Tips When Attending Trade Shows

Trade shows can be an excellent opportunity for you and your business, whether you are an entrepreneur or you’re representing the company you work for. Thousands of people set up trade show booths and trade show displays across the country at a huge variety of industry events. However, many people don’t know how to take advantage of the opportunities a trade show offers. Some plan on simply attending, setting up their trade show booth, and then staying there all day hoping to attract new business.

Manning a trade show display is only part of the reason you should be attending a trade show. The other vendors at a trade show can provide you with a wealth of new information and contacts in your industry; all accessible in the same room on the same day—this is the unparalleled attraction of a trade show for your business.

If you plan to attend a trade show, make sure you are not the only person there representing your company, even if you are a small business owner with few employees or a sole proprietorship. You will need at least one person to staff your trade show booth, and another to walk the floor taking in the other trade show displays.

If necessary, get your spouse or a good friend to come with you and give them a crash course on how to handle your trade show booth while you check out the other vendors – and only do so when it is slow so you don’t miss important business opportunities. When you make reservations for the hotel you will stay at during the show, try to find a room as close as possible to the actual location—preferably within walking distance. That way, you won’t have to bring anything with you to the venue other than the materials for your trade show display.

Before you attend a trade show, go over the list of vendors who plan to put up trade show booths. Make lists of the vendors you must see, the vendors you would like to see, and those you can live without seeing. You may even be able to schedule appointments with your top priority vendors.

Research the companies and determine ahead of time what you would like to find out from each trade show display and what your goals are regarding each vendor: are they competition, or a potential contact? If they are a potential contact, how would they specifically benefit your company? Have questions ready to ask vendors to save yourself time walking the floor.

Another good time saving strategy is to obtain a map and a directory of the trade show when you arrive on location, before the show begins. Use the map to plan your route, and check your prioritized list of vendors against the directory to find out whether any vendors have been added or dropped out.

During the trade show, be active in your quest for information. Don’t feel bad about passing by trade show booths that don’t interest you. Like you, they are attending the trade show to generate new business, and they don’t want to waste time talking to someone who isn’t a potential customer.

Visit your targeted trade show displays, engage in a dialogue with the vendors, and ask questions. If the trade show booth offers handouts, samples or other materials, take only those you actually want to find out more about. It can be difficult to tote a loose stack of glossy brochures, catalogs, and bulky product samples around a busy trade show floor.

If possible, arm yourself with an empty briefcase or duffel bag to stow materials. Use your time wisely to gather intelligence on your competition and make new industry contacts that will benefit your company.

When the trade show ends, especially if it is a multiple-day event, take the time to make notes and organize the materials you gathered before you leave the event. If you need to mail reports, brochures or other materials to your colleagues, prepare the mailings right away while “who gets what” is still fresh in your mind.

Make sure to store your trade show display safely so nothing is damaged and you can find everything you need the following day. When you return from the trade show, remember to follow up with the contacts you have made—and start preparing for next year’s trade show!

Introduction to Trade Show Exhibits

When you are planning for your next trade show exhibit you should look back to when you were only browsing the many different booths, exhibits, and displays. Remember what type of exhibits got your attention. Your presentation should also draw the crowd.

Before you just rush out and purchase displays for your trade show exhibition you must take into consideration many different aspects of how you desire your presentation to look and feel. You know you want it to speak to the potential customers that are passing by and hopefully bring them over so you can speak with them. Your exhibit must get their attention so will they walk over, and then you can get their undivided attention.

You must first decide which type of exhibit will be the best to present your products, services and your company image. You should also consider your budget. No matter what your budget you can find the perfect trade show exhibits that will convey your message with the image that you want others to see.

The size of your trade show exhibit can either make or break you. If you have one to large, the exhibit will be overwhelming and if you choose one to small it will look overcrowded and cluttered. The most common sizes for trade show exhibits are 10 feet by 10 feet, 20 feet by 20 feet, and 10 feet by 20 feet. Within this size limitation, you must also choose from pop-up designs, panels or complete Truss trade show display booths.

