GrowinG Market SucceSS
throuGh an optiMized
02/conception to perception
In order to succeed at growing and protecting our personal investment
portfolio, we know we must optimize it to match our goals and objectives.
We can’t put all our investments in one small segment of the market
and expect secure, ever-escalating returns.
Investing in the business or consumer marketplace involves a
similar strategy. Too often, however, rather than examining their
portfolio of activities, businesses may tend to anchor their investments
in a narrow range of exhibitions and events, simply because they feel
comfortable there or don’t have the adequate information required to
judge the value of participating in other events. We should be diversify-
ing our methods of reaching out to the market in order to optimize our
BuildinG the fraMework
A successful marketing strategy requires a broader examination of
a company’s current exposure, the potential gains it can realize from
refining that exposure and a willingness to adopt the most productive
ways to balance investments and leverage its positions in both the
physical and digital domains.
There are a number of challenges confronting marketers today that
threaten the overall performance of an event portfolio. An optimization
strategy helps to improve this performance.
Optimization helps get the most out of event budgets, which
ultimately eases the many constraints and demands of globalization
and global reach.
Marketers are better able to segment their audiences and promote
With the proliferation of events, event types and social media chan-
nels, an organized approach toward balancing engagement touch-
points eases decision making, opens new dialogue opportunities and
helps assure marketers that they are reaching their target audiences.
Techniques for managing an optimized event portfolio can help
satisfy increasing corporate demands for m