Basically About Trade Show

Trade Show Marketers: How To Make Attendees Willingly Rush to Your Booth

admin — Wed, 22 Feb 2012 09:27:52 +0000

Trade show booths are a lot like cars. They all basically do the same thing: they take you from point A to point B. Some do it in sleek, chic manner, others with zip and zing, and sill others do it more by just sort of lumbering along.Trade show booths are a lot like cars. They all basically do the same thing: they take you from point A to point B. Some do it in sleek, chic manner, others with zip and zing, and sill others do it more by just sort of lumbering along.

And when it comes to your trade show booth, the last thing you want to do is lumber along. You want a trade show booth with class, sass and kick, well, you know.

The absolute best way to ensure your trade show booth has just the right combination or class and sass is to hire graphic design experts to create the perfect trade show booth for your business.

Yes, you can buy a trade show booth that’s more or less designed using a template, and it will look good. But you want more for your booth than to just look good: you want it to be stunning and hypnotic and suck people over to check you out like they will a lovely Jag in a mall parking lot.

Graphic designers know how to do this. They’ll take the time to learn about you and your business. They’ll look at all your marketing materials for colors and themes they can use in your trade show booth. Professional graphic designers know their eye candy and can guarantee you will have a visually appealing trade show booth that customers will be drawn to.

More importantly, what professional graphic designers can do is to develop an overall marketing concept for your trade show booth. Why is that important? Every great marketing and advertising campaign has a concept, a basic message that it works to convey. That concept will carry through all of a companies advertising and marketing materials by using various elements in them all of them to ensure that consumers are saturated with that message.

For instance, if your company uses the colors royal blue and white, you want these colors to be dominant in your booth design. You don’t want to go with purple and green for your booth, though you would definitely stand out from the trade show booth crowd using that combination of colors! What would happen, though, is after the trade show when a customer saw your standard royal blue and white marketing materials, they wouldn’t automatically connect those materials with your business-and worse, might toss them in the trash.

Professional graphic designers also know how color and visuals work together to be appealing, inviting and tell a story. They also understand color and balance, and how to use them to get a response from the viewer. And that response should always be something more than “Oh, what a nice-looking trade show booth.” They can create a trade show booth that will have customers going “Oh, wow! I’ve got to get over to that booth right now. Gotta check it out!”

And really, why would anyone settle for being nice looking when they could be fabulous! Or lumber along in a nice mini-van when they could just as easily be zipping around in a Porsche!

Training the New Network Marketing Distributor: Working Depth With Your MLM Downline – Step 3 of 3

admin — Wed, 22 Feb 2012 09:27:08 +0000

Work with your distributors; give them tasks to accomplish each time you contact them. But, that’s about all you can do. If they don’t want to build their business and be responsible for their own success, then you must spend your time on those who have earned it, i.e. those who are willing to take responsibility.

In Step 1, “Laying Down a Track to Run On,” we talked about how to get your new distributor started the right way. In Step 2 “Being a Good MLM Sponsor,” we discussed how you should go over “The Rules” of your operation with your downline so they can develop the discipline to grow their (and YOUR!) business. In this, the third step of the series, we’ll discuss “Working Depth,” or making it too expensive for your downline to leave the business!”

Step 3 — Working Depth With Your MLM Downline
Working depth means sponsoring your downline when they sponsor their new distributors. It means assisting your business partners to help them get their downline (and YOURS!) started the right way.

Essentially, you’re taking the track that you’ve laid out for your downline to run on and getting them to pass that knowledge on to their personally sponsored distributors. Naturally, they’re going to need help helping others and that’s where you, as their sponsor, come in. This is the essence of network marketing, i.e. building relationships and helping others succeed.

How deep should you go? Theoretically, you only have to go down two levels, i.e. lay out the track for the people you enroll and for the people they enroll. If everyone follows that format, the method perpetuates itself.

In reality, however, not everyone is going to approach the business the same way. Some will work a their own pace (usually more slowly than you would like!), or will want to “tweak” the methodology to fit their style. So, don’t just think “one or two levels.” Realize that you can do this with EVERYONE in your downline that’s willing to be coached, whether you personally sponsored them or not. The downline pays the upline; if a new distributor enters your downline, and is willing to work to grow the business, why wouldn’t you work with them? They may not bring money to you directly, but they will bring it to you indirectly. Who pays the downline that pays you? Their downline. Your success depends on their success, so don’t be afraid to work deep into your organization.

Remember, one of your goals should be to make it too expensive for your downline to leave the business! If you don’t build builders, you’ll never acquire the lifestyle that can come from having a significant passive residual income stream.

In closing, let me reiterate something from Part 2 – you can’t change human nature. People will only do what they are willing to do. However, people can change themselves if they are willing to change. Being a good sponsor means showing your downline the benefits of (a) following a proven track, (b) being a good sponsor themselves, and (c) working depth.

When you work with your downline to create an independent network of builders, and help them to develop other builders who, in turn, develop more builders, you’ve found the winning formula.

