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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  |  April 06, 2010

Reach Your Buyers Through Trade Shows

I often wondered if the hosted buyer format (where exhibitors pay the buyer’s expenses to attend a conference in exchange for pre-set one-on-one appointments) would replace education sessions at trade shows, thus diminishing the need for speakers there.  Silly me.  Turns out that without stellar education, buyers won’t go even if all expenses are paid.

Exhibit A:  The Motivation Show, held annually at McCormick Place in Chicago responds to declining attendees and exhibitors by ramping up education programs.  Not only did they create an advisory board to guide content selections but also conducting a pre-show survey for top topics.  This focus on education is good news for experts, who want their ideas to reach top buyers.


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.