Four Easy Steps To Make Your Registration Data Work For You

Originally posted on June 7, 2017 from TSNN Blog

By: JD Hawley

Throughout the registration process of an event, show management has the opportunity to collect an incredible amount of data about their show’s attendees. This data – registration and attendance patterns, demographics, region and registration classification – is a rich source of information.

Taking data and making it work for you is about more than just capturing information. Data needs to be analyzed and used to produce a successful event.

With so much data available, making decisions about what to do with it can be a daunting challenge. Where do you begin?

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Before you can create and implement a data strategy, partner with a registration company that goes beyond data collection. A great partner provides advice, offers data analysis tools, and provides user-friendly reports that help you with the following steps:

1.  Determine your event goals 

Deciding what you want to do with the data is the first step in developing a solid data strategy. Before diving too deep into the mechanics of data collection, decide what event problems you want to solve or enhanced value you are looking to create. Are your goals to create new sessions, develop new content or increase traffic in your expo hall? With this information, decisions can be made on the category and timeframe of data needed to fulfill these event goals.

2.  Identify and consolidate your data and its sources

Identify all the pieces of data you need and where each data element lives, typically in membership or CRM systems, registration company databases or with housing vendors. Evaluate each system for its potential reporting, analytics and marketing capabilities, and then consolidate the data for easier analysis. By integrating and consolidating data, you will see and understand attendees and their behavior.

3.  Analyze your data

Having a flexible analytics tool is necessary in order to interpret your consolidated data. Analyzing broad-based attendee behavior provides more than just a marketing benefit. The information can also be used for your event planning decisions and to provide a rich event experience for your attendees. Data analytics can help identify your next venue, evaluate sessions and conferences to draw more attendees, assist with exhibitor sales and attendee marketing, and find sponsorship opportunities.

4.  Personalize your marketing campaigns 

Personalization helps create a deeper connection with your target audience and is the foundation of a successful event. Identify attendee attributes and habits such as attendance history, purchasing power, location and educational objectives. Then, design targeted marketing campaigns around those specific interests. For example, from your data, you learn that a segment of attendees with high purchasing power registered for a particular session. Use this information to create a targeted campaign to upsell a related session to that segment.

Creating a comprehensive data strategy allows you to use the information collected to create strategies and achieve your event goals. Most important, a comprehensive data strategy and effective analysis help you evaluate ways to increase attendance and exhibitor ROI through an enhanced event experience.

Sustain Your Brand with Eco-friendly Promotional Products

Going green can help you make green. Surveys show 65 percent of people consider themselves at least somewhat environmentally conscious, and 64 percent say they are more likely to purchase from companies that make products that are recyclable or are made from recycled materials.Using eco-friendly giveaways can have a positive impact on your organization. In fact, 42 percent of people say receiving a green promotional product gives them a more favorable view of the advertiser. If you’re ready to highlight the green in your brand, use (and reuse) these ideas!

Find the “write” environmentally conscious business gifts.

Paper is the most commonly recycled product, making up about half of the recycled material in the U.S. each year. Notebooks and journals are a good place to find recycled paper and paperboard.

The Eco Design Recycled Color Spine Spiral Notebook is an easy way to highlight your commitment to the environment. The covers and pages are made from 100 percent recycled material.

Or, take your brand’s sustainability pledge a bit further with the Dew Drops Recycled Jr. Notebook & Pen. The covers and pages contain recycled material, and so does the matching pen!

You’ll also find recycled paper in the Vicenza Bound Journal Book, plus a cover made of 100 percent recycled cardboard and leather. Yes, recycled leather!

Beverages are better with reusable drinkware.

A Freedonia Group report finds U.S. demand for post-consumer, recycled-plastic grew by 6.5 percent in 2016. Eco-friendly promotional bottles and tumblers are among the growing number of recycled plastic products gaining popularity.

For example, the Insulated Auto Mug contains 30 percent recycled materials, giving your customers a way to take hot beverages on the go while helping the Earth.

The Bike Bottle helps them stay hydrated, and it is environmentally friendly. The BPA-free bottle is made with 95 percent recycled content and it’s recyclable.

Recycled bags are green to go.

Eco-friendly promotional products are getting creative, thanks to new designs and technology. The modern (and durable) Alchemy Goods Haversack Messenger is a perfect example. It’s made of 73 percent upcycled materials. The bag is constructed using inner tubes and the shoulder strap is made from automobile seatbelts.

