SISO Leadership Conference Recap 2024
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SISO LEADERSHIP CONFERENCE
Wednesday, August 14:
Navigating the Next 12-18 Months: How Macro Trends Will Shape the Immediate Future of Your Event, Kimberly Hardcastle, mdg, a Freeman Company and Ken Holsinger, Freeman
Hardcastle and Holsinger shared the latest Freeman research, identifying eight macro-trends over the next 12-18 months.
Trend 1: The workforce is evolving fast. Gen Z will overtake Boomers in the workforce. They recommend changing up your event design for the new workforce soon to be dominating the landscape.
Trend 2: Our audiences have diverse priorities, so design events accordingly. Values are different per generation. For example, Millennials and Gen Z prefer experiences over possessions, prioritize environmental/social responsibility, are technologically adaptable and proficient, and lastly, want a work/life balance. To be more successful with these generations, encourage your exhibitors to bring less salespeople and more subject matter experts to staff their booths.
Trend 3: We have a trust problem. Be hyper-focused on trust. Use content over a hard sell. Use testimonials, be transparent. One good note: research shows that events are seen as the most trustworthy sources of information.
Trend 4: Zero Party Data is on the rise. As we become less dependent on cookies for information, zero party data will rise. (Zero party data is information a user gives you directly). Use automation to help use the information you already have to personalize communications including surveys, marketing campaigns (segmentation), and changing up the user experience.
Trend 5: Event technology shows potential. However, we must create a frictionless experience for visitors and exhibitors. Provide one login for everything users will engage with.
Trend 6: Next Gen Travel is different than Boomers. Travel spend is 93.8% of pre-COVID levels. Bleisure is on the rise, boutique hotels are preferred instead of headquarter hotels, mocktails are a “need to have” on menus, and cultural destinations are preferred over party/beach locales.
Trend 7: Climate change will cause more disruptions. The impact of extreme weather will be more and more of an issue and expect supply chain disruptions. Plan for weather challenges. Have indoor alternatives in case of rain for outside events, even in “off seasons”.
Trend 8: The election outcome will impact your business. Offer compassionate leadership and start planning for the outcomes now (for both sides). There will be changes with your workforce and you may see a decline in productivity because people are distracted due to politics.
Optimizing Your Portfolio with Jennifer Woods and Paul Miller, Questex.
This interview shared Jennifer’s journey from taking over their Life Sciences Division from a 75 live event portfolio to 16, consolidating audiences to optimize communities, cancelling some smaller events, and changing the revenue model from paid attendee to sponsorship based.
COVID caused the division to take a three-year digital plan and transform it within three months. There were big changes to the team through the consolidation, and most managers leaving en-masse to go into direct competition. However, they persevered, starting back with live events in 2021 and brought editorial teams into marketing and educational offerings.
Salespeople are assigned by account in the portfolio, instead of by event or show. NPS scores and revenue have increased substantially with less shows and events. For 2025, they plan to further consolidate their events to four in total. Within these four weeklong events, they plan to hold microevents and offsite experiences to help curate the visitor experience.
Woods said following COVID and the portfolio transformations over the last two years, she and the current team roll out changes with less fear. She advised the audience when making big changes, such as consolidating smaller events into a larger one, to get input from key stakeholders and truly listen to them.
Many of those learnings have been applied across the entire Questex portfolio.
Intergenerational Exchange, moderated by Marie Browne, RX and current IAEE Chair, and Megan Finnell, Freeman, with Catherine Hartwell, CRETO & ASIS, Tyler Abrams, BioTalent, and Jessie Martin Scott, Mana Products.
This was a conversation with Gen Z’ers who shared their thoughts about events and the workplace.
Question 1: What factors do you consider when attending events or interacting with exhibitors?
Abrams: Looks for industry specific events as a chance to meet face-to-face with clients. He is attracted to those that speak to his passions, good networking, shared experiences, and celebrity keynotes.
Hartwell: She looks for experiences to meet and network with others - cornhole, 5K walk/runs, and those that empower women. (She works in the male-dominated security field.) When attending an expo, she’s done the research, looked at the products and planned on which companies to visit. For her, conversing with subject matter experts is better than a hard sell.
Martin Scott: Location is a big factor. She’s interested in networking, learning, interacting with vendors, seeing demonstrations, and wants to speak with subject matter experts and technicians. She, like Hartwell does not like a hard sell.
Question 2: Does diversity impact the decision to attend an event?
Abrams: Diversity is a must have. (It’s part of his business.)
