Trade Secrets Blog

6 Reasons Face-to-Face Marketing Programs Underperform: Part 2 of 2

Posted April 17, 2014 | No Comments » |
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In part one of this two-part post about why some face-to-face marketing programs underperform, we covered planning, pre-show marketing and outdated trade show displays. To follow up, part two will cover challenges pertaining to staffing, lead follow up and analyzing results. Let’s kick off part two with staffing miscues. Missed Part 1? Read it here. 4. Not staffing properly (both in number and quality). Engaging with a rapid onset of prospects over a few short days takes talented, well-trained booth staff. It’s also crucial that you have the right number [...]

6 Reasons Face-to-Face Marketing Programs Underperform: Part 1 of 2

Posted April 15, 2014 | No Comments » |
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Trade show marketers can spend untold hours planning and executing their trade show marketing programs. Some succeed, while others fall short. Even worse, some organizations don’t even develop a plan, take time to set goals or evaluate ROI. Successful trade show marketing requires a holistic approach that includes considerations for setting goals, pre-show marketing, exhibit design, key messaging, booth staff training, lead management and measuring results. If you’re failing to reach your face-to-face marketing goals or need help kicking your marketing plan into high gear, read on. Face-to-face marketers don’t [...]

Increase Trade Show ROI by Leaving a Memorable Impression

Posted April 10, 2014 | No Comments » |
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Event and exhibition pros often talk about the importance of attracting attention to trade show booths. This is true, however it’s just as important to leave a positive, lasting impression on attendees so they remember your brand later. If a prospect forgets about your business as soon as they leave your booth, your odds of turning them into a customer are negligible. Fortunately, there are a number of tactics exhibitors can use to improve their brand’s memorability factor at trade shows. Contact prospects before the show. Use pre-show marketing (postcard, [...]

The Trade Group® Named One of Event Marketer’s 2014 Fab 50

Posted April 8, 2014 | No Comments » |
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The Trade Group was delighted to hear that we were chosen as one of Event Marketer magazine’s 2014 Fab 50. The list, which is in its second incarnation, is the only editorial listing of top exhibit builders in the U.S. The magazine created the list as a resource for organizations in search of “quality, progressive partners” in the exhibit fabrication industry. How Fab 50 Originated The goal of the Fab 50 was to offer a comprehensive list of the top fabricators to help marketers and purchasing agents understand “who’s who” [...]

Exciting Design Trends Showcased at Euroshop2014

Posted April 7, 2014 | No Comments » |
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This post was written by Malcolm Gilvar, the Vice President of Sales and Marketing at The Trade Group A few weeks ago I attended Euroshop in Dusseldorf, Germany. This show only happens every three years and is the largest show in the world for the retail and exhibition marketplace. There are 16 halls and more than 100,000 people who fill them over the four days of the event. For those of us in the exhibition industry, this show is not just an excuse to dust off our lederhosen and sample [...]