Is it time to downsize? What things are worth considering when discussing the size of your exhibit? Here are a half dozen quick things to ponder:
I tend to make a lot of lists. Not as many as I used to (maybe I think I have enough lists by now!), but I still write things down. You’d think this makes me organized, but that’s not necessarily the case.
Several years ago, not long after I got married, I sat down and wrote out a comprehensive emergency “If I Get Hit By a Bus” list. It’s self-explanatory: it’s where my wife can find all of those things she needs if the worst were to happen: passwords for phones, computers, websites and more; will, important papers, all of that stuff.
I realized over the weekend that I should probably update the list soon because things change. Some old info drops off, new stuff is added. But then I thought: should tradeshow managers do the same thing? After all, there are a lot of moving parts in tradeshow marketing.
Hey, life is unpredictable. Things happen that you haven’t planned for. Most of us really don’t spend much time thinking about the worst thing that could happen. And subsequently, that means we really aren’t prepared for it, at least not as much as we could be.
What should be on your list? It may vary from person to person, and company to company, but here are a number of things that come to mind:
- List of shows: Include booth sizes, dates, locations.
- Vendors: who handles your exhibit; who designs graphic updates, who prints them? Who fixes your exhibit when it needs repairs?
- Service providers at the show: while many companies use show services at the venue, many also bring in outside exhibitor-approved contractors to set up and dismantle the booth. Or print something on demand in a quick turnaround.
- Personnel: Who went to what shows, what their duties were. Who’s still with you, who might have left. Contact information.
- Where files are kept: tradeshows generate paperwork, either digitally or actual paper. If they’re kept on a server, note the location. Same with your work computer. Same with your file drawers.
- How much things cost: similar to keeping track of paperwork, but building a spreadsheet to track costs from show to show and year to year can also be of great use.
- Exhibit details: size of booth at particular shows. Size of graphics (you’ll be updating them frequently); number of crates, storage location, what shipper you generally use, along with contact information on those various entities. Names and phone numbers are always a good thing.
- Social Media access credentials: whether you handle these personally or not, if you’re involved or if there is to be social media engagement from the show floor, add those login details to your list.
Once you have your list, give a copy to your immediate boss, or to someone on your team you trust that will use it if necessary. You should be good to go for another year or so before updating it.
One way to learn how tradeshows are progressing in this soon-to-come post-pandemic era is to walk the floor of a major show in Las Vegas and observe. If you can’t yet, the second-best thing is to talk to someone who did just that. And that’s what we’re doing on this week’s TradeshowGuy Monday Morning Coffee. I spoke with Andy Saks of Spark Presentations, who walked the floor at last month’s World of Concrete to find out how a big tradeshow in Las Vegas dealt with the relaxed safety protocols:
Find Spark Presentations here.
This week’s ONE GOOD THING: The last season of BOSCH on Prime Video.
Even though the pandemic is supposedly waning, events, conferences and tradeshows are still dealing with how to handle crowds in a pandemic era. Here comes Crowdpass, with a unique look at the situation and how they’re looking to handle it digitally. I caught up with Marketing Director Quinn Zsido to go over their approach:
Find CrowdPass here.
This week’s ONE GOOD THING: MacProVideo.com.
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:
On this week’s TradeshowGuy Monday Morning Coffee (now published bi-weekly!), Kenji Haroutunian of the Big Gear Show joins me to chat about the outdoors world, the tradeshow world and much more. Great to reconnect with Kenji:
Check out the Big Gear Show here.
This week’s ONE GOOD THING: The new Crowded House album, Dreams Are Waiting.
In all the years I’ve been attending Natural Products Expo West (and Expo East a few times), one of the things that I see time and time again is the number of small unknown brands looking to get a toehold in the crowded natural foods industry, and then to see them a year or two or three down the line as they start to appear on local grocery store shelves. And then some of them become much bigger brands, and a small number are sold to larger companies. And it seems like suddenly (although it’s been a years-long effort) that the brand is ubiquitous.
And I’ve been lucky enough to work with a few of them: Bob’s Red Mill, which was a growing brand when we started to work together around 2006. They’re world-wide now and Bob’s iconic face has appeared on billions and billions of product packages. Or Kettle Chips, which was a well-known regional brand on their way to national and international status when they became my first client in 2002. Since then, they’ve been bought and sold at least two or three times (okay, at least four – I looked it up) and are currently part of the Campbell Soup Company as of March, 2018.
We started working with Schmidt’s Naturals five years ago. At the time they were an up-and-coming Portland brand started in a garage. In the handful of years we worked with them on tradeshow exhibiting, they went from that small company to being purchased by Unilever and are now, as they say, ubiquitous.
There are plenty of other examples of brands that made their first appearance at Natural Products Expo West (this is getting to sound like a commercial for the show, isn’t it?) that I see on grocery store shelves: Brazi Bites, Mary’s Gone Crackers, Castor and Pollux Pet Food, Boom Chicka Pop, Rule Breaker and more.
I have no doubt it’s not a straight line from the tradeshow floor to the grocery shelves, but I firmly believe that many of these brands would not be where they are now without the benefit of consistent tradeshow marketing.
Check out this gallery of photos including exhibits from the show floor and how those products appeared this week on grocery shelves of a local store.
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: