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!
Have you checked out Quora? I think I heard about it a couple of years ago and may have even answered a question or two along the way. If you’re not sure what Quora , check out the Wikipedia description:
“Quora is a question-and-answer site where questions are asked, answered, edited and organized by its community of users. Its publisher, Quora, Inc., is based in Mountain View, California. The company was founded in June 2009, and the website was made available to the public on June 21, 2010. Users can collaborate by editing questions and suggesting edits to other users’ answers.”
And yes, there are questions and answers about almost anything. Including tradeshows. Let’s have a little fun and share some of the best Q’s and A’s about tradeshows and tradeshow marketing:
What should I know before attending my first tradeshow? An author in the industry, David Spark, jumps in with one of the deepest answers I’ve seen on Quora. It includes videos and deep explanations. Yeah, it’s kind of a self-serving pitch for his services and his book, but it hits the mark in all ways.
Here’s an odd question: If people do not want to be marketed to at atradeshow, how do you un-market to the attendees? Well, shucks, if people don’t want to be marketed to they probably wouldn’t attend a tradeshow in the first place. But whatever. The person answering the question, Rita Carroll, has a short answer, but it distills the important points: have something for attendees to DO or SEE that’s engaging, for heaven’s sake.
Should you put out a tradeshow exhibit RFP or not? What’s the upside? What’s the downside? It might be worth a few moments to go over the pros and cons of putting out a tradeshow exhibit RFP. Okay, this may not be the Ultimate Cheat Sheet on Tradeshow Exhibit RFPS but it’s a start.
If you’re seriously considering putting out a tradeshow exhibit RFP, it must mean that you need a new tradeshow exhibit. Really need one. Not just wish you had one, or think it might be time soon. No, you really need one. Otherwise, don’t waste people’s time. Exhibit houses are busy places, and responding to an RFP takes an investment of more time and money. In fact, according to a recent Exhibitor Magazine article, exhibit houses say they respond to only 6.5 out of 10 RFPs they receive, on average. And over 10% of RFPs are put out only because company protocols dictate it.
So where to start?
Determine the following items: budget, exhibit size, flexibility (can smaller pieces be set up as a smaller version, for example?), target date, functional needs. You should already have branding issues down along with any color schemes or brand protocols you want your designer to use in a mockup. Speaking of mockups, do you want your RFP competition to include a mockup design? Some do, some don’t. No wrong answer, but be clear about your expectations. I’ve responded to RFPs in the past which invited respondents to submit a sample design, but it was not required. Frankly, having a design makes the exhibit house look better, but it is an investment of labor to make it happen.
Detail any other items you would like for your booth: easy ability to change signage, product display areas, sizes of products that you want to display, lighting requirements, meeting space requirements, storage requirements and any other specifics.
Tradeshow graphics should be easy. But they’re not always as easy as you think. So let’s take a look at 7 simple steps that will totally rock your tradeshow graphics.
Bigger is better. Yeah, even with a 10’ inline booth, the bigger the better. Face it, you’re competing for eyeballs. Make them jump out at visitors.
Bright colors are eye-catching. It doesn’t mean that all of your graphics have to have reds and bright blues or greens. If it fits, use it. If bright colors don’t match your brand, not to worry. There’s more to look at.
Simple is best: bold images and limited text. Think of a tradeshow graphic as a billboard that people can spend about three seconds on. If you can’t communicate a message in three seconds, you probably put too much on it.
Back lit graphics are the rage these days, for a reason. LED-powered light boxes grab attention. Have you noticed? Even if most others are doing it is no reason to try and be different. These items do grab eyeballs.
People notice quality. Or rather, they notice when its lacking. You may not think so, but if you notice that the printing is second-rate, others will. Graphics aren’t cheap any way you look at it, so spending an extra few bucks to use the printer that has the latest and greatest isn’t going to cost that much more. And people will notice.
Professionally designed graphics are worth it. Yeah, Jimmy in accounting may be a good guy and is looking for a job as a graphic designer, and may have some chops. But designing graphics for large-size printing is more than just a good layout. It’s the highest resolution possible, and understanding how people perceive message at that scale and trying to absorb the message in just a few seconds.
Change the graphics when necessary. A lot of the same people go to the same shows and see the same exhibitors. And they’ll notice when you haven’t refreshed your graphics in the past half-decade. So keep ‘em fresh.
