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.
Friday, June 5, 2009
Trade Show Display Company Gives Back
This week, EXHIB-IT! Tradeshow Marketing Experts hosted the Annual B2B Expo at their showroom in Albuquerque, New Mexico. It was a free networking event, featuring live music, heavy appetizers and free beverages for all. With several hundred in attendance it was a great opportunity for the marketing company to give back to the local business community. The evening’s events included a silent auction to benefit the Albuquerque Christian Children’s Home, the presentation of a free table top pop up trade show display from Nomadic Display to the non-profit Foundation at UNM, Anderson School of Management, and entertainment from AsperKourt.
What is your company doing to give back to the business community? In these tough economic times it’s more important than ever that your clients know you aren’t in it just for you! Consider how you can give back, whether through product donations, like those given by so many local businesses for the ACCH silent auction, or through event planning, like EXHIB-IT!’s B2B. Other ideas include marketing for non-profit organizations like the EXHIB-IT! spot light on a non-profit, which spreads the word about worthwhile causes through website links and newsletter articles. Are you sharing your knowledge about your industry in a worthwhile manner? Donating your time for free training, or to a cause you care about helps the community and makes you feel great too!
What is your company doing to give back to the business community? In these tough economic times it’s more important than ever that your clients know you aren’t in it just for you! Consider how you can give back, whether through product donations, like those given by so many local businesses for the ACCH silent auction, or through event planning, like EXHIB-IT!’s B2B. Other ideas include marketing for non-profit organizations like the EXHIB-IT! spot light on a non-profit, which spreads the word about worthwhile causes through website links and newsletter articles. Are you sharing your knowledge about your industry in a worthwhile manner? Donating your time for free training, or to a cause you care about helps the community and makes you feel great too!
Friday, May 29, 2009
Trade Show Marketing Cutbacks
Did you know that there are over 10,000 business to business exhibitions held annually in the United States? Plus another 3000 in Canada! While about half of marketers are reporting cut to their event marketing budgets in 2009, nearly as many are standing strong and some are seeing their trade show programs grow! Clearly, the days of event marketing are continuing, but with the volatile state of the economy, how are companies managing their programs.
According to EXHIBITOR magazine, reducing the number of programs produced is the top choice when making cut backs. That’s why it’s so important to choose your shows wisely. Consider location, audience and past history of a show, before signing up for the exhibition. Cutting on-site amenities and show services is another place that many programs are seeing reductions. When designing your booth, opt for lightweight displays that are less expensive to ship. Even truss displays are available in lightweight options. Selecting displays that can be set up with few or no tools will lessen your labor costs dramatically!
When gearing up for the second half of the year remember how important event marketing is to the company bottom line. Though an investment is required, it need not be a hefty one. There are ways to trim the program without slashing event marketing altogether.
According to EXHIBITOR magazine, reducing the number of programs produced is the top choice when making cut backs. That’s why it’s so important to choose your shows wisely. Consider location, audience and past history of a show, before signing up for the exhibition. Cutting on-site amenities and show services is another place that many programs are seeing reductions. When designing your booth, opt for lightweight displays that are less expensive to ship. Even truss displays are available in lightweight options. Selecting displays that can be set up with few or no tools will lessen your labor costs dramatically!
When gearing up for the second half of the year remember how important event marketing is to the company bottom line. Though an investment is required, it need not be a hefty one. There are ways to trim the program without slashing event marketing altogether.
Friday, May 22, 2009
How to Save Money On Your Trade Shows
The economic climate makes marketing decisions more difficult than ever. How to spend your limited budget deserves careful consideration. Trade shows are a long standing tradition and offer a great number of leads in a very short time. They provide the opportunity for relationship development with potential clients, networking with complementary business and a one stop shop where you can assess the competition. Of course the traditional benefits of trade show marketing remain, when comparing trade shows to field sales, direct mail, telemarketing, public relations or the internet, the CEIR determined that decision makers select expos as the #1 source of final purchases. That’s why so many businesses chose to spend a portion of their budget on shows. Once a business determines to participate, they can continue to make wise choices in how their dollars are spent.
