Although I didn’t have a lot of time to walk the floor (ELITeXPO’s booth had brisk attendance!) I did have the opportunity to visit with some of my peers that were exhibiting and they also concurred that interest level among buyers was strong, and that they looked forward to a hopeful ROI this year.

I also had a chance to attend the The EDPA Portable/Modular/Hybrid Summit held on Tuesday afternoon. The panelist included Greg Beach from Atlantic Exhibits, Katina Regal from Classic Exhibits, Anita Motel from Graph Color Inc., Chris Griffin from Tradeshow Supply, and David Brown from Optima Graphics. I found the discussion to be very informative and would like to share a few of the highlights from this group of experts.

Interactive technology vehicles are becoming more and more a mainstay in the face-to-face marketing mix. In particular, technology that not only entertains, but also educates. In other words, electronic tools that bring a form of EDUTAINMENT to the mix… very exciting times are ahead!

Reconfigurable booths designed to accommodate a variety of footprints. As Tradeshow/Event managers continue to strive for the most efficient way to exhibit, the interest in booth properties with multi configuration capabilities continues to grow at a rapid rate. With today’s hybrid component systems (Classic Module / ExpoDisplays MultiQuad) the notion of one property fits all is becoming quite the reality.

Fabric, Fabric, and more Fabric! Why? Lighter materials, more durable than conventional mounted printed substrates, easier to install with the convenient Silicon Edge Graphic (SEG) system, and print technology that now affords 8/color brilliance coupled with Grand Format (120” wide!) capabilities.

RFP’s activity is on the rise, with Procurement departments playing more of a role in the decision making process. All agreed that this is a new variable and challenge that is not destined to disappear anytime soon, therefore stressing the importance of presenting not only strong design, but also showing efficiencies in versatility of configurations where needed, ease of set up and tear down, longevity of materials, and lighter weight considerations.

All in all I was very encouraged by both what I heard and what I saw at this years Exhibitor 2013. It seems that everyone is looking ahead to good things to come and is ready to step it up another notch

Have a Good Show!

Cheers…Chuck

We are a week away from the 2013 Exhibitor Show, our industries premier annual Face to Face marketing event. As we put the finishing touches our plans, I have been checking the list, and checking it twice, to make sure that we are on target with objectives and as a team are ready to go.  I wanted to share my list of what I consider to be some important questions that should be addressed when planning and preparing for your Face to Face initiative.

Before you go, you should know…

• Why are you Going? Exhibit for the right reason!

1. What role does the exhibit play in my marketing mix?
2. Brand awareness, enter new markets, increase customer/market share.
3. Decide on a # 1 Reason for being on the show floor!

• Target Audience

1. Who are they?
2. Which select (if any) attendees do you want to reach?

• Message

1. What do you want to communicate to them?
2. Is it the same message that is integrated into your marketing plan? (Direct Mail, trade press, advertising)
3. Is staff communicating the same message during the show, or… Is it different
4. Is your message integrated with all your marketing vehicles? Where is the mental link both on and off the floor?

• ROI

1. Do you have a measure of success? What do you want to take home with you at the end of the day??
2. Are you going just to re enforce brand awareness, or re introduce the brand- position or reposition?
3. Introduce new products?

• Creating Your Booth

1. Evaluate the space- # of people staffing (50 sq ft. per staffer) (how many attendees do we plan to engage in booth?)
2. Location- where is your competition, where are you in relation to main aisles, food court, restrooms?
3. How often do we attend the show(s)? If frequency is less that 2x annually, rental might be an option. Offers more flexibility in design changes year to year
4. How do you plan to deliver your message? For example, static graphics, digital media, interactive applications

• Quality Not Quantity!

1. Don’t let these two get mixed up in priority. Target buyers, not tire kickers
2. Pre qualify through pre show mailings to target audience
3. Pre show promotion, tie in to a required visit to the booth
4. Don’t just swipe for the sake of swiping. Have targeted questions prepared in advance. Record the information
5. Conclude with next step actions.
6. Follow up Team

• Your Face to Face Marketing Goes Beyond the Booth

1. Banner Promotions in Hi Traffic Areas
2. Association Website- New Product Showcase tabs
3. Mobile Marketing around venue
4. Exhibit Hall Interactive Kiosk Guides

Have a Good Show!

