{"id":14492,"date":"2024-05-23T09:07:45","date_gmt":"2024-05-23T15:07:45","guid":{"rendered":"https:\/\/www.topspot.com\/blog\/?p=14492"},"modified":"2024-06-18T13:07:24","modified_gmt":"2024-06-18T19:07:24","slug":"getting-the-most-from-industry-associations-and-events","status":"publish","type":"post","link":"https:\/\/www.topspotims.com\/blog\/2024\/05\/getting-the-most-from-industry-associations-and-events\/","title":{"rendered":"Getting the Most from Industry Associations and Events"},"content":{"rendered":"\n

An Interview with Anne Goyer, President at Goyer Management International\u00a0\u00a0<\/strong>\u00a0<\/p><\/blockquote><\/figure>\n\n\n\n

Tradeshows and Industry Events<\/strong>\u00a0<\/h2>\n\n\n\n

There are thousands of tradeshows every year, and in 2022\u202fin\u202fthe <\/a>U.S., the\u202fB2B tradeshow market value w<\/a>as over $10 billion and\u202fis expected\u202fto rise to over $14 billion by 2027. Businesses can spend thousands on these events to gain new customers, but the organizations behind events also offer networking, education, business development, market insights, and professional\u202fdevelopment in a variety of formats.  <\/p>\n\n\n\n

Being a member of an industry association brings professionals these benefits year-round both in-person and via online resources.\u202fThat’s where Anne Goyer and her company\u202fGoyer\u202fManagement International\u202f<\/a>come\u202fin. Her team specializes in manufacturing trade associations and industry event management. We spoke to Mrs. Goyer about how industrial associations operate, their benefits beyond events and tradeshows, and how to get the most from\u202fboth\u202fassociation membership and event attendance.\u00a0<\/p>\n\n\n\n

Meet Anne Goyer<\/strong>\u00a0<\/h2>\n\n\n\n

Goyer studied journalism and worked for weekly newspapers after college. Goyer’s incredible tenure in industrial association and event management started when she went to work for an industrial magazine that focused on the finishing industry. Within the first week, the door to industry events opened when her boss flung a folder on her desk. She would be managing a new event, which forged a new career path and passion for the industry.\u202f <\/p>\n\n\n\n

Meeting with key players in the industry from major companies like PPG and Sherwin Williams, she learned about the finishing space\u202fand\u202flater became involved with the\u202fChemical Coaters Association<\/a> International\u202f(CCAI) as a board member and later became their executive director in 1988, still serving in that role today.\u202f <\/p>\n\n\n\n

CCAI supports industrial finishing from corporate members (suppliers to the industry) and members who apply coatings to products (primarily metal). Through this involvement and experience, she started her\u202fassociation and event management company in 1990, finding a needed niche in the event marketing space. CCAI was their first client\u202fto sign on for association management services.\u202f\u00a0<\/p>\n\n\n\n

\u201cAssociations play a critical role in relaying information, providing training, and leading our next generation in manufacturing jobs. We need this to stay competitive as a country.\u201d\u00a0<\/p><\/blockquote><\/figure>\n\n\n\n

She helped launch and continues to manage events for the\u202fPowder Coating Institute\u202f<\/a>(PCI) and now provides their association management services. Her company also manages The Industrial Heating Equipment Association<\/a>\u202f(IHEA) and its events. Along with CCAI, all three associations\u202fare linked\u202fdue to the curing or heat process, with many members involved in one or more of these associations.\u202f <\/p>\n\n\n\n

In 2010, Goyer went to FABTECH and asked the event organizers, \u201cWhat about finishing?\u201d Since then, her team has managed the event\u2019s CCAI FINISHING Pavilion<\/a> and FAB to Finish project, where they partner with a business that designs and cuts a part that participants can finish on the show floor.\u202f\u00a0<\/p>\n\n\n\n

Managing Industrial Associations that Make a Difference<\/strong>\u00a0<\/h2>\n\n\n\n

When managing associations, Goyer\u2019s common goal for members is education, and this comes in many forms. These organizations have tenured experts from\u202fa range of\u202fspecialties who offer industry knowledge and share\u202fimportant\u202finformation to help members and their companies learn and improve their manufacturing processes, facilities, and careers. Whether supplier-based or customer-based, the goal is to stay on top of the industry, its evolving technologies, and outside factors like the economy to keep members successful.\u202fShe shares the\u202f\u201cmembers as customers\u201d\u202fmentality with\u202fPMA President David Klotz<\/a>. <\/p>\n\n\n\n

The challenge to trade or industrial associations like these is member involvement, especially at the smaller meetings and events. Goyer manages\u202fa variety of\u202feducational events and trainings like technology and safety\u202fseminars. They also host regular meetups to encourage networking, and\u202fher group looks for new ways to generate participation beyond the\u202fbig\u202fevents.\u202fBy covering various relevant topics, members have multiple outlets for participation and knowledge share. <\/p>\n\n\n\n

