The client-agency relationship revolves around trust and the belief that each party wants what’s right for the other. Although the marriage metaphor has been used way too often to describe this bonding, nevertheless every client wants to feel special. The nagging...
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...
Editor’s Note: This post was originally published in September 2016 and has been updated for relevance and accuracy. Remember your rookie days when people used terms like “marketing objectives and goals” and “strategy and tactics?” You...
Editor’s Note: This post was originally published in July 2016 and has been updated for relevance and accuracy. Selecting an experiential marketing agency requires all hands on deck. The wrong partner can be a disaster—creatively, financially, and...
A few years ago, a pharmaceutical company famous for its products that helped patients live with various metabolic disorders sponsored the activities of an endurance athlete—a person who was managing their disease with healthy diet, exercise, and one of the...
Most companies, when the time comes to either choose a new agency or to build a new exhibit, will issue an RFP. There is no consistency to this process which can range from an online bidding war open to anyone with the link or an RFP, issued after conducting due...
