Los
Angeles, CA – November 2016 / Newsmaker Alert / Regardless of the industry,
there is always room for innovation and creativity. This is especially
true in the events industry. Even if your organization is already producing
successful events, there are probably ways to build on your successes.
The Center for Exhibition Industry Research recently released an Industry
Insight Series report, authored by Greg Topalian, which provides four principles
that can help create an innovative culture and way of thinking at your
organization:
1. Be intellectually curious. Pay attention to what’s going on in the industry you serve both inside and outside of your association. Attending industry events (even those not organized by your association) is a great way to learn from your peers and exchange ideas. It’s also important to read up on the latest industry trends in related and non-related industries so that you can understand the forces shaping the general landscape. Be open and embrace ideas from wherever they may come. 2. Your size does not matter. Organizations both large and small can face obstacles when it comes to innovation. Large organizations tend to have more to lose and are therefore more focused on short-term success rather than allowing time for truly innovative ideas to pay dividends. But a larger scale also affords the organization the luxury to experiment. On the other hand, small organizations can take greater risks, but lack of resources and capital can pose a challenge. It’s crucial to pick your ideas carefully while avoiding the pitfalls of trying to do too much at once. Go after the opportunities that offer the best potential for good returns. 3. Customers have all the answers. When you hear the word “customers,” you probably think of your exhibitors. But it’s your attendees who offer the real answers about the future. Go beyond what they thought of the trade show or meeting and talk to them about their businesses. Find out what their needs are, how their world is changing, and where they’re spending their time and resources. Understanding the concerns and needs of your attendees will help improve your events. 4. Act like a launch. Even if your association has been around for decades and your events have enjoyed past success, you should approach business as if you’re just starting out. Question every detail and expense and ask if what you’re doing truly matters to your attendees. Keep defining who the event is really for and be willing to talk to anyone who has an idea on how to make the event even better. Topalian concludes his report by arguing that innovation is not a science—it is a way of seeing the world. To purchase the full report, please visit ceir.org. As
event orgarrizers ourselves, we have always embraced the need to be innovative
and to listen to the advice of our attendees. As you’ll see in the photo
report that begins on
page 21, attendees at TEAMS ’16 in Atlantic City had much to say in
response to our post-conference attendee survey. We invite you to discover
the TEAMS difference by planning now to join us at TEAMS ’17, which will
be held in Orlando, October 30–November 2, 2017. For more information,
please see the ad on
pages 28-29, visit TEAMSconference.com
or call 877-577-3700.
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