If 2019 was normal, 2020 was not. Neither was 2021, although it’s an improvement over last year. What about 2022? It’s not going to be normal although I think we’ll get a little closer. Maybe normal will never really return. Here’s a look at a handful of things to consider at you look at your 2022 trade show marketing schedule.
It’s July, and it marks a milestone in the life of TradeshowGuy Exhibits and my career in the tradeshow world. This year marks 21 years since I moved from radio into the tradeshow world and sold my first project, a custom 20×20 tradeshow exhibit, to Kettle Foods. At the time, I had just been hired by Interpretive Exhibits in Salem and happened to have a good friend at Kettle, and they just happened to be on the lookout for a new tradeshow booth.
I was off and running. For the next nine years, I brought in numerous corporate, government, and nonprofit entities into the clientele at Interpretive Exhibits. Then in July 2011, the owner shut the company down. At that point, I had a choice: find another job or try to keep going on my own in the tradeshow world. It took a bit of effort, but with a handful of clients from the defunct company, I was able to make a go on my own.
A Diverse Clientele and Noteworthy Achievements:
Since then, TradeshowGuy Exhibits boasts an impressive roster of clients, including distinguished names like Bob’s Red Mill, Schmidt’s Naturals, Meduri Farms, Nancy’s Yogurt, Hyland’s Homeopathic, Wedderspoon Natural Honey, Dave’s Killer Bread, and Alpine Bread, Organixx, Safe Catch, and more. Our involvement with SoYoung, which received the prestigious Exhibitor’s Portable Modular Awards in the 10×10 category, exemplifies our commitment to crafting exceptional exhibits that stand out on the trade show floor.
An Expert in the Field
I’ve been at the helm of TradeshowGuy Exhibits since the beginning. In an effort to show off my growing expertise and knowledge in the tradeshow industry, I was lucky to have been recognized by Exhibitor Magazine, a monthly publication devoted to trade show professionals. They featured me in a thought-provoking article titled “Trade Show Survival Guide.” The article focused on my book, “Tradeshow Success: 14 Proven Steps to Take Your Tradeshow Marketing to the Next Level,” which provided invaluable guidance to businesses seeking to maximize their impact at trade shows.
Building on the success of his first book, I published a follow-up gem in 2018 titled “Tradeshow Superheroes and Exhibiting Zombies: 66 Lists Making the Most of Your Tradeshow Marketing.” This publication offered practical advice and strategies to maximize every tradeshow opportunity.
Collaboration with Trusted Partners:
TradeshowGuy Exhibits owes much of its success to the unwavering support of trusted partners who have played pivotal roles in the company’s journey. Working hand in hand with Classic Exhibits for design and fabrication has allowed TradeshowGuy Exhibits to bring to life captivating and innovative exhibits that leave a lasting impression on attendees.
The partnership with Eagle Management for show labor ensures that each exhibit is flawlessly executed, allowing clients to focus on building connections and leaving a lasting impact on their audience. And with Scan Global Logistics managing shipping logistics, TradeshowGuy Exhibits can rest assured that their exhibits and materials arrive safely and on time, no matter where the event occurs.
I should also mention 3D exhibit designer Greg Garrett, who has provided us with several great designs, including the iconic Bob’s Red Mill 30×30 island booth that gave the company ten years of service before finally being retired last year.
Embracing the Future with Confidence:
As TradeshowGuy Exhibits celebrates 22 years in the trade show business, the future looks brighter than ever. With a proven track record of excellence and a commitment to innovation, the company is ready to embrace the challenges and opportunities that lie ahead. Their passion for creativity and dedication to client success will continue to be the driving force behind their accomplishments in the future.
A Heartfelt Thank You:
Finally, to our esteemed clients, partners, and all those who have been part of this incredible journey, TradeshowGuy Exhibits extends its heartfelt gratitude.
Not a bad way to kick off June! I sat down with Mel White of Classic Exhibits, along with a few dozen viewers, for a presentation on tradeshow tips for newbies and wannabes. He invited me as part of their ongoing “Fast and Furious” webinar series, and I was grateful to be asked and glad to join. We nicknamed the presentation ‘From Tradeshow Stupid to Tradeshow Smart in 50 Minutes,’ but whatever you want to call it, I jammed a lot of stuff into the presentation. Take a look – hope you get something out of it, and thanks to Classic Exhibits for inviting me!
Coming off a busy and successful week in Anaheim for the Natural Products Expo West, it’s the perfect time to get back into the podcast/vlog game.
Former TradeshowGuy Monday Morning Coffee guest Dave Brown is now with Tive, a company that tracks shipments in real-time. That technology is now being applied to tradeshow shipments, which as you can probably imagine can offer great utility to tradeshow exhibitors and logistics managers.
Take a look:
Check out Tive.com.
This week’s ONE GOOD THING: Station Eleven, both the book and the TV series. Good stuff.
