Written by: Vickie Sullivan  |  July 17, 2014

Let’s Shake Things Up

Check out this big change in the tradeshow market.  Industry giant Americas Incentive Business Travel and Meetings Expo (AIBTM) is re-inventing their show but cutting their 1800 in attendance to an invitation-only 500.  Wow!

My favorite line from the exhibition director: “It’s not about taking the money of anyone who wants to pay.” Their strategy is focus on the exhibitors’ biggest ROI: the business relationship.

The big lesson thought leaders can take away here: like the trade show market, our buyers have many options and can’t afford to work with all of us. So instead of competing fire-with-fire, narrow the focus and then dominate that space. When you give buyers real choices, the best clients will choose you.

This is a great example of how to compare yourself to what others are doing and then….doing something different.  Let’s do more of that.

Other Resources You Might Like:

• At A Crossroads:  When to Overhaul Your Market Strategy and When to Stay the Course
• Strategic Sounding Boards