It's Friday and time for the latest edition of Snöcap!
This is a weekly event industry news recap where we cover the peaks in the world of exhibitions and associations. Scroll down for more details 👇
Here are the top stories of this week:
- Commerce is top priority at events, finds Freeman Trends report
- Snöball partners with UFI for digital event marketing solutions
- AUMA becomes first national association to adopt Net Zero Carbon Events for emissions measurement
- George P Johnson names Fiona Bruder as global CEO
- Helsinki Expo and Convention Centre posts 13.9% jump in 2024 revenue to € 58.4 million.
- Who is hiring?
Commerce is top priority at events, finds Freeman Trends report
Commerce has overtaken experience, learning and networking as the primary value driver for trade shows and conferences, according to a report released by event services company Freeman.
The 2025 Commercial Trends Report shows 84% of attendees consider access to knowledgeable staff crucial for decision-making, while 74% view in-person events as the best venue for product discovery.
Physical product interaction emerged as a key factor, with 96% of attendees saying hands-on testing increases their confidence in advocating for products.
Nearly one in four reported their most important event lacked hands-on opportunities, leading 42% to deprioritize vendors who failed to provide such experiences.
Product discovery ranked as the top commercial objective for 58% of attendees, with 52% citing it as a top career priority.
"Face-to-face engagement isn't just a part of the sales funnel—it's where buying decisions actually happen," said Janet Dell, Freeman's CEO.
The findings suggest exhibitors and organizers need to adapt their approaches as attendees become more selective about event participation.
Snöball partners with UFI for digital event marketing solutions
Snöball has partnered with UFI, The Global Association of the Exhibition Industry, to provide digital marketing services for UFI's 2025 events.
The company will serve as UFI's official digital marketing partner, implementing peer-to-peer marketing strategies for four major events throughout the year.
"We're excited to partner with Snöball, whose innovative approach aligns perfectly with UFI's commitment to driving engagement and amplifying the global reach of our events, including our Global Exhibitions Day campaign," said Pierre Aurelien Vidon, head of marketing and communications at UFI.
The partnership includes marketing support for the UFI MEA Conference in Cairo, Egypt; Global Exhibitions Day; UFI European Events Week in Thessaloniki, Greece; and the UFI Global Congress in Hong Kong.
AUMA becomes first national association to adopt Net Zero Carbon Events for emission measurement
AUMA, the Association of the German Trade Fair Industry, has become the first national association to adopt the Net Zero Carbon Events methodology for measuring emissions across its trade fair sector.
The 60-page guideline establishes standardized greenhouse gas calculations for trade fair organizers in Germany, covering ten emissions categories including production, materials, logistics, energy and waste.
Developed by AUMA's Sustainability Working Group, the document adapts the global Net Zero Carbon Events Initiative methodology for Germany's trade fair industry. It includes calculation methods and a database library for emissions accounting.
The guideline serves organizers, exhibitors, service providers and visitors. It will be updated regularly and is available in German and English.
George P. Johnson names Fiona Bruder as global CEO
George P. Johnson has appointed Fiona Bruder as global CEO, effective May 1, 2025.
Bruder, previously president of GPJ's Americas operations, succeeds Chris Meyer, who becomes CEO of parent company Project. Meyer will serve as strategic executive advisor during the transition.
Under Meyer and Bruder's leadership, GPJ expanded digital and hybrid experiences while developing AI-powered solutions.
Bruder will focus on scaling global operations through AI investment, new verticals expansion and enhanced experiential capabilities. She aims to build on GPJ's automotive expertise while advancing diversity initiatives begun during her tenure.
Helsinki Expo and Convention Centre posts 13.9% jump in 2024 revenue to € 58.4 million.
Helsinki Expo and Convention Centre reported a 13.9% increase in 2024 revenue to €58.4m, according to Finnish Fair Corporation Group's (Messukeskus) annual report released today.
Key figures:
- 36 fair events organized
- 25 guest events hosted
- 450 meetings and special events held
- Nearly 900,000 total visitors
International congresses at the venue generated €68.7m in economic impact for Helsinki, with eight events drawing 34,358 participants.
The center also announced:
- €6m investment in a 5,000-seat movable grandstand for 2025
- 10-year partnership with Helsinki International Horse Show starting 2026
- New Solar event space in development
The venue generated €245m in economic impact for the Helsinki metropolitan area in 2024 and aims to reach €400m by 2026.
Who is hiring?
This section highlights the latest job positions in the events and associations industry. Here are some new roles that have opened up:
Informa Markets
Marketing Manager - ISSA Show North America
Cohesity
Senior Marketing Events Manager
Apple
Event Manager, Worldwide Events
MPI
Digital Marketing Manager
HumanX
Sponsorship Sales Account Executive
Interested in learning how peer-to-peer marketing can boost your event registrations and audience engagement? Book a chat to know how Snöball can help .
