Tuesday, July 28, 2009
Trade Show News Is Moving
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Monday, July 20, 2009
Planning Your Trade Show
Did you know that exhibiting at shows and events started back at The Great International Exhibition of 1851? This was the first International Trade Fair. The U.S. hosted a “rash” of world and state fairs from the late 1800’s to the early 1900’s. Entrepreneurs and businessmen developed their own specialized trade shows. Exhibiting locally manufactured goods in a temporary local or regional marketplace gained increasing popularity and trade associations added exhibits to convention programs
Knowing this history may help us all understand that exhibiting at shows and events is still a great way for face-to-face marketing to generate new leads, maintain existing customers and keep your brand exposed in the environment.
Exhibiting Trends will impact your trade show display booth and knowing there are time limitations by attendees makes us really focus on the pre-show marketing to prepare for the show. There has been an increase in buying teams at events compared to a single company representative.
How are you grabbing the attention of your audience while exhibiting at a trade show>? Are you experiential exhibiting? Do you focus your attention on building current customer relationships? If not, this is the time. There are fewer attendees at trade shows, BUT those attendees are more focused and looking to buy from the right company.
While preparing for your trade show budget, see how the exhibit dollar is spent on the national average:
This info comes from CEIR Exhibition Industry. In the chart above, it is important to know what are fixed costs (show related costs to the Trade Show) and what are variable costs (discretionary costs that you can control) for the exhibitor. One third of the dollars spent is on the exhibitor space which is nonnegotiable and is required to pay to be in the trade show. Services also nonnegotiable – you have to pay I&D (installation and dismantle if over a certain size display). Travel and Entertainment a variable expenses. Depending on the number of people you are sending to the show, hospitality, etc. are also included in the variable expenses. Many companies can cut costs here. They tend to zero in on exhibit design and try to find ways to stretch their dollar. Exhibit design is only 11.1% of the overall average cost. This is where your Exhibit House has an opportunity with portable modular products to help customers stretch their investment in a display. *They may purchase a new display but if purchasing a portable and/or modular display, this is a much better investment due to the ease of set up, ability to reconfigure, lightweight, which in turn saves on transportation, drayage etc.
What are exhibitors looking for if they decide to invest in exhibiting at a trade show? Be prepared for customers to get value out of their investment. Now more people are involved in purchasing decisions. This means the sales person has more people to educate that stop by their booth. There is a demand for metrics and measure performance – there are still a number of companies that do not measure their performance at shows. This should not come to a surprise if a company decides to cut their budget for shows unless they can learn to measure and show results.
Knowing all of the above costs, it is imperative that exhibitors pre-plan their promotions for exhibiting at a show. You only have 3.8 seconds to catch the attention of prospects when you invest in a trade show. EXHIB-IT! always looks to your future. If your needs today are modest, we will recommend ideas that allow growth as your needs evolve, while preserving your initial investment.
Part of the pre-show promotion should include:
Determine how trade shows can strengthen your present marketing strategy. Do you want to: Increase existing products/services in existing markets? Introduce new products/services into existing markets? Introduce existing products/services into new markets? Introduce new products/services into new markets?
Introduce new products. Trade shows are successful vehicles for introducing new product lines. These trade shows also give you the opportunity to pre-sell your product line. In addition, trade shows allow you to feature the company's premiere product or unveil seasonal offerings to consumers or distributors.
• Make contact with distributors. Trade shows are successful vehicles for introducing new product lines. These trade shows also give you the opportunity to pre-sell your product line. In addition, trade shows allow you to feature the company's premiere product or unveil seasonal offerings to consumers or distributors.
• Build relationships. Trade shows build the way for future relationships. At the show, you may see current customers, sales representatives, distributors or members of the media. Current customers will be happy to see you and may introduce you to someone who could do business with you. If your product is interesting enough, you may catch the attention of a reporter who wants to do an article about you or your company.
• Generation of mass amount of Leads The average sales person makes client field visits to 2.7 prospects per day. Based on 5 days per week 50 weeks per year = 675 face to face meetings Compare Example 2,500 attendees divided by 2 trade show days - 13 show hours = 203 prospects per hour= 3.39 prospects per minute (Source: Real World Linux 2004 audit)
• There is no other type of Advertising were prospects pay money and take time out of there busy days to listen to sales pitches. .
• Cost of closing a sale is cheaper. The Trade Show Bureau claims that the average total cost of closing a sale in the field is $1,080, while the cost of closing a sale to a qualified trade show prospect is $419.
