Trade Show Insights

Why the Old Trade Show Playbook No Longer Works - TSI21.4

Wed, 29 Apr 2026 03:50:19 +0000

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!

Advocacy in Action: Championing Exhibitions on Capitol Hill - TSI21.3

Thu, 26 Mar 2026 21:55:05 +0000

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 episode with ECA President and CEO Tommy Goodwin, you’ll learn:

ECA's efforts to connect policymakers with the real impact of trade shows
The four "T" policy priorities (taxes, talent, tariffs, and travel)
Examples from the front lines in Washington, D.C.
Ways you can get involved, including Legislative Action Day

Backstage Wisdom: Exhibit Marketing Lessons from Reality TV - TSI21.2

Tue, 24 Feb 2026 07:15:17 +0000

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 exhibit marketers.

Whether you need to sell an idea, inspire your team, or amplify your own visibility, Vinnie offers practical strategies and unique perspectives from the world of reality TV, like how to:

Build relationships for long-term success
Showcase intangible ideas with creativity
Speak in your audience’s language
Be a trendspotter vs a trendsetter
Create context, not just content

Prepare for a wealth of backstage wisdom to help you turn an expense-generating department into a revenue-generating collaboration!

Trade Show Insights 20th Anniversary - TSI21.1

Wed, 28 Jan 2026 02:52:50 +0000

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 & Questions About Books

36:19 - TSI Around the World

37:55 - Favorite Episodes

42:56 - Thanks & Season 20 Action Guide

Stop Dazzling. Start Connecting. - TSI20.12

Thu, 18 Dec 2025 03:32:47 +0000

“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 drawing them in.

What if immersion was about something much simpler … and far more powerful?

Let’s flip the script on this and uncover the key to creating genuine connection.

Master the Art of In-Booth Conversation - TSI20.11

Thu, 20 Nov 2025 01:45:19 +0000

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 show. You’ll learn how to:

Make a conscious effort to practice Voice Equity
Stop being afraid of the pause
Interrupt with intention and finesse
Use key phrases to deal with chronic interrupters
Gracefully wrap up conversations with attendees

From Cranberry Fields to Trade Show Floors: Lessons from a Road Trip - TSI20.10

Thu, 30 Oct 2025 02:39:46 +0000

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.

Partnerships Over Placements: Sponsorships That Drive Results - TSI20.9

Mon, 29 Sep 2025 22:53:46 +0000

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 what sponsors and organizers should focus on instead.
Custom Collaborations Over Cookie-Cutter Packages: Discover how bespoke, experiential activations can create value for sponsors, organizers, and attendees.
Align Sponsorships with Your Goals: Understand why you need to choose opportunities that truly match your objectives – whether that’s lead generation, awareness, or thought leadership.
Creative Solutions & Real Examples: From white-glove airport pickups to curated VIP dinners, you’ll be inspired with inventive sponsorship activations that build relationships (not just impressions).
Make Sponsorships Work Year-Round: Find out how sponsors can remain engaged and visible beyond the main event, with ideas like an educational series, small group dinners, and more.

Plus ... Wendy and I are introducing our new partnership offering a full range of support – from auditing your current sponsorship program with Your Sponsorship Map to hands-on white-glove activations with SponsorLink.

Success Strategies for Organizers + Exhibitors: A Shared Playbook - TSI20.8

Thu, 28 Aug 2025 06:10:15 +0000

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 I hear: “We didn’t get enough leads.”

Exhibitors say it … organizers dread hearing it.

Here are a few smart plays to overcome it.

Trade Show Website Fixes: What Exhibitors & Attendees Really Want - TSI20.7

Tue, 29 Jul 2025 22:57:34 +0000

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 saying, and offer a few tips to help event organizers improve their websites to better serve everyone.

The Challenge of Using Salespeople as Booth Staff - TSI20.6

Wed, 25 Jun 2025 23:39:57 +0000

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 specific steps you can take to overcome this situation.

Fresh Perspectives on Trade Show ROI & Impact - TSI20.5

Thu, 29 May 2025 03:32:51 +0000

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 measure ROI (before someone else does it for you!)
What show organizers can do to help exhibitors get better results
How shows can add value for exhibitors
What some shows are doing to blur the line between education & the show floor

Beyond the Bar: Rethinking After-Hours Events - TSI20.4

Thu, 24 Apr 2025 19:28:31 +0000

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.

Networking doesn’t have to happen around the bar. In this episode, Sober Life Rocks founder Laura Nelson shares strategies and practical examples on how to:

Change the after-hours experience to create better connections
Craft more creative alcohol-free drink options
Educate bartenders on how to make all guests feel included
Design interactive spaces that don’t revolve around drinking

Ways to Cut Exhibit Costs ... Without Sacrificing Results - TSI20.3

Thu, 27 Mar 2025 17:16:38 +0000

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 episode!

From Paper Trails to Pixels: Reimagining Lead Capture - TSI20.2

Fri, 21 Feb 2025 00:37:53 +0000

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 us in this episode to offer expert perspective on:

How the lead capture process has evolved in recent years
Where it still needs improvement
Which key mindset exhibitors need to shift
What a dream lead management process could look like
How to streamline follow-up

The State of Event Marketing: Facing Exhibitor Challenges - TSI20.1

Thu, 30 Jan 2025 05:01:38 +0000

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 these may be impacting their overall event programs.

For this episode, we invited Jessica Sibila back to Trade Show Insights to share details about the study, including:

Factors driving exhibitor challenges today
Choices exhibitors are making to address them
Perceptions exhibitors have of show organizers
Tools organizers could provide to help exhibitors

Experience Matters: How to Create Memorable Moments - TSI19.12

Thu, 19 Dec 2024 18:24:18 +0000

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 literally co-wrote the book on Designing Experiences!)

In this episode, he shares strategies to transform your trade show exhibit into an experience that resonates long after the event has ended by:

Recognizing the intersection between storytelling and experience design
Captivating and engaging trade show attendees (like a boy with a hummingbird)
Starting with the desired reaction and work backwards
Shaping the experience by mapping it out
Understanding the importance of micro-experiences

Winning Strategies for Booth Staff Success - TSI19.11

Tue, 26 Nov 2024 04:50:10 +0000

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 problem for many exhibit team leaders (even you) – but it's not unsolvable.

Over the years, I've worked with many exhibit teams to improve their booth staff behavior. I've also done a number of previous blog posts and podcast episodes with booth staffing tips.

So for this episode, we're diving into the Trade Show Insights archives for some booth staff strategies.

Ah-ha Moments from My First IMEX Experience - TSI19.10

Wed, 30 Oct 2024 14:51:53 +0000

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 bookmarked or in-booth activities that sounded creative and fun.

I was there primarily to capture and record ideas for YOU – to be the eyes and ears for all my podcast listeners, followers and clients.

So now that I’ve had a window of time to process and reflect on all my photos and notes, I’ve put together a list of ideas gathered and lessons learned during those four days in Vegas (both good and bad).

Bridging the Gap: Aligning Sales & Marketing Objectives - TSI19.9

Thu, 26 Sep 2024 03:28:38 +0000

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 to see you (the marketing or exhibit manager) as part of their team
Find the overlap to create the right in-booth talking points
Design booth activations and experiences that are relevant
Use lead gathering methods that streamline follow-up

Beyond Transactions: Building Strong Vendor Relationships - TSI19.8

Tue, 27 Aug 2024 18:48:08 +0000

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 on:

What to look for in a potential vendor (and what to avoid)
How to leverage existing vendor relationships
Why you should consider yourself the quarterback for your exhibit or event
What to do when things go sideways
Where to look for great vendors

Reframe Your Trade Show Sales Conversations - TSI19.7

Fri, 26 Jul 2024 01:50:18 +0000

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 your pitch into the conversation
Put everything in context for each person
Handle objections in a totally new way
Create a more natural follow-up approach

5 Ways to Make Meaningful Connections - TSI19.6

Wed, 26 Jun 2024 16:41:23 +0000

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 meaningfully connect with someone – whether that’s a customer, neighbor, coworker, or anyone else – you need to focus on a few basic things. Together, these actions guarantee more effective communication and demonstrate your interest in the other person.

Market Like a Rock Star: What Exhibitors Can Learn from Taylor Swift - TSI19.5

Thu, 30 May 2024 13:26:57 +0000

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 can’t wait for her next album debut – and how you can put each of these to use in your trade show marketing.

Crafting Experiences That Captivate - TSI19.4

Tue, 30 Apr 2024 02:08:33 +0000

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 decades of experience producing memorable events, and she joins us to share insider tips on:

Why it’s more important than ever to create experiences off the show floor
How to curate an exclusive experience for your ideal audience (with fun examples!)
Why the way you transport them to your event sets the tone
How to use in-booth activities to increase attendee dwell time
What an “Alice story” is and why it matters

Creating Events That Care for People & Planet - TSI19.3

Thu, 28 Mar 2024 02:50:05 +0000

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 episode, wellness consultant David Stevens goes beyond the buzzword of wellness and shares strategic ways to integrate well-being into events by:

Becoming mindful of the attendee experience
Incorporating wellness elements in your booth
Designing after-hours events that won't burn people out
Understanding what "wellness washing" is & how to avoid it
Pacing yourself and your team to make it through the entire show

Trade Show Blind Spots: What Are You Overlooking? - TSI19.2

Thu, 22 Feb 2024 01:47:04 +0000

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 scheduled frequent touch-base calls to analyze what’s happening in the trade show industry, what’s working, and what needs to change. Now you have the opportunity to listen in as we discuss:

How staffing shortages at all levels can affect exhibitors
What show managers can do to make things easier for new exhibitors
Why shows need to reward loyalty for both exhibitors and attendees
How there’s a big disconnect around the topic of sustainability
When and how to put AI tools to use

Reimagining Trade Show Sponsorships - TSI19.1

Mon, 29 Jan 2024 19:06:49 +0000

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's bottom line.

In this episode, brand activation and sponsorship strategist MK Granados from Gen City Labs explains how to:

Tap into unique opportunities hiding in plain sight
Use sponsorships to solve problems for attendees
Show exhibitors you care about their needs too
Make the arrival experience memorable

Let Your Goals Be Your Guide - TSI18.11

Wed, 29 Nov 2023 16:05:37 +0000

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.

Discover Tools to Navigate Exhibiting Challenges - TSI18.10

Thu, 26 Oct 2023 01:25:05 +0000

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 watch for unexpected or hidden fees
Calculate return on their exhibiting investment (ROI) with established metrics

Creating Intentional Transitions in Exhibit Marketing - TSI18.9

Tue, 26 Sep 2023 19:07:21 +0000

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 her latest newsletters with you.

The topic is the principle of transition. Of course she’s talking about intentionally designing how a person moves from space to space or room to room within a building. But the same holds true around the trade show floor or inside a booth space.

Trade Show Shipping Demystified: Expert Advice - TSI18.8

Wed, 30 Aug 2023 17:06:02 +0000

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) tips to help you navigate the logistics and hopefully avoid a lot of the headaches.

Thanks to Chuck Michel from ELITeXPO and Candy Adams, The Booth Mom® for sharing their insights, including:

What details you should provide to your shipping company
Why there are three parts to your shipment costs
How to label all pieces in your shipment
What to do to keep small items together
How to know you’re adequately covered if something goes wrong

Real-World Crisis Management Lessons from RISKWORLD 2023 - TSI18.7

Wed, 19 Jul 2023 02:31:47 +0000

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:

How the situation rapidly unfolded and the team responded
Which communication methods worked and the challenges they faced
How event organizers need to think beyond the convention center itself (especially for a city-wide event)
Why a written crisis plan alone isn't enough

Effective Lead Management from Gathering to Onboarding - TSI18.6

Wed, 28 Jun 2023 04:13:44 +0000

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
Personalizing follow-up to increase response
Building a relationship with your new leads

The Power of Community: Extend the Value of Your Show - TSI18.5

Tue, 30 May 2023 21:43:33 +0000

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 audience journeys for first-timers and loyal fans of your event
Study how universities nurture community

5 Ways Exhibitors Sabotage Their Success - TSI18.4

Tue, 18 Apr 2023 18:40:53 +0000

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.)

