Blogs

Sep 17, 2019
Have you optimized your booth’s walk-by experience? When trade show attendees walk by your booth or display, it only takes them an instant to decide if your booth is interesting. This instant impression, sometimes called a thin slice, can make or break the success of your exhibition. In order to have a good instant impression, you need two things: To get people’s attention To communicate value Getting Attention You may notice that the lion’s share of foot traffic at trade shows typically goes to those who can command attention. If you’re not naturally gifted with magnetism though, don’t… more
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Sep 12, 2019
Nineteenth-century U.S. merchant and marketing pioneer John Wanamaker observed: “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.”  Many event organizers identify with Wanamaker when it comes to event data. They know their data is telling them something, they’re just not sure what that something is. And they’re not certain how to harness their data to more closely monitor the lifeblood of their trade show: qualified attendance growth.  Fortunately, today’s organizers have more data tools and strategies than Wanamaker did and, by following these steps… more
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Sep 10, 2019
Should event planners consider AV as a primary planning item at the very outset of their next? We think they should.  As we wrote in Part One of this two-part series, AV planning can help nail down budgets and establish how the production will meet corporate objectives. We first covered attendee numbers, room size and how AV companies cost out their equipment. Now, we’ll dive further into logistics, what you’re actually buying and the seven elemental questions to answer prior to meeting with an AV pro.  Access, Logistics & Power   So, with the space requirements, objectives and… more
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Sep 05, 2019
Most trade show booth traffic is “passive.”People passing the booth recognize the company name and look to see “what’s new.”Others recognize the equipment on display and decide they want to learn more. Exhibitors who rely on passive traffic alone, however, miss out on a huge number of qualified prospects who simply don’t “see” their booth or actively choose to ignore it.  Expert exhibitors know maximizing the number of qualified leads they get from each show means actively attracting traffic to their booth and enticing qualified buyers into the booth to meet the booth team. So how do you… more
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Sep 03, 2019
Experiential marketing is one of event planning’s hottest trends right now. According to the site Statista, 74 percent of consumers said they were more likely to purchase products promoted by events, and 93 percent of them claimed that live events had a larger influence on them than TV ads. But experiential marketing can be expensive. Take these 10 steps to secure stakeholder buy-in and support.  1. Set an Appointment to Ensure All Decision Makers Are Present  Don’t catch your stakeholders in the hallway and hope to “put a bug in their ear.” Make sure all decision-makers are present in your… more
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Aug 29, 2019
With all the logistics you have to manage for your company’s trade show program, you might feel justified in skipping trade show promotional activities. But that would be like planning a party, and not sending out all the invitations. Sure, the show organizer will get people to the showfloor. But it’s up to you to get them to your booth space. Here are seven reasons why trade show promotional activities are so worth your effort: 1. They attract more booth traffic As attendees wander down the aisles, their eyes are bombarded by structures, images and words from all sides. What wins in that… more
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Aug 26, 2019
Aside from your exhibit design, the location of your trade show booth is one of the most important factors to consider when planning to exhibit. Each space within a venue will have its advantages and disadvantages; knowing how to identify these will help you secure the best space for your business.  Make sure you’re in the know The key to securing a great exhibit space is to be in the know about when the trade show organizers begin selling these spaces to ensure you receive first pick. You can keep up to date with any news about floor space by following website pages and social media… more
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Aug 22, 2019
As event planners ponder budget numbers for their next event, one of the bigger line items will be establishing AV and event staging costs. In many cases, they won’t consume the majority of an event budget, or the meeting planner’s many ongoing concerns leading up to the day of the event.  But, as we routinely counsel our clients, AV should be a primary planning item at the very outset. This is not just to nail down budgets, which of course is important, but how corporate objectives will be met.   Like many purchases, AV and event staging costs can vary – widely. For example, if you’re in… more
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Aug 19, 2019
Within a few days of returning from a trade show, it’s important to get together with your team to review the event’s successes and failures. Your booth staff will have fresh memories of what went well or wrong, and those staff who didn’t attend the event will likely have early impressions of any resultant sales or leads.  To ensure you capture this feedback in a way that can guide next year’s exhibit, we’d like to offer up the following list of staff questions. Pre-Show Marketing Did attendees mention any of your pre-show communications? Which advertising and marketing channels seemed to… more
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Aug 14, 2019
Managing an event can feel like a cat rodeo, with huge groups of people headed every which way and different things on their minds. It’s easy to become frustrated when attendees do not do what we want them to do. Event planners predict behaviors based on activity history, then use those projections for forecasting and budgeting. When the target audience does not “behave” as projected, it can impact the success of the event. Don’t sit by and watch. Here are nine actions you can take to achieve desired attendee behaviors.  9. Master Segmentation to Help Your Audience Hear You Audience… more
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