Branded House Vs. House of Brands

Derse

Branded House or House of Brands? It’s a question exhibit managers will increasingly face as their firms’ merger and acquisition activity continues to rise.

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May 23, 2017

Group Lead Capture at HIMSS

David Frazer

There’s a prominent yet overlooked attendee population at trade shows that exhibitors aren’t talking about: attendees who show up as part of a group. One of the main benefits of exhibiting at a trade show is direct access to engage with decision-makers. However, when attendees come to booths as a group, exhibitors are forced to adjust their engagement and decode who the decision-maker is. But what types of attendees travel in groups, and what types of groups do they travel in? We examined hundreds of group lead capture results from five different clients across two years at HIMSS to find out. This whitepaper details what we found. Download the Whitepaper

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February 21, 2017

The Proof Behind Experiential Marketing

David Frazer

Over the last decade, experiential marketing has come to the forefront as consumers are wising up to some of the superficial limitations of traditional marketing. Consumers have raised the bar in what they expect from not only products, but from the way products are promoted to them. Product features and quality are not the only deal breakers in the buyers’ journey anymore – consumers seek an emotional bond with a brand. Experiential marketing addresses consumers’ growing need for authentic connections and is a key tactic for attracting and retaining loyal customers. This white paper traces the rise of experiential marketing and builds the case for making it a fundamental aspect of your marketing mix. Download the Whitepaper

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February 20, 2017