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 first-ever Global Exhibitions Day, which will take place June 8, will bring together the global exhibition industry to raise awareness about the value of exhibitions, celebrate the professionals working in the industry and make a new generation of leaders aware of the opportunities the exhibition industry has to offer.

Launched by UFI, the Global Association of the Exhibition Industry, together with association partners from all around the world, Global Exhibitions Day is a combination of efforts from across the exhibition industry.

UFI is coordinating all global efforts from a GED project office it has set up in Paris.

“We are very pleased by the outstanding support we’ve received from more than 30 associations, dozens of UFI members, organizers, venues and service providers and hundreds of individuals,” said UFI President Sergey Alexeev.

He added, “There are many meaningful national and regional projects promoting the value of the exhibition industry, and we are delighted to be able to cater them all under the umbrella of Global Exhibitions Day. This initiative has activated the industry to not only share one cohesive voice but to make all efforts count.”

As one of the synergies and partnerships around Global Exhibitions Day, UFI is happy to share new industry figures that display the direct value of trade shows. Exhibitions take place everywhere – from the smallest market place to the world’s mega venues.

Today, and on every day of the year, an average of 85 major trade shows take place in the economic centers of the world.

Exhibitions engage large crowds. Globally, 260 million people visit major trade shows every year to drive their business forward.

The accumulated space that these major exhibitions allocate to their exhibitors over the course of the year represents a spectacular total surface area of 124 million square meters, the equivalent of 30,000 football fields. Exhibitions generate a substantial amount of business and create valuable jobs.

Annually, visitors and exhibitors spend around €100 billion on and around exhibitions. Globally, 700,000 people get their paychecks through working directly with our industry.

UFI is supporting and connecting numerous efforts and events to mark Global Exhibitions Day. National events are set to take place in more than 20 countries.

These include a Conference and Gala Dinner in Hong Kong organized by the Hong Kong Exhibition & Convention Industry Association (HKECIA).

The Thai Exhibition Association (TEA) will coordinate a “Power of exhibitions” forum with courses on topics such as “How to exhibit”.

Meanwhile, in Australia, special “spotlight events” will be organized through the Exhibition & Event Association of Australasia (EEAA) in connection with their annual Leaders Forum.

A conference is taking place in Moscow, initiated by the Russian Union of Exhibitions and Fairs (RUEF). The Central European Fair Alliance (CEFA) will arrange specific lobbying actions.

In Paris, the Union Française des Métiers de l’Evénement (UNIMEV) will coordinate a “Global Exhibitions Day Run”.

In the U.S., exhibition industry professionals will talk to lawmakers on Capitol Hill at the US Exhibition Day, together with an alliance of associations brought together by the International Association of Exhibitions and Events (IAEE).

And Germany’s Institute for the Trade Fair Industry, part of AUMA, will host a special open house for professors and students.

Besides these national activities, many exhibition organizers, venues, and service providers are preparing their own company-wide activities for Global Exhibitions Day.

To view the full list of actions reported to the GED project office at UFI, please go to ]]>www.ufi.org/ged]]>, where the list of activities is updated on a regular basis.

The Global Exhibition Day was launched in January 2016 by UFI and a task force of partner associations: UFI (Global), AAXO and EXSA (South Africa), AEFI and CFI (Italy), AEO (UK), AFE (Spain), AFECA (Asia), AFIDA (Central & South America), AMPROFEC (Mexico), AOCA (Argentina), AUMA and Fairlink (Sweden), FAMAB (Germany), CAEM (Canada), CEFA and CENTREX (Central Europe), EEAA (Australasia), EEIA (EU), HKECIA (Hong-Kong), IAEE and SISO (USA), IECA (Indonesia), IEIA (India), IELA (Global), IFES (Global), LECA (Lebanon), MACEOS (Malaysia), MFTA (Macao), PCEI (Poland), RUEF (Russia), TEA (Thailand), UBRAFE (Brazil) and UNIMEV (France). For more information, please visit ]]>www.ufi.org/ged]]> or contact the UFI headquarters at GED@ufi.org.

Entertainment Software Association Launches Public Event Alongside E3 Expo

May 23, 2016
Rachel Wimberly

Rachel Wimberly is president and editor-in-chief of Trade Show News Network. Follow her on Twitter – TSNN_Rachel.



