PALOS VERDES, Calif. — Last month, Trade Show Executive’s (TSE) Gold 100 Awards & Summit recognized event success and offered elite experiences at Terranea Resort.
The Gold 100 Education Summit was packed with thought leaders, who highlighted key trends and best practices to help attendees get ahead.
Courtesy of Rozie Synopsis, TSE put together 10 key takeaways.
1. Geopolitical Tensions Are Continuing to Impact Our Industry — and More Headwinds Are Coming
Tommy Goodwin, President and CEO, Exhibitions & Conferences Alliance, spotlighted what U.S. political developments could impact organizers, such as incoming travel restrictions and increasing costs.
“We are starting to see policy proposals that are getting a little closer to the bull’s eye of what we do every day,” Goodwin said. “Costs keep going up [and] margin pressure keeps rising on all stakeholders within the industry.”
2. Consider a Market Prioritization Strategy and Leverage Your Power as a Connector
Goodwin urged attendees to adopt a data-driven approach and prioritize international markets with the highest growth potential, while deprioritizing less productive areas.
He also highlighted how event organizers can serve as economic diplomats and guide international attendees through complicated processes.
“You might be the first American that these folks talk to when they’re coming and looking for information as to whether they can still come to your event,” Goodwin said.
3. Consider AI as a Job Enhancer Instead of a Job Replacement
Peter Rupert, Ph.D., Professor of Economics, University of California, Santa Barbara, explained that AI can enhance human capabilities, allowing for more efficient and impactful work across industries.
“Every technological revolution has prompted the same fear of mass unemployment. Every time the answer has been no,” Rupert said.
4. When Planning Meeting Programs, Align Cross-Functional Teams Early, Prioritize Attendee Stickiness, and Balance Attendee and Supplier Value
Kate Youngstrom, Head of Marketing, RXUS, moderated a discussion with Karen Chupka, Executive Vice President, Global Connections and Events, National Association of Broadcasters, and Katie Dominesey, Founder & Principal, Neon Sandcastle, about effective meeting programs.
“Everyone in the organization must share the goal of making the meeting program successful by involving data, marketing, sales and operations teams,” Chupka said.
“There is no one-size-fits-all meeting program,” Dominesey added. “You have to prioritize who is not meeting one other and offer a menu of options.”
5. Lead with a Customer-Centric Lens
In a live TSE Power Lunch, Ken McAvoy, President, South Florida Ventures and Executive Vice President, Corporate Development, Informa Markets, reflected on his impactful work and career.
McAvoy advised organizers to focus primarily on attendee and exhibitor needs when planning.
“Make the decision based on what’s best for the customer, not what’s financially best for your company,” McAvoy said.
Related. Gold 100 Awards & Summit Spotlights Event Excellence in Palos Verdes
6. When Operating in International Markets, Cultural Nuances Impact Outcome
Vinnie Polito, CEO, Society for Independent Show Organizers, moderated a conversation about working internationally with Jason Peskin, Senior Vice President, Growth & Enablement, Forge, Mike Seaman, Group CEO, Raccoon Media Group, and Darrin Stern, President and Managing Director, Koelnmesse, Inc.
“Just because it’s good somewhere doesn’t mean it’s going to be great somewhere else. You have to drop your ego and really speak to what’s happening in that market,” Peskin said.
7. Personalized Support is Integral to Exhibitor Success
Sacha Carey, Vice President, Exhibits, National Business Aviation Association (NBAA), BJ Enright, CEO, Tradeshow Logic, a Messe München Company, and Daniel McKinnon, CEM, Chief Exhibitions Officer, MHI, examined exhibitor support with moderator Robyn Davis, CPTD, CEM.
“We really do have to work with each exhibitor individually throughout the whole cycle to understand what they are doing for their program,” Carey said.
8. Your Data is Only as Good as the Questions You Ask It
“The industry has shifted from focusing on absolute numbers to emphasizing ROI and meaningful value for attendees and exhibitors. It’s not about how big the event is, but whether you meet the right people who matter to your business,” Jordan Tuchband, Senior Vice President, RX, shared in a fireside chat with Vanessa Dang, Audience Development Manager, CommerceNext.
These TSE Trailblazers discussed their work and the evolution of trade shows.
9. Give Autonomy to Rising Talent
“If senior leaders provide the context, explain the why and give trust to figure out the how, they might be surprised by what talent brings back,” Dang said.
10. Demand for Custom Sponsorship Packages is on the Rise
“Exhibitors are shifting dollars from standard packages to custom sponsorships, seeking more tailored and value-driven opportunities beyond traditional branding,” Joe Federbush, CEO & Chief Strategist, EVOLIO Marketing, said in “Data Drop: Exploring Recent Industry Research Insights.”
TSE will publish in-depth deep dives on each of these sessions. To get them delivered straight to your inbox, subscribe to TSE’s free e-newsletter on LinkedIn or through your email.
