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

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Six Tips To Create A Top Custom Modular Exhibition Stand

The following is a guest post by Reno Macri.

A custom modular exhibition stand is an option to make the most of your investment, providing the chance to not only adapt and modify your stand for a program of shows, but also to re-use components from your stand in other events in between exhibitions. Modular design provides a uniquely adaptable framework for your exhibition, and can have greatly reduced shipping costs. The unique custom elements can provide high impact branding, whereas the durability of materials and efficient storage ensures your exhibition stand will look amazing every time you use it.

Create a Sense of Intrigue

Virgin media Exhibition stand design


Some of the best custom modular exhibition stands’ success lies in their creation of a sense of mystery that helps convert passive passers-by into active potential customers.  Intrigue is one of the most powerfully effective ways of increasing interest in your brand, and a custom exhibition stand is a perfect canvas upon which to create it.  Carefully plan what you want to achieve with your design, and ensure that the pay-off to potential customers hooked by the sense of intrigue created by your exhibition stand is worth their time and is relevant to your brand identity. 

The Bigger the Better?

Vodafone Custom Stand Design

When choosing the size of modular exhibition stands, a larger space will obviously create more of a visual appeal to potential customers.  If space permits, a large exhibition stand accurately portraying your brand identity, with a range of interactive technological aspects and friendly, knowledgeable personnel will combine to create the perfect exhibition.

Memorable Live Presentations

Philips Custom Stand

A lot of research has indicated that exhibits that provide interactive live presentations are amongst the most memorable to consumers.  The opportunity to be equally entertained and engaged in a presentation presents an opportunity to be far more active in the event, and will also set you aside from your competition.  Any exhibition is about standing out, and not simply blending in with the number of other stands there.  It is things like live presentations and demonstrations that will help you achieve this, particularly with the flexibility provided with a custom modular exhibition stand, which will allow you to incorporate all of your design features. 

The Power of Touch

Vodafone Custom Stand Design

Interactive digital technology has emerged as one of the most successful aspects of any exhibition stand in the last ten years.  From the early days of simply having a computer present on which you could register your interest through social media sites, to the fully-immersive world of countless iPads and interactivity that continues to grow in popularity with the public.  Again, it is all about ensuring your potential customers aren’t simply passive in their experience of your brand: integrate them into the experience, make them a part of it and let them feel what you product or service is all about.

The Power of Smell

Aviva Custom Design Build

Of all five senses, it is the power of smell that is the strongest in triggering memories or an association.  Some aromas remind you of specific holiday destinations, of childhood memories, and can instantly transport you to another time and place within your mind.  Drastically under-used in exhibition design, the power of smell as a memory trigger has the potential to be incredibly powerful with creating brand association through your exhibit.

The Power of Sound

Philips Exhibition Stand

Although you will need to research what regulations exist with the exhibition space, a good use of sound can be the perfect way to attract visitors to your stand.  Music, or a presentation will help draw attention to your stand for those who cannot immediately see it.

Reno Macri is a managing director of Enigma Visual Solutions, a leading exhibition design company in Berkshire, UK. It specializes in providing exhibition services like custom stands design and build, signage system, conference set design, event branding, graphic productions and much more. He has been working in exhibition & the event industry for more than 2 decades. He enjoys sharing his thoughts on experiential marketing and design trends. You can follow him on twitter.

Tradeshow Marketing Analysis, Part 8: Post Show Follow-Up

This is number 8 in a series. Check the previous articles here:

  1. Where to Start
  2. Budgeting
  3. Pre-Show Preparation
  4. Which Shows to Attend
  5. The Booth
  6. Booth Staff
  7. Lead Generation

Now you’re back at the office. The booth has been buttoned up and shipped, the staff are back at their desks, and you have a stack of leads that need to be follow up with, and perhaps other tasks, such as going through multi-media (photos/videos) to be used in a variety of ways.

Let’s break them down:

  • Sales leads
  • Staff debriefing
  • Logistical notes
  • Photos/videos and other content creation

Sales leads would of course be handled directly by your sales follow up team. Each company’s methods are their own, so as long as you know how that works, it’s not my job to make that over. Just make sure it DOES work for you!

