How do you attract and engage audiences at a trade show? That question was the topic of discussion last week during set-in at HIMSS. I heard some interesting ideas but one thought kept coming back to me – none of this matters if you haven’t… learn more >
I’m a big fan of Seth Godin. I almost always find his ideas stimulating. More often than not, I agree with him but I take exception to his blog posting of Saturday, Feb 19: What’s a slogan for (banal on purpose) At MWC (Mobile World Congress),… learn more >
You’ve read the articles. You’ve heard the arguments. Left-brain marketing appeals to a logical, rational perspective. Right-brain marketing appeals to a more emotionally focused orientation. Which is best? Unless your audience has only half a brain, I say neither. Let’s market, instead, to the whole brain.… learn more >
Why does business marketing work so hard to ignore the fact that we’re all human? We put buyers in buckets. Doctors are different from teachers. Teachers are different from engineers. Engineers are different from financial analysts. Sure, buying groups differ in lots of ways, but even doctors… learn more >
Mom always said to “put a good face on it.” Who knew she was giving us a recipe for marketing success? In The Buying Brain, Dr. A.K. Pradeep examines the links between neurological stimuli and consumer purchasing intent. One fascinating indicator of neurological effectiveness concerns… learn more >
Earlier this week I was interviewed by Dave Egan for a posting on the ICEEM blog about professional booth staffers. Here is Dave’s article for ICEEM, reprinted for readers of Synch-Up. A common goal for many exhibitors is to increase the foot traffic within the exhibit:… learn more >
Sometimes I walk a tradeshow floor and wonder ‘When did we forget that the primary purpose of business communications is to speak clearly and directly to the audience?’ Listening to the presentations in some exhibits, you might think that we’re trying to avoid face-to-face communication… learn more >
Is 2011 the year that you plan to take your exhibit marketing program to a whole new level of success? Here are five ideas to help you make a quantum leap in the year ahead: 1. Start by setting objectives. Yes, I know. You’ve heard that suggestion… learn more >
January 1st approaches. It’s time to reflect on where we’ve been and where we’re headed. Here’s what I see in store for the meetings and events industry in 2011: 1. Meetings and exhibitions return to growth in 2011, as corporate travel restrictions ease and organizations… learn more >
How do we as marketers create value for our brands? For our employers? For our departments? The question came up in discussion last week at a networking event. The answers it prompted varied considerably from individual to individual, reflecting the diversity of the crowd and the… learn more >