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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