Trade Show Display Advice

By: Barry Siskind

Within five years trade shows will be completely paperless is a prediction I heard at a recent conference. When I passed this idea along to some of my clients, they balked, saying,

“How will we get our information to our customers if we don’t have literature at the trade show booth?”

“Visitors want to take away literature.”

” What impression am I making by not having literature to hand-out?”

If this is starting to sound familiar then perhaps its time to re-think the purpose of your exhibition and look at a different strategy for execution.

Firstly, an exhibit at a trade show is not simply a means to disseminate literature. A trade show display is a physical environment where you, your customers and prospective customers get together to find solutions.

As your customer base gets younger (Gen X’s), the need to talk about the features of your products and services at the booth decreases. This audience is comfortable receiving their information on-line. They belong to social groups where they discuss products and services. They have likely already seen your information when they visited your web-site and most likely saved, bookmarked or downloaded what they need.  It is futile to give out further printed information at your trade show booth.

Secondly, there is the cost consideration of excess literature at your booth. This can be measured two ways: the fiscal cost to create and print the piece and the space it takes for storage.

The fiscal cost can be a major investment ranging from a few cents to many dollars. In order to get the maximum R.O.I. on your literature investment you need readership. Yet, studies have proven that nearly ninety-five percent of all literature taken from a trade show booth goes unread. This lack of readership makes the investment incredibly difficult to justify. I am not implying there is no need for literature, but the savvy marketer needs to find other methods of distribution that guarantees the most number of readers, and a trade show booth isn’t it.

To address the cost of storage, try this experiment. Calculate the total cost of your exhibit and divide that number by the number of square feet or meters you have secured. What you quickly realize is that using precious exhibit space to store literature is very costly. When you equate this cost into your investment in creating the piece you see how difficult it becomes to justify the investment.

One last consideration is the cost to the environment. Studies have proven that people are more prone to do business with companies who have taken positive steps towards environmental stewardship. Excess paper in your booth sends the wrong message.

The solution is to rethink your strategy for presenting information. In a world where nearly 70% of the population in developed countries is wired, electronic dissemination makes sense. At a trade show, reminding your visitors of the URL where they can get information rather than a hardcopy brochure makes a lot of sense.  You can accomplish this by using a promotional product such as a pen, key-chain or memory stick. Now your booth staff can give visitors a gift which accomplishes two goals: it’s a positive reminder of their visit and a reinforcement of the value of the information that waits.

Will trade shows become completely paperless in five years? I hope so. There are so many advantages to all of us if they do.

By: Barry Siskind

I recently read a news article about Debrahlee Lorenzo, an attractive woman who worked at Citibank. The story stated that she was dismissed because the clothes she wore were too provocative and not appropriate to the financial industry image. She fired back with a gender-discrimination suit saying she couldn’t help the way she looks. The case will probably go on for years.

The issue that this raises is what is the appropriate dress for people who work on the front line engaged in face-to-face marketing and selling to customers?

Years ago the answer was simple. People who met customers should look professional; men in ties and women in dresses. One need look no further than the popular television show Mad Men to see how people dressed in the 60’s. But all that has changed. The definition of professional dress has changed. In the 80’s and 90’s the CEO’s of dot com companies in the Silicon Valley, went barefoot, in jeans and tee shirts . Then someone invented dress-down Fridays where regardless of the industry people took one day each work week to look like dot-com executives.

Now when I attend a face-to-face marketing event I never know what I will see.

Some people are over dressed and don’t seem to fit into the industry they represent while others opt for personal comfort in their choice of wardrobe.

In the 60’s psychologist Albert Mehrabrian wrote an interesting thesis titled Communication without Words. Mehrabrian studied thousands of workers and found that 55% of their customers’ perception of these people – whether they liked them or trusted them – was passed on through their non-verbal; the way they looked, their body language and how they dressed. Mehrabrian’s work is just as relevant today as it was a half century ago.

The dilemma companies face at face-to-face marketing events is a definition of what is professional and therefore appropriate for their staff to wear. I think there are two answers to this:

1. Dress professionally which means wearing what would be considered appropriate to wear to a client meeting from Monday to Thursday.

2. Everyone dresses the same which gives the company and its representatives an opportunity to stand out at the event they are participating in.

