Industry Associations: The Future Is Now
By Kerri Zerlin -- Tradeshow Week, 8/4/2008
Mother was right when she said education was important, and tradeshow industry association leaders seem to agree.
A common thread running through many different associations is the need for continuing education in the field, be it by traditional face-to-face methods or online. Most industry association leaders agree that the future of their groups – and the industry itself – lies in the hands of their youngest members.
Carl Pugh, chairman of the Society of Independent Show Organizers, said his association is working to educate college students now about the industry, hoping to make a younger generation aware of the career choices available in the exhibition industry.
“We are making an aggressive effort to make sure the next generation of business leaders ... are learning about the important and valuable role of tradeshows in their marketing courses,” Pugh said.
Other associations agree that the youth of the nation is where their attention should be now.
Steven Hacker, president of the Intl. Assn. of Exhibitions and Events, said IAEE has launched pages on social networking sites, such as Facebook and LinkedIn, in order to bring younger people into the mainstream of the industry.
“We're finding a good response, especially from those of our members (of) ... Generation X and Y who are comfortable operating in those virtual spaces and communities,” Hacker said.
Deborah Sexton, president and CEO of the Professional Convention Management Assn., said education is a large part of PCMA's recently unveiled new strategic plan.
“Executive Edge, where we partner with top business schools, and our Masters Series, where we feature today's acknowledged thought leaders, will continue to be standout vehicles for preparing our industry's best for the future,” Sexton said.
John Graham, president of ASAE & The Center for Assn. Leadership, said his group, primarily made up of association executives, had adopted long-term initiatives in the areas of social responsibility, diversity, international and philanthropy.
One product of that is the new Leadership Academy, which, according to ASAE, focuses on preparing young professionals for executive positions within the industry.
“The new workforce realities for associations and nonprofit organizations, with many executives and senior staff approaching retirement age, indicates a need for more skilled and experienced professionals to enter our profession,” Graham said.
He added, “The new program being launched by ASAE & The Center will prepare young professionals for future careers and fill the gap of leadership in the association community.”
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