Now more than ever, it is essential to make sure all bases are covered when planning to use a face-to-face event to engage new and existing customers. In a unique offering, The Center has married two industry experts who will discuss blogging and QR Codes. These technologies and how they are positioned can make a critical difference in the marketing plan and ROI. Plan now to attend the Thursday, February 23 webinar by registering here.  The webinar will be presented at 12:00 p.m. – 1:00 p.m. CDT.

Hitching a Ride on Your Company’s Blog for Your Trade Show Activities

There’s no question that a company’s blog is a vehicle for communication with its key audience. These community members like to be informed on what is transpiring within the company. So it is only natural that hearing about “what’s happening” at an upcoming exhibition will whet their appetite for the face-to-face event. In this webinar, attendees will learn from peers who are successfully using company blogs to promote, live blog and recap various aspects revolving around a show. Also, how to use social media, especially YouTube, Flickr to compliment the blogging activity. Grabbing the attention of fellow bloggers and the media will also be explored.

The Latest Trends in the Growing Popularity of QR Codes

The advent of mobile technology represents a great shift of power into the hands of the Trade Show Attendee. At present, 40% of Americans have smartphones and at trade shows that percentage is generally much higher. By 2015, that number will near 100%. The combination of a smartphone in the hands of every attendee and a unique QR code in every booth will present fascinating opportunities for Attendee Data Retrieval and Paperless Shows. QRSYNQ, a mobile platform from SYNQWARE, does exactly this. Attendees download the free QRSYNQ app and are able to scan exhibits of interest. After the show, they can review all of their scans on a web page. Attendees are able to download literature, place orders, and receive ongoing updates from exhibitors that they have “bookmarked”. In this webinar, we will show trade show organizers how to implement a QRSYNQ program to increase attendee engagement and exhibitor ROI.

Speaker’s Bios:

Joyce McKee, is an expert and 25-year veteran in trade show success and marketing. She has gained a broad perspective of the trade show industry through serving associations, for – profit shows, suppliers, etc. in a variety of client assignments. She is President and CEO of Joyce McKee & Company, a results-based marketing firm focused on direct marketing programs that create solid customer relationships and help drive revenue goals. Joyce facilitates blogs for CEIR and The Center, as well as her own site, Let’s Talk Trade Shows.

Brett Goldberg, CEO, Synqware has an extensive background in consumer products, branding, distribution and marketing. More recently he has been involved in ERP Integration, Trade Show Technology and Mobile.

We thank the New Orleans Conventions & Visitors Bureau for sponsoring this webinar.

In the world of copy writing, the term swipe file is commonly used.  Bob Bly, a master copy writer says:

A “swipe” file is a collection of promotions you have collected
from other marketers.

“A good swipe file is better than a college education,” says my
old direct marketing professor, master copywriter Milt Piece.

As trade show marketers, we can collect ideas on promotions, booth design, etc. on the show floor.  What your colleagues are creating on the floor is worth looking at with the eyes of wonderment and how can it be applied in a different way for your next show.

If there is another show, outside your industry that is in the convention center, I would recommend that you gain access to it and walk around.  You will pick up many ideas for those exhibitors which can be applied to your exhibiting.

In Bob Bly’s newsletter, he provides a good example of using the swipe file for creation of a headline for an ad.

A good example is a recent print ad I saw for the Stauer
Titanium watch.

The ad shows a large photo of the watch.

The headline above it reads:

“We Apologize that It Loses 1 Second Every 20 Million Years.”

The style and approach seem, to me anyway, to be inspired by the classic David Ogilvy Rolls Royce ad.

The headline for Ogilvy’s ad for Rolls Royce was:

“At 60 miles an hour the loudest noise in this new Rolls-Royce
comes from the electric clock.”

If Stauer’s ad was for a car, it would seem derivative of the
Ogilvy ad — not very original.

But Stauer has created a compelling ad by adapting Ogilvy’s
straightforward, fact-based copy approach to a watch.

On the Hunt for New Ideas

With a questioning mind, approach other exhibits at your show or another show  and see what you can “borrow.”  Is it:

• the graphics in the display
• unusual combination of colors
• booth layout
• a contest or game
• flooring
• uniforms of the booth personnel
• any unique sights or sounds
• etc.