The Tempo Sling Bag is another example. This high-style giveaway is made from 100 percent post-consumer recycled PET plastic.

The Recycled Cotton Messenger bag gives a new look to the traditional cotton tote and is made from 85 percent recycled cotton.

Apparel can be sustainable, too

Because customers view eco-friendly promotional products so favorably, the range of products available is expanding. In addition to water bottles, travel tumblers and reusable totes, eco-friendly promotional clothing is becoming more common.

Outfit your team in the Charge Recycled Polyester Performance Shirt. This comfortable, business-appropriate shirt has moisture-wicking properties and is made of a combination of recycled polyester and mechanical stretch polyester. It’s available in both men’s and ladies’ styles.

Or, give clients an eco-friendly logo’d shirt like the Recycled Polyester Performance Pique Polo. Available in a variety of colors, this polo features UV-protection and moisture-wicking comfort. Best of all, it’s made from recycled polyester and polyester pique.

Choose eco-friendly promotional products for a sustainable advantage.

No matter which eco-friendly promotional products you choose, your customers will appreciate your thoughtfulness and know you’re doing your part to help the environment.

Expo! Expo! Offers a Varied Menu of Solutions-Based Education Sessions

Originally published by Trade Show Executive, September 2016 edition

In last month’s column I talked about the various offerings you can expect at Expo! Expo! IAEE’s Annual Meeting & Exhibition this December in Anaheim. This month, I would like to focus on the education programs we are developing because we are taking a unique and innovative approach to deliver the benefits and takeaways that the Expo! Expo! experience is all about.

Working diligently with the IAEE Education Committee, we are creating solutions-based education opportunities that attendees will be able to put to good use immediately following the show. Much of our efforts have centered on seamlessly integrating various learning methods that will not only cater to the different experience levels represented by Expo! Expo! attendees, but also engage attendees in peer-to-peer information exchange in ways that forge limitless possibilities.


It is not happenstance. For several years IAEE has been collaborating with the U.S. Department of Labor (DOL) to create a competency model specifically catered to the exhibitions and events industry. This project has propelled our industry in leaps and bounds in terms of helping define our role in the big business picture. We all laugh when we hear the familiar questions from industry outsiders to the effect of What exactly is it that you do? or Exhibitions and events – what does that even mean? The strides that we have made with the DOL to segregate and define competency skills is groundbreaking, and we have applied the momentum of this success to our education programming.

Much of what we are using as our guide relies on neuroscience. Yes, there is a science for everything; including how to captivate a buyer/customer/attendee so they actively stay “in the moment” of the information being presented. We have taken this scientific approach to creating mindful meetings so that our offerings are purposeful and strategic in accomplishing the goals of a particular session. For example, our “menu” of “snack vs. buffet” education offerings range from small tastes of information such as the Campfire Sessions, Guru Gatherings, Tech SwimUp and TechCenter Showcase to the deeper-diving Mega Room Keyshops and General Session Keynotes which will give attendees plenty to chew on post-Expo! Expo!

CHECK OUT: Expo! Expo! General Session Keynote – Unmistakable: Why Only Is Better Than Best

But this is only part of the equation. We are fortunate to have an incredible resource amongst our members. Our volunteers on the Education Committee encompass decades of experience and serve as immeasurable fountains of information for the most sought-after learning opportunities. This peer-driven process affords us the advantage of implementing educational principles and standards that we know will provide maximum benefit to Expo! Expo! attendees. In essence, it is an education program customized by industry professionals for industry professionals.


This blend of outside-the-industry educational theories and methodologies, mixed with industry-insider knowledge and experience, has melded into an invigorating program we cannot wait to deliver. Not that you really need to think about all that went into it. We want you to walk into our beautifully designed learning environments and enjoy the experience of taking in the information that has been created especially for you, alongside fellow colleagues who love this business as much as you do. We have outstanding speakers and presenters who will energize your approach to how you do business. And you will be given plenty of opportunity to bounce ideas off of, and learn from, associates in the process.


Stay up to date on all the latest education offerings, as well networking activities and show floor opportunities at And register before 21 October to secure the best rates on your Expo! Expo! experience.

David DuBois, CMP, CAE, FASAE, CTA
President & CEO

Food for Thought – Being Global, Being Strategic, Industry Professionalism

Originally published in Trade Show Executive, May 2016 Edition

“Going global”… what does this mean to your business and the exhibitions and events industry as a whole? In the past few years, IAEE has made great strides in reaching into new, global markets. As I mentioned in February’s column, the “I” in IAEE is not just another letter but a strategic vision we are constantly developing and honing. I am proud to say that while we have members in 51 countries, we continue to expand into many other regions.

