February 8, 2007
Tip of the Week: Offer a business-benefit guarantee

Can your attendees find at least one new product, new vendor, new concept or new contact that benefits their businesses at your show? At the Western Foodservice & Hospitality Expo, show organizers for Reed Exhibitions promised to refund money to any attendee who did not find at least one such benefit. “If attendees ask, ‘Is it worth my money?’ We answered the question in advance,” says Ron Mathews, Event Director for Reed Exhibitions. “If I was willing to take the risk, it had to be front and center.” To learn more, read “Best Practices: Risk Reversal” in the February 2007 issue of EXPO.