Trade Show Insights

It’s a fact of this rapidly-advancing era we live in: Consistently reinvent, or get run over. We see it happening all the time with major, often decades-old companies who fail to keep up, then soon wither and disappear. Yet in the trade show world, it seems that lesson generally goes unheeded. Sure, a few award-winning shows are seeking to push the limits of what a trade show can be. But for the m...

It happens leading up to nearly every trade show — exhibitors get all stressed out over the location of their booth. Many believe that your location on the floor is a make-or-break situation and that there are only so many ‘perfect’ spots available. But in reality there is no perfect spot. Even the long-held strategy of snatching those ‘prime spots’ right in front of the entrance isn’t really idea...

When I was a beginning exhibitor, I’ll never forget how I learned the importance of attendee promotions at one particular show. It was a local event which was open to the public, but took place over Mother’s Day weekend so it faced a lot of competing events around the city. On top of that, it was a new show, so hadn’t yet built a loyal following who looked forward to coming year after year. So whi...

This week’s ExpoChat was all about creating and using attendee personas, and while we had a lively discussion (see transcript here), there was a very valid point raised at the end: “Why aren’t more people participating in this chat?” Good question! I think the answer might be that until this week’s ExpoChat, many people in the trade show world weren’t familiar with the term “buyer personas.” If yo...

Since today is all about the ‘wearing of the green,’ it only seems appropriate to share the story of how one convention center is going green every day. The idea for this episode was sparked during a recent edition of ExpoChat about sustainability in the world of trade shows. I was very impressed with the tweets posted by the Cobo Center in Detroit: So I made arrangements for you to hear details o...

There’s a long-standing statistic shared in the trade show world that 80 percent of leads are never followed up. While some may doubt the accuracy of that number, I must say it seems pretty on-track with what I’ve experienced as an attendee. And even though I understand how this happens — leads tend to get lost in the post-show shuffle — I really can’t imagine why it’s allowed to happen when there...

This coming weekend, two teams will meet to determine America’s football champion. And while each team brings different specialties and strengths to the field, there’s one thing that’s certain: all the players have spent countless hours perfecting their skills. There are numerous sayings that focus on the importance of training in the world of sports: “Practice makes perfect” (that one may be a bi...

Many exhibitors think that sponsorships are only for the big guys – you know, those companies who already have large island booths and big budgets. Actually sponsorships are often available in all price ranges, allowing even exhibitors with a 10×10′ space to gain some added exposure, brand awareness, and increased booth traffic. Prefer to listen to this article? Just click on the play button at th...

If you’ve signed up for any customer rewards programs, you’ve probably received some birthday deal e-mails. Earlier this month, I set out to claim a few of the ones I’d received and stopped by two stores, experiencing night-and-day results … and numerous lessons for exhibitors. Prefer to listen to this article? Just click on the play button at the bottom of this entry! At the first store, I needed...

You’re entering another dimension … where normal, reasonable behavior can vanish in an instant. The following examples are not an illusion or figment of someone’s imagination. These exhibitors really do exist. In fact, you’ve quite likely seen them … in the Trade Show Zone. To listen to this episode, just click on the play button below! © 2016 Marlys K. Arnold (from the October 2016 TradeShowTips...

Contrary to popular belief, your brand is not your logo. It goes far beyond that, and if you’re not careful you might be misrepresenting it in your exhibits. So we’ve invited Ben Baker back on the podcast to talk about how your brand needs to tell your unique story, whether you’re an exhibitor or the organizer of the show itself. He covers tips on how to: Get clear on your brand before communicati...

You’ve been there … you’re driving past a billboard on the highway, but it has tiny little type (or way too much) so you squint to read it as you zip past. Ultimately, you have no idea what it said. Major fail on the part of that advertiser (and their designer). But it’s not so different on the trade show floor. At show after show I see displays that weren’t designed to be readable, or at least th...