First of all, it’s important to plan ahead for a show. Selecting your booth space early offers you a wider selection and opportunity to see more traffic at the show. “Early bird pricing” can save you big money, as can pre-ordering show services. Don’t miss advanced warehouse deadlines, as direct to floor shipments can be costly! And don’t forget to schedule air travel and make hotel reservations in advance as well. Often hotels block out a limited number of rooms at huge savings for show attendees…but if you snooze…you lose!
Next choose your marketing materials wisely. Collateral giveaways can draw a lot of traffic to your booth, but if the show is open to the general public you may spend more per lead than you expect. Invest in a few higher priced items to be given to pre-determined prospects. Go through your prospect list ahead of time and mail out coupons redeemable for those items…that way the bulk of your money is spent on your target audience rather than on “show rats”. Pens, bags and bouncy balls are great giveaways for the general show population, but mugs, flash drives and tape measures are better reserved for potential clients.
Another place exhibitors are saving money is on booth space. Do you really need a 30 x 30 island, or would you be able to get away with an inline booth? This ties back to planning early, but remember that a smaller booth means lower fees, less invested in the display itself, and fewer employees to staff the booth. Fewer employees translate to lower travel, hotel and per diem expenses, so a smaller booth can have a big impact on your trade show budget.
Your display is another investment worthy of review. Rather than replacing your entire display for each show, updating graphics only can save thousands. Employing a rental display rather than a purchase can cut your display cost in half for a large custom unit and down to a tenth or less for a 10’ pop up! Using a reconfigurable modular or truss display is a wise choice, because it lends itself to a fresh look for every show. Update your existing display with banner stands for your specific show message and use your permanent display over and over again.
The value of participating in shows is undeniable. But there are places within your trade show budget that can be cut back during the economic downturn. Remember to make the most of every lead by following up after the show, and turn those prospects into clients.
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First of all, it’s important to plan ahead for a show. Selecting your booth space early offers you a wider selection and opportunity to see more traffic at the show. “Early bird pricing” can save you big money, as can pre-ordering show services. Don’t miss advanced warehouse deadlines, as direct to floor shipments can be costly! And don’t forget to schedule air travel and make hotel reservations in advance as well. Often hotels block out a limited number of rooms at huge savings for show attendees…but if you snooze…you lose!
Next choose your marketing materials wisely. Collateral giveaways can draw a lot of traffic to your booth, but if the show is open to the general public you may spend more per lead than you expect. Invest in a few higher priced items to be given to pre-determined prospects. Go through your prospect list ahead of time and mail out coupons redeemable for those items…that way the bulk of your money is spent on your target audience rather than on “show rats”. Pens, bags and bouncy balls are great giveaways for the general show population, but mugs, flash drives and tape measures are better reserved for potential clients.
Another place exhibitors are saving money is on booth space. Do you really need a 30 x 30 island, or would you be able to get away with an inline booth? This ties back to planning early, but remember that a smaller booth means lower fees, less invested in the display itself, and fewer employees to staff the booth. Fewer employees translate to lower travel, hotel and per diem expenses, so a smaller booth can have a big impact on your trade show budget.
Your display is another investment worthy of review. Rather than replacing your entire display for each show, updating graphics only can save thousands. Employing a rental display rather than a purchase can cut your display cost in half for a large custom unit and down to a tenth or less for a 10’ pop up! Using a reconfigurable modular or truss display is a wise choice, because it lends itself to a fresh look for every show. Update your existing display with banner stands for your specific show message and use your permanent display over and over again.
The value of participating in shows is undeniable. But there are places within your trade show budget that can be cut back during the economic downturn. Remember to make the most of every lead by following up after the show, and turn those prospects into clients.
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Friday, May 15, 2009
ABC's of Trade Show Training
Training your booth staff remains one of the key factors to a successful show. Your minimal investment in training can increase your trade show revenues incredibly! With a little information, your staff will shine at the next marketing event! Of course professional training is invaluable, whether that means how to implement in booth activities, public speaking seminars and the like, but often a few common sense rules are enough to boost the effectiveness of your booth presentation. Here are some of our favorite, easy to apply rules for trade show exhibitors:
Your booth is a professional business environment...keep it that way.
