We at Expo are a little less than two months away from the launch of a new conference that is intended to help everybody in the tradeshow industry as they transition into the next phase of their businesses.
The germ of the idea for the Tradeshow 365 Marketing Summit (to be held Nov. 20-21 at the Hyatt Regency Chicago) came from the many people in the tradeshow industry I have heard talk about extending their shows beyond the conventional three- or four-day event into a 365-day phenomenon.
Show organizers are asking each other how they can facilitate conversations and relationships between buyers and sellers that don’t end on the last day of a show, that last all year. They’re beginning to figure out they have tools like mobile apps and social media that they can use long before and long after their live events close.
And even though everybody seems to be talking about it…we’re not all exactly sure how to do it. That’s one important thing I began to see when I started reporting more on who’s succeeding at creating the 365-day experience for the communities they serve.
When I started out, I discovered that those show managers who had figured out how to do it were in the minority, but there were plenty of people giving it a try, and even more looking for examples of success that they could study themselves.
That’s when we knew a conference on the topic of the 365-day tradeshow experience was the right thing to organize. It is part and parcel of our belief that we need to do everything we can to prepare show managers for the tradeshow industry of the future, for what they’re going to need to know tomorrow, and not just what they need to know today.
So, when you go to expomarketingsummit.com to learn more about the conference, you’ll see that there are sessions on, for example:
• Using digital tools to develop live attendance at shows
• Selling multiple events and channels in the same package
• Taking advantage of big data to create stronger relationships between buyers and sellers
• Using apps to create a year-round market, and
• Taking advantage of social media as a marketing tool.
The new tools that are quickly becoming available to show managers to help their buyers and sellers are phenomenal. The challenge is understanding how to use them—and that’s where we can help.
Michael Hart is executive editor of Expo. He can be reached at email@example.com.