Insights From Trade Show Customer Survers

Posted on June 13, 2013 by Ted Ridgway

We are in the middle of a survey of our customers. We love this – we usually think we know what’s going on, and then we learn a few things we don’t! It’s all really great information – and as an aside to all of our blog readers, try it sometimes. Ask your customers what they value, what they think, what they want. You’ll be fascinated if you haven’t been doing this.

For the most part, we’re getting the strong signal that companies are going to the same number of trade shows – or more – than they did last year. They are usually using their existing displays and getting the same sized trade show booths. About 1 in 4 are going to an extra show and 1 in 10 are going to 2 extra shows.

So from our perspective, that’s healthy. So what’s surprising? About 3% said they were not going to trade shows. Not at all. Not anymore. Now, we’re not out of the woods on the economy, so I would understand if they said it was for budget.

But no. They said they didn’t need to go. They knew all their customers. Or they didn’t think the trade show gave them any benefit. They were selling digital goods, so shows add no value. Or they hated to be there.

Which made me scratch my head. These were companies that would presumably have direct knowledge of the benefits. They just weren’t thinking about the benefits. Let’s debunk a few myths.

We sell digital goods – we can’t display them effectively. Wrong. Every company can exhibit effectively – digital or physical. Because every company can promote and message.

We know all of our customers. Great – maybe even true. You know your current customers – you don’t know your future customer. AKA prospects. And they don’t know you, more importantly. If you don’t go to the trade show, rest assured your competitors will get to know them.

We don’t like it. Yeah, I get it. You have to get up for the game. Engage, market, sell, disengage. It’s a complex choreography. It’s a lot of work. But it does work – and if it was easy, everyone would do it.

So, without seeming suggest financial recklessness, if you can exhibit at the trade show, you should. Study after study points out the benefits: decision-makers are present, prospects can qualify your company, you can qualify them and you can accelerate the discovery and sales process. With these benefits, it’s hard to argue against going if your company can afford it.

Impact Displays has trade show displays, graphics, accessories for companies in all price ranges. Contact through our web page or give us a call at 877-217-2681 and let’s get started on your trade show display.

How to Prospect for Success

Posted on June 5, 2013 by Ted Ridgway

All companies want to sell. Many are happy with their current level of sales – others want to grow sales. But whether you want to grow or stay where you are, you’re focused on a sales metric to drive your business.

Funny thing is, most sales are the result of a complex interaction between you and the prospect. If you talk to academics, they can break this down into a certain number of steps with specific criteria. But even non-academics will agree: most sales follow some pattern, dictated by their industry and customer base. Figuring out how to engage prospects effectively – no matter what kind of business you’re in – requires an understanding of your “typical” sales process. Some people cal this the sales funnel or the gateway – regardless, it describes the process of engaging with prospects and ultimately making a sale. Here are some steps to consider.

Solve a customer problem. Most businesses address a customer need if they stay in business for any length of time. But not all businesses identify what most customers want, which makes them less effective at getting new customers. Is it convenience? Value? Location? Trust? Selection? A specific set of features or specs? You have to figure this out so you can emphasize it – directly and indirectly – in your messaging.

Communicate the solution effectively – to the right prospects. Messaging is key when you are trying to educate new prospects. You have to make it clear why they should pay attention to your company (ie, what problem of theirs can you solve). And you have to make sure you’re communicating to the right customers. For example, if you business is locally based and succeeds because of this, broad advertising makes less sense. If the opposite is true – maybe your business lacks a physical presence – local advertising makes no sense. So make sure you have the message and the target audience figured out.

Segment prospects by stage and readiness. At any one time businesses have a mix of prospects. there are those that are just figuring out what they need, those that know what they need but are’t yet ready to buy and there are those that are ready to make a decision. Know and track where your prospects are in the funnel.

Tailor your approach based on stage of the prospect. You need to work with these prospects differently to keep them moving “down the funnel” so think about what they want. A raw prospect may need to be educated. A knowledgeable prospect may need to build a relationship with your company. A prospect that is ready to buy needs an offer and needs to be closed.

Keep an ongoing, active dialogue. The most important thing to do is to keep the communication flowing with your prospects. You may not win the deal today or this month. But you will eventually win their business if you are in dialogue with them and your company is messaging well and providing value.

