IAEE DC Chapter April Luncheon

IAEE D.C. Chapter Luncheon

April 8, 2016| Westin Alexandria | 400 Courthouse Square, Alexandria, VA

11:45 a.m. – 12:30 p.m. Networking Reception

12:30 p.m. – 2:00 p.m. Luncheon and Education Program


 Business is Business – It is okay to tell me “no”.


 Jim Kelley, VP Sales and Industry Relations, Production Resource Group


 We run in tight circles, interact at luncheons, sit on committees, learn together, share and attend social functions. Forming what can be lifelong relationships is one of the most rewarding benefits of the meetings industry. Indeed we are a “fun lot”.

So, is it awkward when you have to deliver the disappointing news to a vendor friend? Is it hard hearing and accepting discouraging news from a decision maker friend? Why it is important to be truthful and transparent.  Where do we go from here?  Come learn the best way to handle it.



Show Our Support: Karen Miller



Our IAEE DC Chapter Member, Past IAEEDC Chair, and friend, Karen Miller and her family had a serious house fire that has left them in much need of some love and support. In an effort to show her how much we love and support them, we have set up a Go Fund Me account


Please share this link with our other chapter members and industry friends to help Karen out.


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IAEE DC YP Happy Hour

Our first 2016 IAEE DC Chapter Young Professionals DC Chapter happy hour is this Wednesday @ Iron Horse Taproom in Chinatown DC.  Please invite along Young Professionals in your organization! Come meet peers and network with other DC area IAEE YP’s!


Date: Wednesday March 16, 2016 @ 5 – 8pm
Address: Iron Horse Taproom – 507 7th Street NW Washington DC (Chinatown)
Questions? Alex Land 202.286.8965 or aland@lvcva.com


RSVP Here:  http://goo.gl/forms/0JFjjvXULL

IAEE DC Chapter March Luncheon

IAEE D.C. Chapter Luncheon

03/11/2016 | National Press Club | 529 14th Street NW, Washington, DC 20045

11:45 a.m. – 12:30 p.m. Networking Reception

12:30 p.m. – 2:00 p.m. Luncheon and Education Program

Topic: Using Data to Power Both Exhibition Sales and Attendee Marketing

 Jenn Ellek, CMP, National Confectioners Association 

Mary Higham, CEM,  ASIS International 

Joe Colangelo, Bear Analytics 

Description: How can event organizations make spreadsheets of data actionable and use the resulting business intelligence to drive exhibition sales and attendee acquisition? This session will showcase real-life examples of how the Sweets and Snacks Expo and ASIS Annual Seminar and Exhibits are using data analytics to accelerate their flagship events.







Luncheon: Friday, March 11, 2016

Pre-registration Deadline: Wednesday, March 9 (11:59 p.m. EST)

Pre-register and save!

Pre-Registration Fees:

Chapter Members: $40.00

Non-members: $45.00

Onsite Registration Fees:

Chapter Members: $50.00

Non-members: $60.00

Please note: There has been an increase in the onsite registration fees. The price for Chapter Members is now $50, and $60 for for Non-Members.

After the deadline, we will gladly register you onsite; however, please make every attempt to pre-register so the Chapter can provide correct guarantee numbers to the venue. We make every effort to accommodate all onsite registrants, but if the number exceeds the capacity of the venue, we won’t be able to accommodate additional onsite registrations.

National Press Club | 529 14th Street NW, Washington, DC 20045

Click here for guaranteed parking reservations.


1. Take Metro to Metro Center.

2. Take the 13th Street Exit, take escalator to 13th Street; you should be at the corner of 13th and G Streets.

3. Walk one block south to F Street.

4. Turn right (West) and walk one block to 14th Street

5. Turn left and walk downhill to the National Press Building lobby.

6. Enter and take the elevators to the 13th Floor


1. Take River Road south to Goldsboro Road and turn Right.

2. Turn Left onto Massachusetts Avenue.

3. Follow Massachusetts Avenue to 14th Street NW and turn right.

4. From 14th Street turn left onto G Street – the PMI Garage is halfway down the block on the left at 1325 G Street

5. Walk out of the garage and turn right. At 14th Street turn left. Walk 1 1/2 blocks to the entrance to the National Press Building.