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Staff Debriefing: While it’s not always ideal to make it work on the show floor, you can gain a lot of insight into how your booth works, how visitors perceive your company and more by holding daily debriefings on the show floor. Even if it’s only a quick 15 minute wrap, by allowing all staffers to share perspectives, offer ideas and feedback, your company will benefit.

Back at the office, another way to benefit is to spend a little more time debriefing each staffer individually. This allows you to offer more intimate feedback and encouragement, and to identify any specific areas that need improvement. It’s also helpful because in a one-on-one conversation they’re likely to be more candid than they might in a group on the show room floor.

Make notes on the feedback for your tradeshow file.

Logistical Notes: Any notes you have made before, during, and after the show should be reviewed. Did the set-up crew have any problems? What questions came up from visitors that you didn’t expect? Did the electrical grid plan work effectively? What was missing? What surprised you at this show?

What about competitors? Did you or any of your staff get around to review your competitors booths and see what their staff and products were all about? Were any of your competitors there in bigger or smaller booths? What could you sense or what did you learn from seeing the booths and products? Were any of your competitors missing? Gather all of these notes as well, and be sure to ask your staffers and management staff what they thought.

Finally, what photos and videos did you bring back from the show? If you have an active content-creation group, you may have dozens or hundreds of photos, and perhaps a dozen or more short videos. These may be photos of visitors, other booths (competitors as well as partners), video testimonials or demonstrations. These can all be used for research, and many can be used on social media platforms to share with your audience what you were doing at the show. Without getting too deep into the use of social media for your event marketing (more on that in the next few days), by capturing multi-media content for research and future use, you can extend your visibility at tradeshows by weeks, months or longer, and use the content to tease your audience in another 11 months when you are prepping for the show again.

Click here to grab my Tradeshow Follow-up Checklist

Tradeshow Marketing Analysis, Part 7: Lead Generation

This is number 7 in a series. Check the previous articles here:

  1. Where to Start
  2. Budgeting
  3. Pre-Show Preparation
  4. Which Shows to Attend
  5. The Booth
  6. Booth Staff

First, let’s define lead generation before we get too deep into this section.

All marketing is the activity of looking for either a new lead, or a way to bring current clients or customers to new products or services. Generating leads is a must to keep your business moving forward. No leads, no business.

When it comes to tradeshows, lead generation is the specific act of capturing contact information and related follow up information from your visitors so that you can connect with them again at a not-too-distant-in-the-future date.

Lead generation is NOT the act of having a fishbowl where you invite attendees to throw their business card in for a chance to win an iPad. Nope, in this case your lead must be someone who’s qualified to a) need or want your products or services and b) in the position to purchase soon.

All of your lead generation activity should spring from these two determinations. When a visitor enters your booth, they’re expressing at least a modest active desire to learn more about your product. At this point, you have an opportunity to quickly learn a few things: who they are, what their interest is in your offerings, and if they are in a position to purchase soon.

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If you search Google for “lead generation” you’ll get hundreds of ideas for drawing a crowd at your booth and capturing their contact information.

Many of them will work well, and you’ll walk away from the show with lots of potential leads. I say ‘potential’ leads because you’ll often find that many of those business cards are from people that just stopped by to try and win an iPad or they spun a wheel, or some other fun thing. But that doesn’t make them prospects.

Instead, focus on capturing the contact information from people who are in a position to buy from you, and leave all the rest to the side.

This means that you must focus on your efforts to attract those potential clients and disqualify the others.

By asking one or two questions you will determine if the visitor is qualified. If they are, you dig a little deeper. If they are not qualified, you politely disengage so that you are not wasting their time or yours.

To start, your graphic messaging can help to qualify those visitors by being laser-focused on the benefits your company offers. This might mean a specific statement or a bold claim or bold question that gets that market thinking “hey, I need to know more!”

Look at lead generation activities as just another investment – and that it should be measured just like other investments. Are you getting good results from your investment? If not, change it up based on becoming more focused on what works and what is important to your audience.

Help them.

