Here is a link to a recent article which I had penned down based on a discussion on the “events business”. http://www.exchange4media.com/viewpoint/viewpoint.asp
Personally I see no real ROI in the traditional events business model – the number of “exposed” and intended customers or partners are too few for it to be a viable exercise. The “event/project” has to be amplified by use of other media touch points.
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