Meet Your Audience
Events are exercises in chaos. Coordinating events such an annual company conferences or participation at industry shows requires detailed planning and timely execution. For these reasons and others, event planners and managers operate conservatively and minimize variables. This facilitates the completion of events and reduces opportunities for capturing value. Consider a common trade-off: a larger space and static exhibit versus a smaller space and dynamic exhibit. Too many organizations unwisely choose the former and this lessens their ability to interact with participants resulting in lower return on investment.