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“What and How Do We Sell?” are age-old strategic questions that show managers should be constantly asking, but in today’s events environment these inquires seem to be screaming out more than ever for a response. With the intense pressure on delivering ROI (driven by less than stellar economic circumstances), the rising cost of show participation, the flow of content and money to the Internet and the impact of new technology on events, show management and exhibitors are experiencing stresses that are often self-inflicted. As all of these forces collide, should our industry start questioning many of the foundation principles upon which the exhibition business models have been built?
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