The Behind the Scenes with Tech learning track at Expo! Expo! IAEE’s Annual Meeting & Exhibition 2024 consisted of a hands-on learning approach that recognizes a fundamental truth: technology mastery doesn’t come from watching demonstrations but from experimentation, failure, iteration and breakthrough. Sessions allowed participants to work on their actual events, their genuine professional challenges and their specific organizational needs. The result? Not just enhanced knowledge, but immediately deployable skills and strategies that could transform how they approach their daily work.

The three sessions we will explore here – AI strategy development, LinkedIn professional presence optimization and comprehensive AI workflow implementation – were led by industry innovators who understand both the technological possibilities and the practical constraints facing exhibition and event professionals today. Read on to gain insights from these transformative sessions and how you can apply these same principles to accelerate your own technological growth.

From Scenarios to Strategies: Crafting Event Success with AI

Rich Vallaster, DES, CEM, Senior Director of Industry Relations and Community Engagement at Personify, focused on practical AI applications for exhibition and event professionals and moved attendees from theory to action in using AI for event planning and management.

Rich introduced attendees to the concept of applying AI as a “co-pilot” for planning their events, drawing an analogy to aviation “autopilot” to emphasize that AI is meant to assist – rather than replace – human expertise. His presentation covered the fundamental concepts of prompt engineering and AI training, followed by group experiments where participants could test AI tools in real-world scenarios.

Rich addressed AI applications across multiple areas of event management, including marketing, logistics and operations, conference/education, sales, registration and housing, and finance and legal functions. Rather than providing an exhaustive technical explanation of AI models, he focused on practical implementation and immediate value creation.

Rich then moved participants through a hands-on exercise that developed their skills in “asking AI better questions” rooted in five core principles:

• Be specific with details and context
• Use “act as if” scenarios to define target audience and perspective
• Add appropriate tone and examples
• Request specific output formats (summaries, charts, lists, etc.)
• Utilize “do” and “don’t” parameters to include or exclude elements

Participants learned to personalize AI tools by setting formality levels, response length preferences, terminology definitions and organizational voice alignment. As the groups concluded their experiments using various AI tools, participants showcased their results and shared insights.

Key Takeaways

1. AI should be viewed as a co-pilot, not autopilot: Just as aviation autopilot assists pilots rather than replacing them, AI tools should augment human expertise in event planning rather than fully automate processes. This mindset shift helps event professionals leverage AI effectively while maintaining necessary oversight and decision-making control.
2. Effective prompt engineering requires specificity and context: The quality of AI output directly correlates with the quality of input prompts. Event professionals should include detailed context, specify their role or audience perspective, define desired tone, request specific output formats and clearly state what to include or exclude to get meaningful, actionable results.
3. Custom training transforms AI tools into organizational assets: By setting up custom instructions that reflect your professional role, organizational terminology, typical challenges, and preferred communication style, AI tools become more aligned with your specific needs and can consistently deliver responses that match your organization’s voice and standards.

LinkedIn Lab: Crafting Your Professional Presence

Trainer and Speaker Leanne Calderwood, CMP specializes in helping industry professionals maximize their LinkedIn presence for business development and professional growth. In this session, she took attendees through a step-by-step process for transforming their LinkedIn profile from a passive resume platform into an active business development tool.

Leanne stressed that LinkedIn is a powerful business tool that has evolved far beyond its original job-search function. With 1 billion users but only 4% posting more than once per week, she emphasized the significant opportunity for professionals who actively engage on the platform. She also highlighted that 73% of buyers are more likely to consider a brand if the salesperson reaches out via LinkedIn, demonstrating its effectiveness for relationship building and business development.

Leanne walked participants through three interconnected activities that create a “sweet spot” for professional success: optimizing your profile, growing your network and creating consistent content. She explained that these three elements work synergistically and that without all three, professionals miss opportunities for visibility, relationship development and business growth.

Leanne detailed four critical areas for profile enhancement:

• Background photo serving as “prime real estate” and personal billboard
• Headline transformation from job title to audience-focused, keyword-rich hook
• Using the “About” section as a storytelling opportunity with clear calls to action
• Contact information accessibility for easy business connection

Leanne outlined the H.E.A.R.T. storytelling framework (Hook, Encounter, Apex, Resolution, Takeaway) and provided practical content creation guidance including optimal posting frequency, character limits, hashtag usage, and algorithm optimization techniques. She also explored strategic networking approaches for connecting with people before, during and after events, leveraging industry lists, and identifying those who engage with relevant content.

Key Takeaways

1. LinkedIn success requires three integrated activities: The most effective LinkedIn strategy involves simultaneously optimizing your profile, growing your network strategically and creating consistent content. These three activities create a “sweet spot” in which each element amplifies the others.
2. Transform your profile from resume to business development tool: Your LinkedIn profile should shift from being “all about you” to being “all about your audience.” This means replacing job titles with audience-focused headlines, using storytelling in your “About” section to demonstrate how you serve clients, and making it easy for prospects to understand your value and contact you directly.
3. Consistent content creation provides significant competitive advantage: Regular content creators have a substantial opportunity to stand out by using structured storytelling (the H.E.A.R.T. framework) combined with strategic algorithm optimization techniques like limiting hashtags, avoiding external links in posts, and engaging actively in your own comments section the same day you post.

Building Your Conference with AI

Chris Gloede, Membership and Marketing Transformation Consultant and Fractional CMO at Ricochet, focused on practical AI applications for exhibition and event management while building attendees’ confidence with AI through nine structured experiments covering the entire conference lifecycle from conception to execution. He included a comprehensive exploration of AI’s evolution from its 1956 conceptual origins to today’s generative AI capabilities, emphasizing that businesses use AI for six key reasons: Mentoring, Innovation, Quality Improvement, Productivity Enhancement, Simplification and Speed.

The workshop was structured around practical experiments using various AI tools including general chatbots, specialty tools for images, presentations, music and video clips. Each experiment addressed a specific conference management need, from initial concept development through post-event engagement.

Chris introduced the H.R.A.C.I.F. prompting framework, a systematic approach to AI prompting consisting of six elements:

• Headline: Clear request that serves as the title
• Role: Giving AI specific context and expertise
• Audience: Defining target audience details
• Context: Sharing reference content
• Instructions: Setting output expectations
• Format: Specifying tone, style and structural requirements

Chris also categorized AI tools into four functional types:

• Generators: Create original content in multiple media formats
• Interpreters: Synthesize information and reformat content
• Forecasters: Identify patterns for accurate predictions
• Recommenders: Analyze data for personalized suggestions

Chris explored practical considerations such as accuracy challenges, legal issues and ethical concerns, and the need for comprehensive AI policies with oversight, approved tools, input/output rules and clear repercussions for misuse.

Key Takeaways

1. Structured prompting dramatically improves AI output quality: The H.R.A.C.I.F. framework transforms basic AI interactions into sophisticated, targeted results for consistently high-quality content that meets its exact specifications rather than generic responses.
2. AI applications span the entire conference lifecycle: Rather than viewing AI as a single-purpose tool, successful implementation requires understanding how different AI options can address specific conference needs from initial concept development through post-event analysis.
3. Organizational AI success requires comprehensive planning and policy development: Effective AI implementation goes beyond individual tool usage to encompass written policies, approved tool selection, staff training, custom AI development, and return on investment monitoring. Organizations must address practical challenges and ethical concerns through structured governance and clear guidelines for appropriate use.

Join the Conversation at Expo! Expo! 2025

As we look ahead to Expo! Expo! IAEE’s Annual Meeting & Exhibition 2025 taking place 8-10 December in Houston, the transformative power of hands-on technology learning experiences becomes even more compelling. Whether you’re ready to harness AI as your strategic co-pilot, transform your professional digital presence into a powerful business development engine, or implement comprehensive technology workflows that span your entire event lifecycle, Expo! Expo! offers the collaborative environment where theory meets practice and the invaluable knowledge gained translates into immediate success.

Registration is now open for Expo! Expo! 2025 in Houston, Texas! Take full advantage of the BE SMART rates ending on 17 October as well as specialized discounts for various types of attendees. Learn more here.

The post How Event Pros are Mastering Today’s Tech appeared first on IAEE.

The Stagecraft Secrets learning track at Expo! Expo! IAEE’s Annual Meeting & Exhibition 2024 brought together industry experts to address these challenges. This specialized learning track was designed for professionals who understand that successful exhibitions require more than just good intentions; they demand strategic thinking, innovative design approaches and meticulous operational planning.

From reimagining entire event models to navigating international legal complexities and addressing modern security concerns, the sessions in this track provided actionable insights for creating impactful experiential marketing opportunities while maximizing budget efficiency. The presentations revealed a common theme: success in today’s competitive environment comes from combining data-driven decision making with creative problem-solving, all while maintaining unwavering focus on attendee experience and stakeholder value.