• Levels the Playing Field. Trade shows help level the playing field for smaller firms, since booth space is generally inexpensive ($13 per square foot on average, with the typical small booth covering 100 square feet), and even small companies can usually afford attractive displays.
After you determine all of these pre-show bjectives, discuss stratagies with your staff. Schedule a pre-Show Briefing to go over the details of the show. Quantify what is a qualified lead and set a goal of how many leads to obtain from each show. Have a booth overview planned to be sure all things are scheduled to be sent to the show. Develop a staff schedule ahead of time so all are in the know of expectations at the show. It is important to understand the staff’s strengths and their skill lever for working the show.
Don’t just rely on Show Management though. Hopefully they have done a great job of promoting the show for their attendees, but what about the focus for marketing to your target market? Send out invitations to invite those in your database or near the show area to come visit you at the show. Have you sent out a Press Release if it is a large show or if you have a new product or service? If not, be sure to do this as it will build your brand. If you can, use viral marketing and create web announcements, newsletters, and put the show information on your web site to cross promote for the show.
Stay Tuned for our next blog: At Show Promotion. The HOW at your Booth!
Knowing this history may help us all understand that exhibiting at shows and events is still a great way for face-to-face marketing to generate new leads, maintain existing customers and keep your brand exposed in the environment.
Exhibiting Trends will impact your trade show display booth and knowing there are time limitations by attendees makes us really focus on the pre-show marketing to prepare for the show. There has been an increase in buying teams at events compared to a single company representative.
How are you grabbing the attention of your audience while exhibiting at a trade show>? Are you experiential exhibiting? Do you focus your attention on building current customer relationships? If not, this is the time. There are fewer attendees at trade shows, BUT those attendees are more focused and looking to buy from the right company.
While preparing for your trade show budget, see how the exhibit dollar is spent on the national average:
This info comes from CEIR Exhibition Industry. In the chart above, it is important to know what are fixed costs (show related costs to the Trade Show) and what are variable costs (discretionary costs that you can control) for the exhibitor. One third of the dollars spent is on the exhibitor space which is nonnegotiable and is required to pay to be in the trade show. Services also nonnegotiable – you have to pay I&D (installation and dismantle if over a certain size display). Travel and Entertainment a variable expenses. Depending on the number of people you are sending to the show, hospitality, etc. are also included in the variable expenses. Many companies can cut costs here. They tend to zero in on exhibit design and try to find ways to stretch their dollar. Exhibit design is only 11.1% of the overall average cost. This is where your Exhibit House has an opportunity with portable modular products to help customers stretch their investment in a display. *They may purchase a new display but if purchasing a portable and/or modular display, this is a much better investment due to the ease of set up, ability to reconfigure, lightweight, which in turn saves on transportation, drayage etc.
What are exhibitors looking for if they decide to invest in exhibiting at a trade show? Be prepared for customers to get value out of their investment. Now more people are involved in purchasing decisions. This means the sales person has more people to educate that stop by their booth. There is a demand for metrics and measure performance – there are still a number of companies that do not measure their performance at shows. This should not come to a surprise if a company decides to cut their budget for shows unless they can learn to measure and show results.
Knowing all of the above costs, it is imperative that exhibitors pre-plan their promotions for exhibiting at a show. You only have 3.8 seconds to catch the attention of prospects when you invest in a trade show. EXHIB-IT! always looks to your future. If your needs today are modest, we will recommend ideas that allow growth as your needs evolve, while preserving your initial investment.
Part of the pre-show promotion should include:
Determine how trade shows can strengthen your present marketing strategy. Do you want to: Increase existing products/services in existing markets? Introduce new products/services into existing markets? Introduce existing products/services into new markets? Introduce new products/services into new markets?
Introduce new products. Trade shows are successful vehicles for introducing new product lines. These trade shows also give you the opportunity to pre-sell your product line. In addition, trade shows allow you to feature the company's premiere product or unveil seasonal offerings to consumers or distributors.
• Make contact with distributors. Trade shows are successful vehicles for introducing new product lines. These trade shows also give you the opportunity to pre-sell your product line. In addition, trade shows allow you to feature the company's premiere product or unveil seasonal offerings to consumers or distributors.
• Build relationships. Trade shows build the way for future relationships. At the show, you may see current customers, sales representatives, distributors or members of the media. Current customers will be happy to see you and may introduce you to someone who could do business with you. If your product is interesting enough, you may catch the attention of a reporter who wants to do an article about you or your company.