Video gamers likely are rejoicing today, with the Entertainment Software Association, producers of the annual E3 Expo for the video gaming industry, unveiling a new event – E3 Live – that will be open to the public.

On tap June 14-16 at L.A. Live, the same time as E3 Expo next door at the Los Angeles Convention Center, video gamers will have the opportunity to enjoy video games, music, competitions and video game swag from some of the biggest names in the industry.  

“The biggest event in video games is bringing gamers to the next level. We are excited to introduce E3 Live, an exciting, high-energy video game event that brings some of the best in video games directly to fans,” said Michael D. Gallagher, president and CEO of ESA.

He added, “E3 Live will give gamers the chance to test-drive exciting new games, interact with some of their favorite developers, and be among the first in the world to enjoy groundbreaking game experiences. For fans of video games, this will be an event like no other.”  

Gamers attending E3 Live also will have the opportunity to attend Pokémon: Symphonic Evolutions, a video game concert.

“After 20 years of making kick-ass gaming tech, one thing we’ve learned is that it’s all about having fun,” said Frank Azor, general manager, Alienware. “This inaugural E3 Live event should be a blast and we’re excited to send our decked out Alienware truck with our latest and greatest gear to add to what is sure to be a fun event for us all!”

Tickets are limited and a sold-out crowd is expected. From the looks of it on the new event’s Twitter feed, the free tickets to try out the games were going quickly.

Here are some of the participating companies:

·         Alienware

·         Facebook/Oculus

·         Frito-Lay

·         HTC Vive

·         Loot Crate

·         Monster

·         Twitch

·         Ubisoft

·         Warner Brothers Interactive Entertainment

“As E3’s official live streaming partner, it’s great to see them continuing to evolve this tentpole event,” said Benjamin Vallat, vice president of business development at Twitch.

He added, “Since the heart of Twitch has always been our platform’s accessibility to all members of the gaming community, we love that everyone will now have the opportunity to check out the latest games and connect with each other at E3 Live.”

Cobo Center’s Green Efforts Rewarded with Sustainable Brands Conference Moving to Detroit

May 23, 2016
TSNN News



The Cobo Center’s green efforts are paying off, with the Detroit-based venue snagging the Sustainable Brands conference next year, which previously was held in San Diego.

“Sustainable Brands has been committed to reducing and managing the environmental impact of our flagship conference for years now and we are excited to be bringing our community to Cobo Center in May 2017,” said David Fiss, executive producer of Live Events at Sustainable Brands.

He added, “In 2013, we were the first event organizer in North America to achieve conformity to the ISO 20121 Standard requiring event organizers to identify and understand the effects that their activities have on the environment, society and the economy. We embrace the opportunity to work with the team at Cobo in the coming months and support their continued sustainability leadership in this industry.”

In 2015, Cobo was the 9th convention center to achieve the Green Meetings Industry Council’s APEX/ASTM standard certification.

“We are having a terrific year for events in Cobo,” said Claude Molinari, the center’s general manager. “And with the improvements in our sustainability program, including kitchen and food court composting, we expect to attract more green events in the near future.”

Local recognition for the venue’s sustainability efforts includes awards from Detroit EcoWorks, Keep Michigan Beautiful and recognition as a Michigan Green Leader by the Detroit Free Press.

The number of events at Cobo Center continues to increase year over year, as reflected in the increase in total event income of approximately 15 percent after the first six months of the 2016 fiscal year. Customer satisfaction also is at an all-time high at 90 percent or above in all areas of operation, according to the recent quarterly customer survey report, compiled by e-autofeedback, a standard event industry survey provider.

“We consider our sustainability measures part of our overall technology offering in Cobo,” said Greg DeSandy, director of sales and event services at Cobo Center.

He added, “Every aspect of technology in Cobo now creates an integrated tool set for event branding. Green events and all events can use these branding tools to promote sponsors, generate revenue and report event sustainability data to their constituents.”

In 2014, Cobo Center added giant exterior digital signs and 100 meeting room message boards to the technology offering and both are used to eliminate paper use and highlight sustainability to local, national and international attendees and media. 

“We believe it’s important for a facility, that generates such a great amount of waste, to do something to offset its carbon footprint,” Molinari said. “This came to the forefront of our operation as something to differentiate Cobo from our main competition in trying to procure events. Green event support at Cobo is provided at no charge to the customer.”

