How to Write a Face-to-Face Marketing Plan

Christian Paschke

Face-to-face (F2F) marketing is among the most significant budget line items for marketing spend. Yet unlike their counterparts who oversee other marketing channels, such as advertising, public relations, and digital content, few F2F program owners have an annual strategic plan tied to company business goals and key strategic initiatives. Instead, the legacy trade show and event schedule acts as the “plan”, often fueling the perception that trade shows are tactical necessities with limited proof of results. Making the effort to develop a F2F marketing plan will ensure your program is strategically aligned and elevate its importance within the organization. Derse’s white paper guides you through the process of creating a strategic face-to-face marketing plan in four steps. Download the White Paper

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October 3, 2017

Choosing the Right Trade Show for Your Business

Derse

“Because we go every year” is never a reason. Portfolio Planning helps you re-evaluate your trade show schedule (and any other sponsorship or event opportunities) against your marketing objectives. See how See how Portfolio Planning helped MPI Research reach their intended audience and achieve the following: Earn $4 million in revenue, attribute to their new face-to-face marketing program Save $200,000 which they used to self-fund their strategic investment Establish a lean, mean face-to-face marketing strategy that maximizes your investment Download the White Paper

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July 30, 2017

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

How Trade Show I&D Experts Manage the Unexpected

Derse

This case study follows Derse at HIMSS 2017 in our race against the clock to finish installation work that was supposed to be done by the convention center. Read on to see how we completed 30 hours worth of work in just eight hours with our: Trusted network of on-site I&D partners Negotiations with convention center show management services Dedicated on-site management team   Download Managing the Unexpected: Samsung at HIMSS 2017 now. Download the Case Study

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May 15, 2017

Four Trends in Fashion Trade Shows

Derse

How Fashion Brands Embrace Exhibit Design outlines the four trends we’re seeing across exhibit materials, architecture, customer experience and influencer engagement in the fashion industry. Download the Article

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April 26, 2017

Expand Market Reach with Rental Exhibits

Derse

U by Moen

Hot off a product launch, Derse helped Moen, the #1 faucet brand in North America, identify a new show outside their industry to attend. The problem: the secured footprint was drastically different than their customized booth. Take a look at how Derse created a powerful selling environment for Moen using custom rental systems. Download the Case Study

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April 25, 2017

International Exhibits: Engage Your Global Audiences

Derse

International exhibiting brings the opportunity to build brand awareness, tap into new revenue potential, track competitors and cultivate new relationships. It also brings a set of stressors and anxieties – unless you have the support of a trusted global partner. Derse led Vitamix, a premium brand in high-performance blending technology, to success at their first (and now annual) international show: Ambiente in Frankfurt, Germany. This case study details how Derse built Vitamix’s confidence by managing the moving parts between countries and designing an engagement that sparked new connections in Vitamix’s key target markets. Download the Vitamix Case Study

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March 28, 2017

Cut Your Budget with Lightweight Design & Architecture

Derse

Relying on old exhibit architecture can become draining – draining on your wallet, time and on your brand’s presentation. Learn how Derse helped Ohyama Lights outshine their competition at LIGHTFAIR with lightweight architecture and design. Download the Case Study

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March 23, 2017

Group Lead Capture at HIMSS

Derse

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

How to Double Leads with Design

Derse

Metrie wanted to showcase their new Then & Now Finishing Collections™ in a way that would help attendees grasp ideas and inspiration as well as product knowledge. Their previous exhibit through another agency was built almost completely on-site, requiring full crews to work three shifts over the course of three days. This was an incredibly expensive and stressful way to build. Metrie turned to Derse for their innovative design and construction practices with the hope to improve the quality of the look of their exhibit and also lower the cost of the install. This case study details how Derse improved the look of Metrie’s exhibit, lowered costs, and drove results. Download the Case Study

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February 20, 2017