At The Show
1. Give yourself enough time for planning and preparation. Set deadlines and think ahead. Try to avoid rush fees or expedited shipping costs (especially for heavier items such as Alumalites).
2. Send pre-show emails to loyal customers urging them to stop by your booth.
3. Utilize your Facebook and Twitter accounts before shows. Announce your location and promote contests or prizes through social media.
4. Define goals for what you want to accomplish for each show. Is your goal to test a new product and gather feedback? Generate new leads? Network?
5. Make sure everyone working in your trade show booth understands the prescribed goals.
6. Have maximum booth coverage: all staff should have a specific role and know what that role is.
7. Plan a dress code for booth staff. Appearance is your audience’s first impression. This includes both graphic design and booth attendants’ appearance.
8. Be prepared for questions. Practice asking potential questions to employees who will be running your trade show booth.
9. Make copies of set up instructions for trade show products such as kiosks, pop-ups, LCD TV stands and anything else you will be bringing with you. Be familiar with set-up instructions for quick assembly and break-down.
10. Have a system for tracking hot leads and likely customers. Make sure to follow up to turn leads into sales!
For more trade show tips and trade show display products, visit Trade Show Emporium.
Most likely your business is investing a lot of time and money into the design and execution of your trade show booth. But if you aren’t gaining enough attention, these efforts go unnoticed. In order to ensure that you have a successful trade show, you’ll need a plan for attracting visitors to your booth. Develop strategies to maximize traffic even before you begin design and production. When consumers are at events, they most likely won’t stop by unless you are offering something of value to them and/or you have an exciting-eye catching display.
First of all, determine your target audience and message that should be conveyed from your company. Most likely you are attending a trade show with your target audience, and you just need to properly execute a winning strategy.
Evaluate your display’s design. Is it conveying your message? Make sure your company logo or brand is clearly visible. Examine your exhibit from your visitor’s perspective. Look through examples and pictures of different exhibits. See which ones attract your attention and take note. Choose your graphics carefully. Here are some tips:
• Less is more. Use as little words as possible on your display.
• Use contrasting colors, such as a light color on a dark background or vice versa. Create sharp intensity and avoid busy backgrounds.
• Be careful of the size of your text and placement. It should be big enough to ready from far away (at least 4 inches tall) and not too low to the ground.
• Make sure you are using high resolution images. Small logos from your website will not translate well to large format printing – it will be grainy when enlarged. Consult with your graphic designer.
• Make sure to take care of your displays after your show to be able to reuse them for a long time. Pack the graphic panels properly and keep them clean and damage-free.
Entice viewers into your space with interactivity or creative giveaways. Create a focal point or activity with a clear path to attract a crowd. Consider a kiosk that encourages interaction. If your product is small and affordable, use this as a giveaway. If your product is bigger or expensive, consider a raffle. Think about giving out coffee for an early morning event or even provide inexpensive vibrating foot massages for long day events!
Your 10’ x 10’ space must clearly communicate who you are in a matter of seconds to grab your audience’s attention and establish a long term relationship. Graphic Pop-Up Displays and Alumalite Displays are a great vehicle to showcase your company. Contact Trade Show Emporium to learn more about our professional graphic design services as well.
By Jeff Rundles
In the go-go years in the late 1990s and most of 2000s no one in our industry (promotional products) asked “if” we were going to “the show.” We were all going; the only question was what day we were going to arrive.
As a journalist covering the industry (and an exhibitor) I knew many, many people from both the supplier side (exhibitors) and the buyer side (attendees), and for the major shows in our industry (6), not only was every company coming, they were bringing along a full complement of staff. The big-big show in the industry, the PPAI EXPO sponsored by the Promotional Products Association International, got so crowded after years in the Dallas Convention Center, that it moved to Vegas (Mandalay Bay) and quickly crowded that new space as well.
Times change. While the PPAI Expo is still the premier show in the industry, this last year, and by all accounts the 2010 show coming in January, things were different. While some exhibitors maintained their traditional large booths, it was clear that staffing was down, and there were many examples of exhibitors with a track record of doing a 40x, downsizing to a 20x, and so on.
