It is an unfortunate fact that tradeshows are places of extreme excess. Multiple resources, hundreds of man hours and millions of dollars are wasted on show floors across the country every day. You are paying for plenty of it. Maybe it’s the pressure of too many deadlines, shrinking budgets or an overworked staff that causes exhibit marketing professionals to neglect or forget important processes and procedures that are required for a show to run smoothly and stay on budget. There certainly are an overwhelming number of tiny details to oversee before, during and after the show.Read More
Trade Show Display Marketing Tips and Advice
We have all been there: we are at a trade show event and all of a sudden we need something unexpected. At a show venue, a hardware store or supply store is NOT right around the corner and usually is a taxi drive away. So for those unexpected situations that can occur at trade shows – whether the exhibit frame got damaged, someone spilled a drink on your floor, or you don't have enough office supplies at the show – make sure you have the following items with you to be prepared for the unexpected. No matter how prepared you are for the event, glitches can easily occur and derail your trade show success. Instead of waiting for these problems to happen, be proactive and have these items available in case of emergency.Read More
What if there was a program out there that enabled trade show exhibitors to develop a new custom booth while saving on annual expenses with a rent-to-own contract. In order to own the display, the exhibitor rents the same exhibit three times over a period of three years or less. The rent-to-own exhibit comes with an array of services included, such as custom booth concept, build, graphic design, and storage. By dividing the payments over three years, the new program permits the exhibitor to have a much lower upfront expenditure. Wouldn’t that be great??Read More
There are hundreds of companies at trade shows vying for your audience's attention. They distribute branded items, talk about their products, and do everything possible to scan attendees' badges with lead retrieval scanners. Most companies use the same trade show tactics as each other, and attendees eventually forget who was who. But there are other,smarter ways to strategically approach trade shows that will make you stand out from other companies and competitors and stay on attendees' brains long after the event is over.Read More
The U.S. trade show industry is BIG. In 2012, there were 10,900 trade shows that drew 27 million attendees. While the overall industry has grown 2-3% in 2014, not all shows have seen this increase. Many are not growing and/or seeing a decrease in their margin/profit. Part of the challenge today for trade show marketers is to cost effectively attract attendees.Read More
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!
Nurtured 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.Read More
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.Read More
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.Read More
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:Read More
There are hundreds of companies at trade shows vying for your audience's attention. They distribute branded items, talk about their products, and do everything possible to scan attendees' badges with lead retrieval scanners. Most companies use the same trade show tactics as each other, and attendees eventually forget who was who. But there are other, smarter ways to strategically approach trade shows that will make you stand out from other companies and competitors and stay on attendees' brains long after the event is over.