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CEIR Blog

by Caitlin Fox

When’s the last time you looked at your event’s website through the eyes of your end user, searching for event content you’d need to make a decision about attending? While event websites used to be an afterthought, I consider them to be the front door of a campaign, and of a show. And while a visually stunning entryway might be the most important thing to some, in the eye of this beholder, the real beauty lies in the architecture (in the form of clear navigation and an easy path to registration). Ben McRae, mdg’s UI/UX expert, and my go-to on all-things-web, agrees and shared these top tips for achieving the perfect blend of design and organization.

Use the tools of the trade

A sitemap, a flowchart-like diagram that visually demonstrates page hierarchy, is the user guide as they begin the experience: the headings represent the top-level pages…

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IAEE Awards Spotlight on Jenn Ellek, CMP: 2016 Outstanding Achievement in Marketing & Sales Award Winner

By Mary Tucker, Sr. PR/Communications Manager

Jenn Ellek, CMP is Sr. Director of Trade Marketing & Communications for the National Confectioners Association. In 2016, she was recognized for her ability to marry marketing strategy with execution in the face of a very aggressive buyer attendee growth goal for the 2016 Sweets & Snacks Expo. She organized her efforts and outreach via a sophisticated series of micro-targeted campaigns to grow her 2016 registration by 10%. This is outstanding considering her previous three-year trends had the show growing by 1% annual CAGR.

Additionally, one of her greatest challenges was growing the show without the availability of significant or substantial resources. Jenn achieved such success through the efficiency of analyzing her event data and showcasing why her hustle, brains and fortitude led to an extremely successful event. Her skill and prowess earned her the 2016 IAEE Outstanding Achievement in Marketing & Sales Award.

Awards presentation during the Networking Luncheon at Expo! Expo! IAEE’s Annual Meeting & Exhibition 2016 in Anaheim, CA. From left to right: Representing the IAEE Awards Committee, Randy Bauler, CEM; Jenn Ellek, CMP; and IAEE President and CEO David DuBois, CMP, CAE, FASAE, CTA.

IAEE: You were recognized for growing your show, the Sweets & Snacks Expo, by leaps and bounds through arduous marketing and sales activities. Your nominators noted that you knew from the start the significant challenges you were facing. What is your approach in mentally preparing for projects of this magnitude? Do you have anything in particular you do to help make it seem less daunting?

JENN: The best strategy I have found with facing an overwhelming goal is breaking it down into digestible milestones. Another strategy is to identify what is actually possible and achievable, given your human resources and budget. Then put it into a plan and follow the plan. Look at it every day. Think about it in the shower…

IAEE: One of your challenges was working with limited resources, forcing you to be creative in your approaches. Where/how do you go about finding inspiration for creative solutions?

JENN: How fortunate is it that our industry is sharing and transparent. There are wonderful event marketers I have become good friends through IAEE, who have much bigger budgets than mine. They are happy to share their latest “wins” and from that I can gauge what is doable with our budget. Industry events like the monthly IAEE chapter meetings and the annual Expo! Expo! are invaluable to see who is at the cutting edge and how their tactics are working. I ask a lot of questions and invite folks to lunch – the price of a lunch can give you a whole campaign’s worth of insights! Build your contacts, then use them.

2017-highlights-eeRegistration for Expo! Expo! opens in June!

IAEE: Was there a lesson from this project that really stood out to you? Perhaps something new that you learned or something you would do differently knowing what you know now?

JENN: There are no stand outs that I would “do-over,” but I will say our strategy for success involved our outside partners in our overall goals and their role. I work with nearly 10 outside companies. They are my team, and when we start out the year we review our goal and how we are going to get there. They are laser-focused with us and help us problem solve. Our growth could not have happened without buy-in from Bear Analytics, Experient (registration), TSR (telemarketing) and Freeman (social marketing), along with so many others who work with NCA.

IAEE: What do you find innovative in the marketing world in terms of how it applies to exhibition and event marketing specifically? Is there a concept you think deserves further development that would help exhibitions and events marketers significantly?

