Filter by Category
Filter by Year
Recent Posts
We are a nation devoted to pets, whether they’re on the farm or in a purse. They learn from us, but we learn from them as well. The other day while watching Animal Planet with a cat in my lap, one on the sofa, and another puking upstairs ( it sounded like the world’s worst ventriloquist), I realized that we could learn a thing or two about trade show marketing from our feline companions.
Recently, I’ve been on the road, visiting Classic Distributors in the Midwest and South. We chat about industry trends, new products, and challenges in their market. Occasionally, they will ask me about competitors. That’s a topic, to be honest, that makes me uncomfortable.
These are questions every designer should ask their client before designing the ideal trade show display. If the client walks in just thinking about the nuts and bolts of the project, they may miss an informed conversation on why they are exhibiting in the first place and that can fundamentally affect the design of a booth. The Why can greatly impact the How in Exhibit Design.
Exhibit marketing is all about marketing your products or services to buyers at expositions, conferences, and trade shows. A successful exhibit marketing program will be rewarded with increased revenues, referrals, and industry networking. The goal is to understand how exhibit marketing differs from the other types of marketing.
Trade shows are expensive, and some costs are often puzzling to exhibition newbies, but there are multiple ways to manage those expenses with a little planning and some assistance from an experienced trade show professional. Don’t be afraid to tap into that expertise.
With the rise of online meetings and ecommerce, business experts have predicted the death of trade shows and live events for 40 years. Yet, the benefits of trade shows and events have never been more important for businesses. There were over 13,000 separate events in North America in 2025 alone.
What are the biggest and best convention centers in the United States? And does overall size and location matter when it comes to a convention center? Unless you’re a trade show nerd (like me), you’ve probably never wondered if the Las Vegas Convention Center is bigger than McCormick Place in Chicago. Or if the Orange County Convention Center is in FL or CA?
We all love working with an informed client about trade shows and trade show marketing. They ask our advice. We give it. Sometimes we state facts. Sometimes we offer opinions. And sometimes, we should send them to an expert.
Snake Oil Salesman or Snake Charmer. The traveling salesman has always had slightly negative, slightly shady reputation. If you’ve ever seen The Music Man, particularly the opening scene on train, you’ll know what I mean. I would like to think business has changed from the days of the “snake oil salesman” to what we now refer to as a “manufacturer’s rep.
At a recent Shared Knowledge University, we reviewed ten online tools available to all Classic Exhibits Distributors. The attendees told us that these tools are invaluable to their sales, marketing, and customer service teams and are unique within the exhibit industry.
Excerpt from the “Art of Running a Small Business.” Many, if not most, Classic Exhibits distributors fall into the small business classification as defined by the Small Business Administration. Small businesses have challenges that larger businesses do not.
All animals, humans included, are creatures of habit. We learn how to survive, then follow those routines day after day. Trade shows are no different. Exhibitors and attendees find their safe space and get comfortable: same shows, same people, same message.
When it comes to trade shows, many exhibitors don’t have a detailed plan on how to market their company. They purchase a display, which they think is the key to a successful show. Your exhibit may be the star of the show but it’s only one element in a comprehensive strategy.
IMEX America 2025 brought together 17,633 participants, including more than 6,000 buyers from 75 countries, reinforcing the event’s position as a high-value marketplace for the global meetings industry. At the center of this ecosystem was the CORT Events’ Hosted Buyer Lounge, designed as a dedicated environment.
Trade shows can be a strange world whether you are an exhibitor, attendee, or an industry insider. While many behaviors might seem normal to you as a member of the trade show community, others are downright bizarre to those who rarely set foot in a trade show hall.