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Trade show programs

H
Harris Schanhaut, CME

American Express' event program was chaotic but within a year the author was able to make changes that increased the number of events by 20%, tripled the number of decision makers contacted, and raised qualified leads by 40% - all while keeping the budget flat for 6 years. The author asks how the event program could be improved.

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Trade show programs
When I joined American Express the look was rather chaotic
Trade show programs
Trade show programs
By the next year I was able to make changes
Trade show programs
Trade show programs
During this time Number of events increased 20% Quantity of decision makers touched almost tripled Amount of qualified leads raised 40% All with a flat budget for 6 years Read this and weep Try and top these results
How would you like your event program improved?

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Trade show programs

  • 2. When I joined American Express the look was rather chaotic
  • 5. By the next year I was able to make changes
  • 8. During this time Number of events increased 20% Quantity of decision makers touched almost tripled Amount of qualified leads raised 40% All with a flat budget for 6 years Read this and weep Try and top these results
  • 9. How would you like your event program improved?