Whether you are transforming a long-standing conference format, planning your first international event or strengthening your security protocols, the lessons from these industry leaders offer a roadmap for elevating your events from good to exceptional. Here’s what we learned from three standout sessions that exemplify the strategic thinking required to master the stagecraft of modern exhibition management.

Reimagining Your Event: IAUG Annual Conference Transformation

This presentation by Innovatis Group’s Senior Manager of Fulfillment Julie Williams and Senior Vice President of Client Experience and Operations Colleen Jamieson detailed a comprehensive three-year transformation of the International Avaya User Group (IAUG) annual conference. This technology event operates as a unique co-hosted partnership between IAUG and Avaya, with shared responsibility for profit and loss, sponsorship recruitment, attendee acquisition and program development.

Before 2021, the IAUG conference was a substantial enterprise technology gathering featuring 2,800 attendees and 80+ exhibitors in a traditional four-day format. The event served Avaya users, partners and technology professionals seeking technical education, networking, and vendor showcases. However, by 2021, the conference faced critical industry-wide challenges that included rising operational costs, stagnant revenue growth, and fundamentally shifting attendee expectations shaped by post-pandemic changes in professional travel and time investment priorities.

The shared ownership model between IAUG and Avaya created both opportunities through combined resources and expertise, and complexities through the need for consensus-building across multiple stakeholders with potentially different priorities and competing interests for content and time allocation.

The Transformation Journey

Faced with these pressures and attendees’ increasing demand for high-tech, personalized experiences with measurable ROI, the event evolved through a strategic multi-year approach:

• 2022 – Learn and Inform: Deep analysis of attendee demographics, behaviors and feedback to understand what needed to change, while engaging opposing opinions early in the process.
• 2023 – Small Steps Toward Change: Reduced the event from four days to three days, streamlined content, elevated specialized tracks and began personalizing the attendee journey with dedicated messaging.
• 2024 – Commit and Create: Further condensed to two and a half days, completely reimagined the expo hall (renamed “Experience Hall”), introduced prefabricated kiosks with zone-based floor planning and prioritized partner experience alongside attendee needs.

Data-Driven Decision Making

Operating in an increasingly crowded technology event marketplace where attendees had numerous professional development alternatives, the team prioritized comprehensive stakeholder feedback analysis over assumptions. Key insights revealed that attendees preferred shorter events (no more than three days), wanted higher ROI on their time investment, felt overwhelmed by too many concurrent content options, and found traditional spending on giveaways and elaborate receptions had minimal impact on their experience.

Key Takeaways:

1. Start Small and Build Momentum: Rather than attempting massive changes all at once, implement incremental improvements that demonstrate value and build stakeholder confidence across multiple organizational partners. Small changes can create significant impact when strategically planned and executed over multiple years.
2. Let Data Drive Decisions, Not Opinions: Use comprehensive attendee behavior analysis, feedback surveys and revenue patterns to inform changes rather than relying on assumptions or the loudest voices among diverse stakeholders. This data becomes crucial ammunition when addressing resistance to change in complex partnership environments.
3. Don’t Wait for 100% Buy-In: Change management in multi-stakeholder environments requires accepting that not everyone will support every decision. Focus on clear communication, provide visual renderings and detailed explanations to help partners visualize changes, but move forward with confidence when you have solid data and alignment with key objectives.

Legal Updates From a Global Perspective: Being in the Know!

Barbara Dunn, Partner at Barnes & Thornburg LLP, provided essential legal guidance for exhibition professionals managing international events. The session covered three critical areas: contract negotiations, risk management and regulatory compliance when organizing events outside one’s home country.

Contract Negotiations with International Partners

When working with international venues and service providers, event organizers face significantly different contractual expectations compared to domestic arrangements. Key partners include Professional Conference Organizers (PCOs), hotels, convention centers and various service providers. The international contracting landscape typically involves more upfront payments, limited payment method options, stricter hotel room block guarantees and reduced flexibility for event changes.

International contracts often include additional complexities such as imposed tax and service charges, compliance requirements with local regulations, new or different insurance obligations, and limited or no indemnification clauses. These factors require careful negotiation and thorough understanding of local business practices.

Risk Management and Contingency Planning

Global events face unique risks that require specialized contingency planning. Major risk categories include currency fluctuations, reduced event attendance, travel limitations or restrictions, global security threats, strikes and labor disputes, and force majeure events. Additionally, dispute resolution mechanisms may differ significantly from domestic standards.

International partners typically prefer to maintain contracts in local currency and may push for contract interpretation under local language and legal frameworks. Event organizers should expect little to no flexibility for space reductions, additional charges for furniture and equipment, limited concern from venues regarding travel restrictions or disruptions, non-refundable deposit structures, and force majeure clauses that favor rescheduling over cancellation. Local courts and jurisdiction clauses are also common.

Regulatory Compliance Requirements

International events must navigate complex regulatory landscapes that vary significantly by country and region. Critical compliance areas include personal data protection laws, visa and entry requirements for attendees and staff, business licenses and permits for event operations, customs regulations for shipping materials and equipment, various tax obligations, and sponsorship restrictions or requirements.

Exhibition organizers should expect strict enforcement of personal data protection laws (such as GDPR in Europe), mandatory requirements for specific business licenses and permits to operate events, the need to work with customs brokers for equipment and material imports, complex tax obligations with potential difficulties in obtaining refunds, and various restrictions on sponsors and other event participants based on local regulations.

Key Takeaways:

1. Expect Stricter Financial Terms and Less Flexibility: International event contracts typically require more upfront payments, offer limited payment methods and provide significantly less flexibility for changes compared to domestic agreements. Budget for non-refundable deposits and be prepared for additional tax and service charges that may not be negotiable.
2. Plan for Currency and Legal Jurisdiction Challenges: International partners prefer local currency contracts and local legal jurisdiction for dispute resolution. Factor currency fluctuation risks into your budget planning and understand that contract interpretation may default to local language and legal frameworks rather than your home country’s standards.
3. Invest in Local Compliance Expertise Early: Each country has unique regulatory requirements for personal data, business licensing, customs, taxes and sponsorships that must be strictly followed. Engage local legal counsel or experienced customs brokers early in the planning process to ensure full compliance and avoid costly violations or event disruptions.

Profiling Your Events for Safety and Security

Jeff McKissack, President of Defense By Design, addressed the evolving security landscape facing modern events, emphasizing that exhibition organizers must now consider new dynamics beyond traditional safety concerns. Attendees gained valuable insights into identifying potential threats, understanding criminal tactics and implementing comprehensive risk mitigation strategies to protect attendees, assets, and organizational reputation.

New Security Dynamics and Threat Categories

Modern exhibitions and events face two primary security concerns that have become increasingly prevalent. Protests and protesters may target events for various reasons including political, social or religious motivations, while street crime encompasses random attacks, targeted attacks and collateral damage scenarios. Events become attractive targets due to large attendance numbers, specific featured speakers, media coverage, strategic locations, or particular audience demographics.

Jeff introduced the critical concept that, “The greatest threat to your event may not initially be a person with a gun or knife, but rather a person with a ‘good story.’” This highlights how individuals with seemingly legitimate reasons for access can pose significant security risks through social engineering and deceptive tactics.

Jeff outlined how criminals operate using three core strategies:

• Misdirection involves tactics like asking for assistance, faking emergencies, causing scenes, or using male/female distractions to divert attention from their true intentions.
• Illusion encompasses disguising one’s true identity through age, gender, ethnicity, religion, clothing, location, vehicle, perceived disability, or perceived profession.
• Accomplices work in coordination to create complex security scenarios that can overwhelm traditional detection methods.

These tactics emphasize why the common security advice to “see something, say something” is insufficient without proper training on what specifically to look for and how these deceptive techniques operate in real-world scenarios.

Comprehensive Risk Mitigation Framework

Jeff advocates for a multi-layered approach to event security that goes beyond physical measures. Pre-event verification includes confirming the identity of all venue personnel with access, requiring exhibitors to provide names and photos of attendees prior to check-in, and implementing different types of attendee identification based on risk assessment.

He noted that reputation management becomes crucial in today’s social media environment, where protests, riots and political confrontations can quickly escalate online and offline. He also advised that documentation and communication strategies include incorporating waivers into registrations, providing written and verbal communications to attendees about security measures, using signage and video reminders during events, and maintaining thorough documentation of all security efforts for legal and operational protection.

