Since 2008, there has been a statistic making its way around the Internet that the EPA ranked the trade show industry as the second most wasteful industry - second only to manufacturing. You may have heard this statistic before. I have even used that information in an article I wrote for TSNN. Recently, I decided to look deeper into that stat that gives a bad rap to our industry. What I discovered was that even on the EPA website, I can find no reference to this statistic. Furthermore, many of the articles that referenced the statistic have been removed… more
During a recent Thinking Thursday event, we gathered industry experts to discuss ideas for solving the elusive audience attraction mystery, which often feels like harnessing a unicorn. The concept sounds sparkly and amazing, but the process of corralling attendees – not just any attendees, but the RIGHT ones – and keep them coming back can feel unrealistic.
While it’s tempting to dust off tried-and-true marketing tactics during planning,… more
The trade show industry is quite a revolutionary one, with new trade events, consumer shows, festivals and a variety of applied technologies. However, over the course of time, the trade show booth system has remained stagnant and untransformed. Traditional pipe and drape, which was introduced in the 1950s, is still a major part of the event planning process, almost overlooked as the backdrop to our events.
While technology has changed in all other facets of the industry, the basics of booth setup have been… more
Every audience touchpoint gives show organizers an opportunity to engage, educate and build lasting, meaningful relationships between brands and consumers. But what was considered “meaningful” yesterday has been forever altered, thanks to intense competition, evolving demographics and emerging technology.
To better understand the ways in which event marketers are responding to these change drivers, Freeman commissioned research firm SSI to conduct an independent, global study of more than 1,000 marketers in a range of roles… more
Managing events requires planning and foresight to ensure the fruit of our efforts is a fantastic brand experience that exceeds expectations and delights audiences. The same can be said for sustainability. Making better event planning choices, even small ones, can make a difference. By planning ahead and thinking long-term about our actions, we’re in a better position to create not only a better event, but also a greener future for our industry and the world.
We’d all like to be lean and green but… more
In today's global landscape of environmental awareness, it is crucial to learn where event environmental impacts are generated. As part of the team who generated these Impact Statements and recycling reports for events like CES and IMEX America, I know the challenges of the existing systems and there needs to be a fresh approach to tracking event metrics.
When thinking of environmental issues, energy consumption, waste minimization and CO2 emissions are among the top… more
There has been lots of chatter in the world of event planning, associations, marketing and nearly every other industry these days. Why all the buzz?
Companies like Apple, IBM, GE and Kaiser Permanente use Design Thinking’s human-centered process to meet customer needs in strategically viable ways – simply meaning, they make customers happy and they make money doing it. In his recent Harvard Business Review article, education company Blackboard’s vice president of design, Jon Kulko, notes that companies that have made Design… more
From a business’s perspective, trade shows offer an exceptional opportunity to demonstrate their product and connect their brand to potential consumers in a face-to-face interaction. My team and I looked over some trade show statistics and found a lot of vindicating information for businesses who choose to take advantage of these events.
Here are some compelling statistics that stood out to us during our research:
- 99 percent of exhibitors find unique value delivered by B2B trade shows that are not provided by other marketing channels.
- 83 percent of trade show… more
Most business owners don’t have the time to attend trade shows themselves while running and growing their business. But as your company grows, there will be more critical trade shows and great opportunities than you can attend yourself, so you’ll need to appoint some well-trained team members.
How do you make sure your team is equipped to succeed at trade shows (even without you)? Here are a couple of tips to consider.
Take every opportunity to practice
There are multiple ways your trade show team can get… more