TradeshowGuy Blog

Category: Tradeshow marketing

  • Natural Products Expo West TradeshowGuy Exhibit Awards

    Walking the floor of the Natural Products Expo West show in Anaheim, one is overwhelmed by the sheer number of tradeshow exhibitors and visitors. According to New Hope, the organization that puts on the show, there were over 80,000 visitors this year, and over 3,100 exhibitors.

    That’s a lot of bone broth, honey, yogurt, Paleo diets and chocolate. Oh, the chocolate!

    But there are literally tons of tradeshow exhibits, many of which stand out in unique ways. Let’s capture a few of these and call them out for service and recognition above and beyond.

    Best Use of Bodily Function Statistics: GoodBelly

    I watched as visitor after visitor stopped at the side of the GoodBelly exhibit and snapped a photo of The Poop Report, an infographic compiled from a survey of over 3000 people who visited the GoodBelly website.

    The Poop Report: Good Belly
    The Poop Report: Good Belly

    Best Long Form Screenplay, er, uh, Exhibit: BabyGanics

    BabyGanics have traditionally occupied an odd-shaped island space for years in the convention center, so I was a bit surprised to see that space occupied by another exhibit. It took a moment of spinning on my heels, but I did eventually find the 60′ (70′? 80′?) long exhibit. Just an inline exhibit, but they jammed a lot of longevity and functionality into the space.

    BabyGanics Goes Looong!
    BabyGanics Goes Looong!

    Best Makeover: Nancy’s Yogurt

    This booth is near and dear to my heart: it’s the second exhibit project I ever sold when I got into the business 15 years ago. So this is nearly 15 years old. For years, the booth has had the same look and feel. But a laminate makeover gave it an entirely new look and feel. In fact, I admit at first glance I thought it was an entirely new exhibit! But not the case – just a quick re-skin for a whole new look:

    Nancy's Yogurt Before and After
    Nancy’s Yogurt Before and After

    Best Lettuce on a Wall: Indoor Farms of America

    Inside Farms of America had a simple concept: show people what they do, and as a result it’s an eye-catching and ‘stop-in-your-tracks’ effect:

    Best Lettuce Wall
    Best Lettuce Wall

    Best Minimalist Exhibit: Kashi

    Kashi’s <1% display got people talking and snapping photos. It’s nothing but a large space with a hanging sign, the <1% display and, when you read the fine print, you discover their message about organic farmlands. Effectively done:

    Best Minimalist Exhibit: Kashi
    Best Minimalist Exhibit: Kashi

    Best Use of Cactus Wisdom for Interactivity: Steaz Tea

    There’s nothing like handing out cards with pre-printed fortunes to get people to line up. I know I did. Clever, interactive, and engaging in a fun way – a perfect fit for Expo West:

    Steaz Teas Interactive Fortune-Telling Cactus
    Steaz Teas Interactive Fortune-Telling Cactus

    Seriously, I could go on forever with fun and silly awards for exhibits at Expo West: it’s a place with a lot of creativity. Yes, you’ll find uncreative low-budget exhibits that should (and probably did) embarrass the exhibitors, but what’s the fun in pointing those out? They know who they are, and they know when it’s time to upgrade. So let’s go with just one more that caught my eye:

    Best Photo-Op Exhibit: StonyField Yogurt

    A large painting on a wall and floor made it look like you’re standing in a bowl of yogurt, if photographed at the right angle. So I joined in. Lots of people waiting for their turn here throughout the show:

    Best Interactive Photo-Op: Stonyfield Yogurt
    Best Interactive Photo-Op: Stonyfield Yogurt

  • Natural Products Expo West – Photo Gallery

    Thought it might be fun to take a look at some of the cool exhibits, enthusiastic people and tasty products from Natural Products Expo West:

  • TradshowGuy Exhibits Shows Off Three New Client Booths at Expo West

    it was a good Natural Products Expo West 2017 for all of us here at TradeshowGuy Exhibits! We welcomed three new clients at the show: Dave’s Killer Bread/Alpine Valley Bread, Schmidt’s Natural Deodorant and Wedderspoon Manuka and Organic Gourmet Honey.

    Expo West Tradeshow ExhibitsDave’s Killer Bread/Alpine Valley Bread got it started with a 10×30 booth; 10′ is dedicated to the Alpine Valley brand, 20′ to the Dave’s Killer Bread brand. The booth featured three fabric graphics, two of which were backlit by LED lights, creating a bright and attractive light box. Both brands showed off their logos with stand-off direct print sintra with LED highlights. A small storage closet gave them plenty of room for product, along with two custom curved counters equipped with USB chargers and LED trim. One had a tablet kiosk affixed to the top.