Don't eat in your booth. Momma always told you it was rude to talk with your mouth full, and as an exhibitor you are there to develop relationships with show attendees...no food! And for goodness sake don't chew gum either!
Dress appropriately! Don't wear jeans and shorts unless you are exhibiting for the Gap or Levi Strauss. Clothing that reflects your company branding is always a plus!
Don't put a table at the front of your booth. Your marketing materials should be placed in literature racks and acrylic brochure holders. You are there to welcome prospects, to invite them in to engage in conversation...a table in front of your booth hinders attendees from visiting with you.
Don't sit down in a standard height chair unless you are engaged with a prospect. You want to remain at eye level, ready to work with your prospects. Sitting down at the show can present a sluggish, sloppy and disinterested attitude. Bar height chairs, stools and a conference center are fine...it's the folding chair arms crossed in front of you mentality that needs to be avoided.
Don't talk on your cell phone or text message in the booth. Wherever you are...be there! Don't remove yourself from the game by engaging in these behaviors.
Staff your booth with enough workers. One exhibitor is never enough...2 will be good for a booth up to 10 x 10, but larger than that and you'll need more. Attendees often lack the patience to wait for you to finish speaking with another client. Remember that your competitor may be just around the corner...if you aren't ready to work with the prospect they probably are!
Applying these nuggets of common sense will help you with your presentation at the next show. Although they seem simple, take notice next time you are at a show how many exhibitors don't follow them...and think how much more profitable your show can be because you do.
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Your booth is a professional business environment...keep it that way.
Don't eat in your booth. Momma always told you it was rude to talk with your mouth full, and as an exhibitor you are there to develop relationships with show attendees...no food! And for goodness sake don't chew gum either!
Dress appropriately! Don't wear jeans and shorts unless you are exhibiting for the Gap or Levi Strauss. Clothing that reflects your company branding is always a plus!
Don't put a table at the front of your booth. Your marketing materials should be placed in literature racks and acrylic brochure holders. You are there to welcome prospects, to invite them in to engage in conversation...a table in front of your booth hinders attendees from visiting with you.
Don't sit down in a standard height chair unless you are engaged with a prospect. You want to remain at eye level, ready to work with your prospects. Sitting down at the show can present a sluggish, sloppy and disinterested attitude. Bar height chairs, stools and a conference center are fine...it's the folding chair arms crossed in front of you mentality that needs to be avoided.
Don't talk on your cell phone or text message in the booth. Wherever you are...be there! Don't remove yourself from the game by engaging in these behaviors.
Staff your booth with enough workers. One exhibitor is never enough...2 will be good for a booth up to 10 x 10, but larger than that and you'll need more. Attendees often lack the patience to wait for you to finish speaking with another client. Remember that your competitor may be just around the corner...if you aren't ready to work with the prospect they probably are!
Applying these nuggets of common sense will help you with your presentation at the next show. Although they seem simple, take notice next time you are at a show how many exhibitors don't follow them...and think how much more profitable your show can be because you do.
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Friday, May 8, 2009
Trade Show Services
Is it worth it to pay a vendor to handle your trade show services? When it comes to coordinating a trade show strategy the answer is a resounding YES!! Properly administrating your company trade shows is a big task. Think of all the details that go into your show. There’s storing the inventory, and knowing which items are available for which show. There’s nothing worse than two sales reps who have been promised the same display for different shows on the same date! There’s the scheduling of show services… Will you need the riggers? How much electricity do you need? What about union decorators, carpenters, and electricians…how many ? how long? How much ? Then there’s the shipping…How soon must it ship to go to the advanced warehouse? How much does it weigh? It costs HOW MUCH to ship that pallet?!?!?!!!!
Questions like these are why it’s always a good idea to use professionally coordinated services like those available through EXHIB-IT! Trade Show Marketing Experts for your trade show services. With their vast knowledge of the industry and specialized tools like ExhibitForce using a professional management company can save you money and headaches.
