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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  |  June 04, 2013

Show Me The Clients

Trade shows have been on a roller coaster ride since the recession.  A possible reason why comes from the latest study from Exhibit and Event Marketers Association released in April.  The upshot:  face-to-face meetings make sense, but the ROI is elusive.  Other findings that caught my attention:

  • 40% are cutting back on the big shows to focus on more targeted events.  This is good news for those of us with a following in a narrow niche.
  • 44% are choosing to host their own events.

Pay attention to that last statistic.  Homegrown marketing events have been around for years.  Due to the increased cost of trade shows (39%), they are looking even better.  This is good news for experts who have a following in a specific niche, as content is the primary driver for attendance.  And because the best prospects are invited, speaking here can be a springboard for all sorts of relationships.

The sample size of this study is small (less than 300) but most of these folks have the ear of the CEO, so they are heavy influencers.  And the data is fresh, coming off of first quarter 2013.  Click here for the press release (and don’t bother with the executive summary).


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.