95% of purchasing decisions are driven by unconscious urges, the biggest of which is emotion, according to Harvard professor Gerald Zaltman. That’s why the best performing exhibitors are the ones that connect emotionally and empathetically with their target audience. Too many exhibitors fail to reach their goals because they approach… [Read More]
Why do most people attend exhibitions? To spend their money? To network? The actual answer is to learn, according to The International Association of Exhibitions and Events. In its second Decision to Attend Study, education was revealed to be the top driver of trade show attendance. If learning about new… [Read More]
“The only way to change someone’s mind is to connect with them from the heart.” – Rasheed Ogunlaru When you experience empathy for another person, and they see it in the way you relate to them, an unstoppable bond is formed. This bond is your conduit to trade show conversions. Prospects… [Read More]
It’s a fact: positive energy attracts more attendees, negative energy keeps them away. Just imagine you’re at a restaurant and your waiter acts like he doesn’t want to be there. It completely ruins the dining experience. Worse still, this bad memory will stick in your brain, telling you to bypass… [Read More]
The quality and nature of the marketing mix implemented at trade shows determine the success and failure of the product you are planning to exhibit. A great design of your booth is necessary but this will never be enough to increase the number of visitors at the stand. It’s all… [Read More]