Research
Thursday, July 2, 2020

What Are the Most Important Elements of Your Brand Story?

Your brand story is a lot like a first date. It’s your one chance to make a great first impression. It’s a little scary – but it’s your open door to opportunity. With the right elements, your brand story will hook potential customers right from the start. Here’s how to make that first impression into one that customers will remember for a lifetime.


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Friday, June 26, 2020

B2B Research: A Powerful Marketing Tool

The Gardner Business Media Industrial Buying Influence 2020 study findings can be used as a powerful marketing tool. The study provides demographic and psychographic details that help you better understand customers and prospects. We know knowledge is power and knowing how B2B industrial buying dynamics are changing is a key to successfully empowering your marketing.


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Monday, June 22, 2020

How Much Should You Spend on Marketing During a Recession? Here’s What the Research Says

It pays to maintain — and in some cases increase — marketing expenditures during an economic downturn. As Peter Fader of the Wharton School said, “As companies slash advertising in a downturn, they leave empty space in consumers’ minds for aggressive marketers to make strong inroads.”


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Tuesday, June 16, 2020

Tips for Creating Effective Show Communication for Your Hybrid Event

As the world begins to start turning and the event industry reopens, shows will likely look slightly different, so the way you communicate with exhibitors and attendees should change as well. You may be considering a Hybrid Event, which involves a new digital experience for a select audience of exhibitors and attendees. Here are a few ways to enhance your communication to all your customers.


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Monday, June 8, 2020

Gardner Business Index Points to Slowing Decline in Business Activity

May’s reading moved significantly higher from April’s all-time low reading. The latest reading implies that overall manufacturing business conditions worsened further in May, but at a much slower rate than experienced in April. Rising readings that are below 50 indicate a slowing rate of contracting business activity. As the overall economy re-normalizes and more businesses re-open, it is reasonable to expect that the Index will see future months of below 50 readings but overall continue to report higher readings in absolute terms.


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