95% of purchasing decisions are driven by unconscious urges, the biggest of which is emotion, according to Harvard professor Gerald Zaltman. That’s why the best performing exhibitors are the ones that connect emotionally and empathetically with their target audience. Too many exhibitors fail to reach their goals because they approach the trade show process from… [Read More]

Why do most people attend exhibitions? To spend their money? To network? The actual answer is to learn, according to The International Association of Exhibitions and Events. In its second Decision to Attend Study, education was revealed to be the top driver of trade show attendance. If learning about new trends and products in their… [Read More]

“The only way to change someone’s mind is to connect with them from the heart.” – Rasheed Ogunlaru When you experience empathy for another person, and they see it in the way you relate to them, an unstoppable bond is formed. This bond is your conduit to trade show conversions. Prospects trust you because you understand… [Read More]