Launching an Event in an Era of Higher Risk

Much of what I do is launching events. During the COVID pandemic, that part of my business died; you could not run an event even if you wanted. Now, there is even more market trepidation than ever about event launches, with additional costs and risks apparent. Hotels have increased their food and beverage pricing. Data […]

What do Exhibitors Want from Your Event?

The discussion with Adam Malik in my last article prompted me to think further about what exhibitors want from our events. they are primarily looking for leads that they can convert into customers. What are the quantifiable event metrics and other beneficial aspects that are strongly correlated with achieving that goal? Some of these reference points are […]

Please Answer Your Exhibitor Calls for Enhanced Event Analytics

What’s with the exhibitor push for enhanced event analytics? Should event organizers ignore these demands? Given these questionsI thought it was high time to get some insights from an international analytics expert. Adam Malik has been my industry friend for many decades. He’s been with Clarion Events, Imago, and Reed Exhibitions (now RX), in addition to […]

Avoiding Data Privacy Landmines When Sharing Attendee Info with Exhibitors

Exhibition events are key tools for businesses to generate leads and make connections with potential customers. Exhibitors collect information such as attendee names, job titles, email addresses, and phone numbers to follow up with them after the event. However, with the rise of data privacy concerns and new data privacy laws, event organizers face a challenge […]

5 Ways to Expand Your Attendee Acquisition Reach

One of the latest theories in event marketing is that a successful and profitable event requires doing your best to reach the Total Addressable Market (TAM). Your TAM is defined as the total reachable audience for your event, whether they are currently in your database or not. This means you need to do some list-building. Given current […]

Does Your Events Organization Need a Post-COVID Check-Up?

1)     Are you closer to your customers than you were in 2019? 2)     Are you closer to your staff than you were in 2019? 3)     Is your sales team firing on all cylinders? 4)     Have you raised prices, justified only by inflation? 5)     Are your customers still getting value for their money? 6)     Have you […]

What is the Future of Digital forEvent Companies?

Our event industry has been riding a roller coaster since COVID’s impact began in March 2020. We’ve gone from having no face-to-face events – with almost total dependency on digital or virtual events – to the recent return to face-to-face events with little to no digital participation. Given that recent history, it’s fair to ask what’s […]

In What are the Characteristics of a Top 5% Event

I’ve had the fortune to run a world-renowned event – Macworld – and have managed several others that have come close to ranking amongst the upper echelon (the top 5%) of events. They are the types of events whose presence commanded attention – and attendance.   We are now experiencing significant pent-up demand for in-person […]

How to Find – and Keep – the Best Salespeople

I am frequently asked if I know any great salespeople who would be interested in a new opportunity. Given the frequency of the question, I thought I would outline what I feel are the common elements for a successful effort to hire (and keep) a great salesperson. When speaking at the SuperNiche Conference last April I stated […]