New CEIR Reports Address Material Handling, Event Marketing Insights

August 14, 2019

Center for Exhibition Industry Research has released two new reports focused on the trade show industry’s latest best practices.

A must-read for first-time exhibitors looking to better understand material handling, Unraveling the Myths About Material Handling provides a comprehensive overview of what material handling is, along with details about what expenses and factors impact charges. It also shares advice on how to plan and send shipments cost-effectively.

Written by Aaron Bludworth, president and CEO of Fern (with contributions by Neil McMullin, senior vice president of Shared Services at Fern and Larry Arnaudet, executive director of ESCA), the six-page report includes the following: 

·     Definition of exhibition material handling

·     Expenses incurred that are factored into an exhibition’s material handling charges

·     Categories of how material handling is typically charged

·     Sample calculation of how material shipment is typically computed

·     Advice on how to manage material handling expenses

·     Detail on material cost factors that offer explanations designed to help exhibitors think through the type of shipment they want to invest in, and pay attention to important details that can impact costs

“Education is essential to an exhibitor’s ability to minimize the cost of material handling,” said Cathy Breden, CEO of CEIR. “Knowing what goes into calculating this expense is key and organizers should educate exhibitors about options to help make the right choices and understand how to minimize costs.”

To download the full report, which is free for IAEE members, go here

On the heels of this report, CEIR also released a new Head of Marketing Insights Series Report, “How B2B Exhibitions are Judged, Where It is Essential to Deliver Results,” the fourth report in its series that provides insights from marketing leadership at organizations throughout North America. 

CEIR

The study provides valuable data for show organizers and exhibitors looking to understand the most popular metrics exhibitors use to evaluate the performance of exhibiting, as well as where metric users find B2B exhibitions perform best.

“Goal setting and specific outcome metrics are key to enhancing the chances for success for any exhibitor,” said Breden. “The information in this report provides guidance to better assess how their event is most likely judged by exhibitors, and where to focus moving forward to enhance exhibitor outcomes.”

This report provides results relating to:

·     Extent of use of performance metrics: overall, ROI metrics, intermediary performance metrics

·     Specific metrics used

·     For which metrics, users identify B2B exhibitions perform best

·     Extent of use of metrics, whether limited to evaluating B2B exhibitions only or used more broadly across channels

·     Ideas for organizers to consider to enhance chances for maximizing success against performance metrics

·     Ideas for exhibitors on how to use benchmark statistics

In addition to total results, differences in results are reported by organization size, number of employees and heads of marketing by generation.

According to Nancy Drapeau, CEIR vice president of research, metrics offer useful guideposts for a number of decisions, including determining whether to exhibit at a new show or continue exhibiting at an event, and whether to change the level of investment in an exhibition based on metric results. 

“Metrics also help prompt discussions on what support services or activities are merited to maximize specific exhibiting outcomes,” Drapeau said. “This report provides benchmark statistics exhibitors can use to compare to their practices and refine metrics to more tightly align with their end goals for exhibiting.” 

To download the report, which is also free to IAEE members, go here.

 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.