As attendees navigate a trade show floor they're bombarded with sights, sounds, and activities vying for their attention. So in this whirlwind of stimuli, how can your exhibit rise above the chaos and leave a lasting impression?

Experience design expert Mat Duerden teaches both college students and corporate marketers how to craft memorable, meaningful, and transformative experiences. (He literally co-wrote the book on Designing Experiences!)

In this episode, he shares strategies to transform your trade show exhibit into an experience that resonates long after the event has ended by:

• Recognizing the intersection between storytelling and experience design
• Captivating and engaging trade show attendees (like a boy with a hummingbird)
• Starting with the desired reaction and work backwards
• Shaping the experience by mapping it out
• Understanding the importance of micro-experiences

Lately I've been having a lot of conversations around booth staffing.

Exhibit managers tell me they're frustrated about how their team behaves in the booth – or whether they even show up at the appropriate time.

Attendees are annoyed that staffers pounce on them or shove materials at them as they pass by the booth.

Now these aren't new challenges by any means. Bad booth staff may be an ongoing problem for many exhibit team leaders (even you) – but it's not unsolvable.

Over the years, I've worked with many exhibit teams to improve their booth staff behavior. I've also done a number of previous blog posts and podcast episodes with booth staffing tips.

So for this episode, we're diving into the Trade Show Insights archives for some booth staff strategies.

Certain topics are getting lots of buzz these days: staffing challenges, budgets, sustainability, AI. But too often that’s all they are – buzzwords.

So for this episode of Trade Show Insights, I invited one of my trade show BFFs to join me for a conversation that goes beyond the surface of these topics to what should be on everyone’s radar.

You see for several years, Rich Vallaster and I have scheduled frequent touch-base calls to analyze what’s happening in the trade show industry, what’s working, and what needs to change. Now you have the opportunity to listen in as we discuss:

• How staffing shortages at all levels can affect exhibitors
• What show managers can do to make things easier for new exhibitors
• Why shows need to reward loyalty for both exhibitors and attendees
• How there’s a big disconnect around the topic of sustainability
• When and how to put AI tools to use

If you’re a follower of Trade Show Insights – or you’ve attended any of my workshops – you’ve probably heard me talk about the importance of rewarding your team. Celebrating your wins not only results in happier teammates and reduced stress, but it also helps to build a feeling of community and camaraderie among your team. Now that doesn’t mean you should only reward those who work your trade show booth. It also isn’t just about celebrating the big wins. You’ve got to find ways to show appreciation and allow a little time for kicking back at every stage of

Admit it … how many times have you attended conference sessions or webinars excited about all the great ideas, but yet you haven’t implemented any of the things you learned? I get it! I’ve got notebooks full of notes – many of which I’ve never looked at since the workshop. Prefer to listen to this article? Just click on the play button at the bottom of this entry! And tools? I’ve got software sitting on my hard drive that I may have never even opened since it was purchased! (I bet you might have some of that too.) Some people

As 2017 winds down, you’ll likely begin focusing on what to do to kick off the new year and set yourself and your team up for success. But too often, that means big things in January that dwindle as the year goes on. Don’t let this happen to you! It is possible to create an atmosphere of ongoing successes and wins. Here are a few key strategies to help you do that. Prefer to listen to this article? Just click on the play button at the bottom of this entry! Reframe your goals. There are two kinds of goals: realistic

Just because the trade show has ended doesn’t mean your job is done. Actually, that’s when the relationship with all those newly-gathered leads truly begins. Contrary to what many exhibitors assume, it doesn’t have to be complicated or expensive to build that relationship. Guest expert Sandy Martini shares insights on: What lead nurturing is and how it can be a win-win for both you and the lead What forms nurturing could take (including one simple thing almost no one does!) When to send cards and gifts (it’s not when you might expect) How to keep leads engaged without feeling overwhelmed

