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 […]
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 […]
How Finding Your Addressable Audience is the Difference for Success and Failure in Events: An Interview with Marketing Guru Shauna Peters
Since my March interview with Shauna Peters, vice president and marketing strategist for mdg, a Freeman Company, I’ve heard a lot about the ‘addressable audience,’ which I believe is a key concept that every event marketer needs to embrace to maximize their event attendance. Since a lot of the ‘buzz’ on this topic is coming from mdg, I decided to […]
Is the Future All About Going Back to The Past for Events? Interview with Industry Veteran Rob Weissman
Rob Weissman has had a long and varied career since he started in the tradeshow business in the eighties. He’s produced shows for National Expositions, Blenheim, and Tribune Schwab Fox/Atwood New Media, consulted on dozens of major exhibitions, and run two of his own firms, Century Exposition Management, and, Alliance Media Strategies. He has produced […]