One last thought: don’t take it personally if some of your downline distributors don’t turn into dynamic business builders. As long as you have done your part in educating them, you’ve done all you can do. You can’t build their business for them. While you can provide inspiration, they must provide the perspiration!

To your success!

Bruce Bailey, Ph.D.

Trade Shows Q&A: Things To Consider When Exhibiting At A Trade Show

admin — Wed, 22 Feb 2012 09:26:22 +0000

Are trade shows really worth it?

Trade shows are worth it because they offer a great opportunity for many companies and make showcasing business services or products easier. You can show your products to a great number of people who go to trade shows to look for a particular product.

Trade shows usually have a theme. The market that theme attracts are all potential customers since they are laser targeted niches.

* Is it best to exhibit at new trade shows?

Gene…

* Are trade shows really worth it?

Trade shows usually have a theme. The market that theme attracts are all potential customers since they are laser targeted niches.

* Is it best to exhibit at new trade shows?

Generally, it is not advisable to exhibit at a new trade show. New trade shows are untested venues. Small businesses have limited time and money to experiment on unknowns. Just save your money for the regular, proven shows in your industry.

But if the new trade show is in a sure populated venue with good marketing strategies in a wide scope, then it is viable as well.

* How can I know which trade shows will give me the best ROI?

Usually in conducting a trade show, the main concern is the return of investment. You can determine which trade show will give you the best ROI by following these easy steps:

• Identify the theme of the trade show
• Analyze if it is related to your product or services.
• Prepare a typical visitor profile from the tentative participants profile and products.
• Analyze if your product or services profile matches the visitor profile by 80 percent, and then if it matches, participate in the show.

In business, it is natural to take risks. So before making one, make sure to study or analyze your steps before moving in to another because your time and money is at stake.

* Which tradeshow exhibits are best to use for companies on limited budgets?

Table top trade show displays are the best exhibit for companies on a limited budget. Most small companies use this type of trade show exhibit. They dont require expensive and elaborate booths. Table top displays are usually indoors and only need tables for each participant.

* What are some things I can do for trade show success on a small budget?

Do not worry if you have a small budget for your trade show. There are still plenty of ways to make your show successful even if your budget is small. Here are some ideas:

• Research shows that will give the most bang. Pick an offbeat show.
• Never exhibit at a new trade show.
• Invest in trade shows that will reach the key decision-makers of your target.
• Prepare a neat printout of “Comparative Matrix” in between your product/services and involving your competitors.
• Make your booth clutter free.
• Provide an audiovisual display of a working model for patrons to appreciate.

* What are some things I can do in advance to prepare for exhibiting at a tradeshow?

Preparation is very important in operating a trade show. Therefore, you need to do some important things in advance in order to avoid problems and make your exhibit a success.
Here are some suggestions:

• Plan and make arrangements well in advance of show dates.
• Visit and walk through the facility and look for potential problems that would inhibit your success like food courts, competition and accessibility.
• Avail lead retrieval services if they are available from show management or contract agencies.
• Train your trade show team.
• Months prior to the show, spend time informing existing clients and your market of the upcoming show.
• Seek help or consult experts in trade shows in developing an appealing booth, staff scheduling, and market campaigning prior to the show kick-off.
• Sales staff should have more extra time and incentive to contact and follow-up show leads within weeks of exhibit.

Following these steps will give you fewer headaches and will lead to a successful trade show. Be sure not to rush things to avoid problems.

Trade Show Banners: Right On Target

admin — Wed, 22 Feb 2012 09:25:43 +0000

Wouldn’t it be great if every prospective customer you had came right out and said, “Here’s what is most important to my company; and here’s what I need your product to do for me’? That would definitely increase your closing ratio.

Usually, however, discovering a customer’s hot buttons is not quite that simple. You have to create an enticement before you can get through it and push that button.

One way to do this is through the use of banners. Banners are flag-like pi…

Usually, however, discovering a customer’s hot buttons is not quite that simple. You have to create an enticement before you can get through it and push that button.

One way to do this is through the use of banners. Banners are flag-like pieces of cloth bearing an emblem, badge, catchphrase, or other types of message. These banners are commonly geared into catching the audience’s attention.

Banners come in different sizes and form. Some of the types of banners are heraldic, church, advertising, protest, and trade show banners.

Among them, the trade show banners are the type that is more dominant nowadays, aside from the advertising banners which is also one of the main advertising materials.

Trade show banners are gradually increasing its function because a lot of businesses found out that it has an awe-inspiring effect to their audience. Trade show banners create such visual phenomenon in the event that people can’t help but notice.

Usually, a trade show banner, as its name implies, are used in trade shows. These trade shows are presentations coordinated by a company or group of companies in a particular trade. Normally, the event is focused on showing off and exhibiting their services. It is also used when launching the new products of the company.

In order to have a marvellous visual aid of the event, companies utilize trade show banners. Creatively made, this one type of display serves as an emblem for their products.

