Our Love Affair with the Fairs

That brings me to the next article that I read in the retail industry trade press over the weekend. It talks about the front end of the store (think about our registration areas):

The Front-End Checkout: A Micro-Economic Model of the Store

What can we as young professionals do to challenge conventional wisdom and make the registration areas of our events the greatest place to be? I know I got my start in the Tradeshow industry working United’s registration desk, and still to this day it is where I like to hang out and greet everyone and say goodbye to all the important buyers at our event. I know we like to spend our time thinking about the exhibitors, but at the end of the day what are we doing to make the life of the attendee better and more profitable? We have scaled down so much the entrance to our shows (or some of us have) that we miss out on opportunities to sell/promote items that our industries are doing. And at the end of the day can we make badge pickup more fun?

John Toner V
Office: 202-303-3424
www.linkedin.com/in/jtonerv



All I Really Need to Know about Green Meetings I learned from Fatherhood

I am a proud father of two beautiful girls; Emily age 4 and Leah 8 weeks.  I am also a proud member of the Green Meeting Industry Council and currently a founding member and Co-Chair of the Programs Committee for GMIC – Colorado Chapter.  As my life evolved deeper into fatherhood and into green meetings – I started to notice some quirky parallels between the accidental lessons in sustainability through parenting and the green meetings movement.  So by now I trust all have been inundated with “Green Meeting Lists” but trust me – the below is not certified or standardized by the EPA, APEX or LEED, just some thoughts by a blurry eyed and sleep deprived dad in the meetings industry learning how to survive with two girls (and the wife) in the house.

1. Hand-me downs (internal) – items reused from sibling to sibling:  clothing, car seats, toys, etc.  Stinks no doubt for kiddo #2 and beyond but good for sustainability and costs.  Green Meeting Reference:  reusing left over conference bags, signage, décor, centerpieces, name badges, etc. for next year’s annual or other one-off meetings.
2. Hand-me downs (external) – items donated from friends and family with kids: strollers, bouncy chairs, pac-n-plays, swings…you name it.  All of these necessities are scattered throughout our house and again offer huge cost savings.  Green Meeting Reference:  donating left over conference bags, signage, décor, centerpieces, name badges, etc. to another Association or an organization in need such as a youth shelter, local school or boys and girls club.
3. Reusable Baby Bottles –whether for formula or mom’s magic those baby bottles get reused again and again.  Green Meeting Reference:  Reusable Water Bottles – dump the need for plastic bottle water and offer attendees a conference take away while reducing your footprint. 
4. Carpooling – what kiddo under 16 doesn’t carpool?  Think about it.  Green Meeting Reference:  Implement a ride-share program (especially for regional meetings) or guide/encourage attendees to utilize public transportation in the city of your conference.
5. Craft Projects – think milk carton birdhouse or paper towel tube telescope.  Stimulates creativity and beats the TV babysitter.  Green Meeting Reference:  Repurpose meeting materials by donating banners, conference bags, signage, décor, exhibitor chotskies to organizations that repurpose these items like R.A.F.T. (Resource Area for Teaching ) http://www.raft.net/. One visit to an operation like this and you’ll see how green meetings can transfer outside the industry and into your local community.
6. Kid’s Meals – offered at almost every restaurant with smaller portions, limited menus at a value price.  Green Meeting Reference:  be vigilant on setting your guarantees and order sensible, portion controlled, plated meals.  No need to SUPERSIZE or go for the Renaissance Festival Buffet – this will save in wasted food and costs.  Banquet and Catering departments could reduce waste and their food distribution cost/footprint by creating “best of show” menus. 
7. Home Gardening – although success rate might be low, food from the garden is “delish”.  Not to mention a good (OK –dirty) way to get the kids outside and a nice way to teach responsibility (somebody has to water right?)  Green Meeting Reference:  Easy – when creating your menus, think local and organic.
8. Wishing Well / Water fountain – ever walk by a water fountain feature with your kid…bet you’re diving into your pocket for some spare change.  And with every penny cast, a wish comes true (in theory).  Granted, some “wells” are self-serving but many donate contributions to a charity.  Green Meeting Reference:   Part of a sustainable meeting or Corporate Social Responsibility (CSR) is giving back to the community, creating a legacy and leaving the host city a better place.  Charity events should be coordinated to not only do good, but offer an emotional return to the participant. 
9. Stroller Walk – what better way to sooth a crying baby than taking a walk with the stroller (OK, punkin’ seat on dryer works too) and burning some carbs?  Green Meeting Reference:  A trendy market niche is LOHAS (Lifestyle of Health and Sustainability) so to appeal to this attendee type, incorporate a healthy twist into your conference program…perhaps this is an organized fun-run, providing walking/running maps in the conference area or encouraging attendees to walk to/from their hotels to the convention center.
10. Ice Cream Cone –What a great concept this is; a container that actually can be consumed with no waste!  And what better treat for a kid than an ice cream cone in the dog days of summer.  Green Meeting Reference:  I am not suggesting you provide edible conference bags, but do look into bags made from sustainable materials or go without conference bags (do you dare?).  Consider a meeting without the “paper program”, offer speaker presentations on-line, post-even rather than giving wasteful handouts.  For “to go” meals, offer reusable lunch bags instead of paper boxes. Or do you we really need a paper sleeve for our hotel room key?

