 What you missed at Expo! Expo!
Those of you who were at Expo! Expo! know that there was simply too much going on for one person to take it all in. Even those who tried cloning themselves (Jason McGraw, right) weren't able to be everywhere. That's why we enlisted the help our friends to write this month's InnerCircle. Seven of MDG's clients, partners and/or trusted colleagues have shared with us the nuggets of wisdom they gleaned from the event … |
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Tom Cindric
(pictured with wife, Julie)
Group Director
HanleyWood Exhibitions |
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 I learned that if you can't change the people with whom you work, you must change the people with whom you work. Gary Shapiro of CES stated that there are essentially four types of employees:
1. Those that understand the vision and are performers.
2. Those that don't understand the vision and are not performers.
3. Those that don't understand the vision and are performers.
4. Those that understand the vision and are not performers.
Employers should keep type 1 and let go of type 2. Employee types 3 and 4 are harder. Contrary to what most people think, you must keep 4 and help them perform and let go of type 3. In today's economy and with mounting pressure to deliver results, most people are keeping type 3.
The other thing I learned is not to volunteer to moderate a panel of four lawyers unless you want to be an inactive participant. |
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Peter MacGillivray
Vice President of Events
and Communications
SEMA |
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I think convergence was the theme that I was most struck with this year. Technologies are actually talking to each other! Calendars, appointment-making, housing, maps, messaging, and other website features are finally integrated—awesome. |
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Jason McGraw
Senior Vice President of Expositions
InfoComm International |
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This year's Expo! Expo! was a reflection of an industry that appears to have “turned the corner.” Most show organizers and suppliers I spoke with had more successful events in 2011 than the previous two years, with 2012 looking even more promising. Perhaps the industry's growth is a positive sign that the economy will rebound in the coming year. Discussing the ongoing relevance of face-to-face was Dr. Michio Kaku. He mentioned that although technology is rapidly bringing the world closer together, analog human beings who crave to feel, touch and engage on a personal level ensure that the long term future of face to face will be bright. |
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Vinnie Polito
Managing Director
VP International |
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Marketing executives are using the words "engagement" and "nurturing", talking about the need to have two way communication with customers, as opposed to simply broadcasting messages and then attempting to take them on a journey towards a sale. These goals sound familiar to trade shows; marketers are now using software tools and data to achieve them. Because the exhibition industry holds the trump card of face-to-face, these new approaches do not sound a death knell. In fact, they should be an opportunity to achieve the holy grail of extending the interaction of the community beyond the few days of the event itself. |
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Gwen Powell
Director of Community Development
World Pet Association, Inc. |
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I learned that because we're dealing with a diverse audience, we have to send focused emails and messages to specific categories. We can change the wording slightly to acknowledge past attendees, prospective attendees, loyal attendees, etc. Track what's effective (and what's not) and adapt future campaigns accordingly. |
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Camille Candella
Group Marketing Director
Nielsen Expositions |
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By attending I was reminded just how much can get done in a face-to-face environment. Sometimes, I feel caught up in the day to day, tackling what has to be done immediately—usually via phone or email—that I forget this simple little nugget. It was a great testament to the industry we serve. As for the cool things on the show floor, A2Z introduced a new product that acts like an ad or widget that exhibitors put on their website to let their customers know they will be participating at an upcoming tradeshow. This links straight to show registration and all can be tracked on the back end to see what exhibitors are driving the most attendance. I also loved the NXT Wall System from Nexxt Show Expo Services, it has a clean contemporary Euro-style look that's available for the same price as pipe and drape.
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John Toner
Vice President
United Fresh Produce Association |
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Digital signage is coming of age and is being tied into an all digital strategy – web, mobile and onsite. It allows one to showcase content in smart, relevant and useful ways. I also learned about the more stringent rules that will make it increasingly difficult to produce food shows in certain destinations. Currently there needs to be a hand-washing station within 50 feet of an exhibitor preparing food, but starting in 2012 there will need to be HOT water within 10 feet of any exhibitor preparing food. That presents a major challenge and cost to meet those guidelines.
Finally, I learned that one should eat dinner before going to Expo! Expo! exhibitor parties, especially when still on east coast time. I certainly hope that what happens in Las Vegas, stays in Las Vegas. |
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To hear what Kimberly Hardcastle, Alex d'Archangelo, Dave Williams and others learned and/or to share what you took away from Expo! Expo!, visit our Facebook page. |
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