Moreover, in order to fully maximize its function, there are accessories that should tag along trade show banners. These things are “must-haves’ for every trade show so as to ensure the protection of the trade show banner. These are:

1. Trade show banner stands.

Stands are utilized for ease in assembling the trade show banners. It can be displayed in any place with a snap. And because trade show banner stands are manageable, they can be easily tagged along. It is also convertible. It can adapt in many instances whenever the trade show calls for it. It can be displayed as a “tabletop display” or placed alongside two banners so as to reflect a larger agnostic trade show exhibits.

With a perfect combination of trade show banners and stands creatively made with lively graphic images, these items can display your products in such an extraordinary way. Trade show banners and stands can alone speak for themselves..

2. Trade show banner graphic cases.

Because trade show banners are usually carried along and are not permanent displays, it has to be protected from wear and tear by using graphic cases. These graphic cases are specifically designed to safeguard the trade show banners from any cuts and scratches.

With these excellent graphic cases, you are guaranteed that your trade show banners will always be on top condition, before and after the show.

However, before you start with your trade show, you should decide whether you would display your trade show banner as a table-top, or panel display.

For trade shows that have limited space, you may utilize the table-top trade show banners. It can be displayed on top of a table or in any place where it can stand. Table-top type of banners are very convenient to use because they are manageable and easy to travel with.

For quick assemblies and set-ups, you can also use the pop-up trade show banner display. These pop-up displays are effective when you want to quickly but precisely exhibit your trade show banners.

Or, if you want to have a more customized look, you may use the panel displays. Because it is made up of “unfolding panels” it can be easily converted from table-top to a full height trade show banner. It is ideal for bigger displays and exhibits.

Indeed, these different ways in exhibiting trade show banners are a must for every company that would wish to conduct a trade show. These items are great in adding more zest to the event.

With all of these things incorporated in your company’s trade show, you are right on target.

Trade Show Exhibit Shipping Tips

admin — Wed, 22 Feb 2012 09:25:05 +0000

The keys to keeping costs down on shipping charges.Your trade show costs can dramatically escalate if you just happen to hire an inexperienced shipping company to transport your trade show booth to the conference site. You may suddenly be faced with broken or missing parts, late delivery and a budget that could put your company’s trade show display in total disarray and your job in jeopardy.

Although unforeseen events such as a major winter blizzard can cause havoc with your trade show delivery schedule and budgeting, it is always best to minimize your chances for error by picking the right professional transportation company. If you want your trade show booth to arrive in good condition, on time and within your budgeted allowance, you need to be informed on how to pick the right freight handler and transportation company.

You can take control of your trade show booth’s destiny by becoming fully informed.
Bad weather, causing flight delays at certain times of the year, is a concern beyond your control. But just like you can reclaim lost luggage from an airliner if you have your name tag on it, you have a better chance of finding a lost or misplaced trade show booth element if, for example, you labeled every part of your trade show display in advance.

Although GPS technology has been a boon to tracking trade show booths, it can’t find what is not labeled. And, since there are so many different people handing the shipment of a trade show booth, there is no guarantee that your trade show exhibit will arrive safely on the other end. You can, however, improve your odds of success by taking steps to insure your trade show display‘s safe journey. Thus, the first step is to find an experienced trade show specific carrier.

George Poppe of National Transportation in El Segundo, California, offers the following tips on what to look for in a trade show freight carrier. They are:

1. Make sure your transportation company records all of your trade show exhibit information, such as destination, schedule, weight, number of pieces, and exact dimensions of your pieces. This detailed information not only determines the cost of transporting your trade show booth to the exhibit site but also drayage costs (what the unions charge to deliver your booth from the loading dock onto and off the trade show floor)

2. Look for a freight carrier that has a good rapport with the unions so
your trade show exhibit will be in reliable hands. You are better able to avoid unnecessary charges if your transportation carrier deals regularly with the trade show conference hall unions. Your carrier benefits from knowing the industry venues well–whether they be the McCormick Convention Center in Chicago, the Kaiser Convention Center in Oakland, the Moscone Center in San Francisco, the Santa Clara Convention Center or the San Jose McEnery Convention Center.

3. Look for a transportation company that handles a large volume of trade show business. You can get price breaks if your cargo company has multiple or less than truck load shipments to a convention site. An example of what can happen is the recent Semicon West 2006 Convention at Moscone Convention Center in San Francisco July 11 -13th.

Poppe reported that, due to the popularity of this show, his National Transportation Company had to wait in the marshalling yard for 11 hours before delivery at the unloading dock. Because he had 3 trucks and multiple shipments, he was able to waive the waiting charge fees which would normally be charged. A less experienced trucker most likely would pass along these charges to the trade show exhibitor. Marshal yard fees range anywhere from $45 – $85 hour.

