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Industry Insights Series

This report series offers readers articles written by leading industry experts. Content provides practical advice to help stakeholders maximize success in the exhibition channel. Topics are focused primarily on helping brand marketers exhibit successfully. On occasion, this series includes articles geared to help exhibition organizers. These reports address both strategic and logistical considerations.

2017 Reports

Steps to Build a Client-Centric Speaker Bureau for Your Exhibit Program
By Dana Tilghman, CTSM Diamond Level, CMP

This report makes a compelling case for including a speaker program as part of an exhibit program. The ideas articulated in this report are relevant to exhibitors across all organizational sizes and sectors.

How Exhibitors Can Use Games and Contests To Drive Greater Trade Show Success
By Samuel J. Smith, Managing Director, Interactive Meeting Technology, LLC

This article will discuss what makes a game, why games motivate trade show attendees and tips on how to tailor that game experience for exhibiting success.

2016 Reports

Part One: Best Practices for Exhibit Booth Design – for Companies of All Sizes
By Justin Hersh

When it comes to best practices for an exhibit booth design, there are questions to ask that precede the actual content and design process, ones that are universal and essential yet frequently go unasked.

This report explores the “why” and “what” of exhibition booth planning that helps a company – no matter its size – make decisions that result in high impact, memorable exhibition experiences – the kind that build deep connections for a brand and establish meaningful conversations with customers and new prospects alike.

Part Two: Managing for Results: Benchmarks for Exhibit Growth
By Barry Siskind

This report takes into account that business-to-business exhibitions are versatile and serve many business objectives. It lists 99 reasons why organizations choose to exhibit. Author Siskind advocates following a management approach that allows a tighter focus when exhibiting that supports an organization’s top priorities, a way to quantify what success looks like to use as performance metrics.

Part Three: 99 Cost-Savings Tips and Tricks for Exhibit Managers
By Candy Adams, CTSM, CEM, CMP, CMM

This 12-page, comprehensive report is a “must-read” for exhibit managers, industry veterans and those new to the job. The exhaustive list of savings opportunities includes the top 10 tips for effective strategic spending, as well as tips and tricks to save on tactical exhibit expenses relating to every aspect of exhibiting.

Part Four: Cultivating an Innovative Culture and Mindset - Even in Mature Industries
By Greg Topalian

The document delineates four critical, guiding principles for organizers to follow to create and nurture a culture that drives innovation. Author Greg Topalian, a well-known innovator in the industry, points out considerations unique to big and small companies. It offers useful information to share with participants involved in strategic planning as well as when assessing new launch, merger or acquisition opportunities.