November / 1 / 2017

The Exposure Podcast November 2017


Ray Pekowski

Welcome to the November 2017 edition of the Exposure Podcast from The Expo Group produced and hosted by Dana Freker Doody and Todd Carruth. 

In this month's podcast, Dana and Todd visit with The Expo Group's Chairman, CEO and now author Ray Pekowski about his new book Lessons of an Entrepreneur - How to grow, take risks and survive. Ray goes into detail about his inspirations, what it means to have servant leadership and who should play him in the movie version of the book.  We also learn more about The Expo Group's booth at this month's IAEE Expo! Expo! in San Antonio.  

You can buy Ray's book on Amazon here. 

If you want to listen to this episode (or any previous episodes) right from your computer, click here. 

To subscribe on iTunes, please click here

 

Good News! The Exposure podcast is now available on STITCHER Radio

You can also subscribe using your android device, just copy and paste this link here

Please share this podcast on your social media networks by clicking on any of the social media icons below.  And we would be pleased if you could take a moment and review our podcast on iTunes or Stitcher. 

Questions about the podcast? Contact us at rethink (at) theexpogroup.com.  

November / 1 / 2017

Simultaneous Events Wow Live Audiences



Irving, Texas – Nov. 1, 2017 –  The Expo Group simultaneously launched two major campaigns with live events designed to capture the hearts and minds of attendees.

University of Illinois at Urbana-Champaign

“These two events underscore our ability to do unique things, to create boldly audacious events that are new and different and have tremendous impact,” says EVP, Creative for The Expo Group Michael McCauley.

No one has the passion for live audience experiences like The Expo Group Level5, an experienced team of strategists, designers and execution specialists who help corporate, association and higher education clients engage and inspire. The Expo Group is investing in growth-focused experience design and enabling affordable innovation for clients.

Level5 alludes to the fifth era of human society, that of Imagination. We are moving beyond the information age. The Expo Group Level5 works with clients on live events from general sessions to sales meetings to global launches like these two university examples. The two university fundraising campaigns involved global production teams crafting unforgettable experiences including bits of strategic message development, projection mapping, script writing, speaker and volunteer management, look and feel and audience interaction.

University of Florida

University of Florida and University of Illinois at Urbana-Champaign were the hosts of these unrelated but simultaneous events to launch fundraising campaigns totaling more than $5 billion. The word out of UF: “From the initial conversation all the way through the actual kickoff, our experience with Level5 was Level 6! When we say Go Gators, Go Greater, Level 5 helped us Go Greater.”

 
 

 

About The Expo Group
The Expo Group is a trusted exhibition and events partner that helps organizations grow their attendance, exhibitor and sponsorship revenue through the design and execution of unique, compelling and memorable experiences. The company has headquarters near Dallas with offices in Atlanta, Boston, Orlando, Las Vegas, Chicago, Austin/San Antonio and Washington D.C. Learn more at www.theexpogroup.com or contact Dana Freker Doody directly at 972.580.9000 x1644 or ddoody@theexpogroup.com.

 

November / 1 / 2017

The Expo Group At IAEE Expo! Expo! 2017


We're looking forward to seeing you at Expo! Expo! 


Look for us in Booth #1137 to: 

  • Learn more about ShowOptimizer™ - our online calculator that shows you how we invest our own money to help YOU invest in show-growing innovations while minimizing financial risk!
  • Shows, Exhibits, Events oh my! - Hear more about how we help clients like you build unique, compelling, memorable and measurable experiences.
  • Level5 - Get to know the newest addition to The Expo Group family, a team with over 25 years of production experience for global audiences of 250 to over 20,000.  The Expo Group's Level5 can help you create a one-of-a-kind audio-visual experience for your attendees. 
  • Free Book signing - Meet our founder and now author Ray Pekowski and get your signed copy of Lessons of an entrepreneur - How to grow, take risks and survive.  

Still need more reasons to come by?  How about....

Prizes!  - Swing by and test your musical knowledge with our live, in-booth DJ Quantum and win great prizes. 

Game times are:

Tuesday, November 28 at 3pm, 4pm, and 4:45 pm.

Wednesday, November 29 at 12:30pm, 1:30pm, 2:30pm and 3:30pm.  

So stop by The Expo Group #1137, groove to tunes, talk with some fun folks, drink some champagne and learn what we mean by We INVEST. You GROW.  

See you in San Antonio. 

Register here

November / 1 / 2017

From Supplier to Organizer - Why Expo! Expo! is Important To All


by Chad Chappell, National Sales Director at The Expo Group (originally printed on IAEEHQ.com) 

We are only a short time away from one of the most important events of the year. The “show for shows”… Expo! Expo! 2017 in San Antonio. My name is Chad Chappell, CMP. As a longtime member of IAEE, I have been to the show more than a dozen times, and every year I find it even more valuable than the last.

