According to all sorts of surveys, trade show attendees want to learn. Learning, particularly adult learning, is a strange and highly personal activity. Before we consider the “how” of learning at trade shows, let’s go back to school for a minute....
When the finance department scrutinizes your trade show budget for possible cuts, the line item that reads “booth staff training” is one that stands out. Although the cost of training is, to say the least, relatively low compared to other expenses, you can...
Virtually every piece of face-to-face marketing wisdom contains the admonishment: You must get on the attendee’s must-see agenda. An abundance of “musts” in that statement, enough that you may well ask, “Why?” On a show floor crowded with...
From cathode ray monitors to flat screens, from interactive games to virtual reality glasses, from looping tape to digital media, creative exhibitors have come to embrace technology. Why? First, because attendees love an unexpected experience. The attendee who has no...
Learn from the Avengers, success is built on forging partnerships–with exhibit houses, with ad agencies, with lighting companies, with digital marketers—with superheroes who can solve problems and create a common force. One minute we are standing in an empty...
