Posted by
Barry Siskind
Community Manager
In a recent edition of Exhibition News, Skip Cox wrote a terrific article entitled “The True Meaning of Value.”
Cox’s thesis is that the post-recessionary world of exhibition will be significantly different in scale and scope. What this means to organizers is that they will be faced with new challenges, the most significant being the way exhibitors find value in their exhibition investment.
Cox articulated three areas for organizers’ consideration:
1. How do organizers and exhibitors become strategic partners?
2. What does the role of strategic partner say about the type and quality of information exhibitors need to justify their exhibition investment?
3. How can organizers help major exhibitors take a more integrated and targeted approach to their participation in exhibitions.
The conclusion Cox draws is that organizers need to adopt a consultative role with their exhibitors who are becoming more strategic in their thinking. Cox states, “Organizers need to provide exhibitors with tools and data that will help them do their jobs better and demonstrate to their CMOs the strategic value of exhibitions to their overall marketing efforts.”
This thought-provoking article is well worth reading. Check it out at:
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