A. Michael Cavanaugh

"I agree that we have not done that work for some shows," admits GE Infrastructure Security's Division of Homeland Protection CMO Michael Cavanaugh.
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"The more controlled the environment, the higher the value because you're meeting directly with decision-makers," says Cavanaugh.
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Some show organizers clearly are doing a better job at packaging, says Cavanaugh.One industry organization approached his division, gathered knowledge and returned with a full-year proposal that included sponsorships, booth space and speaking opportunities.When negotiations are complete, he expects the package will garner "a lot more as a percentage of dollars than a booth renewal notice - and considerably more than we spent last year."
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Events also compete with market research for dollars, so it's "huge" if show organizers can provide strategic data, adds Cavanaugh.This is especially critical for the bigger-ticket equipment his division showcases at events.
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A. Michael Cavanaugh, GE Infrastructure Security's Division of Homeland Protection: "Make sure customized proposals are realistic and targeted, and at least take a stab at measuring return - such as the cost savings we'll gain - even if soft dollars - by not flying our people to these customers."
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Michael Cavanaugh, CMO of GE Infrastructure Security's Division of Homeland Protection, attends half a dozen events each year; the division exhibits at about 75.