We re always developing and testing new programs. And all of this is in response to research we ve done with buyers and exhibitors. Reed has also introduced a Key Buyer Program for both shows, which has grown to include more than 400 buyers identified by exhibitors. Members of this group receive special incentives, such as free airfare and hotel stays for select members and access for all to a special lounge where they can eat meals or use phones, to promote their attendance and participation. Exhibitors and attendees alike benefit from Reed s technology resources.
Online registration is one example.
And Reed added online pre-show planners that offer exhibitor directories and personalized floor plans. Buyers can input the names of the companies they plan to visit and discover the most efficient route to navigate the immense exhibit area. But Reed is a major trade show company, so we have resources and professional staff here who can invest years of experience into improving a show, McCabe says. He reports that the partners work well together, in part because the Reed staff members in Norwalk communicate daily with people at the PGA organization in Palm Beach Gardens. McCabe also tries to meet at least once a month in person with their executive group, which includes everyone from their CEO and COO to the people in charge of public relations and special events.