We will keep your trade show items properly stored in our climate controlled warehouse. When there is an event you’d like to attend, simply notify the client services department through online inventory control. Select the images of the items you want shipped along with the show information and it’s handled! They determine when to ship your items to get it to the advanced warehouse and save you money…but if it’s too late they can always expedite your shipping and have the display shipped straight to the show! Because they have such a high volume of shipments going out they offer deeply discounted shipping rates.
EXHIB-IT! will also handle ordering your show services like labor, electrical and booth cleaning. Passing on that time consuming task will free you up to prepare for more important things like your pre show publicity. After the show, walk away and the dismantle crew will pack up the display and have it shipped using the prepared shipping labels. When your display arrives back at the warehouse, it’s checked over and refurbished so it’s ready to go for the next show!
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Questions like these are why it’s always a good idea to use professionally coordinated services like those available through EXHIB-IT! Trade Show Marketing Experts for your trade show services. With their vast knowledge of the industry and specialized tools like ExhibitForce using a professional management company can save you money and headaches.
We will keep your trade show items properly stored in our climate controlled warehouse. When there is an event you’d like to attend, simply notify the client services department through online inventory control. Select the images of the items you want shipped along with the show information and it’s handled! They determine when to ship your items to get it to the advanced warehouse and save you money…but if it’s too late they can always expedite your shipping and have the display shipped straight to the show! Because they have such a high volume of shipments going out they offer deeply discounted shipping rates.
EXHIB-IT! will also handle ordering your show services like labor, electrical and booth cleaning. Passing on that time consuming task will free you up to prepare for more important things like your pre show publicity. After the show, walk away and the dismantle crew will pack up the display and have it shipped using the prepared shipping labels. When your display arrives back at the warehouse, it’s checked over and refurbished so it’s ready to go for the next show!
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Friday, April 24, 2009
Interactive In-Booth Activities
What are your fondest memories of a trade show or marketing event? Does that sound like a strange question? If you don’t consider “fun” and “trade shows” synonymous, than perhaps you’re not doing it right! Moving your trade show booth beyond the normal “scan information, collect business cards, hand out literature” mode requires a little effort, but the payoff is worth the investment.
The 2009 EXHIBITOR show offered the latest products, services and exhibiting trends. Our EXHIB-IT! team saw a plethora of impressive banner stands, truss systems and learned a lot about panel systems and why it makes sense to add more pieces to our rental inventory. However, the most memorable experience by far, was the Danceheads booth. The concept is relatively simple, give show attendees a genuinely fun activity to engage in, allow them to participate use as many of their senses as possible and you’ve got them hooked. As our designers sat in front of a green screen and were videotaped lip syncing “ I like big…” the crowd flocked to see what was going on. Honestly, to tell you the name of that really great panel system I saw, I’d have to pull out the printed material I picked up, or open the follow up email they sent. But I remember Danceheads…
Another recent experience was a networking event we recently attended. Now, don’t get us wrong, we are all for meeting as many qualified prospects as possible as quickly as we can, but this marketing event was about building relationships with a few rather than meeting the many. The “Business After Business” event was held at a local fun center. In the time we typically collect many business cards to follow up with later, we collected only a handful. But, we spent a couple of hours riding go-carts, wall climbing, and bumper boating while developing a real relationship with that handful of contacts. I am far more likely to use Gil for company investments now that I’ve spent some time with him, than I would have with just a business card. And for an IP voiceover phone with video capabilities, I’ll call Jimmy for sure. That time spent goofing off with a few potential clients has me convinced that it they need graphics, design or a trade show display they will contact me.
So for your next show, think outside of the box. Invite a massage therapist to entice attendees with a chair massage, or hook up the Wii and post a winners bracket. The time you spend building relationships and having fun has the potential to turn a prospect into a client.
