Marketing is not an exact science. It includes a number of strategies and tactics that are constantly evolving so they can address changing social, cultural and economic circumstances effectively. The creation of a marketing plan that includes core practices as well as new ideas, innovations and unique points of view allows for the creation of […]

A successful exhibition or event is often produced by the efforts of multiple service providers. A substantial portion of the exhibition or event organizer’s responsibility is to evaluate, source, and contract for the services and products needed to produce a successful event. After completing this course, the participant should be able to: Explain the role […]

A well-designed floor plan or layout is critical to the success of an exhibition or event. In a rapidly changing business environment, a floor plan must meet the logistical needs of exhibitors and sponsors and the shopping habits of attendees with sufficient flexibility to adjust for growth or consolidation. After completing this course, the participant […]

Our brain selects or inhibits information based on our motivations and needs. Our social concerns are the primary drivers for how we behave. As event and exhibitions professionals we must create event experiences that drive deeper meaning, inspire innovation, accelerate connections and maximize our attendees’ brainpower to supercharge results. It is not about creating high […]

Producing successful exhibitions often hinges upon the proper management of logistics. Every event contains thousands of details that must be processed logically, sequentially and precisely. While managing logistics well is essential, exhibitions are intended primarily to bring buyers and sellers together in an environment that is conducive to their respective objectives. All of the stakeholders […]