It’s a sad fact of our modern culture that many things with little to no value receive a high percentage of attention, particularly in the popular media. But just because reality TV and do-nothing celebrities take over our national spotlight, that’s no reason to let gimmicks take over your exhibit marketing plan. Here are four areas of caution for exhibitors: Designing a display for shock value alone that makes no sense and doesn’t connect with your audience is a recipe for frustration. I’ve seen so many examples of this! For example, there was the giant brain spinning on a pole

It’s a hard truth: most exhibitors aren’t as successful as they could be. Do they realize they’re setting themselves up to fail? Probably not. The irony is that almost every single exhibitor could easily improve their results by ditching one or more of the following bad habits and strategies. Hopefully you don’t see yourself in these examples, but in case you do … now is the time to make a lasting change! Prefer to listen to this article? Just click on the play button at the bottom of this entry! Your booth looks like a flea market. Let’s face it

It seems last month’s post on Reinventing the Trade Show Floor touched a few nerves. First, there were a handful of unsubscribes from my monthly ezine. Then there were some heated comments in social media. It’s always amazing how pointing out the obvious can get people so fired up. You’ve got to wonder where the root of all that defensive ire is coming from. Sometimes I think it’s because facing change is painful. Prefer to listen to this article? Just click on the play button at the bottom of this entry! Oh sure, there are valid points among the foot

It’s a fact of this rapidly-advancing era we live in: Consistently reinvent, or get run over. We see it happening all the time with major, often decades-old companies who fail to keep up, then soon wither and disappear. Yet in the trade show world, it seems that lesson generally goes unheeded. Sure, a few award-winning shows are seeking to push the limits of what a trade show can be. But for the most part, few are willing to take truly innovative risks, especially when it comes to shaking up the floor plan. Prefer to listen to this article? Just click

It happens leading up to nearly every trade show — exhibitors get all stressed out over the location of their booth. Many believe that your location on the floor is a make-or-break situation and that there are only so many ‘perfect’ spots available. But in reality there is no perfect spot. Even the long-held strategy of snatching those ‘prime spots’ right in front of the entrance isn’t really ideal. If you were to stand off to the side and watch the behavior of attendees, you’d realize that very few people enter and head straight to those front booths (unless of

When I was a beginning exhibitor, I’ll never forget how I learned the importance of attendee promotions at one particular show. It was a local event which was open to the public, but took place over Mother’s Day weekend so it faced a lot of competing events around the city. On top of that, it was a new show, so hadn’t yet built a loyal following who looked forward to coming year after year. So while exhibitors had been promised a crowd of several thousand, it turned out to be more like a few hundred over the course of the

When you hear the word "sponsorship," what do you think of first? The welcome reception ... or tote bags ... or a gazillion banners hanging all around the convention center?

Sure, that's what most shows do. But you don't want to be like most shows, right?

Time to makeover the sponsorship menu with options that stand out and benefit everyone involved – attendees and exhibitors, as well as the show's bottom line.

In this episode, brand activation and sponsorship strategist MK Granados from Gen City Labs explains how to:

• Tap into unique opportunities hiding in plain sight
• Use sponsorships to solve problems for attendees
• Show exhibitors you care about their needs too
• Make the arrival experience memorable

This week’s ExpoChat was all about creating and using attendee personas, and while we had a lively discussion (see transcript here), there was a very valid point raised at the end: “Why aren’t more people participating in this chat?” Good question! I think the answer might be that until this week’s ExpoChat, many people in the trade show world weren’t familiar with the term “buyer personas.” If you’re one of them, consider this your ‘Personas 101’ tutorial! Prefer to listen to this article? Just click on the play button at the bottom of this entry! Okay, so let’s begin with

Since today is all about the ‘wearing of the green,’ it only seems appropriate to share the story of how one convention center is going green every day. The idea for this episode was sparked during a recent edition of ExpoChat about sustainability in the world of trade shows. I was very impressed with the tweets posted by the Cobo Center in Detroit: So I made arrangements for you to hear details on how the Center is making that transformation straight from Claude Molinari, general manager. In this interview, he shares details on: The role the Cobo Center Green Committee

