Content

Content what does that mean to you ?

In the old days content was what you put out in your direct mail, print advertising etc.
Now what does it mean? How do you make it effective for your group.
Think social media, think social tools, think how to increase the seo and the content of your website.

Tradeshow and event focus has always been on the exhibitors. Maybe they should all think of the their other customer the attendee as well. The attendee can source for products, ideas and many other things online they can even network to source the furture.
Digital Technology has allowed us new platforms to reach our potential attendees. The difference of today is b2b publications are constantly folding.
So what that means is t.s. need to be in a name acqusition mode.
But now getting back to a reason to read a magazine comes down to time and value.
Can tradeshows provide the content value remains to be seen
Have a good weekend

Return on the Opportunity

During the recent economic downturn the event industry has needed to justify their economic proposition more than any other time.
Ok so we have been dealing with the ROI, ROE, etc. to better justify value for our exhibitor base.
So is the ROI the return on the investment the driving force? Some would say yes. I would say no. The reason and the rational behind the ROI means they are getting x for their y investment. The reality is we cannot control purchases at the show/event. Now we cannot also control their experience in the city of choice for the event.
So in the exhibitor decision making process you have a group saying ROI what is the return? Well how good are they at tracking that investment for their company.
What do we really present? The Return on the Opportunity? Now how do they sieze the moment to get the most out of the event to ensure success for their company? Sponsorship, Education, Premier location, Buzz. If we deliver 20,000 potential buyer the reality is only 30 percent if they are lucky are going to their booth. Now the key is can we help promote more to their booth. Yes we can but that will become a sponsorship.
Tradshows and Events will canvas the potential audience to attend shows. Exhibitor need to do so as well. The best invitation to attend an event is from the supplier.
You as an event person need to deliver value, deliver opportunity and guess what deliver ROI. You know what that can be done with exhibitor partipation.

Exhibitors need to get off of the bleacher and invest on why people need to see them at an event. It's simple events will deliver people, supplier and exhibitors need to close them.