Experiential Sponsorship - A Case Study of the Association for Professionals in Infection Control (APIC) – UBC Hospital

Recorded On: 05/01/2024

Join this dynamic session to explore the intriguing cross-pollination and fascinating fusion of B2C event strategies in the B2B tradeshow sector. Discover how these insights can inspire you to integrate these strategies into your tradeshows and the unparalleled potential that you can harness to fuel exponential growth and expansion within your industry shows. Join us as we revolutionize the B2B event landscape and unlock new possibilities!

After participating in this session, you will be able to

  • Uncover strategic insights into the innovative strategies employed by B2C events and how they can be adapted to elevate the impact and reach of B2B tradeshows.
  • Cultivate community engagement around your B2B events, fostering deeper connections and driving long-term success.
  • Explore new frontiers and exciting opportunities for expanding beyond traditional B2B strategies and into consumer platforms, unlocking new avenues for business development and market penetration.

IAEE webinars are free to members and available to non-members for $49. Eligible to earn 1 Clock Hour.


Jennifer Kerhin, MBA, CEM CMP

Chief Executive Officer

SB Expos & Events

Jennifer Kerhin has more than 20 years of experience working with association conventions and tradeshows. She founded SB Expos & Events to support the mission of associations by creating non-dues revenue through event management. Understanding that active involvement within associations is the key to success, Jennifer is a committed member and volunteer in IAEE, ASAE and PCMA. She has been a speaker at ASAE’s Annual Meeting, IAEE’s ExpoExpo!, MPI’s Potomac Chapter, MASAE’s Annual Meeting, PCMA’s Capital Chapter and Cadmium’s User conference.  

Caroline Mah, MBA

Vice President Business Development

Association for Professionals in Infection Control (APIC)

Caroline Mah is a relationship-driven leader with over 17 years of experience in corporate partnerships, program development, and nonprofit management. She leads the business development and grants team and serves as a member of the senior advisory team. 

Stacy Yu

Director of Corporate Partnerships

Association for Professionals in Infection Control (APIC)

Stacy Yu is an experienced brand marketing leader and strategist who has successfully helped B2B and B2C emerging companies and nonprofits enter their next phase of growth. Her experience at APIC leverages this corporate approach to brand and marketing strategy, disciplined cross-functional team and vendor management, comprehensive program development to strengthen strategic partnerships and bring opportunities and resources to their members. 



IAEE Webinar - 05.01.24
Recorded 05/01/2024  |  60 minutes
Recorded 05/01/2024  |  60 minutes