In the 10 feet by 10 feet size, you can find some great displays in various styles and designs. With the Clever 10 foot panel, you can choose from Backlit Header, lights, the color that you prefer for the lower panel and a different one for the upper panel. The benefits of using these panels are that they are sturdy and durable but very lightweight and easy to transport. The average weight of these panels is around 130 pounds.  The Genius I 10 foot panel you can also choose whether you want lights, the counter base color, Counter Laminate Color, the color of the lower panel and the upper panel. The features of this type of panel is that it is a folding panel display system, has 6 upper hinged panels, 6 lower hinged panels, 1 backlit header and lights, 1 alcove counter top and 1 alcove counter base. This wonderful panel is very impressive for all types of displays and normally weighs around 200 pounds.

If you prefer a larger size like the 20 feet by 20 feet, you should like at the features that are included with pop-up displays and Truss display booths. The best pop-up display of this size is the Trilogy 20′ x 20′ Island Pop up Trade Show Display. The features of this unique display are that it is in actuality three trade show booths in one. It has the 10-foot wide back-to-back exhibiting area that creates a triangular or star shape. If gives you the ability to present your products or different aspects of your company all the way around the display. You will also be able to choose the color and fabric that you desire along with a case to counter conversion kit and the colors and fabrics of this kit, lights, shelf package, Backlit Header Package and Reconfiguration Panels. 20 feet by 20 feet Truss booths come in a few unique styles such as the Cassiopeia, which features a steel construction; high shine silver color, 4 tabletops, and the ability to assemble with just four screwdrivers that are included. The Centaurus features the same quality steel construction, the high shine silver color, 24 silver spotlights, and the ability to add tabletops in either light wood or silver in color. The Neptune is sure to grab attention with features like a modular system that is quick and easy to assemble. The Jupiter is another modern and innovative display which gives you great features such as high shine silver color, quality steel construction, 6 tabletops in either light wood or silver, 8 silver spot lights, and easy to assemble with screw drivers that are included. The Vega is similar to other Truss booths but is an eye catching and appealing booth with options for tabletops, colors, and design.

The 10 feet by 20 feet size of displays gives you styles and designs to choose from such as pop-display’s, panels, and Truss booths. All of these also have many unique styles and designs that are sure to aid you in presenting your products, your company, or your services in a manner that is not only unique, stylish and original, but with prices within your budget.

Tips When Displaying at Trade Shows

Almost all products being sold in the market today have already been sold before by their competitors but what makes other products a hit despite their being new in the market? Most entrepreneurs say it is a matter of marketing your products to your target market.

Marketing can be done in various ways depending on the expertise of the marketer. However, one common way to market a new product is through participation in trade shows. Trade shows are held at any time of the year and they do attract buyers and prospective customers.

There are general trade shows but you can choose from niche trade shows depending on your area of business. Companies join trade shows not so much for actual selling but most importantly for showing off their products and for the possibility of getting bulk orders during the trade show.

A company or a sole proprietor planning to join a trade show should take note of the following:

1. Able personnel to man the trade show booth. A trade show is not just an ordinary selling venue but it is a venue where prospective clients abound so make sure that you send your best personnel to man the booth. Some companies take trade shows for granted and allow inept personnel to watch the booth. The people who are put in charge of your trade show booth can make or break your product. A good staff with public relations skill can attract more clients to your products. It is also important to instruct your booth personnel to dress properly depending on the venue of the trade show. Business attire will always be safe.

2. Invite visitors to your booth. The booth personnel must be trained and instructed to invite visitors to the booth. Most visitors walk away from trade show booth when they see the staff busy with their own thing. Tell your staff the main reason why they were assigned to the trade show and that is to get as many visitors to see your products. Booth personnel should be able to answer questions from the visitors because the visitors may already be potential customers. A booth demo will catch the attention of visitors especially if the demo is useful to them.

3. Prepare your brochures, leaflets and business cards and make sure you do not run out of them.  Always expect plenty of people to visit trade shows so never be caught without your marketing tools. Imagine if a potential client asks for your brochure or your card and then you cannot give him anything just because you did not prepare for an influx of people. It is better to have plenty of left over marketing materials after the show rather than miss the opportunity of showing off what you have to offer.

4. Keep a visitors’ book. Most companies who join trade shows require visitors who get their free marketing materials to sign up in a guestbook. However, only a few of these companies will communicate with the people who signed in their guestbook. Be creative and use the guestbook as a sourcebook for potential clients. The people who visited your booth and who got your materials are definitely interested in your products or else they will not even glance at your booth. Why not take advantage of their contact information?  Mail them a thank you letter along with more information about the product and where they can buy the products.

