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 >
Engaging prospects in a meaningful conversation at events isn’t easy. Staffers who otherwise excel at relationship building in the field find themselves stymied when pressured to open up dialogue with a total stranger on a busy tradeshow floor or at a meeting or conference. A few… learn more >
Trade show research shows that live stage presentations and product demonstrations increase qualified leads, improve brand awareness and are one of the most important factors determining booth memorability. With stakes that high, don’t leave the outcome in question. Event marketers turn to professionals for nearly every… 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 >
In the trade show, meeting and events industry we all work with a unique mix of vendors and providers of artistic services. Seth Godin posted an article last week about the differences in buying from a vendor and an artist. I think many of his… learn more >
How do you continue to market you trade show and meetings program while budgets continue to shrink? One way is to get real about your potential audience. Create a profile of your best clients and client candidates. What do they look like? What attributes do they… learn more >
Exactly what is content marketing? It’s the practice of attracting, acquiring and engaging prospects and customers by distributing relevant and valuable information. It’s a strategy built on the belief that if we establish a relationship with potential customers by regularly delivering valuable data, they will… learn more >
Last week, ICEEM ran a post regarding the link between exhibitions and purchase intent. The critical point worth noting is that the exhibitor must take an active approach toward engaging the prospects. Now that’s a concept we can get in back of. We’re… learn more >
I’ve been on a rant for the past three weeks about post-event lead follow up. I’m going to end this three-part posting with quotes from two of my favorite sources: “Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to… 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 >