This vision is, more often than not, easier said than done. For some time now, as part of our strategic plan, we’ve been actively increasing our global reach by nurturing new markets, establishing partnerships, and making and keeping long lasting connections that come from understanding each region’s unique business culture. A huge benefit I receive from my visits to other countries is the insight I gain into how our industry works in that part of the world, and how IAEE can address the needs of the professionals organizing exhibitions and events in their specific markets.

For example, this year IAEE opened an office in China to address the needs of this vital region. China currently boasts over 800 industry professionals who have earned their Certified in Exhibition Management (CEM) designation. We also recently started producing a monthly Chinese newsletter in Mandarin with relevant and timely content specific to this region. These initiatives, as well as other collaborations with industry partners in China, have allowed us to gain much ground within this vibrant marketplace.

Another fast-growing region is India. At the end of March, we established a new IAEE Chapter and graduated our first class of CEMs from India. Even more impressive is that the 30 India graduates completed the full CEM Learning Program curriculum in six months – that is incredible! I find it inspiring and reassuring to see individuals with such passion and dedication not only improving their professional development, but also adding significant value to the global exhibitions arena. IAEE currently teaches the CEM program in 28 countries with more being added each year.

Which brings me to my point about the importance of industry professionalism and obtaining certifications and/or designations. As many of you can attest, the business of organizing exhibitions and events resembles a finely oiled machine consisting of many moving parts. Can you envision how utterly chaotic a trade show or meeting would be if you didn’t have people on the inside with the knowledge and skills to navigate negotiations, operations, marketing and the like? Certifications such as the CEM designation provide a solid foundation for industry professionals to build their skills, and the continuing education required by most programs ensures we stay on top of our ever-changing business environment.

Remember: the more you know, the better! Because the industry is going to keep moving, whether you keep up or not. Technology shifts at break-neck speed, and though it may feel to some as if it takes a herculean effort to stay on top of new trends, it behooves us to stay at the forefront of the latest developments. Young professionals will tell you that getting stuck in a “this is the way it has always been done” mode doesn’t get you very far. Take advantage of all the learning opportunities you can, and keeping your professional accreditations current is an excellent way to do that.

Get in on the global movement! Join me and your fellow exhibitions and events industry professionals from around the world on 8 June Global Exhibitions Day and for those in the U.S., Exhibitions Day, where we will celebrate the impact of our industry on an international scale.

David DuBois, CMP, CAE, FASAE, CTA
President & CEO

IAEE Chats with 2015 Merit Award Recipient Brad Hobson, CEM

By Mary Tucker, Sr. PR/Communications Manager

Brad Hobson, CEM made a name for himself in the IAEE Dallas/Fort Worth Chapter by continually going above and beyond the call of duty. He has served on the chapter’s Board of Directors as a Director, Treasurer and currently, Chairperson. Brad also serves on the Collin College Hospitality Curriculum Board and spends countless hours working with the college and speaking face-to-face with students, in addition to serving on the chapter’s Young Professionals Committee and the national IAEE YP Committee.

His hard work and dedication earned him an IAEE Merit Award in 2015, which recognizes individuals whose ideas and/or work have benefited IAEE as an organization in some special way, and is generally reserved for those who have stepped forward at the chapter and/or local level. Here, Brad shares his thoughts about being a chapter leader and the YP point of view.

You have been very prolific on the IAEE Dallas/Fort Worth Chapter Board of Directors, serving in various officer positions. What challenge has each office held for you and what was your approach to meeting these challenges?

The biggest challenge I can think of is time management. During the first year, as I became more involved in the various projects and tasks, I realized just how many opportunities there were for my time. I quickly learned there was a delicate balance between my personal life, full time job and professional volunteerism. It has been a learning experience to balance all of them.

The most influential part of time management with Board activities was the team I have worked with. Lucky for me, our Board of Directors event schedule varies a little, so when one of us was planning or executing an event with our full time job others were able to step in and take up the slack.

The second most important item for managing time is supportive management. My leadership has been very understanding with the time dedication for Board related tasks and open to some odd work hours. Resources have been offered for me to attend events such as happy hour networking events, Expo! Expo! IAEE’s Annual Meeting & Exhibition, and education sessions for the Board through Freeman. This has truly been amazing. This type of support from inside and outside the Board of Directors makes taking on the additional work worthwhile.

