Blogs

Nov 11, 2016

"To improve is to change; to be perfect is to change often." Winston Churchill

For several years, I have had the opportunity to serve on the Board of Advisors for WATT Global Media, a family-owned publisher/media company for which I worked from 1978 to 2004.

As with any company that had its roots in in print B2B publishing, it has had to expand its vision to include the digital realm and trade shows and events. For a person who has been Old School, hanging on the preferring the printed word, the experience has been enlightening and informative… more

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Nov 05, 2016

Planning for an outdoor exhibit or trade show requires considering a myriad of factors involving exhibit space, meeting rooms, marketing theme, available hotel rooms, and hundreds of other items both large and small. I’d like to introduce one more: weather.

Although the weather can be an afterthought during event planning, it is a critical component to a successful event and should be used to inform on-site logistics and event planning to ensure attendees and exhibitors are informed and prepared.

Whether there are outdoor exhibits to consider, or delegates traveling from out… more

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Nov 05, 2016

The exhibition industry has seen huge growth in the past 20 years, driven by economic growth around the world, as the global economy expanded at the fastest pace in recorded history. This happened in part, as a recent article in the British Guardian pointed out, thanks to greater freedom of movement for goods, capital and people. Essentially, globalisation has boosted the growth of living standards for millions of people around the world. And our… more

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Oct 30, 2016

Staffing for trade shows and events has changed. Before “Big Data” and the proliferation of electronic marketing it was sales people who reigned supreme at the show. Their personality and ability to connect with people were key tools for getting more people into the booth.

Crowd gatherers were big too as it was all about getting people who you did not know to come into the booth and learn all about your company. While salespeople can still be great staffers and people skills are always great, the landscape of trade shows has changed and with that the type of skills needed to staff… more

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Oct 30, 2016

Readers responsible for organizing professional events, conferences and trade shows know that one of the biggest event planning challenges is registering enough attendees to “fill the house.” In order to do that organizers need to be proficient at various event marketing strategies and perhaps one of the most cost-effective strategies to employ is content marketing.

According to a study released by Curata (a content marketing platform) 88% of marketers use content marketing to promote a product or service in North America, and 75% planed to increase content marketing activities this… more

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Oct 23, 2016

An age-old debate has finally been resolved – by me, at least, anyway. A big mistake a lot of show organizers and marketing firms make is changing their event’s brand each year. This needs to stop.

Creating a new campaign for an annual trade show or conference is fine. In fact, it’s a necessary way to illustrate what’s new and different about your show. But changing the complete look and feel of your event each year - as many shows do - damages the show brand because it eliminates whatever brand equity you have built.

Think of it this way. What would you… more

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Oct 21, 2016

Trade show exhibiting can be a little overwhelming, especially if your show is just around the corner and you don’t have a clear trade show strategy. The key to success is careful planning. Exhibiting at an exhibition is very different from attending an exhibition. To drive traffic to your exhibition stand and leave a memorable impression on your visitors, you need to create a detailed plan for your event activities.

1. Choosing the right show

With thousands of exhibitions taking place around the world, it’s important to choose the right one. Exhibitions are… more

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Oct 15, 2016

There’s no denying how effective promotional products can be for businesses at trade shows – and it doesn’t matter what industry you’re in either. Why? Because the products are designed to get your name and branding in front of people, to help them remember you when they’re in need of your product or service.

Nowadays there is such a wide range of promotional products available to give out at trade shows, so you’ll be able to find something that suits your target audience and your budget.

Let’s start with the classics…

The most obvious choice of promo product for a… more

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Oct 14, 2016

Storytelling, User-Generated Content, Virtual Reality... The global event series, Social Media Week is known for covering a range of exciting topics of relevance to our industry. Video, however, is one trend that really seemed to jump out at me as part of the London installment.

Many of the speakers, including representatives from brands such as … more

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Oct 07, 2016

As someone who grew up in the 60s and 70s, I consumed a lot of sugar. I mean A LOT. Kool-Aid, popsicles, Shasta pop, ice cream, breakfast cereal, and every Hostess snack from Twinkies to Ding Dongs (perhaps the best product name ever!). Sugar and salt (S&S) balanced an endless dinner-time diet of casseroles and salads with mayonnaise. It was a great childhood.

The sugar feeding frenzy wouldn’t have been complete without packaged cookies. My mother called the shots when it came to cookies, which meant she bought store or off-brand cookies most of the time. But occasionally, she… more

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