Last year the 2007 Senior Executives Roundtable focused on the critical strategic issues that were attached to:

• Key exhibitors who may be market leaders, marquee brands, and/or consumers of significant exhibit space
• Key buyers whose presence at events powers exhibit space, advertising, and sponsorship revenues.

In both instances there are complex dynamics that converge, often in unpredictable and critical ways. Anticipating the outcomes and consequences can spell the difference between success and failure.

The Senior Executives Roundtable was presented by seasoned, highly strategic industry executives who were guided by a professional facilitator and who interacted throughout the day with the audience. A series of four real-life case studies that are drawn from recent exhibitions framed the discussion in real, quantifiable and comprehensible terms. This was a "hands-on" full day of strategic visioning, scenario planning, sharing and extreme networking.

Few exhibitions, whether large or small in size, are able to sustain the loss of even a handful of key buyers or exhibitors who are market leaders, marquee brand names, or purchasers of substantial exhibit space. Exhibition industry headlines in the last decade especially underscore the validity of this truism.

Even if these VIPs continue to participate in your events they can pose problematic challenges to organizers with respect to issues like how, when, and where events take place. As most veteran organizers already know, it is much easier also to identify market leaders than it is to successfully engage them.

BACKGROUND:
The Senior Executives Roundtable examines issues like:

• The value of market leaders over the long term
• Determining what are your customers real event objectives
• How do their brand strategies interface with yours
• Re-position your events to conform to customers' changing objectives
• Detecting important shifts in business climates

Senior Executives Roundtable Outcomes:

In addition to examining the above issues, other valuable outcomes will also emerge from your informal networking with other senior executives:

• A sharpened awareness of the roles and values of key customers
• New insights into the complex dynamics that define your relationships with key buyers and exhibitors
• Practical conclusions that arise from the real-world experience of other exhibition organizers whose case studies provide a valuable learning platform