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.

A lot goes into a successful trade show experience and every business wants to receive a profitable return on their show investment.  Aside from the show itself the most important thing to remember is that most of the work for marketing is in the preparation and implementation leading up to the show.

This is particularly true when it comes to the promotional products  (baseball hats, pens, cups, etc.) offered in your booth or at any time during the event. By putting adequate time and thought into the process, you can avoid the pitfalls of a poorly executed and costly, promotional giveaway.

Here are 10 ways to assure success:

1.     DON’T ORDER WITHOUT A PLAN: Don’t get swept away by a sales rep pawning the latest, coolest new promo item. Without a clear strategy, you risk negative ROI from your promotional budget and your campaign can end up a total waste of money. So plan ahead and know what you’re going for within the overall campaign, the brand impression you want to make or the interaction and experience you want attendees to have before you place an order.

2.     CREATE YOUR STRATEGY: Ask ”What do we want to achieve?” Name recognition is only one goal, so consider what’s possible beyond that. Once you have an objective in mind, choosing the right items becomes easier.  Do you want your items to make a splash at the show?  Do you want the promo item to have a long shelf life making lots of impressions over the years? Or be very utilitarian for your audience so when they associate with it they feel you’re helping them?  These are just a few ways to approach your strategy.

3.     APPEAL TO YOUR CUSTOMERS: Promotional items that don’t fit your target customers’ tastes or lifestyle can backfire – confusing or even alienating them. So be mindful about who they are and cater to their preferences and lifestyles.

4.     CHOOSE RELEVANT, REUSABLE ITEMS: The last thing you want to see at the end of a long day are your promotional items in the trash. Make sure they’re not only relevant, but well made, too. Promotional items reward your investment when sturdy and useful enough to be used repeatedly over a long period. Such items not only enhance awareness, but create a positive association with your brand.

5.     AVOID CRAMMING TOO MUCH INFORMATION: Don’t ruin a promo item by making it difficult to read. Keep things simple and only provide the basics.  Name, website and/or phone number is often enough.  If the text, logo or images are too small you’ll miss an opportunity for that impression.

6.     ENSURE ADEQUATE CONTRAST BETWEEN COLORS: Unreadable printing can be disastrous. Light colors on a bright background makes people squint, and clashing colors make them wince. Choose carefully and get feedback from colleagues as well as wholesale suppliers. No one knows what works better than the professionals who customize items every day.

7.     PROOFREAD ALL ORDERS: Assuming copy is correct, or only glancing at it briefly, can lead to mistakes and costly re-runs. Don’t be the only one to read a proof; share it with others for confirmation. There’s no usually no getting your money back once you’ve approved a proof.

8.     GIVE YOURSELF ENOUGH LEAD TIME: In our super-busy last-minute world, suppliers usually accommodate last minute orders by providing rush service. But even an order that’s been proofed can arrive with unforeseen irregularities.  You want to build in enough cushion to provide for corrections. Remember, rush service not only costs more, it creates the risk of receiving an item which can’t be exchanged or replaced in time before your event.

9.     TREAT VIP’s LIKE THEY’RE SPECIAL: Not qualifying recipients is a waste of money. If you can quickly qualify who your most promising leads are, treat them accordingly – especially if you can do so in advance of the event. This goes the same for your most valued customers.  Let those approximately 20% of your clients (your VIP’s) know how much you appreciate their business. Tiered giveaway plans allow you the opportunity to show appreciation to repeat customers and cultivate browsers most likely to buy.

10.   FOLLOW UP:  Be sure staff collect adequate contact information from those who visit your booth and always, always, always follow up. Following up is your final and best opportunity to create new relationships, reinforce your value and retain existing customers.  Prepare your communications in advance so you can hit send at the show or immediately after.  Even a friendly, “Nice to meet you and I will contact you when the dust settles after the show” email can make a professional impression on new contacts.  Follow up with every new contact at least five times by phone and or email to be sure to maximize the results of each lead.

Anaheim Convention Center Scores LEED Gold Certification for Sustainability

July 21, 2016

The Anaheim Convention Center, the largest convention center on the West Coast, was awarded LEED Gold certification, a designation for sustainable-rated buildings.