JENN: Get personal. Know your audience and speak to them in their voice. If you can pull off a few things very well, it’s much more rewarding and received than doing a lot of initiatives with mediocrity.

IAEE: You delved quite deeply into data analytics in order to develop your marketing plan. What suggestions do you have for marketers who are interested in big data, yet perhaps are intimidated by the process?

JENN: Start small. Pick one goal and stay focused. We knew we were not going to “boil the ocean” in year one. Many get overwhelmed with the myriad findings from the data. In our case, we had to decide what part of the insights we wanted to focus on. We did and it worked, and now in year two with our “big data” partner, Bear Analytics, we are able to go deeper and boy, what a fun ride it is! I did not think it could get any better.

IAEE is accepting nominations for the 2017 Outstanding Achievement in Marketing & Sales Award! Click here to learn more about the IAEE Individual Awards and submit your nominations today!

Female Empowerment in the Exhibition Industry is a Numbers Game

The industry needs a scorecard to prove that advancing women is more than just talk.

Source: Female Empowerment in the Exhibition Industry is a Numbers Game

Get in on the Secret to Great Parade Giveaways

Originally posted by 4impint 3 April 2017

It wouldn’t be a parade without the big-brass bands, unicyclists, local dignitaries shaking hands and parade giveaways.

Nonprofits and entrepreneurs are spreading the word about their products, services and organizations with more than the customary candy toss. Distributing promotional parade favors is a terrific way to share your information with the awaiting crowd. If you’re looking for inspiration, set yourself apart from other parade entries with these show-stopping ideas.

Parade giveaway ideas for themed parades

Have you ever attended a Fourth of July parade? One for St. Patrick’s Day? Or for a school’s homecoming?

Everyone’s Irish at a St. Patrick’s Day parade. Give attendees a long-lasting memory of the event with a Shamrock Soft Key Tag. Parade goers venturing out in the evening might appreciate the added visibility of attaching a Flashing Shamrock Pin to their jacket.

Themed parades are a great opportunity for you to get in touch with the crowds. For added memorability, pick favors that keep with the theme. When accompanying your float through an Independence Day parade, stick with the red, white and blue décor, and hand out Patriotic Beach Balls and Stars and Stripes Lip Balm for surefire summer fun in the sun.

Get in on the homecoming parade’s fall fun with football-themed parade handouts, such as Foam Cheer Noodles or Rally Pom-Poms. Or add to the thundering crowd noise with a Football Clapper.

Other clever giveaways for parades

You don’t always have to tie into the parade theme to get your brand noticed. Choose unique parade giveaways that reflect your organization and (literally) put them in the hands of your prospects.

Hand out promotional products that link back to the services your business or organization offers. For example, if you’re a dentist or orthodontist, putting your brand on a mouth-shaped Mighty Clip is a handy way to be remembered by the crowd (especially when it’s clipped to their refrigerator or favorite bag of chips). A travel agency could give out Balsa Gliders, or a beauty salon could share Nail File Key Tags for convenient, portable fingernail fixes.

Parade spectators always need something to hold their candy and swag. A basic tote bag with your high-visibility logo on the front is a perfect parade favor. With bags generating more impressions in the U.S. than any other promo item, your logo will get lots of exposure.

Other great parade giveaways tie in to current weather conditions. Walk along a summer parade route with a cooler full of logo’d Bottled Water to help keep people cool and hydrated. Attendees will appreciate Foam Sun Visors to shade their eyes and Paper Fans to generate a breeze. If the forecast calls for rain, you can be the hero when you hand out branded Pronto Ponchos.

To really distinguish yourself from the competition, selectively hand out the ever-popular KOOZIE® 6-Pack Cooler. This portable insulated bag is just the right thing for your newly minted brand champions to tote around all summer long.

Keep your parade giveaways relevant and useful

Keep this in mind: When people are deciding whether or not to keep a promotional product, the item’s usefulness outweighs attractiveness by at least five to one. Why does this matter? Your brand won’t be remembered long if your giveaway ends up in the morning trash. Keep your name around by opting for giveaways that blend uniqueness and usability.

