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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 more than a dozen event launches as well as having developed exhibitor education programs for some of the largest media companies in the U.S.
As an exhibit manager, Rich Westerfield has consistently managed to provide employers and clients a larger footprint at events than comparably-sized competitors.
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
Social media, pre-show and on-site
SELECTED HIGHLIGHTS:
"Owning" the Show
- Utilized speaking engagements, product "face-offs", advance PR, live demos and diligent post-event follow-up, helped to catapult an ASP to brand leadership and highest exhibit awareness at significant trade events.
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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