The Seven Sins of Trade Show Marketing

Stuttgart, Germany, May 18, 2013 --(PR.com)-- The most recent issue of E3 Agency Network’s Global Insights Magazine focuses on the “Seven Sins of Trade Show Marketing” and points out that in order to be effective, trade show marketing needs to be approached as a continuous process. Edited by E3 agency members SPS Marketing of Austria (www.sps-marketing.com), the issue covers everything from mistakes you should avoid to trends you shouldn’t overlook.

The world of tradeshow experiences have changed dramatically in the last decade. “Once it was enough to have a booth and catering, but today, marketers need to think beyond just showing up in order to capture their audience’s attention,” says Norbert Schrangl, trade show expert and CEO SPS MARKETING Linz.

“It is not just the architecture, the lighting concept, or the messages alone that will make a trade show exhibition successful,” he adds. “The spirit of the brand has to be felt.” For marketers, that can mean bringing their audience directly into the brand experience with moving image, sound and virtual experiences.

Technology can bring the show on the road, but the overall strategy needs to be aligned with the sales goals in order to ensure success. And for that to work, a continuous process of planning should occur before, during and after the event. The 9th issue of E3 Network’s Global Insights magazine discusses the steps which are needed to make that happen. It also discusses how to avoid common pitfalls and provides examples of some successful exhibitions along with insights into the planning and strategy involved for each.

Published monthly, each issue of Global Insights magazine is edited by a different E3 member agency. Issues address timely, relevant marketing topics such as digital media, government marketing, and B2B branding – always with an international outlook. Global Insights is available free at the E3 Network (www.e3network.com/GIMs) and by email subscription.

About E3 Agency Network
The E3 Agency Network is a closely integrated coalition of independent brand strategy and marketing communications agencies from around the world. The network focuses on growing brands locally and internationally by sharing global insights and collaborating on international marketing. E3 covers both B2B and B2C in over 25 industry sectors, with specialists ranging from advertising and social media to digital and mobile. Founded by five European advertising agencies in 1978, E3 has grown to include 30 member agencies and more than 650 professionals in 30 countries, including Europe, Asia, Australia and North America. The group’s annual billings total more than € 300 million and represent more than 350 brands. For information, visit www.E3network.com.