Showcase learned that lesson the hard way. One year, Matthews and his partners lined up a star-studded program for a women's expo and drew raves from the consumer audience. The next year, the producer cut costs by trimming the entertainment component. The show flopped and eventually dropped from existence. Without fanfare, there's no fun, and without fun, there's not enough reason to come.
Competition also represents a major force in the burgeoning entertainment trend.
Automobile manufacturers at auto shows are a good example of companies spending incredible amounts of money to create a spectacle. Their efforts now rival a Broadway opening, and the competition knows they have to match up in order to get noticed. Entertaining presentations often can provide clearer messages, as well. While the audience looked on, the doctors prescribed treatment showing how teleradiology could be used in the field. While the concept of creating entertaining shows is not new, the need for solid exhibitor and attendee engagement strategies has never been greater.