5 Reasons Why Trade Shows are Key to Your Marketing Mix

Find out why trade shows could be the best marketing strategy for your business.

Original post from Inc.com

Today, more than ever, marketing is all about relationships. We are continuing to shy away from the traditional practice of just pushing products and, instead, putting an emphasis on building real connections with customers.

Event marketing offers a unique opportunity in this changing industry as you are able to be face-to-face with your audience. What better way to build a relationship with a customer than meeting them in person? Statistics prove it. Here are five ways event marketing can increase sales and why it should be included in your marketing mix.
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Phonak video features new entry wall and listening loft, created by EDE Corporation



I recently worked on creating the entry wall and listening loft at Phonak. The Phonak Audiology Research Center (PARC) is a new state-of-the-art facility where research is done for hearing in real-world settings. In this video tour of the PARC, the Phonak team explains how the PARC will advance the science of hearing aid technology and fitting. See it here: Phonak Unveils its US Audiology Research Center

Time Flies When You’re Preparing for IMTS


We’re at that time of year when IMTS seems so close because much of your planning is coming together. Some of you have already signed exhibit contracts, some are contemplating designs and some of you are just starting this stage.

At this point in time, all of you should be having meaningful discussions with designers and builders. This is when time starts to fly by. Before you know it we’ll all be together on McCormick Place’s show floor.

No matter what stage in the design process you’re currently in, I am more than happy to discuss exhibiting at IMTS with you. You’ll be able to find me at the exhibitor workshop in Chicago on January 21st if you would like to meet in person there. As always, you can reach out to me any time.

If you haven’t decided on attending any of the IMTS workshops around the US, I highly recommend it. They’re a free planning tool with great speakers.

The Best Advice I Can Give to IMTS Exhibitors

floorplan example

Visitors to trade shows like IMTS only have a few days to take in everything exhibitors have to offer. The average attendee only spends just over 9 hours actually visiting exhibits, giving you a very small window to grab their attention and keep it. Crowds, schedules, marketing clutter and mobile devices all take away from this vital time. If nothing else, my experience has taught me one thing: do not add to the chaos by overcrowding your exhibit with too many products or miscellaneous clutter.

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There’s No Reason Expo Attendees Shouldn’t Remember You


Imagine an exhibit that helps your products become the talk of the show. The design you’re imagining should incorporate signs that clearly identify your company from all angles on the show floor, display your products in a way that excite and challenge attendees and accurately reflect your marketing and sales objectives.

With cluttered show floors and packed schedules, it’s understandable why trade show attendees might have a hard time remembering what they saw, much less who they talked to. There’s no reason yours shouldn’t be remembered, though.

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Your Booth Size and Location Could be Costing You

When selecting booth spaces for your trade show program, an exhibitor must weigh the importance of the show vs. exhibiting costs. By increasing the size, location or configuration of your selection an exhibitor can maximize the benefits of attending important shows. The costs of upgrading are justified when you look at the increased exposure and impact a change in scenery could give your exhibit.

As an example, increasing the square footage from a typical 10’ x 20’ linear space to 20’ x 20’ island booth space can at least double or even quadruple your exposure to trade show audiences. Finding the most effective location, size and configuration for your exhibit only adds to the success brought by design, promotion, staff and other integral efforts. These are the kinds of options I regularly discuss with my exhibit clients.

The analysis below is easy to read and explains the ingredients to maximize your audience exposure and hopefully increase the quantity of qualified leads.

Analysis of exhibit size and configuration's effect on exposure and traffic

To further discuss ways to maximize your trade show benefits, please contact me.