Ultimately, as a father, my real hope is to leave the future brighter and the world a better place for my daughters – and isn’t that what sustainability is all about?  Now, off to squeeze in a nap before the next diaper change or game of Candyland.

Keep it Green,

Mike Smith, CMP
Association Strategic Account Manager, Experient

In August 2009, I joined IAEE to further my understanding of what it takes to successfully create, develop, and launch a premier exhibition. Fortunately for me, this was also the same time IAEE launched its Mentor Match Program. This program resulted in a match between me, an industry newcomer, and Chris Brown, the National Association of Broadcasters’ Executive Vice President for Conventions and Business Operations, an industry veteran.

Never in a million years could I have imagined the caliber of mentor with which IAEE would provide me, nor that almost eight months later, it would culminate with me attending the NAB Show to follow or “shadow” not only Chris Brown himself, but also his immediate staff, Freeman employees as well to experience first hand their execution of a strategy that had been in the making for the last 360 days. A strategy designed for one purpose only: to provide NAB Show exhibitors and attendees with the opportunity to conduct business and exchange ideas related to the ever-changing (and fascinating) technology that impacts the world of media and entertainment.

Join me as I tell you what it was like for me to experience four days with former IAEE Chairman Chris Brown, his staff and the general service contractor team at Freeman as they made the 2010 NAB Show happen.

Day 1 – Friday, April 9

8:30 a.m. – I have arrived safely in Las Vegas (my first time) and now I am headed to the Las Vegas Convention Center. My first impression as I get out of the taxi is WOW! I have seen a few convention centers and attended exhibitions before, but the LVCC is unbelievable. There are 18-wheelers lined up for unloading, huge crates being moved inside, and I hear a litany of languages. I learn later the NAB Show has a huge international component comprised of pavilions and delegates each year. Anywhere else, I am sure there would be pandemonium, but amazingly this is “organized chaos” someone later tells me. Once a guard directs me to C102 – the exhibits office – I am off to meet NAB’s Event Coordinator Joi Brown (no relation to Chris) for details and to get badged.

The first person on my list to shadow is Chris Brown (11am – 2pm). I actually knew this and that is why I am wearing a suit. You never know how the boss is going to be dressed or where he will take his mentee. Chris appears right as I am attaching my badge to its lanyard and asks if I am ready? Yes, I am, and off we go. He is headed to a business/client relations lunch with the sales team (Chanda Allison and Fred Revnew) at the Venetian Hotel. Chris tells me on the drive over that it will be great for me to attend and listen first-hand to the discussion he and NAB’s SVP for Event Operations & Planning Justine McVaney will have on the topic of convention housing. When we arrive, Justine is in the middle of telling the Venetian what is important to NAB on this topic. Chris introduces me, and I am pleasantly surprised to see that after Fred hands Chris a gift, he hands me one too. They knew I was coming?!

There is a great conversation surrounding securing housing for NAB Show participants at attractive rates. Of course I knew hotel rooms were needed, but listening to Justine discuss what is important to NAB was quite enlightening. This discussion goes on for a little longer and then turns to golf and how mutual colleagues are doing. Justine leaves for a pre-con meeting with The Las Vegas Hilton and Chris and I stay behind.

As the meeting with the Venetian winds down, Chandra and Fred express well wishes to Chris for a successful show this year and also that they would enjoy the opportunity to be a preferred hotel.

Next, Chris and I head to a pre-con meeting at the Las Vegas Hilton, which Justine has already left to attend. Chris tells me that the Hilton is next door to the LVCC and it is where a number of NAB education sessions will be held during the NAB Show. I am totally unprepared for what I face as Chris and I enter the huge meeting room where the pre-con is being held. When we open the doors whoever was speaking stops. Inside are about 40 people sitting around an enormous table. There are two empty chairs at the front of the room and Chris and I walk over and sit down. Chris says hello and introduces me as his mentee. I think the whole room heard me swallow. I was not prepared to see so many people. Afterward, many of them walk up to me and introduce themselves. I am very humbled to have this opportunity to shadow Chris and his team.

2:00 p.m. – I am spending the afternoon with NAB’s Director of Exhibit Services Shawn Canfield. She has been with NAB for five years, and secretly, I wonder if this is something I would enjoy doing on a daily basis. On a much smaller scale, of course! I am about to find out. The first thing we do is hop on a small, yellow motorized scooter. Shawn drives. I sit on the back and take her advice to “hold on tight!” She is in the process of what I refer to as a “look and see.” She is interested in how exhibitors are doing with their move-in’s and wants to make sure their needs are being met. We talk in detail about what she will need to do if an exhibitor does not have their booth set-up before the show opens and what is and is not considered a safety hazard. Hmmm… now I know why there are not any roofs on the booths.

After responding to her radio, she tells me there is a situation going on upstairs. She wants me to accompany her so I can experience first-hand how NAB converts a frustrated exhibitor into a satisfied one. In this instance, the exhibitor was expecting a neighbor. But because the “neighbor” is no longer exhibiting, the vendor wanted to know how NAB planned to “handle” the empty space next to them and also wanted to express their concern that it could mean a decrease in traffic around their booth.