Most smart phones have a camera and I would suggest that you take pictures to remind you later the ideas you have found.    This immersion into exploring the show floor allows you to create brilliant new ideas for your future exhibiting.  It is so rich to have a live experience with these new concepts, ideas rather than reading about them in a magazine or online.  So take advantage of the opportunity and invest time in the exploration activity.

Last week, the Center for Exhibition Industry Research (CEIR) released an update to the 2009 report, The Spend Decision: Analyzing How Exhibits Fit into the Overall Marketing Budget, which provides an analysis of the changes and trends in the exhibition industry during the past several years, how the economy has impacted the global industry, and the outlook for the near future.

Top line findings were discussed at a webinar conducted by CEIR’s Research Director Nancy Drapeau, PRC.  To access the archived version of this webinar, go to https://www3.gotomeeting.com/register/152746366.

Nancy makes this statement about the report:

“Results point to the resiliency of the business-to-business exhibition industry. The marketing channel spend allocation has held and increased during these challenging economic times. It has not lost allocation to competitor channels. Starting in 2010, the percentage allocation increased to 40.2 percent compared to 33.9 percent in 2009 and has held at this higher level, with a 39.2 percent allocation in 2011. It is a testament to the high value marketers place on participating in these events.”

Findings do uncover negative effects from the economic collapse. Marketing budgets have contracted, therefore despite increases in the percentage allocation to business-to-business exhibitions; this percentage of a smaller marketing budget translates into overall spending that is flat, or a little less. The median spending per exhibition is $17,708 in 2011 compared to $18,500 in 2009.”

How do your company’s numbers compare to theses median figures?

Research Background

The total results were based on a survey completed in September 2011 by nearly 300 marketing executives who exhibited in at least one business-to-business exhibition in the past two years and have a minimum of $10 million in annual revenues. Based on their responses, the results provide insight into how marketing funds are allocated to business-to-business exhibitions, their objectives for participating and how they plan to measure success.

The report is an important update for our industry.  For your copy, please click here.

A great question to ask your marketing team is, what information does a prospect need in order to make a decision that they want to buy from your company?  Typically at any show, there are many types of prospects, such as:

• Current customers who are expanding their relationship
• Prospects who are familiar with you, but desire more information
• Prospects who are totally new to you and your brand

Each group has a different requirement of information to make that important buy decision.  Think of all the ways, besides collateral material you can satisfy their questions.  You may find it could look like:

1. Meetings with your senior management either on the show floor or off
2. Conversations with technical staff to assuage any concerns
3. Dialogue with current customer and exchanging ideas on the implementation of your products/services
4. Demonstrating your products/services in a thorough fashion

Collateral has a role too.  Nowadays, electronic collateral is more important than ever especially when you want to tailor your information pieces to the precise point in the sales cycle.  A general, generic brochure is meaningless to a current customer who is looking for a specific solution.  And if you printed and sent all of your material it would be too costly.   Electronic distribution of your marketing material is now becoming a requirement.

Content Creation Idea

Consider embedding video and/or audios into your electronic material.  In a recent report from Ecollo Media titled; 2011 B2B Technology Collateral Survey Report they shared these statistics in the graph below.

These embedded files increase the influence of the collateral material.  I would recommend downloading the Ecollo media research report and view how they embedded video.  It is a model we all should adhere to as we create our white papers, case studies, etc.

Winning the business takes a combination of quality dialogue with your company, the necessary supporting materials, solid references from satisfied current customers in order to make the sale.  The trade show floor is a great platform to engage and move a prospect further along the sales cycle.

Egan’s Entries On Exhibits & Events

Lisa Apolinski is appearing here as guest blogger for the International Center for   Exhibitor & Event Marketing. Dave Egan, the regular columnist here, is guest blogging in Lisa’s space. To see Dave’s column, click http://blog.evoexhibits.com

I have been asked recently what habits good trade show managers possess. I think there are quite a few that I have seen, but there seem to be a handful that every trade show manager worth his or her salt has that separate that manager from the rest of the pack.