Know when it’s time to offer, when it’s time to close, and when it’s time to move on. There are just 24 hours in a day (don’t we all wish we could buy extra), so you need to be smart about how you use your time. Don’t over-invest in a prospect that isn’t ready. You may kill it and you’ll be using your time poorly. Don’t worry – you’ll be able to tell when they’re ready. Offer and close when it’s time. And don’t be afraid to “dis-invest” in a prospect that is showing signs of never getting to “yes.” You shouldn’t cut them off – what’s the value? But if you thought they were buyers and they just might not be….move on.

Prospecting is key to your business’s future. And trade shows are a great prospecting ground – use them effectively for driving customer acquisition and growth. Impact Displays has trade show displays, graphics, accessories for companies in all price ranges. Contact through our web page or give us a call at 877-217-2681 and let’s get started on your trade show display.

How to Make Your Trade Show Graphics Last

Posted on June 3, 2013 by Ted Ridgway

Every company that goes to trade shows invests a lot of resources in them – money, time, effort, people. Much of this investment is on-going: you need to continuously invest in training, customer lists, prospecting tools, etc to maintain or grow your business. But, some of these investments – if treated well, can have a long term value even if you don’t make new investments every year.

Your trade show graphics are arguably the most important, impactful and effective part of your trade show tools. They convey your brand, your message and convey trust. A lot of companies treat them as an after thought, however. They come back from the trade show and don’t give their trade show graphics another thought until their next show.

Which is wrong – your graphics are the most fragile part of your trade show display. With poor treatment, you’ll be buying new graphics (or suffering with poor looking graphics) often. With some thought and care, they’ll lat a long time. Here are some pointers.

Unpack and stage your graphics as soon as you get your trade show display home. This is critical, since whatever happened at the show will live with your graphics until you open up the case back at home. Don’t just visually inspect your graphics – stage them on your display to make sure there are no hidden problems

Inspect and repair where you can. Go over your staged graphics carefully and spot problems. This is the time to make fixes (or, worst case, get replacements) while you have the luxury of time. Don’t put this off – everyone gets busy and you sure will before your next trade show.

Clean your graphics. This is critical. Graphics get dirty - they get spills and the simple act of packing and transporting gets them dirty. Wash your laminated inkjet graphics with warm water and a mild detergent. If you have fabric graphics, try spot cleaning any dirt before you launder or dry clean the fabric. But do your best to get dirt and stains out as soon as you get your graphics home – you’ll have better results

Store your graphics properly. Seems simple, but the wrong storage can be disastrous for graphics. Fabric graphics should be rolled. If you have to fold them, plan on bringing a hand/travel steamer to take the creases out at the next trade show. Laminated and direct print graphics should be rolled, preferably in a dedicated graphics case. All graphics should be stored in a cool place out of direct sunlight.

One thing to keep in mind – may companies leave their graphics on display in a lobby. It’s a great way to get extra use from your trade show display. But keep in mind that if you leave a graphic display in a place that gets sunlight (ie, a lobby near a window), your graphics will fade. You may not realize this wile it’s happening, but you’ll see it at the show.

Your graphics are a great investment – treat them right and they’ll last a long time and add value to your trade show experience. Impact Displays has trade show displays, graphics, accessories for companies in all price ranges. Contact through our web page or give us a call at 877-217-2681 and let’s get started on your trade show display.

Answers to Your Trade Show Questions

Posted on May 31, 2013 by Ted Ridgway

As we get ready to enter June (and the nearly halfway mark on the trade show calendar), we reached into the mailbag to answer a few questions that we felt would have broad appeal. These are issues that every company faces – whether your company is big or small, has a list of shows or just one, has an exhibit staff – or just you. We hope the insights our customers share are helpful.

1. How should I pick my first trade show – there are so many in my industry. Great question, particularly if you haven’t been to a trade show as an exhibitor. If your company sells to businesses (as opposed to consumers), you have to consider three factors: the audience size; the audience composition; and the exhibitor composition. This is an art, not a science, but you need to be at a trade show that’s large enough to matter. That will vary by industry, but a good threshold is 5,000 attendees. You also want attendees who make or influence purchasing decisions. You can get a breakdown of attendees from the show organizers – typically it will show % of various titles. Lastly, you want a show that offers your company an opportunity to be visible, keeping mind that its your first time exhibiting. We recommend shows with 500-1,000 exhibiting companies for smaller companies in business-to-business verticals. Those shows are large enough to have critical mass but not so large you will get lost.

If your company sells consumer products, the calculus is similar but the emphasis is on attendee numbers. You’re looking for exposure and buzz, so larger shows tend to be better. And consumer shows tend to be larger than business-to-business shows anyway.