There’s a long-standing statistic shared in the trade show world that 80 percent of leads are never followed up. While some may doubt the accuracy of that number, I must say it seems pretty on-track with what I’ve experienced as an attendee. And even though I understand how this happens — leads tend to get lost in the post-show shuffle — I really can’t imagine why it’s allowed to happen when there are so many things that can be done to prevent it. So here’s how to avoid this happening with your trade show leads: Focus on understanding more about

This coming weekend, two teams will meet to determine America’s football champion. And while each team brings different specialties and strengths to the field, there’s one thing that’s certain: all the players have spent countless hours perfecting their skills. There are numerous sayings that focus on the importance of training in the world of sports: “Practice makes perfect” (that one may be a bit ambitious), “You get out of it what you put into it” (more accurate), and “Confidence comes with repetition.” That last one is perhaps the most relevant lesson that exhibit marketers can learn from athletes, particularly when

Many exhibitors think that sponsorships are only for the big guys – you know, those companies who already have large island booths and big budgets. Actually sponsorships are often available in all price ranges, allowing even exhibitors with a 10×10′ space to gain some added exposure, brand awareness, and increased booth traffic. Prefer to listen to this article? Just click on the play button at the bottom of this entry! Which brings us to the first point in using sponsorships: know why you’re sponsoring and what you hope to gain from it. Is the element you’re sponsoring in line with

If you’ve signed up for any customer rewards programs, you’ve probably received some birthday deal e-mails. Earlier this month, I set out to claim a few of the ones I’d received and stopped by two stores, experiencing night-and-day results … and numerous lessons for exhibitors. Prefer to listen to this article? Just click on the play button at the bottom of this entry! At the first store, I needed to purchase several items in addition to the free birthday gift. I brought along a printout of the e-mail just in case they needed it as proof. Even though there were

You’re entering another dimension … where normal, reasonable behavior can vanish in an instant. The following examples are not an illusion or figment of someone’s imagination. These exhibitors really do exist. In fact, you’ve quite likely seen them … in the Trade Show Zone. To listen to this episode, just click on the play button below! © 2016 Marlys K. Arnold (from the October 2016 TradeShowTips Online. To receive tips like this in your inbox every month, please take a moment to fill out this request.) Want to reprint this article in your blog or ezine? You may do so as long

Contrary to popular belief, your brand is not your logo. It goes far beyond that, and if you’re not careful you might be misrepresenting it in your exhibits. So we’ve invited Ben Baker back on the podcast to talk about how your brand needs to tell your unique story, whether you’re an exhibitor or the organizer of the show itself. He covers tips on how to: Get clear on your brand before communicating it to others Educate the entire team on the brand message (you may be surprised how it’s being interpreted!) Avoid sending mixed messages that confuse the audience

You’ve been there … you’re driving past a billboard on the highway, but it has tiny little type (or way too much) so you squint to read it as you zip past. Ultimately, you have no idea what it said. Major fail on the part of that advertiser (and their designer). But it’s not so different on the trade show floor. At show after show I see displays that weren’t designed to be readable, or at least that’s the end result. So here are some tips for designing graphics and signage that stands out and gets noticed – in a

Even though he lived 400 years ago, it turns out the Bard of Avon has quite a bit of good advice for exhibit marketers. Earlier this summer, I had the opportunity to see an original copy of Shakespeare’s First Folio, on loan to my local library as part of a nationwide tour, and it got me started thinking … Now even though I was an English major, I haven’t read all of his plays so I don’t know them word-for-word. But one part of the exhibit that really stood out to me was a display of many lines from his

What's your goal for your next trade show?

No matter how you answer that ... learn how to use your goal as a North Star to guide all your trade show decisions: what your exhibit should look like (what it should or shouldn’t include), how to promote it, what to give away, and even how to craft your follow-up strategy.

