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Home > Trade Show Tips
Trade Show Exhibition Marketing Tips and AdviceWe have written and compiled the following helpful trade show tips to help make you more successful with your trade show programs. Good Luck!TRADE SHOW TIPS - CHOOSING THE RIGHT DISPLAYOnce you’ve set your objectives and your trade show calendar for the year, the next step is to choose a display. The display decision should be based on your specific show objectives, your budget, and your corporate branding goals and guidelines. If you’re the marketing director for a big company and want to position yourself as a leader in your industry, you’ll need a very large space and a custom or high end modular exhibit. If you’re a startup with a limited budget, you should consider an inexpensive popup booth or a rental exhibit. Most companies fall somewhere in-between these two. Pop-ups are the most popular booth option for 10X10 spaces and for sales events and conferences. There are a broad range of pop-ups available in the market today and most are available with podium wraps to convert the carrying case into a podium. Some of the key factors to look at in selecting a pop-up are durability, ease of setup, availability, fabric colors, and warranty. If you sometimes exhibit in smaller spaces you should also consider a convertible booth which can be easily converted to a smaller size. Be sure to deal with a customer service oriented dealer who’s been in business for a long time since there’s no margin for error in getting a booth to your trade show. Pop-ups can be complemented with shelving, peninsula counters, backlit endcaps, literature displays, and other accessories which can convert an ordinary pop-up into a standpoint display! Panel Displays are an alternative to pop-ups, and, depending on their quality and countertop options, can provide a higher end look than a pop-up. Panel displays generally hold more weight than pop-ups so they can work well if you have heavier products to display or a number of computer monitors. `Modular exhibits are higher end exhibits that provide a custom look but can still be setup in a few hours, shipped in standard rotomolded plastic cases, and thus have a lower total cost of ownership than custom booths. Modular exhibits generally use higher end materials including tensile fabric structures, extruded aluminum frames, high end composites and laminates, and innovative bold designs. Modular exhibits will hold more weight and can also be used to hold large plasma screens and LDC panels. Truss systems. Truss systems provide a bold, innovative, and unique look to a display. They are also excellent functional components that can be used to mount lighting, projectors, and Plasma or LCD panels. The high weight bearing capacity of truss systems also makes them great for displaying heavier weight products like books, bowling balls, metals parts, etc. They also have a distinctive theatrical look that works well with certain target markets. Truss systems are often used in conjunction with other display structures like pop-ups and panel displays. Custom Exhibits. Custom exhibits provide the ultimate in branding and high impact. They are completely custom built so they can be designed to meet very specific show objectives and may include elements like rotating towers, theater spaces, conference areas, and numerous product/service display stations. Given the higher cost of design, construction, shipping, and install and dismantle (I&D), these exhibits are best suited for companies willing to spend $40,000 or more for their display. The payoff in a custom exhibit can be huge since it sets you apart from the competition and creates a locked in memory of industry leadership. TRADE SHOW TIPS - TRADE SHOW GRAPHICS Designing great graphics for your booth is critical to setting yourselves apart from the competition. Some important tips to keep in mind are as follows:
With so many shows and conferences to choose from, exhibitors need to determine which trade show will best meet their objectives. To choose the trade shows that best meets your marketing objectives you’ll need to do some research. - If it is a new trade show, check with your suppliers, competitors and customers to see if they are supporting it - Ask the organizers how many visitors they are expecting, how many are from your target market, and what mix of job titles and responsibilities are represented. - Check out the current list of exhibitors - Understand your total costs. What are the costs of the booth space and what is included; booth hardware and lighting, flooring upgrades, lead retrieval equipment, trash cans, carpet cleaning, etc. - Examine the show organizes. how long have the organizers been in business, what other shows do they run, and how long have they been running those shows? TRADE SHOW TIPS - OBJECTIVES Written objectives are the foundation for a successful show. Successful exhibitors set multiple objectives before reserving a booth at a trade show. Use SMART objectives that are: specific, measureable, achievable, realistic and time-related. What do you want to get out of the show or event? Do you expect to sell a particular amount of inventory at the trade show, or expect to become known to a certain number of wholesale suppliers? Are you focusing on promotion or hoping to launch a new product? You