Shawn has excellent customer service skills and as I watched her, I realized it is critical to:

• listen to the exhibitor without interrupting
• acknowledge their concern is valid and very important to you; and
• have a solution ready to share.

Seeing Shawn in action reminded me of something Chris told me months prior and that is, exhibitors are not trying to give you a hard time when they are complaining, they are just trying to have the best experience possible while at your show. I can see Shawn feels the same way too. By now, it is after 3:00 p.m., and she is running late for her daily operations meeting.

Shawn introduces me. While many of the folks in the room know who I am, there are a number who do not and many faces I have not seen before. One of the Freeman staff whispers explanations to me whenever he realized I could not possibly be following the conversation. That made me feel very welcomed.

The daily ops meeting is where NAB operations staff (Justine McVaney is here) and Freeman meet to discuss any issues or problems that may have occurred and to receive updates on any events that could have an impact on the NAB Show. For example, if there is a problem with birds in the convention center or if an exhibitor’s freight has not arrived or has arrived damaged, this is where that information gets disseminated. As I listen to the various reports and points of concern, one thing is very clear to me and that is everyone here really is eager to make the NAB Show a success. I found it quite incredible – and refreshing – that no one was doing any grandstanding. Here was a team, uniformly working together to make the NAB Show a huge success.

When Shawn and I leave the meeting, we head back to the exhibition floor, where we walk around – a lot. Shawn points out to me the many unique tasks and responsibilities that make up her job. She introduces me to floor managers and various other LVCC personnel. By about 5:00 p.m., I tell Shawn I would like to walk around and check out the exhibitors as they put their booths together. I try to get a closer look at how the Panasonic booth is coming together but it is so busy there, that I realize I will be in way, so I step back and let the guys work. I am amazed at all of the construction and architecture that goes into putting together a show of this size. Also, I need to go to registration. NAB’s Registration Coordinator, Ashley Lerner, asked me to stop by and see her before I leave for the day. She is on my schedule to shadow on Monday, but tells me the place will be too frenzied for her to teach and talk during that time. Of course, I had no clue to what she was referring to – bless her for giving me a heads up.

8:00 p.m. – I am in bed (technically its 10:00 p.m. based on my native time zone) and I am worn out! I think my feet have actually grown an entire shoe size.  Tomorrow, I’m wearing flats!

Day 2 – Saturday, April 10

8:45 a.m. – This morning, I will be shadowing NAB’s SVP for Business Development, David Dziedzic. I am ready, I think. Mentally I feel great…but my feet? Well, my feet are still recuperating from yesterday and this is my chance to spend four hours with the man in charge of NAB Show sales, advertising and sponsorship, so I tell my feet to “just deal with it.”

When I walk into the exhibits office to meet David, everyone is already there! I realize that there are only two days until the show opens and that there are still many things to do. David comes in, and he is ready to go. The first thing he says to me is have you had coffee? I tell him no and he replies, “Well, we will go to Starbucks where we can sit down and talk.” I love this guy! I would be honored to sit down and talk.

David is very easy to talk to, and talk we do. As we sit down with our coffee, he invites me to ask him anything and everything, which I do. I am really eager to talk with him because he came to NAB without an exhibitions and events background and that is important to me. I want to know how he “got his foot in the door” and also get ideas and suggestions from him for crossing that bridge. He basically tells me I must know what I excel at, and be confident in the skill set I bring to the table before any interview takes place, because that will allow me to confidently and definitively say to a future employer why my fresh perspective – lack of exhibition experience – will contribute to their bottom line. I noticed it was approaching 11:00 a.m. and we had been sitting all that time. Now we are off to walk the exhibition floor. David is going to take me by Sony’s (HUGE!) booth for a personal tour and then talk with me about what it means to be a NAB Show strategic partner.

By the time we head for lunch, David has taken me past Sony’s and Harris’ booths. To me these really are not booths but entire neighborhoods dedicated to their areas of expertise. We are just about to go to Banner’s to eat, when David sees someone he knows: Bland McCartha of Front Porch Digital, Inc. For approximately 30 minutes, Bland talks to us about the fascinating feats his company’s SAMMA Red Robot can perform. It is able to turn videotaped recordings into digital files. He tells us a fascinating story about what led to its being developed. At this point, I am really reveling in being an NAB mentee and the fact that Chris’ staff has included me in their circle. David and I get to Banner’s and have lunch. I enjoyed my time with David and really appreciated all of his helpful advice.

2:00 – 6:00 p.m. – I am scheduled to shadow National Account Manager for Freeman Christine Flanagan, but she has been delayed. This is perfect because the break in schedule gives me a chance to talk with other NAB staff I otherwise would not have had a chance to meet. Through these discussions, the bits of radio chatter and partial phone calls I hear, I am realizing the NAB Show is a well-oiled machine that moves along seamlessly due to the involvement and myriad activities of quite a lot of people. I make a mental note to tell Chris he has really got a good group here.

