The Mixer: Jennifer Hoff

By Dawn Reiss, January 4, 2019

And what draws you to trade shows?

I enjoy how there are so many pieces to a trade show and how it all culminates over a certain period of time to create a community for those in the industry to network and do business. Then having the opportunity to evaluate how to evolve and make the next event even better for the industry is exciting. I also appreciate the network of planners and vendors in the industry. It’s an engaged, creative and fun community, and I like being a part of it.

What are the keys to achieving your goals during events?

Understanding who the customer is and what they are trying to accomplish. At a trade show, you have diverse customers (exhibitors, attendees, speakers, etc.) trying to accomplish different things. You need to understand what the driver is for each constituent at the trade show and ensure their needs are being met.

What are typical goals?

Our typical goals are to ensure a seamless, productive, meaningful and profitable experience for all involved in the trade show. We quantify that based on different variables, but those are typically the key things we are working against.

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