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.
Friday, May 29, 2009
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.
Bookmark this on Delicious
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.
Bookmark this on Delicious
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.
Bookmark this on Delicious
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!
Bookmark this on Delicious
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!
Bookmark this on Delicious
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