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“ If I had to sum it up in one sentence, I would tell you that entrepreneurship in our ecosystem is alive, well – and innovating.”
Interactive cure for isolationism Some of the educational focus of the Summit was on attracting younger generations to exhibitions. Members of Gen Z( ages 13-28) are coming to exhibitions, and those numbers are only going to increase. Via an exclusive SISO study by Freeman, they found 69 % of Gen Z feel less connected and more isolated from their companies and industries. In-person events help lessen that isolation.
Attracting them to events includes adding more interactive content, immersive experiences, as well as working with exhibitors to bring fewer salespeople and more subject matter experts to facilitate engagement.
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This realignment of experiences with commerce was echoed by a panel on the last day with three Gen Zers who actively attend or exhibit at business events. They cited matchmaking, maximising the experience of being at an exhibition( this includes events outside show hours and bleisure), along with discovering innovative solutions as important factors in deciding whether to attend or exhibit at an expo. Lastly, the panel shared the impact of influencers or a trusted boss or |
Left: Three wise men, two wines and a beer
Left: Ex-UFI president Mary Larkin, Lew Shomer and Paul Miller
Right: David Audrain picks up SISO’ s Robert L. Krakoff Award
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colleague, on making the decision to visit a business event.( It is big!) David Audrain, Exposition Development Company, CEO and partner, and former CEO of SISO was awarded the Robert L. Krakoff Award for Excellence. It is the only award SISO gives out, and is presented to the most impactful leaders of for-profit businesses in the exhibition and event industry. The award is named in honour of the legendary Robert L. Krakoff, who built and ran some of the most successful businesses in our industry.
Next up, the SISO Leadership Conference takes place in Indianapolis, Indiana, USA, 19-21 August. For more information on attending or sponsoring, please send a note to info @ siso. org. EW
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www. exhibitionworld. co. uk |
Issue 3 2025 17 |