Rethinking Your Event’s Sacred Cows

Rethinking Your Event’s Sacred Cows

By Shawna Suckow, CPM and Interface 2014 Presenter A funny thing happened on the way to our annual conference. I’ve spent years studying and speaking on the topic of audience engagement, but it was my own conference that recently schooled me on the subject first-hand....
Events Then and Now – The Fundamentals of Success

Events Then and Now – The Fundamentals of Success

Recently when preparing to expand our office space, we found some old binders with photos of tradeshow exhibits we had done in the 50’s and 60’s. This led us to reflect on how much has changed in this business. For instance, leads used to be collected on paper forms...
A New Take on the B2B Decision Process

A New Take on the B2B Decision Process

An article by David Court at McKinsey and Company breaks the B2B purchase decision process into four key phases, each representing “potential battlegrounds where marketers can either win or lose:” Initial consideration – winning here means being one of the few brands...
Social Media: Finding Its Place at Events

Social Media: Finding Its Place at Events

Whose a better social target? Someone who wants to win an iPad, or someone actively searching for user reviews of your product?     About six years ago the tradeshow and event industry went ‘gaga’ over social media.  Everybody knew it was going to change...
What Type of Customer Are You?

What Type of Customer Are You?

We were interviewing a prospective customer and asked a standard question, “What’s wrong with your current exhibit house.” The answer was very straightforward, “They said ‘no’ to us too many times.” This was a valuable answer because it cued us in to the type of...
Design Strategy: Fight to Be Fearless

Design Strategy: Fight to Be Fearless

In business, as well as other aspects of life, there’s a tendency towards risk aversion. This also affects the exhibit design process. According to Sara Federici and Dave Chan, Art Guild’s exhibit creative directors, they see this happening in their world in two main...