     

    Schmidt’s Natural Deodorant is a relatively young company that has seen its products make a big impression in the marketplace. This year they introduced a new soap product to go with the deodorant, and showed it all of with a custom 20′ inline booth featuring two large fabric light boxes.

    Both of these booths had custom flooring, which we’re seeing a lot more of these days.

    Last, but not least, we worked with Wedderspoon from Philadelphia to create a wood-shelf oriented booth to show off their line of New Zealand honeys. This was a simple, elegant wooden booth that gave them a large hanging graphic in the middle, several display shelves and ample storage space.

    All of the companies reported glowing comments from visitors on their new exhibits. But more importantly, the great folks from Dave’s Killer Bread, Schmidt’s Naturals and Wedderspoon loved the exhibits and were a joy to work with. It’s another good reminder of why we’re in this industry: to make you look good!

  • Repeal and Replace: The Tradeshow World’s Version

    All this talk and angst about ‘repeal and replace!’ Yet it happens all the time in the tradeshow world. Yesterday I walked the floor of the Natural Products Expo West show in Anaheim as exhibitors assembled exhibits for business later in the week. Many of the exhibitors there have performed a version of ‘repeal and replace’ on their exhibits. Others have done a partial makeover, hoping to satisfy the budget-minded constituents in the company. And yet others have stuck to their guns, not making any changes from last year.

    repeal and replaceThat’s the way of the tradeshow world. Every year there are new competitors in the marketplace. Every year there are new potential customers that are going to view your exhibit with new eyes. Every year there will be the same visitors who have seen your exhibit before.

    So what prompts a company to throw out the old – repeal – and bring in a new exhibit – replace? It could be any number of things, but a recent client described it perfectly: their old exhibit was a ‘train wreck’ and the new one fixed all those issues with something that was well-planned and well-executed.

    Certainly budget comes into it. So does function. So does the competition, company growth (or contraction), change of direction or any number of things.

    When you’ve come to the decision to repeal and replace your exhibit, take the time to get it right. You’re going to want to live with it for several years.

  • TradeshowGuy Monday Morning Coffee, March 6, 2017 [video replay & podcast]

    On this week’s coffee, I spend some time going over the question of asking better questions. If we learn to ask better questions, we’ll get better information. So what does it take to ask better questions? Take a look:

    Notes from this week’s vlog:

    Fast Company article by Stephanie Vlozza

    Lifehack Article

    TED talk on asking better questions

    ONE GOOD THING: The Portland International Airport

    Audio Podcast Version:

    Get the free report “7 Questions You’ll Never Ask Your Exhibit House”

  • Tradeshow Marketing: Are You Jimi Hendrix or Ernest Hemingway?

    tradeshow marketing - jimi hendrix or ernest hemingwaySeriously, isn’t that an absurd question to ask about tradeshow marketing: are you Hendrix or Hemingway?

    tradeshow marketing - jimi hendrix or ernest hemingwayOr maybe not. Let’s have a little fun for a moment.

    Picture Jimi Hendrix standing at the edge of your tradeshow booth, or on a small stage in your booth, looking to draw people in for a show.

    Now imagine Ernest Hemingway, sitting at his typewriter, carving out phrase after phrase to tell a story in a simple, eloquent and easily understandable way.

    Which would make for a better result? Hendrix or Hemingway?

    Hendrix was a showman. A one-of-a-kind guitar player whose talent still ripples through time.

    Hemingway was a storyteller. His tales resonate through time as well.

    Frankly, you might need both. You need a good tale, and you need a showy way to get people’s attention so they can take it all in and respond in a positive fashion.

    Which are you – Hendrix or Hemingway? Or some combination of the two?

    Now, let’s watch some Jimi…

    And just for fun, a clip of why Ernest Hemingway was such a badass…

    Photo Credits:

    Ernest Hemingway By Lloyd Arnold – http://www.phoodie.info/2013/07/19/from-the-desk-of-ernest-hemingway-this-weekend-cuba-libre-celebrates-my-birthday/, Public Domain, Link

    Jimi Hendrix By Reprise Records – eBayfrontback, Public Domain, Link

    Grab our free report: “7 Questions You’ll Never Ask Your Exhibit House”

  • TradeshowGuy Monday Morning Coffee, February 27, 2017 [video replay & podcast]

    Had a great chat with Ashley Blalock of the Ashley Avery Agency in NYC, an agency that provides models and spokespersons for tradeshow exhibitors. It was a fun and informative chat – check it out:

    Ashley’s One Good Thing included two books!

