Another list! Would any of these interactive things help to draw a crowd to your tradeshow booth?
Create a small box with a lock. Have a bin full of keys – only one of the keys opens the box. Each person that comes by your booth can try a key or two. Once the key has been tried, it goes into the discard bin. As the keys (say, a couple of hundred) slowly go down to just a few, more and more people will keep trying to get the thing to open. Once the prize box has been opened the winner gets a prize, and another prize is inserted in the box and you start all over again.
Create a large-than-life size front page newspaper mockup. Out of some solid substrate, like sintra. Have a hole cut in it so that people can stand behind it and get their picture taken for posting on social media. Invite people to sign up for a newsletter or something else for a chance to win some cool stuff, or just give them some swag if they post the photo on their social media accounts.
Make a big Jenga set, only have each block relate to a specific question or topic that relates to your product or industry. Once someone pulls a block, you can talk about the topic, answer the question, and find out of the visitor has any questions about the topic.
Bean bag games such as bean bag toss, or bean bag Tic-Tac-Toe.
Give away LED flashing pins with your logo. Tell the visitor that a ‘secret shopper’ is going to be walking around the tradeshow floor giving away swag to people wearing the flashy things.
Use tradeshow special printed flooring that gives visitors opportunities to photograph themselves standing there. How about a spot with footprints and some clever graphic and text including a hashtag phrase?
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.
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?
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?
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?
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.
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!
Sure, millions of people head off to tradeshows worldwide every year, but are they really tradeshow prep experts? Are they ready, I mean really ready for the tradeshow? Let’s take a look at what the average tradeshow manager should be doing to show they’re truly a tradeshow prep expert.
You plan a whole year in advance. Yes, the show is over, but did you already book next year’s space and check to see if you could upgrade to a better space?
You reach out to your exhibit house at least 3 – 4 months ahead of the show if you have minor graphic upgrades on your schedule. Reach out 6 months in advance if you’re planning to create a new exhibit or are anticipating major upgrades to your current booth. Sure, the exhibit house can turn around graphic upgrades in just a short time, but the further in advance you are of the delivery date, the better for all parties concerned.
You know what messaging you’re going to send to your potential booth visitors at least a few months prior to the show. Some folks will get emails, some may get a nice snail mail package, others will get a personal phone call. This means prioritizing your prospects and doing your best to set appointments with the hot prospects and getting warm and cool leads to at least come by the booth for a chat.
You’ve downloaded or otherwise saved the show manual or information at least a couple of months prior to the show, and know what it takes to coordinate shipping, I&D and other logistics.
You have your housing booked the day it opens or shortly thereafter. Depending on the show, the housing can go quickly.
You book your flights and rental car about 6 weeks out. I’m told that this is the optimum time for best pricing for book flights. If you book a car, this is also a good time to do that.
You’ve coordinated with other parts of the company to make sure you have products and/or services ready for launch prior to the show.
You have shift schedules prepped and distributed at least a week ahead of time.
If your booth staff is wearing special colored and branded clothing, it’s been ordered at least a couple of months prior to the show.
You know exactly what you’re going to wear at least a week before the show – and it’s packed a day or two ahead of time.
You especially know what shoes you’re going to wear!
Okay, you may have more – but if you’re doing all of this and more, you’re definitely a tradeshow prep expert!
As a company owner, salesman and project manager for TradeshowGuy Exhibits, I get tradeshow marketing questions. Hoobooy, I get a lot of questions. I thought it might be fun to answer a handful of the most common questions I get.
Our shipping costs are sky-high. How can we bring these costs down?Many questions are about costs, so it’s a good place to start. Certainly, if something is heavy it’s going to cost a lot to ship. Wood panels are heavy, and many older exhibits have a lot of wood pieces. It also adds up in drayage costs at the show. Some clients like the image that wood gives them, so they bite the bullet and build the cost of shipping into their exhibiting program. Others that want to bring the shipping costs down look at lighter materials, such as silicon-edge fabric graphic panels (SEG) that give a great look but don’t have the weight and heft of wooden or other types of panels.