On the buyer side changes were apparant too. The aisles were less crowded, the cafeteria lines less long, there were after-hours bar stools available at the hot spots, and events were, shall we say, “thinner.” And where once “Bob’s Specialties” from Milwaukee had all 10 of its sales people, bedecked in matching bright-orange and logoed polo shirts, perusing the booths, just Bob and his wife were there, wearing logoed nametags and strategically navigating the show.
What is clear is that anyone gearing up for a trade show in these times has to do more than just cut back. Success in these times takes planning.
It’s not that we didn’t plan our trade show strategy in the years when things were rolling along in high gear. On the walking-the-show part of our duties, back then we had more staff, so we would assign different teams to check out different areas of the show floor. This allowed us to cover more ground and spend more time getting ideas, meeting prospects and the like. This last year I went alone, and there was no way I could cover the whole event with any depth, so I spent a good deal of time in preparation with the show directory and floor plan, hitting the bigger prospects, cutting out the niche players.
On the exhibition side, I had to assume the people coming to my booth, or looking for my booth, were doing so with a much more-focused approach, and that their time was more limited than in years past. So for my display and my presentation, I also spent a good deal more time in preparation.
First, my booth. Being a small business, I have always gone with the smallest, 10×10, and for years I did signage on the back panel, and then placed a podium in front with magazines and subscription cards. I decided that wasn’t enough. I needed more visibility, so I changed the podium to a presentation table, moved it to the side, and placed a new double-sided, 6-foot banner with bright graphics in the middle for high visibility up and down the aisle. I also beefed up the lighting, not only on my graphics, but the whole booth; I wanted the space to look cheery and inviting. Plus, the rearrangement gave me more room to meet and greet; I used to spend my time behind the podium and wait for people to come to me, but I realized I had to be more proactive and pull them in.
Second, my dress. I have always gone with a fairly professional look with a suit and tie – no bright orange polos for me — but I decided to go coatless, with a logoed necktie and a dress shirt with a tasteful, recognizable logo that matched my graphics. No one asked me if I was with the magazine; it was pretty evident.
Third, my collateral. I used to hand them a magazine and call it good. I figured nine out of ten probably dumped them along with 90% of the catalogs they had stuffed into their totes, but I thought I could make hay with the 10th one. This time I included a flyer with great graphics, a synopsis of our magazine, reasons to subscribe and/or advertise, and clear contact information. My reasoning was that perhaps if nine out of 10 dumped the magazine, maybe five would keep the flyer. My email activity in the days to follow would indicate it was the right move.
Lastly, an appropriate gift. I wasn’t in the habit of handing out anything more than my primary product, a magazine, and I was on a show floor replete with trinkets and tschotkes, so rather than a stress ball or another refrigerator magnet, I went with relief: bottled water, with a logo label. The pause that refreshes, as it were, led to quite a few pleasant conversations, business cards and new friends/contacts.
I tried to think of everything that might enhance my chances of doing business. While it all worked in concert, when I reviewed my experience I think the changes to my booth spelled the difference: more visibility, more welcoming. I noticed this all over the hall: the exhibitors who stood pat with the same-old were less busy than those who took a fresh approach. If it can work in lean times, I can’t wait to see how much more I can boost traffic when the economy picks up more steam.
Oh, and one other thing: I worked harder. I kept think about Edison and the 99% perspiration thing. It doesn’t take a genius to figure that out, thank goodness.
Jeff Rundles is Publisher/Editor of Corporate Apparel Magazine, an e-newsletter and has served in a similar capacity in promotional products industry trade publications for 15 years.
Every company and every trade show are different, which is why deciding what trade show event your company should attend is never an easy choice.
Planning for a show requires a great deal of time, money and mental resources. Many variables go into to the evaluation of trade shows and how your company could possibly benefit from exhibiting at the show. Many times the decision comes down to whether or not the show will net you solid leads that could potentially grow your company. Other times the decision is based on what your competition does. But in all cases, your company should avoid exhibiting just for the sake of it.
You can break down trade show exhibiting companies into three parts. The first is larger companies, who have an established track record at trade shows, small companies who exhibit at industry shows and local shows and first-time exhibitors.
The companies who have the hardest time choosing shows are the first-time exhibitors. Smaller and larger companies have established a niche or refined their trade show strategy, while the first-time exhibitors may not have the knowledge of how the show will be or the reception of its product or company.