2. I registered for the trade show. Who from my company should go? The answer to this depends how your company is structured and who’s available. If you have a small business – a sole proprietorship or you’re a husband-wife team, the answer is obvious. If your company has a staff of sales and marketing people, that’s a good group. But be forewarned: very few sales or marketing types are prepared for a trade show environment without some preparation and training. It’s not a typical environment, so do some prep work. If your company doesn’t have direct sales people (it sells in a channel or with partners), consider bringing someone from senior management and someone from a technical or operational role. That way you’ll be able to give the “big picture” and the detail about your company and the way you serve customer needs. It’s probably obvious – some of this depends on how much space you have. You can’t cram six people into a pop up display space. And you’ll need at least six for a 20×20 truss display.

3. How do I judge if the trade show was a success? The best way is to cultivate leads after the show and track the conversion of these. It takes some work but it’s really the only way to figure out if the trade show is doing what it should – building your business funnel. And don’t be too quick to call the lead “converted” or “unconverted” because you have to take the long vie on building the sales funnel. It’s a long term continuous process. But once you have a sense for the number of leads captured at the trade show and the conversion rate, you can determine value and cost of the lead – and calculate the trade show ROI.

Cost Effective Ways to Expand to a 10×20 Foot Trade Show Display

Posted on May 29, 2013 by Ted Ridgway

If your next trade show is a 10×20 foot trade show booth space and you don’t have a 10×20 trade show booth, you have some planning to do. Depending on what type of trade show display you currently use (for a 10×10 booth), you may be able to add to it. If you can’t – or if this is a good time to consider upgrading your display – there are very cost effective solutions. If your company is making this decision, read on.

A 10×20 foot booth space is very much like a 10×10 in that your main trade show display is a backwall, so you don’t have to worry about a lot of options on space, shape, etc. With this in mind, if you have a 10×10 display that you can add to, that will probably be your most cost effective option (since you have half of what you need). Many pop up displays allow you to attach a second pop up display, making a continuous 10×20 foot pop up. The shape can vary, and not all pop up displays accommodate connecting together, so check your pop up. If it does, you will want to consider whether you get one continuous graphic or whether you use two distinct panels that are separated by a fabric connector. That really depends on your messaging and how you plan to use the larger space.

Modular trade show displays and truss displays are designed to be expanded, so that’s a possibility if you already have a 10×10 modular or truss trade show display. The graphics considerations are usually not as complicated when expanding a modular or truss display because they don’t usually have the same type of continuous graphics as a pop up display. But you should give consideration to how you’ll use the extra space most effectively from a messaging perspective.

If you aren’t expanding an existing display to fit a 10×20 foot space, you have more options in the same category of trade show displays. Your budget option will be the pop up with graphics. It’s a great solution – very cost effective and easy to set up, take down store and ship. You’ll spend between $3,500 and $4,500 for a 10×20 pop up display with graphics. Truss and modular trade show displays will cost a bit more – think $5,000-$6,000 and they require more set up and break down time. But they are reconfigurable and will help you preserve your investment if you end up in a larger trade show booth some day. They’re all good choices – some more cost effective, others more flexible – for a 10×20 foot trade show display.

How to Use Fabric Trade Show Graphics

Posted on May 24, 2013 by Ted Ridgway

There’s been a revolution going on in trade show graphics for the last five years. No, not the revolution with guns – this is a technology revolution. Simply put, there are more options than ever for trade show graphics. You have standard inkjet, which is now less expensive. You have direct print graphics – un-laminated (UV or inkjet). But the graphics that are really shaking things up are fabric graphics.

If you haven’t seen them or used them, this idea takes some getting used to: tightly woven poly knit material that has a “dye sublimation” process to color the fabric. With very few exceptions, you can print anything on fabric that you can print on hard media – works, images, photos, etc. They look a little softer and they give much more depth – so if you had in mind just words, they may not be your best choice. But for rich colors, images, graphics and photos, they are awesome.

How do you use them? Pretty much just like your inkjet or direct print graphics. You may need accessories on your trade show display or you may need a different display solution, but may trade show displays can be retrofitted to work with fabric graphics.

Take a truss display – these are great to use fabric graphics on. You simply buy clips instead of using the magnetic strips or grommets you use for inkjet mural panels or vinyl graphics. The clips hold the fabric graphics tight – the set up is slick and sophisticated.