4. Select a trade show freight company that has first class communication capability. Check to see if they offer 24/7 contact with a live person, since trade shows are not a 9 to 5 business. Also make sure you give them contact names and cell phone numbers of your exhibitor reps on the trade show floor. Check to see if the freight company has the capability of sending Internet air bills and bill of ladings in case an air bill is lost and you need a duplicate copy immediately.

Poppe suggests that once you select your freight company, you should ship 7 – 10 days ahead of your targeted move in date in order to avoid late penalties. And be sure to also communicate your trade show exhibit details with the company you select to do your trade show installation and dismantling. It’s really all about communicating.

Remember, do your homework in advance and know what you can do to avoid major mishaps of shipping your trade show booth. By picking an experienced freight company, you can minimize your exposure to mislaid or damaged trade show booth components and budget cost overruns.

Trade Show Booth Staff Training Essential

admin — Wed, 22 Feb 2012 09:24:21 +0000

Learn how to motivate your trade show staff to increase your sales.Never underestimate the importance of your trade show booth staff.

They are your front line ambassadors and the critical links to your overall trade show success. It makes sense that if you want to have a positive experience at your trade show display, you need to pay attention to all the elements of trade show exhibiting. By putting a premium on grooming and training your trade show booth staff, you can rest easy they will be performing at their best.

The first step in your company’s trade show venture, then, is to recognize the importance of the trade show booth personnel. The second step is to invest in the training of your booth people.

To launch this process, make sure you get executive “buy in”. If top management respects and values their trade show team, then face- to- face training skills become effective. Remember the key value of exhibiting at the trade show is to engage real people about real products/services in real time. A typical company representative can often hold meaningful conversations with about 3 or 4 people in a ½ hour at a trade show as opposed to spending an entire day in the conventional field selling process.

Not only are the number of prospect contacts at trade show increased, but the entire sales cycle can also be sped up as well. Trade show display training helps fine tune this process, making it a positive experience for prospects and your staff. What is the logical end benefit? A boost in sales productivity is more likely to follow. On the other hand, untrained booth staff can trigger negative reactions and turn prospects away.

According to Matt Hill, a trade show trainer and president of The Hill Group, in San Jose, California, “The finishing touches of booth staff training usually take place at a pre -show meeting either the night before the trade show begins or early in the morning of the first day of the show. The training covers all those fundamentals that a lot of people don’t understand or don’t think to do.”

He says that research shows you must engage the person within 15 to 20 seconds of their presence at your trade show booth or lose them. What attracts people to the trade show booth is a friendly staff in addition to alluring exhibit elements such as sound, motion, and color. Your staff generates excitement by being enthusiastic and helpful. If one staff person cannot respond to a visitor’s inquiry, that staff member is trained to escort the visitor over to another staff person who has the answers and can be of help,” he adds.

Hill has conducted trade show training for many companies for shows around the world and closeby to home at the Henry J Kaiser Convention Center in Oakland, to Moscone Center in San Francisco to Convention Centers in Santa Clara and San Jose. He has trained Silicon Valley companies headquartered in Cupertino, Mipitas, Santa Clara, Sunnyvale, San Jose and beyond to Sacramento and throughout Northern California.

With regard to the nuances of booth staff training, Hill says, “A lot of technical people never thought their jobs involved anything but answering questions or talking to each other. We get them to look at the strategy of the trade show. The basic strategy of going to a trade show is to get face time with people who might become customers. It’s really quite that clean and simple.”

Some booth staff behaviors to avoid include: talking to other booth members when they should be engaging prospects, talking rather than listening to booth visitors and making social mistakes that turn customers away such as chewing gum, avoiding eye contact, sitting rather than standing, etc.

Even when training is done properly, keeping the momentum going over 3 days of a trade show is a challenge, so here are some things for the trade show exhibit manager to consider to keep their trade show display staff motivated:

Give them the confidence to successfully understand and manage visitors by using sound training techniques

Give the staff constant feedback during the show. Give them a specific goal and tell them exactly where they are in reaching that goal.

Listen to their feedback – make them feel like an integral part of the show and that they are truly making a difference. Ask them what they like about the booth and what they would change.

Give the trade show display staff a say in what is going on

Give them incentives for a job well done

And provide lots of water to keep them hydrated

A clever incentive offered by Matt Hill is a $2 dollar bill given out when he sees someone doing something right. It is a real morale booster and even the CEO of a company who gets a $2 dollar bill gets a big kick from it. Hill specially orders the bills from the bank and hands them out to booth staff people who are asking the right questions of visitors or who do their work with style, enthusiasm and, of course, good boothmanship.

Trade Show Giveaways: What Works

admin — Wed, 22 Feb 2012 09:23:49 +0000

You have your trade show exhibit ready to go, the trade show booth is set up, and your product is a winner. Now all you need are the customers. Standing room only, please. Right?

Well, for most trade show exhibitors, attracting customers is just as important as the product they are selling. Enter trade show giveaways! Trade show giveaways are promotionals tools (items, handouts, marketing materials) designed to attract customers, promote business, and help market a product after the trade show exhibit is over. By using these strategies, the goal is to bring business to your trade show exhibit, then give the customer something to remember your product by. Hopefully, the promotional item will be a success and your customers will leave satisfied, happy, and gladly telling everyone they encounter about your fabulous product and great free trade show giveaways.

