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

Event Marketing

As Technology Evolves, so do Tradeshows

I’ve been attending tradeshows for nearly twenty years. In looking back on photos from that era – the early ‘Naughts as the first ten years of this century are sometimes referred to – things look different. It’s often subtle, but what the photos from that era show is what’s NOT there. You have to look closely and compare the images from around 2003 – 2005 with images from today’s shows.

Lots of these types of exhibits in 2004 (Natural Products Expo West)

The big changes?

Video: Depending on the show, some are stark and blatantly obvious. For example, I saw so many large video walls at this year’s National Association of Broadcasters Show in Las Vegas I lost count. Big, small, portable banner-stand-like video walls, large walls used for training (Adobe and others), most of them extremely high quality.

Some smaller shows or different types of shows may not have the large video walls (or only a few), but my impression is that a majority of exhibits have large video monitors. These typically range from around 40” to as much as 70” and all show sharp images. It’s much easier to attach monitors on exhibit walls when the monitors are so slim compared to what was available a couple of decades ago.

Fabric Graphics: Printing on fabric has come so far, it’s hard to imagine what it was like at the turn of the century. Printers have gotten so much better and fabrics have also improved that in many cases what you’re seeing on the exhibit walls are fabric graphics printed with such depth and clarity it compares with top of the line paper printing.

LED lighting: Hand in hand with fabric graphics, the evolution of LED lighting has meant better lights for a fraction of the cost. Combine LED lights and an aluminum frame with fabric graphics and voila you have a fantastic-looking lightbox that shines!

Augmented Reality: I’ve only seen this a few times at tradeshows, but I think it’s going to spread. It’s showing up at museums and other permanent installations. Why not tradeshows?

3D Virtual tours: Again, not used so much these days, but check out the recent interview I did with Phil Gorski from Ova-Nee Productions and see what they’re doing in the tradeshow space. I can see this happening more and more to take the physical tradeshow to a larger audience in the digital world.

Virtual Reality: Not something that is taking over the tradeshow world, but it is definitely there and a smart exhibitor that chooses to use VR will plan to do it right. Here’s an interview I did with Foundry45‘s Dave Beck.

Interactive Touch Screens: Depending on the way you want your visitors to interact this can be a big benefit to help show off your company, products and people.

Charging Stations: At the turn of the century hardly anyone thought of the need to charge a portable device. Now it’s hard to find anyone who doesn’t have that need a time or two a day during a long tradeshow. Charging stations can be custom-designed and built to fit your brand and to fit seamlessly into your exhibit.

Apps: Of course, there were no apps 15 – 20 years ago. Today it is a rare tradeshow that doesn’t have its own app where you can find exhibitors, information and subscribe to updates about the show.

Big Video Walls in 2019 (NAB Show 2019)

Social Media: This also didn’t exist back then. Today it almost seems old school to be doing regular social media posting about your tradeshow appearance. I mean, even Grandma is on Instagram, right? But social media is still a good way to post photos, respond to comments and let your followers know what’s going on while your company is exhibiting.

Pocket

Is Your Tradeshow Marketing Funnel Leaky?

The marketing funnel. It’s something I learned about years ago, but it’s interesting to reexamine now and then. Recently I attended the NAB Show in Las Vegas as a blogger and was asked by a few dozen companies if they could scan my badge. Once they scanned, I was put in the top of their tradeshow marketing funnel, even though they did exactly zero qualifying. See where this is leading?

When it comes to tradeshow marketing, the funnel does indeed get interesting. As in any type of marketing, there are things you can control and things you cannot. Scanning the badge of every person that comes through your booth does indeed capture name and contact information and will likely mean they’ll soon be getting emails from your company.

Let’s look at the tradeshow marketing funnel starting at the very top.

The first step – the top of the funnel where its widest – is the number of people attending a particular tradeshow that you’re setting up an exhibit. For the sake of argument and easy math, let’s say it’s 100,000 people.

Do the Math

If you are one of 2000 exhibitors, that means you’re vying for the attention of those 100,000 people along with 1,999 other exhibitors.

