Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.

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A Wrap Up of B2B Pandemic Survival Skills

A few recent newsletters that have popped up in my inbox have gotten me to thinking about B2B in the age of a pandemic. The tradeshow world is virtually shut down. Conferences aren’t happening. Events are 99.9% gone. Many of the writers behind these newsletters offer insightful observations about how business is now being done: what’s changing and what’s not.

I’ve compiled several of these thoughts and added a few of my own.

Embracing Digital

“Zoom Fatigue” has become a meme. But connecting via digital is about the only way to connect. Yes, you can pick up the phone – and I do – but a video call is more personal. Of course, there’s an extra step involved: you have to agree on a time and schedule the call and send the link. But taking those steps evinces a commitment to the meeting you might not have otherwise had.

Email: staying in touch is a little harder in this day and age. Many of the contacts I have are either working from home or have been laid off. Others are in the office only part time and their presence at work is not a given. Every company is dealing with the situation in their own way, and if an email isn’t answered in the time it typically would be, try a phone call.

Short videos

Beyond Zoom, email, and phone calls, create short videos that address challenges a typical customer might have. A recent Orbit Media Studios post examined what happened when they added video to their content strategy. It’s led me to create short videos every week to see if they get attention.

Bottom line on Digital

Be present online more than you ever have been before.

Know your priorities.

What’s important for your company? For you? For your employees? I spoke with a handful of distilleries in Oregon this week to see if they were making hand sanitizer, as many of them did at the outset of the COVID-19 outbreak. Many had made the product and were still making it but it was not a priority. A handful of them, though realized that there was a market there and it was going to be there awhile and were actually ramping up production. Others felt it was not their core business and they would rather be known for their high-quality distilled products.

Understand your customer’s priorities

Every customer is going through something different. Find out from as many as possible what their biggest challenges are. Segment them. And if you can help them, do it. Some might need to wait another month or two or three.

Find and form valuable partnerships

Partnerships can take you places you couldn’t go on your own. Manufacturers, builders, factories, processing plants. Keep an open mind to what the possibilities are and ask good questions. You might uncover an opportunity that you had no idea existed a few months ago.

Communicate clearly to everyone

It boils down to listening twice as much as you talk. Find out what’s important to other management members, employees, team members, clientele, prospects. But make sure to let them know what’s important to you as well. We’re all in this together, and communication will be the key.

Remove friction whenever possible

Just like forming a new habit, the easier it is, the more likely you’ll form that habit. It’s like saying to yourself that you’ll put on your running shoes each morning and run around the block. There’s not much friction in putting on your shoes. Once you have the shoes on, it’s easy to go around the block. After you do that a few times, it’ll be easier to run a half mile. Then a mile. Then two, five and so on. By reducing the friction to get anything done, both for you and your clients, the easier it will be to get bigger things done. Start small where there is little friction.

Acknowledge that it’s not business as usual

The final piece. We all know that, but many of us are acting as if it’s still 2019. Are you? It’s not. We’re in the future to stay. And it’s a different world. It’s not business as usual.


Here are some of the resources that helped inspire this collection:

Chief Marketer: How B2B Marketers are Embracing Digital During the Pandemic.

Marketing Profs: 5 B2B Marketing Strategies for Pandemic Survival and Beyond, by Mike Seiman.

Orbit Media: Adding Video to Your Content Strategy: The Impact to Traffic and Rankings, by Andy Crestodina


TradeshowGuy Monday Morning Coffee, July 20, 2020: Kevin Carty

What’s it like to be a tradeshow exhibit manufacturer in the age of a COVID-19 pandemic? Turns out there are a number of creative things that can be done with exhibit building blocks. Kevin Carty of Classic Exhibits joins me on this week’s TradeshowGuy Monday Morning Coffee to discuss the world of exhibits:

This week’s ONE GOOD THING: ABC’s “How to Get Away With Murder.” The sixth and final season is now available on Netflix.

Playing What If: Real World vs. Imaginary World

We can get caught up in an imaginary world pretty easily. Just try following the stock market as it bounces and bounces. And bounces. See your IRA value go UP. See it go down. Yes, it’s real money, and yes, you are hoping it does well, but until you decide to actually pull the money out and put it to use, such as retirement, it’s not real. It’s just numbers on a screen or monthly statement. No matter how much your Tesla holdings have increased, until you sell and put the cash into a bank account, it’s a (mostly) imaginary world.

Same in the world of tradeshows. You can dream and plan and work towards your next show, but in these days of COVID-19, the actual date might not set. Your flight tickets are not purchased. Your hotels are not reserved. Your booth space may not be finalized. Your booth graphics will change, but until you know exactly what products you’ll be promoting at the show, it’s hard to plan much without knowing when the show take place. Or if it’ll take place.

What if?

What to do?

