Blogs
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 of town, the… 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 year. It’… 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 the booth.… 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 think if Starbucks changed its logo,… 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 a great marketing tool, especially… 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 trade show would be pens.… 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 Facebook and National Geographic, stressed that incorporating video into social is the way of the future. It’s an effective tool for the events industry, as it enables us to promote our client’s events in an engaging way… more
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Oct 07, 2016
From seasoned event organizers to novice marketers, everyone measures event ROI differently. Organizers and meeting planners are often looking to better understand the big picture and are searching for ways to prove ROI while improving their programs.
But each organization has unique goals and objectives. And an event measurement strategy should be as unique as the event itself.
There are, however, certain universal aspects that should be part of every trade show or event measurement plan to ensure a healthy, vibrant, successful program year after year. Instead of looking at metrics… 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 would… more
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Oct 01, 2016
“Price is what you pay. Value is what you get.” - Warren Buffett
What is the price of exhibit space for your show? Pricing is both an art and a science, and in the process one has to take into consideration a variety of factors. First and foremost in developing a pricing strategy is to scope out the competition. Then one has to take into consideration all the factors that go into both the budget for the show and also the budgets of the respective exhibitors.
In the past, I have always been weary of dramatic price increases and have chosen a strategy of incremental increases. With this… more
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Partner Voices
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