Cheers…Chuck

Request for proposals are becoming more and more standard protocol for tradeshow and event managers when it comes time to sourcing a new both build and or supplier. As to be expected, they typically come in all shapes and sizes. Some very comprehensive, others with simply not enough information provided.

A few months back I participated in an on line group discussion that zeroed in on important points to remember when responding to an RFP.

 Below is a summary of our discussion, in no particular order:

 *  Always present as a ‘team’. In addition to yourself, include all those that will be both involved in the RFP process and those that will be key in the day-to-day aspects of the account. This includes the lead designer, primary account executive, project manager(s), and the logistics facilitator. Present the team in such a way that the prospect understands everyone’s role and how the client will interact with them. If presenting in person, allow the lead designer the opportunity to walk the client through the renders, and more importantly, explain the rationale behind the proposed architecture.

 *  Be respectful of their brand, their tag lines and overall marketing message. If a creative brief is not included in the provided RFP… ask for it! This attention to detail is very important when flushing out how the brand needs to be perceived both architecturally (booth) and messaged (digital / static). Does the booth function as an extension of their overarching message, or more specific to new product(s) and or service(s) being offered?

 *  Let your responses show that you listened to them. Make sure that you have covered all of their points, and reiterate what their questions and objectives are for this event within all of your responses, it is critical that you show that you read / listened to their needs! I have been told numerous times that this is a big factor with many in the scoring process. Always try to show the value add in your response, how they will benefit from both your design and in engaging with your team.

 *  Anticipate any and all questions that might arise as a result of your recommendations. This will be most important when engaging in any live conversation. No fluff here, stay on target with your response, don’t waiver in to other areas that don’t pertain to the solution.

 *  Don’t put them to sleep. We have all heard the expression ‘Death by PowerPoint’. This can be a make or break component. You might have a compelling story, make sure you deliver it in a compelling way!

 *  If you have the opportunity, ask questions prior to submitting. Most times there is a grace period prior to the deadline where you can ask questions, either in writing or in a live conversation. Take advantage of this.  I have yet to participate in one where it was hands down, crystal clear. There are ‘always’ questions… so ask. If you don’t, believe me, your competitors probably will.

 *  Don’t try and be who you aren’t! Be factual in your capabilities; be truthful where you outsource vs. internal disciplines.

 *  If the opportunity lends itself, ask them why they are changing. This can be very telling, perhaps they have outgrown the capabilities of the current supplier, they have experienced a lack of service, or they simply have to go out for contract review every 4 or 5 years. This is intel that can be extremely beneficial to you as you map our your response.

In summary, show the value-add they would realize as a result of your proposed strategic approach, as a result of engaging with you and your team in a business relationship. Convince them that they ‘want’ to work with you! Last but not least… GOOD LUCK!

Cheers…Chuck

When talking to prospects/clients interested in ELITeXPO’s line up of services, I am often asked the question about the line up of exhibits we represent, and I explain that our offerings can essentially be broken down into three categories.

1-  ‘Pop Up’ Portables

2-  ’Custom/Modular’ Systems

3-  Banner Stands

For today’s discussion, let’s look at the current state of the ’Pop Up’ portable.

A tradeshow pop up display is ideal choice for exhibitors when convenience, cost-savings, and portability are their top priorities. These portable displays come in floor and tabletop models and can be used in combination to create a high-impact exhibit that is easy and quick to assemble.

When unpacked from its hard-sided travel case, the display’s aluminum frame quickly unfolds or “pops up” in a single movement and a locking system secures it in place.

Durable, wrinkle-free fabric, displaying vivid dye sub graphics are offered on some of the units that ELITeXPO offers (VBURST, Xpressions, SNAP) or you can offer photographic Lambda prints on some of the other (Quadro, Evolution) systems in our portfolio. Regardless off the system, all are attached to the frame and can be easily changed and updated when needed. These ‘pop up’ systems can be set up and disabled in minutes.

