Standing out from the rest of your fellow exhibitors is often a combination of what you do, what your visitors can do, and what your booth looks like:
A quick scan of my Linked-In feed seems to confirm it: shows are returning to a lot of areas in the country. This morning I saw the news that Nevada Governor Steve Sisolak said that Nevada would be “100% open” on June 1st. This is definitely good news for shows in Las Vegas. I also saw a story last week, speaking of Las Vegas, that Tesla’s Boring Company had completed the mile loop under the Las Vegas Convention Center. Not really related to Vegas opening up, but cool nonetheless.
The Las Vegas Convention Centered recently showed off their nearly $1B expansion with the debut of the new West Hall, touted as a 1.4 million-square-foot West Hall expansion.
Trade Show Executive published an article last month detailing the return of tradeshows to Orlando, Dallas, and Atlanta, which has also been shared extensively on Linked In.
So yes, no doubt shows are slowly coming back. And I think the key word is slowly. You might add “randomly” as well to that description since many states are still experiencing increasing COVID cases (hello, Michigan!), which means some areas will open sooner than others. And yes, politics plays a part. Pandemic fatigue also is a big part.
My big question, though, boils down to how exhibitors and attendees will balance their desire to get back to the show with their desire to believe they’re safe when they do. That may change in the next few months as more and more people are vaccinated and the country edges closer to herd immunity, but of course there are always flies in the ointment, like virus variants, refusal among many people to wear a mask in certain situations, and so on.
Bottom line: shows will return, but it’ll be months or at least another year before the whole country can say that we’re getting close to normal.
Sure, you can mess up in a lot of ways with your tradeshow marketing. There are so many moving parts to the process. But follow these seven ways and you’ll really come away with a bad experience.
What happens when you, as a company, take a stand on an issue important to you on the tradeshow floor?
As with pretty much everything, the answer is: it depends.
I don’t see it all the time, but there are a few examples where supporting a cause is a big part of a company’s tradeshow exhibit. A part of their public-facing stance.
The first one that came to mind was a recent update to an exhibit we did for Dave’s Killer Bread. Dave Dahl, the famous Dave of the namesake brand, had a, shall we say, interesting history. As a result, in 2019’s updating of the exhibit for Natural Products Expo West in Anaheim, DKB focused a large part of their messaging on an issue important to them: making sure felons have a second chance. Their main counter and backdrop behind it were graced with statistics and images offering their take on the issue.
Another recent project seen at Expo West was Kashi’s spare booth warning of the lack of organic farmland in the U.S. There was no product to taste or see, just a simple 20×20 exhibit that displayed their concerns.
Another client, Bob’s Red Mill, made a change to their overhead banner touting that the company was an employee-owned company.
Once you start looking, it’s not hard to see the causes that companies support in their tradeshow booths. World’s largest B Corp. Zero waste to landfill. 100% organic. Save the Bees. The free-from market. And on and on.
Sure, you could say that especially in the natural products world, showing off your bona fides is just good marketing. And that’s true. But many companies go beyond that and plainly support causes as part of their tradeshow exhibit that a few years ago would be rare.
It’ll be interesting to see how this continues to unfold, and if it’s as obvious in other industries.
Nothing like having everything in one spot, right? With these stands doing yeoman’s work in your booth space, you’ll find a little extra space for other things, like more visitors?
3-in-1 and 4-in-1 stands offer choices of tablet (iPad or Surface) holders, hand sanitizer, and literature holders in one compact, convenient stand. And of course, they can be fully branded, powder-coated, with anti-theft locks, and wire/cord management that gives it a clean look.
Take a gander:
Contact us for more information. Go to our full Exhibit Design Search at TradeshowBuy.com.
You can still benefit from tradeshows without having to invest in a big booth and booth space. Let’s take a look at a handful of ways you might do this:
A sit-down with Jamie Young of Uptown Screen Printing where we delve into ways to plan goal-setting for tradeshow marketing, and how to find a good promotional product that resonates. Hope you enjoy this week’s TradeshowGuy Monday Morning Coffee:
Find Jamie at Uptown Screen Printing.
Jamie got connected with me through Kathleen Gage. Here’s Kathleen’s appearance on this show.
This week’s ONE GOOD THING: Valentine’s Day is this Sunday!
It doesn’t take that much to exhibit at a tradeshow. Just rent a booth space, bring an exhibit, a handful of staffers and do your thing.
Uh, what’s your thing, though? That’s the big question. Are you there to increase brand awareness? Show that you have a bigger or cooler exhibit than your main competitor? Take a client out for dinner and drinks?
As George Harrison once sang, “if you don’t know where you’re going, any road will take you there.”
It’s better to have a plan. To know what you want. More leads? Sales? Giving away a specific number of samples? Getting more social media followers? Certainly, you want to pick goals that are important to growing your business. But one step beyond that is to not only pick good goals, but to make them concrete goals, such as:
- We want 150 good leads, 50 of which are new.
- We want 300 new Instagram followers.
- We want to hand out 1000 product samples.
- We want to do 100 in-person demos of our product or service.
- We want to meet with CEO’s of three major prospects.
Once you delineate those goals, create a plan to get there. Create the roadmap. If you want to meet with specific people, set appointments. If you want to line up new social media followers, make it easy. If you want new leads, have a method for uncovering the right prospects.
Tradeshow marketing can be expensive, but since you are at a place where thousands of prospects are all gathered in the same place, it’s also the ideal setting to generate leads at the lowest cost-per-lead you’ll ever manage.
Create a plan. Follow the plan.
We all love having great clients. But what does it take to BE a great client? here are a half dozen things to consider:
Everything you do, everything you say, how you say it, what you wear, what you drive…they all send signals to other people. A Rolex sends a different signal than a Swatch watch. A Tesla sends a different signal than a Ford 150 pickup. A pair of shorts sends a different signal than a tuxedo.
We all choose the signals we send out, whether consciously or unconsciously. What kind of car we buy, clothes we wear, people we hang out with, how we speak, what we read?
When someone visits your place of business, what signals do you send? How clean is the floor, what kind of bathrooms do you have (and how clean are they)?
Every interaction a prospect or client has with you or your company is an opportunity for them to form an impression.
It’s the same thing at tradeshows. Do you ever think about the signals you send with your tradeshow presence? No doubt a lot of thought goes into how you’ll present your image and brand down to the right colors, the type of packaging, the types of products you design, create and market.
But I wonder if that consideration goes all the way to the people in your booth. Do you decide if Jesse is a better choice than Aaron to represent the company in the booth? Do you choose branded clothing, such as t-shirts, for all of your booth staffers to wear from day to day? Do you train them on how talk to visitors, how to ask questions, how to stand, how to understand and control their body language?
What about the state of your booth and exhibit? Is the carpet clean? Is the garbage can overflowing? Does your exhibit have cracks and signs of wear and tear or is it in tip-top shape with new graphics and clean countertops?
Everything you do, wear, and speak sends a signal.
What signals are you sending to your visitors?