5. Promote your products but do not be too pushy. Visitors are often turned off by very eager booth personnel who call out to the visitors using their loudest voice. No one would want to visit your booth if your personnel are boisterous. Allow the visitors to go inside your booth and look at the items you have on display but always keep a welcoming smile. Entertain their questions and try to respond to them accordingly. Never shout your words of welcome to the visitors since they might feel defensive all of a sudden and decide against looking at your products.

Anatomy Of A Successful Trade Show Exhibit

A trade show, also known as a merchandise show or market week, is an exhibition or a business gathering organized by companies that showcase and demonstrate their new products and services and also their latest offerings. Trade shows also provide opportunities for companies to meet their customers, to learn new trends and to identify new prospects.

Trade shows are not open to the public and can only be attended by company representatives, members of the trade and members of the press. One advantage of holding a trade show is that it shortens the time it takes for companies to look for prospective customers. But the major disadvantage is that customers and prospects pay little attention to the many exhibitors and their products due to the many distractions and the busy atmosphere inherent in trade shows.

Exhibitors can make effective use of trade show displays in trade shows to direct visitors to their main display area. Trade show displays are used to give visitors a better understanding or appreciation of the products or services being marketed. Although exhibitors are only supposed to put their trade show displays within the confines of their designated trade show exhibit area, exhibitors also display items in strategic areas of the fair grounds. Trade show displays often used include banner stands, counters and cabinets, panel display etc. that clearly display the company logo, basic company information and company slogan.

The trade show booth is an important component of the trade show display as it aims to enhance the brand and marketing experience for the visitor. It facilitates valuable direct face-to-face contact between the companies and their prospective customers. The whole booth set-up includes counters kiosks, lighting, flooring, literature racks, banner stands and high impact graphics, with the booth design, the staffing and the handouts the main factors to a successful trade show booth.

Many companies prefer to rent pre-owned trade show exhibits and displays rather than to buy or to create them from scratch to save on the trade show booth construction costs and also on the expense of warehousing the displays after the trade show is over.

Trade shows demand a lot of work and effort, and exhibitors have to plan well in advance so as to make the trade show a success. It is because any successful trade show offers exhibitors with a very valuable opportunity to build relationships face-to-face with their clients and to close lucrative business deals.

The ISA International Sign Expo 2017 enjoyed a record-breaking show in Las Vegas.

Held April 19-22 at the Mandalay Bay Convention Center, the annual trade show and conference for the sign, graphics and visual communications industry broke its own attendance records, with more than 20,500 industry professionals, including just under 600 exhibitors, spanning a sold-out, 210,000 square foot showfloor.

At the time of the show’s opening, dozens of exhibiting companies remained on a waiting list, hoping to secure their spot on a packed expo floor.

Last year, the event attracted 20,044 participants, including 566 exhibitors spanning 200,705 sq. ft. of exhibit space at the Orange County Convention Center in Orlando.

In addition to overall attendance, ISA International Sign Expo blew past its educational event projections, surpassing previous records by nearly 40 percent.

Several co-located events also experienced record attendance, including the National Sign Research and Education Conference, which joined ISA International Sign Expo for the first time.

Sponsored by the Sign Research Foundation, the sold-out NSREC drew in academics, students, researchers, planners and designers, with attendance 220 percent higher than its previous record.

In addition, the XDP program brought in architects, designers, buyers and end users to ISA International Sign Expo while the ISA Elite included 34 young professionals in the industry.

“There is no doubt that ISA International Sign Expo is the only trade show that brings together the breadth of the sign, graphics and visual communications industry and those who influence it,” said Lori Anderson, ISA president and CEO.

She continued, “Every minute of the four-day education and trade show offered opportunities to make valuable connections, learn groundbreaking ideas and see innovative products and services to help businesses grow.”

Adding to the buzz on the expo floor were a host of product introductions, ranging from groundbreaking print innovations to the latest in workflow solutions and LED lighting.

“Getting to see these innovations in action can propel businesses and the industry forward,” Anderson said.

She added, “It is early enough in the year that sign, graphics and visual communications companies can capture these innovations to make 2017 one of their best yet.”

To capitalize on the show’s growth, ISA plans to expand the expo footprint for its 2018 event, set for March 21-24 at the Orange County Convention Center in Orlando.

ISA International Sign Expo ranks No. 112 on the TSNN 2016 Top 250 U.S. Trade Shows list.