Follow these seven steps and your tradeshow graphics will be rockin’!
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!
Yes, I have a Pinterest account. No, I don’t spend a lot of time there. Something about not having enough bandwidth and so on. However, when I do get over there, I find a lot of things to like. Such as these boards on tradeshow marketing which are standouts!
Kimb T. Williams‘ board on Tradeshow Marketing Items features a variety of eye-catching items which make it a worthwhile stop.
Nyche Marketing’s Tradeshow Marketing board has a bunch of infographics, exhibits and more.
Yes, it’s a corporate account, but Staples Promo board on Tradeshow Items has a lot of ideas.
Here’s Tradeshow Booth Design from April Holle. Banners, infographics, creations and more.
A lot of the images in Libby Hale’s Tradeshow Design board don’t strictly fall under the tradeshow design umbrella, but lots of great images to view here.
Teri Springer’s Tradeshow Design board is short on images, but long on inspiration. Wavy ceilings, tilted walls and hanging letters area ll eye-catching.
10×20 inline tradeshow exhibits are very popular, and Display Jay has gathered a collection of over a hundred images in 10×20′ Tradeshow Displays.
This is a guest post by Charles Dugan of American Image Displays
There is no such thing as a closing a sale by luck at a trade show. The process of generating and closing leads is defined even before the event begins. Believe it or not, although most exhibitors collect leads during the trade show, many of them have no plan in place for following up. According to a study by Exhibitor Media Group, 98 percent of trade show exhibitors collect sales leads at trade shows, but less than 70 percent have a formalized process in place to follow up on those leads.
Trade show success is a result of strategic actions taken before, during, and after the show.
Before the Show
The actions you take during the pre-show phase will directly impact how effective you are at generating quality leads. Here are four pre-show tips:
Choose the right show
When it comes to choosing which shows to attend, think quality over quantity. It’s better to select a show that has one hundred attendees with a need for your product, than a show with thousands of attendees who aren’t looking for the type of solution you offer. Select trade shows based on industry, location and size; events where there are high quality leads that fit your customer profile.
Perfect your pitch
Make sure to practice your pitch before the show. You should be able to answer questions fluidly and naturally, building attendees’ trust in your knowledge and authority.
Reaching out to attendees
View the trade show’s mailing list (if available) to see who will be attending the event. Reach out to these individuals and introduce yourself through email or social media. LinkedIn works especially well for this.
Implement a lead collection system
Whether your system is as simple as jotting down each lead’s information on a clipboard or as complex as using a full-scale CRM software; be sure it allows information to be recorded efficiently and in an organized manner. Collect as much important information as possible. These details can come in handy later during the follow-up.
During the Show
Follow these steps during the show to build rapport and set the stage for a successful close.
Reserve a private room
Consider renting a private room. Trade shows can be noisy and busy. By reserving a private room, you will have a quiet place to bring leads to answer their questions, discuss pricing, and even draw up contracts; without the distraction of the surrounding convention.
Utilize call to actions
Use every appropriate opportunity to prompt attendees to complete a specific action. These call to actions could include signing up for a free trial or a demo, or scheduling a consultation. At the end of each interaction, let each person know what to expect for the next steps – whether it be an e-mail, a phone call, or another form of contact.
After the Show
The trade show may be over, but the job is not done yet! Follow these tips to close more leads post-show.
Persistence
Be persistent in your follow-up, but understand there is a fine line between persistence and annoyance. If you can, mention something specific about your conversation during the first follow-up message so they remember your interaction.
Network with social media
Invite leads to connect with you on LinkedIn or other social channels. This way, they are part of your network for the long-term and can become more familiar with your business.
Tailor your message
Don’t use the same follow up message after every show. If your email looks like a form letter, it will be ignored. Instead, tailor your message to each lead. Be friendly and always make yourself available to answer questions.
Conclusion
If there is one reason to attend a trade show, it is to earn more business. Remember that successful lead conversion doesn’t start or end at the show. Have a plan in place to ensure you have the best chance of attracting quality leads to your exhibit, and closing deals.
About the Author
Charles Dugan is the President and Owner of American Image Displays, a trade show display and equipment company based in Seattle. He has over 20 years of experience consulting businesses with their trade show marketing.