can have more than one goal, of course, but the point is that you need to be clear about what your participation in the trade show is going to achieve. Next, determine which visitors/buyers will help you to achieve your objectives and talk to trade show organizers to find the right show. Written objectives will help you decide on the right size booth and the number of booth staff required. For example, if your objective is to obtain 200 top-quality leads, how many visitors would you have to meet to find the right potential buyers of your product. If one out of every four visitors, was a potential buyer, then your booth should be big enough to accommodate 800 visitors during the trade show. Objectives will also help you determine the right pre-show promotions to build qualified traffic to your booth, plus the right products and display to appeal to your target market. If you don't have the budget for a big booth, with lots of staff, then reduce your objectives accordingly and consider a more affordable alternative like a pop-up display that still gives you a presence at the show. Written objectives allow you to determine the cost-effectiveness of exhibiting compared with other marketing medias. TRADE SHOW TIPS - INTEGRATED MARKETING Very few companies understand how events fit into their overall corporate sales and marketing objectives, which is why ad hoc decisions are taken to participate in a trade show. Most exhibitors have never even considered exhibiting as a way to effectively achieve annual marketing objectives. Exhibitions and events can involve all of the 4 P's of the marketing mix; product, price, place and promotion. The direct communications that take place at an trade show are the most valuable tool in relationship marketing. Successful exhibiting incorporates other marketing communication elements like print, advertising, direct mail, PR, corporate communications and the Internet. When used together, the combined efforts of all marketing tools produce better results than when they’re used individually. When trade shows are integrated into the annual marketing mix, far better results are achieved. TRADE SHOW TIPS - CHOOSING THE RIGHT SPACE If you have formulated trade show objectives, then you will have already established what products you will be promoting at the show, how many visitors you expect at your booth and the staffing required. Next, consider seating, hospitality, demonstration, office, storage areas and in-booth promotions. Allow floor area for everything, which will drive your booth size requirement. Visitors enter an exhibition and turn right, because we drive on the right. Therefore, if you want visitors to see your display first, then the right-hand side of the exhibition is best. Corner booths and those fronting major features like the entrance and restaurant, are the most visible. Your total exhibit budget forms the basis of the decision to exhibit. The show organizers will allow you to place a hold on the selected booth, that places neither party under any legal obligation. Once the hold is placed on a booth, then the other associated costs can be calculated, allowing you to judge the expected expenditure against the expected results. TRADE SHOW TIPS - PRE-SHOW PROMOTIONS Research reveals that exhibitors who undertake pre-show promotions, to build quality visitors to their booth, improve results by 300%. Study your written trade show objectives and determine who you would like to visit your booth, then aim all pre-show promotions at them. Numerous promotional media options are available, depending on your objectives and budget: INVITATIONS - the organizers will supply you with complimentary invitations to the trade show. It is recommended that these accompany your pre-show mailers. FEATURE/SHOW SUPPLEMENT - many organizers arrange a show supplement in the National press and this is a good place to advertise or place editorial, as it reaches the widest audience. COMPETITIONS - launch a competition where buyers have to visit your booth, to enter. FREE SERVICE - offer a free service to all show visitors, which the organizers would be only too happy to promote, as it adds value to an trade show visit. INTERNET - most organizers have a web-site for their trade shows and if it includes an exhibitor listing, is a great way to build visitors to your company home page. DIRECT MAIL - Include a show special offer, a buy-one-get-one-free offer or a giveaway that they can collect from your booth. The quality of the data-base is the most important factor in gaining the best response from direct mail. All pre-show promotions should create a benefit for the prospect, whether or not they visit the trade show. Remember to include a complimentary invitation to the trade show. TRADE SHOW TIPS - IN-BOOTH PROMOTIONS The most successful trade show booths include demonstrations. Every product or service can be demonstrated. Buyers visit trade shows to see products in action, which they can't get from advertisements and other one-dimensional media. The value of pre-show promotions is to build qualified traffic to your booth rather than just hoping that good prospects will happen to walk by. Giveaways in the booth are also useful since they create a lasting impression. TRADE SHOW TIPS - EFFECTIVE BOOTHS The booth is a tool to draw trade show attendees to your booth, project and reinforce your