The Anaheim Convention Center is the largest U.S. convention center to achieve LEED Gold certification. The honor follows the center’s earning of LEED certification in 2010.

“The Anaheim Convention Center is the West Coast’s premier gathering place with world-class facilities and neighboring attractions to match in the Anaheim Resort District,” said Tom Morton, executive director of Convention, Sports and Entertainment for the city of Anaheim.

He added, “When groups come here, they have peace of mind in knowing they are in one of the industry’s most sustainable convention centers.”

LEED, short for Leadership in Energy and Environmental Design and administered by the Washington, D.C.-based U.S. Green Building Council, is the benchmark for buildings, homes and communities designed, built, maintained and operated for optimal environmental and human health.

The Anaheim Convention Center attained LEED Gold by scoring high in sustainable site development, water savings, energy efficiency, materials selection, indoor environmental quality and environmentally friendly practices. 

Opened in 1967, the Anaheim Convention Center has a history of environmentally sustainable practices, including installation of more than 7,900 solar panels covering 300,000 square feet of the center’s roof and generating an estimated 3.6 million kilowatt hours of electricity annually.

Here are some other sustainable features:

·       A Green Zone recycling and composting area that turns kitchen food scraps into nutrient-rich compost used throughout the Anaheim Resort District.

·       A water and energy conservation program including low-flow equipment, compact fluorescents, LEDs and energy-efficient materials throughout the facility.

·       Use of non-toxic cleaners and environmentally friendly products.

·       Nearly 75 percent of waste generated is diverted from landfills each year.

The Anaheim Convention Center also plans to add another 200,000 square feet of flexible meeting space, set to complete in 2017.  

The expansion, which also will have a 10,000 sq. ft. terrace, will overlook Katella Avenue and the Disneyland Resort, including nightly fireworks at Disneyland Park.

Other features include 25 ft.ceilings, 1,350 parking spaces, a climate-controlled pedestrian bridge connection to the center’s existing exhibit halls, new loading docks and improved vehicle flow.

Juvenile Products Manufacturers Association, Family Media Team Up to Launch New Baby Show Series

July 20, 2016
Rachel Wimberly

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

The Juvenile Products Manufacturers Association and Family Media signed a letter of intent to co-host and co-produce a series of baby events targeted at the juvenile products industry. 

“JPMA members have been requesting an exciting trade show experience that addresses the evolving business climate,” said Kelly Mariotti, executive director of JPMA.

She added, “By working with Family Media we can meet this demand and fuel the future growth of the association though developing direct consumer touch points, which are a high priority for our members.”

The Baby Show Series will kick off May 9-12 at the Anaheim Convention Center with JPMA’s conference and trade event that will be called the JPMA Baby Show, a JPMA and Family Media Event.

The Anaheim Baby Show consumer event will be held in conjunction with the JPMA Baby Show trade event May 13. Additional regional consumer events produced under The Baby Show Series umbrella include three, two-day consumer events: the New York Baby Show, the Chicago Baby Show and the LA Baby Show.

“The JPMA Baby Show provides a big-tent forum to bring industry stakeholders together under one roof. The JPMA Baby Show is where we will advance the industry’s strategic agenda, discuss relevant safety issues, educate the industry, connect with consumers and yes, provide a showcase to launch and sell new products,” said Andy Newmark, JPMA chairman of the board, and senior vice president of Kolcraft.

He added, “We have the right partners with Family Media and their proven track record of publishing quality family publications and producing the best and largest baby shows. I couldn’t be more excited about what this series means for the future of JPMA and the industry.”

The inaugural Anaheim event will host more than 300,000 square feet of exhibit space at the Anaheim Convention Center and is expected to draw more than 5,000 exhibitors, juvenile product buyers, distributors, manufacturers, consumers, and media from across the globe.

During four and a half days, participants will have the opportunity for three days of exhibits and two days of an educational conference, as well as the consumer portion of the show.