If the show is three days, 10 am – 5 pm, that means the show floor is open for 21 hours. If each attendee walks the floor an average of four hours a day and manages to visit one booth every five minutes, that means they are visiting (again this is hypothetical and on average) 12 an hour, or 48 a day, or 144 over the course of the show. If every attendee visited each exhibitor at the same rate, you’d get about 13.9% of the 100,000 attendees to stop by your booth, or 13,900 people. That’s 660 per hour, or about 11 per minute. If a visitor stops by a booth every 2 ½ minutes, these numbers double. But since people are unpredictable, let’s stay with the five-minute visit on average.

Now – if those numbers are even close to real, what are you doing to get their attention?

Are you giving out samples to visitors, doing product demos, having one-on-one conversations? Or are you just randomly scanning badges of every visitor even though they haven’t expressed any interest in your products other than standing within scanning distance of the booth.

Every one of those interactions will mean that each person will go into the top of the funnel, although admittedly they can’t be treated equally because some will be more interested than others, some will be more prepared to buy than others, and some are just kicking tires.

But they’re all in the marketing funnel. At this point we can treat them equally.

For argument’s sake, let’s say that for every ten that visit your booth, one expresses interest, enough interest to let them capture their contact information.

That means some 66 people per hour have made at least an initial commitment to let you invite them to the next step of the funnel. They may have opted into an email list, agreed to have their badge scanned, or had a conversation with someone in the booth. Again, assuming the show is open for 21 hours, you have approximately 1386 at the second level of your funnel.

Move People Through the Funnel

What do you do to move them along?

Here’s where the marketing funnel gets more interesting. Do you simply email them? Or do you call them one-on-one to assess their real need (or lack) to find out if they are a “hot” lead, “warm” lead or just a “cool” lead that will be put on the back burner and perhaps inserted into a drip campaign? Do you send them a sample? A PDF report of some sort?

An ideal tradeshow marketing campaign will have a number of options available at the show, and each interaction should assess the visitor’s desires and situation.

And let’s add one more step to the math.

Let’s say the average profit of your product is $10,000.

By adding up all the costs of your tradeshow appearance, you’re spending $100,000 for this particulate show. That means you need to sell 10 customers to break even. If your average profit is $1,000, you’ll need 100 customers.

Anything more than those numbers, and the Return on Investment on your tradeshow marketing plan is out of the red and into the black.

But let’s take it one more step.

Improving Funnel Results

Let’s say that for every customer that purchases your premium product continues to purchase other products from you for an average of 7 years. The lifetime value of that customer acquisition just increased substantially, which means the money you spent at the tradeshow to come into contact with her means a lot more.

And if they’re a really happy customer, they may end up referring a handful of new clients to you. Which makes that initial cost look better and better with each passing year.

The more tradeshows you exhibit at, the more people you put your products and services in front of. If you’re doing things right, or at least learning from any mistakes you’ve made over the years and made adjustments, your tradeshow marketing funnel will become less leaky. You’ll retain more of the people that enter at the top.

We all have leaky marketing funnels. But by being aware of what works, what doesn’t and doing your best to maximize your returns, your results will keep improving. But it means paying close attention at every step. Keep asking your prospects what they need to learn, do they want to hear more, do they want a free sample or another product demo, or how they may want to interact with you and your company.


Pocket

Why Tradeshow Marketing Spreads Ideas

We all wish we had that idea that spread like wildfire. Hotmail, or Napster, for instance. But with so many millions of ideas floating to the surface of people’s minds on a daily basis, how do you get something to spread?

Tradeshows, surprisingly (or maybe not surprisingly), are naturally built to spread ideas. There are lots of mediums that can spread ideas: books, podcasts, radio shows, TV shows, online video, email, and so on. But tradeshow marketing has a few advantages (and a few disadvantages, which we’ll look at shortly).

The big advantage of using the medium of tradeshows to spread an idea, whether it’s a product or service that you’re marketing, is that you have a gathering of people that are specifically interested in your products. Or at least they’re specifically interested in the market in which your product sits. Another advantage is that the attendees usually have a lot of influence in the company they work for and the market that they work in. Which means if they see an idea they like a lot, one that resonates with them or helps them out, they’ll talk about it. They’ll spread the idea to others that can also spread it, or act on the product or service represented by the idea.

