MarketingSherpa is reporting live from Chicago's McCormick Place at IRCE. In the MarketingSherpa Media Center, Darrell Denny, Executive Vice President, Sports Group and Business Development, Emerald Expositions, joined MarketingSherpa's Daniel Burstein to discuss event marketing.
As the largest trade show producer in the United States, Emerald Expositions, parent company of IR Events, has the challenge of communicating intangible value to promote events, including IRCE. Denny discussed the importance of effective communication to provide value to customers before they attend an event.
"In the old days, trade shows worked because they were a default — there were not a lot of ways to find out what was going on in an industry. Now, there are lot of ways we have to connect with customers," Denny said.
Watch the latest interviews from the MarketingSherpa Media Center live at IRCE.