The National Association of Broadcasters Show is in Las Vegas from April 6 to April 11, 2019. I’ll be attending it for the first time ever. Crazy, right, since I spent three decades as a radio broadcaster. But it’ll be fun, I’m sure! This week’s podcast/vlog previews the show just a bit:
This is a guest post by Kayleigh Alexander from Micro Startups.
So you’ve had a successful tradeshow, meeting lots of new potential customers and contacts and generated awareness and sales for your product or service.
But the work doesn’t stop there. The post-event period is crucial for capitalizing on your tradeshow success and promoting your next event.
Read on for five cool ideas for great post-event content that will grow your business and ramp up attendance for your next tradeshow.
Collate attendee quotes for some quick content
One great idea for some stellar post-event content is a
review piece by your attendees. During your tradeshow, you were probably laden
down with business cards, coffee plans, LinkedIn requests, and Twitter follows.
Consequently, you’ve got a huge bank of people to source
post-event reviews from. Reach out to your new contacts with a
personalized message and ask them how they found your event, what they took
away, what the most memorable point was, and so on.
Compile all these quotes into a single piece, crediting your attendee and linking out to their LinkedIn page or website. It’s quick content that serves as the perfect marketing piece for your next tradeshow.
Reach out to industry figures for their thoughts
As well as reaching out to your contacts and attendees, why
not reach out to notable industry figures for a post-event review too? These
influencers are respected in their field, and can provide insightful opinions
on your tradeshow.
When you contact these influencers, bear in mind that they
probably receive a lot of contact from their peers. Keep it professional and
If they’re happy to provide a quote, do the same as you did
with your attendees and ask for their insights, favorite exhibit, and any
actionable takeaways they can provide. Again, this makes for some valuable
post-event content that’s easy to collate.
The key here is immediacy. Don’t wait a week after the event to make this content — the sooner after the event, the better.
Offer your own post-event takeaways
Beyond reaching out to your attendees and industry
influencers for their thoughts, just as valuable are your own opinions. Break
down your tradeshow and describe how the day went, who attended, and what
attendees were able to take away.
A post-event review from your own perspective keeps your
tradeshow in the mind of your attendees. Invite comments from those who
attended your event and encourage them to respond with their own thanks and
And as well as providing some useful post-event content, this also helps those who weren’t able to attend your tradeshow see what they missed.
Check out search trend data to create targeted content
After your tradeshow, the chances are that your attendees
have a lot of questions. While many of them were asked during the event, plenty
of attendees will turn to Google afterwards for more information.
This gives you the perfect opportunity to create content
that addresses these questions, directing people to your blog after your
tradeshow to drive up engagement. Use search data trends to spot what your
attendees and customers are searching for online after your tradeshow.
For example, you might spot spikes in certain search terms related to a new product you demonstrated. Create content that goes into greater detail about this, and share it across your marketing channels. This addresses your attendees’ questions and keeps them engaged with your business.
Cascade tradeshow video across your marketing channels
Hopefully, you will have recorded plenty of video during
your tradeshow. Interviews with attendees, product demos, meet and greets,
talks and Q&As — these all make for strong post-event content that you can
If you used Instagram to promote your event on the day, it’s still possible to download it and reuse it across your website and email channels. Use the Repost For Instagram app to download the original clip from your social feed and cascade across the rest of your post-event marketing.
Invite interaction with a pop quiz
One piece of post-event content that is guaranteed to
delight your audience is a quiz. Quizzes are fun, engaging, and great for
creating discussion after an event.
Use a free quiz maker to create a quick test of your
attendees’ knowledge. Write questions that reveal more about your business,
product, or service. For example: “how many states did we expand into in 2018?”
or “what was the number one reason why customers used this product last year?”
— it’s up to you.
This doesn’t need to be particularly demanding — the
emphasis here is on fun rather than competition. You could even turn this into
a lead generation exercise, offering people the chance to win if they provide their
email address when they complete the quiz.