Suitcasing/Outboarding – Not So Subtle Thefts

May 21, 2016
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. colentine@consult-nc.com



“I know a baseball star who wouldn’t report the theft of his wife’s credit cards because the thief spends less than she does.” – Joe Garagiola

Of all the people I have had to deal with regarding trade shows, the lowest forms of life are suitcasers and outboarders. I hold them with more contempt than lawyers, hotel revenue managers and hotel poachers.

An outboarder is a company that should be exhibiting who decides to sponsor their own event during the show without the consent of the organizer. A suitcaser can be defined as a non-exhibiting supplier who attends the show and tries to conduct business at the show. Both of these types of parasites are trying to hitchhike on the franchise of the organizer.

For most shows, the bulk of the revenue comes from booth space sales and sponsorships by exhibitors. Outboarders and suitcasers prey on attendees without paying the freight.

It is very difficult to control suitcasing. Some shows have high registration fees for those self-identifying non-exhibiting suppliers. As we all know, many attendees are not very truthful about the information and demographics they provide. Plus, it can be difficult to identify those companies which are tangentially related to the scope of the show and are playing by the rules.

Even more confusing is the differentiation between a would-be supplier of one who is actually interested in buying product from the exhibitors. The organizer can put up scores of signs outlining the banning of suitcasing throughout the show floor and facility but I have had several suitcasers state they plan to do business on the floor of the show and dare me to find them.

As far as outboarding is concerned, city-wide room blocks give the organizer a much stronger hand in controlling unauthorized activities.

However, it is essential that the organizer have a strong relationship with the Convention Bureau and the hotel community. For smaller shows, it is very difficult to monitor and minimize outboarding.

One thing the IPPE (International Production & Processing Expo) has done over the last several years is to put a clause in all of the hotel contracts mandating that ALL requests for meetings, hospitality suites and functions during the show be approved by the show organizer.

In the contract there is a clause that failure to do so will implement a redress penalty of 10 times the price of a minimum sized booth (10’ X 10’, grossing about $20/square foot). This means that if the organizer finds out about an unauthorized meeting, it will cost the hotel in question $20,000. T

alk about having leverage and getting hotel management’s attention! The IPPE has had several instances where hotels have had to cancel unauthorized meetings at the very last minute. That being said, control of outboarding can be done in a non-confrontational manner as long as the organizer and the hotels under contract have good communication and strive to work with each other.

One thing all organizers should do after every show: go through your registration list and identify as many of the suitcasing companies and attendees as possible. Since most of the attendees have to provide a legitimate email address to receive acknowledgement of pre-registration, it provides an excellent way to expand your prospect list for subsequent shows. I

n your sales pitch you can politely refer to the fact that you know the suitcaser has attended your show and has recognized the value of being there.

Tracking the Online ROI of Your Offline Trade Show Efforts

May 21, 2016
Emily Long

Emily Long is a member of the communications team at ]]>BaslerCo Inc.]]>, a national supplier of custom printed Post-it®Notes, notepads, data protection sleeves, and other corporate identity pieces. 



Tracking the Online ROI of Your Offline Trade Show Efforts

For many companies, trade shows are an important part of their revenue stream. They spend thousands of dollars on booth design, demonstration materials, and promotional items to distribute at various shows. And at the end of each event, the hope is for these companies to gain enough new business to make their efforts and expenditures worthwhile. Yet for a lot of businesses, tracking a lead’s progression from initial contact to further steps in the sales funnel remains a challenge, especially when the desired next step involves visiting the company’s website.

Here are two easy ways to track how effective your offline promotional efforts are in attracting visitors to your website.

Promo Codes

Special discount codes are a great way to incentivize trade show attendees to visit your website and take a specific action online (claim an offer, download a free whitepaper, etc.). Each time your code is used to complete the desired action, you are provided with valuable data that can help you understand whether or not your offline promotions are driving qualified traffic to your website. It can also help you determine which trade shows attract the most engaged attendees for your business.

We recently employed this strategy at a business conference where our post-it note cubes were included in the event’s swag bags. We created a specific coupon code for the conference and printed the code on the top sheet of every post-it cube distributed. Then, we were able to track how many orders were placed on our website using that particular promo code, providing us with valuable insights about whether or not we should supply free items for the conference’s swag bags in the future. 

Here are a few things to keep in mind when distributing trade show giveaways with promo codes.

