Fab 50 2016: Making the Most of Your Partnerships

Fab 50 2016: Making the Most of Partnerships – Event Marketer

Fab 50 2016: Making the Most of Partnerships

Each year, our Fab 50 program provides a list of the top fabricators serving the event and trade show industry in an effort to simplify the exhibit partner selection process. This year, in addition to the 2016 Fab 50 lineup, we offered a deeper dive into the state of the fabrication industry, including a look at strategic partnerships.

As event marketers know, great events are the product of great partnerships. Here, the Fab 50 weigh in on how you can make the most of yours.


1. Engage Early

“One of the things we ask is to be engaged early because sometimes ideas can take root within a corporation and it’s very hard to change them,” says Aidan Corish, owner and cco at Tangram. “If we’re engaged earlier in the process, we can drive the thinking in the direction that we think is most suitable and maybe introduce ideas that haven’t been considered. So engage early with your design team and get them involved in the strategy. Don’t look at them as tactical people because I think you’re leaving a lot of value on the table.”

2. Control Ensures Quality

“There are [exhibit houses] that are outsourcing a ton of work; they become almost an in-house broker with creative and they’ll farm out a lot of different things,” says Christopher Kappes, vp-sales at RES Exhibit Services. “And then there are companies like us who are really vertically integrated. Every client touchpoint we manage, including our own fleet of trucks. We have found that having that control ensures quality and timelines… and we can deliver something that meets our standard without compromise.”

3. Omnichannel Rules

“If you’re targeting millennials or if you’re a retail brand and you’re targeting women, something like Pinterest should be top of mind,” says Rick Stoner, marketing director at Derse. “If you’re targeting an audience that isn’t necessarily on social media as much as they are email or even direct mail, then that’s something to consider. We try to be as omnichannel as we can and think about what are the business objectives, marketing objectives and who we return the market to, and then the channel falls in place from that.”

This story appeared in the August 2016 issue

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