Trade Show Display Marketing Tips and Advice

Give your next event the Game of Thrones effect

Posted on Tue, May 14, 2019

If you love Game of Thrones, you’ve got plenty of company these days. And even if you’re not a fan, you can’t escape the buzz.  People talk about it all day Monday—and all week long. They reminisce about that one episode three years ago, and debate what’s going to happen next.  Funny ... that’s true about GameBuzz, too!

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Topics: Trade Show Ideas, Trade Show Marketing Tips, tradeshow marketing, generating leads at trade shows, marketing at trade shows, trade show games

You Care What Happens After the Show?

Posted on Wed, Jul 11, 2018

How focused are you on what happens to the leads you gathered once the trade show is over? Perhaps you answered that “It’s not my problem – I simply hand them off to the sales department (or someone else).”But you know what? Even if that’s the case, you want to take steps to ensure those leads are well taken care of post-show.

Because here are the hard facts: paying attention to what happens after that first encounter with a prospect or customer improves the lifetime relationship you have with them, which means increased revenue potential and repeat sales opportunities.

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Topics: trade show leads, generating leads at trade shows, trade show customers, tradeshow leads, marketing effectively at trade shows, chicago trade show events, trade show follow-up

Are You Interviewing Your Prospects, or Interrogating Them?

Posted on Thu, Mar 30, 2017

Even in your trade show booth, most salespeople understand asking questions is a necessary part of selling. But when it comes to the questions themselves and how they’re posed, salespeople still fall short.  I’ve listened to thousands of sales calls in the past 20 years -- and the vast majority sound like interrogations, not interviews. An interrogative approach harms your ability to build rapport with your prospect and lowers the quality of the information you receive. Fortunately, a simple mental shift can help you transform your interrogations into interviews.

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Topics: trade show leads, generating leads at trade shows, chicago trade shows, creative trade show marketing, trade show sales strategy

Top 50 Trends Affecting Trade Shows and Events in 2015

Posted on Tue, Jun 16, 2015

GES published their 2015 Trend Tracker Report where they list the Top 50 Trends in Trade Shows and Events. The trends are divided into four categories:  Budgeting and Planning, Marketing, Technology, and Design. Marketers across Corporate America continue to harness the incredible power of face-to-face marketing—using “brand experiences” as a critical part of the modern era marketing mix. Event and trade show programs have become fully high-tech engagements that connect and engage—before, during and after an actual event or trade show. The result? Stronger marketing programs powered by stronger experiences. Welcome to the future of marketing… and welcome to the fourth-annual Trend Tracker, produced by Global Experience Specialists (GES). As always, Trend Tracker provides a rapidrelease checklist of trends. Go through the list and check-off the ones you’re activating now. Circle others you know you should. And make a list of the ones you’ll need to learn more about in 2015... and beyond. 

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Topics: generating leads at trade shows, booth designs, trade show budgets, effective trade show business, marketing at trade show events

Make It Count: Managing and Measuring Your Trade Show Marketing Efforts

Posted on Tue, May 05, 2015

Your company decides to participate in trade show marketing without expecting a return on their investment in time and money. But many miss out on the best opportunity for returns by failing to tie their marketing strategy to measurable trade show objectives. Do you want your trade show exhibit to raise awareness of your company? Launch a new product? Generate leads? Provide a place to meet with current clients? Your answers to such strategic questions will help you define exactly what you want to achieve from a given trade show and then set stretch goals to help everyone involved focus their efforts.

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Topics: generating leads at trade shows, planning for a trade show, trade show budgets, trade show costs, custom trade show display, marketing at trade show events

Give attendees what they want

Posted on Thu, Jan 29, 2015

When planning your upcoming trade show exhibits, how much do you think about what attendees at that show want … or are you simply including all the things you (and others who have a say within your company) want to show off?

