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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  February 21, 2013

Do Less Better

The trade show industry has similar challenges facing all events:  most of the value of attending these shows can be duplicated online.  One of many fabulous ideas from this study from PCMA (Professional Conference Management Association):  do less better.

The recommendation came from the participants themselves.  The idea:  focus on the aspects that can’t be copied online or anywhere else.  In this case it was direct connections and access.  Think about it.  In a world filled with gatekeepers, wouldn’t you go to an event where you directly meet people you need access to?

This is an idea we can (and should) apply to our business.  It forces us to get back to basics.  Ask yourself:  what really matters most to our clients?  And how do we provide that in a way that can’t be duplicated by low-cost competitors?

Want more ideas?  Click here to check out the study.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.