• Marketing events must challenge your audience. Sounds strange, right? Does that mean you should schedule a push-up contest at your next promotion? To that the answer is a resounding ‘it depends.’

    Recent studies from our scholarly brethren in the realm of academia point out that in order to maximize your influence over consumer behavior events must provide a high level of challenge that is matched with appropriate level of skill by the consumer.

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  • The face of America is changing. It is getting younger. The mighty ranks of the Baby Boomer generation are dwindling against the rising tide of their children, the Echo Boomers, also called Generation Y. Historically, trade shows were the primary tool used by businesses for sharing information, networking, gaining industry specific education, and staying up-to-date. Many executives continue to cling to this obsolete, Precambrian vision of tradeshows and refuse to believe the world could be anything but flat.

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