America's Top Tradeshow Directory | Events In America
Facebook Linked In Twitter Videos

Industry Expertise

Share your ideas here about events and the events business.

If you're a thought-leader in the events industry – or you simply want to provide your point of view – you can share your knowledge on Events In America (EIA) by self-publishing articles, stories, ideas, images and blogs. We welcome all relevant content. If you'd like to publish, click the button below to begin the process. There is no cost for publishing your content. You may also upload a photo of yourself or of an event to illustrate a point.

Submit an Article

Share This Article


Views: 3040

EXHIBITOR Provides the Education that Trade Show Marketers Need

Mark Travers

EventsInAmerica.com (EIA) spoke with John Pavek, Chief Marketing Officer for EXHIBITOR Media Group at its annual ‘EXHIBITORLIVE’ show in Las Vegas.

 

EIA: Tell us about EXHIBITOR. What function does the Exhibitor brand play in the industry?

 

Pavek: The EXHIBITOR brand is all about educating tradeshow exhibit managers and event managers to perform their jobs better. Our role is to provide education. We deliver that education through EXHIBITOR magazine, a monthly publication; EXHIBITORLIVE, our annual conference for tradeshow and event marketers, and EXHIBITORFastTrack, which is a series of smaller conferences held on four dates in four locations each year.

 

What’s new at EXHIBITORLIVE this year?

 

There’s always something new. This year, we have 42 certified new products in our New Product Showcase. These are products and services that are making their first-ever public debut to the tradeshow industry. The New Product Showcase is just one of many reasons why people come to the show floor.

 

Are there any new programs or services that the EXHIBITOR Media Group is launching?

 

Yes, we’re seeing an increase in international attendance at our show, so we’re having our first annual international dinner, bringing together 70 delegates from 25 countries to mix and network. The world is getting smaller. We’re addressing that.

 

There are lots of industry meetings for tradeshow and conference people. What makes the EXHIBITORLIVE show unique?

 

We’re really the only tradeshow for people in the tradeshow industry. While there are some other events for industry personnel, EXHIBITORLIVE is about face-to-face marketing, educating companies about how to plan for, participate at and benefit from a tradeshow or event. It’s education you can’t get anywhere else.

 

Just looking at the expo hall this year, it appears as if exhibitors have really embraced technology.

 

Yes, we’re seeing an increased infusion of technology in the event space. Exhibitors are employing RFID chips, interactive video, lead tracking and fulfillment systems, and much more. Technology, including all the social media tools, is really making an impact on the industry, not so much in competition with face-to-face events, but in enhancing the whole event experience.

 

With the evolution of the app for the event world, social has become a huge component. How do you use your event app to connect with exhibitors, attendees and people who are unable to come to the show?

 

There are many ways. Our app is open, which means you don’t have to be an attendee to download and use it. You can keep track of the different conversations that are going on at the show, and most importantly, connect with people who do what you do. Sometimes there are questions, sometimes comments are sent to us. As show organizers, we’re able to broadcast alerts. And attendees – and those unable to attend – are able to broadcast their questions or interests and get immediate answers. It’s really wonderful.

 

What do you want people to know about EXHIBITOR?

 

It’s the #1 place for tradeshow and event marketing education. We have the industry’s only university-affiliated professional certification program, CTSM, which stands for Certified Trade Show Marketer. We have over 3,500 professionals enrolled in that program. It’s like a Master’s in marketing with a specific emphasis on tradeshows and events. There’s really nothing else like it. Our attendees – the people who come here for education – benefit from that professional certification in their jobs from everything including better pay to more responsibilities. We’re really proud of the CTSM program.

 

How many sessions are you offering at EXHIBITORLIVE this year?

 

We have over 180 sessions over 4 days. Of those, about half apply to the CTSM program. They are either core-required sessions or electives that CTSM candidates can take.

 

For a few years, the industry saw a decline in the number of tradeshows and the number of people attending tradeshows. And then there was a rebound in 2013 and 2014. Where do you think the industry is headed?

 

Tradeshows will remain a vital component for business for years to come. The concept of tradeshows really goes back thousands of years, where people met to exchange ideas and to buy and sell things. As we continue to adopt tools and technologies to enhance the live experience, the industry is only going to grow stronger. The nice thing about the tradeshow industry is it’s so diversified. Every industry has a tradeshow. While one market sector might be down, another will be up. There’s always a need for tradeshow products and services.