Stop Selling Exhibit Space, Start by “Selling” the Data First

April 21, 2017
Eric Misic

Eric Misic is the VP of Business Development and Co-Founder of ]]>Bear Analytics]]>. Serving as Bears’ data evangelist, he uses his 15 plus years of trade show, conference and large association event experience to ensure Bear’s solutions are actionable for the marketplace and can be easily translated to accelerate growth in marketing, attendee acquisition, and sales activity.

Recently, I was reading a blog for sales professionals: ]]>4 Trends Dominating Customer Engagement That Sales Teams Need to Know About.]]> It highlighted the fact that customers are more informed than ever about the product or service you (the sales professional) are attempting to sell them.

The information age has increased the transparency of the consumer -sales person dynamic. This transparency also, logically, applies to your competitor’s product/service(s).  The standard practice today is to Google everything before getting on the phone with you or your company. You and your brand are going to be scrutinized and reviewed for social media profiles, reviews, and referrals, all resulting in more information about what others think of your brand (gulp). So what can you do?


Why are companies coming to events?

They believe that during the 2, 3, 4, or even 5 days of your event, they are going to receive some return on their monetary investment and time commitment.

The dreaded and overused term: ROI.

So, your customer is more informed than ever, they are focused on increasing ROI, which can be done by reducing the spend. However, some seasoned, successful, and smart exhibit sales professionals are leading the conversation with “we have a great space available at the front of the trade show floor”.

Stop selling exhibit space.  Start “selling” the data. Data = differentiation!

What data about your event is relevant to your customers? Whether you are selling exhibit space, membership,sponsorships or widgets, the same rules apply. Some of you are already doing it – pie charts with job title breakdown ring a bell?

Know the information that your customer is craving about your product and service and deliver it in spades.

Some data delivery ideas for event sales professionals.  Hint: Look to your event partners

Do you have an event App?  Can you harvest the interaction data and create custom reports for top attendees?

Social engagement. Does your event have a hashtag? Are you aggregating that data to identify key program sessions?

Face-to-face meeting tools? Are you supplementing your sponsorship deliverables with an engagement report?

Show your attendees you value their investment and are watching to ensure they are operating efficiently in your event environment. When you do that, you’ll find that you are selling data first and that dreaded term… “ROI” will finally have an answer.

Complimentary Webinar: All YOU Need to Know About Event Technology Trends

April 21, 2017

If you’re an exhibition organizer, you may be wondering how your peers are handling some of the critical issues surrounding event technology – addressing the large number of choices, budgeting, security, trends, and data insights.

If you’re an event technology company, you’re likely interested in what organizers are looking for, where they’re investing their technology budgets, and how your technology can fill those important gaps.

Register ]]>HERE]]>.

This TSNN Webinar, moderated by Michelle Bruno, will explore where exhibition organizers are right now with respect to implementing and profiting from event technology and where they need to go.

Attendees will learn:

·        Ways that event technology is being used in the exhibition industry

·        Where organizers are spending money on event technology

·        Event technology developments and trends

·        Some of the current uses for event data

·        What organizers see as the challenges and opportunities of event technology

·        Security considerations for event technology

Guest Panelists:
Tahira Endean, CMP, meeting planner and event producer of the BC Tech Summit
Elizabeth Glau, attendee experience manager for the International Society for Technology in Education (ISTE)
Jay Tokosch, CEO and co-founder of Core-apps

This webinar is made possible by the generous sponsorship of ]]>Signature Boston / MCCA]]>]]>Core-apps]]> and ]]>Onstream Media]]>

HIMSS Expands Global Educational Offerings, Acquires Health 2.0 Conferences 

April 21, 2017
Lisa Plummer Savas

Lisa Plummer Savas is Content & Marketing Editor for TSNN. 

In an effort to expand its global educational offerings to new and existing audiences, the Healthcare Information and Management Systems Society has acquired the Health 2.0 conference division.

Going forward, HIMSS will establish a new Health 2.0 business unit within its organization that includes HIMSS North America, HIMSS Analytics, HIMSS Media, HIMSS Europe, HIMSS AsiaPacific and the Personal Connected Health Alliance.

“Bringing Health 2.0 into the HIMSS enterprise is a major expansion of our available resources to achieve better health through technology,” said H. Stephen Lieber, HIMSS president and CEO.

He continued, “This approach will align the knowledge and expertise from the Health 2.0 global network of entrepreneurs, developers and end users engaged in the most leading-edge technologies with that of clinicians, IT professionals, executives, policy leaders and other health IT stakeholders to empower and enable people to live healthier lives.”