Creating Sensory-Friendly Events - TSI18.3

Fri, 24 Mar 2023 00:31:07 +0000

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 needs like you do accessibility issues
Provide a better AX (Attendee-first eXperience)
Include sponsors in the conversation

AI Pros & Cons: What It Means for Events - TSI18.2

Thu, 16 Feb 2023 21:53:14 +0000

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 Show Strategy in Action: Canon Medical - TSI18.1

Tue, 10 Jan 2023 18:24:59 +0000

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 they:

Designed an exhibit to engage and draw attendees deeper into the booth
Incorporated virtual elements to reduce expenses
Took the show on the road to reach those who couldn’t make it to RSNA
Set (and exceeded) measurable goals

Reflections & Intentions - TSI17.12

Tue, 20 Dec 2022 04:37:48 +0000

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.

Crafting Memorable Moments at Expos & Events - TSI17.11

Thu, 17 Nov 2022 21:31:12 +0000

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 avoid overwhelm

Exhibit Strategies for the Sharing Economy - TSI17.10

Fri, 28 Oct 2022 00:21:09 +0000

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 integrated into events?

Improv Skills for Booth Staff - TSI17.9

Thu, 29 Sep 2022 01:10:52 +0000

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 “stage fright” in the booth
Plus … a sprinkle of advice from Mary Poppins and Mr. Rogers

Discover a New Exhibitor Advocacy Resource - TSI17.8

Fri, 12 Aug 2022 16:16:18 +0000

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
Who had the vision and passion to create it
How you can get involved

Putting Event Tech Trends in Perspective - TSI17.7

Mon, 25 Jul 2022 15:00:14 +0000

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 your in-person events
How AI (artificial intelligence) can help bring people together
What role digital tools play alongside physical events
What to consider for the metaverse and other emerging trends

Smart Strategies for Video Marketing - TSI17.6

Thu, 30 Jun 2022 23:56:25 +0000

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 online video guru. In this rebroadcast he shares helpful tips you can put to use before, during and after your trade shows and events – as well as in your everyday marketing. Learn how to:

Craft a story that connects with your audience
Create personalized videos
Discover the right types of video for your goals

Welcome to the New Era of Trade Shows - TSI17.5

Thu, 26 May 2022 05:09:02 +0000

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 ...

Create a Buzz at Your Booth - TSI17.4

Thu, 28 Apr 2022 05:27:24 +0000

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

Smart Ways to Exhibit Green - TSI17.3

Tue, 29 Mar 2022 06:04:01 +0000

The trade show industry isn't necessarily known for being environmentally responsible – but a few trailblazers are working hard to change that.

Al Mercuro is one of them, and in this rebroadcast of Virtual Lunch he shares some often overlooked ways to be more sustainable at trade shows and events. You'll discover how to:

Creatively repurpose everything from graphics to print materials
Take advantage of EDPA's new sustainability partnership
Tap into solutions you may never have considered
Start the conversation within your organization (or with everyone involved in your event)

Why Do You Love Trade Shows? - TSI17.2

Thu, 24 Feb 2022 17:19:03 +0000

In this rebroadcast of Virtual Lunch, we’ve got a crowdsourced episode celebrating Build a Better Trade Show Image Week. We’re featuring why YOU love trade shows!

Our guest panelists include:

Kenji Haroutunian
Don Jalbert
Victoria Petersen
Al Mercuro
Silvana Cheyney
Marco Barozzi
Rich Vallaster

Make Your Marketing Message POP! - TSI17.1

Thu, 27 Jan 2022 05:43:59 +0000

How intriguing is your marketing? Does it make people eager to know more?

In this rebroadcast of Virtual Lunch, communications expert Sam Horn shares tips to transform your marketing message from forgettable to memorable. Discover how to:

Create repeatable, retweetable titles or taglines
Design a visual message
Find a meaningful metaphor
Capture attention with her "Did You Know?" opening

Proven Secrets for Persuasive Marketing - TSI16.17

Mon, 29 Nov 2021 04:38:27 +0000

Have you ever stopped to think about how you're influenced by marketing – and how your marketing influences others?

In this rebroadcast of Virtual Lunch, Nancy Harhut shares ideas that tap the science of human behavior to improve your marketing results. You'll discover how to:

Give buyers choices so the decision is theirs
Use pricing strategies that impact audience perception
Create a bundle that's more appealing
Name products or offers that appeal to audience interests
Create a sense of fairness

Create a Virtual Event Your Audience Will Love - TSI16.16

Fri, 05 Nov 2021 05:28:17 +0000

In spite of what some may think, virtual events are not a fad that's run their course. While they may not continue to look like they have over the past two years (or be as ubiquitous), they are a tool that's worth learning how to master.

In this rebroadcast of Virtual Lunch, HeySummit CEO Rob Gelb shares tips to design virtual events that inspire more interest and impact, including how to:

Incorporate creative event formats and tools
Understand the definition of events (it may not be what you think)
Get speakers more involved before the event
Create more value for sponsors
Encourage participation in networking

No Attendee Left Behind - TSI16.15

Fri, 29 Oct 2021 02:28:28 +0000

As we move back to in-person events, we're dealing with two audiences – so be careful not to ignore one of them!

Strategies to Increase Your Productivity - TSI16.14

Thu, 21 Oct 2021 03:08:59 +0000

Ever feel like your to-do list is managing you, instead of the other way around?

Especially in the world of trade shows and events, it can seem like there’s no end to things that are demanding our attention. But it doesn’t have to be that way. In this rebroadcast of Virtual Lunch, Sandra Martini shares tips for maximizing productivity, including how to:

Reframe the idea of a to-do list
Gamify all the elements of a project
Time-chunk daily activities
Reverse-engineer the process to complete major projects
Build in time to fight fires
Plus some of her favorite productivity tools

Lessons from an Online Networking Experiment - TSI16.13

Fri, 08 Oct 2021 05:44:40 +0000

Networking isn't always productive, no matter whether it's in-person or online.

In this rebroadcast of Virtual Lunch, Amanda Kaiser shares lessons from a three-month experiment to discover ideas that make networking more fun and engaging. Go behind the scenes to learn:

How the Virtual Networking Incubator was born
What kinds of technology and exercises work for groups of various sizes
Why it helps to have structured networking activities
How to encourage participation even before the event starts

The Big Gear Show's Big Success - TSI16.12

Fri, 24 Sep 2021 06:06:04 +0000

Launching a brand-new trade show in the middle of a pandemic is not a task for average show organizers. But then The Big Gear Show never set out to be average. In this rebroadcast of Virtual Lunch, go behind the scenes to discover how the team:

Created an “experiential wonderland” in a non-traditional venue
Designed a more affordable trade show option for both exhibitors and attendees
Made a lasting impression in their industry
Gained valuable lessons for next year and beyond

Strategic Social Media Marketing for Events - TSI16.11

Thu, 29 Jul 2021 23:04:44 +0000

Social media has been around a long time, but are we tapping into its full potential when it comes to our events?

Monica Vila provides valuable insights, not only from her expertise in social media marketing, but also many years spent working in trade shows and events. In this rebroadcast of Virtual Lunch, you’ll discover how to enhance your social media marketing by:

Tapping influencer marketing within your audience
Learning from what consumer brands are doing
Building community in the right platforms for your audience
Introducing your audience from one platform to another

To Boldly Go - TSI16.10

Fri, 23 Jul 2021 01:41:47 +0000

I admit it – I’m a big Star Trek fan.

No, not to the point where I dress up as a Klingon and stroll the aisles of Comic-Con – although I did thoroughly enjoy roaming around with them back when the Star Trek Experience was a Vegas attraction. But I digress …

One of the things I love most about Star Trek is the way it shows us the potential of how much life can change for the better in the next 200 or so years. I mean, traveling at warp speed, scanning devices that heal wounds …

So it got me to thinking: How might trade shows advance in the next two centuries ... or will they?

Meet the New Alliance Uniting Our Industry - TSI16.9

Mon, 28 Jun 2021 22:35:41 +0000

As the trade show industry begins to breathe life again, there's a new place to turn for resources and support to get back in the groove again. In this rebroadcast of Virtual Lunch, Laura Palker tells us about the National Trade Show Alliance:

Why the NTSA was formed
Who the NTSA is for
What resources are available
How you can get involved

Unleash the Power of LinkedIn - TSI16.8

Tue, 25 May 2021 03:59:34 +0000

Are you taking advantage of all that LinkedIn offers to show off your expertise?

Probably not, but after you hear all the tips Viveka von Rosen shares in this rebroadcast of Virtual Lunch, you’ll know what steps to take to get there. Discover how to:

Improve your SSI score (and what that is)
Take advantage of a variety of new tools LinkedIn offers (if you have access yet)
Craft your profile to stand out and draw people to you
Connect with people in a strategic, non-salesy way

Rebuilding Work Friendships Post-Lockdown - TSI16.7

Fri, 30 Apr 2021 05:03:35 +0000

We all know someone (or 20!) who made a career transition during the past year. They may have changed companies, or left our industry entirely. And for those you used to work with every day, that connection has been altered as well.

How do we transition back to those relationships, or do we?

In this rebroadcast of Virtual Lunch in the Exhibit Marketers Café, communications expert Bill Rawlins provides tips on how to:

Recognize the Three Expectations of Friendship
Deal with the loss of work friends
Restore relationships that have been on pause

Restarting Trade Shows in Europe - TSI16.6

Thu, 08 Apr 2021 05:17:51 +0000

We’ve heard a lot about shows reopening here in the U.S., but what’s happening in Europe?

In this rebroadcast of Virtual Lunch in the Exhibit Marketers Café, Marco Barozzi joins us from Bologna, Italy to provide insights on:

Signs of recovery with upcoming trade shows
The importance of Digital Green Certificates
How venues all over Europe have stepped up
What government aid has been available

Improving the Brand Experience - TSI16.5

Fri, 12 Mar 2021 17:38:32 +0000

Your brand is so much more than a logo and tagline. It's a story that's just waiting to be brought to life through your exhibits and events.

In this rebroadcast of Virtual Lunch in the Exhibit Marketers Café, Ian McGonnigal shares these insights on creating your brand experience:

What brand experience is and how to measure it
How event organizers and exhibitors can build more a memorable brand
Why you need to incorporate storytelling elements into exhibits and events
How to find the right events to tell your story

Reopening the Trade Show Industry - TSI16.4

Fri, 26 Feb 2021 18:44:01 +0000

The trade show industry is beginning to show signs of life again! But it won't be as easy as flipping a switch to bring things back all at once.

Jim Wurm joins us in this rebroadcast of Virtual Lunch in the Exhibit Marketers Café to share insights on:

How the new Exhibitions & Conferences Alliance is advocating for the industry
How vendors and venues may ramp up the workforce as needed
What might (or might not) be required to attend trade shows and events
What financial relief might be on the horizon

Developing Digital Charisma - TSI16.3

Thu, 18 Feb 2021 18:55:25 +0000

Last year, when everyone was scrambling to do meetings online, you might have been able to get away with a bad video now and then.

Those days are over.

Now, if you want to appear as the professional you truly are, it’s time to step up your game. So in this rebroadcast of Virtual Lunch in the Exhibit Marketers Café, Ramon Ray shares tips on:

Maintaining effective eye contact
Creating a ‘stage’ that’s appropriate for you
Getting the basic tech tools you need to look and sound good

Disruption & the Future of Virtual Events - TSI16.2

Mon, 01 Feb 2021 23:49:18 +0000

Trade shows and events won't go back to the way they were pre-2020 – which means we all must adapt and evolve for the next generation.

In this rebroadcast of Virtual Lunch in the Exhibit Marketers Café, Allen Yesilevich shares tips for dealing with disruption in the trade show industry and improving your digital playbook, including how to:

Thrive during disruption
Deliver value and make money with virtual events
Create a community for future events
Build alliances in the industry

Relax: Your Heart is Stronger Than You Think - TSI16.1

Tue, 19 Jan 2021 05:42:40 +0000

We kicked off this year's Virtual Lunch in the Exhibit Marketers Café with a special, inspirational guest: Melva LaJoy Jones from LaJoy Plans. Listen in as she shares how to use the lessons from our past to build our future.

Using Technology to Create Connections - TSI15.21

Thu, 17 Dec 2020 03:21:36 +0000

One of the biggest challenges event planners faced in 2020 was how to create connections among attendees in a virtual platform. But it's not necessarily a new – or online only – problem.

Nancy Drapeau from the Center from Exhibition Industry Research (CEIR) shares data from their report on trade show matchmaking in our Virtual Lunch in the Exhibit Marketers Cafe.

Designing Accessible Events – Online & Off - TSI15.20

Thu, 19 Nov 2020 20:38:51 +0000

Are you ignoring – or worse yet, alienating – a large percentage of the population in your trade shows, whether online or in person?

Chances are you have been, even if you didn't mean to.

