Resources  >> When bigger isn’t better

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  |  September 22, 2009

When bigger isn’t better

Why the number of association meetings won’t rebound with the economy: consolidation. These execs know strength is in numbers, so they bet on expanding their reach by combining relative groups’ meetings to cut travel costs. Exhibit A: The Institute of Food Technologists and the Food Processing Suppliers Association will co-locate their annual expositions next year in Chicago. Other associations share programming, too.

This looks good to many speakers who like bigger audiences. This supersize does come at a price: experts who speak to promote their business could see fewer spin-off sales. Why? The audience is more diverse and not necessarily packed with decision makers.

You antidote: take control by inviting industry folks who need to see you. Best bets: clients who need to see you in a different light; those prospects who are sitting on the fence; folks you were looking for a reason to contact. For now, focus on quality of audience, not quantity.


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.