How can we increase our ROI?It seems that tradeshow marketing is hit and miss. Yes, investing in tradeshow marketing can be expensive, but done right, it can be a boon and open doors to markets that you wouldn’t be able to otherwise reach. Sometimes it comes down to exhibiting at the right shows. It often means putting more time, energy and resources into pre-show marketing, booth staff training and a booth that accurately represents your brand (among others). There are a lot of moving parts and if you let a few of those parts go unattended to, it can contribute to your failure. I spoke with a former exhibitor recently who said the last time they exhibited was years ago and it was a bust. When we spent a few minute dissecting it, we come to the conclusion that as a small local business, one of their biggest challenges was finding a local show that could provide a large enough audience of potential customers. Without deeper digging, it was impossible to know in that brief call, but we both felt that we identified one of their most important challenges: getting in from of the right audience.
How do we work with a designer? We’ve never done that before. Often I end up working with exhibitors who are in a sense moving out of their comfort zone. Before now, they have purchased exhibits from a source that just shows them a catalog of pre-made items. Nothing wrong with that, there are hundreds and hundreds of modular exhibits and accessories that are more or less ‘off-the-shelf’ that will do a great job for you. But exhibitors will often reach the point where they have the budget and desire to move into something custom. Working with a designer is straightforward – but you have to choose a designer that knows how to design in 3D. Graphic designers typically won’t have the skill to do so. However, trained 3D exhibit designers know how to design exhibits that take into account all of your functional needs: storage space, display space, foot traffic flow, graphic layout and so much more. A typically-trained graphic designer won’t have the skill that a 3D designer does. As for working with a designer, it’s typical to have a long conversation, either in person, or on a conference call, with the company stakeholders so that all needs are discussed. At that point the designer will create a mockup or two for review and once comments are in, changes are made until the final design is agreed upon.
I need a new exhibit. Should I prepare and issue an RFP (Request for Proposal)? It depends. There’s no definitive answer on this one. An RFP does a couple of things: it helps clarify your exhibit needs by forcing you to articulate all of your needs, budget, timeline and so on. Putting it all in black and white is a great exercise whether you’re putting out an RFP or not. If you don’t have an exhibit house in mind, issuing an RFP allows you to vet a handful (probably 4 – 6) companies, and make them jump through some hoops to make their case, and perhaps even do mock designs for you. On the other hand, if you have been working with an exhibit house that has done you well – has created great exhibits for you in the past, has been an effective partner for years – then no doubt you’re in good shape staying with them.
How much does it cost?It’s a question people don’t really like to ask, but usually end up blurting it out. Some items come with a set price, like the off-the-shelf catalog items, but if they’re shopping for a custom exhibit, there is no obvious answer. In my younger salesperson days, I’d answer the question with “well, what’s your budget?” but that’s not really a good answer. The better response I believe, is to ask them how they come up with a budget from their end. What is their process for determining how much they are willing to invest? There are industry standards – which are pretty accurate, and a good starting place – but the client has to work through a number of internal issues unique to come up with a realistic budget for their project. A final thought on this: if their internal discussion gives them a number that isn’t realistic for their expectations, a reputable exhibit house will tell them so.
How quick can you get it done? Or: how long will this take? This question often comes from an exhibitor who hasn’t paid close enough attention to the calendar and are now scrambling to get something in place. A recent exhibitor asked me – months (almost a year) ahead of their need and asked “how long does the process usually take?” The question was about designing and fabricating an island booth from scratch. I silently gave him kudos for asking the question up front (and not waiting until a month or two before the show), then told him my answer: for an island exhibit, we’d love to have 3-4 months at minimum. Six months is better. But we’ve turned around island exhibits in 5 or 6 weeks IF the client has a really strong idea of what they want and all that’s need for design is for the designer to create the rendering and confirm that the look and feel and dimensions are accurate – and then we’re off to the races.
Certainly there are other questions I hear, but in reflecting the past year or two, these seem to be what come up the most-asked tradeshow marketing questions. What questions do YOU have about exhibit creation or tradeshow marketing?
