The Front Line: Your Booth Staff, Part II
In the previous post, we promised some specific suggestions to help you smooth the transition for your staff from field sales to trade show sales. Here they are: Plan well in advance. Your planning will increase the comfort level for sales reps. Discuss your staffing...
The Front Line: Your Booth Staff, Part I
As a trade show manager, the show floor is your home field. On a regular basis, you help transform it from an expanse of concrete and continuous space into a lively, interactive selling environment. You understand how things are supposed to work, and because you do,...
The Marketing “Message” In Your Exhibit
Arguably the most misquoted and misinterpreted 20th-century book title is Marshall McLuhan’s “The Medium is the Massage.” Correct. Massage. No, not “message.” Writing in 1967, McLuhan told us: “Societies have always been shaped more...
Planning the Exhibit Experience
The problem with any marketing-speak is that words come into the lexicon, and through overuse, lose their meanings. Exhibit marketing has its own set of terminology and verbal shortcuts. One phrase that runs the risk of losing its meaning is “exhibit...