Trade Secrets Blog

While trade shows are ultimately a practice in selling your brand, you are the representative of that brand. Thus, attention must be paid to the impression you give your customers at the show. In a busy exhibit hall, small details of appearance and attire can create one cohesive look between you and your brand. Common problem areas can both unconsciously and consciously deter potential customers away from what your company has to offer. While each type of show will have different basic dress requirements, and the specifics vary for men [...]

Step inside The Trade Group’s warehouse. It’s not dark but not blaringly bright, has concrete floors and rows and rows of shelves packed with crates and sheets of this and that. A forklift sits in the corner. Next door is the manufacturing center. There’s pounding, sawing and the faint sound of engineering-speak. Meanwhile, across town there’s a company, a multi-national corporation, focused on product development, sales, marketing and more. It’s time for their annual trade show–the industry’s largest. They’re in a panicked state to finish their trade show displays, while [...]

It’s almost Summer! Summer means vacations and fun in the sun…but it can also mean a welcomed breather to your busy trade show schedule. As much as you may want to push events out of your mind for just a little while, the summer is a great time to pause and reflect on your trade show program. First, take a look at your exhibit assets. How are they holding up physically? Even with professional installation and dismantling, no display escapes normal wear and tear. Consider a professional exhibit refurbishment. From [...]

The EuroShop show is a massive event held every 3 years in Germany. For those of you who haven’t had the chance to attend a German “mega-show” it is truly an experience. This particular show encompasses 17 halls and covers every aspect of retail and experiential marketing. Whether you need a trade show display, lighting, mannequins, or food refrigeration, you will find it in abundance at EuroShop. Walking this show is a daunting task especially when you have been stuffing your face full of sausage, schnitzel and dumplings stuffed with [...]