An effective on-line trade show management tool

Some companies get excellent return-on-investment (ROI) at marketing events, trade shows, and conferences – while others pack up their booths and return to the corporate office defeated. What makes the difference? Effective event management from start to finish!

From communications to budgeting, every detail in the preparation of an event is now easily and efficiently managed. Customers can now order new products and services, review the show asset inventory, run budget reports, and track invoices – all accessible 24/7 and in real-time. So whether you’re in the corporate office or on the road, this solution gives you the tools you need to manage your entire trade show event program.

The driving force in today’s event management program is to take control of your event management business with a powerful web-based event management application. Our tool enables you to manage your business more effectively and efficiently with the goal of helping you increase profitability and save you time.

Easy to Use

The Tradeshow Network Marketing Group will inventory your exhibit properties and set up your online management system by providing you a user name and password to get access.

On-line Trade Show Management Case Study

Challenge: Rand McNally & Company knows how to get around. As the maker of America’s #1 Road Atlas, StreetWise maps of world capitals and an array of global mapping products, Rand McNally literally covers the world. With product distribution extending to more than 60,000 retail outlets, 98% of U.S. schools, and diverse commercial markets, it’s not surprising that their annual trade show schedule is complex.

Rand McNally Corporate Trade Show and Events Manager Connie Rivchun estimates that the company’s six divisions exhibit at anywhere from 45 to 60 shows each year. “Keeping all the balls in the air is complicated, everything is deadline-driven, and there’s a lot of money at stake,” she observed.

Solution: When Rivchun took over her position several years ago, she realized that Rand McNally, like many other companies, had outdated exhibit materials in storage at multiple locations. “We had some giant booth properties that were in storage and were costing a fortune. One booth was 22,000 pounds,” she said. When she decided to consolidate their booth storage, The Tradeshow Network coordinated the shipping of all of their exhibit materials to their warehouse, set everything up for a walk-through, and made recommendations to Rivchun on what to keep, what to replace and what to eliminate. “We ditched the ones we didn’t need and they put all the remaining exhibit materials online,” she explained.

For each exhibit-storage client, The Tradeshow Network provides online trade show management services at no charge. For the initial set-up, The Tradeshow Network photographs and documents every component of the client’s exhibit inventory, including graphics, brochures and other tradeshow-related materials to be stored, enters information on trade show schedules and fees, and maintains that information on its secure server with updates as needed.

The designated tradeshow administrator for the client company can access and update their trade show information online any time with their password. All trade show orders, such as shipment dates and show service requests, are easily entered online, with the ability to select the exact items needed for each show well in advance. Liz Carson, Show Services Manager for The Tradeshow Network, is alerted whenever an order is entered online so that she can follow through. She says that the ability for the client to view all the graphics and booth elements in advance of a show can avoid last-minute orders for new graphics or booth materials, when rush orders can cost extra.

As a “remote worker” far from the corporate headquarters in Skokie, Illinois, Rivchun appreciates the ability to manage the complexities of the show schedule online and to communicate with both internal and external constituents across the country whenever needed. “They can go to The Tradeshow Network website and see what they have used before and what’s available if they need something new. Once we have selected the items that go to a particular show, if a request comes up for another show at about the same time, I know whether we need to use a different booth or to produce new graphics.”

Results: According to Rivchun the new system is much easier to use than the old paper-based system involving giant binders of order forms for each show. “It used to be me and Liz faxing each other,” she recalls. “Before, I had to spend a lot of time checking back on orders with the expo company. Now Liz notifies me when the booth ships so I know when to call the expo people to ensure that they have received everything.” Rivchun uses the online system to create printouts of the exhibit property and graphics for each show, along with instructions for assembly, to provide to all interested parties.

“You are able to look at all shows one at a time instead of a sea of folders,” Carson says. “The system keeps track of what’s coming up and reminds the user about the status of orders.” The system also easily accommodates work in progress. The user flags each item with a color: red for orders not yet complete, blue for orders submitted and green for orders confirmed by The Tradeshow Network. Information sent by the show expo company can be uploaded as well.

Clients can enter as much information related to their trade show schedule as they wish, including all expenses for each show, from travel to booth staff and talent, as well as lead management data. Carson enters the fees for show services and estimates for shipping. Each year, the client can transfer the show information from the previous year if they plan to exhibit again, while links to the show websites provide the latest

information on dates and fees. The site also can be used to send notices to sales representatives who will be staffing the booth and provide links to online resources such as nearby hotels.

In conclusion, effective event management is the key to maximizing ROI at marketing events, trade shows, and conferences. By crafting a clear and compelling message, leveraging social media to amplify your brand, and measuring results, you can elevate your trade show impact and drive interest in your products or services. The synergy between social media and live events is a powerful combination that can take your marketing efforts to new heights. Embrace these strategies, share your success stories, and continue exploring ways to enhance your trade show marketing endeavors. Cheers to the power of effective event management in achieving success at your next trade show event!