I decide to wait for Christine next to the exhibits office reception desk, which is being manned by MaryAnn, an LVCC employee. One of the questions I have for MaryAnn is does the show ever have a problem with anyone trying to bring children in to see all of activity taking place?

Needless to say, this leads to a discussion on insurance, liability, safety regulations and the like. Somehow our discussion moves to the floor plans hanging on the walls and we start talking about the international pavilions. These are areas of the NAB Show where companies from specific countries all exhibit together. For example there is an Italian pavilion comprised of many vendors based in Italy. There are also pavilions for France, Israel, Germany, Korea and many others.

Christine is free but now it is time to head over to the daily ops meeting that is getting underway. As we walk the exhibition floor to get there, Christine talks with me about the many facets of Freeman, and their involvement with the NAB Show. She has been with Freeman for four years and is one of two Freeman account managers assigned to the NAB Show because of its size. It is day two, and I am comfortable walking into the meeting and taking a seat. Everyone knows who I am now.

Justine McVaney wants to talk about registration. It seems that if the show were to go live right now there would be a problem with attendee traffic and the area where self-registration will take place. She lets us know that when she walked through earlier, she could envision it being very tight and uncomfortably cozy, and asked Freeman to ensure the stanchions were changed to extend further east and west and shortened north and south so that traffic in and out of the doors would not be impeded.

Second, one of the strategic partners shared with her the fact that the view from the registration area to their booth was blocked by a welcome desk and a temporary storage area. Justine asked Freeman to please move those items to ensure the view from registration to that booth area was free of all visual obstruction.

Now to my untrained eyes, there appeared to be ample room for crowds to move around freely and easily in that area without any obstacles. It was not until I was helping out on Monday morning, that I realized what a horror that could have been if Justine had not addressed the issue.

After the meeting, Christine introduced me to other Freeman staff who talked to me about their background and experience in the industry. They also shared funny stories with me about how they cut their teeth in the business.

Day 3 – Sunday, April 11

9:00 a.m. – 1:00 p.m. – NAB’s Manager of Convention Operations Kelly Bryant and I are paired for the morning. Kelly has been with NAB for almost 17 years and she is in charge of making sure NAB Show meetings and many conference sessions go off without a hitch. She is also in charge of show signage, and from what I can tell is the direct contact for Freeman AV. I am not sure how she remains calm through it all, but she does. I hear this repeated from others throughout the time I am shadowing her.

We start out by walking over to the Hilton. We have to go through the exhibition floor to get there. I am really amazed at what I see in both Central and North halls. It seems as if little elves have come in over night and practically transformed the place. I am finally beginning to see what it may look like when the show officially opens. Kelly tells me I have not seen the transformation yet. Wait until tomorrow morning, she says. That is when you will see the entire place truly transformed. I believe her.

Because the Hilton is where education sessions and many of the NAB Show keynote highlights will take place, we head over to see how room set-ups are coming along. Kelly talks with me about how she came to work on the NAB Show. She has her CEM from IAEE, and we talk about the impact the certification has had on her career. I am amazed when she tells me she started with NAB as an accountant.

After Kelly is satisfied everything is on schedule at the Hilton, we head over to the NAB staff office in North Hall so we can sit down and talk further. I ask Kelly outright why she is not worried with all she has responsibility for and she says “What good would that do?” Her response reminded me of something Shawn Canfield said at the end of our shadow session, “No matter what happens, you must maintain your composure at all times.” Kelly does that. We have an early lunch, and then Kelly takes me to meet Margaret Cassilly, VP of International Operations.

Margaret has a really interesting job. She was not originally on my list to shadow, but a number of NAB staff tell me I can not leave without spending time with her. Margaret is responsible for marketing the show to international visitors and, once on-site, acting as an ambassador of international goodwill at the NAB Show. It is her job to ensure that international vendors and attendees have a rewarding experience. If there is a problem with customs, visas or a need for a translator, Margaret is involved. She also manages the show’s International Trade Center, a meeting and lounge area for international visitors. With approximately 160 countries being represented at this year’s show, it is easy to see how crucial her department is. I really appreciate her sharing more than an hour of her day with me.

2:00 – 6:00 p.m. – I will be shadowing NAB’s SVP of Convention Marketing, Michelle Kelly. Michelle and her team came up with the EVOLVE. INNOVATE. GROW. SMARTER. theme for this year’s show as well as the graphics surrounding the name.

Right now, it is about 1:45 and I have not felt my second wind kick in, so I go over to the 5-hour Energy booth in North Hall. I figure the marketing folks’ creative juices will be flowing fast and furious and I want to make sure I can keep up with them. Michelle introduces me to her staff, many of whom have seen me around and know who I am. She asks them to bring me up to speed or what they do and how it impacts the NAB Show. First up is Aaron Cullers, Manager of Convention Marketing. Aaron has been with NAB for 18 months. Within 15 minutes of talking with him, I can see why Michelle can depend on him. While he is relatively new with NAB, he is transformational and has a lot of really good ideas, which are being implemented at this year’s show. He talks with me in-depth about some of the new experiences NAB will offer its attendees this year, like War on the Floor (a video production competition Aaron arranged between three film/media schools), Daily Highlight Videos, Gabzebo, (a modern day version of the “photo booth” where attendees are able to shoot video greetings to share with their friend and colleagues), and the free 2010 NAB Show Mobile Application.

