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Strategic Planning & Management
Great trade show programs are built on clear, high-level strategies. Use these case studies to hone your strategic thinking.

Online Articles
Come One, Come Few
Agfa Graphics N.V. uses a "no tourists" booth strategy, customer-pampering activities, and an in-booth auction to generate more than $166 million in show-related sales – and help buoy up the company's sinking financial ship.
 

Article Library (PDFs)

Remember Me?
What makes an exhibit memorable? Exhibit Survey Inc.'s annual study, says exhibit design, product demonstrations, and presentations.

Toyota's Authentic Off-Floor Experience
To pry loyal truck buyers from the Big Three, Toyota creates an off-floor customer-centric experience.

Face-Time Redesign
Matt Hassett's four-part plan to increase staff-interaction rate at Globalcomm 2006 — and double sales leads in the process.

All-Star Awards – Feed the Bottom Line
Farm Credit Canada's reinvented sponsorship harvests a 50-percent sales increase and a literal hill of beans.

Consolidation: Putting It All Together
Five trade show program consolidation strategies that strengthened brands and streamlined strategies.

Ask Your Customer, Stupid
Four exhibitors who asked customers what they wanted and took their advice.

All-Star Awards: 1-Percent Solution
Bob Milam focuses his promotion, exhibit, and staff on key customers – to the tune of $750,000 in sales.
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The Power of the Plan