Key Takeaways:

1. Recognize That Modern Threats Often Begin With Deception, Not Violence: The most dangerous individuals may initially appear legitimate and use “good stories” to gain access or trust. Train staff to identify social engineering tactics like misdirection, illusion and accomplice-based schemes rather than only looking for obvious physical threats.
2. Implement Multi-Layered Pre-Event Verification: Don’t rely solely on traditional badge systems. Verify all venue personnel with access, require exhibitor attendee pre-registration with names and photos, and consider differentiated identification systems based on risk levels. The phrase “see something, say something” is meaningless without proper training on what to actually look for.
3. Protect Your Reputation Through Comprehensive Documentation: In today’s social media environment, security incidents can cause lasting reputational damage beyond immediate physical harm. Incorporate security waivers into registration, maintain clear written communications about safety policies, use reinforcing signage and videos, and document all security measures to protect against legal liability and demonstrate due diligence.

Join the Conversation at Expo! Expo! 2025

As we look ahead to Expo! Expo! IAEE’s Annual Meeting & Exhibition 2025 taking place 8-10 December in Houston, these insights remind us that the obstacles the industry is currently facing require more than intuition; they demand proven strategies and expert guidance. Whether you are seeking to transform your existing programs, expand into global markets or strengthen your operational foundations, the expertise shared at Expo! Expo! 2025 will equip you with the tools and confidence needed to elevate your exhibitions and events from good to exceptional. Don’t miss this opportunity to learn from industry leaders who have successfully navigated the same challenges you are currently facing.

The post Tactics That Make Events Unforgettable appeared first on IAEE.

This comprehensive track covered the full spectrum of sponsorship and sales excellence, from foundational selling skills and relationship building to cutting-edge activation strategies and technology integration. Attendees gained proven methodologies for sales prospecting, team management and performance measurement, while addressing the evolving demands of modern sponsors who seek purpose-driven partnerships and immersive brand experiences.

The following insights from three standout sessions demonstrate how industry professionals can elevate their approach to sponsorship sales, leverage technology for better relationship management, and align with current market trends to unlock new revenue potential and meet the ongoing needs of today’s sophisticated customers.

Advanced Selling Skills for B2B Success

Author, Speaker, Trainer and Performance Coach David Suson focused on improving business-to-business (B2B) sales strategies, specifically for exhibition organizers selling sponsorship and exhibition space. He addressed a critical challenge organizers consistently face: 70% of exhibitors don’t renew booth space because they feel they didn’t receive adequate value – not due to budget constraints.

Understanding Customer Motivations. It is important to exercise empathy in sales, and David encouraged sellers to understand why companies sponsor or exhibit at their event. Key motivations include lead generation, branding, networking, market research, recruiting, competition analysis, thought leadership and accessing decision makers.

Common ROI Challenges. David also identified eight primary reasons why companies fail to achieve return on investment (ROI) from exhibitions and events:

• Poor pre-show planning
• Weak booth design and engagement
• Inadequate follow-up
• Misaligned target audiences
• Unrealistic expectations
• Ineffective sponsorship execution
• Lack of post-event analytics
• Poor event management

Strategic Solutions. David offered strategies that help exhibitors and sponsors achieve better ROI such as providing booth sales training, creating bespoke sponsorship packages, offering lead qualification training, facilitating exclusive networking opportunities and providing post-event ROI analysis tools.

Sales Techniques. David also explored key selling approaches, such as the “drafting” strategy (securing major sponsors first to attract others), selling ROI rather than just space, developing internal champions, and focusing on immediate post-event follow-up when emotions and experiences are fresh.

Key Takeaways:

1. Sell Value, Not Space: Instead of simply selling booth space or sponsorship packages, focus on demonstrating ROI through metrics, historical data, demographics, case studies and tailored solutions that address specific business objectives.
2. Develop Internal Champions: Success requires identifying and nurturing advocates within client organizations who can champion your event internally. This involves educating them, testing their commitment, role-playing scenarios and building their confidence to sell.
3. Follow-Up is Critical: The best time to sell is immediately after an event when emotions are high and experiences are fresh. Schedule review meetings at the time of signing and rather than avoiding difficult conversations, use them as opportunities to understand pain points and improve future offerings.

Lights, Camera, Revenue! Pulling Back the Curtain on a Successful Sponsorship Program

This case study presentation revealed the transformation of the United States Institute for Theatre Technology’s (USITT) sponsorship program from underperforming to highly successful. Founded in 1960, USITT supports the live entertainment design and technology industry through its Annual Conference & Stage Expo.

USITT Director of Sales and Events Jody Harris and Sales and Events Manager Lea Ann Quimby were joined by eShow Exhibit Product Specialist Lead Pam Lesner, CMP in highlighting how they achieved significant improvements in participation growth, new sponsor acquisition, sponsor retention, and overall revenue growth from 2022 to 2024. The panel shared their “Top 10 Tips for Sponsorship Success,” emphasizing personalization, strategic partnerships, data-driven adjustments and building long-term relationships.

The Challenge

USITT’s sponsorship program was significantly underperforming, with only 42% of sponsorship opportunities being sold and 58% remaining unsold. This low participation rate was limiting revenue potential and sponsor engagement.

The Strategic Approach

The team implemented a comprehensive overhaul focusing on three main areas: creating unique sponsorship opportunities, leveraging technology for efficiency and developing repeatable success strategies:

Creating Unique Opportunities. The team identified potential sponsors, developed specialized sponsorships for niche markets within their industry, searched out new connections, increased minimum sponsorship levels, revamped their prospectus and introduced flexibility by removing ‘SOLD’ labels to allow for package customization.

Technology Integration. They built a tech-enabled sponsorship model that mapped out offerings, captured revenue goals, and provided real-time metrics and tracking capabilities for better management and decision-making.

Repeatable Success Framework. This solution included systematic contact with potential sponsors, negotiation processes, promise delivery and strategic year-end budget appeals to capture last-minute sponsorship opportunities.

Key Takeaways:

1. Customization and Flexibility Drive Success: The most critical factor in improving sponsorship sales was removing rigid package structures and ‘SOLD’ labels, allowing for personalized sponsorships that match specific sponsor goals and budgets. This flexibility increased participation by making opportunities accessible to a broader range of potential sponsors.
2. Technology Enables Better Relationship Management: Implementing tech-enabled systems for mapping offerings, tracking real-time metrics, and capturing revenue goals significantly improved efficiency and allowed the team to focus more on building stronger sponsor relationships rather than administrative tasks.
3. Strategic Timing and Data-Driven Decisions: Targeting year-end budgets for last-minute deals and continuously collecting sponsor feedback to make data-driven adjustments to packages proved essential for sustained growth. Sharing ROI metrics with sponsors also secured repeated support and demonstrated value.

Elevating Sponsorship Success: Innovative Strategies for Growth

Paula Beadle, Founder and CEO of the Sponsorship Marketing Association, shared with attendees why now is the optimal time for sponsorship growth. Her insights are driven by changing consumer behaviors, increased interest in experiences and companies’ growing investment in sponsorship marketing. She outlined the following key reasons that sponsorship marketing works:

• Demonstrates what companies stand for
• Develops trust relationships
• Creates brand affinity and authenticity
• Drives content development across social and digital platforms
• Integrates multiple marketing strategies
• Helps build brands faster while engaging audiences

Paula outlined shifts in consumer behavior by highlighting significant changes in purchasing decisions from 2019 to 2024 such as increased consumer preference for products that create memories (+4%), support for local communities (+8%) and sponsoring events they follow (+12%). Additionally, 86% of Americans believe corporations should take stances on social issues, with conscious consumers being four times more likely to purchase from purpose-driven brands.

What makes now such a good time for sponsorships?

Paula demonstrated strong market performance through examples like Live Nation’s record-breaking 118 million tickets sold with sponsorship revenue on track to exceed $1 billion, the State Fair of Texas hitting 2.4 million attendance and a 25% increase in brands investing in U.S. women’s professional sports.

In addition, she identified the following nine major trends shaping the sponsorship landscape:

• Rising sponsorship spending amid tightening marketing budgets
• Increasing sponsor expectations
• Properties favoring fewer but bigger partnerships
• Sponsorships expanding beyond events
• Greater emphasis on audience-brand-values alignment
• Interactive and immersive activations
• Partnerships with purpose
• Increasing B2B sponsors
• Professionalization of the sponsorship space

To navigate these evolving market conditions, Paula presented a comprehensive approach that combines strategic preparation with actionable execution. This integrated approach recognizes that future sponsorship success requires a higher level of expertise, tenacity, and thoughtful planning to meet the increasingly sophisticated demands of both sponsors and audiences.