If they choose the latter then there are some considerations in the selection of theme clothing:

a) Look at the wide variety of theme clothing available to expand your choices beyond tee-shirts and sweat shirts. This can include jackets, arm bands, neck ties, hats, scarves etc.

b) Choose a color and theme that complements your display. This gives the appearance that your choice of clothes has been intentional and that your staff are part of the display.

c) Don’t print logos and messages that are so small someone has to be literally standing in front of you to read it. Whether in the display or walking around your staff now becomes a walking billboard.

d) Choose clothes that are gender and physique neutral; you don’t want to make people uncomfortable with your choices.

e) Make it mandatory that all front line staff look the same.

f) Choose good quality.

g) Adjust your choices to the culture and country where you are exhibiting. In some areas of the world a more formal dress code may be the norm.

h) Let your staff keep the clothes after the event. If they take the clothes home and wear them on the weekend, it displays a sense of personal pride in their company.

Now the choice is yours. You can define professionalism measured against what you would normally wear to attend a client meeting or create a look that compliments your display and marketing message.

By: Barry Siskind

E-advertising is often measured as a Cost Per Impression (CPI) or Cost Per Thousand Impressions (CPM). This is not a new technique, traditional marketers have been using something similar for ages. Whether you advertise on television, radio, magazines, newspapers or billboards you will often look to CPI as your justification for the cost.

For example if you know that your advertisement will be seen by one million people and you are quoted a CPM of $ 10.00 your total advertising cost will be $ 10,000. The CPI then divides this number by 1,000 so that a $10.00 CPM equates to a $ .01 CPI.

At a trade show we have a similar method of measurement called Visitor Intensity (VI). This measures the number of visitors you can expect over the life of the show. The calculation is simple enough, take the number of square feet of your exhibit and multiply it by the number of show hours and divide that by the cost. For example if you took 200 square feet for a trade show that was 18 hours long and your costs were $12,000, your Visitor Intensity ratio would be $3.33.

On first glance you might conclude that the intensity cost is higher than the CPI you are used to paying for – this can be explained easily when you look closely at your audience

1. Targeted audience

While the audience at an exhibition might be smaller than what you might expect in other marketing forms, the focus of that audience is greater. Exhibitions are highly targeted affairs focused on a theme or an industry. The people who attend have to have a pretty compelling interest before they make the decision to invest a day or two walking the show.

2. Quality of the audience

There is some truth to the observation that audiences at exhibitions are smaller than they were years ago. But, the good news is that those who choose to walk the exhibit halls are of higher quality. They directly affect the buying decision, they are prepared to make quicker decisions and they are further along in the selling cycle than the people you meet when you make a cold call.

3. Ability to meet face to face

In a face-to-face environment, visitors have a chance to ask questions that relate to your product or service. They also have a chance to assess you and your staff to develop a feeling of comfort in their ultimate decision.

There are few additional benefits to using “intensity” to measure.

1. Benchmark

Exhibitions are dynamic; attending the same show year after year doing the exact same thing is a mistake. There is a strong need to ensure your exhibition plans are in a constant state of improvement. But, what improvements should you make and how will you measure their impact? The answer is through the establishment of benchmarks. Change is best measured when you have something to measure it against and one of these benchmarks is your Visitor Intensity.

2. Show selection

When it comes to selection you need to ensure that your criteria are based in rationality. Choosing a show because everyone is there or you are concerned about your absence being conspicuous, may be based in some truth but  needs to be rationalized. One of the methods of selecting the shows you want to attend is to use Visitor Intensity as your barometer.

3. Setting performance standards

Once you have some history with Visitor Intensity, you will have a good scale for which to base your exhibition expectations. Your goals for new shows should ensure that you are constantly meeting these standards. This is also  helpful for your booth staff as well as it empowers them to proactively look for methods of helping your exhibit meet or surpass its goals.

Think of Visitor Intensity as an excellent tool to add to your show planning arsenal. When you compare Visitor Intensity to cost per impression just make sure you are comparing apples to apples.

By: Kelli Cathelyn

1. Your customers always recognize you because your booth has stayed exactly the same for the past five years.
It is never a good sign when a potential lead points out they can always tell it’s your booth because it has never changed. Everything is always exactly how they remembered. It is so important nowadays to keep at least the graphics on your booth up-to-date. You don’t want to bore your audience with the same message year after year. Keep it fresh and your customers will be sure to notice.

