Blog

By Jennifer Barham

When it comes to our booths and how we design & outfit them, we are usually prioritizing function and practicality. Yes, we want them to be attractive and comfortable, but beauty and imagination may not be our first ideas when we think of our bottom line. And there's probably a good argument that they shouldn’t be.

by Jennifer Barham

Stressed at work?! Ask any marketing professional how many projects they have on their calendar at any given moment and you’ll be shocked (or maybe not) to learn that statistically that number is 30 or more. Forty percent of all large corporations are facing restructuring, leaving employees feeling insecure about their prospects. Today’s workers experience 7 interruptions an hour, totaling over 2 hours of distraction each day. Yes, all of this chaos equals stress in the workplace.

Exciting PowerPoint Alternatives for Improving In-booth Presentations

By Jennifer Barham

The Ford Model T. Apple pie. Pride and Prejudice. These are classics. Add to these Microsoft PowerPoint and the list is well-rounded.

“Good things come in small packages,” right?! But what about your trade show booth? What if I can’t have the big big big screen or the gigantic feature in the middle of an island booth? Can it still be truly exceptional if it’s a 10x10?

Trade shows are BACK!  Buyers are eager to see products in person, meet and talk with business leaders face-to-face, and experience the full-sensory show of exhibits. As buyers rush back to the exhibit floor and trade shows burst back onto the scene, don’t make the mistake of thinking that just because you may have survived the past 2 years without showing up at a trade show, you can do that in 2022. Nope! And this year’s return of trade shows offers you a chance to revitalize your business with this ever-important avenue of marketing. Is it worth your time and your budget? Absolutely!

What IS brand awareness? Brand awareness is just what it sounds like...it’s being aware of a particular brand, whether that’s the name or the logo or the messaging. Brand awareness is what you want your customers to have so that they recognize your business, so it goes without saying that the more brand awareness you have, the better.

In a 2019 Deloitte study, 91% of respondents reported that high stress     negatively affects the quality of their work. I instantly thought of the stress of exhibiting at trade shows. While it might be work we choose and are passionate about, it’s definitely fast-paced, intense pressure.

Trade shows can be long days for everyone involved including attendees, but with the addition of one or more interactive elements, your booth transforms into a welcome surprise for visitors, involving them in the experience.

In a study entitled “The Impact of Color on Marketing,” researchers found that consumers made about 90% of their quick decisions about a brand based on color alone, including whether a color was appropriate for the brand or not. With this knowledge, color becomes central to discussions about brand, including how to display the brand at a trade show booth, and we can use color therapy to determine our best choices.

Stories are powerful. They are the reason we love movies, books, and even ads. Commercials are the sole reason some people watch the SuperBowl. Why? Because they tell a story that is winsome or funny or otherwise emotionally satisfying. Stories are compelling and they hook us.

Did you know that there are apps specifically designed for the exhibiting industry? And did you know that if you aren’t using at least some of them you are missing the boat? BIG TIME.

by Jennifer Barham

Earth Day might be in the rear view mirror this year, but for those of us committed to a lifestyle of conservation and sustainability, every day is Earth Day. If you’re reading this, you’re probably on the lookout for ways to be greener as you shift towards sustainability, already committed to it, or working for an eco-friendly company.

by Jennifer Barham

Whether you dust off a marketing classic, grab something hot-off-the-press, or listen to an audiobook on the treadmill, your business success can depend in large part on your continuing professional development via reading books. In a recent post about WHY you should read and HOW to fit more reading into your lifestyle (even reading a book a week!), we discussed the importance and influence of reading for your marketing endeavors.

by Jennifer Barham

"I find television very educating. Every time somebody turns it on, I go into the other room and read a book."
– Groucho Marx

When asked to divulge his secret to success, Warren Buffett casually nodded his head toward a pile of books and international newspapers nearby and said, “Read 500 pages like this every day. That’s how knowledge works. It builds up, like compound interest.” Early in his career, Buffett read closer to 800 pages a day, and even now, he reads daily for about 8 hours.

