Exhibit managers often come to me with a similar story: their sales team comes to the show, hangs out in the booth, and becomes more of a handicap than an asset. They want to know how they can turn that situation around.

Unfortunately, this is a common problem because the very things that make a sales person great at what they do can often create a challenge in the trade show environment.

Here are specific steps you can take to overcome this situation.

Everybody says trade shows are all about the ROI …

Yet most exhibit marketers aren’t doing enough to measure or prove it to their accounting department.

So I invited my friend Rich Vallaster to join me for a candid conversation that puts ROI in context for both exhibitors and show organizers. Listen in as we break down what needs to change in both metrics and mindset:

• Why it’s so important to measure ROI (before someone else does it for you!)
• What show organizers can do to help exhibitors get better results
• How shows can add value for exhibitors
• What some shows are doing to blur the line between education & the show floor

Chances are you’ve been overlooking a key demographic in the audience at your events – people who choose not to drink alcohol for a variety of reasons, including those in recovery.

Did you realize that could be a quarter of your audience or more? So in the same way gluten-free or vegan are now standard options at events, it’s time to reconsider the non-alcoholic beverage alternatives too.

Networking doesn’t have to happen around the bar. In this episode, Sober Life Rocks founder Laura Nelson shares strategies and practical examples on how to:

• Change the after-hours experience to create better connections
• Craft more creative alcohol-free drink options
• Educate bartenders on how to make all guests feel included
• Design interactive spaces that don’t revolve around drinking