Trade Show Insights (Marlys K. Arnold: Exhibit Marketing Consultant, Trainer & Author)

Lately I've been having a lot of conversations around booth staffing.

Exhibit managers tell me they're frustrated about how their team behaves in the booth – or whether they even show up at the appropriate time.

Attendees are annoyed that staffers pounce on them or shove materials at them as they pass by the booth.

Now these aren't new challenges by any means. Bad booth staff may be an ongoing problem for many exhibit team leaders (even you) – but it's not unsolvable.

Over the years, I've worked with many exhibit teams to improve their booth staff behavior. I've also done a number of previous blog posts and podcast episodes with booth staffing tips.

So for this episode, we're diving into the Trade Show Insights archives for some booth staff strategies.

On this week's Virtual Lunch replay, Mel White from Classic Exhibits offers insights on how to adapt your exhibits as shows reopen. You'll discover ideas for:

• Accommodating traffic flow restrictions
• Implementing tech tools
• Adapting your booth layout for each show
• Incorporating lessons learned from virtual shows

For months, I’ve wished there was something I could do for all my trade show friends who were suddenly thrust into searching for a new career.

Then I met career expert Leslie Evans Thorne in an online group, and knew I had to have her as a guest on our weekly Virtual Lunch!

So listen in as she shares insights on how to:

• Recognize the difference between your skills and talents
• Convey the benefits your unique talents bring to any job
•  “Rona-proof” your career

Ever feel like your to-do list is managing you, instead of the other way around?

Especially in the world of trade shows and events, it can seem like there’s no end to things that are demanding our attention. But it doesn’t have to be that way. In this rebroadcast of Virtual Lunch, Sandra Martini shares tips for maximizing productivity, including how to:

• Reframe the idea of a to-do list
• Gamify all the elements of a project
• Time-chunk daily activities
• Reverse-engineer the process to complete major projects
• Build in time to fight fires
• Plus some of her favorite productivity tools

Back in January 2010, I wrote a letter to my TradeShowTips e-zine subscribers from the perspective of 10 years in the future. Now that we’ve arrived at that milestone, it only seems appropriate to pull that letter back out and see how far we’ve come (or not).

So for this “back to the future” post ...

We’ve heard a lot about shows reopening here in the U.S., but what’s happening in Europe?

In this rebroadcast of Virtual Lunch in the Exhibit Marketers Café, Marco Barozzi joins us from Bologna, Italy to provide insights on:

• Signs of recovery with upcoming trade shows
• The importance of Digital Green Certificates
• How venues all over Europe have stepped up
• What government aid has been available

Earlier this year, I attended a workshop on how to market like Taylor Swift, and let me tell you … there are a wealth of insights you can learn by studying this multi-award-winning, stadium-packing music legend.

And it really doesn’t matter whether you know a single one of her songs (I’m only familiar with a few myself). We’re going to break down the strategies she uses to create raving fans who can’t wait for her next album debut – and how you can put each of these to use in your trade show marketing.

We all want our trade shows and events to be memorable.

Instead they often wind up mostly forgotten by the audience. But Phil Mershon doesn't believe it has to be that way. Listen in as he shares strategies for how to:

• Lean into your audience's interests to create "magical moments"
• Pay attention to the audience journey (especially for first-timers)
• Create a culture for serendipity
• Craft ways to avoid overwhelm

We all know someone (or 20!) who made a career transition during the past year. They may have changed companies, or left our industry entirely. And for those you used to work with every day, that connection has been altered as well.

How do we transition back to those relationships, or do we?

In this rebroadcast of Virtual Lunch in the Exhibit Marketers Café, communications expert Bill Rawlins provides tips on how to:

• Recognize the Three Expectations of Friendship
• Deal with the loss of work friends
• Restore relationships that have been on pause

While it may still be unclear exactly when face-to-face trade shows will be back up and running again, there's one thing we know for sure: they certainly won't look like what we're used to.

Your brand is so much more than a logo and tagline. It's a story that's just waiting to be brought to life through your exhibits and events.

In this rebroadcast of Virtual Lunch in the Exhibit Marketers Café, Ian McGonnigal shares these insights on creating your brand experience:

• What brand experience is and how to measure it
• How event organizers and exhibitors can build more a memorable brand
• Why you need to incorporate storytelling elements into exhibits and events
• How to find the right events to tell your story

Too many exhibitors think of lead gathering as simply a race to scan the most badges. Instead it should be the beginning of a system that guides a visitor in your booth along the path to becoming a valued client. In this episode, Janae Peel from Captello shares tips and best practices for:

• Staying focused on the conversation in your booth
• Transitioning leads into your follow-up system
• Personalizing follow-up to increase response
• Building a relationship with your new leads

As attendees navigate a trade show floor they're bombarded with sights, sounds, and activities vying for their attention. So in this whirlwind of stimuli, how can your exhibit rise above the chaos and leave a lasting impression?

Experience design expert Mat Duerden teaches both college students and corporate marketers how to craft memorable, meaningful, and transformative experiences. (He literally co-wrote the book on Designing Experiences!)

