Stephanie Selesnick reports on the 2024 Society of Independent Show Organisers’ recent Leadership Conference
The 2024 SISO Annual Leadership Conference took place in Philadelphia, USA, on 14-15 August, bringing together over 200 organisers and suppliers. It was hosted by the Philadelphia Convention and Visitors Bureau, alongside the Pennsylvania Convention Center, with the opening reception at the newly inaugurated Museum of the American Revolution.
Education sessions covered a range of topics, from the latest Freeman research "Navigating the Next 12-18 Months", highlighting eight macro-trends, to attracting the next generation to events, and roundtable discussions.
In their session, Kimberly Hardcastle of mdg, a Freeman company, and Ken Holsinger from Freeman identified eight macro-trends expected to impact the industry over the next 18 months. Key trends included:
- The workforce is evolving rapidly, so companies should prepare for changes as new generations enter and Baby Boomers retire.
- Diverse priorities among audiences mean events need to be designed with inclusivity in mind.
- Climate change will lead to increased disruptions, so planning for such events is essential.
Their data suggested that to appeal to younger generations, organisers should encourage exhibitors to bring fewer salespeople and more subject matter experts, offering experiences over traditional networking.
A session called "Intergenerational Exchange" followed, moderated by Marie Browne from RX (and current IAEE chair) and Megan Finnell from Freeman. Gen Z panellists Catherine Hartwell (CRETO & ASIS), Tyler Abrams (BioTalent), and Jessie Martin Scott (Mana Products) discussed what attracts them to events and their behaviours as attendees. When marketing to younger professionals, they advised showcasing the event’s value. They appreciate referrals, especially when their boss introduces them to an event or recommends one, as well as communication through LinkedIn, emails, and Facebook groups. Finnell shared Freeman data showing that personalised marketing is the top preference for this demographic.
When planning to attend an event, younger professionals conduct research in advance, selecting sessions to attend, exhibitors to visit, and networking opportunities to pursue. They favour networking options with shared experiences, such as activities and athletic events, rather than traditional parties or receptions.
The "Video Unplugged: Debunking Myths" session was moderated by Carrie Ferenac from CNTV, with panellists Suzanne Deffree from Informa Markets and Kate Youngstrom from RX. Both panellists use sizzle reels for their shows, with Deffree also leveraging testimonials and educational sessions for later replay. Youngstrom incorporates peer-to-peer, influencer, and user-generated content (UGC) in her strategy. They debunked myths, including the idea that video is too costly to produce and that viewers don’t engage with it (they do!). Ferenac cited stats that 95% of people watching videos retain information, and emails with video content have a 300% higher open rate. “People want to see themselves at your event,” she said.
In the "Entrepreneurship, Intrapreneurship, and Innovation – How to Create Value" session, moderated by Walter Charnizon of Continental Exhibitions, Steve Corrick from Collingwood US and Jeremy Kagan of Textbook Ventures discussed how to foster a workplace that encourages experimentation. Corrick recommended creating a supportive and accountable environment where failure is accepted, lessons are learnt, and teams move forward quickly. Kagan emphasised the importance of establishing a pathway for internal innovation that promotes an open mindset, adds unique value, and provides the space to succeed or fail.
Human resources experts Macy Fecto and Phyllis Abkin from Access Intelligence, Cheryl Boccadoro of Diversified Communications, and Meghan Hurley from RX shared insights on Talent Acquisition and Development. When recruiting, Hurley looks for collaboration skills, agility, a growth mindset, and accountability. Boccadoro seeks lifelong learners with an innovative mindset suited to a forward-thinking environment, while Abkin prioritises candidates who are smart, problem-solving, and team-oriented.
Day two opened with a panel on Evolving Leadership Challenges. Brad Graver from SecureWorld highlighted the challenge of effectively communicating an event's value to its audience. Jenn Heinold from Taffy Event Strategies noted that sponsors and exhibitors are increasingly selective, focusing on ROI and ensuring they connect with the right buyers.
The session "Maximising Sales Performance Utilising Data" was moderated by Denise Medved, featuring Mallory Starks from Informa Markets, Tom Myers from Smithbucklin, and Mathew Philip from RX. Key takeaways included:
- Don’t rely solely on one data point for sales reporting (Starks).
- Be curious and ask new hires how they approached their roles in previous jobs (Philip).
- Adopt a consistent sales methodology, ensuring everyone uses the same vocabulary and approach (Myers).
The 2024 SISO Leadership Women’s Forum, held just before the main conference in Philadelphia, focused on ‘Creating Awe’ at events. The half-day event explored ways to apply brain science to events, emphasising the role of brain health and neuroscience insights in creating impactful experiences.
This article is taken from EW Issue 5, to get the digital magazine bi-monthly to your inbox, subscribe here: https://www.exhibitionworld.co.uk/subscribe