Your leadership to the IAEE DFW Chapter has culminated in your serving as this year’s chairperson. What will you focus on during your term?

I am very honored with the support and mentorship I have received to get where I am in my career. Every good leader has a great support system behind them and mentors that have helped them reach their potential.

Click here for more information on being a mentor or finding a mentor in the exhibitions and events industry!

I have had two main goals since joining the chapter. My first is chapter involvement and succession planning. The Board has historically been a smaller one, with 5-7 members at a time. Going into 2016, we are well on our way to growing to a full 8- 10 active Board members and additional support on committees. The more Board members that we have “around the table,” the more we can get done as a team. I am truly excited to see what the next year has in store as we grow and plan for the future.

My second goal has been growing involvement with young professionals and college students. The DFW Chapter has historically had a relationship only with Richland College, but we have grown to become involved with Collin College. Our next move is to work with University of North Texas. YPs make up at least half the Board this year. As I exit my YP years I hope to show those younger than me the advantages of membership and the value of growing your professional network. I am enjoying passing along the investments others have made in my career.

You are very involved with advancing IAEE’s initiatives for young professionals on both the local and national level. What would you consider one of the main concerns that YPs express with regards to their future in the exhibitions and events industry? Conversely, what do YPs find most appealing about the industry?

On a personal level, I always saw the industry full of “older” senior leadership. When I started in the industry, I was not able to make a network of “peers” that shared common interests and similar work challenges. I reached out and became involved in the local chamber events and broader focused groups. I even got my real estate license to fill some of my spare time.

There was little “membership” in our industry, as I saw it. In the recent years I have seen a shift in membership and the type of members. Many organizations are now bringing together YPs and college students for networking. They are also creating opportunities for the more seasoned generations to mentor the YP generation. This has made this industry more appealing to me, and I know for the next generation joining the ranks.

Find a YP Meet-up on the IAEE Chapter Event Calendar

What do you consider your greatest accomplishment so far as an exhibitions and events professional? When you look into the distant future, where would you like to see yourself?

I have had many opportunities with Freeman and have been allowed the freedom to take just about any adventure set before me. My management team has been completely supportive of my involvement in these extracurricular activities. Along the way, I have made several friends across the nation and in all parts of the industry. I have built a network of mentors that are always willing to lend a hand or talk me through a challenge. I would say my network would be my greatest accomplishment.

The 2016 Call for Nominations for the IAEE Awards is now open! Visit for more information about the various award categories and their corresponding criteria as well as submit your nominations for deserving colleagues whose outstanding efforts merit recognition.

Spotting Trade Show Pros – Amplify Winter 2016

Originally published in Amplify, Winter 2016 Issue – Download the full issue here.

4imprint CEO letter

Spotting Trade Show Pros

It’s easy to spot a trade show pro. They’re the folks who are naturals at orchestrating successful trade show exhibits. When someone comes into a trade show booth, a trade show pro offers a friendly greeting—in a way that invites continued conversation. They engage visitors in the booth, asking questions to learn each visitor’s needs. They make a visitor feel welcome by carrying on conversation. And, in the process, they explain how their company may be able to help meet those needs.

Tried and True Tactics

Trade show pros understand the importance of notifying prospective customers they’ll be attending the show with effective online and off line communications. They know how to take advantage of the latest technology to make their trade show booths a success. And, they get the importance of following up with memorable offers.4imprint giveaways

Masters of the Moment

What really makes trade show pros stand out is that they recognize that trade shows present a rare opportunity to establish a personal connection between a company and a prospect. To create memorable moments in the booth, trade show pros spend as much time preparing for conversations as they do preparing the booth itself. They choose promotional products that will attract visitors to their booths, create opportunities for conversations and remind visitors of that moment long after they’ve returned home.

High Tech + High Touch

As our ‘High Tech + High Touch’ cover story points out, the most effective trade show planners use technology to help create connections, because they know the moments they create in the booth matter most.

Happy planning!
Kevin Lyons-Tarr Signature



Kevin Lyons-Tarr, CEO, 4imprint


4imprint Amplify


Exhibitions Mean Business in Baltimore

By Tom Noonan, President & CEO of Visit Baltimore

This fall, Baltimore has been privileged to host Board meetings and leadership retreats for a number of professional groups including the Professional Convention Management Association, Experient, Conference Direct and the Convention Industry Council. But the opportunity to serve as the host city for IAEE Expo! Expo! 2015 is the real icing on the cake.

