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For most exhibitors, measuring trade show ROI is challenging. For enterprise exhibitors, it can often become extraordinarily complex. A global organization may operate multiple brands, multiple business units, multiple product lines, and multiple target markets. One division…
Today’s trade show no longer seems focused on the old sales adage “ABC – Always Be Closing.” No, today’s trade show is more skewed to the attendee’s needs, creating a different path…
When companies think about trade show training, they almost always mean one thing: booth staff training. Things like how to greet attendees, qualify leads, and not stand in a circle checking your…
A trend to harder-working exhibitor microsites Note: See an example exhibitor microsite at the end of this article. If you look at the websites of larger exhibitors before a major show, you…
At some point, most growing U.S. companies hit a ceiling at home. If you want continued growth, you eventually must step outside the comfort of our 50 states and start doing business…
What if your narrow focus on a popular trade show KPI is causing more harm than good? Many exhibitors measure trade show success by a valuable, but incomplete metric: number of leads…
Are you considering a Double Decker exhibit for an upcoming trade show? While double decks are impressive, you are likely wondering if they are a good investment. Short answer: They can be.…
Most exhibitors build their trade show strategy around lead volume: Attracting as many attendees as possible and qualifying them as fast as they can. But at many B2B shows, a single large…
As a marketing leader, event manager, or executive at an enterprise company, how do you create high impact in your trade show marketing for multiple divisions, massive exhibits, and a high volume…
When it comes to planning a standout presence at major trade shows, where do you start? Because it’s more than just booking your booth space. It’s also about setting clear, measurable goals…
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