Case Study: Geo Strategy Partners helps a global trade show management company revitalize attendance with customer insights

Geo Strategy Partners rethinks trade show model with Greenbook after 67k+ subscriber insights

Geo Strategy Partners, a global trade show management company, faced a challenge with declining exhibitor and attendee numbers. They needed customer insights to understand how to increase attendance and reinvigorate their market, so they engaged the vendor Greenbook for market research services.

Greenbook implemented a solution involving buyer-exhibitor focus groups, in-person intercept interviews at trade shows, and post-show telephone interviews and online surveys. The result was a comprehensive report that identified key reasons for the lack of interest and provided recommendations for a dramatic change to the trade show format and business model. Greenbook assisted in developing a new merged show concept for North America and Europe, which was then quantitatively tested.