Monthly Archives: June 2013

The Ever-Evolving Trade Show Market

The Trade Show market is exploding. As interaction has taken spotlight in the way consumers interact with brands,  trade shows are becoming more and more competitive and creative, and it is important to evolve with the trends going on.

For great success at a trade show, you want to attract, engage and maintain your potential clients’ involvement. Use interactive media, videos, tablets and demos- the old brochure wont do anymore, you need something to really stimulate and engage the audience!


Remember, trade shows, by nature are interactive. Everyone is going there for the reason of interacting face to face with brands, peers and professional community. So BE interactive. Each point of exchange with you can be pleasurable , and will deliver value to the relationship you are building.

The first point of contact is the announcement of your participation at the show. How will you let people know about your involvement at the trade show? Your marketing materials should be smart and interactive; building yourself  and your brand as a destination at the show. For example, a clever direct mail piece with a QR code that links to a landing page to pre-register for the trade show or symposium, offers smart marketing and  a great experience for your client.

A follow up email campaign, from point of registration through show end, builds anticipation about what your booth will offer.


Booth design is crucial to setting the environment your brand will be received in. You want something to be remembered by. Blending digital outreach with new engagement platforms will surely attract potential clients.

Tablets and iPad’s are a huge trend in the trade show market right now. They can be used to demo products and show videos,  either one on one, or for a group of people. CRM programs on tablets are the key to generating leads. “Technology makes it possible to gather in-depth information on attendees’ interests and attitudes. With that data in hand, organizers can gauge whether their event strategy is working and alter it is necessary to help maximize their return on investment..” These programs allow companies to capture client’s information for quick access to the best leads, and create customized plans for each client.


Social Media is a great tool to interact with your audience; Twitter, Facebook, blogs, webpages and video are great tools to capture potential clients. Create a promotion using social media check-in’s and tags. Make sure your handles are visibly displayed, so everyone can interact. You could start a Hashtag discussion for all the potential clients.  This is a sure way to capture your audience’s attention, and also their information for generating leads.

For your next trade show event, map out a plan for your company. Remember you want to attract, engage and maintain your potential clients involvement.  What technologies will you incorporate into your display? How will you announce your participation at the show? Will you use social media to start a discussion with clients?  Start from there, then turn to resources such as Exhibitor Magazine for inspiration and ideas for your next trade show event. Make an IMPACT, and really wow your potential clients.



Cross Media Campaign launched for the B&P Scholarship Fund

BP-Scholarship-logoHere at TGI, we have a strong bond with the Monsignor Bonner and Archbishop Prendergast Catholic High School, due to our President, Jack Glacken, who is a very passionate Alum of Monsignor Bonner and Hall of Fame recipient. Because of Jack’s involvement and dedication to the Alumni Association, he was chosen to help lead the B&P Scholarship Fund campaign.

The B&P Scholarship Fund came from a desire to connect with its beloved past to support its future. The school needs enrollment to remain open. There is a list of kids eager to attend B&P but require some fiscal support to do so. The school hoped to bridge that gap.

The result is a campaign driven for each graduating class to sponsor one student each school year, through monetary donations.  Keeping with the past to the future idea, the school has a digital copy of class yearbooks for each person who donates.

To get this campaign up and running, there was a lot of brainstorming, how could TGI do something different, while rewarding those who donate with something special? TGI came up with a cross media campaign integrating print, email, web, social media and video that would surely give back to its supporters, by providing a digital copy of their year book.

2,400 pieces of Direct Mail were sent out to a set of  8 graduated classes. Using Direct mail and integrated media, each Alum would receive personalized letters.

Some of the campaign mediums included:

Print: A 4 page, full color direct mail piece. Personalized graphics were selected for every Alum being contacted. There were 9 variable fields, including; name of the Alum, their school’s crest, graduation year, their class yearbook, and their graduation yearbook picture.

Purls:  A personalized URL led each Alum to their own B&P scholarship fund website.

Landing Page:  Visitors could watch a video, leave an email address or click to donate via a secure online transaction.

Video:  A video of past scholarship recipients played on the directed website, there was a short and a long version of the video.

E-Mail:  Email campaign supported the direct mail piece.

Digital:  Upon donation, they would receive a receipt of their donation and a digital copy of their class yearbook.

The cross media campaign was a hit, and we are looking forward to continuing our work with the B&P Scholarship Fund.

Here are our Initial Results:

  • 7% response rate (measured in  unique visits)
  • 1.7 % landing page click through rate
  • Average gift size $100


“No other School anywhere that we are aware of is doing anything like this…not in the Archdiocese, not in the City, not in the Country….it is completely unique. It demonstrates the exceptional leadership and creativity of TGI, the Team and the BP community….this is one one of the most creative experiments I have ever seen in the entire area of Organizational and Alumni Relations”.
~Anthony J. Mullen, CEO, Royal Star Properties and Chair, Bonner/Prendie

To see  the Direct mailer click here: bp_mailer

For more information on TGI’s marketing tools go to:

If you are interested in more information about the campaign, or if you would like to make a donation, please visit: