Trade Show Insights

It’s time for event organizers to shift away from the mindset of sheer attendance numbers. Just because you’re measuring something (like foot traffic), doesn’t mean it really matters. Warwick Davies isn’t afraid to challenge many long-held assumptions in the events industry, and we dive deep into several of those in this episode, including: Why trade shows need to shift from sel...

You can have the most amazing booth on the show floor, but it really doesn’t matter if your staff is rude or unprofessional. (Or heads-down on their phones!) Industry surveys indicate that 85% of a visitor’s overall first impression is based on the booth staffer, and it also accounts for 80% of their final decision whether or not to do business with a company! That’s why it’s cr...

Designing an engaging, memorable exhibit isn’t simply about having a beautiful booth display. It’s about tying all of the elements of your exhibit plan together to create one unified marketing message. Think of your booth as a three-dimensional ad brought to life. It’s also your storefront for the duration of the show. That means you need to create a unique identity in a sea of ...

Where did you learn how to exhibit? I’m betting you don’t have a degree in exhibit marketing. You probably didn’t even take classes on it in college. If you’re like most people, you got thrown into the deep end and had to learn as you went along. But that’s exhausting, right? So I’m guessing you fell into a rhythm of doing the same things (or nearly so), show after show. It does...

Trade shows aren’t simply events … they’re like final exams where exhibitors are put to the test on what works and what doesn’t. And nobody should be thrown into that situation without being fully prepared. That’s why exhibitor education is critical. Several years ago, I took a stand and penned “The Exhibitor Education Manifesto.” It explains what exhibitor education is and isn’...