Key Takeaways:

1. Purpose-Driven Partnerships are Essential: Modern consumers increasingly make purchasing decisions based on brands’ values and community support. Companies that demonstrate clear purpose and social responsibility are four to six times more likely to gain consumer trust, loyalty and advocacy, making values alignment a critical factor in sponsorship success.
2. Quality Over Quantity in Partnerships: The industry is shifting toward fewer, more substantial partnerships rather than numerous smaller sponsorships. This trend requires sponsors and properties to focus on deeper, more meaningful collaborations that provide greater value and more comprehensive activation opportunities.
3. Integration and Experience Enhancement are Key: Successful sponsorships must extend beyond traditional event boundaries to include social/digital media integration and focus on enhancing the guest experience. The best sponsorship ideas solve problems, create emotional connections and provide immersive, interactive experiences that engage audiences across multiple touchpoints.

Join the Conversation at Expo! Expo! 2025

As we look ahead to Expo! Expo! IAEE’s Annual Meeting & Exhibition 2025 taking place 8-10 December in Houston, imagine the possibilities that come from combining proven strategies with fresh insights from leading experts. Picture yourself mastering the art of turning hesitant prospects into enthusiastic champions, learning to leverage cutting-edge technology that transforms your sponsor relationships from transactional to transformational, and discovering how to tap into the growing demand for purpose-driven partnerships that create authentic connections with today’s conscious consumers. Expo! Expo! 2025 promises to deliver game-changing learning experiences that equip you with the expertise, tools and confidence to navigate an increasingly sophisticated marketplace.

The post Sponsorship Gold Rush: Unlock the Game-Changing Strategies That Turn Prospects into Profit appeared first on IAEE.

Three outstanding sessions from this track highlighted different aspects of modern marketing strategy and offered practical, actionable strategies that attendees could immediately implement to craft their own success stories.

More Platforms, More Problems: Simplified Social Media Marketing Using A.I.

Sherron Washington, Founder and CEO of The P3 Solution, focused on how marketers can streamline their social media marketing strategies by identifying the right platforms, simplifying tactics and leveraging AI tools. She also addressed common challenges marketers face with social media, including platform overload, unrealistic expectations and implementing tactics without proper strategy.

Sherron compared different social media platforms to familiar concepts:

• Facebook as “The Watercooler” (communal space for nurturing professional/casual relationships)
• LinkedIn as “The Boardroom” (professional networking to establish credibility)
• Instagram as “The Show Floor” (visual showcase for products, services and lifestyles)
• TikTok as “The Stage” (creative entertainment platform)

For each platform, she outlined industry relevance, target demographics, goals (visibility, lead generation or sales) and recommended posting frequency.

Sherron also offered tactics to simplify social media efforts such as careful implementation of trends, content curation rather than creation, using “edutainment” for engagement, reverse engineering posts and posting with intention.

Sherron concluded by offering suggestions for various AI tools to help with platform selection, expectation management and strategy development that include ChatGPT, Jasper, BuzzSumo, HootSuite, Sprout Social and Canva AI.

Key Takeaways:

1. Focus on selecting the right social media platforms based on industry relevance, audience demographics, specific goals (visibility, leads, sales) and required effort rather than trying to maintain presence on all platforms.
2. Simplify your social media tactics by curating rather than creating all content, using “edutainment” for engagement and posting with clear intention to align with your overall strategy.
3. Leverage AI tools like ChatGPT, Jasper and social media management platforms to streamline platform selection, manage expectations and develop effective strategies that reduce complexity in your social media marketing.

Personal Branding (For People Who Aren’t Celebrities)

Personal branding and LinkedIn trainer Leanne Calderwood focused on demystifying personal branding for professionals who are not celebrities. Defining personal branding as “the intentional amplification of your personality traits so that you can set yourself apart, build trust with your audience, and attract more leads and opportunities,” she addressed common concerns about personal branding, including uncertainty about where to start, feeling intimidated, questioning its effectiveness and concerns about time constraints.

Leanne debunked these five common myths about personal branding:

• Personal branding is about creating an image (instead, it should be authentic)
• Personal branding competes with corporate branding (they can complement each other)
• You have to be on social media to build a brand (there are many offline options)
• Personal branding is time-consuming (many branding activities take less than 10 minutes)
• Personal branding is all about you (it’s actually about who you’re trying to influence)

She also provided a framework for identifying what to include in a personal brand by exploring eight areas of personality: characteristics, skills, talents, strengths, passions, values, beliefs and traits. Leanne highlighted that finding one focus point to amplify – whether that’s a strength, passion, belief, story, experience or unique selling proposition – will differentiate you and resonate with your target audience.

Throughout the presentation, Leanne emphasized that personal branding should be intentional, authentic, and aligned with how you want to serve others. She noted that 83% of customers prefer to do business with someone they know and trust, reiterating the importance of building relationships through personal branding.

Key Takeaways:

1. Authentic personal branding is about intentionally amplifying your genuine personality traits and strengths to set yourself apart and build trust with your audience as opposed to creating a false image or persona.
2. Your personal brand and your company’s brand can work together synergistically rather than competing; strong personal brands can be seen as assets to organizations by creating stronger relationships and providing additional opportunities.
3. Personal branding doesn’t have to be overwhelming or time-consuming! It can be built through small, consistent actions (many taking less than 10 minutes) that focus on your unique strengths and the specific value you provide to those you’re trying to influence.

Attracting New Audiences: Marketing Strategies for Trade Show Success

Damaris Piraino, Senior Director of Trade Show Marketing at the Plastics Industry Association, and Bill Zimmer, Vice President of Strategy at 360 Live Media, showcased marketing strategies used to revitalize NPE: The Plastics Show after a six-year hiatus. NPE is the largest plastics trade show in the Americas, typically drawing more than 50,000 attendees from 133+ countries every three years.

The comprehensive marketing approach presented by Bill and Damaris is guided by six core principles:

• People First
• Make It Personal
• Be Relevant
• Be Interested
• Activate Others
• Push Yourself

Damaris and Bill detailed a multi-channel strategy that included rebuilding their contact database from the ground up, implementing targeted audience segmentation across 15+ industry segments, developing a compelling creative theme (“Made For You”), and executing an integrated marketing plan.

Their marketing efforts included website optimization, email campaigns (250+ emails with 97.51% deliverability), robust social media engagement (700+ posts generating 32M+ impressions), exhibitor guest pass programs, international marketing partnerships, paid media campaigns, and public relations efforts that generated 3.5 billion in total readership. They also highlighted the importance of creating new experiences like opening parties, women’s breakfasts, and programs targeted at future industry leaders.

The results were impressive: NPE 2024 attracted more attendees under 40 than any previous show, doubled C-suite attendance compared to the prior event, and 89% of attendees reported attending for the networking opportunities.

Key Takeaways:

1. Effective trade show marketing requires a people-first approach with targeted audience segmentation. NPE’s strategy of creating personalized messaging for 15+ industry segments and additional demographic factors enabled them to effectively rebuild their audience after a six-year hiatus and attract a younger, more diverse audience.
2. Successful trade shows must leverage multiple marketing channels simultaneously. NPE’s comprehensive approach included website optimization, email marketing, organic and paid social media, exhibitor partnerships, public relations, and international marketing efforts – all working in concert toward common goals.
3. Trade shows must balance attracting new audiences while retaining core attendees. NPE accomplished this by developing both fresh experiences (opening parties, women’s breakfasts, Future Leaders programs) and maintaining industry-focused content (sustainability features, recycling demonstrations, and relevant keynotes), resulting in both more attendees under 40 and doubled C-suite participation.

Join the Conversation at Expo! Expo! 2025

As we look ahead to Expo! Expo! IAEE’s Annual Meeting & Exhibition 2025 taking place 8-10 December in Houston, exhibitions and events professionals are invited to experience the same caliber of transformative learning showcased in these presentations. Whether you are looking to master digital marketing strategies, develop your personal brand to stand out in a competitive industry or discover innovative approaches to audience engagement, Expo! Expo! 2025 offers practical, actionable insights you can implement immediately to elevate your events, streamline your marketing efforts and connect with new audiences.

The post Marketing Strategies that Captivate Audiences appeared first on IAEE.

Participants discovered how innovative safety protocols are transforming workplaces and how educational initiatives are building foundations for lifelong wellness habits. As we unpack the key insights from this transformative learning track, we invite you to consider how these integrative approaches might enhance your own wellness journey, benefit your organization, or strengthen the exhibitions and events community’s health initiatives.

Leadership for Well-being: Strategies to Alleviate Stress and Foster a Healthy Workplace

Author, Speaker, Trainer and Performance Coach David Suson focused on leadership approaches that reduce workplace stress and anxiety while fostering employee well-being. He proposed that traditional approaches to workplace stress reduction often fail because they do not address root causes. Instead, he recommended the “MVP” framework for leadership that transforms workplace culture and relationships:

M – Mindset: Leaders must shift their mindset from demanding performance to inspiring it. This involves seeing leadership as coaching, mentoring and development rather than authority and control. Suson encouraged leaders to examine their first experiences with leadership and recognize how these might shape their current approach.

