Trade Show Insights Marlys K. Arnold

Earlier this year, I attended a workshop on how to market like Taylor Swift, and let me tell you … there are a wealth of insights you can learn by studying this multi-award-winning, stadium-packing music legend.

Now it really doesn’t matter whether you know a single one of her songs (I’m only familiar with a few myself). We’re going to break down the strategies she uses to create raving fans who can’t wait for her next album debut – and how you can put each of these to use in your trade show marketing.



Lesson #1: Understand your buyer personas and speak their language.

She’s figured out what people desire or dream about and plays to that. She gives them a place to belong and makes each one feel like she’s speaking directly to them by using the words they use. That doesn’t mean talking down to them – in fact, just the opposite. That’s why you can find numerous “Is it Taylor Swift or Shakespeare?” quizzes online.

Do you know specifics about who you’re marketing to? Do you truly understand their challenges and aspirations? If not, it’s time to do some research to find out what will resonate with them. Pay attention to what your audience is talking about and fit your marketing into their conversation (instead of being focused on what your product or service does).

Lesson #2: Use story-based marketing to connect on an emotional level.

Every time Taylor releases an album (or as she calls them, Eras), she creates an entire story around it. Each Era has a distinct narrative, personality, and color theme, which acts as a framework for all of her marketing during that time.

Sticking with a theme or core message makes a lot of sense for trade show marketers as well. Once you’ve determined that, figuring out your display, pre-show promotions, giveaways, and everything else is so much easier! It also makes your marketing more memorable because it’s reinforced at every point of contact.

Lesson #3: Master the Art of Anticipation.

No artist does this better! From cryptic teasers and Easter eggs to quirky video clips (she once posted shorts of her using an old-style bingo cage to announce song titles), she knows how to keep the audience engaged with an element of mystery. Even the classic example of utilizing a wait list taps into the audience’s desire to be a part of something special – “we saved you a spot!”

So how can you add a bit of intrigue to your pre-show promotions? Experiment with creative messaging and even a few out-of-the-ordinary delivery methods or gamification to pique your audience’s curiosity and have them lining up at your booth!

Lesson #4: Make your audience part of the story.

Taylor recognizes her fans’ contributions. She rewards them for bringing others and spreading the word. For example, the first people to share in social media receive a custom badge they can display on their profile. She offers interactive experiences like augmented reality merchandise and user-generated content.

Make it a priority to have a two-way conversation with your audience. Invite their input, then evolve your marketing and your products to meet their ever-changing needs. Invest in building long-term relationships instead of quick sales.

Lesson #5: Reward loyalty with exclusive experiences.

Taylor’s been known to invite fans to Secret Sessions, which are basically pre-launch VIP parties for a select group of fans. These are considered a cherished honor to attend, and generate lots of buzz. She also makes limited-time or even one-of-a-kind merchandise available that includes bonus tracks or exclusive artwork. All of these are positioned as collector’s items.

So what if your in-booth experience was positioned as an exclusive VIP event, and your giveaway was viewed as a collector’s item? I’ve seen it done! Imagine people standing in line, waiting to get into a “secret area” within the booth,

Designing an impressive exhibit display just isn’t enough anymore.

Attention spans are shorter, and attendees want experiences that not only educate about your products, but also involve and entertain them.

At the same time, sponsoring the opening reception or other official event at the show is likely outside the budget for many companies. So what’s a creative exhibitor to do?

Wendy Porter has decades of experience producing memorable events, and she joins us to share insider tips on:



* Why it’s more important than ever to create experiences off the show floor

* How to curate an exclusive experience for your ideal audience (with fun examples!)

* Why the way you transport them to your event sets the tone

* How to use in-booth activities to increase attendee dwell time

* What an “Alice story” is and why it matters



Related links:



* Wendy’s LinkedIn post about how offsite events can be an approved part of the show

* The Sponsorship Sweet Spot (LinkedIn post with graphic)

* Brand activation ideas (slide show)

* Activities on the show floor (slide show)

* Mardi Gras event for staff (with photos)

* You’ll find more tips & examples from Wendy inside Build a Better Trade Show Image



About Wendy Porter

Wendy is a seasoned event strategist and industry thought leader, who worked for over two decades in marketing and events for major US corporations including UnitedHealthcare, before founding her own meetings and events company, Wendy Porter Events LLC, in 2015.