6. Enter and take the elevators to the 13th Floor


I-395 North

1. Follow signs to 14th Street Bridge; Exit to 14th St

2. Continue north on 14th St past Washington Monument past Freedom Plaza and Pennsylvania Ave

3. The National Press Building is in the next block, next door to the J.W. Marriott Hotel

Memorial Bridge

1. Cross Memorial Bridge to D.C.

2. Bear left at the Lincoln Memorial.

3. Right on Constitution Ave

4. Left on 15th St

5. Right on F St

6. The National Press Building is at the corner of 14th and F St next to the J.W. Marriott Hotel


1. Take I-66 east across the Roosevelt Bridge into D.C.

2. This becomes Constitution Ave.

3. Left on 15th St

4. Right on F

5. The National Press Building is at the corner of 14th and F St next to the J.W. Marriott Hotel


1. Take the Baltimore-Washington Parkway south and exit at New York Ave (Route 50)

2. Follow New York Ave all the way to 14th St and turn left (south).

3. The National Press Building is at the corner of 14th and F St next to the J.W. Marriott Hotel.


Guaranteed Parking Reservations We have partnered with Parking Panda to allow visitors to purchase 100% guaranteed reserved parking passes at many convenient locations within easy walking distance to National Press Club.

An Alternative To Exhibitor Roi: Roo (Return On Opportunity)

Rob Hamlin, Director of Exhibition Solutions, Ungerboeck Systems International

What is ROO?

Using a traditional model of calculating and measuring ROI is not always an effective approach for determining the value that a given event provides for an exhibitor, mostly because it is difficult to point at a given sale and clearly say that it was the direct and sole result of a meeting at that event.

An exhibitor’s prospects are typically touched again and again by a variety of marketing efforts, any or all of which may all have contributed to that final sale.

Yet, at the same time, exhibiting companies today are asking for more and more support in justifying their spend at your event. So what are the alternatives and how can we satisfy their needs?

We like the concept of ROO, or: “Return On Opportunity”.  ROO is an approach for determining an exhibitors’ potential opportunity available at a given event and can be used to gauge value and budget for their participation.


How is ROO Calculated?

There are a number of opinions on how to best do this, and ultimately it comes down to an exhibitor’s own ideas of what’s important, but three elements are critical to any calculation:

  1. An understanding of an exhibitors’ needs and goals on the part of the event provider, and specifically, the event sales team.
  2. That detailed (as detailed as possible) information about the attendees is available to the exhibitors.
  3. That exhibitors have tools for capturing and measuring connections and engagement at an event. This is the “proof” part.

With these three elements most exhibitors can build out a strong justification for attending a given event, as well as determining how much they will spend.


How do We Provide This for Exhibitors?

Number 1 – An Understanding of an Exhibitors’ Real Needs and Goals. This is perhaps the most critical piece because it goes to their subjective “feelings” about an event.  If they are able to say to themselves “These people really understand my needs – They understand me” then you’ve got an exhibitor for life.  (Well almost – you still need to deliver value!)

A few things involving your salespeople and the sales systems they use are essential here:

  • Willingness on the part of your sales team to, in the first place, ask the questions that are required to truly understand the exhibitors’ needs;
  • A great CRM (Customer Relationship Management) system that understands events, tracks all of this information, and can manage one exhibitor over several engagements, and;
  • Willingness on the part of your sales team to use this information in their sales process.


Number 2 – Making Detailed Attendee / Prospect Information Available to Exhibitors. This is a tough one in some respects because we’re historically inclined to keep that information private.  We want to protect our attendee database, and we fear that the information could actually be perceived negatively.

It’s a tough call, but many would argue that this level of transparency will become the “new norm” as both exhibitors and attendees look for their best value propositions.


Number 3 – Tools for Capturing and Measuring Engagement.  This is a bright spot in the equation.  New technologies for capturing a prospect’s information, tracking their behaviors and preferences on the event floor, and understanding an attendee’s own goals and preferences, are all getting cheaper and better.

Again, a CRM is critical here for managing and accessing key contact information, and check out all the new tools, especially blue-tooth badging, for tracking attendee behavior.


Wrap Up

So, ROO is a pretty simple equation but perhaps a better approach than ROI when we’re looking to quantify value for exhibitors.  And even if you’re not using that term, I think we can all agree that providing the pieces described above will help drive sales and retention on the exhibitor side.


