Blogs

Sep 05, 2017
The trade show industry is quite a revolutionary one, with new trade events, consumer shows, festivals and a variety of applied technologies. However, over the course of time, the trade show booth system has remained stagnant and untransformed. Traditional pipe and drape, which was introduced in the 1950s, is still a major part of the event planning process, almost overlooked as the backdrop to our events. While technology has changed in all other facets of the industry, the basics of booth setup have been passed over as if it’s just a part of the fabric of the floor plan. There are options… more
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Aug 31, 2017
Every audience touchpoint gives show organizers an opportunity to engage, educate and build lasting, meaningful relationships between brands and consumers. But what was considered “meaningful” yesterday has been forever altered, thanks to intense competition, evolving demographics and emerging technology. To better understand the ways in which event marketers are responding to these change drivers, Freeman commissioned research firm SSI to conduct an independent, global study of more than 1,000 marketers in a range of roles across North America, Asia and Western Europe. This research… more
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Dec 04, 2017
Last week I had the great pleasure of taking part in the International Association of Exhibitions and Event’s Women’s Leadership Experience, held Nov. 28, the first day of Expo! Expo! in San Antonio Texas. It wasn’t the first time IAEE has supported women’s leadership with an event, but it was the first time they were holding it during Expo! Expo! The room was packed with mostly women (there was one man!), and the speaker – Emilie Aries – founder and CEO of www.BossedUp.org kicked things off by setting the stage on where things are for women in the workplace. We’ve all heard the statistics… more
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Nov 25, 2017
No. 3: Relationships can make – or break – your exhibit. Exhibiting at my first trade show, I learned that relationships on the show floor can make – or break – you. It gave a whole new meaning to the saying, “no man is an island” when Murphy (of Murphy’s Law) dropped by my exhibit. From damaged inbound freight to forced freight on the outbound (plus a bunch of disasters in-between), just about everything that could have gone wrong did. It took a real team effort to bail me out – a poor, industry rookie – and gave me a whole new appreciation for the term “team player” that I often see in… more
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Sep 20, 2017
My mom and I were making our way through her favorite supermarket recently, when she said to me, “We should have picked up a directory.” Although my mom has been coming to this store for more than 20 years, the store’s ongoing remodel had left her feeling out of sorts. It took a few wrong turns before we finally came across the orange juice. This experience reinforces what I’ve come across during trade shows: attendees want something to help them be more efficient when navigating an exhibit hall. Overhead signage and oversize directories at the hall entrance are helpful, but attendees still… more
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Aug 28, 2017
Managing events requires planning and foresight to ensure the fruit of our efforts is a fantastic brand experience that exceeds expectations and delights audiences. The same can be said for sustainability. Making better event planning choices, even small ones, can make a difference. By planning ahead and thinking long-term about our actions, we’re in a better position to create not only a better event, but also a greener future for our industry and the world. We’d all like to be lean and green but sometimes the process can feel a bit lofty. The good news is it’s easier than you think. Let’s… more
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Aug 24, 2017
In today's global landscape of environmental awareness, it is crucial to learn where event environmental impacts are generated. As part of the team who generated these Impact Statements and recycling reports for events like CES and IMEX America, I know the challenges of the existing systems and there needs to be a fresh approach to tracking event metrics. When thinking of environmental issues, energy consumption, waste minimization and CO2 emissions are among the top priorities, and it is usually the venue and general contractors who provide these statistics. When calculating a single… more
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Aug 21, 2017
There has been lots of chatter in the world of event planning, associations, marketing and nearly every other industry these days. Why all the buzz? Companies like Apple, IBM, GE and Kaiser Permanente use Design Thinking’s human-centered process to meet customer needs in strategically viable ways – simply meaning, they make customers happy and they make money doing it. In his recent Harvard Business Review article, education company Blackboard’s vice president of design, Jon Kulko, notes that companies that have made Design Thinking (DT) an integral part of their culture share some common… more
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Aug 17, 2017
From a business’s perspective, trade shows offer an exceptional opportunity to demonstrate their product and connect their brand to potential consumers in a face-to-face interaction. My team and I looked over some trade show statistics and found a lot of vindicating information for businesses who choose to take advantage of these events. Here are some compelling statistics that stood out to us during our research: 99 percent of exhibitors find unique value delivered by B2B trade shows that are not provided by other marketing channels. 83 percent of trade show attendees have some kind of… more
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Aug 15, 2017
Most business owners don’t have the time to attend trade shows themselves while running and growing their business. But as your company grows, there will be more critical trade shows and great opportunities than you can attend yourself, so you’ll need to appoint some well-trained team members. How do you make sure your team is equipped to succeed at trade shows (even without you)? Here are a couple of tips to consider. Take every opportunity to practice There are multiple ways your trade show team can get customer service experience. Take a look at volunteer events in your area that… more
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