For more information, please contact Sandy Eitel at 312.423.7271 or seitel@pcma.org.

New CEIR Report - Made Possible by PCMA Education Foundation - Shows How to Retain Key Exhibitors and Manage Relationships with Market Leaders
7/30/2007

CHICAGO, July 30, 2007 - Meetings professionals with exhibitions need to make a fundamental shift in thinking in order to preserve relationships with key exhibitors and market leaders and advance the exhibition industry into the next decade, according to a new report from the Center for Exhibition Industry Research (CEIR), which was funded by the Professional Convention Management Association (PCMA) Education Foundation.

"The PCMA Education Foundation continues to fund important research for the benefit of our members and the industry as a whole," said PCMA Education Foundation Chair Gerhard E. Seibert, CHA, of the Hilton Hawaiian Village Beach Resort & Spa. "We think this report has great merit for any meeting professional with exhibitions, and we thank CEIR for their excellent work on behalf of the industry."

Whereas the traditional exhibition model has operated on a notion of a level playing field, the report demonstrates how larger exhibitors are now seeking more control over their trade show involvement. Unless properly managed, the results can be significant, and in some cases, disastrous.

"No matter where you hold your show, what industry you're in, or how small or large your event is, this report shows that everyone is seeing bigger exhibitors looking for more influence," said Doug Ducate, CEIR President & CEO. "Our goal was to show how some exhibition organizers have dealt with this - both successfully and unsuccessfully - and provide a roadmap for addressing the issue."

The report examines the role of key exhibitors, analyzes why market leaders are being lured away from exhibiting, and illustrates the impact when one or more key exhibitors terminate involvement. It includes four case studies and a series of best practices for managing key exhibitor relationships, including:

• Allowing market leaders to invest in a trade show without exhibiting
• Collaborating with exhibitors on corporate exhibitions
• Building ongoing relationships instead of annual "selling" of a trade show
• Utilizing ROI Aligning goals of exhibitors with goals of exhibition organizers

"Without the grant from the PCMA Education Foundation, this report wouldn't have been produced," said Ducate. "This is a great example of how a foundation can use its hard-earned money for a tangible, valuable result. The partnership really works."

Reports will be mailed to PCMA members with an exhibition focus. Other PCMA members or non-members may obtain a complete copy of the report by visiting www.pcma.org in the "Resources" section under "Studies and Whitepapers." There is no cost for PCMA members and a cost of $160 for non-members. Interested parties may also contact the PCMA membership department at membership@pcma.org or 1-877-827-7262.

In addition, CEIR members may obtain a report from CEIR at no charge. Non-members may request a report at a cost of $160.

The PCMA Education Foundation identifies opportunities to improve PCMA members and the industry-at-large, raises funds, awards scholarships, and provides grants for innovative programs focused on industry issues, professional development and community well-being.

"This report from CEIR is just one of many examples of how money raised over the last several years is being used for the benefit of our members and the industry as a whole," said Deborah Sexton, PCMA President and CEO.

Recent PCMA Education Foundation-funded initiatives include:

• Research and development of the 5th edition of textbook Professional Meeting Management® or PMM5
• The launch of PCMA's stand-alone Masters Series
• A study on destination selection from the Rosen College of Hospitality Management at the University of Central Florida
• White papers on crisis management and international travel

In addition, the PCMA Education Foundation grants 20 scholarships annually to undergraduate and graduate students.

Next up for the Foundation is another study from CEIR, this one on the development of a Return on Investment (ROI) Calculator so that the future of meetings and trade shows can be measured. That report is due out by the end of this year.

PCMA Education Foundation initiatives are made possible through four major fundraisers including the annual Dinner Celebrating Professional Achievement, a Silent Auction at that dinner, Party with a Purpose (held in conjunction with PCMA's Annual Meeting), and the PCMA Education Foundation Partnership Summit.

For more information about Foundation fundraising or projects, go to www.pcma.org/foundation or contact Susan Salem Euritt, PCMA Education Foundation Executive Director, at 312/423-7250 or seuritt@pcma.org.

The Professional Convention Management Association (PCMA) is the professional resource and premier educator for the meetings and convention industry. Founded in 1957, PCMA represents the interests of meeting management executives from associations, non-profit organizations, corporations, independent meeting planning companies, and multi-management firms who recognize the importance of meetings to their organization. PCMA empowers members with the tools they need to succeed as meeting professionals and to promote the value of the industry to their organizations and the general public. Headquartered in Chicago, PCMA has 16 chapters throughout the United States and Canada. For additional information, please visit the PCMA Web site at www.pcma.org.

The role of the PCMA Education Foundation is to support the mission of the PCMA through fundraising and grant giving focused on education and research that will benefit the meetings and conventions industry. Established in 1985, the Foundation supports educational programs to improve professionalism in the meetings industry and to provide a university-level meeting management curriculum. The Foundation funds educational programs for meeting managers, hotels, convention and visitors bureaus, and other members of the meetings industry. It also conducts ongoing research of industry issues and concerns. The Foundation continually funds new programs to encourage the highest levels of professionalism in the meetings industry.