“The bad news is we lost money.
The good news is it was less than a million.”
Here’s the backstory.
A few years back, I was running a joint venture company.
Our lead partner was a national daily newspaper.
Another business in the venture was a concert promoter.
Before one of our monthly Board meetings, I asked my concert counterpart how he was going to break some bad news to our newspaper colleagues.
His latest big venture had not gone anywhere near as well as expected.
That was despite it being a stage spectacular with big name performers in the cast.
He smiled and told me he was going to say the bad news/good news quote at shown the top of this email.
Sadly our publishing colleagues didn’t see any “good news” in that statement.
The concert element of the JV ended soon after.
Not all great ideas are of their time.
Now, more on good news. Trade shows and events are booming.
Exhibition and event revenues will surpass pre-COVID-19 pandemic levels in 2024.
The bad news is that you will have more competition when you exhibit.
Actually, that’s good news too.
More exhibitors mean there’s more for visitors to see and more reasons to visit events.
That interest drives visitor attendance to events upwards.
As proof,
Manchester Central recently announced that visitor numbers to the venue went up 132% in the last three months of 2023 compared to the same period in 2022.
So this is bad news you can live with and benefit from.
To make the most of this growth and to stay ahead of your competitors, buy and benefit from our trade show marketing course.
You’ll find the details on this page of our website.
Very best,