All Things Electrical for Your Trade Show Booth

by Jennifer Barham

Over a decade ago, a Forrester survey found that the average employee uses 2.3 devices for work purposes, whether personal electronics or company-provided devices. Of the nearly 10,000 information workers surveyed, 74% used two or more devices and 52% used three or more devices. And that was many moons ago. Imagine how that number has increased since then.

by Jennifer Barham

What do you get when you take hundreds of pounds of butter, celery, garlic, carrots, chicken, noodles, broth, and spices and put it in the culinary hands of Nashville’s finest chefs?

by Jennifer Barham

Recently, I was thinking about the word “budget” and where it comes from. Turns out, it’s a Middle English word from the Old French bougette, meaning “leather bag.” It originally meant an actual bag, but later it came to mean the contents of the bag when the Chancellor of the Exchequer, in presenting his opening statement, was said to “open the budget” when he unbuckled his leather bag to retrieve papers containing financial reports. Now we use the word to mean a statement of expenditures and revenues, and the old meaning – a portable leather bag – has been lost.

Just as we were coming out of the pandemic and into the bright new light of fresh business opportunities, the world is faced with more uncertainty and rising prices on just about everything. And once again, the business world finds itself in flux.

While pandemic safety restrictions seem to be easing up, we’re all familiar with the ever-present gallons of hand sanitizer, the social distancing floor stickers, limitations on crowd size, and constant sanitizing of surfaces everywhere we go. These are measures to keep us safe, help us feel comfortable, and enable us to return to (somewhat) complete normalcy as quickly as possible.

Although the buzzword of the millennium is “minimizing,” let’s talk about MAXIMIZING! Floor space in your exhibit, that is. There are loads of good reasons to increase your booth’s floor space. First, it’s more important and mindful than ever to have an open, spacious floor plan to keep people comfortable and safe and to remind them that you are being intentional about their comfort. Second, a little extra space makes everyone more physically comfortable and makes your booth easier to navigate. Third, intentional space creates allure – it is inviting and appealing. Just think: when is the last time YOU wanted to step into a cluttered space full of people?

Besides the obvious, primary fallout of a worldwide pandemic on lives and livelihoods across the globe, the secondary effects are just as impactful. With restrictions and regulations varying widely from state to state and nation to nation, getting on with regular life is challenging and sometimes exhausting. And the marketing industry is no different. The trade show industry, in particular, faces challenges like:

by Jennifer Barham

Ringing in a new year always brings with it such hope, such possibility, such expectation, and an opportunity to say “adieu” to the old (Good riddance, 2021!) and embrace the new. For many people, this includes making new year’s resolutions and setting goals they want to reach. For many businesses, it means the same – looking at what worked last year and what didn’t and starting with a fresh slate of anticipation.

by Jennifer Barham

It's Beginning to Feel A Lot Like Christmas...

It’s the most wonderful time of the year, and with 2021 almost in the rearview mirror, we get to look ahead to a brand new year.

by Mike Thimmesch

Stretching an already tight budget can be a challenge, and the trick is to pursue savings that are transparent to the attendees at your exhibit space.  Whether you are planning your company’s initial launch into trade shows or taking over an exhibit schedule previously handled by another trade show manager, the associated costs can be a little intimidating. If your budget is limited, these 10 tips can help you get the most out of your exhibit dollars:

by Jennifer Barham

Summer’s here and the living is, well, not really easy (as the song goes), but there’s lots to look forward to. And after last year’s “Cruel, Cruel Summer,” we can all look forward to a little more lightness and a little more celebration and a little more fun in the sun.

“They’re baaaaaack!” Live events are returning, and we are here for it. With all the trade shows cancelled in 2020 and the lack of personal interaction, it’s about time. However, don’t expect the trade show season of 2019. No, sir. There will be new procedures and protocols as organizers consider the health and safety of exhibitors and attendees and staff.

2020 Proved That Relationships Should Be Your Business's 2021 Priority

We have made it through the first quarter of 2021 already! Even so, we are still reeling from the past year...a year for the history books. No one could’ve predicted the happenings or the fallout or the hidden blessings from 2020. The global pandemic’s impact on the event industry was no small thing, and though we didn’t cause it and we can’t control it, we can learn a lot as we move on toward a healthier, more productive year.

We are all anxiously awaiting the return of trade shows and events to make us feel like we are back to business as usual. And continue to wait we will. Events keep getting postponed, trade shows are being pushed later and later, and hosts and attendees alike are wondering what the future of exhibiting is going to look like.