What about the disadvantages? Even though the attendees at the show have a lot of influence, it’s somewhat of a closed system. If you want the idea to spread outside of the market that the tradeshow addresses, you’ll need to go beyond. Having said that, perhaps that’s not even important.

Another disadvantage that tradeshow have as far as spreading ideas is that it’s largely a marketing effort, not an effort to spread an idea. But it can be done. I think back to 2009 when I attended Outdoor Retailer Summer Market in Salt Lake City. In promoting his new cameras, several times a day GoPro CEO Nick Woodman would stand on a table in the company booth, and shout and scream and give away t-shirts and other swag, and finally give away a few new cameras. His enthusiasm, hype and excitement simply could not be ignored if you were within hearing distance. To win, you had to sign up on one of their kiosks and opt in to an email list – and you had to be there to win when they gave away the goodies. They stilluse thesame approach (without Nick, though); I saw them do the same thing at NAB Show earlier this month.

GoPro’s Nick Woodman spreading an idea at Outdoor Retailer in 2009

At the time, the idea of a standalone “action camera” was new. By using tradeshows as a marketing platform, or marketing medium, GoPro was able to spread the idea of the standalone cameras right when the competition was the new smartphone, and older digital cameras. But the GoPro could be attached to your helmet, your torso or even to a skateboard or surfboard or whatever – and with the wide-angle lens, it captured exciting and dynamic footage. The idea was so new and unusual, it created a new genre of cameras, which have been replicated by other companies in an effort to compete.

If the product or service brings with it such a forceful idea, it can definitely spread like a virus. And tradeshows can be used effectively to help launch the idea into the wider world.

Pocket

Asking the Right Questions

On the tradeshow floor, everything is important, but one of the most important is asking the right questions of your visitors.

I’ve been at three tradeshows in the past 5 weeks: two large expos (Expo West and NAB Show) and a smaller regional foodservice show.

In every show, I’m curious to see what questions are thrown out by booth staffers.

Frankly, I’m not impressed.

Yes, some good queries are pitched. But most initial questions or statements aren’t of much use to the exhibiting company.

“How are you today?”

“Would you like a free pen?”

“Still raining outside?”

(Looking at my badge) “What’s a TradeshowGuy?” (at least it got my attention)

“Have you been to this show before?”

None of those have much zing. Or pertinence to the situation.

How do you come up with good questions?

Let’s harken back to previous posts on this blog. To pose a good question, first understand what it is you’re trying to find out.

You’re there to sell a product or service, or to connect with distributors who will sell your products or services. Which means you want to know if the visitor even uses the product. Thanks to an interview we did with Richard Erschik, we know that the first question is often:

Do you currently use our product or a similar product?

After that, you’re trying to determine if the visitor is interested in purchasing that product in the near future:

Are you considering making a purchase soon? When?

Next, you’d like to know if the person you’re speaking to has decision-making power:

Who makes the decision? You? Or is there someone else that is involved?

Asking the right questions at the tradeshow.

And of course, you want to know if they have the capability to spend the money you charge for your service:

Do you have the money you’d need to invest in this product or service?

Many shows really aren’t trying to make sales on the spot. For example, the bigger expos are more about branding, launching new products and making connections with current clients, partners or distributors. In this case, what’s important is to get visitors to either sample your products (such as food), know about the new products, or in the case of other products such as electronic gear, cameras, software and more like we saw at NAB Show, to make sure that visitors were able to learn as much as they needed.

The company is paying good money – usually a lot of money – to exhibit at the show, which means that every visitor is critical. Ask good questions. Stay off the phone. Don’t eat in the booth. And don’t ask about the weather!

Pocket

TradeshowGuy Monday Morning Coffee, April 15, 2019: NAB Show Recap

From extremely large video to big training sessions from Adobe and others, to keynotes and journalist panels, it was all there. And I soaked it up for a couple of days last week. Here’s my take on the first couple of days of the 2019 NAB Show:

This week’s ONE GOOD THING: Never a Dull Moment: the Year That Rock Exploded, by David Hepsworth.

