Sep 13, 2018
Planning a successful trade show exhibit requires strategy and creativity. You’re challenged to engage with potential customers and make a lasting impression – all while surrounded by competition and working with limited space. The big question is, “How do I stand out?” Consider the newest tool being used to create buzz around brands: Virtual Reality (VR).  Demonstrations and Product Training VR is used to sell all kinds of products – it’s not just for techies. Take, for example, Lowe’s new Holoroom Test Drive. Using the HTC Vive headset and a specially made controller, customers at Lowe’s… more
Sep 11, 2018
Successful brands must differentiate themselves to stand out to their target audience and from their competitors. For many, trade show marketing is a major component of the integrated marketing mix because it offers unique brand engagement opportunities. Atypical B2B marketer’s single largest budget item is trade show and event marketing – averaging 20 percent of the total marketing budget, according to Advertising Age, How to Triple Your TradeShow Marketing Results. Trade shows are designed for associations and their members to exchange ideas, share what’s new and important, and help shape… more
Sep 06, 2018
The simplest explanation of GDPR is that it is a set of rules that protect individuals’ privacy. The legislation regulates the processing of EU residents’ and citizens’ personal data, including collection, use, transfer, monitoring, tracking and even viewing of personal data. It went into effect on May 25, 2018. Data subjects, as individuals are called in GDPR, have more rights to control their data. This creates a massive compliance challenge for U.S. companies processing data from European citizens.  Does GDPR Apply to You? GDPR applies to any organization that processes the data of EU… more
Sep 04, 2018
The world of exhibitions is an exciting and stimulating one, but how do you stand out from the crowd? Making your exhibit as profitable as possible starts with the planning process. In this guide, we’ll share five tactics to help you create a healthy traffic flow of quality leads and generate a buzz around your booth. Pro Technique #1: Have an Aesthetically Pleasing Exhibit Booth Designing an exhibition booth that helps you stand out and creates a positive association is an intricate process. Your stand will act as your shop window, representing your brand and product and driving traffic… more
Aug 30, 2018
As a fairly new and small company in our niche B2B marketplace, we were faced with a challenge at our first ever conference: displaying our biggest differentiator – customer service. Many companies talk about how great their customer service is until they’re blue in the face but to potential customers, hearing about great service and experiencing it are two very different things. How would we show, rather than tell, that our customer service really was what we said? Our answer to this challenging problem was to provide actual customer service to conference attendees in a tangible way, right… more
Aug 28, 2018
Forbes recently published a terrific article entitled 3 Reasons Why CMOs Should Embrace Experiential Marketing. Lots of areas for agreement. But I think it could have gone a little deeper. When I get asked the “Why Experiential?” question, here’s my “rule of three” answer: The Power of DOING something: There is a great Chinese quote (often misattributed to Confucius) “I hear and I forget. I see and I remember. I do and I understand” that social scientists have discovered to be true.  Both emotional and logical memory is vastly improved when someone physically engages with a person, an idea… more
Aug 23, 2018
Every event planner knows technology must be integrated into their events to sustain growth and meet the demands of an increasingly tech-savvy audience. Yet the specific needs of your attendees and exhibitors are often harder to identify amongst the countless options available. Understanding what technology makes sense for your audience goes a long way in pulling off a great meeting, conference or trade show. Continue reading to better understand the relationship between technology, exhibitors and attendees. Everyone Needs Reliable WiFi The foundation of any event—regardless of size—should… more
Aug 21, 2018
The theme of last weekend’s TSNN Awards was transformation, which is a common thread that links all shows together right now. The need to reimagine the trade show experience is not a new concept. But what I think is a new way to think about it, is the way the content itself is presented. The long-in-the-tooth formula of filling up convention centers with exhibitors, sprinkled with education offerings of regurgitated industry buzz – is simply no longer sustainable. It’s time for event organizers to put the show in trade shows. Organizers need to lead their exhibitors by example too, and… more
Aug 16, 2018
Trade shows are crucial to the growth of many businesses. They are competitive events but can lead to the successful business relationships. The key is to stand out in the right way at the trade show. When used effectively in a trade show setting, exhibits and displays can grow your business and bring it to the next level. How do you get the most value from your trade show display? Any company participating in a trade show and commissioning portable displays should first establish how they want to brand themselves. They can get a custom-made display or customize a pre-existing one, but this… more
Aug 14, 2018
Successful trade show marketing is about developing a media plan that aligns with and capitalizes on attendee behaviors in the market to accomplish a brand’s marketing goals. At a trade show, the focus of the attendees and exhibitors is the convention, but they also spend time outside of the convention center and their hotel. Since every city has its unique attractions and ways to get to those attractions, an effective market strategy for reaching those attendees must be equally unique. Getting There: How do attendees travel to the market? Each market around the country has different travel… more