Hybrid Trade Show Displays

When you have a restricted budget and restricted space you have to look at how much bang for your buck you can extract from the resources available.

Necessity is the Mother of Invention so exercise your mind and imagination because if you have a space of any dimension, a hybrid design will be able to use it to the best effect per dollar you spend.

Hybrid trade show displays provide great eye-catching displays because they utilize space in such a different way than what the eye is accustomed to. Curved panels forming a backdrop provide the illusion of greater depth; minimalism provides the feeling of space when in fact you are not occupying much of an area – even better, a hybrid display is easily the best option when you are using an odd shaped space!

The bulk of the cost of a trade show is in the rental of the space – the capital cost of the booth itself is actually spread out over time as you attend show after show and in fact is a minor part of the operating overhead. Using a hybrid display you can take advantage of the offcuts of trade show space – in fact, while most exhibitors are looking to avoid these misshapes you can actually monopolize them and drive down the cost of attending the trade show.

Hybrid displays are also very easy to assemble and disassemble and the designs usually are lightweight in construction. You will also be very surprised at the amount of space and shipping weight that these displays take up – most of these displays are in fact made up of empty space which is created by the design. I also find hybrid displays useful when we are looking to scale up or down – they are eminently flexible so we can add to them when we need “more” or take up the smallest booth space without detracting too much from our overall impact on the trade show floor.

Economic Road Blocks Causing Trade Show Cancellations

I keep picking up stories of trade shows being canceled because of the “current economic conditions” and frankly, while this is causing severe pain for everyone involved it is really something to be viewed as a set of incredible opportunities.

Weaker companies will always go to the wall and especially in trying economic times such as these but, for the savvy businessman recessions provide fantastic opportunities to seize more market share and emerge larger and more profitable when recovery starts.

Weak trade shows are shutting their doors which is making the decision for which ones you should be spending your budget on that much easier – only the good shows are surviving, the ones where business is done and the exhibitors are making sales. Carefully selecting those shows which provide a strong track record and a history of high business levels will ensure you get the best ROI from your investment attending them.

Before you commit to exhibiting at a trade show make sure the management have provided you with the demographics and statistics from their previous shows plus who has already signed up for attending the proposed venue and not just the exhibitors but the attendees as well. The big corporates have already been pulling out of so many shows this year but when you do see them, you can take this as a fairly good sign that the show is worthwhile but you also have to temper this with big companies hitting the road because if they don’t, it looks really bad for their reputation.

There is still a lot of business out there; you are just going to have work a little harder and smarter for it but blaming everything on the economy is a bad move!

As sales and marketing people, we must constantly question ourselves and the tactics we are using to bring home business and successful sales people are the ones who have moved on from blaming someone or something else to, “I did not make that sale – what did I do wrong and how will I make sure I don’t do it again next time!”

It’s not always the economy!

Trade Show Leads Strategy: Catch and Don’t Release!

I read somewhere last year a piece called “Where Good Leads Go To Die” or something along those lines (sorry I can’t attribute it but it left an impression on me).

I will say it once and I’ll say it every time – you must ensure you manage the contacts and leads you generate from your trade show activity; more business is lost as a consequence of sloppy follow up after the show than is generated during the event itself.

It goes beyond making simple follow up calls and visits too; you must put in place a good system to collect the prospect information and also impose a scoring or ranking system so you grade the quality of the prospect information you have gathered.

Customer A has met you at the show and but wants nothing from you though they tell you they have a project commencing within 6 months.

Customer B meets you at the show, has a project commencing in 18 months time and has downloaded your web based marketing collateral and asked for a meeting a week after the show.

What do you do?

A needs to be engaged as a priority because they have business taking place within 6 months – so they haven’t asked for any information – who cares! This is what your sales and pre-sales people are for and they need to be brought to bear on the account urgently.

B has business but not for 18 months though they are receptive to contact and being engaged. They will have a lower priority than A but you will need to keep that prospect alive until they are ready to commit to doing business with you. A lower priority should be assigned but they still must be contacted and engaged when you say you will or they are going to acquire a poor perception of you from the start.