2. The photos you used were circa 1990’s.
Make sure that you are not using dated photos. If your company is relevant in technology the photos on your booth should show this. You wouldn’t want images of humungous old computers your company owned 5 years ago displayed when you currently work on sleek flat screens. There are many factors that go into selecting the right photos. If your company plans on investing in a booth that will last them quite a few years, interchangeable graphics may be your best option. They give you the benefit of replacing your images when they are no longer relevant.

3. You’re launching a new product/ service.
A trade show is a great opportunity to showcase your new line. Develop fresh graphics that will highlight the products/ services. This is especially important if you are at a more customized show. You don’t want your target audience to see your booth and walk right past without a second glance at your new line. If you don’t want to redesign your entire booth, a banner stand would be a great way to emphasize the latest information.

4. Your booth isn’t drawing in customers.
If your customers are just walking past your booth without a second glance, you definitely need to redesign your exhibit. You only have seconds to attract your audiences’ attention. If you’re having trouble figuring out what you should change take a look at your competition. Try to see what makes them so effective. Do they have a video screen projecting their latest products? Is their booth set-up in a unique way? Do their graphics pop all the way across the room? After you’ve evaluated these things you should be able to make some very effective changes, if you are still puzzled on why you’re not generating traffic let your trade show company help you figure out how to make your next show a success!

5. The exhibit you have is too small or the traffic flow isn’t working.
The size of your booth may deter customers from coming in if the space is too crowded. No one wants to bump into each other while trying to view your products. We had a client come to us because their traffic flow was not working. They needed to provide samples of their product, but their current booth was not set-up in a way to accommodate this. We helped them redesign their exhibit so there was an easy route for the consumers to get through for a sample while still walking past graphics that provide knowledge about the company and the different products they offer.

6. Your trade show booth can’t accommodate the technology you’d like to use.
There are many technological options you can use in your booth that can make you stand out against your competition. You can have the standard product videos, and computers or the innovative touch screens, wii gaming systems and photo booths. Interactivity is a great way to get your consumers interested and to help generate leads.

By: Barry Siskind

Looking at the return on your exhibit investment often has to do with monetary gains. But what if you are among the many exhibitors whose objective has nothing to do with sales?

Are these exhibitors doomed to a life of never knowing whether their exhibit program is yielding value? The answer is “no”. Corporate and not-for-profit exhibitors can enjoy a non-monetary value of their exhibition program if they know where to look.

The 2009 Center for Exhibition Industry Research study called “The Cost Effectiveness of Exhibition Participation reported that over two thirds of respondents either agreed or strongly agreed with the following three statements:

• Exhibitions increase corporate and/or brand recognition,

• Exhibitions assist in gaining/retaining market share,

• Fewer sales calls are needed with an exhibition lead because the decision maker was able to meet with staff at the exhibition.

The conclusion was that there is additional value to a show beyond the ability to generate leads. Exhibitors who focus on lead generation alone look for a return on investment (ROI). Exhibitors who focus on non-monetary objectives look for a return on objectives (ROO)

Calculating ROO is a matter of taking the following steps.

1. Articulate your objective

Non-monetary objectives include such things as your ability to reinforce relationships with existing customers, introduce a brand message or create awareness. The trick is to think carefully about what is the primary focus of your exhibit.

2. Identify who the message is for

Except in the case of a highly focused show, rarely will one message be of interest to all the attendees at a show. It is important to create a profile of the person who will most likely respond positively to your messages.

3. Quantify

Putting a number to the objective is simplified once you have completed the first two steps. Your quantified objective now reads, “I want to introduce three key messages to fifteen senior buyers of large chain store.

See how clear it can become?

4. Determine your performance indicators

You now need to ask the question “How will you measure the results?” The answer to this question is in your performance indicators which are the tools you will use for measurement. Performance indicators can include such things as surveys, post-show web-traffic, or appointment with qualified buyers. Choose the performance indicator that makes most sense for measuring the specific objective. When you change your objective you may also need to consider changing the performance indicator.

5. Establish your benchmarks

Benchmarks are an important consideration with non-monetary objectives.  Benchmarks provide you with an objective method of measuring improvement.  Let’s say that your non-monetary objective is to reinforce brand awareness and you choose to measure it with a survey of trade show booth visitors. Before visitors leave you should ask them a few pointed questions which will reveal their perception of your brand before they entered the trade show booth and the change in their perception after the visit.

