Strategic use of social media and market research are the major marketing concerns facing association meeting planners and exhibition organizers in gaining attendees, according to a survey conducted for the Attendee Acquisition Roundtable. Ironically, they are two functions that most trade show organizers do not outsource. “Event producers haven’t found the key to social media marketing,” said Sam Lippman, president, Integrated Show Management and Marketing, Arlington, Va., who produced ...

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