Ah, trade shows! That bustling hub where business cards fly faster than time and coffee is the unsung hero. But here’s the twist in the tale: digital marketing, the silent juggernaut, has muscled its way into this arena, transforming how these events are orchestrated and their success measured. Let’s dive into this digital odyssey and see how it’s rewriting the rulebook of trade show triumphs.
1. The Pre-Show Hype: Crafting Digital Buzz
Remember the days when trade show prep meant printing brochures and setting up booths? Fast forward to today, and it’s all about creating a digital buzz. Social media campaigns, email newsletters, and engaging content are the new drumbeats that draw the crowd. It’s a digital appetizer, serving a taste of what’s to come, and oh, how it whets the appetite of potential attendees!
2. Personalized Engagement: Beyond the Booth
In this digital era, engagement doesn’t wait for a handshake at the booth. It starts earlier with tailored content and targeted ads that speak directly to the interests of your audience. Imagine a world where your booth visitors already feel connected to your brand, thanks to that cleverly crafted LinkedIn post or that insightful blog piece you shared. It’s like meeting an old friend amidst a sea of new faces.
3. Data-Driven Strategies: The Secret Sauce
Here’s where it gets even more interesting. Digital marketing isn’t just about flashy campaigns; it’s a treasure trove of data. Every click, share, and registration forms a piece of the puzzle, giving insights into attendee behavior and preferences. This data is the secret sauce in fine-tuning your trade show strategy, ensuring you’re not just shooting arrows in the dark but hitting the bullseye of attendee expectations.
4. The Power of Virtual Participation
Gone are the days when geographical boundaries limited trade show participation. Digital marketing has flung open the doors to virtual attendance, allowing people from across the globe to be a part of the event, sans the travel fatigue. Webinars, live streams, and virtual booths have become the norm, amplifying the reach and impact of trade shows far beyond the physical confines.
5. Post-Show Engagement: Keeping the Conversation Alive
The end of the trade show is not the end of the journey; it’s merely a pit stop. Thanks to digital marketing, the conversation continues. Follow-up emails, content that recaps the event, and social media discussions keep the interaction alive, turning a fleeting meeting into a lasting connection. It’s like leaving breadcrumbs that lead your audience back to you long after the trade show lights dim.
6. Measuring Success: Beyond Foot Traffic
In the pre-digital era, success was often gauged by the number of business cards exchanged or foot traffic at the booth. Today, digital analytics offer a multi-dimensional view of success. Engagement rates, lead quality, and conversion metrics – these are the new yardsticks that measure the impact of your trade show presence. It’s a shift from quantity to quality, from mere presence to meaningful engagement.
Wrapping Up
As we embrace this digital revolution, trade shows are no longer just about physical presence; they’re about creating a holistic experience that starts and continues in the digital realm. It’s a blend of the traditional and the modern, where each complements the other, creating a symphony of business opportunities.
So, as you sip on that trade show coffee, remember, the real buzz is happening in the digital world, and it’s reshaping the landscape of trade show success in ways we’re just beginning to explore. Cheers to the digital age, where every click, every view, and every engagement counts! đâ¨
This is a guest post by Abhishek Pareek of Blazer Exhibits.
Building any trade show booth will never help you capture the attention of your potential customers. Why? You will certainly attend events where many other companies will also build theirs. That’s why, to display your products, you must build a booth that’s not usual.
Impressing the trade show attendees is not that easy. But itâs not impossible if you know how to stand out. So, whatâs the secret? Certainly, your trade show exhibits have to be eye-catching and well-designed. But you should also include something that will make you stand out.
Letâs now explore the art of showcasing a dazzling booth for your company. Below are a few tips that you must read for better understanding.
Tips to Build Trade Show Booths that Dazzle
Create Buzz Before the Event Starts
If you are building something special, you must go one extra mile. Just start talking about it even before the event starts. This way, you will engage your audience and inspire them to visit something unusual. But how should you proceed? With the help of the social media accounts of your brand, you can start sharing updates on the event. Besides, take the help of emails to engage your audience about an upcoming event they must know. But revealing the secret wonât be helpful for your company. Instead, just drop hints that will attract more attendees to your booth.