Goyer notes that people\u202fshouldn\u2019t\u202fjoin\u202fjust\u202fto add the organization to their resume or\u202fLinkedIn\u202fbut to make a difference in the industry. Membership is an investment in the\u202findustry\u2019s\u202ffuture and its companies. Her organizations are involved with Nuts, Bolts, and Thingamajigs Summer Camps for students,<\/a> and looks to spread the benefits of a\u202fcareer in the trades. They also support women in the industry, helping foster them in leadership roles with events like Women in Finishing<\/a>.\u00a0\u00a0<\/p>\n\n\n\n

Managing Industrial Events that Make a Difference<\/strong>\u00a0<\/h2>\n\n\n\n

Goyer is excited about a new initiative with IHEA, the\u202fIndustrial Heating Decarbonization SUMMIT<\/a>.\u202fThis\u202fis an example of event management aimed at making a difference. Everyone involved in manufacturing is aware of sustainability and decarbonization efforts throughout the industry, however, there are many questions and uncertainties. This event\u202fis designed\u202fto walk upper management through what they can do now to reduce emissions, presenting all the options to make the best decisions for their processes.\u202f <\/p>\n\n\n\n

It\u2019s\u202faddressing issues like these that keep companies large and small competitive.\u202fIt’s\u202falso about good news, something we often miss when looking at the industry at a higher level or from national media outlets. Things like emissions have been improving in the industry, and the more we spread what works, the better.\u202f <\/p>\n\n\n\n

The typical process for preparing one of these events depends on the size of the event.\u202fGoyer’s\u202fteam typically starts working on events six months to a year out, pending the\u202fevent’s\u202fsize.\u202fHer team creates production and promotion schedules, develops programming, and creates promotional materials. Good planning is\u202fkey.\u202fHer team measures the success of events via attendee\u202fand exhibitor evaluations.\u202f\u202f\u00a0<\/p>\n\n\n\n

“We keep our list of improvements from every event, and\u202fwe\u202ftake attendee comments seriously to ensure we improve and implement them in the future.\u202f Of course, we\u202fdon\u2019t\u202fwant events to lose money, either. So, showing a profit helps, too”.\u00a0<\/p><\/blockquote><\/figure>\n\n\n\n

Goyer is\u202fvery\u202faware of inflation, seeing costs rise when working with hotels and facilities.\u202fThis\u202falso comes into play for attendees as\u202fbudgets for\u202ftravel and event attendance become tighter.\u202fHer team\u202flooks to ensure\u202fmoney goes back into the association and future events.\u00a0<\/p>\n\n\n\n

Getting the Most Out of These Opportunities<\/strong>\u00a0<\/h2>\n\n\n\n

Event promotion has changed drastically over the 43 years Goyer has been putting on events. Before, promotions were mass mailings of postcards and brochures, but today\u202fnearly\u202fall promotions are through digital channels (email, website, and social media). They utilize their member databases to distribute the details and much of\u202fthis is available to attendees and exhibitors to promote their presence at the event. <\/p>\n\n\n\n

Goyer suggests promoting your\u202fbusiness’\u202fevent presence just as her team promotes the event itself, utilizing your customer database and the materials her team provides. She recommends rallying your team to get involved in the details and offer help to any team member participating.\u202f\u00a0<\/p>\n\n\n\n

\u201cIndividuals and their companies need to thoroughly review what each event\u202fis offering\u202fand determine if\u202fthat\u2019s\u202fsomething of value that will help their company.\u202fWe do our best to put out programs that deliver a strong return on company investments.\u201d\u00a0<\/p><\/blockquote><\/figure>\n\n\n\n

She notes\u202fagain\u202fthat\u202fgood planning is\u202fkey: <\/p>\n\n\n\n

    \n
  • Decide early what you plan to\u202fshow,\u202fwhat staff needs to know about the products and services displayed, and save money by booking hotels early.\u202f <\/li>\n\n\n\n
  • Be sure you understand your display needs\u202flike\u202felectricity\u202fand\u202fcarefully plan how to ship equipment to display\u2014technologies are a big draw for attendees. <\/li>\n\n\n\n
  • Most importantly, have a serious training session with staff before arriving and then again in the booth before the show opens. <\/li>\n<\/ul>\n\n\n\n

    Goyer strongly believes the more people you can connect with to grow your business network, the more successful you will be.\u202fSo, consider investing not only membership dues but also your time into those smaller industry events. You\u2019ll be investing in the industry and making an impact by sharing your knowledge, gaining knowledge, and addressing industry challenges while promoting yourself and your business. <\/p>\n","protected":false},"excerpt":{"rendered":"We spoke to Anne Goyer, President at Goyer Management International, about how industrial associations operate, their benefits beyond events and trade shows, and how to get the most from\u202fboth\u202fassociation membership and event attendance. 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