2010 Trade Show Space Rents Increase – Negotiation Opportunity on Space Cost

Last year, we reached the bottom of the biggest recession since the Great Depression in the late Twenties, and as you may appreciate, everything went down. The size of shows, the space, the exhibitors, the attendees and almost all of the costs associated with exhibiting at trade shows in the US dropped…except for the cost of space!

2009 figures show that square footage cost increased by an average of 46 cents from $25.36 to $25.82. Not a big increase but why did this happen?

Part of the reason is that square footage costs, like a lot of other costs associated with trade fairs are contracted for well in advance as a rule. If the price drops after you have contracted for the space, that’s life amigo! An interesting issue will be what will happen in 2010 and going into the planning phase for 2011 when trade show buyers are looking at absolutely every line cost in their budgets.

After the decline in the number of exhibitors and the overall size of trade shows, both in excess of 10%, then there is an opportunity for hard bargaining on trade show space. There is no incentive for fast signing on for show space unless the price really is tumbling and the discounts are being offered. Even then, with the size of the space contraction there is an argument to actually delay until the last moment before committing on a venue so you wring the greatest cost saving out of trade show managers.

I doubt the declining numbers will stop this year but I do expect the rate of decrease to taper off as we start to go positive again for 2011. This delayed effect of the recession on the trade show market is bound to have a knock on effect, even if it is dampened. Don’t be bamboozled by trade show marketing collateral telling you space prices have recovered, there is plenty of scope for cutting costs yet.

Grab Visitor Attention at the Trade Show

In the fast paced world of trade show marketing you have be on top of your game to attract visitors to your trade show exhibit. You only have a few seconds to grab their attention; if you are unprepared a golden opportunity will pass you by. When designing your displays you want your company message to stand out. That will attract visitors to your trade show exhibit and make them interested in finding out more it.

Grabbing the visitor’s attention is the key to having a successful trade show. If your display does not grab their attention then you will be losing many potential customers. Using large banner displays will help to attract visitors from across the trade show floor.

Once you have them interested and at your trade show exhibit, you have to make them interested in learning more. A short, simple and to the point message will leave them wanting more. Attendees at a trade show are bombarded with many messages, lights and displays. You want your exhibit to look organized and showcase your product or services in a simple bold way.

Once you have them interested, this is when it is crucial that you have well trained staff to answer any questions. Your staff needs to be knowledgeable and enthusiastic about your company and products. Getting visitors to your trade show exhibit is just the first step. Then you have to convince them that they need and want your products.

Using demonstrations at your trade show exhibit is an ideal way to get people to stop and see what your product is all about. Demonstrations are a good way to get your message out and will draw larger crowds to your exhibit.

If you plan ahead and make your displays standout, you will be well on your way to having a successful trade show.

Trade Show Follow Up

Most companies will go all out for a trade show and won’t be thinking about what happens after the show has ended. It is a surprising fact that most exhibitors neglect doing any follow-ups after the show is done. If leads are not followed up on or handled inadequately you are wasting a valuable tool in your marketing plan.

To make sure you follow up on all leads after the trade show you need to make plans before you even attend the trade show. You need to decide and implement the way contact information is collected at the trade show.

Your staff needs to be trained to look for the right target visitors. When your staff is interacting with potential customers they should be trained to make notes about each lead that can be used when they contact them after the show.

Organization is the key to having contact information for use later on. You can sort through the contact information at the end of each day of the show. This is the perfect time because the day will be fresh on your mind, instead of trying to remember someone weeks after the show. You can sort them by how good of a prospect you think they may be.

You need to have a follow up method in place before the show to ensure you get good quality leads. One important thing to do is to include a personalized thank you when you contact the person again. There are a variety of methods to use, including follow up faxes, emails and hand written notes. Follow ups should be done as soon as the show has ended. If you wait too long to contact a person they may have decided to look elsewhere for their needs.

It you neglect the follow-up process you will be missing out on sales and new customers. You won’t be using a trade show exhibit to its fullest potential.

Trade Show Necessities

Trade shows are an excellent way to get you business recognized and to build a bigger customer base. They are also very intense and you have to be on your feet for hours. During the entire time the trade show is on you have to appear to be enthusiastic and full of energy. This is easy to do the first couple of hours until the newness wears off and it can quickly turn into as chore if you are not prepared. Below you will find some tips to help you stay comfortable during the time you are at the trade show.

