“People don’t like to be sold, but they love to buy!” Jeff Gitomer. That’s one of my favorite truth quotes, from Gitomer, a speaker, sales trainer and author of The Sales Bible, Little Red Book of Selling and many others. This truth is playing out in the way buyers are changing how they attack and derive benefits from their trade show participation. Buyers don’t want to receive a stack of preshow mailers and get spammed by every exhibitor before the show. Buyers don’t relate well to aggressive … [Read more...]
How The Billboard Effect Influences Your Tradeshow
About a year ago, I learned about a term used in the hotel industry known as “The Billboard Effect.” Defining The Billboard Effect Chris Anderson Ph.D., assistant professor at Cornell University, conducted a study on the impact of hotel reservations for hotels with or without a presence on Expedia. During the study, four hotels were rotated on and off Expedia for a three month period. Three Findings About The Billboard Effect Hotel placement on Expedia resulted in a 20-percent increase in … [Read more...]
Priority Points, On-Site Booth Sales And The NFL Draft
A couple of weeks ago, Kevin Johnstone, director of Tradeshows at the National Association of Music Manufacturers, started a LinkedIn discussion about priority point programs and on-site booth sales. Tom Corcoran, Owner of Corcoran Expositions, Inc. , added my favorite reply to the thread. “Two benefits to holding your space pick for next year on,-site, is the competition factor between exhibitors which often results in increased sales. The other is the team aspect as many companies show up … [Read more...]
Six Suspicious Tradeshow Areas That Need Exposing
Note from Jeff: Dave Lutz is on a rant. A good one in my opinion and all meeting and event professionals, nonprofit organizations and associations, and tradeshow organizers should heed his advice. It's time for the meetings and tradeshow industry to be more transparent about add-on fees, kickbacks, payouts and relationships. Here's his post that first appeared on TSNN. Read Dave's rant. If you dare. TSAE's Red Diamond Congress White Paper Causing A Stir Have you been paying attention to … [Read more...]
5 Reasons To Increase Your Online Exhibitor Presence
This post is by Dave Lutz, Managing Director of Velvet Chainsaw Consulting. Recently, I reviewed some very telling analytics from several of the largest tradeshows. Here’s what I learned: Exhibitors that completed an online booth profile received twice as many page views as those that didn’t. Attendees also bookmarked them for an onsite visit. Exhibitors that purchased online booth upgrades received four to five times more online views than those with basic listings. Exhibitors with an … [Read more...]
Six Best Practices For Creating An Online Interactive Exhibitor Listing That Gets Results
I’m blogging as part of the TSNN blog team. My posts will focus on technology and business processes that help move the needle for growing your show. Here's my first post. We all know that measuring ROI from tradeshow participation is like painting a moving car. Buyers are at various stages: awareness, consideration, preference and purchase. Often, it takes multiple touches to move buyers closer to purchase. Face-to-face interactions tend to either accelerate or better qualify the … [Read more...]
6 Sponsor Tips For Your Online Audio And Video Content
"It's a people driven economy, stupid," says Socialnomics author Erik Qualman. He starts his book with this paraphrase of the famous 1992 James Carville quote, "It's the economy, stupid." Qualman says it's only a slight change of words but a drastic adjustment in business and social philosophy. It's Socialnomics, a far-reaching revolution that will continue to evolve for years. One of the concepts Qualman discusses is the traditional advertising model versus the socialomerce … [Read more...]
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