Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.

Event Marketing

TradeshowGuy Monday Morning Coffee: November 13, 2017 [video replay/podcast]

One great thing about doing a weekly podcast with guests is that I meet a lot of people. This week it was a pleasure to meet and talk with Roger Courville, who helps learning leaders prepare to reach, teach and lead in the Connectorship Age.

It was a fun conversation about events and tradeshows, how to bring value to attendees and much more. Take a look:

Subscribe to the podcast on iTunes here.

This week’s ONE GOOD THING is the reggae-tinged band Noiseshaper. I’m not sure if the band still exists or is active, and the website looks to reflect that: the last update looks to be about 8 or 9 nears ago. But they left some great music behind.

3 Extraordinarily Useful Tradeshow Marketing Exhibitor Magazine Articles

Yes, it can be said without fear of being wrong that you will find useful tradeshow marketing articles in Exhibitor. That’s their thing. But in browsing their site this week, I found three which I believe go a little above and beyond because of what you can DO by reading them.

tradeshow marketing

Let’s take a look:

How to Measure the Value of Tradeshow Marketing. Complete with downloadable worksheets, this one takes you through the steps to figure out what’s really going on with your tradeshow marketing efforts and all of that money you commit to it each year.

Taking the Lead. Collecting leads that are worthy of a challenge in and of itself. When you have to convert those leads to sales, that’s when the rubber meets the road so to speak. This article walks you through the steps on grading leads, setting goals, figuring out what questions to ask visitors and more.

Four Factors that Affect Graphic Costs. It seems that graphic design and production is often the item that doesn’t get checked until it’s too late. And lateness (among other things) can affect your cost dramatically. Check out these factors to help keep your costs in line.

A lot of exhibitors wouldn’t do nearly as well as they do without Exhibitor Magazine – often called the bible of the industry. Always good stuff there.

5 Random Tradeshow Questions and Answers

Maybe these should be not-so-frequently-asked tradeshow questions. Or as we like to call them: NSFAQs. Because I don’t know if these questions ever get asked. But maybe they should.

  1. What do I do when the exhibit doesn’t show up? Hmm. It comes down to having a plan B. Or being able to think quickly on your feet. Being resourceful. Being like MacGuyver! It might mean printing up a quickie banner at a local print shop, getting a couple of rental chairs and table, setting up a laptop with a slide show. Anything to show your guests. Yes, of course you’ll do your best to track down the exhibit and it MAY get to you in time. But if not…

  2. Tradeshow Questions

    Why do exhibitors do dumb things? We’re only human. That’s why we left all but a half dozen business cards in the office. That’s why our eyes glaze over after a long day right when that big prospect comes up and asks a really good, engaging question. That’s why we can’t sleep in an uncomfortable hotel bed and we show up at the booth with eyelids and tail drooping. That’s why – when we do all of these things – we still suck it up, put on a smile and make the best of it.

  3. Why did the company decide to invest in a HUUGE island booth but only provide three staffers? Or the flip version: why did the company cut corners with a small inline booth but have 15 people scheduled? Could be bad planning. What do you think?
  4. When did your co-worker take that weird/ugly/goofy photo of you and decided to post on your company Twitter account with the show hashtag and now you’re getting lots of comments? When you weren’t looking. Are you going to get even?
  5. Why am I standing next to a handful of booth staffers who think they need to keep checking their phones 85 times a day, eat a sandwich in the booth, and ask questions of visitors such as: “Can I help you?” Here’s one with an easy answer: they’re newbies and nobody bothered to tell them that tradeshows are a unique environment. It’s a sales environment, but atypical. You need to discern if your visitors would use your product, if they’re in need of it now or the not-too-distant future, who is the decision maker and do they have the budget? Once you know that, you have a qualified prospect and you can set a follow-up that both sides agree on.

 

5 Things to Uncover About Your Tradeshow Competitors

Exhibiting at a tradeshow is a great way to show off your wares, but it’s also an excellent way to uncover things about your tradeshow competitors. Let’s take a look at a half-dozen things you can find out.

  1. Exhibit presence. Of course, the most obvious thing. You can tell at a glance what they want people to see and feel when they set up a booth. But look closer: is it bigger than last year? Is it newer? Have they made changes, or are they using the same old exhibit? Are they growing in their exhibit presence or are they downsizing?
  2. Products/Services: Naturally, this would be the second-most-obvious thing. Are they hawking something new, or does it all look like familiar products with nothing new?
  3. Attitude. Do the booth staffers smile and engage rapidly with passersby? Or do they sit in the back with their eyes on their phone or are they eating? Booth staffers often violate many rules of engagement at tradeshows without thinking, and it may mean that dozens of people keep walking instead of stopping to talk. Other companies exude a great spirit at all times – their staffers are wearing branded shirts, are doing activities designed to engage attendees and more. What’s the attitude of your competitors?
  4. Management. Does the company send managers to assist in the booth? Or are they offsite taking meetings. You may not find this out without an inquiry or two, but you should be able to find out how involved management is in the show.
  5. Job openings. Some companies will openly advertise job openings. Others will let you know if you make a discreet inquiry. Lots of openings usually mean the company is doing well. But it might also mean they have a lot of turnover.