Let’s say that at a show you found an increase of 20% in visitor’s awareness of your brand message. The next time you go to this show you now have a benchmark which you can use when making changes to your display and your booth personnel’s approach. You might target to increase the percentage or leave the percentage the same but at a lower cost.

You may always have thought that there was real value in your exhibit program. Now you have a way to prove it.

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Once you have made the commitment to market your products and /or services through trade shows you need to make sure that you are getting the most for your investment. Trade shows can be an effective means of advertising and generating sales, but unless you develop a plan to carry out your trade show, it may not be as beneficial to your organization as it could be. Here are some tips to make sure you are getting the most out of participating in trade show events:

Before the show:

1. Determine the image you want to portray at the trade show event.

Just like creating a business plan you need a plan when participating in trade shows. Talk with your marketing/advertising personnel to make sure that the themes you have in print advertising and literature are the same ones you want to portray at the trade show event. Keep the focus the same (usually big ticket items or the primary product/ service you are offering) and make sure your messages can be conveyed easily to a new prospect. Most people walking by your booth look at it for five seconds and determine if it is of interest to them – make sure you get the prospects you want to stop at your booth.

2. Determine how you are going to utilize your show space.

The bigger the space you have the more area you have to show your products and services. Some people just want to hand out literature and start with a skirted table. Others have either an 8’ or 10’ display with some shelves and graphics to display their products and services. Still others go custom with larger spaces that allow them to have several “areas’ within their trade show exhibit booth to showcase different products and/or services.  How you utilize the space is dependent on the message and image you want to convey to the potential prospect. So for example, if you want to convey the message that you are the number one company in this market – your space better be large and bold.

3. Understand the exhibitor manual guide to the show

The exhibitors guide can help you understand how to conduct yourself at trade shows and what you can and can not do with your booth space.  It should also provide you with a list of companies participating (who could be prospects as well) along with a floor plan and a schedule of when the show floor is opened.  Try to get your booth space in the corners, entrance ways, or anywhere near high traffic areas. You want to see a steady flow of traffic by your exhibit booth.

4. Have a meeting well in advance to the show to prepare.

In order to make your trade show participation runs effectively you need to make sure that you communicate your plans. Make sure the right sales people are available to work the booth, determine what you will hand out to the prospects, get a display purchased or rented, and make sure you have the booth area decorated to match your advertising theme and image.

5. Set objectives and measure the results

Once your plans have been set you need to establish how the results are to be measured. It can be as simple as “one closed sale” to collecting 50 “A” leads.  Make sure you identify what an “A” lead is and if possible document that information at the show. Determine who and how you are going to follow-up on all leads. Are you sending out literature, contacting all leads, or a combination of the two?  Whatever it is, make sure you determine how you are going to measure the success of the participating in any particular trade show event.

During the show:

6. Quickly qualify potential customers

As prospects come to your booth be prepared to ask them some qualifying questions that will help you quickly determine if the person is a good candidate for your products and/or services. Once you determine if they are a good candidate make sure to collect their contact information either through a business card or lead retrieval system and then document on that card information about your conversation for future reference. Do not try and collect everyone’s business card, focus on the ones that are interested in what you have to offer and fit the criteria of a strong prospective customer.

7. Don’t just hand out the literature to anyone

Most literature at trade shows is never read. It is sometimes more prudent to provide a one page flyer or to offer to send the literature via email or mail. Even better to ask if you can hand-deliver the prospect a brochure after the show and have a meeting to discuss the information in more detail. Regardless, limit the amount of literature you hand out at shows.

8. Create a “trade-show demo”

Instead of standing around asking the prospect sales type questions, it would be more beneficial to create a “trade show demo”. The demo could be a rehearsed list of your products major features and benefits that can be communicated to a prospect in less then five minutes. Make sure everyone at your booth can recite this demo for any prospect.

After the show:

9. Follow-up on the qualified leads you obtained.

Call each qualified prospect (as identified in the beginning of this process) and arrange a follow-up call or meeting. You need to make sure you call them within a week of the show while you are fresh in their minds.

