Tradeshow Insider's Blog

Make em Laugh: Ten Ways to Entertain Trade Show Attendees

Jessica Davis — Mon, 11 Jan 2016 16:57:00 GMT

Use Entertainment to Increase Trade Show Booth Traffic

You’ve spent the money on your booth. Your booth staff have been well trained to deliver persuasive sales pitches. Your displays are in order; your brochures are neatly stacked. Your badge scanner is on the ready. Now, you just need to get the attendees in your booth so those employees can get to work generating the leads and sales needed to justify the expense of the tradeshow.

Sounds easy, but on a busy, chaotic tradeshow floor there’s a lot of competition for the eyes and ears of potential customers. So how do you pull attendees away from competing booths? For one, you need to deploy a creative strategy that sets your company apart from the sea of competitors and increases booth traffic.

Let’s look at ten ways your company can use entertainment to increase booth traffic:

Magicians. It’s more than Abracadabra and Hocus-Pocus. There is something about magicians that brings out child-like awe in everyone, including your most sought-after sales prospects. Well-trained magicians can weave the wonder of magic with your company’s vital marketing messages, providing both entertainment and education.
Interactive games, such as putting competitions. For many, golf is somewhat of an addiction. This is why attendees won’t be able to resist taking their chances to sink the most putts, land a coveted hole-in-one, or beat their colleagues in the lowest score of three shots competition. Add prizes with your company logo to up the ante.
Sports simulations and virtual, computer-enhanced experiences. Immerse attendees in a custom-branded, virtual reality (VR) entertainment experience to not just lure them into your booth, but to captivate them. Choices include baseball, Indy and NASCAR car racing, golf, flight simulators, laser shooting galleries, and motion thrill rides.
Money-blowing machines. This might sounds cheesy, but in today’s dismal economy, nothing grabs people’s attention like the potential to win money. Attendees can win a chance to spend a minute in the telephone-size cube to collect as many prizes (cash or customized coupons for your company’s products or services) as they can.
ATM Money Machines. Following along on the previous idea, this relatively new promotion draws attendees in for a chance to use the ATM machine, which dispenses real coupons, prize vouchers, gift certificates, and customized bills good towards purchases from your business.
Live entertainment. These can include comedians, circus performers, tribute bands, and dance troupes. Great at garnering people’s attention who might want to watch or interact with an entertainer. Make sure the performers are well versed in your company’s products or services and have the skills to disseminate information or sales messages to draw attendees into your booth to hear more.
Customized Event Photography. Thanks to computer software, attendees can have their 15 minutes of fame by seeing photos of their faces on various unique backgrounds (Sports Illustrated cover, standing behind a presidential podium, posing with the Queen of England, etc.). Incorporating your logo somewhere on these unique, unforgettable keepsakes —one which attendees will likely not throw away—ensures the longevity of your marketing message unlike most tradeshow, throwaway gimmicks.
Celebrity Look-Alikes. Try as they may to deny it, people are naturally drawn to celebrities, even when they aren’t the real deal. Add a photographer and nearly everyone will stop to get his or her picture taken with a “star.”
Psychics and fortunetellers. Why not everyone is a believer in psychic powers, having a psychic or fortuneteller in your booth to do Tarot card and palm readings or handwriting analysis is a fun way to attract people into your booth. Good ones, who work the professional trade show circuits and often double as motivational speakers, are able to not just stop traffic, but deliver professional, informative and memorable messages about your company and its products.
Caricature sketch artist. An oldie but a goodie, a cartoon sketch artist can be a very effective trade show booth secret weapon because it packs of double punch: it helps “draw” people into your booth and creates a memorable giveaway for attendees. Make sure that all caricature sketches have your logo on them somewhere to ensure longevity of your marketing message.

In a Blink of an Eye, a Trade Show Decision is Made

Jessica Davis — Tue, 15 Dec 2015 19:37:00 GMT

Swarms of attendees are in the aisles, but who will come into your booth? Is one of the attendees your next big prospect? They could be…

The bestselling book, Blink: The Power of Thinking Without Thinking, by Malcolm Gladwell, informs us: “A person watching a silent two-second video clip of a teacher he or she has never met will reach conclusions about how good that teacher is that are very similar to those of a student who has sat in the teacher’s class for an entire semester. That’s the power of our adaptive unconscious.”

Considering the implications of this in trade show terms, here are some items to be aware of in working with buyers and prospects in your exhibit and creating the best possible impression.

The snap judgments derived in those seconds will determine whether someone perceives you worthy of their time. And whether they will move towards any type of engagement.

When you are creating your booth property you must remember that it will be placed in a sea of other sights and sounds. How do you create a physical structure that is welcoming and delivers your core marketing message to the trade show audience? Not an easy task.

Can your booth live up to its marketing potential? Here are a few questions your team should consider as you prepare for the show.

Will a person who is unfamiliar with our company know who we are and what we do via our graphics?
Do we clearly communicate our solution message in our booth in images and text?
Is your booth open and inviting so that someone is drawn into it?
How can you tactfully interrupt someone who is walking the aisle and engage them with video, music, graphics, a demonstration, etc.?

We know that most attendees come to the show with an agenda, and use the time to evaluate vendors before making a final decision. When a buyer is in the information gathering mode, as is generally the case at an event, there is a relatively small window of opportunity to grab their attention. What happens is they use this time to count in and leave out suppliers based upon their experience in the booth with them.

Starting the Conversation with a Prospect

Let’s assume that your booth has caught the attention of someone walking the aisle. The first step in any engagement process is a conversation. It is conversation which is focused on the attendee, not you.

Do not start the conversation with, “Can I help you?” This is an immediate turn off! Use open- ended questions to probe if this person is a prospect at all.

The best booth personnel don’t sell, instead they “gather” the information on what type of prospect they are engaging. Gathering information is the opposite of selling.

Start the conversation with a “pick up line” that will solicit a thoughtful reply, like one of these:

What conference session has been the best one, thus far?
Wasn’t the [keynote speakers name] funny, entertaining, etc. What did you think of him/her?
What booth on the floor has been the most compelling for you?
What’s the best thing you’ve seen at the show?

What are the qualifying questions that let YOU determine if they are a prospect for you? If you get these questions answered, then you know where to take it from there!

Once you have the conversation started, then you can ask other open-ended questions which can help you qualify them. Here are some examples for you:

What’s your biggest challenge this year?
What did you hope to find at the show?

Now that you have their attention…are they someone you want to talk to? Ask a question about THEIR responsibility at the company. Like:

“Are you responsible for _________”
If no…ask “who is?”
“Are you involved with _________”

They may be a source of information about potential projects. If they are not the right person, don’t waste another second with this person while potential “hot” prospects are walking by the booth. Escort this person out of the booth quickly and politely so you can engage with the right prospect.

