Tip 66: Registration is a Marketing Function

In most trade show organizations, the registration function is assigned to the operations staff. The thinking is that registration is just another task needed to produce the show. 

However, other shows have recognized that registration can help increase attendance; and therefore, it has been assigned to marketing. In these firms, registration is one element of a fully integrated marketing strategy, and:

Assigning registration to marketing assures that they do not think of themselves as just "handling" attendees—but that they realize what an important marketing function they perform.