Trade Secrets Blog


How Event Marketers Can Excel at Efficiency in the New Year

Posted January 14, 2015 | No Comments » |

How Event Marketers Can Excel at Efficiency in the New Year Managing a trade show or event marketing program can be overwhelming even for uber-organized event pros. Most will even admit that they could operate more efficiently, but they have difficulty pinpointing exactly what to do. Plus, their comfort with the status quo (old habits) might be standing in the way. Before you launch into another year fraught with inefficiencies, review your processes and tools, so you can identify areas that are bogging you down. Use the following four-pronged approach … Read More


5 Reasons Why Your Brand Voice May be Having an Identity Crisis

Posted December 31, 2014 | No Comments » |

Developing and delivering a consistent brand voice is one of the key lynchpins in a successful marketing plan. From fledgling brands that are just getting off the ground to vintage brands that have transitioned over time – identifying and delivering a consistent brand voice is critical for brands big and small. At The Trade Group, our creative design team works with clients to ensure that the company’s brand voice comes through in the custom graphics, trade show exhibits and marketing materials we create for them. Some clients have a clearly … Read More


Avoid the Mundane, Why You Should Ask Intelligent Questions at Trade Shows

Posted December 30, 2014 | No Comments » |

A recent industry blog post offered readers a variety of icebreaker questions they could use to start conversations on the trade show floor. The goal, of course, is to draw prospects into the exhibitor’s trade show booth to take the conversation further.   At first blush, a casual opening question may stop an attendee in his or her tracks, but at the end of the day, you need to entice the prospect to extend the conversation. Discussing the weather or who won the game only goes so far, and it won’t … Read More

double decker

Movin’ On Up: How to Capitalize on Extra Space in Double-Deck Exhibits

Posted December 29, 2014 | No Comments » |

If your trade show exhibit is busting at the seams, it may be time to expand to a larger space. You could extend your booth space outward, which will increase exhibiting costs, but have you ever considered expanding upward? Along with additional space, double-deck trade show exhibits provide major visual impact on the trade show floor along with privacy for exclusive meetings and special events.   Think a double-deck trade show exhibit might be a good fit for your organization? Here are seven ways to use that extra space for … Read More

to do

Top New Year’s To-Dos for Trade Show Managers

Posted December 27, 2014 | No Comments » |

As we kick off another new year, now is an opportune time to take stock of last year’s accomplishments and make plans for the coming months. Savvy trade show managers will carve out time early in the year to assess the health of their trade show exhibit/s (and related resources), plan for staff training and education and weigh options for improving event marketing ROI in the new year.   If you want to make the most of your trade show program, be sure to include the following items on your … Read More