If you’re selling a product or service, you must know what it is that keeps them up at night. What are they thinking about at 3 am that is keeping them from sleeping soundly? Dangle the bait in such a way that you address that problem. Perhaps that means a free white paper that they can get if they fill in a brief form on an iPad stationed at the front of the booth. Perhaps that means conducting proprietary research directed at that market designed to uncover exactly what bugs them.

There are hundreds of ways to catch a prospect, but they all boil down to this: are your products designed to solve their problem or satisfy a need? If so, you’re on the right track and your questions will spring from those platforms.

Next, you must have a proper method of capturing the information. You can go high or low tech, it doesn’t matter as long as the information is processed and passed on to the right people who are prepared to follow up in a timely manner in the way that your prospect expects.

At best, your information will include contact info (name, address, email, phone number) and will gauge their interest in your products or services. It will optimally have specific information on when they want to be contacted and their current stage of interest in your products. Beyond that, you’re probably wasting their time and yours. But for a valid and proper follow up, your sales person will benefit greatly from knowing all of that information.

Again, it doesn’t matter whether you’re using an iPad, scanning badges or a filling in a form on a clipboard, as long as it works effectively.

Finally, you must have a foolproof method of getting the leads back to the office! I’ve heard too many stories of companies who have spent thousands of dollars exhibiting, sending people to the show and then sending the leads back in the crates with the booth – and they weren’t able to track them down for weeks. At which point the value of prompt follow up was lost, along with thousands of dollars in potential sales.

Ideally, each day’s leads should be sent back that night to the main office and put into the follow up system. At worst, they should accompany the tradeshow manager or other designated person back to the office at the end of the show. Digital leads have the advantage of being able to be sent back quickly, but even paper forms can be scanned or photographed or turned into PDFs using smartphone apps and sent digitally, as well.

While your booth staff’s engagement is important (see part 5), bringing back the leads is critical to your show’s success.

When you remember that nearly 80% of all tradeshow leads are NOT FOLLOWED UP ON, if you can fix this simple step you’ll be ahead of 4 out of 5 of your competitors. So where would that put you?

Tradeshow Marketing Analysis, Part 6: Booth Staff

This is number 6 in a series. Check the previous articles here:

  1. Where to Start
  2. Budgeting
  3. Pre-Show Preparation
  4. Which Shows to Attend
  5. The Booth

So you’ve got a great booth. You’ve done a fair amount of pre-show planning and marketing. The products are terrific. Yet at the end of the show, your results fell flat. Not sure why, you say, you just can’t put your finger on it!

What about your BOOTH STAFF? Is there a chance you don’t have the right people? Or that you don’t have people that are properly trained in working a tradeshow?

It’s entirely possible that the success of your show depends on your booth staff. And if your staff is under-educated, ill-informed or simply not prepared, your results will show that.

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So what do you do?

First, make sure you have the right people. A booth staffer should be outgoing, intelligent, approachable, friendly, knowledgeable – and trained in exactly what the company’s goals are for this show.

Which means that many of the people that you send to the show are not a good fit. Salespeople? Well, you’d think so. But if you have a salesperson that is used to a typical sales situation, they may not be prepared for a tradeshow floor, which is by its very nature, chaotic, fast and distracting. A ‘typical’ sales situation may mean that the salesperson has set up an appointment, makes an office visit and the prospect has scheduled 30 minutes, an hour or more for a meeting.

That won’t work on a showroom floor, and any salesperson who thinks it will work should be dissuaded of that attitude. Instead, a tradeshow booth staffer must learn to quick qualify or disqualify a visitor and move them on to the next step in a few moments. This doesn’t mean that the staffer must hurry someone along that is clearly a prospect, it’s that they must learn to recognize who to spend time with (and still limit that time), who to pleasantly thank and move on from, and how to steer prospects to the right people if appropriate.

This means that every tradeshow booth staffer can probably use a good training session. A good trainer will help a staffer to ask the right questions, and do a little role playing. It might mean that the staffer needs to be educated more fully on the company’s products and/or services.

At the bottom line, it means that the staffers – as well as anyone in the company involved in the tradeshow marketing effort – must expand their KNOWLEDGE BASE. The more information that people have, the more understanding they have and the more effective they’ll be on the tradeshow floor.