Perhaps you’re not even sure what attendees want in the first place. That’s where studies done by the Center for Exhibition Industry Research (CEIR) come in handy. Earlier this month, they released a report titled “Quick Guide on Attendee Preferences by Industry Sector”which includes answers from 421 respondents in 14 industries. And while the ranking of answers may vary somewhat by industry, the top two shopping-related reasons attendees go to trade shows are consistent across the board:

  1. See new technology
  2. Ability to talk to experts
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Topics: trade show leads, generating leads at trade shows, trade show booth planning, effective trade show business, marketing at trade show events

5 trade show marketing mistakes

Posted on Tue, Jan 20, 2015

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.

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Topics: chicago trade show services, generating leads at trade shows, exhibit investment, trades show results, tradeshow success

What do you say when you don’t know the answer

Posted on Tue, Jan 06, 2015

One of my personal pet peeves happens I ask a sales person a question and they don’t know the answer but give one of two responses: 

  1. They shrug their shoulders and go on and talk about something else, or
  2. Invent an answer and then present it with absolute conviction.

When you are shopping at a store you can either overlook the naivety of what you are hearing or walk out and visit a competitor. This situation is exaggerated one hundred fold when the competition is located ten feet away in the next booth at a trade show. Here are a few ideas to incorporate into your future trade show exhibit show plans:

Don’t assume

No one knows everything about everything so the expectation, is that even your seasoned sales people will occasionally be stumped. Not knowing an answer is okay. It’s a mistake to assume that years on the job arms staff with answers to obscure questions is a mistake. Use your experienced senior staff. They may be able to help particularly with newer recruits. It is also important to remind your seasoned staff that newer recruits often have valuable ideas that should be listened to. 

Develop an open culture

What is important in any business is a culture where people have the opportunity of sharing difficult questions with peers and managers in order to avoid being embarrassed in the future. Every manager should have a repository of questions that staff have faced in the past along with tips on how to answer them in the future. Then as part of the pre-show preparation ensure that each of your booth people review the questions and answers and if they have any concerns, encourage them to ask for clarification.

Balance the staff schedule

When you are planning your booth schedule ensure that you include both seasoned and less experienced staff members in the same shift. This might take a bit of persuasion because often staff members are more comfortable with colleagues they work with regularly. But when you intentionally mix your groups you give each staff member an amazing treasure trove of information.

Be diplomatic

When one staff member spots another saying the wrong thing to a customer they should be diplomatic about corrections, Barging into the conversation with a customer saying, “That’s not how we do it,” makes everyone look foolish and the customer will likely feel uncomfortable. It would be better to say nothing and wait until the customer leaves to correct the colleague out of earshot of other visitors.

Daily debriefing

At the end of each day debrief your booth staff. You can do it formally in a scheduled meeting or in a more relaxed setting where the day’s war stories can be told. Take notes at these briefings and keep track of ideas that will be of help not only for the next day but in future customer relations.

The value of the time taken to ensure that your customers get information that is relevant, timely and accurate is immeasurable.

Guest Blogger:  Barry Siskind.  Barry is a trade show consultanttrainer, speaker and internationally recognized expert in trade and consumer shows.

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Topics: trade show business, face-to-face marketing, generating leads at trade shows, marketing at trade shows, pre-show briefing

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

How does a trade show manager manage deadlines?

Posted on Tue, Oct 14, 2014

Everyone has to deal with deadlines. When you were in college, you had homework assignments and presentations, then you got a job and had to create documents for a meeting, gather information for the boss, or complete work for a client. The consequences of missing a deadline might range from a unhappy manager to an angry client and the loss of a contract -- or maybe even the loss of your job.  Deadlines that are weeks or months away are the hardest to manage. How can you organize a large amount of work across such a span of time to ensure the project is done on time? These several tips associated with your trade show booth that will help you stay on track with your deadlines. If nothing else, they'll reduce the stress of last-minute workathons and more hair on your head!

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Topics: chicago trade show services, managing your trade show, generating leads at trade shows, booth design, marketing at trade show events

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