So I invited accessibility advocate Samantha Evans to join us for Virtual Lunch in the Exhibit Marketers Cafe to share what your events need to include to be more accessible to all. You'll learn:

What to look for and ask about when checking out virtual event platforms
Things to consider when adding captions and interpreters
How to overcome some of the challenges presented by wearing masks
Plus other tips for designing your exhibit booth with better access to all

Unleash Your Creativity - TSI15.19

Fri, 13 Nov 2020 04:20:36 +0000

On this week's Virtual Lunch in the Exhibit Marketers Cafe, Alan Arnold joins Marlys for a conversation about how to tap your creativity when faced with a challenge. You'll learn how to:

Stimulate your creative juices
Recharge like powerful people do
Keep an idea journal
Have insightful conversations

Exhibit Design in a Post-COVID World - TSI15.18

Fri, 30 Oct 2020 00:59:12 +0000

On this week's Virtual Lunch replay, Mel White from Classic Exhibits offers insights on how to adapt your exhibits as shows reopen. You'll discover ideas for:

Accommodating traffic flow restrictions
Implementing tech tools
Adapting your booth layout for each show
Incorporating lessons learned from virtual shows

Creative Sponsorships for Virtual Events - TSI15.17

Sun, 11 Oct 2020 00:19:25 +0000

Just because events are going virtual doesn't mean there aren't still great ways for sponsors to get their message out. On this week's Virtual Lunch replay, guest Nicole Burkart from Conference Care Package shares ideas for sponsors to:

Host virtual happy hours
Encourage sponsor and audience interaction
Gamify participation
Reinforce the importance of giving back

Discover Your Career Superpower - TSI15.16

Fri, 02 Oct 2020 04:30:02 +0000

For months, I’ve wished there was something I could do for all my trade show friends who were suddenly thrust into searching for a new career.

Then I met career expert Leslie Evans Thorne in an online group, and knew I had to have her as a guest on our weekly Virtual Lunch!

So listen in as she shares insights on how to:

Recognize the difference between your skills and talents
Convey the benefits your unique talents bring to any job
“Rona-proof” your career

Mapping the Road to Recovery - TSI15.15

Fri, 25 Sep 2020 04:15:04 +0000

While the effects of this year on the exhibit industry may be hard to put into words, the team at UFI has been working to quantify the response from exhibitors and attendees, as well as offer perspective for moving forward.

Our guest for this week’s Virtual Lunch, Kai Hattendorf, shares findings from the Global Recovery Project and the JMIC Global Manifesto.

How to Create Memorable Experiences Now - TSI15.14

Mon, 21 Sep 2020 05:52:10 +0000

It's no secret that I'm a huge fan of The Experience Economy by Joe Pine and Jim Gilmore. So you can imagine how delighted I was when Jim agreed to be a guest on our weekly Virtual Lunch!

So listen in as he shares insights on how to:

Prepare for the next phase of the Experience Economy
Design a multisensory environment in virtual events
Inspire more engaging conversations
Create an experience even when selling services or other intangibles
... plus one simple (low-tech) thing that will help you stand out

Event Planning Lessons from the 2020 Un-Conventions - TSI15.13

Fri, 11 Sep 2020 03:09:13 +0000

This year has proved to be a challenge for event planners on every level, including those in charge of the Presidential Conventions.

Now I don’t know about you, but actually I found this year’s version was more intriguing than previous ones. Perhaps it was because I’m studying all kinds of virtual events anyway, but I think it was more because they were forced to innovate and re-imagine the “we’ve always done it this way” mentality that can be so ingrained in any organization.

So regardless of your personal politics, I invite you to set those aside while we simply focus on the strategies behind each of the conventions, and the experiences they created.

Marketing Strategies When We Can't Be Face-to-Face - TSI15.12

Thu, 03 Sep 2020 16:36:40 +0000

Of course we all want to get back to meeting face to face – but until that happens, we can’t stop marketing.

So in the rebroadcast of this week’s Virtual Lunch interview with Ruth Stevens you’ll discover how to make the most of this time to:

Get to know the person behind your corporate client
Create your own virtual events and build community
Convert social media followers into leads in your database

Future-Proof Your Brand - TSI15.11

Fri, 28 Aug 2020 03:41:03 +0000

If you're trying to figure out how to market to your audience appropriately during these confusing times, you're not alone.

Today's guest, Juntae DeLane provides perspective in this rebroadcast of our weekly Virtual Lunch. You'll discover how to:

Tap into brand storytelling
Stand out from the competition (without being negative)
Leverage existing assets

Leading from the Inside Out - TSI15.10

Fri, 21 Aug 2020 19:31:22 +0000

This is the time when leaders will emerge.

Our industry is being put to the test – we're all being put to the test. But as our guest, Heather Hansen O'Neill says, what happens next depends on how we choose to show up in the world.

So listen in to this rebroadcast of this week's Virtual Lunch interview to hear Heather's insights on how to:

Collaborate to move forward
Become a beacon of light for clients and prospects
Build bridges to your desired goals

Together Again Expo Recap - TSI15.9

Fri, 14 Aug 2020 06:09:43 +0000

This special edition podcast episode is a bit different – I decided to republish this week's Virtual Lunch interview with Kevin Carty from Classic Exhibits. You'll hear his firsthand account of the Together Again Expo in Orlando, which was the trade show industry's example of how events can operate safely. In the interview, you'll hear several resources mentioned. You'll find those links in the show notes at: https://www.tradeshowinsights.com/?p=6185

Take Care of Yourself – Our Industry Needs You! - TSI15.8

Tue, 28 Jul 2020 03:49:32 +0000

I recently heard someone say that 2020 feels like being stuck in a simulation that’s running every possible scenario simultaneously. No wonder we’re all exhausted!

That’s why on one of our weekly Virtual Lunches, we focused on ways to take care of yourself throughout all this madness. So in case you missed it, here are some ideas for you, broken down into three basic categories.

Adapting Exhibits for the (Near) Future - TSI15.7

Mon, 22 Jun 2020 05:05:15 +0000

While it may still be unclear exactly when face-to-face trade shows will be back up and running again, there's one thing we know for sure: they certainly won't look like what we're used to.

What Trade Shows Should Do Now - Part 3: Blend Virtual & In-Person Events - TSI15.6

Thu, 07 May 2020 03:51:32 +0000

This is the last of a 3-part series on Trade Show Insights to help you do the right things now to be prepared for the future of trade shows. In Part 1, we talked about preparing for a comeback, and in Part 2, we focused on how to keep the lines of communication open.

Today, we're addressing how to blend virtual and in-person events.

What Trade Shows Should Do Now - Part 2: Keep on Communicating - TSI15.5

Fri, 01 May 2020 03:28:56 +0000

This is the second of a 3-part series on Trade Show Insights to help you do the right things now to be prepared for the future of trade shows. In Part 1, we talked about preparing for a comeback, and in Part 3, we’ll discuss how to incorporate virtual elements.

Today, we're focusing on how to keep the lines of communication open.

What Trade Shows Should Do Now - Part 1: Prepare for a Comeback - TSI15.4

Thu, 23 Apr 2020 04:47:55 +0000

This is the first of a 3-part series on Trade Show Insights to help you do the right things now to be prepared for the future of trade shows. In Part 2, we’ll look at how to keep the lines of communication open, and in Part 3, we’ll discuss how to incorporate virtual elements.

Today, our focus is on how to prepare for a trade show comeback.

Working from Home? Tips from My 20+ Years' Experience - TSI15.3

Fri, 20 Mar 2020 13:00:13 +0000

As one of my friends put it, our world has gone "from zero to crazy" nearly overnight, and part of that may involve you working from home for the first time. That may feel very foreign and challenging to you, and that's understandable.

Since I've spent most of my adult life working on my own at home, I want to share some of the lessons I've learned (and am still learning).

I've also got a number of tools to share (many of which are free), so be sure to check the show notes at TradeShowInsights.com for a link to that list.

Taking a Closer Look at Sponsorship - TSI15.2

Tue, 25 Feb 2020 03:39:15 +0000

Whether you’re an exhibitor looking for effective sponsorship options or a show organizer wondering how to get more exhibitors to take advantage of your sponsorship offerings, you’ll want to hear what our guest expert has to share!

In this episode, Nancy Drapeau discusses findings from the latest CEIR report series, the B2B Exhibition Sponsorship Playbook.

2020 Perspective (as Predicted in 2010) - TSI15.1

Tue, 21 Jan 2020 14:00:10 +0000

Back in January 2010, I wrote a letter to my TradeShowTips e-zine subscribers from the perspective of 10 years in the future. Now that we’ve arrived at that milestone, it only seems appropriate to pull that letter back out and see how far we’ve come (or not).

So for this “back to the future” post ...

Twas the Night Before the Trade Show - TSI14.14

Tue, 17 Dec 2019 04:43:38 +0000

I’ve got a little something special for this episode of the podcast … because you just never know who might appear at a trade show! So listen close …

Beyond Business Cards: Trade Show Lead Management Essentials - TSI14.13

Mon, 25 Nov 2019 14:45:07 +0000

If you ask most any new exhibitor how successful their experience was, you’re likely to hear an exuberant answer about how many business cards they collected. The problem is – that probably hasn’t accomplished very much. That’s because getting the most out of your trade show leads requires so much more than going home with a stack of business cards – which likely won’t even be followed up! In a 2015 Sales Lead Survey conducted by EXHIBITOR Magazine, nearly all exhibitors said they collect leads on the show floor but only 70 percent have any formal plan or process for

Navigating the World of I&D (Installation & Dismantle) - TSI14.12

Thu, 07 Nov 2019 14:03:49 +0000

This is Part 2 of our interview with Candy Adams, who is the industry expert on the topics of drayage, I&D, and labor. In Part 1, she covered the ins and outs of trade show material handling (also known as drayage). In this episode we shift gears to the topic of installation and dismantle (I&D) where you’ll discover: What the difference is between A, B and C-level labor staff When to hire the official contractor (GSC) vs. an EAC How to avoid overtime rates (using some strategic planning) Candy Adams, better known throughout the exhibit industry as “The Booth Mom®”,

Decoding the Mystery of Drayage - TSI14.11

Thu, 31 Oct 2019 13:40:57 +0000

This episode was inspired by what I meant to be a simple conversation-starter post on LinkedIn: “If you could wave a magic wand and make your biggest trade show challenge disappear, what would it be?” The nearly-unanimous answer: Drayage (also known as material handling). So I called on my friend, Candy Adams, who is my go-to resource on the topics of drayage, I&D, and labor. She graciously agreed to share her insights with you. And so in this episode you’ll discover: Where the concept of drayage came from and why it’s often so expensive How material handling costs are calculated

4 Hot Tips to Get More Done Every Day - TSI14.10

Wed, 25 Sep 2019 13:29:09 +0000

Ever feel like no matter how hard you work, nothing ever seems to get done? With the endless amount of tasks it takes to accomplish a trade show, this is a problem that plagues both exhibitors and show organizers. So whenever you find you’re not as productive as you’d like (or need) to be, you probably need to focus on the following four areas: 1 – Set Priorities How do you start working on your daily list of things to do? Do you just pick an item off the list at random and jump in? If so, one reason you’re

The Power of Story in Exhibit Marketing - TSI14.9

Wed, 28 Aug 2019 13:03:16 +0000

From the time we’re children, stories influence us – be it fairy tales, comic books, or literature classics, we all have memories of powerful stories. Even as adults, we seek out stories to educate and entertain us in the form of TV, books, or movies. Stories create a connection, helping us all to relate to common threads of life. The characters and plot lines become familiar and real to us. They can make us laugh or move us to tears. When we hear a powerful story, it can actually trigger a physical response. Our brain releases cortisol as the action

Going Retro - TSI14.8

Tue, 30 Jul 2019 13:45:58 +0000

You know that saying, “Everything old is new again”? We see how true it is in the realm of fashion and design, where colors and styles cycle back around every few years. And yes, that’s a great tip for exhibitors to be aware of when designing an exhibit. But there’s more to it than that. You can craft an emotional response by guiding your audience down memory lane (even if they don’t realize that’s what’s happening). I’ve been “going retro” a lot lately – I needed to update my laptop, but before I could do that, it required updating any

Exhibitor Retention Begins with Appreciation - TSI14.7

Fri, 28 Jun 2019 13:17:31 +0000

According to the Center for Exhibition Industry Research (CEIR), exhibitor retention across all trade shows is 62%. While that’s not horrible, it does leave a lot of room for improvement. So that’s why for my first time hosting ExpoChat, the weekly industry Twitter conversation, I chose to focus on how shows can satisfy exhibitor expectations and demonstrate how much they are appreciated and valued. You can view a transcript of the complete chat, but I wanted to dive deeper into this topic that I feel is too often taken for granted. Show organizers offer all kinds of excuses why they