Things to keep in mind when researching trade shows is the companies’ current marketing strategy, the potential return on investment, and the overall costs of attending trade shows and following up with potential leads
To help locate trade shows your company or for trade show displays contact Trade Show Emporium at 1-866-764-2968 or visit the Web site at www.tradeshowemporium.com.
A fairly common question for companies exhibiting at trade shows is the number of people that is needed to staff its booth. Having too low of a number means people will visit the booth and leave, a possible lost sale or lead walking away. Too many staffers and the booth may look overcrowded making people hesitant to visit.
Using the following mathematical formula will help you figure out how many staffers you need at any given time to be stationed at your booth. You’ll need to do some research first and figure out a few key numbers before figuring out the formula. First contact the conference organizer and get an anticipated count of attendees and figure out how you what percentage will potentially visit your booth. This number can range from 12 to 20 percent, with higher figures representing more interest among attendees in your company, booth or product.
Once you have those figures you have to determine if the show is either highly targeted or a general show towards your company. The more targeted the show, the lower your percentage will be. If the show is highly targeted use numbers between 30 and 40 percent, and 50 percent if the show is broad to your industry. Finally, get the total amount of exhibiting hours.
After you figure out these important figures you can use the following formula to determine the number of staffers needed to work your booth.
Attendees x Popularity of Exhibit = Visitors to Booth
Visitors x Type of Show = People Interested In Booth
People Interested x Hours Exhibiting = People Visiting Per Hour
Per Hour Visitors x Amount One Staffer Can Handle An Hour = Total Staffers Needed
Example:
You work for a highly reputable and successful company in your business. The show is one of the larger more important trade shows in your industry and you expect 20,000 people to attend the convention. Your company recently purchased a new custom trade show display that will be located in a 40×20 booth space. Since you have a new booth and it is one of the larger industry shows you anticipate a great deal of buzz about your display and new product being launched.
The show is four days long with six hours each day for people to visit exhibits on the floor, giving people 24 hours to visit your booth. Typically your customers come in groups of four people and it takes approximately 30 minutes for someone on your staff to explain your company and its products to potential clients.
20,000 attendees x 20 percent = 4,000 potential clients visiting your booth
4,000 visitors x .40 (large show) = 1,600 people truly interested in your product
1,600/24 / 24 hours exhibit is open = 67 number of people per hour visiting your booth
67 / 8 each staffer can handle per hour = 8 staffers needed
Assuming these figures are fair representations for the amount of people visiting your booth and the expected buzz that your company and its booth generate, you should expect to have at least eight staffers at your booth.
If you have exhibited at any trade show, then you know the importance of obtaining reliable and steady leads. Many people stop by your booth, but what is the best way to make sure you have the ability to follow up with each person that visits your booth.
Once people visit your trade show display, the next step is making contact with them, explaining your product and finding out how it can relate to them. Make sure to use the 80-20 rule, 80 percent listening and 20 percent talking. Also let them lead the conversation and they will be more open to sharing information. But before they lead make sure to obtain their information.
In previous years the best way of maintaining a lead way exchanging business cards, but with the advancement of technology everything can now be gained by the simple swipe of your pass. These passes contain all the usual information, such as name and company, but can also contain information such as the size of your company, industry served and how many times you have visited this specific show. This information all comes from the online registrations that are mandatory for shows.
Today, the most effective way of managing this information is through a variety of computer programs that helps organize this information more thoroughly. These programs are capable of handling entire process from beginning to end. Once the information has been programmed into any of these programs it is up to a dedicated member of the sales team to be the point contact for the company.
For more information regarding trade show tips and marketing information contact Trade Show Emporium at 1-866-764-2968 or visit the Web site at www.tradeshowemporium.com.
Have you ever attended a trade show and noticed unused booth spaces? Those are either companies that did not show up or space the convention center could not rent. Have you noticed how horrible it looks when there is an empty space at the show? You’re not alone. The convention center management notices too and they rather have the spaces filled then be empty because it makes the overall show look more successful.
Next time you are at a show and notice an empty booth, and you have the extra trade show materials, ask the show management if you could take over the empty booth. This is really crucial if your neighbor decides not to show up. You could rent a 10′ x 10′ booth and wind up with a 10′ x 20′ booth. It never hurts to ask!