Now if you find a decision-maker for your target company-type…take it a step further and find out if a project is on the horizon by asking:

“Is your company planning a __________?”
“Have you chosen a vendor?”
“When will you make that decision?”
“What are the criteria for ______?”
“What is the budget for ______?”

The questions you are asking should match the lead gathering device the booth personnel have. You could be using a lead card, an electronic device, or a handheld smart phone to capture relevant information. Make sure all members of your booth team know what pieces of information you want gathered and someone is monitoring for quality.

By gathering as much information and recording it on the show floor, it will make the follow- up process more robust. In a future post we will discuss several proven follow-up activities that can separate you from the competition and move the prospect along the sales funnel.

EXHIBIT ACRONYMS - What does an EAC Provide at a Trade Show?

Jessica Davis — Tue, 10 Nov 2015 20:38:00 GMT

Exhibitor Appointed Contractor is a Company or Individual that Works on the Tradeshow Floor

The letters EAC is one of thousands of acronyms that can seem to exist only to confuse people with less than 5 years of experience in the tradeshow business. EAC stands for Exhibitor Appointed Contractor.

An Exhibitor Appointed Contractor is a company or individual that works on the tradeshow floor providing any of a number of services that could also be ordered from the General Services Contractor. (Freeman, GES, etc.) There are a few services for which you may prefer to use someone other than the General Services Contractor (GSC) such as installation and dismantling labor, audio visual rentals and service, floral, etc.

If you choose to use an EAC, you must notify the show well in advance to allow them time to make sure your selected company is properly certified and insured. The form for this notification is in the show manual. Be sure to find the form and get it sent in as soon as you are able since the show generally requires at least 30 days notice.

The most common service provided by an EAC is installation and dismantling labor. A large number of companies of all sizes are anxious to provide you with labor services. These companies claim to provide better quality labor and service than the GSC at a competitive price. They will also help you with filing the EAC form. Be sure to get their information in writing and check references just like you would with any of your vendors.

Installation and Dismantling of Your Tradeshow Exhibit Should be done by an EAC or GSC

There are some services that are provided only by the convention center or GSC such as material handling, electrical service and labor, rigging, vacuuming, plumbing, etc. Many exhibitors feel that this exclusivity allows the GSC to charge inflated rates or provide inferior labor, but for most of these services there are good reasons for the rules. In the case of material handling or drayage, there must be only one exhibit management company organizing everything, both to keep order and for safety reasons. Electrical labor and service must be done according to the contract with the convention center and local building codes for public safety.

No matter who you choose to provide your needed services on the show floor, as a first step, you need to spend some time reading the show manual to understand each service and to know the rules and your rights. Need help? Let's Get Started.

Ten Tips for Better Trade Show Exhibits

Jessica Davis — Fri, 09 Oct 2015 18:41:00 GMT

Trade shows can be one of the most cost-effective ways for your company to reach qualified prospects. And with a little bit of planning you can dramatically improve your results.

Start planning as soon as you know you will be attending the show. Make your booth space reservation as far in advance as possible so you can select the best location and size.
The majority of trade show attendees plan their trade show exhibit visits before the show. 75% of buyers arrive with pre-set purchasing objectives. A pre-show marketing campaign is essential to making the most of your trade show exhibit investment.
Most trade shows are covered by local and industry media. Before the show, invite local media contacts to visit your booth. Find out if there will be any trade press at the show and set up a time to meet.
Promote the shows your company will be exhibiting at and your booth location on your company website, Twitter and Facebook pages.
Avoid printing anything at the trade show or at a hotel business center. Ship copies from your office or a printer to the show.
Put together a comprehensive inventory list before you ship your exhibit. This will check in and out-bound shipping more efficient, and better ensure that any missing items are identified rapidly.
Bring more sales collateral and business cards than you think you could possibly need. You cannot afford to run out and it is inexpensive to ship it back to your office.
Bring backup copies of all multimedia presentations on CDs just in case you have an issue with your laptop. You can also store copies of presentations so that you can access them online and download if needed.
Organize your trade show leads in the downtime during the show and start to follow-up even before you leave the exhibit floor. Send the contact information for prospects to your office from the show and have someone send out requested collateral material to these prospects so it is waiting for them when they return to their office.
Put together a trade show exhibit emergency kit: packing tape, scissors, pens, epoxy putty, a small trash can, power strips, extension cords, USB flash drives, and cutting tools, and a tool kit. Add in anything that your might need for small emergency booth repairs and replacement parts for anything that can wear out or burn out like light bulbs.

Trade show exhibits are a big investment. Just a little bit of planning and a few tips from the pros, and you are well on the way to having a less stressful and more successful trade show exhibit.

Create Exhibits with Curb Appeal

Jessica Davis — Mon, 14 Sep 2015 20:44:00 GMT

Trade shows are by nature quite chaotic. Attendees bustling from booth to booth while exhibitors fight to garner their attention and interest in their companies’ products or services. Studies have shown that a tradeshow display typically has about three seconds to catch the attention and communicate to a potential customer passing by a booth. To makes things even harder, your booth is competing with possibly hundreds of other displays for attendees’ attention.

So exhibitors have to in a matter of seconds grab attendees’ and potential prospects’ attention and make an immediate impression. Eye-popping, colorful graphics in tradeshow booths are an excellent way to do just that. Graphics in tradeshow booths can include booth signs, displays, banner stands, and even table cloths. So what makes one booth an attention-grabber and another one that’s easily passed by?

Here are some things to think about when you set about creating the graphics that will hopefully deliver a powerful visual punch and grab the attention of potential prospects.

Pick a good color. The right color can help you both convey a message and stand out amidst the sea of competing booths. Warmer colors, such as red, orange and yellow attract more attention than cooler colors, such as blue, green and white.

Keep images simple. Simple, bold and clear images are the most effective in conveying your marketing message to attendees. The more ornate and involved the graphics, the more you risk confusing, overwhelming and distracting booth visitors. If possible, choose just one simple image.

Headlines are key. So put a lot of thought into writing them! Choose your words very carefully and keep it simple, clear and short. This might be the only shot at grabbing the attention of attendees who are giving your booth at most a passing glance. A crafty, compelling headline may be what brings them in to hear more about your company. Also the shorter the headline, the bigger it can be, increasing visibility.

Keep it light. Lighting is very important to helping draw the attention of attendees and in creating a welcoming atmosphere. Be creative with lighting; choose to spotlight a new product or use warmer lighting to create an inviting environment.

Choose a message that packs a punch. This is a tough one. You already know you have to keep it short and sweet with simple imagery. The things that you must communicate are: who you are, what your business does, and what separates you from your competition.

Trade Show Strategies: 5 ways to cut cost and make a big impression

Jessica Davis — Tue, 11 Aug 2015 15:52:00 GMT

These days everyone is looking for ways to get more from their trade show budget. Since your competitors are probably tightening their budget too, it's the perfect time to take advantage of the situation with some creative thinking.

