How the Independent College Bookstore Association adopted the hosted-buyer model as its relationship-building format — and why other organizations are doing the same.
It happened right after the 2003 annual meeting — a revelation. In a debriefing after the event, Stacy Waymire and his staff at the Independent College Bookstore Association shifted their conversation to finding a new way to engage both exhibitors and attendees. “We thought: ‘Wouldn't it be great if instead of doing a traditional trade show, we set it up so buyers would have private appointments with vendors?’” recalls Waymire, executive director of the Ashland, Ore.?based association. “We ...
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