What a year so far! As look forward to heading back (hopefully and thankfully!) to face-to-face meetings in 2021, we have a few new considerations to add to our to-do lists:

12 Items to Check Before Trade Shows Return

With all of the canceled shows and rescheduled events this year, it can seem as though trade shows are a thing of the past. Exhibitors have taken a hit as their prime opportunities have been put on hold. Discouraging as all of this might have been and as uncertain as it continues to be, anticipation is high concerning when trade shows will return. One major trend shows that many larger events have opened up for the 2nd half of 2021. This is positive because they could have easily switched to a virtual format. Instead, they are recognizing the value of in-person events.

Not Every Virtual Event is the Same

Sooooo, by what percentage in 2020 did you increase your usage of the words cancelled, rescheduled, and postponed (not to mention VIRTUAL)? We are all pivoting in this brave new world, and our flexibility is being tested. For the trade show industry, which thrives on in-person events and face time with people, this can present a challenge. So, who’s up for a challenge?!

As we move on from 2020 into a brand new year, the excitement of resuming meetings and trade shows cannot be understated! We have new rules and even a new vernacular.  "Social Distancing" is a newly coined term thanks to coronavirus(!) and is now priority one for gatherings of all sizes. We have all become familiar with it thanks to those handy directional arrows and neatly-spaced “X” spots in grocery stores and retail outlets. We all know how to keep our distance. But what about when we all get back together at trade shows and marketing events? How do we stay safely distant but intimately connected to our customers and prospects?

About In-Person Exhibiting

Most trade show marketers I know can’t wait to get back to business as usual at real live events. Because of the global pandemic, many businesses are facing big losses and a temporary stay in their ability to market face-to-face. As we in the industry know, there’s no replacement for in-person marketing. It’s what we love to do, and here are just a few reasons why we look forward to the return of trade shows as soon as possible!

Travel Industry Safety Measures to Keep Exhibitors and Attendees Safe

After months of cancelled events, rescheduled shows, and general uncertainty concerning work and travel and exhibiting, everyone is growing eager to get back to face-to-face meetings. As the world begins opening up and returning to normal, everyone is wondering if it’s going to be business as usual or a completely new normal. Fortunately, the travel industry knows that people needMe to feel safe and comfortable and have taken great measures to ensure customer safety and trust with airlines, hotels, and convention centers. Read ahead for the latest updates in these industries to be inspired and reassured about the great strides made to get us all back to a booming trade show season safely.

...but often not considered

In the flurry of activity that goes into preparing for a trade show – from the best technology to the flashiest graphics to the prime booth location at the event – don’t make the critical mistake of overlooking a crucial element of your brand and your marketing: DESIGN. Good design creates more space, improves the functionality of space, enhances space through lighting, color, texture, scale. Design is meant to be both very visible and magnetic, but yet subtle enough as to be almost invisible. Since many marketers are worrying about how to get noticed, design is the answer. It’s the visual image that will make people notice you. Through the use of balance, focus, and repetition, you can inspire your prospects and elevate your presence at any event.

Maintain Marketing Momentum

Canceled! Postponed! Rescheduled! TBA! What’s a marketing department to do when trade shows and events can’t be put on the calendar in ink?! All this penciling in and erasing is likely to drive even the most hardcore marketing folks crazy. But never fear. You don’t have to wait until trade shows resume to pick up with your marketing goals. Making lemonade out of lemons is part of a marketer’s job, and here are several ways you can make the sweetest lemonade during this stagnant summer season.

Boost Your Experiential Value

How do you make the visitors to your trade show booth remember you and your company and value their experience there? That’s what you want, right? For them to REMEMBER you and think of you as VALUABLE to their company’s goals. The simplest, easiest way to be memorable and add value is to create a showstopping booth using theme. Read ahead and THINK to pick the right promotion to grow your leads, increase sales, or improve your overall marketing results.

Sometimes, between prepping for a big trade show and coordinating all the various moving parts of people and materials and technology, we make rookie mistakes that can cost us dearly. Check out this list of common, easily fixable mistakes that exhibitors make and do your best to avoid them.

Go Beyond Customer Satisfaction

If you’re with a long-standing company, you probably have loads of repeat customers or customers who’ve been with you through thick and thin. You might assume it’s because you’re the best or they are pleased as punch. In reality, these customers might be sticking around out of convenience or habit or because nothing better has come along for them. That’s not the same as loyalty.

