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Why is Trade Show Marketing So D@mn Hard?

January 18th, 2023 Mel White COMMENTS
Trade Show Marketing Tips

Most marketing professionals will hint at it. Others will whine and grumble about trade shows. Then there are those who are honest. They don’t understand trade show marketing. That’s not surprising. It’s rarely taught in college on either the undergraduate or graduate level. At best, it’s mentioned in passing in a textbook. I know. After earning an MBA, I went to work for an exhibit builder. On Day 1, I was clueless. Many years later, I’m still learning.

I’d love to say that trade show marketing is marketing but that’s not entirely true. It’s different in the same way that event marketing is different. Face-to-face engagements are less structured, more unpredictable, and frankly, messier than other forms of marketing. And, depending on the company and their goals, it can be difficult to measure the results.

3D Structures vs. 2D Screens

Marketing has traditionally been 2D:  print and television, brochures, websites, etc. It’s also been static and somewhat controllable. Trade show marketing or face-to-face marketing is as much about human interaction as the message or the branding. It’s about creating conversations before, during, and after the show.

Then there’s the booth design. It’s outside most marketers’ comfort zone, especially the first two, three, or four times. The dollars involved make it even scarier. It’s easy to panic when the costs exceed six digits for even a modest island exhibit. Fortunately, great exhibit houses have amazing exhibit designers who have years of experience asking the right questions and guiding marketers to the best possible solution to meet their trade show objectives.

Variable Measurements

Trade Show Marketing

Unlike print, television, or web ads, there are no standards or no reliable sources for subscriptions, ratings, or clicks at trade shows. Counting leads works, but it’s a crude measurement. More experienced exhibitors track pre-show promotions, leads, and sales through the entire sales channel, but they are the exception.

That doesn’t mean there are no quantitative measurements. Lead tracking software has become very sophisticated as a tool during and after the show, which makes gathering data, exporting it, and tracking leads much easier. But like all measurements, it’s easy to set goals. The hard part is being disciplined about entering the data and then reviewing it during and after the show. For example, here’s a typical conversation one week after a trade show.

Sales Manager: “I see from the show leads that you chatted with Bill Burrows from XYZ company. That’s GREAT! We’ve been trying to get their business for years. What did you discuss?”

Salesperson: “Does the lead indicate the day and time I spoke to Bill? XYZ? Do they make sprockets? I think we talked about supply chain challenges for them and opportunities for vendors but I don’t recall the details.”

Competitors

SoYoung

Trade shows are truly a competitive sport when it comes to marketing. It’s the one time you and your competitors are all in the same room, all vying for the attention of the same audience. You see what they’re doing… and vice versa.

It pays to be alert throughout the show. What products or services are your competitors promoting? What’s the traffic like in their booth? Do you have any shared customers? If so, what can they tell you about your competitors. And it’s not just during show hours. You would be surprised how “relaxed” some competitors become during social events and mixers. The best information at a trade show often comes from conversations off the show floor.

Uncontrollable Variables

No one likes unpredictability when it comes to their marketing campaign and implementation. Yet, despite one’s best efforts, trade shows can be chaotic. Freight doesn’t arrive on time. Items are broken. Flights are cancelled. An exhibitor on the far side of the exhibit hall is giving away beer and sandwiches. The exhibitor nearest you has their music so loud you can’t talk to potential clients without shouting.

It should go without saying that you can minimize surprises with advanced planning. Staging the booth to check for damage or missing parts. Leaving a day early or staggering flights. Shipping the booth to the advanced warehouse. But most importantly, communicating with potential clients at the show WELL in ADVANCE.

Unfamiliarity/Knowledge

Most medium-sized companies participate in two to five trade shows per year. Some as few as one. That makes it challenging to become an expert quickly. Plus, each show may not only have a different audience, but also different rules, layout, and resources. Too often, when the internal “expert” understands how to maximize the company’s trade show efforts, that person is assigned to other responsibilities. Then someone new has to start fresh.

Sales and Marketing

PhiladelphiaCommercial

Before, during, and after a trade show, sales and marketing must be dance partners. You’re a team. Face-to-face marketing requires sales skills and marketing expertise perfectly choreographed.

No matter how much sales and marketing claim to play nice, there’s always a wall at most companies. It’s that wall that dooms most exhibitors from fully benefiting from their trade show program. Successful exhibitors do two things well. They include everyone in the planning and they set clear, specific, and achievable goals. There should be no surprises and no excuses at every stage, especially once the show closes and everyone heads home.

Trade show marketing almost never leads to sales before the show. At the show, it creates opportunities. After the show is when the rubber meets the road and sales are closed.

