The largest trade show in North America annually attracted 200,000 attendees that would visit over 1,000,000 square feet of exhibits. This trade show, not surprisingly, was generating a large revenue stream from the loyal group of exhibitors that paid the organizers significant fees to reach large numbers of qualified buyers of their products on the exhibit floor.
A market research firm had just completed a new report on the rapidly growing nanotechnology market, their first product in the category. Because of the wide ranging impact of nanotechnology, the firm expected that the market for the product would range well beyond their traditional set of customers and prospects.
A major business to business publication – Personal Information Technology Magazine* – faced a surprising turn of events. Coming off a record year in ad sales, in a growing market, by the second quarter of the new year the publication was facing a steep decline in ad sales. The marketing team searched for answers.
Was it a result of a lackluster effort by the sales force? Had the emergence of a new competitor changed the dynamic in the marketplace? Or did the explanation lie somewhere else?