With summer quickly approaching, preparations for trade show season are in full swing. Planning a large, industry-leading event can be quite the undertaking, and nearly every association knows that the months leading up to an annual conference can be a bit daunting. While putting forth your best efforts to put on a great event and increase attendance (and future members), it’s easy to leave event- and year-round content opportunities on the table. I’ve seen so many organizations focus so much on the event itself that the sponsorship integration, cross-promotion and potential content opportunities get lost in the shuffle.
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