Footfall is no longer a number organisers can sell against digital channels, according to an events leader. Sharon Roessen, COO of Terrapinn, argues that the meeting is the only unit of event value that produces a figure a marketing director can compare with anything else they buy. Terrapinn runs around 90 events a year – …

Event organizers have long attributed the value of shows to the amount of content they can offer to participants – this has been the status quo for years. This means the more speakers, sessions, panels, exhibits – the better. The belief was that this makes the event more impressive and attractive to potential attendees and …

The exhibitor strategy has remained relatively straightforward for decades. They invest in a stand, attract attendees and hope that leads convert into real opportunities. That model is now obsolete and the exhibitor approach to events has fundamentally changed. In the following guide we will explore: What was the traditional exhibitor approach to events and why …