Creativity and Innovation Aren’t One and the Same in the Trade Show Arena

March 22, 2015

Eddie Newquist

Eddie Newquist- Eddie Newquist is Chief Creative Officer at GES. He’s an award-winning creative executive, designer, filmmaker and inventor with three patents and counting! He’s best known for his work on some of the world’s most successful entertainment franchises including Harry Potter, Cars, The Terminator and Jurassic Park.

The words “creative” and “innovative” are often used interchangeably in the business world, from startups and established corporations to even trade shows. But are these two adjectives really as similar as they seem?

Because live events strive for innovation and creativity, many make the mistake of thinking these goals are one and the same. Although using tech creatively can increase engagement, using an innovative product doesn’t necessarily make you an innovator.

As Ted Levitt, late marketing professor at Harvard Business School and former Harvard Business Review editor, put it, people often fail to “distinguish between the relatively easy process of being creative in the abstract and the infinitely more difficult process of being innovationist in the concrete.”

Carmine Gallo, author of “The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success,” points out in his book that Jobs believed that innovation hinges on creativity, and that creativity was the act of connecting things.

Working with talented creative individuals will allow you and your company to unleash a wealth of new ideas, concepts, and visions. But don’t mistake a great idea for getting things done. A blue-sky idea might be exciting on its own, but it does not compare to launching a product or experience that will change a company or industry.

The Business Case for Innovation

One of the key places that creativity and innovation coexist is in the trade show and events business, where your company has one goal: to show a very specific market why your company is the best. You’re pitted against a roomful of competitors while your prospects surf the floor seeking innovative products and services. This is your chance to show the industry that you are not only creative in your approach, but that you also have real innovations that will make a difference.

Your instinct might tell you to do something crazy to stand out, but is that authentic? It would be more beneficial to flex your creative muscles and show your customers — rather than tell them — that you are different because your innovative new offering is the best solution.

A trade show is a great way to showcase your company’s creativity. With a great idea and an experienced partner, you can truly send a message using color, light, sound, shapes, textures and interactive experiences.

But if you want your trade show or event to be innovative, you have to dedicate more time to ensure that you are not just sharing a new concept, but that you are delivering a unique and potentially revolutionary solution, product, or event experience.

Standards for Innovation

Getting things done is a lot harder than having ideas. It takes the right partner with the right attitude and capabilities to ensure your success, both creatively as well as logistically.

When you start viewing your event or trade show as a platform to showcase your creativity and innovation, you’ll be miles ahead of the competition. Go into your next event strategy session with the motive to prove not only why your company wins against the competition, but also how. Determine what truly differentiates you, and then use that to drive your strategy, your concept, and your execution.

Consider Adobe Photoshop, for example. You’re not going to dive into this program unless you have a creative purpose. Once you’re in, you have access to a plethora of tools — tools that aren’t inherently creative or innovative, but depending on how you use them, they might allow you to be both.

Some companies believe they’re being innovative just by incorporating the latest technology into their live events. But just like having an iPhone doesn’t make you innovative, neither does simply inserting current technology into your experience.

Innovation makes your product or service offering special, but you have to use creativity to highlight this to your potential customers. 

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Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.