Keep the Codes Unique

In order to track your website engagement properly, each event you attend should have its own promo code. This allows you to compare the number of online conversions you’ve received from all the trade shows you’ve attended. Comparing conversion data can help you see which events were beneficial and which events may not be a good fit for your company moving forward.

Capture the Lead’s Contact Info

If your promo code entitles users to some sort of discount, you should already be capturing their contact information during the checkout process. But if you are offering trade show visitors a free download or trial, remember to ask for their basic contact information when they redeem their code—only ask for the information that is absolutely necessary for you to follow up with them later.

Keep it Simple

One of the most important things to remember when distributing promo codes is to make the redemption process simple and user friendly. Require leads to fill in as few information fields as possible when claiming your offer. Minimizing the barrier to entry for your promotion will help increase conversions.

Set an Expiration Date

Remember to set an expiration date for your promo codes, especially if you’re offering monetary discounts. This will help prevent users from redeeming the same coupon code on repeat purchases from your website.

Vanity URLs

If your business is not in a financial position to offer trade show attendees a discount or free item, you may want to consider using Vanity URLs as a way of tracking how much web traffic is generated by your branded swag.

]]>WordStream defines a vanity URL]]> as “a unique web address that is branded for marketing purposes.” For example, Performance Sole Co., a hypothetical manufacturer of outsoles for various types of footwear, might use a vanity URL like IceWalkSole.com when attending an outdoor retailer trade show to promote a new product that allows customers to walk on ice without slipping.

The vanity URL is easy to remember, simple to type, and closely associated with what the product does. And rather than existing as an entirely separate website, the vanity URL simply redirects, or forwards, visitors to the “Ice Walk Sole” product page on the company’s actual website, PerformanceSoleCo.com.

It only costs a few dollars per year to buy an available URL, and it’s very simple to do through services like 1 & 1 or GoDaddy. Once you’ve purchased your domain name, you will need to ]]>set up what is called a “301 redirect”]]> to the page on your website where you want users to land. HERE’S THE IMPORTANT PART: you must add specific campaign parameters to the URL of the desired landing page. ]]>Google’s URL builder]]> makes this process very easy.

When it’s time for Performance Sole Co. to attend another trade show, the brand can repeat the redirect process using a different vanity URL.

The number of website visitors received from your trade show efforts can be monitored under the “campaigns” tab in Google Analytics. You can also view how these users interact with your site by setting up goals or events in Google Analytics.

Google Analytics Help

Both strategies discussed here require some type of web analytics service to be deployed on your website. There are various analytics tools available, but the most widely used platform is Google Analytics. Here are a few resources to help you use Google Analytics when implementing the above strategies to track online ROI of offline trade show efforts.

–          ]]>The Complete Beginner’s Guide to Google Analytics]]>

–          ]]>Create, Edit, and Share Analytics Goals]]>

–          ]]>URL Builder Tool]]>

If you are new to Google Analytics and have questions about the platform, or if you have questions about any of the strategies discussed in this article, please feel to let me know in the comments section below!

People News: Ungerboeck Names Chandak New Prez/CEO; CTIA’s Rob Mesirow Goes to PwC

May 18, 2016
Rachel Wimberly

Rachel Wimberly is president and editor-in-chief of Trade Show News Network. Follow her on Twitter – TSNN_Rachel.



People hirings and promotions seemed to be happening at warp speed as winter turned into spring, with suppliers and show management companies strengthening their ranks.

Ungerboeck Software International’s Manish Chandak, who was CTO of the company, was named president and CEO.  

“Manish possesses the unique ability to translate vision and strategy into world-class execution,” said Ungerboeck founder and chairman of the board, Dieter Ungerboeck. “This will move us forward with the speed required to capitalize on the opportunities in front of us.” 

Prior to joining Ungerboeck, Chandak served as vice president of professional services of a global software company. Before that, he was the president of a national systems integrator, which he led to growth and eventual acquisition of the company. 

Rob Mesirow has joined PwC as a principal based in Washington, DC. With nearly 20 years of experience, Mesirow will be focused on helping PwC’s clients think through and execute on their mobile and business growth strategies.

He joins PwC’s technology, information, communications, media and entertainment (TICE) practice focused on risk and regulatory matters.

Prior to joining PwC, Mesirow was vice president with the CTIA, the international association for the wireless industry, where he was responsible for strategic planning, development and oversight of six separate business units, many of which he had conceived and launched, including its premier event, CTIA WIRELESS®, the largest wireless event in the world.

