More and more in today’s challenging global business environment, tactics have taken the precedent over strategy. It’s time to break that cycle. Bring a new way of thinking in approaching your tradeshow and event programs to maximize success: begin by avoiding all tactical considerations!
We engage first in intensive strategic development conversations, peeling back the old school legacy practices and focus first on a prioritized value proposition -- what really needs to be accomplished to build lasting brand equity, sustain a loyal audience and maintain P&L growth with live events? Developing a strategic roadmap that’s clearly marked along the way with your top priorities and smarter avenues towards value-added fresh ideas for your customers will help ensure meaningful two-way engagement.
The key is Show Organizer interests are in knowing what your stakeholders need in order to achieve mutual success. This needs-based mindset is fast becoming the barometer for increasing attendance and reducing or deepening attrition. If you throw it, you need to give them informed reasons to come; if you attend, you need the tools to access the value and return on your event investment.
Investment in state-of-the-art strategic development is the key to reinventing your successful events rather than simply surviving in today’s rapidly evolving business landscape.