You will come across Customer Do Nothing Wants Nothing – again, you must engage these prospects if you are to stand any chance of uncovering a need you can sell into, but it is practical and realistic to assign a low or general scoring to such prospects who will earn a sales call as part of your cycle of contacting prospects and trying to make a connection with them which will lead into something productive.

Fundamentally the strategy is to catch information but not to release the prospect unless they really are a waste of time – to find that out you will need to invest some of your own.

Wheelchair Access

I was meandering around PMA 2009 earlier this month while in Las Vegas and was surprised to run into a whole bunch of people in wheelchairs; I have several clients and contacts I have made over the years who use a wheelchair and it was only when confronted by 20 or so attendees at once that it really hit me what was going on.

I got on the phone with John Turnton who is a good friend of mine from way back when and as he says, “You see a wheelchair but I live in it.” Out of this conversation came some of the following advice for those of you who will inevitably meet up with those less physically able than us less disabled.

“I know I’m in a wheelchair stupid!”

John’s number one bugbear is people staring or stating the obvious – he’s in a wheelchair, he doesn’t need some schmuck being cute about it but there are also some other habits the less disabled have – talking loudly as if John has a problem with his ears instead of his nerves not working with his legs.

Don’t stare – don’t talk loudly – don’t ask stupid questions!

Wheelchair Access

Modern day wheelchairs are fast, small and mobile – someone in a wheelchair can get from A-to-B faster than someone on two legs so watch out for them!

So saying there are some things that are hard to navigate, stairs being one though they are not the barrier they used to be but still difficult while narrow confined spaces are not welcoming for someone in a wheelchair either.

Maintain Eye Contact

When you are with a wheelchair-bound prospect don’t hunker down or hang over them – pull up a chair and sit maintaining eye-level contact with them.
Another thing to bear in mind is that some people may have a guide with them, and this applies to others as well such as the vision impaired; now while you should acknowledge the guide as a courtesy it is impolite not to address the person with your questions or responses (it is a common mistake to direct all the questions and answers to the guide instead who in fact, are not the ones making the decision or have the money to buy).

“When your eye-level is maximum 3ft you won’t watch a demo at 4ft!”

Finally, one of John’s penetrating remarks, he isn’t going to check out a demo taking place a foot or more above his head – I’m 6 ft in my socks but I am not going to look at a demonstration that is taking place a foot higher than my eye-level so why should someone who’s eye-level is 3 ft above the deck look at yours if it situated too high?

Web Based Interactivity: The Chicago Auto Show

the Chicago Auto Show was launched on February 13th and runs to the 22nd but aside from the usual array of glittering automobiles complete with supermodel babes and more glitter than you can shake a stick at there is also something far more fundamental going on – the internet really is making its’ presence felt at this show.

The Chicago Auto Show is offering entry to the show for a mere $10 for a grown-up kid and $5 for a real one but they are also delivering the ability to gain access to the show via the internet. Video webcasting has been introduced along with a range of show webcams so you can get the show experience without having to freeze yourself in the Windy City.

Webcams and web based video technology gives exhibitors the ability to bring a TV studio and crew to cover their activities at the show and extend their reach to a worldwide audience who can enjoy the performance whenever they feel like it; in real-time as it happens or stored for future viewing when more convenient.

Using trade shows has always been about making business and customer connections using your physical presence and the power of face-to-face communication; now the internet is empowering exhibitors with the ability to really extend that reach beyond the trade show venue.

So far we have not tried our own webcasting technology at a live show but we already do provide product training and demonstrations through our web site and as part of our training and marketing strategies. The logistics do not seem difficult just how to manage the webcast so it is meaningful and receives the attention you want it to get.

It’s good to see the Chicago Auto Show taking a lead in this because it gives smaller operators a chance to learn from their experience and this is definitely the way the future of trade shows is going to go : virtual trade show displays.

Initial Trade Show Numbers are Way Down!