In this episode, he shares strategies to transform your trade show exhibit into an experience that resonates long after the event has ended by:

• Recognizing the intersection between storytelling and experience design
• Captivating and engaging trade show attendees (like a boy with a hummingbird)
• Starting with the desired reaction and work backwards
• Shaping the experience by mapping it out
• Understanding the importance of micro-experiences

This is the time when leaders will emerge.

Our industry is being put to the test – we're all being put to the test. But as our guest, Heather Hansen O'Neill says, what happens next depends on how we choose to show up in the world.

So listen in to this rebroadcast of this week's Virtual Lunch interview to hear Heather's insights on how to:

• Collaborate to move forward
• Become a beacon of light for clients and prospects
• Build bridges to your desired goals

Everybody’s talking about ChatGPT and other hot AI tools these days. But how do you sort through the hype and learn how to incorporate them into your event planning tool kit? Tech expert Michelle Bruno provides insights on:

• What options are currently trending
• Ways to use them for trade shows and events
• How to verify the information is accurate
• Dangers and landmines to watch out for

You may not spend a lot of time thinking about vendor selection when it comes to your exhibit or event, but that could cost you.

Having vendor partners you can trust will make your job so much easier. But on the flip side … working with a bad one could spell complete disaster!

Evan Babins knows how to find and build relationships with trusted vendors, and in this episode he shares his expert tips on:

• What to look for in a potential vendor (and what to avoid)
• How to leverage existing vendor relationships
• Why you should consider yourself the quarterback for your exhibit or event
• What to do when things go sideways
• Where to look for great vendors

As the trade show industry begins to breathe life again, there's a new place to turn for resources and support to get back in the groove again. In this rebroadcast of Virtual Lunch, Laura Palker tells us about the National Trade Show Alliance:

• Why the NTSA was formed
• Who the NTSA is for
• What resources are available
• How you can get involved

Lifestyles have changed since the "Great Pause," and stamina is a big part of that. While event attendees used to be willing to be booked solid from sunup to sundown (and far beyond), that just doesn't fly anymore.

Savvy trade show organizers and exhibitors are learning to integrate wellness into all aspects of the event – from the overall schedule to meals to in-booth activities and more.

In this episode, wellness consultant David Stevens goes beyond the buzzword of wellness and shares strategic ways to integrate well-being into events by:

• Becoming mindful of the attendee experience
• Incorporating wellness elements in your booth
• Designing after-hours events that won't burn people out
• Understanding what "wellness washing" is & how to avoid it
• Pacing yourself and your team to make it through the entire show

This special edition podcast episode is a bit different – I decided to republish this week's Virtual Lunch interview with Kevin Carty from Classic Exhibits. You'll hear his firsthand account of the Together Again Expo in Orlando, which was the trade show industry's example of how events can operate safely. In the interview, you'll hear several resources mentioned. You'll find those links in the show notes at: https://www.tradeshowinsights.com/?p=6185

Launching a brand-new trade show in the middle of a pandemic is not a task for average show organizers. But then The Big Gear Show never set out to be average. In this rebroadcast of Virtual Lunch, go behind the scenes to discover how the team:

• Created an “experiential wonderland” in a non-traditional venue
• Designed a more affordable trade show option for both exhibitors and attendees
• Made a lasting impression in their industry
• Gained valuable lessons for next year and beyond

The results are in ... video is the champion of online content, and you better get in the game.

But how do you create videos that get watched, shared, and remembered?

Get advice from an expert!

Now I don't profess to be an expert when it comes to video. So I invited my friend, Lou Bortone, to be our guest on Virtual Lunch. Lou is a former executive at E! Entertainment Television as well as an online video guru. In this rebroadcast he shares helpful tips you can put to use before, during and after your trade shows and events – as well as in your everyday marketing. Learn how to:

• Craft a story that connects with your audience
• Create personalized videos
• Discover the right types of video for your goals

Ever been the unhappy victim of a slimy sales pitch? (Haven’t we all!)

Want to make sure you never come across that way?

Then you’ll want to take careful notes as you listen to my conversation with sales expert Aleasha Bahr, who believes there’s a much better strategy for those in-booth sales conversations. (Hint: It’s NOT all about selling!)

She’ll guide you step by step how to:

• Seamlessly weave your pitch into the conversation
• Put everything in context for each person
• Handle objections in a totally new way
• Create a more natural follow-up approach

Are you taking advantage of all that LinkedIn offers to show off your expertise?

Probably not, but after you hear all the tips Viveka von Rosen shares in this rebroadcast of Virtual Lunch, you’ll know what steps to take to get there. Discover how to:

• Improve your SSI score (and what that is)
• Take advantage of a variety of new tools LinkedIn offers (if you have access yet)
• Craft your profile to stand out and draw people to you
• Connect with people in a strategic, non-salesy way

Last year, when everyone was scrambling to do meetings online, you might have been able to get away with a bad video now and then.

Those days are over.

Now, if you want to appear as the professional you truly are, it’s time to step up your game. So in this rebroadcast of Virtual Lunch in the Exhibit Marketers Café, Ramon Ray shares tips on:

• Maintaining effective eye contact
• Creating a ‘stage’ that’s appropriate for you
• Getting the basic tech tools you need to look and sound good

While the effects of this year on the exhibit industry may be hard to put into words, the team at UFI has been working to quantify the response from exhibitors and attendees, as well as offer perspective for moving forward.