Most convention centers will gladly rent you carpet to use during the trade show for between $200 and $500 a day. The rental agreement will likely include a clause requiring you to cover any damage to the carpet – which could cost you even more.
You can save money and cuts costs by purchasing your own trade show flooring. The beauty is that the flooring comes in 2′ x 2′ inter lockable pieces that fit together to form the desired configuration. These squares come in a variety of colors and effortlessly pack into a transport case for easy shipping and transport. Plus if a spill occurs, you can replace the square or squares for cents on the dollar versus replacing an entire traditional carpet.
Interlocking carpet tiles are a great alternative to renting carpet and you can own your own carpet for the price of renting carpet for 1 show.
If you want to get really creative you can even print your company logo on your trade show flooring.
Contact one of Trade Show Emporium’s customer service representatives for details on the types of trade show flooring available.
Realtors have used scent to sell homes for decades, heating a bowl of vanilla in the over during a showing can inspire a buyer to subconsciously thing about the delicious treats they too can bake in this oven… once they buy the home.
Do the same thing at your next trade show.
Instead of transporting fake plants or flowers to the show, use live plants and fresh cut flowers. Not only are live plants less expensive than fake plants but they will add a pleasant fragrance your trade show booth. (Daisies would be the exception!)
Display your floral arrangements or plants attractively on podiums or countertops—all available through Trade Show Emporium.
Plus, the best part is that you can give away the flowers to a trade show attendee in a last minute drawing. That trade show attendee is sure to remember you for the gift! Or take the flowers and plants home with you to enjoy yourself.
Convention center trade shows are managed and controlled by a designated convention production company – one that imposes restrictions that all participants must adhere to. It’s customary to see variations between the regulations show to show, but usually there is a basis that is common to all shows – especially those requiring union tradesmen to help set up and tear down the show.
Knowing what will be expected in advance of the show is helpful. It’s a lot like knowing the driving laws before you get behind the wheel. Ignorance on the streets will net you a traffic violation; ignorance at a trade show will likely cost you money.
Expect that union laborers will be required to help set up your trade show booth. If your display is under 100 pounds, you can usually transport it yourself onto the convention center floor. Over that weight, the convention management company will likely require you to use their union laborers to transport, set up and tear down your display. The cost of these services are usually based on the size, weight, and amount of man power/time it takes. It’s called drayage and it can be expensive.
Another word to the wise: many convention management groups will limit trade show participants to one single trip into the convention center. If you can transport your booth in one trip, you may not be required to employ union help to transport your display onto the floor. One convention attendee tells the story that after she rolled her 95-pound display (in a wheeled case) onto the convention center floor and set up her display, she and her sales reps were thirsty and hungry. The convention center food services division was not yet open, so the business owner left the convention center, drove to a nearby market and bought sandwiches and canned sodas for her team. Upon her return to the convention center, the management company and union reps weren’t going to let her walk her own fast food into the center because they were counting her second entrance as two trips.
Believe it or not.
As the story goes, she pitched a fit and complained legitimately that there was no other resource for food or beverage available. Finally the union workers relented and let her back onto the floor with the turkey sandwiches and sodas she’d brought back to her staff.
It could have been an expensive lunch if the union had not finally given in and let her carry a second “load,” as they called it, onto the floor.
The beauty of portable displays is that they can be designed to have huge visual impact and as well fit into one shipping container. Portable displays, the type sold by Trade Show Emporium, fill this bill.
Trade Show Emporium has a full line of portable displays ranging from 6’ table-top displays to 20’ pop-up displays, Burst Mural Displays, Topper Table Top Displays, Alumalite Displays, Fabric Panel Displays and Banner Stands. Because of our compact packaging and portability, all of our products can be set up with no union help or elevated drayage costs.
If you are looking to create a one-of-a-kind display, then designing a custom modular display is the right choice. If you are looking for a display that will still set you apart from the crowd but save you time and money, then portable trade show displays is the direction to go.
To find out what type of display will best suit your needs, please contact one of Trade Show Emporium’s sales consultants and they will gladly walk you through the selection process to identify the best display booth suited to your specific purposes. Please contact sales@tradeshowemporium.com or 866.764.2968.