A guest post from Ray Ko of POP Displays.
During the height of the pandemic, in-person trade shows came to a near halt due to health and safety concerns. Two years later, the restrictions are finally lifting—and organizations are ready to get back to face-to-face engagement with potential clients.
But while everyone is gearing up to get back to our new normal, safety remains a top priority for trade show organizers and attendees. In fact, according to data from EventMB, 55 percent of event planners cited safety concerns as the biggest obstacle to hosting live events. It’s important to remember, however, that safety is about more than protecting attendees from COVID-19. Visitors to your booth should feel comfortable being in the space you set up to showcase your business—and you should be able to focus on the task at hand without worry. With that in mind, here are some tips on making your trade show booth safe in a variety of ways.
Staff it well. It’s crucial that there is enough staff in your booth to not only engage
with visitors, but also to be aware that everyone is following important directions
and protocols.
Communicate safety protocols. Make sure there is easy-to-read signage throughout the area. Choose display options that are effortless to set up and break down, such as plastic sign holders, window sign holders with suction cups, and metal display stands.
Keep valuables locked. Choosing display options with locks can keep expensive products and items secure so you can focus on wooing potential customers.
Utilize barriers. You can ensure that visitors respect one another’s personal space through the use of retail barriers. Separating your booth into different sections will also make it a more engaging and inviting space.
Encourage good hygiene. Even without a pandemic, it’s always a good idea to promote hand washing, especially if visitors will be touching display items. Place bottles of hand sanitizers around the booth, along with a few friendly signs encouraging everyone to “please, wash their hands.”
Designate a clear entrance and exit. Prevent overcrowding—and anyone bumping into one another or knocking merchandise or collateral materials over—by having a clear area for people to enter and another for exit.
Set up separate areas. If possible, you can set separate areas for one-on-one meetings to steer potential clients away from the hustle and bustle of the main part of your booth. Visitors will feel more comfortable sitting down to talk if they don’t feel crowded.
Disinfect frequently. Whatever marketing tools you use to attract customers to your booth—display pedestals, tables, pamphlet holders, signage, etc.—should be wiped down frequently throughout the event. It will help reduce the risk of spreading infection, and potential clients will appreciate the extra effort.
Choose sturdy display options. The last thing you want is for one of your displays to fall down. You can find budget-friendly options that are still durable.
Serve prepackaged treats. In the past, trade show exhibitors might entice attendees to stop by their booth with edibles—muffins, pastries or even bowls of candy. Instead, offer prepackaged treats that are displayed to make them easy to grab. Navigating the trade show scene, whether as an exhibitor or attendee, safety (however you define it) will be top of mind moving forward. Consider these tips or tools-of-the-trade for a successful trade show experience.
About The Author
Ray Ko
Director of E-Commerce
Ray Ko is the Director of E-Commerce & Digital Marketing at shopPOPdisplays. Located in New Jersey, the company is a leading manufacturer of retail point-of-purchase merchandising systems. Ko has more than twenty years of experience in branding, content, and strategic marketing.
Kevin Carty, EVP of Classic Exhibits in Portland, Oregon, shares thoughts on the upcoming ExhibitorLive, the tradeshow world, supply chains, price increases, staffing challenges, and more.
This week’s ONE GOOD THING: The return of the National Basketball Association. Season starts soon!
Yes, we’ve heard it a hundred time: perfect is the enemy of good. But what would a perfect tradeshow experience really look like – if you could make it happen?
From your perspective – the exhibit tradeshow manager or staff member – it might look like something like this:
All of that would be great, right? Maybe not perfect, but as close as you can get.
But let’s flip the script and ask the question: what would be a perfect tradeshow experience for your visitors? Yeah, the people that come to the show – and to your booth – to learn about new products and services and hopefully find the right one that suits them to a T.
Now that you know what a perfect tradeshow experience might feel like from the attendees walking into your booth, what will it take to pull that off, again and again?
The on-again-off-again return to events is proceeding as you might expect: with unexpected twists and turns that are keeping everyone a little off-balance.
In the past week, I’ve seen the following:
Yes, as Mink DeVille once sang, it’s a mixed up, shook up world (okay, they were singing about a mixed up, shook up girl, but hey, it’s about the same thing, right?)
All I can say is hang in there, in spite of the two-step-forward-one-step-back world we’re living in. We’ll make it through. I got faith in the world and in the industry.
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.
Except…
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.
As the tradeshow world returns to something resembling normal, it does so in fits and starts and a few bumps along the way. In this week’s TradeshowGuy Monday Morning Coffee, Jim Wurm, Executive Director of the Exhibitor Appointed Contractor Association talks about those challenges:
Find the Exhibitor Appointed Contractor Association here.
This week’s ONE GOOD THING: Listen to Micky Dolenz’s new album “Dolenz Sings Nesmith” on Spotify.