An association meeting planner who’s contract with a third-party exhibit management company was coming up for renewal asked me recently for advice on negotiating the new contract. The question prompted an interesting discussion. How you approach any negotiation of this kind should really be driven by your goals and objectives, and how you measure “success.” If the … Continue reading “Negotiating for Success”
Category: Corporate Event Strategies
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”