The Pros and Cons of Embracing Differing Opinions
In today’s fast-paced and interconnected world, businesses must continuously seek ways to gain a competitive edge and foster innovation. One key factor that can significantly impact a company’s success is the composition of its workforce. While there is often a tendency to hire individuals who align closely with an organization’s values, beliefs, and processes, the […]
Should You Launch an Event in Under 9 Months?
Recently I was ruminating about a conversation I had many years ago with Vinnie Polito at SISO in Cleveland. At the time, I was in the midst of a client launch and sought marketing support. I also wanted his general take on the do’s and don’ts of fast launches. Vinnie’s philosophy was much more adventurous than mine, […]
Don’t Risk Eliminating Your Sales Rainmakers
It makes sense to trim the fat when trying to increase your profits. But ensure that is what you are trimming. Here are two cautionary tales of how not to do it. Let me first state that I am a profit-focused businessperson. As an example, I will not launch a new event unless I can […]
Are Events in Trouble?
I had the opportunity to attend the Exhibition and Convention Executives Forum (ECEF) a few weeks ago in Washington DC. Many of the sessions got me thinking about whether we need to go further in adapting to the needs of our customers in order to avoid future drops in attendance and revenue. According to The Freeman […]
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 […]
Don’t Become a Data Zombie or If You Don’t Like People You Shouldn’t be in the Events Business!
In the events business, it’s all too easy to get caught up in the focusing only on spreadsheets and analytics to measure where you are, who your customers are (or should be) and a lot of other information critical to running your event. In fact, I’d argue that the most comfortable posture in the events business is […]