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

Tradeshow Exhibit

Why Tradeshows Work – and Why They Don’t

When you think about it, there are several reasons why tradeshows work to reach new markets. And many reasons as to why they wouldn’t work for you.

Let’s start with why tradeshows work.

Tradeshows are organized for one very good reason: to bring buyers and sellers together under one roof for a short amount of time. It’s an extremely effective way to help both parties make connections. By setting up an exhibit at the right show – one that has hundreds or thousands of people or companies that are in the market for your product or service – you can save a ton of money when compared with trying to have face-to-face meetings with those same people at their company locations. Imagine meeting 100 people at a show over the course of three days. Then imagine the cost of traveling to 100 locations spread throughout the country (or state or world) and having the same meetings. Granted, a meeting in someone’s office is typically more relaxed than a meeting on the tradeshow floor. But other than the time and relaxation factors, it’s pretty much the same meeting! You’re determining if the prospect uses your product, is capable of making a purchase (they have the $$), and if they have the ability to make that decision for the company. It’s the same on the tradeshow floor.

Why tradeshows work

Given all of that, tradeshows are the perfect structure for spreading the word about your product among a very large crowd that – again, if it’s the right show – are your target market. Naturally, you’re competing against companies that may be trying to sell virtually the same product or service to the same target market. That’s where the fun starts: how do you differentiate from them, how do you approach the prospect, how do you understand their needs, how do you make them look (and feel) good?

On the flip side, given the high cost and a multitude of variables that go into planning and executing a tradeshow appearance, a lot of exhibitors have come to the conclusion that tradeshow marketing doesn’t work. For them.

You could point to a number of reasons why it doesn’t work for them. They’re at the wrong show. With the wrong exhibit. In the wrong space. With a booth staff that isn’t properly trained. Going against competitors that are way ahead of them in experience, savvy, planning, and attitude. In fact, attitude, I would argue, is one of the keys to winning vs. losing at a tradeshow. But let’s take it a step further: let’s not even use the words “winning vs. losing” because that frames it as a competition. Yes, it is, in a sense. But if you consider all tradeshows as more than that – as a learning experience – take that experience and apply it to the next round. What worked? What didn’t? Why did something work, and why did something else not work? If that’s hard to figure out, it might mean you’re too close to it. Ask someone on the outside to take a look and give an objective perspective. Buy a book or two and learn how it’s done from people that have been there before.

Don’t give up. Keep plugging away. Keep trying. It can – and will – work for you, eventually.


7 Questions You’ll Never Ask Your Exhibit House

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Planning Your Tradeshow Booth: The Ultimate Checklist

This is a guest post by Marla Bracco.

Preparing for a tradeshow takes time and effort, which you may already know if you’ve participated in a tradeshow in the past. That being said, it helps to have a checklist on hand to make sure you get everything just right before the big day.

Below we’ve outlined the ultimate tradeshow booth checklist for you to use before your next show to boost your efficiency and marketing ROI.

Tradeshow exhibition space

Research the exhibitor space and show beforehand.

Do you know where your booth is located at the event? If you have the opportunity to pick your spot, think about selecting an area near the entrance where you can meet and greet people as soon as they walk in. Once you have your booth location nailed down, don’t forget to promote it. Advertising your presence at the event can drive more foot traffic.

Plan out your booth ahead of time.

You and your team should have a good idea of what type of graphics you will be using and how the space will be set up before the event. Will you have a custom exhibit or table top with a table cover? Will you have a booth backdrop? What about signage? These are all factors you’ll want to consider beforehand.

In addition, don’t forget about your marketing collateral. Your marketing team should have informational materials to give out to those who come by your booth and want to learn more about your products and services. After deciding on the right pieces, feature pamphlets prominently in literature stands or on tabletops so potential customers can easily grab them.

Engage in pre-show promotion.

Emails, social media, and direct mail are all ways you can drive traffic to your booth when the big day comes. Think about creating a marketing campaign centered around the trade show to raise awareness of your presence at the event before it officially kicks off. You can also often promote your presence with the organizers of the show itself whether that be via email or an advertisement in the conference agenda.

Come up with a plan to drive traffic to your booth.

Think about creating a giveaway program to encourage attendees to stop by your booth. Consider a raffle where you give away a prize on display at the actual event. An acrylic locked box can be used to hold the prize safely until it’s time to award it to the raffle winner.

You may also want to use tradeshow banners to drive traffic to your booth. If you want to go the extra mile, think about hosting a small event at your booth, such as a coffee hour, for networking with people who stop by your area. Finally, don’t forget about offering freebies to those who come by your booth. Marketing materials, such as branded pens and keychains, can help you stick out in the mind of booth visitors long after they drop by your stand.

Create a plan for collecting leads.

Will your team have lead scanners or will you be simply collecting business cards? These are questions you’ll want to have answered before the big day. Think about using a tablet to collect attendee information with a form that connects directly to your CRM system to streamline the lead collection process. Tablet stands and holders can be beneficial at your booth for this reason.

Final Thoughts

While planning a tradeshow does require a certain amount of flexibility, having this checklist on hand can give you the best chance at making the most of your marketing opportunity. Follow these tips and you’re sure to be off to a good start for your next show.


Marla Bracco is the content marketing manager for shopPOPdisplays where she focuses on content strategy and search engine marketing, designed to help the organization shape their web content around digital marketing objectives and priorities.


7 Questions You’ll Never Ask Your Exhibit House

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Infographic: 9 Creative Tradeshow Exhibit Ideas

This is a guest post by Joe Robinson.

What’s the most memorable trade show exhibit you’ve ever seen?

I can recall two recent ones at a marketing conference that really stand out.

The first was a full on lounge with free coffee and breakfast, ample seating, and newspapers. It was a genius idea because it flowed so naturally from the event floor. I sat down and didn’t want to leave after a long day. I remember that.

The other one was an AWS exhibit by Amazon. Amazon not only dominated the floor with their main exhibit, but they had a second one with a full on classroom. Yes, this counts as an exhibit, and it was packed the brim the whole show.

Which exhibits do I not remember? Practically everything else.

The truth is, if you’re not one of the top displays at a show, you’re not going to be remembered months later.

Of course more goes into it than just the cosmetic design, but that’s where it begins. You can’t make your awesome connection with attendees, you can’t do the demos, and you can’t collect leads if you can’t even get people to pay attention.

This is especially true for up and coming businesses that don’t have the name to draw a crowd on it’s own.

The thing is, while cost is certainly a factor, many booths are boring due to corporate procedures and lack of time.

Your average event organizer is doing an awesome job – but quite frankly, just doesn’t have enough time.

Between scheduling staff, arranging flights, planning material for the show, and everything else, the trade show exhibit usually ends up being just good enough.

Let’s break out of that together. Starting now.

infographic - 9 creative tradeshow exhibit ideas
Tradeshow Exhibit Infographic: 9 Creative Booth Ideas

Joe is the marketing director of Coastal Creative – a San Diego-based design and printing company. He’s always on the look out for the next great marketing strategy – both online and offline. His favorite trade show tip is to make connections with celebrities in your industry that are hard to get ahold of online. Check out the original graphic here. 


 

7 Questions You’ll Never Ask Your Exhibit House

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Being Proactive in Your Tradeshow Booth

It almost seems dumb to suggest that you should be proactive in your tradeshow booth, but with the number of relaxed and frankly lazy exhibitors I’ve seen over the years, it’s not so dumb.

proactive

I’ve seen exhibitors standing behind a table in their booth on the phone, eating lunch, talking with co-workers and more. They’re doing anything but paying attention to attendees.

And that’s just dumb. Keep in mind that tradeshows are a focused marketing opportunity where hundreds or thousands of potential clients or customers are going by your booth space. Also keep in mind these attendees are qualified: they’re in the upper-reaches of the decision-making echelon of the companies that decide to attend the show. You know, the show where your company has spent thousands of dollars to connect with those very decision-makers.

So when I see booth staff ignoring passers-by, I think “they’re letting money just walk on by. Don’t they get it?”

On the other hand, being proactive in your tradeshow booth isn’t hard. It might be slightly harder than standing there gazing idly as potential clients walk but, but not by much.

Instead, your booth staff should have a plan. They should be trained. They should understand the reason they’re there. They should know how to engage attendees in an upbeat positive way.

