Trade Show TalesBlog

Archive for the ‘Red Diamond Congress’ Category

The Trade Show Show Podcasts

May 13th, 2016 COMMENTS

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20 Exhibit Industry Influencers

Last month, I had the good fortune of meeting Todd Youngblood while attending the E2MA Red Diamond Congress (RDC) in Orlando. Todd runs The Trade Show Show, a podcast series about the exhibit industry. The RDC was fertile ground for Todd, since the event attracts trade show managers, suppliers, show organizers, builders, exhibitor-appointed contractors, etc. Basically, anyone with a vested/financial interest in the trade show biz.

Todd conducted 20 interviews on topics that should matter to trade show groupies (like you and me). Interviewees included:

  • unnamedJustin Hersch, Group Delphi
  • Lisa Apolinski, 3 Dog Write
  • Penn Arthur, Inhance Digital
  • April Hurley, The Expo Group
  • David Mihalik, ELITeXPO
  • Skip Cox, Exhibit Surveys
  • Jim Wurm, Exhibit & Event Marketers Association (E2MA)
  • Richard Maples, Shepard Exposition Services
  • Chris Griffin, TS Crew & Trade Show Supply
  • And 10 more industry influencers

I encourage you to listen to one, two, or all twenty podcasts. Listening to a podcast may make you a little smarter unlike watching that Seinfeld episode for the 37th time. Mouthing the dialogue does not make you a savant. I don’t care what your cousin told you. 🙂

The mission of The Trade Show Show is to dramatically enhance Enterprise-Wide Engagement and sales growth by educating industry insiders regarding the people, organizations, technologies, and innovations driving progress and continuous improvement. In other words, get more ROI from the most effective sales tool there is:  face-to-face business conversation. The show’s host, Todd Youngblood, has a genetic “need to know more.” This fundamental curiosity enables guests to articulate the heart of the value their knowledge and insights have for listeners.

–Mel White
mel@classicexhibits.com
http://www.linkedin.com/in/melmwhite
https://twitter.com/melmwhite

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Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.


 

Deep Thoughts from the E2MA Red Diamond Congress

July 30th, 2015 3 COMMENTS

RDC_1I attended the E2MA Red Diamond Congress in Boston last week — my third time at this annual two-day conference. The RDC is a small, but growing, group of stakeholders in the event and tradeshow industry which includes show organizers, general contractors, associations, distributors, tradeshow managers, suppliers, and labor.

Like me, you probably interact with a subset of these folks over the course of a year. So attending RDC gives me a broader perspective of the challenges facing our industry. When someone starts pointing a finger at “the bad guys,” those “bad guys” are usually in the room to defend themselves. It makes for challenging conversations.

I wanted to share a few takeaways from several sessions.  This year’s theme was engagement.

Justin Hersh, Group Delphi, “Watch Out the CMO is Coming”

“We spend most of our time asking our exhibit or event client ‘what they want’ and then creating a ‘spectacle’ to fulfill that want and attract attention.” Think of a fireworks display. It’s mesmerizing, but we don’t want to see it twice.

However….

We should be asking them, “Why they want it and then creating ‘wonder, awe, and connection’ which drives people to do something different.”

We need to resist the lure to create a mere spectacle. Instead we should create designs that motivate and inspire change.

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Bruce Bolger, Enterprise Engagement Alliance, “Engagement Essentials”

“People don’t care what you know until they know that you care.”

“People want to:  Be part of something bigger than themselves. Feel a sense of belonging. Go on a meaningful journey. Know that their contributions make a significant impact of difference.”

“How does Monday morning feel when you have a bad boss?”

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Jack Myers, MyersBizNet, “Future Proofing the Business of Exhibits an Events”

“Our historic relationships are dissolving. What are the new relationships? Are you connecting vs. simply communicating?”

“We must learn how to build better relationships through technology.”

“Brands that create passion and engaged relationships win.”

Eric Schaumburg, eventr.io, “Simplifying the Event Eco-system”

“You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.” Buckminster Fuller

“We are standing on the precipice of Events 2.0…. For all of us to participate and capitalize on this transformation, we will need to eliminate the proprietary and fragmented nature that has become synonymous with tradeshows, and align our goals with those of the younger, consumer-driven, sharing economy.”

“Millennials:  anti-establishment bias, belief in radical transparency, trained to sniff out inefficiencies or vulnerabilities, intensely idealistic, strong sense of right and wrong, philanthropic.”

“The Experience Starts Online First, Face-to-Face Second:  Set the expectation, Protect the Brand, Engage sooner, engage frequently, Make the F2F like coming home”

Simplifying the Event Ecosystem

Leonora Valvo and Joseph Carrabis, insightXM, “Engaging with Data”

“Without trust, marketing does not work.”

“People don’t trust you because you say they should; people trust you because THEIR FRIENDS say they should.”

“The experiential trilogy is — attention, engagement, and trust.”

