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Includes a Live Web Event on 11/12/2025 at 10:30 AM (CST)
Floor plan design is a key component of a successful expo sales strategy, one that often gets overlooked. More than just a map, your floor plan is a powerful revenue-generating tool that tells a story of demand, growth, and traffic. What does your floor plan say about your expo? Join the Corcoran team to discover how smart floor plan design can optimize your sales and establish a strong foundation for both short-term and long-term growth.
Floor plan design is a key component of a successful expo sales strategy, one that often gets overlooked. More than just a map, your floor plan is a powerful revenue-generating tool that tells a story of demand, growth, and traffic. What does your floor plan say about your expo? Join the Corcoran team to discover how smart floor plan design can optimize your sales and establish a strong foundation for both short-term and long-term growth. Learn practical tips for crafting a floor plan for maximum revenue, from booth inventory and placement to traffic drivers and beyond. Plus, we’ll share insights and best practices for leveraging floor plan design for renewal sales and managing the online floor plan to capture the attention of prospective exhibitors.
Learning Objectives:
- Recognize the power associated with utilizing your floor plan as a revenue-generating tool.
- Implement five smart floor plan design tips to increase booth sales, boost exhibitor satisfaction, and drive traffic.
- Share best practices with your sales team for promoting and maintaining the online floor plan to optimize sales.
IAEE webinars are free to members and available to non-members for $49. Eligible to earn 1 Clock Hour towards CEM recertification.
Dan Corcoran
Chief Operating Officer
Corcoran
As Chief Operating Officer, Dan oversees the day-to-day operations at Corcoran, including exhibit management, sales, and operations. He is responsible for setting company goals, strategic planning, and operational performance. Dan joined Corcoran in 2009 and, prior to his current role, held positions in accounting, exhibit sales, exhibit management, and sales management. Dan started his career as a civil engineer designing road, sewer, and water systems in the Chicago area.
Kyle Corcoran
Exhibit Manager
Corcoran
Kyle Corcoran joined Corcoran in 2018, overseeing several special projects in the areas of sales, show operations, systems implementation, and finance. As Exhibit Manager, he works closely with association clients to create and execute the exhibit sales marketing plan and manages all exhibitor communication and customer service. Kyle is a CPA who initially grew his career as a Manager in the Audit practice at KPMG. Before joining Corcoran, he served as the Director of Accounting at Resolution Media.
Upon completion, earn 1 Clock Hour towards CEM recertification.
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- Non-member - $49
- Member - Free!
- Freeman Member - Free!
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Includes a Live Web Event on 11/05/2025 at 10:30 AM (CST)
Policy and political developments continue to significantly impact the business events industry, both positively and negatively. That’s why IAEE is a founding member of the Exhibitions & Conferences Alliance (ECA), which advocates on behalf of IAEE members in Washington, D.C. What’s the latest from Capitol Hill? What should IAEE members expect going forward? How can you get involved as an advocate? For the answers to these questions and more, please join IAEE and ECA’s Executive Vice President, Tommy Goodwin for the latest news on the issues that matter to the industry – including taxes, talent, tariffs, travel and what to expect in 2026.
Policy and political developments continue to significantly impact the business events industry, both positively and negatively. That’s why IAEE is a founding member of the Exhibitions & Conferences Alliance (ECA), which advocates on behalf of IAEE members in Washington, D.C. What’s the latest from Capitol Hill? What should IAEE members expect going forward? How can you get involved as an advocate? For the answers to these questions and more, please join IAEE and ECA’s Executive Vice President, Tommy Goodwin for the latest news on the issues that matter to the industry – including taxes, talent, tariffs, travel and what to expect in 2026.
Learning Objectives:
- Learn the latest from Capitol Hill
- Discover key insights in what to expect for 2026 on taxes, tariffs, and travel.
IAEE webinars are free to members and available to non-members for $49. Eligible to earn 1 Clock Hour towards CEM recertification.
Tommy Goodwin
Vice President of Government Affairs
Exhibitions and Conferences Alliance
Thomas F. (Tommy) Goodwin is the Vice President of Government Affairs for the Exhibitions & Conferences Alliance (ECA), a newly formed association dedicated to the recovery and advancement of the business events industry. In this role, he leads ECA’s advocacy on behalf of the interconnected ecosystem of exhibitors, show and event organizers, suppliers, venues, and destinations that comprise the $396 billion business events landscape.