Another significant part of training will help inform staffers of the top no-no’s in a booth: eating, talking on a cell phone, standing with arms folded (which is body language for ‘don’t talk to me!’), and more.

Research has been done for years in the exhibiting industry, and multiple surveys and studies show that the more ‘buy-in’ a staffer has, the more effective they’ll be. The better-informed that all parties are, the more they’re able to work outside of their normal areas, which means that when a visitor shows up at the booth, the chances go up that they’ll be able to get an answer to their question, no matter what.

So: is your booth staff prepared? Do they understand the products and services? Are they capable of discussing them with visitors? Do they have qualifying questions ready for visitors? Are they able to greet people with a smile?

I would wager that no matter how good your staff is, they can be better at the next show by undergoing a training session. It’ll show in your bottom line.

Tradeshow Marketing Analysis, Part 5: The Booth

This is number 5 in a series. Check the previous articles here:

  1. Where to Start
  2. Budgeting
  3. Pre-Show Preparation
  4. Which Shows to Attend

Let’s tackle the BIGGEST part of your tradeshow strategy – at least in terms of potential cost.

The BOOTH.

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We can agree that booths come in all shapes and sizes. We can also agree that they usually cost a LOT MORE than you anticipated, right?

Let’s leave the cost and size up to your particular company’s available budget, goals and marketing presence. For some companies, a 20×30 booth would be a huge investment, more than they could possibly justify. For others, a 70×100 might be smaller than they’re used to. So for now we’ll dispense with the actual size and cost and focus on other important elements.

Let’s start with the BRAND. Your booth should convey, at a glance, the look and feel of your brand. For some, that’s a natural wood look. For others, it means a high-tech look straight out of Star Trek. That doesn’t mean that a rootsy, earth-mama brand couldn’t get away with an aluminum structure with fabric graphics. Those decisions are typically made through long and detailed conversations with a 3D booth designer, the company’s marketing team and a booth fabricator. But still, the goal should be that when a visitor sees the booth and the company’s name, it evokes a FEELING that is in congruence with what the company wants the visitor to feel. If not, somebody messed up.

Secondly, your GRAPHICS MESSAGING should be planned so that a visitor’s eyeballs will follow it to its proper conclusion. Usually this means the hierarchy works like this:

  1. Company Name or Logo
  2. Positioning Statement or Bold Challenge
  3. Supporting Statement

However, if your company is not well know, this typical hierarchy might change a bit:

  1. Bold Statement or Challenging Question
  2. Company Name or Logo
  3. Supporting Statement

And on somewhat rare occasions, the company name might drop all the way to third place, if it’s an unknown company or if the company name is really insignificant:

  1. Bold Statement of Challenging Question
  2. Supporting Statement
  3. Company Name or Logo

If your company name is unimportant in the sense that a product or brand is important or more recognizable than the company name, that might go first:

  1. Brand
  2. Tagline or Positioning Statement
  3. Supporting Statement

There is no one-size-fits-all approach for graphics on tradeshow booths that covers all companies or situations. Instead, your goals, products and objectives should help determine how the graphic hierarchy is displayed. The main thing to keep in mind is that visitors pass by booths quickly and they all become a blur. Imagine your booth is a freeway billboard and you have 2 – 3 seconds to catch someone’s attention.

Next up: BOOTH FUNCTION.

From a 10×10 booth to the larger island booths, the function of a booth must be carefully thought out and discussed, and it will be determined largely by your show goals and objectives, the number of booth staff and how you want to interact with visitors. If you’re doing product demonstrations, for example, you’ll need to make sure the booth is big enough to accommodate the presenter or demonstrator and a small audience. If you’re sampling edibles, perhaps all you need is an easy-to-reach sampling table.

Every booth is different, every show is different and every company’s goals and objectives are different. Other questions to settle: Do you have enough storage? How many meeting areas do you need? Should the meeting areas be completely private or only semi-private? What products and/or services are you promoting at this show? Do you need video monitors, or an iPad kiosk to help visitors interact?

Take the time to address all of the functions that your booth needs. Those needs can be determined by the experience you’ve had at past shows as well as conversations with company staff that are involved.