How to Become a Trade Show Marketing Expert  

  1. Go to trade shows as often as possible as an attendee. Ask questions and listen to what works and what doesn’t. Plus, be willing to take classes at industry events about trade show marketing, even if your goal isn’t to become a trade show certified manager.
  2. Rely on your local trade show professional. If they only know how to sell you a display, but not how to succeed at trade show marketing, then find someone else.
  3. Tap into industry consultants. These folks know how to avoid the potholes and the meandering paths so often taken by trade show exhibitors. You can find them in LinkedIn, Google, or by simply asking your local vendor.
  4. Plan to succeed. Create a comprehensive plan that targets pre-show, show, and post-show marketing and put specific goals in place for each one.

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

**********************************************

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.

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The Three Rules of Trade Show Marketing

January 16th, 2023 Mel White 3 COMMENTS
The Three Rules of Trade Show Marketing
The Three Rules of Trade Show Marketing

Trade Show Marketing isn’t complicated. It can be reduced to three simple rules. Everything else is a business decision. Here’s the difference: Buying a 10 ft. portable vs. 20 ft. custom island — that’s a business decision. Staying at the Hilton vs. the Quality Inn — that’s a business decision. Getting a professional presenter for the booth — that’s a marketing decision.

Confused? Here’s ALL YOU NEED TO KNOW about trade show marketing to be successful.

Rule #1. Problem and Solution.

Your message must state a problem and a solution, either explicitly or implicitly. Attendees are there to find solutions. They may not know they have a problem until you provide the solution. When Chrysler introduced the minivan back in the 80’s, their marketing focused on showing families that their vehicle was either too big or too small. In an attempt to be clever or creative, we forget we’re selling something. Selling is all about identifying needs and pains… and then providing the right solution.

Trade Show Marketing Rules

Rule #2. Get Noticed.

It’s called a “show” for a reason. You spent money to be seen at the show. BE SEEN! Does that mean dressing in a clown suit and standing in a booth made of balloons? No, unless that’s your culture (or you are selling balloons). Most companies approach trade show exhibits and graphics like they’re buying a mid-priced sedan: “I’d like a Honda Accord in silver.” Take a chance. You want to be different. That doesn’t mean it shouldn’t be practical and contain everything you need to showcase your product or service. Even Melba Toast doesn’t have to be Melba Toast at a trade show.

Does your product lend itself to a professional presenter? That’s one way to get noticed.

Pre-show marketing. There’s no better way of getting seen than by developing a pre-show campaign that drives attendees to your booth. In today’s Internet-driven, social media-focused market, getting someone’s attention before the show is as important, if not more important, than being seen at the show.

Rule #3. The Right People.

If you bring ten people to the show, at least six are the wrong ones. Why?

  • They don’t know the products and services
  • They don’t have charismatic people skills
  • They are not personally invested in the show results
  • They did not participte in the pre- or post-show planning.

Two out of four doesn’t cut it. A trade show isn’t a vacation. It’s a strategic investment.

Displays

You’ll often hear that 80% of trade show leads are wasted. I don’t know if that’s true, but I do know that bringing the right employees to the show solves that problem. The right employees won’t let a lead sit on someone’s desk or be forgotten on a jump drive. They’re relentless about post-show follow-up because they understand how much time, effort, and money went into planning and participating in the trade show.

Want to be a trades how star? Focus on these three rules. Everything else, while important to your bottom line, your ego, or your HR Department, is just a business decision.



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

**********************************************

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

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Posted in Mel White, Trade Show Marketing | 3 Comments »

What Smells? Top 11 Trade Show Odors

January 16th, 2023 Mel White 1 COMMENT
What Smells at Trade Shows

The Top 11 Trade Show Odors

Like me, you probably attend multiple shows every year and each one has its own unique trade show odors. The larger the show, the more the sensory overload. It can be overwhelming, but for most of us, the excitement and opportunities makes it all worthwhile.

It’s tempting to focus on the sights and sounds, but trade shows are about other senses as well, such as taste, touch, and smell. We don’t often think about the familiar “smells” of trade shows, but there are many, which we all recognize as  pleasant or unpleasant. Indulge me for a minute as I explore the olfactory sensations common to most trade shows and events. In other words, what stinks and what doesn’t.

1-5 Smells

trade show odors
What Smells? Pleasant and Unpleasant Trade Show Odors

B.O. You knew this would be on the list. Go ahead, call me a brainwashed, overly-sanitize consumer of the antiperspirant consortium. I accept that label. But I don’t think I’m alone in being repelled by the acidic pungency of B.O. I can deal with mild, slightly sour B.O. but the clingy stench that leaps from the B.O.’er to your clothing in milli-seconds is totally unacceptable.