 

One final question: What’s the best business or career advice you’ve ever received?

 

I’d say ‘Keep Moving.’ This show has been around for 27 years and not all shows have that life. What we consistently try to do each year is innovate. How can we get better? How can we make improvements? You have to keep moving and keep innovating in this industry.

 

Contact:

You can reach John Pavek, CMO of EXHIBITOR Media Group, at 507.289.6556 or jpavek@exhibitormagazine.com. For more information, visit www.ExhibitorOnline.com.

 

 __________________________


 

EventsInAmerica.com is a comprehensive directory of tradeshows, conferences, meetings and conventions in the USA and Canada. Search for free to find extensive details on thousands of upcoming shows. Add your event at no charge to get higher visibility, promotional value and leads from potential exhibitors and attendees. Click here to see an example of an event listing on EventsInAmerica.com.

Share This Article

Preferred Partners
Consider these Preferred Partners for your events:

A/V
AMP Audio Visual
Armodilo Display Solutions
SmartSource Rentals
BossTab.com

Advertising
Celebrity Talents to Enhance Your Event

Book Celebrity Talent
Book Celebrity Talent and Speakers
Celebrity Talents to Enhance Your Event

Booth and Exhibit Designers
The TradeShow Network Marketing Group
Nimlok
Epic Displays
Signworld America
3DA Display
Infinity Exhibits
ACI Design
EZ Backdrops, Inc
Watson Productions
Grapevine Visual Concepts
Diper Exhibitions
BuildASign.com

Computer & Technology Rentals
SmartSource Rentals

Educational Content Development
Jason Kiesau

Entertainers
All Things Speaking
Dave Davlin

Event & Meeting Planners
Corporate Dimensions LTD

Event Labor
AF Services, Inc.

Event Management Software
ShowGo Software
ConfPlus
Conferences i/o
Poken

Event Media
BossTab.com
EMC Events, a division of EMC Outdoor
Conferences i/o

Event & Meeting Planners
Plan Ahead Events Nashville South
Liz King Events
Origin Event Planning

Event Webcasting
Performedia

Experiential & Event Marketing Agencies
Headshot Photo Lounge, Event Photography, Hashtag printing NextGenEventCo.com
EMC Events, a division of EMC Outdoor
Live Marketing
Watson Productions

Furniture Rentals
Diper Exhibitions

Hotels & Conference Facilities
Hilton Minneapolis / St. Paul Airport Mall of America
Hilton St. Petersburg Bayfront
Marriott Plaza San Antonio
Four Points by Sheraton Manhattan Midtown West
Hilton Orange County / Costa Mesa
Crowne Plaza Atlanta Perimeter at Ravinia
The Westin Princeton at Forrestal Village
Sheraton Indianapolis City Centre Hotel
Hilton Fort Worth
Hilton Boston Back Bay
Renaissance Portsmouth-Norfolk Waterfront Hotel
Sugar Land Marriott Town Square
Renaissance Palm Springs Hotel

Independent Sales Representation
RepHunter, Inc

Language Translation Services
International Simultaneous Interpreters

Marketing Services
Jim Nowakowski

Photography Services
Headshot Photo Lounge, Event Photography, Hashtag printing NextGenEventCo.com
Khaaliq Thomas Photography

Premium Items/Giveaways
Sweet Wrappings

Printing Services
BuildASign.com

Professional and Motivational Speakers
Speakers Bureau
Book Celebrity Talent and Speakers
Jason Kiesau
Jim Nowakowski
Dave Davlin
David Morey - Speaker/Author/Strategist and Performer
Kathy Gruver, PhD
Enes Smith Presents - The Body Language of Like
SpeakerMatch - The World's Largest Speakers Bureau
John Mattone-Global, Inc.
The Productivity Experts
All Things Speaking

Public Relations Agencies
ThePRFreelancer, Inc.

Security Services
AF Services, Inc.

Seminar Organizers/Producers
John Mattone-Global, Inc.

Technology
ConfPlus
Poken

Trade Show Booth Traffic Builders
Sweet Wrappings
Corporate Dimensions LTD

Travel Services
Book Your Trip

Video Production
AMP Audio Visual