The period immediately after your tradeshow is ripe for boosting your business and marketing your next event. Use the ideas above to create a great post-tradeshow content strategy that will keep you going for time to come.
MicroStartups helps aspiring entrepreneurs achieve their dreams, however big or small. We love sharing the microbusiness message around the world.
When you ring up your custom exhibit house and order a new
custom tradeshow exhibit, do you ever consider your company’s sustainability
Of course, there are a lot of things that can go into a
company-wide sustainability initiative, such as having it as part of your
company mission, doing your best to reduce waste through recycling, using less
power, automate workflow or whatever else that may fit, making sure your
employees are engaged in the process, and having ways to measure the
effectiveness of the program so you can show it off to both employees and the
But do you consider how a new exhibit can possibly help in
your efforts? There are a number of ways to use the opportunity of a new
exhibit project as a part of your sustainability efforts.
First, you have to ask the question. When you are chatting
with your exhibit house representative, ask them: “What ways do you implement sustainability
efforts in your exhibit-design and building projects?”
That gives them a chance to show their stuff. In my
experience, it’s rarely asked. But it is occasionally brought up, particularly in
regard to responding to an RFP. The more formalized the process, it seems, the better
the chance to have the question pop up. That’s where a company can fully
respond to those concerns.
There have been some occasions when the question is asked as
part of the conversation leading up to the sale, or as part of the project, but
it is rarer in my experience.
Which is a shame. I think the buying / selling dance is a great
chance (often a missed chance) to explore ways in which an exhibit company uses
sustainability efforts to great effect.
For example, we often work with Classic Exhibits, one of the
premier exhibit builders in the nation. They’re well-known in the industry for
the depth and breadth of their sustainable practices. Just one example:
aluminum is smelted and extruded locally in Portland, not shipped in, and
recycled a short distance away to keep transportation costs minimal. Their approach
to sustainability includes the ability to recycle everything except Sintra.
That includes wood, aluminum and other metal, paper, foam, clear film and clear
film plastic. All except wood is recycled at no cost.
Another Portland example, Boothster, uses building materials
that are very easy to recycle: carboard tubes, cardboard-printed pieces, bamboo
banner stands and so on. They position their company as builders that fully
adhere to the practices for sustainability.
Greenspace, also in Portland, positions their approach as “environmentally
sustainable design and fabrication.”
Another builder we work with at TradeshowGuy Exhibits, Eco-Systems
Sustainable Exhibits, approachas the design and fabrication of exhibits using
materials such as recycled aluminum extrusions, LED lighting, ECO-glass made
from 100% post-industrial recycled content, bamboo plywood, FSC certified wood,
plastic shipping cases made from recycled plastics and are 100% recyclable. Graphics
are printed on ECO-board, Paradise fabric (made from 100% recycled soda
bottles), and finishes are water-based low VOC (volatile organic compound) or
VOD-free, and Greenguard certified.
All of these go a long way to making your tradeshow
investment dollars be a part of your commitment to a company-side sustainability
For this week’s TradeshowGuy Monday Morning Coffee podcast-slash-vlog, I thought it’d be fun to chat with a longtime radio broadcaster that I’ve crossed paths with a few times during my radio career. Dave Scott started in radio about the same time I did – the mid-70s – and has tales to tell. So that’s fun.
But one of the reasons I wanted to talk to him was to get more information about his new podcast, Embrace the Change, which you dan find at his website, DaveScottNow.com.
Naturally, your eyes will be on several different things when you are walking the tradeshow floor. And your agenda will be different as an attendee vs. an exhibitor. But if you keep your eyes open, you can spot a lot of cool and interesting things on the tradeshow floor.
The first day of a tradeshow, when the doors open for the first time, the first things you’ll see as you walk through the floors is how bright and clean everything is. Hundreds of people, maybe thousands, have been working for days to put on their best for you and all of the other attendees.
