Experts & Opinions

Feb 21, 2015
I am sure many of you are reading the title and thinking, what?  But there are instances where you can cut corners, or in better terms, get a little creative, in your trade show marketing.  But beware when cutting the wrong corners can make for a mess. Demonstrations:  Getting creative – making a demo that powerful, even if it is simple. You don’t need to have a Las Vegas type demonstration going on. Sometimes a simple demo can be powerful, if the message clearly ties into the booth, and it shows how your products and services can make the attendee’s life easier. Making a mess… more
Feb 13, 2015
Like so many other spaces in the business world, today’s trade shows are fueled by social media conversations and the buzz they create. Here’s a look at how you can leverage the power of social across three important but very different channels. Facebook ●       Create a page—not a personal profile—for your trade show. ●       Invite and respond to questions and comments on your posts: This will help create conversation and engagement. ●       Green up your show. Post digital copies of your show guides,… more
Feb 12, 2015
A common question I hear when speaking to customers is, "How do I make our trade show booth representative of our brand?" My answer is to think of your booth like a website. Think about it – companies today rely on their Web site to do two things: attract new visitors, and then turn those visitors into paying customers. Shouldn't your trade show booth serve the same function? At a busy event, people constantly are passing your booth, in search of something to fit their needs – not unlike online consumers searching Google. Once you’ve got them to stop at your booth, it’s the job of the… more
Feb 08, 2015
A new year means new ways to make your events even more green. Going green is a constant progression and as technologies change and your goals transform there are going to be new ways to up your green game. From incorporating tech aspects to engaging your customers and finding ways to use recycled materials, here are some ways you can make your event more green in 2015. Create an App Whether your goal is to make the ordering process easier or just to engage with your customers an app will get the job done and cut down on paper in the form of order forms, handouts and catalogs. Creating an app… more
Feb 08, 2015
Hire a “Trade Show” Graphic Designer. Most designers don’t understand trade show graphics. Hire someone who does. Your graphics are as important as your physical display, if not more important, and they can make or break your presentation. Up or Down. What elements will be seen up close or across the show floor? It matters. Avoid putting important elements at floor level. Higher elements will draw your customer’s attention several aisles over. There’s a micro-brewery in Oregon with a BIG sign:  FREE BEER. When you get closer, the sign reads: FREE wi-fi | great BEER. I fall for it every… more
Feb 02, 2015
Trade show exhibits are very similar to billboards; attendees need to be able to comprehend its message in less than 5 seconds in order to get their attention as they are walking down the aisles. With very little time to draw people to your booth, there are 3 questions that need to be answered in order to peak their interest and get them to stop and talk to you and your staff. 1.Who are you? It’s astounding how many exhibitors fail to tell attendees who they are. Without clearly answering this question throughout your booth, potential leads could be walking right by, not realizing what… more
Jan 25, 2015
I am excited to be both a media partner and keynote speaker for the Digimarcon Cruise this coming April.  I was asked to assist with running the conference as well, and it really got me thinking about how a cruise as a venue has some things even the most seasoned event manager can miss. 1.       Helping your exhibitor:  When it comes to your exhibitor, they have to think a bit differently when it comes to show preparation.  Exhibit graphics and materials have to be on the ship and last minute changes need to take place while you are still in port.… more
Jan 25, 2015
You’ve just wrapped up your show and it was a huge success: your attendance numbers were up, your attendees gave you positive feedback, several of your exhibitors have already re-signed for next year and your staff is enthused. Now what? The critical time to start garnering interest for next year’s event is during and immediately following your current event while the enthusiasm is fresh. The key is to create ways to connect with attendees throughout the year to extend the life of the interest generated by the show. Here are 5 marketing tactics to include in the creation of your successful… more
Jan 17, 2015
Have you ever heard the saying, “you get what you pay for”? Just because you saved money, doesn’t mean you got the best deal. For example, if you found a used car for a great price, it could end up costing you more to repair the car than you actually paid for it. If you are shopping for a new trade show display, the price may be important to you, but should not be the only factor you take into consideration when making your purchase decision. Instead, do your research on several vendors to determine which one will be the best fit for you. Before you decide which trade show booth vendor to… more
Jan 17, 2015
Trade show sponsorships can be a uniquely effective marketing opportunity for your business. You have the chance to give thousands of prospective customers a personal experience, spread brand awareness through print materials and signage at the show, and even connect with partner brands that can help your customers use your products in new and exciting ways. But you must have a plan to measure your return on investment, or you’ll never know whether your sponsorship delivered those benefits or if it’s worthwhile to continue. To quote William Edwards Deming, “In God we trust; all others bring… more
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.