Have fun at your next parade!

SOURCE: Get in on the Secret to Great Parade Giveaways

IAEE Awards Spotlight on Alex Land, CEM: 2016 Young Professional of the Year Award Winner

By Mary Tucker, Sr. PR/Communications Manager

Alex Land, CEM serves as Sales Executive for the Las Vegas Convention & Visitors Authority. He has advocated for IAEE on local and national levels by serving on IAEE’s Young Professionals Committee as the Chairperson, as well as chairing the Washington, D.C. Chapter Young Professional Committee. Alex has also served on the IAEE Education Committee and the IAEE Future Trends Task Force.

In addition to his service to IAEE, he was a 20 Under 30 honoree in 2014, attended the IAEE Krakoff Leadership Institute in 2015 and achieved his CEM designation in October 2015. His initiative, motivation and dedication to IAEE earned him the 2016 IAEE Young Professional of the Year Award. Here, Alex shares with IAEE how he continues to learn the most he can about the industry, the value of great mentorship and why our YPs would conquer any “Battle of the Young Professionals” competition.

PHOTO CAPTION: Awards presentation during the Networking Luncheon at Expo! Expo! IAEE’s Annual Meeting & Exhibition 2016 in Anaheim, CA. From left to right: Representing the IAEE Awards Committee, Randy Bauler, CEM; Alex Land, CEM; and IAEE President and CEO David DuBois, CMP, CAE, FASAE, CTA.

IAEE: How did you become involved in the exhibitions and events industry, and what has surprised you the most about a career in this field?

ALEX: Three experiences growing up led to my interest in the industry.

First, I was a pretty nerdy kid growing up. I remember being so excited for the June/July editions of GamePro Magazine, where they’d talk about all the wild new announcements at E3. I’ve still never seen the show but it’s a major bucket list expo for me. Every time I read about the show I get that same nostalgia of rushing home from school to read about the show back in the 90s.

Secondly, in high school I had a friend who worked at a surf shop in Florida. He attended Surf Expo every year on behalf of his shop. I tagged along one year and we had an absolute blast. That was the first time I fell in love with the concept of trade shows as a place where people around the world get together to do business and celebrate their niche, whatever it is.

Third, I went to college for Hospitality Management at the University of Central Florida. During my junior and senior years, I interned at a DMC (destination management company) that handled transportation programs for pharma clients. Essentially, I worked at a company that manages the drivers who stand at airports with your name on a sign. It was an incredible opportunity to travel the country as a student and learn about the importance of business travel and meetings. I remember a particular trip when we worked the American Society of Clinical Oncology (ASCO) convention in Chicago. My boss got me a badge and told me to take the day to walk the floor. ASCO was basically the exact opposite of Surf Expo – people in suits vs. people in flip flops but the commonality of people there to conquer their world was so striking.

The thing I’m continuously surprised by in our industry is the respect you’re given as a young person. In my experience, successful people in our world look for inspiration from everyone. I’ve been to industry meetings where I’m half the age of everyone else in the room.  These men and women, who have built incredible organizations and events over their careers, are all focused on seeking new ideas and disrupting the successful models they’ve built over decades.  It’s awe inspiring and something I know my generation will continue to build on.

IAEE: What IAEE program(s) have you found most beneficial to you as a young professional, and what impressed you about it?

ALEX: I wouldn’t be here at Las Vegas if I wasn’t selected to be a part of IAEE’s 20 Under 30. It is my de facto favorite program that IAEE runs. It’s a wonderful opportunity for young people to attend Expo! Expo! who may not be able to budget for it otherwise. It is hard for your organization to refuse to buy the plane ticket when IAEE is fronting the registration cost.

I don’t think you can really be an IAEE advocate until you go to Expo! Expo! – it’s the industry’s Super Bowl! After attending Expo! Expo! as both a client and a vendor, it’s one of those events you have to experience to believe.

