IAEE, SISO Leaders Talk About What's Next
-- Tradeshow Week, 11/16/2009
A TSW Fastest 50 tradition has been a discussion with leaders of some of the industry's most significant associations, the Intl. Assn. of Exhibitions and Events and the Society of Independent Show Organizers. With so much in question now, we have asked these leaders to take a look at what the next few years hold for the industry.
Britton Jones, SISO chairman, is president and CEO of Business Journals, Inc. Vinnie Polito, chairman-elect of IAEE, is managing director of VP Intl., an events management firm.
Tradeshow Week: What changes do you expect once the industry recovers in a year or two?
Britton Jones: Exhibitors want meaningful interaction with tightly qualified prospects, and they want a means to make these relationships ongoing. We will need to create events with sharper focus and develop other enduring services that satisfy these needs.
Vinnie Polito: The cost-side pressure on the exhibitors has to continue to be addressed. The “average decline” in attendance this year of 20 to 30 percent will not recover for many years, if at all. The ability to attract the right delegates will be a differentiator for success.
TSW: When we talk about a recovery a year or two out, are we being too optimistic?
Jones: I think we have hit bottom in most industries. Shows will continue to be a reflection of the economic health of the industries they serve, and the extent to which their upturn lags the recovery of their industries will depend on their frequency and lead time.
Polito: 2010 will be every bit as difficult as 2009 and, in some areas, worse. Some producers won't be able to survive. That being said, there will be pockets of success. 2011 will see improvement, but it will be the mirror image of 2009: It will start slow and end strong.
TSW: As you well know, despite everything, some show organizers are doing exceptionally well right now. What are they doing right?
Jones: In good times or bad, two of the most critical elements to success in this business are sharp vision and impeccable execution. Sharp vision comes from staying deeply involved in the industries you serve (and) staying attuned to their changing needs. Excellent execution requires very talented and motivated people who have adequate tools to accomplish their goals.
