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.Read More
Trade Show Display Marketing Tips and Advice
Exhibiting at trade shows is a big investment of time, effort and money. It needs to pay off in measurable results. What makes trade shows so appealing as a marketing tool is the ability to conduct face-to-face marketing, to design a display that reflects well on your brand image and to staff your exhibit with your best representatives. Where else can you find so many potential customers in person in one place?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
So you have been exhibiting for a while or just started - the investment is big - so you want to make sure you are attending the right trade show events. According to the Center for Exhibition Industry Research, closing a lead generated from a trade show costs 62% less than a field-originated lead. This is a GREAT deal as long as you get in gear and plan for your next trade show opportunity properly! Trade shows, conventions, other exhibitions give you a unique opportunity to generate new leads, find new suppliers, check out what the competition is doing, network and other great advantages you wouldn’t get elsewhere. But, if you want to effectively accomplish all these things without wasting your time, you must plan carefully.
Tradeshow planning means choosing the show with the best ‘fit’ for your organization, setting clear objectives and goals, creating an effective trade show booth, with the right promotional giveaways, and having the change to promote your presence, through social media, e-mail marketing, networking, the list of marketing channels goes on. How do you get this done before the show, with all of the planning that goes into your trade show booth and presence AT the show? Here are a few tips to get you started with effective tradeshow planning.Read More
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?
- 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.
- 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
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
We've teamed up with Classic Exhibits to host "Countdown to Trade Show Success," a FREE webinar with trade show marketing expert Marlys Arnold on August 7. Marlys will share simple steps you can take to significantly increase your exhibiting investment and help guarantee success. Reserve your free seat by clicking on this link:Read More
Figuring out what trade show promotions to have in your booth can be a pain. You can spend HOURS going through all the websites out there trying to find just that right thing. But you job can be easier if you ask yourself a few questions:
Do the math. Assume the next trade show you participate in expects a total audience of 10,000 people over a period of 20 hours. The number of people you can expect to walk past your booth each hour on average is 500. Now divide that number by 60 which results in the possibility of having 8 + people walk by every minute. It’s a pretty daunting thought. As a conscientious exhibit manager, you want to ensure that you are getting the biggest rate of return. To accomplish this you have always encouraged your booth staff to speak to as many people as possible. Maybe it’s time to look at rationale that has been used at trade shows for so many years and question whether it still makes sense.
There’s a disorder that nearly every exhibitor suffers from at one point or another. It begins slowly, but can grow to a dangerous level. It’s called “Center of the Universe Syndrome,” (COTUS) and it can develop due to event planning stress, lack of education, or just plain laziness. It manifests as either arrogance or indifference, with exhibitors relying too much on outside circumstances (show management, booth location, etc.) to drive traffic to their booth instead of being proactive. Left unchecked, it can reach disastrous proportions and cause complete failure at the show.