Prior to joining ECA, he spent more than 20 years leading a wide range of government relations, public affairs, and issue advocacy efforts for several globally recognized associations and corporations, including Oracle Corp., AARP, and the Project Management Institute (PMI). Additionally, he was a research fellow at Harvard Business School focused on the international political and legal environment in which business operates. In 2020, The Hill included him in its annual list of association “Top Lobbyists.” He has a B.B.A. from The George Washington University, an M.B.A. from Auburn University, and a Postgraduate Diploma in European Union Law from King’s College London. He also holds a Certified Association Executive designation from the American Society of Association Executives (ASAE) and a Project Management Professional certification from PMI. He currently serves as President of the National Institute of Lobbying & Ethics and the Immediate Past Chair of ASAE’s Government Relations and Advocacy Professionals Advisory Council.
Upon completion, earn 1 Clock Hour towards CEM recertification.
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- Non-member - $49
- Member - Free!
- Freeman Member - Free!
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Includes a Live Web Event on 10/29/2025 at 10:30 AM (CDT)
If you want butts in seats (or eyeballs on screens), you need more than a “Register Now” button. This session dives into the proven, up-to-the-minute strategies that get people signing up and showing up. We’ll reveal real-world results pulled from recent campaigns, plus the quick tweaks and creative plays that can transform your acquisition game.
If you want butts in seats (or eyeballs on screens), you need more than a “Register Now” button. This session dives into the proven, up-to-the-minute strategies that get people signing up and showing up. We’ll reveal real-world results pulled from recent campaigns, plus the quick tweaks and creative plays that can transform your acquisition game. From high-performing emails and landing pages to scroll-stopping social posts and demand-gen tactics that cut through the clutter, you’ll get the insider scoop on how to pack your events with the right audience. Whether you’re running virtual, hybrid, or live, you’ll walk away with actionable ideas you can put to work immediately.
Learning Objectives:
- Discover easy upgrades to your event promos that boost clicks, sign-ups, and attendance.
- Learn the most common traps that stall event growth.
- Create a plan for creative ways to build hype and excitement so people want to be there.
IAEE webinars are free to members and available to non-members for $49. Eligible to earn 1 Clock Hour towards CEM recertification.
Jay Schwedelson
Founder and CEO
SubjectLine.com and Outcome Media
Jay Schwedelson has built and led businesses that have generated over $400 million in revenue, all by doing what most marketers are too afraid to try: breaking the so-called “best practices.” He is the founder of SubjectLine.com, the world’s #1 free subject line rating tool, ranking in the top 1% of all websites globally after testing more than 20 million subject lines. As CEO of Outcome Media, Jay leads a team that executes over 40,000 marketing campaigns annually for some of the world’s most iconic brands. He also launched GURU Media Hub, home to the largest virtual marketing events in the world, attracting over 50,000 attendees each year. His podcast, “Do This, Not That: For Marketers,” ranks as the #1 marketing podcast in the U.S., out of more than 55,000, according to Apple Podcasts. A tireless advocate for bold, research-backed marketing, Jay shares his real-world experience as an adjunct professor at the University of Florida, his alma mater—where he was also inducted into the College of Journalism and Communications Hall of Fame. Named to Crain’s Top 100 Industry Leaders list ten years in a row, Jay has keynoted and spoken at over 300 major industry events worldwide, helping marketers ditch outdated playbooks and embrace what actually works.
Upon completion, earn 1 Clock Hour towards CEM recertification.
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- Non-member - $49
- Member - Free!
- Freeman Member - Free!
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Includes a Live Web Event on 10/22/2025 at 10:30 AM (CDT)
AI is no longer a futuristic concept, it’s a practical tool that’s reshaping how event professionals work and how events deliver value. But the journey is far from over. In this session, discover how organizers are using AI today to enhance their own productivity and elevate event outcomes from attendee marketing and sales to operations and beyond. You’ll hear real-world stories of experimentation, success, and lessons learned that will inspire you to explore new tools and approaches.
