By Mary Tucker | Senior Communications and Content Manager | IAEE
Savvy exhibition organizers fully understand that the difference between forgettable functions and industry-defining experiences comes down to one critical factor: meaningful engagement. Attendees demand personalized experiences that deliver clear value, while sponsors require measurable returns on their investments.
IAEE’s webinar on 21 May, Maximizing Engagement: Marketing Strategies That Drive Attendee and Sponsor ROI, will explore sophisticated strategies that successful show organizers employ to create engagement touchpoints throughout the entire event lifecycle – from initial marketing outreach to post-event relationship nurturing.
As the current Head of U.S. Sales for EventsAir, presenter Ross Sawai leads an organization that provides comprehensive event management software and services designed to streamline the complexities of modern exhibitions. His 20+ years in the industry span executive leadership roles in sales, marketing and operations across globally recognized firms.
What makes Ross’s perspective particularly valuable is his holistic understanding of the event ecosystem. Having worked on both the technology and service sides of the industry, he brings a rare combination of technical knowledge and practical experience. Originally from Hawaii but now based in Texas, Ross leads EventsAir’s expansion efforts in the U.S. market, giving him current insights into how organizers are addressing today’s challenges – from digital distraction to proving ROI.
Ross will moderate a panel of industry experts who will share actionable strategies for cutting through marketing noise, creating innovative sponsor activations and building engagement momentum that extends well beyond the event dates. The panelists are:
- Lauren Liles, CMP, DES | Senior Director, Event Operations and Experience | American Institute of Architects (AIA)
- Kathy Rasmussen, CMP | Vice President, Housing and Event Technology | Conference Direct
- Elaine Richardson, CMP | Vice President, Conferences and Events | National Black MBA Association
Whether you’re struggling with attendance numbers, sponsor retention or creating memorable brand experiences, Maximizing Engagement: Marketing Strategies That Drive Attendee and Sponsor ROI promises practical takeaways for events of all sizes.
Here, Ross provides insights into maintaining engagement momentum throughout the entire event lifecycle while addressing the growing demands of both attendees seeking personalized experiences and sponsors requiring concrete ROI.
You emphasize that engagement is built rather than simply ‘happening.’ What are the most common misconceptions organizers have about creating attendee engagement?
Ross: Simply setting aside time with coffee/general breaks won’t improve engagement perceptions. It is important to understand your attendee profile and day-to-day engagement tendencies to guide how you plan for maximum value.
With so many digital distractions competing for people’s attention, what audience acquisition strategies have you found most effective for cutting through the noise?
Ross: Organizers are testing new concepts such as specific networking areas throughout the event so attendees can proactively connect with others who seek similar interactions. Leveraging tools such as BrainDate to offer topics and real time collaboration has proven to be beneficial.
Sponsor ROI remains a constant challenge for exhibition organizers. Can you share some creative activation strategies that have successfully driven meaningful booth traffic?
Ross: Prominent giveaways and promotion pre- and onsite never fail to generate traffic. Airline miles, hotel points, and the latest personal technology buzz that appeal to a consumer mindset have been effective.
How has the approach to pre-event marketing evolved in recent years, and what tactics are working best to build momentum before an event even begins?
Ross: Last-minute registration trends continue which increases uncertainty for organizers to plan effectively. Organizers are testing avenues to reverse this such as packaging fees, hyping VIP speakers or events, and grass roots/digital marketing to extend reach.
Post-event engagement is often neglected. What systems have you seen work best for maintaining relationships and extending value after an event concludes?
Ross: Year-round solutions provide access for continuous content sharing although it is more about creating ongoing conversations that allow attendees to offer diverse perspectives.
With your vast experience across different companies, how have you seen event technology evolve to better support engagement strategies?
Ross: The biggest shift is the move from feature-rich point solutions to all-in-one consolidated data offerings. Organizers will give up enhanced features to ensure systems are easy to use, real time and data secure.