As our old pal Andy Saks says, you must find a good way to break the ice. Once you do that, you have control over a brief conversation. During that conversation, you’re proactively working to qualify or disqualify the attendee. Once you do that, you dig a little deeper to find out a handful of items. Start with a collection question such as “how did you get started in this industry?” It’s an innocuous question, but it gets people talking. They you proactively peel the onion by uncovering what problems they may have with their current product or service-provider.

Finally, once you’ve gathered sufficient information, close with a confirmation question to verify that you indeed understand the visitor’s situation and move on to setting up the next step before disengaging them.

Or take our old friend Richard Erschik’s approach. There are five questions you should get answered to know if the visitor is qualified:

  1. Do you currently use our product?
  2. Are you considering the purchase of a product such as ours?
  3. If so, when?
  4. Do you make the buying decision?
  5. Do you have the money to spend?

In both cases, the goal is to proactively find out if the person standing in your booth can be turned into a customer.

If you’re proactive about how to engage with tradeshow visitors, this approach can be extremely effective in uncovering leads, identifying their problems, moving them from a prospect to a customer.

Sitting on a chair eating a sandwich just won’t cut it!


7 Questions You’ll Never Ask Your Exhibit House

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TradeshowGuy Monday Morning Coffee, October 1, 2018: Jim Shelman

TradeshowGuy Tim Patterson and Jim Shelman, General Manager of Classic Rental Solutions, tackle the topic of #tradeshow #exhibit rentals: how they’ve changed, how to customize and much more on this week’s edition of the TradeshowGuy Monday Morning Coffee.

 

This week’s ONE GOOD THING: Showtime’s documentary series The Trade.

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NEW Gravitee One-Step Modular Lightbox

At TradeshowGuy Exhibits, we’ve had the pleasure of working with Classic Exhibits, one of the premier exhibit manufacturers in the country. Over the years, e’ve collaborated with them for a number of great custom builds, including the terrific 30×40 Bob’s Red Mill exhibit that still wows ’em at Natural Products Expo East and Expo West.

But just because they can build great custom designs doesn’t mean that they are not dedicating their creative energies to coming up with new things, like the Gravitee Modular System that doesn’t need any tools. None. Zip. Nada.

Their newest Gravitee creation is the One-Step Lightbox. the Gravitee lightbox attaches to other panels using no tools and no loose part connection. It’ll be available in both curved and flat options. There will be standard sizes, but yes, it’s something that you can customize to various sizes. Let’s take a look at Classic Exhibits’ video introduction, hosted by Kevin Carty:

For more information on Gravitee, click here. To find out more specifically about the Gravitee light box, and it’s soon-to-be announced release dates and pricing, fill out the forms on our contact page and we’ll get back to you!

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Simple Exhibits for the Win!

Even though many clients want custom design and fabrication for a unique look, often having simple exhibits is what you really need.

In fact, many clients that I work with go to several shows. They don’t take their big, deluxe, state-of-the art exhibit to all of the shows. Instead, they’ll take something that can ship via UPS or FedEx, or can even be loaded into a van or SUV if it’s a closer show and you have only one or two people setting up the exhibit.

In this type of situation, it often comes down to convenience in setting up, convenience in shipping, and a starkly simple look. It’s all doable, and it’s usually a step above what many competitors as similar shows are doing. I mean, have you seen those wrinkly vinyl banners that hang lopsided across the back of the booth, and a cheesy table cloth (or none at all) over the organizer-provided 8′ folding table? Of course you have. And you are thinking the same thing: “What can I do that’s a step or two up from that, but won’t break my budget?”

simple exhibits
X-1

I get asked this question on a regular basis. And there’s no one answer, but there are a lot of options, depending on budget. And depending on how many people might be setting up the exhibit with you.

For starters, you could start with an 8′ or 10′ graphic back wall. There are a number of options, but we like the HopUp and the VBurst and have sold many of them. The HopUp comes at a lower price point, but still provides good quality. It also comes in different sizes, up to 20′, and is available in straight or curved. The VBurst is a higher priced, but also comes with options that the HopUp doesn’t deliver, such as back lit graphics. And with either, if you want to cover a 20′ (or more) back wall space, you can always set up more than one side by side. Another option is something a little different – the X-1, which comes in a variety of configurations.

What about counters? Again, it depends. Do you want a counter with lockable storage, or is an open storage shelf workable for your specific situation? We like the HopUp Counter, the Formulate Counter Pillar (and related counters), the Hybrid Pro, the Linear Pro and the Embrace counters.

