Many times in the process of producing a trade show or event we forget the intention and goal. Or we just plain start out on the wrong foot. As with any strategic undertaking, you need to have a process, you need to have your hands around what it is you are expecting to accomplish. Still Thinking in Threes, we need to approach shows by:

1. Planning completely.
2. Executing aggressively.
3. Following up thoroughly. Read More...

I was at a presentation today that was about communicating with your audience. Within the presentation was a discussion of how to reach the Y Gen’ers in the workforce. Thinking in threes (I like that, you know), the speaker emphasized that communication to this audience should:

1. Summarize
2. Be concise
3. Be written for scanning Read More...

When ordering electrical service in your exhibit, remember that watts and amps are not equal.

1 amp = 100 watts Read More...

This show is aimed at the aircraft maintenance audience. Held annually each March, this show has reduced in size in recent years because of, I’m told, a split between associations.

The largest players at this show, by exhibit size, are Chevron, Phillips-Conoco, Simple Green, AV Fuel, Dallas Airmotive, PPC, Corridor, Deutz, FMC and TLD. A mixed bag of exhibits, it ranged from the small 10×10s jammed with parts washers to the elegent, simple exhibits with a clearly, cleanly labeled engine on a stand. Read More...

This was a great time spent. Spent with colleagues, friends and acquaintances talking and learning about an industry and work we believe in, love and respect.

It gave me the opportunity to reconnect. Thanks, Joel, Steve, Skip, Jeff and others for taking the time to converse. Renewing friendships and connections are incredibly important in this industry, as it is elsewhere. Read More...

Remember what I said a few posts back about a “professorial” presenter being the only one? I was mistaken. Ed Jones was by far the most academic guy I’d encountered at this event. But justifiably so: he earned a BFA and then was educated as a finance person, majoring in statistics.

Ed’s presentation centered around measurement as had others at this conference. The difference was Ed layered over statistical justification and facts to give them method statistical credibility. Ok…… Read More...

Crafting a clear and concise position for your company so that trade shows are effective. That was the key to this session. But I’m not sure it flowed as easily as it should have.

There was a bit of disconnect in the flow from setting up the positioning statement to extracting the messages for use in the exhibit, but I’m sure it will come to me as I re-read my notes. However, Marilyn Kroner’s (Kroner Communications, Boulder, CO) did make a great effort in mapping her process. Read More...

Be consistent. And tough. And clear.

Those were Katharine Chestnut’s messages in this session on show measurement. This theme was almost overworked at Exhibitor’s, but it really has to be discussed and to the level and detail that it was. Ms Chestnut brings a freshness and warmth to this (and her other) topic because of her presentation style. The dry humor and engagement with the group really works. Read More...

The process of conceiving, designing and producing a trade show exhibit can be complicated and daunting. Jim Anderson, founder and principal in Steelhead Productions in Washington State, outlined the process he has used for years in this class.

Jim was the most professorial presenter I had seen (though I am sure there are others) at Exhibitor’s. Thorough and complete, his explanation of the process and examples helped the large group on this last day and kept us engaged. He talked about how you take the Big Idea (combining specific objectives with corporate culture and image) and match it to Function and Design and how it will interact with The Human Element in and shape the space. During this journey, he weaves in the reality of budgets (he provides a small-medium-large estimation with examples) and investment (how long should/will it last?) with creativity (how to choose and engage a designer). Jim is also a big believer in lighting as a tool of engagement and his designs (and budgets) reflect that. Read More...

Technology is transforming trade shows and events…..okay, now I’ve stated the obvious.

However, I didn’t realize in how many ways until I listened to Corbin Ball’s presentation. His reverse Top 10 format was a good way to get to the point. But, I tell ya, I felt like I was under an avalanche of information. But, such is technological change. Read More...