When you walk by a booth, look for the brand and image. Is it
well-represented? Are people smiling and greeting you, but not pushing themselves
on you? Are they asking good, engaging questions that make you stop and
respond? Are they trying to catch your eye?
Is their booth made from sustainable materials? Can you
tell? Is that part of their message – that they are a company dedicated to
being as ecofriendly as possible?
Also look to see if they have new products. If they have
samples, are they easy to reach? If they have demos, do they look easy to engage
with? If they have a professional presenter, is it obvious that’s the case and
is there a schedule for the day’s presentations easily available?
Is the booth crisp and clean and sharp? Or do you see ragged
edges? Is the carpet spotless and brand-new looking? All of these things
suggest something to you and help determine what your impressions of the
company will be.
If the company is giving away promotional items, is it
obvious? If they have some sample-like things on display but are not for giveaway,
is that spelled out? Are they looking to collect business cards in a fishbowl?
What is their lead capture strategy? Are they talking with
people, or just engaging enough to scan a badge, thinking that is going to be
Later in the day, or on the second or third day, look for
places where the booth might be fraying, where garbage might be piling up,
where personal belongings are spilling out of a storage area.
Look for stories. People engage with stories and the companies
that best tell their stories will be the most memorable. What stories are the
exhibits and their products and people telling?
Look for teamwork. Is the booth staff operating as a team,
or do they just seem to be….there? Are they dressed in identifiable same-color
tees, for example, or are they just in typical work clothes? Can you tell who’s
a staffer and who’s not?
If you can walk the floor and make mental notes on day one,
digest what you see, try again on the last day of the show when people are
almost in their “bug-out” mode. Things will be mighty different!
I’m guilty of sometimes thinking that once a tradeshow is
over for the year, it’s over. For a long time. Until next year! But that’s not
really the case, no matter how much I’d like to be done!
As a tradeshow manager, or someone who attends or exhibits
at tradeshows on a regular basis, it’s easy to compartmentalize each show:
“Got another show in two months, but it’s a small regional one. I can wait another couple of weeks to make sure I get it all together in time.”
But now that the show is over, it’s a good time to start
planning – or at least thinking about – the next time you’ll exhibit at the
show. Look at your preparation time from how much of a splash you want to make,
how much “new” stuff you’ll implement in your exhibit, and of course, budget.
Budget drives everything. Almost.
If the biggest show of the year just ended, and you’re back
in the office, you have another 11.5 months before you pack up and head to the
airport again (and that doesn’t take into account another half-dozen smaller
shows that may keep you on the road).
Relax for a Few Moments
Give yourself time to breath. There’s still follow-up and record-keeping to be done from the last show. File and share data such as photos, visitor comments, leads, etc. with the proper people. Go over the metrics you collected, identify important information that will help you make decisions for next year’s show. Whatever you chose to document, make sure it’s archived and available for your team to review, digest and understand. As they say, if you didn’t write it down or document it, it didn’t happen.
What’s New Next Year?
But before too much time passes, look at the show from a new
angle: if you’re going to do something new, exciting and impactful (and why
wouldn’t you?), you need time to brainstorm, plan, research, talk with partners
such as exhibit houses, tech and AV vendors and more.
Most of your time will go into planning and design. Once the
plan is set, the implementation starts. Depending on your plan, that could mean
working with a designer or exhibit house to create a new exhibit from scratch,
or it could mean adding some unique element to your current booth (like we did
with our client Bob’s Red Mill when they wanted a 42” touchscreen with several
videos that visitors can pull up with a touch of a finger).
During the planning phase, you might be addressing the
launch of new products, new branding, redefining your objectives and goals, and
identifying how you’ll communicate your messaging, capture new leads and so on.
It’s a long process, and you should give it the time it deserves.
Many companies approach a new exhibit project as just that: a new exhibit and nothing more. Which means they don’t give all of the other items enough time and space. The exhibit is not a standalone item; it’s integral to everything else that your company is doing for the show. New products require proper display space, adequate space for graphics, and perhaps space to sample or demo them.
If you have a social media marketing director, make sure you bring her into the mix during the process. They can pass along photos and videos from the recent show and use them to build interest in next year’s show. During the lead-up to next year’s show, focus on building interest in the event, building interest in your appearance at the event, and finally on building interest in the products or services you’ll debut or feature. Yes, this deserves a much longer discussion, but don’t let this element slip away. Make sure, as a tradeshow manager, that you’re involved in the discussions on how this will unfold.
Booth Staff Training
This subject could be the topic of a complete book (maybe I’ll make this my next book!), but suffice it to say at this point that, all other things being equal, a well-trained dynamite booth staff will perform head and shoulders above a staff that isn’t properly trained. Your staff should be outgoing without being pushy, engaging without being trite. Know what questions work and what don’t. Always have a smile. Don’t take rejection personally. If you haven’t trained your booth for a while, consider how good of an investment it can be.
Get Everyone On Board
Before undertaking a new large project, make sure you are communicating properly with all of the various entities: management, marketing team, sales team, production team, outside vendors and partners. They should all be aware of the project from the beginning and what their potential part in the dance might be. Communicate often and do it well. It’s hard to over-state the importance of your ability to communicate!
Natural Products Expo West is in the books for another year. About 85,000 attendees, 3,600+ exhibitors made for a crazy, chaotic and ultimately fun week in Anaheim. From the Airbnb in Santa Ana where I caught a little down time between long and busy days to the early morning free breakfast and the after-show Oregon party at McCormick and Schmick’s, it was a helluva week. Take a look:
This is a guest post by Tania Longeau of InkJet Superstores.
Setting up a booth at a trade show is a great way to build awareness of your brand and gain new leads. On the busy floor of a trade show, however, you only have 6 to 10 seconds to catch the attention of a passerby and draw them into your booth. You are lined up alongside several other businesses and, depending on the size of the show, you could have several thousand people walking past over the course of just a few days. If you want them to stop by your booth, you need eye-catching signage to draw them in.
Once you’ve gotten their attention, you need well-designed marketing materials like brochures, flyers, catalogs, and cards that they will take and look at again after the event. It sounds difficult, but learning how to make eye-catching signs, brochures, and other branding and marketing materials isn’t as hard as you might think. Keep reading to discover a few of our favorite trade show tricks.
Businessman Alan Lakein once said that “failing to plan is planning to fail,” and he was absolutely right. If you fail to do extensive planning prior to attending a trade show, you are very unlikely to have a particularly successful event. Goals and desired outcomes need to be established months before the date of the event to ensure that you have time to create everything you need.
Set SMART goals and come up with a solid plan of attack for meeting them. Think about what advertising and marketing materials you will need. Figure out whether you will make those materials in-house or have them printed elsewhere. If you plan on making them yourself, make sure you are stocked up on printer ink, paper, and other essential supplies. Trust us. Few things are worse than running out of ink at 11 p.m. the night before a trade show because you failed to plan and waited until the last minute!
Say it with an Image
When you only have a few brief seconds to grab someone’s attention, a sign or banner with lots of words just won’t do. A picture says a thousand words and, when you use images that are eye-catching, your signs will say a lot about your business, products, or services without needing to say a word. Keep the wording on your booth graphics short and to the point. Your signage should mostly consist of attention-grabbing images. Text should be kept to a minimum. On a busy trade show floor, very few people are going to stop and read an entire paragraph or a long list on a sign. Keep your message short and sweet.
Don’t Go Crazy with Fonts
You may love the look of the fancy font you use on your website or logo, but it may not be the best choice for creating trade show signage and displays. When you are designing signs, banners, and anything else that will be viewed from afar, choose fonts that are simple and easy to read. Remember that, on the trade show floor, your booth is competing for event attendees’ attention. If your advertisements aren’t easy to read, those attendees are just going to look elsewhere.