10. Conduct a post show evaluation

With everyone’s input that worked the show, find out how you can improve on your company’s participation in future trade shows. Did your booth attract the right audience? Was your booth strategically placed?  Did you ask the right questions and obtain qualified leads? Should you participate in this show again in the future – or look for new shows with a different target market? How did you compare against your major competition?
Using these simple tips can help you better market your products and/or services through any trade show event.  Good luck!  Contact us if you are interested in learning more at www.thetradeshownetwork.com

By: Karin Roberts

Background. This client came to us because they had decided to exhibit at a new trade show event and therefore requested a new custom exhibit design and event strategy that would help drive increased brand awareness and capture the attention of the architectural community. The goal of participating in this event was to clearly articulate the company’s message as the number one supplier of all glass.

The Solution. After conducting some research on the target market and some of the competitors in this space – “Where glass becomes architecture. We turn ordinary glass into extraordinary buildings” became the new high powered message used in both the custom exhibit strategy and the event strategy. For the custom exhibit, we decided to use a more artistic display featuring bright eye-catching visuals and imagery which would appeal to this audiences taste and would entice them to see what this client had to offer. A light show was added to the booth that highlighted glass used in commercial building contracts. A dynamic exhibit that clearly articulates messages and captivates interest certainly was effective at increasing overall brand awareness. However, the client needed to take additional steps to secure quality leads. As an incentive to draw attendees to the booth, an event strategy was implemented and it was recommended that the client offer a drawing to win a new Tablet PC. To enter the drawing the attendee needed to complete a survey card which asked a few key questions designed to qualify the prospect. The client obtained 255 leads from the top 1000 architectural firms, which was far above their pre-show objective of 50 firms.

The Results. The results of this integrated program were phenomenal. The booth traffic was enormous and was predominantly due to the exhibit itself, graphics, and the draw or a giveaway. The client obtained 255 leads which was a 325% improvement from their last show. These leads were entered into a database and contacted by sales representatives and literature was sent out as a follow-up measure. The client stated that based on the survey card results, the exhibit itself attracted 21% of the target audience.

What was learned. It is extremely important to conduct an analysis of your target market at each show you attend. Every market has different pain points and issues that will attract them to your exhibit – you just need to determine what they are – and create them within your booth space. They say if you build it they will come, I do not agree. But if you build it with market intelligence your chances of a qualified lead coming into your exhibit space is greatly enhanced. Try it. You will like it.

By: Barry Siskind

I have been walking trade shows for nearly a quarter of a century and I still get excited each time I do. It’s the energy and the glitz and glamour of show biz that keeps me coming back for more. It’s especially interesting to watch a show during set up, sometimes from the vantage point of a balcony of mezzanine. Beneath me I see the organized chaos of hundreds of people scurrying around, forklift trucks lifting wooden boxes and empty spaces being converted into showpieces – each piece of the jigsaw puzzle magically coming together.

Try watching the show you are exhibiting at take form. See if you aren’t as impressed as I am. But, we don’t have to keep this excitement our little secret, my guess is that lots of your customers might really enjoy seeing the sights and sounds of a trade show even if they can’t attend. You can share the experience through the technology of social media.

I read an article in Exhibitor Magazine which reported that the Freedman Decorating Company of Dallas, Texas used Twitter to bring visitors to their booth. That sounds easy enough. They had a significant following on Twitter so by offering a $5.00 Starbucks coupon and an opportunity to hear about their latest offerings, their pre-show promotion took on a whole new look.

But, you have the power to take your show promotion even further. For example the technology giant Intel Corporation posted images and videos on YouTube and Flicker for people around the globe who could not attend one of their major international conferences. These absentee customers could see new products, hear speeches and share in the experience of a show.

It’s pretty easy to explore the world of You Tube. Visit www.youTube.com and enter trade shows. When I did it I was quite impressed. I found one video that received 1,940,425 views and another with 1,276,956. While this may be beyond most company’s realistic expectations you can still achieve a viewership. With a bit more searching I found a video posted by Auto Page, an automotive solutions retailer, who shot a video at their show in Las Vegas and received 5, 019 views and Freeline Skates who manufactures skate, surf and snow boards, exhibiting at in San Diego received 981 views.

Think about it. Freeline Skates was able to attract 981 people who spent 2:38 minutes watching a video about their products. That’s not bad.

