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:
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:
- Product Demos
- A place to collect visitor’s contact information
- Download Center (PDFs, coupons, sales sheets, special reports, etc.)
- Archived video
- Live stream video
- Live chat
- Booth tour
- Schedule a meeting
- Learn about your company
- Learn about new products
- Give people the ability to share things on social media
- Steer people to your social media outlets
- 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?
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.
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.
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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.
After viewing Exhibitor Magazine‘s latest survey data last week from the exhibitor and supply side of the tradeshow world, it got me to thinking about what exhibitors should do now. Here’s a short video:
It’s not a stretch to see how tradeshow exhibit manufacturers can use the same exhibit building blocks and, with a little creativity, create much-needed physical barriers, office dividers, safety shields and more. We’ve been fortunate over the years here at TradeshowGuy Exhibits to work with one of the top exhibit manufacturers in the country, Classic Exhibits. Their creativity in design and their ability to put great products out that meet needs is unmatched, in my humble opinion.
Whether it’s coming up with needed rental equipment for corporate gatherings, office dividers, or hand sanitizer stations – all that look sharp and are miles beyond what you typically see in offices and retail stores – they keep adding.
Check out these desktop safety shields, newly available from TradeshowGuy Exhibits, manufactured by Classic Exhibits:
Download the PDFs here:
- Desktop Safety Shield MOD 8050
- Reception Counter Safety Shield MOD 8051
- Reception Counter Safety Shield MOD 8052
Chances are your desk or reception area doesn’t exactly fit the dimensions in the examples, in which case leave it to our designers to create a rendering showing exactly how they would look in your facility. Just go to TradeshowBuy.com and contact us, or call the number at the top of this page.
With tradeshow marketing on the sidelines, now is as good a time as any to brush up on your tradeshow marketing skill and knowledge. And here’s a great place to find a whole lot of tradeshow marketing tips – all in one place, and all worth their weight in gold. Check out this short under-three-minute video:
Find all of these tips at TradeshowBuy.com!
It isn’t a matter of if, it’s a matter of when. And it’s possible that in some areas of the country, small meetings and corporate events are already back, or on their way. And that may mean that some of these venues, such as hotels, small conference centers, or corporations with their own event centers, are not prepared.
They’ll be looking for workstations, counters, branded LED lightboxes, monitors, charging stations, hand sanitizer stations, and more. Chances are they don’t have all of these items readily available. And it may not be a good approach to try and purchase all of these things, and then try and store them from show to show.
Nope, it’s probably a better idea to RENT these things. Which is exactly what you get when you team up with TradeshowGuy Exhibits and Classic Rental Solutions. We’ve worked with the designers, project managers, and fabricators at Classic Exhibits for nearly two decades and know they offer high-quality top-of-the-line material. And with the pandemic afoot, they’ve turned their designers loose to come up with a variety of items that you might need for an upcoming event. Rent, don’t buy, when it comes to things you’ll only use a time or two a year, especially when event requirements may change from event to event.
Click on these images for larger information sheets, then click through to the more thorough website info pages below:
For more information:
- Presentation Stage with Demo Stations
- Product Stands with Casual Seating
- Meeting Rooms with Seating and Kiosks
A few recent newsletters that have popped up in my inbox have gotten me to thinking about B2B in the age of a pandemic. The tradeshow world is virtually shut down. Conferences aren’t happening. Events are 99.9% gone. Many of the writers behind these newsletters offer insightful observations about how business is now being done: what’s changing and what’s not.
I’ve compiled several of these thoughts and added a few of my own.
“Zoom Fatigue” has become a meme. But connecting via digital is about the only way to connect. Yes, you can pick up the phone – and I do – but a video call is more personal. Of course, there’s an extra step involved: you have to agree on a time and schedule the call and send the link. But taking those steps evinces a commitment to the meeting you might not have otherwise had.
Email: staying in touch is a little harder in this day and age. Many of the contacts I have are either working from home or have been laid off. Others are in the office only part time and their presence at work is not a given. Every company is dealing with the situation in their own way, and if an email isn’t answered in the time it typically would be, try a phone call.
Beyond Zoom, email, and phone calls, create short videos that address challenges a typical customer might have. A recent Orbit Media Studios post examined what happened when they added video to their content strategy. It’s led me to create short videos every week to see if they get attention.
Bottom line on Digital
Be present online more than you ever have been before.
Know your priorities.
What’s important for your company? For you? For your employees? I spoke with a handful of distilleries in Oregon this week to see if they were making hand sanitizer, as many of them did at the outset of the COVID-19 outbreak. Many had made the product and were still making it but it was not a priority. A handful of them, though realized that there was a market there and it was going to be there awhile and were actually ramping up production. Others felt it was not their core business and they would rather be known for their high-quality distilled products.
Understand your customer’s priorities
Every customer is going through something different. Find out from as many as possible what their biggest challenges are. Segment them. And if you can help them, do it. Some might need to wait another month or two or three.
Find and form valuable partnerships
Partnerships can take you places you couldn’t go on your own. Manufacturers, builders, factories, processing plants. Keep an open mind to what the possibilities are and ask good questions. You might uncover an opportunity that you had no idea existed a few months ago.
Communicate clearly to everyone
It boils down to listening twice as much as you talk. Find out what’s important to other management members, employees, team members, clientele, prospects. But make sure to let them know what’s important to you as well. We’re all in this together, and communication will be the key.
Remove friction whenever possible
Just like forming a new habit, the easier it is, the more likely you’ll form that habit. It’s like saying to yourself that you’ll put on your running shoes each morning and run around the block. There’s not much friction in putting on your shoes. Once you have the shoes on, it’s easy to go around the block. After you do that a few times, it’ll be easier to run a half mile. Then a mile. Then two, five and so on. By reducing the friction to get anything done, both for you and your clients, the easier it will be to get bigger things done. Start small where there is little friction.
Acknowledge that it’s not business as usual
The final piece. We all know that, but many of us are acting as if it’s still 2019. Are you? It’s not. We’re in the future to stay. And it’s a different world. It’s not business as usual.
Here are some of the resources that helped inspire this collection: