Idea File: How IMEX Puts Innovative Education in the Exhibit Hall

The 10th anniversary edition of IMEX in Frankfurt, the worldwide exhibition for the meetings, events and incentive travel industry, closed in late May after one of the strongest weeks in its 10 year history.

In his closing remarks, IMEX Group Chairman, Ray Bloom, announced a 21% rise in the number of individual buyer appointments with exhibitors during the show. In total over 64,000 appointments took place between buyers and exhibitors over the three-day trade show. Bloom also confirmed that just under 4,000 hosted buyers attended the show from an overall total of nearly 9,000 visitors from around the world (and around 3500 companies exhibited at the show).

Central to its delivery of a large-scale, free of charge professional education program in Frankfurt was the IMEX-CIC Inspiration Centre, sponsored by Poland. The Convention Industry Council has worked closely with IMEX on a number of projects since the show’s inception but the development of the Inspiration Centre for 2012 was a particularly strong element and one that attracted a great deal of attention and traffic.

The concept combined a three-day programme of short seminars plus 30-45-minute campfires, which are small, informal group discussions facilitated by an expert, and six presentations by ‘industry innovators’. None of the sessions required booking and they covered a wide range of topics from social media, PR, green meetings, meetings performance planning, meeting design, trends research, sporting events and lobbying for political support to interview and resume writing techniques and wellbeing guidance. Sessions were also designed to appeal to planners, buyers and other professionals, with a special series of 15 minute ‘Lightning Learning Labs’ specifically aimed at the needs of exhibitors.

Feedback from various participants included this from Julie Peden, Director, Meetings and Events, MCI Toronto, Canada: "The ‘campfire’ concept is excellent with the small group format ensuring that everyone engages properly to get best value from the discussion."

Presentation Area in IMEX Inspiration Centre

CIC’s partnership with IMEX will continue with IMEX America, October 09 – 11, when the show’s LearningCurve Zone will again be sponsored by CIC and a similar range of educational events will take place during the Las Vegas show. However, in a move away from the Frankfurt model, IMEX America also offers attendees a whole day dedicated exclusively to professional education, and this happens the day before the exhibition opens – known as "Smart Monday" on October 8. The day’s education programme is open to all meetings industry professionals free of charge and incorporates seminars and presentations by many of CIC’s leading industry association members including MPI, Site, ASAE, PCMA, ISES and ICCA.

Says Carina Bauer, CEO of the IMEX Group: "IMEX America’s debut was a strong one last year and our aim for 2012 is to reach out to even more planners both here in the US and across the world to attend and meet the more than 2,000 exhibitors who are taking part. With our unique combination of co-located events, networking, business and education, the show offers a great deal of value and our feedback testifies to that. As many observed at the time, IMEX America succeeded in delivering a truly international marketplace on US soil and we fully intend to do the same again this October."

Inspiration Centre - Design Takeaways

Short drop-in workshops on the Inspiration Center on the show floor. Make content convenient to the attendee's next business appointment. Campfires - Informal, small groups facilitated by an expert. Typical topics include social media, cross-cultural tricks and tips, green meetings and events, food and beverage, PR. Work with facilitators to design them as extended question and answer sessions - in bite-sized pieces Lightning learning labs - High-speed education sessions with skills and advice for booth staff. Topics include marketing hints and tips, sales, booth design, influential behaviors, using social media to 'punch above your weight', sales conversion and more. Build some content relevant to exhibitors that can increase their effectiveness Experience it first-hand at IMEX America, October 09 – 11, Las Vegas, NV