Sep 20, 2017

My mom and I were making our way through her favorite supermarket recently, when she said to me, “We should have picked up a directory.” Although my mom has been coming to this store for more than 20 years, the store’s ongoing remodel had left her feeling out of sorts. It took a few wrong turns before we finally came across the orange juice.

This experience reinforces what I’ve come across during trade shows: attendees want something… more

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Sep 14, 2017

From Facebook Live to Periscope to YouTube, live streaming is more popular than ever. In fact, some marketing analysts have dubbed live streaming “the future of social media.” You can live stream everything from a backyard softball game to a congressional hearing.


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Sep 12, 2017

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

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Sep 07, 2017

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

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Sep 05, 2017

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

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Aug 31, 2017

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

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Aug 28, 2017

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

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Aug 24, 2017

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

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Aug 21, 2017

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

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Aug 17, 2017

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
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