The 2009 EXHIBITOR show offered the latest products, services and exhibiting trends. Our EXHIB-IT! team saw a plethora of impressive banner stands, truss systems and learned a lot about panel systems and why it makes sense to add more pieces to our rental inventory. However, the most memorable experience by far, was the Danceheads booth. The concept is relatively simple, give show attendees a genuinely fun activity to engage in, allow them to participate use as many of their senses as possible and you’ve got them hooked. As our designers sat in front of a green screen and were videotaped lip syncing “ I like big…” the crowd flocked to see what was going on. Honestly, to tell you the name of that really great panel system I saw, I’d have to pull out the printed material I picked up, or open the follow up email they sent. But I remember Danceheads…
Another recent experience was a networking event we recently attended. Now, don’t get us wrong, we are all for meeting as many qualified prospects as possible as quickly as we can, but this marketing event was about building relationships with a few rather than meeting the many. The “Business After Business” event was held at a local fun center. In the time we typically collect many business cards to follow up with later, we collected only a handful. But, we spent a couple of hours riding go-carts, wall climbing, and bumper boating while developing a real relationship with that handful of contacts. I am far more likely to use Gil for company investments now that I’ve spent some time with him, than I would have with just a business card. And for an IP voiceover phone with video capabilities, I’ll call Jimmy for sure. That time spent goofing off with a few potential clients has me convinced that it they need graphics, design or a trade show display they will contact me.
So for your next show, think outside of the box. Invite a massage therapist to entice attendees with a chair massage, or hook up the Wii and post a winners bracket. The time you spend building relationships and having fun has the potential to turn a prospect into a client.
Friday, April 10, 2009
Are Trade Show Displays Essential?
Very often when walking through a trade show I hear exhibitors utter the fallacy “we don’t need a display” or “a display won’t help us”. Another misconception I hear frequently is “a nice trade show display or exhibit will sell my products for me”.
Let’s quickly discuss the importance of investing in a trade show display and get a realistic idea of what the display can and if properly designed will do for you. Is it necessary for exhibitors to use a trade show display and professional graphics?
The main purpose of a trade show display is to GRAB the ATTENTION of the show attendees. Think of a packed show floor with aisles of ten feet booths, and remember that it takes the average person 3.8 seconds to walk ten feet. Now, in that 3.8 seconds, how do you plan to get an attendee to notice you, rather than your neighbor? What are you going to do to make them STOP and talk to YOU.
A professionally designed trade show display is meant to tell an attendee (hopefully your prospect) a few things about your company:
• Who you are
• What you do
• Why they should do business with you.
If you are busy (and hopefully you are) people need to see at a glance why they need to wait to speak with you or at least take information about your company. Your graphics and your booth should be captivating, comfortable and convey your message. Your trade show booth is an extension of your company, it is important to remember to treat it as such.
Let’s quickly discuss the importance of investing in a trade show display and get a realistic idea of what the display can and if properly designed will do for you. Is it necessary for exhibitors to use a trade show display and professional graphics?
The main purpose of a trade show display is to GRAB the ATTENTION of the show attendees. Think of a packed show floor with aisles of ten feet booths, and remember that it takes the average person 3.8 seconds to walk ten feet. Now, in that 3.8 seconds, how do you plan to get an attendee to notice you, rather than your neighbor? What are you going to do to make them STOP and talk to YOU.
A professionally designed trade show display is meant to tell an attendee (hopefully your prospect) a few things about your company:
• Who you are
• What you do
• Why they should do business with you.
If you are busy (and hopefully you are) people need to see at a glance why they need to wait to speak with you or at least take information about your company. Your graphics and your booth should be captivating, comfortable and convey your message. Your trade show booth is an extension of your company, it is important to remember to treat it as such.
Friday, March 27, 2009
"Green" Trends in the Trade Show Industry
Several staff members of EXHIB-IT! Tradeshow Marketing Experts attended the 2009 EXHIBITOR Show in Las Vegas. For a well rounded approach from several perspectives, graphic artists from the trade show display design team, client service representatives, sales associates and the company CEO braved the unusually snappy weather and spring break crowds.