I haven’t attended the Krakoff Leadership Institute in its current form; but the former version, split out between KLI and Advanced, was awesome. It was a powerful experience to listen to Megan Tanel, CEM interview Lawson Hockman at the Dinner with a Legend. The cross-pollination of industry powerhouses with an impressive collection of aspiring future leaders gave me something to eagerly anticipate as I progress in my career.

IAEE: What is the best asset you think YPs bring to the table?

ALEX: Young professionals bring new ideas and a ton of work ethic. Young people, especially on the sales/vendor side, are always up for that dinner or drinks after an event and, honestly, that’s where industry bonds are forged. Let your younger salespeople do their thing, and help them feel confident in themselves and what they are selling.

Regarding work ethic, organizations really should be empowering YPs as hard-working, relatively cheap assets. I’m only 30 but I’ve been working in this industry for nine years now. It’s pretty incredible to watch the people I’ve grown with in this world go out and do amazing things within the framework of their jobs. Look at Bill McGlade, CEM; I call him “Trade Show Steve Jobs” now and it’s because he’s worked for an extraordinary set of people who let him spread his wings.

IAEE: Imagine you are in a “Battle of the YPs” across various industries. Do you think exhibitions and events YPs would take the win, and if so, how?

ALEX: Remember the battle royale from Anchorman? Look, all I’m saying is if we can get the GES and Freemans of the world to bridge the gap there’s no way we lose. Our industry partners work with blunt objects all day! Plus, I’ve seen Brooke Pierson ”irritated”; no way some CPA is taking her in a fistfight.

IAEE: What is the best advice you have received so far from industry veterans?

ALEX: There are four pieces of personal/professional advice that have guided me in my career. Scott Crawford taught me to ask questions the right way. Ryan Brown taught me to say ‘no’ without saying ‘no.’ Dan Cole taught me to create and embrace moments of serendipity. Andy Ortale taught me how to make an impact without getting lost in the weeds. There is always something valuable to learn from leaders before you. Spending five minutes in a room with the incredible leadership I have in in Vegas drives home how much I need to learn in business and as a person to get to the level of a Chris Meyer who has impacted so many people and even served as IAEE chair. The advice I’ve received along the way guides me constantly.

IAEE: What advice would you offer to someone considering entering this industry?

ALEX: Jump in with a winning team. Young people are expected to move around before they find their home, career wise. Find your winning team and don’t settle for less. The best organizations will see your potential and build you up to be an asset to their entire mission, not just someone who audits floorplans or takes care of menial tasks. Do not settle. Find your mentor, find your winning team. I was always told

The Trade Show Director Never Saw It Coming

CEIR Blog

Ever wonder why a new trade show director’s hair goes gray by Day 3?

by Tony Compton

Johnny’s smartphone alarm rang precisely at 5:30 in the morning, but today he didn’t need it. He was already sitting in the drive-thru of his favorite fast food restaurant awaiting his routine cup of coffee. It was Johnny’s first day at work as the new trade show director for an up-and-coming software company in downtown Atlanta and he was too excited to sleep.

At just 27 years old, Johnny couldn’t believe his good fortune. He was hired by the VP of Marketing to lead the event efforts for a software company starting to make a name for itself. Even better, it was a software company that had just gone through a major round of funding. They had money, were willing to spend it, and the future looked awesome.

Johnny was hired at a most…

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Chapter Leaders Council Spotlight… An Interview with Brad Hobson, CEM, Business Development Manager, Freeman

By Mary Tucker, IAEE Sr. PR/Communications Manager

Brad Hobson, CEM is Business Development Manager for Freeman and a member of IAEE’s Chapter Leaders Council. Brad has been an IAEE member for 7 years and, in 2015, received the IAEE Merit Award for his contributions to the DFW chapter. He recently shared with IAEE how he became involved in a leadership role within the his chapter, and why he finds it fulfilling.

How did you get involved in leadership within your chapter?

My counterpart, Heather Chapman, and colleague Bob Berry are previous chapter chairs and they encouraged me to get involved in an organization. At the time I was working on my CEM and CMP, and IAEE seemed like a great fit. Through the years my passion and desire to help grow the Chapter have gotten deeper, and many encouraging leaders assisting me to make leadership a possibility and success. I have made lifelong friends and colleagues through my involvement with IAEE.

