Not a bad way to kick off June! I sat down with Mel White of Classic Exhibits, along with a few dozen viewers, for a presentation on tradeshow tips for newbies and wannabes. He invited me as part of their ongoing “Fast and Furious” webinar series, and I was grateful to be asked and glad to join. We nicknamed the presentation ‘From Tradeshow Stupid to Tradeshow Smart in 50 Minutes,’ but whatever you want to call it, I jammed a lot of stuff into the presentation. Take a look – hope you get something out of it, and thanks to Classic Exhibits for inviting me!
Tradeshows are hectic and chaotic and it’s easy to forget things when you’re in the midst of the maelstrom. Here’s a quick video on ten things that might be easy to forget:
Ever have one of those moments when you wish you had a picture of something from the tradeshow appearance you did, oh, six months ago, but you can’t find it? Setting up your exhibit at a tradeshow is a fleeting moment, and the more photos you take and the more records you keep, the better off you’ll be as you prepare for next year’s show. Here’s a quick video on a handful of things you might consider tracking from show to show:
Once you return from a tradeshow, it’s easy to want to kick up your feet and relax. After all, you’ve been working hard for months to make the show the best it can be. But before you take a break, do these seven things:
We all get the same amount of time: 24 hours a day, 365 days a year. Everybody could use a little help in managing their time. There are some tried and true tips on time management, and in this short video, I share a few of them.
Another in a continuing series of short videos, under three minutes, that takes a look at an aspect of tradeshow marketing. This time, it’s a look at the variety of skills a good tradeshow marketing manager should have.
While many of us are working from home, trying to juggle work schedules with kid demands and more, we are looking forward to a time when things return to at least semi-normal. On this week’s TradeshowGuy Monday Morning Coffee, I chatted with Heather Haigler of Switch Four about their new tradeshow management software, WorkTrip – for the remainder of 2020 they are offering free access. Here’s the conversation we had about that and other things that were on our minds:
Links mentioned in the show:
This week’s ONE GOOD THING: free streaming for the next few weeks on EPIX, thanks to XFinity, where you can find all of the James Bond movies!
Face it, we’re all swimming in data. Every time we walk out the door, drive to the store, buy a cup of coffee, order something online or even just sit at home watching TV, that information is getting logged. If you have a doorbell camera, there’s a good chance that you also chose to connect with local law enforcement agencies, who now can use the images to theoretically catch the bad guys. Stories abound, good and bad, about how all of that data can be used.
So yes, the data at times can be overwhelming. But what about your tradeshow booth? Are there any ways to track data during a show that can be helpful?
Let’s say you set up a time lapse camera in your booth. Put it somewhere that allows you to track the number of visitors, that can show you how long people stayed, or what they interacted with in the booth. That would be one way. Certainly, it would take some time to go through the video after the show, but my guess is that you would get some good intel as a result.
Other data you could consider tracking isn’t so high tech: leads generated, sales made (and dollars brought in as a result of those sales), new customers. You might also look at web traffic you got during or right after the show. And be sure to look at social media impact: number of likes, retweets, engagements and so forth.
Back to tech, here’s a great article from the Event Manager Blog on ways to track visitors using smart mats, wi-fi monitors and heat maps, badge scanners, wearables, beacons and more. Loads of stuff to digest, and some of it may actually be useful in certain situations.
Gathering data to examine from a single show is certainly valuable. But it’s just one piece of the data-gathering path. When you gather the same type of data at show after show, year after year, you can see trends develop.
All of this information can help you make more informed decisions on how to approach and shape your marketing messaging by uncovering what makes things tick.
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.
One of the big challenges for exhibitors is keeping track of everything: records, travel, budgets, exhibit pieces and more. Now there’s a new tool that looks to address many if not all of those issues.
ExhibitDay launches this week with three models: lite, professional and premium. Lite is free; the others are available on a monthly fee basis depending on the optimum number of users you would want to have access to the tool.
According to the press release, “ExhibitDay has been in Beta since January, 2019. During the Beta period, ExhibitDay worked closely with nearly 1,000 Beta testers across a diverse group of event teams consisting of Trade Show Coordinators, Event Managers, and Exhibitors in order to develop and test its service.”
The release details the various tools:
- Tracking and management of information about trade shows and exhibits.
- Tracking event attendees and their travel reservations.
- Management of booth reservations, booth services, and shipments.
- Tracking of event sponsorships, costs, and expenses.
- Event team collaboration via tasks and to-do lists.
- Coordination of event team schedules before, during, and after each trade show.
- Synchronization of events, tasks, and schedules with third-party calendaring apps such as Google Calendar, Apple Calendar, and Outlook.
- Event-specific and annual budgeting, fund allocation, ROI measurement, and engagement analytics.
- Customizations to the fields and data points tracked for each event.
- Granular access-control and robust user management tools.
Take a look at ExhibitDay here. And if you choose to use it, use the discount code TRADESHOWGUY and save a few bucks!