Or take a modular aluminum display. You would have to use velco or magnetic tape if you used inkjet mural panels. With a few accessories (a frame of channels to accept Silicon Edge Graphics), you can use fabric graphics on your modular system.

If you’re using a traditional pop up display, you will find that you can’t use fabric graphics with the pop up frame. But you can find several alternatives for using fabric graphics on a lightweight, portable frame. One is a fabric pop up, which works just like your current pop up display, but uses fabric graphics. It folds down easily and many companies leave the graphic on the frame for easy set up. You can also get a tension fabric display – similar to a fabric pop up but requires more assembly and dis-assembly. Both are good options if you want a fabric graphic but have a trade show portable budget.

A fabric graphic can be a real head turner – think about it if you’re looking for a new graphics idea. It’s one of the many new products in the graphics revolution.

Counters, Kiosks and Podiums for Small Trade Show Booths

Posted on May 22, 2013 by Ted Ridgway

One of the tricky aspects of smaller trade show booths – 10×10 or even 10×20 – is having enough space to make the booth space “open” but also useful enough to present or discuss with prospects. It’s tricky because if you leave the space empty, you don’t have a place to have a more detailed discussion. But if you put a table and chairs in a small booth, it can look and feel crowded, and turn prospects away. If you are planning to go to a trade show and need some space to demonstrate products, show presentations or just convene with customers, think about a portable counter or portable podium. These are easy, cost effective solutions that won’t crowd your trade show booth.

In a small booth, you have to plan carefully. If all of your customer interactions are casual, you may not need a place to meet. But if you do product demos, show slides, review data sheets, etc – in other words, if your company is like most – you need a convenient place to meet. A trade show counter or a portable podium offer a good option. Depending on the style, these trade show accessories cost a few hundred dollars, can support graphics and are small – usually 2-4 square feet. You can often put graphics graphics on the sides, or get a counter that has a fabric wrap as the exterior.

You have a couple of options. Lightweight counters and kiosks offer a temporary space to meet – they are good for holding lightweight materials, a laptop or tablet computer. In fact there are a few counters that have built in docks for tablet computers from Google, Samsung and Apple. These counters typically cost less than $500, they fold and pack in easy travel cases and can weigh as little as 25 pounds. And many of them have a graphic wrap – so you’re really getting a double benefit. What won’t they do well? They can’t hold a lot of weight – maybe 30 pounds. So you can’t lean on them heavily or use them to support a lot of weight. They have not secure storage, so you can’t lock up a computer bag or other material. They rarely have shelves, so storage is often in short supply. But as a cost effective meeting space, they’re great.

A second option is a portable podium. This trade show accessory will look and function much more like a stable piece of furniture. A podium will usually have solid sides that become the structure when assembled. They often have locked storage and shelving, and they can hold a fair amount of weight – 75-100 pounds, typically. They are more expensive than a basic portable counter, and will usually cost $600-$1,250. Because they’re more expensive and sturdier, you can often find a rental solution if you don’t want to buy one. You can guess their disadvantages – they’re heavier, more expensive and more cumbersome ship. They’re also more difficult to move around. Having said that, they are great if you need a stable, sturdy meeting and storage area in a small trade show display.

How to Evaluate a Delta Matrix Trade Show Display

Posted on May 21, 2013 by Ted Ridgway

If you are looking to step up to a new, bigger display – your company is going to a larger trade show booth or you just need something that’s a newer, more contemporary design, you should definitely consider the Delta Matrix wall system. This is a modular display system that is structural and substantial. We’ll review the considerations involved with a Laarhoven Delta Matrix system in this post so you can evaluate its suitability for your company.

For starters, you should ideally be in a 20×20 foot or larger trade show booth to think about a Delta Matrix system. You can use this trade show display in linear configurations like a 10×20, but there are more cost effective solutions for those situations. A Delta Matrix is used in an island or a perimeter configuration, when you are building a structure – a solid or semi-solid construct is where this system excels.

There are several primary advantages to the Delta Matrix. The first is that it’s an interlocking wall, so you get about as close to “true construction” grade enclosures as you can without physically nailing or screwing wood together. This is great if you are putting up meeting rooms, creating event stages, or you need a large, enclosed or semi-enclosed presentation space. The system has a frame and an “inside” and an “outside” skin that can be printed with anything or left solid colored. These solid panels give the display a lot more structure than a display with fabric panels as walls. Appearances aside, the system is sturdy, so you can build up higher than many systems allow, unsupported.

The second advantage is that the system is modular – you can change size, configuration, shape pretty easily. Granted, this is not as easy as a truss or aluminum modular system. The components require more consideration when you are swapping out – the wall sections are standard width and curves have standard radius, and you don’t have a lot of choices.

Of course, you’re buying a much more substantial display than anything but a pure custom display. So you can expect that you’ll have a bigger physical profile when packed, it will be heavier and take longer to set up and take down. And obviously it’s a more expensive trade show display right out of the chute versus most of modular systems. But if you’re looking for a game changer – you have the budget and want to step up the profile of your company at its next trade show, a Delta Matrix system is a great way to do that.

Five Reasons to Think of Truss Displays

Posted on May 20, 2013 by Ted Ridgway

So, let’s assume you’re a growing company or a medium sized business. You’ve been to trade shows. But you don’t feel the presence you’re projecting is equal to your company’s prospects. You want an upgrade. But you need flexibility. You usually exhibit in a 10×20 foot space – but sometimes you exhibit in a 10×10 or a 20×20. You could buy three displays. Which would be crazy. Or you could skip the 10×10 shows. Which is also a bad idea – some of the smaller shows can be great returns because costs can be low. If you’re in this predicament, read on – there’s an easy answer.

Companies that need to exhibit in trade show booths of more than one size – especially of one of those sizes is 20×20 (an island), need to get a modular display or a truss. We like truss trade show displays a lot because they have unique advantages. We like aluminum modular systems like our ProSeries displays too – but a truss display is special.

For starters, nothing else looks like a truss and uniqueness has a special value at trade shows. Attendees will stop, notice something different and be drawn in. So for sheer uniqueness and the value it creates, a truss display is special.

Second, truss is a great design – it’s bold, architectural and solid looking. It will make your company and its reputation also seem sturdy, solid and durable – who doesn’t wan that.

Third, truss displays can hold a lot of weight – they’re the load bearing champs on the show floor. Don’t go crazy trying to set records – they’re not structural, and they have limits. But their performance is unequalled by anything similar in the modular display world. So they’re great if you have extensive shelving needs, multiple monitors, clothing waterfall racks, etc. Short of hardwall (semi-permanent) displays, a truss will do this work better than any other type of display.

Fourth, a truss is flexible in size and shape. You can reconfigure, add to, make smaller, create new shapes – all with standard connectors and components. This is true with many “modular” display systems, but truss displays make it easy: a tool-less set up, wing nuts and carriage bolts.

Fifth, you have innumerable graphics options with truss displays – from fabric panels, to laminated inkjet to vinyl graphics. You can mix, max, swap and alter your display’s profile – so whether your company is in a 20×20, a 10×10 or something in between, a truss display can be a great choice.

Easy Ways to Improve Your Trade Show Display

Posted on May 19, 2013 by Ted Ridgway

If you’ve been to a few trade shows recently, you’ve probably noticed a lot of cool, new trade show displays. Everything from banner stands to pop up displays to modular displays have been upgraded, enhanced and improved. It’s really amazing. And it’s cool, if you have the budget for new trade show display.

If you don’t have a new display budget, don’t despair. Looking good doesn’t mean dropping a bundle or getting a new display. There are some very cost effective ways to improve your company’s look at its next trade show. If you’re in the category of “do more with less” then read on.

One of the easiest and most cost effective ways to dress up your trade show presence is with a few banner stands. Imagine you were going to re-do your pop up graphics, but budgets are too tight to justify that. For $400-$500, you can get two good quality retractable banner stands that will augment your 10×10 space. Think of them as accessories if you will – placed on the corners of your display they can doublle your messaging power.

If you want something a little different than a banner stand, consider a tower display or a podium with graphics. Each will add a touch of class and give your company more messaging and branding opportunities. Neither one of these trade show displays have a big foot print, so they won’t take up a lot of space. But they can powerfully add to your company’s presence.

If you have more budget, you can consider new trade show graphics. Let’s face it – it’s mostly about the graphics. Whether you have a tired pop up display desn’t matter if you have great pop up graphics. So save some money, and spend it on the graphics. It’s one of your best “bang for the buck” categories in trade show displays.

Lastly, if you can’t do any of these improvements, don’t worry. Just going to the show – spiffy display, grahics ot not – will dive more business. It helps to have a great presence. But what really hurts is not going at all. So make sure – no matter what condition your company’s gear is in – go to the show.