I thought it might be fun to see what people have gravitated to on this blog when it comes to the weekly vlog/podcast I do under the title TradeshowGuy Monday Morning Coffee. The podcast is more or less a diary of my business and more broadly, the event and tradeshow industry, and beyond that, the business world. Or at least what interests me on any given day.
I don’t always have interviews on the show, but they’re always fun. I love speaking with industry colleagues and getting to know them, even though most of them are only “Zoom” friends, and we aren’t sitting down across a table for coffee!
Still, they’re enlightening and fun. Here are the top five most-viewed based on analytics looking back twelve months.
Number Five (we’re counting down to Number One!): Dominic Rubino of BizStratPlan.com talked about an easy formula for difficult business conversations.
Number Four: Phil Gorski of Ava-Nee Productions and his company’s VR approach to tradeshow exhibits (and other fun things).
When Natural Products Expo West was cancelled on March 2, just a couple of days before the doors were to have opened to 80,000+ attendees and 3500+ exhibitors, there was a sense of “what did we miss by not being able to exhibit, by not being able to attend?”
And it happened for everyone. Here at TradeshowGuy Exhibits, we had several clients who had done modest upgrades to their exhibits. Upgrades that would have showed off new products, new brands, you name it.
But I thought they should see the light of day, so that followers could at least get an idea of what they missed. Plus, knowing that companies often change year over year, there’s a good chance that none of these exhibit revisions would be used in 2021. We worked with several other clients at the show, mainly to assist in installation and dismantle, so there was nothing new to show. I reached out to the clients involved, and many of them said, YES, please share those concepts; the artwork and revisions that we would have shown our visitors at Expo West. And one client declined to show off their new look, opting instead to save it for the future. Here’s a short video of those changes:
Every now and then a new exhibit modification comes along that sucks the air out of the room, so to speak. Gravitee, a tool-less exhibit designed and manufactured by Classic Exhibits, came along offering full-size fully-assembled panels that pull from the crate and lock together without tools. Clients love it. Show labor loves it, too, because it goes up quickly and easily.
Now we have Symphony, the first portable display to blend easy tool-less assembly with elegant design and clever accessories. Symphony can be dressed up with all kinds of add-ons and accessories, including counters, workstations, floating graphics, tablet, and monitor mounts. Additional options include wireless/wired charging pads, locking storage, brochure holders, and LED lighting.
Lots of 10x10s and 10x20s, great counters, and priced to sell and/or rent. Check out these great looks here and visit TradeshowBuy.com for the complete selection.
In three weeks, Natural Products Expo West will be launching
in Anaheim California. It’s a show that TradeshowGuy Exhibits is most involved
with of all the shows our clients go to each year. For the past couple of
months, we’ve been working with new and current clients to finalize artwork,
shipping and logistic schedules and more. It’s a crazy wonderful show. I’ve met
hundreds of people there over the years and gained clients with almost every
appearance. And of course, I’ve met people from companies that seemed to think
they’d become clients, but it never happened. Maybe next year!
The preparation for a big show for many clients goes well
beyond making sure the tradeshow exhibit is up to snuff and sporting new
graphics or furniture or counters or new AV elements or lights. It’s about making
sure they’re positioned right with new products and services. It’s about making
connections with old colleagues and meeting new ones. It’s about seeing what
your competitors are launching.
It’s also about all of the details and all the moving parts:
scheduling labor, electrical, shipping, flooring, furniture, you name it. There
are endless details when it comes to tradeshow marketing. Handling it each year
and making adjustments at the next show to improve is not uncommon.
We’ll report more from the show during and after, but if you want to see how last year went for us, well, it went pretty well. I don’t think we’ll be quite as busy this year as a few of those clients are not making changes to last year’s presentations. But yeah, we’ll be busy.
I look forward to walking the floor for a few days, seeing
what people are doing, talking with exhibitors, learning their challenges. I
look forward to being in warmer climes than Oregon during early March! I look
forward to connecting with an old friend in LA and catching up on a spare night
(there aren’t many).
