Because exhibitors' and attendees' values differ, they each have their own Value Index. Value as choice Exhibitors and attendees make choices about whether or not to participate in your show. The values you build in, and the expertise with which you market those values, will help determine how easily persuaded your customers will be. You have far more control over the breadth and depth of these value components than you may think. Every component of designing and producing a show is an opportunity to add value to the show, and you must actively promote that added value to your customers.
Values are complex, hierarchical and shift over time.
You may hear of shows where there are complaints or grumblings, but the show holds its own or even grows. As managers, you must ensure that, over time, unmet values don't culminate in a critical mass of annoyance that could cause sudden withdrawals from your show. The most successful shows consistently deliver at the high end of the value scale. The most basic value component of a show is the rationale for the show itself. These are also basic value questions.