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Let’s talk trade shows! Who needs what!

The Organizer needs everyone to come, learn, enjoy and commit to returning next year The Attendee needs the time, approval, budget and the justification or expectation that they can see something that they cannot see on the web, virtual reality, video or animation The Exhibitor needs a sale, a client to be there along with... Read more
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Trade show marketing, a sneak peak

SO long as exhibitors need sales, attendees need solutions and organizers want to bridge these needs, trade shows are likely to remain viable, BUT … I wonder if you have noticed your world changing. The old way of doing things does not quite seem to work and what to do next is not exactly clear.... Read more
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The Power of Audience

There is an unseen power that connects all businesses and customers: audience. Mastering the platforms appropriate to your audience is simple, empowering, and essential to your success. We may have a tendency to think of social media as a plaything of the generation who grew up with the Internet, used for gossiping and showing off.... Read more
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Rethinking the Trade Show

Participating in a trade show is a difficult balance. While you must plan the trip carefully, double-check your presentation material, and structure every passing moment for optimal efficiency, you also have to be able to improvise and connect spontaneously with others. Without requisite planning, you risk loosing money and wasting time. However—too much focus on... Read more
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What Can Kroger Teach Us About Long Term Growth?

If you live anywhere inland from the two coasts, chances are that you buy your groceries at Kroger, America’s second largest retailer—which is catching up quickly to the number one retailer, Wal-Mart. The company has experienced a century of consistent and rapid growth due to one integral tactic: Kroger is a master at using data... Read more
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How Do You Measure Value?

It is not often enough that we ask ourselves how we measure value. Practically speaking, it comes from a balance between cost, profit, and the transformative power of an experience.  But what is the mindset that allows us to identify it? Early in my career, I was a team leader for the Fourth of July... Read more
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Are Trade Shows Headed the Way of the Big Mac?

In the 1990’s, one presidential candidate was infamously photographed eating at McDonalds on the campaign trail. Recently, his wife, now a democratic candidate, was seen eating a burrito at Chipotle while campaigning in Ohio. This quotidian moment may seem meaningless, but it reveals a big shift in American consumer mentalities and the fast food business... Read more
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Trade Shows Require Great Care.

We’ve discussed how to make the most of the trade show by using it as a diagnostic tool for your company and we’ve also talked about how to make the most of the unique face-to-face aspect of the trade show by approaching your booth as you would a living room and honing in on the... Read more
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Making a Shoe Last: The New Customer Experience is About the Individual

We’ve talked about how buying shoes online is a great metaphor for the unique importance of the trade show: sometimes, replacing the face-to-face with online exchanges just doesn’t work. You have to try the shoes on in person. So let’s go a bit deeper into this metaphor: how can we make the most of the... Read more
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The Big Shift

The new trade show booth is a living room, not a billboard. We’ve established the facts of how and why trade shows are now more important than ever. They offer a singular chance to increase sales, build long-term connections, and make a diagnostic assessment about your company—all in one place. But the question remains: exactly... Read more
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Trade Shows are Now More Important Than Ever

Have you found yourself wondering lately what, if any, is the use of the trade show to your business or you personally? As an exhibitor do you feel disappointed with your ROI? As an attendee, do you feel that you are not gaining enough insight to justify the cost of attendance? Given the massive amounts... Read more
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Less Can Be More: Viewing the Trade Show as a Diagnostic Tool

What if you could get a greater return of investment on your trade show experience just by changing the way you see it? There is so much more to a trade show than meets the eye, and looking beneath the surface can increase the long-term results. As an event organizer, you are probably thinking about... Read more
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ONE SIZE DOES NOT FIT ALL

The sad truth about cookie-cutter approaches to trade shows. We’ve said it time and time again: every show is different. Every audience is unique—each with its own set of personal needs and wants. So the question remains: why are people still taking the same old cookie-cutter/one-size-fits-all approach trade show outreach? The time has come to... Read more
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Let’s Be Clear.

The basics about what makes the best show. There really is a formula for success when it comes to trade shows. Failure is not an option, but it might be a reality if you aren’t clear about your value proposition.   1: A simple call to action is critical for your display.  If the call... Read more
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HOW MUCH DOES A TRANSFORMATIVE EXPERIENCE REALLY COST?

Getting the right people together is priceless. We all used to think, “The bigger the show; the better the experience.” Early in my career, I was a team leader on the team that built the largest outdoor stage on the National Mall for the Fourth of July celebration in Washington, DC. Went live at 7:00... Read more