Our guest for this week’s Virtual Lunch, Kai Hattendorf, shares findings from the Global Recovery Project and the JMIC Global Manifesto.

This is the second of a 3-part series on Trade Show Insights to help you do the right things now to be prepared for the future of trade shows. In Part 1, we talked about preparing for a comeback, and in Part 3, we’ll discuss how to incorporate virtual elements.

Today, we're focusing on how to keep the lines of communication open.

This year has proved to be a challenge for event planners on every level, including those in charge of the Presidential Conventions.

Now I don’t know about you, but actually I found this year’s version was more intriguing than previous ones. Perhaps it was because I’m studying all kinds of virtual events anyway, but I think it was more because they were forced to innovate and re-imagine the “we’ve always done it this way” mentality that can be so ingrained in any organization.

So regardless of your personal politics, I invite you to set those aside while we simply focus on the strategies behind each of the conventions, and the experiences they created.

Networking isn't always productive, no matter whether it's in-person or online.

In this rebroadcast of Virtual Lunch, Amanda Kaiser shares lessons from a three-month experiment to discover ideas that make networking more fun and engaging. Go behind the scenes to learn:

• How the Virtual Networking Incubator was born
• What kinds of technology and exercises work for groups of various sizes
• Why it helps to have structured networking activities
• How to encourage participation even before the event starts

How intriguing is your marketing? Does it make people eager to know more?

In this rebroadcast of Virtual Lunch, communications expert Sam Horn shares tips to transform your marketing message from forgettable to memorable. Discover how to:

• Create repeatable, retweetable titles or taglines
• Design a visual message
• Find a meaningful metaphor
• Capture attention with her "Did You Know?" opening

If you're trying to figure out how to market to your audience appropriately during these confusing times, you're not alone.

Today's guest, Juntae DeLane provides perspective in this rebroadcast of our weekly Virtual Lunch. You'll discover how to:

• Tap into brand storytelling
• Stand out from the competition (without being negative)
• Leverage existing assets

There has never been a more important time for exhibitors to have a voice in the trade show industry.

In this rebroadcast of Virtual Lunch, Jessica Sibila introduces us to a brand new group that's been formed to help address exhibitor challenges and ensure the success of our industry. You'll discover:

• What The Exhibitor Advocate is and how it came to be
• Who it's created for and what it provides
• Who had the vision and passion to create it
• How you can get involved

These days, it’s a full-time job to keep up with what’s happening in event tech. Ideas and tools are changing fast and it’s hard to know which ones you should be incorporating into your trade shows and events. So in this episode, we’re getting some straight-up perspective from Josh Hotsenpiller on what you should be paying attention to, including:

• How you’re serving those who aren’t showing up for your in-person events
• How AI (artificial intelligence) can help bring people together
• What role digital tools play alongside physical events
• What to consider for the metaverse and other emerging trends

As one of my friends put it, our world has gone "from zero to crazy" nearly overnight, and part of that may involve you working from home for the first time. That may feel very foreign and challenging to you, and that's understandable.

Since I've spent most of my adult life working on my own at home, I want to share some of the lessons I've learned (and am still learning).

I've also got a number of tools to share (many of which are free), so be sure to check the show notes at TradeShowInsights.com for a link to that list.

The trade show industry is beginning to show signs of life again! But it won't be as easy as flipping a switch to bring things back all at once.

Jim Wurm joins us in this rebroadcast of Virtual Lunch in the Exhibit Marketers Café to share insights on:

• How the new Exhibitions & Conferences Alliance is advocating for the industry
• How vendors and venues may ramp up the workforce as needed
• What might (or might not) be required to attend trade shows and events
• What financial relief might be on the horizon

Why stop with a one-week experience? (Too many trade shows do.)

Instead, think of your trade show as the centerpiece of an ongoing community for exhibitors, sponsors and attendees. Membership development consultant Joy Duling shares strategies, tips and tools to:

• Create Discovery Magnets for your show
• Onboard attendees with personalized communications (it might be easier than you think!)
• Craft audience journeys for first-timers and loyal fans of your event
• Study how universities nurture community

Social media has been around a long time, but are we tapping into its full potential when it comes to our events?

Monica Vila provides valuable insights, not only from her expertise in social media marketing, but also many years spent working in trade shows and events. In this rebroadcast of Virtual Lunch, you’ll discover how to enhance your social media marketing by:

• Tapping influencer marketing within your audience
• Learning from what consumer brands are doing
• Building community in the right platforms for your audience
• Introducing your audience from one platform to another

Several years ago I discovered (and now follow) one of the most forward-thinking, award-winning architects focused on using smart building design to create experiential environments that inspire and delight.

Her name is Maria Lorena Lehman, founder of Sensing Architecture, and while I don’t have her as a guest on the podcast today (maybe someday!) … I did want to share some inspiration from one of her latest newsletters with you.

The topic is the principle of transition. Of course she’s talking about intentionally designing how a person moves from space to space or room to room within a building. But the same holds true around the trade show floor or inside a booth space.

When you’re at a trade show, it’s easy to get focused on simply gathering leads or generating sales – short-term results.

But beyond that, are you building meaningful connections that can lead to future business or open doors to other exciting opportunities?

I know I’ve made some of my best client and friend connections at a trade show. Perhaps that’s how you and I first met!