During the warm, sunny summer months, it seems everyone is talking about great reads. And while that often may include an epic work of fiction or the latest thriller, why not include a title or two that can make you a better exhibit marketer? While some of these may be familiar to you because they’ve been bestsellers, the rest haven’t likely been on your “must-read” list. But they should be! Prefer to listen to this article? Just click on the play button at the bottom of this entry! Youtility by Jay Baer Baer starts with the basic premise that “Youtility

Social media is nothing new. Many popular sites have been around for a decade or so by now. Yet few exhibitors are using these tools to their advantage. One of the best aspects of social media tools is that they open up the lines of communication far beyond your own individual circle of influence. By using the various tools, you can reach not only your clients and prospects, but also industry thought leaders and members of the media. After all, one of the top reasons attendees come to shows is to discover new ideas or solutions – give them a

Anybody who’s ever coordinated a trade show exhibit knows it’s a lot like herding cats. In a blizzard. On a frozen lake. There are all those moving parts that are constantly changing, and it requires both technical and interpersonal skills to get everything to come together successfully on the show floor. Prefer to listen instead? Just click the play button at the bottom of this entry! Sound impossible? It’s not, really. You may just need to develop some skills that you have overlooked. Here are five ideas where you could start: Listen better: While you may believe you’re a great

Do you have a media relations plan for your trade shows? Most exhibitors and even a lot of show organizers don’t … and that could be hurting your chances for getting media attention. I don’t just mean how you treat the media who are walking the show floor (although we’ll get to that in a minute). Good media relations can apply at any time, and perhaps when you least expect. Prefer to listen instead? Just click the play button at the bottom of this entry! My first career was as a reporter for a major metro newspaper, and I still

Historically, the trade show industry has not exactly been known for being environmentally-friendly. But that’s slowly beginning to change. Exhibitors and show organizers are finding ways to reduce waste and go green on the show floor. So for Earth Day, we’ve invited Matt Wish from Eco-Systems Sustainable Exhibits to discuss what’s happening in the world of green exhibit displays – and we’ll bust a few myths in the process – including: Why cost no longer needs to be an objection for going green What new technology exists for creating recycled materials How the display itself isn’t the only component that can go green

If you’re like me, you probably have a running to-do list of tasks on your “someday list” that you’d like to accomplish, but can never quite find the time. Well, congratulations! You now have an entire extra day, so why not use at least a portion of it to ramp up your exhibit marketing program? Prefer to listen instead? Just click the play button at the bottom of this entry! Here are a few suggestions to get you started: Re-evaluate your current show schedule. Just because you’ve exhibited at a show previously – even if for many years – isn’t

For many North American exhibitors, the thought of exhibiting in Europe or the United Kingdom may create an uneasy feeling, often due to fear of the unknown. Click the play button below to hear guest expert Graham Green put some of those fears to rest by clearing up common misperceptions including: What design elements need to be considered for exhibits, or “stands” in Europe and the U.K. How labor issues differ from those in U.S. cities Why dealing with customs doesn’t have to be intimidating Graham also extends an invitation to contact him with further questions via the Graham Rowland website, or to talk in person at booth #1650 at

You know it’s time. You’re so embarrassed by the way your exhibit looks that you’d rather hide than stand in that booth as the representation of your brand. But you don’t have the budget for a whole new exhibit, so what can you possibly do? Prefer to listen instead? Just click the play button at the bottom of this entry! There are many ways to refresh a tired old exhibit without starting from scratch. As long as the basic structure of your design is still in good shape, it’s not necessary to buy an entirely new display. Here are some options in various price ranges, but all for