The initial burst of frenetic activity in 2009 has now finally given way to action after so much preparation and we are off to San Diego for our first event of the year. After Christmas and New Year holidays coupled with the general high energy levels required to kick start the new year I am looking forward to getting away from the base and enjoying the trade show event.

For me this is one of the high points of the year because it really starts the marketing season as far as my own diary is concerned and selling feels like it has started for real.  The trade press is full of stories of this company going under or that company gone into Chapter 11 bankruptcy and I note that this applies equally abroad as at home but I am sticking to what has worked in the past and I have no doubt will work in the future and more importantly, right now – increasing my efforts in times of recession puts us into a far better position when recession ends and the recovery arrives.

In the interim, I am enjoying the fruits of recession – our pre-event marketing and communications have already generated several good inquiries and sales meetings to take place at the event next week including a major prospect who a competitor has been supplying for the last five years or so; now they are looking at us and guess why – our competition is doing the same old thing everyone else is doing and cutting back to save cost and leaving their customers high and dry for me.

Recessions are great if you are prepared to go the extra mile and increase your effort levels because everyone else is leaving the playing field precisely because they think that they are saving money – they are not – what they are doing is cutting back on profits!

Trade show numbers may be way down in terms of exhibitors and trade show displays,  but attendees do not have the same obstacles to overcome if they wish to attend – it’s as simple as this – the zebras are still flocking around but there are not so many lions hunting them.

Happy Christmas and Have a Prosperous New Year in 2009

Well the Christmas dinner has just about been digested and my darling wife has not managed to kill me off with the leftovers; the kids are happy with their swag from Santa and now I get some time to myself at a quiet office with just my thoughts and plans for the year ahead.

Now is quite because so many people are doing the same as pretty much everyone else – ducking and diving work because it’s the holidays and looking forward to the imminent New Years parties – I always view the holidays as being Christmas for the kids and New Years for the big kids

Now I’m looking at where I’m spending my budget for the kit I need for the trade show itinerary I’ve planned. One thing is certain, everything is a lot cheaper this time compared to last year and my budget has been unchanged in respect of sales and marketing at trade shows.

I’ve maintained trade show spend generally because it works – it produces orders from customers new and old and for me, it represents a fantastic ROI.

Cutting dollar spend on making profits is crazy!

One reason I work for myself is because I wanted the rewards falling into my own pockets but I know plenty of successful people who work for others. One thing that we have in common is our approach to work – there is more than just a work ethic going on here, it is our attitude to work and what we do with that work ethic that makes us different.

If you’re reading this and thinking what a lame brain I am for getting some work done while you are still full of stuffing then fine with me because I will be working on taking your market share if you are one of my competitors and I’m plotting that right now.

2009 will be prosperous and successful – I’ve seen two recessions in the past and come through both smiling and this will be no different – work hard, think smart, do the unexpected and serve customers well.

This is no different but I will add – take advantage of the great reductions in the pricing of virtually everything to further improve your profitability in 2009.

Have a great holidays, enjoy the parties and family and don’t drink and drive.

See you next year

Just for Fun

I’m sitting in my office at home after getting back from my show in Toronto and getting ready for tomorrow (for me writing this it is the 15th December); tomorrow is my little girl’s Christmas play at school and I’ll be going there to say “Ooooh” and “Aaaaah” at the right times just as I’ve done with the other four kids; excuse me for being a little jaded but I’ve earned the right

As I sit here, my little darling has come in and asked me if I’ll be taking her to see Santa this year – of course I will, I always do – so what has prompted this question now?

Santa for the small town where I live, is an elderly gentleman who has performed this good deed service for as long as we’ve been here. He is the epitome of the Santa Claus you’ve seen a million times on TV, at the movies, on Coke ads and in your dreams as a kid – he has the look down just right!

So good is he, that he rents himself out as a Santa and even does a couple of trade shows that run at this time of year and I’ve hired him myself as well but that is all besides the point.

I ask my little one why she is asking if I’m going to take her to see Santa this year?

She looks at me in all seriousness and tells me in the most deadpan and pragmatic way that he’s Bad Santa and she doesn’t want anything to do with him because he drinks!