In order to meaningfully connect with someone – whether that’s a customer, neighbor, coworker, or anyone else – you need to focus on a few basic things. Together, these actions guarantee more effective communication and demonstrate your interest in the other person.

In this rebroadcast of Virtual Lunch, we’ve got a crowdsourced episode celebrating Build a Better Trade Show Image Week. We’re featuring why YOU love trade shows!

Our guest panelists include:

• Kenji Haroutunian
• Don Jalbert
• Victoria Petersen
• Al Mercuro
• Silvana Cheyney
• Marco Barozzi
• Rich Vallaster

As we move back to in-person events, we're dealing with two audiences – so be careful not to ignore one of them!

Many exhibitors face a disconnect – the marketing team works hard to design an engaging and interactive exhibit that attracts crowds, but the sales team feels it’s not delivering the right type of leads.

How can you bridge that divide?

Teresa Lopez has a lot of experience getting both of these teams working together. In this episode, she shares some of her favorite strategies for how to:

• Get sales to see you (the marketing or exhibit manager) as part of their team
• Find the overlap to create the right in-booth talking points
• Design booth activations and experiences that are relevant
• Use lead gathering methods that streamline follow-up

Just because events are going virtual doesn't mean there aren't still great ways for sponsors to get their message out. On this week's Virtual Lunch replay, guest Nicole Burkart from Conference Care Package shares ideas for sponsors to:

• Host virtual happy hours
• Encourage sponsor and audience interaction
• Gamify participation
• Reinforce the importance of giving back

On this week's Virtual Lunch in the Exhibit Marketers Cafe, Alan Arnold joins Marlys for a conversation about how to tap your creativity when faced with a challenge. You'll learn how to:

• Stimulate your creative juices
• Recharge like powerful people do
• Keep an idea journal
• Have insightful conversations

It’s that time when everyone begins to reflect back on the year winding down, while also eagerly awaiting the new one that’s just ahead.

So in that vein, I wanted to share some perspective on what you can expect from me in 2023.

Recently, I was invited to be one of the first contributors to the new Exhibitor News Network. This podcast episode is the audio version of that article. Here’s where you can read that blog post. (Thanks to the team at TSNN/ENN for permission to repurpose as an audio version.)

It's no secret that I'm a huge fan of The Experience Economy by Joe Pine and Jim Gilmore. So you can imagine how delighted I was when Jim agreed to be a guest on our weekly Virtual Lunch!

So listen in as he shares insights on how to:

• Prepare for the next phase of the Experience Economy
• Design a multisensory environment in virtual events
• Inspire more engaging conversations
• Create an experience even when selling services or other intangibles
• ... plus one simple (low-tech) thing that will help you stand out

For years I’ve been hearing all the buzz about IMEX, but never had the opportunity to experience it first-hand until this year.

IMEX is often referred to as the mega-conference & trade show for the events & incentives industries. And it definitely can be overwhelming for a newcomer. I spent the first couple of days feeling breathless … trying not to miss any must-see sessions I had bookmarked or in-booth activities that sounded creative and fun.

I was there primarily to capture and record ideas for YOU – to be the eyes and ears for all my podcast listeners, followers and clients.

So now that I’ve had a window of time to process and reflect on all my photos and notes, I’ve put together a list of ideas gathered and lessons learned during those four days in Vegas (both good and bad).

What's your goal for your next trade show?

No matter how you answer that ... learn how to use your goal as a North Star to guide all your trade show decisions: what your exhibit should look like (what it should or shouldn’t include), how to promote it, what to give away, and even how to craft your follow-up strategy.

Whether you’re an exhibitor looking for effective sponsorship options or a show organizer wondering how to get more exhibitors to take advantage of your sponsorship offerings, you’ll want to hear what our guest expert has to share!

In this episode, Nancy Drapeau discusses findings from the latest CEIR report series, the B2B Exhibition Sponsorship Playbook.

Shipping – it’s often just one more item on the trade show to-do list, and not the focus of attention … until something goes sideways.

But lately with all the talk about a potential strike at UPS and then the meltdown of Yellow Freight, the topic of shipping has become top-of-mind for a lot of companies.

So I reached out to a few of my go-to industry experts for a few Shipping 101 (and beyond) tips to help you navigate the logistics and hopefully avoid a lot of the headaches.

Thanks to Chuck Michel from ELITeXPO and Candy Adams, The Booth Mom® for sharing their insights, including:

• What details you should provide to your shipping company
• Why there are three parts to your shipment costs
• How to label all pieces in your shipment
• What to do to keep small items together
• How to know you’re adequately covered if something goes wrong

Trade shows are not a stand-alone marketing tool. Instead they should be integrated into all your other marketing efforts as part of a comprehensive strategy.

The team at Canon Medical Systems is a great example of that, so I featured their story in the updated edition of Build a Better Trade Show Image. Listen in as Debbi Kemp shares behind-the-scenes details (beyond what’s in the book) on how they:

• Designed an exhibit to engage and draw attendees deeper into the booth
• Incorporated virtual elements to reduce expenses
• Took the show on the road to reach those who couldn’t make it to RSNA
• Set (and exceeded) measurable goals

I admit it – I’m a big Star Trek fan.

