#Tradeshows have come to a screeching halt this year, and #exhibitors have had to deal with the stress of canceled and rescheduled shows. Capitalize on this downtime before most trade shows resume. Come up with a cohesive branding effort for your #digital and #facetoface #marketing. This #video #slidedeck lays out certain ground rules for marketing your #event with panache and persistence that is bound to reward you with positive #ROI. For more ideas on supercharging your #brand, visit https://exhibits.skybay.com/blog/exhibit-design-anchored-in-anthropomorphism What #tradeshows will look like in the post - #COVD19 era, click here to get the design guidelines. https://exhibits.skybay.com/pre_recorded-webinar-registration-exhibit-practices-for-social-distancing-sanitization. New Vaccine Optimism Boosts the #Event #Industry The massacred event industry has been in need of some good news for a while. The news came this morning with the announcement of a 90% effective vaccine. https://www.pfizer.com/news/press-release/press-release-detail/pfizer-and-biontech-announce-vaccine-candidate-against #Eventprofs are convinced that only a vaccine can bring them back to business. Recent research from #EventMB sees 40% of planners ranking a vaccine as the number one factor out of eight that would impact an event comeback. With so much consensus, the joy is palpable as #Pfizer announced that its vaccine candidate has 90 percent effectiveness. The widespread optimism was notable on the markets: #Viad, which owns #GES, is currently up 7 percent #Eventbrite is currently up 27 percent #Informa is currently up 21 percent On the industry side, Kai Hattendorf, UFI Managing Director / CEO commented: “While we in our sector are convinced that people are eager to return to the show floors, and our research shows the same, today’s reactions of the stock markets show the investors’ confidence that people are eager to resume face-to-face events.” On the other hand, Zoom is experiencing the most significant drop in the past few months — down 12 percent. https://www.cnbc.com/2020/11/09/zoom-and-other-stay-at-home-stocks-are-getting-crushed-on-the-positive-vaccine-news.html This may be a signal that #virtualevent platforms will have an impact on positive news on the face-to-face front. While euphoria may pervade the industry and event professionals may well celebrate such great news, the industry must play a long game in which #virtual will still play a role in the foreseeable future. https://www.eventmanagerblog.com/coronavirus-vaccine-event-industry-investments

1. that fits your brand
better?
beginner's takeaway
WHY DO YOU NEED AN EXHIBITING STRATEGY

2. "A brand should strive to own a word
in the mind of the consumer.
Once a word is precisely associated
with a brand, it is almost impossible
for a competitor to create
some stronger associations."

3. Your 3D exhibit design is space
that should captivate the minds
of your audince.
when you
narrow its
focus.
A BRAND IS ON AN UPWARD TRAJECTORY

4. human brain
comes to a halt
when faced with
information overload.

5. Focus
on fonts, logos,
colors, textures and
images to design a
cohesive visual
identity for your
branded exhibit.
01IMAGE: SKYLINE.COM

6. A brand identity is the face of your business.
brand identity
THE NEED FOR A RELEVANT
Determine your key business goals.
Your brand identity should help fulfill
them.
Identify your prospects and
customers.
Your brand identity should speak to
them.

7. 02
Trade show
marketing &
content
strategy

8. what works
best?

9. 01
04
FOCUS ON
YOUR CUSTOMERS
Build your marketing strategy
around your customers.
Your customers are your
aredent brand advocates.
FOCUS ON SOCIAL MEDIA
FOR PRE-SHOW AND
POST-SHOW
Use social media conversation
to create conversion-worthy
offerings.
02
03
BUILD YOUR
BRAND'S STORY
Storytelling is one of the most
powerful marketing tools. Build
stories focused on your customers
and their pain points.
CHANNEL CONTENT
MARKETING
Through creating
quality content, you build
customer trust and proclaim
brand authority.

10. pre-show brand building is
a must for your trade
show marketing success

11. social media
marketing
online
+
virtual
live events
+ trade shows
+ traditional
marketing
translates?
HOW THE MODEL

12. checklist
Formulate a strategy.
Build brand awareness ad campaigns.
Measure the effectiveness of ad
campaigns.
Research Psychographics.
Align with mission statement.
Build audience personas.
Frame your content plan.

13. key takeaway
"Loss of singularity weakens a brand. What’s a brand? A singular idea or
concept that you own inside the mind of the prospect. It’s as simple and as difficult."
IMAGE: SKYLINE.COM
THE MOST IMPORTANT ASPECT OF A BRAND IS ITS SINGLE MINDEDNESS
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