• Generation of mass amount of Leads The average sales person makes client field visits to 2.7 prospects per day. Based on 5 days per week 50 weeks per year = 675 face to face meetings Compare Example 2,500 attendees divided by 2 trade show days - 13 show hours = 203 prospects per hour= 3.39 prospects per minute (Source: Real World Linux 2004 audit)
• There is no other type of Advertising were prospects pay money and take time out of there busy days to listen to sales pitches. .
• Cost of closing a sale is cheaper. The Trade Show Bureau claims that the average total cost of closing a sale in the field is $1,080, while the cost of closing a sale to a qualified trade show prospect is $419.
• Levels the Playing Field. Trade shows help level the playing field for smaller firms, since booth space is generally inexpensive ($13 per square foot on average, with the typical small booth covering 100 square feet), and even small companies can usually afford attractive displays.
After you determine all of these pre-show bjectives, discuss stratagies with your staff. Schedule a pre-Show Briefing to go over the details of the show. Quantify what is a qualified lead and set a goal of how many leads to obtain from each show. Have a booth overview planned to be sure all things are scheduled to be sent to the show. Develop a staff schedule ahead of time so all are in the know of expectations at the show. It is important to understand the staff’s strengths and their skill lever for working the show.
Don’t just rely on Show Management though. Hopefully they have done a great job of promoting the show for their attendees, but what about the focus for marketing to your target market? Send out invitations to invite those in your database or near the show area to come visit you at the show. Have you sent out a Press Release if it is a large show or if you have a new product or service? If not, be sure to do this as it will build your brand. If you can, use viral marketing and create web announcements, newsletters, and put the show information on your web site to cross promote for the show.
Stay Tuned for our next blog: At Show Promotion. The HOW at your Booth!
Friday, July 10, 2009
"Green" Trade Show Giveaways!
Is your environmentally conscious business all set up with a "green" trade show display? Are you ready to take your eco-friendly marketing to the next level? Are you in need of some eco-friendly trade show giveaway ideas? With today’s awakening to environmental concerns, trade show exhibitors need fresh ideas for marketing that won’t end up in the landfill. Here are the top ten “green” marketing ideas:
1. Limit the number of collateral pieces you hand out.
2. Print all marketing materials on recycled/recyclable paper products.
3. Giveaway plants or seedlings in your booth. Not only is it great for the environment, but every time the attendee passes by it on their desk or in their yard they will remember your business!
4. T-shirts are available made from bamboo, a rapidly renewable resource.
5. Use email to promote the show rather than traditional mailers.
6. Promotional flash drives are a great alternative to paper materials of any sort.
7. Giveaway organic cotton bags rather than plastic bags. They will most likely be reused and avoid the trash can.
8. Fruit is a great giveaway…it energizes exhibitors, is biodegradable, edible and 100% sustainable. And with new technologies you can even have your logo laser cut into the rind of citrus fruits or pomegranates!
9. Giveaway cellular phone ringtones! Perfect if your company has a jingle!
10. Pens, the trade show standard, are now available made from recycled paper, plastics and feature eco-friendly water soluble inks.
1. Limit the number of collateral pieces you hand out.
2. Print all marketing materials on recycled/recyclable paper products.
3. Giveaway plants or seedlings in your booth. Not only is it great for the environment, but every time the attendee passes by it on their desk or in their yard they will remember your business!
4. T-shirts are available made from bamboo, a rapidly renewable resource.
5. Use email to promote the show rather than traditional mailers.
6. Promotional flash drives are a great alternative to paper materials of any sort.
7. Giveaway organic cotton bags rather than plastic bags. They will most likely be reused and avoid the trash can.
8. Fruit is a great giveaway…it energizes exhibitors, is biodegradable, edible and 100% sustainable. And with new technologies you can even have your logo laser cut into the rind of citrus fruits or pomegranates!
9. Giveaway cellular phone ringtones! Perfect if your company has a jingle!
10. Pens, the trade show standard, are now available made from recycled paper, plastics and feature eco-friendly water soluble inks.
Thursday, July 2, 2009
Your Trade Show Display Graphics -Color
Color is an important consideration when designing your trade show graphics. Colors have a strong psychological impact and can be used to evoke a desired response in show attendees. The first step in determining your graphic colors would be to find a scheme which complements your company branding. If your logo utilizes warm colors, keep the color scheme warm-if it’s cool keep it cool. According to Webster, warm colors are “a color group that is associated with red that includes red-orange, red-violet, orange, yellow-orange, and usually yellow. Warm colors appear to advance in space and have a general psychological association with warmth.” Cool colors are “a color group associated with blue that includes blue-green, blue-violet, green, yellow-green, and violet. Cool colors appear to recede in space and have a general psychological association with coolness.” If you are unclear about what color scheme complements your logo, be sure to consult your graphic designer for input.