Pop up tradeshow displays can also be accessorized with podiums, and lights can be easily attached to the frames for greater visibility in the exhibition hall.

With many of the systems that are offered, the display case often serves double duty by converting into counters that can be used for convenient storage for giveaways, marketing materials, and other items, as a table to accommodate a laptop for presentations, lead machine, or marketing collateral.

Portable displays are usually less costly than custom trade show exhibits – and in most situations offer a fair amount of flexibility. They can be enhanced with extra booth system elements, and in many cases can easily repaired on-site if damaged in transit and the situation calls for a quick fix. They also can be updated very easily by changing the graphics to feature new product and messages when necessary, thus giving you added longevity.

So the next time someone asks, ‘So what’s up with those Pop Ups?’… perhaps some of the above features/benefits might just offer some clarity.

For more detailed information and a comprehensive overview of all of ELITeXPO’s offerings offerings, please go to http://www.elitexpo.com/, go to ‘Exhibits’ and sort by portable 8’ x 10’ booths under the $4K range.

Have a Good Show!

Cheers…Chuck

Jim;

You did it. In a very short time frame, you managed to bring together the remnants of TSEA, merged it together with the EACA and planned a full scale meeting in your free time. I am sure that no one really knows the scale of what you had to go through in order to take over the reigns of an important industry event such as The Red Diamond Congress and breath new life into it. As a former EACA President and Board member of both Associations, I just want to offer my congratulations on a successful event and to offer my sincerest appreciation for the work you have done in this very critical period to keep the spirit of TSEA alive, and to find a way to melt the objectives of both Associations into one unified organization.

RDC 2012 was an excellent event and will lay the foundation and groundwork for an even more successful and greater attended event for next year. It may have been hard for some in attendance to wrap their head around the facilitated workshops that were held in three parts, to establish the goal, objectives and direction of the new E2MA. In the final analysis, I think we have achieved a true collaboration between many of the stakeholders of our industry. The sessions were robust and the input from both presenters and the attendees was thought provoking. The plan to facilitate the advocacy efforts that began with the original Red Diamond Congress events continued and will become the focus event for our industry to seek significant change and improvements in the trade show industry. No simple undertaking here. Still, I sensed a true environment of collaboration in an open forum, that was refreshingly…honest.

It is my sincere hope that those who were awaiting to see the success or failure of this event, will read the articles and watch the videos of how great this new Association can be. It needs those members who through apathy or neglect, have chosen to stay away and not become involved.  It was great to see that E2MA has begun with embracing all the new current Social Media technology that shared the benefits of what we learned in those three days in a expedited and remarkable way. It also helped that we had a few sessions that helped provide a roadmap for attendees who are new to social media or who simply don’t understand it.

What else can I say. It was a cool event ! I had a great time, learned a lot and met with many of my fellow industry friends for three days, (4 days including Board meetings)  which is really what keeps me coming back, year after year.

Thanks again for all your hard work to make this happen. I don’t know many who could have pulled this off and its abundantly clear that E2MA, TSEA and the EACA have the right man to be our Executive Director and leader. I’m also proud to call you my good friend. (See standing ovation here!!)

Sincerely;

Dave

David Mihalik
ELITeXPO
CEO

It is important to emphasize when discussing graphics that simply put, well-designed graphics are hard to miss! If they are vibrant, eye catching and have a clear message, a booth will be noticed no mater how busy the traffic is flowing past the booth on the tradeshow floor. Just as a booth’s physical structure plays an important role in grabbing the attendee’s attention, so holds true for the visuals that support it. Truth be told, tradeshow graphics also carry quite the responsibility when it comes to grabbing the attention of the attendee. Unfortunately, more times than not, I feel they are somewhat of an afterthought.

Studies have repeatedly found that the overall exhibitor has about 3-6 seconds to grab the attention of someone walking by any given booth property at a show. Let’s face if folks, that is not a lot of time! The other point to keep in mind is that in most situations, they are NOT thinking about you or your product as they pass by…hence the need to be able to communicate your message quickly and with the utmost clarity.

