According to the Center for Exhibition Industry Research, more than $24 billion is spent annually by U.S. exhibitors on trade show displays, yet 70 percent оf these еxhіbіtоrѕ set no ѕресіfіс оbjесtіvеѕ or goals fоr their exhibits. In 2019, event marketing teams should find ways to become goal-driven, and metrics are the place to start. There are two types of metrics to utilize: hard metrics and soft metrics. The parameters attached to hard metrics serve as strong indicators and imply action items. Soft metrics are all about engagement and awareness. For example, the number of likes, comments and shares on social media are soft metrics.Read More
Trade Show Display Marketing Tips and Advice
All due respect to Benjamin Franklin, but I believe there are three certainties in this world: death, taxes, and material-handling (aka drayage) fees. And like the former two, the latter is a complicated topic that is difficult to fully grasp. Here, then, are answers to the most frequently asked questions related to drayage that I receive from clients and newbie exhibitors. Before we go further, let me say that while the fundamentals of material handling are essentially the same across the industry, each event and venue may have unique practices and regulations. Therefore, I always recommend giving each show's exhibitor-services manual a careful read.
What are drayage fees used for?
Drayage is charged by the general service contractor (GSC) and covers the one-way cost of moving an exhibitor's freight off of its carrier's vehicle and to the booth space. I describe it as a one-way fee because technically it is only charged for inbound freight. Material-handling charges are used by the GSC to cover the cost of operating the advance warehouse and the venue's marshaling yard, the wages of the forklift operators and other laborers, the expense of owning and maintaining the forklifts themselves, and other show expenditures.
How is drayage calculated?
Material handling is billed by hundredweight, or CWT. (The letter C comes from the Latin word centem, which means "hundred.") What that basically means is that drayage is calculated by weighing each piece of freight and rounding that number up to the next 100 pounds. So 212 pounds is equal to 3 CWT, 489 pounds is equal to 5 CWT, etc. Unless an item is especially oversized, freight dimensions are usually not a factor when calculating drayage.
You are starting the marketing planning process for 2017. Your company is doing well but targets 5% growth in sales for the coming year, in light of a new product that will launch at the end of this year. So you sit down and map out all the trade show events where you will exhibit, sorting them by national and regional shows along with your target audience for each. You prepare this spreadsheet so that when your boss asks what you need to be effective in driving sales for your company in 2017, you can easily share your roadmap to success via trade shows.
But what if he or she comes back with a challenge like, "That is an awesome plan, but we need to trim it down a bit." Now what do you do? Optimizing your trade show budget can be a tricky thing, especially with costs going up every year. Here are some ideas to help you maximize your efforts.Read More
Twitter is jam-packed with social media contests run by businesses from various industries – and it’s not surprising why. The social network makes it easy for companies to communicate with their target audience while contests, on the other hand, have been proven to be an effective method for increasing followers and driving targeted traffic to various offers. If you’re an event professional who wants to harness the power of Twitter and social media contests for furthering your career and promoting events funded by clients, this guide will walk you through the 10 steps necessary for planning, preparing, and promoting a successful Twitter competition.Read More
Imagine a world where everywhere you turn, another person is interested in what your company does. Aisles filled with prospective clients with money to burn and stars in their eyes. Envision a scenario where every word you say has an impact, directly connecting to your target audience. This is what Trade Shows are all about. The Trade Show News Network reports that a colossal 81% of trade show booth attendees have buying authority. This means that 4 out of 5 people at your next show are ready to become your customer. With that in mind, let’s start perfecting our Trade Show performance.Read More
The outlook for U.S. growth is brightening and trade show marketing programs are growing as well. The good news for all is dramatically reduced oil prices, which lowers the cost of transportation, food and raw materials for businesses, raising profit margins and making trade show exhibiting more affordable. For consumers, more disposable income allows them to feel more confident about spending. Surveys of both families and businesses in the summer of 2015 revealed increased optimism about the economy, and this should continue in 2016. As companies are adding 200,000 to 250,000 jobs a month, consumers should feel more secure about their buying ability while companies are experiencing growth.Read More
A great article from TSNN about the growth of our industry: More than 150 trade show leaders, industry suppliers, investment bankers, media and economists gathered last week at the JW Marriott in Chicago to look deep into a crystal ball for the Center for Exhibition Industry Research’s Predict: Annual Exhibition Industry Outlook Conference. Britton Jones, president and CEO of Business Journals Inc. and chairman of CEIR, greeted everyone and said, “Thank you for taking the time to be here in Chicago for our biggest event yet.”The purpose of CEIR Predict is exactly what it sounds like; the sessions focused on where the industry is now and where it’s headed in the future.
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
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
So, you’re a new company, looking to expand your business and get your name out there. You decided attending a trade show would be the best way to do this. Exhibiting at a trade show is a fantastic idea. Sales conducted on a face-to-face basis are still a very popular way to generate business, and a lot of it is done at a trade show. Here are 7 tips to help take your company to the next level at a trade show.
1. Plan AheadRead More