Pocket

NAB Show 2019: A View from the Tradeshow Floor

Having never attended the National Association of Broadcasters Show in Las Vegas, I did not have a full grasp of the scope and size of the show. And once I was walking the floor earlier this week, it still took a few hours to fully comprehend how freaking big it is. There are nearly 2 million square feet of exhibiting space in 13 halls separable by movable walls.

Over 90,000 attendees showed up along with over 1600 exhibitors to see the latest in video and audio tech in all its glory: broadcast and cable TV, sports, podcasting, radio, lighting, cloud services and much more. It was all there. And it was overwhelming.

The biggest takeaways? As an old radio guy who started his career by playing single 45s on a turntable, I can safely say: we’ve come a long way (mentioning those 45s to the 20 and 30-something folks staffing the booths also was a good way to bring forth those puzzled looks along with a hesitant chuckle – yeah, I know I’m old).

Video is huge, as are the gigantic video walls, which seemed to adorn nearly one out of three booths. Quality is impressive. Cameras are going up in quality as the price creeps down. Seeing and playing with 8K cameras showed attendees what the working video world will be working with soon if they aren’t already.

Audio production, and in particular, the production of audio in conjunction with video, is a really big deal. Avid’s booth featured a large screen displaying how they mixed the music that was a part of the Oscar-winning Bohemian Rhapsody. Also there were the Oscar winners, who sat on a panel discussing the process.

Visitors also could partake in training on a large scale: Adobe, Avid, DaVinci Resolve and many others were doing full-on all-show-hours in-depth training on their latest products.

From an exhibit standpoint, I also saw something I’d never seen before: many video camera and monitor manufacturers built set and had them populated with stand-in actors. The idea was to give visitors a chance to put their hands on the various cameras and zoom and pan and see how everything worked under conditions that replicated what they’d find on an actual set.

I also saw at least three stationary cars equipped with cameras to film actors as they drove. One exhibitor went even further: behind the car there was a large video image of a road as if the car was moving. On the right and left were more screens with similar images. And for the coup de grace, a large video panel suspended over the entire car which simulated the movement of the sky, reflections of streetlights and more. An actor need only sit in the car and everything else is captured in one take, with little post-shoot work needed.

How to film a scene in a car to make it appear it’s really moving.

Lots of international exhibitors, including Europe and China, Korea and Canada among the more prominent. It seems pretty common that exhibits from China and Korea will set up exhibits with walls that enclose much of the space. I don’t see that as much from US exhibitors, so my hunch is it’s a bit of a cultural thing. I also don’t think humor passes easily from culture to culture. One exhibitor from China had a McLaren automobile on display (wasn’t really sure of the purpose, but it certainly looked sharp). As I was talking to one of the reps, I joked that maybe they should raffle off the car at the end of the show. All I got in return was confused look. Hey, I thought it was funny!

Exhibits were impressive from the big companies, and many of the smaller companies also had a good look. Although as in any show, you always see the smaller companies in the 10x10s around the edges of the main floor struggling to be seen or to even have something worth seeing. The most impressive things seen in the smaller booths were the company’s product lit up with LED, or something moving that catches the eye.

Esports had its own section, showing off gamers and gaming. We know that gaming has become a multi-billion dollar industry and if you search for esports competition, you’ll find a lot. There were panels and competitions taking place in the section, but frankly, since I’m not a gamer, it didn’t hold my interest that long. However, my 18-year old son probably could have spent all of the show in this area and it wouldn’t have been enough!

They’ve got their eyes on you!

The tech that supports radio, tv, cable and Internet was also displayed throughout the halls. Not being a tech guy, much of this was over my head, but impressive nonetheless: network, audio, video controllers; studio design and audio and video production boards, facility infrastructure, transmitters, processors, automation software, captioning AI, streaming, scheduling, logging, transcription…you name it, somebody was here promoting it.

I talked to well over a hundred people about the show, how it worked for them, how it helped create leads, sell their products. Most told me it was a great show for them. Several said this show in particular was the one show that gave them most of their good leads for the year for them to follow up on.