Based in Minneapolis, WPE specializes in both live and virtual events, meetings, trade shows, conferences and VIP experiences. Producing over 1300 events and managing over $200 million in budgets, Wendy has won numerous national industry accolades and honors, most recently the 2024 Visionary Award with Smart Women in Meetings.

Her recent work as Vice-Chair of the Government Affairs team at the Live Events Coalition yielded a Congressional Bill that passed the House in April 2022. Her work supporting relief for the forgotten Live Events Industry during the COVID19 pandemic has been featured in the Wall Street Journal, on the Shepard Smith Show on CNBC, as well as in various media across the state of Minnesota.

She serves on the National Board of Directors of the Live Events Coalition, is the Chair/Founder of the Minnesota Chapter of the LEC, and was the co-chair of 5050 Women On Boards, Minnesota Campaign, from 2019-2021.

When she’s not traveling the world for business or pleasure, you’ll find her speaking (in German!) to the plants in her award-winning garden or loving on her Australian Shepherd puppy.

 

(Transcript coming soon)

 

Lifestyles have changed since the “Great Pause,” and stamina is a big part of that. While event attendees used to be willing to be booked solid from sunup to sundown (and far beyond), that just doesn’t fly anymore.

Savvy trade show organizers and exhibitors are learning to integrate wellness into all aspects of the event – from the overall schedule to meals to in-booth activities and more.

In this episode, wellness consultant David Stevens goes beyond the buzzword of wellness and shares strategic ways to integrate well-being into events by:



* Becoming mindful of the attendee experience

* Incorporating wellness elements in your booth

* Designing after-hours events that won’t burn people out

* Understanding what “wellness washing” is & how to avoid it

* Pacing yourself and your team to make it through the entire show



Related links:



* Connect with David Stevens on LinkedIn

* Return on Wellness podcast (hosted by David)

* MyConferencePro.com – rating & reviews site for trade shows



About David Stevens

David Stevens is a Silicon Valley native with more than 20 years’ experience in the corporate events industry. He’s worked in various capacities including agencies, non-profit associations, experiential marketing, incentives, concert and tour production. He co-founded Olympian Meeting, a wellness consulting firm for events, meetings & conferences, to help clients create impactful and meaningful experiences that drive engagement, awareness and revenue. In addition to being a fitness enthusiast and popular speaker on the topic of wellness, he also hosts the Return on Wellness podcast.

 

(Transcript coming soon)

 

Certain topics are getting lots of buzz these days: staffing challenges, budgets, sustainability, AI. But too often that’s all they are – buzzwords.

So for this episode of Trade Show Insights, I invited one of my trade show BFFs to join me for a conversation that goes beyond the surface of these topics to what should be on everyone’s radar.

You see for several years, Rich Vallaster and I have scheduled frequent touch-base calls to analyze what’s happening in the trade show industry, what’s working, and what needs to change. Now you have the opportunity to listen in as we discuss:



* How staffing shortages at all levels can affect exhibitors

* What show managers can do to make things easier for new exhibitors

* Why shows need to reward loyalty for both exhibitors and attendees

* How there’s a big disconnect around the topic of sustainability

* When and how to put AI tools to use



Related links:



* 5 Key Takeaways from NRF Big Show by the Trade Show Wonk (video recap)

* Mastering AI Prompt Engineering for EventProfs (video)

* Shaping the Events Industry: Event Professionals Share Their Predictions



About Rich Vallaster

Rich Vallaster, CEM, DES, is the Director of Marketing, Live Events & the Trade Show Wonk at A2Z Events–Personify. He has spent the bulk of his career in the events business, from large-scale outdoor experiences to some of the largest trade shows and conferences in the U.S. He is an appointed member of the Center for Exhibition Industry Research (CEIR) Council and an active member of the International Association of Exhibitions & Events (IAEE) and the Professional Convention Management Association (PCMA).

