Two years ago, Scot Forge was on an important mission: they needed to breathe new life into their trade show marketing program. What shows should they attend? How could they get a good return on their investment?
So, they set out on a nationwide search for a company that offered an inclusive face-to-face marketing program, spanning from creative concepts all the way to production and installation. The Scot Forge team visited ExhibitorLIVE in 2015 to meet with companies in order to narrow their search for an exhibit house, seeking a partner that aligned with their company values. They needed a partner that could help them build a strong trade show program that would stand out from the crowd.
One such company was Exhibit Concepts. After that meeting, a partnership was formed: a relationship that makes Scot Forge shine on the show floor to bring booth traffic, strong leads, and that solid return on investment they sought.
A good partnership is just one aspect of a strong professional relationship. Success means something different to each of us.
When you are relatively new to a pre-existing events team or program, it can be overwhelming to get a handle on all the different number of trade shows, show acronyms, venues, assets, internal and external partners, products, brands and sales professionals. Taking a “program approach” and organizing your shows and assets into tiers can help you stay focused, concentrate on your objectives, control spending and will probably help your peace of mind.
So, you want to take your domestic trade show to an international audience. Or perhaps you’re already participating in international trade shows but you want to expand your program to additional cities. Regardless of the stage of your particular program, there is great value in understanding how trade shows operate internationally because it can be very different than in the United States.
You’ve made the decision to attend a trade show and you’ve allocated a lot of your marketing budget to the event. So, what steps can you take to make this a successful investment? There are many variables and complexities involved in exhibiting so preparation is a crucial component of the overall process.
When the new Vertiv brand was unveiled to customers, it was
The old saying is true: You only get one chance to make a first impression. These days, we also know from experience that good branding is important and goes far beyond an eye-catching logo. While branding is definitely about the visual identity of your company it also encompasses your verbal identity: how you talk and write about the company is crucial. For your reader (AKA current/future clients), this communicates your brand personality and what your company values are likely to be, should they choose to hire you. It’s crucial to consider the physical spaces your target audience is likely to encounter your brand, in the same way we think about logos, fonts, tone, and voice.