Peppermint. Mints are the 6th food group at trade shows. They are everywhere from standard star mints to licorice mints and from packaged promotional mints to over-the-counter mints. Thank goodness for mints. I am especially thankful for Altoids, the nuclear bomb of mints. One Altoids has the power to create a nearly impenetrable minty force field (with one exception – see #10).

Hangover. This smell varies from person to person. On a scale of 1-10, with one being OK and ten being gross, here are three examples:

#1 – Musky. This person got home late, had a few too many drinks, and may have been in a smoky bar.

#5 – Vodka sweats. Not only is alcohol still in their bloodstream, but they are perspiring booze. Whether you like it or not, you’re sharing every fancy martini they had last night . . . but with a hint of salt.

#10 – Vomit (mingled with the above). Enough said.

Propane Fumes. Most forklifts and hi-lifts at convention halls use propane as fuel. The smell isn’t necessarily offensive, particularly if it’s only momentary. It’s the combination of the smell and the heat from the exhaust at a summer show which can be overwhelming. I know they make electric forklifts. With all due respect to Hank Hill and the Strickland Propane Co, I prefer electricity.

Windex. This smell varies depending on the brand and the cleanser, but the unmistakable aroma of cleaning solvents permeates every show hall when the doors officially open. If you’re a germaphobe, it’s the equivalent of crack cocaine.

6-11 Smells

chocolate-chip-cookie_revised

Fresh Baked Cookies. Fresh-baked chocolate chip cookies have become a trade show staple for many exhibitors. It’s a smart idea, but you have to be willing to feed not only prospective customers but also every other exhibitor within a 500 ft. radius Just writing about it makes me want to drive to the mall and purchase a half-dozen cookies at Mrs. Fields. Yum! (ditto — popcorn)

Men’s Cologne/Women’s Perfume. Before anyone corrects me, I know there is some hoity-toity difference between cologne and perfume, but I’m lumping them together anyway. Personally I don’t mind the scent of cologne/perfume, but I emphasize “scent.” It should be subtle. Recall my earlier observation about B.O. This applies to perfume and cologne as well. If your cologne causes someone to visibly wince in pain, then you may want to scale it back a gallon or two.

Feet. Your feet. Not others. Most of us are desk jockeys. We’re not accustomed to walking the show floor or standing for hours. We’re weak. I’m not saying your feet stink, but your may want to add a little Industrial Strength Odor Eaters to your shoes before and after the show. And don’t even think about wearing those socks more than once. Show some mercy.

Carpet and Visqueen Vapors. Visqueen is the plastic covering used to protect carpet from general abuse and tire marks during installation. Both carpet and visqueen give off vapors. New carpet in particular can be vapor intensive. Some folks love that smell. Then again, some folks love the smell of gasoline. I don’t get it frankly.

trade show odors

Bad Breath. Yikes. Combine alcohol, coffee, late nights, and a travel toothbrush and you have the perfect petri dish for bad breath. Mints help to mask the odor, but even mints can’t subdue halitosis that’s become a living, breathing alien organism. With family, you can hand them dental floss, a toothbrush, and Listerine, but with colleagues and strangers you pretty much have to gut it out. I once had a colleague hand a customer three Certs and then smile. Seriously. I’m not that brazen.

Desperation. Nothing smells worse than the exhibitor who leaves all the planning for the plane ride. No pre-show marketing. No review of the graphics. Incomplete forms faxed two days before the show. No scheduled meetings with clients. Four days later, the show is about to end, and there aren’t enough leads to fill a shot glass. If they are honest, they’ll regroup and do better job next time. If not, they’ll do what every lazy, worthless, sad-sack exhibitor does . . . blame it on the show and the ineffectiveness of trade show marketing. Now that stinks!

No doubt, I’ve missed some obvious trade show smells. I encourage you to share your smells . . . that didn’t come out quite right. Let’s give it one more try . . . I invited you to share your observations and stories about smells. What odors do you associate with trade shows. The Good. The Bad. The Really Ugly.

Let the comments begin . . . .

–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 and engineered aluminum extrusions (ClassicMODUL). 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.

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Posted in Fun, Mel White, Trade Show Exhibit Tips | 1 Comment »

Fun and Games at Trade Shows and Events in 2023

January 9th, 2023 Mel White COMMENTS
Trade Show Games, Digital Activations, and Interactive Kiosks

Trade show booths with clever, interactive games are often the most popular destinations on the show floor. Attendees want to have fun while conducting business.