Allison Graham, AllisonGraham.biz, “How to Leverage Events to Drive Business Outcomes”

“We don’t need everybody. We need to find the people we can be ourselves with.”

“Just showing up at an event is a very good way to become busy but not profitable.”

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–Mel White
mel@classicexhibits.com
http://www.linkedin.com/in/melmwhite
https://twitter.com/melmwhite

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Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.


 

E2MA Red Diamond Congress | Day 2 Notes

July 31st, 2014 2 COMMENTS
Photo courtesy of Deja Views

Photo courtesy of Deja Views

Day 2 (RDC Innovation Day)

It was a day of epiphanies about the trade show industry. Bob McClintock, COO of SMG, gave the morning keynote:  A New Facility Model: Facility as Service Provider. I know. The title sounds pretty boring, but the topic and the speaker were anything but. SMG manages McCormick Place, the Pennsylvania Convention Center, and 70 other venues.

A. Evolution of Convention Center Service.

  1. Originally convention center managers were “Landlords.” And Convention Center design could be described as “prison architecture,” or in the trade as “Boxes with Docks.”
  2. Competition has forced them to adapt to become “Service Providers” with the goal of Hotel Quality Experiences.
  3. Those include local, fresh, and healthy culinary experiences, shopping and dining experiences, and updated, contemporary buildings. The new model is designed to keep attendees in the building.
  4. Labor changed as well, adopting a service provider mentality instead of a rights holder attitude.
  5. Finally, he shared three in-progress success stories:  Cobo Center, McCormick Place, and Philadelphia.
  6. I even learned a new acronym to describe the new business model:  WISMBR — What’s in Sight Must Be Right.

As with Day 1, there were more sessions than I could attend, but let me touch briefly on three. Here’s a link to the full Day 2 Schedule.

Photo courtesy of Deja Views

Photo courtesy of Deja Views

B. The Event Forecasting/Measurement Tool, by Bob Hughes. Bob’s company, The Hughes Group, has developed a new event forecasting and management tool that not only allows marketers to validate their exhibit and event spends, but also provides instruction on how marketing, sales, and operations can collaborate to optimize exhibit and event outcomes. It’s a deceptively simple online tool with a powerful database and analytical tools. It’s still in final stages of development, but I’ll let you know when it’s ready. It’s perfect for any trade show manager who wants a clear path to measuring ROI and collaboration with sales and marketing.

C. Driving Business Using Social Media, by Glass Mountain Media. Just a couple of comments from the session and then a very entertaining video about digital media.

  1. Social Media must tell a story about your business and reinforce your culture.
  2. Social Media must have a purpose and data to measure to its effectiveness.
  3. All companies must think of themselves as publishers in a world dominated by digital content.
  4. Quote:  It’s never been easier to reach customers. It’s never been harder to engage customers.
  5. Encourage, not discourage, your employees to use Social Media, but coach them on how to use it for your company.

D. Closing Keynote:  Enhancing Exhibitor Value Enables Show Growth, Amanda Helgemoe and Sue Huff. There’s no possible way I could do justice to this enlightening and informative presentation about the ongoing economic pressures in our industry. Let’s just say that not everyone takes a long-term view about creating a healthy, sustainable face-to-face community. Take time to review the slide show (click on the image). You will see an obvious disparity in rising costs. You will and you won’t be surprised by the results (hint: see the chart below).

Advocacy_2

Last but not least, a generous thanks to Jim Wurm and his team at E2MA for a terrific conference. If you didn’t attend, you missed something special.

–Mel White
http://www.linkedin.com/in/melmwhite
mel@classicexhibits.com

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Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.


 

E2MA Red Diamond Congress | Day 1 Notes

July 30th, 2014 COMMENTS

red_diamondDay 1

I’m in Chicago this week for the E2MA Red Diamond Congress. For those unfamiliar with the Exhibit and Event Marketers Association and the RDC . . .

The E2MA is a community of exhibit and event marketers driven to benchmark the value of face-to face marketing. By facilitating discussions among all industry stakeholders, the E2MA’s Red Diamond Congress develops actionable ideas and solutions that can provide for industry growth and success.

What makes the RDC different from other exhibit industry events is the blending of exhibit managers, show organizers, labor contractors, union associations, and exhibit builders and distributors. There are no silos. The RDC brings everyone together to discuss shared concerns. In an industry with a history of finger pointing, it’s a refreshing and practical conference.

For those not here, I took a few notes. Not great notes admittedly, but notes.

WP_001962A. Exhibit and Event Issues:

  1. Competition for marketing budget dollars is increasing, which is . . .
  2. Creating evolving strategies
  3. Mixing tradeshows and events (48% of companies are doing private events)
  4. Forcing cost reduction pressures
  5. Putting even more focus on measurement and ROI

B. Research shows that the more engagement on the show floor, the more successful the purchase intent. Not a surprise.

C. Overall Exhibitor Retention — Average 80% (which means 1 of 5 exhibitors don’t return)

D. Exhibits and Events represent 42% of media spending for companies, second only to digital. That was a surprise to me.

E. 15 consecutive quarters of industry growth with attendance as the leading metric. Good news.

F. Average international attendance at North American shows — 15% of all attendees (at major shows). Is your client prepared for this attendee?