There are some choices to make when deciding what promotional tools to use. Ultimately, the goal is to choose the promotional method that will attract the most visitors to your trade show booth, and make your trade show exhibit a success. You will also need to determine the amount of marketing dollars you have to spend on your promotional materials. If you are unable to afford what you believe is the best promotional or marketing tool available, then you may have to settle for other items until your budget allows you to expand in this area. Many promotional tools are designed to be kept by the customer, and to remind the customer continually of your products and services. This is accomplished through items that have been customized with your company’s information and logo. Items such as free pens, notepads, balloons, magnets, and key chains are perfect examples.

Another great and effective trade show marketing strategy is to have a raffle where the entrants are required to either sign up at your trade show booth (using their contact information) or leave a business card (you can set up a bowl or container to collect the cards), and then after they have enjoyed the exhibits, they will return to your booth for the announcement of the prize winner. The wonderful benefits from using this technique is that you have a book full of contact information and a container full of business cards that you may use in the future to contact these potential customers.

Another great idea is to use an attention grabber to attract customers to your trade show booth. This includes ideas such as: setting up a massage chair (sit back and watch how long the line grows as customers wait for their free massage), or even setting up a free food giveaway. These are just a few things you can do to catch the eye of the customer. Things such as free massages and food will help bring the customer to your trade show booth, and and a free promotional item is something they can take home with them to remember your company’s name.

Above all else, it doesn’t matter how many trade show giveaways, free food, or raffles that you have if you don’t have a ready-made script and properly greet all of your potential clients. When you notice a customer looking at your display, immediately greet them with a smile and start a friendly conversation with them.
Your products, giveaways, and tickets are there to work for you, but you must be the one to work them. If you need to have assistants help you, then by all means do so. You should never enter into a trade show exhibit without adequate preparation and help.

Remember that the most important giveaway that you have to offer all of your customers is your genuine smile and friendly conversation.

Trade Show Giveaways Attract Visitors

admin — Wed, 22 Feb 2012 09:23:13 +0000

How to attract folks to your trade show exhibit.Promotional gifts at trade shows act as magnets to draw visitors inside your trade show booth. Your trade show giveaways not only help to break the ice and get the conversation going between trade show booth staff and visitors but also serve as a way to define your visitor’s intentions in attending the trade show.

If you find the right trade show giveaway to hand out, you will be able to better engage your attendee and thus learn what they are looking for at the trade show. But how do you do this?

According to Mark Kramer, Vice President Sales and Marketing for Private Label Executive Gifts of Campbell, California, promotional giveaways are tools to entice people to come inside your trade show display. There are two categories of gifts.

The first category is the inexpensive trade show giveaway under $2 that drives traffic and excitement to your trade show booth. A good example is candy. Branded Jelly Belly candies in a cellophane bag with your logo on it costs about $1 a bag. If you are attending a consumer show and have your kids with you, another popular item is a temporary tattoo with your logo on it that kids can adhere to their skin but will easily wash off.

The second category is the gift that creates the opportunity for you to gather detailed information about your trade show visitor. These are the more expensive promotional gifts called the incentive product. This is a quality item that usually ranges in price up to $25. The incentive gift needs to be something of value.

In order to qualify for this trade show giveaway, people are required to either spend time filling out a survey, watch a demonstration at your trade show booth, or give feedback to help you with your market research. The trade show booth visitor fills out a form that requires their company name, address, website, amount they spend each year on products and services and other relevant data you would like to know.

Only after they complete the form, do they get the gift. An example of this type of incentive trade show giveaway can be a fine quality writing instrument, a steel tape measure or ruler (ideal item for engineers), a key fob (a good tie in at the auto show), etc.

The information you get from the completed surveys help your market research team and adds to your database of customers. Once you learn the basic needs of your visitors, your trade show booth staff can better tailor their sales presentations, address the prospect’s specific needs and improve the closing rate on sales.

Kramer sites that the majority of exhibitors use some form of trade show giveaways. According to the Promotional Products Association International’s 2005 report, trade shows comprise 12.18% of the $18 billion a year promotional marketing industry. Studies have found that trade shows offer the ultimate targeted sales opportunity. Since trade show audiences are so targeted and well defined, promotional giveaways succeed as a proven and recognized source of new sales and return on investment for the trade show exhibitor.

Kramer is an expert consultant on promotional marketing. He gives the following tips on finding the right trade show booth gift:

1. Examine the purpose of the gift

Ask the question: What do I, as an exhibitor, want this promotional item to produce at the trade show? Is my purpose at the trade show to reinforce my brand or to make sales or both?

2. Know Your Demographics

Find out who comes to the show or group of trade shows. It is essential to analyze the demographics of your trade show attendees in order to pick the right promotional products. It is essential to get a grasp of the demographics of the trade show attendee to determine the most appropriate product.