But most of all, I look forward to seeing the clients we’ve
worked with, whether for decades, years, or even a few months. I look forward
to seeing how all of the hard work is received. It’s great to make clients look
good, not only to their immediate supervisors who may not have been intimately
involved in the new exhibit or upgrades, but also the clients who come away
impressed with the exhibit.
Many clients I work with struggle with many of the bits and
pieces of their tradeshow exhibit, including furniture Some clients prefer to
own a handful of stackable chairs that stay in their exhibit shipping crates
when not in use. Others like the idea of having a fresh new look and budget for
furniture rentals every show.
There’s no right or wrong answer. It’s just whatever works
best for you.
Certainly, there are pros and cons to renting an exhibit,
which is a bit part of any exhibit house’s overall business. Same with furniture.
Let’s look at some of the pros and cons.
Pros – Advantages of Renting:
Selection: Furniture rental companies are vying your business just like any other supplier. And to remain competitive, their selection has to be deep and wide. Which brings us to the next thing:
Shiny new: Renting furniture means you’ll get a piece that has only been used a few times, if at all. There’s a lot of turnover in the furniture rental industry and to stay on top, companies have to offer high quality. Which means that they are offering their best. If you get a piece of furniture that is scuffed or damaged, chances are you won’t use that company again.
Ease of use: This is one of the biggest drawing cards. Most furniture rental companies have warehouses near the major metro areas. When you rent chairs, tables, sofas, loveseats or whatever, it shows up at your booth space. At the end of the show, you just leave it there and the furniture company picks it up. And most bigger shows will have a local rep on site to deal with any issues that come up.
Damage: your furniture will get tossed, bounced, dropped and damaged eight ways from Sunday. It’s the nature of the tradeshow world. And after a while, it gets old and worn out.
Storage: when you rent furniture, you don’t have to pay to store it.
Shipping: when you rent furniture, you don’t pay to ship it. It just shows up. The price is all-inclusive.
Cons – Advantages of Owning:
Less Cost: not necessarily a negative, but weigh the cost of renting furniture a half dozen times over a year vs owning and storing a set of furniture, and undoubtedly the cost to rent that many times will be higher than purchasing something and using it six times.
Storage: If you have sufficient storage space and the chairs fit in your shipping crates, you don’t have to worry about them.
No Surprises: When you own furniture, you don’t worry about renting something turns out to be different than what you expected.
Less Hassle: Don’t have to deal with yet another vendor.
Is renting furniture the right thing for you? Talk to your exhibit house. No doubt they work with at least one good furniture rental vendor that can answer your questions.
Tradeshows and events have been running since 1851, the 1st one being “The Great Exhibition” in London. It’s safe to say the exhibition world has drastically grown since the 1800’s, as have the price tags that are part and parcel of today’s exhibition experience.
Organising an event takes time, patience
and some form of budget to support the design of an exhibition stand or display
accessory. Within the industry you’ll be faced with many questions regarding
the costs and the necessities.
To create an understanding of what you
need, along with the tradeshow essentials, take a look at a list of costs to
consider before booking your event: –
Booking your stand space
The Exhibition Stand
Stand accessories, such as
banners and displays counters
Promotional items – Leaflet,
pens and lanyards
Transportation for you and your
full stand design
Additional extras such as
seating, lighting and interactive monitors
With all costs considered, it can appear
daunting. Yes, it is an investment, but when tackled correctly a successful
event can help towards business growth and place you on the right path to build
new relationships and gain potential customers.
If you’re still searching for the reason to
attend your first event, we’ve listed 4 benefits that you’ll be able to take
away from the experience.
Attending a tradeshow puts you in the best
place possible to build new relationships. Your brand and stand will attract
potential customers, therefore leading to conversations with other industry
It doesn’t have to stop there. Use your
time wisely and explore the exhibition floor. Take it upon yourself to visit
other business spaces. Doing so, presents another opportunity to strike up
Outside of social media and online
platforms, exhibitions offer amazing brand exposure. Your selected displays
will home in on what your brand has to offer and your unique selling points.