Recently, Amazon announced the creation of its “Operations Center of Excellence” right here in my hometown of Nashville. This $230 million investment will focus on improvements and innovation in customer fulfillment, transportation, supply chain, and related functions. Its footprint will be evident as the behemoth covers a million square feet and employs 5,000 people.

By Sofia Troutman

We are living in some strange days for sure and the landscape is constantly shifting under us.  As event and marketing professionals, we are basically circus performers spinning all the plates – we are accustomed to managing people and schedules and events, keeping all the moving parts moving, and all while managing ourselves. We, too, have social lives, families, personal budgets, and individual goals. Much of the time, these two worlds run nicely parallel. Occasionally, though, the two worlds collide and a personal crisis interferes with work life.

By Shawn Lacagnina

I’ve always loved music, and growing up in the 80s, I was singing along to the best music ever as I cruised our small town in my Oldsmobile Cutlass. I don’t remember a time in my life when I couldn’t belt out “Dream On” at the top of my lungs. Back then, we couldn’t believe we’d make it to 2020. So, for old times’ sake and a little fun, here are the top 10 ways to Aerosmith your way to a great trade show.

By Matt Bohar

Do you love watching those smart, fun videos on social media? Of course you do! Everyone does. They are so creative, and what’s more, they’re effective. A whopping 87% of video marketers say video has increased their website traffic and 83% say video helps them generate leads. And perhaps most importantly, 80% boast increased sales because of video marketing. For this reason, 95% of video marketers plan to increase their video marketing budget next year.

By Mike Thimmesch

If your company wants to build its brand at trade shows, your company is in good company. In survey after survey, exhibitors tell us that building brand awareness is their number one (or at least #2) goal in trade show marketing.

By Michael Criscuolo

In times of unforeseen catastrophe – the COVID-19 pandemic, the 2008 financial crisis, 9/11 – businesses are confronted with unprecedented challenges, from plummeting revenue streams to navigating employee retention and potential furloughs, even paying the rent. Sales and marketing teams are quickly finding their previously planned trade shows and meetings are postponed or cancelled. How, then, can sales leaders, marketing teams, and product managers support business continuity and continue to meet with key clients and prospects under such challenging circumstances? One way is by engaging in strategic, alternative meeting planning. The purpose of this article is to outline four ways to meet when attending your trade show or conference is no longer possible.

If ROI is the name of your exhibiting game, the real product of your trade show is leads. If you ask almost any exhibitor why they attend trade shows, you’ll most likely hear the number one answer (or at least number two) is lead generation.

Just when you’ve purchased and acclimated to the latest, greatest new innovation in technology – BOOM! – a new trend comes on the scene and your technology is old news. Because of the ever-changing nature of technology (and remember, this is a GOOD thing! We want to be improving and growing!), trade show managers can be hesitant to get on board with the latest hot item. But just imagine if we’d resisted such early innovations as badge scanners or marketing automation software – technology that has vastly improved the trade show experience. The trick is to pump the brakes on the here-today-gone-tomorrow trends and to rev up to the ones with staying power. Pay attention to these three advancements in trade show technology that are sure to be around for many, many years.

By Chris Rowe

Occasionally, I’ll read a really great article on LinkedIn or a blog post by an associate in the trade show business about what sounds like a new and fantastic idea to attract attendees into the trade show booth. I’ll daydream a bit about what it would take to pull it off. I’ll wonder if it would work for our booth. I’ll wonder if it would truly generate good leads. And then . . . I’ll wonder if it worked for THEM. Drawing a big crowd to your booth is exciting. An active booth feels energizing and smells like success. But does it actually mean that you’re having a profitable show?

Is it really worth it? All the time and money and energy and set-up and tear down and time out of pocket. Are trade shows really all that great?

Turns out, YES! Yes, they are. Exhibitors value trade shows for lots of reasons, from helping them meet their objectives to just making their jobs more exciting.

Looking for some FREE and EFFECTIVE resources to help you reach your marketing goals? Look no further! We’ve compiled a list of websites and helps aimed at assisting anyone with  business objectives, a tight budget, and plenty of focus. To help maximize your trade show ROI and surpass your event planning benchmarks, read on!