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10 Common Myths about Trade Shows

December 27th, 2022 12 COMMENTS
10 Myths about Trade Shows

If you’ve ever attended a trade show, you have an opinion about trade shows, trade show marketing, or exhibit design. I won’t try to dispel every myth, but here are 10 Common Myths about Trade Shows.

1. Trade Show Marketing is Marketing.

Yes and no. If you are a skilled marketer, you will grasp the nuances of trade show marketing, but it will take time. Most marketing managers gravitate to their strengths by focusing on the structure, the graphics, or the show promotion and planning. Intellectually, they know these are interconnected, but they may not know how to maximize their results. Work with professionals, whether it’s a graphic designer, an exhibit consultant, or a certified trade show manager. Trade show exhibit marketing is a craft learned the hard way through trial and error. It’s easy to burn through a lot of money before you figure out what works and what doesn’t. Don’t stumble through a year or two of mistakes when exhibit experts can save you time, money, and embarrassment.

2. Trade Show Labor is Hostile, Incompetent, and Expensive.

10 Common Trade Show Myths

Again, yes and no. No one will dispute that trade show I&D can be expensive, particularly in certain well-known venues. However, most I&D contractors are very competent. They can solve almost any last minute trade show display crisis. You may disagree with the show hall rules regarding labor regulations, but the actual laborers in your booth didn’t write them. If you disagree with the rules, don’t take it out on the person assembling your display. Contact your I&D labor provider or show management.

This is a sad but true fact regarding show labor at most trade shows. If three people are assigned to your booth, one person will be a star, one person will be average, and one person will be a zombie. Hire nine people and you are guaranteed to have three stars and three zombies. Sometimes you get lucky, and the ratio works in your favor. Sometimes not.

You have the power to control your labor costs, beginning with exhibit design. Consider assembly and packaging during the design phase. Are the components labeled, can it be packed without relying on a 20 page manual, and are the packaging materials reusable?

3. Anyone Can Staff a Booth.

Too often, companies send the wrong folks to work the trade show booth. Even worse, they don’t train them. Not everyone has the temperament, the knowledge, or the discipline for a trade show. Here’s my rule:  Find those employees with previous retail sales experience who love assisting customers with product or service solutions. It doesn’t matter if they are in Sales, Marketing, Engineering, or Production. What matters is their attitude and their knowledge.

Want to know who not to send? “Joe.” Every company has a “Joe.” He drinks too much, he gambles too much, and he wanders around too much. About a half a dozen times a day, you’ll wonder what happened to Joe. Five minutes ago he was sucking down his third espresso, leaning on the counter, and ogling anything with two X chromosomes. Suddenly he’s gone . . . AGAIN!

4. Trade Shows are One Big Party.

For some companies, that is true. They wine and dine customers to excess, party until daylight, and don’t attend any show sponsored events.

Inevitably, those are the same companies that grumble about their trade show ROI. They spent “X” but can only measure “Y” sales from the show. When you ask them about their pre-show promotions, their lead qualification, their client meetings at the show, and their follow up with prospective customers, you get a big “DHuh?”  They didn’t plan their trade show marketing program, and now it shows.

5. Trade Shows are a Waste of Time.

If you love sitting in a cubicle all day creating spreadsheets, then trade shows make not make sense to you. You fly to desirable locations like Las Vegas, San Francisco, Orlando, New York, New Orleans, or Chicago. You have to meet people, listen to their needs, talk about your company, stand on your feet, and generally be helpful, pleasant, and knowledgeable. Even worse, you may have to join clients for breakfast, socialize with them after show hours, mingle with potential suppliers, and attend educational seminars about your industry. That’s really tough

You either embrace the opportunity to build sales and learn something new, or you grumble about the airport, the food, the hotel, and the hassle of time away from the office. It’s all about your attitude.

