The environment in which we sell the main elements of our events are exceptionally dynamic. Our tried and tested processes and now being tested and straining to cope. The environment in which we promote our events is one with much more competition. One with a downward push on revenue. An environment where we have to consider; the design of our event and how our attendees, exhibitors and sponsors interact with our events. In order to raise revenue, we need to make our events, more of a success. We have to address the true value our participants and stakeholders derive from our events. We have to do that in a much more creative way.