I ask Aaron how he is going to gauge the success of these new ventures and he shares with me exactly what will spell success for Michelle and the NAB Show marketing team.

Next I meet Jessica (“Jess”) Sheridan – who has, I think, the most sobering job of all for the next few days. Jess is entirely responsible for keeping NABShow.com up-to-date, sending out daily emails highlighting NAB Show events and maintaining the NAB Show “tweets.” She is a very calm and serene person. I asked her if her job feels heavier than normal this week and she said, “Yes it does, especially making sure the emails are correct before clicking the ‘send’ button.” Whew, no pressure there…she is only sending emails to any and everyone associated with the NAB Show! I thought about every time I sent out an email spelling “the” “t-e-h” and I felt a few gray hairs spring up just thinking about what she has ahead of her.

Once I’ve finished meeting with Jess, Michelle Kelly pulls me into a meeting she’s having with her colleagues about capturing event highlights and footage of the entire show. I like that Michelle listens to everyone’s point of view and then indicates why it will or will not meet the end result she wants to achieve.

Once the meeting is over, Michelle and I talk about how she came to work at NAB – she was recruited by Chris – and what it means to her to be responsible for each Show’s theme and graphics content. Michelle asks me, “Jackie what else can I share with you or tell you about what I do?” That meant a lot to me. Over the last three days, I have been privileged to shadow executives, directors and managers associated with one of the worlds most pre-eminent trade shows, so it felt great to have someone of her caliber sincerely ask me if I had additional questions. I tell Michelle I think her job is quite challenging because, until she and her staff produce the theme and the graphics, it is somewhat difficult for the other arms of the NAB Show to move forward.

This has really been a great mentoring experience and it is not over yet. TOMORROW IS THE BIG DAY!

Day 4 – Monday, April 12

7:00 a.m. — Well this is IT. This is why I am here and I want to see as much of the exhibition floor as possible now that all the booths have been built and before the crowds arrive (the floor opens at 9:00 a.m.). I am in South Hall upper and totally mesmerized by what I am seeing. Which is why someone has to shout at me to “get out of the way” of the little yellow motor cart heading directly for me. The Avid booth is spectacular and so are many others. In fact, the place is 180 degrees different from yesterday. It is just like everyone has been saying to me over and over again: little elves have come and transformed the place. There is carpeting, potted plants, park benches and even grassy areas. It is hard to believe the transformation took place in just one night.

I am scheduled to shadow Justine McVaney from 8:30 – 11:00 this morning, so I head over to the exhibits office to catch up with her. As I walk into the building, a guard has stopped a man who is asking, “Whadaya mean I can’t bring my Segway on the exhibition floor?” I wonder how that is going to turn out.

When I get into the exhibits office, Michelle Kelly tells me to meet Justine in the Hilton’s Barron Room (the main ballroom where the featured keynotes and general sessions are held). When I arrive, Justine’s tied up. It seems there is an issue with attendee tickets and badges not scanning properly and she wants to solve this problem before the Barron Room doors open, officially signaling the start of the NAB Show. This works out fine, because an extra pair of hands is needed to place fliers on the chairs, so I join in to help out.

It is just about time for the show to officially kick-off, so I grab a good seat where I can see the speakers without having to depend on the monitors. NAB’s President and CEO Gordon H. Smith is giving the State of Industry Address. He is also going to introduce Hiroshi Yoshioka, Sony’s CEO, who will give the keynote as well as present the actor Michael J. Fox with the NAB’s Distinguished Service Award.

After the speeches, I mingle a bit with other NAB staff (radio, BEA, etc.) then head over to registration to shadow Ashley Lerner. Fortunately for me, she and I spent time together late Friday, where she talked with me about the logic behind the NAB color-coded badges and the registration process in general. It was also at this time that she taught me how to register attendees. Woo hoo! I got a chance to register and create badges for six people, so I know who Ashley is now and how she got her start with NAB.  

When I arrive at registration, the lines are long and Ashley is in the “frenzy” she spoke of on Friday. She tells me to go out into the hall and help the others direct registration traffic. When I get there, Shawn Canfield tells me to walk the line announcing loudly, that if registrants have proof of registration, ID and a business card, they can receive a temporary badge to get on the exhibition floor. But that they will have to come back when the lines have diminished to complete the registration process. This is done as a stop-gap measure to accommodate a crush of traffic that arrived between 9:00 and 10:00 a.m. I feel awkward raising my voice and yelling instructions to people I do not know, but the folks in line are so excited to get moving that I realize this is normal behavior for a premier event.

By now, it is early afternoon and I am walking around by myself just trying to take it all in. I realize my flight to Dallas is scheduled to leave at 4:45 p.m. and there is still SO MUCH I want to see. Who knew 800,000 square feet was so big. It has really been an exciting four days for me. I have learned so much. Chris and the NAB staff have an awesome responsibility, and the fact that I was allowed behind the scenes to watch as they made it all come together is an experience I will never forget and that will prepare me for my entry into the exciting world of exhibitions and conventions.

