In 2012, the Center for Exhibition Industry Research (CEIR) issued a report on “How the Exhibit Dollar is Spent,” which stated that of the $24 billion used for U.S. trade show marketing, staff training comes in dead last at a measly 1%! (Another study reports that 31% of exhibitors provide no type of pre-show training at all!)
So as an exhibit marketing strategist and blogger, I wrote a post on “The Importance of Exhibitor Education,” thinking it was a pretty straightforward idea that exhibitors benefit from being better educated. Well, it turns out this is quite a hot topic because it sparked a firestorm of controversy online, first in an adamant rebuttal from another blogger, then a lengthy conversation on a LinkedIn forum, so I decided to compile this manifesto to explain what exhibitor education is (and isn’t) and why it matters.
If you believe your exhibit marketing could improve and you want to create the most successful exhibit team you’ve ever had, then go ahead and grab your free copy here or by clicking on the cover below (right-click or control-click to download the PDF):
Take about 10 minutes to read this (it’s only 14 pages) and you’ll learn the answers to these key questions and more:
- Why is exhibitor education necessary?
- Who needs to be educated?
- Who benefits from education?
- What should be included in training (and what shouldn’t)?
- What type of education is available?
- When should education take place?
- How can you join the revolution?
Feel free to share this with team members, show organizers, fellow exhibitors, industry vendors, or anyone you feel could benefit from being better educated.
Once you’ve had a chance to read the manifesto, please join the conversation and tell us what thoughts this prompted. What jumped out for you … or what will you do differently as a result of reading this manifesto?
And if you’d like to discover what other free resources are available, visit this page.
Founder & Host
Exhibit Marketers Café