Sy Syms, the owner of the now-defunct Syms off-price retailer, made regular appearances in his company’s commercials, telling us: “An educated consumer is our best customer.” In any business, an educated buyer is the best customer—and this is...
Editor’s Note: This post was originally published in January 2016 and has been updated for relevance and accuracy in February 2026. The “patient journey” is the driving force behind successful healthcare marketing—and by extension, healthcare exhibiting. More than a...
Your pre-show marketing efforts don’t have to be limited to one tactic. If email is indeed everyone’s favorite form of promotional marketing, then build an email marketing campaign. But don’t disregard other ways to get your exhibit on that...
Putting kids to sleep at night can be performance art. Whether you’re a parent, a grandparent, a favorite aunt, uncle, cousin or neighbor—or maybe just the babysitter, make no mistake: you need to take your role seriously, providing encores to shouts of...
When you are presenting your exhibit marketing plan to colleagues, brand managers, and senior leadership, you can promote your program by explaining the types of shows in your schedule and the challenges each represents. There are for-profit shows, and for the most...
