Trade Show Exhibit Marketing Tips and Advice

Are You Nurturing Your Leads?

Posted on Tue, Dec 16, 2014

Only one out of 50 sales deals happen following the first meeting with a prospect, and 80 percent of deals come on the fifth contact or later,according to various sales studies. Yet it seems many trade show exhibitors give up after making only one contact following a show … if that.  I doubt any exhibitor sets out to ignore the leads they’ve worked so hard to gather. Using a strategic follow-up campaign is crucial, yet few exhibitors have any type of campaign in place prior to going to a show so that it’s a plug-and-play process afterwards. The hottest leads should get immediate follow-up, but what about that 80 percent that take time to convert into sales? Nurture them!

im_main_9-9Nurtured leads make 47 percent larger purchases, according to research from the Annuitas Group.  Yet 65 percent of B2B marketers have no established lead nurturing plan, according to MarketingSherpa. One of my business mentors puts it like this: Your business is like a shopping mall, with multiple points of entry and escalators moving up and down. Don’t assume all leads want the same kind of contact from you. It’s important to provide content that addresses each stage of the buying process to connect with them where they are: research, consideration, evaluation, point of purchase, or post-purchase loyalty.

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Topics: exhibit investment, effective trade show business, marketing at trade show events

Interactive Rental Components In Your Exhibit Get More Attention

Posted on Thu, Dec 04, 2014

Having a booth on the trade show or convention floor always involves some kind of risk - will they stop by, will it be inviting enough, will it pack them in?  But using the right elements can give you the best return on your investment in trade show display rentals. One of the best ways to generate interest and create buzz is to include audio visual elements and special lighting. By including the latest audio and visual equipment, you’ll send the message that your company is successful, cutting-edge and innovative. You’ll also enhance your booth’s overall message and engage visitors on a deeper level while attracting more attention.

Studies have shown that if a message is presented in multiple formats it is retained longer in the memory. So if you want attendees to remember your company’s message, presenting it visually on an LCD screen as well as on banners is a step in the right direction. Adding sound from a laptop video, a company jingle or an engaging but brief demonstration will reinforce the message even more.

Tablet computers frequently make appearances at marketing and industry events these days because they’re easy to carry, fun to use and relatively inexpensive to lease or rent for a long weekend or a few weeks at a time. Visitors to your exhibit area will immediately respond to requests for contact information if they can quickly and easily fill out the information on an iPad or other tablet. You can also use tablets or rented laptops to provide a virtual tour of your manufacturing facility, home office or other relevant site. Visitors love to give input, so consider creating an online survey that attendees can answer using the electronic devices you’ve included with your trade show display rentals. Do you have an online catalogue of your products or services? Set up an interactive kiosk where visitors can browse your catalogue and place their orders at the event.

Create An Active, Real Time Social Media Environment

Display your company blog on large television screens and encourage visitors to post their own comments. They’ll enjoy seeing their posts on the big screen and you’ll be increasing your links at the same time. Better yet, set up a Twitter account and create a custom hash tag that others can use to post their own tweet. You can invite guests to connect via LinkedIn, Facebook or any other social media. The traffic you’ll generate when using rented screens, tablets and projectors can keep things going long after you’ve sent your trade show display rentals back to the rental company.

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Topics: interative booth, trade show technology, Trade Show Experience, marketing at trade show events, 20x20 rental exhibits

Network like a Pro

Posted on Tue, Dec 02, 2014

One of the highest ranking reasons that attendees identify for visiting an exhibition or event is their ability to connect with high value people. This rationale is at the heart of any trade event which has buyers and sellers from a broad geographic reach under one roof for a finite amount of time. Networking always has been and will continue to be what trade shows are all about.  With the advances in technology, which seems to have moved people away from face to face contact, the need to network in person has never been greater. Yet, meeting strangers is, for many people, on the top of the list of social fears. These people ignore the potential benefits of networking and use excuses like:

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Topics: marketing at trade shows, trade show advice, effective trade show business, marketing at events

GPS Your Exhibit Marketing Workshop - it's free!

Posted on Thu, Nov 20, 2014

You’ve been plugging away at your exhibit marketing … you’ve been pushed and prodded to improve on current results and you’re exhausted. Or you’re not getting the results you desire because you’re on autopilot — relying on doing things the way you’ve always done in the past. I get it! You’re spread far too thin — with budget, time & resources — and you feel like you’re constantly falling behind, trying so hard to keep up with the logistics of exhibiting that you miss the strategies which can increase your results dramatically. But before you throw up your hands in frustration, what if you could get a strategic roadmap together for future shows … and the only cost is an hour of your time? That’s exactly what you’ll learn to create in the “GPS Your Exhibit Marketing” workshop! 

When you set out on a long-distance road trip to a place you’ve never been before, odds are you don’t just jump behind the wheel and start driving. Instead, you probably study a map or program your destination into your GPS System. So why not let me help you create a GPS to guide you in your exhibit marketing for the coming year?