No, not to the point where I dress up as a Klingon and stroll the aisles of Comic-Con – although I did thoroughly enjoy roaming around with them back when the Star Trek Experience was a Vegas attraction. But I digress …

One of the things I love most about Star Trek is the way it shows us the potential of how much life can change for the better in the next 200 or so years. I mean, traveling at warp speed, scanning devices that heal wounds …

So it got me to thinking: How might trade shows advance in the next two centuries ... or will they?

One of the biggest challenges event planners faced in 2020 was how to create connections among attendees in a virtual platform. But it's not necessarily a new – or online only – problem.

Nancy Drapeau from the Center from Exhibition Industry Research (CEIR) shares data from their report on trade show matchmaking in our Virtual Lunch in the Exhibit Marketers Cafe.

It's a situation no event organizer wants to face. But the team at RISKWORLD 2023 was forced to deal with the reality of an active shooter in the city, which put their crisis management plans to the test.

In this episode, Gary LaBranche, CEO of RIMS, the risk management society®, shares the story of what happened at the Georgia World Congress Center in Atlanta. Learn behind-the-scenes details of:

• How the situation rapidly unfolded and the team responded
• Which communication methods worked and the challenges they faced
• How event organizers need to think beyond the convention center itself (especially for a city-wide event)
• Why a written crisis plan alone isn't enough

Designing an impressive exhibit display just isn’t enough anymore.

Attention spans are shorter, and attendees want experiences that not only educate about your products, but also involve and entertain them.

At the same time, sponsoring the opening reception or other official event at the show is likely outside the budget for many companies. So what’s a creative exhibitor to do?

Wendy Porter has decades of experience producing memorable events, and she joins us to share insider tips on:

• Why it’s more important than ever to create experiences off the show floor
• How to curate an exclusive experience for your ideal audience (with fun examples!)
• Why the way you transport them to your event sets the tone
• How to use in-booth activities to increase attendee dwell time
• What an “Alice story” is and why it matters

Trade shows and events won't go back to the way they were pre-2020 – which means we all must adapt and evolve for the next generation.

In this rebroadcast of Virtual Lunch in the Exhibit Marketers Café, Allen Yesilevich shares tips for dealing with disruption in the trade show industry and improving your digital playbook, including how to:

• Thrive during disruption
• Deliver value and make money with virtual events
• Create a community for future events
• Build alliances in the industry

Ever faced an exhibiting challenge – like unreasonable costs – and didn’t know where to turn?

That’s where The Exhibitor Advocate comes in!

In this episode, Jessica Sibila shares what The Exhibitor Advocate is and how to access the resources provided to help exhibitors:

• Address rising costs and potential solutions
• Work with show management to set up an Exhibitor Advisory Council
• Know where to watch for unexpected or hidden fees
• Calculate return on their exhibiting investment (ROI) with established metrics

Do you take your exhibit too seriously? Are you forgetting to have fun in your booth?

In this rebroadcast of Virtual Lunch, bestselling author Dr. Bob Nelson (1501 Ways to Reward Employees, Work Made Fun Gets Done!) shares creative ideas and strategies for:

• Boosting your booth attraction
• Motivating and rewarding your staff
• Tapping a hidden resource to connect with attendees on their level

Of course we all want to get back to meeting face to face – but until that happens, we can’t stop marketing.

So in the rebroadcast of this week’s Virtual Lunch interview with Ruth Stevens you’ll discover how to make the most of this time to:

• Get to know the person behind your corporate client
• Create your own virtual events and build community
• Convert social media followers into leads in your database

When you hear the word "sponsorship," what do you think of first? The welcome reception ... or tote bags ... or a gazillion banners hanging all around the convention center?

Sure, that's what most shows do. But you don't want to be like most shows, right?

Time to makeover the sponsorship menu with options that stand out and benefit everyone involved – attendees and exhibitors, as well as the show's bottom line.

In this episode, brand activation and sponsorship strategist MK Granados from Gen City Labs explains how to:

• Tap into unique opportunities hiding in plain sight
• Use sponsorships to solve problems for attendees
• Show exhibitors you care about their needs too
• Make the arrival experience memorable

We kicked off this year's Virtual Lunch in the Exhibit Marketers Café with a special, inspirational guest: Melva LaJoy Jones from LaJoy Plans. Listen in as she shares how to use the lessons from our past to build our future.

Have you ever stopped to think about how you're influenced by marketing – and how your marketing influences others?

In this rebroadcast of Virtual Lunch, Nancy Harhut shares ideas that tap the science of human behavior to improve your marketing results. You'll discover how to:

• Give buyers choices so the decision is theirs
• Use pricing strategies that impact audience perception
• Create a bundle that's more appealing
• Name products or offers that appeal to audience interests
• Create a sense of fairness

Certain topics are getting lots of buzz these days: staffing challenges, budgets, sustainability, AI. But too often that’s all they are – buzzwords.

So for this episode of Trade Show Insights, I invited one of my trade show BFFs to join me for a conversation that goes beyond the surface of these topics to what should be on everyone’s radar.

