Rachael Negron + Jen Gregory #DESIGNtoCHANGE PODcast with Ruud Janssen onsite at #IMEX24

In the #DESIGNtoCHANGE PODcast" at IMEX Frankfurt 2024, Ruud Janssen, DES, CMM leads a spontaneous session with Rachael Negron of the The International Air Cargo Association TIACA and event strategist Jen Gregory . They explore the power of conversations in shaping events and whether to leave such impactful discussions to chance. Negron, amidst a strategy overhaul for 2025, emphasizes the need for personal engagement in her male-dominated industry, suggesting a campfire-style approach to foster inclusivity.

Meanwhile, Gregory, focusing on event design and sustainability, appreciates the informal education format at IMEX , which fosters participant engagement. Both highlight the importance of aligning event design with stakeholder needs, ensuring time at trade shows is well-invested. Negron appreciates the targeted connections facilitated by the show, while Gregory values the reinvigoration of her industry spirit. They conclude that the duration of IMEX is optimal and the mix of education and trade is beneficial, with Negron confirming the productive nature of her meetings and Gregory finding potential for future collaborations. The session encapsulates insights into event strategy, the significance of attendee experience, and the evolving landscape of industry trade shows.

?? Selective Networking and the Hosted Buyer Model

The hosted buyer model allows for more selective and meaningful networking, as attendees can focus on meeting with potential business partners relevant to their future plans.

"I'm actually going to people that I know down the line, whether it's next year, the year after, or even further down the line, I'm making connections with people that I know my company will do business with."

?? The Power of Serendipitous Connections

The value of events lies in their ability to facilitate unexpected, yet meaningful, interactions that can lead to lasting change and relationships.

"I think there's something beautiful about events and the ability to create collisions that then can spark something that has some legs and that is long lasting."

?? The Optimal Duration for Industry Trade Shows

Three days is considered an adequate duration for trade shows, allowing for a balance between networking, learning, and personal well-being without overwhelming attendees.

"I think three days is just right. I don't think I would want another day."

?? Contemplating Career Relevance in the Events Industry

Professionals in transition periods use industry events to reassess the relevance of their skills and explore new opportunities within or outside their current sector.

"The show is almost a Hail Mary for me as far as the meetings and events industry and the tourism industry as a whole."

?? The Iterative Process of Event Design

Event design is an evolving process, with each iteration informed by previous experiences, stakeholder feedback, and industry trends.

"Next week we'll get the final green light. So a lot of my conversations this week have been about what we're anticipating coming out of that conversation."

?? The Intentionality Behind Event Attendance

Event professionals carefully select sessions that align with their goals, indicating a trend towards intentionality and purpose-driven attendance at industry events.

"I'm usually pretty selective. I don't want to go into it, into a session and waste my time."

?? Education as a Key Component of Trade Shows

Incorporating educational elements into trade shows is seen as crucial for enhancing the value of the event and should complement rather than compete with the exhibition aspect.

"Education on trade shows is always like a does the one bite the other or does it complement each other? Absolutely, it should definitely complement each other."

?? Event Evolution Based on Industry Feedback

Organizations like the International Air Cargo Association actively adapt their event strategies based on board directives and industry needs, reflecting a responsive approach to event design.

"We're in the process of changing our event strategy for 2025 as we speak."

?? The Growing Focus on Sustainability in Events

Sustainability has become a major focus in the events industry, with event professionals actively seeking sessions on this topic to enhance their knowledge and practices.

"I had two areas of focus. One was event design, which brought me over to this booth and which got me onto this podcast at the moment. And then the other was event sustainability."

?? Tailoring Events to Attract Diverse Audiences

Event organizers are recognizing the need to design experiences that appeal to a broader audience, including younger generations and women, especially in traditionally male-dominated industries.

"What I think we're missing is that personal level of conversation and how to get that engaged... It's a male-dominated industry."

Topic highlights include:

Strategic Event Planning

Aligning Stakeholder Expectations

Role of Women in Male-Dominated Industries

Air Cargo Industry Trends

Career Transitions in the Events Industry

Event-Driven Business Relationships

Utilization of Educational Sessions

Impact of Conversations on Change

Trade Show Experiences

Membership Engagement Strategies

Maximizing Trade Show Networks

Event Design Methodologies

Sustainable Event Practices

Work-Life Balance at Conferences

Personalization in Event Design