Events Matter! Newsletter
Musings, in-depth analysis and trends on event-specific topics.
Most Recent:
The Seven Conditions for Successful Event Sales
If you are good at it, there is nothing more satisfying than being a salesperson. You have few of the mundane tasks often required in other kinds of roles and your individual performance can have a direct and immediate impact on your (potentially unlimited) income. The sales role also rewards
Reviewing Event Profit, Product, and Marketing Strategies to Eliminate
Building successful events has many elements, but the three most critical for sustained success are Profit, Product, and Marketing. They comprise what I would call the Event Triangle. Here’s how I would describe them: Profit – The ability to build an event for which revenues continually exceed expenses. Product –
Launching an Event: How to Avoid Financial Disaster
In theory, launching an event should not be too difficult. The steps of a launch can be laid out much like a pilot’s nighttime view of an airport runway’s landing lights. If you are methodical in execution, analysis and do things in the proper order, you should be successful. That
Why you should replace 20% of your sales staff – NOW
I have strong opinions about sales staffs, having managed them in some shape or form since 1996. As I’ve previously written, I believe only 20% of salespeople are more than order takers. Given that assertion, I was asked recently, “What about the other 80% of our sales staff? How should I manage
Have We Failed to Innovate in Our Events? An Insider’s Perspective from David Saef
I met David Saef at the recent Exhibit Sales Roundtable and was impressed both by his presentation (though not necessarily agreeing with everything) as well as his overall point of view about our industry. David is the SVP of Strategy at Freeman. In that role he helps Freeman’s many clients