Event Performance

The EAG Event Performance blog provides best practices, strategies, tips, information and research to help event organizers overcome challenges and generate better results.

Conducting an Exhibitor/Sponsor Focus Group

Anytime you can speak to customers, whether individually or as a group, you want to take advantage of it. With the (increasingly rare) exception of companies exhibiting at and/or sponsoring your events solely for the purpose of “supporting” your association, the decision to do business with you is just that – a business decision. The … Continue reading “Conducting an Exhibitor/Sponsor Focus Group”

Thinking About Bringing Ad Sales Inhouse?

If you are currently outsourcing ad sales, the idea of bringing the function inhouse has probably crossed your mind. We’re often asked our advice on the subject. Assuming you are interested in maximizing the amount of revenue you realize from your ad sales program, determining which approach is likely to net you more – continuing to … Continue reading “Thinking About Bringing Ad Sales Inhouse?”

5 Pre-Show Marketing Strategies to Improve Exhibit ROI

After 25 years of helping companies with their event strategies and marketing and sales plans for exhibiting or sponsoring, it still baffles me that so many companies do not have a plan before they show up at an industry trade show. Events are one of the most expensive marketing channels, but can produce some of the … Continue reading “5 Pre-Show Marketing Strategies to Improve Exhibit ROI”

Charging for “Enhanced” Exhibitor Listings – Yay or Nay?

This is a question lots of show organizers struggle with. With all the pressure most of us have to drive non-dues revenue, the tendency to monetize anything and everything is understandable (I recall back in the ’80s when a certain show starting selling advertising on the front cover of their show guide!). But I caution my clients … Continue reading “Charging for “Enhanced” Exhibitor Listings – Yay or Nay?”

“Grab and Go” Lunches – Driving Exhibit Hall Traffic or Just a Tease?

As show organizers, we all feel (or should feel) a tremendous responsibility for ensuring that our exhibitors receive value for the investment they make in our events.  Unfortunately, many of the strategies we employ to accomplish this not only fail but actually exacerbate the problem. Case in point: serving food in the exhibit hall. Sounds … Continue reading ““Grab and Go” Lunches – Driving Exhibit Hall Traffic or Just a Tease?”