Archive for the ‘ Trade Shows ’ Category

What does it mean when the air begins to warm and the leaves start returning to the trees? It’s time to start gearing up for the busy trade show season of course! But before heading to the airport, hopefully you accomplished a few tasks ahead of time to make your show successful.

Did you write and distribute a news release about your involvement at the show? Industry B2B publications often include a trade show preview section a month prior to the event highlighting exhibitors. This is a great way to receive free publicity and credibility prior to the show.

Trade Show PR

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Attend a  Tradeshow

By Jenny Kosek for our 15 Ways to Build Your B2B Brand in 2015 blog series

You know those booths at trade shows that generate buzz? The booth everyone says you HAVE to see?

Usually that booth is also a bank-breaker for the company hosting it, with the hope that the big spend on the flashy booth will pull in enough sales and opportunities to justify the expense. Of course, with enough cash, anything is possible, so for larger companies to put out an interactive, multi-story booth with full sound, lighting, and a waterslide (anything’s possible!), it’s easy. For smaller players, such luxury is out of reach.

But luxury is not the same as impact, and without pouring your entire marketing budget into a tradeshow booth, you can still make a splash if you think creatively.  (more…)

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Build Your B2B Brand by Refreshing Your Website

By Michael Isaacson for our 15 Ways to Build Your B2B Brand in 2015 blog series

84% of all prospective customers check out a firm’s web site before they decide to do business. For a lot of businesses, it’s how they make their first impression with B2B buyers.

Now picture yourself at the last trade show you attended. Did you make a mad rush for the people who put up the exact same booth, show the exact same products, and give away the exact same key chains year after year? Or… did you check out booths that drew you in with an intriguing message, invited an honest conversation, or offered something of real value?

It’s time to treat your website the same way you would treat your trade show booth. Here are some things to keep in mind: (more…)

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What does it mean when the air begins to cool and the leaves start to turn color? It’s time to start gearing up for the busy fall trade show season of course! But before heading to the airport, hopefully you accomplished a few tasks ahead of time to make your show successful.

Did you write and distribute a news release about your involvement at the show? Industry B2B publications often include a trade show preview section a month prior to the event highlighting exhibitors. This is a great way to receive free publicity and credibility prior to the show.

Did you set up booth visits with the media? Trade press editors allocate several hours each day walking the show visiting with certain exhibitors. If you want to be sure they visit you, invite them. Editors are always interested in seeing new products, and can secure valuable post-show coverage in their publications.

Did you create press kits for the media? When editors visit your booth, they’ll want some information to take with them. Help them out by preparing press kits on your company. Recent news releases, biographies on key personnel, company history, product information and photos are some of the items that should be included in your press kits. Having them pre-loaded electronically on travel drives makes it easier for editors to access.

Following these simple PR tactics will help make your trade show a success. So what are you waiting for? Start writing your trade show release today!

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There were easily more than 1,000 exhibitors at Pack Expo last week in Chicago, and every single one of them should have been engaging the B2B media covering the show.

Inviting the media to your booth is a great way to showcase your products to the press, further the professional relationships between yourself and the editors and generate some post-show publicity. In a large event with 1,000+ exhibitors all vying for attention, engaging the media and setting up booth visits sets you apart from the crowd.

During the course of the four-day show we set up several booth visits for our two exhibiting clients, and also organized a dinner on behalf of one of our clients where we invited the press as a way to thank them for the coverage and interest they’ve given them throughout the year.

Trade shows are no time to become passive; the more proactive you are with your PR, the more successful your show will be. 

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  • Tuesday, August 30th, 2011

  • New format for trade shows

    I just returned from the Central Veterinary Conference (CVC) hosted by Advanstar publishing in Kansas City.

    I’ve been attending this conference for many years and had grown accustomed to the floor plan and where our clients and prospects were traditionally located.  Last year, Terry Reilly of Advanstar announced to me they were going to re-format the show by grouping like exhibitors within common areas on the floor.  Terry explained how many trade show organizers were beginning to employ this strategy in recent years, and how this was the first attempt in the animal health industry.  I was intrigued and looked forward to this year’s event. (more…)



  • Friday, June 10th, 2011

  • To Tweet or not to Tweet

    In the weeks leading up to a tradeshow I recently attended with a client, I began Tweeting on their behalf. Using the show’s hashtag, I drummed up some pre-show interest, and even caught the eye of an attending editor, who wrote a blog about our client’s product that was going to be on display.

    When I arrived at the show, live Tweet boards throughout the exposition allowed people to post comments. Although I continued to Tweet and promote my client, very few others were using this platform. In fact, the number of exhibitors who were also using the Tweet boards was less than 10. And this was a fairly large show with several hundred exhibitors and thousands of attendees. (more…)



  • Friday, January 21st, 2011

  • A slower trade show a good thing?

    We just got back from the 2011 International Builders Show in Orlando. It was a great show for us with several good meetings and conversations.  The Orlando Sentinel reported total attendance figures to be 47,000. This is about 15 percent less than the 55,000 attendees the show organizers (NAHB) had projected, and significantly less than the peak attendance of 105,000 in 2006. 

    While disappointing for the NAHB and likely many of the exhibitors, it turns out this isn’t all bad news.  One of our clients commented that booth traffic was definitely slower, but considerably more qualified. Booth visitors were walking up with specific direct questions and in some cases, actual building plans in hand, wanting to know exactly how to work the product into their designs.  These are people that are going to buy, rather than simply being causally interested or worse yet, looking to fill their bag with free pens and literature. (more…)

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