Trade Show Insights

You're standing in your booth. The show floor is buzzing all around you. And tons of attendees are walking by … but it’s like you’re invisible. You've spent serious cash to be on that show floor, between the booth fee, shipping, hotel, the staff time … and of course all those show services. But somewhere near the end of day one, that sinking feeling sets in & you wonder … “What are we really g...

Are you intrigued and excited by the rapidly-evolving world of AI? Or does it leave you feeling cautious and overwhelmed? If you're like most event professionals, it's probably a combination of both. So I invited Sam Eitzen , CEO and co-founder of Snapbar , to discuss the latest trends shaping event tech and why authentic attendee experiences are more important than ever. Listen as we share ways t...

Back in the “old days” (the early 2000s), trade shows were typically seen as a necessary line item in the marketing budget. Decisions were based on things like: “We always go to this show … all of our competitors will be there.” Success was measured in booth traffic and the number of business cards collected or badges scanned. But that just won’t cut it anymore!

Even though the trade show and events industry supports millions of American jobs and generates billions in economic impact, many lawmakers still have no idea what a significant role we play in the economy. Until now.  The Exhibitions & Conferences Alliance serves as the unified advocacy voice for the global events industry in major policy conversations on Capitol Hill and nationwide. In this...

Ever thought about what trade show marketers could learn from reality TV? How is pitching abstract concepts to studio execs like promoting intangible services on the show floor? I invited an Emmy-Award winning media advisor and visibility strategist to answer those questions and more. Drawing from decades of experience developing iconic TV franchises, Vinnie Potestivo shares valuable lessons for e...

Trade Show Insights is turning 20 and you're invited to join the celebration! Our live event featured: 00:00 - Intro & History of Trade Show Insights 04:35 - 1st Episode & Mission of TSI 07:55 - Getting in a Groove & 1st Guest 10:01 - Life Has Changed … but Topics Haven’t 11:55 - Questions from the Panel 17:51 - Topics Over the Years 23:11 - Top 10 Episodes 34:06 - Ideas for Topics &am...

“Create an immersive experience.” You’ve heard that a lot when it comes to trade shows and events. It’s something I talk about in my exhibitor workshops, books, and podcast. But here’s the thing: Creating an immersive experience is not about LED screens, VR headsets, or other assorted flashy tech gadgets. In fact, all that glitz & spectacle may actually be driving attendees away instead of dra...

Ever had a conversation in the booth that feels more like a monologue than a dialogue? Have you ever been “that person”? There’s an art to creating a balanced, brief conversation in the booth. And ... spoiler alert! ... it doesn’t happen by “winging it.” Communication strategist Rebecca Pierce Murray returns to Trade Show Insights with tips for polishing up conversation skills before your next sho...

My husband and I just took our first vacation in 15 years! We covered a bit shy of 2000 miles in 8 days, checking off a bunch items on our wish list. We got to experience cranberry harvest in Wisconsin and spent time exploring the North Shore of Lake Superior. And of course as a trade show & event professional, I couldn’t help but notice a few lessons along the way.

It’s time to say goodbye to “gold, silver, bronze” and hello to smarter, more impactful sponsorships!  In this episode, Wendy Porter joined me for a dive deep into the broken state of sponsorships – and how you can be part of the reinvention. What’s Inside This Episode? Why Traditional Sponsorships No Longer Work: Learn why logos on lanyards or banners in the lobby aren’t moving the needle, plus w...

This episode is for two kinds of people: those who run trade shows, and the marketers who exhibit at them. No matter which one you are, we've got a shared playbook you can implement at your upcoming shows. There are three paradigm shifts that can help both exhibitors and show organizers achieve better quality leads, fewer headaches, and clearer proof of value. Let’s start with the number-one gripe...

If you’ve ever tried to find key information on a trade show or event website, you know how frustrating it can be.  Recently, I posed the question on LinkedIn: “What can trade show organizers do to make the event website more helpful & user-friendly?”  That sparked a lively discussion of common website problems and practical solutions. So I want to share what exhibitors and attendees are sayin...

