ATTRACTING NEW ATTENDEES — “One of the advantages of being operated by a larger show producer is the synergies that exist between events,” according to Nikki Puckett, Marketing Director, Emerald Expositions.

Taking advantage of these synergies for SURTEX 2016, Nikki reports that her team is cross-marketing to the host of related events produced by Emerald Expositions with the goal of attracting new buyers. “We are targeting the manufacturers and retailers that we already have relationships with from, easily, a dozen shows like NY Now, Outdoor Retailer, HD Expo, GlobalShop, National Stationery Show, KBIS, and more.”

The exhibitors at such other shows – manufacturers of products like backpacks, snowboards, and such – are potential attendees at SURTEX, Nikki points out.

“The result,” she promises, will be a “broader range of attendees than SURTEX has seen before.”