No doubt you can uncover other things about your competitors if you keep your eyes and ears open. There’s probably a little gossip to be had if that’s your thing, along with changes in various departments that you might be interested in. Whatever the case, don’t let the opportunity to check out your tradeshow competitors pass you by!

 

5 Killer Quora Answers about Tradeshow Marketing

Have you checked out Quora? I think I heard about it a couple of years ago and may have even answered a question or two along the way. If you’re not sure what Quora , check out the Wikipedia description:

“Quora is a question-and-answer site where questions are asked, answered, edited and organized by its community of users. Its publisher, Quora, Inc., is based in Mountain View, California. The company was founded in June 2009, and the website was made available to the public on June 21, 2010. Users can collaborate by editing questions and suggesting edits to other users’ answers.”

And yes, there are questions and answers about almost anything. Including tradeshows. Let’s have a little fun and share some of the best Q’s and A’s about tradeshows and tradeshow marketing:

What should I know before attending my first tradeshow? An author in the industry, David Spark, jumps in with one of the deepest answers I’ve seen on Quora. It includes videos and deep explanations. Yeah, it’s kind of a self-serving pitch for his services and his book, but it hits the mark in all ways.

Here’s an odd question: If people do not want to be marketed to at a tradeshow, how do you un-market to the attendees? Well, shucks, if people don’t want to be marketed to they probably wouldn’t attend a tradeshow in the first place. But whatever. The person answering the question, Rita Carroll, has a short answer, but it distills the important points: have something for attendees to DO or SEE that’s engaging, for heaven’s sake.

Why do people go to tradeshows if there are solutions like Alibaba and etc.? Again, another pretty succinct answer, this one from Stephanie Selesnick. It’s all in the face-to-face.

What should startups consider when planning a tradeshow booth? Rosanie Bans jumps in with a good bullet-pointed outline, including doing your research, setting goals, specifying a budget and creating a game plan.

It’s a long question (and a two-parter), but a good thought-starter: for a young tech company is it better to start with a big tradeshow where whale clients will be found? Or build up slower through smaller shows? Rupert Baines, who tackles this one, recognizes that tradeshow marketing can be insanely expensive, and in some cases actually exhibiting at a show is not the right thing. At others, it might be!

Be sure to check out Quora and see what other questions have been answered.

And just for fun, I found this: What are the best active event professional forums and communities? For some reason, this blog – TradeshowGuy Blog – is listed here, right next to Seth Godin. I’ve never been in such company!Thanks to Josh Simi for the mention!

Pebble Beach concours d’elegance and Beyond

it’s not a tradeshow, but it’s an event of tremendous proportions. It’s historic week on the Monterey Peninsula, and I’ve been attending for over a quarter of a century. Since I first attended in 1989, it has grown to include multiple related events, including historic car auctions, vintage auto tours/rallies, historic auto races and more. It’s frankly hard to keep track of it all! It’s pulled off mostly by volunteers, and has so far managed to remain a mix of the one-percenters (who probably show most of the cars at Pebble) to the average historic/vintage auto buff. And very few celebrities – except for Jay Leno, who MC’s the raffles and a few other things to wrap up the Sunday show (get some new jokes, Jay!).

As I mentioned, I’ve had the good fortune to attend the show over 25 times, and get in a few golf swings at Pacific Grove Golf Course along the way. I thought it might be fun to share a few photos of the event. Check ’em out:

13 Tradeshow and Event-Related Twitter Accounts to Follow

Hey, doesn’t everybody use Twitter? Okay, not everybody, but certainly a lot of folks do. It’s the go-to immediate social media platform to post quick-hitting comments, links and videos. You can track chatter about topics galore, and if you’re trying to keep up with social media interaction relating to a specific tradeshow, just plug in the show hashtag and you’re seeing dozens and dozens of tweets, photos and videos.

Frankly, it’s tough to find a tradeshow-related Twitter account that doesn’t commit one of the sins of tweeting: too much self-promotion, nothing but retweeting, or just ignoring the ability to personally relate by tweeting our photos or individual comments.

Let’s get highly subjective and track down a baker’s dozen of tradeshow and event-related Twitter accounts that you might take a look at:


Julius Solaris, Editor of Event Manager Blog, Author.

 


Melissa P. Michel, tradeshow and event specialist, and in case you didn’t notice, a softball fanatic!

 


ExpoStars: Team training, booth staff, effective engagement.


Sarah Michel, The Wonder Woman of Networking, VP of Connexity, CSP at Velvet Chainsaw.

 


Kyle Hillman, CMM, Hillman Events, wearer of all hats

 


Liz King. NYC based Event Planning Superhero

 


BizBash: Ideas, News and Resources for Event Planners & Experiental Marketers

 


EventBrite: The world’s largest event technology platform.

 


Shawna McKinley, Event Sustainability

 


Sparks Marketing: Brand experience agency.