V – Value Them: Leaders should demonstrate genuine care for team members as individuals, not just workers. This includes remembering personal details about employees’ lives, interests and special days. Even with difficult team members, Suson advocated practicing “inattentional blindness” by intentionally looking for value in everyone.

P – Push Them Up: Leaders should focus on elevating their team members’ careers and capabilities. Suson addressed the common fear that developing employees might lead them to surpass the leader, countering with the metaphor that “a rising tide lifts all boats.”

Suson emphasized that well-led teams experience less stress and anxiety, resulting in higher engagement, performance, retention and fewer problems like “quiet quitting” and excessive sick days.

Key Takeaways:

1. Effective leadership focuses on inspiring rather than demanding, which addresses the root causes of workplace stress and anxiety.
2. The MVP framework (Mindset, Value Them, Push Them Up) provides a practical approach to leadership that reduces stress while improving team performance.
3. Simply knowing leadership principles isn’t enough – implementation is what matters. As Suson noted, “It’s not what you know, it’s what you do with what you know.”

The Curious Calendar Game: Mindfulness for Executives, Managers and Staff

Natasha Coco Benitez (Coach Coco) focused on mindfulness techniques for workplace professionals through calendar analysis. She encouraged participants to examine their personal and professional calendars with “compassionate curiosity” to gain insights into their well-being priorities.

Coach Coco applied a reflective exercise she calls “The Curious Calendar Game,” where participants review their calendars (or photos as an alternative) from specific time periods to assess three dimensions of well-being:

1. Social well-being: Examine social connections like volunteering, gatherings with friends and hobbies.
2. Emotional well-being: Reflect on emotions experienced, including those avoided or suppressed, and self-care practices.
3. Workplace well-being: Identify aspects of work that provide positive feelings versus those that deplete energy.

Coach Coco also offered action steps that help identify patterns to release and habits to cultivate, along with reflective questions about commitment integrity and potential six-month outcomes.

Key Takeaways:

1. Regular calendar reviews can reveal important insights about how we prioritize well-being across social, emotional and workplace dimensions.
2. Improved workplace well-being correlates with significant benefits: employees are 3x more likely to be engaged at work, 69% less likely to search for a new job and 36% more likely to thrive in their overall lives.
3. Sustainable well-being improvements come from both identifying commitments to release (“one pattern to slowly release”) and positive habits to reintroduce (“one habit to gently bring back”).

The Culture Catalyst: Shifting Leadership Perspectives with Neuroscience

In this session, Matthew Kalb, CMP, CEM-AP, Vice President of Client Experience at T3 Expo focused on how leaders can transform workplace culture through understanding neuroscience principles. He explored the definition of culture, introduced concepts of neuroplasticity and contrasted transactional versus transformational leadership styles.

Kalb emphasized that leadership behaviors are contagious throughout an organization and highlighted five characteristics of enhanced teams, with special focus on psychological safety. He offered practical strategies for leaders to improve workplace culture, including restructuring one-on-ones, celebrating failures, implementing 360 reviews and adjusting interview processes to prioritize emotional intelligence.

Key Takeaways:

1. Psychological safety is fundamental to effective teams. Organization leaders should strive to create environments where team members feel safe to take risks, express ideas and admit mistakes without fear of negative consequences.
2. Leadership behaviors are contagious. Good or bad leadership trickles down through an organization, highlighting the importance of leaders modeling desired behaviors and mindsets.
3. Small, incremental changes are more effective than large ones. Lasting cultural change happens through small, manageable shifts rather than attempting major overhauls, as self-control is an exhaustible resource.

Join the Conversation at Expo! Expo! 2025

As we look ahead to Expo! Expo! IAEE’s Annual Meeting & Exhibition 2025 taking place 8-10 December in Houston, exhibitions and events professionals are poised to connect with thought leaders who understand the intersection of professional success and personal wellbeing while gaining actionable strategies that can transform organizational culture and individual performance. Whether you seek solutions to common workplace challenges or are looking to stay ahead of emerging trends in professional development, Expo! Expo! 2025 provides the perfect environment to expand your knowledge, strengthen your network and reenergize your approach to leadership.

The post Set the Stage for Your Team to Perform at its Best appeared first on IAEE.

Adaptive Growth Strategies for a Disrupted World

Keynote speaker Rick Denley, Founder and President of Peak Performance Leadership Services, Inc. focused on how sales professionals can adapt their strategies to meet the challenges of today’s disrupted B2B sales environment. The changing demographics of buyers, increased use of technology (particularly AI and data analytics), and group decision-making in the buying process means that buyers now expect B2B experiences to mirror the personalized, seamless journeys they enjoy as consumers.

Denley pointed out that while technology is significant, people and relationships remain paramount. Building lasting relationships, investing in customer success and bringing value are critical strategies which can include tactics such as focusing on omnichannel engagement, customer mapping, personalized solutions, and establishing a winning culture.

Denley concluded by offering these Top 5 Habits of Top 1% Growth Companies:

• Remarkable boldness
• Intrinsic motivation
• Grit and resilience
• Ability to lock in and see things through to conclusion
• Connection/communication

Key Takeaways:

1. The B2B buying process has fundamentally changed, becoming more complex and requiring sales professionals to adapt their strategies to help customers navigate their buying journey.
2. While AI and technology integration are important tools, human relationships and delivering value to customers remain the foundation of successful sales strategies in the modern environment.
3. A growth mindset characterized by grit, resilience and innovative thinking is the “#1 Skill” needed to succeed in today’s disrupted sales world.

Bridging the Gap in Event Expectations

Panelists Ronny Coombs, CMP, CEM, Senior Exhibits Manager, American Society of Nephrology; Emile K. Davis, CEM, Managing Director of Business Development, American Institute of Architects; Amy Wilkinson, CMP, DES, Director, Global Events and Corporate Partnerships, Society for Laboratory and Screening; and David Saef, CTSM, CEM, Senior Vice President of Strategy, Freeman discussed the changing dynamics of event organization and attendee expectations, particularly as workforce demographics shift toward younger generations.

They highlighted the disconnect between what event organizers think attendees want versus what attendees actually prioritize, and examined how innovative exhibition organizers are adapting to meet these evolving needs. Discussions centered around data from the Fall 2024 Freeman Syndicated Survey of Event Organizers which included the findings below.

Key Takeaways:

1. Generational Shift in Workforce and Values: By 2030, the workforce will be dominated by younger generations (35% Gen Z, 40% Millennials), who prioritize different values than Boomers. These younger professionals value work-life balance, experiences over possessions and social responsibility, which is reshaping expectations for business events.
2. Disconnect Between Organizer Perceptions and Attendee Priorities: While organizers focus on networking opportunities, attendees place higher value on discovering new products/solutions (87%), hands-on/interactive learning (86%) and building their network (83%). Innovative organizers are more in tune with these attendee priorities.
3. Need for Diversified Learning Formats and Experiences: Attendees expect a wider variety of learning approaches beyond traditional formats. Successful events are incorporating more peer-to-peer learning, hands-on interactions, and immersive experiences that cater to different learning preferences and provide more engaging attendee journeys.

Insights & Projections: Data-Driven Trends for the 2025 Exhibitions Industry

Moderated by Bob Chain, Global Head of Strategic Accounts for Swapcard, the panelists for this session included Sacha Carey, CEM, Vice President – Exhibits, National Business Aviation Association; Arjun Chakravarti, Ph.D., Managing Partner, COGKNITION Analytics; and Molly Witges, CMP, DES, Senior Director, Strategy and Insights, Freeman.

The conversation focused on data-driven insights for exhibition organizers in 2025 and examined engagement patterns, lead generation strategies, and exhibitor behavior across different event sizes. Panelists analyzed how activation relates to engagement, when networking activity occurs throughout the event lifecycle, where leads are generated and the significant impact of sponsorships on lead generation. They also addressed concerning gaps in exhibitor follow-up practices and offered resources for improving exhibition measurement.

Key Takeaways:

1. Sponsorship dramatically increases lead generation: Exhibitors who sponsored at Tier 1 exhibitions (40,000+ attendees) generated 750% more leads than non-sponsors. Additionally, 75% of all leads created come from digital engagements rather than traditional lead scanning.
2. Timing matters for engagement and networking: 65-67% of networking activity occurs before the event, with only 12-14% happening post-event. Similarly, 40% of lead generation happens pre-event while only 8% occurs post-event, emphasizing the importance of pre-event strategy.
3. Significant follow-up gaps exist: One-third of all inbound leads are never followed up with, more than 50% of networking requests remain unanswered and only 15% of exhibitors download their final lead report within 10 days after an event ends, indicating a major opportunity for improvement in post-event processes.

