Trade Show TalesBlog

Archive for December, 2019

Seek Help. Trust Me, You Need It!

December 9th, 2019 COMMENTS

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Do You Have a Plan? Probably Not.

Most trade show exhibitors don’t have a plan when it comes to exhibition marketing. They purchase a display, which they think is THE PLAN. So before I harangue you with the obvious suggestions, let’s talk. Really talk.

If you are reading this, you are probably a sales/marketing professional with a history of accomplishments. You got there by being persistent, creative, and organized. You rely on Act-On, Marketo, or HubSpot for automation. You use CRM software like SalesForce or Infusionsoft. You have a comprehensive email campaign strategy and track it with Constant Contact, Yesware, or MailChimp.

When you have challenging problems, you tap into consultants for lead generation, sales training, social media, and SEO. And, when it comes to advertising, you have a team dedicated to maximizing your spend and metrics. In this hyper-competitive marketplace, you need every advantage that money, strategy, and discipline can bring.

And Then You Wing It!

Do You Believe in Trade Shows? That’s not meant to be a loaded question. You either do or you don’t. There’s no middle ground because exhibitors who “waffle” when it comes to trade show marketing are mostly wasting their money.

That’s not to say that trade shows are the same as trade shows pre-Internet. They’re not. Trade shows are much more efficient than they used to be because most attendees no longer “walk” the floor. They “research” and “shop” the floor just like they would an online purchase. They’ve already decided which companies they’ll visit days, even weeks before their feet hit the aisle carpet. Getting them to your booth pre-show is more important now than luring them into your booth at the show.

stk313213rknDo You Believe in Metrics and ROI? Of course you do. Imagine conducted a sales/marketing meeting or presentation without metrics. You love numbers. You love studying and reciting them to others like parables from the Bible. You get visibly excited using a spreadsheet to compare the Toledo to the Albuquerque office.

But, when it comes to your trade show marketing, you are like a four-year old with blocks, relying on the # of leads to judge success. Sadly, you pat yourself on the back if the leads are electronic and not a roll of paper cascading off the counter. For most exhibitors, anything beyond that falls into quantitative voodoo. There’s no measuring costs per show, return on sales, or contribution margin per client.

Are You a Good Judge of People? You should be. It’s kinda required for anyone in sales and marketing. At every trade show, you are doing two things:  meeting with customers and suppliers and evaluating your trade show staff. Far too often, we are spectacular at the first and abysmal at the second. We view trade show staffing along the same lines as a wedding invitation — the more the merrier and we pray no one gets so drunk they puke in public. When we do hold staffers accountable, it’s condensed into a pre-show rally which includes 10 minute booth training. It’s a joke.

Are You an Expert in 3D Marketing? I won’t bother to feed your ego on this one. You aren’t an expert. Not even close. You may be an expert at banner ads or print advertising or closing techniques, but you probably don’t know squat about exhibit design and trade show marketing. How do I know? Experience working with exhibitors and walking shows. Now, don’t misunderstand me. You know marketing and you know sales, but you decided at some point to believe that trade show marketing is more of the same. It is and it isn’t, and you’ll blow a ton of money until you know what works and what doesn’t.

Take Some Advice from a Trade Show Professional

VK-5088aaI mean this literally. Take some advice from a trade show professional.

1. Work with your Exhibit House. Exhibit Houses and Distributors do much more than design and build exhibits. They work with exhibitors on strategy, show services, ROI tracking, booth training, etc. They see the painful mistakes that their clients make that cost them money and prevent them from succeeding at trade shows. Believe me . . . they want your trade show marketing to be wildly successful. That way you’ll add more shows to your schedule, you’ll purchase new exhibits, and you’ll tap into their services.

2. Work with Independent Consultants. Like any industry, the trade show industry has seasoned independent consultants who want to share their advice for a fee. Some are generalists. Others specialize in booth staff training or ROI measuring or social media marketing or lead generation or overall trade show marketing. They know their stuff. They are paid to know their stuff. Don’t know who they are? Ask your exhibit house or use this niffy tool called Google. That said . . . always get references and do your homework.

3. Become an Expert. You can either continue to whine or you can take classes at EXHIBITORLIVE. There are hundreds of classes each year on every imaginable topic related to trade shows and trade show marketing. The classes are a great place to meet industry professionals and share your successes and failures with colleagues. For such a big industry, it’s actually a very small community.

No one can know everything. And what’s true for marketing automation software or social media advertising is also true for trade shows. Know what you don’t know and for everything else, seek help.

Cheers!

–Mel White
http://www.linkedin.com/in/melmwhite
mel@classicexhibits.com

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Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.


 

Download “What’s So Funny About Trade Shows?” — A New Book on Trade Show Marketing

December 4th, 2019 COMMENTS
What's So Funny About Trade Shows Book

We are delighted to announce the publication of “What’s So Funny About Trade Shows? A Humorous Guide to Effective Trade Show Marketing.” This guide takes a lighthearted approach to understanding the mysteries of trade show and exhibition marketing.

For most marketing professionals, trade shows represent one of their biggest challenges. Far too often, exhibitors waste a lot of money learning how to be successful at a trade show or exhibition. This book removes some of the mystery and pain. Sort of like getting a root canal while under the influence of laughing gas.

Tim Patterson of TradeshowGuy Exhibits recently reviewed the book saying, “As an introduction to tradeshow marketing, or as a refresher if you’ve been exhibiting for years, What’s So Funny About Trade Shows? is a great addition to any marketing library. Highly recommended!” Click here to see the full review.

Articles include:

  • What Zombies Can Teach Us About Trade Show Marketing
  • Dumb Stuff People Do at Trade Shows
  • What Not to Wear at a Trade Show
  • Your Trade Show Booth Staff Kinda Sucks
  • Plus 11 More Articles to Up Your Trade Show Game

What’s So Funny” is available as a FREE PDF download, and also for purchase via Amazon as a Kindle or paperback print edition.

What's So Funny About Trade Shows

PRESS RELEASE: Classic and Eco-Systems Sustainable Strengthen Relationship

December 2nd, 2019 COMMENTS
Classic Press Release

Click to Download PDF Version