Experts & Opinions
Dec 31, 2012
I am getting on my soap box as we close out 2012. I see blog after blog talking about the importance of follow up of leads after a trade show. This should be rather obvious, but clearly a topic where we continue to fall down.
Why go to a trade show and collect leads if you sit on them for months at a time? I am going to assume we all have the good intention of following up, and something is happening to prevent that. And, since we are all in holiday mode, with parties a go go, I am going to use that analogy to highlight three areas where I think the issue… more
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Dec 25, 2012
Thanks to increasing commercialization, the advertising and marketing industries are contributing ever-larger volumes of waste each year. Marketing collateral and display stands use enormous amounts of paper. A considerable chunk of glossy brochures and handouts are not always properly recycled and use non-sustainable printing processes and chemicals harmful to the environment.
Apart from wasting trees, the manufacturing process also carries a large carbon footprint. In fact, trade expo centers like the US and Middle East can emit up to 200,000 tons of carbon a year on the production of… more
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Dec 11, 2012
I literally have been to five cities in the past seven weeks, including holding the TSNN Awards in Louisville, reporting on two energy-related trade shows in Houston and Pittsburgh and going to last week’s International Association of Exhibitions and Events’ Expo! Expo! in Orlando.
I can say, without a shadow of a doubt, that I am an extremely fortunate person to work in the trade show industry and to wake up every day excited to do my job.
The No. 1 reason I love the trade show industry, by far, is the people.
This industry has such amazing people working in it, many of whom I… more
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Dec 08, 2012
If your organization is hosting a conference or trade show you need to ensure that your staff members are fully participating. If your people are corralled in the back of the room or in a side office, then you are missing out on the real value long-term the event can bring.
Sure, someone has to work the check-in table and take care of other house-keeping issues (and emergencies), but too often the association staff or company employees are not part of the community that is created when we bring people together. Worse, sometimes the executives or sales staff get to mingle with… more
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Dec 08, 2012
Yes, we are at the end of the year, where we look at the trends that our industry has embraced in 2012. Some are cool, some not so much. So, let’s see what’s what.
1. Digital Sales Material – thank God this finally caught on, and let’s hope this isn’t a trend! My readers should know by now that digital marketing is the wave of the future, and NOT a trend. Get on this bandwagon before you get run over. You can send material instantly, you know your attendee has it, you can track to see if they share it, if they use any clicks to your… more
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Dec 01, 2012
In a previous blog post, I wrote about the importance of sustainability in event planning and marketing. With a little determination and effort, it’s easy to make the promotion of your event more eco-friendly.
So, how exactly do you go green with your marketing? Start out by doing your homework. There are multiple resources available to help you, including the Green Meetings Industry Council, the Convention Industry Council’s Green Meetings Report, and the EPA’s Green Meetings and Events Guide.
Analyze your event, consider your strengths and weaknesses and determine what… more
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Dec 01, 2012
Twitteris an ideal medium to drive significantly more traffic to your website. It allows you to reach out to audiences that you would not cover with your existing database. The first step, however, is to collect new and relevant followers in a systematic way. How can you do that?
As long as you don‘t have tens of thousands of followers, you might want to focus on 4 core activities on Twitter:
Here are 15 useful tips that work particularly well for event organizers:
Determine a short and unique hashtag (e.g. #wnc11 for World Newspaper Congress 2011) and use it in your own tweets… more
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Nov 24, 2012
This is the fifth part of a six-part series on WiFi at events. The next “C“ you need to consider when designing a good network is connectivity (or bandwidth).
If, for a moment, you think of internet access like water, the first “C’s” we addressed covered your sprinkler system.
Now, you need to make sure you have enough water traveling through your pipes if you want the sprinklers to work properly. Even the best sprinkler system in the world is not going to effectively water your lawn if your pipes are too narrow or if there isn’t a sufficient supply… more
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Nov 12, 2012
"We are victims of our own greed."
That bombshell was launched at the recent TSNN T-awards conference Nov. 2-4 by David Audrain, representing the Society of Independent Show Organizers on a "State of the Industry" panel, offering words of wisdom to organizers of the TSNN 50 fastest-growing shows, gathered in Louisville for the celebratory weekend.
When asked by TSNN President Rachel Wimberly about response to recent economic troubles, Audrain pointed out how many were rethinking their reliance on exhibitor revenue.
Still others are rethinking the service experiences… more
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Nov 10, 2012
I was recently having a conversation around positioning and a book written in 1981 by Al Ries and Jack Trout.
They referred to product positioning as the ' battle for your mind'. It got me to think about positioning and the trade show. I think that trade show positioning is the 'battle for your heart'.
The Plan to See You
First, you are working with your pre-show communication to have the attendee plan to see you. While you will certainly take a spur of the moment walk in, you would rather have someone you have communicated your messaging with and have… more
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Partner Voices
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