Rich has been quoted and published in numerous outlets regarding events industry topics. He also serves on several advisory committees and regularly speaks to association organizers, exhibitors, and attendees at events such as IAEE’s Expo! Expo! In 2024, he was appointed to the IAEE CEM Commission and teaches regularly in the IAEE Certified in Exhibition Management program.

He also wrote the foreword for the updated edition of Build a Better Trade Show Image.

When you hear the word “sponsorship,” what do you think of first? The welcome reception … or tote bags … or a gazillion banners hanging all around the convention center?

Sure, that’s what most shows do. But you don’t want to be like most shows, right?

Time to makeover the sponsorship menu with options that stand out and benefit everyone involved – attendees and exhibitors, as well as the show’s bottom line.

In this episode, brand activation and sponsorship strategist MK Granados from Gen City Labs explains how to:



* Tap into unique opportunities hiding in plain sight

* Use sponsorships to solve problems for attendees

* Show exhibitors you care about their needs too

* Make the arrival experience memorable



Related links:



* The Sponsorship Playbook (MK’s newsletter on LinkedIn)

* Creating Win-Win Sponsorships (previous TSI episode)

* Maximizing Sponsorships (previous TSI episode)

* Taking a Closer Look at Sponsorship (TSI interview with Nancy Drapeau from CEIR)



About MK Granados

MK Granados is head of marketing for Gen City Labs, a creative technology studio that works with brands to craft interactive experiences at events, pop-ups, briefing centers, and more. Previously, MK led brand activation strategies at Gartner, as well as sponsorship and media opportunities at ReedPOP, the producers of New York Comic Con, PAX, and Star Wars Celebration.

MK develops creative strategies for clients by drawing on her background in theatre, exploring storytelling throughout every step of the customer journey. She recently graduated with her MBA from UNC Kenan-Flagler, and has developed fan engagement and gamification strategies for global brands, including Chevrolet, Amazon, SYFY, DIRECTV, and Monster Energy.

When I ask exhibitors about their goals for a particular show, the most common answer is either brand awareness/visibility or generating leads.

While these are valid reasons for exhibiting, they’re what I call “squishy goals.” That’s because there’s nothing definitive or measurable about them. So how can you prove you were successful if you don’t have a way to measure your results – especially if someone in your company (sales manager, VP of Marketing, or whoever) must be convinced that trade shows are worth the investment?

But that’s a topic for another episode or blog post.



Today I want to help you use your goal as a North Star to guide all your trade show decisions: what your exhibit should look like (what it should or shouldn’t include), how to promote it, what to give away, and even how to craft your follow-up strategy.

For example … if your goal is to build brand awareness, you’ll want to make as big of a splash at the show as possible. That could include big and bold graphics (maybe even an LED wall or hanging banner), and perhaps a high-visibility sponsorship in addition to your booth. Incorporate a clever theme and layer in a bit of gamification to draw people to your booth. Give away fun prizes that reinforce your brand and that attendees will want to keep and use. (Which provides added visibility after the show!)

But if your goal is to have quality one-on-one conversations with a few key high-level prospects, you’ll want to create a space for those within your exhibit. Instead of promoting to the masses, zero in on your specific target audience with personalized VIP invitations. Craft an upscale booth experience that inspires feelings of exclusivity and trust, then present them with a thoughtful executive-level gift (instead of some run-of-the-mill tchotchke).

And when it comes to a follow-up strategy, that also needs to align with both your goals and the experience in your booth.

If you featured a fun, high-energy vibe and collected lots of leads, be sure to have some kind of ranking system so you know which ones need more in-depth follow-up within a short time frame. Import everyone into your CRM and begin a drip campaign to nurture those leads.

But if your goal was to only generate leads from an elite group of highly-targeted prospects, make sure your follow-up reflects that level of exclusivity. Don’t waste any time before taking that conversation to the next level.

No matter how you choose to follow up, make sure it reminds attendees of their positive experience in your booth and reinforces why they want to work with you!

When you place your goal at the center of your exhibit marketing strategy and know what you want to accomplish, it helps everything else come into focus.



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© 2023 Marlys K. Arnold