Research Center >> Conference Sponsorship

Tradeshow Success: Focusing In Will Pan Out
Think smaller for bigger results.
excerpted from Folio Magazine and Folioweb.com

Faced with shrinking budgets and attendance challenges, smart conference marketers are getting creatively focused. Smaller, more targeted shows are in. B-to-B events are focusing on a smaller audience with more specific content, according to Jeff Fenner, director of conferences and trade shows at GIE Media. “We’ve gotten sponsors that responded to general business topics by saying, ‘That’s interesting but really doesn’t fit our plan.’ If you come back with a very targeted event, they’re much more willing to participate.”

It also pays off to put your editorial advisory board to work on generating event ideas, or develop a brainstorming team exclusively for events. Past attendees, speakers, sponsors and exhibitors can provide invaluable feedback, according to David Corson, publisher and owner of Retail Construction LLC.

Do you find that you’re starting to blitz prospective attendees four months from the show? Instead, keep the flow of information in front of them year-round. And don’t forget that positive word-of-mouth remains one of the best ways to fill seats.