With no plans to change the type or scope of the Health 2.0 conferences, HIMSS will instead look to expand its own educational offerings with a stronger focus on start-up technologies in digital health, according to Lieber.

Indu Subaiya, M.D., CEO and co-chairman of Health 2.0, will join HIMSS as executive vice president for the newly established Health 2.0 business unit and continue to co-host Health 2.0’s Annual Fall and Wintertech conferences.

As co-chairman of Health 2.0, Matthew Holt will continue to co-host Health 2.0’s Annual Fall and Wintertech conferences and host Health 2.0’s international conferences. 

In support of HIMSS’s ongoing vision of better health with IT, the conferences are designed to align new audiences and innovative technologies with quality educational programming.

Health 2.0 launched its first conference in 2007 and now holds three regular conferences in the U.S., with others in Europe and Asia, including Health 2.0 Europe; HXR-HxRefactored; Health 2.0 11th Annual Fall Conference; Tech for Precision Health; Health 2.0 India; Health 2.0 Japan and Health 2.0 Wintertech.

During the past decade, Health 2.0 has welcomed more than 25,000 global conference attendees, hosted 4,000-plus demos and introduced hundreds of new companies to the health technology industry. 

“Since the mid-2000s, Health 2.0 has gone from a fringe movement representing bleeding-edge technologists, patients and clinicians to being an ecosystem of thousands of companies working with all stakeholders to improve the healthcare experience for everyone,” Holt explained.

He added, “We’re thrilled to be working with the largest and most influential organization in health IT – HIMSS – (and) to take the movement mainstream.”

Health 2.0 will continue to independently operate its Catalyst@Health 2.0 division, which conducts innovations programs such as code-athons, developer challenges and pilot programs for clients including government agencies, pharmaceutical companies, hospitals and health insurers that leverage the market research powered by Health 2.0 Source Database.

“The creation of a Health 2.0 business unit within HIMSS represents a natural evolution, as digital health technologies are increasingly adopted and integrated by established healthcare organizations,” Subaiya said.

She continued, “We believe that the union of our businesses and ecosystems will offer unparalleled access and provide new mechanisms for early-stage innovation to permeate and transform the entire healthcare industry in the US and globally.”

Email Personalization Can Bring You Top Email Results and More Engaged Customers

April 21, 2017
Juli Cummins

As the Digital Media Marketing Manager at ]]>a2z, Inc.]]>, Juli Cummins’ priority is to educate exhibitors and attendees about a2z’s online solutions that can enhance their event experience.

So, how do we do this? Before you can personalize anything, you need to know who you are talking to.  As usual, the champion (and yet at times the thorn in any marketer’s side) is DATA. You need to know and collect as much information from your exhibitors, sponsors, and attendees as possible. I know that this is no easy feat if one is new to digital marketing but start by taking baby steps.

Take a look at your current databases and lists. What information do you already have that can help you know your email recipients on a more personal level? I bet you know their first name! This then is where you can start.

It has been shown that email open rates increase by 20% just by adding the recipient’s name in the subject line (source: ]]>]]>). If a name results in so many more opens, just imagine what can happen if you personalized your communications by knowing just a little bit more about each person.

For example, you can use geographic location, title, company name, product interests, website behavior, and more. History such as registrations for sessions or purchases related to sponsorships can also be harnessed for personalizing your email messages.

In my inbox, I see good examples of personalization all the time, just as I am sure you do too. Pinterest is known for sending its users recommendations based on their current pins and activity. This may seem daunting, but even if you segment your attendees into three groups based on the session types or session tracks they engaged with last year you will be addressing them on a more personal level than if you sent just one blanket email about registering for sessions.

You can gather this session info from their past saved itineraries if you offer a planner tool on your website or in your event app and this information may also be available in your registration data if you have paid sessions.

You can use personalization for reaching exhibitors too. You can tailor your copy to speak to exhibitors of varying sizes. Simply by dividing your list by the size of booth purchased and then speaking to those segments about planning tools and deadlines that they would be most concerned about can engage the reader on a deeper level.

For exhibitors who purchase 400 square feet or more of booth space you may target them with specific sponsorships and remind them of hanging sign deadlines, etc. LinkedIn sends personalized emails with news announcements that they think the reader will be interested in based on the industry that the reader works in and other news items they have interacted with on the site.

