What is the No.1 reason people attend trade shows? And what is the most powerful word in advertising? The answer to those two questions is what has made exhibitions such a powerful marketing force for hundreds of years. And now, TSEA is bringing that power and it's benefits to our active and allied members and the exhibition community at-large every month—versus the traditional once a year cycle a trade show offers—in an all-new program launching Tuesday, February 28th.
"New" is the answer to those two questions. After years of testing, Madison Avenue advertising guru David Ogilvy found that "new" was, hands down, the most powerful word his firm could use to prompt consumers to read his clients' advertising, watch and, most importantly, respond to offers and buy their products. Using that power his agency helped build business icons like Schweppes, Hathaway Shirts, and Rolls-Royce in the baby boom years after World War II.
Simultaneously, within the exhibition industry, study after study by organizations like TSEA, Meeting Professionals International (MPI), and the Center for Exhibition Industry Research (CEIR) found that the #1 reason people attended trade shows was to find, feel and touch new and innovative products and services.
Thinking Outside the Box
Thinking outside the box, the TSEA management and marketing team asked: Why can't we bring new products to both our members and exhibitors worldwide more than once a year? Second, given the fact that most exhibitions and even our own events only attract less than 15% of the buyers in any given industry, "How can we bring these innovative, better and cost-saving products and services to the other 85%+ of exhibitors?" On Tuesday, February 28th, TSEA will launch a program to do just that!