Choose a Strategic Design
You must not choose designs randomly for your trade show booth. So, you will have to proceed with a strategic design. Now, choosing a design of this type wonât be easy if you do not analyze your goals and brand identity. Also, do not forget to identify your target audience before you choose any particular design. Moreover, the design must reflect your brand’s uniqueness. So, use elements like color, graphics, and layout to create an appealing and unique booth.
Clear Brand Messaging
The booth has to be attractive, but thatâs not enough to bring you more leads. Every brand in the trade show will build a booth as best as possible. In this situation, proving your uniqueness is the only solution. So, design your booth in a way that will convey your brand messages. That’s why you can use bold, easy-to-read signage and graphics. These will help you convey your value proposition and key offerings. Also, remember that avoiding clutter at all costs will help you present your brand in the best possible way.
High-quality Graphics and Images
Every brand must never forget that they must only invest in high-quality graphics and visuals. You will probably not be able to make a good impression with poorly printed images. As a brand, proving your commitment to quality is very important. That’s why only vibrant and professionally designed graphics are only required.
Interactive Elements are also Helpful
Engaging attendees can be difficult if your team fails to introduce something interesting. That’s why you must include interactive elements that engage visitors. For instance, installing touchscreen displays, product demos, and interactive games can captivate attendees. Moreover, this can keep them at your booth longer. These elements create memorable experiences that connect people to your brand.
Effective Lighting
Attracting visitors to a booth that looks gloomy is certainly difficult. That’s why you should prepare a booth that looks bright. For this reason, embrace effective lighting that can dramatically enhance the appeal of your booth. Moreover, well-placed lights can draw attention to specific areas and also create ambiance. It will also highlight your products or services. Consider using LED lighting for energy efficiency and versatility.
Make it Useful For Attendees
You will certainly be busy talking about your products and engaging the attendees. But there is another way that can help you attract your visitors i.e., making your booth useful for visitors. But how will you do that? Simply include a charging station that will allow visitors to charge their phones. You can also keep small chairs so visitors can relax if they feel tired. Also, by providing refreshments to your visitors and getting more scopes to interact with them.
To Sum it Up
Standing out is not just a competition in the market but also in the trade show can be difficult. Thatâs why you build a booth that will easily attract your visitors. So, decide how you can present your booth to help you beat your competitors. As you start planning the design of your booth, keep in mind the points we have shared here.
A well-executed trade show booth can significantly impact your brand’s visibility and overall success at trade shows. But be very careful with the design as it must convey the right message. Thus, to ensure success, begin your journey with a booth that dazzles.
Blazer Exhibits and Events, based in Silicon Valley for over 35 years, specializes in custom trade show booths and displays. They handle all aspects, from conceptualization to exhibit designs, ensuring a dimensional branding experience within budget.
It’s July, and it marks a milestone in the life of TradeshowGuy Exhibits and my career in the tradeshow world. This year marks 21 years since I moved from radio into the tradeshow world and sold my first project, a custom 20×20 tradeshow exhibit, to Kettle Foods. At the time, I had just been hired by Interpretive Exhibits in Salem and happened to have a good friend at Kettle, and they just happened to be on the lookout for a new tradeshow booth.
I was off and running. For the next nine years, I brought in numerous corporate, government, and nonprofit entities into the clientele at Interpretive Exhibits. Then in July 2011, the owner shut the company down. At that point, I had a choice: find another job or try to keep going on my own in the tradeshow world. It took a bit of effort, but with a handful of clients from the defunct company, I was able to make a go on my own.
A Diverse Clientele and Noteworthy Achievements:
Since then, TradeshowGuy Exhibits boasts an impressive roster of clients, including distinguished names like Bob’s Red Mill, Schmidt’s Naturals, Meduri Farms, Nancy’s Yogurt, Hyland’s Homeopathic, Wedderspoon Natural Honey, Dave’s Killer Bread, and Alpine Bread, Organixx, Safe Catch, and more. Our involvement with SoYoung, which received the prestigious Exhibitor’s Portable Modular Awards in the 10×10 category, exemplifies our commitment to crafting exceptional exhibits that stand out on the trade show floor.
