Articles...

How To Milk A Trade Show
We wrote this article for the Feb/March 2011 issue of Australian Dairy Foods Magazine - hence the cool bovine title! The ideas are valuable and pertinent for shows anywhere - including bovine expos!

Email is NOT a Highly Effective Tool To Follow Up Leads
Using email to follow up expo leads is not as effective as it might seem. A whopping 60-85% email messages are simply not read - no wonder those juicy prospects never convert to Customers! Here are some facts - and some great ideas as to how to combat the problem too!

Turning Gourmet Coffee into Wagyu Beef & Chai Latte
"Swaps" are lots of fun. "Swaps" are where you swap your excess stock for other exhibitor's products that you can use & enjoy. But there is a wider application for "swaps" too - that is VERY good for business! This article explores "swaps" from a new perspective to uncover ongoing exciting business opportunities.

What If the Show Organizer Moves Your Booth?
If the Show Organizer moves your booth, your entire pre-show promotional campaign can be destroyed.

We have a sister company, Captain Coffee.  At the Good Food & Wine Show in Melbourne, Australia in June 2010 we arrived to find that the Organizers, Diversified, had moved our booth without notice to us from a prime position that we had promoted heavily, outside a major coffee pavilion into a “dead end aisle” well away from our contracted location. Our pre-show promotion was destroyed & the terms of the contract left no legal redress. Here is the story & thoughts on what might be done to avoid or reduce the effects of this situation.

Pssst…! Here’s the secret to Successful Exhibiting…
Exhibiting at trade and consumer shows can be extremely rewarding – or extremely costly. This is the first in a series of articles exploring what it takes to make “shows” really work for you – and some things to avoid too! The information is as relevant and effective in London, New York, Sydney or Auckland as it is in Beijing, New Delhi, Abu Dhabi and Buenos Aires.

Focussing your Promotional Mix...
Exhibitors that integrate their general promotions around their shows, achieve substantially improved results. They save lots of money too.

Successful Exhibiting Series…
Exhibiting can be extremely rewarding. This is the second of a series of articles exploring what it takes to make “shows” really work for you. Colin Green reports…

Objective Setting – a Key Secret to Successful Exhibiting…
Exhibiting at trade and consumer shows can be extremely rewarding – or extremely costly. This is the first in a series of articles exploring what it takes to make “shows” really work for you – and some things to avoid too! The information is as relevant and effective in London, New York, Sydney or Auckland as it is in Beijing, New Delhi, Abu Dhabi and Buenos Aires.