Trade shows are being condensed. Convention facilities are under pressure to deliver more for less. Hotels are dealing with shorter conventioneer stays. The exposition industry has never experienced so much change. Industry participants must sharpen their marketing techniques to flourish, even survive in such an environment.

CI Marketing Communications established its Event Marketing division to provide support to the exposition industry. Under the direction of 25-year industry veteran Sherman C. Wade, CI Expo Marketing works with trade show companies to expand their attendee and exhibitor bases and establish themselves as leaders in their categories while working with convention facilities to attract and retain trade and corporate events.

Mr. Wade was co-owner and co-president of Shepard Exposition Services from 1982 until he sold his interest in the company in 2002. During that period, Shepard became one of the nation’s top five exhibit service contractors, with branches in Atlanta, Charlotte, Orlando, Birmingham and Charleston. Before purchasing Shepard with partner Carl Mitchell, Mr. Wade was Director of Sales and Marketing for the Georgia World Congress Center, one of the nation’s largest convention centers. His long history of service to the industry includes serving on the International Association for Exposition Management (IAEM) boards of directors. In 1999, IAEM honored him with its Distinguished Service Award.

Mr. Wade and CI have worked together since 1998 when Wade chose the agency to help Shepard re-brand itself and build its business with trade show management companies.

“Their strategies are on target, their communications insightful and their service incredibly responsive,” Mr. Wade said. “Their marketing generated numerous opportunities for us to grow our business. We’re extending that expertise and support to others in our industry.”