You can play ‘what if?’ There’s nothing wrong with a game of what if. It’s how ideas are brought forth. How they’re measured and assessed. Discarded or amended. Set aside for the future.

What if the show doesn’t happen until 2022? What if everything changes and suddenly, we have to have a new exhibit ready in three months? Playing what if doesn’t take much time, and it doesn’t commit you to anything. But it does allow you and your team to look at the various paths ahead that may or may not open up. It allows you to look at multiple contingencies. Yes, you may already be doing this, but try doing it and expanding the horizon. Try to imagine things that before may have been unimagineable.

We’re living in unprecedented times. Today you may be busier than you’ve been in months. But tomorrow you may have time to play a game of what if.

TradeshowGuy Monday Morning Coffee, July 13, 2020: Creativity and Discipline

Any creative endeavor requires more than just inspiration or an idea and a burst of activity. If it’s to be seen through to a successful end, the creative act must be wrapped up in discipline. In this week’s TradeshowGuy Monday Morning Coffee, I riff for ten minutes or so on creativity and discipline:

This week’s ONE GOOD THING is the new solo album from David Lowery, main songwriter, and singer from Cracker and Camper Van Beethoven. Listen to and purchase “In The Shadow of the Bull” here.

Also on this week’s podcast: a reference to an article by Jeff Goins: Rules, Discipline and the Paradox of Creativity.

Tweets You Probably Missed

The average tweet lives for 18 minutes. At least, that’s according to the AWeber blog, the platform that hosts my newsletter. Which means that most people never see your tweet. I mean, what, a million tweets a second pour out of the platform, right? Actually, I checked. It’s less than that – around 6,000 per second. But that adds up to about half a billion tweets per day.

Which means you probably missed most of my tweets. That makes me…sad? Disappointed? Hard to say. I mean, social media is what it is. But hey, I’ve had some fun and informative and hopefully useful tweets. Thought I’d re-post a few and give you a second chance. And of course, invite you over to my Twitter page here.


“Normal” May Never Return to the Tradeshow Floor

In speaking with industry veterans, consultants and experts, I’m starting to get the feeling that normal may not return for a long time, if ever, on the tradeshow floor.

First, let’s admit that the tradeshow world is a continuously evolving entity, and that what’s normal in one year may look a little odd just a year or two later.

Social media exploded over a couple of years. Now it’s common for companies to post photos and videos of their tradeshow experiences on social media. In fact, it’s just one of many ways that exhibitors leverage online presence.

In 2019 at NAB (National Association of Broadcasters), an experiment was under way to shift how exhibitors understood and paid for show labor and drayage. For all we know, that might have been the start of a new way of looking at tradeshow logistic costs and how they are calculated. Time will tell.

Now with social distancing appearing to be the norm for the foreseeable future, some show locations may insist (as might the exhibitors and attendees) that new protocols come into play, such as temperature checks, masks, distancing, limited attendance, greater space between booths, wider aisles. All of this will put pressure on profits and incomes; with fewer people and fewer exhibitors, it’ll be harder to show a profit.

And it’ll also put pressure on marketers, those creative types that are competing for attention along with every other exhibitor. Just showing up, setting up your exhibit, doing a few in-booth activities and giveaways, like many exhibitors have been doing for years, simply won’t cut it. In a recent interview with Marlys Arnold of Exhibit Marketer’s Café, she observed that disruptors will be the ones who get noticed. She also said that with shows coming back and audience attendance down, it’s likely that the quality of the visitors will increase. They’ll absolutely want to be there because it’s important. There’ll a higher percentage of buyers than in the past. And one other change that Marlys felt was important is that pre-show marketing will be even more critical than before.

Virtual tradeshows have blossomed in the past few months. Keynotes, break-out sessions, exhibitor presentations and more are taking the place, at least temporarily, of physical shows. And most observers I’ve talked to seem to believe that the virtual aspects of shows will stick around, even when we’re back to the physical world.

But here in the interim, marketers and tradeshow industry companies have time on their hands – time that is likely being used to adapt, learn new skills and reinvent themselves. With COVID-19 still coursing through the world, physical tradeshows will come back in fits and starts. Some observers have said that “normal” business may not be back until 2022 or 2023. We hope that is not the case. Sooner is better than later, because many people’s livelihoods are on the line.

TradeshowGuy Monday Morning Coffee, July 6, 2020: Marlys Arnold

Before we get to the insightful interview with Marlys Arnold of Exhibit Marketer’s Cafe, I test out a new Kimafun wireless microphone and explore my backyard. Because, why not? Then in the interview Marlys and I test the waters on what it will take to get back to a quote-unquote normal tradeshow world. Take a look:

Check out Exhibit Marketer’s Cafe here.

Here’s the Kimafun wireless lapel mic I’m using (thanks to Ken Newman for suggesting it!).

ONE GOOD THING: a trio of rare Beatle photographs that I share.

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Tradeshow Guy Blog by Tim Patterson

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