this video is for you

Meopta went from the photo on the left (before), to show-stopper (after), in one show.

All-in, about 2 months of planning and production. double the brand awareness, double the leads.

Who this is for

If you’re trying to make your trade shows pay off big, then stick around.

This is for you if:

• You know trade shows should pay off, but you’re not sure how to make it happen big.

• You’re frustrated by the lame or dated presentation of your company compared to others

• You’re looking for clever ideas that fit in your budget.

• You’re ready to get the glory for modernizing your company’s event program

• You’re done with the disorganization, stress, and last-minute surprises of your current program.

• If you’re wondering how to fit the latest event technology into your program the right way.

HERE’S THE TRUTH

You can achieve insane profit growth using trade shows, if you follow the right steps.

However, most marketing leaders don’t have the skills or knowledge to do this in such a specialized domain, and end up wasting time and money. We have dedicated ourselves to solving this problem.

BACKGROUND

Co-founder Scott Wojda comes from the automotive event marketing world. The huge budgets in that world created a system weighed down by inefficiency and a lack of data and accountability. Decision making was driven by gut feelings, shifting priorities, and internal politics. We dedicated ourselves to coming up with something better.

Our thinking focused on two questions:

1. At an event, what are the biggest drivers of value?

2. What are the most efficient ways to achieve that value?

After working for some of the top automotive brands in the world, we started Global Creative to use our ideas and methods to service upper-tier and aspirational upper-tier event clients. We left the fancy suits and pitches behind, and took our ideas to the market to broaden our reach, and help real people at companies where what we did made a difference. Today we offer a clear, step-by-step path to success without all the waste. Our mission now is to get this method and mindset into the hands of marketing leaders everywhere.

double your booth returns: The Road Map

Follow this method and become the star of the show.

Step 1
Build buzz with successfully tested headlines and media outreach.

Step 2
Design using clean architecture principles to elevate your brand presence.

Step 3
Customize content specific to your event and audience to maximize impact.

Step 4
Create global consistency while using local builders to keep costs under control.

Step 5
Grow your budgets with reliable and useful post show metrics.

Step 1: Messaging

• Old way: Not a priority. Relying on email blasts and exhibitor directories. Untested headlines/messaging. No media/PR initiatives. Same strategy for each show.

• Result: Low booth traffic.

• There’s a new way: Focus on bold claims that specifically address known customer priorities. If you don’t know this, then you must test these claims. Use these claim statements for press releases, journalist invites.

• Benefit: Messaging/content that resonates and attracts. Doesn’t matter if you’re big or small, people read your headlines and want to talk because your messaging is highly relevant and solving their problem. Engaged visitors. Media attention, journalist interviews, content that lives on after the show.

• Key Takeaway: build buzz with a successfully tested headline plus media outreach.

Q&A

• Results? OMRON CES, 111 booth visits by media. 3.8 billion media impressions.

• What if it’s totally new to me? Read The Lean Startup, by Eric Ries. Build, Measure, Learn. This will give you the basic framework of how to test messaging to find market resonance. Then, reach out to the media to get a parade of journalists at your booth.

• What if I sell b2b? For b2b trade shows, no doubt you have a list of your best customers. Call them. Ask them to pick the headline they would click were they to see an ad or an email. For b2c you surely have a mailing list. Send some test campaigns with various headlines. Find resonance in the market.

• What if my show is coming up quick? Calling 10 customers takes a couple hours…no doubt you’ve got the time.

• Will this work for my industry? Yes. Your ideal customers are coming to the show. If you can appeal to their priorities, you’re in. See the examples below of appealing to priorities. OMRON CES show.

Step 2: Design

• Old way: Filled to the brim with products, messaging, furniture. Messy. unfocused.

• Result: Visitor confusion, discount-store look.

• There’s a new way: Simplify. Reduce to only the essential elements. Turn heads with clean design, immersive graphics, removal of all non-essential elements. Heavy emphasis on lighting. Simplified structure to focus attention on the message.

• Benefit: Turn heads, get noticed. Prominent, confident, professional appearance, effective communication of brand. Immersive, bright, attractive. increased traffic, discussion, retention. Simplified structure amps up your message while decreasing construction costs.

• Key Takeaway: Clean, simple design turns heads and elevates your brand.

Q&A

• What if I have a lot of products? Edit as much as possible. Have you ever been in a luxury store that packed to the max with merchandise? Me neither.

