The International Association of Exhibitions and Events (IAEE) will debut its first exhibitor education course, Exhibitor Strategies and Tactics, as part of its CEM Learning Program, which has traditionally focused on the needs of the trade show organizer. The new course, which will be taught by Richard Erschik and held virtually on March 28 and June 22, is specifically suited for trade show exhibitors, as well as for exhibition organizers. Erschik, who has more than 50 years of trade show industry experience, has been a featured speaker and presenter at the EXHIBITOR Show for 18 years.

“For more than two decades, my company provided the unique service of sales lead response management that I now teach exhibitors as a process that they can implement themselves,” Erschik said. “I’m excited to be working with IAEE as an exclusive partner.”

Exhibitor Strategies and Tactics is geared toward new and experienced exhibit managers interested in learning the dos and don’ts of cost-effective pre-, during and post-show exhibiting. The active learning experience will provide step-by-step implementation details on lead follow-up after a trade show to increase sales and earn a positive Return on Investment (ROI) from exhibiting.

Why is IAEE expanding its CEM content for exhibitors? 

“The Exhibitor Strategies and Tactics course certainly has the exhibitor in mind, however, our overall goal for the CEM Learning Program is to provide holistic education,” said IAEE Senior Vice President of Events and Learning Experiences Marsha Flanagan. “Exhibitors are a part of the exhibition ecosystem, and we want to acknowledge their contributions to it.”

She continued, “To be a successful show organizer (or supplier), one should be aware of all facets of their ecosystem, including their exhibitor members and what defines their success. We are not considering a certification program for exhibitors as there already is the CTSM, but the information contained within this new Exhibitor Strategies and Tactics CEM course is valuable to all industry professionals.”

Flanagan added that as the industry resets itself from the pandemic, IAEE is looking at industry focus points in a new light.

“Now is the perfect time to improve how we run our shows and evolving our understanding of exhibitors, and what they want from a show, is an integral way to do that,” she said. “IAEE continually evaluates our offerings and when we see an area that increases the well-rounded, comprehensive nature of the CEM Learning Program we address it accordingly.”

Click here for the complete 2023 CEM calendar of events.

“We have known of Richard’s passion to help exhibitors prove the value of trade shows for years,” said IAEE senior CEM program manager Jennifer Potter. “We look forward to our partnership with him.”