Why Questex Is Focusing on Experiences

Among former Informa, Penton and UBM executive Paul Miller's early initiatives after taking over as CEO of Questex late in 2018 was a reorganization of the company's media and events properties, reducing the number of divisions in the portfolio in an effort to foster more cross-brand collaboration and, ideally, open up new opportunities for brands that were already serving adjacent markets, such as travel and hospitality or beauty and wellness. In the year that followed, Questex—and Miller and chief marketing officer, Kate Spellman, in particular—have increasingly emphasized the "experience economy" as the lens through which the company plans to pursue both organic growth and acquisitions, including the trio of conferences and related publications it purchased from Informa plc at the end of 2019. As Miller articulated it in December, he observed that all of the company's served markets shared a common theme of "helping people live longer and live better"—a broad concept, certainly, but one that Miller believes puts the Questex portfolio at an advantageous position as he anticipates more businesses in its served markets embracing the customer experience as a greater differentiator than pricing or product features. This week, Questex made the new strategy official, rolling out an updated corporate branding and website and organizing its verticals into three buckets: "Live better" (its hospitality, travel and wellness brands), "Live longer" (life science and healthcare) and... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2020-02-27 19:00:10 UTC ]
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