“Family Media is proud to be partnering with JPMA on building the go-to events platform for the pre-natal to pre-K space,” said John Hurley, director of the New York and LA Baby Shows and publisher of New York Family.

He added, “This relationship leverages JPMA’s deep industry expertise with our parental consumer publishing and baby show production expertise. The industry will now have a single source for the best in both trade and consumer event experiences.” 

The Juvenile Products Manufacturers Association (JPMA) is a national trade organization of more than 250 companies in the United States, Canada and Mexico. 

Despite Global Uncertainty, UFI Report Indicates Trade Show Industry Thriving in Most Areas

July 19, 2016

Even in the current tumultuous times in several countries worldwide, the overall worldwide exhibition industry expects continued growth in turnover for the coming year, according to the recently released 17th Global Exhibition Barometer.

However, a significant level of uncertainty is forecast for the first half of 2017 in Asia, Middle East and Africa. In addition, with the heightened level of random violent incidents, 60 percent of companies surveyed said they have introduced additional security measures at their events in the past months.

“As pleasing as it is to see that globally the exhibition industry continues to grow, we also see a separation between regions with strong growth and those with challenges and uncertainties,” said Kai Hattendorf, UFI managing director.

He added, “The present change in the global business climate will also affect the future development of exhibitions globally.”

In North America, the outlook is very positive: more than eight companies out of 10 said they expect an increase in turnover for 2016 and the first half of 2017, and more than 50 percent of those polled declare an increase of more than 10 percent in annual profits for 2015 and 2016.

Likewise, the U.K -. at the time of the survey, before the EU referendum – was expecting to perform in a positive way similar to North America and good perspectives also appeared in several other European markets.

In Germany, however, less than half of the survey participants anticipate a growth for the first half of 2017 compared with a cyclically strong 2016.

In Turkey, which also was surveyed before the recent coup attempt, significantly fewer companies report growing profits than in earlier UFI barometer surveys. The situation in Russia remains flat.

In Central and South America, a majority of companies anticipate turnover decreases in 2016, but are more confident for the first half of 2017. Profits there also are expected to rise, with the notable exception of Brazil.

In Asia, as well as in the Middle East and Africa, 30-50 percent of survey participants on average declare an increase of more than 10 percent in annual profits for 2015 and 2016.

The level is lower in China, where 20-30 percent of participants report such increases in annual profits. Twenty percent to 40 percent of those polled in Asia/Pacific, the Middle East or Africa report uncertainty regarding their turnover for the first half of 2017.

In addition to questions on market development, the UFI also tracks the relevance of key business issues globally.

As in the previous survey, top of the list are concerns related to the general economic situation in companies’ respective home markets. Global economic development uncertainty, competition from within the industry, and internal challenges are also frequently named.

Following the surge of terrorist activities around the world, a large majority of companies polled for the UFI Global Exhibition Barometer reports an increase in security-related activities.

These vary from additional screening of visitors and exhibitors to additional information for attendees, controls onsite during events and occasionally checking lists of pre-registered participants in liaison with government institutions.

UFI’s flagship industry survey was conducted in June 2016 and includes data from 262 companies in 56 countries.

Based on this data, the study delivers outlooks and analysis on twelve major national markets, among them, for the first time, Iran, Thailand, and the United Kingdom.

They join the ranks of countries covered in previous UFI reports: Brazil, China, Germany, Italy, Mexico, Russia, South Africa, Turkey and the US. In addition, four aggregated regional zones have been analyzed.

Commenting on the expansion of the UFI Global Exhibition Barometer to include more country profiles, Hattendorf added: “As our industry shows a more mixed picture, a closer look matters more than ever. Thanks to our new partners AEO in the UK and TEA in Thailand, the global reach of our survey continues to grow – and this allows us to deliver specific results for more countries than ever before.”

The complete results of the 17th UFI Global Exhibition Barometer can be downloaded at ]]>]]>.

The next UFI Global Exhibition Barometer survey will be conducted in December 2016 and published in January 2017

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

July 18, 2016

The tradition of recognizing individual show managers across the industry continues, as event professionals are encouraged to “Show Some Love” with a free nomination for the 2016 edition of The Expo Group Show Manager of the Year Awards.

