Convention & Exhibition Industry Expert Sam Lippman offers suggestions for making a show a success:

Successful show managers use research to determine their exhibition's top three attendee cohorts.

Then they create educational programs, special events and displays that include the tools each cohort needs to survive this recession. Successful show managers then market aggressively, consistently, and via targeted messages to these cohorts, telling them these career-saving tools can only be obtained by attending the exhibition. All their marketing materials get right to the point and include detailed benefits that answer these questions: What's in it for me? Why should I come to your event? Additional suggestions for a successful exhibition can be found in my article in Associations Now.

Sam Lippman is president of Integrated Show Management & Marketing, providing consulting to the exhibition and convention industry in strategic planning, marketing and management. Sam facilitates exhibitor and attendee focus groups as well as advisory groups for convention centers. He also produces the Exhibition and Convention Executives Forum (ECEF) and the Large Show Roundtable. Previously, Sam was vice president of GASC, responsible for PRINT and GRAPH EXPO and vice president of the Consumer Electronics Shows. Sam started his career with GES, producing shows in Chicago, Detroit and New York City. He is an international speaker, author and teacher.

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