It’s that
season once again where companies test their endurance in one of the toughest
habitats in the business world—the trade show. According to the Center for
Exhibition Industry Research (CEIR), while companies in 2011 allocated 40.2% of
their marketing spend on B2B exhibiting, they have just 3 to 5 seconds to
capture someone’s attention on the trade show floor. This affirms the power of
face-to-face marketing, but it also means that trade-show messaging must be powerful
and effective.More...