Whether you’re a trade show expert or a novice, preparing for an exhibition or trade show can be quite challenging especially when your success is dependent on how prepared you and everyone else involved is.

You can know your target audience, have the ideal strategy and key messaging and still get it wrong if you aren’t fully prepared.

Understanding and accepting the fact that the majority of your work will take place months, and sometimes even years before the actual event is the first step in what could be a great way to achieve your goals and ROI.

Brand loyalty trends are evolving. Not so long ago, brands could rely on their products and services to do the talking. However, with increasingly oversaturated markets, brands need to step their game up to delight customers. 

We live in an increasingly digital world where customers expect brands to anticipate and meet their needs in real-time. A Walker study found that by the end of 2020, customer experience will overtake price and product as the key brand differentiator. When executed well, a strong customer engagement strategy fosters brand growth and loyalty.

As competition amongst brands intensifies, companies have to innovate and differentiate themselves by delivering customer-centric campaigns that keep people coming back for more. Delivering a standout customer experience is all about creating an emotional connection between brand and customer.

Fast-food giants, fashion titans and household brands are all looking to digital engagement for success. It doesn’t work to bombard consumers with paid advertising and overstated claims about how you're the best in the business anymore. You need to innovate.