Join the Conversation at Expo! Expo! 2025

As we look ahead to Expo! Expo! IAEE’s Annual Meeting & Exhibition 2025 taking place 8-10 December in Houston, exhibition professionals have a unique opportunity to be at the forefront of these transformative industry shifts. Immersive educational experiences will equip you with actionable strategies to bridge expectation gaps, leverage data-driven insights and implement adaptive growth techniques in today’s disrupted marketplace. Whether you seek to enhance pre-event engagement, optimize your lead generation approach or better understand the evolving needs of younger professionals, Expo! Expo! 2025 offers the collaborative environment, cutting-edge research and practical tools necessary to thrive in the exhibition industry of tomorrow.

The post Shaping the Future of Exhibitions appeared first on IAEE.

IAEE’s recent webinar presented by the IAEE Consumer Events Council, Behind the Scenes: SXSW and Overland Expo, featured how these two renowned events exemplify the nuances between B2C and B2B shows. IAEE Consumer Events Council Chairperson Michelle Metter of Fast Forward Events interviewed Brittani Mathis, Director of Global Sales Operations for SXSW LLC and Lindsay Hubley, Senior Vice President of Consumer Events for Emerald X to learn how they consistently deliver experiences that keep their audiences coming back for more.

Read on for highlights of the webinar and gain valuable insights into the future of B2B exhibitions and events as they adapt strategies from the B2C realm.

SXSW: The Convergence of Creativity and Innovation ​

SXSW is an annual event held in Austin, Texas, that celebrates the convergence of film, interactive media, music, education and culture. ​It originated in 1987 with the vision of helping creatives achieve their goals and has grown in scope and size every year. ​The event features three main “arms” that include a festival focused on film/TV, music and comedy; a conference with education tracks that covers breakthroughs across various industries; and exhibitions such as SXSW Expo that showcase cutting-edge technology, design, social good, entertainment and more, attracting exhibitors from around the world. ​The show combines elements of both B2C and B2B strategies to create a unique and forward-focused experience.

“We serve the creatives and the innovators, and that’s really who our audience is,” said Mathis. “We are also a combination of B2B and B2C, with B2C elements.”

Overland Expo: Adventure Travel and Off-the-Grid Experiences ​

Overland Expo is a premier event series for adventure travel enthusiasts, focusing on passion, travel and overlanding. ​Overlanding refers to vehicle-based adventure travel to off-the-grid destinations, creating a unique and immersive experience. ​The show offers a wide range of activities, including classes, inspirational programs, film festivals, roundtable discussions and demonstrations. ​It attracts vendors selling adventure travel equipment, camping gear, bikes, vehicles and services for the community. Overland Expo operates in outdoor festival environments, providing on-site camping and a vibrant community atmosphere.

“Our expo is built in a ‘Burning Man’ type of environment but it’s all about outdoor recreation,” said Hubley. “We are the world’s premier event series for the do-it-yourself adventure travel enthusiast.”

Where B2B and B2C Shows are Similar

Regardless of the target audience, face-to-face marketplaces bring buyers and sellers together in ways no other business channel does. As such, B2B and B2C shows share these aspects:

• Networking opportunities: Both B2C and B2B exhibitions provide platforms for building relationships, exchanging information and identifying potential partners or clients.
• Brand awareness: Exhibitions in both types of shows aim to enhance brand visibility and awareness by showcasing products or services to a targeted audience. ​
• Product demonstrations: Live demonstrations allow attendees to see products in action, ask questions and understand their value propositions. ​
• Lead generation: Generating leads is a crucial goal for both B2C and B2B exhibitions, with companies collecting contact information for follow-up marketing efforts. ​
• Marketing material distribution: Exhibitors in both types of shows distribute brochures, flyers, samples, and other marketing materials to inform and attract attendees. ​

Where B2B and B2C Shows Differ

The differences between B2B and B2C shows are notable in the following:

• Target audience: B2C exhibitions target individual consumers, while B2B exhibitions target businesses and professionals. ​
• Exhibition goals: B2C exhibitions aim to drive immediate sales and create direct consumer engagement, while B2B exhibitions focus on building long-term business relationships and partnerships. ​
• Sales cycle: B2C exhibitions tend to have shorter sales cycles, while B2B exhibitions have longer sales cycles due to more extensive evaluation processes. ​
• Event scale and scope: B2C exhibitions are generally larger in scale, attracting a broad audience and incorporating entertainment elements, while B2B exhibitions are more focused and specialized.
• Types of products and services: B2C exhibitions feature consumer products and services, while B2B exhibitions showcase industrial products, professional services, and business-related offerings.
• Follow-up and relationship management: B2C exhibitions often involve email marketing and social media engagement, while B2B exhibitions require personalized follow-up discussions, meetings and negotiations. ​

Lessons Learned

Curating education and content for the communities served is crucial for both B2B and B2C events. Creating unique experiences and hands-on opportunities for attendees enhances the event’s impact, which includes building relationships with brand partners and incorporating their products or services into the event to create engaging and immersive activations. ​Listening to feedback from attendees and adapting to meet their evolving needs is also essential for long-term success.

Creative activations are a must-have, and show organizers are charged with incorporating experiences that are fresh and appealing to attendees. For example, the culinary experience at Overland Expo allowed attendees to participate in campfire cooking with renowned chefs. This activity not only created memorable moments but also generated invaluable video content that adds to the life cycle of the event.

At SXSW, ​collaborations with art collectives and temporary exhibits attract a diverse audience. For example, art installations showcasing top gig poster artists and innovative mixed reality film projects deliver dynamic and immersive experiences for attendees.

Building new components or layers for shows requires a balance between content and sales capacity. ​Sales enablement materials, including documents, pitch decks and short-form videos, can educate potential customers about new products or experiences. ​Personalized support and discussions with potential clients help tailor offerings to their specific needs and requirements.

Given the size and variety of activities offered at each show, the question of logistical challenges is top of mind. When it comes to staffing and security, the organizers work with local staffing agencies to provide detailed onboarding resources and collaborate with experienced security directors. Diversifying suppliers allows for flexibility and the ability to request proposals when needed. Strategically placed interactive elements and exhibits can optimize traffic flow and allow attendees to fully engage with exhibitors.

Where do we go from here?

As B2B shows continue to evolve, organizers who apply the lessons from successful B2C shows like SXSW and Overland Expo to their own events will stay ahead of the exhibition industry’s performance curve. By curating engaging experiences, building relationships with brand partners, and adapting to the evolving needs of attendees, SXSW and Overland Expo deliver attendee journeys that speak to today’s expectations.

The future of exhibitions lies in aligning the purpose and elements of shows with the passions, preferences and interests of attendees, while also incorporating experiential and personalized activations. ​ Blending B2C and B2B elements can create communities within shows, and by continuously innovating, event organizers can create successful and impactful exhibitions for their audiences.

Get more takeaways from these highly successful consumer shows by watching the full webinar here, available for free to IAEE members and costs $49 USD for non-members. Sign up for upcoming IAEE webinars here.

The post What B2B Can Learn from B2C appeared first on IAEE.

Bring your sales and leadership skills to full bloom with these IAEE webinars featuring industry experts who will teach you the ins and outs of the most effective strategies getting results in today’s challenging business environment.

How Exhibition Logistics are Being Impacted by the Global Supply Chain Crisis: What You Need to Know!

3 May 2023

With the global supply chain crisis still affecting logistics around the world, international and North American exhibitors participating in exhibitions abroad face daunting questions such as: How do we get our exhibit material to show site? Will it arrive on time? How much will it cost? Are these costs a reason not to exhibit?

Exhibitors weigh these and various other considerations – many of which are out of their control – when deciding whether to participate in an international exhibition, which means they should also be top of mind for show organizers.

Join international logistics experts Jackie Russo, Principal of Global Expositions, Inc. and Tom Gilmore, Vice President of Cargo Operations, IMTS Show for this informative session on all things relevant to the global supply chain process and how logistics are being impacted around the world.

Prepare to:

• Understand international air and sea freight challenges affecting exhibitions.
• Identify proactive solutions your organizations may undertake to help exhibitors mitigate costs.
• Formulate programs within your show to make exhibiting in your show a turnkey opportunity.

This webinar is free to IAEE members and available to non-members for $49. This session/course/webinar is eligible for 1 clock hour towards CEM recertification. Get more information and register here.

NEW! IAEE Specialty Webinar Series: Sales Strategies & Solutions

Our post-pandemic business world keeps changing and evolving, moving our clients and their buying needs right along with it. Things you did before the pandemic may no longer yield the results they once did. With expectations for success increasing among salespeople everywhere, it’s a great time for sales “strength and conditioning!”

