Major American Trade Show Organizer

IAEE has created new and exciting programming just for large show organizers, those who produce a show with 200,000 NSF or more. Each year, we strive to bring you new and exciting experiences, education and networking opportunities on and off the show floor. IAEE’s MATSO (Major American Trade Show Organizer) Council and Education Committee have identified education sessions recommended for the large trade organizers. These sessions are timely and represent common interests and challenges facing the MATSO community.

Monday, 2 December

Industry Leadership Dinner (Council Members ONLY)

6:30 PM - 9:00 PM (1830 - 2100)

Industry Leadership Dinner

Brought to you by

Orange County Convention Center

Tuesday, 3 December

CEIR Session & Luncheon

11:45 AM – 12:45 PM (1145 - 1245)

Each year during IAEE’s Expo! Expo!, the Center for Exhibition Industry Research (CEIR) produces a program supported by the Society of Independent Show Organizers (SISO). This program is intended for senior management of association and independent organizers, providing an opportunity to exchange ideas, share experiences and hear the latest trends from CEIR research.

Session Description:
How do organizations survive and thrive in the digital age? According to Kai D. Wright, author, branding expert and lecturer at Columbia University, the key is not to simply focus on providing marginally better (or less expensive) products and services. His mission is to help people build better brands.

In his new book, “Follow the Feeling: Brand Building in a Noisy World” (Wiley, July 2019), Wright emphasizes how successful branding depends on a deep understanding of consumer psychology, combined with an appreciation for how technology has impacted and re-shaped human behavior. Wright provides a memorable framework – LAVEC – for building a powerful brand that capitalizes on human responses to lexicon, audio cues, visual stimuli, experience and culture, using concrete examples of companies that have leveraged these methods.

The first 75 attendees receive a copy of Kai’s book “Follow the Feeling: Brand Building in a Noisy World”

CEIR Session

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Supported by

To attend this program, you must RSVP and be qualified. To RSVP, or if you have any questions on if you qualify to attend, please contact Marsha Flanagan, M.Ed, Vice President of Learning Experiences

Wednesday, 4 December

Executive Breakfast

9:00 AM – 10:30 AM (900 - 1030)

Session Description:
Trying to find the one right move that will improve your business's performance can feel overwhelming. But, as you'll discover in Growth IQ, there are just ten simple--but easily misunderstood--paths to growth, and every successful growth strategy can be boiled down to picking the right combination and sequence of these paths for your current context. Join Tiffani Bova, Growth and Innovation Evangelist for Salesforce, for a discussion on how to keep growing in the face of stiff competition and a fast-changing environment. Her presentation will draw on her decades of experience and more than thirty fascinating, in-depth business stories to demonstrate the opportunities—and pitfalls—of each of the ten growth paths, how they work together, and how they apply to business today.

The first 75 attendees receive a copy of Tiffani’s book “Growth IQ: Get Smarter About the Choices That Will Make or Break Your Business”

Executive Breakfast

Brought to you by


To register for the session, you must be registered as a full expo attendee and select the session when provided with the learning choices. If you have any questions, please send an email to Marsha Flanagan, M.Ed., Vice President of Learning Experiences or call 972-687-9218

Cocktails and Content - MATSO-Only Reception

4:00 PM - 5:30 PM (1600 - 1730)

MATSO Cocktails and Content

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Thursday, 5 December​

IAEE Annual Networking Luncheon and Awards Presentation

12:00 PM – 1:15 PM (1200 - 1315)

Annual Networking Luncheon​

For any questions regarding IAEE MATSO related initiatives, please email Terri Phillips, CEM.

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