As the President & CEO of Visit Baltimore, it goes without saying that I am excited to bring the largest exhibitions and events industry together here in Baltimore. The impact of this single event will be felt for years to come in terms of future business generated and positive, national exposure. But the power of this event – and your participation – goes beyond Visit Baltimore’s sales and services platform. It is a poignant example of why the events and meetings industry matters to the Baltimore community at large.

Baltimore’s tourism industry employs more than 80,000 of our family, friends and neighbors. These residents come from all corners of the City and surrounding jurisdictions. And for every event that comes to Baltimore, those 80,000+ citizens receive job security – and our entire community is made stronger. Because meeting attendees also frequent Baltimore businesses, dine at Baltimore restaurants, and use Baltimore travel, hospitality and other service providers – revenues and associated taxes that are invested back into the community. The return doesn’t stop there. A positive Baltimore meetings experience can turn attendees into pro-Baltimore ambassadors, folks that build our destination’s brand even after they return home through word of mouth, by coming back for future leisure travel, or even being inspired (or inspiring others) to relocate here to live and to do business. The ripple effects are endless. That is the true power of our exhibitions and meetings industry.

Expo! Expo! Session: Exhibitions Mean Business – What IAEE is Doing to Support Your Industry

Now, those ripples are even more easily discernable when a truly civic-minded organization like IAEE comes to town. Because not only will Expo! Expo! take time to show off our inspiring historical sites, world-class arts and attractions, booming culinary scene and diverse neighborhoods – many of which are experiencing quite a renaissance; but also, this year’s Humanity Rocks: A Celebration with a Cause will help to support One Baltimore. This public-private initiative is one of several organizations seeking and finding real solutions to the underlying socio-economic problems that Baltimore faces, as do other cities in urban America. In this way, Expo! Expo! has the power to leave a an immediately tangible footprint on Baltimore, helping to build an even stronger city for the future.

So on behalf of Visit Baltimore, the Baltimore hospitality community and the Synchronicities partnership, know that we are eager and ready to roll out the red carpet of welcome and show off all that makes Baltimore a great meetings and travel destination. Get excited and I hope to see you in Baltimore in December!


How Expo! Expo! Helped Me Grow: A Show Organizer’s Perspective

By Jessica Finnerty, CEM, Associate, Meetings & Events with the Auto Care Association

As a member of the exhibition industry I’m starting to feel like I have heard it all. I’ve sat through the sales pitches, taken notes from the speakers, analyzed the buzzwords and brainstormed to my heart’s content. When your days are filled trying to figure out new ways to inspire others, you sometimes have a tough time finding inspiration for yourself.

But in 2014 I was finally able to attend Expo! Expo! for the first time. During those three days in Los Angeles, I found myself inspired again.


The experience began with the opening general session. Remarks from the mayor stirred a sense of importance, and pride in what I do. During the CEM presentation that pride was stirred again as I watched some of my friends cross the stage. I remembered my time in the program and how much it helped me to truly understand my industry and how to grow within it.

Once the show floor opened I continued to find myself pleasantly surprised. I produce two annual trade shows, both of which are in fixed locations. I have attended other industry expos that are very destination-heavy, and felt as though there was not much for me. But Expo! Expo! was populated with a diverse roster of exhibitors. The show floor offered a selection of vendors for everything I need, from event essentials like registration and housing, to exhibitor services. I got to really experience the full attendee perspective as I walked the aisles, gathering information and exploring ideas. And as I reconnected with old vendors and introduced myself to new ones, I was reminded of the reasons WHY we produce trade shows.

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The education also provided a welcome experience. The sessions I attended were not only interesting, but relevant to current issues and initiatives within my association. The Swim-Up Tech Bar was especially intriguing with its abbreviated sessions hosted on the show floor. In addition to finding inspiration for my event, I left with a handful of personal takeaways and life-hacks that I continue to use today.


But of course it’s the people that are paramount to the success of any trade show, and again, I was not disappointed. Too often I find myself the lone exhibitionist, in a room full of meeting planners. But at Expo! Expo! mostly everyone I met was able to talk trade shows. It was great to meet and mingle with so many like-minded peers.

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After the show ended, I returned home with excitement. I had a notebook full of ideas, and a renewed sense of purpose. I was reminded why I love what I do, and newly equipped with tools and knowledge to help me do it better. And in the end, that is what trade shows are all about.

Can’t wait to do it all again this year in Baltimore, December 1st – 3rd!