1. Sweat The Details

The first is the ability to focus on every single detail. As an effective trade show manager, this is the first trait that will keep you working or have you seeking new employment. The details, while tedious, never go unnoticed or unmanaged. This is important because of two reasons: no one else will focus on them, and one detail could in fact bring down your entire show (or could not affect anything, but you never know). Also, by knowing every single detail, you can easily handle a mishap because you know how everything fits together and what can be moved quickly and with minimal impact. But, that doesn’t mean you don’t see the forest for the trees.

2. See The Big Picture

The second item is the ability to also pan out into a big picture mode. Trade show managers have to be able to toggle between the details and the big picture to make sure everything is going well and all fits together. Getting caught up in just details will make the show disjointed, but only seeing big picture will not allow you to move on the fly when something goes awry. The big picture is just as important as the details, to see the final product as the attendee would.

3. Stay Calm

Because you, the effective trade show manager, have skills one and two, you can stay calm when things go south or something is added last minute to a booth or design. The ability to think on your feet stems from the fact that you know the show and booth inside and out, and can think of different scenarios quickly when an issue arises and you need to modify something (big or small).

4. Be The Pack Leader

This brings me to point number four. You know both the details and the big picture, and you stay calm, so you will naturally be chosen as the leader and run the entire booth. I like to call this ‘the mother syndrome’. I have had my lunch and bathroom break interrupted because no one would make a decision without me (including adding paper to the printer when it was out). The good news: no one will derail your efforts by doing something stupid. The bad news: no one will make a decision for fear of doing something stupid.

5. Learn From Your Mistakes

This is the last point I think truly sets effective trade show managers apart. I am by no means perfect, and I have made my fair share of mistakes, even when I considered myself a seasoned manager. As an effective manager, you normally do the following: own up to the mistake and are already working to rectify or fix the issue. Effective trade show managers do not hide the mistake or blame someone else. And because of that, you gain further trust and respect from your booth staff.

Now, these are not easy shoes to fill, but with hard work and diligence, any trade show manager can go from good to great. Once you have formed these habits, there really is no going back.

Lisa Apolinski is a writer and blogger, and has had the pleasure of being a trade show manager for over 11 years. She currently lives in San Diego, close to the convention center. Contact her at lisa_apolinski@yahoo.com.

At last year’s Mid-Year Meeting in Washington D.C., there was a great session on Virtual Event Strategy and Business Planning.  The panel included, Jeff Cobb (Tagoras), Chris Brown (NAB), and Kristin Beaulieu (UBM Studios).  In today’s post, I would like to share the first section of their handout.  These questions should help your team think through whether a virtual event is right for you.

Deciding to Go Virtual

• What problem or opportunity might a virtual event address, and how?
• What strategic objectives would a virtual event achieve or support in a substantial way?
• What alternatives are there to achieving the same objectives?
• What are the risks associated with a virtual event as opposed to any of the viable alternatives?
• What percentage of your target audience attends current place-based offerings, and in what frequency?  If the percentage is lower than you would like it to be, why – i.e., what’s the cause?
• What activities are your target audience engaged in online/digitally?  Educational (courses, discussion forums, Webcasts, etc.)  Non-educational (e.g. engagement on major social networks, gaming, smart phone usage)
• Who would you like to be reaching that you are not?
• What is the competition doing?  And to what extent is your audience engaging?
• What, if any, do you consistently hear is weak or missing in current place-based offerings?
• What are the main sources of value in your current place-based events? (Assessed objectively – i.e., based on evaluations, attendance data, etc. – not just on opinion.)
• In what ways could this value be transferred and/or enhanced online?  For whom?

Video from the Mid-Year Meeting

Here is the link where you can view the full conference and this particular session.

The handout for the session was created by Kristen Beaulieu, SVP Sales & Development UBM Studios.  To view it, please click here.

We know that exhibitions hold value for us. It is refreshing to have research to back up our feelings. Results from the Changing Environment of Exhibitions Study reveal that marketing executives find exhibitions offer a unique value that other marketing channels do not.   From the report,  it states:

The key value proposition that has the broadest appeal speaks to the ability of exhibitions to deliver a core audience to exhibitors in a way that enables them to achieve a multitude of objectives in a compressed time frame. Exhibitors are able to maximize the power of face-to-face marketing in a way that alternative options cannot replicate.

A graph from this research shows clearly the positioning of exhibitions from the survey sample.

To obtain your copy of this Fact Sheet, please click here.

