Marketing is not an exact science. It includes a number of strategies and tactics that are constantly evolving so they can address changing social, cultural and economic circumstances effectively. The creation of a marketing plan that includes core practices as well as new ideas, innovations and unique points of view allows for the creation of an exhibition that may have begun as just a concept. The goal of an exhibition is to provide an appropriate environment in which buyers and sellers can come together face-to-face. Today’s technology increasingly permits the show organizer to extend the useful life of an exhibition by employing digital tools, thus further enriching the show experience.
After completing this course, the participant should be able to:
- Define marketing, explain the difference between the marketing and sales functions, and discuss how the two functions support one another
- Identify the elements of a marketing plan
- Describe market segmentation, define target markets and explain how to reach key audiences
- List the key elements of a timeline or production schedule
- Review event evaluation and discuss the importance of establishing benchmarks to measure goal attainment
- Discuss the four P’s and explain how the marketing mix is applied to reach target markets
- Identify five common tactics used in marketing plans to achieve marketing goals
- Discuss the advantages and disadvantages of e-marketing and website marketing strategies
- Explain the benefits of developing a social media marketing strategy and discuss related considerations
- Summarize strategies for targeting and attracting global audiences
- Discuss the forms of sponsorship and promotional opportunities associated with exhibitions and events
- Create a structure to package and present opportunities for exhibiting companies to maximize participation and revenues
- Evaluate the strength of sponsorship and promotional opportunity programs supporting the core missions of the event, such as exhibit sales and attendance promotion
Cookie Walner, CMP, CMM, CAE, CEM, HMCC is a Global Project Manager with ConferenceDirect. Her professional career includes association and corporate experience orchestrating domestic meetings and events and international trade shows of 10-16,000 attendees.
Cookie received her CEM in 2013. Thrown into exhibits after a long career in meetings and events, she focused on learning best practices from IAEE.
Cookie’s industry involvement includes serving on the CEM Commission, a past Chairperson on the IAEE CEM Commission, past service on the IAEE Awards Committee, Greater Midwest Chapter of PCMA Board of Directors, 2013 Chair of the PCMA Awards and Recognition Committee, CAE Facilitator and Mentor.
Cookie received her BS degree in Physical Education at Indiana University, Bloomington.