Michelle Barton has been named executive vice president and CFO of AmericasMart® Atlanta and its AMC, Inc. parent entity by action of the AMC Board of Directors, according to Jeffrey L. Portman, Sr., vice chairman, president and chief operating officer.

Her advancement affirms Barton’s sustaining contributions to AmericasMart’s continuing growth over her 18-year AMC, Inc. tenure, in which she most recently served as senior vice president and chief financial officer, according to AMF officials. 

“Michelle’s impeccable financial stewardship is a singular hallmark of our corporate governance,” Portman said.  “As AmericasMart’s global franchise and influence continues to expand, her deep experience, expertise and world view play a huge role in helping to accelerate that growth.”

Before joining AMC, Inc. in 2003 as vice president and controller, Barton served as corporate controller of New World Communications Group before its acquisition by News Corporation.  She began her career at Ernst & Young in 1986, where she rose to the level of Audit Manager.  Barton is a Certified Public Accountant.

Destination Marketing Association International (DMAI) Chair Bob Lander President and CEO Don Welsh have added to their executive team with two new appointments.

Melissa Cherry joins DMAI in the newly created position of Chief Marketing Officer (CMO).   Cherry joins the DMAI team effective May 9 and will be based in Washington, DC. 

Nina Winston will join DMAI effective June 1, 2016 in the newly created position of executive vice president, Membership and Partner Relations, also based out of Washington, DC.

“Don’s overall approach to building the best leadership team in the industry is already delivering results,” Lander said. “We continue to hear from so many of our members and partners that they are excited about what the future of DMAI holds for not only for their respective organizations, but for the industry overall.  Surely, there are many great days ahead.” 

Meet Minneapolis, Convention and Visitors Association has hired Savannah Wroge to join its Minneapolis Convention Center sales team as a sales account executive. Wroge comes from the Doubletree St. Paul, where she was a corporate sales and catering manager.

Nick Hawley joined Visit Seattle as the newest member of the organization’s marketing team, effective March 10. 

As director of marketing, Hawley is responsible for aligning brand messaging across all audiences. He will work closely with Publicis to continue to develop new and innovative ways to promote Seattle.

Additionally, Hawley will work on the 20th Annual Taste Washington, a celebration of the region’s incredible wine and food scene.     

Food Safety Summit’s Attendance Surges 12 Percent in Rosemont

May 18, 2016
TSNN News



With the subject of food safety in the news after various recalls across the United States, it’s no wonder the 18th Annual Food Safety Summit, held recently for the first time in Rosemont, attracted nearly 1,700 registered food safety professionals.

Attendance was a 12-percent increase in registered attendees, compared with last year’s event, and more than 200 exhibiting companies also were on the showfloor, a 20-percent increase from 2015. 

During the three-day event, which is run by BNP Media and was held at the Donald E. Stephens Convention Center, food safety professionals discussed the most pressing issues facing the food industry including Listeria, the implementation of the Food Safety Modernization Act and the Integration of the Nation’s Food Safety System, as well as liability and jail time. 

“We thank our Educational Advisory Board who developed a stellar conference program, as well as our sponsors, who helped to support this dynamic conference and all of our exhibitors, speakers and attendees,” said Scott Wolters, director for the Food Safety Summit. 

He added, “We heard from so many people during the three-day event how important it is to participate in the Food Safety Summit to gather tools for today and make plans for tomorrow.”

The event kicked off with three certification programs including Preventive Controls for Human Foods, presented by Donna Schaffner from Rutgers Food Innovation Center; Food Safety Auditor Training presented by Patricia Wester of PA Wester Consulting and Seafood HACCP presented by NEHA. 

Conference attendees also participated in the 2nd Annual AFDO Integration Forum, which was hosted by Joe Corby. 

In addition, there were three workshops on Process Validation, Pre-Requisite Programs and the Food Safety Professionals Road Map to Success.  

The Welcome Reception offered attendees an opportunity to network with 202 vendors, a 20-percent increase in companies, that showcased specialty products and services designed to help food safety professionals do their job more effectively and efficiently. 

Major leaders in the industry presented in the conference program included senior executives from the FDA, McDonald’s, Wegman’s, and Reser’s Foods, who shared their insights on the future of the food safety environment during the opening day keynote presentation.