• What if my competitor always has some cool architecture? Resist the urge. Complicated architecture competes with your product for attention. Allow the booth to become the beautiful backdrop for your products.

• Won’t it be boring? Simplifying the architecture means more time and energy to focus on the graphics and messaging. These are the areas that bring exponentially higher value for a marginal additional cost.

• Can you show some examples? See the transformations below. Notice transformation from busy to simple, from messy to clean

Step 3: Content Production

• Old way: Repurposing generic content. Hiring outside agencies for graphics/video production that have little event knowledge.

• Result: Ineffective graphics and video. Technical errors, time wasted managing multiple teams.

• There’s a new way: Graphics and video created specifically to achieve your show objectives. Clean, simple content focused around your event message and recipient…not re-used from your YouTube channel.

• Benefit: Graphics and video that work hand-in-hand with the structure and messaging to achieve maximum impact. 100% easy and error-free. Streamlined approvals, no management of multiple teams.

• Key Takeaway: Customized content will maximize impact at your event.

Q&A

• What if I have my own content? The Center for Exhibition Industry Research (CEIR) reports that trade show attendees decide in 3 seconds whether to visit a booth. It’s worth the effort to edit your content to make sure it’s effective at the event.

• What if I have a lot of things to say? Let your Brand Ambassadors to talk about it. Reserve the booth graphics and headline to attract attention.

• Should I show pictures of my products? Better to show the real thing, especially if people can touch it or interact with it.

Content and product working together

Step 4: Event Production

• Old way: One centralized provider with a single location for production and storage.

• Result: Long distance shipping, delays, fuel costs, personnel costs. Conflicts of interest.

• There’s a new way: Decentralized production. One global agency provider with dozens of smaller independent production partners distributed in cities around the world. Production and storage happen at the doorstep of each event.

• Benefit: A single provider handling your entire program creates consistency and efficiency. Local event production means logistics costs and delays are eliminated. You get reduced overtime and a stress-free production schedule. Local materials, local teams, eco-friendly, efficient. Creative team stays focused on you, not a production shop.

• Key Takeaway: A single provider creates consistency, while local production creates efficiency.

Q&A

• How do you know? This is intuitively true from our own experiences, and surely from yours too. Speed, information flow, and efficiency increase. Errors and delays decrease. Managing one team is easier than managing many.

• What if I want to keep multiple vendors? Sure, but managing multi-vendor relationships can be tricky and accountability can pose a problem. You need more team members to manage multiple vendors effectively.

• Does it work if different teams handle different regions? Yes. In this case 2 or more of your teams (i.e. Europe and North America) work with the same provider to produce events in their respective regions. This works well, as long as the provider can deliver as promised.

Deep dive into Decentralized Production (Industry 4.0)

• What is Decentralized Production? Also known as Distributed Manufacturing, it’s Industry 4.0…the today and tomorrow of manufacturing. It’s the future of our world, with decentralization happening in a variety of industries including finance, energy, agriculture, and logistics. Local manufacturers build your event properties instead of a centralized production location.

• Who builds it? Local, independent manufacturers. Distributed manufacturing is the flexible, on-demand, and eco-friendly reality of today.

• How does it work? A single provider uses a network of smaller, globally distributed manufacturers to build near each event.

• Does this eliminate shipping? Almost. You’ll likely still need to ship your products.

• Key Takeaway: Decentralized production reduces shipping costs, delays, and production timelines.

Deep dive into industry conflicts of interest

• Full-service? Typically, when referring to a Full-Service event company, it means they offer both design and production (among other services) under one roof.

• Isn’t combined more typical? When Design and Manufacturing are combined under the same event company, the revenue driver is typically Manufacturing. This can create a conflict of interest for Creatives who sometimes must choose between offering solutions that cater to Manufacturing, or that cater to client needs.

• Why haven’t I heard of this before? It’s a not-so-glamorous secret of the large event players that’s not discussed (or admitted).

• As a client, how can I avoid this? Work with an event agency that outsources production. The conflict of interest is eliminated, and producers competing with each other will get you the right producer at the right price.

• Key Takeaway: Separation of Design and Manufacturing eliminates conflicts of interest.

Step 5: Metrics

• Old way: Number of leads captured, or…”I think it looked busy.” Cumbersome, inaccurate data collection.

• Result: Unreliable metrics create difficulty in setting budgets and growing your program. Brand Ambassadors turn into glorified badge scanners.