AI is no longer a futuristic concept, it’s a practical tool that’s reshaping how event professionals work and how events deliver value. But the journey is far from over. In this session, discover how organizers are using AI today to enhance their own productivity and elevate event outcomes from attendee marketing and sales to operations and beyond. You’ll hear real-world stories of experimentation, success, and lessons learned that will inspire you to explore new tools and approaches.
While the pace of change has only accelerated since then, this session offers a timely look at how professionals are navigating the evolving AI landscape, what’s working, what’s not, and what’s next. This session will be led by three event organizers who will share how they use AI to support their job success as well as for their organizations and the events they run. This session will be moderated by Nancy Drapeau, IPC and VP of Research at CEIR. She will share insights from CEIR’s August report on which captured AI adoption trends.
Learning Outcomes: Learn CEIR’s August report on AI adoption trends.
IAEE and CEIR webinars are free to members and available to non-members for $49. Eligible to earn 1 Clock Hour towards CEM recertification.
Brought to you by
Nancy Drapeau, IPC
Vice President of Research
Center for Exhibition Research
Nancy Drapeau, IPC. Is a market research veteran with more than 31 years in the business-to-business exhibitions industry. As CEIR’s Vice President of Research, Ms. Drapeau conducts industry wide studies and reports on current trends in the exhibition industry. In 2019, she was named to BizBash’s 1,000 Most Influential People in Events list. She holds a BA in Government from Georgetown University and a Master’s in Advanced European and International Studies from l’Institut Européen des Hautes Études Internationales. She is an AC Nielsen Burke Institute trained focus group moderator. She is a well-respected industry speaker and an active member of the Industry Insights Association and has served on the Event Industry Council’s (EIC) Research & Advocacy Task Force. She lives in Maine, with her husband and a border collie named Moxie.
Steven Carlisle
Digital & Marketing – North America
CloserStill Media
Steven Carlisle, VP Data, Digital & Marketing – North America, is a strategic B2B marketing leader with over 15 years of expertise in driving growth. He develops and executes data-driven, multi-channel campaigns designed to acquire and retain VIP audiences, consistently proving marketing's direct contribution to revenue goals. Steven is deeply committed to exploring and implementing artificial intelligence for next-level marketing performance.
Rachel Grundner
Director of Sales
North American Trailer Dealers Association (NATDA)
Rachel Grunder is the Director of Sales at the National American Trailer Dealers Association (NATDA). Rachel is a dedicated sales leader with a fervent commitment to fostering meaningful connections within the business community. Her unwavering focus on supporting and amplifying the goals of others has defined her tenure in trade shows and media. Currently steering her expertise and passion towards NATDA, she strives to nurture and expand partnerships with our esteemed members, elevating their journey as exhibitors, vendors, and sponsors. Based in the picturesque Colorado Front Range, Rachel finds balance with her family, immersing herself in the boundless wonders of the great outdoors during her leisure time.
Chris Pendley
Director of Data & Digital Services
Messe Frankfurt Inc.
Chris Pendley is entering his 15th year in the international trade show industry, currently overseeing all digital and data operations at Messe Frankfurt North America. He leads the company’s digital strategy and implementation for both domestic and international events, with a strong focus on leveraging AI technologies, data-driven insights, and new digital tools to enhance exhibitor and attendee experiences. In addition to his role at Messe Frankfurt, Chris serves on the IAEE Technologies Committee and on the Board of Directors for the Southeast Chapter, where he is Chairman of University Relations.
Upon completion, earn 1 Clock Hour towards CEM recertification.
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- Non-member - $49
- Member - Free!
- Freeman Member - Free!
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Includes a Live Web Event on 10/21/2025 at 10:30 AM (CDT)
Let’s face it, you don’t invest in trade shows to stand around and smile. You’re there to win. In this high-energy, hands-on session with internationally renowned trainer Han Leenhouts, we’ll take your booth performance from average to unforgettable. This isn’t about gimmicks or standing still, it’s about cracking the customer code, boosting your Earnings Per Lead (EPL), and learning to own the floor like it’s your main stage.
