Trade Show Display Marketing Tips and Advice

Trade Show Booth - Material Handling FAQs

Posted on Tue, Jul 16, 2019

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.

How your freight is packed will determine which CWT rate you are charged. Crated freight has the least expensive CWT because it is the easiest to store and move. Palleted freight is generally more expensive than crated, since it requires more care during unloading and transport. And then there are "special handling" items, which include anything needing additional time, equipment, or labor to move, e.g., an oversized piece of exhibitry, a tech-laden display, etc. Consequently, this freight is charged the highest rate per CWT. For example, at a recent foodservice expo, the rate for crated freight was $104.50 per CWT, while special-handling freight was charged $176.75 per CWT. Read More

Topics: chicago trade show services, Trade Show Marketing Tips, trade show services, trade show costs, trade show services in chicago, material handling

Safeguarding Personal Data: Highlights for the Trade Show Industry

Posted on Thu, Jun 20, 2019

As most of you know, the safeguarding of personal data or as the GDPR calls it, personally identifiable information (PII), is a hot topic in the trade show industry.  This started with the EU’s General Data Protection Regulation (GDPR) that became EU law on May 25, 2018, and continues with the enactment of several state laws, most notably the California Consumer Privacy Act (CCPA), which will become effective on January 1, 2020.

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Topics: Trade Show Ideas, Trade Show Marketing, Trade Show Marketing Tips, trade show business, tradeshow marketing, tradeshow checklist, trade show effectiveness

What is event marketing?

Posted on Thu, May 23, 2019

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Topics: Trade Show Marketing Tips, tradeshow marketing, tradeshow success, tradeshow planning, effective trade show marketing

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

Tips for Inspiring Your Team During a Slump

Posted on Wed, Apr 17, 2019

You've got an important task to do, project to handle, essential strategy that you and your team need to create, but the ideas just aren't flowing. Despite countless brainstorming efforts, collaboration meetings and insight strategies, you've hit a wall. Who hasn't been here before?  You may be sitting at your desk staring at your computer screen or in a conference room with a blank whiteboard. One thing is for certain: You're stuck.  The good news is that you're not alone if you're experiencing an idea block. The better news is that getting out of a slump is easier than you think.   Here are nine ideas that can – and will – help you and your team find inspiration when it feels like all is lost.

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Topics: Trade Show Marketing, Trade Show Marketing Tips, face to face strategy, trade show motivation, trade show effectiveness, trade show fun, trade show themes

Motivational Songs to Get You Pumped in 2018

Posted on Tue, Feb 20, 2018

Prospecting for sales leads even when you are in your booth at a trade show event ... not the most fun thing in the world. There’s no question that it’s incredibly important, but researching dozens of companies every day in the hopes of finding a few good fits isn’t the most titillating task.So we’re here to help.  Get motivated with free quotes, videos, and songs from our motivational chatbot.  We’ve compiled the ultimate pump-up playlist to keep you sharp and focused while you pan for gold. And as an added bonus, you can find the embedded Spotify playlist at the bottom of this post.

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Topics: Trade Show Marketing Tips, marketing effectively at trade shows, trade show display design tips, trade show exhibit design tips, trade show events in las vegas, trade show motivation, motivating at trade show events

How to Be Persistent in Sales Without Annoying Your Prospects

Posted on Thu, Jan 04, 2018

So you've done the preliminary research on a prospect and it looks like you could really help their company. Next step? Get them on the phone.

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Topics: Trade Show Marketing, Trade Show Marketing Tips, Trade Show Strategy, selling at trade shows, creative trade show marketing, selling in your trade show booth

New Blog and White Paper Series to Highlight Effective Trade Show Marketing

Posted on Thu, Dec 21, 2017

Chicago – The Tradeshow Network Marketing Group is launching a new weekly blog series in 2018 with tips and expert advice for trade show managers and marketers, focused on effective selling in and out of the booth space. The Chicago-based exhibit firm will also be publishing quarterly white papers, which will provide in-depth information on how to maximize the returns on trade show sales efforts and exhibit investments.

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Topics: Trade Show Marketing Tips, marketing effectively at trade shows, trade show display design tips, trade show exhibit design tips, effective trade show marketing, designing an effective booth

How to Get People to Actually Listen to You

Posted on Tue, Dec 19, 2017

By now, you may have heard of a musical called Hamilton.  In you haven’t, here’s a rundown: Since its Broadway debut in August 2015, people can't get enough of it. They're paying upwards of $500 for crappy seats, and close to $3,000 for good ones. It won a Pulitzer, a Grammy and 11 Tony Awards. Its composer and original star, Lin-Manuel Miranda, is now a celebrity.  In other words: People are listening to this stuff.  Seeing the way Hamilton captivated such massive audiences -- in less than a year -- fascinates me. How the heck did this thing blow up?

Watching the progress and near-instant success of Hamilton is really a lesson in why people listen -- not just to a hit musical, but to a person, a podcast, or anything, really. A lot can be learned by looking into those reasons, especially for marketers. To what and whom do people listen? Why? And how can we get them to listen to us? 

To answer those questions, we did some research on the listening process, our motivations for listening, and more.

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Topics: Trade Show Marketing, Trade Show Marketing Tips, face-to-face marketing, tradeshow marketing, creative ideas for design, exhibit marketing,, interactive marketing at trade shows

Cold Calling Is Dead: 15 New Prospecting Strategies Salespeople Should Use

Posted on Tue, Dec 05, 2017

Cold calling used to be one of the best -- and only -- prospecting strategies salespeople could use.  But in the past 40 years, a variety of more effective alternatives have emerged like a good trade show event.     A good prospecting strategy is: Consistent: It reliably generates new leads, High-return: It generates a high number of potential customers for the amount of energy and resources required, and targeted: It connects you with the right prospects, not just any prospects.  Why doesn't cold calling fit this criteria?

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Topics: Trade Show Marketing, Trade Show Marketing Tips, selling at trade shows, creative trade show marketing, exhibit marketing,, selling in your exhibit space

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