But not everyone agreed. One woman I spoke with said she’d been coming to the show for thirty years, and it’s not the show it used to be. One comment she made totally threw me. She said the “little Sony” booth wasn’t impressive at all. My jaw dropped because I’d been at the Sony booth (probably around 10,000 square feet) earlier in the show and determined it to be one of the top exhibits there, going so far as to walk through the booth for a minute or two shooting video to capture it all. But no, she said, “Sony used to take up a third of the hall!” She said that the networks (CNN, ABC, NBC, CBS) don’t send the people they used to, and the few they do send spend all their time behind closed doors in meetings, and don’t get out and mingle on the show floor like they used to. So her market wasn’t there to the extent they used to be. I found her perspective fascinating: no matter how much evidence you see to support one view, there’s always another view that’s just as valid.

I caught a couple of events on the main stage: opening day, NAB President/CEO Gordon Smith (and former Oregon senator) gave a keynote and ended by awarding MASH actor Alan Alda the NAB Distinguished Service Award. Alan sat for about 15 minutes after the award to chat about his career. I also caught the next morning’s panel, Tales from the White House Beat, featuring Smith chatting with ABC’s Cecilia Vega, NBC’s Hallie Jackson, CBS’s Steven Portnoy and PBS’s Yamiche Alcindor as they shared stories and insight into covering the Trump administration.

Cecilia Vega, Steven Portnoy, Hallie Jackson and Yamiche Alcindor with Gordon Smith

I was invited as a blogger which made me a member of the media, so I felt a bit of kinship with these professional journalists. I’ve been in radio news teams, hosted talk shows and been behind the microphone for decades, and it was great to hear the stories they told.

Lastly, a shout out to these folks: Josh at Time Lapse Cameras, Kent at Sharp Electronics and Suzy at FeiyuTech for their time and information. They reached out and invited me to check out their latest. Time Lapse Cameras has, as you might imagine, some great little affordable time lapse cameras which can be used to record any number of things from construction to exhibit setup and dismantle. Sharp showed off their new 8K cameras which are out later this year, and FeiyuTech demonstrated a new action camera, the Ricco, along with a handful of three-axis gimbals and other assorted goods for the video camera market. All good stuff and thanks for having me!

Pocket

Beyond The Tradeshow: 7 Cool Ideas For Post-Event Content

This is a guest post by Kayleigh Alexander from Micro Startups.

So you’ve had a successful tradeshow, meeting lots of new potential customers and contacts and generated awareness and sales for your product or service.

But the work doesn’t stop there. The post-event period is crucial for capitalizing on your tradeshow success and promoting your next event.

Read on for five cool ideas for great post-event content that will grow your business and ramp up attendance for your next tradeshow.

Collate attendee quotes for some quick content

One great idea for some stellar post-event content is a review piece by your attendees. During your tradeshow, you were probably laden down with business cards, coffee plans, LinkedIn requests, and Twitter follows.

Consequently, you’ve got a huge bank of people to source post-event reviews from. Reach out to your new contacts with a personalized message and ask them how they found your event, what they took away, what the most memorable point was, and so on.

Compile all these quotes into a single piece, crediting your attendee and linking out to their LinkedIn page or website. It’s quick content that serves as the perfect marketing piece for your next tradeshow.

Reach out to industry figures for their thoughts

As well as reaching out to your contacts and attendees, why not reach out to notable industry figures for a post-event review too? These influencers are respected in their field, and can provide insightful opinions on your tradeshow.

When you contact these influencers, bear in mind that they probably receive a lot of contact from their peers. Keep it professional and to-the-point.

If they’re happy to provide a quote, do the same as you did with your attendees and ask for their insights, favorite exhibit, and any actionable takeaways they can provide. Again, this makes for some valuable post-event content that’s easy to collate.

The key here is immediacy. Don’t wait a week after the event to make this content — the sooner after the event, the better.

Offer your own post-event takeaways

Beyond reaching out to your attendees and industry influencers for their thoughts, just as valuable are your own opinions. Break down your tradeshow and describe how the day went, who attended, and what attendees were able to take away.