An Expert in the Field
I’ve been at the helm of TradeshowGuy Exhibits since the beginning. In an effort to show off my growing expertise and knowledge in the tradeshow industry, I was lucky to have been recognized by Exhibitor Magazine, a monthly publication devoted to trade show professionals. They featured me in a thought-provoking article titled “Trade Show Survival Guide.” The article focused on my book, “Tradeshow Success: 14 Proven Steps to Take Your Tradeshow Marketing to the Next Level,” which provided invaluable guidance to businesses seeking to maximize their impact at trade shows.
TradeshowGuy Exhibits owes much of its success to the unwavering support of trusted partners who have played pivotal roles in the company’s journey. Working hand in hand with Classic Exhibits for design and fabrication has allowed TradeshowGuy Exhibits to bring to life captivating and innovative exhibits that leave a lasting impression on attendees.
The partnership with Eagle Management for show labor ensures that each exhibit is flawlessly executed, allowing clients to focus on building connections and leaving a lasting impact on their audience. And with Scan Global Logistics managing shipping logistics, TradeshowGuy Exhibits can rest assured that their exhibits and materials arrive safely and on time, no matter where the event occurs.
I should also mention 3D exhibit designer Greg Garrett, who has provided us with several great designs, including the iconic Bob’s Red Mill 30×30 island booth that gave the company ten years of service before finally being retired last year.
Embracing the Future with Confidence:
As TradeshowGuy Exhibits celebrates 22 years in the trade show business, the future looks brighter than ever. With a proven track record of excellence and a commitment to innovation, the company is ready to embrace the challenges and opportunities that lie ahead. Their passion for creativity and dedication to client success will continue to be the driving force behind their accomplishments in the future.
A Heartfelt Thank You:
Finally, to our esteemed clients, partners, and all those who have been part of this incredible journey, TradeshowGuy Exhibits extends its heartfelt gratitude.
All right, all right, AI is coming! It’s going to swoop in and change the world. Strike that, it has ALREADY swooped in and changed the world. I’ve been curious about it, and as time marches on, I’ve spent more and more time learning how it can be used and what it can do.
It’s very extensive, but it ain’t the end-all-be-all. Still, with the right approach, AI can be very helpful. It can come up with ideas that you haven’t thought of, and it can help execute those ideas once you firm them up.
Some artist friends hate AI and what it might do (already is doing) to the art world. And I get it. But whether it’s business, art, writing, coding, or investing, AI is yet another tool – if you can learn how to use it correctly. This is what I’ve been trying to figure out, once I got over my initial reservations.
The key, as I see it, is to know WHAT to ask and, perhaps more importantly, HOW to ask it. Details are important, but knowing the broad basis for your beginning inquiry is also important.
This morning, I decided to ask CHAT-GPT“How can a marketer use AI to enhance their trade show marketing efforts?”
Here’s what came back:
Using AI in trade show marketing can offer several advantages for marketers. Here are some ways in which AI can enhance trade show marketing efforts:
Audience targeting: AI can help marketers identify and target the right audience for a trade show. By analyzing vast amounts of data, including demographics, interests, and online behavior, AI algorithms can predict which individuals or companies are most likely to be interested in the products or services showcased at the trade show. This enables marketers to personalize their marketing messages and focus their efforts on reaching the right people.
Lead generation and qualification: AI-powered lead generation tools can automatically collect and analyze data from various sources, such as social media, website interactions, and pre-show registrations. These tools can help marketers identify potential leads and qualify them based on predefined criteria. AI can also assist in lead scoring, prioritizing leads based on their likelihood to convert, enabling marketers to allocate their resources effectively.
Chatbots and virtual assistants: Deploying AI-powered chatbots or virtual assistants at trade show booths can improve attendee engagement. These AI systems can answer frequently asked questions, provide information about products or services, and even collect contact information for further follow-up. Chatbots can operate 24/7, ensuring that attendees receive immediate assistance even when booth staff are unavailable.
Predictive analytics: AI algorithms can analyze historical trade show data, market trends, and other relevant information to provide predictive insights. Marketers can use these insights to anticipate attendee behavior, optimize booth layout and design, determine the most effective marketing strategies, and forecast the potential return on investment (ROI) for participating in a specific trade show.