Hardwell: Diversity, seeing young professionals, and the women’s security network are important in the decision-making process.
Martin Scott: Values don’t play into attending, but diversity enhances the experience.
Question 3: What kind of event marketing do you respond to?
Martin Scott: Referrals are number one (her boss taking her to her first event and introducing her around), LinkedIn, emails.
Hardwell: LinkedIn is number one, email, Facebook (groups) and Instagram, along with referrals from her boss or supervisor.
Abrams: Personalized, direct messages on LinkedIn, Instagram, and those that show the value of attending the event.
Finnell shared some Freeman data that personalized marketing for this generation is number one. For Next Gen and Now Gen, it’s personal referrals.
Question 4: What sources do you trust?
Hardwell: podcasts and in-person events
Martin Scott: Influencers (a select few), podcasts, and interest group referrals
Abrams: shared values, networking opportunities
Question 5: What are your networking preferences?
Abrams: Going with a buddy to the event, educational panels, and happy hours.
Hardwell: Experiences like Top Golf, CrossFit class – not always a bar/party.
Martin Scott: Structured around a Top Golf or an active event.
Question 6: What do you think about remote/hybrid/flexible work?
The consensus, backed up by Finnell with Freeman’s research, is that flexibility is key. If there is a purpose of going to the office – say a face-to-face team meeting or event, they are happy to go. If the work can be done online, then work from home.
Video Unplugged: Debunking Myths and Unlocking Trade Show Success with Carrie Ferenac, CNTV (moderator), Suzanne Deffree, Informa Markets, and Kate Youngstrom, RX.
Ferenac asked the panelists what kinds of video they use in marketing promotion. They both use sizzle reels, and Deffree also uses testimonials and some educational sessions. Youngstrom uses peer-to-peer, influencer, and user generated content (UGC).
Video Myths:
Video is too expensive. (False) Youngstrom said it’s less about expense and more about strategy – what are you trying to change?
All you need is an iPhone to create video content. (False) Deffree advised hiring an expert to get the content right.
Video drives attendance (True) Ferenac shared some stats: 95% of those watching videos retain the information; video increases organic traffic 157%, and emails with video have a 300% open rate. She said, “People want to see themselves at your event.” Deffree recommended slicing and dicing videos as needed. Youngstrom said videos increase brand awareness, which leads to converting attendees to register for the event.
Video strategy is more work. (True, but worth it!) Deffree said after you go through the process a couple of times, it gets easier. Youngstrom recommended being strategic and having KPI’s along the way.
Video is sustainable. (True) It’s a record of your history (Deffree), and it’s got longevity (Youngstrom).
Attendees don’t have time to watch videos. (False) Both said they take video of content at the show and release it out year-round.
Videos are just for attendees. (False) Making videos for exhibitor education is a trend. Deffree shared RX’s PGA show which has a virtual media center where exhibitors may upload promotional videos ahead of the show. (Downloads are tracked, and one day, it may become a revenue generator.) Ferenac said according to the just released CEIR report, only 11% of organizers offer video recording services. Visit here for more information on the report.
You can use video to generate video. (True) Sell sponsorships for TV broadcasting from the show floor.
It’s hard to determine ROI for video. (False) It’s easy to track video statistics.
Organizers need video to achieve their goals. (True)
Entrepreneurship, Intrapreneurship, and Innovation – How to Create Value with moderator Walter Charnizon, Continental Exhibitions, Steve Corrick, Collingwood US, Jeremy Kagan, Textbook Ventures
Kagan shared how modern startups spend less at the front end. As he counsels many tech startups, he suggested speaking to as many prospective clients about your idea (such as a piece of tech or an app). “Even if it’s negative, if they are engaged then you may have something.” Once you are able, then, “Get minimum product out there to see real life engagement.”
Corrick said the live business is, by nature, entrepreneurial and intrapreneurial to take the trade show business to the next level. He said, “Allow people to fail. Celebrate it!” How your company is structured is key to successful intrapreneurship. He suggested organizations create the atmosphere that’s supportive and accountable where failure is ok, and then quickly move on.
Kagan added that companies create a pathway for experiments from within – one that encourages an open mind, adds unique value, and gives enough runway to succeed or fail.
Corrick added that leadership support is essential. “Be humble, authentic, knowledgeable and connected.” Add a spirit of innovation for your teams, as it can be used anywhere – in marketing, operations, etc. “Innovate what’s on the table today.”
Jeremy, wearing his tech venture capital hat was asked how he determines who to support. He said for the expo industry, look for and encourage innovation that effects your business or innovation that will affect your show’s industry. Share the new idea with others. If it does have value, then go with it.”
