Trade Show Strategy is the Foundation

Strategy is the foundation of an effective trade show program. It’s about using research and data to make informed decisions. It’s about leveraging key insights to deliver more impactful experiences. It’s about creating greater value for the business and the audience. Our dedicated strategy team led by Senior Vice President Strategy, Marc Herron, addresses client-specific needs and delivers insights that fuel the trade show experience process.

Our capabilities include:

Integrated Marketing

  • Platform Development
  • GTM plans
  • Media Audits
  • 360 Campaign Creative Development including:

 - Culture moment making

 - PR and Buzz-worthy

 - Social and digital development

 - Partnership and influencer strategy

 - Media framework

 - Regional marketing programs

Research and Analysis

  • Stakeholder Interviews
  • Experience Audit
  • Social Audit
  • Surveys and Focus Groups
  • EventFit Analysis and Planning
  • Market Locations
  • Attendee Acquisition
  • Sponsorship Participation
  • Comprehensive Portfolio Planning

Live + Digital Roadmaps

  • Event Theme
  • Storymaking
  • Speaker Consulting
  • Keynote Content
  • Expo/Experience Alignment
  • Registration
  • Attendee Journey
  • Scheduling and Agenda Development
  • Workshops
  • Social Seeding


Experiential Marketing Trends

The Trend Report

A comprehensive look at what’s shaping the future of experiential marketing. Backed by data insights and the latest industry happenings, The Trend is designed to be a helpful resource that event and trade show professionals can use to ensure their 2021 show programs and strategies keep up with the changing experiential landscape.

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Data and Industry Insights

The PULSE Survey Report

The PULSE Survey report explores where event professionals see the experiential industry going in 2021 post-COVID-19. Using research conducted by Northstar Meetings Group, the PULSE uses data insights to help experiential professionals understand what they need to keep in mind as we move forward into a new experiential era and prepare for the re-emergence of live experiences.

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