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

Branding

Find Improvement at the Edges

Sure, we’d all like to make big changes. Swoop in, push all the old stuff aside, and institute something NEW and DASHING and DAZZLING and TERRIFIC, something that impresses the hell out of customers, the media, and especially your boss. Because if your boss is impressed, he’ll remember you and you might be in line for a promotion, which means a raise and so on and so forth.

Sounds great! Except that making big changes, making that one BIG CHANGE that gets all of that attention, isn’t easy. You have to start from scratch, tear everything down and do something COMPLETELY DIFFERENT. And if you change everything, you’d better have a damn good reason. First off, it’ll cost more. Probably a lot more. It has to be a big bold idea. How many of those have you had lately? And you have to get buy-in from the right people, and especially the people who control the purse strings.

There’s a better way, and it doesn’t cost as much. It doesn’t require big bold ideas. It doesn’t change everyone’s job that’s involved in the initiative.

Make improvements at the edges. Opportunity lies in the margins. Find a way to bring ten percent more visitors to your booth. Generate another five or ten percent leads by adding a small interactive element to your booth. Move your booth space closer to the main entrance of a big show once you’ve accumulated enough points and time in the show to warrant it. Take a survey of half of your visitors to uncover what they really think of your new products or services, adding just a little new information to your product development.

There are a lot of little things you can do on the margins to make a notable improvement that doesn’t cost a lot, take much time, or strain the system (and your brain). Yet little changes can still have a strong positive impact on the bottom line.


Shows Are Coming Back Slowly. But Will Exhibitors Return?

This past week I’ve reached out to a couple of dozen former clients and prospects that have all exhibited for years at Natural Products Expo West in Anaheim. The show is usually in early March. You may recall that it was canceled on March 2nd this year, just a couple of days before it was supposed to open, just as the pandemic caused hundreds of exhibitors to pull out.

I happened to be sitting on a plane on the tarmac in Portland heading for the show that day when I saw the email from show organizers saying they were pulling the plug.

So what about next year? The show had originally been scheduled for early March again, but a few weeks ago it was pushed back to late May – a two and a half month delay, after a year in which it was cancelled due to the pandemic.

Will it happen? Obviously, organizers hope so. But who the heck really knows?

To get a sense of what exhibitors were thinking, I reached out to a couple dozen of them. The answers were varied, as you might imagine.

One said they’d signed up, but with the caveat that they could pull out and get their deposit back within a certain time frame. Another handful said they’re still in the wait-and-see mode, as final decisions are needed until sometime in January. I did hear from a pair of long-time exhibitors who said they would definitely NOT be there. In fact, one said they had decided to participate in NO shows through 2021.

Fits and starts. That’s what the tradeshow industry seems to be right now, working in fits and starts. And I suspect that will hold for all of 2021.


10 Reasons to Change Tradeshow Exhibit Houses: Video:

Hiring an exhibit house is a big task. It’s a commitment to a business relationship that, ideally, you’d like to keep in place for years. But everything must come to an end, and there may come a time when it makes sense to consider changing exhibit houses. Here’s my quick video that looks at ten situations that may warrant that consideration:


16 Things You Can Do in a Virtual Tradeshow Exhibit

The use of virtual tradeshow exhibits may not be exploding, although my sense is that it is increasing. Some big tradeshows have gone completely virtual for the next year or so, maybe longer, depending on the depth and breadth of the COVID-19 pandemic.

Which leaves exhibitors in a bit of a quandary: what to do about virtual exhibits. Should you invest in one? Should you just wait out the pandemic and hope you can get back to live tradeshows in the next six to twelve months?

And if you are seriously considering a virtual exhibit, it’s important to consider all of the various things you can do in the exhibit. I’ve seen a few virtual exhibits lately, and there is a wide variety in the approach. Some exhibitors have chosen the simple, let’s-keep-the-cost-down approach. Others have tried to throw everything in but the kitchen sink.

As an aside, one exhibit maker I spoke with recently said that a recent client of theirs did a virtual exhibit and found that at the virtual tradeshow, they experienced a 700% increase in leads for a fraction of the cost of appearing at a live show. My eyes opened at that stat, and while it’s impressive, it’s likely not going to be a common experience for every virtual exhibitor. But it does demonstrate that there is a lot of potential in virtual tradeshows if you plan ane execute well.

Having said that, there are a number of ways to get engagement at virtual tradeshows. The first is crucial: make sure that potential visitors know about your virtual tradeshow exhibit so that they are prepared, put it on their calendar, and have expectations.

The second is to build the expectations and prepare for them by putting specific things in your virtual tradeshow booth that visitors want. Things they’ll respond to, interact with, and share with others.

From that starting point, the question remains: what should be in your virtual exhibit? There are many answers, and your company’s specific needs should help frame the answer. Here are a lot of the things, perhaps not all, that could go into your exhibit. Keep in mind that each piece will add to your overall cost, much like a 3D real world exhibit, and that each piece of content, such as videos or white papers or PDF reports, all will take time and money to create. Before finalizing your plan, create a budget based on all of the pieces you think are necessary to make your virtual tradeshow booth a success.

Here are a number of things you can and should consider:

  1. Product Demos
  2. A place to collect visitor’s contact information
  3. Download Center (PDFs, coupons, sales sheets, special reports, etc.)
  4. Archived video
  5. Live stream video
  6. Live chat
  7. Booth tour
  8. Schedule a meeting
  9. Learn about your company
  10. Learn about new products
  11. Give people the ability to share things on social media
  12. Steer people to your social media outlets
  13. Leave an audio or video message

No doubt if you put your mind to it, you can come up with more. What am I missing?


14 Dumb Things Tradeshow Exhibitors Do: Video

Are you guilty of any of these? Don’t feel bad. We’re only human, but if we know ahead of time what things to know, what to avoid and how to prepare, we can have a much better and more successful tradeshow exhibiting experience.


TradeshowGuy Monday Morning Coffee, September 21, 2020: Kevin Carty – Virtual Exhibits

I’ve had Kevin Carty of Classic Exhibits on a handful of times this year for various discussions related to dealing with the COVID Pandemic, how they’re dealing with it and more. But this week I wanted to catch up with Kevin to learn more about virtual exhibits: how they’re working their way into designing and implementing exhibits for clients, and how exhibitors can think about and approach a possible virtual exhibit for their own use:

This week’s ONE GOOD THING: Rain. Sorely needed here on the west coast with all the forest fires still burning. We got a good dose of rain late last week and while it didn’t put the fires out, it gave firefighters a good helping hand.


Subscribe to TradeshowGuy Monday Morning Coffee on Apple Podcasts here.

Subscribe to our YouTube Channel Tradeshow Marketing here, where the vlog version of the podcast appears weekly.

Awareness Can Lead to Tradeshow Success: Video

The simple act of being aware of what’s going on can transform an average exhibiting experience into a successful one. Here’s a quick video on what you things you might want to be more aware of next time you’re exhibiting.


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Tradeshow Guy Blog by Tim Patterson

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