Booth Visitors: The “Others”

When planning strategies for your upcoming trade show, you need to be sure you know who your target audience is for that show and what you want to do with them when they visit the booth. However, there is another group of attendees that I call “others” that you also need to think about and […]

Panic Will Get You Nowhere, Fast!

When I was learning to scuba dive, one of the most important things I learned was that, when in trouble, nothing escalates you into the danger zone as much as panic. So we were given the mantra to “Stop – Breath – and Think” if we ever found ourselves in a situation that needed our […]

Use Your Graphic Messages to Pull in Target Audience

If the graphics in your booth are only telling passing attendees who you are and what you do, you’re missing the piece that’s going to get your target audience’s attention and actually maybe get them to stop and come in to talk. That is, WIIFM or What’s In It For Me. Make sure that you […]

Tradeshow Strategies: Meaningful Graphics Messaging

When it comes to tradeshows, your booth can easily get lost in all the visual clutter on the show floor. Attendees passing by in the aisles are bombarded with colors, lights, and marketing, so it is up to you and your team to think through your messaging and branding to stand out to your target […]

Booth Staff – The Not-So-Secret Ingredient to Success

No matter how big or small your booth is and how well you have laid out the strategic plans for your show, it’s not likely to be successful if you don’t have buy-in from your booth staff. Most of the time you don’t get the support you need from staff because they don’t feel connected […]

Tradeshow Strategies: Combatting the “Can’ts” of Measuring Events – part 4

The fourth and final reason I hear people tell me that they don’t prepare a measurement strategy for their events and trade shows is, “What if measurement shows that my event is no good?” First of all, I doubt seriously that your entire event has been a waste of time and that nothing good is […]

Tradeshow Strategies: Combatting the “Can’ts” of Measuring Events – part 3

The third reason people give me for not developing a measurement strategy for their trade shows and events is that they don’t know what can be measured that would be meaningful. They do their event and then try to decide afterwards based on memory or gut reactions, whether it was successful or not.  A better […]

Trade Show Strategies: Combating the “Can’ts” of Measuring Events – part 2

There are generally 4 reasons people give when they say that they “can’t” fit measurement into their trade shows/events. The first reason that I covered in Part 1 is that they don’t have the budget for it. The second thing I hear from people who say they “can’t” do measurement is that they “just don’t […]

Trade Show Strategies: Combating the “Can’ts” of Measuring Events – part 1

A colleague and I were talking today about face-to-face marketing measurement and after talking for a while she said to me, “It just makes so much sense! Why don’t more people just do it?” I listed four reasons that I’ve heard people say for why they don’t do measurement at their trade show or event; 1) […]

Trade Show Strategies: How Will We Measure Success? – Part 3

People often ask me, “Besides the number of leads we get, what can be measured at a trade show?” Again, I’ll reitierate what I always say, if you haven’t set out a plan for what you want to accomplish at a trade show, it’s hard to measure anything. However, if you’ve answered the first two […]