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EVENT RECAP Attendance Way Up at IAEE Midyear Meeting BY DANICA TORMOHLEN, contributing editor Washington, DC – Te International Asso- ciation of Exhibitions and Events (IAEE) reported that its resurrected Midyear Meeting, held May 31-June 1, attracted nearly 300 attendees, a 20% increase over 2011. Te meeting offered education sessions focused on the latest technology and social media, best practices for con- sumer shows, return on investment (ROI) strategies, marketing and PR tactics, and liability issues. In addition, the event featured courses for industry profession- als pursuing their Certified in Exhibition Management (CEM) designation and Sales Academy certification. Te Krakoff Leadership Institute (KLI) and Krakoff Ad- vanced Leadership Institute (KALI) were also held in conjunction with the event. Held at the Fairmont Hotel, the IAEE Midyear Meeting was reinstated in 2010, aſter the association shuttered the event in 2003. "At its peak, the Midyear Meeting attracted 1,000 industry professionals," said Steven Hacker, CAE, IAEE presi- dent. "Our plan is to grow the event to 400 to 500 attendees in Washington, DC, and then begin rotating the event to different cities. Not all members have the budget to attend IAEE's Annual Meeting & Expo! Expo!, and the midyear meeting of- fers a less expensive and more convenient option for those in the region." "We probably made a mistake in get- ting rid of the midyear meeting in 2003," Hacker told Trade Show Executive. "Our goal since 2010 has been to rebuild the event and balance the location geographi- cally with the annual meeting once it hits a critical mass." Education for Expo Staff Te IAEE Midyear Meeting offered two days of education and training for ex- position staff. Te event kicked off with the session, "What is the Next Big Ting?," which presented key trends identified by an IAEE Task Force. Terence Donnelly, vice president, sales, Experient, and Jay Tokosch, CEO, Core-Apps, discussed attendee acquisition and personalization 14 July 2012 | Trade Show Executive through data optimization, as well as how smart phones and tablets are revolution- izing the exhibition industry. For example, Core-Apps worked with the 2012 International Consumer Electron- ics Show (CES) to produce a personalized video tour for its Entertainment Matters program. "In 2013, CES will expand the program and do multiple tours based on registration type," said Tokosch. "Content will be geared toward audience segments, and sponsorship opportunities will be available." Not all members have the budget to attend and the midyear meeting offers a less expensive and more convenient option for those in the region. Steven Hacker, CAE, IAEE PRESIDENT At the session, "Work Rules: What's Next?," David Causton, general manager, McCormick Place/SMG, presented a case study on the labor reforms in Chicago and how they have impacted shows held at the convention center. "What happened in Chicago represents a sea of change for the entire industry," said Causton. "Work rules have evolved over the last 20 years, and organized labor has seen radical change in the last several years." Te event also addressed the latest marketing trends and tactics. At the session, "Insights from the Front Lines of Audience Acquisition," Cris Levy, manag- ing partner, Encore Media Partners, said email is still a killer app for marketing. He recommends collecting new email addresses at all touch points. "Employ remarketing," he said. "You can increase your open rates 15% to 40% by resending to those who didn't open the first time." Sales & Leadership Training Te KLI and KALI offer emerging leaders the opportunity to learn from industry experts in a small group learning environ- ment designed to build lasting relation- ships. Te industry's future leaders were selected by the KLI Committee based on their application and extensive review. Tim Durkin, owner of SENECA Lead- ership Program, facilitated the discus- sions at KLI, which addressed personal leadership and work styles and how to le- verage strengths and manage weaknesses. KALI was facilitated by Monica Wofford, CEO, Contagious Companies Inc., who helped attendees develop, expand and refine their leadership skills. Each year, IAEE selects a "Legend of the Industry," whose contributions, innovation and leadership have been unique and remarkable. In 2012, Patricia Farias-Barlow, CEM, CEO of the Puerto Vallarta Convention Center, was selected as the "Legend of the Industry." At- tendees gathered in an informal setting to participate in face-to-face interaction with Farias-Barlow, who has organized more than 150 shows during her nearly 30-year career in the industry. At the Sales Academy, attendees were trained on the Sandler Selling System, a concept developed by David Sandler in 1967 that focuses on incremental growth and change over time. At the end of the two-day boot camp, participants received a certificate of completion from the IAEE Sales Academy. Matthew Neuberger, presi- dent and chairman, Neuberger & Com- pany Inc., discussed the process of sales training through repetition, reinforce- ment and coaching. In addition, attendees could participate in six 45-minute virtual learning labs at no additional cost in the months following the Sales Academy. To see video highlights from the event, go to http://www.iaee.com/events-- education/midyear-meeting/ Reach Steven at (972) 458-8002 or shacker@iaee.com