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

The awards are open to any show manager, not just clients of The Expo Group. Any individual responsible for a trade or association exhibition is eligible to win.  

“These awards began in 2000 to ‘show some love’ to the show managers who work tirelessly, often behind the scenes, to create amazing events,” says Randy Pekowski, president and COO of The Expo Group.

He added, “These awards are and always have been about the feats of accomplishment by the nominees, regardless of their show growth or size. Together, we can recognize outstanding personal achievements in the industry and learn from each other.”

Nominations must be submitted by Sept. 8 at ]]>]]>

Each winner receives the iconic crystal obelisk, a donation to their favorite charity and recognition industry-wide. Since 2000, almost $80,000 has been donated to various charitable organizations as a result of the SMOTY awards.

The SMOTY Awards will again be presented as part of the celebratory weekend surrounding the TSNN Awards, and winners receive complimentary full access and travel to the celebration event being held October 28-30 in Atlantic City.

Visit ]]>]]> to meet previous award winners and learn more about the program.

Visit ]]>]]> to learn more about the TSNN Awards Weekend.

It is free and easy to nominate yourself, a colleague or a client. Nominate now at ]]>]]>



Long-time UFI Managing Director Vincent Gerard Passes Away

July 18, 2016

Vincent Gerard, long-time managing director of UFI, The Global Association of the Exhibition Industry, has passed away.

“It is with great sadness that we heard about the passing away of Vincent Gerard, UFI’s managing director between 2001 and 2010,” said Sergej Alexeev, UFI president.

He added, “Our thoughts are with his wife Catherine and the family. We have lost a great colleague, a strong promoter of our industry, and a close friend. Despite his health fading away, Vincent was following UFI and the industry all the time, and he stayed in touch with many friends from all over the world. Now he will follow us from another place. He will be missed, and we remain grateful for everything he did during his years at UFI and beyond.”

Gerard, who was also an architect, began his career outside of the exhibition industry, working for the United Nations in Rwanda, Africa, where he constructed schools for several years. He then worked six years for Belgian contract contractors on projects in Africa and the Middle East.

In 1986, he switched over to the exhibition industry, organizing for 15 years the international agriculture fair Agribex in Brussels, as well as matchmaking summits for industrial cooperation with several international institutions, including UNIDO (Vienna) and ESCAP (Bangkok).

UFI recruited Gerard in 2001, and he ran the association until 2010.

During that time, Gerard formulated a new strategic plan for the exhibition industry and grew UFI’s presence worldwide. 

“Vincent was popular throughout the exhibition and trade fair community worldwide,” said Jerry Kallman, who runs Kallman Consulting Services. “He assumed the leadership of UFI at a challenging time and introduced solid management principles and a steadying hand when they were sorely needed. His stewardship as the Secretary General of the InterEXPO Congress also reflected his dedication to orderliness and even-handed guidance.”
He added, “Although he understood the inevitability of ALS, he never complained or lost his joie de vie.  His devoted wife Catherine displayed the same stoic attitude and simple courage.”

Amp Up Your Hype and Design Anticipation for Your Next Event

July 16, 2016
Jenny Wang

Jenny Wang is an associate strategist at ]]>FreemanXP]]>, where she works on portfolio planning, research strategies, and brand messaging to help her clients reach success. 

Can you design anticipation? Get people so excited about your event that they are literally counting down the days until it kicks off?

That’s how I felt leading up to this year’s Coachella — and it got me thinking about brand experiences. ]]>Statistics show ]]>that our current generation puts much greater value on experiences and events than ever before. But what makes certain events stand out? How can you amp up your hype?

Based on my recent experience at Coachella, here are a few tips to ]]>maximize attendee anticipation]]> for your next event: 

The Whole Package

Part of the excitement comes in the packaging of how the tickets are delivered. For example, Coachella tickets come in a nifty box along with other promotional items, which are all sponsored. While sponsored giveaways have been the norm, it’s important to consider how they relate to the event. Why give away a mouse pad at a dental conference? It needs to not only make sense, but also add value.

