Melissa brought a unique new perspective to our portfolio evaluations – that of show management, rather than trade show manager. As the Senior Marketing Manager for PBI Media, it was her responsibility to create and produce integrated marketing campaigns to achieve registration, sales and promotional goals for SATELLITE Show, the premier satellite industry event, sponsored by Via Satellite magazine. Executing these campaigns involved working with many internal departments, such as design, production, electronic operations, web development, editorial staff, conference sales and operations, as well as upper management. She also worked closely with external supporters to develop joint marketing agreements.

From the show management perspective, goals now focused on growing conference attendance, increasing exhibit hall vendors and registrants, enhancing program content, and increasing support from industry associations. Target audience included categories, such as satellite manufacturers, Launch Vehicle Service Providers, satellite operators, Teleports, VSAT Network Providers, government officials, media, broadcasters, and more.

With respect to her portfolio, Melissa had to deal with Design/Layout/Production of the Event and the Exhibit Hall, rather than an Exhibit Design/Production. She still had to use message integration in her marketing communications, using mixed media, but her audience included exhibit managers, paid registrants to the exhibit hall, industry sponsors, etc. She still had to measure and report results in the areas of conference registration numbers, exhibit hall registrations, number of exhibitors, sponsorships and rebookings.

Melissa concluded that although not every required sessions applied to her current position, every one of the sessions gave her a new understanding of some portion of the trade show industry and she’ll be able to take that knowledge with her into future endeavors.