In spite of a few minor technical glitches, Gwen Hill of Exhibit Force and I had a fun conversation that touched on a lot of problems that exhibitors and exhibit managers face: namely, dealing with the heavy-duty record-keeping, communication and collaboration requirements of an exhibit program. It’s a great look at the various ways that Exhibit Force is positioned to help thousands of exhibitors in their management programs.
ONE GOOD THING: Air conditioning! It’s summer. It’s hot.
For years, here at TradeshowGuy Exhibits, we’ve teamed up with great partners for various tradeshow display products: exhibit designers and producers, display products manufacturers, I&D labor teams and more. For example, our Exhibit Design Search website provided by Classic Exhibits is the standard-bearer of the branded exhibit search tool. We also work with the good folks at Orbus, a company that provides a wider range selection of exhibit graphics and accessories that tend to fall into a lower price category. They have an unbranded site of exhibits and accessories here.
Now we have another partner to show off. Creative Banner offers hundreds of products through our branded website here.
You’ll find banner stands and displays, accessories, banners and flags for indoors and outdoors, floor displays, retractable banners, signage, table covers, table top displays, event tents and total show packages. After working with them quietly for a couple of years and being impressed with their product quality and quick turnaround time, as well as flexibility on customizing some items, we decided it was time to have them fire up a branded site for us. So click on through to the other side: TradeshowGuy Exhibits – Tradeshow City USA and take a look! Let us know what you think!
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.
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?
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.’
When I was a kid, my basketball coach used to tell me to follow through on shooting free throws and making basic passes. When I started playing golf, the instructor told me to be sure to follow through on my swing.
Frankly, I wasn’t impressed. My instinct was to believe that the initial movement, not the follow through, was important. Hell, the follow through had nothing to do with the original shot or pass or golf swing, so what was the point?
But have you tried to swing a golf club without doing a proper follow through? It’s like you’re doing half a swing. How do you pull up short? Even if the club swing has nothing to do with the trajectory or distance of the ball, for some reason, it does play an important part.
Same thing with your tradeshow marketing. If you don’t have a good follow through, you’re only doing half the show. And in your tradeshow efforts, it makes a bigger difference than your free throw or golf swing, because without a good follow through or follow up, you’re leaving money on the table. A LOT of money. In fact, it could be said that without a good follow up on your tradeshow marketing after the show, you might as well not go.
When I first got into the business of tradeshow marketing, the one statistic that stood out like a sore thumb was that almost 8 out of 10 tradeshow leads are NOT followed up on. That’s still pretty true. Yup, somewhere between 70 to 80% of tradeshow leads don’t get followed up on for any number of the following reasons:
Not properly scored (cool, warm, hot), so the sales person making the call has no idea where the prospect is in the sales process.
Incomplete contact information.
Incomplete follow up info: what does the prospect want from the call and when does she expect the follow up?
Lost between the show and the office.
Sales people don’t understand the importance or urgency of the lead, so it sits on their desk for way too long until it doesn’t matter anymore.
Any of these means that money is left on the table. Follow up is simple.
“Self-education is, I firmly believe, the only kind of education there is.”
― Isaac Asimov
There are countless books written about how you can do something better, whether it is tradeshow marketing or underwater basket weaving. But the real secret to improvement is to approach the task with the intent of seeing what works and what doesn’t and use that information to increase your outcome the next time.
Which means that no matter what book you read, you are responsible for the success or failure of that venture. Or, as Peter Shankman recently said, “Lose is not an option. Your options are to win or learn.”
Frankly, even the most seasoned tradeshow marketers run up against forces that give them less than stellar results, leaving them to question their approach.
But if you’re a rookie tradeshow marketer, the learning curve can be steep with many bumps and potholes along the way. Don’t let that dissuade you. Yes, you’re under pressure from the boss to bring home more leads than last time, and to have your sales team close more sales from those leads.
What if the lead count is not what you want? What if the sales results are not optimal? Your choices are to keep moving forward and ignoring the reasons why you had those results, or dig into the various moving parts to learn what happened. Was your booth visitor count down? Did your booth staff perform poorly because they were not as well-trained as they should have been? Did your competition have a better product or service?
All of these and more can affect your results, and the more you understand about why you got the results you did, the better you can respond and improve.