Incorporating Wellness Into Expos & Events - TSI14.6

Thu, 30 May 2019 14:23:26 +0000

Inspiration for this episode came from a recent ExpoChat, the weekly Twitter chat sponsored by TSNN. (You’ll find a transcript of that chat here.) The discussion revolved around how trade shows and events can help attendees continue their wellness routines (or discover new ones) while at events. Lots of great ideas surfaced, and so I invited two ExpoChatters with expertise in the wellness world to expand on that conversation and share their insights. Listen to my interview with Hadley McClellan and Nicole Burkart to discover: Benefits for both attendees and show organizers when wellness elements are included Aspects of wellness

How to Create Connections at Trade Shows - TSI14.5

Tue, 30 Apr 2019 13:33:46 +0000

One of the primary reasons that people continue to attend trade shows in the digital age is because as humans, we crave the feeling of community and connection. We enjoy sharing experiences and solutions with other like-minded individuals. Whether you’re an exhibitor or show organizer, if you can faciliate a way for attendees to connect and share ideas, your value and expertise will increase in their eyes. So here are a variety of ideas for you, many of which are not expensive or complicated to implement. Some will work best when created and hosted by the show organizers (think sponsorship

What to Ask Before Buying Your Next Giveaway Items - TSI14.4

Wed, 17 Apr 2019 17:01:16 +0000

If you’ve been in the trade show world for very long, you’ve likely seen examples of giveaways gone horribly wrong. On today’s podcast with guest expert Rama Beerfas, we share stories of low-tech items that went straight to the nearest trash can (or to the hotel maid) and high-tech items that created big safety hazards. You’ll discover how to avoid disasters like these with questions you never knew to ask (hint: it’s not “what’s hot or trendy?”) plus things to look for when considering a promotional item, such as: Why a newly in-demand, eco-conscious item could be hiding something What

6 Keys to Becoming More Attractive (Your Booth, That Is) - TSI14.3

Thu, 28 Mar 2019 13:59:48 +0000

Exhibitors often believe it’s the trade show organizer’s job to generate traffic, but that’s not true. The show organizer’s focus is on bringing attendees to the event, but it’s up to you to draw them into your own booth space. One great way to do that is by designing an engaging booth attraction. Today’s attendees are on sensory overload, with colorful banners and LED walls at every turn. But all this visual stimulation becomes a blur and the exhibits all begin to look the same. In order to stand out, you must take a different approach and become irresistibly engaging

How Distinct Are You on the Trade Show Floor? - TSI14.2

Thu, 28 Feb 2019 14:38:48 +0000

There’s no doubt we live in a noisy world with thousands of messages constantly flying at us from all directions, both online and off. That assault of information definitely holds true for a trade show floor as well – perhaps even more so because of the concentration of messages in a limited space and timeframe. So what hope does any exhibitor have of standing out in this ocean of messages? The key is to find a way to be distinct. I recently listened to a podcast interview with Scott McKain, author of Create Distinction, and his newest book, Iconic: How

Who Should (and Shouldn’t) Be Staffing Your Booth - TSI14.1

Thu, 31 Jan 2019 14:36:04 +0000

If you’ve ever been in charge of a booth staff team, you may have discovered that not everyone is cut out for booth duty. Granted, there may be times when you’re told who will be working the booth and you don’t have any say in the decision. But whenever you do have the opportunity to influence or select who’s going to represent your company on the show floor, here are some guidelines for you. First, here are some people you should think twice about assigning to work the booth: Salespeople – Just because they’re great at sales doesn’t make them

Reflect & Refresh - TSI13.14

Fri, 28 Dec 2018 15:26:36 +0000

For this final post of 2018, I want to share some behind-the-scenes insights with you. But first, a huge thank-you for being a reader/listener/fan of Trade Show Insights! You are the reason I do what I do, and I don’t ever want to take you for granted. If you’ve followed me for a while, you know that each year at this time I take a Strategic Retreat and take time to reflect and review the previous year, while also doing strategic planning for the year ahead. (I even created my own Strategic Marketing Planner!) If you want to know more

Creating a Memorable Experience in a Small Booth - TSI13.13

Fri, 30 Nov 2018 14:28:39 +0000

I love helping exhibitors discover the amazing power of trade show marketing! It’s fun to be a part of the brainstorming and strategizing for all aspects of their exhibits. It’s even more fun when I hear reports back from them about how they smashed all goals they had going into the show, and how response to their booth was beyond expectations. That’s exactly the report I received from Jeanne Beard at the National Autism Academy after their recent experience at the American Academy of Pediatrics (AAP), so I asked her to be a guest on Trade Show Insights to share

Lessons for Exhibitors from a Small Town - TSI13.12

Wed, 31 Oct 2018 14:28:41 +0000

I grew up on a farm outside a small-ish town (less than 20,000), and I can remember thinking my dad knew everyone. But that’s how it is in small towns – people take the time to get to know their neighbors and pay attention to what happens in their community and how they can support each other. And so it should be in the trade show community. No matter how small or large the show, you’re all there with common interests and goals. So it makes sense to pay attention to some lessons you can learn from a small town.

6 Keys to Managing & Nurturing Leads - TSI13.11

Fri, 28 Sep 2018 14:24:14 +0000

It’s an ongoing problem among exhibitors: too many carefully-gathered leads end up leading nowhere! But it doesn’t have to be that way. There are simple steps you can implement to set your leads on the path to a long-term relationship with your company – and several of them can take place earlier than you may expect. It may sound crazy, but the first step actually happens before they’re officially a lead. While you’re having a conversation in your booth, take some time to prequalify them. Remember that a successful exhibit lead count is more about quality than quantity. Be sure

Taking Steps to Keep Events Safe - TSI13.10

Wed, 29 Aug 2018 14:14:40 +0000

If you pay attention to the news, you can't miss what should be warning signs: hurricanes, wildfires, mass shootings such as the one in Las Vegas, and other tragedies like the recent Branson Duck Boat incident. But when was the last time you paid attention to the news to discern what lessons you can learn and apply at your events?

Today's guest expert is Joan Eisenstodt, who guides us through the "what-if's" of risk planning.

Disclaimer: Neither Joan or I are attorneys, nor are we providing you with legal advice. We are simply making you aware of things to consider as you work with your legal advisors to create your own risk management plans.

How to Score More Trade Show Leads Using Gamification Strategies - TSI13.9

Mon, 30 Jul 2018 14:31:05 +0000

Gamification. It’s a word you’ve probably been hearing a lot in the business world lately. But have you taken steps to implement it into your exhibit marketing? Today’s guest expert is Samuel J. Smith from Interactive Meeting Technology, LLC. Scroll down to listen as he not only explains what gamification is, but also gives you insights on: How adding a game element in your booth can motivate attendees Why it works for any size booth space (with examples) What kinds of games work best depending on your desired outcome How show organizers can add gamification elements Samuel J. Smith is

Small Tweaks, Big Results - TSI13.8

Thu, 28 Jun 2018 13:29:27 +0000

Successful exhibit marketing isn’t the result of one “magic wand” thing you do. It happens because you take the time to think through the entire process and make adjustments as needed. So along those lines, here are six tweaks you can make that probably won’t cost all that much (some are entirely free), but will pay off by giving you more leads who are better qualified. Prefer to listen to this article? Just click on the play button at the bottom of this entry! Study and understand your audience’s challenges, goals and needs. Don’t dive into creating your exhibit without

Lead Management in a Post-GDPR World - TSI13.7

Tue, 12 Jun 2018 14:02:26 +0000

Chances are you’re still recovering from all the mad rush to comply with the GDPR deadline last month. But just because that date has passed doesn’t mean you can relax just yet. Today’s guest expert is Jay Tokosch, CEO of Core-apps. Scroll down to listen as he offers some post-GDPR tips and a bit of perspective, including: Why these new regulations matter for all shows (even if you think you don’t have European attendees) What data management responsibilities show organizers have Why exhibitors share in that responsibility as well How to handle attendees who opt-out of communications What you need

Direct Mail Strategies for Trade Shows - TSI13.6

Thu, 31 May 2018 13:23:03 +0000

If you think direct mail is an “old-school tool,” you don’t understand the power of today’s technology. Today’s guest expert is Gina Danner, CEO of NextPage in Kansas City. Scroll down to listen as she shares how direct mail has evolved with options such as: Blended online/offline marketing campaigns Personalized mailings that go far beyond “Dear Sue” Highly-targeted communications (both during and after the show) based on someone’s presence at the show venue Plus examples of some creative trade show marketing campaigns Gina Danner has led NextPage (formerly Mail Print) for more than 25 years with the concept of ‘More

Do You Care What Happens After the Show? - TSI13.5

Mon, 30 Apr 2018 14:06:29 +0000

How focused are you on what happens to the leads you gathered once the trade show is over? Perhaps you answered that “It’s not my problem – I simply hand them off to the sales department (or someone else).” But you know what? Even if that’s the case, you want to take steps to ensure those leads are well taken care of post-show. Because here are the hard facts: paying attention to what happens after that first encounter with a prospect or customer improves the lifetime relationship you have with them, which means increased revenue potential and repeat sales opportunities.

Success Strategies for Small Exhibits - TSI13.4

Thu, 29 Mar 2018 13:44:13 +0000

It’s a challenge I hear from exhibitors all the time: How can we possibly stand out with only a 10-by-10-foot booth in a sea of (much larger) exhibits? And while that scenario may feel impossible to overcome, it really isn’t. Ultimately, it doesn’t matter how big or small your company is, how well known you are, or how much money you’ve spent to be there. Sometimes the ‘little guys’ can actually draw a bigger audience than a household name. (I know because I’ve been that ‘little guy’!) What really matters is the strategy you use before and during the show

11 Secrets of Successful Trade Show Attendees - TSI13.3

Fri, 23 Feb 2018 14:20:33 +0000

No matter whether you’re an exhibitor or a show organizer, there are often times when you may also be walking the show floor as an attendee. Do you know how to make the most of that role? Here are a few strategic tips for before, during, and after the show that will make you more productive as an attendee. Prefer to listen to this article? Just click on the play button at the bottom of this entry! Pre-Show Do your homework. Know who you want to meet and what you want to learn. Make a list of exhibitors, both those

How Five Print Guys Took Over a Trade Show - TSI13.2

Wed, 14 Feb 2018 16:39:05 +0000

Making a huge splash at a trade show isn’t limited to the biggest exhibits or the biggest budgets. International Paper (IP) proved that when they became the talk of the Adobe MAX show by creating a family of Print Guys who came to life with the help of augmented reality. Today’s guest expert is Emilee Christianson from Trekk, the creative services agency who worked with IP to design their exhibit marketing campaign for Adobe MAX. Scroll down to listen as we go behind the scenes with Emilee to discover: What IP wanted to accomplish in their small booth space How

Why Having Fun Matters - TSI13.1

Wed, 31 Jan 2018 14:16:34 +0000

If you’re a follower of Trade Show Insights – or you’ve attended any of my workshops – you’ve probably heard me talk about the importance of rewarding your team. Celebrating your wins not only results in happier teammates and reduced stress, but it also helps to build a feeling of community and camaraderie among your team. Now that doesn’t mean you should only reward those who work your trade show booth. It also isn’t just about celebrating the big wins. You’ve got to find ways to show appreciation and allow a little time for kicking back at every stage of

Time to Take Action! - TSI12.13

Thu, 28 Dec 2017 17:20:33 +0000

Admit it … how many times have you attended conference sessions or webinars excited about all the great ideas, but yet you haven’t implemented any of the things you learned? I get it! I’ve got notebooks full of notes – many of which I’ve never looked at since the workshop. Prefer to listen to this article? Just click on the play button at the bottom of this entry! And tools? I’ve got software sitting on my hard drive that I may have never even opened since it was purchased! (I bet you might have some of that too.) Some people

Reframing for 2018 - TSI12.12

Thu, 30 Nov 2017 14:21:25 +0000

As 2017 winds down, you’ll likely begin focusing on what to do to kick off the new year and set yourself and your team up for success. But too often, that means big things in January that dwindle as the year goes on. Don’t let this happen to you! It is possible to create an atmosphere of ongoing successes and wins. Here are a few key strategies to help you do that. Prefer to listen to this article? Just click on the play button at the bottom of this entry! Reframe your goals. There are two kinds of goals: realistic

