Tip 2: Have a Unique Rationale

The success of a show depends primarily on whether it has a unique rationale that attendees and exhibitors want and will travel to see. A unique rationale is the specific need the show fills that no other event does. For example, Widget Expo is the only place where widget makers, distributors, internet dot coms and major widget buyers can make deals, develop new products and see where the widget market is going.

Everything - attendee promotion, exhibit sales, venue location, conference development, etc. - must flow from or support this unique rationale. And you must have hard-core data to substantiate your claims—for example, an audited attendance report shows that 93 of the top 100 widget buyers actually had 563 verified attendees at the show. More on unique rationale in future Tips.