Let’s face it, you don’t invest in trade shows to stand around and smile. You’re there to win. In this high-energy, hands-on session with internationally renowned trainer Han Leenhouts, we’ll take your booth performance from average to unforgettable. This isn’t about gimmicks or standing still, it’s about cracking the customer code, boosting your Earnings Per Lead (EPL), and learning to own the floor like it’s your main stage. Backed by 20+ years of real-world show-floor experience, Han’s approach is practical, sharp, and built for ROI. Whether you're new to the game or looking to sharpen your edge, you’ll leave with the tools, tactics, and mindset to turn visitors into value, and your booth into a sales platform. “Victory is not a result of avoidance. If you snooze, you lose. And on this team, we don't do half-jobs.”
Learning Outcomes:
- Master attention-grabbing techniques to pull people in, create real conversations, and leave them wanting more — without sounding like a robot or reading a script.
- Learn to spot the right visitors, qualify quickly, and learn how to lead them from “just looking” to “let’s talk.” Understand the buyer journey and make every minute count.
- Apply battle-tested tips on booth layout, messaging, and mindset to increase your Sales per Hour. Say goodbye to dead time and hello to results that matter.
IAEE webinars are free to members and available to non-members for $49. Eligible to earn 1 Clock Hour towards CEM recertification.
Han Leenhouts
Founder and Author
Sales & Pepper
Han Leenhouts is the founder of Sales & Pepper, the global go-to training firm for trade show performance and sales impact. With over 20 years of experience and more than 1,000 companies trained across 37 countries, Han’s specialty is simple: turning exhibitors into performers. Formerly a stand builder himself, Han knows what works — and what doesn't — on the show floor. His unique approach blends behavioral psychology, bold storytelling, and a no-BS sales mindset to help teams move from just being there to dominating the room. Han is also the author of the bestsellers Peppertalk and Peppertalk 2.0 (over 24,000 copies sold combined), a sought-after speaker for global industry leaders like UFI, IFES, EDPA, AOE, and a virtual training expert since 2020. Authentic, high-energy, and deeply human, Han doesn’t just train, he activates! “You don’t have to be amazing to start. But you do have to start to become amazing.”
Upon completion, earn 1 Clock Hour towards CEM recertification.
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- Non-member - $49
- Member - Free!
- Freeman Member - Free!
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Includes Credits
This course is scheduled to take place at the Freeman Alexandria, VA office on 2/5/26 from 8:30am - 3:00pm EST. It is part of CEM Week. Those staying to take the exam will have an optional 30-minute study period followed by an hour for the exam. *CEMs who are recertifying and those not taking the course as part of the CEM program will be finished at 3:00pm PT. COURSE DESCRIPTION: Our brain selects or inhibits information based on our motivations and needs. Our social concerns are the primary drivers for how we behave. As event and exhibitions professionals we must create event experiences that driver deeper meaning, inspire innovation, accelerate connections and maximize our attendees’ brainpower to supercharge results. It is not about creating high energy events and exhibitions; it is about creating experiences that are meaningful and engage the social brain. This course will help you discover the primary colors of intrinsic motivation, explore how to optimize the physical space of our events and exhibitions to produce experiences that influence what attendees think, and how they think so you can drive the results you want from your show.
This course will take place at the Freeman Alexandria, VA office on 2/5/26 from 8:30am - 3:00pm EST. It is part of CEM Week.
All documents in the REQUIRED READING section are required to be read before class.
Our brain selects or inhibits information based on our motivations and needs. Our social concerns are the primary drivers for how we behave. As event and exhibitions professionals we must create event experiences that driver deeper meaning, inspire innovation, accelerate connections and maximize our attendees’ brainpower to supercharge results. It is not about creating high energy events and exhibitions; it is about creating experiences that are meaningful and engage the social brain. This course will help you discover the primary colors of intrinsic motivation, explore how to optimize the physical space of our events and exhibitions to produce experiences that influence what attendees think, and how they think so you can drive the results you want from your show.
After completing this course, the participant should be able to:
- Examine why our brains are wired to socially connect
- Discover ways to leverage social connectivity in your exhibitions and events
- Identify five key factors that drive motivations, behaviors, and decision-making
- Analyze meeting room design and exhibition floor layouts to deploy best practices
- Create brain friendly environments that drive results
- Deconstruct event industry best practices and CEM standards through a neuroscience lens
This course will provide the learner who achieves competency with a dual digital badge from both IAEE and Madison College.