There are lots of ways to save money on your trade show budget – from managing travel and entertainment expenses to strategies for consolidating shipments to the show – but I’ll leave all of that to you. My focus is on ways to save money on your trade show booth without giving up any marketing impact. Here are a few tips on how your trade show booth can be high-impact for less money.

Reduce transportation costs with a new lower-weight booth
Trade show design has really changed in recent years. High energy and transportation costs have pushed design houses to rethink their approaches. New booths are constructed from light-weight, high strength materials, They are less expensive to ship and also have a sleeker, more contemporary look.
Design for easy assembly
As designers have started to work with new materials and modular components, hard-to-assemble booths built with rigid infill panels and wooden construction are vanishing. Find a design firm with a proven track record of creating booths that have big graphic impact but do not require a cast of thousands to set up.
Rent - don’t buy
Many large trade show design firms rent trade show components and booths. If your company only has one or two trade show events each year, or you need to get a larger booth just for one annual trade show, renting can be a great option.
Buy a Used Trade Show Booth and Accessories
Some companies trade in or sell off trade show displays frequently in order to update their display to match their latest ad campaign. A smart buyer can pick up a like-new display for a fraction of the original price. If you take this route, be sure to buy from a provider who refurbishes and customizes displays.
Update your current Trade Show Display
If your company already has trade show booths, take an objective look to see if they can be updated to fit your current needs for an affordable price. Also be careful about investing in an outdated booth that is very costly to transport, assemble and operate because it can be a false savings. But sometimes the most cost-effective path is to update graphics, fabric and add new components to an existing booth.

If you're ready to save money on your trade show budget, we can help you get started!

Trade Show Design: Audience boredom is the real challenge

Jessica Davis — Mon, 13 Jul 2015 19:18:00 GMT

You’re heading to the biggest trade show of the year. You’ve checked out your competition and your exhibit looks as good as theirs looks. You have last year’s team back. Everything will be as good as it was last year. You are ready to make the most the show. But are you ready for the real competition? An audience that is totally and completely bored.

You Have Only a Brief Moment to Make an Impression at a Tradeshow! Attendees Only Recall 15% of the Displays Visted.

People are surrounded with so much slick mass entertainment, on-demand info, interactive experiences, and noise and hype that they have moved beyond oversaturation – they are now tuning most of it out. Trade show attendees – and your target customers – are a product of this environment. They quickly scan a booth and make a very rapid decision about whether to invest more time or effort in a visit. Now, you not only have to beat your competition, you need to capture the heart and minds of your prospects that are harder than ever to engage.

Studies have found that on average trade show attendees can only recall 10% to 15% of the displays they visited 24 hours later, but the most valuable customers remember over 40% of exhibits even a year later. That is the dilemma – the casual show attendees won’t remember much but do not really matter; the high- value buyers probably remember what you did last year.

You have only one brief moment to make an impression. Do you want your target customers to see your trade show exhibit and think, “been there, done that”? (Don’t forget – your most valuable prospects never miss a show and they saw your booth last year.)

So ask this simple question: When was the last time you changed the appearance of your exhibit?

If the answer is more than two years, pick up the phone and call the best trade show exhibit designer you can find. If your booth was typically forgettable, it will look dated. If your booth was the star of the show, it will be unforgettable and remembered as last year’s exhibit. No matter what, a dated exhibit will send the wrong message about your company and the wrong message about how you feel about the attendees of this show.

In this fast-paced, competitive world, trade show visitors want "new". That doesn’t mean that you need a completely new exhibit, perhaps it just needs to be refreshed. But, now more than ever, it is important to show that your company understands how to succeed in this hyper-competitive marketplace.

Exhibit Acronyms – What is a Trade Show RFP?

Mike Smith — Thu, 11 Jun 2015 20:17:00 GMT

RFP is an Acronym for Request for Proposal

This is one of the few tradeshow exhibit industry terms that is also pretty common in other areas of business. In a nutshell, it means that your company has a need to buy products or services and you'd like to invite prospective vendors to submit proposals. RFPs can be sent out for something as simple as a rental backwall display or as elaborate as complete multi-year management of a hundred shows per year tradeshow program.

Once received, evaluation of submitted proposals can be difficult and time consuming. As such, the number of companies that you invite should be limited to 3 – 5.

The basic RFP format is to provide:

An overview of your company.
A summary of your needs.
An outline of how and when proposals should be submitted.

In order to make the process as efficient as possible, it is best to provide information that is concise. The key to dealing with responses in a timely fashion is to direct submissions so they are as similar in format as possible.

If you intend to request custom exhibit designs from bidders, keep in mind that designs are presented in a variety of formats from renderings mounted on boards to web-based video productions. You should clearly communicate the presentation format you prefer. When requesting designs, providing a budget number will make the final evaluation process much more productive.

You should also provide a format for the cost portion of the proposals. This can be in the form of a spreadsheet included in your RFP to be filled out and returned, or even as simple as an itemized list. Including this information helps to clearly describe what cost elements are to be included in the proposal. Things like carpet, electrical service, vacuuming, floral or technical support are not always part of the RFP process.

The bottom line? Give prospective vendors enough information to put together a proposal that is complete and in a format that makes it easy to compare. Time spent editing and refining your RFP documents can result not only in significant time savings when the time comes to review submissions, but also more quality in responses.

Need Exhibit Management for your trade show? We are ready to earn your business. Let's get started!

How to Make Your Trade Show Booth Stand Out

Jessica Davis — Fri, 15 May 2015 18:21:00 GMT

Exhibiting at a trade show is a marvelous way for your company to capture the attention of its target market in order to introduce a new product or service, generate valuable sales leads, get media attention, or sell products. Garnering that attention, however, can be tricky when your booth is amid hundreds of competing booths, each staffed with eager employees trying to grab the often-fleeting interest of passing attendees.

So how do you make your exhibit stand out? Research shows that exhibitors have mere seconds to grab the attention of attendees, often weary and overwhelmed by the vast number of booths. You can’t meet your tradeshow objectives unless you get those folks in your booth to hear your pitch, so exhibitors must always be on the lookout for new and creative ways to make their exhibit stand out.

One way is to walk the show floor and take note of what other exhibitors are doing with their trade show exhibits and displays. Notice what types of marketing strategies they are using to attract booth traffic. Also, pay attention to what booths seem to be drawing in the largest number of attendees. Is there an enticing giveaway drawing in hordes of people? Ask attendees that have stopped in your booth which exhibitors’ booths they were most drawn to and why.

Leverage your relationship with your display provider as well. They often can offer specific expertise on what has proven successful for other customers as far as boosting traffic. It is their job to stay on top of the latest in exhibit design, event strategies and promotional trends.

Another potential source of innovative ideas are trade show associations and industry consultants. The Center for Exhibition Industry Research (www.ceir.org) is another great resource for ideas on how to increase your tradeshow exhibit’s visibility. Once you have developed some new strategy ideas to boost booth traffic, lead generation and possibly sales, just make sure they are all align with your company’s brand positioning.

