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New Research on Midsize Show Organizers Revealed

On November 17, Lippman Connects and EVOLIO Marketing unveiled the Best Practices Report at Midsize Show Roundtable (MSR), which was hosted by VISITPittsburgh and Pittsburgh’s David L. Lawrence Convention Center and produced by Lippman Connects.

The research compared many of the advantages and disadvantages midsize shows deal with. Midsize shows are more niche than larger shows, which results in better networking opportunities. They also are more flexible and fit into different types of event spaces. Some disadvantages are that they often are considered second-tier, which means exhibitors often are less aggressive in promoting their presence and may dedicate less money to their presence.

Midsize shows anticipate an increase in attendance over years past and are planning for hybrid-style events. According to the research, acquiring the right number and type of attendees seems to be their biggest challenge, and midsize shows have room to grow in terms of dollars spent on ads in trade journals and social media.

“With the threat of a recession looming large, we want to give executives, directors and managers at midsize shows the critical data they need to make it through the uncertainty and emerge even stronger,” says Sam Lippman, President of Lippman Connects.

Joe Federbush, President and Chief Strategist at EVOLIO Marketing, adds, “Midsize shows have distinct advantages and unique challenges. For example, midsize shows have more flexibility when choosing event locations. They also attract more targeted audiences, allowing exhibitors and sponsors to retrieve high quality leads. Our research will reveal how to best leverage their advantages.”

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