Stateside with Stephanie
My takeaways from the 90th UFI Global Congress
Stephanie Selesnick shares her insights on the recent UFI Global Congress in her home town of Las Vegas
T he 90th UFI Global Congress , which encouraged all of us to ‘ Go beyond ’, recently took place just down the road from my house – at the ARIA Resort & Casino in Las Vegas , NV , USA . It was my 10th Global Congress , and first without jet lag . Over 500 delegates attended – 40 % of them new . For many , it was the first time to the City of Lights ( with apologies to Paris !).
Here are some of my takeaways from the sessions :
• Lisa Hannant , Clarion Events Ltd . and Jochen Witt , jwc GmbH having a gin and tonic on stage at 10am , recreating a bar conversation UFI ’ s Kai Hattendorf overheard at a recent event .
• According to a Clarion Events survey , 65 % of exhibiting staff are new to their roles .
• If your organisation is not using show data and holding serious conversations with stakeholders about what their ROI is for your event , said event won ’ t be around too much longer .
• Look at value pricing ( charging different prices for location and dates out from the show ) Why it matters : Organisers and Suppliers – we have a lot of new clients out there questioning EVERYTHING . Now is the time to figure out and implement practices to better deliver customer service , streamline outdated processes , and help exhibitors / sponsors and visitors connect before , during and after the show .
The Investors View with Bob Grey , Eagle Tree Capital ( Arc Media ) New term ( to me !): KEMA : Known , Engaged Marketing Audience . That ’ s us ! We have the names , addresses , titles , companies , emails , etc . in our databases . This data is valuable .
Grey shared why investors still like exhibitions : good cash flow , predictable forward bookings , durable growth , not too competitive . Investors still prefer large shows . He also mentioned that media is a great way to track data . ( Are we sensing a theme here ?) Lastly , multiples are going up for those looking to sell . Why it matters : This should be self-evident . Keep your database secure and clean . Good information in , good information out . Bad info in – well you know the rest .
DE & I ( How I See It ) with Meera Somji , Clusivity Ten minutes can pack a wallop ! Another new term : ‘ Predictive Inequality ’ – the cost of replacing employees who leave due to inequality or lack of diversity in the workplace . With the average being nine months to find replacements and onboard them , it ’ s worth paying attention to . Why it matters : Your employees and clients want to see people who look like them in your organisation and on your show floors . DEI is an investment – not a cost .
The Board Room with Heather Farley , Access Intelligence ; David Harrison , IMEX Group ; Hugh Jones , RX ; Mary Larkin , Arc Media
Stephanie Selesnick
Holdings Ltd . and Rachel Wimberly , Tarsus Group This session was based on top industry trends via the latest UFI Global Barometer .
• Meeting changing customer expectations : Mary Larkin , “ Meet them ( clients ) where they want to be met .”
• On talent , onboarding , and retention : Heather Farley : Don ’ t call it a return to office , when asking your team to come back to the office on a regular basis ( be it 2x a week or full time ). Refer to it as a “ return to culture ”. As Hugh Jones said , “ It ’ s especially important for new hires to find a place [ within the organisation ] they belong .” Working in a face-to-face setting , at least part time , has a huge impact on retention .
Why it matters : Same old show , different year is not acceptable to new audiences . Mix things up . Use data to help make those changes . Track where people engage . Provide Instagrammable areas and unexpected experiences for buyers .
What Customers Expect Today – and Tomorrow , with Sophie Holt , Explori ; Keegan Hooks , Informatica , and Tavar James , Riskified This session from veteran corporate exhibitors was honest and unsettling to some .
• Exhibitors ’ budgets are going up ! However , they are looking at ROI even more closely .
• James said It ’ s not about the size of the space , but the opportunities to engage with attendees on and off the show floor that are important . He asked
18 Issue 6 2023 www . exhibitionworld . co . uk