This year, Coachella partnered with Doppler Labs to integrate Here Active Listening headphones. Using the Coachella app and Here access code, attendees could access exclusive and personalized listening experiences throughout the festival, optimized presets for specific stages, and special audio filters. Not only does this increase attendee engagement, it also collects attendee preference data through the app.

The Cool Badge

Tickets are out and wearable technology is in. Forget clunky badges! At Coachella, attendees sported chic RFID wristbands—efficient for check in (can’t lose your ticket) and also fashionable (they played off the Coachella “bohemian” look). Festival-goers could load cash onto their wristbands and happily forget the wallet at home, meaning less things to carry and worry about. Using RFID wristbands can also help organizers collect data on attendee preferences to create a more personalized experience. Win-win!

Take Me Places

In the same lines of personalization, Coachella incorporated virtual reality for “sneak peeks” to get audiences intrigued. Using the Coachella app and a cardboard VR headset, attendees could enter the Sahara stage or check out the rush of when the entry gates open. Whether you’re a Coachella veteran or a rookie, the experience evokes either a sense of nostalgia or anticipation — all building up excitement for the event. While VR reality may not be possible for every event, consider fun promo videos, infographics, and other forms of multimedia to amp up the hype!

Think about which ]]>emotions you want to evoke from the audience]]> at your next event and use some of these ideas to design the anticipation for it! 

This blog was first published on the ]]>FreemanXP blog]]>

3 Unique Trade Show Booth ideas that increase Attendee Engagement & Buzz

July 16, 2016
Randy Doran

Randy Doran is the Co-Owner & Photographer at NextGen Event Co., (]]>]]>) an Experiential Event company that specializes in brand activations that drive engagement, brand awareness and social media exposure onsite for brands.

Unique trade show ideas and promotional concepts can help make your booth exhibit an amazing experience and sought after destination for attendees at your special event, trade show and convention.  

Successful exhibitors are constantly on the lookout for new, creative marketing concepts that differentiate their display areas from the competition and attract crowds that ultimately convert into new sales revenue. Stick out from the sea of other exhibition booths and provide your attendee with instant excitement and value.  

Listed below are three activation ideas that can be implemented by almost any company at Trade shows that deliver great results:  

1.   Headshots taken onsite in a “Photo Lounge”

Drive traffic to your trade show exhibition booth with a Digital Headshot Photo Lounge providing complimentary headshots taken immediately onsite. A fresh, updated headshot gives your guests the online presence necessary in today’s business world to get ahead. It’s a great business tool that they can employ right away and receive their photos taken with a professional photographer and retrieve their best selected looks & headshots from an online gallery. The gallery can be fully customized with company logos & branding. The participants can also receive their photos via email directly onsite.    

Additionally, it serves as a great lead generation tool collecting valuable registration information such as name, email, title, company and even quick surveys from participants. The headshots are complimentary provided by sponsor and offer a practical solution that every professional can use for their careers that directly benefits your brand- both during and post event.

2.   Green Screen Activations

Photo and Video Entertainment can be used at your exhibition booth to take photos of guests and super-impose their images on unique, custom backgrounds relevant to your event theme or Brand. Chroma Key technology uses various background themes that can include Around the world, News magazine, Hollywood, Step and repeat red carpet, Cityscapes, Beach scenes or customized to your event.  

Green Screen Photography & Videography is an excellent choice for creating a buzz and post event activity. Attract visitors to your booth with a promotional instant printed photo favor, animated GIF image or video upload which can immediately be shared on social media networks extending your brand awareness in post event activity.

3.  SMM Social Media Marketing with onsite photo & video sharing

Upload event photography images immediately taken onsite at your event directly to email, text or social media networks fully branded with company logos and unique event hashtag.  Perfect for extending event awareness and also compliments traditional marketing methods before, during and after the show. 

Create contests, new product sneak peaks and offer promotional coupons to registered attendees who follow your event in real time.  Also offer exclusive interviews and content only accessed via selected social media channels.  By utilizing these techniques, you can effectively market to younger demographics and be on the cutting edge using latest social platforms and side step ahead of your competition.  

