Never underestimate the power of consumer culture when planning your business-to-business trade show experience. Your business-to-business trade show attendees are not from another planet. They are consumers—we all are. And the most significant trend in consumer...
Assuming you’re doing the right thing for the right reason, how can you make your small exhibit compelling? The best way to promote your presence is by developing a theme, one that your audience can wrap their minds around. Even better, choose a theme that...
What exhibit manager hasn’t heard, “I don’t need training; I’ve been working at shows for years?” “Don’t we get enough training?” “Come in early for training? Are you kidding me?” Why the resistance? One...
This blog was originally published on January 16th, 2016. It has recently been updated for relevance. In a marketing environment where electronic communications are more often than not substitutes for face-to-face interactions, healthcare exhibit managers are asked to...
