How do you communicate a big message in a small space? Interactive Briefing Zones provide a cost-effective strategy to deliver personally relevant attendee education. Short, informal conversations convey high-level messages. Skilled personnel connect target prospects with sales staff. Small investment in… learn more >
It’s a new year. A new opportunity for your trade show staff to enhance their persuasive abilities. Use these three tips to help your staffers conduct more compelling conversations and win more opportunities. . 1. Understand the prospect’s primary buying need. Ultimately, every prospect is… learn more >
Last week I heard a discussion leader proclaim that Experience Marketing at trade shows is dead. Really? If his definition of Experience Marketing includes spending large sums of money on frivolous activities then, sure, I’ll agree. Those days are long gone. But I’ve… learn more >
RIM made headlines this week with the introduction of two new smart phones. Unfortunately, the launch seems to have generated more questions about the brand than it answered. Are the new phones great? Are they merely good? Is good “good-enough” to save… learn more >
Is humor making a comeback in B2B marketing? Consumer marketing employs humor on a regular basis, but it’s been largely MIA from B2B campaigns for the past 10 years. Recently, we’ve seen a mini-surge of clients looking to use humor to position their products and to… learn more >
Relay Health opted for a radical presentation approach when they decided to sponsor a “Deep Dive” breakout session at Health 2.0. Gone was the product engineer delivering a laundry list of features and functions. Gone was the bullet-heavy slide deck presentation. Gone was the corporate-focused point… learn more >
Earlier this year, I posted some thoughts about Whole Brain Marketing. Last week, I read an article by Jane Gentry that resonated with my post. Jane is a long-time colleague and collaborator. I’ve always admired her work as a sales consultant and I think readers… learn more >
“They just don’t get it.” How many times has marketing said that about sales? Organizations tend to put up walls between departments. The one between marketing and sales can be especially difficult to scale, particularly when the topic is following up leads generated by events. I’ve been… learn more >
For years now, trade show and event marketers have invested valuable budget dollars in media and technology only to see those investments routinely ignored by attendees and prospects that walk right by, unaware of the experiences created for them. This panacea of technology as the… learn more >