CHICAGO — Industry recognition programs are a valuable way to celebrate innovation and success, connect with peers and learn about one’s field. There are many awards programs available to the events professional, from the International Association of Exhibitions and Events Awards to the PCMA Foundation’s Visionary Awards to the Trade Show Executive (TSE) Fastest 50 and Gold 100 Awards & Summits.
For someone starting out, however, it can be difficult to craft an effective submission.
TSE connected with Katherine Youngstrom, Vice President of Marketing at RX — which picked up three Grand Awards at the 2024 Gold 100 Awards & Summit, including the Greatest Trade Show of 2023 award — about how to write submissions that stand out.
ANDREW: How do events industry awards programs benefit events and the industry as a whole?
KATHERINE: Awards programs celebrate excellence and innovation in the events industry, giving everyone a chance to step out from “behind their desks” and connect, celebrating one another’s successes. It is the same message we tell our customers, which is coming together face-to-face is an invaluable way to learn from peers.
Being nominated and/or winning not only showcases the creativity, effort and results behind a brand or show but also positions it as best-in-class. More than just recognition, awards build confidence among customers and future attendees, reinforcing that this is an event worth their time — this event is innovative, impactful and truly exceptional.
At RX, we see awards as more than just recognition — they’re pushing boundaries and setting new industry standards. They act as a way to spotlight trends and innovation, which ultimately elevates the quality of our events.
ANDREW: What advice would you give to a professional who wants to craft an effective award submission?
KATHERINE: Focus on telling a story — what made your event stand out? Use data and tangible results to back up your claims, whether it’s attendance growth, expanded exhibitor participation, heightened attendee engagement or revenue increases. Be as specific as possible.
Don’t rely solely on numbers — put a spotlight on the unique elements of your event, such as creative activations, innovative solutions or how challenges were overcome. Clarity, structure and presentation are key to making a strong impression.
ANDREW: What strategies does the team at RX use?
KATHERINE: We try to be selective and only submit events that truly represent the best of what we do. Then, we make sure to focus on each event’s unique story, supported by data to demonstrate its success.
Marketing collaborates very closely with our strategy team, event teams and association partners as they offer invaluable insights, ensuring every submission truly reflects the impact of the event in the industry it represents. Lastly, we pay close attention to details — keeping the submission concise, cohesive and visually appealing when we are allowed to submit creative assets.
Related. Recognition Program Guide for Young Professionals
ANDREW: How can a professional balance award submissions with their day-to-day responsibilities?
KATHERINE: The key is to plan ahead and not be reactive to deadlines for the submissions. At RX, we’ve recently shifted to having our strategy and marketing teams collaborate as the central owners of submissions. This strategic approach ensures every submission reflects the full potential of our work. We involve various team members to share the workload and bring in diverse perspectives.
Something we are working on this year is to start collecting data, testimonials and standout stories during the event itself — this way, much of the work is already done when it’s time to compile the submission.
ANDREW: Are there any misconceptions about award submissions that you have witnessed in the past or strategies that you would recommend avoiding?
KATHERINE: I think a common misconception is that high attendance numbers or financial success alone will guarantee a win. While those are important factors, judges are often looking for more — like creativity, innovation or how an event overcame challenges to deliver value for all stakeholders.
Other pitfalls include treating the submission as a “cut and paste” exercise, panic submitting against a deadline or being too generic. Overly technical entries tend to fall flat, so it’s worth taking extra time to craft a submission tailored to the award criteria with a compelling narrative. I think this ties back to the above, which is success comes from planning ahead.
ANDREW: Do you have any highlights from events industry awards programs?
KATHERINE: Absolutely! A major highlight for us has been RX taking home the Greatest Trade Show award at Gold 100 two years in a row — first with JCK in 2022 and then with ISC West in 2023. This back-to-back recognition is not just a testament to the strength of our brands and show teams, but also to RX’s commitment to driving innovation and strategy across our entire business. It’s incredible to see our efforts being recognized at the highest level in our industry.
Another favorite of mine is the Women to Watch awards. I’ve had the privilege of seeing many friends and colleagues receive this honor, including those who have taken “non-traditional” event career paths such as strategic pricing and digital products. I love that it provides a platform to celebrate the strong, talented women across the industry.
ANDREW: How was ISC West’s submission for the Greatest Trade Show Grand Award last year created and what do you believe was key to its success?
KATHERINE: Winning the Greatest Trade Show of 2023 Grand Award was the direct result of ISC West’s proactive initiatives to evolve and deliver exceptional value to the security industry. When preparing the submission, the team focused on showcasing the event’s tangible growth and its impact on both attendees and exhibitors.
The numbers spoke for themselves — an over 50% increase in attendance and an 90% jump in educational session participation from 2022 to 2023.
But beyond the numbers the team emphasized the meaningful enhancements made to the attendee and exhibitor experience showing that ISC West serves as more than just a trade show, but a destination for learning, networking and innovation, and to drive growth within your business.
ANDREW: Is there anything else that you would like to add?
KATHERINE: I’d just like to say how grateful and proud RX is to be part of an industry that rewards innovation and excellence. Whether it’s through award submissions or the events themselves, our goal at RX is always to elevate the experiences we create for our attendees, exhibitors and stakeholders.
We firmly believe that the more we celebrate and share our successes, the more we can collectively push the events industry forward. And that I am so proud of all the finalists and winners at RX — their work is truly inspiring and award-winning.
Want more content like this? Subscribe to Trade Show Executive’s monthly Young Professionals Newsletter to get case studies on hot topics, resource rundowns and Q&As with industry leaders delivered right to your inbox.
