CHICAGO — When Trade Show Executive (TSE) connects with industry leaders and asks what advice they have for emerging professionals, one common response is to be adaptable.
It sounds simple enough, but what does that actually look like in the day-to-day responsibilities of an event organizer?
To explore a real-life example of adaptability in action, TSE connected with Caitlin Rodgers, the Senior Director of Marketing Exhibitions for Foodservice at Informa Connect. Rodgers plays a pivotal role in ensuring the success of the National Restaurant Association Show through her work of crafting innovative marketing strategies, collaborating with her agency partner on attendee acquisition efforts, analyzing data to understand audience behavior and executing campaigns that not only attract attendees but also keep them engaged.
She’s also not afraid to make pivots that ultimately lead the show toward strong outcomes, including some this year that led to a surge in younger attendees coming to the annual event.
MADDY: In your presentation at Freeman’s Inside Live event, you mentioned the Freeman data about the overall changing workforce demographics, with 75% of the workforce going to be NowGen by 2030. Are you seeing that same trend coming to the foodservice industry?
CAITLIN: The foodservice industry is indeed experiencing a generational shift, with younger demographics taking center stage. According to Freeman’s data, 75% of the workforce will be made up of Millennials and Gen Z by 2030. However, this trend is already evident in foodservice as younger generations tend to get their start in restaurants, and they are bringing fresh perspectives, energy and a penchant for innovation. The National Restaurant Association Show is designed to resonate with their interests and values, ensuring they feel included and inspired.
Related. Freeman’s Inside Live at the National Restaurant Association Show Highlights Impactful Strategies
MADDY: In the marketing campaigns for this year’s show, what were the goals you set at the beginning of the cycle in regard to bringing in younger attendees, and your ideas for how to achieve them?
CAITLIN: This year’s marketing campaign for the Show was laser-focused on attracting younger attendees, particularly Gen Z and Millennials. The team aimed to create messaging that would resonate with these groups, emphasizing hot trends, fresh ideas and a sense of inclusivity.
They also leveraged targeted ads and partnerships with podcasters and content creators, alongside personalized promotions and email campaigns designed to make it very clear that the Show welcomes the next generation of innovation.
The goal was to highlight the Show as not just an event but an experience that empowers those who are striving for innovation in their professional foodservice endeavors.
MADDY: Over time, what about those initial plans had to be changed due to the audience’s response?
CAITLIN: Of course, even the best-laid plans need adjustments. As the campaigns unfolded, we saw that registrations from certain domestic regions were down. However, due to compelling website data, we knew interest was high. So, we crafted and launched a geotargeted campaign that led to a significant increase in registrations within our key states.
Additionally, the team discovered that education topics were a major draw with over 40% email open rates inspiring us to double down on education themes in our paid and organic channels. Personalized partner emails, which included dedicated PURLs, proved to be a gamechanger, tripling registration conversions and prompting a greater emphasis on tailored outreach.
By watching the data, we were able to quickly reallocate ad budgets and refining targeting strategies, allowing the team to remain proactive rather than reactive with the changes we made.
MADDY: In thinking about targeting specific domestic and international markets for this year’s show, what were the original plans/ideas?
CAITLIN: The original strategy for targeting domestic and international markets was straightforward. Domestically, the focus was on the Midwest and larger states throughout the country where significant concentrations of foodservice professionals are based. We reached these audiences using message-specific ads, local partnerships and geotargeting to drive engagement.
Internationally, the approach was centered around in-country partnerships and delegation recruitment with dedicated outreach.
And as expected, adjustments became necessary as tides changed. For instance, a significant number of Canadian prospects were visiting the site but not completing registration. This prompted a quick pivot to tighten audience lists and introduce FOMO-driven messaging to encourage conversions. Domestically, media budgets were reallocated to prioritize states that needed more attention, supported by segmented email campaigns to boost engagement.
MADDY: Ultimately, what were the final outcomes of those campaigns and updates you and the team made?
CAITLIN: The results of these efforts were nothing short of impressive. Over 800 registrations were directly attributed to podcast partnerships, while site traffic saw a 22% year-over-year increase. Gen Z participation soared by 23% year over year, and the final registration numbers reached over 55,000, marking a 19% increase from the previous year. These outcomes highlight the effectiveness of the team’s data-driven and adaptive approach.
MADDY: In thinking about what had to be adapted for those campaigns, what was the most challenging change to make, and what was the one you’re most proud of now that we’re on the other side of the event?
CAITLIN: The most challenging aspect of the campaign was addressing the gap in international registrations, particularly from Canadian users who were visiting the site but not converting. This required quick thinking and creative adjustments to the messaging strategy.
On the other hand, the team’s proudest achievement was the significant increase in Gen Z participation. Seeing a 23% year-over-year growth in this demographic was a testament to the success of their tailored campaigns and innovative outreach efforts.
MADDY: For young professionals and those early in their careers, what advice can you give about the importance of being adaptable in this business, and how to keep from getting discouraged when things don’t pan out as planned?
CAITLIN: For young professionals in the industry, adaptability is the name of the game. Plans will inevitably change, and the ability to pivot and embrace those changes is crucial. Viewing challenges as opportunities to refine strategies and improve outcomes is key. Trusting data to guide decisions, staying creative and learning from setbacks are all essential skills.
The key is to use data in your performance assessments and letting those insights drive change; it’s all about being proactive, not reactive. Even when things don’t go as planned, every experience contributes to growth and builds resilience. Keep pushing forward, knowing that each challenge is a steppingstone to future success.
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