Following certain guidelines on how to create visually impactful tradeshow graphics will make all the difference in how effective a booths’ graphics can be. The fact is in general graphic designers, (internal corporate communications departments or outside agencies) have less experience in designing large format tradeshow graphics vs. standard format print media, and therefore are not always accustomed to the rules of the road needed to get the ‘WOW’ factor in that large format booth visual.

Here are some basic rules you can follow when discussing, conceptualizing, and designing tradeshow graphics.

1)    When designing a visual remember… you want to GRAB THEIR ATTENTION! This can be accomplished by a fantastic image that speaks to the product or the message, coupled with a strong statement that is NOT too wordy. No clutter…keep the visual simple

2)    State WHO you are, and WHAT the product or service is your are offering and WHY they should consider it. Treat your tradeshow graphic as if it was an interstate billboards—they must communicate the above three key things quickly. If your prospects were driving by at 70 miles per hour, would your message clearly answer these three questions before it was out of sight?

3)    If copy is necessary then try to keep it to three to five (max) points or reasons that will separate you from the rest of the herd.

4)    If you have the luxury of little copy required and plenty of rooms for an image then follow the old adage, ‘a picture is worth a thousand words!’

5)    Don’t ever assume that your prospects/customers brochure graphics will work in a display. The fact is most brochure or print ad designs are not suited for large format applications. There is a reason is tradeshow display graphics are typically classified as ‘large format’- they are larger than collateral pieces! Think 8” x 11” collateral sell sheet vs. 30” x 40” tradeshow graphic!

6)    I found it on http://www.royalty free image.com!  It is not recommended that you pull images off the web for large format applications unless it is a reputable stock image house that is offering it in high res for large format applications. Yes, many images you see on the internet appear to have what it takes when you look at them on your computer screen, however realistically they probably will not translate into a sharp large format visual. Again, there are stock image houses that specialize in offering graphics at the proper resolution.

Remember, if you, you’re customer or the design team is overwhelmed by the task of creating their next set of trade show exhibit graphics—or if they just want someone to bounce some ideas off of—don’t be afraid to offer the above guidelines.

Remember… A picture is worth a thousand words… just go light on the words!

Have a GOOD SHOW!

Cheers…Chuck

Have a Good Show!

Cheers Chuck

I recently had a customer ask me, ‘are you seeing more iPads in the booth environment and less laptop hardware?’ I didn’t hesitate in my response… absolutely! I went on to rave that I see nothing but pluses to adding this component to your Face-to-Face marketing environment. I remember reading an article on line in a show/event forum where the author praised the importance of incorporating fee standing iPads as part of the blueprint of the footprint.

Just a few examples;

People gravitate to an iPad. They know it is a source of information, it is engaging, and if they haven’t used one, they want to! With iPad technology you can stream video, stills, animation, presentations… the media list goes on.  As I have said before… one of the best formulas to have in any marketing execution is the combining of the educational component + entertainment component. What does that spell? Edutainment! And edutainment in the booth means more engaged attendees, who are not in a hurry to leave, therefore affording staff more time to engage.

Lead generation. Many of the newer lead retrieval systems offer iPad interconnectivity. With a small remote scanner wand for the show badge, all types of detailed information can now displayed and stored on the iPad and or a remote server.

Presentation Tool. Think of it as a small laptop. Having your iPod positioned in an iPad kiosk can serve as a working ‘demo’ station.

Another common question I am asked is, ‘how many kiosk should I incorporate in the booth layout? Not to avoid the question, but I must return volley by asking them to think about the following;

*  What is the overall goal of the iPad as it relates to our booth objectives or goals

*  What function is it playing in your ‘Face to Face’ marketing mix?

*  Is it designed to engage the attendee one on one, is it going to be utilized as part of a presentation vehicle, with staff member engaging more than one person.

*  Am I tying this into part of my lead retrieval system

*  How long do you want them engaged? In other words, a brief stop as a means to take them further into the booth

*  What are my power options

*  What is my internet connectivity availability

Addressing and coming to some conclusions on as much of the above as possible will result in maximum return when dedicating a portion of your expensive tradeshow real estate to your iPad kiosk.

Until next time, ’Have a Good Show’!

Cheers…Chuck