PPB May 2015

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Be The Expert Your Clients Crave | FOURTH IN A FIVE- PART SERIES
54 • PPB • MAY 2015 GROW
Online, you’ll find the Trade Show News
Network has every kind of informa-
tion you can imagine about trade shows. It lists the
main venues around the U.S., ranks the Top 250
shows in the U.S. and Top 50 shows in Canada
annually as well. You can even subscribe to the
newsletter to receive tips, insights, opinions and
trends in shows.
Most of the research cited in this article comes
from Center for Exhibition Industry Research
). This is a great resource to explore
if you want to appear really smart to your clients
when discussing their trade-show marketing strate-
gies and effectiveness.
You may also partner with some of the full-serv-
ice exhibit companies in your local area. These
companies design, sell, store, refurbish, ship and
set-up exhibits for companies. Their expertise is
often in the area of the logistics of trade shows.
You can bring the marketing expertise and provide
some powerful synergy by offering the services of
show promotion, direct mail campaigns and show
giveaways that ensure the highest return on trade-
show marketing investment.
You’ll be helping clients and become more
valuable and indispensable when you choose to
become an expert trade show marketer. It will
require additional study and learning on your part,
but it can pay big dividends.
Paul A. Kiewiet, MAS+, is an industry speaker,
writer and consultant, and the executive director of
the Michigan Promotional Professionals
Association. He is a former chairman of PPAI and
was inducted into the PPAI Hall of Fame at this
year’s PPAI Expo in Las Vegas.
Next month: This series continues as Kiewiet
explores techniques to help you turn strangers into
friends, friends into customers and customers into
raving fans.
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