David DuBois is the CEO and president of Exhibitor Group and publisher of EXHIBITOR magazine. DuBois manages 20 staff members who produce the annual EXHIBITORLIVE exhibition and educational program, oversees EXHIBITOR magazine, and supports the Certified Trade Show Marketer (CTSM) program.  

Before coming to Exhibitor Group, David served as president and CEO of the International Association of Exhibitions and Events® (IAEE) as well as co-president of the Exhibitions & Conferences Alliance (ECA). In 2019, David was inducted into the Events Industry Council’s “Hall of Leaders,” one of the industry’s most prestigious honors.  

He also served as the COO at Meeting Professionals International (MPI) from 1996 to 2000. During this time, he supported programs and services for more than 16,000 members worldwide and served as the executive vice president of the MPI Foundation.

His more than 45 years of hospitality, exhibitions, and business events experience contributes to the enhanced growth and successes of the global industry. 

• While it is a given that everybody wants to grow their trade show audience, the fact of the matter is that the market is vastly larger than the visitors you are attracting. There is always potential to grow the show further, and technology can be used effectively to address a bigger market. Video capture of experiences, testimonial interviews and media postings are an absolute must in today’s day and age to garner greater ROI. 
• Both the organizer as well as the participant must put in work before and after the event to maximize ROI. Simply turning up well dressed or with trinket giveaways will not produce results. Sufficient marketplace engagement and attraction strategies to expose yourself to the market are crucial. Content sharing both before and as follow up are critical. 
• One strategy might be to hire a videographer during the show and post live experiences on LinkedIn or dedicated channels and groups. All this is aimed at promoting the product or service. Use technology and social media opportunities to attract, touch and expand the potential target audience. 

Run time – 50.30 mins.