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
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
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
Most event salespeople are transactional. Their outbound phone calls and emails, whether to sell a booth or a sponsorship, tend to approach the sale as a
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
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
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
A colleague advised me when I started in the business that I should “do as little as possible while trying to get the maximum out
Does this sound like a quesion with an obvious answer? It’s not, and I can prove it. One clue to possible problems is the core
I’ve gotten so much positive response from my recent interview articles that I’ve decided to continue them for a while. Next up is Shauna Peters, vice president
