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Management
Rich Westerfield, President of TWG, has successfully marketed more than 70 B2B trade and prosumer events, including more than a dozen ranked in the TradeshowWeek 200. He has also been integral to a dozen event launches over the past decade.
OUR STRENGTHS:
Strategic planning
Budget development
Market research and analysis
Launch strategy development
Web and e-marketing
Project management
Brand management
Negotiating
Direct marketing
Promotion/incentive programs
Communications and team leadership
International marketing
Public relations/copywriting
SELECTED HIGHLIGHTS:
Customer Acquisition and Retention:
- Executed attendance turnaround for TSW200 event with five-year pattern of declining attendance.
- Developed integrated marketing, sales support and incentive programs for a leading Internet start-up, quadrupling client growth over two years, including development of acclaimed User Group educational conference.
- Created education programs for trade show exhibitors leading to 22% increase in contract renewals for leading independent show organizer.
- Realized 52% show-to-show attendance increase for niche engineering event through introducing viral tactics and improving attendee messaging.
Revenue Growth:
- Revitalized stagnant product lines for three event management companies, in each case exceeding revenue and profit forecasts.
- Created ongoing ancillary revenue streams through development of non-traditional sponsorship and partner opportunities.
- Worked with customer groups to launch 12 new trade events over eight year period.
Product/Process Enhancement:
- Designed web-based processes for third largest event management company in U.S., resulting in significant customer care cost reductions.
- Among first events to use email for registration (1994), web site optimization (1996), and database-driven exhibitor e-marketing and fulfillment programs (1997).
Partnership/Affiliate Marketing and Management:
- Developed and managed numerous revenue-sharing agreements with domestic and international trade associations, corporations, publications and others leading to increased revenues and profits.
RESUME:
The Westerfield Group/TSMI (TradeShow Marketing Institute), President
- Consult on event marketing strategies, with emphasis on attendance-building through direct and electronic marketing and utilization of social networks.
- Operate website (tsmi.org) and blog (tsmi.blogs.com) offering industry's largest online libraries of content pertinent to trade show marketing.
PASSKEY, Vice President, Marketing
- Developed and executed marketing and brand strategies for leading application service provider for group housing in the meetings industry.
- Oversaw product management functions leading to new hotel and registration products.
- Nurtured and managed strategic relationships with F500 travel industry IT firms.
PENTON MEDIA, INC.,
Group Show Director
- P/L responsibility for niche technology events in e-commerce, intranets and CRM
- Launched successful eCRM event
- Organized international marketing and branding initiatives for affiliates in 22 countries.
ADVANSTAR COMMUNICATIONS, INC., Group Show Director
- P/L responsibility for Internet tradeshow/conference business unit
- Managed partnerships with analysts, business press, financial firms and trade associations
- Repositioned stagnant Internet event through differentiating conference content and new content partnerships, growing revenue and attendance to record levels.
MECKLERMEDIA CORPORATION, Marketing Director
- Developed and managed marketing strategies for $50MM Internet World event franchise. Spring and Fall events became fastest-growing events in history of tradeshow industry.
REED EXHIBITION COMPANIES, various positions
- Managed marketing for 22 events across 14 different industries, including each of the TradeshowWeek 200 events in the company's portfolio.
- Identified market opportunities and developed four new events for Mexican market.
- Handled due diligence for acquisitions and developed market research for portfolio of 23 events.
INTERNATIONAL SCHOOL SUPPLY CO., Direct Marketing Manager
- Managed more than 22 direct marketing campaigns and all tradeshow activities annually for leading educational marketer.
EDUCATION:
BS, University of Connecticut, 1979, Business Administration. Additional credits earned toward MBA.
PROFESSIONAL MEMBERSHIPS:
- International Association of Exhibit Managers (IAEM), 2004 IAEM Education Committee. Past board member, Network for the Needy, PCMA New England Chapter.
OTHER:
- Regular columnist on event marketing for TradeshowBlues.com.
- Currently operating one of industry's two blogs: Trade Show Marketing Report
- Two-time winner of Hotel Sales and Marketing Association International's "Adrian" Awards for advertising (2000 & 2001, Passkey HotelDirect). Winner, with NTP, of IAEM's "Art of the Show" award for single-piece mailing for Coverings (2004).
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