During the 5th Annual Town Hall FDA’s Mike Taylor, USDA’s David Goldman, AFDO’s Joe Corby, and CDC’s Robert Tauxe discussed how the agencies are working together on food safety initiatives and exciting new developments such as Whole Genome Sequencing which will have a revolutionary impact on the industry.  

Attendees also took part in the Food Safety Summit Gives Back Networking Reception to benefit Feeding America. 

Chuck Wilson of BNP Media presented Mitzi Baum, Director of Food Safety for Feeding America, with a donation of $5,550 to help provide 64,000 meals on behalf of the sponsors, speakers, exhibitors and attendees. 

On the showfloor, 202 exhibiting companies including Gold Sponsor Roka Bioscience, Silver Sponsor Alchemy Systems and Bronze Sponsor Eurofins met with attendees to showcase their new products and services.

Two full days of presentations from exhibitors were offered in the Exhibitor Showcase Theatres, as a chance for attendees to hear from subject matter experts about the newest solutions and technologies in food safety and security. 

The 2017 Food Safety Summit will again be held at the Donald E. Stephens Convention Center May 9-11.

200-plus Attendees Take Part in IAEE Women’s Leadership Forum

May 17, 2016
TSNN News



The International Association of Exhibitions and Events celebrated a sold-out Women’s Leadership Forum April 26 at the Walter E. Washington Convention Center in Washington, D.C.

More than 200 attendees took part in this year’s event, which featured education sessions for women at all stages of their career.

“This year’s attendance reflects the overwhelming interest in programming addressing topics specific to female professionals,” said 2016 IAEE Chairperson Julie Smith, CEM, CTA.

She added, “We have received very positive feedback about the forum and look forward to creating another outstanding program for next year.”

Highlights from this year’s event include:

·  Leadership Facilitator Sue Hershkowitz-Coore, CSP, who is an internationally recognized communications researcher and sales trainer, addressed how to create a professional VENEER that exudes confidence, authentic leadership and communication.

·  Christine Hassler, former Hollywood agent and achievement addict turned best-selling author, speaker, retreat facilitator and consultant, spoke to attendees about understanding particular ways of considering or regarding attitudes and VIEWS.

·  During the opening segment, the 2016 IAEE Woman of Achievement Award was presented to Jacqueline Russo, Vice President of Kuehne + Nagel, Inc.

·  Jo Miller, CEO of Women’s Leadership Coaching, Inc. and creator of the Women’s Leadership Coaching® system, discussed tools to help show one’s importance, worth and VALUE.

·  Shelley Row, speaker and coach working for top managers and leaders in data-driven fields, emphasized seeing things from a particular place and tips to position yourself in a positive VANTAGE.

·  The program ended with an insightful interview by 2016 IAEE Chairperson Julie Smith, CEM, CTA with Congresswoman Eleanor Holmes Norton, who shared stories that motivated and inspired the group to find their advocate VOICE in all they do.

]]>HERE]]> are some video highlights by CNTV.

UFI Announces Recipients of Inaugural “Next Generation Leadership Grant” Program

May 17, 2016
TSNN News



A truly global group of talent from the exhibition industry has been selected as the first-ever recipients of the new “Next Generation Leadership Grant” launched by UFI – The Global Association of the Exhibition Industry.

The program promotes the next generation leadership in the exhibition industry, who show clear initiatives in driving change and innovation in their respective area.

Out of the numerous applications from 16 different countries, a jury, chaired by UFI President Sergey Alexeev, selected the five recipients of the grant. They are (in alphabetical order):

• Adeline Larroque Desages, Acting Head of Exhibition Planning and Organisation Section, Quatar Tourism Authority (Qatar)
• Jennifer Feeney, Account Director, Freeman XP (USA)
• Vineet Mahajan, General Manager, Reed India (India)
• Farokh Shahabi Nezhad, Co-Founder, Eventbox (Iran)
• Matthias Pollmann, Project Manager interzum, Koelnmesse GmbH (Germany)

“We received many great applications from all around the world, and we could have awarded the grant to most of them. So we needed long and hard discussions. This shows just how full of talent our industry truly is,” Sergey Alexeev said. “I am very pleased that we came up with this fantastic group of people from all around the world.”

The grantees will meet in Paris in June for a two-day workshop at the UFI Headquarters. There, they will exchange their views on the future of the exhibition industry and start working on their joint session for the 2016 UFI Congress, to be held Nov. 9-12 in Shanghai. Throughout their preparations, they will be mentored and coached by the UFI team.

