WASHINGTON, DC — As the trade show industry returns to face-to-face interactions, the question remains: How will the pandemic permanently change the course of live events and trade shows? This year’s Convention and Exhibition Executives Forum (ECEF) at the Walter E. Washington Convention Center in Washington, DC, held on World Exhibitions Day, June 1, focused on sharing ideas on the challenges facing the trade show industry, as well as what the future holds for trade shows and exhibitions.
There was also a greater emphasis on networking at ECEF 2022 than in previous years, with 200 event attendees mingling at receptions and between sessions.
“ECEF 2022 had shorter sessions and longer breaks than ECEF 2019 because I knew that after two years of Zooming, we all needed a healthy dose of face-to-face networking,” said Sam Lippman, ECEF producer and president and founder of Lippman Connects. The feedback was overwhelmingly positive, according to Lippman, both for the extra networking time and for the event’s speakers. Part of the networking time included visiting booths in the TechDemo area outside the session room, including AV experts Clarity Experiences, which was ECEF’s Gold Sponsor.
Key takeaways from ECEF 2022
- The trade show and events industry cannot return to business as usual. Budgets, staffing, costs and exhibitor expectations will undergo permanent changes post-pandemic, lasting well beyond the impacts of COVID-19.
- Diversity, equity and inclusion (DE&I) will impact staffing as younger potential employees place a high value on inclusion.
- Sustainability is also a top priority for trade show exhibitors and event participants.
- The need for data is greater than ever, and many ECEF sponsors and other companies are focusing on how to simplify data collection for trade show organizers.
- The importance of in-person networking remains strong as business travel and trade show attendance continues to rebound.
ECEF 2022 Opening Day
Lippman marked the opening day of ECEF 2022 with a session titled “5 Key Data Points in 5 Minutes.” His first point was on DE&I, which Lippman said is an important factor when young potential employees are looking for jobs and is also essential for companies to enrich their events.
DE&I was at the heart of the keynote address, Business of Belonging – Transformative Events in Extraordinary Times, delivered by Erin Uritus, CEO of Out & Equal. Out & Equal works with nearly 800 Fortune 1000 companies worldwide to create inclusive teams and workplaces.
“At every ECEF, my goal is to present different perspectives and new voices, and Erin Uritus’s talk exceeded my expectations,” Lippman said.
The second challenge, according to Lippman, is acquiring and retaining event management talent, which touches every aspect of the trade show industry. The fourth item on Lippman’s list is global events such as the war in Ukraine.
The fifth point covered in Lippman’s presentation concerns supply chain and inflation, with skyrocketing costs, shipping delays and show cancellations, and how this is leading to increased pressure on show organizers to prove return on investment.
Jeannie Henson, director of exhibit management at Siemens Healthineers North America, emphasized event planning during a pandemic. “We don’t have the information to justify the expense,” Henson said. “My day-to-day job now is to say, this show is still worth it. Let me show you why.”
ECEF’s closing panel, Navigating the New Normal, moderated by Ken Holsinger, Senior Vice President of Data Solutions at Freeman, highlighted the need for event management flexibility and innovation in trade show delivery.
The afternoon before ECEF 2022, mdg collaborated with UFI and Freeman to produce Rebuilding International Participation. The interactive educational session focused on international participant acquisition strategy, with practical tips for forming alliances, managing delegations, and working with influencers to grow brands internationally.
While the session touched on challenges such as staffing, inflation and sustainability, it also highlighted the positive, namely that 80% of businesses say COVID has reaffirmed the value of face-to-face meetings.
Contact Sam Lippman at (703) 979-4904 or sam@lippmanconnects.com