How to Create a Post-show Lead Nurturing System - TSI12.11

Fri, 27 Oct 2017 13:35:45 +0000

Just because the trade show has ended doesn’t mean your job is done. Actually, that’s when the relationship with all those newly-gathered leads truly begins. Contrary to what many exhibitors assume, it doesn’t have to be complicated or expensive to build that relationship. Guest expert Sandy Martini shares insights on: What lead nurturing is and how it can be a win-win for both you and the lead What forms nurturing could take (including one simple thing almost no one does!) When to send cards and gifts (it’s not when you might expect) How to keep leads engaged without feeling overwhelmed

Offer Value, Not Gimmicks - TSI12.10

Fri, 29 Sep 2017 13:09:09 +0000

It’s a sad fact of our modern culture that many things with little to no value receive a high percentage of attention, particularly in the popular media. But just because reality TV and do-nothing celebrities take over our national spotlight, that’s no reason to let gimmicks take over your exhibit marketing plan. Here are four areas of caution for exhibitors: Designing a display for shock value alone that makes no sense and doesn’t connect with your audience is a recipe for frustration. I’ve seen so many examples of this! For example, there was the giant brain spinning on a pole

6 Reasons You’re Not Successful at Trade Shows - TSI12.9

Mon, 28 Aug 2017 13:39:19 +0000

It’s a hard truth: most exhibitors aren’t as successful as they could be. Do they realize they’re setting themselves up to fail? Probably not. The irony is that almost every single exhibitor could easily improve their results by ditching one or more of the following bad habits and strategies. Hopefully you don’t see yourself in these examples, but in case you do … now is the time to make a lasting change! Prefer to listen to this article? Just click on the play button at the bottom of this entry! Your booth looks like a flea market. Let’s face it

Why is Change so Painful? - TSI12.8

Mon, 31 Jul 2017 13:32:30 +0000

It seems last month’s post on Reinventing the Trade Show Floor touched a few nerves. First, there were a handful of unsubscribes from my monthly ezine. Then there were some heated comments in social media. It’s always amazing how pointing out the obvious can get people so fired up. You’ve got to wonder where the root of all that defensive ire is coming from. Sometimes I think it’s because facing change is painful. Prefer to listen to this article? Just click on the play button at the bottom of this entry! Oh sure, there are valid points among the foot

Reinventing the Trade Show Floor: What’s Next? - TSI12.7

Thu, 29 Jun 2017 13:48:36 +0000

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 most part, few are willing to take truly innovative risks, especially when it comes to shaking up the floor plan. Prefer to listen to this article? Just click

Location, Location, Location - TSI12.6

Wed, 31 May 2017 13:19:49 +0000

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 ideal. If you were to stand off to the side and watch the behavior of attendees, you’d realize that very few people enter and head straight to those front booths (unless of

Attendee Promotion is Everyone’s Job - TSI12.5

Fri, 28 Apr 2017 13:53:53 +0000

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 while exhibitors had been promised a crowd of several thousand, it turned out to be more like a few hundred over the course of the

Who’s Your Persona? - TSI12.4

Fri, 31 Mar 2017 13:23:44 +0000

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 you’re one of them, consider this your ‘Personas 101’ tutorial! Prefer to listen to this article? Just click on the play button at the bottom of this entry! Okay, so let’s begin with

Detroit’s Cobo Center Makes Going Green a Priority - TSI12.3

Fri, 17 Mar 2017 13:22:00 +0000

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 on how the Center is making that transformation straight from Claude Molinari, general manager. In this interview, he shares details on: The role the Cobo Center Green Committee

5 Ways to Keep Your Leads from Slipping Away - TSI12.2

Tue, 28 Feb 2017 14:46:46 +0000

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 are so many things that can be done to prevent it. So here’s how to avoid this happening with your trade show leads: Focus on understanding more about

What is the Key Strategy of Champions? - TSI12.1

Tue, 31 Jan 2017 14:47:18 +0000

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 bit ambitious), “You get out of it what you put into it” (more accurate), and “Confidence comes with repetition.” That last one is perhaps the most relevant lesson that exhibit marketers can learn from athletes, particularly when

Maximizing Sponsorships - TSI11.15

Thu, 29 Dec 2016 14:18:45 +0000

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 the bottom of this entry! Which brings us to the first point in using sponsorships: know why you’re sponsoring and what you hope to gain from it. Is the element you’re sponsoring in line with

Great Expectations: A Tale of Two Experiences - TSI11.14

Wed, 30 Nov 2016 14:34:44 +0000

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 to purchase several items in addition to the free birthday gift. I brought along a printout of the e-mail just in case they needed it as proof. Even though there were

Characters You Meet in the Trade Show Zone - TSI11.13

Mon, 31 Oct 2016 14:36:56 +0000

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 Online. To receive tips like this in your inbox every month, please take a moment to fill out this request.) Want to reprint this article in your blog or ezine? You may do so as long

What Every Exhibitor (and Show Manager) Needs to Know About Branding - TSI11.12

Thu, 06 Oct 2016 15:28:45 +0000

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 communicating it to others Educate the entire team on the brand message (you may be surprised how it’s being interpreted!) Avoid sending mixed messages that confuse the audience

Don’t Make Me Squint! - TSI11.11

Fri, 30 Sep 2016 14:27:26 +0000

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 that’s the end result. So here are some tips for designing graphics and signage that stands out and gets noticed – in a

What Would Shakespeare Say to Exhibitors? - TSI11.10

Wed, 31 Aug 2016 14:01:37 +0000

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 word-for-word. But one part of the exhibit that really stood out to me was a display of many lines from his

Summer Reading to Enhance Your Exhibit Marketing - TSI11.9

Fri, 29 Jul 2016 13:58:59 +0000

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! Prefer to listen to this article? Just click on the play button at the bottom of this entry! Youtility by Jay Baer Baer starts with the basic premise that “Youtility

Promote Your Exhibit in 140 Characters or Less (Your Guide to Social Media) - TSI11.8

Thu, 30 Jun 2016 13:58:49 +0000

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 thought leaders and members of the media. After all, one of the top reasons attendees come to shows is to discover new ideas or solutions – give them a

5 Skills Every Exhibit Marketer Must Develop - TSI11.7

Tue, 31 May 2016 14:44:09 +0000

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 impossible? It’s not, really. You may just need to develop some skills that you have overlooked. Here are five ideas where you could start: Listen better: While you may believe you’re a great

It Pays to Have Good Media Relations - TSI11.6

Thu, 28 Apr 2016 16:42:12 +0000

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 instead? Just click the play button at the bottom of this entry! My first career was as a reporter for a major metro newspaper, and I still

Earth Day Edition: Exhibits Going Green - TSI11.5

Fri, 22 Apr 2016 13:05:52 +0000

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 a few myths in the process – including: Why cost no longer needs to be an objection for going green What new technology exists for creating recycled materials How the display itself isn’t the only component that can go green

7 Ways to Make the Most of Your Extra Day This Year - TSI11.4

Mon, 29 Feb 2016 13:53:54 +0000

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 suggestions to get you started: Re-evaluate your current show schedule. Just because you’ve exhibited at a show previously – even if for many years – isn’t

Exhibiting in Europe: It’s Easier Than You May Think - TSI11.3

Mon, 22 Feb 2016 14:38:32 +0000

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 labor issues differ from those in U.S. cities Why dealing with customs doesn’t have to be intimidating Graham also extends an invitation to contact him with further questions via the Graham Rowland website, or to talk in person at booth #1650 at

6 Ways to Reinvent Your Exhibit (without Spending a Fortune) - TSI11.2

Fri, 29 Jan 2016 14:35:11 +0000

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 scratch. As long as the basic structure of your design is still in good shape, it’s not necessary to buy an entirely new display. Here are some options in various price ranges, but all for

A Look at the Year Ahead with Jim Wurm from E2MA - TSI11.1

Thu, 07 Jan 2016 19:24:22 +0000

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 measuring outcomes How E2MA is focused on helping marketers engage both attendees and exhibit staff Why events need to cultivate enthusiastic ambassadors Here are links for resources mentioned during the interview: Exhibit & Event Marketers Association Exhibit measurement tool

Getting Strategic in 2016 - TSI10.18

Thu, 31 Dec 2015 13:59:18 +0000

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 spent reviewing my entire calendar to write down accomplishments and compare how results measured up to the goals set at last year’s Retreat. (You DO set measurable goals, right?)

5 Questions to Ask Before Buying Giveaways - TSI10.17

Mon, 30 Nov 2015 14:18:06 +0000

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 anything to be shipped to your next show. What best aligns with your goals and message for the show? Perhaps you want to increase visibility or motivate sales.

Creating Win-Win Sponsorships - TSI10.16

Fri, 30 Oct 2015 13:59:35 +0000

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 a decade or two. (And don’t get me started on those unimaginative “gold-silver-bronze” packages!) Instead, it’s important to think about what each audience wants: exhibitors/sponsors want to increase their visibility and interaction with attendees, while the attendees want

Does Your Booth Staff Feel Appreciated? - TSI10.15

Wed, 30 Sep 2015 13:40:40 +0000

It’s a basic tenet of human nature: People love to feel appreciated. Yet how often do you show appreciation to your booth staff? Is it just another assignment to them, with no hope of any reward? If so, you’re likely getting only half-hearted results from them. What can you do to make them feel valued and rewarded? There are many ways, but one of the most effective is to gamify the trade show experience by creating an incentive program. By providing a sense of achievement and a desire to exceed expectations, it can also more than double staff performance. Since many

What Trade Shows Can Learn from IKEA - TSI10.14

Mon, 31 Aug 2015 13:21:58 +0000

It was almost exactly one year ago that I had my first IKEA experience, and since then I’ve been back more times than I can count. The first time my husband and I visited, we spent more than five hours exploring the non-traditional retail store, and most every visit since has been for at least an hour and a half, even if we knew exactly what we were looking for. (Of course most every visit also includes either a meal of Swedish meatballs in their restaurant or a stop at the bistro for ice cream or a cinnamon roll …) Prefer to listen

7 Lessons Exhibitors Can Learn from a Remodeling Project - TSI10.13

Fri, 31 Jul 2015 13:07:59 +0000

This summer, my husband and I have been busy moving into our dream house. Although it wasn’t exactly a dream in the beginning … it actually started out more like a nightmare. Prefer to listen instead? Just click the play button at the bottom of this entry! While it had a great floor plan and lots of potential, the house had been a rental for the past eight years, so was in need of a lot of work. We knew this going in and were prepared for most of what we were facing, but that doesn’t mean we’re not wearing thin at this point

Tapping Into User-Generated Content for Promotions - TSI10.12

Tue, 30 Jun 2015 13:34:14 +0000

In the advertising world, there’s a lot of buzz about user-generated content. That’s where consumers are invited to create ads for everything from ketchup to credit cards to cars, and they’re eager to participate. When Doritos held their contest to air a user-generated commercial during the Superbowl, they received over 2,000 submissions and two million votes! Prefer to listen instead? Just click the play button at the bottom of this entry! Now while these campaigns range in their level of control over the message, typically the best content comes out of the ones that are less controlling. But then there’s

Trailblazer Jamie Romano Hillegas on Exhibitor Appreciation at Fresh Summit - TSI10.11

Tue, 16 Jun 2015 16:16:59 +0000

Fresh Summit, produced by the Produce Marketing Association (PMA), has some pretty amazing exhibitor loyalty – some companies have been exhibiting there for more than 50 years! So in this Trailblazer episode, we go behind the scenes with Jamie Romano Hillegas, PMA’s director of trade shows, to discover some things they’re doing that turn exhibitors into fans, including: Providing tools for new exhibitors to network and learn the ropes Using an Exhibitor Advisory Committee to create advocates and a sense of ownership in the show Creating tiered benefits for long-term exhibitors Offering an interactive contest as a sponsorship opportunity Giving back to the

Accessibility: Making Trade Shows Accommodating to All - TSI10.10

Thu, 04 Jun 2015 13:35:58 +0000

This episode began as a recent conversation on a show floor, when I suddenly realized that there’s just not enough discussion happening in the trade show industry about accessibility issues. Even if you think you’re tuned into what attendees with disabilities need in order to navigate a show floor, you’re probably missing a lot of things that are frustrating them or even keeping them away from the show all together. (I know I was!) Click the play button at the end of this article to hear Joan Eisenstodt and Lee Jacobia share first-hand experience on aspects that venues, show organizers, and