A post-event review from your own perspective keeps your tradeshow in the mind of your attendees. Invite comments from those who attended your event and encourage them to respond with their own thanks and thoughts.

And as well as providing some useful post-event content, this also helps those who weren’t able to attend your tradeshow see what they missed.

Check out search trend data to create targeted content

After your tradeshow, the chances are that your attendees have a lot of questions. While many of them were asked during the event, plenty of attendees will turn to Google afterwards for more information.

This gives you the perfect opportunity to create content that addresses these questions, directing people to your blog after your tradeshow to drive up engagement. Use search data trends to spot what your attendees and customers are searching for online after your tradeshow.

For example, you might spot spikes in certain search terms related to a new product you demonstrated. Create content that goes into greater detail about this, and share it across your marketing channels. This addresses your attendees’ questions and keeps them engaged with your business.

Cascade tradeshow video across your marketing channels

Video is a powerful content format that’s popular with your audience and great for post-event marketing. It’s cheap to source and with the proliferation of free online video editors, it’s easy to create a slick video piece too.

Hopefully, you will have recorded plenty of video during your tradeshow. Interviews with attendees, product demos, meet and greets, talks and Q&As — these all make for strong post-event content that you can

If you used Instagram to promote your event on the day, it’s still possible to download it and reuse it across your website and email channels. Use the Repost For Instagram app to download the original clip from your social feed and cascade across the rest of your post-event marketing.

Invite interaction with a pop quiz

One piece of post-event content that is guaranteed to delight your audience is a quiz. Quizzes are fun, engaging, and great for creating discussion after an event.

Use a free quiz maker to create a quick test of your attendees’ knowledge. Write questions that reveal more about your business, product, or service. For example: “how many states did we expand into in 2018?” or “what was the number one reason why customers used this product last year?” — it’s up to you.

This doesn’t need to be particularly demanding — the emphasis here is on fun rather than competition. You could even turn this into a lead generation exercise, offering people the chance to win if they provide their email address when they complete the quiz.

The period immediately after your tradeshow is ripe for boosting your business and marketing your next event. Use the ideas above to create a great post-tradeshow content strategy that will keep you going for time to come.


MicroStartups helps aspiring entrepreneurs achieve their dreams, however big or small. We love sharing the microbusiness message around the world.

Pocket

Expo West ’19 Diary: First Full Exhibiting Day

I shouldn’t be surprised, but every year when the full exhibit floors are open, I am still a bit astonished at how many people are walking the floors. With over 80,000 attendees, Natural Products Expo West is a huge show. Not as big as the Consumer Electronics Show, but still mighty big.

So I spent the day walking, walking, walking and then walking some more. 19,221 steps according to my Fitbit! One major goal of the day was to make sure all of our clients were taken care of, so that meant making a stop at Target for requested supplies from a couple of them. Later in the day another client asked if I could track down a stapler, so after a few back-and-forth texts, another client was willing to lend their. I love when everybody helps out!

The second major goal was to drop by and say hello to exhibitors that I’ve met previously. As you may know, I’ve published two books on tradeshow marketing (here and here), and they are great calling introductory cards to start a brief conversation. Having been attending the show for almost two decades, lots of them recall me from previous years, so it’s good to reconnect, if only briefly. My main question to them is “how is the show going this year for you?” and 95% are very positive. One person said they weren’t coming back next year – they are just not getting the audience they want. The complaint is that the attendees in their booth were either other exhibitors or brokers and not retailers, which is what they want. I understand that not everyone has a great experience. I checked my list from last year and found that about a third of them are not here this year. From my perspective (anecdotal, not backed up by any data), there is a lot of turnover. But companies are still chomping at the bit to get into the show.

Since I’m Oregon-based, I lean towards finding Oregon or Northwest exhibitors. Many of them see me year after year, so even though we may never do business, it’s always good to make a brief reconnection. No selling, no pitching, not even a hint. Conversations usually revolve around (again) how the show is for them, and how their business is doing. So many businesses that I speak with are growing quickly, expanding product lines, and occasionally expanding their exhibit space. So I know that the industry as a whole is doing very well.