Here are a handful of promotional ideas to draw in visitors to your booth:

Entertain them. Magicians, caricaturists, and celebrity look-alikes are sometimes cheesy but often effective in grabbing the interest of attendees, giving your booth staffers an opportunity to strike up a conversation.

Photograph them. Take a digital photo of visitors and superimpose them on unique backgrounds, such as magazine covers to create a memorable takeaway. Or use the image to perform a virtual makeover, so visitors can see what they would look like in various hairstyles or clothes.

Let them play. Provide a chance to play virtual sports, such as golf or baseball using simulation software systems. Winners take away balls with your logo printed on them.

Feed them. Weary and often hungry trade show attendees tend to flock to booths offering free food, coffee or beverages. While they are munching or sipping, make sure your booth staffers introduce themselves and give them the two-minute pitch.

Reward them. Offer an incentive to stop by your booth. A creative giveaway— with your logo and marketing slogan on it—could include tote bags, laser pointers, memory sticks, apparel, golf tees, pens, coffee mugs, etc.

Is Your Trade Show Exhibit a Good Investment?

Jessica Davis — Tue, 07 Apr 2015 21:18:00 GMT

Many marketing executives can’t completely answer this question. They basically repeat what was done in previous years with slight variations in execution. Taking a moment to analyze your trade show goals and results can help you find new ways to acquire more customers and make your trade show investment really pay off.

Trade shows are expensive but they can also be one of the best sales and marketing investments your company makes. Trade show exhibits provide unparalleled opportunities to forge stronger customer relationships, win-back old customers and acquire new, high-value customers. But you should expect this effort to deliver more.

Maximizing your Trade Show Exhibit investment

Incremental sales and profits
Track your results and determine your Trade Show ROI. More information about how to calculate your Trade Show ROI.

If your trade show ROI is not acceptable, then look for ways to make improvements. First, look for gaps in sales and customer tracking to ensure that the data is accurate and complete. Next, make sure that the shows selected were good choices and had significant attendance from your target customers.

Then look for marketing gaps: ineffective or no lead follow-up, insufficient planning, staffing issues and for other reasons that the shows were not productive. Once you identify the issue, you can adjust your strategy and improve results.
Improved competitive position
Did your company strengthen relationships with current customers, increase brand awareness, launch a new product that differentiated your company, expose your company and products to a new market? Generally, did your trade show investment help position your company for future sales gains and market share increase?

If your trade show exhibit doesn’t improve your market position, then carefully evaluate your strategy. How can you adjust your trade show marketing plan to outdo your competition?
PR and Investor Relations
Did you generate meaningful press coverage? Did your company’s trade show presence result in improved perception of your company in the investor community? Do you get any significant consumer education opportunities from the show?

If your trade show attendance has not been a PR opportunity, it is a promotional gap that should be evaluated for potential for your company.
Market intelligence
Trade shows are an excellent way to gain competitive intelligence. They also can be used for market research and provides an excellent opportunity to gain customer insight.

If your trade show isn’t providing your company with market intelligence, develop a plan to maximize this unique opportunity to gather both the latest competitive info and to learn more about your customers.

Have you analyzed your trade show investment? Are you satisfied with your results?

Trade Show Exhibit Strategies: Be the “Talk of the Show”

Jessica Davis — Tue, 17 Mar 2015 16:07:00 GMT

Become the "Talk of the Trade Show"

Every show has that one exhibitor that everyone talks about – the “Talk of the Show”. It is not always the biggest or most expensive booth, but it is often the booth that has the best marketing idea. Here are some ways that unlikely exhibitors became the “Talk of the Show”:

Rare autographed merchandise that appeals to the target customer.
Pick the right item and the right celebrity for your target customer and, if used as part of a themed exhibit and contest, your exhibit could be a show standout. Select a rare, one-of-a-kind item to be used in a prize drawing, add some related, less expensive items to make the contest more exciting. Then come up with a themed contest and exhibit to make the entire concept and booth an entertainment event.
Film a live show and make attendee the stars.
Most people love to see themselves on camera. Set up a Live Cam and Web Cam from the show floor and put on a show. Broadcast your “show” on monitors so people can watch their colleagues be stars. At one trade show, an exhibitor created a talk show set and broadcast live at the trade show and online. They had a “band” with a couple of musicians and recorded music, a show host and invited attendees to be their guests on the show. Guests could be interviewed about the product or sing favorite songs with modified lyrics that integrated the featured product. The program got the highest ratings at this show.
A housewares magic act.
Many exhibitors hire magicians or entertainers to attract exhibit traffic, but every now and then a company comes up with an act that breaks out of the ordinary. A ceramic knife manufacturer took a knife throwing act to a new level – pitting their ceramic knives against the competition. The knife throwing act demonstrated that while some ceramic knives shattered easily, the company’s knives were truly shatter resistant and could survive even knife throwing.
Extreme Demos.
If you have an extreme product, consider having an extreme demo. At one trade show, Taser offered to shock attendees, and hundreds took up the offer and ended up on the floor.
Great food.
If you are exhibiting at a non-food show, think about offering a crowd-pleasing, made-to-order food item. The trick is to avoid the commonly offered freshly baked cookies and coffee drinks. For example, at a tech show, Fios, Inc. of Portland offered smoothies – and had people lined up for hours. While attendees waited for their smoothie, the booth staff scanned their badges and introduced attendees to Fios e-discovery legal support services and software.

There are many ways to attract attention – prizes, demos, entertainers and free food are common – but when done in an unexpected way, it can make your booth the trade show exhibit that everyone talks about.

Trade Show Strategy: Plan it Like an Expedition

Jessica Davis — Tue, 10 Feb 2015 22:00:00 GMT

I like to think about a trade show like an expedition. I’m headed off to some exotic land in search of treasure. I will be deep in the jungle, cut off from civilization for days. It will be hard to get supplies. I know that that my team should expect no outside help. The fate of the entire expedition rests in the hands of the people I choose to man the booth, careful planning and how well equipped we are to meet the expected – and unforeseen – challenges.

The treasure is, of course, new customers and sales. And getting those new customers requires an action plan.

Plan your targets in advance

About 75% of show attendees plan booth visits and meetings before the show starts. Review the attendee list in advance of the show. ID your targets. Start to invite people to visit your booth a few weeks before the show. Personal phone calls are most effective and harder to ignore than e-mails and mailings. Think about pre-show communications that will create anticipation of your booth – it can feature a special promotion or some buzz about a new product release.

Make sure you and your team are outfitted for this adventure

Select clothes that look professional or that support the theme of your booth, but also make sure that everyone will look great all day. Plan on it being either too hot or too cold – attire with a jacket that can be removed is a great choice. And wear comfortable shoes. (One of the biggest mistakes I ever made was wearing beautiful, brand new shoes that were not a great fit to a trade show.) It is almost impossible to really smile if you have been standing for 6 hours and your feet hurt.