CEM Course

Check out the list of upcoming CEM Courses here

What chapter committees do you serve on currently and/or have served on in the past?

I serve on the Young Professionals and Member Engagement committees.

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What have you gotten out of volunteering for your chapter?

Career-wise, I have learned leadership and management skills as well as working to lead and create a team passionate about something they are donating their time to! I have learned the importance of a career-oriented group of friends. It is important to network with those who share similar goals and are able to help you reach yours.

How are you fostering future volunteer leaders?

Our Chapter has a hard focus on continually recruiting people to help our committees and boards. We also encourage a free flow of ideas and let everyone have ownership in the Board. We have a very encouraging group!

What do you find most satisfying about having stepped into a leadership role within your chapter?

The most satisfying is the moment the event/lunch/education session ends and you know that the attendees have left with a new friend, and learned something new. I know at that point we have done our job.

What is your favorite chapter activity?

My favorite chapter event is our annual volleyball tournament.

dfw chapter volleyball

For a list of upcoming DFW Chapter events, click here. 

 

Are Digital and Face-to-Face Marketing Frenemies?

CEIR Blog

by Caroline Meyers

Think about the last time you went a trade show, conference or networking event. There was a hubbub of noise and conversation. You are there to learn, meet, listen and, if you are booth staff, greet and teach.

Imagine that you are approached by someone, or maybe are seated next to someone, and you exchange mutual hellos. A couple of incidental questions and you both find a topic of common interest. You know this because your conversational partner has emoted more energy, maybe turned a little on her seat, stepped a little into your personal space.

Your conversation is enjoyable. Maybe you learn something or are able to engage her with your company’s brand message. You both smile and shake hands. Exchange business cards (which have their own personality) and part.

There are so many nonverbal cues in this scenario that you can sense and use to…

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IAEE Awards Spotlight on Al Lomas, CMP, CMM, CFE, CEM: 2016 Bob Dallmeyer Educator of the Year Award Winner

By Mary Tucker, IAEE Sr. PR/Communications Manager

Al Lomas, CMP, CMM, CFE, CEM with Certified Consulting Service has a longstanding relationship with IAEE’s CEM Learning Program, which has benefitted greatly from his contributions over the years. He serves as an outstanding international ambassador to the CEM Learning Program, with a very strong presence abroad. Al’s dedication to enhancing IAEE’s international presence is well-known among industry members and CEM students alike, with many CEM graduates praising him for his commitment to the program.

Al is also a regular contributor to the CEM Faculty Training program at Expo! Expo! and, of course, teaches various courses throughout the U.S. on a regular basis. He has also contributed his expertise for updates to the CEM course materials. Al’s dedication and commitment to furthering IAEE’s education objectives earned him the IAEE Bob Dallmeyer Educator of the Year Award in 2016. Here, he talks with IAEE about teaching domestically versus abroad and his approach to facilitating the IAEE CEM Learning Program.

2017.03.22 Award Spotlight_Lomas
Awards presentation during the Networking Luncheon at Expo! Expo! IAEE’s Annual Meeting & Exhibition 2016 in Anaheim, CA. From left to right: Representing the IAEE Awards Committee, Randy Bauler, CEM; Al Lomas, CMP, CMM, CFE, CEM; and IAEE President and CEO David DuBois, CMP, CAE, FASAE, CTA.

IAEE: You have facilitated IAEE’s CEM Learning Program in Azerbaijan, Canada, China, India, Mexico, Korea and the U.S. What do you enjoy most about teaching classes across various borders?

AL: It is important to recognize that when teaching in the USA or in another country, one has a responsibility to three different entities; the CEM candidate, the licensee and IAEE. IAEE has placed its confidence in me to present the course while the licensee has paid thousands of dollars for my airfare, meals and lodging. Failure to communicate the content and the concept of the body of knowledge is not an option. In preparation for my new assignments, I spend weeks in preparation. The majority of the preparation for an international assignment begins with the research for a better understanding of how expositions are produced in those countries.

