Trade Show InsightsNews, tips & tools to expand your knowledge of exhibiting

Graphic: Digital Juice

In this season of miracles and hope, I wanted to share a beautiful story of one attendee’s experiences at this year’s Book Expo.

Christine Kloser is an author and book coach who made a last-minute decision to take the train into New York to walk the floor at BEA. She faced numerous challenges just to get there, but as soon as she entered the Javits Center she began to make serendipitous connections with publishers, store buyers, and even a lady who works on the New York Times bestsellers list! Check out her complete story, “What Grace Looks Like …” on her blog to read all her mind-boggling opportunities from that day.

Prefer to listen to this article? Just click on the play button at the bottom of this entry!

Recently a friend shared with me how a client of hers was frustrated because he wasn’t getting more business. When she asked him to share his 30-second “elevator speech,” he rattled off a bunch of corporate-speak, including multiple uses of the word “fiduciary.” Now if you’re like me, my friend, and most of the population, you’ve heard the word and know it’s a financial term, but not 100 percent sure what it means. Well, guess what? He was marketing his services to consumers, not financial industry people, so his description was going right over most everyone’s head!

Prefer to listen to this article? Just click on the play button at the bottom of this entry!

Today is Leap Day, which brings to mind the famous quote from astronaut Neil Armstrong: “One small step for man, one giant leap for mankind.” While it may be a stretch to say that exhibiting could offer a giant leap for all mankind, it can offer a giant leap for your business.

Next week is the annual EXHIBITOR Show in Vegas where the industry’s movers and shakers will be showing off what’s new in exhibit design, promotional tools, booth attractions, and lead management. I’ll be walking the show to discover and report back to you on what I find that can help you make a leap.

Have you ever spent any time birdwatching? It’s fun to see how birds behave and interact with one another. In fact, there’s a lot we can learn by watching them, including some very valuable lessons for your upcoming trade shows!

1. Birds know how to find food.

In order to survive, birds must learn where the food is most likely to be found and then hang out there.
Exhibitor Lesson:
Go to the shows whose audience best matches your target demographic.

Duration: 9 min. 19 sec.
Size: 10.7 MB

Today’s episode is an excerpt from my guest appearance on Suzanne Falter-Barns’ Get Known Now teleseminar series. In this segment, we discuss the importance of exhibiting and having realistic expectations and goals.

If you’d like to have a copy of the entire interview on mistakes exhibitors make, just send an e-mail with the subject line “Mistakes interview.” Other topics covered include: generating traffic, attracting visitors, working with leads, and more.

This episode of Trade Show Insights is protected by copyright. You may share this recording with colleagues, as long as it is copied in its entirety and is not used for commercial purposes.