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How Anchor Exhibitors Plan, and Trade Show Organizers Can Benefit
Exhibit Surveys CEO and President Skip Cox Authors White Paper
The new white paper highlights how show organizers can deliver more value by better enabling exhibitors to achieve their strategic objectives. By improving their understanding of anchor exhibitors’ event marketing strategies, including how they select shows, make investment decisions, project and calculate ROI (Return On Investment), and approach lead generation and follow-up, the organizer deepens relationships with these anchors, increasing the likelihood of the event’s continued success.
As an example, Cox described how one Exhibit Surveys client approached the challenge. This industry association appointed a “vice president of strategic accounts” who learned about exhibitors’ needs, and then shared meaningful show‐related and industry‐specific information that contributed to improving exhibitor results. The association worked with Exhibit Surveys to measure the top‐line performance of more than 25 of the show’s largest exhibitors and presented these results to corporate event managers and key executives. By doing so, the association assumed the role of a partner, providing very strategic information that engaged the interest of top executive management.
“The issues to be better understood are not limited to the very tactical problems facing the exhibit managers,” commented Jonathan “Skip” Cox, CEO and president, Exhibit Surveys Inc. who authored the paper. “Instead, it’s the key pressures that are keeping the executive management of these exhibiting companies up at night. Having a deeper appreciation of these customers will enable organizers to position their events within the context of the exhibitors’ strategic objectives, thereby paving the way for the organizers to deliver more value to this relationship.”
To download the free white paper, go to www.Exhibitsurveys.com and click on the white papers tab.
About Exhibit Surveys, Inc.
Exhibit Surveys, Inc. has specialized exclusively in conducting research, measurement and strategic consulting for the exhibition and event marketing industry for 51 years. The award-winning company has conducted primary research on more than 5,000 exhibitions and events and over 10,000 individual exhibits in all major segments of commerce on six continents. Its clients represent all segments of the event industry, including exhibition organizers, exhibitors, private event organizers, suppliers, CVBs and convention facilities. For more information, follow Exhibit Surveys on Facebook, Twitter, LinkedIn, and visit www.exhibitsurveys.com or call 1.800.224.3170 . To download free white papers, go to www.exhibitsurveys.com/
Exhibit Surveys, Inc. and the Exhibit Surveys logo are trademarks and Be a Knowbody is a registered trademark of Exhibit Surveys, Inc. in the United States and other counties. All company and/or product names may be trade names, trademarks and/or registered trademarks of the respective owners with which they are associated.
Marilyn R. Kroner