An Interview with John Zeltin, CME, CMP on RDC 2011 and his Two RDC Sessions
Sancen: John, I haven't had a chance to talk to you since I interviewed you for ABOUTFACE several months ago and I am looking forward to your sessions at RDC. While our readers can link to your member profile in the heading of this article, it might be helpful if you would discuss some of your responsibilities at American Express that may have prompted your selection to be a faculty member.
Zeltin: I have been with American Express for over 20 years and have been involved with Event Marketing activities for most of my career. In my present role on the Innovative Payments Team, I oversee trade shows, sponsorships, and events. Prior to American Express, I led a team of twelve conference planners at a major financial services company with responsibility for over 100 corporate conferences, sales meetings, and incentive trips.
Sancen: What are your expectations and thoughts on the upcoming Red Diamond Congress?
Zeltin: I am really looking forward to the conference. The program and general session speakers look to be top notch. I expect to pick up some new ideas that will help me back on the job and meet some new folks to help expand my industry network.
I am especially excited about the program this year and the interactive format. This offers the opportunity to learn from one another which is clearly the best way.
Sancen: Speaking of sessions, you are facilitating two. Can you tell me what they are and some of your initial thoughts on these sessions?
Zeltin: First of all, I was flattered when Margit asked me to lead these two sessions and I am excited about both. One is Global Exhibiting: Expanding to Other Markets and the other is Selecting a Vendor: Finding the Right Partner. Let’s take them in order:
- Global Exhibiting: Expanding to Other Markets. The focus for most of my career has been US. Then I found myself with international shows added to my job and sponsorships as well. Many of us could find ourselves in this situation as companies look to expand their business opportunities outside the US. Although many of the fundamentals are the same, there are some major differences, when you become involved with trade shows and events outside of the US. They vary according to the part of the world you are involved with. There is a long list of challenges. Among these are selecting the right shows, working with local teams who might have little experience in working trade shows, time differences for conference calls, increased costs, cultural differences, and of course finding the right suppliers. You will probably find that the suppliers you work with in the US are not the same ones you need to work with outside the US.
- Selecting a Vendor: Finding the Right Partner. I am really looking forward to this session. We live and die on the level of support and effectiveness of our suppliers. These suppliers include but are not limited to exhibit companies, premium suppliers, convention center service providers, A/V companies, shippers, destination management companies, hotels, and so on. Our bosses hold us accountable for results and are not interested in who is providing the services. For some of these suppliers, the relationship is ongoing and that is where a partnership comes in. A more recent variable is the increasing role of procurement in making decisions on supplier.
Sancen: By the way, belated congratulations on achieving both your CME and CMP designations last year. Combined with your incredible travel and work schedule, you have more energy than the Energizer rabbit. Any final thoughts on RDC 2011?
Zeltin: Thanks Jose. I look at this congress as a terrific opportunity to learn, keep up-to-date on the latest trends in the industry, and do some serious networking. I am really looking forward to it plus all those wonderful attractions that Orlando has to offer.
Sancen: I really enjoyed your restaurant review of Kuleto's in San Francisco a few months ago and vowed to go there on my next trip to San Francisco. I can imagine how busy you will be in Orlando, but I hope you will have a chance to visit one of the local restaurants and write another review.
Zeltin: Of course, Jose. There are quite a number of fine dining options in Orlando and I intend to try several. Bon Appétit!
About the Author
Jose Sancen is Director, Member Programs
Trades Show Exhibitors Association