corporate branding, and help your sales staff sell. Various display options are available which include renting a booth, buying a booth or display system, or customizing the shell scheme provided by the trade show organizers. If you exhibit even once a year, it might be worthwhile to purchase a display system which is portable, re-configurable, and which can be put-up and taken-down by your own staff. Every display should have good graphics which clearly state who you are, what you do and key product selling points, and clear concise benefit statements. Keep wording to a minimum as visitors will walk past your booth in seven seconds and in that time should know who you are, what you are selling and what the product can do for them. TRADE SHOW TIPS - EXHIBITOR INFORMATION MANUALS All professional trade show organizers supply exhibitors with an Information Manual, which contains all necessary information for successful exhibiting. This is the document that very few exhibitors read! Information Manuals should be read from cover-to-cover as they contain: Service order forms - which either have discounts for early submission or penalties for late orders. Note that some trade shows have compulsory contractors for supplying services. Advertising opportunities - in trade show catalogues or show dailies and supplements which would receive much wider circulation and attention, then individual advertisements. Free editorial in the trade show catalogue - is offered by many show organizers. Trade show catalogues are kept for a long time, after a show, as they serve as a valuable source of reference This can generate sales and leads for exhibitors long after the trade show has closed. Free signage - if included as part of your booth rental, the organizers need to know what company/brand or product name you require on the provided signage. Tickets, passes and badges - are normally linked to security procedures so you must be aware of the rules and how many you are entitled to. Check how many invitation tickets you will receive, to accompany your pre-show promotions. If more are required, then contact the organizers. Rules and regulations - absolutely vital to know and may include height restrictions, signage requirements, and other vital information. Trade show participation is a unique marketing opportunity that involves a great deal more than the physical trade show booth. Shipping information – the shipping details vary by show and are critically important for a smooth event. Depending on how early you send your booth and materials you may need to ship to a special designated “early shipment” address instead of the standard exhibition hall address. TRADE SHOW TIPS - BOOTH MANAGERS Successful exhibitors appoint a booth manager who has prior trade show experience, management support, and the necessary authority to work with all departments in your company regarding the show strategy, staffing, promotions, and procedures. Booth Managers should be involved in your trade show participation from the formulation of written objectives, right through to the processing of leads, after the show. TRADE SHOW TIPS - LEAD MANAGEMENT Your pre-show and on-show promotions and display are all aimed at generating the greatest number of quality leads but without a plan for managing, processing and converting those leads to orders, the benefits of the trade show would be wasted. Ideally, the manager’s responsibility should be extended to monitoring lead processing since casual handling of show leads is the most common reason for poor results from trade shows. TRADE SHOW TIPS - BOOTH STAFF Booth staff are a vital ingredient to a successful event. If you think of the venue as the theatre, the show as the play, the display as the performance space and scenery, then your booth staff are the actors - and we all know how bad actors can ruin a good play! Therefore, careful staff selection is vital for successful booths. The sheer volume of visitors at trade shows, makes staff rotation important. Booth staff should not work longer than 4 hours before having, at least a one hour break. Uniforms for booth staff are professional and identify them as company representatives who are willing to meet and assist show visitors. It is important for booth staff to share your commitment for maximum results. The best way is to create a contest or financial motivation scheme that rewards the number of leads gained or orders placed. A good incentive scheme can improve performance by 200 - 300% All information for booth staff, like hours to be worked, uniform to be worn, financial motivation, lead management procedures should be put in writing, to avoid any misunderstandings. TRADE SHOW TIPS - THE SHOW The decision to participate in a trade show should always be based on the numbers; what it's going to cost against the benefits you expect to receive. Once you have formulated your trade show budget, stick to it ruthlessly and do not be panicked into last-minute additions. Successful trade show participation takes time, so start early and return all forms to the organizers, by due date. Before the trade show opens, prepare your first direct-mail piece for new prospects, to be posted immediately after the show. The real work starts once the trade show has closed, as you start processing the leads gained. | |
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