If you don’t feel you have the data to personalize your messages this doesn’t mean you can’t get the information. Think carefully about the best ways to segment the messages you want to send to your exhibitors and attendees and then decide what data you would need to target your messages appropriately. 

This data can be gathered at booth sign-up, registration, or even through the attendee’s website activity. As you gather more valuable data you will see new possibilities for segmenting your audiences and personalizing your messages more.

Nominations Open for The Expo Group Show Manager of the Year Awards

April 20, 2017

Nominations now are open for The Expo Group Show Manager of the Year Awards. Deadline to submit is June 8.

All event professionals in associations and corporate entities with authority for bringing attendees and exhibitors together are eligible.

Since 2000, the crystal SMOTY obelisk trophy has been presented to those behind-the-scenes pros creating amazing experiences within their exhibition and convention.

Each winner also is honored with a donation to their favorite charity and recognition industry-wide. Since 2000, over $80,000 has been donated to charity by The Expo Group in honor of SMOTY winners.

Four trophies will be presented this year at the Trade Show News Network Awards, held Aug. 21-23 in conjunction with Connect Expo in New Orleans.

Tier I: 1 to 200 booths

Tier II: 201 to 700 booths

Tier IV: 701 to 1500 booths

Tier V: 1501 or more booths

“Rewarding outstanding event professionals regardless of the size of their show or their membership in any organizations is the simple objective of the SMOTY Awards,” said The Expo Group President and COO Randy Pekowski.

He added, “I am always impressed by the nominees, whose achievements are examples from which we all can learn.”

SMOTY awards are open to all trade show managers, not just clients of The Expo Group. Self-nominations are accepted and encouraged.

An independent panel of judges reviews all candidates for their innovative practices, commitment to success, premier customer service and ability to overcome obstacles.

Nominations must be submitted by June 8 at ]]>SMOTY NOMINATIONS]]>

UBM’s N.Y. Fashion Shows Add POOLTRADESHOW, BLUE@Intermezzo to Line Up

April 19, 2017

UBM Fashion has added two shows –  POOLTRADESHOW and BLUE@Intermezzo – to its NY Women’s May marketplace, for a total of six shows: Accessorie Circuit, Intermezzo Collections, Accessories the Show, Fame and MODA, opening May 7-9 at the Jacob K. Javits Convention Center

BLUE@Intermezzo, the first-ever platform dedicated to showcasing premium denim brands, will exhibit between the major women’s fashion markets. 

“Retailers rely on Intermezzo Collections to circle back around after the larger shows and regional markets to sharpen their assortments, address of-the-moment trends and fill in their inventory to carry them through the rest of the season. BLUE@Intermezzo is the perfect opportunity for denim brands to distribute their replenishment inventory as well as pick up new business,” said Peter Berta, director Accessorie Circuit/Intermezzo Collections.

POOLTRADESHOW, described as “a breeding ground for art-inspired and independent fashion brands”, will serve a carefully merchandised show and features everything from unique apparel and accessories to lifestyle, apothecary, home goods and stationary, introducing a unique selection to the east coast market.

Exhibiting brands include YRN, JOYN, Wicked Heathens, and Blue Planet.

“We couldn’t be more excited about offering the POOL experience in NY to brands that have not been able to make it to Vegas yet, or to brands looking for a unique and affordable show like ours on the east coast. In addition, retailers will have a fresh opportunity to shop what is happening now and next,” said Jason Peskin, POOLTRADESHOW show director.

As an added benefit to UBM brands and retailers, POOLTRADESHOW’s SWIMLESSONS now will serve as an educational forum for new and established brands across all UBM Fashion’s portfolio.

The educational series presents influential and experienced leaders in the industry sharing knowledge and experiences on how emerging designers can establish themselves in the competitive market.

NY May Women’s Market Shows

· Accessorie Circuit | Showcasing a comprehensive presentation of women’s accessories, Accessorie Circuit features designer and contemporary jewelry, handbags, footwear, scares, belts and gift items.

· Intermezzo Collections | The perfect opportunity between major women’s fashion markets to discover and shop the current trends, Intermezzo Collections features all ready-to-wear classifications contemporary, activewear, casual and denim hosting two neighborhoods; CANVAS and BLUE@Intermezzo.

· POOLTRADESHOW | Tailored for the boutique buyer featuring everything from art-inspired fashion and accessories for women, to lifestyle, apothecary, home goods and stationery and hosting the CASH & CARRY neighborhood.