We’ve teamed with sales, leadership and performance expert Gary Hernbroth of Training for Winners to help you examine the changing dynamics of the buyers that impact your business, sales efforts and biggest challenges you must overcome to produce results. This three-part series identifies the necessary fundamentals, creativity and mandatory components for successful selling habits.

These sessions provide coaching to enhance your sales knowledge, strengthen your negotiation skills and craft your approach for overall success.

PART 1 – Working Your Sales Funnel: Sales Prospecting and Follow Up

10 May 2023

Prepare to:

• Understand your Sales Funnel and how important it is to your success.
• Understand where your best business resides, i.e., “fish where the fish are.”
• Recognize leads with the most potential and gain key prospecting tips to get the process moving.

PART 2 – Selling Smart Against Your Competition: Sales Negotiation Solutions That Work

17 May 2023

Prepare to:

• Learn the importance of Alliance Partners and bringing resources together in the sales process.
• Look at the sales process from the customers’ eyes: How do they see it? What do they want/need/expect? WIIFM? What are their pet peeves? What could derail the sale?
• Differentiate between Consultative Selling vs. Commodity Selling – the lost art of being a trusted advisor rather than an order-taker.
• Build your listening skills, ask the right questions and overcome objections.

PART 3 – Bringing It All Together: Helping Your Customers to Say “Yes”

24 May 2023

Prepare to:

• Optimize your product or service vs. your competition and understanding “Gap Selling.”
• Position your prospects for negotiation so that both sides “win.”
• Find the best use for technology such as CRM systems, Vidyard, Greencube and LinkedIn.

These courses are offered as individual webinars (IAEE Members $35 | Non-Members $55) or you can purchase the full series at a discounted rate (IAEE Members $99 | Non-Members $149). These sessions/courses/webinars are eligible for 1 clock hour each towards CEM recertification. For the full series you will receive 3 CE clock hours once the series is attended and completed in full. Get more information and register here.

Navigating the New Normal: Preparing Your Leaders and Managers for the Workplace of Tomorrow

24 May 2023

The new normal is already here, and it requires a totally new mindset. Is your organization ready? Are your leaders and managers ready?

We all know talent is hard to find. Compensation is on the rise. The Great Resignation, Silent Quitting and Bare Minimum Mondays are continuing unabated, along with all those “catchy” phrases that continue to trend. Why is this happening, what does it mean, and what should organizations do about it?

Join Claudia St. John, President of Affinity HR Group, to discuss the root causes behind these trends and how leaders, managers and supervisors can prepare for the workplace of tomorrow.

 Prepare to:

• Gain clarity on the root causes of the current labor market challenges.
• Hear insights on what the workers of today and tomorrow want from their jobs and employers.
• Gather ideas and solutions on how to train managers and supervisors to keep employees engaged and productive.

This webinar is free to IAEE members and available to non-members for $49. This session/course/webinar is eligible for 1 clock hour towards CEM recertification. Get more information and register here.

Psssst!!!! Did you notice the IAEE member discounts? That’s just one of bunches of benefits that comes with your IAEE membership. Get the full story here.

The post READY, SET, GROW! Top 5 IAEE Career Development Opportunities in May appeared first on IAEE.

Jordan Gil, MFA, CEM is a Sales Manager with Emerald Expositions, within the Food Group portfolio, with nearly two decades of experience in the exhibition industry. Jordan began her career as a museum exhibition designer after graduating from the University of the Arts, Philadelphia with a Master of Fine Arts degree in 2006. For 10 years, she worked in the museum industry, followed by eight years in association-managed events.

With Emerald, Jordan’s primary focus is the Artisan Bakery Expo, where she facilitates face-to-face connections between buyers and suppliers while creating business relationships. She also serves on Emerald’s DEI Advisory Committee. A Miami native by way of Philadelphia, Jordan now resides in Atlanta with her husband of 14 years and amazing black cat, Sabbath.

In August 2021, Jordan joined IAEE and completed the CEM Learning Program in July 2022. Here, she shares with readers her IAEE Certification Journey.

IAEE: How has the CEM designation helped in your career?

Jordan: So far, the CEM designation and program has scaled my knowledge of the exhibitions and events industry as well as broadened my network.

IAEE: Why is it important to maintain the CEM designation?

Jordan: It’s important so that I can always learn new industry trends, stay up-to-date on my knowledge, as well as build my network and IAEE community.

IAEE: What made you want to obtain your CEM designation?

Jordan: I love the exhibition industry and I want to know as much as I can, and be a credited influencer.

IAEE: What advice would you give to an aspiring individual who wants to apply for the CEM program?

Jordan: Go for it! The information is priceless, the connections will be lifelong, and it feels so good to be a part of a network that understands what I do every day.

IAEE: How did you start your career in this industry?

Jordan: I started my exhibition career in the fine arts and museum field and received my MFA in Museum Exhibition Planning and Design.

IAEE: How have you made a difference with your show or working with a client by applying the knowledge you gained by obtaining your CEM designation?

Jordan: I have made a difference with my clients by having the knowledge and ensuring they have a smooth experience. I have made a difference with my shows because I’m more aware of all it takes to host an event and keep all the plates spinning. Obtaining my CEM has made me more confident in my career, which allows me to make better connections and help people.

IAEE: What was it that you did or implemented right after obtaining your CEM?

Jordan: I ran around my home very excited and then I got back on the phone and continued to sell!!!

IAEE: What did you like most about the CEM Learning Program?

Jordan: The information I learned and the connections I’ve made so far!

Are you ready to take your career to the next level? Click here to start your certification journey today!

The post CEM Spotlight on Jordan Gil, MFA, CEM appeared first on IAEE.

Perry Yang, CEM currently serves as Senior Director at KY-POST Design International Co., Ltd. Originally from Taipei, Taiwan, Perry worked in TAITRA’s (Taiwan External Trade Development Council) Exhibition and Marketing department for eight years, handling more than 10 domestic and foreign large-scale professional exhibitions every year.

After TAITRA, Perry transferred to German Exhibition Group for nearly two years, followed by launching his own exhibition design and construction company for 17 years. Three years ago, he sought to have a deeper understanding of large-scale exhibition marketing activities that included government exhibitions, auto shows, game shows, the European annual joint exhibition, American-Taiwan Expo, Taiwan Expo of five Southeast Asian countries, and international brand customers. He joined KY-Post Design Company, which is affiliated to Hakuhodo, the second largest advertising group in Japan, and continued to complete his studies in the exhibition industry.

After Perry passed the MICE domestic professional exhibition certification of the Taiwan Ministry of Economic Affairs last year, he enrolled in IAEE’s CEM Learning Program, and earned his CEM designation this year. In reflecting on his experience, he states:

“I would like to thank the professional instructors of IAEE for giving me a rich and diverse international exhibition expertise in various courses. I think that I can use it and combine my long-term exhibition work experience, which can make me more globalization and complete in the field of exhibition and event professional in the future.”

Here, Perry shares with readers his IAEE Certification Journey.

IAEE: How has the CEM designation helped in your career?
Perry: CEM is very helpful to my work in all aspects, allowing me to have more professional knowledge in the exhibition field. I will start to contact more international exhibitions, let CEM related knowledge help me get more business opportunities.

IAEE: Why is it important to maintain the CEM designation?
Perry: CEM is an international certification. In addition to direct help for the international exhibition I am about to handle, it also increases the affirmation of my customers.

IAEE: What made you want to obtain your CEM designation?
Perry: CEM certification allows me to be recognized in this area of ​​expertise.

IAEE: What advice would you give to an aspiring individual who wants to apply for the CEM program?
Perry: I would recommend it to more people who want to pursue self-growth and gain deeper expertise in the exhibition field.

IAEE: How have you made a difference with your show or with working with a client by applying the knowledge you gained by obtaining your CEM designation?
Perry: The Taiwan Expo will be held in Washington, D.C. in October this year. The CEM certification makes me more confident that this event will go smoothly.

IAEE: What was it that you did or implemented right after obtaining your CEM?
Perry: At present, I have started planning to handle relevant international exhibitions, and I will handle more international exhibitions next year.

IAEE: What did you like most about the CEM Learning Program?
Perry: I like the CEM online courses and systematic learning progress the most.

Are you ready to take your career to the next level? Click here to start your certification journey today!

The post CEM Spotlight on Perry Yang, CEM appeared first on IAEE.

Photo credit: DCStudio

Troy Harrison has more than three decades of sales experience and has trained salespeople from 23 different countries on two different continents. He has worked with principals of companies in the United States, Canada, Europe, and the Middle East. He has also shared his knowledge with audiences through programs filled with actionable take-aways that participants can implement the next day to save them time, build their team, or make them money!

Troy has spoken at Expo! Expo! IAEE’s Annual Meeting & Exhibition as well as presented IAEE webinars such as the upcoming I Just Hired a Salesperson…Now What? Onboarding for Sales Success on 13 July. Here, Troy shares with readers his insights into why selling from an intellectual, rather than emotional, viewpoint can yield better results.

I just returned from speaking at a conference of independently owned businesses in Las Vegas. As usual with this group, I had a great time, made some new friends, and made some new business connections. They are truly great people, and honestly, they are a lot of fun in the sessions.

As I was looking through the business cards that I received from attendees, however, something struck me. Most of the businesses had slogans on their cards, as you might expect. And a majority of the slogans were centered on phrases like, “We’re a family business,” “your local source,” etc. That’s normal – but it started me wondering what those company owners wanted to accomplish with those slogans.

Slogans like these are designed to create emotional appeal. By saying that you are a family business, for instance, the idea is to conjure an image of the All-American family that customers support through their patronage, rather than a big, faceless corporation. That’s okay, if your customers are prone to such emotional appeals – but fewer and fewer customers are susceptible to emotional appeals.

The problem is that buying decisions today are made based on intellectual rationale, rather than emotion. That’s not to say that relationships don’t matter – they definitely do – but the basis for those relationships (or at least the start of them) has less to do with personal affinity than with a business decision-making process to select the best vendor for the customer’s needs.

Worse, these slogans send a subliminal message. That message is, “We’re not the best, but you should root for us.” It’s what I call “Underdog selling.” Yes, people definitely root for the underdog – but they don’t buy from them very often.

When I ask these business owners why the customer should care, they always respond with answers like, “Well, we have great service,” or “our customers aren’t just a number.” In other words, they use “me too” statements that have no real benefit to the customer.

I like to give slogans and taglines the “so what” test. That’s what speakers do when they think about a speech. They imagine the audience saying, “So what? Who cares? What’s in it for me? It’s all about me!” Most of these slogans don’t pass the “so what” test. That said, there is a way to make slogans like this meaningful.

What you’re really trying to say when you say things like “we’re family owned” or “we’re local” is that the customer’s buying and ownership experience is different. Okay, great. Now we’re getting somewhere. How is it different?

Do you ask different questions than your competition?

Do you give the customer a more personalized presentation than your competition?

Do you focus more on the customer’s buying process than you do your own sales process? Even better, do those two processes harmonize?

Can you flex and create a more customized solution than your competition?

Does your post-sale experience differ in a positive way from your competition?

And if the answer to any of these is “yes,” how can and do you prove it?

The problem with “we’re small” emotional appeal is simple. Not all customers think that big corporations are something to be avoided. Don’t believe me? Ask your customer if he/she buys from Amazon. I love independently owned companies and support them whenever I can. That said, the best way to get a roll of burgundy colored duct tape to me the next day is to buy it on Amazon (yes, I just did that), so that’s how I spent that money. If you go down the road of thinking that a “we’re small” emotional appeal is an automatic advantage, you’re going to lose a lot of business.

Instead of saying “we’re small,” “we’re family owned,” or “we’re local,” find ways to say “we’re excellent at what we do and here’s why we are the best solution for you.”

In today’s intellectual, information-based world, selling is about discovering customer needs, finding ways to solve those needs, and continuing to solve those needs on an ongoing basis. Failure to do so is to surrender your sale.

About the Author

Troy Harrison is a world-renowned sales speaker, trainer, consultant, and coach. As a speaker, he presents programs that audiences remember and contain immediately applicable lessons and tools that can be used the next day to make more sales. His training programs will help you sell more, build stronger customer relationships, achieve higher profits, and accelerate your company’s growth. As a consultant, he can help you build a stronger sales force, make better hires, reduce sales turnover, and build customer loyalty. His coaching programs will help you build a strong, profitable, high-growth sales force. Find out more at https://www.troyharrison.com/.

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Colette Carlson is a human behavior expert and CPAE Hall of Fame motivational keynote speaker who teaches audiences how to transform relationships through the power of connected conversations. Colette’s presentations weave together powerful life lessons, research-backed strategies, and the call to action for personal and professional success. Attendees at IAEE’s Women’s Leadership Forum connected with Colette through her inspiring content and laugh-out-loud humor. Here, she examines the difference between compassion and empathy, and how these fit into the current work environment:

As a keynote speaker on the topics of leadership, connection, resilience, and relationships, I’ve been spending a lot of time thinking about empathy versus compassion over the past year. In fact, in my virtual presentations on personal connection, I quickly became aware of the buzzwords associated with the COVID-19 lockdown; authenticity, mindfulness, empathy and compassion.

During the worst of the pandemic, executive leaders and their managers doled out a great deal of empathetic advice to their co-workers and subordinates.

An example of one such response might be: “Susan, wow! I truly don’t know what to say as I can’t even begin to imagine how difficult it must be to home-school your children on top of all the social unrest in your community, all while trying to do your job. Thank you for trusting me with this information and being transparent about your struggles.”

At this point, Susan’s leader acknowledged her pain, made her feel heard, and even showed gratitude for her willingness to open up and share. So far, so good. But what happens next will determine whether Susan’s leader goes beyond empathy and chooses compassion.

Empathy Gets in the Way of Compassion

Mary DeForest, PhD is a Denver-based author, distinguished college professor, linguist and an Ancient Greek and Latin expert. Mary knows her words! I recently asked Dr. DeForest to explain the difference between empathy and compassion.

She said that the origin of the word empathy was from the Ancient Greek. When we listen to someone with empathy, we try to become that person. The empathetic person reflects “There but for the Grace of God go I.” They want to feel what you’re experiencing.

The empathy stuff sounds impressive, doesn’t it? However, it is not that simple.

Compassion is from the Latin word “Com” and means with or together, and “Passion” more literally means suffering alongside of someone else in need of us. Compassion can be defined as empathic concern plus the willingness to take action to help. It is not enough to feel someone’s pain, you must help them cope.

In other words, if Susan’s leader closed the conversation with a quick fix of encouragement such as, “Things will get better,” or “You are strong, and I’m sure you will get through this,” they have shown zero compassion.

Psychologists seem to indicate that empathy without compassion may be one way to lose dear friends or valued employees.

Veronika Tait, Ph.D. writing for Psychology Today in an article entitled “Turn Empathy Into Compassion Without the Empathic Distress…” states: “While the benefits of empathy are clear, humans are much more likely to empathize with people they view as a part of their in-group. We are prone to create groups of us versus them. For example, neuroscience researchers have found that people experience greater vicarious empathic responses for people of their own ethnicity compared to other-ethnicity members.”

Dr. Tait also tells us that using empathy instead of compassion sets us up for bias. We stop connecting with the people who need us, and instead, we start dividing people into them and us.

Rasmus Hougaard writing for Forbes magazine reflected this very point in his article entitled “Why Compassion is Better for Humanity than Empathy”: “Empathy is an important, foundational emotion for human connection… but on its own, without compassion, empathy is a danger for leaders… and when we empathize with those close to us, those who are not close are different and seem threatening. When unchecked, empathy can create more division than unity.”

The last thing any leader should desire is division.

Connect Through Compassion

If we accept the ancient Roman thought that compassion is “suffering alongside of someone else in need of us,” we quickly understand that the compassionate and truly connected leader strives to offer guidance or resources or direction to the employee to help available within the organization. If we care as leaders, then we must suffer just a bit alongside of those we lead.

Interestingly, the compassionate leader does not need heavy doses of empathy, but rather needs to understand that a valued employee within the organization may require their nurturing, problem solving and support.

In Susan’s case, if her leader determined and implemented solutions to offer support through employee resource groups or temporarily lightened her current workload, adjusted her hours or removed daily meeting expectations, they moved beyond empathy toward compassionate leadership. As always, actions speak louder than words.Compassion demands connection. Compassion is a call for all of us to help those around us. It is also a statement of reciprocity. Those of us in a position to help may one day need help. We are, after-all, interconnected in our humanity. Compassion revels in that connection and is strengthened by it. The most compassionate of people are often the most deeply human.

About the Author

With a Master’s Degree in Human Behavior and more than 20 years of experience helping individuals change behaviors that impact their success, Colette Carlson understands the psychology, mindset, and skills required to make positive, long-lasting change.

A Certified Speaking Professional (CSP), a designation held by fewer than 10% of the members belonging to the International Federation for Professional Speakers, Colette has shared her insights, observations, and research with thousands of people throughout the world. In 2017, Colette was inducted into the CPAE Speaker Hall of Fame, a recognition that honors professional speakers who have reached the top echelon of career excellence.

Her articles on connection, stress management, sales, and leadership have been featured in Success, Business Management Daily, and Working Mother magazines. Trusted clients include Boeing, Microsoft, Procter & Gamble, Fidelity, Great Clips, Federal Express, and the United States Government.

Find out more about Colette at https://colettecarlson.com/.

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