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Moderated by:

Georgiann DeCenzo

Corporate Marketing Director

Advanstar Communications

Trade Show Renaissance 

Building & Keeping a High Caliber Audience

About Me

Head of marketing and communications


Seven years at Advanstar;
six at Penton Media


Extensive background in
events, publications and online

Challenges In Building a High Caliber Audience

Landing VIPs and Power
Buyers


Increasing retention


Increasing first time attendees


Converting pre-registrants

Challenges In Building a High Caliber Audience

Keeping the show fresh,
cutting edge and new


Proving to exhibitors that
you delivered a
high caliber audience


And doing it all faster,
cheaper, better!

How to Build & Keep a High Caliber Audience

Rethink how you allocate
resources

Marketing is not enough


Our key to success:

Treat attendee acquisition
as a sales function

How to Build & Keep a High Caliber Audience

Our shows have attendee
sales teams who focus on calling and capturing target attendees

More than 3,000 in person
calls and 30,000 phone calls per show cycle


Top buyers are tagged and
tracked in our sales system; complete data profile


Top buyers are targeted
for each floor
section

How to Build & Keep a High Caliber Audience

Sales team focus with power
buyers prior to
the event


Types of