Heart of the community Marketing is the heart of the community at any event , says Villanueva .
“ What I see is some events get how to put a community together and build on that , but some don ’ t . They feel that if they attend an event that is a community . It ’ s not enough to call an attendee part of your community , they have to be engaged .
“[ Marketers ] are the face of exhibitions . Without us , you won ’ t know about it , your exhibitors won ’ t
“ Measuring what works is critical , to the success of any marketing campaign . Your CRM is the key ” know about it . They won ’ t invest and operations won ’ t need to build the show .
“ We draw the picture . The event director will say ‘ I want to do one event on family law ’ for example . It ’ s just a word and it ’ s marketing people ’ s job to make it exciting , to make it look like a subject that needs focusing on . It ’ s our responsibility to arouse curiosity and how we turn that curiosity into something tangible – making people do something to act on that curiosity . Which is why a very integral part of any exhibition is the marketing .” EN
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