Essential Tips Archive

How to Create a Post-show Lead Nurturing System

Just because the trade show has ended doesn’t mean your job is done. Actually, that’s when the relationship with all those newly-gathered leads truly begins. Contrary to what many exhibitors assume, it doesn’t have to be complicated or expensive to build that relationship. Guest expert Sandy Martini shares insights on: What lead nurturing is and

Offer Value, Not Gimmicks

It’s a sad fact of our modern culture that many things with little to no value receive a high percentage of attention, particularly in the popular media. But just because reality TV and do-nothing celebrities take over our national spotlight, that’s no reason to let gimmicks take over your exhibit marketing plan. Here are four

Weekly Insights: Engaging Attendees

Today’s trade show attendees aren’t passive spectators. They want to have an actively engaged experience on the show floor that stimulates their creativity and emotions. Let’s face it – if your exhibit isn’t engaging, there are others around you which are, and attendees will gravitate to those. So if you have a desire to create

6 Reasons You’re Not Successful at Trade Shows

It’s a hard truth: most exhibitors aren’t as successful as they could be. Do they realize they’re setting themselves up to fail? Probably not. The irony is that almost every single exhibitor could easily improve their results by ditching one or more of the following bad habits and strategies. Hopefully you don’t see yourself in

Weekly Insights: Why the Disconnect with Post-show Follow-up?

It’s always mystifying how pathetic most exhibitors are at following up with leads after the show ends. Now I doubt most of them set out to ignore all those leads they just gathered … at least I hope not! Otherwise, what’s the point of spending all that time, energy and money on exhibiting in the
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