Instead of simply just driving home the value of your own event, why not show your constituents that you see the big picture? The BioMass Conference and Expo does just that, leveraging the Registration section on its Web site to highlight not only the benefits of attending the conference, but also of business travel in general (www.biomassconference.com/ ema/DisplayPage.aspx?pageId=ROI_of_Business_Travel). The show uses data from Oxford Economics studies to convey the value of business travel and trade show participation to company performance. Why does it work? The tactic is one more way that your organization can demonstrate that it’s not only interested in the sustainability of the show, but that it’s keyed in to the needs of exhibitors and attendees as well. Don’t highlight such data at the expense of other event-centric data, of course, but consider including relevant bullet points on your own site or in your marketing materials to remind attendees of the value of business travel.