And now for something completely different

IMG_0170RETOUCHEDDennis M Sharland, CEM

I have been attending IAEE’s ExpoExpo for 10 years now and every year I have been fortunate enough to be able to take in the entirety of the event. It’s always been somewhat leisurely. I could show up the day it opens or the day before, get my badge and attendee bag and then proceed to have more choices what to do than I knew what to do with. Everything was available to me; all of the educational sessions, all of the networking functions, all of the vendor hospitality functions. The plethora of quality options is one of the aspects of ExpoExpo that I have always thoroughly enjoyed.

This year though was different. A perfect storm of circumstances including preparing for a trip to China to teach two CEM classes made it such that I would only have one day at Expo Expo. Oh, and to top it off myself and three colleagues were actually trying to shop for a registration company while we were there so we had several prearranged appointments to keep as well. So, how do you do what is normally a full three day event in just one jam-packed day ?

Prioritization. If I was going to not only survive the day but make the most of it I was going to absolutely have to prioritize. What is most important this time around ?

Obviously the number one priority is the appointments with the registration companies. Four appointments at 20-40 minutes each… This was the easy one.

So what’s to be next ? Should I spend the time in the exhibit hall, seeing what new, cool and innovative products our industry partners have brought or should I try and squeeze in a class ?

The initial part of the decision was made for me in that the pre-booked appointments with perspective registration companies were not back to back to back. This allowed me some blocks of time between appointments where I could eventually make my way all the way through the exhibit hall, albeit in a somewhat disjointed fashion; an aisle here, two and a half aisles there. While I was able to traverse the entirety of the hall, it felt rushed and I don’t feel like I really saw all that was available.

By the time I was through making my way up and down the aisles it was almost time for the hall to close. I would have been through a little earlier but I was fortunate enough to keep running into those people that you hope you will run into at ExpoExpo; former colleagues, and those you’ve taken classes or done business with. This is one of my favorite parts of ExpoExpo, reconnecting with those you haven’t seen in six weeks or six months or since the last iteration of ExpoExpo. For me, the networking and social interaction is just as important as the first rate educational opportunities that ExpoExpo has to offer. Who’s moved up ? Who’s looking to move on ? Who’s just moved across the country for a new adventure? And sadly sometimes it’s ‘who’s no longer with us ?’.

The hall is now closed, so what’s next ? It’s about an hour and a half to two hours until the earliest of the exhibitor hospitality functions start and there are classes starting in 15 minutes. Three options for classes to consider: “Convention Center and Hotel Contracts” ? (been there, done that)  “Exhibitions Mean Business – What IAEE is Doing to Support Your Industry” and “Wi-Fi Expectations, Bandwidth, and Regulations”. While I ponder these options I spy some friends sitting on what appear to be some very comfy couches in the registration area. I sit (my feet required a much needed rest – did I mention I started my day two hours before the exhibit hall opened doing a site visit next door at the Hyatt  and had been on the move ever sense?) and visit with my friends exchanging ‘how-have-you-beens ?’ and ‘what-exhibitor-parties-are-you-going-tos ?’ . Before I know it forty minutes has passed and the classes have started and I’m not one to walk into a class that late. All is not lost as in the midst of sitting and visiting I make some new acquaintances and I am invited to come along to another hospitality event that wasn’t on my radar. Perfect! What could be better than a refreshing adult beverage with some new friends ?

Before too long it’s time to part company with my new friends and make my way to the one and only exhibitor party I have committed to and that is one being thrown by my general service contractor. While part of me really wants to hop in the car and start the 63 mile drive to Virginia (I’m tired and still need to finish packing for a weeklong adventure in China) the rest of me really wants to go since I know there will be people there that I don’t see near often enough. Some I’ve only known a couple years but have become very fond of in that short time. Some I have known my entire trade show career and I am fortunate to still see them once or twice a year and there are some who while I do see them fairly regularly, have become like family whose company I will enjoy whenever I can.

So, ExpoExpo in one day… Is it possible ? Well, kind of; you would most likely lose out on one or more of the aspects that make ExpoExpo so worthwhile like the education or the exhibits or the networking. Would I recommend it ? Nope; not even if you paid me.