Green display products are definitely the wave of the future. Manufactured using recycled, recyclable and sustainable products, these trade show displays and graphics offered state of the art design, without high impact on the environment. From fabric graphics made of recycled water bottles and bamboo banner stands to extrusion made from recycled aluminum and led lighting, the concern for the environment was evident. More and more environmentally friendly marketing materials are becoming available as businesses commit to conservation efforts.
We encourage our clients to invest in long lasting framing and hardware, because displays that last and offer the ability to grow with a company, won’t end up in a land fill. We offer fabric graphics made from recycled plastic. We also offer rental displays, an oft forgotten aspect of recycling.
What small steps can businesses participating in trade shows take to reduce waste and be environmentally friendly? Our team chose to walk to events whenever feasible and to use public transportation rather than renting a vehicle. We also reused linens and towels at our hotel to reduce water usage and waste of energy. We avoid taking printed materials we don’t want, and also give out information to qualified leads rather than filling someone else’s trash bin.
If everyone would practice these small changes, think how we could minimize the environmental impact of the 1.2 million business meetings, trade shows and conventions held in the US each year.
Green display products are definitely the wave of the future. Manufactured using recycled, recyclable and sustainable products, these trade show displays and graphics offered state of the art design, without high impact on the environment. From fabric graphics made of recycled water bottles and bamboo banner stands to extrusion made from recycled aluminum and led lighting, the concern for the environment was evident. More and more environmentally friendly marketing materials are becoming available as businesses commit to conservation efforts.
We encourage our clients to invest in long lasting framing and hardware, because displays that last and offer the ability to grow with a company, won’t end up in a land fill. We offer fabric graphics made from recycled plastic. We also offer rental displays, an oft forgotten aspect of recycling.
What small steps can businesses participating in trade shows take to reduce waste and be environmentally friendly? Our team chose to walk to events whenever feasible and to use public transportation rather than renting a vehicle. We also reused linens and towels at our hotel to reduce water usage and waste of energy. We avoid taking printed materials we don’t want, and also give out information to qualified leads rather than filling someone else’s trash bin.
If everyone would practice these small changes, think how we could minimize the environmental impact of the 1.2 million business meetings, trade shows and conventions held in the US each year.
Friday, March 20, 2009
Trade Show Marketing Remains Effective
What is the best way to market your business? The value of social media in your marketing campaign is undeniable. Blogging, Twitter and other forms of social media are cutting edge methods of developing business relationships. However, the face to face marketing of trade shows remains the number one way to market your business. According to a 2007 survey, 43% of businesses say meetings and conferences are the most effective way to market to them. The survey also revealed that trade shows are the top method of getting a business buyers attention. Another study conducted by the Center for Exhibition Industry Research reveals that revenue from B2B events grew 6.6% in 2007 and continued to increase throughout 2008. While early reports claim that trade show attendance is down this year, the situation provides a unique opportunity to exhibitors. More qualified leads and a higher percentage of buyers are some of the expected benefits of the decrease. It is essential to choose the right shows, and to continue your post show follow up in force, but the future of the trade show marketing remains bright.
Friday, March 13, 2009
EXHIB-IT! FREE Networking Event
Spring is right around the corner and that means warmer weather. After the long cold winter, don’t you love spending time outdoors? The longer days and the clearer skies lend the perfect for outdoor marketing events. In today’s challenging economy, it’s important to take advantage of as many marketing opportunities as possible and outdoor events are becoming more and more popular.
Our company is hosting our annual indoor/outdoor business to business event in May. Last year’s event drew over 400 local business people for networking, food and beverages. This year we expect to draw an even larger crowd. Warm weather and the economic climate will work together to draw local business owners, government officials and local celebrities to enjoy the evening sunshine at a free networking event. We know that in these difficult times it’s more important than ever to give back to the community. We are giving a pop up table top display to a nonprofit organization and holding a silent auction of donated items to benefit the Albuquerque Christian Children’s Home.
For our indoor/outdoor event we will be using event tents, outdoor flags and a gazebo. The event tents offer shade, signage and will create a special atmosphere for the event. Our gazebo provides a great place for our bar, while serving as promotional signage displaying our logo and company branding. The outdoor flags are used outside our business every day! Available in numerous shapes and sizes, we have selected a variety of outdoor event flags for promotion.
