By Mary Tucker | Senior Communications and Content Manager | IAEE
As the business events industry continues its post-pandemic recovery, midsize B2B exhibitions are finding their sweet spot for meaningful industry engagement. According to Center for Exhibition Industry Research’s (CEIR) Performance Benchmark Playbook for Midsize Shows, these shows – typically hosting 1,500 to 10,000 attendees and 100 to 499 exhibitors – are not only recovering but thriving, with 79% reporting positive net profits averaging 38%.
The Intermodal Association of North America’s (IANA) annual Intermodal Expo in Long Beach, California embodies this midsize success story. Drawing 2,000 intermodal professionals from across the supply chain that includes railroads, motor carriers, ocean carriers, 3PLs, ports, tech suppliers and manufacturers, the event represents the kind of focused, industry-specific gathering that CEIR research shows is driving strong outcomes in today’s market.
Four key insights from the CEIR study illuminate why events like Intermodal Expo are positioned for continued success:
Digital Integration Drives Performance
The study reveals that 98% of successful midsize events integrate comprehensive digital tools such as mobile apps, QR codes and exhibitor support platforms. Application of technologies such as these strongly correlate with higher profit margins and enhanced participant satisfaction.
Strategic Location Choices Matter
While 66% of midsize events rotate locations to energize attendance, success depends heavily on aligning venue selection with attendee accessibility and industry needs. The study shows that poor location choices tie into weaker performance across multiple metrics.
Tracking Metrics Equals Better Outcomes
Events that consistently measure key performance indicators – particularly Net Promoter Scores (NPS) and retention rates – significantly outperform their peers. Yet only 25% of midsize exhibition organizers currently track exhibitor NPS, thereby missing a critical opportunity for strategic improvement.
Exhibitor-Centric Revenue Strategy
With exhibit sales contributing 55.5% of gross revenue for midsize shows, success hinges on delivering clear exhibitor value. The most profitable events focus on robust exhibitor support services, including marketing assistance, lead retrieval and comprehensive floor management.
To explore how these industry trends play out in practice, we sat down with Robin Troy, CEM, PCA, IANA’s Director of Events and Partnerships, to discuss how Intermodal Expo navigates the latest trends affecting midsize B2B exhibitions while serving the specialized needs of the intermodal freight transportation industry.
CEIR’s latest findings show that today’s most successful events are embracing cutting-edge tech. How has Intermodal Expo evolved its digital offerings in recent years, and what specific technologies have proven most valuable for your exhibitors and attendees?
Robin: The Intermodal EXPO attendees span many generations from Baby Boomers to Zoomers, so it is important to provide a wide range of technology to meet the needs of such a diverse audience. For this year’s Intermodal EXPO (15-17 September 2025) we are no longer providing attendee contact information in advance of the show, instead encouraging attendees to build out their My Show Planner in Map Your Show (MYS). They can network (with those who have opted to communicate), save sessions they are interested in, save exhibitors they’d like to see, and plan the networking events they want to take part in onsite.
We have also tried to do real-time session evaluations and session Q&A in the app, giving people the option to ask live questions or ask questions from their phones digitally.
The team implemented the MYS Sales Accelerator for exhibitors this year. We have had slow adoption for our event, but I think it is an opportunity for exhibitors to increase their ROI with matchmaking and lead building.
Intermodal Expo is held in Long Beach, which is clearly a strategic choice given its proximity to one of the nation’s busiest port complexes. What factors drive IANA’s location strategy, and how do you measure the impact of venue selection on attendee and exhibitor satisfaction?
Robin: Our event has been held in Long Beach since 2017, and the event is scheduled to be there through 2031. The Port of Long Beach is one of the busiest ports in the U.S., which makes it a natural hub for intermodal logistics. We have been able to use the Port for tours in conjunction with our event, and we are fortunate that the Port of Long Beach has been a gracious sponsor of the event as well.
Because of Long Beach’s appeal to the industry, there are other supply chain events hosted there annually, so attendees can get fatigued with the same city. As event strategists, it is our job to make sure our events are fresh, so even if you are in the same city it is not the same experience.
We did an RFP in recent years, and as some other small to mid-size shows may have experienced, we are too large for smaller venues, and we are not large enough to be an appealing piece of business to some cities. As an organization, we will continue to poll stakeholders to ensure the venue is appealing.