Optimizing Communications Strategy with Beth Cowperwaite, Emerald and Casey Clemenza, Informa Markets
Cowperwaite and Clemenza supervise the internal workforce communications at their respective companies. As Clemenza said, “We create community within our company.” Cowperwaite concurred adding, “How we are engaging with colleagues? We want to inform, engage and delight them.”
To that end, Emerald holds ACE, an annual internal conference for about 800 employees. Senior management, internal focus groups, and surveys help determine the event’s content. There’s an awards ceremony and a charity component.
To help build community, Informa has its own private social media channels on Instagram and Facebook along with informative emails using a fulltime moderator/administrator. The goal is to share, “compelling, captivating content.” Employees have a choice in how they consume information such as colleague updates, company M&A, show launches, progress with AI, tips and tricks, internal job openings, show floor photos and more.
Talent Acquisition and Talent Development with moderator Macy Fecto, Access Intelligence, Phyllis Abkin, Access Intelligence, Cheryl Boccadoro, Diversified Communications, and Meghan Hurley, RX.
What competencies and skill sets are you looking for when hiring new talent?
Hurley: Collaboration, agile, entrepreneurial (has a growth mindset), and take accountability.
Boccadoro: All the above, be life-long learners, and have an innovative mindset that will fit in a forward-thinking environment.
Abkin: Smart people! They give an assessment (never shared with talent prospects) for cognitive ability. They want problem solvers, innovative thinkers, have intelligence resilience, and want to be part of a team.
What are your challenges attracting talent?
Abkin: “It’s a bit of a challenge, many of the resumes we receive are not quite the skill sets needed. Also, post COVID, people are nervous about events.”
Boccadoro: “We spend time selling people on how fun our industry is, and how one can build sustainable relationships. Candidates are looking for stability, to grow, and develop their professional skills.”
Hurley: Retaining employees is important. They use surveys and talk to managers to keep tabs on how they are doing. “Employees want money, a chance to grow, be trusted, included and feel safe.”
What are you doing around Diversity, Equity, Inclusion, and Belonging (DEIB)?
Boccadoro: Trying to diversify their workforce, participating in local college job fairs and conferences, have an internship program, and use inclusive language in job descriptions.
Abkin: Access Intelligence wants new hires to feel heard and welcomed. There’s an onboarding process that along with paperwork, introduces them to the corporate culture. Surveys are conducted about the onboarding process right away, then 90 days later to ensure that the training being offered is right or tweaked, if needed.
What differentiates the events industry?
Hurley: It’s unique, fun and gives the ability to try new things. You can be fully immersed in your show’s industry.
Boccadoro: It’s more than just producing an event. It is shaping the future of an industry. It’s a unique opportunity to be a part of something larger.
Abkin: It’s fun, cool, and everyone has a role in producing an event.
Intentional Living Method: Science Backed Micro Steps for Rewiring Self-Talk in Self-Leadership, Megan Miller
By making some small changes in our day-to-day lives, there are ways to improve your life and lower stress. Miller said if you write down an intention daily, you have a 45% better chance of success. She shared three “keys” that will help you rest better and work more efficiently.
Key 1: Make time for yourself. Consider stopping “doom scrolling”. Place your phone in another room when sleeping. There’s an added benefit to good sleep. Studies have shown a poor night’s sleep, you are 40% more likely to misread a text or email.
She shared that the first three minutes of the day can ruin the next seven hours, so refrain from checking your phone first thing when waking up. Consider setting an intention for the day instead.
Key 2: Keep the promises you make to yourself. For example, if you have a doctor’s appointment, don’t cancel it for a meeting or call. Add it to your calendar and block out the time so you don’t get double-booked.
Key 3: Stay consistent – even (or especially) when you don’t want to be.
For more information on micro-steps, Megan-Miller.com.
SISO LEADERSHIP CONFERENCE Day 2, August 15, 2024
Evolving Leadership Challenges Liz Irving, Clarion Events North America, Jenn Heinold, Taffy Event Strategies and Brad Graver, SecureWorld
What are the biggest changes you are seeing right now?
Graver: For SecureWorld, the value of our events to our audience is always on mind. Costs are skyrocketing and it has to be addressed. We also try to be as inclusive as possible with operations and meeting agendas.
Heinold: Sponsors and exhibitors are being more discerning about the events they participate in. We focus on ROI and delivering the right buyers.
