Some time ago, I wrote about how we, the tradeshow industry, suck at marketing ourselves. Well, I’m happy to report that next week at Expo! Expo! IAEE is announcing the name and details of a new 3-year PR campaign during the Opening Session.

I recently spoke with IAEE Chair Vinnie Polito and the point person for the campaign, Kimberly Hardcastle-Geddes, Marketing Design Group, about this new program and how it differs from old initiatives that fell flat (remember Facetime Matters?). We discussed how there really is no collective voice for the U.S. industry, and with the shifts in today’s media landscape (social media, webinars, virtual shows), highlighting face-to-face is critical.

Fact: There are way more companies in your industry sector not exhibiting than the ones that are. Same with attendees.

I asked about who the target audience is—as preaching to the choir is something our industry has been doing since the beginning of time and part of the reason why we’re a (mostly) unknown multi-billion dollar industry. Kimberly said that they will be pitching stories to relevant media outlets (not just industry trades), and highlight the value of attending to visitors and the general public. CEIR will also be helping with research.

This new campaign differs from previous ones in several ways:

1. It’s not a one-year effort—it’s 3 years. Even the ad-hoc committee has agreed to stay a minimum of the first 2 years to maintain continuity. As a side note, Vinnie will be joining the committee once his term ends as Chair of the association.

2. There is substantial industry financial support.

3. A real, well established public relations company has been hired to coordinate and produce the campaign.

4. There is a methodology in place for collecting information and good stories (i.e., the positive economic impact exhibitions bring to cities) as well as a plan to promote the unique value of exhibitions and events.

5. They will have measurable metrics in place to monitor and tweak the campaign as needed.

By hitting key decision makers in multiple channels multiple times with a clear, focused message (and counter-attack the $16 muffin stories), I think there’s a good chance to convert the non-believers. I sincerely wish IAEE the best of luck with this campaign.

Stephanie Selesnick, CEM is President of International Trade Information, Inc., a Los Angeles, CA-based boutique international exhibition management and conference company founded in 1972. ITI has always had an international focus—whether launching shows in other countries or bringing foreign exhibitors and visitors into U.S.-based exhibitions  and events. Reach her at stephanie@intltradeinfo.com and follow her on Twitter @StephSelesnick.