A conversation with Cathy Breden, CMP, CAE, CEM

As the CEO of CEIR what do you find most inspiring about the work that this research represents?

I’ve had a fascination with trade shows since I attended my first one in the early-80s. When I organised my first one in Atlantic City in the early 90s I quickly understood that it’s not just about selling booth space and doing some marketing to get people to register. At that time, there was not a lot of information on how to produce a trade show. Fast forward to 2006 when I first began working with CEIR, and now as the CEO, I never would have expected to be in the position I’m in.

CEIR is a foundation, and the research is supported through pledges and contributions. The importance of the research and economic forecasting on the B2B exhibitions industry is more important than ever.

I’ve always been a servant leader and working with an organisation whose sole purpose is to conduct meaningful research appeals to me. What inspires me is the tremendous economic impact B2B exhibitions has on U.S. GDP; in 2019 GDP contribution was $101 billion!

B2B exhibitions are an economic generator not just here in the U.S., but also globally. I believe these events make a difference in people’s lives – everything from small businesses and entrepreneurs launching new products into the marketplace to the person whose job is supported by exhibitions.

As you look to the horizon and think about all we have been through as an industry, how does this work make a difference for supporting a more purposeful recovery?

Economic impact figures have been used in advocacy efforts for financial relief for an industry that was shut down for months. Communicating the impact to Congress is an ongoing process and it continues to surprise me how little our elected officials know about the importance of these events in generating commerce across borders.

The data is derived from the CEIR Index, which measures performance of 14 industry sectors back to 2001. The CEIR Index measures four data points: net square feet of exhibit space sold, number of exhibitors, professional attendance, and gross revenues. Currently, the Index measures just U.S. B2B exhibitions. The event must have at least 10 exhibitors and 3,000 attendees. CEIR produced a brief video on the results of the Index, released in September this year.

With the recently upgraded Events Performance Analyzer, by entering their data, organisers are able to measure their show’s performance against their sector and the industry overall – along with a three-year forecast.

What can you share about the most recent CEIR Predict conference and where can we go to learn more about how to get involved?

CEIR Predict just celebrated its 10th anniversary, and I was really happy we were able to hold it in person! While attendance was lower, the feedback has been overwhelmingly positive. Predict is a conference for executive and senior-level leaders who are interested in understanding current trends and how those trends may impact their events two to three years out. There were many learnings from the conference, and they are being released over time on the CEIR Blog. In fact, there is a blog posted on the top take-aways, along with a recap video.

If you put yourself in the shoes of a show organiser, how might you best leverage the resources available through CEIR?

Submitting show data into the Event Performance Analyzer is a tangible way to obtain some valuable insights on your event. It will help with understanding areas of strength and weakness, what business actions may need to be triggered and/or discussed. In return for submitting the data, the organiser will receive the Overview of industry performance as well as the chapter on their sector – a $350 value.

CEIR research helps to:

o   Manage expectations on what can be achieved as events reopen

o   Build consensus on where resources need to be invested to grow an event, e.g., new attendee acquisition, exhibit sales, etc.

o   Help determine where to acquire or launch events

Why is it essential that we as industry professionals take the time to complete this survey and share our data?

As mentioned previously, the information is used for the CEIR Index, producing quarterly updates and for generating the economic impact figures. We promise to never release individual show information; the information is only released in the aggregate. CEIR is trusted for never sharing this information or using the information for any other purpose than the CEIR Index.

We collect data directly from organisers – both association organisers as well as independent organisers. It’s a labor-intensive process and CEIR is committed to continuing to collect this important information.

When the survey results are ready, how will CEIR help industry professionals bring the data into context so that they can leverage the insights internally and assist in the broader industry recovery?

CEIR conducts regular webinars, and between our VP of Research Nancy Drapeau and me, we are happy to speak with anyone who needs help in understanding how to interpret the information.

As one of our great female leaders of the global business events and tradeshow industry and of course a CMP, what is your most valuable lesson and what is your most treasured memory of our community?

Well, that’s nice of you to say! My most valuable lesson is that learning is a journey. In my professional life, I know my strengths and my weaknesses, and I like to surround myself with people who can fill in the gaps of my weaknesses, while at the same time continuing to learn.

I have so many treasured memories. I’ve been fortunate to have been able to travel the world and meet and make some very good friends along the way. Travel has opened my eyes, sparked my curiosity and enabled me to grow in ways I never could have imagined. My most treasured memory was when Megan Tanel of the Association of Equipment Manufacturers and past chairperson of IAEE surprised me in a general session, awarding me the chairperson’s award. I am the only staff person in the history of IAEE to have been recognized in this way.

What are some lessons learned from our response to COVID that we can apply to any major challenge or crisis we may face including equity, social justice and climate?

I remember the Great Recession of 2008-2009. Our industry was not prepared, and we were scrambling on how to respond. We were caught again with this pandemic. We rallied and came together with collaborations, and we made a difference. I hope that with the next crisis, we are better prepared with our coalitions in place and ready to go.

On the issue of sustainability, I find it ironic that during a period when business and travel was paused, the impact of climate change was made known. There is no doubt of its impact. This issue requires an industry-wide plan. I’m happy that EIC has been in the forefront with its sustainability initiative.

Social justice, regardless of country, race, ethnicity, culture or how one identifies is a human right. I truly believe that the business events industry can make a difference. We can be powerful if we come together and speak with one voice.

About Cathy

Cathy Breden, CAE, CMP, CEM, Executive Vice President & COO activates and owns the delivery of the operational plan in accordance with the Board-approved strategic plan, annual business plan, budget, and enterprise culture, providing executive leadership and execution of IAEE’s operations. She oversees marketing and communications, membership, education, exhibitions and events, and administration of the association.

In addition, she currently serves as CEO of the Center for Exhibition Industry Research (CEIR) whose primary purpose is to promote the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering research-based knowledge tools.

Breden is a frequent presenter on the areas of exhibition industry trends and the power of exhibitions in face-to-face marketing. She began her association management career in 1984 and has served as a member of several boards of directors, as key staff contact, chief staff executive, volunteer leader and consultant. She is the current Vice Chair of the Events Industry Council’s Board of Directors and also serves as a director on the Tourism Diversity Matters Board of Directors. Breden earned the Certified Meeting Professional (CMP) designation in 1990, and earned the Certified Association Executive (CAE) designation in 1995. She was bestowed the Certified in Exhibition Management (CEM) designation in 2019. Breden graduated from Florida State University with a Business Administration degree with an emphasis in Association Management.

Breden is an active member of the American Society of Association Executives (ASAE) and the Texas Society of Association Executives (TSAE) and she currently serves as Vice Chair on the board of the Events Industry Council. Breden is an editor to The Art of the Show, An Introduction to the Study of Exhibition Management, 5th Edition.

About IAEE

IAEE is the largest association of the exhibitions and events industry in the world, with a membership of show organizers, exhibitors and exhibition suppliers. Organizers of more than 20,000 exhibitions and buyer-seller events around the world are members of IAEE, and the organization advocates and promotes the awareness of face-to-face exhibitions and events as the primary medium for business development and growth. IAEE provides relevant, timely, and innovative education to its members and the industry.

About CEIR

The Center for Exhibition Industry Research (CEIR) serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering research-based knowledge tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position.