Having recently changed positions, I am very proud to be a National Account Director for The Expo Group. My focus on delivering an engaging and memorable experience for attendees is still as relevant as it was in my former role in the hotel and convention and visitors bureau (CVB) world. That is why I continue to attend Expo! Expo! year after year. It’s hard to deliver innovation and keep basic skills sharp if you are not continually exposing yourself to education and networking. Expo! Expo! provides that and more!

It's hard to deliver innovation and keep basic skills sharp if you are not continually exposing yourself to education and networking.  Expo! Expo! provides that and more! 

There is so much dynamic work by the incredible IAEE staff that helps evolve and innovate the show. As a past Chair of the Expo! Expo! Advisory Committee, I have had the pleasure of being able to pull back the curtain on this event. The biggest take away for me is how much IAEE really listens to exhibitors and attendee feedback when planning the next show.

In my role as a trusted advisor to client partners planning and executing amazing trade shows and events, I see organizers facing the same types of challenges faced by the IAEE staff and our Advisory Committee. So as our industry evolves, so must Expo! Expo!.

The Opening Reception is one of my favorite parts of the show. Every host city tries to wow and delight the attendees. It is always energizing and gets things rolling in a positive fashion. Last year in Anaheim, I had the opportunity to run into a show organizer who I had been hoping to meet at the Opening Reception. The reception made it easy for us to build a quick rapport, and we saw each other many times during the rest of the event. When I got back to my office, I reached out to him and recalled some of the great times we had at the show. This was the foundation of a strong long-term relationship.

Countless stories like that have occurred for me personally and for others. I invite you to attend Expo! Expo! and create some stories of your own. Build your network, further your career, learn from the experts…and much more at Expo! Expo!. I promise you will deliver more value to everyone you work with after returning from this great event.

Register now! 

 

Chad Chappell is the National Sales Director at The Expo Group and looks forward to seeing you in San Antonio in The Expo Group Booth # 1137! 

November / 1 / 2017

Use And, Not Or, When It Comes To Big Data and Creativity


by Ken Dec, EVP Marketing & Client Strategies with The Expo Group

I’ve been watching a pitched battle playing out between Creativity and Big Data when it comes to getting the most from your sales and marketing efforts.

As if a choice is to be made between the two.

Choose and you lose.

Choose and you lose.

Great marketing has always been about the combination of Art and Science, of Power and Magic.

It has always been the desire of marketers to reach increasingly discrete audiences with optimally relevant messages. However, the economics of doing so were once prohibitive (versions in broadcast and print media, direct mail versioning costs, etc.).

What’s largely changed those economics is the leverage the web, and its associated analytics, has made possible. The web has made the ability to reach more and more discrete audiences more cost-effective. Testing is faster, easier and cheaper. Continuous improvement of both targeting and messaging has been greatly enhanced.

What it has also changed is the ability for marketers to know what works and what doesn’t, on-the-fly, in real or close to real-time.

What hasn’t changed is the requirement that you tell an emotionally compelling, optimally relevant story to each of the audiences you are trying to engage. Behavioral and decision science tells us that isn’t changing any time soon.

The Big Data vs. Creativity issue seems to be that too many on each 'side' have an ‘or’ mentality rather than an ‘and’ mentality.

Using data that can help content creators better understand, reach and emotionally connect with increasingly discrete audiences for its client’s products and services is incredibly valuable in helping craft brand stories that are optimally relevant to those audiences.

That combination means we are now able to deliver, better than ever before, on the Power (data) and Magic (creative) of marketing.

We just need to think AND, not Or.

As the saying goes, “If you change the way you look at things, the things you look at change.”

Ken Dec is the EVP of Marketing and Client Strategies with The Expo Group and wants you to know that he believes in both Big Data and Creativity. 

October / 4 / 2017

The Exposure Podcast Oct 2017


 

Karin Krogh

Welcome to the October 2017 edition of the Exposure Podcast from The Expo Group produced and hosted by Dana Freker Doody and Todd Carruth. 

In this month's podcast, Dana and Todd discuss event security and EMSSI, The Exhibitions and Meetings Safety and Security Initiative  and we visit with the Speaker Whisperer, Karin Krogh from Engaging Meetings on how to best prepare for your speech, presentation or panel appearance.   Another great Digital Download from Corey Kelley concerning the power now available in your palm and we tease with our tagline for Expo Expo 2017 - We invest. You grow.  And hopefully, you listen as well. 

If you want to listen to this episode (or any previous episodes) right from your computer, click here. 

To subscribe on iTunes, please click here

 

Good News! The Exposure podcast is now available on STITCHER Radio

You can also subscribe using your android device, just copy and paste this link here

Please share this podcast on your social media networks by clicking on any of the social media icons below.  And we would be pleased if you could take a moment and review our podcast on iTunes or Stitcher. 

Questions about the podcast? Contact us at rethink (at) theexpogroup.com.  

October / 4 / 2017

Sponsor Partnership Begins With Trust


by Dana Freker Doody

Creating wow experiences for all stakeholders at an event or trade show begins with the seed of an idea, and trusting partners to grow those ideas can result in success beyond imagination. That’s what happened at this year’s VenueConnect, which brings together member of the International Association of Venue Managers.