Real-time data analysis: AI can process real-time data gathered from trade show activities, such as social media interactions, mobile app usage, and attendee feedback. By analyzing this data, marketers can gain valuable insights into attendee preferences, sentiment, and engagement levels. This information can be used to adapt marketing strategies on the fly, tailor messaging, and improve the overall trade show experience.
Personalized recommendations: AI algorithms can analyze attendee data and behavior to provide personalized recommendations for products, sessions, or networking opportunities at the trade show. By leveraging this technology, marketers can enhance the attendee experience by offering tailored suggestions that match individual interests and objectives.
It’s important to note that while AI can significantly enhance trade show marketing efforts, it should be used as a tool to augment human expertise, not replace it. Marketers should combine AI capabilities with their domain knowledge and creativity to create compelling experiences that resonate with trade show attendees.
That’s not a bad start. But here’s the fun part. Now you can take each one of those bullet points and ask AI to break it down even further like I did here:
Tell me more about how AI can assist in audience targeting. Give me ten detailed ways that it might work and can be easily implemented.
Certainly! Here are ten detailed ways in which AI can assist in audience targeting for trade show marketing, along with examples of how they can be implemented:
Demographic analysis: AI algorithms can analyze demographic data such as age, gender, location, and occupation to identify the target audience for a trade show. Marketers can use this information to tailor marketing messages and choose the most relevant channels for promotion.
Social media listening: AI-powered tools can monitor social media conversations and analyze keywords, hashtags, and user profiles to understand the interests, preferences, and sentiments of potential attendees. Marketers can use this information to refine their targeting and create content that resonates with their target audience.
Lookalike modeling: AI algorithms can analyze the characteristics of existing customers or trade show attendees and identify similar individuals or companies. Marketers can then target these “lookalike” audiences with their trade show marketing efforts to maximize the chances of attracting the right attendees.
Behavioral analysis: AI can analyze online behavior, such as browsing history, content consumption, and purchase patterns, to gain insights into individual preferences. Marketers can use this information to deliver personalized marketing messages and recommendations to potential attendees.
Predictive analytics for attendee acquisition: AI algorithms can analyze historical trade show data and external data sources to predict which individuals or companies are most likely to attend a particular trade show. Marketers can leverage these predictions to focus their targeting efforts and allocate resources effectively.
Natural language processing (NLP): AI-powered NLP algorithms can analyze written content, such as blog posts, articles, and social media posts, to understand the interests and intentions of potential attendees. Marketers can use this information to create content that aligns with attendee needs and engage them effectively.
Sentiment analysis: AI can analyze social media posts, reviews, and other forms of feedback to determine the sentiment associated with a trade show or its exhibitors. Marketers can identify positive sentiment to leverage as testimonials and address any negative sentiment to improve attendee perception.
Geo-targeting: AI algorithms can analyze geolocation data to identify individuals or companies located in proximity to the trade show venue. Marketers can use this information to run targeted ads, send location-based notifications, or offer special incentives to attract local attendees.
Contextual targeting: AI can analyze the context in which potential attendees engage with content, such as websites, articles, or online forums. Marketers can use this contextual information to deliver targeted advertisements or content that aligns with the topics or themes relevant to the trade show.
Purchase intent analysis: AI algorithms can analyze online browsing behavior and purchasing signals to identify individuals or companies displaying high purchase intent related to the products or services showcased at the trade show. Marketers can prioritize targeting these prospects to maximize conversion opportunities.
Implementing these AI-driven audience targeting strategies may involve leveraging existing AI tools and platforms, partnering with AI technology providers, or developing custom AI solutions. The specific implementation will depend on the resources, budget, and technological capabilities of the marketing team or organization.
You can see how quickly you can get down into the rabbit hole.
So what’s really happening here? As I understand it, AI has been, and continues to, scrape the web as content, and when you ask a question, it pulls pertinent information and regurgitates it back to you based on the questions you ask and how you ask them. It’s not giving you anything new – it doesn’t think it just responds. But it has millions and millions of data points, articles, expert analysts and more to pull from, so the info it gives you is going to be as deep as you want it to be.
And having read the responses to those questions, I can see how AI can be used to come up with ideas that you may have missed, didn’t know about, or hadn’t paid attention to, and AI can help you implement them.