Learn more about IAEE’s Mentor Match Program: http://www.iaee.com/mentormatch/

Jackie Olshack currently works as an eLearning and ILT Content Development and Delivery Project Manager. She currently lives in Dallas, Texas and is the incoming Director of Membership for the Dallas-Forth Worth Chapter of MPI. She is originally from Washington , D.C. and graduated from George Mason University . After mentoring with Chris Brown and shadowing the NAB Staff at the 2010 NAB Show, Jackie is looking forward to making the transition to working in the exciting world of trade shows and events.

As I walked down the main aisle of Lenox Square Mall here in Atlanta, I noticed a person about 15 feet above me in a harness with a parachute. Ahead of me, I saw a speedboat with a driver, and realized it was actually a set of pretty realistic looking mannequins parasailing down the main stretch of the mall, promoting South Carolina as a vacation destination.

Well, kudos, marketing team. You definitely got my attention, and impressed me with your creative strategy.

The South Carolina CVB didn’t stop here though. I later went up an escalator and the first thing I saw was a huge cut-out of little kid in goggles, mid-cannon ball and grinning like a maniac. The placement couldn’t be better. You could not miss it! And I already knew it was for South Carolina at this point because of the theme.

Then, you really got my attention.

Again, on the main aisle, there was a huge screen set up, where shoppers could “bounce” a virtual beach ball against it, complete with a young and attractive person to greet you, show you how to play (and possibly slyly slide in an elevator pitch).

There was also the traditional gimmicky but attractive blonde manning a spin wheel and giving out prizes.

The interactive beach ball wall and spin wheel both seems to attract plenty of interest. I had to navigate my way around the crowd.

I didn’t walk the whole mall, so I may have missed some other creative marketing techniques from this group. It also should be mentioned that the target audience was definitely present. Lenox Mall is located in an upscale part of town, and frequented by plenty of people and families with enough disposable income to go on a vacation, even in difficult economic times.

The fact is – cheesy or not, high tech or not, their marketing folks did a great job in my opinion. The placement and theme got shoppers’ attention and garnered engagement and participation, all while being very memorable.

Had there not been so many people in the way, and if I wasn’t in such a rush, I would have definitely stopped to get a brochure, out of curiosity and especially since my husband I have recently started brainstorming about potential affordable vacation destinations.

We all clearly know the current economic environment has really taken a toll on the travel industry. The South Carolina CVB clearly understands that consumers are thinking twice these days – and this probably wont change for many even after the economy recovers. They have successfully used interactive, engaging technology and well-thought out strategy with this campaign.

As a tradeshow professional – I find stumbling upon this type of creative marketing to be fantastic inspiration for brainstorming.

Maybe South Carolina’s strategy and creativity can help show organizers and exhibitors to think outside of the box and brainstorm new and/or improved strategies to generate traffic in the exhibit hall. I’m sure there are some neat things that could be placed throughout a convention center with the goal of driving traffic to the exhibit hall.

Professionally, my experience lies with medical meetings; this means that specific guidelines, compliance issues and nuances must be carefully considered when brainstorming. Due to the attendee demographic, scientific content and increased regulation, our options are limited – e.g., nothing too carnival-y or silly.

So, tradeshow and events folks:

What creative promotional strategies have you seen in ordinary places that could translate to, or fuel inspiration to successfully generate interest and interactions at your tradeshow/conventions?

- Originally posted to Light Bulb Moments (www.christinastallings.com) on March 6, 2010.

6-8 August 2010
JW Marriott Hill Country
San Antonio, TX

APPLICATIONS DUE: Monday, 31 May 2010
 
OBJECTIVE
The IAEE Robert L. Krakoff Future Leaders Institute brings together individuals interested in learning more about themselves so they can become effective strategists, contributors, facilitators and the innovators in the future.

FACILITATOR
Erick Burton
Speaker, Facilitator, Executive Coach, Author
The Burton Leadership Center

Powerful, positive, and practical is how Erick Burton is frequently described.  Erick Burton is known as the “The Leadership Accelerator™.”   As President of Burton Resources, Erick has partnered with hundreds of corporations and associations as a professional speaker, facilitator, executive coach, and author.  He is one of a few speakers in the entire world with the Certified Speaking Professional (CSP) designation.

2010 LEGEND OF THE INDUSTRY
Jacqueline Russo, Vice President
Kuehne & Nagel Expo USA

Selected each year is an industry professional whose contributions, innovation and leadership have been truly unique and remarkable. At the Institute, the Legend of the Industry shares insights, recollections, tips and encouragement to the future leaders in an informal after-dinner environment. This unique setting will be intimate and allow for interaction with each Institute participant.

This year’s “Legend of the Industry” is Jacqueline Russo, Vice President of Kuehne & Nagel Expo USA, one of the world’s leading logistics companies. She oversees the direction of the exhibition/special event division. Ms. Russo has been in the international exhibition industry for over 20 years, and served as the IAEE chair in 2003, the IAEE International Committee as chairman and vice chair, and the Programming Committee as vice chair. Additionally, Jackie serves on the board of the Center for Exhibition Industry Research, speaks frequently at industry events, and is an active member in other industry associations.