How Well Do You Know Your Audience? - TSI10.9

Fri, 29 May 2015 13:28:07 +0000

Whether you’re a show organizer dealing with exhibitors or an exhibitor who is designing and working a booth, you’ve likely been guilty of assuming you know what people want. Odds are … you were wrong. Often we’re too myopic within our own businesses to see things from an outside perspective. For example, how do you even describe what your company does? Can you do it in a way that’s short, to-the-point, and easy to understand? If not, you’re not alone. Many organizations (whether shows or individual exhibitors) get caught up in corporate-speak, which doesn’t make sense to really anyone. And even if you’re speaking in

Using Trade Shows for Competitive Intelligence - TSI10.8

Thu, 30 Apr 2015 13:51:44 +0000

Trade shows are not just about exhibiting and getting the word out about your company. They’re also a great way to learn about your competitors. So why would you want to conduct some type of competitive intelligence gathering at shows? First of all, you can often gain information that wouldn’t otherwise be accessible to you. There’s also the opportunity to see your competitors in action with their clients and prospects, and to discover some of their marketing strategies. You can learn about their upcoming products, services or technologies, as well as any changes in pricing or distribution. And of course

Trailblazer Peter Eelman on how IMTS is Becoming an Ongoing Industry Resource - TSI10.7

Wed, 22 Apr 2015 18:40:26 +0000

The International Manufacturing Technology Show (IMTS) is finding success by shifting focus from being viewed as a one-week trade show to becoming the go-to industry resource. To do that, it’s critical to keep lines of communication with exhibitors and attendees open during the months between shows to maintain enthusiasm and interest. Peter Eelman and his team at IMTS understand this very well since they have a two-year show cycle, and he shares some creative insights on becoming that year-round resource by: Utilizing the IMTS-TV online video channel Providing a variety of training tools for exhibitors, both online and off Creating innovation areas throughout the show floor to generate excitement (including the 3D printed

Teaming Up to Reinvent Trade Shows - TSI10.6

Tue, 31 Mar 2015 12:55:54 +0000

Too often trade shows become an “us vs. them” conflict between show managers and exhibitors. But the truth is that each would not succeed without the other and with a bit of collaboration, both parties can experience much greater success. Prefer to listen instead? Just click the play button at the bottom of this entry! So why is there so much fingerpointing? Often it comes down to a lack of communication. Exhibitors may complain that they don’t feel appreciated by show management, or perhaps never even hear from them after the contract has been signed. Show managers on the other hand

Trailblazer Tom Pellet on Rebranding the AAFP Conference & Trade Show - TSI10.5

Tue, 10 Mar 2015 13:27:14 +0000

Today’s Trailblazer guest takes us behind the scenes to discover how one medical association is boldly reinventing their conference and trade show, transitioning from a medical education event to a total brand experience. In this interview, Tom Pellet shares some key points the American Academy of Family Physicians (AAFP) has learned so far in the process of rebranding their largest annual event, including: Why it’s important to understand various audience personas The number one thing you must do before beginning the rebranding process How to tie education back to what’s available on the show floor so attendees can create a customized experience Click

Are Virtual Trade Shows the Way of the Future? - TSI10.4

Fri, 27 Feb 2015 13:35:46 +0000

A decade ago, if you listened to all the buzz around virtual expos, you might have thought that trade shows were moving into the digital realm, leaving the traditional “walk the floor” kind of shows behind. Prefer to listen instead? Just click the play button at the bottom of this entry! But here we are, all these years later and virtual shows have yet to take off in any real way. So why is that? Is it because the technology isn’t there yet, or because it’s still too novel an idea, or something else? Virtual events face a steep climb to gain

Trade Show Trailblazer Dan Cole on International CES - TSI10.3

Tue, 17 Feb 2015 14:01:07 +0000

To kick off the new Trailblazer series, we’re honored to feature someone with a perspective from a show you’re quite likely familiar with — International CES, also known as the Consumer Electronics Show. In this interview, Dan Cole shares some keys to the mega-show’s success, including: How one-on-one conversations with exhibitors can pay off in incredible ways Why it’s important to pay attention to all the various sectors of your audience Why show audits make a difference in the credibility of a show What trade shows can learn from events like presidential inaugurations or major sporting events Click the play button below to listen!

Give Attendees What They Want - TSI10.2

Thu, 29 Jan 2015 14:25:47 +0000

When planning your upcoming exhibits, how much do you think about what attendees at that show want … or are you simply including all the things you (and others who have a say within your company) want to show off? Prefer to listen instead? Just click the play button at the bottom of this entry! Perhaps you’re not even sure what attendees want in the first place. That’s where studies done by the Center for Exhibition Industry Research (CEIR) come in handy. Earlier this month, they released a report titled “Quick Guide on Attendee Preferences by Industry Sector” which includes

Permission-Based Marketing for Trade Shows: Are You Legal? - TSI10.1

Wed, 21 Jan 2015 13:23:20 +0000

If you think collecting names at a trade show automatically gives you the right to start sending bulk e-mails to that list, think again! With the implementation of stronger anti-spam laws, there are some permission-based marketing principles you need to put in place, whether you’re an exhibitor or a show organizer. Click the play button at the bottom of this article to hear guest experts Ben Baker from CMYK Solutions and Fred Tremblay from Event Technologies share insights on: What the new Canadian law means for communication with attendees (even if you’re not based in Canada) Why show managers must be careful how

Say YES to Exhibit Success in 2015 - TSI9.13

Tue, 30 Dec 2014 14:17:50 +0000

Prefer to listen instead? Just click the play button at the bottom of this entry! If you gave up on making New Year’s resolutions years ago, it’s likely because they were simply vague wishes that were abandoned within a few days after the year began because it was too hard to stick with them. It was safer to not set any goals than to set them and be disappointed. But perhaps the problem wasn’t in the goals themselves, but the mindset of the goals. You really didn’t have any “skin in the game” so to speak, so it was easy

How to Choose the Right Giveaway Items - TSI9.12

Fri, 19 Dec 2014 14:58:23 +0000

When it comes time to select an item to give away in the booth, many exhibitors simply opt for what’s easy or popular. But that’s not the best way to use your marketing dollars. Guest expert Rosalie Marcus has over 25 years of experience in the promotional products industry and shares some basic tips on how to choose the right item that will get you the most bang for your exhibiting dollars, including: Why promotional products work 3 (or more) inexpensive gifts that nearly every attendee will find useful Ideas for mailing gift items as an invitation before the show How many giveaway items to take

On Gratitude & Giving - TSI9.11

Tue, 25 Nov 2014 14:30:00 +0000

Prefer to listen instead? Just click the play button at the bottom of this entry! It’s Thanksgiving week in the U.S., which unfortunately for many Americans simply means a day to stuff yourself before heading out to conquer Black Friday the following day. But in reality, it’s a time to reflect on what you have to be grateful for, including family, friends … and also customers. When was the last time you truly showed gratitude to those who support your business? Or do you continually take them for granted? In the trade show world, we often tend to overlook many

Are You Nurturing Your Leads? - TSI9.10

Fri, 31 Oct 2014 16:43:12 +0000

Only one out of 50 sales deals happen following the first meeting with a prospect, and 80 percent of deals come on the fifth contact or later, according to various sales studies. Yet it seems many trade show exhibitors give up after making only one contact following a show … if that. I doubt any exhibitor sets out to ignore the leads they’ve worked so hard to gather. Using a strategic follow-up campaign is crucial, yet few exhibitors have any type of campaign in place prior to going to a show so that it’s a plug-and-play process afterwards. The hottest

“If You Can’t Say Something Nice …” - TSI9.9

Tue, 30 Sep 2014 13:30:35 +0000

It will soon be that time of year again when all the creepy, nasty creatures come out. No, I’m not talking about ghosts and goblins, but rather … politicians! Like most Americans, I’m sure you get sick and tired of all the bitter, ugly TV ads, as well as the pre-recorded, automated telephone calls (the “do not call” list appears to mean nothing to these spooky creatures). Every election year, my husband and I begin watching the ads, cheering for candidates who take the higher

Exhibit Display Types Defined - TSI9.8

Thu, 28 Aug 2014 13:31:59 +0000

If you’re new to the world of exhibiting (or perhaps even if you’ve been around awhile), you’re likely a bit confused by all the terminology, especially when it comes to the types of displays. So here are some basic definitions for you, along with examples from our sponsor, Classic Exhibits, Inc. – because a picture is worth a thousand words. Table Top Displays This small portable display fits on top of a six- or eight-foot table and is often the starting point for new exhibitors,

Creating an Unforgettable Experience - TSI9.7

Tue, 29 Jul 2014 13:30:00 +0000

Have you ever been to a museum or theater performance where you felt like you became a part of the story? Perhaps you were able to interact with characters on a personal level and the story became so real that your eyes lit up every time you told someone about it, which was quite frequently. For example, about 15 years ago, my husband and I had the opportunity to visit the Star Trek Experience in Las Vegas. (Yes, I’m a bit of a sci-fi geek!) Even if you’re not a fan of the show, you’re probably aware that it takes

Why You Must Become More Fascinating - TSI9.6

Mon, 30 Jun 2014 15:00:00 +0000

Prefer to listen to this article? Just click on the play button at the bottom of this entry! Too often, exhibitors fail to see results simply because they don’t stand out from everyone else on the show floor. We’re not talking gimmicky or wild attractions. Those may generate traffic, but not results. It’s not about simply getting noticed, but about delivering value and having a signature difference that sets you apart from all the noise. No matter how great your message, if you fail to connect with your audience, no one will listen. You have to fascinate them. Sally Hogshead,

They’re Just Not That Into You - TSI9.5

Fri, 30 May 2014 15:00:00 +0000

A lot of exhibitors (as well as some show organizers) still take the “Field of Dreams” approach to trade shows, believing that all they need to do is be there and the attendees will be magically drawn to them. But the fact is that a very small percentage (if any) of the people walking the aisles are there specifically to see what any given booth is offering. First of all, are you even exhibiting at the right show? Are attendees at that

Are You a ‘Sheepish’ Exhibitor? - TSI9.4

Wed, 30 Apr 2014 15:00:00 +0000

Sheep are legendary for traveling in a large group, or flock, and having an instinct to follow the leader … even if it’s a bad idea. Exhibitors are not so different. When asked why they’re planning to exhibit at a certain show, many will cite reasons like “because it would be obvious if we weren’t there” or “all of our competitors exhibit there, so we have to as well.” The problem with that blind-follower logic is that if you’re not careful, you

Are You a Team Player? - TSI9.3

Mon, 31 Mar 2014 13:00:00 +0000

I’m not a big sports fan, but I do know that it’s a lot more fun to watch a team who works together toward winning than one where just a couple of players seem to dominate everything. In reality, the most cohesive teams are those who check their individual egos at the locker room door. But what about in the trade show world? Too often exhibitors and show managers each take an “us vs. them” approach instead of seeing themselves as teammates

Convention Centers Going Green - TSI9.2

Fri, 28 Feb 2014 13:28:09 +0000

Over the past few years, several U.S. venues have received or are pursuing LEED Certification as well as APEX/ASTM Certification in Standards for Environmentally Sustainable Meetings, Events, Trade Shows and Conferences. Some convention centers even have Sustainability Managers on staff to supervise their efforts and communicate with meeting planners and exhibitors. Here are some specific examples from two of the largest trade show venues in the country. At McCormick Place in Chicago, the West Building attained LEED Certification from the U.S. Green

Do You Suffer from this Dangerous Exhibitor Disorder? - TSI9.1

Fri, 31 Jan 2014 13:32:24 +0000

There’s a disorder that nearly every exhibitor suffers from at one point or another. It begins slowly, but can grow to a dangerous level. It’s called “Center of the Universe Syndrome,” (COTUS) and it can develop due to event planning stress, lack of education, or just plain laziness. It manifests as either arrogance or indifference, with exhibitors relying too much on outside circumstances (show management, booth location, etc.) to drive traffic to their booth instead of being proactive. Left unchecked, it can

What Exhibitors Can Learn About Budgets from Reality TV - TSI8.17

Mon, 30 Dec 2013 16:00:00 +0000

I have to confess … I enjoy watching remodeling shows on HGTV. One of those shows, Property Brothers, features families who purchase a fixer-upper with help from the realtor brother, then the handyman brother comes in and remodels it into the home of their dreams. On a recent episode, a newlywed couple had budgeted $85,000 for renovating the entire first floor of their new place. They had a plan all mapped out, but it soon went sideways. While tearing down walls, they

