Author's articles

Questions reveal the underlying needs of your trade show visitors
By Barry Siskind · 12 years ago
Your trade show presentation should be all about individuals. When visitors attend a show or conference the last thing they want is to be grouped into a homogeneous mass and treated identically. You have undoubtedly ...
Create a Meaningful and Memorable Trade Show Pitch - The Goldilocks Effect
By Barry Siskind · 12 years ago
In the late ninety seventies one of my favourite television shows was the US sitcom WKRP in Cincinnati. The character I remember most was Herbert Ruggles (Herb) Tarlek Jr., played by actor Frank Bonner. Herb ...
Your Customer Profile Part 2 – How to Create a Customer Profile
By Barry Siskind · 13 years ago
In a previous article titled: Your customer Profile – Part 1 – "The value of creating a customer profile", I spelled out five reasons why your exhibit program will benefit from the time you take ...
ROI versus ROO
By Barry Siskind · 13 years ago
There has been an increased interest in whether face-to-face marketing at shows produces a return. Maybe it was due to the recession or simply because exhibit managers looking at the escalating exhibition budgets began asking ...
Setting Goals and Objectives That Focus, Motivate and Stimulate your Trade Show Program.
By Barry Siskind · 13 years ago
It has often been said that the secret to exhibit success lies in its focus. All too often exhibitors either try to accomplish too much from their exhibitions or their goals are vague at best. ...
Public relations at a trade show: A little effort goes a long way
By Barry Siskind · 13 years ago
Is public relations just for big companies at large shows that have a dedicated PR consultant? When Steve Jobs or Bill Gates speaks, everyone listens, but don’t let the size of their budget discourage you. ...
The Untapped Potential of your Trade Show Network
By Barry Siskind · 13 years ago
When it comes to networking opportunities, trade shows provide one of the best venues. Here is the one place where everyone in your industry congregates for a few short days and is focused on one ...
Exhibit Recall
By Barry Siskind · 13 years ago
The highly anticipated report by the Center for Exhibition Industry Research (CEIR) titled, An Analysis of Changes in the Key Factors Affecting Exhibit Recall in the Last Decade, has been released. The report’s focus is ...
The Rules of Engagement
By Barry Siskind · 13 years ago
There has been much talk lately about exhibitions as a place to engage customers rather than attempting to sell them something. So, if we are to be successful in our exhibiting ventures, it is important ...
A Paperless Exhibit
By Barry Siskind · 14 years ago
Within five years trade shows will be completely paperless is a prediction I heard at a recent conference. When I passed this idea along to some of my clients, they balked, saying, "How will we ...
The Power of Appearance
By Barry Siskind · 14 years ago
I recently read a news article about Debrahlee Lorenzo, an attractive woman who worked at Citibank. The story stated that she was dismissed because the clothes she wore were too provocative and not appropriate to ...
Optimists and Pessimists
By Barry Siskind · 14 years ago
Optimists and Pessimists By Barry Siskind Two groups stare at the same half-filled glass of water and reach different conclusions. It’s always been that way as the optimists and pessimists wage their war of opinions. ...
Games in a trade show booth
By Barry Siskind · 15 years ago
Games in a trade show booth By Barry Siskind Visitors at a trade show quickly learn that there is simply too much information and too little time to absorb it all. Often what peaks their ...
The Power of Resilience
By Barry Siskind · 16 years ago
The Power of Resilience By Barry Siskind The road from the implementation of your exhibit plan and the secret of its successful execution is long and precarious. It can be filled with setbacks. The difference ...
Finding your ROSI (Return on Show Investment)
By Barry Siskind · 16 years ago
Recently an exhibitor told me that he would be happy with his show investment if he recouped his expenses. Why would anyone undertake an activity that cost time and money with the hope of breaking ...