Many associations are concerned about their tradeshows: keeping the vendors and attendees coming back. A business model called hosted buyer might be the solution by combining tradeshows, technology, and sponsorships. Independent College Bookstore Association (ICBA) created PRIMEtime, an event where vendors get precious one-on-one time with buyers at a fraction of the cost of a tradeshow booth. Everybody is happy: vendors get access to buyers and can point to new sales and bigger orders for their participation. Buyers only see the folks they want to see. And the association gets a profitable meeting that everyone wants to attend. Great example of innovative ways to use meetings. Click here for the case study.
Tags: case study, Marketing, Speaking, Sponsorship, strategy, tradeshows, Vickie Sullivan