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Articles by Charles W. Allen


Event Marketing Guru’s Corner: Where Networking Nets (12/1/2013)
The value of networking is one of the greatest benefits of the entire exhibition medium.

Event Marketing Guru’s Corner: Selling Too Much (2/1/2012)
The pure, anecdotal sales pitch is dead, and few observers are mourning its passing. Have you noticed how difficult it is for anyone with the word “sales” in his or her title to get a simple appointment?

Event Marketing Guru’s Corner: Connect ... Or Be Disconnected! (4/1/2010)
One of the most critical mistakes booth staffers make at trade shows is failing to engage attendees who pass by and make any eye contact (whatsoever), whether they seem interested or not.

Event Marketing Guru's Corner: Copywriting Skills for Success, Part II (3/1/2010)
After business stationery, a brochure is often the next item that businesses develop and print. While some may think of a brochure as an informational piece, good copywriting can turn it into an important sales tool

Event Marketing Guru's Corner: Copywriting Skills for Success, Part I (2/1/2010)
A fundamental skill for all businesses and organizations is to use language effectively in sales and marketing materials. ... The purpose of copywriting is to persuade the reader to act

Event Marketing Guru’s Corner: Where Networking Nets (12/1/2009)
The value of networking is one of the greatest benefits of the entire exhibition medium.

Event Marketing Guru’s Corner: The Seven Deadly Sins of Exhibit Selling (11/1/2009)
Event marketing professionals, beware these seven deadly killers of buying cycles. If you’re guilty of any combination of them, Danté might have prepared his own special place for you.

Event Marketing Guru’s Corner: Marketing for Time’s Sake (9/1/2009)
Impressions — the number of people who see a marketing message — have traditionally been the metric used when selling sponsorships in the events and tradeshow industry.

Event Marketing Guru’s Corner: Harvesting Leads for Sales (8/1/2009)
In TDmonthly Magazine’s July issue, Part I of this article series covered setting measurable objectives and creating a lead system that will allow event staff to collect the right information in preparation for follow-up with potential clients.

Event Marketing Guru’s Corner: Harvesting Leads for Sales (7/1/2009)
According to the Center of Exhibition Industry Research (CEIR), “91 percent of decision–makers prefer to make purchasing decisions at exhibitions,” versus any other marketing medium. If that’s the case, why are tradeshows under such scrutiny

Event Marketing Guru's Corner: Selling to Qualified Prospects (6/1/2009)
Eighty percent of your competition spends exhaustive and futile time presenting to prospects that are never going to buy, yielding extremely poor "return on objectives" (ROO) by spending exhibit time inefficiently.

Event Marketing Guru’s Corner: Why the CIA Is Your Friend (5/1/2009)
For the purpose of this article, CIA does not stand for Central Intelligence Agency. Rather, it stands for Competitive Intelligence Advantage. Your CIA must be kept current at all times and requires a clear strategy for application.

Event Marketing Guru’s Corner: Green Means Go (4/1/2009)
Buying signals are all around us. We just have to learn to recognize them. They’re very much like a traffic light — red, yellow and green signals to stop, proceed with caution, or continue.

Event Marketing Guru’s Corner: Change Your Mindset to “Win” (2/1/2009)
There are many important topics relating to successful selling, but none is as critical as the state of your current mindset

Event Marketing Guru’s Corner: Selling Too Much (1/1/2009)
The pure, anecdotal sales pitch is dead, and few observers are mourning its passing. Have you noticed how difficult it is for anyone with the word “sales” in his or her title to get a simple appointment?

Event Marketing Guru’s Corner: The Age of Business Theater (12/1/2008)
Evolution on the trade show floor is moving in the direction of experiential marketing — driven by increasingly informed and sophisticated attendees who are demanding a “show me” form of exhibiting.

Event Marketing Guru’s Corner: How to Handle Objections (11/1/2008)
One of the most overlooked and under-valued areas of professional selling is the mastery of addressing and effectively handling the real reason sales do not occur.

Event Marketing Guru’s Corner: Sell With Integrity (10/1/2008)
I vividly remember captivating conversations with my paternal grandfather, F.M. Allen, when I was in junior high

Event Marketing Guru’s Corner: Knowing “No” (9/1/2008)
An exhibition industry supplier friend of mine recently explained to me how dejected she felt after hearing “no” so many times while conducting sales calls.

Event Marketing Guru’s Corner: 5 Steps That Sell (8/1/2008)
Each of us is bombarded with more than 5,000 promotional and marketing messages daily. To be more effective in communicating in today’s marketplace, your message must cut through informational and promotional clutter.

What Not to Turn Down in a Downturn (7/1/2008)
Tempting as it may be, a potential economic downturn is not the time to turn tail and run. As my Granddad always told me, “You’ll never win the kitty if you sit out the hand.”

Event Marketing Guru’s Corner: Activate the Hot Buttons (7/1/2008)
Last month’s column focused on purging platitudes from your strategic marketing. Today’s marketers use almost identical marketing messages, so “outside perception” reads all things as equal.

Yesterday’s Marketing is Dead: Part 3 (6/1/2008)
Today, we're witnessing a collage of poor marketing that seemingly duplicates one another's unoriginal poor marketing. The culprit? Platitudes...

Yesterday's Marketing is Dead: Part 2 (5/1/2008)
The reason most strategic advertising and marketing does not work today is that most companies’ inside reality and outside perception do not match.

Saying Goodbye to Yesterday's Marketing (5/1/2008)
Marketing evolves as quickly as the next car design. In TDmonthly Magazine’s June issue, learn how to leverage your marketing momentum by following a simple equation...

Yesterday's Marketing is Dead: Part 1 (4/1/2008)
Dramatic social, economic and technological forces have transformed our modern day business culture so it barely resembles that of yesterday.

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