All of which will be visible through custom artwork and promotional items.
The blank canvas that a stand or display
product provides is priceless. Use the space to promote, intrigue and capture
Learn and Expand on Industry Knowledge
Whether you have been in the industry 1 year or 50, there’s always something new to discover. Use the time to find out about new competitors, up and coming trends, innovative design and alternate display options.
Networking with other businesses allows you
to ask new questions and educate yourself. As a brand, to learn and to grow is
to develop new ideas and progress with new trends.
From the relationship building, brand
exposure and the want to expand your knowledge, you’ll be able to begin further
growth within the business. Be sure to take business cards and contact details,
so when the shows over, you’ll have the correct point of contact.
Use the new found information and contacts
you have gained to your advantage. Connect on LinkedIn, send follow up emails
and keep your brand relevant and current so your details are at the forefront
of their mind.
Extra Tips on How to Make Exhibiting
Do your research and ensure you
are attending the right show for YOU
Check your stand position and
Use social media and email
marketing to promote your attendance
On the day, take contact
details from those who you speak with and make contact the following week
Make your brand memorable by
choosing the right stand design and delivering a presence
Create a list of goals to
achieve on the day
Position the co-workers with
the greatest knowledge and understanding of the business on the stand space
Vicky Peat is a Marketing Executive for Go Displays based in Peterborough, UK. As a content marketing writer within the Exhibition and Tradeshow industry, Vicky enjoys sharing industry knowledge to encourage and educate new and experienced exhibitors.
When it comes to tradeshow marketing, anything goes. Right?
Well, maybe not everything, but certainly it’s a time to try things. Do things
Or. Maybe not. Tradeshows are fraught with risk. You’re
putting a lot of money on the line. Generally speaking, the cost of tradeshow marketing
is about a third of a company’s overall marketing budget. Which means that it’s
a lot of money in play, making it hard for a company to risk much.
In a sense, tradeshows can be an interesting mix of the
precise and the experimental.
The precision is important, to be sure. Your tradeshow staff
is your front line. The most important piece of the puzzle. They need to know
what they’re doing and why. If mistakes are made, or if your staff isn’t as
well-trained as they could be, your company might miss out on a good amount of
Your exhibit is important. It’s the 3D representation of
your brand, and if it’s not spot-on, it’ll send mixed messages to your audience.
Your products, demos and sampling have to be well-thought
out and well-executed. Make some mistakes in these areas, and again, you’re
leaving potential money on the table.
Precision is important in these areas.
But tradeshows are also ripe for experimentation. You have opportunities to do surveys, market research, unusual activities, oddball booth items and much more that will grab eyeballs and attention without impacting the precision needed in other areas. VR, smoothie bikes, live music, projection mapping, unusual use of video….the list is endless as to how creative you can get at tradeshows and still do all of the precise things that you need to do to engage with attendees, capture leads, have an exhibit that captures your brand precisely.
Tradeshows are a balancing act no matter what you’re trying to balance. Adding some experimentation along with the precision gives you flexibility, a little tension (which makes people stop and look), and keeps you, your visitors and your competitors on your toes.
It’s 2020. Seems like everyone wants something new. After all, this century is no longer a teenager! Hey, if the century were a human, it could almost drink!
So…what’s new in the tradeshow industry?
At TradeshowGuy Exhibits, we work with a handful of vendors: designers, manufacturers and other suppliers in the tradeshow industry.
Our main partner since we started this business has been Classic Exhibits. If not for them, we wouldn’t be in business. Classic Exhibits is a ‘white label’ manufacturer that designs and sells products through a network of distributors. They’ve gone from kind of a kit designer and manufacturer to doing a lot of custom work. It’s where the industry is going, and Classic Exhibits is among the companies leading the way.