Be careful when choosing fonts for printed brochures, too. If most of your marketing materials currently exist online, adjustments may need to be made to ensure that they print well. Fonts and colors that look great on a computer screen or a smartphone might not look so good on paper, so be sure to do some experimentation to make sure everything is flawless.
Know When to Hire a Professional
There is a lot that you can do with the inkjet printer or laser printer in your office. Many of today’s higher-end models are capable of creating prints that rival professional quality, and you may be able to get away with printing many of your own signs, flyers, brochures, and pamphlets. It’s also important, though, to know when to hire a professional. Unless you have a high-quality inkjet printer that’s capable of printing large-format banners and other big displays, you should definitely work with a professional printing company. You only get one shot at making a good first impression, so the signage and displays you put up at your booth are extremely important.
Unless you have professional graphic design skill, working with an expert designer is a smart idea, too. A design may look awesome to you, but it may not actually be all that great. There is a lot more that goes into a successful design than just making it look pretty. A good designer can help you create brochures and signs that are eye-catching, tell your brand’s story, and evoke emotion. It takes a lot more than a copy of Photoshop to do all that!
When you are attending a trade show, setting your booth apart from all of the other ones around you is extremely important. There will be hundreds or thousands of people passing by your booth over the course of a few short days, and you will only have a few seconds to grab each person’s attention. With eye-catching signs, banners, and displays, you can let event attendees know what your business is all about and encourage them to stop by. With eye-catching brochures and pamphlets, you can encourage them to pick up your marketing materials and check them out after the event. Keep the above listed tips in mind, and you will be well on your way to meeting your goals for the event!
Tania Longeau serves as the Head of Services for InkJet Superstore. Tania oversees a team of Operations and Customer Service Reps from the Los Angeles headquarters. Before joining InkJet Superstore, Tania was a team leader and supervisor working for one of the biggest mortgage and real estate companies in the country. Images are provided by the author via Shutterstock.
This is a guest post by Kayleigh Alexander from Micro Startups.
Instagram is one of the biggest social media platforms out there today. With more than one billion monthly active users and a diverse array of features, it offers plenty of scope for getting your tradeshow noticed.
Read onto discover how you can use this visual social platform to spread the word and drive up attendance to your next tradeshow.
Reach out to industry figures to reach a wider audience
Industry influencers are the perfect way to spread the word about your tradeshow. Notable figures within your business niche that command significant influence online are great for getting attention (and attendees!) to your event.
You likely already know scores of renowned individuals in your industry. Indeed, you might even have connections with them from previous tradeshows. Reach out to them with a friendly email and ask if they’d be happy to share an Instagram post promoting your event. Be sure to include your contact details so they can find your website and social profiles easily too.
Of course, this is two-way street. Offer your influencer contact something in return, such as a free piece of content or even just a coffee. You could even offer to promote their event, product, or service on your own social channels too.
Use hashtags to get your tradeshow noticed
Hashtags are the foundation of a solid Instagram strategy. People use hashtags to find the people and content they love, and the same applies for your industry too.
Find hashtags related to your niche by using a hashtag research tool. Simply enter the keywords relating to your business (for example, if you’re a grocery wholesalers, you might choose “grocery wholesalers” or “grocery distributors”), and search.
This will throw up a whole list of hashtags that you can use in your tradeshow promotional campaign on Instagram. Use a blend of both generic hashtags (e.g. #retail or #tradeshows) with more specific hashtags (#wholesalerstradeshow or #callcenterevents) to get your content seen by a wide audience.
Combine Instagram with email for strong lead generation
While Instagram is a marketing powerhouse, it doesn’t (and shouldn’t) exist in a bubble. Social media and email actually work in tandem with each other, with the former sourcing your leads and the latter locking them into your marketing funnel so you can promote your tradeshow to them time and again.
