Trade Secrets Blog


“Want it All” Young Professionals Take Center Stage

Posted April 17, 2015 | No Comments » |

Last September, Trade Group analysed a CEIR study delving into the motivations and behaviors of young professionals when they choose to attend trade shows. The study dives into great detail locking into younger attendees — what pre-show marketing tactics are effective and why they choose to attend one exhibit over another. In the most recent CEIR study, the coin is flipped. The angle is that of young professional exhibitors, what motivates them to exhibit, and their attitude towards the businesses they represent. As the study points out, this subject is … Read More


Giveaways: Dos and Don’ts

Posted April 10, 2015 | No Comments » |

Giveaways are one of the most iconic images of the trade show industry. You will rarely, if ever, find a trade show event without exhibitors giving out some form of branded SWAG (the hip acronym for “stuff we all get”) to generate at-show buzz. From BamBams (obnoxious plastic stick instrument things) to iPods, the possibilities — and budgets — are endless for companies looking to go the extra mile. While handouts and giveaways can be an effective and cost-effective way of evangelizing your brand, there’s a method to the madness. … Read More

Trade Show Exhibiting

Go Big or Go Home?

Posted April 3, 2015 | No Comments » |

The moniker “go big or go home” isn’t an uncommon sight in the trade show industry. Since the resurgence of trade show exhibiting following the recession, more companies are considering major spends on trade shows than in previous years. Still more companies are contemplating jumping into the trade show waters for the first time to see what kind of return they can expect in future endeavors. But, is going “big” the best option? Well, that depends. The branded double deck exhibit donned in all the bells and whistles is not … Read More


Multimedia Technologies, a Looking Glass into your Brand

Posted March 31, 2015 | No Comments » |

By providing an immersive customer experience, multimedia technology acts both as an icebreaker and a valuable information source for customers. Crafting an experience that includes branded videos, interactive demos and streams of live events not only helps attract target audiences, but gleans meaningful insights into an exhibition’s success. Attract Crowds You only have seconds to make an impression at any given trade show. Strategically crafted visual media creates a competitive advantage by offering an experience that matches customers’ contemporary expectations. Provided the product tailors to a company’s target audience, digital … Read More


Q/A with Trade Group VP of Design Mike Graziani (March 2015)

Posted March 19, 2015 | No Comments » |

Q/A with Trade Group VP of Design Mike Graziani (March 2015) Mike Graziani is The Trade Group’s Vice President of Design and has been with TTG since 1997.  He manages one of the most comprehensive design departments and talented creative teams in the trade show industry. Mike oversees all activities of the design department, from graphics and exhibit structure to video and motion graphics, and helps to shape the creative direction of all Trade Group projects. When you first approach a client, what are the first steps taken to get … Read More