Many counters can be shipped flat in a custom-jigged padded case, and can also be fabricated with charging ports. Loads to look at here.

If you do opt for using the 6′ or 8′ table, you can dress it up with a fitted table throw or a table runner.

Exhibitors often want a little more than convenience and practicality and start adding things like tables and chairs. We particularly like the OTM-100 set of two chairs and a table that breaks down and packs flat.

Simple exhibit do win. They win with convenience, ease of shipping and set-up and in pricing that doesn’t break your budget. Don’t let the big guys have all the fun with their fancy schmancy custom exhibits. Get some attention with simple exhibits. Hey, your boss will love it.

Check out this gallery:


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Another Place to Find A Mess of Great Tradeshow Tips

How do you find great information – tradeshow tips – from people that go to a lot of shows and see a lot of exhibits? The first ting most of us do is fire up your favorite search engine and just plug in “tradeshow tip” or “tradeshow marketing tips” or something similar and see what comes up. If you’re lucky, you might find a link to an article on this blog (it happens a lot!).

tradeshow tips

Which beings me to this: you may not know about the great batch of tradeshow tips on our Exhibit Design Search. Seriously. You can find any exhibit or accessory that you’re looking for – and a bunch that you may not have thought about – but you can also find

The tips are grouped together for easy browsing in the following subheadings:

  • USA Tradeshow Regulations and Photos
  • Humor (always important when exhibiting at tradeshows!)
  • Getting Started
  • Becoming an Exhibit Marketing Expert
  • Displays and Exhibits
  • Design, Lighting and Graphic Tips
  • Fine-Tune Your Tradeshow Knowledge
  • Rental Displays
  • Tradeshow Training
  • Tradeshow Resources
  • General (But Important) Stuff

Something for Everyone

Easy to browse, easy to find something useful for your next show or exhibit. For example, under the heading Getting Started, you’ll find Ten Common Tradeshow Myths, which knocks down some rather daunting ideas that many people think about tradeshows. Like tradeshows are just a big party. Or tradeshows are a waste of time. Or tradeshows are just flat-out expensive.

Under the Design, Lighting and Graphic Tips heading, you’ll find The Importance of Color – Here’s Looking at Hue. Color is an attention-getting tool. In the world of exhibits, color is the first thing that visitors see in your booth.

Check out the heading Fine Tune Your Tradeshow Knowledge, you’ll find a very useful and important three-part series on How to Cut Your Tradeshow Costs.

One more thing before you head on over to check out the selection of Tradeshow and Event Tips. On each article, on the upper-left black bar above the article, you’ll see “+ My Gallery.” If you click on this link, you’ll add that article to your gallery, which you can access at the upper left navigation bar at the top of every page. Not only can you add articles, but you’ll find that +My Gallery button an each and every exhibit in the entire Exhibit Design Search site. After you’ve added articles, exhibit, accessories or whatever, you can share them with colleagues by clicking on the My Gallery link, find the Send My Selections tab and follow the instructions to share that collection you’ve created.

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Legal Cannabis Industry Evolves with Tradeshows

legal cannabis industry

As a wanna-be 70s hippie I follow the evolution of the legal cannabis industry with great interest. Not because I don’t use it so much anymore, but I’ve always felt that the use of marijuana – or as its getting to be known – cannabis – should be a personal choice, and government shouldn’t be locking people up for simply using it. I figure if the state allows alcohol as a social drug, it has no valid argument to disallow cannabis. But politics aside, it’s a fascinating industry.

legal cannabis industry

Now that cannabis is legal across much of the country, with more states (and countries – Hello, Canada!) to follow, the first thing you’ll be seeing is much more data coming out. For instance, I ran across an article which shows that the method of cannabis consumption is changing. In the old days, you’d roll a joint. Maybe you’d bake some bud into a batch of brownies, and hope you ate the right amount. But now there is data showing that people are smoking it less and eating it more or finding other ways to consume cannabis without smoking.

So why is this topic showing up on a blog dedicated to tradeshows and the event industry? Because there happen to be a BUNCH of tradeshows dedicated solely to cannabis. For instance, there’s a big show in San Jose this summer, the Cannabis Business Summit, put on by the National Cannabis Industry Association, that will attract hundreds of exhibitors and thousands of attendees. And a listing at the Cannabis Business Times shows quite a few cannabis related events.

