Blogs

Dec 08, 2012
Yes, we are at the end of the year, where we look at the trends that our industry has embraced in 2012.  Some are cool, some not so much.  So, let’s see what’s what. 1. Digital Sales Material – thank God this finally caught on, and let’s hope this isn’t a trend!  My readers should know by now that digital marketing is the wave of the future, and NOT a trend.  Get on this bandwagon before you get run over.  You can send material instantly, you know your attendee has it, you can track to see if they share it, if they use any clicks to your… more
Dec 08, 2012
If your organization is hosting a conference or trade show you need to ensure that your staff members are fully participating. If your people are corralled in the back of the room or in a side office, then you are missing out on the real value long-term the event can bring. Sure, someone has to work the check-in table and take care of other house-keeping issues (and emergencies), but too often the association staff or company employees are not part of the community that is created when we bring people together.  Worse, sometimes the executives or sales staff get to mingle with… more
Dec 01, 2012
In a previous blog post, I wrote about the importance of sustainability in event planning and marketing. With a little determination and effort, it’s easy to make the promotion of your event more eco-friendly. So, how exactly do you go green with your marketing? Start out by doing your homework. There are multiple resources available to help you, including the Green Meetings Industry Council, the Convention Industry Council’s Green Meetings Report, and the EPA’s Green Meetings and Events Guide. Analyze your event, consider your strengths and weaknesses and determine what… more
Dec 01, 2012
Twitteris an ideal medium to drive significantly more traffic to your website. It allows you to reach out to audiences that you would not cover with your existing database. The first step, however, is to collect new and relevant followers in a systematic way. How can you do that? As long as you don‘t have tens of thousands of followers, you might want to focus on 4 core activities on Twitter: Here are 15 useful tips that work particularly well for event organizers: Determine a short and unique hashtag (e.g. #wnc11 for World Newspaper Congress 2011) and use it in your own tweets… more
Nov 24, 2012
This is the fifth part of a six-part series on WiFi at events. The next “C“ you need to consider when designing a good network is connectivity (or bandwidth). If, for a moment, you think of internet access like water, the first “C’s” we addressed covered your sprinkler system.  Now, you need to make sure you have enough water traveling through your pipes if you want the sprinklers to work properly. Even the best sprinkler system in the world is not going to effectively water your lawn if your pipes are too narrow or if there isn’t a sufficient supply… more
Nov 12, 2012
"We are victims of our own greed." That bombshell was launched at the recent TSNN T-awards conference Nov. 2-4 by David Audrain, representing the Society of Independent Show Organizers on a "State of the Industry" panel, offering words of wisdom to organizers of the TSNN 50 fastest-growing shows, gathered in Louisville for the celebratory weekend. When asked by TSNN President Rachel Wimberly about response to recent economic troubles, Audrain pointed out how many were rethinking their reliance on exhibitor revenue. Still others are rethinking the service experiences… more
Nov 10, 2012
Event organizers are never satisfied with the status quo, but always looking for new ways to brand and market shows, and return value for exhibitors and attendees. We still believe that face-to-face conversation trumps all other communication, but social media is proving to be a valuable complement. I must admit, I’m a social media junkie. I find myself reading more articles today on industry trends than the gossip blogs I read (more than I want to admit) in college. IMEX America 2012 was truly an inspiration to me. It showed me new ways to use social media to engage with exhibitors… more
Nov 10, 2012
I was recently having a conversation around positioning and a book written in 1981 by Al Ries and Jack Trout.  They referred to product positioning as the ' battle for your mind'. It got me to think about positioning and the trade show. I think that trade show positioning is the 'battle for your heart'. The Plan to See You  First, you are working with your pre-show communication to have the attendee plan to see you. While you will certainly take a spur of the moment walk in, you would rather have someone you have communicated your messaging with and have… more
Nov 05, 2012
We’ve all been there … miles away from our loved ones feeling tired, stressed and desperately wishing they were by our side. Not that long ago, voices of a parent, friend or child through the phone were as close as we could get to their touch. Now Apple’s FaceTime, Skype and numerous other platforms have given us a greater sense of connection through the use of video. With Thanksgiving fast approaching, I think back to a Thanksgiving holiday where I found myself in a similar long distance predicament. It was Thanksgiving 2010 and I had been studying abroad in Sydney,… more
Oct 27, 2012
Most trade show exhibitors put the vast majority of their effort into creating their presence at a trade show – the trade show displays they build, the staffers they send and house, and for some, the promotions they do to create greater activity in their booth space. Unfortunately, too many waste these valiant efforts, because they fall down on managing their trade show leads.  That’s because there are more hidden roadblocks than they realize, obstacles to getting the full value from their leads. So let’s bring those roadblocks out into the light.  I believe the… more