· Accessories the Show | A vibrant collection of fashion and lifestyle accessories from classic and trend-driven brands previewing immediates and cold weather accessories. This May ATS will present The Nest; a neighborhood focusing on new & emerging designers, a trend presentation with Accessories Magazine, and a Swell Lounge; giving away 1,500 co-branded water bottles. 

· Fame | Where retailers discover young contemporary, trend-driven and dynamic collections for women’s and juniors; introducing this May a curated point of purchase section of brands.

· MODA | Showcasing a mix of accessible ready-to-wear focusing on Fall/Winter collections with a strong fur assortment. This May MODA will introduce eveningwear.

ASAE Unveils 2017 Gold Circle Awards Winners

April 18, 2017

The American Society of Association Executives unveiled the winners of the 2017 Gold Circle Awards competition, which denotes excellence, innovation, and achievement in association/nonprofit marketing, membership, and communications programs.

The Gold Circle Award for Overall Excellence will be announced during ASAE’s 2017 Marketing, Membership & Communications Conference (MMCC), May 2-3, in Washington, D.C. 

The 2017 competition received 172 submissions. Over 80 judges from different associations, nonprofits, and for-profit organizations evaluated the submissions this year. The awards are sponsored by High Roads Solution.  

“Our members submitted fantastic entries this year, and we had several categories with multiple winners. The quality of work our judges see always make it a difficult decision on who receives a Gold Circle award,” said Lisa Claydon, CAE, director of marketing Communications at Association of Corporate Counsel and chair of the Gold Circle Awards Committee.

She added, “In a few weeks, we are going to have a fun, interactive session at MMCC, so attendees can learn strategies and tactics that worked well and utilize them in future campaigns.”

Here are the 2017 Gold Circle Awards winners:

Convention/Meetings Campaign

Society for Simulation in Healthcare; IMSH 2017 Conference Marketing Campaign


American Osteopathic Association; The DO


American Academy of PAs; PA Central Member and Nonmember E-Newsletters

Media/Public Relations/Advocacy Campaign

American Society of Anesthesiologists; Protecting Safe VA Care

Computing Technology Industry Association; Make Tech Her Story

Member Retention Campaign

Recreational Boating & Fishing Foundation;  New Angler Retention Pilot Program

The Enrollment Management Association; It’s all about retention.

Membership Recruitment

American Academy of PAs; AAPA Recruitment Campaign: Savings and Advocacy

New Product/Service Launch Campaign

American College of Cardiology; ACC International Regional Conferences

Print Magazine

American Massage Therapy Association; Massage Therapy Journal


Emergency Nurses Association; Rebranding Membership: Charting a New Path

American Osteopathic Association; Doctors That DO


American Physical Therapy Association; #ChoosePT Public Service Announcement


National Athletic Trainers’ Association; NATA Website Redesign

For more information on the winners, visit ]]>Gold Circle Awards]]>.

Fearing Fear Itself

April 15, 2017
Charles Olentine

Charlie Olentine, CEO of Consult NC Inc, has over 25 years experience in B2B publishing and from 2004 to 2016 managed the Top 50 show – International Production & Processing Expo.

Sept. 11, 2001. That is the day that set the stage for the new psyche of America for the 21st Century. Vulnerability and fear are now played upon by politicians and the average American now realizes how fast things can change. I happened to be attending a workshop in Midtown Manhattan on 9/11 and I saw first-hand how fast the atmosphere of a fast-paced, cosmopolitan hub can change. In a matter of hours, the demeanor of the populace of the entire city went from business as usual to that of a silence procession heading home knowing that the future is uncertain and will never be the same.

At many of the trade show meetings today, you will see sessions devoted to security and crisis management based on the new age of terrorism. Speaking at a recent IAEE Southeast Chapter luncheon, IAEE President David DuBois provided an outline of the new Exhibition and Meetings Safety and Security Initiative. Public venues are being asked to look at their respective programs to ensure as safe an environment for their guests as possible. Trade show managers are caught between the idea of having open doors to attendees to that of having everyone screened.

It is imperative that we evaluate our show safety and security programs to make the attendees feel safe but we need to make sure that we keep things in perspective so as not to throw out the baby with the bath water. Fear makes us behave irrationally. Today, politicians focus on the threat from demographic groups instilling fear among us; and it is affecting how we interact with those who are not Americans. We have to realize that we deal in a global marketplace and our growth down the road will be through international channels.