Have enough staff or find a partner

Ideally, you will have enough staff in your booth to meet with prospects and give your team breaks. If you have limited staff or have only one person at the booth for a show, find another larger company to partner with. It is best to do this before you select your booth location so that you can be located next to each other or share a larger space.

Pick the right team

Who you pick for this “expedition” is essential to making it successful. Fill your team with high-energy people who have an upbeat attitude. And make sure that everyone who is representing your company has deep product knowledge.

Plan your sales material carefully

People who attend a show are bombarded with information and the best way to be remembered is from your sales literature. Make sure it is easy to carry and packed with valuable information – your goal is to make sure people take your material back to their office. If you have a really valuable prospect, make sure to get their contact information and send material to them after the show.

Carefully select your bait

Over 90% of exhibitors bring a premium or free sample to give away at a trade show because offering an attractive free gift is great way to attract people to your booth. You will be the best choices and can usually save money if you plan this in advance.

What do you do before a show to make it more successful?

What should you know about your Trade Show prospects?

Jessica Davis — Wed, 14 Jan 2015 13:14:00 GMT

One of the most important decisions you need to make about exhibiting at a trade show is what information you should collect from your key prospects.

Many trade shows place barcodes on attendee badges and have scanners available for rent at a reasonable fee. This streamlines the process of building lead lists and provides a fast, unobtrusive way to gather critical information for follow-up.

When a prospect enters your booth and inquires about a product, just ask permission to scan the bar code on their badge. Then also record the products or services the person is interested in knowing more about. Most trade shows will email a spreadsheet to participating exhibitors with complete contact information and other information about the prospects.

It is a simple, effective and useful way to systematize prospect information and prioritize sales leads. And you will have almost all of the information you need to effectively follow-up on your trade show leads.

Some Exhibitors have taken data collection to a whole new level

One Fortune 500 company tracks everything imaginable about a trade show prospect using a special RFID barcode that they place on prospects when they enter their booth. They track the prospect’s path in the booth, the specific displays and demos in the booth the prospect visited, the total time spent in the booth, who accompanied the prospect to the booth and so on. Then they combine this information with registration data to create a prospect profile. In all, this company collects over 200 pieces of information about every prospect. The catch is that they didn’t have any idea what to do with most of the information they gather.

What information should you collect about prospects?

The most important part of a trade show is that it provides an opportunity to establish and build a personal relationship with each prospect. It is vital to make sure that you do not interfere with the 1-on-1 dialog with a series of questions designed to gather information. Work to make the conversation very natural and focus on the vital info.

If you can get contact information from the trade show registration, then you do not have to do anything more than scan a badge and you can focus on the critical questions and answers:

What products or services are of interest?
When do the buyers plan to make their purchase?
How much does the buyer plan to spend?
What are the most important benefits and features the buyer is looking for?
Who is your competition and what advantages does the buyer believe the competition offers?

Does it matter if the prospect spent 8.4 minutes or 6.2 minutes in your booth? No. What matters is that you can identify the high-value prospects to sell to during the show and to contact after the show, and that these prospects have a positive experience at your booth and remember your company and your staff favorably.

How to Choose the Right Trade Show

Jessica Davis — Fri, 12 Dec 2014 23:44:00 GMT

Some trade shows are great investments and deliver lots of high quality leads; others are just a waste of your marketing budget. The trick is to find the productive shows without making a lot of mistakes.

I always start by defining my marketing goals and target customer. This immediately points me in the right direction. Armed with that information, I put together a list of all the shows that reach my target customers and then evaluate them.

What kind of show should you attend? Often it is a mix of consumer shows, industry shows, buyers' expositions and educational conferences. Each kind of show has its place.

Then look at these key factors to decide which trade show is best suited for your business:

1. Does the show help meet your marketing goals?

If you are interested in a regional market or are new to trade shows, consider participating in a smaller, local trade show. If your goal is the acquire the largest number of qualifies leads, to support a major new product launch and/or to significantly build awareness, participate in the major industry tradeshows that capture the largest number of target customers. If your objective is build your network and to position your company as a thought leader, then investigate show where your company can be a show’s sponsors and a company representative can be a featured speaker.

2. Is it the right market space?

A show that matches your exact market space is often the best show to attend. You can learn a lot by looking at who exhibits at the possible shows. A list of past exhibitors is usually available from the trade show management or on their website. Call a few of the past exhibitors and ask about the quality and number of attendees at previous years' shows. Identify the shows that have an exhibitor mix that will attract your target customers and that are complementary to your business.

3. Determine which shows your top prospects attend.

See if the attendee list from past shows is available. Review the list to determine which shows have a large number of your target customers on the attendee list.

4. Identify which shows your best customers attend.

Call your customers and ask which shows they plan to attend and which shows they would like to attend. If there is a show that some of your customer would like to attend but are not planning to attend, ask if they would attend if they received a free pass to the exhibits. Most major trade shows offer exhibitors a limited number of free passes, so if your customers would attend the show with free passes, this could be a good reason to attend this show.

5. Figure out where your competition will be.

How many of your competitors will be exhibiting at the show? If you are not there, will you be at a competitive disadvantage? Trade shows usually bring together many competitors under one roof. Look for shows where your company will stand out as a leader in your market.

6. Consider timing Does the show's timing make sense?

Will your company have news? Do you have a new product to announce or roll out? Does it conflict with another more important show?

7. Are there any special PR opportunities?

Exhibitors have a distinct advantage capturing Trade Show PR because they have higher-profiles than attendees. They can also more easily and effectively demonstrate their products. This is particularly important for new product introductions. Ask the Trade Show management for last year's press list and if they have any information on who is planning to cover this year's event. Are there any media outlets attending that provide opportunities for you to reach your target audience in an impactful way?

Finally, take a look at the cost to attend each show. Will it have a positive return on your marketing investment? Which shows have the best returns?

Put it all together and you should be able to pick the best Trade Shows for your company.

Get An Apples-to-Apples Cost Comparison on Your Tradeshow Exhibit

Jessica Davis — Tue, 11 Nov 2014 15:22:00 GMT

Thinking About Changing Exhibit Companies?

Feel like your current tradeshow exhibit service company is holding you hostage? Are you getting the level of service you deserve at a reasonable cost? Is it time to look into a new provider? The most common way to start this process is to do some research, contact a few companies, and request some proposals. The problem, however, is that when the proposals come in, none of them end up looking alike. How are you to compare?

When looking for a new tradeshow booth or services provider it is important to seek out "apples-to-apples" pricing: competitive quotations that are all including the same types of services.