Now: would you us AI to help in your tradeshow marketing efforts?
Are you interested in using video to enhance your trade show booth and attract more attendees? If so, you’re not alone. Increasingly, businesses are recognizing the power of video to engage trade show visitors and drive leads. If you’re considering adding video to your trade show strategy, here are a few things to keep in mind from the Tradeshow Guy Blog.
Video will help you stand out from the competition.
Video is an incredibly effective way to engage and captivate trade show visitors and can help you drive leads and conversions. In a sea of other exhibitors, a well-executed video can help your booth and product or service stand out and capture attention. Video is also an engaging medium that can help you communicate your brand story and message in a powerful way. When used correctly, video can be an incredibly effective tool for getting your message across to potential customers at a trade show.
Videos can communicate your message and tell your brand story.
When it comes to communicating your message and telling your brand story, there are few mediums more engaging than video. The right video content can be instantly memorable, helping to engage viewers and evoke a personal response. Furthermore, videos can provide context that transcends the boundaries of text-based content such as blog posts or articles. They enable you to visually demonstrate the personality of your company and showcase the truly unique aspects of what you have to offer.
Make your video visually enticing when audio isn’t an option.
Making an engaging video without sound can be a challenge. After all, audio is often the most powerful element when it comes to conveying emotion. However, videos without sound can still have an impact if they’re visually enticing. Start by creating a color palette that stands out and sets the mood for your video. Then use movement like pans, zooms, and fades to keep your viewer’s attention.
Don’t be afraid to use unconventional shots either – close-ups of small details or bird’s eye perspectives can be mesmerizing with the right lighting and composition. Animated elements like overlays, transitions, and logos can provide visual interest as well. Finally, build in enough time for post-production to make sure your video looks its best in terms of saturation, contrast balance, and other adjustments.
One way to reduce the cost of your trade show video is by using royalty-free stock footage. This approach can be a great way to save money while still getting high-quality visuals for your video. Check out these royalty-free videos that are priced affordably. When selecting stock footage, be sure to choose clips that are relevant to your product or service. You don’t want your video to feel disjointed or out of place. Also, make sure the quality of the footage is consistent with the overall tone and style of your video.
Drive traffic to your booth with the help of social media.
Social media is a powerful tool for promoting your trade show booth and driving traffic to your exhibit. When used correctly, you can reach a large number of potential customers and generate interest in your products or services. One of the best ways to use social media for trade shows is by creating a dedicated event page on Facebook. This page can be used to promote your exhibit, provide information about the event, and give people a way to connect with you online. You can also use this page as a central hub for all of your other social media activity related to the trade show.
In addition to creating a Facebook event page, be sure to post regularly about the trade show on all of your social media platforms. This will help keep your followers informed and engaged. Use images, videos, and text-based posts to create excitement around the event and drive traffic to your booth. Make sure you’re also using hashtags related to the trade show so that your posts will appear in relevant search results. And don’t forget to respond promptly to any comments or questions from followers.
Are you looking for a way to make your next trade show even more successful? If so, consider using video. This medium can help you connect with potential customers and create an engaging, interactive experience that will leave them wanting more.
Emma Grace Brown lives her life by her rules, and it works! When she’s not snuggling puppies, Emma promotes female empowerment through her website. Her mission is to help those who live with self-doubt to realize they don’t have to mold themselves to conventionality.
Trade show marketing can be a powerful tool for businesses of all sizes. By participating in trade shows, businesses have the opportunity to showcase their products or services to a large and targeted audience, build brand awareness, and make valuable connections with potential customers and industry partners.
One of the main advantages of trade show marketing is the ability to reach a large and targeted audience. Trade shows attract individuals and businesses from a specific industry or market, so businesses can be sure that they are reaching the right people. This can be especially beneficial for smaller businesses that may not have the budget for more expensive forms of marketing, such as television or print advertising.
Tradeshow marketing draws a focused audience
Another advantage of trade show marketing is the opportunity to build brand awareness and establish credibility. By participating in a trade show, businesses can showcase their products or services to a large audience and demonstrate their expertise in their field. This can help businesses establish themselves as leaders in their industry and build trust with potential customers.