The MATSO Perspective…

By Camille Stern, SVP Strategic Account Management, SPARGO, Inc.

200,000 sq.ft. of exhibit space sounds like a lot of space. To some show organizers, it is. To others, this is simply walking away from the on-site sales process with “a good start”.

When I got into trade show organizing a gazillion years ago, I could never have imagined planning a show of this magnitude, let alone larger. But here we are in 2015, and that is what we in the MATSO community do as show organizers. As MATSO members, we just do it on a larger scale…..and have been doing just that for 30 years. Happy 30th Anniversary MATSO!

While 200,000 sq.ft. is the minimum to belong to the MATSO community, there are organizers whose shows are 10x that size. Putting trade shows into scale, the depth and breadth of what you can learn from your industry colleagues is truly amazing. And that is what the MATSO is all about. One word: Community.

By its very definition, the word community means “a feeling of fellowship with others, as a result of sharing common attitudes, interests and goals”. When the MATSO members meet, which is usually two times per year – once at IAEE’s Expo! Expo! and another at a MATSO colleague’s show – we share our goals, our obstacles, we collaborate on new and innovative ideas, we offer advice, share best practices and work as a community to help each other bring value, ROI and innovation to each of our shows – all in a competitive free environment.

IAEE has been an invaluable resource for this community, addressing our needs and concerns. The advantages of being a Council under IAEE are multi-faceted (how much time do you have? Give me a call!), and I would venture to guess that 99.9% of the MATSO members agree. IAEE has given MATSO the ability to keep our original vision to “Present the viewpoint and advance the success of the major trade show and to provide a mechanism for the exchange and dissemination of information relevant to that audience”, by providing a dedicated and unified voice in the exhibitions and events industry.

After completing one year under IAEE leadership and attending Expo! Expo! in Los Angeles last December, I can tell you that I was excited to see what this great organization has in store not only for the MATSO community but the exhibitions and events industry as a whole!

You might also be interested in: The MATSO Perspective… Interview with Camille Stern

Camille Stern, Senior Vice President, Strategic Account Management with SPARGO, Inc.
Camille Stern, Senior Vice President, Strategic Account Management with SPARGO, Inc.

From the MATSO Perspective…An Interview with Camille Stern, SVP Strategic Account Management with SPARGO

IAEE sat down with Camille Stern, Senior Vice President, Strategic Account Management with SPARGO, Inc. to hear more about her exhibition industry journey and her perspective from the MATSO (Major American Trade Show Organizer) front. Camille is in charge of the American Society of Clinical Oncology and American Academy of Clinical Chemistry shows. Camille has been a member of IAEE for eleven years. Camille is currently a member of the IAEE MATSO Council and has attended Expo! Expo! IAEE’s Annual Meeting & Exhibition for several years.

How did you get your start in the exhibitions industry?

I obtained a Degree in Hospitality Management from Johnson & Wales University. My first job out of college was at the Travel Industry Association (now the US Travel Association) in the Meetings Department.

What advice would you give a new IAEE member or person joining the exhibitions community?

Never burn bridges…ever.


What is the biggest challenge in running your shows?

AUDIENCE ENGAGEMENT. In most cases, we are in charge of exhibit/sponsorship sales, registration and/or housing (sometimes all of them!) However, the associations usually keep attendee promotion and acquisition internally. This can often lead to a disconnect in the types of attendees the exhibitors want to see. The education program an association produces needs to draw the attendees that the exhibitors want to see and who will go to the show floor.

Additionally, associations need to expand upon the traditional “draw the member to the meeting” model. I also believe that memberships in associations need to change. The typical model of “listing the benefits” is outdated and needs to be updated to engage the millennial generation. Millennials want to know what the “outcome” of being a member will be? How will I benefit from being a member – what is the ROI? Not simply a list of benefits. They need to know that becoming a member, and attending the annual meeting means they will gain value from business contacts, interactions and opportunities that will build their business, as well as them personally.

Tell us a fun fact or story that most people would not know about you.

I wanted to be Julie McCoy on the Love Boat, and getting a degree in Hospitality Management was as close as I could get.

Actress Julie McCoy as Lauren Tewes on the Love Boat

We asked Camille what most resonates with her for being an IAEE member…

Whether you are new to the industry, or a veteran, being an IAEE member affords you the opportunity to network, collaborate, as well as participate. IAEE is committed to supporting our mission of bringing the best possible events to our members and clients.

To learn more about the MATSO Council, visit