3. Work with a promotional marketing consultant who can ask the key questions. Since there are over ¾ million products that can be imprinted with your logo, it can be a daunting project. The consultant will steer you away from selecting the wrong product and guide you to the most suitable one.

4. Plan A Pre-Show Advance Incentive Mailing

One proven trade show exhibit traffic builder technique is to start with a teaser.

Prior to the trade show, use part of your incentive trade show giveaway as a pre-show mailer. An example of this type of incentive gift is the Swiss Army Knife key chain fob. Mail the toothpick from the Swiss Army knife to the list of your targeted attendees. Be sure to include your trade show booth number and invite your selected list of attendees to drop by your booth to pick up the remaining part of their gift. Make sure your product has at least two easily separated parts and is lightweight enough for a pre-show mailing.

By following the above recommendations, your incentive gift can be of great value in stimulating traffic to your trade show booth. This holds true no matter where you exhibit from the McCormick Convention Center in Chicago, to the Kaiser Convention Center in Oakland, the Moscone Center in San Francisco, the Las Vegas Convention Center, or the San Jose and Santa Clara Convention Centers.

Remember, the next time you exhibit at a trade show, explore ways to offer memorable promotional giveaways to your key visitors as a way to break the ice, increase your sales, reinforce your brand, and engage your trade show opportunities.

Trade Show Booth Lighting Attracts Attention

admin — Wed, 22 Feb 2012 09:22:31 +0000

The keys to lighting trade show booths.Never underestimate the value of the proper lighting of your trade show exhibit.Creative lighting for your trade show booth is sure to lure more visitors. On the other hand, a poorly lit exhibit detracts from the trade show exhibit space and can leave it largely ignored. Your trade show lighting professional can use dramatic illumination techniques to create a show stopping effect or simply use lighting to highlight graphics and/or products.

It is essential for the lighting designer to know the exhibitor’s goals, exhibit design and budget before presenting lighting options. Once this is established, the trade show lighting professional can offer multiple options to maximize the visual appeal of the exhibit display.

By innovative use of different types of lighting, the same trade show booth can have a completely different look, effect and mood. There is a wide range of lighting choices ranging from a simple clamp on arm, to high quality fluorescent lighting, track or rail lighting, recessed lighting or fully programmable, changing color LED lighting fixtures.

Each of these forms of illumination serves a different purpose. The selection of the proper lighting product is therefore based on what effect the exhibitor desires to achieve.

For example, in the more decorative trade show booth using tension fabric, the fully programmable, changing color LED lighting creates a dynamic, dramatic effect that is certain to draw the attention of trade show attendees.

For a clean appearance in the same trade show booth, very white fluorescent lighting works well. If, however, dramatic shadows are desired, certain types of targeted track lighting may be preferred. Quality clamp on arm lights can be versatile enough to deliver good white light on focal points or to wash lighting evenly on backwalls. High quality white light ensures that colors and graphics are accurately displayed. Since light can also alter color, it is essential that your white light renders consistent and true color.

Keep in mind that when searching for the right lighting effect, there are a number of price options that can help you reach your goals. Be mindful that there are rental options available for very high end lighting that may be an appropriate way to satisfy your trade show budget constraints.

Rob Cohen, Vice President/Owner of Display Supply & Lighting, Inc. of Itasca, Illinois, offers examples of how a professional trade show lighting company can help you avoid two of the more common exhibit mistakes. They are:

1. Be aware of the electrical codes, capabilities and constraints in exhibit halls. Find out in advance what is allowed or disallowed in the convention hall to meet local lighting requirements. Find out requirements for exhibit halls whether they be the McCormick Convention Center in Chicago, the Kaiser Convention Center in Oakland, the Moscone Center in San Francisco, the Las Vegas Convention Center, the San Jose and Santa Clara Convention Centers, etc.

Be sure your trade show booth lighting products meet the exhibit hall’s specified criteria for trade show exhibitors. For example, trade show halls require 3- wire grounded plugs on all lighting fixtures at the trade show. These fixtures are not commonly available at large volume box stores.

2. Scope out the location of the exhibitor’s trade show site.

This is important as not all types of light bulbs are allowed in some facilities. Recent regulations restrict a couple of major conference facilities from using certain types of light bulbs often for safety reasons.

Cohen says it is critical that your exhibit house either understand their lighting options or have a relationship with a company that can advise them on trade show lighting opportunities and concerns.

Remember, lighting can either attract or detract visitors to your trade show booth. It is best to know what your exhibit display emphasis is and what your lighting options are before you design a lighting system for your trade show display.

Trade Show Exhibiting Tips

admin — Wed, 22 Feb 2012 09:21:46 +0000

Information on how to achieve a successfull exhibition or trade show. This article will help you increase you ROI at exhibitions.Participation in a trade exhibition is an essential weapon in the marketing armoury – and like any weapon it has to handled with care, skill and attention if it is not to go off at half-cock.