Use your Instagram as the launch pad for capturing attendee information. Grab your followers’ attention with eye-catching posts promoting your event, and include a trackable link in your bio that your followers can use to sign-up to your newsletter.
To boost the chances of people signing up, offer a freebie such as a downloadable ebook in return for their email address. These are easy and virtually free to create, and gives your followers a real incentive to sign up.
Embrace video to engage potential attendees
Video is a popular content form that’s great for engaging customers. By simply using your smartphone camera, you can quickly and easily create videos to share on your Instagram and promote your tradeshow.
A simple piece to camera in which you let your followers know about your tradeshow is simple and easy to do. But beyond this, you can also share clips of your previous events, as well as sneak peeks of product demos you’ll be displaying.
And when the day of your tradeshow rolls around, you can use Instagram’s IGTV feature to live-stream your event as it happens. Your followers receive a notification when you start a live video, so it lets people who couldn’t attend experience your event too.
Sharing clips on your Instagram feed and Story makes for great adverts for your tradeshow.
Armed with the knowledge above, you’re now ready to launch your Instagram marketing campaign for your tradeshow. Follow these tips, and you’ll see your event attendance soar. Get started today and start promoting your tradeshow.
MicroStartups helps aspiring entrepreneurs achieve their dreams, however big or small. We love sharing the microbusiness message around the world.
This year, our company TradeshowGuy Exhibits, had a great showing at Natural Products Expo West. In fact, our best ever, as we introduced three new clients and five new projects. Let’s take a look:
Schmidt’s Naturals has been a client for a few years, but this year they stepped up from a 10×20 custom exhibit to a brand new 10×40 custom exhibit. The brand, which was purchased in late 2017 by Unilever, has seen fast growth for an expanding product line that was created basically out of a Portland garage a decade ago.
The new 10×40 custom booth features backlit panels from side to side, a generous closet and a pair of LED-highlighted display podiums with storage. The design is clean with lots of white space, and is set off by colorful iconic custom flooring.
Wildbrine’s designer worked with our designer to come up with a clean and colorful 10×20 design that featured a bright green design for the flooring, and bright colors for the back wall and side return walls. There is an inset shelving unit in the closet, lit by white LEDs and a set of RGB custom-controlled lights.
Another custom 10×20, this one highlighted by a large mounted monitor, a big lightbox and a custom product display. Two similar counters for drink machines and literature and an LED-highlighted round charging table topped it off, along with a white oak printed rollable vinyl floor.
Hop Tea, out of Boulder, Colorado, is a company founded last May! They found us online and we partnered with Salem’s TimbrandMoss to create a custom reclaimed barnwood back wall and counters to serve their brewed tea through kegerators. The back wall accommodated a rented refrigerator. The front counter was highlighted by a burnt-in logo. We also created a cut-out vinyl-wrapped 3D version of thei rlogo to hang from the back wall. Their product won a Nexty award for Best New Ready-to-Drink Beverage. And their exhibit went over really well in the Hilton Hot New Products hall!
I go back over a decade with Hyland’s. The company I worked for back in 2005, Interpretive Exhibits (since closed due to retirement), designed and built a unique koa wood 10×20 exhibit. They’ve used it ever since – except for this year. They wanted a brighter, simpler approach, and we helped put together a large 8′ x 20′ single-photo pop-up back wall. Striking!
Graphic Updates: Bob’s Red Mill, Wedderspoon and Dave’s Killer Bread/Alpine Valley
Long-time clients Bob’s Red Mill, Wedderspoon and Dave’s Killer Bread had us do some updates. For Bob’s Red Mill, we coordinated the creation of a 42″ touchscreen video unit in the alcove portion of their booth, along with graphic updates throughout the exhibit.
For Dave’s Killer Bread, new graphics included a stark look at second-chance employment for convicted felons on their front counter, and the addition of a video monitor which looped a short video on the issue.
For Wedderspoon Manuka Honey, some more graphic updates. All great clients to work with – and glad to have them all!