Event Technology: The Future is Now – Part 2 - TSI8.16

Tue, 10 Dec 2013 19:48:31 +0000

Technology options today can seem overwhelming, but fortunately we have Michelle Bruno to help sort it all out. In the second half of this two-part interview, she offers perspective on: “Second-screen” apps for interaction within live events Networking or matchmaking apps so attendees can connect Streamlining & bundling app functions to gain more users Michelle is a writer, blogger and content strategist. She’s the President of Salt Lake City-based Bruno Group Signature Events, a content-marketing firm for the face-to-face event industry. She writes about event industry social media, technology and innovation at Fork in the Road blog and the Event

Event Technology: The Future is Now - TSI8.15

Thu, 05 Dec 2013 14:18:25 +0000

There are lots of technology terms being tossed around these days, and sometimes it’s hard to sort them all out. So we’ve invited Michelle Bruno to give us the scoop on what’s hot now, what’s coming, and how to go beyond the “cool factor” to find the right fit for your event’s needs. In the first part of this two-part interview, she discusses: RFID, NFC, QR Codes & Beacons Augmented Reality (including Google glass) Event mobile apps – where are they headed? Michelle is a writer, blogger and content strategist. She’s the President of Salt Lake City-based Bruno Group Signature

7 Creative Giveaways Attendees Will Love - TSI8.14

Tue, 26 Nov 2013 14:01:21 +0000

Think just because people are clamoring in your booth for your giveaway that you’ve made a big impression? Think again! Too many times exhibitors hand out trendy or cliché tchotchkes, assuming that it’s all about driving traffic. But just because they want it doesn’t mean it’s going to make a long-term impression or influence them to purchase. It’s not likely that attendees will even keep an item unless they have a practical use for it. And another potential pitfall of randomly picking

Scary Tales of Trade Show Follow-Up - TSI8.13

Thu, 31 Oct 2013 15:00:00 +0000

It may sound too simple to be true, but prompt and thorough follow-up may be one of the best ways to stand out from the crowd. Unfortunately, many exhibitors haven’t yet learned that important lesson. Here are some scary examples of what NOT to do (names have been omitted to protect the guilty): After visiting a travel booth at a local show, I received their information in a timely manner, but what exactly did I receive? The letter was addressed to someone

What Makes a Good Booth Staffer? - TSI8.12

Mon, 30 Sep 2013 15:00:00 +0000

When it comes time to choose which employees will staff the booth at your next trade show, do you automatically call the sales department? If so, maybe you’d better think again. Just because someone is good at sales doesn’t mean they’ll be a natural in the trade show environment. Often, sales people forget that they don’t have time to do a complete sales pitch on every prospect that enters the booth. So what makes a good booth staffer? Approachable, outgoing, people-oriented Professional; experienced at trade shows (no time for a “learning curve”) Comfortable engaging people Able to qualify before selling

7 Sources for Exhibit Design Inspiration - TSI8.11

Thu, 29 Aug 2013 17:00:06 +0000

A few years ago at the EXHIBITOR Show in Las Vegas, I coordinated a field trip called “TSI: Trade Show Investigation.” I led two teams of exhibitors (investigators) along the Strip, stopping at New York New York, the Venetian, and other locations to “gather evidence” of things they could use in their future exhibit displays. The idea was to cause participants to stop and examine the elements around them to discover what makes a place engaging and memorable. Want to do your

What a Theme Park Can Teach Exhibitors About Creating Experiences - TSI8.10

Tue, 30 Jul 2013 12:00:00 +0000

No, we’re not talking about turning your exhibit into a theme park … at least not literally. But there’s no doubt that when it comes to memorable experiences, theme parks are king. Everything and everyone at the park is focused on the guest’s experience and how to exceed expectations. So is it magic, or how do they do it? Here are some of their strategies: Pay attention to details. At a theme park, no small detail is ignored. From staff uniforms to

Are You Making These Promotions Mistakes? - TSI8.9

Fri, 28 Jun 2013 11:10:00 +0000

Before we delve into some of the most common mistakes exhibitors make when it comes to promotions, perhaps the biggest one of all is the fact that so many neglect to do anything at all to promote! They somehow think that attendees will just magically show up at their booth, or perhaps that attendees are already aware of — and eager to meet — them. Unfortunately, these exhibitors are only fooling themselves. Promoting the fact that you are exhibiting is key to building traffic to your booth, but it doesn’t have to be difficult or expensive. Here are some other

Speaking the Attendees’ Language - TSI8.8

Fri, 31 May 2013 12:00:00 +0000

Do you speak a second language? If so, how did you learn, and how well do you communicate in that language? Personally, I took one year of French in high school, and although I sounded fairly good at the time, now pretty much all I can do is say hello (Bonjour!) and count to 10 … plus maybe a few other random words. My husband and I have also had a desire to learn Mandarin for several years and so we’ve purchased

3 Answers to Know Before Your Next Show - TSI8.7

Tue, 30 Apr 2013 12:00:00 +0000

How successful was your last exhibit? Did you meet your goal? Did you even have a goal? If not, how do you define success? The sad fact is that less than 25 percent of exhibitors bother to set goals, yet it’s fairly easy to do. There’s no one right answer — you must figure it out for yourself based on a number of factors. Yes, you have to do your homework! It’s highly likely that your exhibit budget is tighter these days

Earth Day Edition: Sustainability at Trade Shows - TSI8.6

Mon, 22 Apr 2013 15:00:00 +0000

Trade shows unfortunately have a reputation of producing massive amounts of waste, but it doesn’t have to be that way. Guest expert Dr. Sue Tinnish, Dean of the Kendall College School of Hospitality Management, shares simple steps exhibitors can take to be more sustainable while also inspiring their vendors and partners to follow suit. Some topics covered include: What is APEX and what are the APEX/ASTM International Standards? How exhibitors, suppliers and venues can work together to change behavior Where to begin developing your company’s environmental policy for trade shows Why it’s important for the exhibit industry to be proactive

3 Ways to Make Show Managers Like You - TSI8.5

Thu, 28 Mar 2013 23:00:00 +0000

Back in 1936, when Dale Carnegie published his famous How to Win Friends and Influence People, he shared a list of six ways to make people like you: Be genuinely interested in them. Smile. Remember the importance of a person’s name. Be a good listener. Talk about the other person’s interests. Make the other person feel important. It’s no surprise that the same points hold true nearly 100 years later! But perhaps you’ve never considered how those principles apply regarding trade shows,

Make Networking Fun & Productive – Part 2 - TSI8.4

Thu, 21 Mar 2013 06:53:01 +0000

So you met a lot of interesting people and potential clients at a conference or trade show — Now what? In the second half of our interview with Cathy Jennings from No Pressure Networking, she shares tips for staying connected after the event, including how to: Set up a system that guides them through “next steps” Go beyond the e-mail inbox with “retro marketing” Follow social media etiquette guidelines Plus tips for event organizers on making networking an integral part of the activities Cathy is a self-described “situational extrovert” and Chief Conversation Starter who has co-authored two books: Make Your Connections Count: Networking

Make Networking Fun & Productive – Part 1 - TSI8.3

Mon, 18 Mar 2013 20:00:00 +0000

Anyone can feel a bit uncomfortable at times when it comes to networking at events, no matter whether you’re an exhibitor or an attendee — and no doubt that feeling gets exponentially stronger if you’re an introvert. So how do you overcome the fear and make networking fun? In this first half of a two-part interview, Cathy Jennings from No Pressure Networking shares tips for what to do at an event, including how to: Set networking goals for the event Prepare for the conversation ahead of time Use the buddy system to make introductions Make an invitation to lunch (which

Busting Green Exhibiting Myths - TSI8.2

Thu, 28 Feb 2013 15:00:00 +0000

Green initiatives in the meetings and trade show industry have expanded in recent years and are now becoming mainstream. Hotels and convention centers are focusing on saving water, energy and waste. Some are even becoming LEED-certified buildings and using that as a selling advantage. Venues are also offering more robust recycling options so that there won’t be massive quantities of trash left behind after a trade show or event. But there are still some persistent myths about going green at trade shows,

Are You Attracting Attention … or Just Clogging the Aisles? - TSI8.1

Thu, 31 Jan 2013 15:00:00 +0000

No matter how great your product, if no one is attracted to your booth, you won’t have much success at a show. You’re just one of dozens (or in some cases, hundreds) of exhibits in that show hall. How can you possibly stand out? Actually, there are numerous ways to gain attention, and many of them are not expensive or complicated. As an added bonus, be sure to promote your attraction ahead of time in all your pre-show promotions and advertising. Probably the most obvious way to attract visitors is to do a demonstration of your own product. Have a

Take the Pain Out of Your 2013 Trade Show Budget - TSI7.13

Mon, 31 Dec 2012 15:00:00 +0000

Budgets. It’s one of those things that ranks right up there with a root canal when it comes to sending shivers up your spine, right? The truth is that it doesn’t have to be painful. In fact, with a few simple steps taken and time spent at the beginning of the year, you’ll be on the path to truly maximizing your exhibit investments. While smart budgeting doesn’t mean you simply throw numbers together, it doesn’t demand that you have to worry about

3 Costly Lead Management Mistakes to Avoid - TSI7.12

Thu, 29 Nov 2012 16:00:00 +0000

No matter whether you’re brand new to exhibit marketing or have been exhibiting at trade shows for years, there’s one area where your mistakes are costing you – big time! Connecting with leads/prospects are the reason for exhibiting at any show, so if you’re not doing that part right, you might as well stay home. Costly Mistake #1: Failing to define what makes a qualified lead. When you exhibit, do you come home with a stack of business cards that you call leads? You’re fooling yourself! A lead is not a piece of paper or business card with a name

Selecting Smart Giveaways - TSI7.11

Wed, 31 Oct 2012 14:54:57 +0000

Ever feel like attendees at a trade show are like kids out trick-or-treating in the neighborhood? Do you wonder if the giveaways in your booth are making a difference, or are people just out for the freebies? How much thought have you put into the selection of those items? Unfortunately, many exhibitors don’t appear to have thought very hard and a lot of them are just feeding the “gimme-gimme” mentality. Here are some frequent mistakes that exhibitors make: Giving away banned items that can’t be

Welcome to the Exhibiting Revolution - TSI7.10

Thu, 27 Sep 2012 11:00:00 +0000

“Brand awareness.” “Generating buzz.” “Experiential marketing.” Everybody’s talking about these popular business topics today, but how many trade show exhibitors are really putting them into practice? Although trade shows have existed since the days of the Medieval fairs in Europe or the traveling caravans in Arabia, it’s easy to see that today’s shows are far more complex. It’s no longer about simply showing your wares and closing a sale on the spot with a slick sales pitch. Today, the focus has shifted

The Importance of Exhibitor Education - TSI7.9

Thu, 30 Aug 2012 12:00:00 +0000

Earlier this month, the Center for Exhibition Industry Research (CEIR) released their report, “How the Exhibit Dollar is Spent.” This in-depth analysis of more than 200 exhibit budgets indicates that of the $24 billion spent on trade show marketing, the largest expense is space rental (36 percent), followed by show services (including electrical, furnishings, union labor, etc. – 17 percent). Combine that with exhibit design (11 percent), and you’ve eaten up more than 60 percent of the budget! Granted, some expenses aren’t

A Day at the Fair - TSI7.8

Mon, 30 Jul 2012 11:00:00 +0000

When I was a kid, I loved going to the Kansas State Fair. But not for the same reason that many of my friends went — while they were riding rides and eating cotton candy and other stereotypical Fair foods, I was hanging out in the exhibit building. (My Mom laughs that it was an early indication of my life in the world of trade shows.) If you’ve never been to a State Fair (or it’s smaller counterpart, the County Fair), you

Summer Reading List: 3 Titles to Help You Stand Out & Get Noticed - TSI7.7

Fri, 29 Jun 2012 12:00:00 +0000

How do you find out about great books? If you’re like me, you often have friends who are raving about them. Once in awhile, it seems like you’re hearing about them everywhere you go. Two of these three titles are like that for me. The first one, Pop!, was first referred by a friend on Facebook, but soon I began seeing it mentioned all over the place. Once I took time to check it out, I discovered why. The second book, Imagine,

Is Dilbert Right About Trade Shows? - TSI7.6

Thu, 31 May 2012 11:00:00 +0000

Earlier this month, my husband came home from work and asked if I’d seen that day’s Dilbert cartoon about trade shows. When I said no, he presented me with a copy of the comic strip. If you haven’t seen it, here’s the link to read it online before we continue with the analysis. Basically, Dilbert’s boss asks how things went at the trade show. The report sounds hauntingly familiar of many companies I’ve seen over the years: while there was good traffic at

