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.

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!

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.

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

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.

Choosing a Trade Show to Exhibit At

Here are three off-the-wall tips for selecting a trade show to attend and exhibit at:

Tip #1

Ignore Trade Show Hype

Do you honestly think trade show management are going to say anything other than “Exhibit at our show and you will make a stack of sales, a ton of money and earn a big bonus!”; come on guys wake up!

Trade show management are going to market their event to the hilt because they have their own business targets to meet and guess what, they’re looking to get your autograph on one of your checks!

Talk to exhibitors who have attended the event previously to see what they have to say about the trade show; you’ll get a better view of the quality by this route.

Tip #2

Choose to attend an offbeat trade show event

First of all, learn what the demographics are for a show or event; the demographics are more important than the headlining theme of the event.  A good example is Nordic Track, the multi-function personal Scandinavian exercise machine but guess where they enjoyed tremendous success?

At fitness shows?

Wrong – they made the best sales and generated the greatest response at dental shows!

Choose an area which shares the same demographics as your own niche and consider exhibiting there; you’ll stand out from the crowd simply because you’ll have no competition.

Tip #3

Ignore New Trade Show Events

New events are untried and untested so you have no idea what you are likely to achieve as a return; more than this there is no realistic way for you to assess what a realistic return should be to begin with so where do you stand in calculating your ROI?

Smaller companies in particular should not be going down this particular path and especially at a time like this; stick to what works and that means the existing events where there is a track record of attendance by punters and exhibitors alike.

Leave the new shows to the big boys with the money to lose and let them test the water for you.

Trade Show Display Tips

When it comes to putting your trade show display together, try to think of display visibility when you are designing it; you are aiming for neatness and clarity without any clutter to detract from enticing and engaging attendees.

Try using a display board to hang your products off at eye level for booth attendees; when you have something visible at eye level it dramatically attracts your attention but customers will also be switched off if you have a messy display so make sure it is well organized and neatly laid out with pricing and information on the products clearly accessible.

Create the impression that your product is in demand; you can do this easily enough by the judicious application of a “Sold” sticker on some of your items but don’t overdo it. One occasion I saw a booth that had an empty space in a product display with a simple card saying “sold out” – whether it was true or not, it certainly gave the impression that the products were in high demand thus fueling desire in attendees.

Use the display sections to create interest but also use the display areas with some imagination in terms of the spatial layout; creating a nook or using a display section as a divider can help create private areas for business discussions or use the illusion of depth and space to increase attendees curiosity and draw them into the booth itself.  Use this in conjunction with your promotional giveaways and literature displays for maximum effect.

However you set your display up, you are trying to engage and attract the attention of exhibition attendees; you want to engage their interest and curiosity and turn this into a productive business conversation so they can be qualified.  Clean lines, neatness and easy to find information on your products and services are essential components of any display design so pay attention to the overall impact your display has and constantly reassess it in the light of your tradeshow experience.