Nowadays, every event manager has to do more with less dollars, thus they are looking for cost considerations everywhere.  Barry Siskind of International Training and Management Company has some ideas for you.  In an article on his site, he shares some tips.

Seven Cost-Saving Tips for Your Next Show

As an exhibit manager, you have a fiscal responsibility to allocate your resources properly and report results accurately to management. Without money nothing will happen. W. Somerset Maugham wrote “Money is like a sixth sense without which you cannot make a complete use of the five.” The bottom line for your entire exhibit program depends on harnessing the right amount of fiscal resources. However, we are in an age when marketers simply do not have unlimited budgets.

Here are seven tips that will help trim a few dollars from your budget.

1. Display

First-time exhibitors may consider renting booth hardware before taking the plunge and committing to one system. Typical rental costs are about 20 percent of the retail value of the hardware, excluding signs and graphics. Another consideration is refurbishing an older booth rather than replacing it. If the structure is in good shape, then re-facing it can be cost effective.

First time exhibitors might also consider purchasing a used booth.

2. Transportation

Generally shows have an official freight forwarder. At first glance, it may seem more expensive, but the official freight forwarder will likely guarantee on-time delivery because it understands the show and often gets priority at the loading docks. Whenever possible, avoid last-minute shipments because charges can be exorbitant. If your event does not have a designated freight forwarder, consider forming a group with other exhibitors from your area to negotiate better rates collectively. The cost of drayage—moving goods from the show’s receiving dock to your show floor space—is a reality in many exhibit facilities. Depending on the location, you may be able to move some things yourself, such as a booth that comes in a case on wheels, but before you move anything, check the local labor rules.

3. Labor

In certain jurisdictions you can provide your own labor, while in others you cannot. Be sure to read the show rules carefully. On-site labor charges can be minimized by ensuring that your display needs as little work as possible on-site. A pre-show checkup will eliminate a lot of last-minute structural problems.

You can read the other four tips on his site by clicking here.

An idea from Joyce

There are several suppliers to our industry which provide an exhibitor the ability to have multiple pieces of literature at your booth electronically rather than printing, shipping and returning the unused collateral.  This green approach not only helps the environment, but it can aid the sales cycle.  Since the material is delivered electronically it can be tracked to assess if it was open and viewed multiple times, passed along to another individual, etc.  Sales people can determine an interest level by viewing what a prospect has done with the electronic piece.

Electronic collateral will continue to grow over the years and the days of hauling box upon box of literature will be so passe.

Recently,  Keith Resnick President, Creative Training Solutions saw the interview I conducted with Francis Friedman of Time & Place Strategies on the topic of having your A Team represent you at a trade show.  I have used that video in a older blog post on this site.

Keith sent me a video response  and I want to share both videos with you to stir your thinking regarding this important topic.  Also, Keith shares his three question criteria for selecting a booth staffer.

Let’s start with Francis Friedman and his A Team video:

Below is Keith’s response to the A Team video:

Keith’s Three Questions
In Keith’s video he uses three questions as a screening process in choosing who will be a booth staffer, and they are:

1. Tell me about your company?
2. What’s new?
3. Why would we pick your company from all of the other exhibitors here at the show?

What criteria or screening process do you use for selecting the individuals who will be in your booth?

What comments do you for me, Keith or Francis? I look forward to our dialogue on this critical topic.

One of the questions which typically arises around the discussion of producing video for your trade show, should you hire a pro or not?  If the video you create is done well, either by you as an amateur or a pro, it has the potential to convey your unique story to the masses.  And you will be judge by the quality of it or lack of it.  So it is important to consider all aspects and go beyond the normal drawback, which is cost.

In a recent dialogue with Marcelo Zolessi, CEO of Convention News Television he provided this viewpoint:

“My opinion is that people lose interest in your content when they struggle to hear or see what your are trying to convey.  If the video and audio quality are poor and your content is fantastic you have a decent shot at retaining your audience but if the reverse is true, it doesn’t matter how well lit and clean your audio and video is people won’t watch.  Content is always king – just like cash you can’t beat it.”

He hit the nail on the head!  So many videos lack a solid story line and a proficient storyteller.  The content of the video should be your top priority.  This means in the typical marketing department with so many deadlines to be met, it might be a wise step to bring in the professional who can leverage your knowledge with theirs and produce an outstanding piece.

