How to Solve a Bad Tradeshow Booth Location: Video
Yes, you got a lousy location. What to do to prevent poor traffic and lack of leads by the end of the show? Here are a handful of things you can do to bring people to your booth:
Roadmap to Tradeshow Success
If you don’t know where you’re going, any road will take you there. Famous words, no doubt, and they certainly apply to any marketing endeavor you’re undertaking. If your goal is to simply appear at a tradeshow, you don’t have much of a roadmap. It might look something like this: rent a booth space, get an exhibit (doesn’t really matter what size or what it looks like); bring a few people from the office and talk to people that stumble across your booth.
Success! Of course, since you didn’t really have much of a plan, how could you fail?
On the other hand…
If you want to talk to bring home 300 leads, that requires a longer plan and a better road map. Setting a goal – any goal – immediately puts restrictions on your map. It forces you to go in a certain direction. And the good thing is that it makes you ask questions, such as:
- How do we get enough people to our booth to collect 300 leads?
- What kinds of leads do we want?
- How do we qualify the leads?
- What information do we want?
- Do we need to do pre-show marketing to bring people to our booth? If so, what will that take?
- How many people should we have in our booth?
- How big of a booth do we need to support those people?
- What will it cost to create that exhibit?
And so you. You get the idea. Sure, you can simply set up a booth, hand out a few brochures and samples and cross your fingers, but if you really want to bring home the bacon with a bagload of new prospects, it takes more than that.
It takes a roadmap that only you can put together, based only on what’s important to you.
If you want a little help, you could do worse than picking up my book Tradeshow Success. It’s got a pretty good roadmap planning guide, chapter by chapter.
But whatever you use, if you want to get somewhere, you need a map.
Tradeshow Exhibit Configuration is Fluid
Do you set up the exact same booth every year with no changes? Or do you find that you have to make minor or even significant changes from year to year because your needs change or some piece of your exhibit doesn’t function the way you thought it would?
Many exhibitors stay the same, but many change. Frequently.
Let’s say at one show – a big one that you set up an exhibit at every single year – you have had nearly the same configuration for five or six years. That’s not unusual. Although, in my experience, most clients we work with at TradeshowGuy Exhibits do at least modest changes nearly every year. Sometimes they do rather wholesale changes, like increasing their footprint by 50% or more. Or realizing at this year’s show they don’t have enough meeting space. Or product display space. Or that some element of the exhibit just didn’t work as anticipated.
There are always reasons for making changes. But if you purchased the exhibit, you’re kind of stuck with it.
Except. Not always. There are always a lot of ways to skin the cat, as it were. Let’s say – like a client of ours recently – you have a custom booth. You spent a lot of dough on it, so the idea of building another piece just to satisfy your functional needs is going to challenge your budget. When this happened to the client, who was looking for more counter space, we suggested that instead of having some custom counters built, why not rent some counters? That way, you’re only committed to one show with the revised configuration, and the cost will be lower than if you had them custom-built and bought them. And if for some reason you really like the configuration, you can either purchase them or choose to rent them again the following year. I see it happen frequently.
Same thing with furniture. It used to be that clients would ship furniture to shows in their crates. Chairs, small loveseats, tables. In some cases, that’s a good thing, especially if the table is branded or is custom in some other way like LED highlights.
But the furniture is unused the rest of the year. It can get scuffed and damaged during setup and dismantle. Renting the right pieces, such as a nice brand-new comfortable couch might make more sense. Do the math, take a look at the options, and make the decision.
It’s all fluid. Especially when it comes to the various smaller elements of your tradeshow exhibit: counters, furniture, product display units and more. Talk with your exhibit house rep or coordinator and see what options you might have that can both save you money and give you an upgrade on looks and function. It’s doable. Because it’s fluid.
The Importance of Your Tradeshow Booth Staff: Video
Your tradeshow booth staff is critical to your overall success. Here are a handful of things to look at when it comes to your staff:
Visit our main site at TradeshowGuy.net.
When it Comes to Tradeshow Marketing, is Showing Up Enough?
You’ve heard it many times in the past several years: the most important thing is showing up. Be there consistently. Be there with your writings, your photographs, your content, your thoughts and leadership. Keep showing up.
On the flipside, I’ve also heard for years that if you’re going to exhibit at a tradeshow, you have to do more than just show up. You have to have a good plan or your time, money, and energy are wasted.
I think both viewpoints have some validity. So let’s break it down.
Years ago I worked with a client that had been attending the same tradeshow for years. They just kept showing up, handing out samples, gauging feedback, connecting with clients and colleagues. No reason not to, it was a good thing to do.
Then they got sold and the new owners had a more circumspect view of the marketing budget and decided to look at it from top to bottom. And that year, the slight shifting of the show dates of the big show they set up an exhibit at every year meant that two years of tradeshow marketing expense fell into one fiscal year.
Uh-oh. We’re spending that much on tradeshow marketing? Hang on! We gotta take a closer look at this.
So they pulled out of that year’s show and put the following year’s appearance on hold. The new owners had to look for their reason for being there. They found it: it was a great show for them, the benefits were worth more than the expense and they came back bigger and badder than ever.
But they had to lift the cover, so to speak, of why they kept showing up year after year. And they figured it out. And now they show up year after year.
Showing up is important. As David Newman of Do It Marketing put it recently:
Keep showing up for the people in your life.
For your clients, family, community, friends, prospects, colleagues…
Show up with empathy.
Show up with value.
Show up with caring.
Show up with help.
Show up with gratitude.
They.
Need.
You.
So yes, show up and exhibit at tradeshows, but do it with purpose. Know why you are showing up. Know what your goals and objectives are. Make sure your staff knows why you’re there.
And then have fun.
7 Ways to Stand Out From the Tradeshow Crowd: Video
Standing out from the rest of your fellow exhibitors is often a combination of what you do, what your visitors can do, and what your booth looks like:
7 Ways to Make Sure Your Tradeshow Marketing Sucks
Sure, you can mess up in a lot of ways with your tradeshow marketing. There are so many moving parts to the process. But follow these seven ways and you’ll really come away with a bad experience.
Supporting a Cause on the Tradeshow Floor
What happens when you, as a company, take a stand on an issue important to you on the tradeshow floor?
As with pretty much everything, the answer is: it depends.
I don’t see it all the time, but there are a few examples where supporting a cause is a big part of a company’s tradeshow exhibit. A part of their public-facing stance.
The first one that came to mind was a recent update to an exhibit we did for Dave’s Killer Bread. Dave Dahl, the famous Dave of the namesake brand, had a, shall we say, interesting history. As a result, in 2019’s updating of the exhibit for Natural Products Expo West in Anaheim, DKB focused a large part of their messaging on an issue important to them: making sure felons have a second chance. Their main counter and backdrop behind it were graced with statistics and images offering their take on the issue.
Another recent project seen at Expo West was Kashi’s spare booth warning of the lack of organic farmland in the U.S. There was no product to taste or see, just a simple 20×20 exhibit that displayed their concerns.
Another client, Bob’s Red Mill, made a change to their overhead banner touting that the company was an employee-owned company.
Once you start looking, it’s not hard to see the causes that companies support in their tradeshow booths. World’s largest B Corp. Zero waste to landfill. 100% organic. Save the Bees. The free-from market. And on and on.
Sure, you could say that especially in the natural products world, showing off your bona fides is just good marketing. And that’s true. But many companies go beyond that and plainly support causes as part of their tradeshow exhibit that a few years ago would be rare.
It’ll be interesting to see how this continues to unfold, and if it’s as obvious in other industries.
Multi-Function Stands for Your Tradeshow Booth
Nothing like having everything in one spot, right? With these stands doing yeoman’s work in your booth space, you’ll find a little extra space for other things, like more visitors?
3-in-1 and 4-in-1 stands offer choices of tablet (iPad or Surface) holders, hand sanitizer, and literature holders in one compact, convenient stand. And of course, they can be fully branded, powder-coated, with anti-theft locks, and wire/cord management that gives it a clean look.
Take a gander:
Contact us for more information. Go to our full Exhibit Design Search at TradeshowBuy.com.
8 Records to Keep at Your Tradeshow Appearance
Ever have one of those moments when you wish you had a picture of something from the tradeshow appearance you did, oh, six months ago, but you can’t find it? Setting up your exhibit at a tradeshow is a fleeting moment, and the more photos you take and the more records you keep, the better off you’ll be as you prepare for next year’s show. Here’s a quick video on a handful of things you might consider tracking from show to show: