Here are six takeaways from some of the event’s key sessions:
“I’ve never introduced more new buyers to new sellers than I did in 2022,” said Rick Brindle, retired vice president of industry development for Mondelez International, who shared his exhibiting experience on an ECEF panel. “It’s even higher on the buyer side.”
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Beyond tracking the number of sales calls, RX is measuring engagement by length of call, number of contacts and more. The company is also rewarding efforts as much as outcomes. For the 140 clients in a test group for VBS, revenues increased 30%. One goal at RX: Instead of only one or two contacts at an exhibiting company, RX is focused on deeper relationships with four or five contacts. Given the number of exhibit managers new to their roles (see stat above), it’s not surprising that RX wants to have multi-threaded decision makers and influencers at exhibiting companies.
“We need to create experiences worth getting off the couch to travel to the event,” said Brad Sousa, CTO for AVI Systems, which is partnering with the association on Esports Live, which is launching at the trade show in June. “It requires risk, which leads to tension.”
AVIXA Senior Vice President, Exhibitions Rochelle Richardson asked: What have been the key learnings to this point? “We want to create a healthy tension for the team,” Sousa responded.
A sampling of integrated experiences at the trade show that will be held June 14-16 at the Orange County Convention Center in Orlando, Fla., include:
How do event organizers make attendees feel welcome and included? “Mentor new attendees,” Brindle said. “They will try your event once and then may not go again if they have a bad experience.”
Toure advised: “It may be time to refresh your code of conduct.”
In a given show cycle, “we may send 15 emails for marketing,” he added.
Since the company was founded in 2008, Connectiv has launched and sold four events, including LeadsCon, MAU Vegas, InsureTech Connect and transform. When the Connectiv sold InsureTech Connect to Clarion Events, Connectiv Chief Corporate Development Officer Courtney Muller said they were surprised to learn the show didn’t have a dedicated marketing person.
“I’m intrigued about using partners for marketing,” said Nancy Walsh, president, Informa Markets North America. “How do you hold them accountable?”
Manifest has written agreements with deliverables for both parties. “We have promises both ways, and we have a team that works on fulfillment,” Muller said. “Sometimes the partners do more than they promised.”
Belonging at work is highly correlated to engagement, Erwin said. According to Qualtrics research, only 20% of employees who feel they don’t belong are engaged, versus 91% of those who feel they do – that’s three and a half times more.
His challenge: “Half of our employees have been with the company for 10 years or more and half have been in the job less than one year,” he said. What’s working? “We have eight business resource groups led by employees.” ECEF 2024 is scheduled for May 29 at the Grand Hyatt Washington. The event will once again precede Exhibitions and Conferences Alliance’s Legislative Action Day on May 30. “Lippman Connects and ECEF will do everything possible to ensure the continued success of Legislative Action Day,” Lippman added.
Videos of the presentations, as well as slide decks and additional material from the 2023 ECEF program will be accessible here by June 14. View photos from the event here.