Next, you need to think about the message your graphics are trying to convey. At one time, using black for a funeral home was the most acceptable choice. In recent times, choosing “happier” colors has become appropriate. This is due to a shifting focus toward “life celebrations” rather than the end of life. Perhaps you want to evoke comfort, joy, or enthusiasm. Or, in some circumstances, fear, danger or depression are the emotions you’d like to suggest.
Now that you have considered your company branding, and your message remember to consider your target audience. Colors have different meanings in different cultures. Are you exhibiting in North America, Europe, Africa or Asia? It’s an important consideration because while purple is thought of as a royal color in western cultures it brings about thoughts of arrogance and mourning in others.
Finally take the information you have compiled to your professional trade show graphic design team to design your graphics with your branding with your message for your audience. They have the knowledge of colors, cultures and color meanings to keep your graphic design project on track.
Next, you need to think about the message your graphics are trying to convey. At one time, using black for a funeral home was the most acceptable choice. In recent times, choosing “happier” colors has become appropriate. This is due to a shifting focus toward “life celebrations” rather than the end of life. Perhaps you want to evoke comfort, joy, or enthusiasm. Or, in some circumstances, fear, danger or depression are the emotions you’d like to suggest.
Now that you have considered your company branding, and your message remember to consider your target audience. Colors have different meanings in different cultures. Are you exhibiting in North America, Europe, Africa or Asia? It’s an important consideration because while purple is thought of as a royal color in western cultures it brings about thoughts of arrogance and mourning in others.
Finally take the information you have compiled to your professional trade show graphic design team to design your graphics with your branding with your message for your audience. They have the knowledge of colors, cultures and color meanings to keep your graphic design project on track.
Friday, June 26, 2009
Eco-Friendly Trade Show
Concern for the environment has hit the trades how industry hard. Besides company’s own green initiatives, the exhibition industry standards and a wider availability of environmentally friendly trade show displays, there are trade shows focused on environmental issues. One such show is coming to Santa Fe July 18 and 19. The Celebrate Sustainable Santa Fe is touted as “A People, Planet & Prosperity Phestival”. This exhibition serves as a great example of where the exhibit industry is headed.
The event itself will be held in the LEED Silver Rated Santa Fe Convention Center. The center itself replaced the outdated center, but of note, 88% of the demolitions materials and 75% of the new construction were recycled! Besides offering products, services and ideas centered in wellness and sustainability the show will offer entertainment as well as big name speakers.
Sustainable Santa Fe should see great attendance because of the education, products, services and ideas relating to wellness and sustainability. They’ve also scheduled big name speakers and entertainment to draw exhibitors and attendees alike. Paulo Soleri, the renowned architect will be there, as well as bestselling author, John Robbins. Evening Concerts include Big Head Todd and the Monsters and Tosh Meets Marley.
So what can be learned by the way WorldWellness.org has put together this show? First, they have a purpose that has a large following: wellness. They’ve taken that purpose into consideration in every aspect of planning the event for example, by choosing Santa Fe, NM as the host city, and furthermore the LEED convention center to house the event. Bringing together exhibitors that offer products, services, information, as well as kid’s activities, they are sure to draw their “target audience”. And keeping that “target audience” happy with entertainment and the “Eco-Café & Lounge” which will feature local/organic food, micro-brews and wine, is sure to keep them fresh and engaged for the duration.
The event itself will be held in the LEED Silver Rated Santa Fe Convention Center. The center itself replaced the outdated center, but of note, 88% of the demolitions materials and 75% of the new construction were recycled! Besides offering products, services and ideas centered in wellness and sustainability the show will offer entertainment as well as big name speakers.
Sustainable Santa Fe should see great attendance because of the education, products, services and ideas relating to wellness and sustainability. They’ve also scheduled big name speakers and entertainment to draw exhibitors and attendees alike. Paulo Soleri, the renowned architect will be there, as well as bestselling author, John Robbins. Evening Concerts include Big Head Todd and the Monsters and Tosh Meets Marley.