You see for several years, Rich Vallaster and I have scheduled frequent touch-base calls to analyze what’s happening in the trade show industry, what’s working, and what needs to change. Now you have the opportunity to listen in as we discuss:

• How staffing shortages at all levels can affect exhibitors
• What show managers can do to make things easier for new exhibitors
• Why shows need to reward loyalty for both exhibitors and attendees
• How there’s a big disconnect around the topic of sustainability
• When and how to put AI tools to use

I recently heard someone say that 2020 feels like being stuck in a simulation that’s running every possible scenario simultaneously. No wonder we’re all exhausted!

That’s why on one of our weekly Virtual Lunches, we focused on ways to take care of yourself throughout all this madness. So in case you missed it, here are some ideas for you, broken down into three basic categories.

The trade show industry isn't necessarily known for being environmentally responsible – but a few trailblazers are working hard to change that.

Al Mercuro is one of them, and in this rebroadcast of Virtual Lunch he shares some often overlooked ways to be more sustainable at trade shows and events. You'll discover how to:

• Creatively repurpose everything from graphics to print materials
• Take advantage of EDPA's new sustainability partnership
• Tap into solutions you may never have considered
• Start the conversation within your organization (or with everyone involved in your event)

Are you ignoring – or worse yet, alienating – a large percentage of the population in your trade shows, whether online or in person?

Chances are you have been, even if you didn't mean to.

So I invited accessibility advocate Samantha Evans to join us for Virtual Lunch in the Exhibit Marketers Cafe to share what your events need to include to be more accessible to all. You'll learn:

• What to look for and ask about when checking out virtual event platforms
• Things to consider when adding captions and interpreters
• How to overcome some of the challenges presented by wearing masks
• Plus other tips for designing your exhibit booth with better access to all

Our economy – and climate – is changing and trade shows need to adapt along with it.

In this rebroadcast of Virtual Lunch, Rhiannon Andersen joins us to discuss the Sharing Economy:

• What is it and how does it fit in with exhibit marketing?
• What are the benefits for exhibitors and the environment?
• How can you get buy-in from executives at your company?
• How can virtual experiences be better integrated into events?

I’ve got a little something special for this episode of the podcast … because you just never know who might appear at a trade show! So listen close …

Working a trade show booth requires you to think on your feet and adapt with each visitor who enters your booth. You’ve got to be prepared for almost anything – kind of like taking a turn on an improv stage.

So in this rebroadcast of Virtual Lunch, edutainer Rebecca P. Murray provides expert tips for how to:

• Develop a hook that will engage attendees
• Use three key transition phrases
• Get beyond “stage fright” in the booth
• Plus … a sprinkle of advice from Mary Poppins and Mr. Rogers

Anyone who’s ever walked a trade show knows how easy it is to hit stimulus overload. And that becomes even more of a challenge for neurodiverse or introverted attendees.

So how can we make our conferences and trade shows more sensory-friendly? Professional Event Host and former BBC broadcaster Clare Forestier shares tips on how to:

• Create breathing space for attendees to recharge
• Consider sensory needs like you do accessibility issues
• Provide a better AX (Attendee-first eXperience)
• Include sponsors in the conversation

This is the last of a 3-part series on Trade Show Insights to help you do the right things now to be prepared for the future of trade shows. In Part 1, we talked about preparing for a comeback, and in Part 2, we focused on how to keep the lines of communication open.

Today, we're addressing how to blend virtual and in-person events.

In spite of what some may think, virtual events are not a fad that's run their course. While they may not continue to look like they have over the past two years (or be as ubiquitous), they are a tool that's worth learning how to master.

In this rebroadcast of Virtual Lunch, HeySummit CEO Rob Gelb shares tips to design virtual events that inspire more interest and impact, including how to:

• Incorporate creative event formats and tools
• Understand the definition of events (it may not be what you think)
• Get speakers more involved before the event
• Create more value for sponsors
• Encourage participation in networking

No doubt we all wish we had a crystal ball to see what the future of trade shows might look like.

Or do we really need one?

If there’s one thing that’s become painfully obvious after the past two years, it’s how unlikely our industry is willing to readily accept change.

It doesn’t have to be this way! Instead, here’s what the New Era of trade shows could look like ...

This is the first of a 3-part series on Trade Show Insights to help you do the right things now to be prepared for the future of trade shows. In Part 2, we’ll look at how to keep the lines of communication open, and in Part 3, we’ll discuss how to incorporate virtual elements.

Today, our focus is on how to prepare for a trade show comeback.

Today, we’re taking the show on the road … literally … to St. Charles, MO, for a “soundseeing” tour of Craftsmen Industries, one of the nation’s manufacturers of custom vehicles for road shows. Our guest is Rich Ruppe, who handles Special Projects Sales for Craftsmen. (Be sure to click “Read More” to view the photos!) You’ve seen their vehicles on the road … From the South Beach Diet glass-body vehicles … to Hershey’s “53 Feet of Chocolate” … to Lipton’s tea bottle on wheels … to the Pringles can

Welcome to the first episode of Trade Show Insights podcast! Today, we’re doing part one of a review of the Exhibitor Show in Vegas, held in March 2006. We’ll cover some neat features of the show, as well as new product discoveries from the following companies: GestureTek Agile Trade Show Furnishings Binkley Custom Products FISH Software Next time, we’ll continue the review of Exhibitor Show with some clever exhibit displays and booth attraction ideas.

