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CEIR Releases New Industry Insight Series Report

Decoding Trade Show Sponsorship Opportunities

DALLAS, 28 July 2020 – The Center for Exhibition Industry Research (CEIR) has published a new Industry Insight Series report, Decoding Trade Show Sponsorship Opportunities, written by industry expert Dax Callner, Strategy Director at Smyle. Callner has more than 20 years of experience developing marketing programs for some of the world’s leading brands including P&G, American Express, Facebook, GE and others.

Decoding Trade Show Sponsorship Opportunities provides an easy-to-read, practical overview of how brand marketers can effectively sort out which on-site sponsorship opportunities might be worth investing in to maximize the outcome of an exhibit program.

Callner explains, “This report decodes trade show sponsorships and provides actionable guidance to help determine what to do, when to do it and how to explain to your stakeholders (critically) why you are doing it.”

“Dax has extensive experience helping leading global brands use sponsorships effectively at trade shows,” said CEIR CEO Cathy Breden, CMP, CAE, CEM. “In this report, he’s offering his expert guidance that has brought success to them. Here’s a chance to read what it is along with examples on how to apply this invaluable advice.”

This six-page report covers content relating to:

Click here to download the full report. IAEE members can access the CEIR library and reports at no cost – a benefit of IAEE membership.

About CEIR
The Center for Exhibition Industry Research (CEIR) serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance, and strengthen their competitive position. For additional information, visit


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