If you’re looking for trade show industry perspective for 2016, we’ve got the perfect guest expert – Jim Wurm, Executive Director of the Exhibit & Event Marketers Association (E2MA). Click the play button at the end of this post to hear him discuss exhibitor challenges, trends and more, including: How suppliers can become a better resource for their exhibitor clients Why analytics are key to measuring outcomes How E2MA is focused on helping marketers engage both attendees and exhibit staff Why events need to cultivate enthusiastic ambassadors Here are links for resources mentioned during the interview: Exhibit & Event Marketers Association Exhibit measurement tool

This week, I’m in the middle of my annual Strategic Retreat. For each of the past several years, I dedicate a few days during the last week of the year to reflect back on the previous year and plan a strategy for the upcoming one, both personally and professionally. Prefer to listen instead? Just click the play button at the bottom of this entry! The process begins with at least part of one day spent reviewing my entire calendar to write down accomplishments and compare how results measured up to the goals set at last year’s Retreat. (You DO set measurable goals, right?)

Ever faced an exhibiting challenge – like unreasonable costs – and didn’t know where to turn?

That’s where The Exhibitor Advocate comes in!

In this episode, Jessica Sibila shares what The Exhibitor Advocate is and how to access the resources provided to help exhibitors:

• Address rising costs and potential solutions
• Work with show management to set up an Exhibitor Advisory Council
• Know where to watch for unexpected or hidden fees
• Calculate return on their exhibiting investment (ROI) with established metrics

 It’s that time of year when everyone is thinking about giving gifts … making lists … and searching for just the right item to give to each recipient. But what about trade show gifts – How much thought goes into what you’re giving away in your booth? If you’re like a lot of exhibitors, probably not nearly enough. So here are five questions you should be asking before you even think about ordering anything to be shipped to your next show. What best aligns with your goals and message for the show? Perhaps you want to increase visibility or motivate sales.

When it comes to sponsorships, logos on lanyards and tote bags are old school! What’s needed today are relevant opportunities which enhance the overall experience and are customized to the needs of both exhibitors and attendees. Prefer to listen instead? Just click the play button at the bottom of this entry! Too many show organizers use a laundry list of sponsorship options that hasn’t changed in a decade or two. (And don’t get me started on those unimaginative “gold-silver-bronze” packages!) Instead, it’s important to think about what each audience wants: exhibitors/sponsors want to increase their visibility and interaction with attendees, while the attendees want

It’s a basic tenet of human nature: People love to feel appreciated. Yet how often do you show appreciation to your booth staff? Is it just another assignment to them, with no hope of any reward? If so, you’re likely getting only half-hearted results from them. What can you do to make them feel valued and rewarded? There are many ways, but one of the most effective is to gamify the trade show experience by creating an incentive program. By providing a sense of achievement and a desire to exceed expectations, it can also more than double staff performance. Since many

It was almost exactly one year ago that I had my first IKEA experience, and since then I’ve been back more times than I can count. The first time my husband and I visited, we spent more than five hours exploring the non-traditional retail store, and most every visit since has been for at least an hour and a half, even if we knew exactly what we were looking for. (Of course most every visit also includes either a meal of Swedish meatballs in their restaurant or a stop at the bistro for ice cream or a cinnamon roll …) Prefer to listen

This summer, my husband and I have been busy moving into our dream house. Although it wasn’t exactly a dream in the beginning … it actually started out more like a nightmare. Prefer to listen instead? Just click the play button at the bottom of this entry! While it had a great floor plan and lots of potential, the house had been a rental for the past eight years, so was in need of a lot of work. We knew this going in and were prepared for most of what we were facing, but that doesn’t mean we’re not wearing thin at this point

In the advertising world, there’s a lot of buzz about user-generated content. That’s where consumers are invited to create ads for everything from ketchup to credit cards to cars, and they’re eager to participate. When Doritos held their contest to air a user-generated commercial during the Superbowl, they received over 2,000 submissions and two million votes! Prefer to listen instead? Just click the play button at the bottom of this entry! Now while these campaigns range in their level of control over the message, typically the best content comes out of the ones that are less controlling. But then there’s

