Early Adoption Set the foundation
As early as 2008, the International Manufacturing Technology Show (IMTS) replaced stock photos with real IMTS attendees in their marketing campaigns. While not today’s definition of influencers, it was a first step in connecting members of the IMTS audience with their peers. I spoke with Michelle Edmonson, Vice President — Exhibitions, about their program growth.
Jeff: You were an early adopter of influencers; what drove that decision?
Michelle: Honestly, the best storytellers are the people who come to IMTS. When we first decided to make the change, our goal was to create connections within the IMTS community.
Jeff: So, when did you turn to social media?
Michelle: Around 2010. People were all over social media, so we decided to go get them where they were. Our staff can tell people all day why they should attend IMTS, but the real driver is hearing it from the people they know and trust.
Jeff: How else have you built on the program?
Michelle: We are continually adding layers. In 2016, started a podcast in addition to partnering with a popular manufacturing podcast. That caught the attention of additional podcasters who invited our influencers as guests on their shows. Then in 2022, we launched the Creators Lounge, where multiple podcasters interviewed different industry creators directly on the show floor. This has become incredibly popular.
Jeff: What’s your biggest takeaway on working with influencers?
Michelle: If you're creating an influencer program, you need a clear reason—not just because it's trendy. For IMTS, our influencers have trusted audiences that align well with our event, but we don’t always reach them through traditional marketing channels. That’s where influencer partnerships become essential.
Jeff: Thanks, Michelle — really excited to see how this program continues to grow.
IMTS 2026 will be held in Chicago from September 14 to 19. Explore content from IMTS 2024 Creators Lounge and follow on LinkedIn, Facebook, Instagram, YouTube, and X.
Coasting to Influencer Success
Over the past three years, the International Association of Amusement Parks and Attractions (IAAPA) has built an impressive influencer program. I recently had a conversation with Eryka Washington Perry, Director of Global Communications, and Destiny Taylor, Global Communications Manager, to understand their program.
Jeff: Thousands of amusement park fans call themselves influencers; how do you choose who to work with?
Destiny: Yes, the number is substantial. We have a rigorous screening process that considers factors like posting frequency, post quality, follower count, platforms used, and more. This helps identify reliable advocates since we cannot control the narrative once they’re on site. We also don’t allow walk-up influencer registrations; everyone must be verified before the show.
Jeff: Knowing you can’t control everything, what do you do if they push the limits?
Eryka: They all sign a conduct policy in advance, but badges are immediately revoked if they violate the policy or post something inappropriate.
Jeff: Are there any special perks for influencers?
Destiny: Influencers receive official media badges and enjoy the same privileges as traditional press. In addition to access to media-only mixers and events, we host a sponsored, exclusive influencer breakfast—an intimate opportunity to connect, collaborate, and create content.
Eryka: Influencers also enjoy perks like curated swag bags and weeklong access to the press office and education sessions. It’s this sense of inclusion and access that transforms influencers into partners—respected industry experts who amplify our message and create content that resonates with diverse audiences far beyond our traditional reach.
Jeff: Thanks, Eryka and Destiny. I’m eager to see how the program continues to grow.
IAAPA Expo will be in Orlando, November 17-21. To watch their influencer program play out, you can follow IAPPA on LinkedIn, Facebook, Instagram and YouTube.
Associations Tap Influencers to Power Up Events
In 2024, the International Association of Exhibitions and Events (IAEE) began using influencers to promote IAEE Expo! Expo! I had the opportunity to ask Nicole Bowman, IAEE’s Vice President, Marketing & Communications, why they added influencers to their marketing efforts.
Jeff: What prompted you to work with influencers?
Nicole: We’re all searching for authenticity, but with an audience as broad as ours, creating personas and customizing content is somewhat challenging. We decided that hearing from peers was the best way to reach everyone.
Jeff: How did you select influencers? What were your criteria?
Nicole: Since this is new for us, we hand-selected influencers. I asked myself, “Who do I know who will grab someone’s attention?” They needed to be people I’m comfortable with and who are well-known in the event space. I needed positive industry advocates who I wouldn’t have to micromanage and could let take control of my social platforms at any given time.
Jeff: How do you measure the ROI?
Nicole: I’m not sure you can draw a direct conversion because online engagement is so subjective. We can track views and engagement, but not always tie them to outcomes. That said, we received a lot of positive feedback from attendees who saw and loved the influencer content. We’re also exploring ways to repurpose that content throughout the year to drive brand awareness.
Jeff: What advice would you offer to shows considering adding influencers?
Nicole: Start by aligning your influencer strategy with your broader marketing goals. Meet with your team to define how influencers can support your objectives—whether it's expanding reach, driving engagement, or building credibility. Identify 2–5 influencers whose content is diverse but aligns with your brand voice and audience. Most importantly, choose influencers who are passionate advocates for your industry—association promoters who bring authenticity and enthusiasm to every post.
Jeff: Thanks, Nicole. I look forward to seeing who you add to the influencer rotation.
IAEE Expo!Expo! will be held in Houston from December 8 to 10. The IAEE influencer program can be followed on LinkedIn, Facebook, Instagram, YouTube, and X.
Questions Every Organizer Should Ask to Engage Younger Audiences
- Are we creating content that feels authentic and peer-driven?
- Do we have a strategy for identifying and vetting influencers?
- What exclusive experiences or behind-the-scenes access can we offer to make influencers feel valued?
- Are we designing spaces that encourage social sharing and digital storytelling?
- How are we measuring engagement beyond traditional ROI?
At GES, we specialize in designing spaces that spark connection and creativity—whether you're engaging Gen Z audiences, amplifying influencer content, or creating immersive environments that live beyond the show floor.