Marcelo continues with this assessment:

“Your video is a direct reflection of your organization. If you choose to go the organic route, the end viewer will likely think your company is a small corporation/operation that can’t afford a professional quality production. Unless you have both a professional video and the occasional organic video. Most people want to be a part of something successful not a second rate fly by night entity. If you only have low level video production people unfamiliar with your companies quality will assume you are small potatoes. With the right seasoning even small potatoes can be delectable.

High quality audio and video with concise content gives a successful impression of your firm. You’re paying for the impression of success. When you do it yourself, the content has to be top notch because subconsciously the viewer knows that it’s not  professional quality.”

Thanks Marcelo for those very wise words.

Strive for the best story line possible and take the time to hone it before you bring out the camera equipment.  Even if you do-it-yourself, you might consider hiring talent to be the actual story teller.

Jeffery Cohen on his blog, Social Media B2B, had a post titled: 12Tips to Produce Compelling B2B Video.

Here are some basic tips to get you started on the path to becoming a Hollywood director.

1. Keep it Simple
Online video is more compelling if the idea is simple. People are distracted when watching video, so you can’t try to put too much into a video. Try to convey one or two ideas at the most. If you do a longer interview with someone, produce several shorter videos out of the footage, each about one thing.

2. Compose Like a Photographer
Video is a visual medium and your video will be me more compelling if it is shot well. Photographers often compose shots using the rule of thirds, which means the most important item in the shot is not centered. Pay attention to television and movie shot composition and imitate what you like.

3. Use a Tripod
Avoid shaky, hand-held video. The easiest way is to use a tripod. Simple full-sized tripods give you more flexibility in shooting, but table top tripods are more portable. Either way, securing the camera will help tremendously. If you are shooting with a smartphone, there are inexpensive mounts available to attach to a tripod.

4. Find a Clean, Well-Lighted Place
Shoot video in well-lit areas. Harsh shadows or uneven lighting can be distracting, especially if you are shooting an interview. Always think about the viewer, and can they see the subject matter in the shot.

5. Listen for the Quiet
Many common environments that you might consider shooting in are noisy. Try to find quiet areas off the trade show floor and the manufacturing area. While it is fine to shoot there to provide context to a video, do not try to shoot lengthy interviews where the most important thing is to hear the person. People will watch poorly shot video if the sound is good, but they will not suffer through bad sound.

6. Use Stills
Shoot still pictures to augment the video. Ken Burns made the style of movement on still images so common in his Civil War documentaries that Apple calls it the Ken Burns effect in its video editing program. They are a good way to set the scene or help with transitions.

7. Make It Branded
Create simple title slides that include your company logo. A black screen with words that includes your company name is not enough. Customers and prospects need to visually connect this video to your company, and opening with the company logo is the best way to do that.

8. Keep it Short
Unless you are using video to tell an involved story that must build out over several sections or creating a how to which requires many steps, keep the video under 5 minutes.

9. Cut it Together
Editing is key to improving the quality of your video. Don’t get wild and cut between multiple shots frequently, but use editing to tighten conversations and remove extra footage. Use simple transitions in your editing rather than fancy spins and wipes.

10. Music Makes the World Go Round
Simple music during title cards adds a level of professionalism to the video. Continue the music at a lower beneath the entire video to add a bit of aural texture. It really makes a subtle difference.

11. What’s the Call to Action?
The end of a video should end with a company URL or a landing page. What action should people take after watching the video? Many video platforms include the ability to embed links in the video. Take advantage of that with your calls to action.

12. Post and Share
After editing the video, post it on a variety of social channels, including YouTube and Facebook. Embed the video on your company blog and drive traffic back to it with updates on Twitter and LinkedIn. Add a screenshot to an email newsletter for extra viewers. Depending on the content, others may want to embed the video on their sites, so make sure that’s possible. It is with all common video platforms.

Bonus: Think Mobile
Make sure the video makes sense on a mobile device, as more than 23 million Americans watch mobile video. This means more medium shots and close-ups than long shots, as well as clear audio.

This is excellent advice from Jeffery.  With this information you and your team can assess the pros and cons of either option.