An Exhibitor Magazine article, entitled “Asked & Answered” by John Baker (former SVP and COO of American Express), discussed the power of persuasion and shared a “6-Step Asking Formula” for getting what you want, every time. The formula defined a clear procedure that professionals could follow… learn more >
The experience generation (aka Millennials) is the largest living generation in the U.S. Reaching this group requires more than traditional marketing. That’s why 79% of brands say that they will execute more event and experiential marketing (EM) programs this year compared to last year, according… learn more >
There is one tradeshow goal that marketing professionals across multiple verticals share… to generate qualified leads. This makes business and intuitive sense. Exactly how to do this is a complicated subject; but one thing is clear; every lead-generation program must be supported by a well-defined communication… learn more >
To achieve important business goals at tradeshows and events, exhibitors must communicate a strong brand image and a clear product message. However, tradeshows are loud, visually cluttered places where communication is challenging. The solution is straightforward; develop messages that are clear and easy-to-understand, and feature only… learn more >
What caused Brexit, and how will it affect the International tradeshow marketplace? The answer is in the title of this blog: keep calm and market on. Kai Hattendorf, Managing Director and CEO of UFI, the Global Association of the Exhibition Industry, recently stated in an interview that… learn more >
This week, I’d like to revisit a blog from late last year. Recent political and cultural events continue to reinforce the fact that our economy is globalizing more and more with each passing day. It behooves us, then, to become more aware of difference between… learn more >
You. Are. Not. Special. Ouch. Perhaps I should clarify; when it comes to tradeshows & meetings, your marketing concerns and challenges are not special … and by “special,” I mean unique. Better? So why this provocative admonishment? Let me explain. I’ve been in the tradeshow and meetings industry a long… learn more >