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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 28, 2011

Why Trade Shows Matter

Another victim of the great recession of 2008-09:  the exhibition and trade show circuit.  And 2010 wasn’t kind to them either, according to the Center for Exhibition Industry Research Index Report.  Revenue suffered a big decline of over 8 percent.

Attendance is tied to employment, so watch those stats.  But the good news:  some industries such as retail, good, and big surprise here — construction and home/repair — show a lot of promise.  (Education and Government Services, not so much.)

Why do you care?  Because trade shows are major revenue producers for associations.  If they do well, then there’s more money to pay speakers.  Exhibit A:  Vermont Insurance Agents Association (staff size:  4) generated so much revenue from their overhauled trade show that they not only paid speakers more, but also comp’ed registration for ALL the invite-only attendees.  (Click here to see how this association did it.)

Click here for more details. And many thanks to Lori Silverman for passing along this 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.