Connectivity for Trade Shows - TSI7.5

Mon, 30 Apr 2012 14:57:57 +0000

If you’ve ever used Twitter, you’re likely familiar with the image of the “fail whale” which appears when Twitter’s servers are over capacity. Perhaps convention centers need a similar warning for trade show exhibitors & attendees … In recent years, convention centers across the U.S. have been updating and renovating their facilities with new additions and features. But one area that is still in need of major improvements is WiFi capabilities. Convention and trade show attendees are generally business travelers who need

Tips for Exhibits at Government Shows & Dealing with Show Labor - TSI7.4

Wed, 04 Apr 2012 12:00:00 +0000

Guests for this episode are Bev & Mike Gray from Exhibit Edge, sharing tips for exhibiting at government shows and dealing with show labor (Should you use an outside contractor?). The conversation also covers exhibit design trends, the importance of a good strategy, and why trade shows aren’t going away. Duration: 21 min. 58 sec. Size: 31.8 MB

Are Words Working Against You? - TSI7.3

Fri, 30 Mar 2012 01:00:00 +0000

Recently a friend shared with me how a client of hers was frustrated because he wasn’t getting more business. When she asked him to share his 30-second “elevator speech,” he rattled off a bunch of corporate-speak, including multiple uses of the word “fiduciary.” Now if you’re like me, my friend, and most of the population, you’ve heard the word and know it’s a financial term, but not 100 percent sure what it means. Well, guess what? He was marketing his services to

Ready to Take a Leap in Your Exhibiting? - TSI7.2

Wed, 29 Feb 2012 13:00:00 +0000

Today is Leap Day, which brings to mind the famous quote from astronaut Neil Armstrong: “One small step for man, one giant leap for mankind.” While it may be a stretch to say that exhibiting could offer a giant leap for all mankind, it can offer a giant leap for your business. Next week is the annual EXHIBITOR Show in Vegas where the industry’s movers and shakers will be showing off what’s new in exhibit design, promotional tools, booth attractions, and lead

What I Wish I’d Known as a New Exhibitor - TSI7.1

Tue, 31 Jan 2012 13:00:00 +0000

Because I’ve participated in more trade shows than I can remember (since shortly after college when I was a brand-new entrepreneur), it’s tough to even recall my very first experience. But there are definitely some rookie mistakes that I remember from those early years! 1 – Don’t stand behind a table. Where did you learn how to exhibit? Odds are you learned by watching others, just like I did. Unfortunately, most exhibitors — especially those in a 10×10′ space — have one

Communicating with Deaf Attendees

Mon, 28 Feb 2011 06:37:05 +0000

How friendly is your booth for deaf attendees? It’s likely a question you’ve never considered, but you should. Susan Layton of E Interpreting Services has been interpreting for almost 20 years and has some excellent advice for both exhibitors and show managers on how to better communicate with more than 10 million members of the Deaf community in the U.S. Duration: 18 min. 41 sec. Size: 21.6 MB

Smart Ways to Use Promotional Products

Thu, 01 Jul 2010 21:01:06 +0000

If you’ve ever used (or thought about using) promotional products as part of your exhibit marketing plan, you’ll want to hear what Ben Baker, President of CMYK Solutions in British Columbia, has to say. In this episode, he shares tips for exhibitors on what’s hot and what’s not, as well as what’s smart in today’s promotional products. He also addresses how to make sure your promotions are genuinely “green,” rather than just having the appearance of being environmental. Duration: 24 min. 41 sec. Size: 28.5 MB

How Green is Your Trade Show?

Fri, 23 Apr 2010 20:15:52 +0000

In honor of the 40th anniversary of Earth Day, we’re taking a look at how the trade show industry is going green. Our guest, Scott McKye from KleerTech, offers on easy steps that exhibitors, show managers, and meeting planners can take to create more environmental-friendly events along with the inside scoop on the latest Accepted Practices Exchange (APEX) initiatives. In the interview, Scott also mentions BolderPath, a company who re-engineers old meeting and trade show materials into bags, portfolios and other cool gear for future events. Duration: 25 min. 43 sec. Size: 29.7 MB

Working with Show Labor

Tue, 13 Apr 2010 20:14:56 +0000

Show labor has been a hot topic lately, especially relating to shows at McCormick Place in Chicago. In this episode, guest Frank Vavpotic from CEP Exhibit Productions shares some perspective and insider tips based on his years of experience in the Chicago trade show world. Duration: 18 min. 14 sec. Size: 22.1 MB

Teamwork, from a Show Manager Perspective

Sun, 28 Mar 2010 02:29:24 +0000

This episode marks the relaunch of the Trade Show Insights podcast, now located at www.tradeshowinsights.com. Thanks to those who have been loyal listeners, and welcome to those who are discovering us for the first time! Today our topic is how exhibitors and show managers can work together to achieve greater success. Our guest is Aubin Wilson, former group show manager with George Little Management. Duration: 21 min. 38 sec. Size: 24.9 MB

Exhibitor Show 2009 Review

Thu, 09 Apr 2009 18:21:08 +0000

This year’s EXHIBITOR Show in Las Vegas was a time to come together as an industry to demonstrate that we will not only survive, but can also thrive. Companies debuted new and innovative products and services for exhibitors, and once again showcased some clever exhibit displays and booth attraction ideas. (Be sure to click “Read More” to view the photos & links!) Clever Theme & Design Examples Instead of avoiding the subject of the economy, several exhibitors decided to tackle it head-on. Kubik used a low-budget chalkboard wall with the message “Cutting

Trade Shows Are Not Dead!

Fri, 06 Feb 2009 19:57:27 +0000

The trade show world has been buzzing for weeks about the future of Macworld Expo, now that Apple won’t be exhibiting. So what does that mean for MWE, and what are the lessons for other shows? In this episode, we break it down and predict future moves for MWE. One thing they’ve done already is offer free registration to the 2010 expo (as of this writing). This episode of Trade Show Insights is protected by copyright. You may share this recording with colleagues, as long as it is copied in its entirety

Mistakes Exhibitors Make

Sun, 30 Nov 2008 20:09:29 +0000

Today’s episode is an excerpt from my guest appearance on Suzanne Falter-Barns’ Get Known Now teleseminar series. In this segment, we discuss the importance of exhibiting and having realistic expectations and goals. If you’d like to have a copy of the entire interview on mistakes exhibitors make, just send an e-mail with the subject line “Mistakes interview.” Other topics covered include: generating traffic, attracting visitors, working with leads, and more. This episode of Trade Show Insights is protected by copyright. You may share this recording with colleagues, as long as it is

Exhibitor Show 2008 Review

Wed, 23 Apr 2008 22:59:38 +0000

It’s time for our annual review of the Exhibitor Show in Vegas, held in March 2008. We’ll discover some new and innovative products and services for exhibitors, along with some clever exhibit displays and booth attraction ideas. (Be sure to click “Read More” to view the photos & links!) Booth Design Elements Last year, we featured some of the innovative earth-friendly products from Eco-Systems. This year they were back with even more innovations, including graphics printed on panels made from recycled soda bottles. Who says your flooring has to be boring? Wise

Trade Shows 2.0 – The Next Generation (part 2)

Fri, 01 Feb 2008 00:09:27 +0000

Today we conclude our two-part series on Trade Shows 2.0. Last time, we covered Web 2.0 technology tools for both exhibitors and shows. In this episode, we’ll talk about how some groups are reinventing the traditional trade show format, both online and offline. (Be sure to click “Read More” to view more information & links!) Interactive Technology for Trade Shows While virtual trade shows aren’t exactly new, they have yet to gain a lot of traction. But more and more shows are beginning to see the value of having a year-round virtual

Trade Shows 2.0 – The Next Generation

Mon, 26 Nov 2007 02:41:52 +0000

Today we begin a two-part series on Trade Shows 2.0. This time, we’ll cover Web 2.0 technology tools for both exhibitors and shows. In the next episode, we’ll talk about how some groups are reinventing the traditional trade show format. (This is an enhanced podcast, so if you’re watching in iTunes, you’ll see graphics and Web links included. You’ll also see these if you’re watching on your iPod or in QuickTime. Or simply click the “Read More” link to view more details & links right on this page.) Social media … Web

Exhibitor Show 2007 – Part 2

Sun, 06 May 2007 05:03:13 +0000

Today we’re finishing up a review of the Exhibitor Show in Vegas, held in March 2007. This time, we’ll continue the review, showcasing some clever exhibit displays, booth attractions, and giveaway ideas. (This is an enhanced podcast, so if you’re watching in iTunes, you’ll see photos and Web links included. You’ll also see the photos if you’re watching on your iPod or in QuickTime. Or you can click the “Read More” link below to view photos on the site.) Clever Theme & Display Examples 3D Exhibits started their “Bling My Booth” theme

Exhibitor Show 2007 – Part 1

Thu, 19 Apr 2007 06:36:14 +0000

For this episode of the Trade Show Insights podcast, we’re doing part one of a review of the Exhibitor Show in Vegas, held in March 2007. This time, we’ll cover some new and innovative product discoveries. Next time, we’ll continue the review with some clever exhibit displays and booth attraction ideas. (This is an enhanced podcast, so if you’re watching in iTunes, you’ll see photos and Web links included. You’ll also see the photos if you’re watching on your iPod or in QuickTime. Or you can click the “Read More” link below

Setting Goals

Mon, 08 Jan 2007 09:23:57 +0000

They say without a timeline and a plan of action, goals are merely wishes. So for this first episode of the new year, it’s only appropriate that we start out talking about setting goals — how to make them achievable and measurable. We’ll also talk about how to know which shows to put into your overall exhibit plan. Industry News: IAEM changes its name to IAEE More shows are using podcasts to market to attendees — Check out the Consumer Electronics Show (CES) podcast Retail Trends for 2007 — How can you

Death of a Trade Show; Birth of a Trend

Tue, 07 Nov 2006 21:35:35 +0000

Two recent headlines from EXPO Magazine prompted a further look: VNU Cancels 2007 Incentive Show; Replaces with Virtual Incentive Show Javits Convention Center Expansion Breaks Ground These two headlines seem to be contradiction each other — just as the Javits begins a somewhat controversial $1.7 billion expansion, it loses one of its longstanding major shows, the Incentive Show. But along with the cancellation, VNU Business Media (producers of the Incentive Show) announced it will be replaced with a Virtual Incentive Show. (Be sure to click “Read More” to view additional links!) You

Booth Staff Behavior

Tue, 26 Sep 2006 20:48:18 +0000

For today’s episode, we’re focusing on proper booth staff behavior. We’ll cover some of the basics of what you should … and should not be doing in your booth. For more tips on booth behavior, check out chapter 6 in Build a Better Trade Show Image. This episode of Trade Show Insights contains excerpts from Build a Better Trade Show Image, and is protected by copyright. You may share this recording with colleagues, as long as it is copied in its entirety and is not used for commercial purposes.

It’s All About the Attendees

Sun, 30 Jul 2006 02:08:03 +0000

This episode is all about attendees — trends & statistics, what attendees want, attendees to watch out for, and tips for when you’re the one walking the aisles. {UPDATE: As so often happens online, the following links are no longer operational – sorry!} Read about attendance trends (from EXPO Magazine): “Marketwatch: Trade Show Attendee Benchmarks” “Editor’s Column: Attendee Analysis” Learn more about what attendees think: “Catching an Eye at the Motivation Show” “Trade Show Survival Tips: STAFDA Board Members Share Their Thoughts” Discover tools used for exhibitor/attendee matchmaking: “New Service Helps Attendees

Road Show: A Tour of Craftsmen Industries

Tue, 06 Jun 2006 07:34:00 +0000

Today, we’re taking the show on the road … literally … to St. Charles, MO, for a “soundseeing” tour of Craftsmen Industries, one of the nation’s manufacturers of custom vehicles for road shows. Our guest is Rich Ruppe, who handles Special Projects Sales for Craftsmen. (Be sure to click “Read More” to view the photos!) You’ve seen their vehicles on the road … From the South Beach Diet glass-body vehicles … to Hershey’s “53 Feet of Chocolate” … to Lipton’s tea bottle on wheels … to the Pringles can

Exhibitor Show 2006 – Part 1

Thu, 27 Apr 2006 01:40:17 +0000

Welcome to the first episode of Trade Show Insights podcast! Today, we’re doing part one of a review of the Exhibitor Show in Vegas, held in March 2006. We’ll cover some neat features of the show, as well as new product discoveries from the following companies: GestureTek Agile Trade Show Furnishings Binkley Custom Products FISH Software Next time, we’ll continue the review of Exhibitor Show with some clever exhibit displays and booth attraction ideas.