    Zero to One by Peter Thiel with Blake Masters

    #GirlBoss by Sophia Amorusa

    And you can find the Ashley Avery Agency here.

    Audio Podcast Version:

  • Don’t Sell at the Tradeshow

    Huh? Don’t sell at the tradeshow? Isn’t that why you’re there – to take names and kick ass? Sure, you won’t get an argument from me.

    sell at the tradeshowHowever, let’s take a look at the tradeshow situation. The event is designed to bring hundreds or thousands of people by your booth. If your intent is to sell – and just sell products at the event – then you’re going to spend more time with each person. It takes time to write up an order, and depending on your product or service, it probably takes time to determine exactly what that service or product is. How long is the service going to last? What version of your product is best for your client? When do they want it? What is their goal in using your product or service and can it really help them?

    Sure, if you’re just selling single pack food items or something that can be sold in just a few seconds, they go ahead – sell, sell, sell!

    Most products take longer. Even if you’re ultimately selling a single food product, you may be trying to get into more stores, or hook up with distributors. Which means you’re not actually selling at the show.

    You’re just qualifying.

    And once you qualify, you both then agree on the next step.

    And that’s when the real selling begins.

    Grab our free report: “7 Questions You’ll Never Ask Your Exhibit House”

  • The Importance of Knowing Your Tradeshow Marketing Goals

    What are your tradeshow marketing goals? It may seem an obvious question. But it bears some attention before schlepping off to the show, setting up and accosting attendees.

    Each show is different with a unique audience and a unique set of competitors. How you determine your goals depends on those combinations. Some shows may be better at connecting you with retailers, some better at interacting with buyers, others better at connecting with bigwigs who can make big things happen.

    In general, the tradeshow marketing goals can fall under three main areas:

    the importance of knowing your tradeshow marketing goalsBrand Awareness and Perception

    In this area, you can build on your company’s marketplace awareness with an effectively branded booth that shows off your credentials or capabilities. You can promote specific products, launch new products, position your company effectively against competitors, or even reach new markets.

    Floor Activity Goals

    This is where you can work to increase traffic, have one of your managers speak at a conference or panel, speak with industry media outlets, compile information about your competitors, interact with attendees, promote your message, give demos or hand out samples, work to build traffic through promotions and social media engagement and more.

    Things to Measure

    I’ve always advocated that exhibitors count visitors. It’s not always easy on the crazy chaos of a tradeshow floor, but if you can keep count you’ll know the number of visitors you had. Use that as a baseline and count the visitors at each show and compare year-to-year. You’ll also count leads and sales that result from those leads. Do a little market research by taking a survey or visitors and compile the results. Keep count of any new distributors, suppliers, retail buyers and more.

    Knowing your tradeshow marketing goals gives you focus, especially since those goals change from show to show, from audience to audience.

    Free Report: “7 Questions You’ll Never Ask Your Exhibit House”

  • 7 Kinds of Exhibits to Look for at the Tradeshow

    There are hundreds of styles and types of exhibits at tradeshows, but in my estimation you can reduce them to just a handful of ‘kinds’ of exhibits. Do you recognize these?

    1. Super-Duper Over-the-Top Big Tent Exhibit. You know these kind. This exhibit has a hanging sign, a dozen or more people working the booth who are wearing matching tees or tops, are handing out samples and generally trying to be the ‘big dog’ in their niche. And with this kind or exhibit, they usually succeed.
    2. 7 Kinds of Exhibits to Look for at the TradeshowLarge Format Well-Branded Exhibit. Most likely an island, but you can tell in an instant who the exhibitor is. Highly professional. The staff is smiling, greeting everyone appropriately. Kicking ass and taking names.
    3. Something New. Often an inline exhibit from a company that changes it up frequently. Some companies take the same exhibit year after year after year. There are some exhibitors, however, that bring a brand new look almost every year. These are companies that are challenging their competitors and the status quo.
    4. Same Old Exhibit. Just referenced in last paragraph. The company that doesn’t even bother to change their sign from year to year even though a casual observer can tell they should probably do some updating.
    5. The Kluge Exhibit. Creativity run amok, where a (usually) small company has a couple of creative folks who take bicycle parts, discarded barn wood or whatever and somehow manage to come up with an exhibit that knocks your socks off. What are they selling again?
    6. Basic. Lots of companies start here. There’s not a lot of creativity, but simplicity is important and the message is clear.
    7. The WTF exhibit. Poorly executed graphics with unclear messaging, bored-looking staffers. It makes you wonder WTF are they doing at the show?!

    Next time you walk the show floor, see how many of each kind of exhibits you can identify! And if you can add to our list, feel free to drop a comment!