This episode is all about attendees — trends & statistics, what attendees want, attendees to watch out for, and tips for when you’re the one walking the aisles. {UPDATE: As so often happens online, the following links are no longer operational – sorry!} Read about attendance trends (from EXPO Magazine): “Marketwatch: Trade Show Attendee Benchmarks” “Editor’s Column: Attendee Analysis” Learn more about what attendees think: “Catching an Eye at the Motivation Show” “Trade Show Survival Tips: STAFDA Board Members Share Their Thoughts” Discover tools used for exhibitor/attendee matchmaking: “New Service Helps Attendees

For today’s episode, we’re focusing on proper booth staff behavior. We’ll cover some of the basics of what you should … and should not be doing in your booth. For more tips on booth behavior, check out chapter 6 in Build a Better Trade Show Image. This episode of Trade Show Insights contains excerpts from Build a Better Trade Show Image, and is protected by copyright. You may share this recording with colleagues, as long as it is copied in its entirety and is not used for commercial purposes.

Two recent headlines from EXPO Magazine prompted a further look: VNU Cancels 2007 Incentive Show; Replaces with Virtual Incentive Show Javits Convention Center Expansion Breaks Ground These two headlines seem to be contradiction each other — just as the Javits begins a somewhat controversial $1.7 billion expansion, it loses one of its longstanding major shows, the Incentive Show. But along with the cancellation, VNU Business Media (producers of the Incentive Show) announced it will be replaced with a Virtual Incentive Show. (Be sure to click “Read More” to view additional links!) You

They say without a timeline and a plan of action, goals are merely wishes. So for this first episode of the new year, it’s only appropriate that we start out talking about setting goals — how to make them achievable and measurable. We’ll also talk about how to know which shows to put into your overall exhibit plan. Industry News: IAEM changes its name to IAEE More shows are using podcasts to market to attendees — Check out the Consumer Electronics Show (CES) podcast Retail Trends for 2007 — How can you

For this episode of the Trade Show Insights podcast, we’re doing part one of a review of the Exhibitor Show in Vegas, held in March 2007. This time, we’ll cover some new and innovative product discoveries. Next time, we’ll continue the review with some clever exhibit displays and booth attraction ideas. (This is an enhanced podcast, so if you’re watching in iTunes, you’ll see photos and Web links included. You’ll also see the photos if you’re watching on your iPod or in QuickTime. Or you can click the “Read More” link below

Today we’re finishing up a review of the Exhibitor Show in Vegas, held in March 2007. This time, we’ll continue the review, showcasing some clever exhibit displays, booth attractions, and giveaway ideas. (This is an enhanced podcast, so if you’re watching in iTunes, you’ll see photos and Web links included. You’ll also see the photos if you’re watching on your iPod or in QuickTime. Or you can click the “Read More” link below to view photos on the site.) Clever Theme & Display Examples 3D Exhibits started their “Bling My Booth” theme

Today we begin a two-part series on Trade Shows 2.0. This time, we’ll cover Web 2.0 technology tools for both exhibitors and shows. In the next episode, we’ll talk about how some groups are reinventing the traditional trade show format. (This is an enhanced podcast, so if you’re watching in iTunes, you’ll see graphics and Web links included. You’ll also see these if you’re watching on your iPod or in QuickTime. Or simply click the “Read More” link to view more details & links right on this page.) Social media … Web

Today we conclude our two-part series on Trade Shows 2.0. Last time, we covered Web 2.0 technology tools for both exhibitors and shows. In this episode, we’ll talk about how some groups are reinventing the traditional trade show format, both online and offline. (Be sure to click “Read More” to view more information & links!) Interactive Technology for Trade Shows While virtual trade shows aren’t exactly new, they have yet to gain a lot of traction. But more and more shows are beginning to see the value of having a year-round virtual

It’s time for our annual review of the Exhibitor Show in Vegas, held in March 2008. We’ll discover some new and innovative products and services for exhibitors, along with some clever exhibit displays and booth attraction ideas. (Be sure to click “Read More” to view the photos & links!) Booth Design Elements Last year, we featured some of the innovative earth-friendly products from Eco-Systems. This year they were back with even more innovations, including graphics printed on panels made from recycled soda bottles. Who says your flooring has to be boring? Wise

Today’s episode is an excerpt from my guest appearance on Suzanne Falter-Barns’ Get Known Now teleseminar series. In this segment, we discuss the importance of exhibiting and having realistic expectations and goals. If you’d like to have a copy of the entire interview on mistakes exhibitors make, just send an e-mail with the subject line “Mistakes interview.” Other topics covered include: generating traffic, attracting visitors, working with leads, and more. This episode of Trade Show Insights is protected by copyright. You may share this recording with colleagues, as long as it is

The trade show world has been buzzing for weeks about the future of Macworld Expo, now that Apple won’t be exhibiting. So what does that mean for MWE, and what are the lessons for other shows? In this episode, we break it down and predict future moves for MWE. One thing they’ve done already is offer free registration to the 2010 expo (as of this writing). This episode of Trade Show Insights is protected by copyright. You may share this recording with colleagues, as long as it is copied in its entirety

