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No. 1: Always have a “Plan B”
One of the questions I’m often asked as a trade show industry veteran is, “What do you wish you’d known back in your first year of managing trade show exhibits that you know now?” To answer this question, here is the first in a series of posts addressing the most important lessons I’ve learned, mostly as a lifelong student of the University of Hard Knocks.
Nothing ruins an outdoor event faster than severe weather. However, intentional planning for weather conditions is key for a successful outdoor event or meeting. Weather can be tricky and hard to predict, but with a little insight and a few tips, any event planner can be prepared for what’s in the forecast.
Most people rely on free weather apps for up-to-date weather alerts. However, they lack real-time, location-specific information, are unreliable and can’t accurately predict where and when lightning will strike. Delayed… more
Registration vendors and show management work together all year making decisions to maximize their show’s impact on attendees and exhibitors. How can you determine if your decisions reflect the needs, experiences and challenges of attendees?
Attending an event and taking the time to “walk in your attendees’ shoes” provides an amazing perspective and insight into their experience. I have learned more from time spent onsite than I could ever learn while sitting in my office.
Observation No. 1: Get Your Badge and Go
There is one common goal with all… more
My mom and I were making our way through her favorite supermarket recently, when she said to me, “We should have picked up a directory.” Although my mom has been coming to this store for more than 20 years, the store’s ongoing remodel had left her feeling out of sorts. It took a few wrong turns before we finally came across the orange juice.
This experience reinforces what I’ve come across during trade shows: attendees want something… more
Since 2008, there has been a statistic making its way around the Internet that the EPA ranked the trade show industry as the second most wasteful industry - second only to manufacturing. You may have heard this statistic before. I have even used that information in an article I wrote for TSNN. Recently, I decided to look deeper into that stat that gives a bad rap to our industry. What I discovered was that even on the EPA website, I can find no reference to this statistic. Furthermore, many of the articles that referenced the statistic have been removed… more
During a recent Thinking Thursday event, we gathered industry experts to discuss ideas for solving the elusive audience attraction mystery, which often feels like harnessing a unicorn. The concept sounds sparkly and amazing, but the process of corralling attendees – not just any attendees, but the RIGHT ones – and keep them coming back can feel unrealistic.
While it’s tempting to dust off tried-and-true marketing tactics during planning,… more
The trade show industry is quite a revolutionary one, with new trade events, consumer shows, festivals and a variety of applied technologies. However, over the course of time, the trade show booth system has remained stagnant and untransformed. Traditional pipe and drape, which was introduced in the 1950s, is still a major part of the event planning process, almost overlooked as the backdrop to our events.
While technology has changed in all other facets of the industry, the basics of booth setup have been… more
Every audience touchpoint gives show organizers an opportunity to engage, educate and build lasting, meaningful relationships between brands and consumers. But what was considered “meaningful” yesterday has been forever altered, thanks to intense competition, evolving demographics and emerging technology.
To better understand the ways in which event marketers are responding to these change drivers, Freeman commissioned research firm SSI to conduct an independent, global study of more than 1,000 marketers in a range of roles… more