Irving: For Clarion Events North America, understanding what our clients need, and improving our use of technology to making us more efficient.
Where are you on workforce flexibility?
Heinold: They are a remote workforce and have a small office for meetings. “We use a lot of communication channels and I have regular meetings with everyone, “and make it a priority to communicate community culture within the whole team.”
Graver: They are in the office Monday-Thursday, Fridays are remote. They have “check-ins instead of meetings.” There is worktime flexibility and employees are trusted to do their jobs.
Irving: “I try to lead with emotional intelligence including writing a ‘Weekly Win’ column,” sent out to the company. Other things Clarion does to help teams stay connected are coffee meetups and sending the whole team to show site.
What technology are you using/wish for?
Graver: They are a Hubspot Shop. For additional tech, “We make sure we use it to its full capability.”
Heinold: Single sign on capabilities and a seamless experience for everyone.
Irving: We are focused on testing and iterating AI, having recently launched Clarion Den, an AI test pilot which has the whole company involved.
What skill sets are you looking for in new hires?
Graver: Be flexible, open to new ideas, listen with intention and leave biases at the door.
Heinold: Taffy Event Strategies is in the midst of a launch, so purpose built a new team comprised of expo industry veterans and industry subject matter experts.
Irving: Data literacy and customer service. One other thing we do is that everyone who goes to show site is required to have discussions with ten clients, then debrief after the event.
How do you help your workforce mental health issues?
Graver: We have guided meditation on Mondays, and partner with groups/organizations who care for others at our shows. He suggested other events bring mental health experts to theirs show sites.
Heinold: Lead by example. For example, she blocks off time daily to take her dog for a walk. On a more practical note, the company pays 100% of employee healthcare.
Irving: Personally, she takes time to attend all her sons’ games. Company has “fine tune Fridays” – a meeting free day.
How do you keep your teams calm during times of uncertainty?
Heinold: Staying connected with everyone and providing a sense of stability (which isn’t always easy).
Graver: Address issues and make sure everyone is on the same page. “Since we survived Covid, we can survive anything!”
Irving: It helps when everyone knows our strategy.
Maximizing Sales Performance Utilizing Data with moderator Denise Medved, Informa Markets, Tom Myers, Smithbucklin, Mathew Philip, RX, Mallory Starks, Informa Markets
How are you using data and data tools?
Philip: With the tech revolution, RX now can hire outside of their geolocation and learned how to train and supervise salespeople remotely. They use GONG, an AI tool to give feedback, provides insights and information on clients, helps salespeople write sales pitches, emails, etc.
Starks: Informa uses TALOGY, an assessment tool. All candidates take a 45-minute test (very thorough) helping them hire and train people with the qualities they are looking for.
Myers: Smithbucklin uses Salesforce.
How do your sales managers use data to track/evaluate/counsel salespeople’s performance?
Starks: Sales managers use sales dashboards in conjunction with Talogy’s advice on how best to approach and communicate with each salesperson.
Myers: Sales managers regularly look at the Salesforce dashboards, then have conversations.
Philip: We look at dashboards, GONG, and pipelines.
Medved: Informa has full transparency with their software to help optimize sales.
Takeaways:
Starks: You cannot rely on only one data point.
Philip: Be curious. Ask new hires how they worked in their previous jobs – you may get some new ideas.
Meyers: Adopt sales methodology, use a common vocabulary, and make sure everyone’s on the same page.
Maximizing Impact: Harnessing Data and Insight to Fuel Creativity with moderator Liz Irving, Clarion Events North America, and panelists Amanda Gocher, Clarion Events North America, Kate Youngstrom, RX, Sarah Varner, Emerald
This session focused on how marketing teams use data. Youngstrom and her marketers work with a data team to see trends. Varner works with a small marketing team and has access to some data.
They are looking for different insights with collected data. Gocher wants to see what’s new, and what is or isn’t resonating with their audience, such as deployed promotional email campaign statistics. They also have monthly meetings reviewing trends and look at next steps.
Youngstrom follows the data and “trusts her gut”, as, “data is more than emails.” They try to take the time to look for patterns within the data and respond to those. Varner said it depends on the goals. For example, look at behavioral data to further the attendee journey. What articles are prospects reading? Use that information to remarket, matching content (exhibiting companies/products and educational sessions) that they showed in interest in to entice them to register.
Takeaways:
Gocher: Make using data part of your culture. It will empower and drive new ideas.
Youngstrom: Be nimble and open-minded.
Varner: Prioritize time for using and understanding data. It doesn’t have to be too complicated.