Fresh Summit, produced by the Produce Marketing Association (PMA), has some pretty amazing exhibitor loyalty – some companies have been exhibiting there for more than 50 years! So in this Trailblazer episode, we go behind the scenes with Jamie Romano Hillegas, PMA’s director of trade shows, to discover some things they’re doing that turn exhibitors into fans, including: Providing tools for new exhibitors to network and learn the ropes Using an Exhibitor Advisory Committee to create advocates and a sense of ownership in the show Creating tiered benefits for long-term exhibitors Offering an interactive contest as a sponsorship opportunity Giving back to the

This episode began as a recent conversation on a show floor, when I suddenly realized that there’s just not enough discussion happening in the trade show industry about accessibility issues. Even if you think you’re tuned into what attendees with disabilities need in order to navigate a show floor, you’re probably missing a lot of things that are frustrating them or even keeping them away from the show all together. (I know I was!) Click the play button at the end of this article to hear Joan Eisenstodt and Lee Jacobia share first-hand experience on aspects that venues, show organizers, and

Whether you’re a show organizer dealing with exhibitors or an exhibitor who is designing and working a booth, you’ve likely been guilty of assuming you know what people want. Odds are … you were wrong. Often we’re too myopic within our own businesses to see things from an outside perspective. For example, how do you even describe what your company does? Can you do it in a way that’s short, to-the-point, and easy to understand? If not, you’re not alone. Many organizations (whether shows or individual exhibitors) get caught up in corporate-speak, which doesn’t make sense to really anyone. And even if you’re speaking in

Trade shows are not just about exhibiting and getting the word out about your company. They’re also a great way to learn about your competitors. So why would you want to conduct some type of competitive intelligence gathering at shows? First of all, you can often gain information that wouldn’t otherwise be accessible to you. There’s also the opportunity to see your competitors in action with their clients and prospects, and to discover some of their marketing strategies. You can learn about their upcoming products, services or technologies, as well as any changes in pricing or distribution. And of course

Several years ago I discovered (and now follow) one of the most forward-thinking, award-winning architects focused on using smart building design to create experiential environments that inspire and delight.

Her name is Maria Lorena Lehman, founder of Sensing Architecture, and while I don’t have her as a guest on the podcast today (maybe someday!) … I did want to share some inspiration from one of her latest newsletters with you.

The topic is the principle of transition. Of course she’s talking about intentionally designing how a person moves from space to space or room to room within a building. But the same holds true around the trade show floor or inside a booth space.

The International Manufacturing Technology Show (IMTS) is finding success by shifting focus from being viewed as a one-week trade show to becoming the go-to industry resource. To do that, it’s critical to keep lines of communication with exhibitors and attendees open during the months between shows to maintain enthusiasm and interest. Peter Eelman and his team at IMTS understand this very well since they have a two-year show cycle, and he shares some creative insights on becoming that year-round resource by: Utilizing the IMTS-TV online video channel Providing a variety of training tools for exhibitors, both online and off Creating innovation areas throughout the show floor to generate excitement (including the 3D printed

Too often trade shows become an “us vs. them” conflict between show managers and exhibitors. But the truth is that each would not succeed without the other and with a bit of collaboration, both parties can experience much greater success. Prefer to listen instead? Just click the play button at the bottom of this entry! So why is there so much fingerpointing? Often it comes down to a lack of communication. Exhibitors may complain that they don’t feel appreciated by show management, or perhaps never even hear from them after the contract has been signed. Show managers on the other hand

Today’s Trailblazer guest takes us behind the scenes to discover how one medical association is boldly reinventing their conference and trade show, transitioning from a medical education event to a total brand experience. In this interview, Tom Pellet shares some key points the American Academy of Family Physicians (AAFP) has learned so far in the process of rebranding their largest annual event, including: Why it’s important to understand various audience personas The number one thing you must do before beginning the rebranding process How to tie education back to what’s available on the show floor so attendees can create a customized experience Click