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Media executives say integrated effort key to trade show success

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New York—Successful trade shows for business media companies depend largely upon effective coordination between magazine and event staffs, according to panelists who spoke Wednesday at American Business Media’s inaugural Trade Show Summit.

The work must begin with jointly developed strategies and continue with joint marketing, they said.

Panelist Georgiann Decenzo, corporate marketing director at Advanstar, said expositions and publications report to a single business unit at her company.

"You can get everyone singing the same tune, but it does require real work," she said. Advanstar has the advantage of speaking with one voice to key advertisers and pitching the entire portfolio to clients, she added.

The other panelists for the session were Bob Felsenthal, VP-publisher of BtoB and BtoB’s Media Business, and Ray Herrman, publisher of Reed Business Information’s Chain Leader. Margaret Pederson, president of Primedia Exhibitions, moderated the discussion.

—Carol Krol

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