To me, preparing for the class is the most enjoyable part of any course. I prepare by researching the licensee, the top five expo centers, the class roster and reading about the top 10 shows in that country. The execution of the class is also fun – and the most exhausting portion of the course – as it is being taught in the student’s second language.

Another fun challenge is learning the customs of the culture; from business card etiquette, bowing when introduced and never making a student feel uncomfortable by asking a student a direct question to which they may not know the answer.

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IAEE: These are all very different regions with very different cultures. What similarities do you come across in your students and what differences really stand out to you from region to region?

AL: The students around the world are similar to the U.S. audience in the respect that they are all are adult learners, and hungry for education and the knowledge of best practices. All students want to succeed, advance their careers and be more valuable to their sponsoring organizations. The fear or apprehension of the unknown and being tested regardless of borders is the same from country to country. In other countries, especially in Asia, the students are very focused. They read the modules in advance of the class and study during their breaks and lunch.

The challenge for me is that, in international classes, the mix of students may include a significant number of educators (professors and Ph.D.s) from colleges or universities where the majority of their exhibition industry experience is more in theory than in practical experience. The questions, understanding and thought process of educators is very different from those students working events on a daily basis. The common mix of an international class will include educators, venue suppliers, organizers and hotel managers, but mostly project managers with substantial experience.

And, though all speak English, not all are fluent as it is their second language. I must choose my words wisely, talk slowly and completely forget using metaphors. It is sometimes difficult to understand verbal responses from the table group representative when reporting their conclusions of a case study.

Another major difference is that in the U.S., we teach utilizing more experiential methods while abroad the lecture method is more acceptable with a smaller amount of experiential teaching.

IAEE: You’ve been teaching CEM courses for over a decade. How would you compare your teaching experience now to when you began?

AL: Years ago, the accepted process of teaching CEM courses was to provide lectures mirroring the PowerPoint and the content of the module. Approximately six years ago, a decision by the CEM Commission and IAEE education staff was made to make our classes more student-centered than teacher-centered, and to begin using proven alternate methods of adult instruction based on experiential teaching methods. Though this was nothing new to the teaching world, it was different to the CEM Learning Program. After some serious faculty training, we tested it and the instructors adopted the new method of training. Each instructor is given the latitude of deciding how much experiential teaching (learning from each other vs. learning from the teacher) to use.

I continue using a mix of lecture and experiential teaching with no specific formula. Each of my class presentations is tailored to the subject, the country, the audience mix, the job titles, the experience in the room and strategically decide how to proceed for that one day.

Many will say I am “old school” and responsible for killing many trees, but my many handouts and quizzes are essential to my method of instruction. I teach by reinforcement: you read the term in the module, you hear the term verbally, you see the term on the screen, the term appears on the quiz and then someone verbally answers the question. Repeat, repeat, repeat and then you put the terms into practice in a group exercise, but only after the concept has been explained and understood. Anyone can explain a term, but not everyone’s explanation can be understood.

Success is measured by the evaluations at the end of the day and I am only as good as my last student evaluation.

CEM Course

Check out the list of upcoming CEM Courses here

IAEE: What is your favorite CEM module to teach and why?

AL: Security, Risk and Crisis Management is my favorite module to teach. In teaching this module my 32 years of venue, concert, special event, meeting, sports and exhibition experience become part of the class experience. I share my experiences after the students have shared theirs.

My intention is to make sure the student knows that it is the responsibility of each employee of the organization to be involved with attendee safety, the threat of crime and loss of property. We think about crisis, threat analysis, mitigation and decision-making all day from start to finish. I realize that all the terminology associated with contracts and insurance in the module can be very boring, so I spice it up with role playing, quizzes, crossword puzzles and multiple real-life crisis incidents. Time really flies by when you’re having fun!

IAEE: You are known among your students as a very colorful, high energy instructor. What approach do you take in keeping teaching fresh and interesting for you as the facilitator of the course?