Trends:

Over the years it’s been interesting to see some of the things that pop out and get your attention. A couple of years ago I couldn’t turn more than 90 degrees without seeing another bone broth product! This year, I see a lot of CBD-related products. I also see a lot of oat milk and keto-related products as well.

I’ve probably made this observation before, but it’s hard to walk the show floor without eating a fair amount of food. Most exhibitors offer samples, and many are literally pushing them on you. A bite here and a bit there, and after a couple of hours, you’ve had the equivalent of a meal. And it’s all (well, almost all) really good!

Let’s close out today’s diary with a few photos of some of the exhibits at the show. Backlit fabric graphics are still popular, as are eye-catching one-of-a-kind items in booths. Exhibit designers never cease to impress me with ways to capture eyeballs, communication messages in a 3D format and attention to detail.

Pocket

TradeshowGuy Monday Morning Coffee, February 25, 2019: Ronnie Noize

There are a lot of basics to marketing, and we all often think we’re doing everything we should. Then we hear someone like Ronnie Noize spelling out some simple steps and we think “hmmm…might have missed something!”

Ronnie Noize of DIY Marketing Center in Vancouver, Washington, joins me for today’s TradeshowGuy Monday Morning Coffee, and shares not only her top five marketing tips, but her top five “prosperity” tips as well. Good stuff!

This week’s ONE GOOD THING is the documentary on Polish sculptor and artist Stanislav Szulkalski, called “Struggle: The Life and Lost Art of Szulkalski.”

Pocket

There’s Always Another Tradeshow

When it comes to tradeshow exhibiting, is it wrong thing to think, “Well, there’s always next time!”?

Maybe your most recent tradeshow didn’t go as well as it could have. You didn’t meet all the people you had hoped to and didn’t bring home as many leads as you were thinking you should have. Your staff’s interactions with visitors weren’t as good as they could have been.

In other words, you’re thinking that it may have been a waste of time.

If you think that, spend some time to identify WHY it might have been a waste of time.

Was it the wrong show? Maybe your expectations of the show itself were unrealistic. The show organizers might not have been as clear as you’d have liked on the state of the show. They could have assumed more people would show up, but the audience just wasn’t there.

Was it the wrong audience? Each show has a specific audience. If the audience isn’t a good fit for your products or services, it could be that you didn’t assess the show well enough.

Do you have a great exhibit that invites people in?

Was your booth staff lacking in training? A well-trained booth staff can lift you above mediocre or average expectations. After all, they’re the front line in your interactions with the attendees. If the staff hasn’t been properly trained on that interaction, your results will reflect that.

Were your products or services either “blah” or not properly represented in your market? Your competition may have similar products and services, but if you staff was not fully engaged and the presentation of your products was indistinct, or fuzzy, or unclear, you won’t catch attendees’ eyes. Was your exhibit not up to the task? An old or poorly designed exhibit might save you money to ship and set up, and put off another capital investment, but if it doesn’t look good, or have the functional elements that you need to properly execute your tradeshow, it’ll cost you money in the long run, not save you money.

On the other hand, if you’re saying “Well, there’s always another tradeshow” and you’re at least modestly pleased with the results, take a hard look at what worked and what didn’t. Maybe your booth staff was good but could be better. That’s a pretty easy fix.

Or maybe your exhibit is decent, and only needs a few minor upgrades to make it really good. Another easy fix.

Other things to look at: pre-show marketing, post-show follow-up, cutting costs for shipping or logistics, and so on. Individually, they may not have a big impact, but executing each element better than last time can have a cumulative impact that’s hard to ignore.

At the end of the show, when everybody has had a chance to review from their perspective what worked and what didn’t, and why, do a debrief. But don’t wait too long – do it the first or second day you’re back in the office. That will give a little time for reflection from all participants, but not so much time that they’ll forget important feedback.

Based on what comes out of that debrief, make decisions that will better prepare you for the next show. Because there’s always another tradeshow.


Pocket

© Copyright 2016 | Oregon Blue Rock, LLC
Tradeshow Guy Blog by Tim Patterson

Call 800-654-6946 for Prompt Service
Copyrighted.com Registered & Protected <br />
QA4E-AZFW-VWIR-5NYJ