Its effective use requires careful preparation and training. Incorporate it into the total marketing strategy and it becomes a tactical device which, when aimed at the right target, can trigger a highly successful campaign.

Preparation

All craftsmen will confirm that a good job depends on good preparation.

Tell everyone in your organisation that your company is going to take a stand at the exhibition. Everyone may have something very worthwhile to contribute to your ultimate success.

Communicate

Create a small Action Committee and appoint one of its members as Exhibition Co-ordinator with responsibility for all aspects of your participation – and the authority to get all things down. Allocate a budget and set a regular agenda with a clear timescale for each action.

Look again at what you have booked. Is it space only? A shell stand? Or an all-in- package? – is it what you need?

Space Only – i.e. chalk marks on the floor. This means you have simply rented some empty floor space on which you have to pay to have a stand erected. You’ll need to appoint a stand contractor/designer.

Shell Stand – i.e. in addition to the floor space you have rented a simple structure usually comprising two or three walls, carpet tiles, name board and a lattice work or muslin ceiling. Check if other items such as lighting or stand cleaning are included in the purchase price. If you have your own demountable display system you will probably only be allowed to set it up within the official shell scheme. Do you need an interior designer or contractor?

All in package – i.e. a ready made unit usually for smaller stands only but comes complete with all the basics and awaiting your display.

Right, so now you know what you’ve booked and you’re ready for the opening day. No, not the first day of the show though that will come along quickly enough, but the first day of your preparation which is never a moment too soon.

Remember that when you move into the exhibition hall you will be putting your company on show. What you do with your stand reflects your company’s image.

Decide what it is that you want to show. Try to introduce a theme which will give a focal point to the display, a theme, perhaps, that can be carried through your pre-show advertising. If possible include a demonstration of the product in action – remember the old Hoover Salesmen who emptied dust on the housewife’s carpet before vacuuming it away? If the visitor can see the product working or, better still, can try it for himself, he’ll be easier to convince.

If you sell a service or your product is to large to display on the stand think about other ways you can attract potential customers onto your stand

Face to face contact means that you can use all five senses – sight, touch, smell, taste and hearing – so take a good look at your product and see how many of these can be brought into play. They say that the more senses involved in an experience the longer that experience will be remembered.

Remember that it is your product that the visitor has some to see, or other similar products. There is nothing more infuriating – and deflating – than a visitor trying to sell you something while having no interest in your product. Have an action plan to deal with these type of persons, maybe just explain that you are very busy trying to get business for your company and if they can just leave you a business card, you will contact them after the show if you need more information.

You’ll find, for example, that your stand should be at least two-thirds open. This is for your sake as well as the visitors, the exhibition is neutral territory. If your stand is designed like a fortress or a special club into which only very selected visitors are invited, a barrier is created.

As you begin to design the layout, think what would help entice you onto a stand if you were the visitor. You’d want it to be accessible, welcoming and not full of little areas where you might be trapped. Ensure it is well lit, highlighting those products which you wish to emphasize. Make your visitors feel comfortable about coming onto the stand. Remember the psychological barriers that can be so easily erected. Visitors may be reluctant or hesitant to step up onto a platform or even to cross the carpet line, feeling that either will leave them, as fair game to predatory sales people.

So make the stand inviting, easy to get onto – perhaps, with a hands on demonstration that the visitor can try out without fear of being ambushed.
Live demonstrations of your product are the best way to get visitors onto your stand, if you can’t do this think about employing a crowd-magnet someone that specializes in this area.

Contact www.crowdmagnets.com for further information. A professional crowd-magnet is a top flight magician that can attract many passing visitors to your stand, and then perform exciting close up illusions while educating the visitors about a companies USPs. Normally, a crowd-magnet can increase the amount of visitors to your stand by over 300% while educating and getting these potential clients interested in your product or services.

Remember, that some visitors like to browse or window shop. If they see something they like then they will make a move to find out more. Watch body language. It’s also worth taking a tip from some of the big department stores who are past masters at window display – not too much, not cluttered, but the message is all there. If you are having large graphics to get your message across, do not have too many words printed on them. Keep it short and simple. Visitors do not have the time to stand and read something that is to wordy.

Small stands can be effective too. Exhibitions give the opportunity to demonstrate your product to a large number of potential clients simultaneously, something not possible in your office or theirs – and one good visitor can make the entire exercise worthwhile. Sometimes that visitor is the one that even your best sales representative couldn’t get to see in his office but he came to the exhibition!

It’s as well to read the Rules and Regulation again. Again? You mean you didn’t read them when you booked the site? They’re there to help, not to hinder, and their contents draw on years of experience.

Check the exhibition Manual; it includes a checklist of things to do and when to do them by, it includes order forms, catalogue entry forms and a mass of important information. It may be tedious but it’s not difficult and it will keep your operation running smoothly. It even sets out a timetable with deadline dates for your planning progress. Use it.

