On February 28th, 2017, Malcolm Gilvar, Executive Vice President of Sales at The Trade Group, led a seminar on Booth Staff Training and how to improve your current show floor system. According to Gilvar, companies can expect to see an “increase of 36% in ROI from first time you implement booth staff training in your program.” Trade shows are a crucial opportunity to connect with attendees and convert them into potential clients. 56% of attendees rate trade shows as having the most value of any face-to-face marketing interactions. In person sales calls are a distant second at 26%. People are going to shows to find what they need—90% of trade show attendees use trade shows as their number one source of purchasing information, and 57% of attendees will make a (show-influenced) purchase decision within 12 months. // read more
One of the biggest challenges most trade show and event marketers face is doing more with less. Budgets remain tight and pressure to deliver more ROI continues to mount. Fortunately, a few small investments – of your time and budget dollars – can deliver big results.
To help you prepare for the new year, we’ve assembled the following 7-step guide to help you evaluate and leverage your marketing resources for 2017 and beyond. // read more
Just as technology evolves and expands, so does the demand for better, more relevant, more engaging advertising. People always want more, meaning companies can’t put out the same advertisements they did 30 years ago or even 2 years ago. Technology ages and becomes outdated on an exponential level, which raises the stakes on making an impact and connection with your target audience. You can’t rely on email and snail mail to reach your potential customers—chances are they will delete and throw out your ads without even giving them a second glance.
You also have to consider the purely technological obstacles of multiple platforms and the demand for a seamless transition across the board. Your ad needs to be just as compelling on a smartphone as it is on a desktop and tablet because people do not want to adapt their screen to fit your ad, they want to be accommodated. Otherwise, it’s viewed as an annoyance, which kills the effectiveness of your campaign. // read more
When The Trade Group’s design team was fleshing out ideas for our Pennuto™ line of modular trade show displays, creating an exhibit that streamlined product displays and demos was a top priority. Enter the new, customizable, 20’x20’ Turin display.
As with other display designs in the Pennuto line, the goal with the Turin was to create a space that feels like a unique, freestanding environment when you enter the exhibit. While the Turin’s clean, modern design is beautiful and functional as is, the exhibit can be customized with 360 degrees of branding to create a cohesive, enveloping feel. // read more
When jeweler Kim International needed a “new” trade show exhibit for the JCK jewelry show in Las Vegas, they reached out to The Trade Group for help. The JCK exhibition is one of the biggest jewelry shows in the country, and Kim needed a 20’x30’ exhibit design that would distinguish the jeweler from a sea of competitors. // read more
Thursday, October 13th, 2016: As The Trade Group prepared for its highly-anticipated 30th Anniversary celebration, every department felt the quiet buzz of suspense as the hour drew closer for guests to arrive. Weeks of planning, coordinating, designing and constructing were finally coming together as a concerted effort for the big night. From installing a new showroom to setting down flowers at the entrance, no detail was left untouched—even printed name tags for each RSVP guest. // read more
While you may think of The Trade Group as an exhibit design and event marketing services firm, we want to let you in on a little secret. We also have an event services team that helps organizations plan and execute live events such as trade shows, corporate events, esports gaming tournaments, annual sales meetings, speaking events and more.
The truth is the event services and coordination aspect of our business evolved naturally over time. You see, after 30 years in the face-to-face marketing industry, we’ve not only designed thousands of trade show exhibits, we’ve spent umpteen million hours by our clients’ sides, making sure their exhibits made it to the appropriate destination and were set up and functioning on time. // read more