So what can be learned by the way WorldWellness.org has put together this show? First, they have a purpose that has a large following: wellness. They’ve taken that purpose into consideration in every aspect of planning the event for example, by choosing Santa Fe, NM as the host city, and furthermore the LEED convention center to house the event. Bringing together exhibitors that offer products, services, information, as well as kid’s activities, they are sure to draw their “target audience”. And keeping that “target audience” happy with entertainment and the “Eco-Café & Lounge” which will feature local/organic food, micro-brews and wine, is sure to keep them fresh and engaged for the duration.
Thursday, June 18, 2009
Make your Trade Show Comfortable
Are you new to trade show and event marketing? You’ve put together a great display with stellar graphics. You’ve conducted your pre-show marketing to your target audience, set your goals and trained your staff. Here are a few important and very practical tips to help you have a successful show. As you prepare for the show, prepare and emergency kit including Velcro dots for graphic emergencies, duct tape, spare light bulbs , scissors, lip balm a tongue depressor and a few band-aids. Be sure to include some breath mints, we all know how unappealing it is to be greeted by morning breath. (NEVER include gum…gum-chewing is NOT an appropriate in booth activity, even if you work for Wrigley! )
Be sure get plenty of rest the evening before the show. You’ll want to be in top shape to handle the traffic. Wear comfortable clothing that fits well, you don’t want to be the exhibitor everyone remembers for the high-water pants or too tight top. The stuffed sausage look is not a good marketing tool. Also don’t wear oversized clothing, it sends the message that you may be sloppy and unprofessional. The most important bit of clothing advice is WEAR COMFORTABLE SHOES. This is not the time for stilettos. Standing in your booth all day at the show is a challenge…even for those used to being on their feet.
Don’t be afraid of the attendees. If they weren’t interested in your industry they wouldn’t be at the show. A smile goes a long way toward making someone feel welcomed and comfortable at your booth. So let those pearly whites shine! And when traffic is slow don’t hesitate to walk the show and leave the booth in the hands of your co-workers. A little fresh air and new perspective will boost your spirits and increase your productivity at the show.
If you are attending a show over several days, avoid drinking too much after the show. Alcohol really does reduce your inhibitions. Remember you are with your co-workers and potential clients…this is a work environment. Sadly there are more than exhibitor who has lost his/her job as result of antics at the event.
Be sure get plenty of rest the evening before the show. You’ll want to be in top shape to handle the traffic. Wear comfortable clothing that fits well, you don’t want to be the exhibitor everyone remembers for the high-water pants or too tight top. The stuffed sausage look is not a good marketing tool. Also don’t wear oversized clothing, it sends the message that you may be sloppy and unprofessional. The most important bit of clothing advice is WEAR COMFORTABLE SHOES. This is not the time for stilettos. Standing in your booth all day at the show is a challenge…even for those used to being on their feet.
Don’t be afraid of the attendees. If they weren’t interested in your industry they wouldn’t be at the show. A smile goes a long way toward making someone feel welcomed and comfortable at your booth. So let those pearly whites shine! And when traffic is slow don’t hesitate to walk the show and leave the booth in the hands of your co-workers. A little fresh air and new perspective will boost your spirits and increase your productivity at the show.
If you are attending a show over several days, avoid drinking too much after the show. Alcohol really does reduce your inhibitions. Remember you are with your co-workers and potential clients…this is a work environment. Sadly there are more than exhibitor who has lost his/her job as result of antics at the event.
Friday, June 12, 2009
Design Attention Getting Trade Show Graphics
Lots of trade show exhibitors make a mistake when designing their trade show graphics by using too much text. Remember the purpose of your display and your graphics when designing your display. You want to create a welcoming and attention getting trade show environment. Think of your booth like a billboard on the freeway. It takes about 3 seconds for a visitor to walk past your booth, and they will not likely stop to read your text anymore than a vehicle would stop to read a bill board.
Use color and images to grab the attendee’s attention so that they will stop and have a conversational exchange with your prospective client. Using people in your graphic layout is the current trend. Consider how you can use images of people to promote your product. For example, if you are in the dental field, rather than an image of a dental implant with a list of all the benefits, use a person smiling with a beautiful smile. Remember, a picture is worth a thousand words.
Use color and images to grab the attendee’s attention so that they will stop and have a conversational exchange with your prospective client. Using people in your graphic layout is the current trend. Consider how you can use images of people to promote your product. For example, if you are in the dental field, rather than an image of a dental implant with a list of all the benefits, use a person smiling with a beautiful smile. Remember, a picture is worth a thousand words.
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