I’ve attended at least a half-dozen cannabis events in Oregon over the past few years and chatted with dozens of exhibitors about the industry and how they’re finding their way through an industry that, until just a few years ago, didn’t legally exist. Now that it’s out in the open, it wants to shine. Hence, the explosion of tradeshows and conferences dedicated to the industry.

Another twist: in the old days, it was never called cannabis. It was called marijuana, and the scourge of the devil weed, or reefer, spawned panicky movies (Reefer Madness), conspiracy theories and so on. Here’s a quick take on the reason it’s called cannabis these days and is rarely referred to as marijuana.

legal cannabis industry

And what about the exhibitors? How are they faring in a new legal industry? I’ve spoken to many of them over the past couple of years, and as you might imagine, it’s a mixed bag. Some exhibitors are well-prepared with sharp-looking, functional exhibits. Others have barely managed to put up a cheesy vinyl banner hanging from the back of the drape behind an organizer-supplied table. In other words, it’s like a lot of industries.

I heard talk from some exhibitors that when legal cannabis happened here in Oregon, a lot of money rushed into the industry. Businesses were snapping up storefronts, staking out their ground and doing what they could to promote their new businesses. But since that beginning rush (no pun intended), reality is a bit of a come down. Some businesses have closed, others are trying to sell.  It’s a marketplace where a glut of product is keeping prices down. And this comes all with an industry that is heavily taxed by the state so that it can be regulated properly. I recently saw that Oregon suspended applications for new cannabis outlets due to the backlog. For a deeper dive into the Oregon Economic Forecast that looks closer at recreational and medical marijuana, check this out (direct PDF link).

All of which brings me back to the statewide event industry and how its working with cannabis producers, retailers and supporting businesses. Coming in January, TradeshowGuy Exhibits will take part in its first cannabis-related event as an exhibitor. We’ll be at the Cannabis Collaborative Conference in Portland on January 23-24, 2019.

And yes, we’ll be in booth 420.


Interested in getting a price on a new exhibit or accessories to make your exhibit look and perform better? Submit a quote request here.

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7 Tradeshow Exhibit Accessories to Spice Up Your Appearance

If you have the perfect tradeshow exhibit, you probably don’t need accessories. After all, how do you improve on ‘perfect’? But if you’re a little short of perfection, here are a handful of exhibit accessories that will help out.

  1. LED lights. Yes, it’s true. There are actually some exhibits out there that do not have good lighting. Ambient lighting in many exhibit halls leaves a lot to be desired, so adding some LED arm lights that can deliver high quality wall washing illumination or spot lighting will go a long way to making your exhibit stand out. And yes, LED lights deliver great lighting at a good price without the heat that comes with an older style Halogen lamp. You can also add smaller highlights such as an LED Surface Mount Puck Light, LED flex tape or Linear slim line LED lights.
  2. Video monitors. Again, not every exhibit has a video monitor, but more and more make use of this visual communication medium. Video monitors have come down in pricing so much so that it’s easy to add a monitor or two or three depending on the size of your exhibit. If you prefer not to purchase monitors and keep them packed away most of the time, consider renting.
  3. Custom counter. Even without having something custom designed, it’s easy to add a custom-looking counter that will serve almost any tradeshow exhibiting purpose, from being a place to put brochures, store personal items, samples or giveaways, or even a demo station.
  4. Charging table. These will serve a double purpose of give you a place to sit around and meet prospects and give them a chance to easily charge up their phones and other devices. Either purchase it outright if you’re going to use it at many shows or get a custom-branded rental charging table.
  5. tradeshow exhibit accessories

    Tablet Kiosk. Whether you use a Surface tablet or an iPad there is a table kiosk that will suit your needs. Free-standing or mounted to a larger table or greeting counter, a tablet kiosk invites visitors to interact – and stay longer in your booth!

  6. Literature stands. Literature stands can be free-standing or attached to an aluminum strut on an exhibit and make an attractive location to hand out product brochures or sell sheets.
  7. Hanging sign. Any large island will be enhanced with a hanging sign, making it easier to spot your booth location from as much as a few hundred feet away. Hanging signs offer a great branding opportunity and come in a variety of shapes and sizes, including square, circular, tapered, triangle and more.

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