“The current hot topics range from disruptive technology all the way through to optimizing customer experiences at exhibitions,”summarizes Kai Hattendorf, UFI Managing Director, the industry outlooks that were presented in the grant applications. “This will add up to a fascinating dialogue with our industry’s leaders – in Shanghai and beyond.”

The selection jury was comprised of Sergey Alexeev (UFI president and VP Expoforum, St. Petersburg), Enrica Baccini, chair of the UFI Educnation Committee, and chief research and development officer at Fondazione Fiera Milano), Julian Baker (group strategy director at Reed Exhibitions), Kai Hattendorf (UFI managing director), and Angela Herberholz, (UFI marketing and communications manager). The Next Generation Leadership Grant is made possible thanks to financial support from Reed Exhibitions.

New Trade Show Trends: Wellness Lounges, Sweatworking, Work Fitness Programs

May 17, 2016
Anna Huddleston

Las Vegas Contributor.



Forget early morning yoga. Though it’s a popular event at trade shows and conferences, it tends to in most cases to only attract a few die-hard enthusiasts, says Dr. Kim Bercovitz, president and CEO of X-bytes, a byte-size wellness company.

A much better solution would be to focus on combatting mid-morning and mid-afternoon sitting fatigue with a fitness break. Going a step further? How about turning your networking meeting into a cycling class?

Incorporating wellness has become a popular move for trade shows and conferences, but making it fun and enticing remains a challenge. Though most people would subscribe to fitness as an important value, many would assign it to their future self.

“You don’t have to break sweat to reap the benefits,” Bercovitz said, whose company has been creating ]]>wellness lounges]]> on trade show floors. “Attendees can drop in for quick stretch break and get reenergized.”

In her program, classic yoga poses are adapted for business attire and wireless headphones are used to tune out the ambient noise. Attendees get wellness tip sheets and a short mentoring session. 

ibtm america turned a wellness area into a hub, where buyers and exhibitors could connect, engage in conversation and networking informally.

Event Director Jaime McAuley said, “The area was extremely well-received by our attendees. It gave them an opportunity to relax, stretch and learn how to stay fit while traveling and having a busy show schedule. It created additional touch-points for exhibitors to meet buyers, build relationships, connect with peers and of course have some fun.”

Could a glowing tank top be the next cocktail dress? The trend for “sweatworking” – or networking while working out together – is reaching the trade show industry as well. The idea is to ditch dinner and drinks and bond over workouts followed by healthy snacks.

]]>IAEE Midwest Chapter]]> is planning to have an outdoor “sweatworking” event in Chicago at the end of June as an alternative to traditional networking.

“It will incorporate different types of exercise, but nothing too intense,” said Jennifer Kimball, Event Creative vice president of business development and IAEE board member. If successful, satellite events could take place as early as August throughout the Midwest, she added.  If outdoors is not an option, ]]>fitness studios and gyms]]> around the nation are open to the idea.

Show organizers too are focusing on wellness in their companies. Diversified Communications, an international media company with several trade shows in its portfolio, recently earned a “Fit Friendly Worksite” designation by the American Heart Association for their DC Balance wellness program. The company states that more than 90 percent of its employees participate annually in wellness-related incentivized classes and workshops.

“This level of participation translates to cost savings for the company which we reinvest in our program and pass on to our employees in the form of wellness credits, which are earned through participation in wellness activities and applied toward the employees’ health insurance premiums the following plan year,” said Janice Rogers, Diversified’s corporate vice president of Human Resources.

The program encompasses annual onsite health risk assessments, quarterly wellness challenges to encourage healthy habits and onsite classes with expert, local instructors of nutrition, meditation, yoga, Pilates, spinning and cardiovascular and weight training.

Classes are held in a dedicated fitness room on the first floor of Diversified’s Fitness Zone. The 4,500 square foot facility also includes a second floor with more than two dozen pieces of commercial grade cardiovascular and strength training equipment, and changing rooms with showers. This facility is open to employees’ family members, as well.

Five Ideas for Your Event:

–          Avoid scheduling early morning fitness events for conferences/trade shows

–          Place a wellness lounge in a high-traffic area

–          No sweat? Consider a walking scavenger hunt with photo opps along the way

–          A five-minute fitness break? Go for silent disco and modified stretches.

–          Offsite sweatworking? How about sponsored take-home goodies bags with healthy snacks.