CHICAGO — This year’s Trade Show Executive (TSE) Trailblazers are a group of innovative, impactful industry professionals, who are making significant contributions to their organizations.
TSE caught up with Lauren San Martín, Director of Marketing & Membership at the Veterinary Emergency & Critical Care Society, to learn more about her career journey, lessons she’s learned and what she’s looking forward to for the trade show industry.
Q: How did you get your start in the trade show industry?
I began working in the trade show industry handling marketing and graphics at a locally owned consumer show producer that managed over 20 Home & Garden Shows per year, throughout the US.
Q: What appealed most to you then, and what appeals most to you now about your work?
It hasn’t stopped amazing me when I see a venue, the size of a football field, start as a white box and end up as a bustling trade show floor where businesses have the opportunity to share their products and services, face-to-face, with thousands of prospects they most likely never would have had reached through other marketing initiatives. And now, I love the chance to move our shows each year and reinvent them to fit each venue and location, try new tactics and technologies to keep our attendee experience from getting stale and continue to challenge and push our team in new ways each year!
Q: What has been one of the most important lessons you’ve learned in your career?
Do not attempt to create a team of only people who think and work just like you or have similar personal or professional backgrounds. Keep an open and fair mind that allows you to bring on people who complement you and your team and bridge gaps you may have.
Q: What or who inspires you to strive for excellence?
I am part of an awesome team of high-achieving superstars who inspire me to help uphold the culture we have created at VECCS that never settles, never takes the easy road and always looks to raise the bar. Also, I have never been someone who can stop until I am proud, and that is something I am inspired to instill in my 6-year-old son leading by example.
Q: What has been the proudest moment of your career so far?
I felt a huge sense of pride and validation at our 2022 conference when a past-president and founding member came up to me, put his hand on back and said, “In 1987 we crowded into one of our hotel rooms, many of us sitting on the floor, to discuss whether or not to start our own stand-alone meeting. We decided to risk all of the $20,000 we had in the bank to hold the first IVECCS in the fall of 1988; and this meeting makes me incredibly proud.”
Q: How do you define success?
Making a positive impact on the organization, team and industry I work in, providing for my family and recognition by amazing groups like TSE are all certainly measures of success. But ultimately, having the hard work and successes I achieve during my career enable me to enjoy time with my loved ones and explore the world, while I am young and healthy enough to do so, will be my measure of success.
Related. Meet the 2024 TSE Trailblazers: Adam Horne
Q: What are some things about the future of this industry that excite you? Why?
I am SO excited to see the advancement of AI and Data Analytics tools in the trade show space, enabling us to learn more about our attendees’ experiences, satisfaction and preferences without having to survey them to fatigue. This, to me, will change the game! It will allow us to offer more custom, tailored experiences to all; like arriving at the coffee shop with a drink waiting hot (or cold) that was made as if you custom ordered it, 2 pumps, oat milk, etc. and you never had to answer any questions or be bothered… how cool is that!
Q: Advice for other up-and-comers?
Try not to let yourself believe that everyone else has it figured out; that belief can really torment you. No one has it all figured out, just work hard, be open, brave enough to ask all of your questions, find great mentors and partners and amazing things will transpire.
I’ve always struggled a bit with imposter syndrome and perfectionism, especially as I have advanced through my career; and I heard Dan Levy say the following quote in an interview and it resonated with me; “Nobody knows what they’re doing.… Everyone is going through the same kind of experience, and everyone has doubts about themselves and everyone has fears…. I think there’s this amazing thing about acknowledging the fact that you don’t know what you’re doing and all you can do is try.”
We’re all just trying our best, you aren’t alone in that.
Nominator Quote: “Lauren is a beacon of innovation in membership and marketing within the veterinary emergency care field,” said Justin Post, Regional Vice President at Map Your Show. “As Director of Membership and Marketing, Lauren has skillfully blended her creative instincts with a keen business acumen to expand VECCS’ reach. Her strategic efforts drove onsite attendance to increase 33% by engaging the target audience through Facebook live sessions and creative email newsletters. Lauren’s approach to brand enhancement, leveraging multiple channels with a particular emphasis on social media, has increased the organization’s visibility and influence. Her unique journey from an art-focused education to steering a leading organization’s marketing showcases her exceptional adaptability and vision.”
Find out more about all the Trailblazers in the June edition of TSE.