• There’s a new way: Use AI cameras to crowd count your booth.

• Benefit: Concrete metrics that measure single visits and dwell time continuously, with minute-by-minute granularity. Independent, quantifiable data can be correlated with expenditure to justify budgets to upper management.

• Key Takeaway: Measure the right things and use concrete data to properly guide budgets and initiatives.

Q&A

• What are the right things measure? At a minimum, the number of people entering your stand space, and how long they stay there. Another nice metric is the number of conversations that meet certain parameters (i.e. # of people, duration, etc.)

• How do we measure easily? Using AI computer vision. In it’s simplest form you can run a laptop with a USB webcam and get real-time readouts of foot traffic.

• What if my booth is completely full of people? The systems nowadays are smart enough to count every person and track their journey through your booth space.

• What about data privacy? No footage is recorded or transmitted.
  

in summary, here’s the checklist

• Step 1: Build buzz with successfully tested messages and media outreach.

• Step 2: Turn heads with clean architecture that elevates your brand presence.

• Step 3: Produce content customized to your event and audience to maximize impact.

• Step 4: Create and coordinate global brand and execution consistency, while using local builders to control costs.

• Step 5: Generate reliable, accurate, and useful post show metrics to grow your budgets.

REPEAT

Perform the steps above, and you’ll achieve trade fair dominance.

But to get there, you have options. You could

1. Use a traditional full-service stand builder.

2. Hire multiple agencies and builders.

3. Manage it yourself directly.

Traditional stand builders aren’t focused on your end results. They’re focused on delivering physical goods and setting them up at a trade fair. Whether or not the stand actually does the job intended is not their problem.

Mixing agencies leaves responsibility with you. The other agency partners in the mix have an easy way to excuse themselves of responsibility, each working on just one piece of the puzzle.

Doing it alone is a major time commitment. The skills needed are so specialized, it would take you at least 10 hours per day for 1 year to build out a producer network and become proficient in our process without any help. Plus, factor in the expensive mistakes sure to happen.

Or work with Global Creative. You’ll get and get the results, the process, the network, the consistency, the convenience, all delivered to you instantly for 1/10 the price, and for 1/10th the effort.

Who this is for

This is for B2B event marketers who see the value in trade fairs, but haven’t been able to make them pay off big; for those ready to dominate their industry events and show the world how successful they really are; for those ready to take the next step and push their careers and companies to new levels.

Kevin Liddane

Meopta Optika, s.r.o., Director or Business Development

Kevin Liddane from Meopta trusted us to design and produce his trade fair stand at Photonics West. Before working with us, Meopta had a low-impact presence at Photonics West. In just 8 weeks we transformed Meopta’s presence into the most high profile Photonics West they’ve ever had.

“The visual presence of Meopta on the exhibit floor at Photonics west, which is the largest optics conference in north America was very prominent.

You can measure that in a couple of ways. One is you got compliments from the current customers who come and say, oh wow, you're here. And by here, meaning not just that you're attending, but oh, you've got some muscle. The second indicator was all the exhibitors who were coming around and taking pictures because they really found it impressive. It's like a Canary in the coal mine.

If you get other people trying to copy or, you know, look at what you're doing, that shows that you're probably doing the right thing.”

-Kevin Liddane

Here’s what is going to happen when you work with us

• You will have a packed booth with lead numbers like you’ve never seen before.

• You will have a commanding visual presence on the show floor that will dwarf your competitors.

• You’ll have journalists and industry experts photographing your booth and writing articles about you.

• Google searches of your company will pop up pictures of your stands.

• People will take one look at your stand and know that it’s you, anywhere in the world.

• You can forget about not hitting your quarterly numbers.

• You’ll get bigger and bigger budgets each year.

• You will feel empowered, confident, and motivated.

how does it work?

introducing PUREprocess, by Global Creative

PURESTRATEGY

Before, when you wanted to build buzz about your event, you would rely on an email blast and the exhibitor directory.

Now, use PURESTRATEGY to achieve massive industry buzz without the wasted time and poor results of the old way.

Alternatively, you could do your own research and testing, use a competitor product, or, instead, you could work with Global Creative and get PURESTRATEGY: the templates, training, and writers. This will increase the likelihood of high-resonance messaging and save you a ton of time and energy. It’s easier, faster, and cheaper. If you were to do this yourself or hire it out, the cost would be 20K USD.

