Fern Launches Exhibitor Success Program
May 18, 2022
Fern, a leading provider of exhibition and event services, partnered with Stephan Murtagh, The Exhibition Guy, delivering strategy and training for organizers, exhibitors and contractors, to launch the Fern Exhibitor Success Program.
The collaborative initiative provides a series of custom webinars and one-to-one coaching sessions that event organizers can provide to exhibitors to help them have a more robust and rewarding event experience.
The Fern Exhibitor Success Program offers three levels of engagement and training options, including the following custom webinars:
- The 7 Steps to Exhibition Success, which takes the exhibitor on the journey from pre-show planning to on-site and post-show follow-up to enhance their return on investment and return on objectives.
- The 9 Key Things for Last-Minute Trade Show Marketing Success, which builds on the seven steps by focusing on the small yet hugely essential things an exhibitor can do in advance of the show to attract key buyers.
- All These Leads, Now What—What to Do After the Show, which focuses on post-show strategies and best-practices for lead follow-up and conversion.
In addition to the webinars, event organizers have the option of purchasing blocks of one-to-one coaching that they can make available to exhibitors.
According to Jim Kelley, vice president, marketing and industry relations for Fern, the success of an exhibitor's experience at an event is something that also benefits the organizer, and Murtaugh understands what it takes to be successful on both fronts.
“Now our event organizer clients can pass his expertise along to their exhibitors to provide a meaningful and tangible return that will result in higher exhibitor satisfaction levels, retention and new sales,” Kelley said.
Murtaugh added that the two companies’ visions for exhibitor and exhibition success are very much aligned.
“This made it an obvious choice for both businesses to not only add value to their clients but to make the exhibition industry an even better platform for all stakeholders,” Murtaugh said. “We look forward to working with the team at Fern on this unique and exciting partnership.”
Fern has more than 100 years of experience in event strategy and production. The company produces more than 1,400 trade shows and corporate events per year.
The Exhibition Guy has more than 28 years of experience in the exhibition business. The company’s training for exhibitor strategy includes setting key objectives, pre-show marketing, stand design and layout, engaging visitors, sales tips and securing real leads.
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Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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