G. $80 billion dollar industry in the U.S.

WP_001959Kudos to the All Industry Panel. A very informative session (which could have been twice as long). It was beneficial to hear the perspectives of these industry leaders.

  • Skip Cox, Exhibit Surveys
  • Jeff Provost, Exhibit Designers and Producers Assn. (EDPA)
  • Brian Casey, Convention and Exhibition Research (CEIR)
  • Larry Arnaudet, Exhibition Service Contractors Assn. (ESCA)
  • Mike Pennington, Healthcare Convention and Exhibition Assn. (HCEA)
  • David DuBois, Intl. Assn. of Exhibits and Events (IAEE)
  • Lew Shomer, Society of Independent Show Organizers (SISO)
  • Jim Wurn, Exhibit and Event Marketers Assn. (E2MA)

Special kudos to the Bridging the Generational Gap breakout session hosted by Amy Yag, Amanda Helgemoe, and Pat Friedlander. It was a lively and interactive session on how Baby Boomers, GenX, and Millennials communicate and in particular, how Millennials view the workplace (i.e., corporate culture is big, collaboration is even bigger, and they need and want a clear job description and career path).

The RDC afternoon schedule featured multiple breakout sessions, including the Generational Gap. See the link for the full Day 1 agenda. I attended Developing Your Team and DIY Research, which were both well-presented and informative.

Finally, to my fellow “Dinner with Strangers” at Seasons 22, thank you for the enjoyable evening. I’ve already done a search on the FBI Most Wanted list. No one is in the Top 10 . . . yet.

Day 2 begins in about two hours.

Oh yes, most of the sessions are being recorded, so I’m assuming they’ll be available on the E2MA website at some point.

–Mel White
http://www.linkedin.com/in/melmwhite
mel@classicexhibits.com

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Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.


 

 

2014 Red Diamond Congress | July 28-31

June 17th, 2014 COMMENTS

Building Bridges in the Exhibit & Event Industry

The 2014 Red Diamond Congress (RDC), the third annual meeting of the Exhibit & Event Marketers Association, takes place July 28 – 31, 2014 at the Oak Brook Hills Resort in Oak Brook, Illinois. The RDC brings together all of the major players from the exhibit marketing industry to engage in thought leadership, best practice exchanges, and education aligned with business and marketing metrics and strategy.

oakbrookhillsresort

Why RDC?

The E2MA is a community of exhibit and event marketers driven to benchmark the business value of face-to face marketing events and explore new tools, new technologies, and new techniques that can optimize face-to-face marketing. By facilitating discussions among all industry stakeholders about those issues, the E2MA’s Red Diamond Congress is dedicated to develop actionable ideas and solutions that can provide for industry growth and success.

While there are many other outstanding exhibit and event industry conferences, almost all are organized to address the needs of a single stakeholder group, and are often absent the input of key players in the exhibit and event industry. The E2MA Red Diamond Congress (RDC), by design, is a true congress of industry stakeholders that invites input from all points of view and values the collective experience of all industry professionals, no matter what segment you represent or what role you play. For in the final analysis, while it takes many different stakeholders and interest groups to produce a successful event – there is no “they,” there is only “us.”

Register NOW.

An Outstanding Program Mix

RDC_banquet_awardsThe RDC program will advance top level discussions and facilitate deep examinations into the issues that challenge us while cultivating conversations that can build better bridges of collaboration and partnership between:

  • Marketing and Sales
  • Exhibitors and Show Organizers
  • Show Organizers and Facilities
  • Contractors and Unions
  • Official Contractors and EACs

The Exhibit & Event Marketer Association invites its members, and all industry stakeholders – exhibitors, show organizers, facility management, exhibit service companies, general contractors and union personnel – to take part in this landmark event, our 3rd Annual Conference, at Oak Brook Hills in Oak Brook, IL. This is your opportunity to be part of an event where the most vexing challenges are addressed and actionable solutions are devised. The E2MA Red Diamond Congress will include:

  1. Keynote presentations from industry and marketing thought leaders
  2. “E2 Talks”, thought provoking briefs from industry innovators
  3. Case Studies, a thorough examination of new event models
  4. CME Educational programs, obtain credit toward your certification
  5. Workgroup Roundtables, show professionals collaborating on challenging issues
  6. New Product demonstrations
  7. Face-to-Face Connections, one-to-one appointments and Focus Group sessions
  8. Team Challenges, fun-filled friendly competitions between industry stakeholders
  9. And, much more!

Register NOW for the E2MA Red Diamond Congress. I’ll see you there.

–Mel White
http://www.linkedin.com/in/melmwhite
mel@classicexhibits.com

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Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.