Blogs

Sep 05, 2019
Most trade show booth traffic is “passive.”People passing the booth recognize the company name and look to see “what’s new.”Others recognize the equipment on display and decide they want to learn more. Exhibitors who rely on passive traffic alone, however, miss out on a huge number of qualified prospects who simply don’t “see” their booth or actively choose to ignore it.  Expert exhibitors know maximizing the number of qualified leads they get from each show means actively attracting traffic to their booth and enticing qualified buyers into the booth to meet the booth team. So how do you… more
Sep 03, 2019
Experiential marketing is one of event planning’s hottest trends right now. According to the site Statista, 74 percent of consumers said they were more likely to purchase products promoted by events, and 93 percent of them claimed that live events had a larger influence on them than TV ads. But experiential marketing can be expensive. Take these 10 steps to secure stakeholder buy-in and support.  1. Set an Appointment to Ensure All Decision Makers Are Present  Don’t catch your stakeholders in the hallway and hope to “put a bug in their ear.” Make sure all decision-makers are present in your… more
Aug 29, 2019
With all the logistics you have to manage for your company’s trade show program, you might feel justified in skipping trade show promotional activities. But that would be like planning a party, and not sending out all the invitations. Sure, the show organizer will get people to the showfloor. But it’s up to you to get them to your booth space. Here are seven reasons why trade show promotional activities are so worth your effort: 1. They attract more booth traffic As attendees wander down the aisles, their eyes are bombarded by structures, images and words from all sides. What wins in that… more
Aug 26, 2019
Aside from your exhibit design, the location of your trade show booth is one of the most important factors to consider when planning to exhibit. Each space within a venue will have its advantages and disadvantages; knowing how to identify these will help you secure the best space for your business.  Make sure you’re in the know The key to securing a great exhibit space is to be in the know about when the trade show organizers begin selling these spaces to ensure you receive first pick. You can keep up to date with any news about floor space by following website pages and social media… more
Aug 22, 2019
As event planners ponder budget numbers for their next event, one of the bigger line items will be establishing AV and event staging costs. In many cases, they won’t consume the majority of an event budget, or the meeting planner’s many ongoing concerns leading up to the day of the event.  But, as we routinely counsel our clients, AV should be a primary planning item at the very outset. This is not just to nail down budgets, which of course is important, but how corporate objectives will be met.   Like many purchases, AV and event staging costs can vary – widely. For example, if you’re in… more
Aug 19, 2019
Within a few days of returning from a trade show, it’s important to get together with your team to review the event’s successes and failures. Your booth staff will have fresh memories of what went well or wrong, and those staff who didn’t attend the event will likely have early impressions of any resultant sales or leads.  To ensure you capture this feedback in a way that can guide next year’s exhibit, we’d like to offer up the following list of staff questions. Pre-Show Marketing Did attendees mention any of your pre-show communications? Which advertising and marketing channels seemed to… more
Aug 14, 2019
Managing an event can feel like a cat rodeo, with huge groups of people headed every which way and different things on their minds. It’s easy to become frustrated when attendees do not do what we want them to do. Event planners predict behaviors based on activity history, then use those projections for forecasting and budgeting. When the target audience does not “behave” as projected, it can impact the success of the event. Don’t sit by and watch. Here are nine actions you can take to achieve desired attendee behaviors.  9. Master Segmentation to Help Your Audience Hear You Audience… more
Aug 12, 2019
Taking part in exhibitions and other events is key for businesses to create new leads, nurture relationships and promote their products or services.  Nowadays, there are trade shows for most industries, providing great opportunities to reach new audiences. But with some of the biggest exhibitions attracting thousands of exhibitors, how do you ensure you not only stand out from your competitors, but also achieve a good return on investment? Plan ahead Planning is one of the top priorities when it comes to maximizing your results at exhibitions, so make sure you have a clear strategy in… more
Aug 07, 2019
Trade shows are costly – there’s no way around it. They often yield great results, but the initial investment can be daunting. Renting the booth space, booking travel arrangements and lodging, and advertising attendance can all add up.  Here are nine actionable steps that you can take to increase your success without eating into your return on investment.   Register Early for a Good Location The phrase “the early bird gets the worm” comes to mind. There is a lot of benefit that comes from completing your event research early and determining which shows you want to attend long before… more
Aug 05, 2019
After years of hosting seminars at Skyline Entourage, one thing has been made very clear to me: as marketers, we very often face similar struggles when it comes to organizing and implementing successful trade shows. One of those pain points is booth staffing! If you can answer yes to any of the following or if you know someone who is struggling with similar issues, keep reading or kindly share. Ask yourself: what type of booth staffers do I have on my roster for my trade shows? The “I hate traveling” reluctant staffer The “Oohhh we’re going to Vegas?” vacation mode staffer The “I’ll see… more