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!Read More
Trade Show Display Marketing Tips and Advice
When you’re qualifying a prospect, what’s the most important thing you need to understand? Is it budget? Authority? Timeline? Goals? All these things are certainly important. But the most important information you can get -- and what you should focus your qualification on -- is need. Without need, there is no sale. Your prospect can have all the money in the world, have the final say on all purchasing decisions, and be ready to act now. But if your product doesn’t solve a problem she’s trying to address, your deal is dead in the water. So it’s necessary to gain a deep understanding of your prospect’s need. But what does that look like? At what point can you confidently say you understand a need and begin to formulate a plan to address it? You’ll need to understand need at two levels: what your decision maker or other major stakeholders hope to get out of the purchase, and how those goals fit into company goals on a grander scale.Read More
Your New Rules for Event Technologies
Event planners have the daunting task of staying current on tech. How can you ensure that your event uses new and emerging trends to meet the preferences of event participants?Read More
One big mistake many exhibitors make is neglecting to do anything to promote their presence at a trade show. They somehow think people 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 fooling themselves. According to industry studies, at least 75 percent of attendees arrive at a show with a pre-set agenda, and if they aren’t aware of your company, you won’t be on that list. Promoting the fact you’re exhibiting is key to building traffic in your booth.Read More
One of the highest ranking reasons that attendees identify for visiting an exhibition or event is their ability to connect with high value people. This rationale is at the heart of any trade event which has buyers and sellers from a broad geographic reach under one roof for a finite amount of time. Networking always has been and will continue to be what trade shows are all about. With the advances in technology, which seems to have moved people away from face to face contact, the need to network in person has never been greater. Yet, meeting strangers is, for many people, on the top of the list of social fears. These people ignore the potential benefits of networking and use excuses like:Read More
Every year companies who have never exhibited are enticed by the prospect of great returns from attending a trade show. While many of these first time exhibitors achieve great results, many do not. They find that the post-show math often shows they did not achieve a positive return on their investment and the result is a reluctance to try again. Exhibiting works. All the data produced by industry associations backs this statement up. But what the research fails to mention is that profit does not come automatically. It is the result of lots of hard work and planning. If you are considering attending your first trade show here are a few pointers that will keep you on track.Read More
A graphic designer recently told me that her clients are often reluctant to hire a freelance content writer for their website. ”Most of the time, my customers write their own web content,” she said. I was taken aback, but certainly understood what she meant. Few clients have the graphic design chops to create their own website, but since everyone “writes”, many business folks conclude that they can write copy for their own website. And, from the number of poorly written websites out there, it seems this is exactly what is happening.
We've teamed up with Classic Exhibits to host "Countdown to Trade Show Success," a FREE webinar with trade show marketing expert Marlys Arnold on August 7. Marlys will share simple steps you can take to significantly increase your exhibiting investment and help guarantee success. Reserve your free seat by clicking on this link:Read More
It seems that in our age of consumerism we have managed to accumulate more and more things for people to steal. This includes everything from identities, ideas, inventions and even inventories of things we need to keep our trade show booth alive. With all the worry about ensuring that our exhibit and peripherals arrive at the show on time, leaving security as a nice too item leaves you vulnerable to the whim of some unscrupulous person who sees something of value in an unmanned booth and takes it for his own.
Achieving Business Goals Via Marketing Strategy. The link between business objectives and marketing strategy may seem obvious, but the two are often disconnected in real life. Profit-line managers may see marketing as a basket of distinct services, such as ads, trade show displays, and public relations, from which to select to help them reach their sales goals. While a manager may request a new trade show exhibit to generate sales leads, for example, a marketing strategy based on measurable business objectives and solid market research should come first, in order to design an exhibit that will communicate the right messages to the right markets.