With so many warm days ahead, so many interested in low cost marketing events and the opportunity to give back to the community. Outdoor trade events are a great way to go!
Our company is hosting our annual indoor/outdoor business to business event in May. Last year’s event drew over 400 local business people for networking, food and beverages. This year we expect to draw an even larger crowd. Warm weather and the economic climate will work together to draw local business owners, government officials and local celebrities to enjoy the evening sunshine at a free networking event. We know that in these difficult times it’s more important than ever to give back to the community. We are giving a pop up table top display to a nonprofit organization and holding a silent auction of donated items to benefit the Albuquerque Christian Children’s Home.
For our indoor/outdoor event we will be using event tents, outdoor flags and a gazebo. The event tents offer shade, signage and will create a special atmosphere for the event. Our gazebo provides a great place for our bar, while serving as promotional signage displaying our logo and company branding. The outdoor flags are used outside our business every day! Available in numerous shapes and sizes, we have selected a variety of outdoor event flags for promotion.
With so many warm days ahead, so many interested in low cost marketing events and the opportunity to give back to the community. Outdoor trade events are a great way to go!
Friday, March 6, 2009
Table Throw or Table Cloths
Tables are everywhere at trade shows and events.
Have you thought of adding a logo table throw to your table to take advantage of every branding opportunity?
They are a great way to enhance your existing display and even more important for the companies that do not utilize a trade show display. Your logo on a tablecloth will quickly tell people who you are, especially important if you are engaged with a prospect.
For more information on table throws and how to choose the correct one for your logo you may click here.
Wednesday, January 21, 2009
Ten Tips For Designing Trade Show Graphics
1. Pictures, Pictures, Pictures
Use images rather than text to capture the eye of show visitors. People rarely spend time reading elaborate text, but will approach your booth if your images are intriguing. The latest graphic trend is to use photographs of people rather than product to make a personal connection with exhibit attendees.
2. Remember Your Goals
Consider how to convey your message using imagery. Are you interested in developing awareness of your company? You may want to emphasize your company branding. If you are promoting a new product graphic images should evoke emotion.
For example a photo of a content businessman using a laptop among other frustrated businessmen without one is far more powerful than a photo of the laptop itself.
3. Focus on Your Company Persona
Remember to keep all images and text in line with your company image. Generally, selecting flowery text for a hi-tech company would not be appropriate. Nor would contemporary, trendy imagery be suitable for a hospice program.
4. Consider Your Target Audience
Design images to attract the prospects you want to service. Focus on the benefits of your products and services and how they relate to your targeted audience.
5. Think Outside the Box
There are occasions when a non-traditional approach will gain attention. Consider what makes you different from your competition when designing your graphics.
6. Integrate Several Media to Add Depth and Polish to Your Display
Remember that there are several excellent options available for graphics-and don’t limit yourself to just one. Fabrics like satin, polyester and sheers are the latest style to hit the industry.
7. Size matters
You have 3.8 seconds to attract the attention of show attendees. Your graphics should be viewed clearly at a distance of 15 feet or more. Life size or larger is a good rule of thumb. Did you know ½ inch high text can be read at a distance of 25’ and 1 inch text can be read at 50 feet by an average trade show visitor.
8. Lighting and Special Effects
Don’t forget the power of lighting in your booth! You can highlight your message and draw the eye of visitors using a combination of flood and spot lighting. Remember to use light boxes for more impact and LED signage to add movement and up awareness of your message. Lighting will also attract up to 30% more visitors to your display!
9. ColorThe use of color is powerful tool in evoking emotion, attracting attention and increasing awareness of your booth. Avoid using black and white images without a specific purpose. Too much red can be hard on the eye. Be sure that your colors are complementary. Also invest in a table throw rather than relying on those provided at shows to avoid clashing colors in your booth and take advantage of the additional branding opportunity.
10. Take Advantage of Designers
Using professional designers with a proven track record ensures high-quality images and graphics.
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