To help alleviate some attendees’ desire to explore new locations, we have moved our smaller event around the country to increase location engagement with members who cannot make it to Long Beach each year.
Does IANA track NPS or similar satisfaction metrics for Intermodal Expo, and if so, how do you use this data to drive improvements? If not, what other feedback mechanisms help you gauge event success?
Robin: Yes, we do track NPS through post-event surveys to exhibitors and attendees, however, we have struggled with getting the majority attendees and exhibitors to respond (about 15% of attendees and 25% of exhibitors.) As a team, we take a serious look at the scores and long format responses to see how we can improve year after year.
We are using standard KPIs like revenue, number of attendees, etc. but we have also looked at social media to gauge event success: What are people saying about the event online? Are they excited before, during and after the event? We want to keep the buzz going so they are excited about coming back the following year.
The study also shows that top-performing events provide comprehensive exhibitor support. What specific services does IANA offer to ensure exhibitor ROI at Intermodal Expo, and how do you help first-time exhibitors maximize their investment?
Robin: It is important for exhibitors to feel like they are getting superior customer service and that they are not just another number.
Our team added educational webinars covering exhibiting best practices and reviewing move-in and the exhibitor service kit. We worked with Jefferson Davis on an Exhibitor Success and ROI Center, and we worked with our marketing agency CSG Creative to develop resources to share like social graphics and email footers as well as introducing Snöball referral marketing (linking to social media.)
This year we started our EXPO Advisory Group so we can meet with exhibitors and sponsors in a casual environment to have candid conversations about what is working and what is not. We have made immediate changes from those conversations.
One thing I would like to add in 2026 is a dedicated webinar for first time exhibitors. I want to make sure they have a great event and are getting the ROI they are looking for so that they remain loyal to us.
CEIR research shows that 37% of events in 2024 surpassed pre-pandemic levels, with strong momentum building for 2025. However, organizers also cite concerns about inflation, travel costs and economic uncertainty. How has Intermodal Expo’s attendance and exhibitor participation evolved since the pandemic, and what trends are you seeing in your industry that might impact future event performance?
Robin: IANA was very fortunate that EXPO was able to meet pre-pandemic numbers by 2022, we exceeded pre-pandemic registration numbers in 2023, and we have been maintaining that so far.
This year, however, brings a lot more uncertainty as companies are more mindful of their budgets. Tariffs are a major factor, especially for our international exhibitors bringing in large pieces of equipment. We did have a few equipment suppliers unable to display their equipment due to the costs. With these challenges comes opportunities. These hot supply chain topics are exactly what our attendees are facing in their daily lives, and we are covering it all at EXPO.
I know a big challenge for us all is that attendees are waiting longer and longer to register and the old 6-8 week out rules no longer apply. We have seen our biggest surge in registration 2 weeks out of our event. (NOTE: At the time this article was written, we are 1 week out from Intermodal EXPO 2025 on 15-17 September.)
Given the specialized nature of your industry, how does IANA balance attracting new professionals to the field while maintaining strong participation from established industry leaders? What strategies have been most effective for expanding your audience while preserving the event’s core value proposition?
Robin: As mentioned, our event brings together a dynamic mix of professionals, from college students just beginning their journey to seasoned CEOs shaping the future of intermodal transportation. As an organization, we are deeply committed to nurturing the next generation of intermodal leaders.
We’re proud to partner with the Academy of Global Logistics at Cabrillo High School, creating meaningful pathways for local students to explore careers in logistics and supply chain management. At the collegiate level, we host an Academic Challenge, where 12 of our scholarship schools will compete in a mock industry scenario. The winning team will be announced during our opening general session.
To support emerging professionals already in the field, IANA has launched the Future Leaders in Intermodal Program (FLIP), designed for individuals with 2–5 years of industry experience. Our inaugural cohort will be recognized during the closing general session.
Ultimately, the intermodal industry thrives on relationships and collaboration. It’s essential for young professionals to begin building their networks early, and EXPO provides the ideal environment to do just that.
Cultivating future supply chain leaders is not only central to our mission – it’s vital to the industry’s continued success. Our vision is that students who participate in the Academic Challenge will one day join FLIP, and eventually serve on our Board, mentoring the next wave of intermodal innovators.
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- Independent B2B Exhibitions
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