Now I’m puzzled so I ask what her source is for this information – the guilty culprits are her two oldest brothers who made her sit and watch Bad Santa with Billy Bob Thornton earlier this evening and apparently she has the wrong idea completely.

Maybe this will save me having to break the news, in time, that there is no Santa Claus but then who gets my presents because it certainly isn’t my bunch

Trade Show Fallout

As I’m writing this (on the 15th December) I have just finished reading a press release which dropped through into my email inbox from an industry bulletin I subscribe.

Here it is:

MGM Mirage Sells Treasure Island
MGM Mirage sold Treasure Island Las Vegas to Ruffin Acquisition, owned by Phil Ruffin, for $775 million. Treasure Island completed a renovation in August and has 18,000 square feet of meeting and convention space, as well as 2,885 rooms and suites.

Now if MGM is suffering and selling out a major new trade show venue like this then I guess we all know what state the economy has sunk to!

Again and again, I am going to keep banging on about how this is a time of opportunity – everyone is suffering or claims to be, and yet I still keep getting the same old objections from prospects and customers when I call, “Can’t talk just now, we’re too busy!”.

Right now is a busy time and not just because of the holidays – it is busy because so many companies are involved in their year end activities which also means finalizing orders for the new year and the next business cycle. It is also busy simply because there is a lot of business still going on out there!

If anything, I am finding it easier to negotiate my rates for attending trade shows and the logistics behind it; everything is cheaper now for me than it was a year ago and so much so, I am upgrading much of my trade show display.

My supplier has already come in with several quotes for a new modular display to work alongside the one I use now – “NO!”, I’m not replacing the existing one, I’m doubling up my marketing team and we intend hitting more shows in 2009 than this year.

More than this, the accessories I wanted but couldn’t shoot for last year are being included for both the displays; I have not increased my budget, I’m just finding lighting, trade displays and flooring far, far cheaper than I had originally banked on when I sat down 9 months ago and agreed the spend.

If there is trade show fallout it is simply to my favor and yours; be aggressive in your negotiating as this is a buyer’s market, if you have the drive and determination to go for market share in 2009 and get yourself in a great business position for the recovery, then you are going to be getting some fantastic deals on space, logistics and the kit to make an extraordinary impression.

Wall Street Gloom

Frankly I am sick and tired of hearing all of the doom and gloom that is being parroted all over the media and all over the place; the economy is in a bad state at the moment BUT we all seem to be forgetting a few things.

Our economy is the strongest in the world – not one of the strongest but THE strongest; as a British friend of mine says, “When America sneezes the rest of the world catches a cold!”

There is plenty of business still going on and in large part, the reason why the US economy is so strong is simply because of the very large and industrious small business base we have here in America.  America is the land of free enterprise and opportunity and unlike elsewhere, a man (or woman) can make their own luck!

It’s a constant wonder to me that some come up to me and tell me how “lucky” I am; it is a wonder because I discovered a long time ago that the harder I work the luckier I get!

This is what I’m doing; and I did this in the last recession and the one before that; I’m sticking to what I know works – I know trade shows work and I always make good money and create new business opportunities but I have to play it right.

I do not go overboard and fall for trade show and exhibition management hype – I talk to businesses who have attended at shows before if it is a new one to me.

I do not look at attending a brand new event – if it is a new event it is untried, untested and uninteresting to me.

I improve my marketing and sales efforts; if anything I will increase my dollar spend on these activities in order to extract as much business as I am able to do – now is a time when my competition is struggling and they are cutting back on customer contact and service precisely because they have cut their spend; this leaves their market share vulnerable and I aim to take it from them.  Big company clients are especially vulnerable and I am more likely to get business out of them now than at any other time.

I’m planning for recovery – that other “R” word which people keep forgetting about.  Recessions are bad news but not for everybody – Carnegie built an entire steel empire and conglomerate on the basis of steel he bought during recession and then sold on to railroad builders at massive profits when the recovery followed; I’m not Carnegie but I apply his principles, buy low and sell high and now is a time when I will be able to buy new business cheaply.