This year’s EXHIBITOR Show in Las Vegas was a time to come together as an industry to demonstrate that we will not only survive, but can also thrive. Companies debuted new and innovative products and services for exhibitors, and once again showcased some clever exhibit displays and booth attraction ideas. (Be sure to click “Read More” to view the photos & links!) Clever Theme & Design Examples Instead of avoiding the subject of the economy, several exhibitors decided to tackle it head-on. Kubik used a low-budget chalkboard wall with the message “Cutting

Ever feel like attendees at a trade show are like kids out trick-or-treating in the neighborhood? Do you wonder if the giveaways in your booth are making a difference, or are people just out for the freebies? How much thought have you put into the selection of those items? Unfortunately, many exhibitors don’t appear to have thought very hard and a lot of them are just feeding the “gimme-gimme” mentality. Here are some frequent mistakes that exhibitors make: Giving away banned items that can’t be

No matter whether you’re brand new to exhibit marketing or have been exhibiting at trade shows for years, there’s one area where your mistakes are costing you – big time! Connecting with leads/prospects are the reason for exhibiting at any show, so if you’re not doing that part right, you might as well stay home. Costly Mistake #1: Failing to define what makes a qualified lead. When you exhibit, do you come home with a stack of business cards that you call leads? You’re fooling yourself! A lead is not a piece of paper or business card with a name

This episode marks the relaunch of the Trade Show Insights podcast, now located at www.tradeshowinsights.com. Thanks to those who have been loyal listeners, and welcome to those who are discovering us for the first time! Today our topic is how exhibitors and show managers can work together to achieve greater success. Our guest is Aubin Wilson, former group show manager with George Little Management. Duration:  21 min. 38 sec. Size:  24.9 MB

Budgets. It’s one of those things that ranks right up there with a root canal when it comes to sending shivers up your spine, right? The truth is that it doesn’t have to be painful. In fact, with a few simple steps taken and time spent at the beginning of the year, you’ll be on the path to truly maximizing your exhibit investments. While smart budgeting doesn’t mean you simply throw numbers together, it doesn’t demand that you have to worry about

Show labor has been a hot topic lately, especially relating to shows at McCormick Place in Chicago. In this episode, guest Frank Vavpotic from CEP Exhibit Productions shares some perspective and insider tips based on his years of experience in the Chicago trade show world. Duration:  18 min. 14 sec. Size:  22.1 MB

No matter how great your product, if no one is attracted to your booth, you won’t have much success at a show. You’re just one of dozens (or in some cases, hundreds) of exhibits in that show hall. How can you possibly stand out? Actually, there are numerous ways to gain attention, and many of them are not expensive or complicated. As an added bonus, be sure to promote your attraction ahead of time in all your pre-show promotions and advertising. Probably the most obvious way to attract visitors is to do a demonstration of your own product. Have a

In honor of the 40th anniversary of Earth Day, we’re taking a look at how the trade show industry is going green. Our guest, Scott McKye from KleerTech, offers on easy steps that exhibitors, show managers, and meeting planners can take to create more environmental-friendly events along with the inside scoop on the latest Accepted Practices Exchange (APEX) initiatives. In the interview, Scott also mentions BolderPath, a company who re-engineers old meeting and trade show materials into bags, portfolios and other cool gear for future events. Duration:  25 min. 43 sec. Size:  29.7 MB

Green initiatives in the meetings and trade show industry have expanded in recent years and are now becoming mainstream. Hotels and convention centers are focusing on saving water, energy and waste. Some are even becoming LEED-certified buildings and using that as a selling advantage. Venues are also offering more robust recycling options so that there won’t be massive quantities of trash left behind after a trade show or event. But there are still some persistent myths about going green at trade shows,

Anyone can feel a bit uncomfortable at times when it comes to networking at events, no matter whether you’re an exhibitor or an attendee — and no doubt that feeling gets exponentially stronger if you’re an introvert. So how do you overcome the fear and make networking fun? In this first half of a two-part interview, Cathy Jennings from No Pressure Networking shares tips for what to do at an event, including how to: Set networking goals for the event Prepare for the conversation ahead of time Use the buddy system to make introductions Make an invitation to lunch (which

So you met a lot of interesting people and potential clients at a conference or trade show — Now what? In the second half of our interview with Cathy Jennings from No Pressure Networking, she shares tips for staying connected after the event, including how to: Set up a system that guides them through “next steps” Go beyond the e-mail inbox with “retro marketing” Follow social media etiquette guidelines Plus tips for event organizers on making networking an integral part of the activities Cathy is a self-described “situational extrovert” and Chief Conversation Starter who has co-authored two books: Make Your Connections Count: Networking

If you’ve ever used (or thought about using) promotional products as part of your exhibit marketing plan, you’ll want to hear what Ben Baker, President of CMYK Solutions in British Columbia, has to say. In this episode, he shares tips for exhibitors on what’s hot and what’s not, as well as what’s smart in today’s promotional products. He also addresses how to make sure your promotions are genuinely “green,” rather than just having the appearance of being environmental. Duration:  24 min. 41 sec. Size:  28.5 MB

Back in 1936, when Dale Carnegie published his famous How to Win Friends and Influence People, he shared a list of six ways to make people like you: Be genuinely interested in them. Smile. Remember the importance of a person’s name. Be a good listener. Talk about the other person’s interests. Make the other person feel important. It’s no surprise that the same points hold true nearly 100 years later! But perhaps you’ve never considered how those principles apply regarding trade shows,