IAVM’s opening reception was that kind of wow experience, with fashion-forward food and drink offerings coupled with some surprise experiences like a Zamboni ride, a virtual reality tour and a few games. Held at Bridgestone Arena, home of the formidable fan-favorite NHL Nashville Predators, the reception felt like a night on the town at a high-end bar crawl with your best friends. Selfies with the Predators mascot included. The seed of the event was a conversation between IAVM’s Christy Jacobs, Director of Sales and Marketing, and Leslie Villone at Delaware North, a leader in hospitality and food service management with a strong presence at sports venues nationwide.

“We trusted them to create a great experience,” says Jacobs, and Villone from Delaware North echoes that same sentiment. “There is trust in a partnership that leads to openness and flexibility. That’s how the Opening Reception for the entire attendee base of VenueConnect was born.”

Early in the year Delaware North realized the convention location in Nashville was an ideal opportunity to sponsor and advance their sales and marketing goals.

“If it’s in one of our cities, it’s a natural step,” Villone says. “We can show off on our home turf and know it will be great.”

Discussions began with IAVM and rather than a private event for customers only, the reception for all attendees was born. The upside for Delaware North was drawing a bigger audience and being a vital part of the association’s like-minded people coming together and showing off their product.

With IAVM making changes to bring several sectors of the venue world together at one annual convention, a sponsor-driven opening reception for all attendees allowed the association to support prior smaller meetups so attendees in each sector could find “their tribe” before moving on to the Bridgestone Arena.

“I encouraged (Delaware North) to tell me their ideas,” says Jacobs at IAVM. “Anything that can enhance the attendee experience is a go.”

The sponsor wanted to invite everyone, and took the lead on the reception coming together quickly.

To pull the event together, Villone relied on her in-city team at Bridgestone. The Delaware North chefs and managers got creative in the form of lobster rolls, tacos with fresh flavor combinations, divine small bakery desserts and some innovative takes on stadium food. The team reached out to their food and beverage partners to be part of the event showcase and quite a few jumped at the chance, with grateful attendees sampling locally hand-crafted liquors, bellying up to a Tito’s bar and basking in swag from Jack Daniels, who created a gaming and virtual reality activation of their own within the larger event.

“Such great feedback from everyone,” Jacobs says, “including other exhibitors,” showing the partnership with Delaware North was a benefit to the entire association community.

And for Delaware North, at a time when many brands are off doing their own thing, the networking and exposure among the wider IAVM audience fell right in line with their business development goals.

October / 3 / 2017

Four Critical Factors That Affect Graphic Costs


Illustration provided by Exhibitor Magazine: JOÃO NEVES

The following excerpts are from an article by Linda Armstrong that orginally appeared in Exhibitor Magazine.

Graphics are an often costly but critical component of an exhibit-marketing program. So EXHIBITOR spoke with multiple industry professionals to identify four vital factors that affect graphic-related fees – and to uncover myriad ways to curtail costs. 

Art and Production

One important set of factors that affects graphic costs is the manner in which you develop and deliver artwork, along with how you manage the production process. Here are five quick tips to ensure you don't spend more than you have to in these areas.

• Minimize manipulation time. "Every minute graphic designers, whether at your exhibit house or graphic-supply firm, spend preparing your artwork for production will impact costs," says Josh Terceira, senior graphic designer at Hill & Partners. "So it's in your best interest to ensure that what you submit to your supplier clearly aligns with what that firm needs in terms of file types, sizes, colors, etc."

Long-Term Planning

As the saying goes, "A failure to plan is a plan to fail." A lack of long-term vision and strategic planning may not cost you straight out of the gate, but it can increase your graphic expenses over time. 

• Design for reuse and avoid customization. "One of the best ways to save on graphics is to reuse your elements, which could include everything from repurposing panels for multiple exhibit configurations to using fabric exhibit banners at user-group meetings or corporate events," says Dana Tilghman, CTSM, CMP, senior trade show and events planner at Minitab Inc. To extend the life of a graphic beyond a single event, graphics should be somewhat generic as opposed to customized with show dates or booth numbers. If you must customize a graphic for a specific show, Friedland suggests applying vinyl customization, which can later be removed to create nonshow-specific elements, or pairing your graphics with digital messaging that can be customized on the fly.

 "Investigate costs of reuse versus reproduction." - Alan Sartain, director of graphic design and production at The Expo Group. 

•  Investigate costs of reuse versus reproduction. While it's usually cost effective to reuse graphics multiple times, don't forget to factor in the costs of getting it back to your storage facility after a trade show. "The downside to reuse of some mediums is shipping and storage," says Alan Sartain, director of graphic design and production at The Expo Group. "If your graphics are large, heavy, oddly shaped, and perhaps infrequently used, it might be cheaper to recycle them after a show rather than to ship them back to a warehouse and store them. That's certainly not always the case, but it's wise to do the math to determine the best possible cost savings." 

Click here to read the rest of the article at Exhibitor Online.