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Many companies are reducing their presence at industry events. According to the Las Vegas Convention and Visitors Authority, attendance in their market is down 18% from the record highs of 2006, and 2013 saw a slight dip compared to 2012. Tighter budgets, time constraints, and concerns about climate change and greenhouse gas emissions are some of the reasons why companies may reduce their participation.

But online chats and email can’t outperform a friendly handshake and face-to-face interaction, especially when you are trying to transform a prospect into a client or deepen your relationship with an existing customer. So, when your company does attend an industry event, whether it’s at home or away, it makes more sense than ever to maximize the impact of that decision. A great way to do that is with a corporate special event held in conjunction with a conference, convention, or trade show.


But why budget for an event when you’ve probably already spent a sizable amount on a booth, promotional materials, and staffing? The number one reason is undivided attention. An invite-only event for your best clients and top prospects is a great way to ensure your company gets to stand in the spotlight, without competitors’ booths or conference/convention presentations fighting for attention. It’s an ideal time to make a major announcement and a great way to launch a new product or service.

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