Tradeshow post-show follow-up is one of the critical keys to your tradeshow marketing success. In recent conversations with exhibitors, there often seems to be some hedging around the concept of complete follow-up. In other words, there are some missing pieces and the leads that are generated at a tradeshow – at great expense – are not always followed up in a timely manner, if they’re followed up at all. So let’s look at some of the most common mistakes people make with post-show follow-up.
Not grading or evaluating the leads. If a sales person that is tasked to follow-up on the leads can’t tell the difference between a HOT lead and a COOL lead, it makes the task of follow-up that much harder.
Not being specific about the details of the follow-up. Some prospects want a sample sent next week. Others just want a sales sheet PDF forwarded in a month. Others want an in-person meeting in two weeks. Whatever the follow-up is, it should be noted on the lead sheet so that the person doing the follow-up understands exactly what is needed.
Not tracking the response from the follow-up. Whether you use Salesforce, and Excel spread sheet or a custom CRM, once the follow-up is initially made, notes on what happened during that follow-up should be entered in detail. Most follow-ups require more than one step. In fact, if it’s a bigger sale, the process may involve several steps and more than one or two people. Keeping detailed notes along the way will ensure a better chance at success. With NO formal system in place to track the follow-up process, your chances of success drop drastically!
Not following up in a timely manner. This mistake usually comes from not asking the prospect the question: when would you like us to follow up? If both parties understand when the follow-up is expected – and it actually happens at the right time – chances of closing a sale increase. In the event that no timeframe was addressed, it’s safe to say that the sooner you follow up the better your chances of making a sale. Some experts say do an initial follow-up via email within 24 hours. Others say that making a phone call within 48 – 72 hours after the show shows the prospect that you have a genuine interest in them. I realize that some people are just impossible to reach in a week, or two, or three, or more. In that case (which has happened to me), keep trying.
Giving up. Even if you can’t get in touch with someone right away, keep in mind that you have no idea why they’re unreachable or unresponsive. It could be they’re suddenly wearing three hats at work and simply don’t have the time – or a personal issue may be preventing them from even working. Who knows? Don’t assume they don’t want to talk to you until you actually hear that from their own lips. I’ve made sales to people that were hard to reach for months – but when I finally did reach them, we made something work.
One of the first things I heard when I entered the tradeshow industry in 2002 was that “80% of leads are never followed up on!” It astonished me then and it astonishes me now. It’s one of the most fixable mistakes that tradeshow marketers have. Do yourself and your company a favor and do your best to not be a part of that statistic. Make the effort and follow-up!
it’s not a tradeshow, but it’s an event of tremendous proportions. It’s historic week on the Monterey Peninsula, and I’ve been attending for over a quarter of a century. Since I first attended in 1989, it has grown to include multiple related events, including historic car auctions, vintage auto tours/rallies, historic auto races and more. It’s frankly hard to keep track of it all! It’s pulled off mostly by volunteers, and has so far managed to remain a mix of the one-percenters (who probably show most of the cars at Pebble) to the average historic/vintage auto buff. And very few celebrities – except for Jay Leno, who MC’s the raffles and a few other things to wrap up the Sunday show (get some new jokes, Jay!).
As I mentioned, I’ve had the good fortune to attend the show over 25 times, and get in a few golf swings at Pacific Grove Golf Course along the way. I thought it might be fun to share a few photos of the event. Check ’em out:
While it’s great to know all of the things you should do at a tradeshow, it’s also enlightening to flip the coin and figure out ways to sabotage your tradeshow appearance. Y’know, to hopefully avoid doing so.
Take any person from the office who’s willing to come. So what if they are new, or don’t know the products well, and are young and well-known partiers? You only need them to show up at the booth during show hours, no doubt.
Don’t tell anyone, such as potential or current clients that you’re going to the show. They’ll find you there anyway.
Bring a notebook to write down the name of anyone that might be interested in your products or services. Low tech is best.
Grab a handful of old product sell sheets. If there are any changes, you can jot them in the margins. Don’t want to let them go to waste.
Plan on setting up the booth yourself. Even though you’ve never done that. After all, you’re an Ikea pro.
Don’t bother to check out last year’s (or the year before’s) graphics. A picture is a picture.
Wait until the last minute. Hey, the show’s only next month, right?
Do the same thing next year as you did this year.
Put your effort into doing at least half of the preceding tips, and no doubt you’ll sabotage your tradeshow marketing efforts. And plan on updating your resume soon!
