Trade Show Insights

Earlier this year, I attended a workshop on how to market like Taylor Swift, and let me tell you … there are a wealth of insights you can learn by studying this multi-award-winning, stadium-packing music legend. And it really doesn’t matter whether you know a single one of her songs (I’m only familiar with a few myself). We’re going to break down the strategies she uses to create raving fans who c...

Designing an impressive exhibit display just isn’t enough anymore. Attention spans are shorter, and attendees want experiences that not only educate about your products, but also involve and entertain them. At the same time, sponsoring the opening reception or other official event at the show is likely outside the budget for many companies. So what’s a creative exhibitor to do? Wendy Porter has de...

Lifestyles have changed since the "Great Pause," and stamina is a big part of that. While event attendees used to be willing to be booked solid from sunup to sundown (and far beyond), that just doesn't fly anymore. Savvy trade show organizers and exhibitors are learning to integrate wellness into all aspects of the event – from the overall schedule to meals to in-booth activities and more. In this...

Certain topics are getting lots of buzz these days: staffing challenges, budgets, sustainability, AI. But too often that’s all they are – buzzwords. So for this episode of Trade Show Insights, I invited one of my trade show BFFs to join me for a conversation that goes beyond the surface of these topics to what should be on everyone’s radar. You see for several years, Rich Vallaster and I have sche...

When you hear the word "sponsorship," what do you think of first? The welcome reception ... or tote bags ... or a gazillion banners hanging all around the convention center? Sure, that's what most shows do. But you don't want to be like most shows, right? Time to makeover the sponsorship menu with options that stand out and benefit everyone involved – attendees and exhibitors, as well as the show'...

What's your goal for your next trade show? No matter how you answer that ... learn how to use your goal as a North Star to guide all your trade show decisions: what your exhibit should look like (what it should or shouldn’t include), how to promote it, what to give away, and even how to craft your follow-up strategy.

Ever faced an exhibiting challenge – like unreasonable costs – and didn’t know where to turn? That’s where The Exhibitor Advocate comes in! In this episode, Jessica Sibila shares what The Exhibitor Advocate is and how to access the resources provided to help exhibitors: Address rising costs and potential solutions Work with show management to set up an Exhibitor Advisory Council Know where to watc...

Several years ago I discovered (and now follow) one of the most forward-thinking, award-winning architects focused on using smart building design to create experiential environments that inspire and delight. Her name is Maria Lorena Lehman, founder of Sensing Architecture, and while I don’t have her as a guest on the podcast today (maybe someday!) … I did want to share some inspiration from one of...

Shipping – it’s often just one more item on the trade show to-do list, and not the focus of attention … until something goes sideways. But lately with all the talk about a potential strike at UPS and then the meltdown of Yellow Freight, the topic of shipping has become top-of-mind for a lot of companies. So I reached out to a few of my go-to industry experts for a few Shipping 101 (and beyond) tip...

It's a situation no event organizer wants to face. But the team at RISKWORLD 2023 was forced to deal with the reality of an active shooter in the city, which put their crisis management plans to the test. In this episode, Gary LaBranche, CEO of RIMS, the risk management society®, shares the story of what happened at the Georgia World Congress Center in Atlanta. Learn behind-the-scenes details of:...

Too many exhibitors think of lead gathering as simply a race to scan the most badges. Instead it should be the beginning of a system that guides a visitor in your booth along the path to becoming a valued client. In this episode, Janae Peel from Captello shares tips and best practices for: Staying focused on the conversation in your booth Transitioning leads into your follow-up system Personalizin...

Why stop with a one-week experience? (Too many trade shows do.) Instead, think of your trade show as the centerpiece of an ongoing community for exhibitors, sponsors and attendees. Membership development consultant Joy Duling shares strategies, tips and tools to: Create Discovery Magnets for your show Onboard attendees with personalized communications (it might be easier than you think!) Craft aud...