AL: I never teach two classes the same, even when it is the same topic and the same module I taught last month. I enjoy teaching and preparing for each course by rereading the materials, tweaking the PPT, and developing new and fresh scenarios for the table groups to work on during the day.

Learning should be fun and should relate to real practical experiences of the people in the room. I play music before class, the tables are laced with canisters of Play Doh and pipe cleaners for the purpose of creating the “Art of the Show” for the day. The atmosphere is relaxed, yet structured, for optimum learning by allowing the candidates to feel my passion for the CEM Learning Program.

The most important piece of information of my class is not the module or PPT, but the class roster. I study the roster, compare job categories (organizer vs. supplier), years of experience and the number of candidates from the same companies. The candidates are strategically placed at different table groups specifically for the purpose of interaction. The dynamics of the class is hampered if I have five people from the same organization and they all sit at the same table. I observe eye contact, body language and attempt to engage those who may be distracted by phone calls, business emergencies or family concerns. Most of all, I solicit early morning feedback (formative evaluations) to make sure the audience agrees with my agenda.

The adult learners in the room usually walk in with three objectives: 1) they want to pass the exam at the end of the day; 2) understand the concept of the topic; and 3) have takeaways they can put into practice the first day they get back to work. It is my responsibility to meet those objectives and to make it a pleasant experience for the CEM candidate. At the start if each class, I make a mental note of how I felt when I was sitting in my first CEM class and proceed with that thought throughout the day, and try to keep things loose.

As I see it and mentioned before, I am only as good as my last evaluation. The CEM candidate or their employer paid several hundred dollars for the course, travel and lodging, and deserve the best IAEE can offer so I attempt to provide a solid performance while making it a pleasant experience for the student.

IAEE: What advice would you give someone considering earning their CEM designation?

AL: The most important decision regarding earning your CEM is the decision to seek the designation. Some people enjoy the online course study, while others will only do face-to-face CEM classes. In face-to-face classes you have interaction with the other candidates; networking opportunities; and, at the end of the day, your course is finished. Plan your CEM Day or CEM Week so that you can devote your time to the task at hand and not having to leave the room every 15 minutes to answer calls from work.

2017-cem-week-Los-Angeles-web-banner-sml

Register for CEM Week LA on 17-21 April here!

You will benefit from earning this premier designation by increasing your confidence, becoming more valuable at work and wind up possessing one more desirable trait than your competition, should you decide to seek new employment in the future.

IAEE: When you won this award, you mentioned how moved you were to receive an award bearing Bob Dallmeyer’s name. How did Bob impact your experience in the industry and what makes this award so special to you?

AL: Bob Dallmeyer was the consummate professional, mentor to many, an icon in the exhibitions industry and generous with his time to others.  He was respected for his understanding of the exhibitions industry worldwide. He was known as a man of high integrity, leadership, honesty and character. As an educator, he was known as a great presenter and teacher of the CEM Learning Program. All any of us in this industry can do is to follow his example. When Bob walked into a room most knew who he was and, if not, soon wanted to meet him. In his presence when talking with you, he made you feel you were the most important person in the room. I miss him; and as an individual, he was just one great guy!

IAEE is accepting nominations for the 2017 Bob Dallmeyer Educator of the Year Award! Click here to learn more about the IAEE Individual Awards and submit your nominations today!

Effective Marketing Appeals to Emotions

CEIR Blog

by Silvia Pellegrini

The most difficult things to sell ALWAYS end up being products and services people actually  need–the kinds of products and services they feel are almost forced upon them.

When we have to make a logical purchase, like car insurance to protect ourselves and our financial future, for example, we aren’t at all excited about having to do so–even when we know, deep down on a logical level, that it’s the smartest thing for us to do.

There’s just no real appeal in logic, and that’s why the world’s most successful marketing campaigns appeal to our emotions, as opposed to laying out a clear-cut and concise view of why we “need” to buy whatever it is we’re peddling.

Emotions ALWAYS trump logic

When you get right down to it, human beings are tremendously emotional creatures, and the emotional part of our brains–our “lizard brain”–is much older and much more…

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