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Visit the TSE Women’s Observation Group at the Expo! Expo! 2024

LOS ANGELES – At this year’s World’s Fair! Expo! , some of which trade show director (TSE) 2024 Women to Watch shared their insights into the events industry and some of the superpowers that have helped them rise to the top at the “Women to Watch: Emerging Leaders’ Perspectives on the Future of the Events Industry” educational conference.

TSE’s outstanding women are recognized for their professional achievements, industry influence and business acumen and celebrated at the annual TSE Gold 100 Awards & Summit.

TSE Vice President of Sponsorship and Engagement April Walsh moderates the discussion between Jacqueline Retzer Director of Event Management Jacqueline Retzer toy associationAshley Kempson, CMP, DES, Director of Meetings and Convention Operations National Automobile Dealers AssociationNatalie Santiago, Digital Project Manager take overand Amanda Ciccatelli, senior director of U.S. event marketing at HLTHlearn about their strategies for success, advice for young professionals, and more.

key skills

First, panelists shared traits they believe contributed to their success.

Santiago believes that adaptability is an asset for any event professional. “The world is constantly changing and so is our trade show industry, especially in the digital world,” Santiago said. “Whether it’s a platform change, a team change (or) a business direction, you just need to go with the flow.”

“Never underestimate the value of ease of collaboration,” explains Ciccatelli. “It’s underestimated and there are a lot of people in the world who are very difficult to work with, which makes it even more difficult.

“Being someone who doesn’t have to be a yes-man, but being flexible and able to adapt to different personalities and different ways of working can really help you go further in your career, and having empathy and really understanding where you stand in other people’s shoes What it’s like to work on the ground and the cross-department understanding really helps.”

Retzer adds that time management is also key. “No matter what your role, there’s a lot to do, so it’s important to understand how to first prioritize tasks and then manage your time effectively,” Reiser explains.

“Probably my biggest one is that I have a strong grasp of technology,” Kempson said. “That’s what has helped me the most in this industry…it puts you in a position above everyone else and we’re just moving towards a more technological society.”

When asked what super power they would choose if given a choice, Razer chose super speed, Kempson chose teleportation, Santiago chose cloning himself, and Siccatelli chose mind reading. While none of the group members possess these magical abilities (that we know of), their cutting-edge tactics are just as effective.

Innovation tools

“I like to subscribe to as many newsletters as possible,” Santiago said. “I have a ‘to be read’ file and when I have time I cram everything in. Social media really comes into play too, like quick videos to catch up on what’s going on… (And) hearing different perspectives from different people, whether it’s from our clients or other teams, different generations (and) different backgrounds, so we can accommodate and meet all the different needs across the industry.”

Kempson isn’t afraid to experiment, such as hosting educational sessions and building a beer garden at the NADA showroom, and sticks with new features for at least two years before evaluating whether they work. “We always try new things, try them out and then reevaluate,” Campson said.

Ciccatelli uses strategic brainstorming and A/B testing while scouting organizations across different industries to stay ahead of the curve, while Retzer visits other trade shows, leverages LinkedIn and works with partners.

Maintain effective partnerships

When selecting partners, Kempson considers her organization’s resources at a given time of year to determine whether her team is capable of completing the mission. Additionally, her team treats the show’s vendors as family and often relies on them closer to the show. However, the team frequently analyzes the show’s partnerships after each release to ensure they’re working with the best vendors possible.

Santiago added that it’s important to consider how potential partners will work with one’s own organization and fit the culture.

“Specifically, on the marketing side, we have media partners…which are very effective for marketing because it gets our brand and messaging into other social media sources, other emails and audiences that we need to, “Siccatelli said. “We think strategically… ‘Who do we need to work with to understand more about their daily inbox and information flow?'”

“We always look internally first,” Reiser explains. “As an association, we do a lot of RFPs. That’s what drives us. We have a very limited budget and before we sign on with any new companies, we have to present to the board the different partners we’re looking for. For RFPs, you Need to make sure all the boxes are checked and they meet the needs, but face-to-face meetings are important to check the vibe. We also call a lot of our referrals to hear about shows they’re already working with.”

related. Meet the women to watch in 2024

professional development

Hiring and retaining talent is an industry priority in 2024 and will likely be important next year as well.

Santiago said RX has an internship program, a business development team that visits the organization’s exhibitions and conferences, bringing employees at different levels together, including career quick-planning events. For one, early in her career, Santiago met her current supervisor and became interested in project management, which is what she currently does at RX.

“It was early in my career when I had no idea where I was going or what I was doing, and I met a lot of people who exposed me to a lot of different areas of business and the different options that were available,” Santiago said. “Just having projects that bring people together and connect the dots … is key.”

Ciccatelli added that HLTH also has an internship program, and Retzer explained that the Toy Fair has a student congress where students can visit the show for free and get inspired.

To retain employees, Kempson recommends providing them with support and rewarding them for their hard work.

“We are in the office four days a week, which is very challenging compared to other associations in the area, and we all have to work very hard to retain employees,” Kempson said. “It’s important for employees to know they are valued and have a place at the table. I am constantly advocating for my employees to receive promotions, raises and bonuses so their hard work doesn’t go unnoticed.

“We try to have as much fun as possible in the office…Every Thursday, we have ‘True Crime Thursdays,’ where we listen to podcasts and then get together and have lunch and talk about cold cases and what happened thing.” We think it happened. “

Ciccatelli agreed on the importance of fun and said her team uses a dedicated Slack channel to stay connected, even with hybrid schedules.

Advice to your younger self

When asked what they would say to their younger selves, the panelists offered the following advice:

Santiago: “I would say, be kind to yourself in the beginning. The industry is always changing, you always have to adapt, and there will be bumps in the road. Just give yourself a little grace, be kind to yourself, and be your best friend. Just keep continuing Learn and be open to everything new, accept everything and enjoy the journey.”

Retzer: “I would tell myself not to be as intimidated as I was when I first got into the industry. I was a young professional and it seemed like everyone was doing it all the time…What I learned was that everyone was so enthusiastic And be open to answering questions. I wish I could talk more so I could learn things faster and make more friends right from the start. Just push yourself to be as outgoing as possible.”

Campson: “I wish I could give myself a little more grace and allow myself to enjoy the moment more and not worry about ‘what’s going to happen next and what I need to do professionally.'” … .Enjoy where you are and really immerse yourself in it. “

Ciccatelli: “Don’t be afraid to use your voice… I probably feel impostor syndrome in a lot of ways and I think the key to overcoming that is finding the confidence to speak up in meetings, propose new ideas and connect with leadership Talking…can take you a long way.”

Find San Diego’s Complete Women’s Watch Q&A hereReitzer’s hereKempson’s here and Siccatelli’s here.

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