Recently, I was invited to be one of the first contributors to the new Exhibitor News Network. This podcast episode is the audio version of that article. Here’s where you can read that blog post . (Thanks to the team at TSNN/ENN for permission to repurpose as an audio version.)

Anyone who’s ever walked a trade show knows how easy it is to hit stimulus overload. And that becomes even more of a challenge for neurodiverse or introverted attendees. So how can we make our conferences and trade shows more sensory-friendly? Professional Event Host and former BBC broadcaster Clare Forestier shares tips on how to: Create breathing space for attendees to recharge Consider sensory...

Everybody’s talking about ChatGPT and other hot AI tools these days. But how do you sort through the hype and learn how to incorporate them into your event planning tool kit? Tech expert Michelle Bruno provides insights on: What options are currently trending Ways to use them for trade shows and events How to verify the information is accurate Dangers and landmines to watch out for

Trade shows are not a stand-alone marketing tool. Instead they should be integrated into all your other marketing efforts as part of a comprehensive strategy. The team at Canon Medical Systems is a great example of that, so I featured their story in the updated edition of Build a Better Trade Show Image . Listen in as Debbi Kemp shares behind-the-scenes details (beyond what’s in the book) on how t...

It’s that time when everyone begins to reflect back on the year winding down, while also eagerly awaiting the new one that’s just ahead. So in that vein, I wanted to share some perspective on what you can expect from me in 2023.

We all want our trade shows and events to be memorable. Instead they often wind up mostly forgotten by the audience. But Phil Mershon doesn't believe it has to be that way. Listen in as he shares strategies for how to: Lean into your audience's interests to create "magical moments" Pay attention to the audience journey (especially for first-timers) Create a culture for serendipity Craft ways to av...

Our economy – and climate – is changing and trade shows need to adapt along with it. In this rebroadcast of Virtual Lunch , Rhiannon Andersen joins us to discuss the Sharing Economy: What is it and how does it fit in with exhibit marketing? What are the benefits for exhibitors and the environment? How can you get buy-in from executives at your company? How can virtual experiences be better integra...

Working a trade show booth requires you to think on your feet and adapt with each visitor who enters your booth. You’ve got to be prepared for almost anything – kind of like taking a turn on an improv stage. So in this rebroadcast of Virtual Lunch , edutainer Rebecca P. Murray provides expert tips for how to: Develop a hook that will engage attendees Use three key transition phrases Get beyond “st...

There has never been a more important time for exhibitors to have a voice in the trade show industry. In this rebroadcast of Virtual Lunch , Jessica Sibila introduces us to a brand new group that's been formed to help address exhibitor challenges and ensure the success of our industry. You'll discover: What The Exhibitor Advocate is and how it came to be Who it's created for and what it provides W...

These days, it’s a full-time job to keep up with what’s happening in event tech. Ideas and tools are changing fast and it’s hard to know which ones you should be incorporating into your trade shows and events. So in this episode, we’re getting some straight-up perspective from Josh Hotsenpiller on what you should be paying attention to, including: How you’re serving those who aren’t showing up for...

The results are in ... video is the champion of online content, and you better get in the game. But how do you create videos that get watched, shared, and remembered? Get advice from an expert! Now I don't profess to be an expert when it comes to video. So I invited my friend, Lou Bortone , to be our guest on Virtual Lunch . Lou is a former executive at E! Entertainment Television as well as an on...

No doubt we all wish we had a crystal ball to see what the future of trade shows might look like. Or do we really need one? If there’s one thing that’s become painfully obvious after the past two years, it’s how unlikely our industry is willing to readily accept change. It doesn’t have to be this way! Instead, here’s what the New Era of trade shows could look like ...

Do you take your exhibit too seriously? Are you forgetting to have fun in your booth? In this rebroadcast of Virtual Lunch , bestselling author Dr. Bob Nelson ( 1501 Ways to Reward Employees , Work Made Fun Gets Done! ) shares creative ideas and strategies for: Boosting your booth attraction Motivating and rewarding your staff Tapping a hidden resource to connect with attendees on their level