Your Attendees will share your content!

Give them a great reason to share your content and they will in social media.  Try to leverage Instagram and Snapchat, which are some of the fastest growing social networks building up audiences quickly over the past few years.  Instagram offers incredible Reach & Potential: 300M monthly users • 30B photos shared • 2.5B like daily • 70M photos a day Its undeniable … People love to Instagram!  37 percent of Instagram users are 18-29, and another 18% are in the 30-49 bracket. It’s an amazing network that really has widespread appeal.  Regarding Snapchat, 45% of Snapchat’s users are under 25, a great way to reach this younger audience.

We hope some of these ideas can help benefit your Trade Show promotional marketing initiatives and generate new sales leads driving revenue.  Keep us posted on how you incorporate the above ideas and how they work for you!

Seoul, Singapore Ink Memorandum of Cooperation to Drive Two-Way Tourism Traffic

July 13, 2016

The Seoul Metropolitan Government (SMG) and the Singapore Tourism Board (STB) have entered into a Memorandum of Cooperation (MOC) that will drive tourism traffic and exchanges between the two popular destinations.

The signatories to the MOC were Kim Eui Seung, director-general, Tourism & Sports Bureau of Seoul Metropolitan Government and Lynette Pang, assistant chief executive, marketing, Singapore Tourism Board.

The ceremony was witnessed by Mayor Park Won-Soon, Seoul Metropolitan Government, and Low Yen Ling, parliamentary secretary, Ministry of Education & Ministry of Trade and Industry.

This is the first MOC between both organizations and sets out the general framework of cooperation in three main areas:

• Tourism Exchanges: Share best practices on tourism-related knowledge and experiences to enhance the quality of tourism products and services.

• Marketing and Promotion: Facilitate marketing and promotional activities undertaken by each party in the other country to drive awareness of tourism products and services

• Regional Integration: Encourage the participation of business communities and other tourism enterprises in travel marts, exhibition and tourism festival to boost visitors’ growth.

“The MOC between SMG and STB will help unlock new opportunities for both destinations through tourism exchanges and cross-marketing efforts. Last year, Singapore received about 580,000 South Koreans, a 7.5% increase over 2014. We look forward to welcoming more Page 2 of 3 visitors from South Korea, an important source market, with this collaboration”, said Lynette Pang, assistant chief executive, Marketing, Singapore Tourism Board.

“I am very pleased that SMG and STB signed the MOC and positive that this will strengthen ties between the two cities with the increase in tourism traffic, as well as exchanges in business and culture,” said Kim Eui Seung, director-general, Tourism & Sports Bureau of Seoul Metropolitan Government.

Hannover Fairs (Canada) Buys 50-percent Stake in Truck World

July 13, 2016

Hannover Fairs (Canada) Inc., the subsidiary to Germany-based Deutsche Messe, has acquired a 50-percent stake in Truck World, the largest commercial vehicle trade show in Canada, from the event’s owner – Newcom Business Media.

Truck World will be organized and managed jointly by Hannover Fairs and Newcom in the even years through the Truck World Show Partnership.

The next Truck World Show takes place in Toronto on April 19-21, 2018.

“This partnership is a strategic business initiative for Hannover Fairs and Deutsche Messe in the North American commercial vehicle space,” said Hannover Fairs President and CEO Larry Turner.

He added, “The goal of this long-term partnership is to expand Truck World’s global reach by leveraging the success of Deutsche Messe’s worldwide portfolio of commercial vehicle shows, including the recently announced North American Commercial Vehicle Show (NACV Show) being jointly developed by Newcom and Hannover Fairs.”

The partnership will provide additional support to Truck World attendees and exhibitors, as well as expand the show’s footprint. Newcom will continue to manage the event.

“Truck World is Canada’s largest trade show for the trucking industry, combining two days of business with an Owner Operator / driver component,” said Newcom’s founder and Chairman Jim Glionna.

He added, “Partnering with Hannover Fairs to co-organize Truck World, as well as the Atlanta-based NACV Show brings a wealth of new business and networking opportunities for all of our events’ attendees and exhibitors.”