Request an Apples-to-Apples Quotation

There are many different ways a tradeshow exhibit services company can write a quote, which can make comparing them difficult. Also, depending on the company you are dealing with, there can also be many different ways to hide costs that come after everything is said and done. It is important to make sure that all of the quotes you are comparing include everything you need. Otherwise, you may choose what looked to be the most inexpensive quote, but when your tradeshow ends, you can find yourself looking at an invoice with thousands of dollars you were not expecting to have to pay.

The best way to make sure that you are getting an apples-to-apples quotation is by sending companies a format for their proposals. All you have to do is take a current tradeshow exhibit services invoice and copy the descriptions of each line item, and ask prospective vendors to fill in their prices for the same items. This way they know exactly what services to price and the final product will be quotations that you can easily compare. You can also learn a great deal about each bidder by seeing how willing they are to participate and how well they follow your directions.

Once you have the numbers, make sure to review each proposal for disclaimers and fine print. Once you've narrowed the field, interview each company that is being seriously considered and check their references.

These kinds of apples-to-apples quotations will save you time, and quite possibly a great deal of money. Are you thinking about changing exhibit companies? Click here to find out the top 10 reasons why you should switch to Alexis Exhibits!

Design for Success: Branded Trade Show Booths generate sales

Jessica Davis — Fri, 10 Oct 2014 14:29:00 GMT

A trade show exhibit is a rare opportunity to surround your key prospects with your brand experience. An exhibit is not an impersonal 2-D experience like a TV commercial. It is not virtual and passively interactive like your company website. An exhibit can be a real 360-degree brand experience, alive with people and almost completely in your control.

When you invite key prospects into a 360-degree brand experience, your booth has a chance to be one of those few memorable moments from the entire show. And the exhibitors who create these memorable moments are almost always the show sales leaders.

Be true to your brand position and personality.

Make sure that you start out with a platform that is consistent with your brand position and personality. If you are a technology company, you can be playful and use a comic book superhero theme. On the other hand, the same theme is probably not appropriate for a health care benefits company who needs to establish credibility and trust. Similarly, if your company manufactures euro-design furniture, your booth can be sleek, experimental and minimalistic. But if your company makes traditional American style furniture with a focus on fine craftsmanship, your booth design should reflect that heritage.

“Surprise and Delight” your target customers.

To create a memorable moment with your booth, you need an overarching theme and concept that will surprise and delight your target customers. You are looking for something that will break out of the endless sea of logos, photos of smiling customers, and product images. Based on surveys of trade show attendees and exhibitors, the memorable booths are not the biggest booths, they are the ones that had one big idea and focused on it.

I can’t give you a list of foolproof big ideas. You’ll need to work with your team and exhibit design company to create the concept. I can pass on one secret – get your internal and external team members to think only about your brand and what would really “Surprise and Delight” your target customers. Don’t be distracted by what your competition did last year or even what your company did last year. Brainstorm first, then evaluate the ideas once you have a list.

Once you have a concept, everything else will fall into place.

One unifying concept will pull everything together. If you have multiple products or divisions involved with the show, use the concept to unify everything. Make sure every aspect of the entire exhibit - accessories, product displays, signage and lighting – builds on the big idea.

And never forget: when it comes to a great trade show exhibit, less is more really applies. Focus relentlessly on your brand and your concept.

Trade Show Strategy: Quality Displays Matter

Jessica Davis — Wed, 10 Sep 2014 16:23:00 GMT

When you exhibit at a trade show, the quality of your display really matters to increase booth impact. A brilliant concept or a great design will fall flat if the booth is poorly designed, manufactured from inappropriate materials or poorly constructed. Smart exhibitors establish very specific quality criteria before they start to work with a design company on their booth.

How do you define quality?

Quality can be the combination of many factors: design, durable materials, craftsmanship, use of innovative technology, low environmental impact, and so on. Quality is based on your needs, your company’s or organization’s goals and your target customers’ values.

Here are a few things to consider when you develop your exhibit quality criteria.

Quality Graphic Design
Great graphic design is critical if you want to present your company in the proper light. No matter how much you spend on booth production and construction, if the graphic design is not first rate, it will not matter.
Specify quality, high-impact materials
You may not be able to specify exact materials for your exhibit but you can require that the materials used are high-impact materials that are suitable to the handling, wear and tear you expect for the exhibit.
Review sample work to evaluate potential firms
Look at samples of design firms’ work to evaluate each firms production quality and attention to detail.
Everything in the exhibit deserves consideration
The quality standards should apply to every part of your exhibit: displays, sales collateral, premiums, even the exhibit staff’s apparel.
Structural integrity
If your booth exhibit incorporates large, constructed elements, make sure that they are properly engineered to eliminate any risk of structural failure.
Installation and takedown
Poorly managed installation and dismantling can undermine every investment in quality you make. Make sure you have a professional managing both installation and takedown.
Quality packing and shipping
If your exhibit is poorly packed, it is more likely to be damaged in transit. Think about including quality crates or cases in your budget. With proper packaging, your booth will be properly protected when shipped and you many actually save money in the long run by reducing operating labor costs.

Tips for Selecting the Right Trade Shows

Jessica Davis — Wed, 13 Aug 2014 13:14:00 GMT

Making the decision to exhibit at a trade show is a significant commitment—in both time and expense—for any size company. Trade shows can deliver significant bottom-line benefits by generating valuable sales leads, increasing company awareness, launching new products or services, building brand recognition, finding new channel members and gaining media attention. In order to successfully achieve any of these, however, you must first select the right trade show for your company.

If you are the person tasked with this selection process, the burden is on you to make an informed decision, selecting shows that will deliver the right target audience for your marketing message. Here are a few questions to ask when evaluating your trade show options:

What are my goals? You first must determine your objectives for the show so you can choose the show that will give your company the best return on investment (ROI) in terms of your goals. If your goal is on-site sales, picking a show where there are dozens of competitors selling similar products will be a bust and a colossal waste of money.

Who will be there? Your first step will be to quantify the total number of relevant prospects, buyers, and influences who will be interested in your company’s products or services. Obtain an Exhibitor’s Registration Kit and look at the attendee profile of previous shows, including job title, industry representation, type of business, and geographical distribution.

Does size really matter? Bigger isn’t really necessarily better. Really. The size of the show should match your goals (number of sales leads, units sold, etc.). If you’re a smaller company, it might be difficult to stand out at big trade shows, whereas at a smaller one you might be more noticeable. Smaller ones, however, won’t generate the same high number of leads as larger shows so you’ll have to weigh the pros and cons of both and how they relate to your overall objectives.

Will your competitors be there? Though you might not like competing for the same mindshare, the proximity of competitors in one place can be a boon for your business. Find out in advance which of your competitors are going to be there. This actually can help you formulate a winning strategy and effective marketing message specific to that show. What new products are you introducing? And, how and why are they better than your competitor’s?

Is it the right choice? Though you’ll never know for sure in advance whether a trade show is going to deliver a return on your investment, there are some ways to hedge your bets. Ask yourself whether this show is well aligned with the core competencies of your business or just one facet of its offerings? Is the right audience going to participate? Can my company stand out and be unique on the show floor?