As build up approaches, do a final check. Make sure that everything works. If you have any electrical appliance on the stand, make sure that you have got the right electrical connections, that sockets have been installed, that the equipment has a plug and that it all operates. Take a spare or have one available at short notice.

Tell people that you’re going to be there. Communicate.

Whose show is it anyway? It’s yours, as if there was no other exhibitor, as if every visitor was coming to the show just to see you. The organiser has been employed by you to do certain things – like hiring a hall, arranging the technicalities and promoting the event – but when it comes to getting visitors there the organiser’s job stops as soon as they have entered the exhibition. From that point onwards, it’s up to you to make sure that they come onto your stand.

Think about your investment. Would you trust it all to someone else? Your participation has to be an integral part of your overall strategy. Remember organisers help those who help themselves.

Your participation is, has to be, part of your total strategy, an integral part. It is the one medium that can make all the others come together.

So what are the other mediums?

Advertising: It works better if there is a requirement to action – like sending for a free ticket, or bringing the advertisement to your stand to collect a further benefit. So use your existing advertising campaign by quoting your stand number at the show. Use the show’s logo; it identifies you with the exhibition. It’s provided free of charge, and gives the reader a further focus, a touch of added confidence.

Direct Mail: Send a free ticket with your mail shot – it adds an extra benefit, a purpose, it helps to communicate.

PR: Your Participation at the event gives you something to talk about, create news – use it.

Sales Representatives: If an interview is not reaching a conclusion, your sales staff can invite the hesitant client to ‘take another look’ by coming along to the show. It’s also a courteous way to maintain contacts with existing customers.

When the circus comes to town the most important part is the parade – letting people know that it’s on. The organiser will do his stuff but like the circus promoter, he needs to highlight the stars of the show. That’s a good reason for you to book early – a great deal of addition publicity at no extra cost. But the organiser will do a great deal more. He’ll provide you with a range of promotional items. Use them…

Posters: Put them up in reception, in rest rooms, in the sales office, in the showrooms etc and make sure that your stand number is written large print.

Let staff and visitors know that you’re going to be at an exhibition.

Letter Stickers: They should go on every letter leaving your office, including invoices and statements. If all your staff are aware of, and enthusiastic about the show then they’ll want to use them – because they are a way of bringing more business.

Logos: Use them on advertisements; they provide an action point where potential visitors can make a mental note to visit you. They also boost confidence among staff and customers, knowing that you’ll be taking part.

Tickets: Ensure that you have a good supply but remember they will do you no good if they sit in the pending tray. Ensure that invitation tickets are enclosed with all mail shots and quotations. Plan a specific mailing to existing and potential customers, preferably with a personalised letter. Make sure that your Reps carry a supply of tickets and use them to invite potential clients to the show.

It’s a proven fact that more visitors respond to an invitation from an Exhibitor than they do from any other source.

Many exhibitors do not invite their existing customers – fearful that they may be attracted to a rival.

This is the wrong strategy. It is important to install confidence in customers – confidence in your product and confidence in your ability to out-swing the competition. Not to invite them is a negative attitude.

Look at your client list, putting the biggest and most regular at the top, indicating roughly how much business they give you each year. How far down this list do you have to go before you reach 80% of your annual turnover? Probably not very far. Give those special customers a little VIP treatment – invite them to breakfast; or send them a first class rail ticket; or a special invitation which ensures they are met at the entrance to the show and escorted to your stand; or provide a car parking and collection facility.

Use the event to its fullest potential – inside and outside the exhibition itself.

Don’t forget the show catalogue. You will usually be entitled to a free editorial entry, so make the most of it. Many exhibitors write inappropriate copy or fail to submit it altogether for this important reference work. This is to misunderstand its function. It is not primarily designed as a programme or guide but rather as a permanent source of reference.

Of course, you will be issuing your own press releases from time to time as part of your overall marketing strategy. You may be introducing a new product at the exhibition but do not want to say too much too soon. It may be an opportunity for a ‘tease’ campaign, hinting that the wraps will be coming off at the show. This is particularly effective if the industry has been expectant about a particular development.

The Press Relations Office will be eager to highlight particular attractions to ensure that you have kept them fully informed, and have someone available in case there is a chance of an interview.

Make sure that your press packets are in the Press Office in good time and in good order. There will be many other packs seeking the attention of visiting journalists to ensure that yours is clear, manageable, relevant and recognizable. Usually the press are not interested in your glossy or technical brochure. They want a simple explanation of your product, what it is, what it does and how well it does it. A black and white picture helps.

With so many important people attending an exhibition you may decide to use the opportunity to hold your own press reception,. By keeping in close touch with Press Relations Office you will avoid holding it at the same time as the organisers or other exhibitors are holding theirs, thus increasing your chances of getting a satisfactory attendance.

Remember, no matter how good you’re planning, no matter how attractive your stand, no matter how exciting your product range, unless you tell your potential customers it will all go for naught. People can only beat a path to your door if they know where it is.