The Embarq Creative Blog

The Trade Show Metrics that Matter

January 3, 2017

“If the metrics you are looking at aren’t useful in optimizing your strategy – stop looking at them.” –Mark Twain

In the spring of 1962, Dick Swandby sat in a meeting with his brow furrowed. His team was arguing over which products to showcase at their next trade show exhibit. They were gridlocked. Eventually, the decision was awarded to the team member with the loudest voice.Read More


The 5 Trends that will Rule Trade Shows in 2017

December 27, 2016

Beware: The following sentence might terrify you.

It’s almost 2017.

That’s right. 2016 is nearly gone. With it, a wave of trade show trends flooded in – some good, some bad, and some downright cringe-worthy. But as much has emerged over the last year, 2017 promises to be even bigger and better.Read More


Ask an Expert: Karen Cohen’s 3 Essential Tips for a Successful Trade Show

December 20, 2016

A lot has changed since the beginning of trade show exhibiting, but its importance for marketers like you has not.

According to a Simmons Market Research Bureau study, 91% of respondents ranked trade shows as “extremely useful” for product purchasing information. That’s huge. So, why are some exhibitors coming up short?Read More


The History of Trade Shows [Infographic]

December 13, 2016

Trade show exhibiting is a multibillion-dollar industry. By combining custom trade show booth design with complex engagement strategies, trade show marketers connect with prospects and customers in a way no other medium can.Read More


The Trade Show Playbook: 9 Mistakes You Need to Avoid at Your Next Trade Show

December 6, 2016

You’ve got a big day ahead of you. Your next trade show is on the horizon, and you need to play your “A” game – both to stand out amongst the other exhibits and to prove to your boss that investing in expo marketing was worth it.Read More


Here’s Why Your Trade Show Booth Staff is Missing the Mark

November 22, 2016

There’s a big missed opportunity in the trade show world.

Too often, brands fail to capitalize on the enormous lead and sales generation potential of expo marketing. Many believe that pulling together the smartest, most enthusiastic staff will guarantee success on the trade show floor. We’re here to tell you that’s not always the case.Read More


Event Recap: Creating an Impactful Trade Show Exhibit Environment

November 15, 2016

The Chicago Cubs and Nimlok Company’s Design Director, Dave Fugiel, have two things in common: first, they’re from Chicago; and second, they’re both winners – one of the World Series, and the other of designing show-stopping trade show booths. Read More


The 5 Biggest Trade Show Marketing Trends Right Now

November 8, 2016

The trade show industry is on fire right now. If you don’t believe it, ask the 99% of marketers who said they find unique value in trade shows that other marketing mediums can’t match.

A big part of what’s fueling this fire is the explosion of trends that are helping make expo marketing more accessible, engaging, and cutting-edge. Read More


Why (And How) to Develop Personas Before Your Next Trade Show

November 1, 2016

81% – that’s how many trade show attendees have buying authority. That means 4 out of 5 people walking around the show could be your next customer. Good news, right?

Actually, it’s only good news if you’ve devised an effective trade show strategy that both attracts people to your booth, and makes them fall in love with your brand. Read More


7 Hashtag Mistakes to Avoid in Your Trade Show Strategy

October 25, 2016

In 2007, a man named Chris Messina changed the Internet forever. He posted an idea to his followers on Twitter: What if we could organize all of our conversations on the web with one simple symbol?

If you didn’t guess already, Chris invented the hashtag.Read More