Stateside with Stephanie |
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• Audience engagement plans are a must. Are you using data to know more about your clients and prospects? According to James Capo, Omeda,“ 65 % of media companies surveyed don’ t have an audience engagement plan.”
I’ m sure the stats are even higher in the exhibition industry. This is not a visitor acquisition plan, but a visitor engagement plan. What does the attendee journey look like? How are you purposefully building community, micro-communities, or both? Who on the team oversees the process from budgeting through execution, and evaluation post show? Is it a full-time position or an afterthought? Remember, happy visitors make for enthusiastically returning exhibitors and sponsors. Happy visitors are engaged. They belong.
Hint: The plan should begin with“ Are you making the experience frictionless?” – via Tom Bohn, THM Media.
•“ AI is the worst it’ s ever going to be – TODAY.” Nino Tasca, Northstar Travel The Group SK stand.
• DaaS: Data as a Service. Learn
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this( relatively new) term.
• Use your own first party data. FYI – for those not familiar, first party data is the information your prospects and clients directly share with you – including their customer journeys on your show website and registration intake forms.
•“ We are in the liquid information age,” said Lucky Gunasekara, miso a. i.. He explained that though one can ask AI for information and get an answer right away, how good, verified, and true the information is, is another matter entirely.
•“ Owning the audience enables you to launch diverse ventures.” Craig Fuller, Sonar. How are you expanding the offerings from your show to visitors and exhibitors / sponsors? They trust you. How else can you help them sell their customers and prospects better?
Finally, I’ d be remiss if I didn’ t share my Top 4 of“ Turbocharged Revenue: 10 High-Impact Tactics for Media & Event Growth [ using data ]”
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Left: Eyes right on stage at RevvedUP in Sarasota
n The next RevvedUP will take place in late February 2026.
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by Holst-Knudsen. These are great nuggets to implement within your organisation immediately. 1. Set clear KPI’ s. Use real-time data and dashboards to make changes – quickly.
2. Expand into look-a-like segmentation. Here are two examples:
• How was a salesperson able to get client to commit to a big sponsorship and / or spend who never had before? If you search your database, can other companies which look like that sponsor be identified? Then, once identified, can you apply the same process to make another big sale? And one after that? Make this kind of search( and sell) a consistent part of your business.
• Secondly, look at your competitors. What new categories or outliers have they incorporated into their events? What are they offering that’ s different to yours? Be a detective, discover what successful combinations they are using, then use that information too.
3. Churn mitigation. When your numbers begin to go down, find out why and fix / solve the problems( Kerry Gumas, Metronet called this‘ churn & loyalty metrics’). This metric also measures the health of your business.
4. Upsell and cross-sell. You’ ve already got them to spend with you. What other offerings do you have?( This is like number 12 above, but instead of creating, you’ re selling what you already have in your stack.)
AI and data are tools and when used properly, can help move your company and exhibitions forward. EW
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