6. Trade Show Displays are Expensive (Part 1).

Very true, but so is almost any investment in capital equipment or advertising. Let’s explore this from another perspective. Let’s say your company purchased an $18,000 inline display (10 x 20). Then, let’s assume your company participates in four trade shows a year and you expect the booth to last five years. Now, take the average cost per show including show space, literature, airfare, hotels, meals, entertainment, transportation, and labor. If you are frugal, you’ll spend:

Exhibit Booth Staff Tips
  • $25,000 per show
  • Multiply that by 20 shows (4 shows x 5 years) = $500,000
  • Then divide the booth cost $18,000 by the $500,000 in expenses
  • = 4.3% which is the display cost to total expenses

Let’s take it to the next step. Your company takes trade show marketing seriously (and you should). You conduct pre-show promotions, you send the right folks to the show, and you aggressively follow up on all leads. You expect the show to generate sales (or you wouldn’t be participating). On average, you demand $150,000 in new sales from each show. $150,000 x 20 shows = $3,000,000 in sales.

Based on those numbers:

  • $500,000/$3,000,000 = 16% trade show cost to sales
  • $18,000/$3,000,000 = 0.6% display cost to sales

I don’t know about you, but those numbers look pretty good to me. And unlike magazine, television, or direct mail advertising, they’re measurable if you put the right metrics in place.

7. Trade Show Displays are Expensive (Part 2).

Probably 60 percent of all trade show displays never go to large, industry shows in Las Vegas, Orlando, or Chicago. The owners take them to Chamber of Commerce mixers, local business shows, corporate events, regional industry shows, and hiring and recruitment fairs.

At these shows, you won’t see island exhibits, but you will see pop ups, table tops, banner stands, and lightweight hybrids. These displays range in price from under $200 for a basic banner stand with graphics to $8000 for an upscale portable hybrid. Considering the cost of most advertising, buying a trade show display is a bargain that you’ll use for years and years.

8. All Shows are the Same.

Really? If your experience has been that “all shows are the same,” you may be approaching every show EXACTLY the SAME. Not every show has the same audience. There may be similarities, but the attendees vary even in shows focusing on the same industry.

If you are serious about trade show marketing, then contact show management and request attendee and exhibitor data. Have them describe the goals, mission, and audience of the show. Then go to the next step and ask for exhibitors who have been loyal to that trade show for many years. Assuming they are not competitors, contact the Marketing Manager or Trade Show Coordinator. Ask them why they attend, how they tailor their message to the audience, and how that message differs from other shows. And then do what professional marketers do . . . create a message, design appropriate graphics, and plan a pre-show, show, and post-show campaign.

9. Trade Show Leads are a Waste of Time.

Trade Show Leads

Leads can be a waste of time if:  a) You collect business cards in a fishbowl for a cool product giveaway like an iPad, b) You don’t qualify the attendees who visit your booth (or jot down their needs), and c) You don’t contact them until a month or two after the show.

More than anything else you do at a trade show, your lead quality is a byproduct of your pre-show planning, booth staff training, and timely post-show follow-up. There is a direct correlation. A trade show is a salesperson’s nirvana, namely a captive audience that spent money to see you.

Now, you may get lucky and acquire a game-changing customer while sipping coffee, clipping your fingernails, and chatting with co-workers. But that’s rare. Finding good customers takes time, enthusiasm, knowledge, and patience. You have to be at your best because they can (and will) walk down the aisle and find another solution.

10. Virtual Trade Shows will Replace Real Trade Shows.

There is a place for virtual trade shows just as there is a place for dating websites. But at some point, you have to meet in person. And unless you’re looking for a mail order spouse, you’re not going to get any action unless you shake hands, look one another in the eye, and share your story face-to-face.

Want to learn more about trade shows, trade show marketing, and displays? Click here for more than 80 expert articles.

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

The Rent vs. Buy Debate for Trade Show Exhibits

April 20th, 2021 COMMENTS
Rent vs. Buy a Trade Show Exhibit

If price was the only criteria for a trade show exhibit, then most exhibitors with a full show schedule would probably buy their display. Or would they?

Let’s explore this topic with three examples showing both rental and purchase prices from Classic Exhibits and Classic Rental Solutions.

Trade Show Rental Exhibit

Example #1

The RE-1081 (rental) and VK-1356 (purchase) are identical backlit displays with a charging station, locking storage, and an iPad swivel mount.