CANDIDATE CRITERIA

• At least 3 years of full-time industry experience
• Personal commitment to, and passion for, the exhibitions and events industry
• Willingness and ability to become a thought leader and motivator of others

 
APPLICATION PROCESS

• Go to www.iaee.com/futureleaders and print or download the application
• Employer, Colleague, Chapter or Self Nomination
• Complete Application to Attend no later than Monday, 31 May 2010
• Employer and/or industry peer letter of recommendation

 
Scholarships available.

For more information:
www.iaee.com/futureleaders

So what makes me laugh and prepare to press “Publish?”  This morning, I came across an article titled “Inside Gen Y: Serenity’s Believe it or Not…” on conworld.net.  You can read the article by clicking on this link.

Alone, it is funny, but tied to my own musings this past week, it is even more so.  The article speaks of the “twentysomething” mass that isn’t as enchanted with social media as we are made out to be; “we” is inserted as I find I associate with this group.  It is a necessity in the sense that we feel the same pressures to be present, but it isn’t something this strange “twentysomething” group is overly fond of.  In all honesty, I appreciate the tools, but cringe at the time and omnipresent demands placed upon me.  And, yes, I’m guilty of letting things stack up as I check in once every couple of weeks.  To those who would wish it otherwise, I apologize.

After reading the article, you’ll find some strange “believe it or not” trends that associate Gen Y habits and preferences with the young and old.  Recently, I’ve been challenged to cross the generational divide and, to say the least, it’s been a learning experience and fascinating journey.

The Young.  Pertaining to social media, most of my knowledge and involvement is the direct result of two forces: one, the stereotype that young professionals are active in the social media realm and two, my family making it very clear that they want to know the latest and greatest in my life via a number of social media communities.  My grandmother even asked me to join Skype so I could speak with her via audio and video. 

As a result, I’m a member of several communities and I try to be a responsible citizen in each, politely posting a few pieces here and there – out of respect for others opening their lives to me – and periodically answering questions so I can be a contributor to the community, rather than an observer or “taker.”  The truth is out.  I will learn and participate because I feel I must and perhaps along the way I’ll enjoy it more and continue to feel more comfortable.

The Old (with all due respect).  Knowing my initial aversion to social media communities and pressures – also known as commitments – I must admit that I did feel a little old, in a sea of “young” social media fans.  (Again, this is humorous as my industry colleagues and family seem to lead the way.)  And yet, just as I felt I was mastering the balance of being young and old in the world of communication and sharing, a third dimension arose in my life.

Outside of work, I belong to two groups that are comprised of a much older population than I normally correspond with on a regular basis.   Initially, I was perplexed by the fact that people tried reaching me on my home phone when my e-mail and cell phone would be much more effective.  My first thought: If they know my generation and have access to e-mail and my cell phone number, why do they not make the effort to utilize those channels?

Then it was my turn.  In leading a couple sub-committees, I tried reaching people via e-mail.  Ten days later, with only one response, it hit me – I need to cross a generational gap to reach them as I expected them to try reaching  me.  Stunned, I set aside some time at home with a paper, a pen and my home phone to call those I needed to reach, one by one.  At the end of the day, it was quite nice to catch up with each individual and connect on a more personal level. 

Young and Getting Older.  Of all of the lessons I’ve learned in the world of communication and collaboration, one of the most important is the need to know who you’re trying to reach and meeting them there.   I felt I was an old soul when it came to communication, until I found myself dedicating an evening to making a round of phone calls.  In just a matter of time, I know I’ll be just as confounded with the younger generations and the communication paths they choose.  As a member of the young professionals committee – and an individual who supports cross-generational understanding and collaboration – I understand the confusion and amazement that comes with building bridges and meeting people in their planes. 

We will see how things progress, but in the mean time, I will be open – albeit hesitant – but I’ll be ready for the surprises, the frustrations and the joy of communicating across various channels and “languages” moving forward.

Written By: Nora Johnson, SMMP Services Specialist, Experient; Immediate Past Chair, 2010 IAEE Young Professionals Committee

Before jumping into global themes observed in the latest wave of articles, webinars, blogs, RSS feeds and more; it would be best to preface them with the following quote I came across not too long ago: “Most of the change we think we see in life is due to truths being in and out of favor.” – Robert Frost 