You have to stay attentive at all times and a person working a trade show exhibit has to have plenty of physical and mental stamina. The clothes you wear should be appropriate but also comfortable to move around in. Your shoes should be very comfortable and it is never a good idea to wear new shoes when you are doing a trade show exhibit.

To keep your energy level up it is a good idea to arrange it so your staff gets to take a break every couple of hours. You should make sure you eat something throughout the day to keep a high energy level. Short breaks throughout the event will keep you and your staff on their toes.

It is also important to stay hydrated during a show. Make sure plenty of water is available to you and your staff. Plan ahead and be prepared by bring along a survival kit. You should include items like, eye drops, Band-Aids, antacids, and safety pins.

Trade shows can be rewarding, on the other hand, they can also be grueling if you are not prepared. The key to success it to plan ahead and to make sure you are ready to spend hours working the trade show floor.

Trade Show Tricks

Trade shows are a great opportunity for small and medium sized businesses. It can be a little scary and intimidating the first time you set up an exhibit at a trade show. If you plan ahead and learn everything you can about the show and use it to your advantage, you will succeed.

You want to project an image that attracts visitors to your trade show exhibit. Even if you are a small company you can still be successful at a trade show. The first thing is to learn everything there is to know about the trade show. Find out the location of your exhibit and also about the people who are putting on the event – ask management for the detailed demographics of previous shows, the current attendee and exhibitor lists too – you can use these in your own pre-show marketing. The more you know the better prepared you can be.

One thing that some people fail to ask about is how many power outlets are available in your trade show space. You will be bringing a lot of stuff that needs to be plugged in, such as lights and displays. This way you can plan ahead so you know what is available. This also allows you to adjust your display to fit the space and outlets without creating a booth which resembles a bowl of spaghetti!

Most trade shows will give you a tablecloth to use. You might want to bring your own table covers to make sure they fit into your color scheme. Remember your image is very important and you want everything associated with your company to look professional.

When you arrange your trade show exhibit make sure the larger items are at the back and the smaller items in front. You also want to make sure everything is at eye level so no one has to strain or bend over to view your products. Using these tips and making sure you are organized will help lead you on the way to a successful trade show exhibit.

Trade Show- Color Tips

You want your trade show exhibit to make an impact and draw people into your space. Color is an important factor to consider when creating your trade show displays. It is essential that you choose colors that create the desired effect you are trying to achieve. Below are some things to keep in mind when deciding which colors will work best for your trade show exhibit.

Popular trendy colors give your exhibit a leading edge impression and draw in more visitors. On the other hand, they also go out of style quickly and can make your trade show displays seem dated. That is why it is important to design your exhibit so you can update colors easily without a lot of expense.

Besides the colors of your trade show exhibit you should also consider the colors worn by your staff who will be working on the trade show floor. Their clothes should coordinate with the rest of the exhibit. Another thing to consider is that solid color clothes will not distract or clash with your exhibit’s color theme.

Colors that complement each other include orange and blue, yellow and purple, and red and green and can make eye catching displays. Using several shades of the same color can give a harmonious and stable look to a trade show exhibit. Blues, greens and purples are considered cool colors and are soothing and calming colors. Reds, yellows and oranges are considered warm colors which are active and stimulating.

Color can be added to your trade show exhibit through lighting and by using flowers. One thing to keep in mind is light and pastel colors are difficult to keep clean. Since there is always a lot of traffic going through your exhibit during a show you might want to use them sparingly.

You should make sure you carefully select the color scheme for your trade show exhibit because it is a major factor in attracting visitors into your exhibit.

Trade Show- Buying Used Displays

If you are in the market for trade show displays and are on a tight budget you may want to consider purchasing used trade show displays. They can be a very smart and cost effective purchase. You can find many pre-owned exhibits and displays that have been well taken care of. Most displays are in excellent condition and you can get them for huge discounts compared to purchasing new displays.

The first thing to do is to decide what type of displays you are wanted to use for your trade show exhibit. You should make a list of the features you are looking for to fit your needs. When looking into purchasing used trade show displays you need to have an open mind and be flexible.

The next thing is to determine what your budget will be. You should have a firm estimate of what you are willing to spend and stick to it. Some sellers of used trade show displays are willing to bargain. You shouldn’t hesitate to offer less than the asking price. It is also very helpful if you know the actual retail price of the display so you can make a reasonable offer.