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And no matter what functions you detail and prepare for in your booth, chances are good that once you’ve lived in the booth for a few days, you’ll notice things that need to be changed for the next time. For example, one of our clients wanted a meeting space for their clients in a 20×30 booth, so one end of the booth – about a 10×20 space – was covered and mostly inaccessible to the casual visitor. However, after 2 – 3 times exhibiting in the booth, it became apparent that client meetings didn’t happen as often as they thought, and booth staffers found it to be a quick and easy place to hide out. So the covered meeting space was removed and the space was better utilized as product display and visitor interaction.

Of course BOOTH FUNCTION also includes things such as storage, meeting areas and traffic flow. While planning a booth you’ll want to take into account these three critical things. Not to say that they’re often – or ever – overlooked, but it’s not out of the ordinary for them to be miscalculated. For instance, traffic flow: do visitors have easy access to the booth? Or do you even want them to have easy access? Some companies design booths so that only desired visitors are allowed inside, limiting access to casual passers-by. Others want any and all visitors to step inside the line.

Storage needs to be considered: personal items (coats, purses, laptops, briefcases, etc.), products so samples can be replenished and more. Do you have enough space? Make sure you have enough, but try not to overdo it: space is at a premium at tradeshows and every cubic inch needs to be considered.

Finally: meeting areas. How many staffers will be meeting with clients or media types at the booth? How often? How many meetings are already scheduled ahead of time? How many do you anticipate to happen randomly?

Truthfully, it’s quite possible that the needs of each show will shift slightly from previous shows. The best approach seems to be to pay attention to how the booth is used at each show and make adjustments as budget and goals shift.

Finally, let’s touch on LOGISTICS, SET-UP AND DISMANTLE. In recent talks with a new client, they first mentioned the most important aspect of their new booth: it HAS to ship in a case small enough to go by UPS of FedEx. The large 4x4x8 wooden crates were a big NO-NO. So every possibility that came up from then on had to ultimately meet that objective.

To them, set up meant having a couple of booth staffers arrive a day or two early at the show, set it up with a minimum of fuss and tools, and avoid the double-whammy costs of pre-show staging and arrival at the advance warehouse, and having to hire show help to set up the booth.

Other companies don’t mind the extra cost – they try to minimize it, of course – but it’s more important to show their audience a great booth. Even if it means the booth is a 40×40 that requires a day to set up with hired help, and takes a dozen crates to ship.

Any good company will be aware of your desires in these areas, and determine what’s most important.

Best Case Scenario: having a booth that a) immediately conveys your company’s BRAND, 2) your GRAPHIC MESSAGING is clear and relates to this show’s goals and objectives, 3) is built to FUNCTION properly with room for meetings, storage, product/service display and 4) meets your company’s objectives when it comes to SET-UP and DISMANTLE.

What’s Your Biggest #Tradeshow #Marketing Challenge? (Survey Results)

A couple of weeks ago I posted a one-question survey which asked tradeshow marketers to identify their BIGGEST challenge when it came to creating a successful experience. To me, success means coming away form the show with more leads than last time, having a booth staff that’s on top of their game, a booth that really shows your company’s brand and identity and in general leaves you wanting to get back and do it again!

The survey went out via our tradeshow marketing list twice and was posted a handful of times on a few social media sites. In other words, it wasn’t scientific but was instead mean to capture a snapshot in time of what people were thinking when they clicked through to the survey.

The question read like this:

What is your biggest challenge in using tradeshows to market successfully?

The question was designed to be as straightforward as possible without trying to steer anyone to a specific answer or topic. There were eight answers possible. These came from the general topics under which all tradeshow marketing elements would likely fall:

  • Determining your show objectives
  • Budgeting
  • Pre-show marketing and preparation
  • Creating an awesome booth that represents your company’s brand and image
  • Booth staff training
  • Lead generation
  • Post-show follow up
  • Keeping track of everything from show to show

The survey was designed to let respondents to choose only one answer. I’m not sure if it would have been better or worse if respondents could have chosen more than one. My thought was it forced people to settle on just a single choice, no matter how many challenges they had in tradeshow marketing. Besides, the question asked respondents to tell us their ‘biggest challenge,’ not their two or three biggest challenges.

