In the world of live events why do exhibitor programs fail? According to Jefferson Davis, president of Competitive Edge a leading tradeshow consulting and training service, “One of the biggest mistakes I see exhibitors of all types and sizes make is what I call “exhibiting by hope”. This means just renting space, showing up, and hoping attendees enter the exhibit hall, pass their booth, and stop.” He further states that “…less than 20% of exhibitors do any form of targeted pre-show marketing.” We agree. A Center for Exhibition Industry Research’s (CEIR’s) study points out that…