Why can’t everyone see the path to success? There are two primary reasons:
  • Too busy focused on logistics vs. strategy – By the time you get all the details handled (booking space, purchasing your display, making necessary travel arrangements, etc.), there’s no time or energy left to think about your promotions or staffing strategies.
  • Outside the current range of view – The solution might be something so innovative and new that it can’t be recognized without an outside perspective.
You’ll come away from the workshop with systems and tools to help you:
  • Set goals and select shows that align with them
  • Project a budget that maximizes ROI
  • Evaluate your booth display and select the appropriate vendor
  • Select, educate, reward and inspire your staff
  • Team up with show management to increase visibility
  • Plus … a Strategic Planning Guide that provides a roadmap for your exhibit marketing
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Topics: planning for a trade show, Trade Show Planning, trade show investment, marketing at trade show events, Trade Show Budget

Avoid the marketing chopping block

Posted on Tue, Nov 18, 2014

Finance continues to gain greater influence and authority over the business as a whole, including marketing. According to Gary Patterson, CEO of advisory firm Fiscal Doctor, Inc.,“…today’s CFOs are expected to play the role of both COO [chief operating officer] and CFO, which is even more of a strategic position.”CFO’s are becoming responsible for activities such as prioritizing company resources, developing and communicating the company strategy, making IT decisions, and implementing performance programs. As a result marketers need to better quantify and measure the value of marketing programs. And more financial influence and control over marketing is on the way. Once the International Financial Reporting Standards (IFRS) accounting standards (already deployed in the European Union, Israel, New Zealand, Mexico, Canada, and Brazil) come to the United States in 2015, the accounting profession will face fundamental shifts that will require marketing to proactively work with finance to adopt these new reporting standards into the marketing planning and budgeting cycles.  In this new world you need to “speak business” to win over the CFO and save your budget.  

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Topics: planning for a trade show, exhibit investment, marketing at trade show events, Trade Show Budget

Trade Shows and Referrals are the Best B2B Lead Generators

Posted on Thu, Nov 06, 2014

According to the annual B2B Demand Generation Benchmark report from Software Advice, to understand which channels, offers, content types and technologies used and most effective for demand generation programs, trade shows were most commonly cited as generating both the most and the best: 77% of marketers said they generated a “somewhat” or “very high” quantity of leads, and 82% said they generated leads of “good” or “excellent” quality.

Marketers found trade shows, referral marketing and in-house email marketing to be the best channels for generating large numbers of high-quality leads.  According to Michele Linn, content development director at the Content Marketing Institute (CMI) “… Trade shows are always the tactic that marketers rate as the most effective… there’s something exceptionally powerful about doing in-person events… if done well…” It is important to note that this article references that trade shows are on the expensive side - which I totally agree with.  That is why a plan MUST be in place to make this venue an effective one.

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Topics: Trade Show Marketing Tips, tradeshow marketing, tradeshow success, 10x20 trade show display

Lessons for the First-Time Exhibitor

Posted on Thu, Oct 30, 2014

Every year companies who have never exhibited are enticed by the prospect of great returns from attending a trade show. While many of these first time exhibitors achieve great results, many do not. They find that the post-show math often shows they did not achieve a positive return on their investment and the result is a reluctance to try again.  Exhibiting works. All the data produced by industry associations backs this statement up. But what the research fails to mention is that profit does not come automatically. It is the result of lots of hard work and planning.  If you are considering attending your first trade show here are a few pointers that will keep you on track.

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Topics: managing your trade show, trade show advice, custom display designs, exhibit investment, trade show costs

The Tradeshow Network Marketing Group Expands Exhibit Rental Program and Provides Cost Reductions for Multiple Shows

Posted on Tue, Oct 28, 2014

St. Charles, IL. October 27, 2014 – The Tradeshow Network Marketing Group has substantially expanded their trade show display rental inventory to assist companies attending trade shows by providing  a total turnkey exhibit rental package, including the rental display, exhibit graphics, shipping, and services.  The rental packages include modular 10x20’ and 20x20’ exhibits in addition to larger custom rental displays. All exhibits are designed to meet the budget and goals of the client for any event.  

Even as the economy grows, value and cost-effective services are critical in choosing an exhibitor partner, and this mindset is here to stay," said Chris Roberts, president of The Tradeshow Network. "Our solutions are designed to be unique for a strong impact, require less installation time, and are available locally for reduced shipping costs."  The Tradeshow Network Marketing Group also offers rental exhibits at locations throughout the U.S. and internationally.

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Topics: custom 10x20 displays, island rental booths, 20x20 rental exhibits, island rentals in chicago, rental exhibits in chicago

Ideas to stretch your trade show marketing budget

Posted on Thu, Oct 23, 2014

Many marketers are starting the process of figuring out their 2015 trade show marketing budget. Looking at last year and adding up all the costs involved in purchasing a booth,  shipping the exhibit, setting it up and comparing it to the leads they obtained.  Did your company grow in 2014?  If it did - your program was probably successful and your plan should stay intact.  If you do not feel you obtain the return on your investment of your trade show marketing program - then you might want to look at these ideas to stretch your budget next year:

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Topics: managing your trade show, marketing at trade shows, exhibit investment, trades show results, Trade Show Budget

How to Edit Your Content So People Will Read It

Posted on Tue, Oct 21, 2014

Remember in school when you were asked to write a three-page paper on a subject you could only write a paragraph about?  I’m sure you employed all the tricks—double spacing, using lofty, cumbersome, long-winded phrases to put as many words as possible in your sentences, widening the margins, etc. to make the paper the required length. Well, I must admit, I did too.  However, as a trade show marketing and  web content writer I am on the other end of the spectrum and usually required to edit my work down to the lowest word count possible. Why? So people will read it!

If we create content, we must be kind to our readers and write succinctly.  They want your information, but they don’t have time to wade through excess verbiage!

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Topics: graphics for a booth, Trade Show Marketing Tips, generating leads at trade shows, marketing messages, booth design

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