professional development and purpose-driven work. Our industry’s unique ability to foster meaningful relationships and drive innovation across business sectors has become a compelling narrative for the next generation of talent. I urge executive leaders to continue building on this momentum. The benefits of experience and wisdom coupled with fresh ideas and enthusiasm is a secret sauce that lifts our industry to new heights – an exciting proposition!

As I prepare to pass the torch, I am optimistic about our industry’s trajectory. The challenges we have faced have become catalysts for innovation and growth. I encourage executive leaders to continue exploring the themes featured in this column throughout the year. Our industry has proven its resilience and adaptability time and again, and I have no doubt that we will continue to evolve and thrive.

Together, we have not only navigated change but embraced it as an opportunity to reshape our industry for the better. The future of trade shows is bright, and I am excited to see how we will continue to innovate, collaborate and lead in the years to come.

As this issue goes live, IAEE is finalizing its preparations for yet another amazing Expo! Expo!, this year in Los Angeles. I cannot think of a better way to close out the year and embrace a new year ahead. 

It has truly been an honor to serve as the IAEE Chair in ’24. I wish you and yours a happy holiday season and look forward to our industry’s continued prosperity in ’25.

Marie Browne
2024 IAEE Chairperson
Group Vice President
RX

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We are only six weeks away from Expo! Expo! IAEE’s Annual Meeting & Exhibition in Los Angeles and, as noted in this issue, it is THE PLACE TO BE for those eager to end the year on a high note for professional growth and forging valuable industry connections.

We are delighted to return to Tinseltown after a decade and have enjoyed using fun, Hollywood-themed verbiage to detail what we have in store. However, rest assured that we are very serious about delivering a spectacular event worthy of attendees’ time and investment. That is because Expo! Expo! embodies IAEE’s highest ideals.

As I have stressed throughout the year, workforce development weighs heavy on the minds of executive leaders as we are tasked with doing our best to apply what is available today in meeting tomorrow’s demands. The monumental responsibility of ensuring we do right by our organizations, and the team members we rely upon to keep moving forward, is a challenge that motivates leaders to seek the most efficient opportunities that yield the most effective results.

This is not lost on the IAEE team and Expo! Expo! Advisory Committee as they craft a learning program custom-tailored to our industry. A lot of thought has been put into not only the education tracks offered, but how to deliver this expansive data in ways that remain fresh and enjoyable. After all, it is a tremendous amount of information! Which is why Expo! Expo! has been structured to deliver digestible takeaways that can be applied immediately upon returning to the office. Our goal is to invigorate attendees with the inspiration and knowledge they need to meet – preferably, exceed – their goals in the coming year.

Great consideration has also been placed on providing exhibitors the perfect opportunity to demonstrate how their products and services best meet attendees’ needs. The face-to-face marketplace on Expo! Expo!’s exhibition floor is designed to put dynamic solutions directly in the hands of those leading our industry into the future. It is an all-encompassing experience that engages every sense, epitomizing the very essence of trade shows and what makes them such a powerful business conduit.

Of course, the tie that binds this all together is the ability to meaningfully connect with our colleagues. Networking opportunities abound for professionals at all levels of our industry at Expo! Expo!. It truly is the greatest gathering of established and up-and-coming leaders in exhibitions and events. Expo! Expo! is dubbed “the show for shows” for a reason: it is designed by members of our industry for members of our industry.

Which brings me to my final point. Diversity, equity, inclusivity and belonging are imperative to our advancement. The technological breakthroughs we are seeing pale in comparison to the human ingenuity and vision that drive this new era we are designing. Amazing talent dances at our fingertips from a vast array of cultures, backgrounds and values as limitless as the potential they possess.

Expo! Expo! welcomes all members of our industry with open arms, along with their zest for taking us into a bold future. By working together, we are poised to capitalize on this enthusiasm and foresight in ways that are genuinely exciting.

It is no secret we are in a unique balancing act of bringing our industry back from near devastation and navigating a technological revolution that is redefining how every industry sector operates. I can attest that immense thought, passion, dedication and business acumen has been poured into creating an Expo! Expo! unlike any other.

As IAEE Chairperson, I am exceedingly proud of the experience that awaits you at Expo! Expo! and look forward to seeing you very soon in Los Angeles.

Marie Browne
2024 IAEE Chairperson
Group Vice President
RX

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