The Mighty Copywriter Tells Association Marketers, You Must Brand to Expand

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Branding is essential to any effort to expand the audiences for tradeshows, marketing consultant advises conferees at Association Marketing Day.

You must brand to expand.

“You must brand to expand.”

That’s the advice DC-based marketing consultant Bob James, The Mighty Copywriter, offered conferees at Association Marketing Day, sponsored October 7 by the Direct Marketing Association of Washington.

James insisted that branding remains essential to any effort to expand the audiences for tradeshows, which have declined since the economic meltdown of 2008.

“Knowing your audience’s catch factor and letting them know you know are crucial to growing attendance,” James told listeners during a panel session entitled, “Innovations in Increasing Your Meeting and Convention Attendance.”

James also discussed 35 best practices for attendance promotion, culled from new research provided by the producer of the Large Show Roundtable, a closed-door gathering of managers of the nation’s largest tradeshows that takes place three times yearly.

James was joined on the panel by Craig Blake, Senior Vice President, Nexus Direct; Margaret Core, Managing Director, Sales and Marketing, Biotechnology Industry Organization; and Christine Maple, Marketing Manager, Packaging Machinery Manufacturers Institute.

About The Mighty Copywriter
The Mighty Copywriter, Bob James, is the Washington, DC area's go-to professional for on-demand copywriting. With more than 30 years’ experience writing for associations and businesses, Bob is an experienced wordsmith and marketing advisor committed to the proven principle that clarity is the key to results. Four percent of profits are donated to DC LEARNs to combat illiteracy in the nation’s capital. To learn more, go to or call 202.537.1169.


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