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Register
- Non-member - $470
- Member - $329
- Freeman Member - $263.20
- More Information
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This course is scheduled to take place at the Freeman Alexandria, VA office on 2/2/26 from 8:30am CST – 3:00pm EST. It is part of CEM Week. Those staying to take the exam will have an optional 30-minute study period followed by an hour for the exam. *CEMs who are recertifying and those taking the course as not part of the CEM program will be finished at 3:00pm EST. COURSE DESCRIPTION: Producing successful exhibitions often hinges upon the proper management of logistics. Every event contains thousands of details that must be processed logically, sequentially and precisely. While managing logistics well is essential, exhibitions are intended primarily to bring buyers and sellers together in an environment that is conducive to their respective objectives. All of the stakeholders of an exhibition must communicate effectively before, during and after the event to ensure its success. Event operations focuses on the unique role of the exhibition organizer and his/her team in orchestrating all of the elements.
This course is scheduled to take place at the Freeman Alexandria, VA office on 2/2/26 from 8:30am CST – 3:00pm EST. It is part of CEM Week.
There will be an optional 30-minute study period followed by an hour for the exam. Those that are recertifying, not taking the exam or taking the course as not part of the CEM program will end their day at 3:00pm CST.
You are required to read the workbook before class. It is located under the “Workbook” tab.
COURSE DESCRIPTION:
Producing successful exhibitions often hinges upon the proper management of logistics. Every event contains thousands of details that must be processed logically, sequentially and precisely. While managing logistics well is essential, exhibitions are intended primarily to bring buyers and sellers together in an environment that is conducive to their respective objectives. All of the stakeholders of an exhibition must communicate effectively before, during and after the event to ensure its success. Event operations focuses on the unique role of the exhibition organizer and his/her team in orchestrating all of the elements.
LEARNING OBJECTIVES:
After completing this course, the participant should be able to:
- Identify teams for event and project timelines for key stakeholders
- Establish show rules and regulations and their enforcement on-site
- Develop a plan to manage the on-site exhibition operations
- Explain the components of on-site communications
- Identify the exhibition cycle phases
- Review the roles of the on-site exhibition team, including staff and vendors
- Evaluate the overall on-site operations
- Conduct a post-event analysis
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Register
- Non-member - $470
- Member - $329
- Freeman Member - $263.20
- More Information
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This course is scheduled to take place at the Freeman Alexandria, VA office on 2/4/26 from 8:30am CST – 3:00pm EST. It is part of CEM Week. Those staying to take the exam will have an optional 30-minute study period followed by an hour for the exam. *CEMs who are recertifying and those taking the course as not part of the CEM program will be finished at 3:00pm EST. COURSE DESCRIPTION: A well-designed floor plan or layout is critical to the success of an exhibition or event. In a rapidly changing business environment, a floor plan must meet the logistical needs of exhibitors and sponsors and the shopping habits of attendees with sufficient flexibility to adjust for growth or consolidation.
This course is scheduled to take place at the Freeman Alexandria, VA office on 2/4/26 from 8:30am CST – 3:00pm EST. It is part of CEM Week.
There will be an optional 30-minute study period followed by an hour for the exam. Those that are recertifying, not taking the exam or taking the course as not part of the CEM program will end their day at 3:00pm CST.
You are required to read the workbook before class. It is located under the “Workbook” tab.
COURSE DESCRIPTION:
A well-designed floor plan or layout is critical to the success of an exhibition or event. In a rapidly changing business environment, a floor plan must meet the logistical needs of exhibitors and sponsors and the shopping habits of attendees with sufficient flexibility to adjust for growth or consolidation.
LEARNING OBJECTIVES:
After completing this course, the participant should be able to:
- Define elements of a successful floor plan
- Analyze an exhibition’s target market and industry segment to develop a floor plan that meets both exhibitor and attendee needs
- Identify factors that impact traffic flow on a floor plan to accommodate all populations of attendees
- Identify the most common booths/stands used in a typical floor plan
- Gain an understanding of safety protocols and procedures as they relate to floor plan development
- Create a floor plan that incorporates the unique features of a venue or facility
- Understand and evaluate technology options and tools to maximize, traffic flow, sales, and sponsorships
- Identify various space assignment systems and how they affect the design of a floor plan
- Analyze and evaluate past and current floor plans to identify sources of improvement and enhancements to future floor plans
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Register
- Non-member - $470
- Member - $329
- Freeman Member - $263.20
- More Information
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This course is scheduled to take place at the Freeman Alexandria, VA office on 2/3/26 from 8:30am CST – 3:00pm EST. It is part of CEM Week. Those staying to take the exam will have an optional 30-minute study period followed by an hour for the exam. *CEMs who are recertifying and those taking the course as not part of the CEM program will be finished at 3:00pm EST. COURSE DESCRIPTION: A successful exhibition or event is often produced by the efforts of multiple service providers. A substantial portion of the exhibition or event organizer’s responsibility is to evaluate, source, and contract for the services and products needed to produce a successful event.