What about media coverage? Ask for last year’s press list. Do any of these publications reach your target customers? Do you have a compelling story to tell them? If so, this show might be a good fit.

Buying Versus Renting Tradeshow Exhibits

Jessica Davis — Mon, 14 Jul 2014 12:29:00 GMT

Many organizations don’t realize they can test the waters when it comes to tradeshow exhibits, renting before they commit to buy. For some companies, however, especially those that know they will be exhibiting multiple times throughout the year, buying might be the best and most cost-efficient option.

Let’s take a look at some of the rationale behind why companies chose to rent over buying and vice versa. There are pros and cons to both approaches.

Why rent?

If your company has never before exhibited at a trade show or are fairly inexperienced with trade shows, you might want to consider renting the first time around. After your first experience, you’ll have a much better idea of what your company’s needs will be for future shows in terms of space, size, design, functionality, etc. You’ll also have a better sense of if participating in trade shows will help your company meet its marketing objectives.

Renting the first time will also give you the opportunity to check out what your competitors are doing as far as exhibits. You don’t want to have the exact same booth as your competitor. Your company needs to stand out amidst the sea of competing exhibits to drive traffic and draw in prospective customers.

Another reason to rent is your company simply cannot afford to buy its own exhibit. Tradeshow booths can cost thousands of dollars, so unless your company has a proven track record of success at trade shows, you might want to rent. Hopefully after a few successful forays into trade shows, your organization will be able to financially justify the purchase of its own trade show booth.

Why buy?

If your company regularly exhibits at trade shows, even if it’s twice a year, then it simply doesn’t make sense not to own your own booth. Rental fees quickly add up, so if your company is committed to participate in multiple trade shows or events throughout the year, purchasing your own booth makes good financial sense.

Experience at past trade shows also means you have a solid understanding of what type of booth your company would require; overall footprint and layout, size of actual booth space your company is reserving for each show, and overall type of design. Chances are you also have checked out your competition’s trade show exhibits and know what your company will need in terms of its own booth to stand out.

Keep in mind that many exhibit companies will allow you to put the money you spend on a booth rental towards the ultimate purchase of a booth. In this way, renting before buying is a great way to experiment with different booth designs and see what works for your company before diving in and making the investment in your own tradeshow booth.

Make a Big Impact With a Small Trade Show Exhibit

Jessica Davis — Tue, 10 Jun 2014 18:41:00 GMT

You may be planning a small trade show booth, but that doesn’t mean that you can't make a big impact. Here are a few ways to make any exhibit a big win.

Keep it simple
Your exhibit will stand out if you create a very simple booth. Keep it uncluttered, only include the essentials, and make it open and inviting.

Look professional
Make sure that every aspect of your booth is professional – from your exhibit, to your sales collateral, to your booth staff. A professional looking booth is critical to building credibility and to attracting traffic.

Be dramatic
Use distinctive materials, tension fabrics, woods, colored metal and layered graphics to present a current look and build visual interest.

Think tall
Design a booth that incorporates one tall element that is visible above the crowd. It can be as simple as an overhead sign with a unique design, shape and movement, or something more unusual like moving lights on a group of hanging banners.

Get the best booth staff
In a small booth, the staff can be the difference between engaging attendees and just blending into the background. Make sure to have an outgoing, knowledgeable team at the show.

Start your marketing before the show
About 75% of show attendees decide on exhibit visits and seminar attendance in advance. Set up meetings with clients, prospects, and press ahead of time.

Follow-up after the show
Don’t let one hot lead fall through the cracks; make sure to follow-up all the qualified leads after the show.

It doesn’t matter if your trade show exhibit is the largest at the show or a smaller booth, the same principles of great trade show presentation still apply. Make sure your trade show exhibit stands out from the rest of the show, that your team executes flawlessly and every element works to bring your brand to life.

Staff Your Trade Show Exhibit to Win!

Jessica Davis — Thu, 15 May 2014 18:12:00 GMT

Anyone who has attended a trade show can tell you that the best booth, in the best location, with the best promotion, may not get the sale if you do not put together the right team to represent your company.

Overall, you are looking for people who are fun to be with and who can help bring your booth to life. Here is a checklist of critical factors to consider when selecting your team.

Make sure you have the right number of people to staff the booth. It depends on the type of show, your business sector and the type of promotional campaign you plan. A good rule of thumb is one person for every 50 square feet of booth space, including break coverage.
Make sure that the people staffing your booth have an appearance that is consistent with your brand and trade show campaign.
Look for people who are naturally friendly and outgoing, and who smile. You want people who are eager to meet attendees.
Select people who are good listeners and who know how to ask open-ended questions that encourage prospects to talk about their needs.
Choose team members who know your business sector or who can be quickly trained to knowledgeably answer questions. It is best to select people who know your product, your company and its capabilities, and who know the competition.
Think about attire and set a dress code. Don’t leave this critical element to chance. Make sure your entire team is willing to follow the dress code.

Once you have selected your team, make sure they have the tools they need and are properly trained to represent your company, qualify leads and secure sales.

Chasing Tradeshow Cost Savings?

Jessica Davis — Tue, 15 Apr 2014 20:06:00 GMT

Most exhibitors are being forced to find ways to reduce the cost of participation in tradeshows. The most common way this task is approached is to look at each cost line item and see what can be done to save money.

The common first step is to contract for a smaller booth space. This not only saves on the cost of the space rental, but also provides an across-the-board cost reduction. The downside of such a reduction? You may have to settle for a less than desirable booth location and you'll also need to make sure your display properties will fit in the smaller format.

After booth space, the likely second step is to look at each cost category for the show and try to determine which costs can be reduced. This is a very time-consuming process and usually entails trying to find out how much your exhibit weighs and how long it should take to set up. This information is not always easy to get your hands on, and when you do, there are always a slew of variables that can affect the final cost of the show.

In my opinion, however, the best first step to take is to contact your exhibit supplier (assuming they store and manage your display) and lay your cards on the table. Explain to them that you have been asked to cut 25% off the cost of last year's show. Ask them to provide recommendations. Remember, they do this for a living! They are not likely to be overly excited about this mission, but they should support you through good times and bad.

If they can't or won't provide you with some good ideas, you should probably consider finding another supplier.

Thinking about changing exhibit companies? Click here for an apples to apples cost comparison.

Goal Setting - How to Evaluate a Successful Tradeshow

Jessica Davis — Mon, 10 Mar 2014 21:08:00 GMT

As corporate tradeshow marketing professionals, justifying participation in tradeshows is one of the most daunting tasks that we face. The competition for every penny of marketing budget is fierce and very few executives are in love with tradeshows.

How can you convince others in your organization that shows are a good investment? How can you say that you had a successful show when there was never any measurement technique established? Like any other investment, it must start with goals. When the decision is made to exhibit in a show, you and your team need to produce a written set of measurable goals that everyone buys into.