PUREDESIGN

Before, when you wanted to attract the attention of more visitors at the show, you would keep adding structure and signage and products to your stand.

Now, use PUREDESIGN to turn heads without the cluttered, messy look.

Alternatively, you could design it yourself, or use a competitor, or instead, you could work with Global Creative and get PUREDESIGN: the assurance that your stand will be a show-stopper. It’s easier, faster, and cheaper. Doing this yourself or hiring it out to a professional design agency or architecture studio would cost you 20K, depending on the size of your stand.

PURECONTENT

Before, when you wanted to make sure your message was effectively conveyed to visitors, your old agency would repurpose some graphic or video for you.

Now, use PURECONTENT to avoid generic content and achieve effective message delivery without the mistakes and poor results.

Alternatively, you could create content yourself, or use a competitor, or instead, you could work with Global Creative and get PURECONTENT: proven techniques that maximize impact and create conversations. It’s easier, faster, and cheaper. The cost of doing this yourself or hiring it out would be 20K USD.

PUREPRODUCTION

Before, when you wanted to produce a consistent look at multiple events, you would have to build the properties in one place and ship for each show.

Now, use PUREPRODUCTION to build near each event without the shipping costs, delays, and overtime charges.

Alternatively, you could manage it yourself, or a competitor, or instead, you could work with Global Creative and get PUREPRODUCTION: A single contact for events happening anywhere in the world, with efficient local teams to build, install, and dismantle your show properties. Its easier, cheaper, and faster. The cost of hiring and training a person for your staff to perform this, along with the outside teams you’ll need to help: 180K USD

PUREDATA

Before, when you wanted to grow your trade show budget, you would have to make your case using unreliable and inconsistent data that was easily challenged.

Now, use PUREDATA to give you the accurate and reliable metrics you need, without having to train or rely on staff.

Alternatively, you could rely on badge scanning, qualitative analysis, or instead, you could work with Global Creative and get PUREDATA: Accurate, AI-based continuous crowd counting. If you were to source and implement this yourself, the cost would be 60K USD.

cost/value comparison

For a 100m2 stand, to get similar results on your own, you would spend:

PURESTRATEGY will allow you to get massive pre-show buzz and journalist attention. Standalone value: 20K.
PUREDESIGN will allow you to turn heads and have people taking pictures of your booth. Standalone value: 20K.
PURECONTENT will allow you efficiently convey your main message to visitors at a glance. Standalone value: 20K.
PUREPRODUCTION will allow you to have global consistency and local delivery. Standalone value: 180K.
PUREDATA will allow you to grow your budgets with accurate and reliable metrics. Standalone value: 60K.

But instead of paying $300K USD, we’re offering this to you for less than 1/3 of that price.

All you need to do is book a call right now.

We can only onboard a maximum of 4 clients per month, so if you wait, you could miss your upcoming show.

Don’t wait. Click here to book a call right now.

And, because you’re reading this article, we’re going to do something for you that’s really special. For a limited time, we’re going to offer you a free 1 hour strategy call worth up to $500, where we dive into how you could apply some of these methods specifically on your event program.

Of course, we back everything up with a guarantee. Meaning if we don’t deliver on our promises, you don’t pay a dime.

offer summary

What’s included:

• PURESTRATEGY: you get massive pre-show media buzz

• PUREDESIGN: you get a commanding show presence

• PURECONTENT: you get graphics with instant impact

• PUREPRODUCTION: you get consistency + efficiency

• PUREDATA: you get bigger and bigger budgets using AI metrics

• PLUS: you get a free 1-hour strategy call

4 clients per month maximum onboarding capacity, so reserve your spot now, or you’ll miss you’ll miss the show. (We know you have a show coming up…that’s why you got this in your inbox). And of course, if we don’t deliver, you don’t pay…simple.

All you need to do is book a call right now.

Q & A

What about event technology?
We’re experts in the latest event technology, including sensing tech, interactive tech, augmented/virtual reality, custom app development, etc. We propose and implement these technologies as part of PURECONTENT.

How can you quality control independent production shops?
Regular visits and longstanding relationships. This is part of the value that we bring…making sure that the quality of delivery stays consistent no matter where in the world you’re exhibiting. We have a rigorous onboarding process for all new partners, including financial checks, insurance checks, and reference checks. In many of our larger hubs we have multiple providers as a fail-safe.