  • Rental: $6316 (booth) + $2693 (graphics) = $9009
  • Purchase: $14,997 (booth and graphics)
  • Difference: $5988

By the second rental, the exhibitor would have exceeded the purchase price. However, what if the exhibitor decided to remove the charging station and replace it with a reception counter at the second show? Or some other modification. Rental exhibitors often make those changes because the price remains roughly the same (in most situations). The purchase exhibitor now has an additional component, along with extra or modified packaging. And they may decide not to use the charging table again, which means they’ll need to dispose of it.

All too often, an exhibitor who purchases a display will not make a change, even if the change would benefit their trade show marketing, because they feel locked into their original decision. A rental exhibitor has far fewer qualms about making changes, including even an entirely different design.

Trade Show Rental Display

Example #2

The RE-1082 (rental) and GK-1011 (purchase) are non-backlit displays with a workstation and locking storage.

  • Rental: $5816 (booth) + $2297 (graphics) = $8113
  • Purchase: $14,900 (booth and graphics)
  • Difference: $6787

In this design, the first and second rentals are less expensive than the original purchase price. By the third rental, the rental would be $4845 more. However, many exhibitors don’t factor in the monthly storage, assuming your exhibit provider stores it for you. Plus any “turnkey services” like inspection, packing, and staging charges. With a rental, those are included in the price.

Many exhibitors would rather not commit to a long-term investment or reoccurring maintenance fees on a permanent asset. And disposal charges at some point in the future. For them, a rental while more expensive over several years, may be less expensive right now and offer greater marketing flexibility.

Rental Displays for Trade Shows

Example #3

The RE-1079 (rental) and VK-1977 (purchase) are backlit displays with a large monitor mount option.

  • Rental: $2483 (booth) + $1525 (graphics) = $4008
  • Purchase: $7600 (booth and graphics)
  • Difference: $3593

At this price, most exhibitors would purchase this design if it’s intended for multiple shows. However, this design is often an element in a larger island display with double-sided graphics. Other times, exhibitors with conflicting shows or those “testing” trade show marketing need an exhibit but don’t want to commit to a purchase. In those cases, a rental makes far more sense, even for small displays.

All too often, newer exhibitors will purchase a cheap, somewhat disposable display only to discover that it doesn’t reflect their branding or audience. An upscale rental allows them to showcase their products and/or services at a price comparable to a budget purchase.

When deciding whether to rent or buy a trade show exhibit, consider all your options, both short and long-term. There are benefits to both and in some situations, a combination makes the most sense. Talk to your exhibit professional to review your options.

Here’s Your Post-Pandemic Portable Trade Show Display

April 7th, 2021 COMMENTS
Symphony Portable Display Elegance -- Features and Benefits

Most portable displays look portable. That’s always been unfortunate fact. But… what if you could have all the benefits of a portable system, like UPSable roto-molded cases and tool-less assembly, with all the design impact of a modular or custom exhibit? It’s possible with Symphony Portable Displays.

Zero Compromises

Choose from 54 kits or configure the design to meet your unique trade show marketing requirements. With Symphony, there are no compromises, no tradeoffs. Simply a beautiful, upscale display at a price that’s thousands less than most custom modular exhibits.

Symphony Portable Display Elegance
Symphony Portable Display Elegance
Symphony Portable Display Elegance

Symphony Portable Elegance | The NO Compromises Portable Display

March 30th, 2020 COMMENTS
Symphony Portable Display Elegance
SYK-2023 Symphony Portable Display

For too long, Portable Trade Show Displays have sacrificed elegant design for visual simplicity. Not anymore.

Introducing Symphony, the first portable/modular display to blend easy tool-less assembly with elegant design and clever accessories. With Symphony, there are no compromises. Simply a beautiful upscale display at a price that’s thousands less than most custom modular exhibits.

In this casual video, we walk you through all the features and benefits of the Symphony Portable Display line, including assembly, accessories, and options.

US and International Patent Pending

See All 51 Symphony Portable Designs: https://tinyurl.com/uaourkh.

Get Help w/ Your Trade Show Marketing. 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. Trust me. You need help! 

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.

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