These may include a number of completed lead sheets, meetings with certain key prospects, number of individual demonstrations, etc. This list, created well before the show provides a very effective guide for exhibit design, graphics, booth staffing and show activities. Everything planned for the tradeshow must be done with your goals list in mind.

During the show, you can assemble the data to report which goals were achieved and which were not.

A team meeting 2 weeks after the show will allow you to share your results and will clearly demonstrate the value of the show. This then becomes a procedure that is done for every event.

A lack of goals leaves the future of your tradeshow program totally to chance. Need help establishing your goals? Our exhibit management is based entirely on strategic planning.

Avoid Being Part of the “Boring Sea of Tradeshow Sameness”

Jessica Davis — Mon, 10 Feb 2014 13:17:00 GMT

I attend a lot of trade shows – hardware, books, electronics, men’s wear, food service, medical equipment, etc. – if there is a trade show, odds are I’ve probably been to it. It’s part of my job. Sometimes it is a delightful part of what I do – but all too often I can walk an entire trade show floor and not see one new, inspiring idea.

So far this year at the shows I have attended, I have found that most booths are professional looking and nicely designed but I often don’t remember anything the minute I move on to the next aisle. The words that come to mind: boring, formulaic, and devoid of any discernable brand personality.

Everything is perfectly planned, so why aren’t you more successful?

You have a great location for the show – right up front, with lots of traffic. You have a beautifully designed booth that is uncluttered and well-merchandised. You have great people who know that a positive attitude is essential. Yet people just keep passing by, and don’t even slow down.

Ask yourself, why should someone stop at your booth?

Think about what it is like to attend this show or conference. After three hours of seminars and speeches, the conference attendees finally get a break. They enter the exhibit hall and are greeted with hundreds of booths and the din of people chattering, music and sales presentations. They quickly walk down the aisles and select a few booths to visit. What can you do to make your booth one of those stops?

Avoid being part of this “boring sea of sameness”?

Do something different and unexpected. Break out of the "just another trade show exhibit" pack. And do it in a way that sells your product and builds your brand. I know it is much easier said than done, but here are a few breakout ideas:

Entertainment: If it is appropriate to your overall message and product, hire a professional performer to be part of your booth but give it a twist. One small book publisher was promoting a new series of activity books include a book on juggling. They secured two booths located directly across from each other. Then they hired a two-person comedy juggler team who did a juggling show across the aisle. It was hard for anyone who saw this simple spectacle to pass them by without stopping. More importantly, it was hard to forget that the publisher had a juggling book coming out.
Create a place to “escape” from the show. Provide a place to really relax that gives you a sales opportunity. Many exhibitors provide comfortable seating or have conference tables with chairs for meeting with prospects or set up beverage bars with stools. This just creates a place to relax and avoid a sales message. Often it creates a place for your staff to sit where no one can see them. The breakout idea is to incorporate the escape into the overall sales message. A travel incentive company who promotes South Pacific Getaways created a tropical beach getaway with a couple real palm trees, some fresh exotic flowers, beach chairs and tropical beverages. They added ambient sound with tropical birds and waves and simple lighting effects. The staff was dressed in tropical business attire and was actively engage in greeting people and answering questions – they were not relaxing at the beach, they were smiling, attentive and working all the time. It was the most popular place at the entire show. Everyone who entered received a “Tourist Guide and Passport” that provided information about the company’s travel incentives.
Incorporate an interactive demonstration. Make your booth interactive and experiential by turning the sales process into an active, dynamic experience. It doesn’t need to be a technological wonder and it should always involve 1-to-1 interaction between the sales staff and the prospect. Have something unusual for people to do, touch, smell or even taste. Bring your products to life with interactive demonstrations that focus on the key sales proposition. And if you do incorporate technology, make sure that it is not complete “self-service”. A medical technology company used an Interactive 3D display to allow prospect to explore their product, zoom, see internal mechanics, and even go a simulated “test drive”. The 3D simulation provided the company the opportunity to introduce key prospects to a very costly medical device but required some assistance from the booth staff so that there was a natural opportunity to start a dialog.
Everybody wins. If you are going to have a prize drawing, come up with something more enticing than a fishbowl for the entries and a random drawing sometime in the future when most of the entrants are already left the show. Attendees remember events, games and competitions. One clever exhibitor created an “everybody wins” contest with thousands of prizes. Instead of being just another booth with a free logoed giveaway, they enticed people into entering their booth, and spinning a gigantic wheel of fortune. Even most of the people who won the smallest prize – a promotional item with the company’s name, website and phone number – remembered the company because they won their prize.
Open and inviting. The simplest way to increase the effectiveness of your trade show marketing is to open up your booth. Get rid of the table across the front and get rid of any barriers. Eliminate all the clutter. Design your trade show exhibit for graphic impact with large, attractive images and clean, simple and bold elements that will draw one's attention. Add dramatic lighting and motion that welcomes people into your booth.

Have you seen any unique and enticing booth ideas that created buzz on the exhibition floor and attracted visitors?

Trade Show Design Trends: Multi-Purpose Custom Design

Jessica Davis — Thu, 16 Jan 2014 15:03:00 GMT

Most companies end up purchasing several kinds of displays to work for different types of events. For small, local shows they have tabletop and standing displays, table covers in various sizes, and portable trade show stands. For larger spaces they have modular displays. And for their "big show" they have a custom exhibit.

Now, some companies are asking a lot more from their trade show design firm. They want to invest in trade show exhibits that can be used for many types of events, will hold up to a lot of uses but still look new, and that can be easily updated for new shows. They are commissioning Multi-Purpose Custom Exhibits.

These companies are investing in large custom exhibits that are composed of components that can be used in smaller booths. In some cases it is as simple as cleverly designing a large backwall so that a 10 foot section can be used in a small booth. In others, an elaborate custom space with stages, interactive displays, meeting area and merchandise fixtures is created for a large island booth at a major trade show. After the show, many of the components can be reconfigured to use for smaller exhibits.

Multi-Purpose Custom Design has financial benefits

The main motivation for moving to Multi-Purpose Custom Design is financial. Sometimes the initial custom display is a bit more expensive but most companies experience savings in the first year.

Brand consistency across all shows

Because all of the components for trade show displays are done at the same time, it is easier to maintain brand integrity. There is consistency in graphics, colors, copy positioning, and product displays.

How to start work on a Multi-Purpose Custom Design

Put together a list of all the shows on your Trade Show schedule along with planned booth sizes. Make sure to gather any special exhibit requirements. Determine how long the exhibit will be used. Is it for a year, or for longer? Define your marketing goals and how the exhibit will be tied into your company’s overarching brand campaign. Then select a custom design firm that understands how to create Multi-Purpose Custom Exhibits.

Yes, it takes a bit more planning in the beginning but the benefits are worth the effort.