Couldn’t I just hire them myself?
Sure you could…if you want to get in the business of managing dozens of independent production houses, managing show services, and ensuring consistency and quality from show to show. But let’s get real…you won’t actually do that. The realistic outcome is that you hire a few, get spotty results that require a lot of work and don’t achieve the intended result. At that point a year has gone by and you’re right back where you started.

How do you know I’ll get the results you promise.
We’ve implemented the same process for others over and over again achieved similar results.

What if I’m already a big player in my industry?
Awesome. But why not be the biggest and best? If you want to get even bigger, look awesome, and making your process easier, more efficient, and more predictable for you and your team, talk to us. PUREPROCESS will have lasting results for you whether you currently have 40 m2 or 400 m2.

What if I want to handle the content myself with my current agency?
Sure. We can advise or provide Creative Direction.

What if I’ve never tested messaging before? or never done PR before?
No problem. We’ll walk you through it. We’ll learn about your customers and write claims/headlines for you. You can then test these headlines easily by having conversations with your customers “Which of these claims are the most interesting to you?” Is a simple question you can ask to get valuable info. The PR/media is easy. We contact journalists and set appointments for you. You need to have a dedicated media specialist at the show who will be available to talk to journalists.

What if I’m in medical and we can’t make very bold claims?
This will vary by industry. Sometimes we can make bold claims, which are the most effective. Sometimes due to regulatory reason we can’t. That said, making bold claims and asking about them in a private conversation with a trusted client to find resonance is risk-free. At the beginning stages, finding marketing resonance is key. Once we have that, the headlines can be tweaked for compliance.

I really like [random wacky design], will you produce this for me?
Ultimately this depends on your goals. We can produce anything, but to achieve the transformation, you have to follow the steps. As long as you’re aware that the wacky design won’t bring about the transformation for you, then sure, we can make it.

Have any of your clients failed to achieve the transformation?
Every client who puts in the effort to follow the process has achieved the biggest ever event transformation for their company. This person has usually put themselves out there to try something new and been handsomely rewarded in terms of company success, growth trajectory, and mindshare, plus personal rewards, like promotions, peer accolades, and pay increases.

You mentioned conflicts of interest with the other guys. How do you know?
My history is in 3D design at some of the largest exhibit production companies in the world. I understand how they work. I lived in this world for years, and understand the pressures involved. This conflict is not anything that’s ever spoken about openly, but it’s the subtext in the conversations between Design, Engineering, and Estimating. In that meeting, who’s missing? The Client.

What if my event is not in an exhibition hub?
If we don’t have a current partner in your city, we will find one, visit them, and set up a relationship specifically for your event.

How do you keep a consistent look across continents?
A single design and project managment teams handles your account. The production is then overseen by this team to ensure seamless and consistent results

Do I need to train staff for the metrics feature?
No staff training of any kind is required for PUREDATA to work. The setup and tracking is completely automatic and real-time with something as simple as a webcam and a laptop. If you want multiple zones with tracking, this is also possible by adding cameras.

Cameras? What about GDPR?
No video is recorded or transmitted.

What about virtual?
We encourage our clients to take advantage of PUREVIRTUAL, our livestreaming and virtual event service. This can work together with your stand (live streaming from show site), or independently (social webinar). Livestreaming journalist interviews from show site can work especially well.

What’s the free strategy session?
We look at how PUREPROCESS can apply to your specific case. We discuss your current trade show situation, including pictures, numbers, results, etc., and advise you on how to implement the process yourself. We tell you what the most important things are to focus on, and what is the easiest/fastest/most efficient way to achieve some level of results.

What are the terms of the guarantee?
If you follow our process, then you’ll achieve the biggest ever event transformation at your company. If you follow it, and don’t experience the transformation, you get your money back.

Are there any long term contracts?
Yes, we offer 12 and 24 month contracts with defined show schedules.

How do I justify the cost to management?
Send them the link to this page.

offer summary

What’s included:

• PURESTRATEGY: you get massive pre-show media buzz

• PUREDESIGN: you get a commanding show presence

• PURECONTENT: you get graphics with instant impact

• PUREPRODUCTION: you get consistency + efficiency

• PUREDATA: you get bigger and bigger budgets using AI metrics

• PLUS: you get a free 1-hour strategy call

4 clients per month maximum onboarding capacity, so reserve your spot now, or you’ll miss you’ll miss the show. (We know you have a show coming up…that’s why you got this in your inbox). And of course, if we don’t deliver, you don’t pay…simple.

All you need to do is book a call right now.