If you haven’t visited the Games & Digital Activations gallery in Exhibit Design Search, you might be surprised by the varied offerings. It includes 12 games with digital activations by Captello — like Memory Match, Invaders, and Wheel of Riches — along with interactive kiosks by Popshap.

Not sure which game is the right choice. Then click on the demo links and spend the next 2-3 hours “researching” games for future clients. Your boss will be happy you invested the time to become an expert in Whack-a-Mole.

Reminder

Contact Captello and Popshap for information about their products and how to place your order. Same process as with the other strategic partner galleries in EDS (Taylor, Brumark, DS&L, and CORT). Be sure to tell them you’re a Classic Distributor.

Captello and PopShap Games, Kiosks, and Digital Activations

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“I’ll Know It When I See It” | Every Designer’s Nightmare

January 4th, 2023 Mel White COMMENTS

nightmare

For the Classic Designers, delivering a design that meets all the client’s needs — functionally, aesthetically, and fiscally — is the ultimate goal.  Collectively, our designers have over 30 years of industry experience designing trade show exhibits and graphics. We understand that most clients are not immersed in exhibit or graphic design, so the process can be challenging. But it doesn’t have to be. We are here to help!

5-ish Design Red Flags

Occasionally, we get an ambiguous request that requires Mind Reading. Which is understandable. We all come from different levels of experience. Thankfully, we are pretty good at addressing these requests before they become frustrating for everyone. But… that doesn’t mean there aren’t a few “Design Red Flags.”  Here are some we’ve identified over the years.

#1. I Need This by Tomorrow 

Good design takes time. Great design takes even more time. Think back to college. Did cramming for that psychology test result in an A? Probably not. There’s a process. Not to mention there are other design deadlines already in the queue. It’s not that we can’t do it if our schedules allow. And we want to, but we want to do it right.

high_five#2. My Client Wants Five Completely Different Options 

Clients like to see options, and this can be achieved by showing them portfolio images, discussing their objectives, and defining a budget. In the end, the client is only going to buy one booth, one that matches their marketing goals and budget. One spectacular design is better than five OK designs, if it is on point and includes revisions. Choose a designer who can delve into the project and deliver exactly what the client needs.

#3. If I Like It I’ll Find the Money to Buy It, So Design with an Unlimited Budget! 

No client has a truly unlimited budget. They might have lots of resources, but there will be a limit. Our advice, throw out an exhibit budget number and gauge their reaction: $50,000 for a 10×10? Either they’ll nod and say “Go for it!,” or they’ll take a big gulp and reveal their actual budget — $8K, $15K, $25K. Perfect, now the designer can give the client the best 10×10 they’ve ever seen within their budget.

#4. I’ll Know It When I See It — a.k.a., IKIWISI (pronouced icky wishy)

Design is not a poker game where revealing your hand is a disadvantage. Most clients have an idea of what they want, or at least what they want to achieve. At a minimum, they know their product/service and how it should be presented. Every designer loves the opportunity to be creative, but a guessing game is the exact opposite of creative. Whether you are paying for design or not, there is a cost. The cost can be as simple as frustration, revisions, and unmet expectations.

#4b. You’re the Creative One. Whatever You Think is Best.

This is a version of #4. Yes, we are the creative ones. We are designers and we take pride in that. HOWEVER, everybody is different, we all have our likes and dislikes. While we want to use our creativity to reflect your likes and dislikes, we can’t if we don’t know you or what you want.

#5. The Client Wants a Rental, But I’d Like to Show Them a Purchase Option

re-9017-1We understand the motivation. A purchase is more expensive than a rental. But it’s not a very good sales strategy. It’s another way of saying, “I don’t really know what my client wants so I’ll give them multiple options.” See Red Flag #2 above. Designers like to design, but what often gets forgotten is that designers want their designs to sell. We want our work to mean something, to come to fruition. When our designs sell, it validates our talent and our efforts.

So what’s the exact opposite? Clear communication and specific goals. At Classic Exhibits, we want you to succeed. We know you don’t live in exhibit design every day, so the process can frustrating. We also know that your best path is to work with industry professionals and to tap into Exhibit Design Search for ideas. Exhibit Design Search is a terrific place to see ideas and price points.

Over the years, we’ve learned there are three keys to a winning design and a happy customer.

  1. Understand Your Trade Show Goals and Have a Budget in Mind.
  2. Work with a Trade Show Professional Who Can Guide You.
  3. Whenever Possible, Communicate Directly with the Designer.

Best of all, no nightmares . . . for you or for your very favorite designer. Have questions about exhibit design, give us a call or send us an email.

The Classic Exhibits Design Department

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Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom 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.

 

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