This week’s ONE GOOD THING: The return of the National Basketball Association. Season starts soon!
When was the last time you saw a card trick? I mean, a good card trick where you were left scratching your head about how the heck the magician did that? You immediately want to know how it was done, right? But no, you never see that. Not really. A good magician works his magic and all you see is the result: the reveal.
If someone showed you how it was done, the magic of it sort of vanishes – poof! – right?
One of the emails I get is from a site called Penguin Magic. It seems like nearly every day they send out a video of a trick of some sort, and they’re offering to sell you the trick so that you can practice it and show it off to your friends and family.
I don’t have a big desire to be a magician and learn card tricks well enough to show them off (maybe I’m too busy writing novels and songs and other stuff in my limited spare time), but the concept of lifting the curtain to see how a trick is done is intriguing. But not enough to spend the time to practice card tricks.
When it comes to tradeshow marketing, there’s no magic involved, except to the visitor, and perhaps to only a few of them. First-time tradeshow visitors (and every tradeshow has its share of first-timers) might not fully understand what’s going on. They don’t know exactly how the exhibits get set up, although they can surmise that if they want. They don’t see all of the planning and organization and rushing and graphic layout and production and teeth-gnashing when deadlines get pushed and rush fees are instituted.
All they see is your booth, in all its glory (or not). They only see your staff. They don’t see what training, if any, that staff did prior to the show to know how to greet visitors, how to ask the right questions, how to discern between the prospects and the tire-kickers.
All they see is the result. They see the reveal.
Yeah, you usually use tradeshows to grow your business. But it’s not like you can just show up and make that happen. There are several reasons to exhibit at tradeshows, but here are the three most important:
If you’re a fan of Robert Heinlein’s classic science fiction book “Stranger in a Strange Land,” you know the story of Valentine Michael Smith, a human who was born on Mars, raised by Martians, and comes to Earth in early adulthood. He ends up in a political power struggle and as the title suggests, he’s a little lost in the whole thing.
I sense that many people are feeling a similar way when it comes to returning to the tradeshow floor. Exhibit designers, builders and exhibitors are looking to the future when things will return to normal and they can get back to the action of exhibiting and all that entails.
This morning I see a post in a tradeshow group on Facebook that a client has canceled an appearance in an upcoming show in early August. Due to the uncertainty surrounding the resurgence of the delta variant of the virus and the continued resistance by a significant portion of the population to getting vaccinated.
Another commented that they also had a cancellation at the same show, and a second cancellation by another client at another show in October. Also due to uncertainty of the virus numbers.
But for some exhibitors who are looking at shows in late October, the assumption is that everything will be fine and they’re proceeding with plans for new exhibits. So they’re forging ahead on designs and are getting ready to put significant money down on new exhibits.
I get the sense that with all the players involved – organizers, exhibitors, attendees, designers, fabricators, labor and support services – no one is sure of which way to jump, and unfortunately we’ll all have to jump several times before we learn where we’re going to land.
In the TV show “Billions,” one of the questions that come up now and then is: “Are you certain?” And the response is meant to be “I am not uncertain.”
But I don’t think anyone has much certainty right now about the tradeshow world and when it might return to normal. Or even settle into a “new normal,” which will be different but at least predictable.
Yes, tradeshows are a great place to see what’s going on with your competition. Here are a quick five things you might consider trying to find out about them:
Inflation is kicking in, have you noticed? Have you recently tried to price a piece of plywood, for example? And no doubt you’re feeling it at the pump, too.
It’s affecting the cost of tradeshow exhibits and tradeshow marketing, too. In a recent Classic Conversation – where Classic Exhibits distributors gather monthly to share info and chat – much of the conversation was about rising prices. And it’s apparently affecting a lot of the marketplace. Prices are moving up, and time frames are also changing.
For example, when the pandemic hit, companies had to shed employees. Many were furloughed indefinitely, many were simply let go. Now that things are moving in the other direction, albeit slowly in many instances, companies are having to staff up again. And many are finding it challenging to get dependable people back into the workforce.
Also, supply lines are either clogged or pinched, or negatively affected, meaning that it takes longer to get the materials that you need. There’s a high demand where there was recently very little demand, which means that the ramping up of production is happening, and it doesn’t happen overnight. And shipping is taking longer than it used to. Much longer, depending on where things are coming from. If materials are coming from Asia, for instance, the broad stroke take is that shipping containers cost more and are harder to find, making shipping not only more expensive, but things are taking longer.
In the states, shipping times are expanding by a few days in some instances. Again, these are general observations, but people who handle shipping logistics agree that it’s taking longer to get things from Point A to Point B.
Other things to watch for
It’s been noted that in some locales, show services are being impacted. In a quick addendum to our regular monthly chat, someone observed that GES was allowing only their rental exhibits to be set up, and not allowing any EACs (Exhibitor Approved Contractors) onto the floor. Again, this seemed to be only in a few places, but it raises flags about how you should approach planning for your next show.
What to do:
Talk to your exhibit house: find out prices ahead of time; find out how long the quote will be good for (expect that 30 days is a likely limit).
Talk to your labor and show services contractors well ahead of the show so you are prepared for any changes that you may have to deal with for the upcoming show.
Download and read the show manuals from top to bottom and if you notice changes or have questions, take the time to reach out and get clarity on anything you’re uncertain about.
Finally, don’t wait until the last minute for any booth changes. Plan on adding an extra week or two or three to your design and production schedule. Show dates won’t move, and if you want any significant changes to your tradeshow booth, make sure your planning includes the extra time needed.
Tradeshows are a great place to bring in more sales. But to bring in sales and grow your company, tradeshows are also a perfect place for setting secondary and tertiary goals. Here are some you might want to consider:
Tradeshow exhibitors know how easy it is to let costs run wild. Here are a half dozen ways to add to your exhibit and booth space without going broke doing it:
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:
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.