And when they introduce something new, it’s good. More than good. It’s groundbreaking. In the last couple of years, they introduced Gravitee, a tool-less exhibit system that sets up easily, breaks down quickly and ships flat. It’s made a difference to clients of ours at Classic Exhibits. In fact, the first time we set up a Gravitee wall with an installation and dismantle crew, they were impressed with how easy and quickly it went up.
Our new Tool-less SuperNova Lightboxes achieves all of those goals. While there may be more “complicated” solutions, there are none stronger or easier. We estimate the new tool-less connectors reduce assembly by 70-80%. Plus, the splines and the corner connectors can stay on the extrusion reducing the possibility of lost parts. Even the translucent knobs are innovative since they eliminate shadows and reflections.
Can’t wait to see these in action.
We also work with Orbus, which provides numerous – maybe countless – options for popups, banner stands, table throws and more. They have high quality combined with budget pricing – a good combination.
And they’re kicking off 2020 by introducing a variety of new products, including digital banners, outdoor tents, shaped signs, smaller (and larger) HopUp fabric stands, and more. Many of these are lightweight, easy to set up by just a person or two, and priced right. See the selection of new designs and products here.
We’ve enjoyed working with other manufacturers and vendors through the years, but when it comes to something new, both Classic Exhibits and Orbus have taken the initiative to keep bringing the “NEW” to the New Year.
Back from Thanksgiving week, a nice few days away from work.
Sit down at the computer Monday morning.
Hundreds of emails piled up in my in-box. 785 to be precise. Lots of them with pitches on Black Friday and Cyber Monday. I mean, a ton of pitches.
Delete them all: delete, delete, delete. Don’t bother to
read them. They do nothing for me.
On a few, I decide to unsubscribe. But that takes longer.
And with most of the newsletters I unsubscribe from, I feel like they keep
sending me stuff. So what’s a guy to do?
It’s obvious that none of those emails stood out. They did nothing for me (I think I said that already). I’m not looking for any Black Friday or Cyber Monday deals, I have work to do. I’m not looking for Christmas presents for anyone, or to save money on things that I probably would not buy at any point. I’m busy and want to get these off of my to-do list as soon as possible, which means I’m scanning quickly and deleting almost everything once I determine it’s not a client, or a potential client.
I’m not their target market.
Email is one thing. Let’s move from email to other venues, such as retail, or online ads, or, hey, tradeshows!
When people walk by your retail store in a shopping mall, are you doing anything to stand out?
When you advertise online, what makes your ad stand out?
When people walk by your tradeshow booth, are you doing
anything to stand out in a crowd?
It’s easy to ignore and delete an email. It’s easy to walk by a retail store without stopping. It’s a piece of cake to ignore ads on your screen.
It’s pretty easy to walk by a tradeshow booth, too, unless something really outstanding is going on at the booth. Maybe it’s a unique booth. Maybe it’s a presentation that draws you in, entertains you and informs you of the company’s products and services. Maybe it’s a unique food sample. Could be anything.
Tradeshows have a distinct advantage over emails, and here’s
why: emails go out to people who have (supposedly) opted-in to a company’s
pitches. But over time, it’s not uncommon for that company – which is often
owned by another entity – to share that email address with another company, and
soon you’re getting pitches from (somewhat) related companies or products or
services. Has that happened to you? Happens all the time to me.
The difference that tradeshows have is that you have spent
handsomely to be at the show. But the show is targeted, the audience is
specialized. The people walking the show floor have also paid to be there, and
they are usually there for specific reasons, the main one being that they are
SHOPPING for something, and since you’re exhibiting there, chances are they’re
SHOPPING FOR SOMETHING YOU ARE SELLING.
Still, you have to stand out in a crowd. Tradeshows have a
lot of competition. Your biggest and best competitors are doing all they can to
make their best pitch to the same people you’re pitching. That’s the name of
Which means that whatever you do, it had better be good. It
had better be worth your time and money.
It had better be something that stands out in a crowd.