In addition to building brand awareness and credibility, trade show marketing can also be an effective way for businesses to make valuable connections with potential customers and industry partners. Trade shows provide a unique opportunity for businesses to network and build relationships with people who may be interested in their products or services. These connections can lead to increased sales and partnerships that can help businesses grow and succeed.
Overall, trade show marketing can be a powerful tool for businesses looking to reach a large and targeted audience, build brand awareness, and make valuable connections. While it can be costly to participate in trade shows, the potential benefits make it a worthwhile investment for many businesses.
In the digital age, the future of print media can seem uncertain. We spend so much time online that it may seem like print advertising is a dying trend. Data from the Pew Research Center highlights how in 2022, 93% of American adults used the internet, a 3% increase from 2021. Undoubtedly, the internet’s reach is growing, especially in advertising. However, despite emerging digital trends, print media is still a thriving business with a variety of innovative trends in the digital age.
Overview
Is print advertising still effective? Though many companies overlook the importance of print media in advertising their business, itâs an incredibly useful marketing strategy. Print advertising is a form of advertising that utilizes tangible media to reach potential consumers. Some popular examples of print marketing are magazines, newspaper ads, and direct mail. With so many different opinions and platforms, companies can pick and choose what method works best for them while also getting creative. When comparing digital marketing to print, there are many benefits to advertising your business via print. Entrepreneur highlights how print advertising is a sensory experience; it builds credibility, there is a high exposure rate, and it has longevity. In addition, print marketing is a great way to connect with potential customers and set yourself apart from the competition. In addition, when compared to digital media, Forbes states that paper materials are âeasier to process mentally and tested better for brand recall.â Despite what you may think, print advertising is still a growing and evolving market alongside digital media. Itâs an effective marketing strategy.
Print Media Trends
There are a variety of trends in digital printing that can help promote your business and drive sales. Here are a few print marketing tips to get you started or take your print advertising to the next level!
QR Codes
One way to capitalize on print advertising is to bridge the gap between the print and digital world through QR codes. Business Insider describes QR codes as âa type of barcode, or scannable pattern, that contain various forms of data, like website links, account information, phone numbers, or even coupons.â QR code popularity spiked during the pandemic when contactless communication was key to avoiding the spread of Covid-19. Now they retain popularity and are used for menus, quick links, and contact information. Theyâre also a great marketing strategy. When creating your print advertisement, add a QR code on your page that links to your website. Then, when people see your ad and want more information about your company or product, they can easily scan the code with their phone camera and learn more. Itâs a seamless way to engage with potential customers and drive sales.
Sensory Experience
Another print media trend is to use the senses to promote your company. While both print and digital media are mobile and informative, print is tactile, meaning that consumers can connect with it in a way that goes beyond visual. Think perfume ads; when you can smell the perfume, you can connect with the product and the company in a way that isnât possible digitally. Another idea is to make your advertisements textured to engage your consumers or use various finishing options to catch the eye, such as laminating, finishing, embossing, and debossing. Again, take advantage of the physical nature of print advertising to promote your brand.
Go Green!
Companies have been pushing to make sustainable business changes in the past several years. Whether that through recycling or minimizing plastic, green initiatives pay off. Forbes highlights how 88% of consumers âwill be more loyal to a company that supports social or environmental issues,â and 87% of consumers âwould buy a product with social and environmental benefit if given the opportunity.â There are many changes companies have been making to make their print marketing campaigns more sustainable. Some ideas include utilizing recycled materials, eco-friendly packaging, and partnering with environmentally conscious printing companies. These small changes not only have a positive environmental impact but attract environmentally conscious people to your company. A win-win!
About the author: Farlyn Lucas works as a freelance writer and communications manager for a media agency based in New York. She has a knack for writing on various topics, especially marketing, business, and industry news.
Podcast promoters like to flaunt the number of downloads and listeners they have. The bigger the number the better, the more successful, right!
But what does the number of downloads really tell you? I have a podcast app on my phone. I subscribe to 20 or 30 or 40 podcasts. Actually, I donât know how many I subscribe to because I rarely listen to any of them. There are two, maybe three podcasts that I listen to on a regular basis, and depending on my schedule, I may or may not get to every one of them. And if theyâre longer than twenty minutes or so, my attention span wanes. Or if the discussion veers into some weird minutiae that no longer interests me, Iâll find something else to listen to. Or if I get to the end of my drive and turn off the podcast, when I get back in the car, I may no longer have any interest in hearing any more of it.
