Trade Show Insights

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

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. Now 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. Lesson #1: Understand your buyer personas

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

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

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

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

When I ask exhibitors about their goals for a particular show, the most common answer is either brand awareness/visibility or generating leads. While these are valid reasons for exhibiting, they're what I call “squishy goals.” That's because there's nothing definitive or measurable about them. So how can you prove you were successful if you don't have a way to measure your results – especially if someone in your company (sales manager, VP of Marketing, or whoever) must be convinced that trade shows are worth the investment? But that's a topic for another episode or blog post. Today I want to

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 Related links: Learn more about or join The Exhibitor Advocate Access the Maxbi tool to measure exhibit success Request the

At one point in my childhood, I wanted to be an architect. I loved the idea of creating a space that connected with people's emotions and created a feeling of excitement, intrigue or peacefulness. While I didn't pursue that career path, I've continued to be fascinated by architecture. 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

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

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

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 Related links: Trade Show ROI Calculator Request a personalized demo of the Captello lead capture software (Note: Some links on this

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. In this episode, 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 Related links: Joy's blog articles on Roadmap to Growth – Part 1, Part 2, and Part 3 iExit app (helpful for road trips!)

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.)  

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 Related links: Overland Park Convention Center's Sensory Room Trade Show Insights interview with Al Mercuro on sustainability Clare's website

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 Links mentioned during the interview: ChatGPT DALL-E Plus some of my personal favorite AI tools: (Note: Some of these are affiliate links, which means if you click on them and choose to purchase I

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

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. Now back in 2020, I started hosting Virtual Lunch as a way for the trade show industry to stay connected. Since then, we've hosted more than 50 Lunches featuring guest experts on all kinds of topics. (If you'd like to check out the archives, you'll find them at ExhibitMarketersCafe.com/lunch.) But over the past few months, as things

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 Here are links to resources related to our interview: Social Media Marketing World The Power of Moments by Chip & Dan Heath Phil's book, Unforgettable: The Art & Science of Creating

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? Here are the links to resources related to our interview: Why the Sharing Economy is good for the environment 6 Benefits of the Sharing Economy How to take

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 Here are the links to resources mentioned during the interview: Rebecca's website

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 Here are the links to resources mentioned during the interview: The Exhibitor Advocate The Exhibitor Advocate

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 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 About Josh Hotsenpiller Josh Hotsenpiller

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

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. Anyone who believed that massive innovations would come out of such a seismic shift (like I did) is beginning to realize that far too many event organizers and exhibitors are slipping right back into the same-old, same-old. I've heard this across numerous conversations recently. People are so excited to

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 Here are the links mentioned in the interview: Low-Cost Ideas (Dr. Bob's article) Dr. Bob Nelson's website (Note: Some links on this page are affiliate links, which means if you click on them and choose to purchase

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) Here are the links mentioned in the interview: “Will the

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 – The Big Gear Show Don Jalbert – Exhibit Associates Victoria Petersen – E3 Events, Experiences, Environments Al Mercuro – Genesis Exhibits Silvana Cheyney – SLC Events Services Marco Barozzi – Expo Consulting Rich Vallaster – Personify Here's where you can watch the entire Virtual Lunch broadcast.

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 Here are the links mentioned in the interview: Want to Be More Intriguing? Tips for Creating the Perfect Title or Tagline Sam Horn's 60-Second “Did You Know?” Opening The Intrigue Agency Sam Horn's website (where you can watch her TEDx Talk)

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 Here are the links mentioned during the interview: Listen to Nancy's interview on Ruth Stevens' Marketing Horizons podcast 7 Unusual

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

Lately the same topic keeps coming up in conversations with exhibitors, show organizers, and other industry professionals. Everyone's talking about how show floor traffic may be down by 40–50 percent, yet the quality of attendees is much higher. Even small exhibitors are getting more serious leads, which makes them feel their investment is worthwhile. Yet I'm also hearing from those who can't attend in person. There are many reasons, whether health concerns, budget restrictions, or travel logistics. (Just had a conversation this week with a Canadian exhibitor … if you think travel within the U.S. is a hassle, you should

Ever feel like your to-do list is managing you, instead of the other way around? In the world of trade shows and events, it definitely can seem like there's no end to the tasks 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 the elements of a project Reverse-engineer the process to complete major projects Build in time to fight fires Plus some of her favorite productivity tools Here are the links

Let's be honest: 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 Here are the links mentioned during the interview: Download the Virtual Networking Incubator roundup report (you can also request notification

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 Here are the links mentioned during the interview: Big Gear Show pulls off successful invitation-only event (Bicycle Retailer) That's

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 Here are links mentioned during the interview:

Okay, 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

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 Here are links mentioned during the interview: National Trade Show Alliance Together Again Job Fair & Expo Here's where you can watch the entire Virtual Lunch broadcast About Laura Palker Laura is the Founder and CEO of Trade

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 to them yet) Craft your profile to stand out and draw people to you Connect with people in a strategic, non-salesy way Here are links mentioned during the interview: LinkedIn Profile Template (free)

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 Here are links mentioned during the interview:

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 Here are links mentioned during the interview: Bologna Children’s Book Fair (coming in-person in June) Mobile World Congress Barcelona (going hybrid in June) MWC’s biggest exhibitor is a tiny startup EU’s Digital Green Certificate Expo Consulting

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 Here are links to items mentioned in the interview: Auditing your

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 from the Exhibitor Appointed Contractor Association 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 Here are

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 Here are links to items mentioned during the interview: Digital Charisma: 8

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 Here are links to items mentioned during the interview: Why & How Modern Marketers Thrive During Disruption (Allen’s article) What

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. Here are links to some of the items mentioned in the interview: Doubt Always Loses (from Melva’s blog) Event Planning Lessons from My Father (from Melva’s blog) Melva’s website, LaJoy Plans Here’s where you can watch the entire Virtual Lunch broadcast About Melva LaJoy Jones: Melva LaJoy Jones is a former educator turned certified events management professional with over 20

One of the 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 trends and data from their report on trade show matchmaking in this rebroadcast of our Virtual Lunch in the Exhibit Marketers Cafe. Here are links to items mentioned in this interview: CEIR report: Matchmaking Before & During COVID-19: How North American B2B Exhibition Organizers Use Technology to Connect People and Products Transcript from the #ExpoChat on Making

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

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 Here are links to items in the interview: Apple’s “Here’s to the crazy ones …” ad Here’s where you can watch the entire Virtual Lunch broadcast  

It seems everyone’s talking about how procedures will change as trade shows reopen – from registration to scheduling to floor plans. But there’s one aspect of future shows that’s getting very little attention these days. So on this week’s Virtual Lunch, I invited Mel White from Classic Exhibits to provide insights on how exhibitors will need to adapt their 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 Here are links to items mentioned in the interview: Trade Show Design Challenges

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 Here are links to some of the items mentioned in the interview: Request the 30 Sponsorship Ideas report Conference Care Package (Nicole’s website) Here’s where you can watch the entire Virtual Lunch broadcast About Nicole Burkart: Nicole Burkart is no stranger to the events industry.