This course is scheduled to take place at the Freeman Alexandria, VA office on 2/3/26 from 8:30am CST – 3:00pm EST. It is part of CEM Week.
There will be an optional 30-minute study period followed by an hour for the exam. Those that are recertifying, not taking the exam or taking the course as not part of the CEM program will end their day at 3:00pm CST.
You are required to read the workbook before class. It is located under the “Workbook” tab.
COURSE DESCRIPTION:
A successful exhibition or event is often produced by the efforts of multiple service providers. A substantial portion of the exhibition or event organizer’s responsibility is to evaluate, source, and contract for the services and products needed to produce a successful event.
LEARNING OBJECTIVES:
After completing this course, the participant should be able to:
- Explain the role and responsibilities of the official service contractor (OSC)
- Identify the purpose and types of specialty contractors
- Explain the role and responsibilities of an exhibitor-appointed contractor (EAC)
- Determine criteria to be used for selecting service contractors through the Request for Proposal (RFP) process
- Discuss the importance of identifying who handles what service and how this can impact services or costs
- Articulate how local labor regulations impact events, including labor rights and labor laws
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Register
- Non-member - $470
- Member - $329
- Freeman Member - $263.20
- More Information
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This course is scheduled to take place at the Freeman Alexandria, VA office on 2/2/26 from 8:30am CST – 3:00pm EST. It is part of CEM Week. Those staying to take the exam will have an optional 30-minute study period followed by an hour for the exam. *CEMs who are recertifying and those taking the course as not part of the CEM program will be finished at 3:00pm EST. COURSE DESCRIPTION: Marketing is not an exact science. It involves a variety of strategies and tactics that evolve continuously, requiring marketers and exhibition/event organizers to adapt to shifting social, cultural, and economic conditions. A strong marketing plan combines time-tested practices with fresh ideas, innovations, and unique perspectives, all of which contribute to the success of an exhibition. The primary goal of an exhibition is to create an environment where buyers and sellers can meet face-to-face. Today's technology allows organizers to extend the impact of an exhibition by using digital tools to enhance the overall experience before, during, and after the event.
This course is scheduled to take place at the Freeman Alexandria, VA office on 2/2/26 from 8:30am CST – 3:00pm EST. It is part of CEM Week.
There will be an optional 30-minute study period followed by an hour for the exam. Those that are recertifying, not taking the exam or taking the course as not part of the CEM program will end their day at 3:00pm CST.
You are required to read the workbook before class. It is located under the “Workbook” tab.
COURSE DESCRIPTION:
Marketing is not an exact science. It involves a variety of strategies and tactics that evolve continuously, requiring marketers and exhibition/event organizers to adapt to shifting social, cultural, and economic conditions. A strong marketing plan combines time-tested practices with fresh ideas, innovations, and unique perspectives, all of which contribute to the success of an exhibition. The primary goal of an exhibition is to create an environment where buyers and sellers can meet face-to-face. Today's technology allows organizers to extend the impact of an exhibition by using digital tools to enhance the overall experience before, during, and after the event.
LEARNING OBJECTIVES:
After completing this course, the participant should be able to:
- Define marketing and explain the difference between the marketing and sales functions
- Identify and explain the elements of a marketing plan
- Describe market segmentation, define target markets, and explain how to reach global audiences
- Discuss the 7Ps and explain how the marketing mix is applied to reach target markets
- Review event evaluation processes and discuss the importance of establishing KPIs to measure goal attainment
- Discuss three types of sponsorships to help promote an event
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Register
- Non-member - $470
- Member - $329
- Freeman Member - $263.20
- More Information
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