Exhibit managers often come to me with a similar story: their sales team comes to the show, hangs out in the booth, and becomes more of a handicap than an asset. They want to know how they can turn that situation around. Unfortunately, this is a common problem because the very things that make a sales person great at what they do can often create a challenge in the trade show environment. Here are...

Everybody says trade shows are all about the ROI … Yet most exhibit marketers aren’t doing enough to measure or prove it to their accounting department. So I invited my friend Rich Vallaster to join me for a candid conversation that puts ROI in context for both exhibitors and show organizers. Listen in as we break down what needs to change in both metrics and mindset: Why it’s so important to meas...

Chances are you’ve been overlooking a key demographic in the audience at your events – people who choose not to drink alcohol for a variety of reasons, including those in recovery. Did you realize that could be a quarter of your audience or more? So in the same way gluten-free or vegan are now standard options at events, it’s time to reconsider the non-alcoholic beverage alternatives too. Networki...

These days, it seems everyone's talking about budgets and the rising cost of exhibiting. And yes ... I realize that some elements are out of your control. But there are areas where you might be able to save money and still make a great impact on the show floor. Recently I posed this question to my LinkedIn cohorts and they shared so many great tips that I just had to compile them for you in this e...

Why is lead capture an afterthought for so many exhibitors? Instead it's the whole point of exhibiting in the first place – or at least should be! There's both an art and a science to effectively gathering and managing leads. But the good news is that today's technology can make the entire process much less painful ... once exhibitors embrace both the strategy and the system. Michelle Harman joins...

It's tough out there. Exhibitors are expected to do even more with less. They recognize the value of face-to-face events, although may struggle to prove that value within their organization. Recently, non-profit trade association The Exhibitor Advocate partnered with EVOLIO Marketing to conduct a survey of exhibit and event marketers to get their perspectives on key challenges and understand how t...

As attendees navigate a trade show floor they're bombarded with sights, sounds, and activities vying for their attention. So in this whirlwind of stimuli, how can your exhibit rise above the chaos and leave a lasting impression? Experience design expert Mat Duerden teaches both college students and corporate marketers how to craft memorable, meaningful, and transformative experiences. (He literall...

Lately I've been having a lot of conversations around booth staffing. Exhibit managers tell me they're frustrated about how their team behaves in the booth – or whether they even show up at the appropriate time. Attendees are annoyed that staffers pounce on them or shove materials at them as they pass by the booth. Now these aren't new challenges by any means. Bad booth staff may be an ongoing pro...

For years I’ve been hearing all the buzz about IMEX, but never had the opportunity to experience it first-hand until this year. IMEX is often referred to as the mega-conference & trade show for the events & incentives industries. And it definitely can be overwhelming for a newcomer. I spent the first couple of days feeling breathless … trying not to miss any must-see sessions I had bookmar...

Many exhibitors face a disconnect – the marketing team works hard to design an engaging and interactive exhibit that attracts crowds, but the sales team feels it’s not delivering the right type of leads. How can you bridge that divide? Teresa Lopez has a lot of experience getting both of these teams working together. In this episode, she shares some of her favorite strategies for how to: Get sales...

You may not spend a lot of time thinking about vendor selection when it comes to your exhibit or event, but that could cost you. Having vendor partners you can trust will make your job so much easier. But on the flip side … working with a bad one could spell complete disaster! Evan Babins knows how to find and build relationships with trusted vendors, and in this episode he shares his expert tips...

Ever been the unhappy victim of a slimy sales pitch? (Haven’t we all!) Want to make sure you never come across that way? Then you’ll want to take careful notes as you listen to my conversation with sales expert Aleasha Bahr , who believes there’s a much better strategy for those in-booth sales conversations. (Hint: It’s NOT all about selling!) She’ll guide you step by step how to: Seamlessly weave...

When you’re at a trade show, it’s easy to get focused on simply gathering leads or generating sales – short-term results. But beyond that, are you building meaningful connections that can lead to future business or open doors to other exciting opportunities? I know I’ve made some of my best client and friend connections at a trade show. Perhaps that’s how you and I first met! In order to meaningfu...