Yes, I realize that I may not be a normal podcast listener. I donât listen at home, or in the office. Only in my car. Not when Iâm working out or riding my bike. Doesnât work for me. Might work for others.
All of which brings up the question: how accurate are those metrics, anyway?
I donât have an answer. I have questions.
When someone visits your website, analytics can tell you a whole bunch of things how long they stayed, what pages they looked at, what page they came in on, and what page they left on. You can see trends in how many people visit the site day after day, week after week, and month after month. Trends are good, I think. Mostly.
But those analytics wonât tell you what the visitor really thinks. Maybe they bought something. Maybe they read something. Maybe they were interrupted by someone in their office and never read anything on the page even though the browser tab was left open for an hour.
On this blog and in my books, Iâve discussed important metrics to keep at tradeshows: number of visitors, leads, sales, and so on. And those are all important. But only to a point.
Metrics are just a part of the bigger picture, but I donât think you can use them to know exactly whatâs going on in your prospectâs or clientâs mind.
For that, you must have a real conversation. Find out what theyâre really thinking. Learn what questions are really on their mind. Ask what problems they are really facing. Find out how your products or services are really helping them â or how those solutions are coming up short.
Itâs all-important stuff to improve your business and serve your customers better.
Metrics are important, but dig deeper and see what the numbers are really telling you, and what CAN they actually tell you? Like podcast downloads, the number canât tell you how many people actually listened all the way through. And if they did tell you that, they canât tell you how close the listener actually was paying attention.
Maybe we can start a podcast about all of that. Do you think anyone would listen?
Not a bad way to kick off June! I sat down with Mel White of Classic Exhibits, along with a few dozen viewers, for a presentation on tradeshow tips for newbies and wannabes. He invited me as part of their ongoing “Fast and Furious” webinar series, and I was grateful to be asked and glad to join. We nicknamed the presentation ‘From Tradeshow Stupid to Tradeshow Smart in 50 Minutes,’ but whatever you want to call it, I jammed a lot of stuff into the presentation. Take a look – hope you get something out of it, and thanks to Classic Exhibits for inviting me!
I think this is a first for this blog, which focuses (mostly) on tradeshow marketing: an album review. I’ve done book reviews, but the album review, of longtime tradeshow presenter Ken Newmanâs new LP, makes perfect sense.
Iâve known Ken for over fifteen years, back when he tweeted out some kind words about me and I picked up the phone and introduced myself. Since then, weâve been friends, albeit from a distance, but we have gotten together a few times over the years to hang out.
And weâre both big music fans, and both musicians. Ken told me about his plans to record and album of original songs several years ago, so Iâve been following his progress, which was somewhat upended by the pandemic. But itâs finally here!
âWhat Am I Afraid Ofâ is a collection of rock and ballads that is packed with great hooks, solid songwriting and performances, and is topically about as on-point as one can get here in the third decade of the 21st century.
Kenâs shared numerous reviews of his LP on his Facebook page, including Must Have Mediaâs take which calls it ârough, raw, and revealingâ; and an interview of Ken on Musical Notes Global in the lead up to the release, in which Ken digs deep in to the making of the album.
Cover of “What Am I Afraid Of?” by Ken Newman
The opening track, âWhat Am I Afraid Of?â wastes no time kicking into high gear with a rollicking rock and roll beat and finishes off with some Tom Petty-like grunginess. From there into âNothing to See Here,â about the common response people have to hard-to-handle events in the world.
Other standouts include a rock version of an earlier song âI Canât Breathe,â which came out of the phrase that George Floyd said over twenty times as a Minneapolis police officer held him down, knee on his throat, and âWe Should Do This Again,â about what itâs like being homeless in America. It was originally featured in the Blanket the Homeless collection that was released in 2019 and is also highly recommended.
The whole album is strong from start to finish, and Kenâs voice and playing capture a wide emotional range. Yes, Kenâs a good friend, but I highly recommend the album. Itâs really good.
