INAUGURAL TSEA RED DIAMOND CONGRESS
WHITE PAPER
Collaborative awareness of key issues, potential solutions and a roadmap forward for the exhibition industry
Members of the Trade Show Exhibitors Association (TSEA), comprising the world’s exhibit marketing leaders, along with exhibit builders, agencies, show producers and other vested suppliers are openly collaborating at levels never before seen. Results of such collaboration are expected to create new efficiencies that will ultimately serve and benefit the exhibit and event marketing ecosystem as a whole.
With that goal in mind, TSEA convened its inaugural Red Diamond Congress event, a three-day leadership summit held in Orlando, FL, April 25-27, 2010. The event brought together many industry leaders to directly address such key issues as third-party audits and housing and labor practices. Results included significant understanding and collaborative insight into the issues, potential solutions and a roadmap forward.
The full white paper was produced in association with George P. Johnson. The following are examples of the key findings and recommendations:
- 95% of attendees believe that certified, independent, third-party attendance and demographic data would help validate continued investment in a show.
- Housing bureaus should adopt a customer service orientation when dealing with corporate marketers, in recognition of their status as true value generators. The needs of exhibitors and their companies should be considered at all times.
- More efficient and effective labor management can free up allocated budget and resources. These, in turn, can be invested into additional activities and promotions that can (1) improve the performance and increase the overall value of corporate exhibit programs and (2) enhance profit for show producers.
The end of the Red Diamond Congress signaled a call for exhibit and event professionals to come together as a single group. The next steps are:
- To get involved and join TSEA to become part of the single group.
- Continue the conversation with your fellow exhibitors and bring them into the group.
- Continue the conversation with your show producer, general contractor and other exhibition industry partners.
TSEA expressly wishes to thank all Red Diamond Congress attendees as well as the following supporters for helping to make the event possible: Orlando Convention & Visitors Bureau, Orange County Convention Center, Czarnowski, George P. Johnson, Universal Studios, Walt Disney World Resort; BPA Worldwide, Skyline Exhibits, Centerplate, Fantail Consulting & Technologies, Exhibit Surveys, LMG; SmartCity; Pictura Graphics, Momentum Communications, FedEx Graphics, Contact Keeper, and MMI.
If you would like the white paper from the TSEA Red Diamond Congress sent directly to a stakeholder in the exhibition industry, want to become involved or have comments for the TSEA Advocacy Committee, please email advocacy@tsea.org or call + 1 312 842-8732