In an excellent editorial in the March 5 New York Times, Jon Finer and Robert Malley provide an insightful look at how terrorism has influenced our lives. Consider the following observations from them:

·       Since Sept. 11, an average of fewer than nine Americans per year have been killed in terror attacks on American soil, compared, for example, with an average of about 12,000 a year who were shot to death.

·       President Barak Obama was ridiculed for noting (correctly) that more Americans die each year falling in the bathtub than from terrorism.

·       Today, 75 percent of Americans reportedly consider terrorism a “critical threat”, compared to less than 60 percent citing North Korea, which may soon be able to strike the United States with a nuclear missile.

We also have to keep in mind that many of mass killings in the United States have not been carried out by foreign terrorists but by domestic political radicals or mentally ill individuals. Just reflect on the Oklahoma City bombing, Columbine, Sandy Hook, etc.

I am not advocating that we let our guard down as we prepare for public events such as trade shows, but we need to avoid over-reaction. We need to make sure that international visitors are vetted carefully by our government before they are granted visas, but when they come to our country we need to provide them the hospitality that has, in the past, characterized the American way. Our domestic attendees must have faith in the organizers, knowing that the organizers have taken precautions to protect them.

So, as we look to the future, show organizers and venues need to address safety and security, showing a balance that makes attendees feel secure but does not instill fear of improbable (but not impossible) consequences of action by people who hold lives as inconsequential.

Creative Sponsorships to Increase Event Revenue

April 14, 2017
Kate Dodd

Kate Dodd is the Marketing Manager for ]]>Expo Logic]]>. With ten years of conference marketing experience and a BA in Marketing from Pennsylvania State University, Kate specializes in creating company-wide marketing initiatives for events, products and services.

Event professionals know all too well the pressure to increase revenue each year. Budgets get tighter, costs are cut and yet the attendee experience is expected to improve – and so is attendance!

So how do organizers balance this list of competing priorities while still increasing event revenue?

One solution is to find additional revenue where no one is looking.

For instance, by adding a few creative sponsorships, you can generate extra revenue without compromising the attendee experience. These kinds of sponsorships can fund other aspects of your meeting which you would not be able to afford otherwise. Just think of the keynote speakers, receptions and outings you could schedule if you had some extra funds!

If this has your wheels turning, then perhaps you should give these sponsorships a try:

Badge Sponsorships

This one is straightforward and simple. By adding a sponsorship logo to each attendee badge, you can sell a “badge sponsorship.” Implementing this is easy and can be done when the badges are printed. No extra work required! All that’s needed is the sponsoring company’s logo.

You can even have multiple badge sponsors if each sponsor wants to target a different segment of registrants. For instance, at a Solar Panel Conference, one sponsor may want to advertise only on the badges of “solar panel engineers” while another sponsor may want to advertise on the badges of “solar panel sales executives.” This allows you to charge more than one sponsorship fee.

Self-Check-in Kiosk Sponsorship

Adding ]]>self-check-in kiosks]]> to your on-site registration can dramatically improve the attendee experience by expediting the check-in process and reducing or eliminating lines. This is also a great place to offer a sponsorship. On each kiosk screen, you can highlight a sponsor using the sponsor’s logo and/or text saying something like “(Company Name) is the Official (Kiosk) Sponsor of the (Name of Event).”

Registration Check-in Screen Frames Sponsorship

Our clients came up with this one and we think it’s pretty creative! By adding a foam frame around each check-in screen, you can sell a screen frame sponsorship. Allow your sponsor to design the graphics and message for the kiosk and then have the frames made at a local printer or office supply store.

Lanyard Sponsorship

Lanyard sponsorships offer companies exposure to all your conference attendees. By offering a lanyard sponsorship, you can offset the costs of the lanyards and add extra revenue to your bottom line.

WiFi Sponsorship

Attendees love free wifi and if you need help covering the cost, create a wifi sponsorship. Print an extra ticket out with attendee badges that advertise the wifi network and password. Include the sponsorship logo and the company’s website. 

Charging Station

Many people run out of battery power on their phone or device while attending a conference. Help your attendees out by placing charging stations in and around your conference session rooms and the exhibit hall. Each charging station can be branded by a sponsor. By offering charging stations, your attendees will know you care about their needs and you will make money doing it.