Even though he lived 400 years ago, it turns out the Bard of Avon has quite a bit of good advice for exhibit marketers. Earlier this summer, I had the opportunity to see an original copy of Shakespeare’s First Folio, on loan to my local library as part of a nationwide tour, and it got me started thinking … Now even though I was an English major, I haven’t read all of his plays so I don’t know them...

During the warm, sunny summer months, it seems everyone is talking about great reads. And while that often may include an epic work of fiction or the latest thriller, why not include a title or two that can make you a better exhibit marketer? While some of these may be familiar to you because they’ve been bestsellers, the rest haven’t likely been on your “must-read” list. But they should be! Prefe...

Social media is nothing new. Many popular sites have been around for a decade or so by now. Yet few exhibitors are using these tools to their advantage. One of the best aspects of social media tools is that they open up the lines of communication far beyond your own individual circle of influence. By using the various tools, you can reach not only your clients and prospects, but also industry thou...

Anybody who’s ever coordinated a trade show exhibit knows it’s a lot like herding cats. In a blizzard. On a frozen lake. There are all those moving parts that are constantly changing, and it requires both technical and interpersonal skills to get everything to come together successfully on the show floor. Prefer to listen instead? Just click the play button at the bottom of this entry! Sound impos...

Do you have a media relations plan for your trade shows? Most exhibitors and even a lot of show organizers don’t … and that could be hurting your chances for getting media attention. I don’t just mean how you treat the media who are walking the show floor (although we’ll get to that in a minute). Good media relations can apply at any time, and perhaps when you least expect. Prefer to listen instea...

Historically, the trade show industry has not exactly been known for being environmentally-friendly. But that’s slowly beginning to change. Exhibitors and show organizers are finding ways to reduce waste and go green on the show floor. So for Earth Day, we’ve invited Matt Wish from Eco-Systems Sustainable Exhibits to discuss what’s happening in the world of green exhibit displays – and we’ll bust...

If you’re like me, you probably have a running to-do list of tasks on your “someday list” that you’d like to accomplish, but can never quite find the time. Well, congratulations! You now have an entire extra day, so why not use at least a portion of it to ramp up your exhibit marketing program? Prefer to listen instead? Just click the play button at the bottom of this entry! Here are a few suggest...

For many North American exhibitors, the thought of exhibiting in Europe or the United Kingdom may create an uneasy feeling, often due to fear of the unknown. Click the play button below to hear guest expert Graham Green put some of those fears to rest by clearing up common misperceptions including: What design elements need to be considered for exhibits, or “stands” in Europe and the U.K. How labo...

You know it’s time. You’re so embarrassed by the way your exhibit looks that you’d rather hide than stand in that booth as the representation of your brand. But you don’t have the budget for a whole new exhibit, so what can you possibly do? Prefer to listen instead? Just click the play button at the bottom of this entry! There are many ways to refresh a tired old exhibit without starting from scra...

If you’re looking for trade show industry perspective for 2016, we’ve got the perfect guest expert – Jim Wurm, Executive Director of the Exhibit & Event Marketers Association (E2MA). Click the play button at the end of this post to hear him discuss exhibitor challenges, trends and more, including: How suppliers can become a better resource for their exhibitor clients Why analytics are key to m...

This week, I’m in the middle of my annual Strategic Retreat. For each of the past several years, I dedicate a few days during the last week of the year to reflect back on the previous year and plan a strategy for the upcoming one, both personally and professionally. Prefer to listen instead? Just click the play button at the bottom of this entry! The process begins with at least part of one day sp...

 It’s that time of year when everyone is thinking about giving gifts … making lists … and searching for just the right item to give to each recipient. But what about trade show gifts – How much thought goes into what you’re giving away in your booth? If you’re like a lot of exhibitors, probably not nearly enough. So here are five questions you should be asking before you even think about ordering...

When it comes to sponsorships, logos on lanyards and tote bags are old school! What’s needed today are relevant opportunities which enhance the overall experience and are customized to the needs of both exhibitors and attendees. Prefer to listen instead? Just click the play button at the bottom of this entry! Too many show organizers use a laundry list of sponsorship options that hasn’t changed in...