So, if you are looking to beef up your show promotion efforts with a minimum of costs keep social media in mind.

Here are a couple of things to consider:

• Take serious steps to developing a social media site on Twitter, LinkedIn, Flicker or Facebook to encourage the people you want to follow you with interesting and timely information. You can also use social media to invite guests to your display.

• Videos don’t have to be broadcast quality. You can take it on your  iphone. An interview with a customer at your booth, a tour of your trade show exhibit booth or a walk around the show may do the trick.

• Video don’t have to be lengthy. The most popular videos on YouTube were those in the 2 – 4 minute range.

• Focus on the experience. Keep away from the tendency to reiterate information your customers can already see on your web-site and focus more on the experience they are missing at the show.

• There is no limit to the number of videos you can post. You can do a comparison of your display this year to the one you had last year to let your customers know that you really listened to their feedback. Perhaps you can do a mini version of an in-booth presentation or take a time-lapse video of your booth under construction.

Promoting your attendance at a trade show is crucial, but the methods have changed largely because of the demographic shift in your customer base. Years ago sending out a thousand e-mails might have done the trick, but not today.  The Generation X’s and Millennials who are technology savvy, demand information in bit size chunks. Keep these tips in mind when you promote your next show.

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A trade show exhibit rental is a great way to cut back on costs for your new product launch at your next trade show appearance. Right now the economy is rough, especially for smaller businesses. If you are looking for ways to cut costs without having to sacrifice the quality of your products or take away from exploring new products, then a trade show exhibit rental is an excellent opportunity for you to achieve these objectives.

The rough economic times are especially having an impact on small businesses and newer businesses. But the old adage is true that you have to spend money to make money. Sometimes participation in trade shows is mandatory for your business’s success. If you want to remain competitive in your field, then you will have to spend some money on advertising.

Even if this means that you have to participate in trade shows, it does not mean that you have to spend copious amounts of money. There are a number of things that you can do to reduce your operating costs at trade shows. For example, instead of purchasing a custom-built exhibit, you can get trade show exhibit rental.

You can significantly reduce your trade show costs with a few simple changes. One of the smartest ways to save money is to use a trade show rental opposed to having a custom booth display made for your next appearance. There are various ways in which you can embellish a rental display to make it appear as if it were made custom for your set up.

Consult your in-house marketing or creative team to come up with fresh and innovative ideas that will appeal directly to prospective customers. Let the creative juices flow and then enlist the services of a company that provides these rentals to assist you.

They will be able to help you select a rental system that will showcase your product or service and serve it justice. Even though you may be trying to save yourself some money by renting, it does not mean that you should end up with a substandard display. You still should have original brand imaging and a plethora of informational literature and other helpful aids that will assist in promoting your products or services.

When it comes to fresh ideas for trade show events, a number of custom trade show exhibit booths are becoming more environmentally friendly and using modular designs. Modular designs can be described as creative, cost effective, and safe. These designs are becoming more and more popular throughout the trade show industry.

It really does not make sense to have separate custom trade show exhibits, of various sizes created for trade shows where you’re featuring the same product or service. A number of different companies will do this in order to accommodate trade shows that have various spatial constraints.

Different trade shows may only have spaces open for a certain size, or it may be outside of your budget to rent one of the larger spaces, for whatever the reason, there are a number of different explanations as to why you may need to have a display of various sizes for one product.

Spatial constraints and budgets may also come into display when you are designing your next trade show design. Wouldn’t you like to have a design that will work well in any space and within any budget constrictions? If you answered yes, then it is time for you to think modularly.

Modular designed custom trade show exhibit booths still feature innovative ways to attract potential clients to your booths. They just are able to accomplish this by using displays that can accommodate different sized spatial constraints. They are smaller in their design and they have additional elements that you can add for bigger displays or take away for smaller ones.

Not only are modular designed custom displays cost effective for your business, but they also help out the environment. By making your display reusable you are cutting down on the usage of natural resources and you are also conserving the energy that would be needed for the construction of these displays.

You will also have a display that you can use at any trade show in any special constraints and you may be able to participate in shows that you skipped out on in the past because you did not have a display that would coincide well with spatial or budget restrictions.

For your next custom display it only makes sense to have one created that is modular in its design. You will save yourself money, help out the environment, and be able to participate in more trade shows. It is a win-win situation for all.