As responses to the survey came in, there were two answers that stood out as being the most challenging to the respondents: post-show follow up and creating an awesome booth. For a time it was neck and neck, but in the end, ‘post show follow up’ edged out ‘creating an awesome booth that represents your company’s brand and image’ but not by much.

Tradeshow challenges results
Results from the one question survey: What is your biggest tradeshow marketing challenge?

Bottom Line: the answers don’t surprise me much. In my experience, some of the biggest challenges in tradeshow marketing that people recognize revolve around having a great booth, and taking care with all of those leads that come back to the office with you once the show is over. Booths can be expensive to create and maintain, and leads are often difficult to shepherd through a follow up process. About 80% of all tradeshow leads do NOT get followed up on, so that result is not surprising.

What was interesting to me is that booth staff training didn’t get a single hit among the three dozen or so survey respondents. Staff training is often one of the most overlooked and neglected areas that can influence a company’s tradeshow marketing success.

The fact that about 16% of respondents chose ‘pre-show marketing’ and ‘lead generation’ also indicates some challenging problems in identifying what is the best approach to driving traffic to your booth and, once they’re there, to capture leads in an effective manner.

Tradeshow marketing isn’t easy, nor is it cheap. If it was, everybody would be doing it and growing their businesses faster than they could keep up with. However, done right, it is one of the most effective ways of promoting new products and reaching new markets.

Outdoor Retailer Summer Market Recap (and Awards)

Outdoor Retailer is so big sometimes I wonder why it’s not in Vegas. But no, Salt Lake City is the perfect setting for this fun, extravagant and energetic national tradeshow. With mountains only a short drive away, SLC is positioned perfectly to host this confab of outdoor enthusiasts from all over the country (and around the world). There’s so much going on in the outdoor industry that they hold the show twice a year: once in winter and once in summer.

The recent OR Summer Market took place the week of August 4th at the Salt Palace Convention Center. On Tuesday, attendees were invited to an Open Air Demo at Huntsville, Utah’s Pineview Reservoir, tucked neatly in the Uinta-Wasatch-Cache National Forest just down the road from Snowbasin Ski Resort. The OAD was packed with 100-plus small exhibitors crouched under branded canopies, many of them offering free tryouts on kayaks, paddleboards and more. After a brief downpour mid-morning, the rest of the day turned into a fun, engaging and playful event.

As for the tradeshow itself, several acres of floor space at the convention center are occupied by the biggest show of the year in Salt Lake City, resplendent with top-notch exhibits, some as large as 100’ x 70’ that dominate the area. Keen, Merrell, Thule, Timberland, The North Face, Cascade Designs, Mountain Hardwear, Columbia and more came to Outdoor Retailer ready to show off their new goods – and no doubt spent a pretty penny with HUGE exhibits.

So what caught attendee’s eyes? For me, it was solar power. Lots of solar chargers: foldable, portable and powerful. Solar power is coming into it’s own and in the next half a decade or so it should explode as the cost of creating a kilowatt of power via solar will continue to plunge below that of the cost of typical energy. It seems that every time I turned a corner there was another solar-powered gizmo.

And the booths? Well, let’s have a little fun with some awards, shall we?

Best brand representation: Keen Shoes. Yes, this is a category with a lot of tough competition, but Keen is so over-the-top with recycled pallets for walls, recycled windows, hand-made booth elements and funky swagger that how can you NOT give this award to Keen?

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Walking Dead Re-birth: Kelty. Yes, the Walking Dead were used as inspiration for having to carry around a crappy backpack, so you’d better get fit with a really good Kelty Pack!

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Best Use of Stuffed Dogs to Show Off Your Products: Ruffwear. You might be surprised, but there were a LOT of stuffed dogs used to show off gear. Ruffwear managed to do it with style with gear made exclusively for dogs. Talk about focus!

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Best Tent Campground. Lots of tents at OR, but The North Face took over nearly a quarter of an acre with tents. Lots of tents. It felt vaguely like a Grateful Dead concert, missing just the tie-dye and herb.

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Best use of Brick: Carhartt. The faux brick surface made it look like the two-story booth that represented a storefront had been built one brick at a time. Beautiful.