1. Work hard (and relax, too).   Perhaps you are now thinking that if you worked any harder you’d fade away, and you may be right.  This point doesn’t address trying to cram more into your already hectic schedule.  Rather, it serves to address the satisfaction you can find when you work hard for something and accomplish it, or your ability to fully relax or decompress only after putting in a great deal of effort (consider working out, finishing the remodeling job in your kitchen or submitting a business report you’ve worked tirelessly on).  The next time you find yourself reeling from your work, take a moment and find the satisfaction in what you are accomplishing, and then find time to relax.  If you don’t relax, you don’t recharge, and if you think you can last and perform well on a low battery, imagine how well your laptop or phone will serve you in the same capacity.
2. Be true to who you are (personally, and as an organization).  Every organization, product, service and individual has a place in the market space.  This position is not static, but at a given point in time, considering strategic direction, core competencies and the competitive environment, one truly falls into a single market position.  To use a market term, don’t “window-dress” your organization or yourself.  People are looking for people they can trust.  Most can see through a person’s attempt to window-dress their product or service offerings – or their own capabilities.  The other word for this message is “transparency.”  People will see through to who you truly are and what you’re truly capable of.  If they have to pass through a mirage, trust is diminished.  Keep it simple; be true to who you are.  In another vein, only by being true to your core competencies, style and passions – accompanied by a willingness to continue growing – will you be able to maximize your value to those around you. 
3. Be courageous.  This may best be supported by a quote: “When two men in business always agree, one of them is unnecessary.” – William Wrigley Jr.  This is not a note of encouragement to be argumentative or to constantly stand against someone or something, but rather to acknowledge the value of diversity within a team, organization or industry.  Have the courage to question, to research, to seek solutions.  Have the courage to explore these solutions.  You are a part of a diverse network of individuals who are trying to accomplish something great – whatever that may be.  Be courageous and understand that you may have the missing puzzle piece to an idea or industry. 
4. Observe both sides of the fence.  Recently, while reading through What Matters Now, I came across the following concept: for every trend there is a counter trend to be considered.  We are all familiar with the swinging pendulum and moderation versus extremism in ideals, organizational efforts and business acumen.  Know your market position and objectives, but as you look to the future of the marketplace, consider the counter trend that may arise.  Recall the swings from classical to contemporary, from technical to social, from well-rounded to specialized.  By being aware of both sides of the fence – or the pendulum – you may better anticipate the evolution of market trends and have more time to position yourselves accordingly.
5. Listen.  The most pressing application for this point is Customer Service.  The irony of today is that, while we have numerous communication channels at our fingertips, our ability to communicate has seemingly diminished over time.  Pertaining to the markets, consumerism, when complemented with abundance, has led to a market place where most followed the concept “If you build it, they will come.”  With revenue goals and set profit margins, most organizations went forth to see who was a best fit for what they’ve built, rather than seeing if they were a best fit for their customers – or any customers for that matter.  We find ourselves at a point in a time where we must listen to truly understand the needs, wants and expectations of the individuals we serve.  Only then can we really connect with our customers and prospects and have a chance at establishing a trust relationship, and hopefully a valued business relationship.
6. Understand the power of “likeability.” It is amazing how much “likeability” factors into a business relationship.  This applies not only to sales, but also to teamwork.  One short from Seth Godin’s eBook, What Matters Now, pointed out that a rowing team would select a weaker rower, over a strong rower, for the team if that individual was “likeable.”  The team would ultimately work harder with a team they liked than one they did not.  Clearly, the concept of “likeability” then applies to everyone on a team, as much as it does to leaders.  One small step towards achieving “likeability:” the ever-famous golden rule – treat others as you’d like to be treated.    

Just for fun, here are two more quotes you may like as you move further into 2010.  May it be a good year for you and yours. 

“An adventure is only an inconvenience rightly considered.  An inconvenience is an adventure wrongly considered.” – G.K. Chesterton 

“I may not have gone where I intended to go, but I think I have ended up where I need to be.” – Douglas Adams

This year, we’ll have surveys at our booth so that we, as a committe, can better understand the needs and wants in our industry pertaining to Young Professionals.  As an added bonus, various surveys will be marked.  If the survey form you pull is marked, you’ve won a gift card for Starbucks!   We have 20 to hand out, so don’t miss out on the chance to WIN a Starbucks gift card for coffee or snacks or even to turn around and gift it to someone else as a Thank You.

Everyone who participates in the survey process will receive a “Making a Difference – Young Professionals” ribbon.  Thank you in advance for helping us in our survey efforts!

We’ll see you there!

Professionals from across our industry and world will be present at IAEE’s Expo! Expo! Annual Meeting and Exhibition 2009 in Atlanta, GA from December 8-10th.  We hope to see you there!

Visit with other young professionals and members of IAEE’s Young Professionals Committee throughout the annual meeting and exhibition.  You can find the YP Committee during Expo! Expo! at our booth in IAEE’s Pavilion.   

Members of the committee are also looking forward to meeting and participating in the First Timer’s Orientation luncheon on Tuesday, hosted by Shepard Exposition Services.  This orientation is the perfect stepping stone for young professionals and first time attendees to make the most of Expo! Expo!  If you missed out this year, drop by the YP booth and we’ll be happy to fill you in on the details.

As young professionals, we’ll be out and about, and we look forward to sharing, learning, inspiring and encouraging one another so that we can continue to strengthen our industry today and into the future!

As CEIR describes, this study, which commenced in October 2006, “offers a wealth of insight into how young professionals want to connect, learn and network at exhibitions and events. CEIR’s study includes additional interpretations and insight from generational expert Chuck Underwood, author and founder of The Generational Imperative.”

Additionally, the article, “The Gen Y Factor,” published by Association Conventions & Facilities, is by far the most inclusive and accurate I’ve seen in a long time.  You can read it at the following link.  http://acf.themeetingmagazines.com/acf/20090809Feat1/tabid/219/Default.aspx.

Feel free to share your thoughts, and other articles you’ve come across as well!

*Note: The CEIR Report is free to CEIR and IAEE members when you login with your user information.