Blogs

May 12, 2020
Anyone who was invested in the trade show business BC (before COVID-19) is naturally trying to predict the PC marketplace and what safe will look and feel like. From organizers and exhibitors to attendees and the local communities that host them, everyone wants a date on the calendar for when we can walk the aisles again without feeling careless or dangerous. Since being laid off in mid-March from my job as head of marketing and communications for one of the largest international trade show organizers in the U.S., two things have become clear: 1) that date on the calendar may be a long way… more
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May 06, 2020
Given that a full 90 percent of workers favor hands-on, experiential learning, it’s no surprise education is one of the top reasons people attend face-to-face corporate events. But what happens when those events go virtual? How can organizers ensure attendees still achieve their learning objectives, even without the face-to-face experience? Start by communicating expectations so audiences know what to expect to learn and how they can expect to learn it. Then, follow the principles below to ensure they get what they came for. Design the Learning Experience Map the attendee journey for a… more
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May 05, 2020
It’s no secret that video marketing is hot right now. I see a lot of creative videos on social media on a daily basis and I don’t see this trend slowing down. But do you worry about video quality or which type of camera your department should invest in? There are a lot of different kinds out there. Here are seven different types of cameras and how to best use them. DSLR (or Digital Single-Lens Reflex) cameras: a DSLR camera has a mirror that reflects the light coming from the lens up into an optical viewfinder, by way of either a prism or a series of additional mirrors. This is how you can… more
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Apr 29, 2020
Over the past six to eight weeks, we have seen clients face many changes and tough choices, often with limited resources and no blueprint from which to work. As we have provided counsel and recommended the necessary pivots for our clients’ event marketing campaigns, one thing has become clear: There’s no best practice or silver bullet to get us through this period.  What we have learned with each decision, campaign change or strategy adjustment is that the decisions we make are the right ones for right now. There is no guiding document to get us to June, no “roadmap for success” for the next… more
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Apr 27, 2020
There are so many things that flash through your brain when you realize that world events will overtake the event that you have planned for months if not years. With our NACS State of the Industry Summit, scheduled to attract 600 registrants to Chicago in early April, our initial thought was, how can we pivot and still deliver value to our attendees? Luckily, NACS had been through this drill before. In 2005, Hurricane Katrina struck New Orleans six weeks before our NACS Show was to bring 22,000 attendees to the city. At that time, we asked three central questions: Can we move the show to… more
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Apr 23, 2020
Under normal circumstances, the planning and execution of any trade show needs to be a well-oiled machine. Each team must have visibility into what the others are doing to collaborate and avoid redundancies, and trade show directors need to have a view of all activity so they can effectively run an event that impresses senior leadership and delivers a superior experience. But as we know, times are not normal. Trade show organizers are working remotely and trying to reschedule events or transform them into virtual gatherings. How can teams operate in a way that not only promotes a… more
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Apr 20, 2020
Just a few weeks ago, we were feeling optimistic about holding our yearly APAC and EMEA Unite conferences in March. What happened then, was out of our hands, with the COVID-19 pandemic spreading and turning the entire events industry upside down. We did not want to give up on Unite, so we sat together and worked on a virtual conference concept that would still cover the great content we were eager to share with our customer community. We only had one week to revamp the agenda and to elaborate on the technical setup, so time was a key factor in this project. Our decision to make this a free… more
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Apr 16, 2020
In case you missed it, start here with an introduction to B2B digital event amplification strategies and read part two here. This is the final part of this series. 8. Impress Your Attendees with Digital Assets Have you ever left a corporate event or conference with a bag filled with… nothing? Pens, keychains, stacks of flyers — at worst, all they do is clutter your life until you eventually throw them away; at best, your pen collection grows. Luckily, there are alternatives out there through virtual event bags. These bags are more environmentally friendly — not to mention easier to manage… more
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Apr 14, 2020
COVID-19 has had an enormous effect on business, with the live events industry one of the first to be hit. While some predict the pandemic will reduce or even eliminate the number of live events in the future, I disagree. The general consensus among our clients and event organizers is that trade shows will fiercely reemerge this fall and into next year. It could get frantic as the current events calendar will need to accommodate all those events that have been postponed, so get ready! While no one would wish for our current climate, there are three positive effects that the pandemic has had… more
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Apr 09, 2020
In case you missed it, start here with an introduction to B2B digital event amplification strategies. This is part 2 of three in a series. 5. Leverage Your Social Ambassadors Every event needs an arsenal of knowledgeable speakers — and the bigger the name, the better. If you’ve invited notable figures to speak at your event, this is your chance to tap into a new audience. Not only do well-known industry leaders attract more attendees simply by having their name on the poster, but you can also borrow their reach to promote your event. When you book your speakers, make sure you ask them to… more
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