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Best ‘Stop Dead in Your Tracks’ Booth: Brunton. Use of bright colors, back lit panels and shapes that grab your attention did indeed stop people in their tracks. Hard to capture in a photo, but I gave it a try.

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Best Product Demo Video: Coast Portland. It took a little patience, but after viewing the video shot near Oregon’s Coos Bay showing off the company’s flashlights, you came away convinced that they were the best you could buy.

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And finally, Most Iconic Use of an Icon: Leave No Trace’s Bigfoot, who posed for photos and invited attendees to tweet selfies for a chance to win footwear!

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I spent two days of the show jotting notes on my clipboard, doing booth assessments: subjecting almost two dozen booths to a closer exam that I call the Tradeshow Booth Performance Test. I’ll be sharing that information with those companies in the few weeks – always a great learning experience for both (I hope!).

Outdoor Retailer Summer Market on the Horizon!

Hey, I’m heading to Outdoor Retailer in early August. Salt Lake City hosts this fun and engaging national show twice a year: one for winter market (think skiing!) and once for the summer market (boating, hiking, bicycling and more!). Thousands of exhibitors and tens of thousands of attendees take over the Salt Palace Convention Center the first week or so of August.

…and I’ll be there doing some tradeshow booth performance tests. You know, a look at how companies are using their tradeshow booths to live up to the promise of gathering leads, attendee engagement and delivering a brand message.

Check out my invitation:

21 Tips to Maximize Your Tradeshow ROI

The following is a guest article from Jennifer Callahan of Fathom:

It can come as a directive from the top, but most likely it’s Sales or Marketing trying to squeeze company budgets to allow a team to exhibit at a tradeshow. So if you’re part of a team trying to get dollars approved to set up a tradeshow booth but are facing increasing pressure to prove that it’s worth not only the money, but the time away from the office, you need to read on.

No matter which industry you’re in, you have likely seen budget restraints over the past five years. Proving a Return on Investment for Sales and Marketing is more important than ever. So how do you maximize ROI for your upcoming tradeshow?

First, it’s never too early to plan. Following are just a few items you should begin working on now:

–        Press Release: A crucial part of your pre-show marketing. Tell people what booth number you’ll be at and what they can expect from your team. Will you have new product demos? Free assessments? Make it easy for reporters from trade mags to meet with you by stating when and if you’re available to meet with the media.

–        Your Website: On your home page you will want a noticeable call to action (perhaps with a discount code for attendees?) to incentivize anyone attending the show to stop by to check you out.

–        Multiple Blog Posts: This is a no-brainer if you have plenty of time between now and the show. But don’t just do promos about your company. Write about what attendees can expect from the show and the types of events that have happened in the past. And when you return, write a wrap-up blog post.

–        Use Video! If someone from your company is speaking at the event, or if you will be interviewing any notable people from your industry, make sure someone videotapes it. Place the video on your YouTube channel, along with a link to it in your blog, Twitter feed, Facebook posts, etc.

–        Meet with Current and Prospective Customers: Schedule time to meet with your current customers at the booth. It’s not a bad idea to have prospective customers meet with your Sales or Marketing team at the same time. Oftentimes your current happy customers can be great ambassadors of your brand.

–         Toss the Paper: Resist the urge to haul reams of paper documents for passing out at the booth. Get interested prospects’ business cards to email them everything they’re interested in, post-show. Chances are your documents will end up in hotel room trash cans, anyway. This runs into the next tip:

–        Email, Email, Email: Nurture prospects with email post-show. It can start with company documents that explain more about products and services. And from there on out, it’s up to you to continue with marketing automation to further nurture those valuable leads.

While tradeshows may be dwindling in attendance in your industry, there is a way to turn attendees into customers in this digital world. It takes major planning and teamwork between Sales and Marketing. Download the whitepaper 21 (+2 Bonus) Tips to Maximize Your ROI to plenty more tips to make the most of your company’s marketing dollars.

(Tim sez: check out this great infographic):

FATHOM_Manufacturing_Tradeshow_ROI_Tips-Infographic_2014

Find featured work from Jennifer Callahan here.

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