Skip Cox, President of Exhibit Surveys, has written a white paper entitled Exhibitions From the Inside Out which is available at www.exhibitsurveys.com/inside.htm. Here are some highlights:
The successful exhibition delivers highly valued information to all parties attending and promotes an environment and forum that fosters and promotes personal interaction.
Exhibitors should be the organizer's partner in delivering this highly valued information.
A partnership with exhibitors means giving them a real voice in the direction of the event.
Ask yourself: Is it not better to have a bellwether exhibitor actively participate in some alternate way (off the exhibit floor) than not at all?
Organizers must take a leadership position in the marketplace covered by their event.
Many exhibitors favor private events. Try to have these events co-locate with you.
For the successful exhibition in the future, growth will come from multiple small niche markets.
This is an excellent, thought-provoking paper. You should read it.