By Cathy Breden, CAE, CMP, CEO, CEIR
In January, I wrote a blog based on an article I read in a McKinsey and Company post. I read another article, “Where stores can compete – and win, “ also a McKinsey and Company article. You can tell I like what they write….
This article addressed how brick and mortar retailers can find growth in an environment where Amazon rules. Retailers are examining their value proposition and finding ways to set themselves apart from online. Just like retail, there is a great deal of competition in the trade show industry. Just like the article, we are creating collaborations and partnerships, either domestically or with partners in other countries.
The article goes on to look at the different elements of the value proposition of brick and mortar versus online. The seven elements listed can also apply to trade shows:
- Value and…
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