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Case Studies
eBay Plays its Cards Right
The e-commerce giant attracts twice as many new and inactive users as the previous show with an insight-driven swag strategy that ties directly to its new buying feature. >> full story

Case Studies
Fire and Ice
Dräger Inc. springs at the opportunity to secure a second, highly visible booth at a vital show and uses a clever passport strategy to drive traffic to its product demos, resulting in three times the lead counts compared to its previous outing. >> full story

Case Studies
GE Appliances' Smart Strategy
Tasked with launching a line of Alexa-enabled washers and dryers, marketers at GE Appliances unleash a trio of tactics, including a traffic-building flash mob and a virtual-reality product demo, that result in a benchmark-busting exhibit. >> full story

Case Studies
A Food Awakening
Tattooed Chef Inc. takes an artisanal approach to its first-ever trade show with a multicourse marketing campaign that serves up a feast of more than 100 qualified leads. >> full story

Case Studies
Samsung's Home Movie
After raising the virtual-event stakes in 2020, Samsung Electronics Co. Ltd. once again avoids a boring online booth and premieres a Wes Anderson-inspired film so engaging that 60 percent of invited press and partners watch the full 45-minute runtime. >> full story

Case Studies
Market Scan's Split-Bet Strategy
Determined to raise its profile at one of the auto industry's top expos, Market Scan Information Systems Inc. goes for broke with a two-pronged tactic - an elaborate, digitally driven pre-show campaign and a supersized slot machine - and hits the jackpot. >> full story

Case Studies
Ground Rules!
To generate awareness for its natural products and soil-regeneration initiatives, General Mills Inc. breaks ground on an educational exhibit strategy that helps it harvest 200 percent more media articles than marketers hoped. >> full story

Case Studies
Health Care Gets a Lyft
Having outgrown its turnkey kiosk at HLTH, Lyft Business decides to boost its presence and visibility through an integrated campaign featuring more sponsorships, a larger exhibit, and a VIP spa experience that lands two massive contracts and generates new sales opportunities. >> full story

Case Studies
Creative Dimensions' Hollywood Ending
With the show-floor premiere of its promotional film cancelled by COVID-19, Creative Dimensions Inc. switches to a digital strategy that nets more than $250,000 in new business. >> full story

Case Studies
Canon's State-of-the-Art Virtual Strategy
Canon Medical Systems USA Inc. earns record-high marks from attendees by dazzling them with something unprecedented: a virtual art museum. >> full story

Case Studies
S&C Electric's Mixed-Reality Product Demo Generates Results
Determined to communicate the "why" behind its wares, S&C Electric Co. puts booth visitors in the middle of a mixed-reality product demonstration - and surpasses its lead-conversion goal by 80 percent. >> full story

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ETRAK Sessions

5010R - A Trip Around the World – Must‑Knows for Global Exhibiting CTSM
June 12, 2025
12:00pm Central

2107 - Select the Right Trade Shows to Maximize Your Portfolio
June 26, 2025
12:00pm Central

4005R - Conversations That Matter: Know Precisely What to Say to Manage Up ‑ and Down CTSM
July 8, 2025
12:00pm Central

3006R - Omnichannel Marketing Strategies for Your Live Events and Trade Shows CTSM
July 10, 2025
12:00pm Central

7058R - Authors Executive Series: Thrive Under Deadlines: Strategies for Success CTSM
Aug. 5, 2025
12:00pm Central

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