You need to do some research and find out what is available that would fit into your needs. You can search the Internet to find used displays and accessories. This way you will be able to see what types of trade show displays are available and what the current prices are. If you are informed you can then be able to search for quality used trade show displays at bargain prices.

Using used trade show displays are an economical way to be able to create an attractive display at a fraction of the cost of buying new displays. This is a smart move especially, if you are new to doing trade show exhibits or if you only attend a show or two a year. You can find some great deals out there if you shop around.

Trade Show Tips – Displays

When you are exhibiting at a trade show you have a very small window of opportunity to attract potential prospects. You have just a matter of seconds as a person passes by your display to catch their attention and draw them in. Before you can engage a person into conversation and see if they will be a qualified lead you have to get their attention. This is why your display design is so important.

Your exhibit display has to be designed to showcase your products, communicate your company’s message and entice your target audience to investigate further. An exhibit display that is attractive, uncluttered and incorporates motion and creative lighting will help you to stand out more than the other displays.

A person who is visiting a trade show is bombarded with noise, light and a variety of stimuli. To actually stand out at a show you should follow the adage, less is more. If your exhibit is not cluttered and clean looking visitors will see this as a welcome site among the surrounding chaos.

You should try to keep your booth tidy and organized. Keep literature and marketing materials in attractive displays or neatly in your exhibit area. It is also a good idea to have only active staff members in the booth. You should ask employees if they are not working not to linger at your exhibit so your space looks more open and inviting.

Your trade show booth should be attractive and appealing on several levels. If you can reach your target audience with sight and sound you will make a greater impact on them. You do this by having displays the have an impact and are lighted for effect. You can also have music to appeal to them and draw them into your area.

There are many things that can be done to make your trade show exhibit stand out from the rest. If you have a tidy and organized booth that has appealing displays visitors will be attracted to you exhibit.

Display Area Tips

Everyone knows that when you’re exhibiting at a trade show it is all about, location, location, location! Every trade show has spaces that are better located than others. Good locations for trade show booths include the spaces that are close to refreshment stands and ones located near entrances and exits.

There are several obvious things you can do to cut the cost of renting exhibit space, such as sharing space or opting for a smaller area. There are other things that you can do to maximize the impact your display has on visitors and allow you to save money at the same time.

Sometimes if you think outside the box, you can make more of an impact for less money. You might consider having several smaller booths that are strategically placed throughout the trade show floor instead of one large centrally located one. The trade show management might make a deal with you for several smaller spaces because they have a harder time renting out these spaces.

Keep in mind that it is the goal of the trade show management to book every space at every show. They are willing to negotiate with the exhibitors so the entire trade show floor is full of exhibits. You can sometimes make a deal or get a reduced rate for space that is not the traditional size or shape. You can use this to your advantage and design your exhibit to stand out from the rest and to have more of an impact on potential prospects.

If you have a flexible design layout for your exhibit you will be able to use this to your advantage. You will be able to set-up a dramatic trade show booth no matter what size the space is. You will be able to have an effect display plus save on the cost of the exhibit space.

Capitalize on Your Time

Making the most of the time you have at the event requires a proactive approach and a great deal of preparation – and excellent execution.

As soon as you are proceeding with attendance at an event you should be checking contacts against the exhibitor and attendee listings the event management ought to be providing – make sure you get these lists and the updates and check for your clients, prospects and classify those you are targeting.

At the show, make sure you are qualifying attendees from the get-go!

Dividing your attendees into A’s – those with a desire to do business, place an order or write a check – they get special treatment and your time; B’s – they may need a follow-up because they cannot make a commitment there and then and require you to convert them – follow-up professionally and be prompt, there is business in this group, and finally; C’s – maybe they are interested and maybe not; if you get the feeling they are going to be dropping your brochure in the trash 5 minutes after leaving the event, get rid of them!

How the event is staged will also affect how you use your time. Make use of down-time so you schedule meetings with those people you want to be talking to – use break-out sessions to your maximum advantage to make contacts with your targets that are more than simply an exchange of business cards – make these meetings well in advance of attending and that means getting on the telephone with your prospects before the show.

Use the 3-Day Rule when you are following up.

Most business is concluded after the event and not in the show arena – you must follow-up when you say you are going to and that means being prompt. Never leave prospects for more than 3 days after the show to contact them with whatever follow-up action is required. Attendees will have been contacted by other exhibitors and may have concluded the business or made a decision to place the order with your competition; very often, attendees make the buying decision and place the order with the first exhibitor who places the sales call.