ASR example, SIA example (Burton), FFR, WSA, OR Winter Market growth and penetration into core board wintersports
Competitive set includes direct competitors but also b2b publications and shows in related verticals where there is more than 10 Take advantage of opportunities to mingle with competing show organizers… humanize yourself, and invite them to your event. Talk about the pursuit of Burton Snowboards, Asics, and the issue with Columbia Sportswear… if one doesn’t know how to attend a competing show, make sure to offer ‘industry courtesy’ to invite them to your event. Missing this crucial step results in bad blood; feelings of distrust take hold.
At competitors shows, be sure not to straight up sell to exhibitors there. Bad form. Better to collect and distribute business cards and follow up. Make notes, take discrete pics if allowed in show rules.
Small competitors like Agenda, or OR Winter Market in 1991
Mining Competitive Shows for Exhibit Acquisition (and remember, audience acquisition is also exhibit acquisition)