 


Corbin Ball, CSP CMP, Event and Tradeshow Technology Analyst

 


Rachel Wimberly, TSNN,  Editor-in-Chief of the Tradeshow News Network

 


Adrian Segar, Conferences that work, consultant for interactive, innovative, attendee-driven events.

 


MelmWhite, Classic Exhibits, VP of Business Development for exhibit manufacturer Classic Exhibits

 


Anders Boulanger, Tradeshow Crowds: Infotainer that draws crowds

 


There you have it. Take a closer look. And let me know about other Twitter tradeshow and event activists that I should know about!

Why It’s Easier to Succeed with Pre-Show Marketing Than You Might Think

pre-show marketing

When it comes to achieving tradeshow success, actual time spent at the tradeshow gets all the attention – so where does that leave pre-show marketing? Out in the cold, of course.

So bring pre-show marketing out of the cold and into the daylight.

The two questions to address are simple: what is my pre-show outreach, and who do I reach out to?

The ideal scenario of pre-show outreach is built on multiple touches: email, snail mail (postcards are good and cost-effective), and social media. Each of these could be broken down a bit more. Mailings could include more than just a postcard: if you have some high-value prospects in mind, send something a little more special and high-end that whets their appetite and gets them to your booth. Social media can include tweets and Facebook posts about your new products and services, or industry-famous guests at your booth. You can also create videos to promote your appearance at the show and share those as well.

So who gets the communication? The first channel to address would be your in-house list of clients, prospects and those that have inquired over the years. They know who you are and even if they’re not planning on going to the tradeshow, your invitation may help them change their mind. At the very least, they’ll know you’re exhibiting, which shows them you care enough about your company and brand to put it out there for all to see.

The second channel is to use a list provided by show organizers. But don’t just assume you can import the information into a spreadsheet and do a mail-merge and click send or print. No, you should go over the list to weed out competitors and non-prospects so they aren’t on the receiving end of your pitch.

It sounds easy – and in theory, it is. But pre-show marketing takes time and attention to detail. Create a plan that includes a timeline for each item, and then create the content and promotional material that will go out. Once execution of the plan is underway, track results as best as possible, and of course do your best to track the names and companies that actually responded and showed up to your exhibit.

TradeshowGuy Monday Morning Coffee: July 24, 2017 [video replay/podcast]

I sat down with Jay Tokosch of Core-Apps on this week’s TradeshowGuy Monday Morning Coffee. Jay’s been in the industry for about eight years, and is CEO of Core-Apps, which creates apps for show organizers, show management software, apps for exhibitors and more. Check out Core-Apps when you get a moment, and be sure to look at the ShowcaseXD app here. Fun and lively conversation – check it out:

ONE GOOD THING: I saw the movie Valerian and the City of a Thousand Planets over the weekend. Critics say it’s the standout movie of the summer, and I don’t disagree. It’s a gorgeous movie, a pretty good story led by a couple of unknowns, but supported by a notable cast including Clive Owens, Ethan Hawke, Rihanna and Herbie Hancock (!). Good stuff. See the trailer here.

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What Does a Tradeshow Manager Do?

It’s a good question: what does a tradeshow manager do? And frankly, you can come at this question from a few angles.

For instance, is the tradeshow manager (or coordinator, or project manager) employed by the company internally, to make sure the tradeshow appearance is as flawless and successful as possible? Does the tradeshow coordinator work for an exhibit house, tasked with making sure the new (or stored) exhibit is shipped to arrive on time, and get set up, dismantled and shipped back? Or does the company find a third party to coordinate the logistics from show to show on an as-needed basis?

TRADESHOW MANAGER

There are several things to determine, such as: what is the scope of work? What tasks are expected of the tradeshow coordinator? Is there a marketing department that makes decisions on which shows to attend? Who determines the budget and where does that money come from? And so on.

Wearing several hats is not uncommon for someone with the larger and somewhat vague title of tradeshow coordinator. Mainly, she is responsible for:

  • Determining what shows to go to (usually in coordination with a larger team that vets the various options)
  • Scheduling or securing the booth space and coordinating logistics such as electricity, internet, cleaning, badge scanner and more
  • Work with vendors such as exhibit houses or printers for any updates to the exhibit
  • Scheduling exhibit shipping, I&D (installation and dismantle), return shipping, storage
  • Booth staffer hiring, training, scheduling and coordination of any special clothing such as branded t-shirts; develop and/or coordinate any pre-conference training for staffers
  • Coordinate with sales and marketing for any special product demos, etc.
  • Hire in-booth presenters if needed
  • Track expenses as required
  • Coordinate lead generation activities, system and delivery of leads to sales post-show
  • Pre-show marketing: mailers, emails, any specific phone invitations
  • Post-show follow-up communication
  • Record keeping: maintain show schedules, project checklists, exhibit management, photos from each show, logistic and travel expenses show to show and year over year

Each individual position may include more or less from this list, but these are the main tasks on a tradeshow manager’s job description list.

And, just for fun, I looked at tradeshow manager job listings across the USA recently. There are a ton of openings. Just sayin.’

 

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