SISO
SISO shows how to sizzle
Stephanie Selesnick reports on the 2024 Society of Independent Show Organisers ’ recent Leadership Conference
he 2024 SISO
T annual Leadership Conference took place in Philadelphia , USA , 14-15 August , with over 200 organisers and suppliers . It was hosted by the Philadelphia Convention and Visitors Bureau along with the Pennsylvania Convention Center . The opening reception was held at the newly opened Museum of the American Revolution .
Education ranged from the latest Freeman research , Navigating the Next 12-18 Months , highlighting eight macro-trends , to attracting the next generations to events , to round tables .
In their session , Kimberly Hardcastle , mdg , a Freeman company , and Ken Holsinger , Freeman , identified eight macro- trends for the next year and a half . Some included :
• The workforce is evolving fast so expect change within your company as new generations enter the workforce and Boomers depart
• Our audiences have diverse priorities , so design your events for them
• Climate change will cause more disruptions . Plan for it . According to their data , to attract younger generations to your expos , encourage exhibitors to bring fewer sales people and more subject matter experts . Provide experiences over traditional networking .
The following session was an Intergenerational Exchange , moderated by Marie Browne , RX and current IAEE chair , and Megan Finnell , Freeman , with Gen Z ’ ers
Left : Stephanie Seelsnick ( second left ) and friends at the SISO Leadership Conference
Catherine Hartwell , CRETO & ASIS ; Tyler Abrams , BioTalent , and Jessie Martin Scott , Mana Products . The panelists shared what attracts them to attending events and talked about what they do when they are event goers .
When marketing to younger professionals , show the value of the event . They like referrals ( especially when their boss takes them to an event and makes introductions , or recommends one ), LinkedIn , emails , and Facebook groups . Finnell shared some Freeman data that personalised marketing for this generation is number one .
When they plan to attend an event , homework is done in advance – which sessions to attend , exhibitors to visit , and networking opportunities . Networking options should be in the form of shared experiences ( think activities ) and athletic activities – not solely a party or reception .
Video Unplugged : Debunking Myths was a session moderated by Carrie Ferenac , CNTV , and panelists Suzanne Deffree , Informa Markets , and Kate Youngstrom , RX . Both Deffree and Youngstrom use sizzle reels for their shows . Deffree also uses testimonials and some educational sessions for later replay . Youngstrom ’ s video use additionally includes peer-to-peer , influencer , and user generated content ( UGC ).
The trio debunked some myths including video being too expensive to produce , and that visitors don ’ t view them ( they do !). Ferenac shared some stats : 95 % of those watching videos retain the information and emails with video have a 300 % open rate . She said , “ People want to see themselves at your event .”
Entrepreneurship , Intrapreneurship , and Innovation – How to Create Value with moderator Walter Charnizon , Continental Exhibitions ; Steve Corrick , Collingwood US and Jeremy Kagan , Textbook Ventures , discussed creating a company that encourages
www . exhibitionworld . co . uk Issue 5 2024 73