Trade Show TalesBlog

Posts Tagged ‘Exhibitions’

If Hotels Were Run Like Trade Shows

July 10th, 2023 COMMENTS

A guest approaches the reception desk at a hotel and says to the desk manager, “Hi. I’d like a room for a week, perhaps longer.”

“Sure,” replies the desk manager. “Will it be a single, double, or suite?”

“A single is fine.”

“Great. For a week, the price is $17,000. You’ll have access to the room for 8-10 hours per day. ”

“Pardon me?” says the guest. “I don’t think I heard you correctly. I can only use the room for part of the day? What’s that all about? And what’s the deal on the price?”

“The price is the price. It’s non-negotiable. For security reasons, we limit access to your room. You wouldn’t want someone wandering into your room when you are not there.”

“Aren’t there locks on the door?”

“Oh no!” explains the desk manager. “You can lock your valuables in the dresser or closet, but the room doesn’t have a door.”

“Odd,” says the guest, “but I’ll take the room.”

“Do you have any luggage?”

“Of course. It’s outside. I’ll go get it.”

“That’s not allowed!” shouts the desk manager. “We have a contractor who does that. They’ll get your luggage, bring it to your room, and remove it when you leave. It will cost between $3000-$15,000 depending on how much luggage you have and how much it weighs. Please pay the contractor directly for this service. Not me.”

“Anything else?” says the guest. 

“Of course. Sheesh! It’s like you haven’t stayed at a hotel before. We have several contractors who specialize in unpacking and packing, including assembling your bed. You can choose the contractor you prefer. I’m assuming you’ll want electricity, a television, Internet, water, and cleaning services. Those are all separate fees from separate contractors.”

“So, the room doesn’t have a bed?” asks the guest.

Hotel Room
I’m assuming you’ll want electricity, a television, Internet, water, and cleaning services. Those are extra.

“Don’t be silly,” says the desk manager. “How would we ever know what type of bed you want? Only you know that. Although we’re happy to rent you a bed that’s been used by other guests for years. For all the services listed, you can expect to pay an additional $36,000.”

“To be honest with you, I thought this would be simple. I have a big deal to close this week, so I guess I don’t really have much of a choice. Does the hotel at least have a morning breakfast?”

“Absolutely. Here’s a menu and price list. Please note that bottled water is $8, a large cup of coffee is $12, and a sausage biscuit is $20. Also, if you bring any food to your room, we’ll charge you a fee.”

The sausage biscuit is $20 or two for $36

“Well, I’m here so let’s get started,” says the guest. “By the way, if I decide to stay another week, when do I need to let you know.”

“Well, that’s complicated,” responds the desk manager.

“We only rent the property for a week. Then another company rents it next week. It changes all the time. You’ll have to start the process all over again if you decide to stay longer.”

“To be honest with you,” says the guest. “From the perspective of the customer paying the bill, this seems like a crazy way to run a business. And insanely expensive! Why would anyone stay at a hotel more than once?”

“Habit mostly. Guests who understand the process start by creating goals and a strategy for making money while they’re here. Others, like you my friend, arrive without a clue and probably will never come back. Which is fine. There’s always someone who needs a room for a week, even if they don’t know why. May I have your credit card? You may want to give me two or three since we’re likely to hit your limit.”

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Classic Exhibits Inc. designs and manufactures portable, modular, hybrid, and custom exhibit solutions, including Symphony Portable Displays. 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.

Trade Show Staffing: Assembling the Right Team

June 30th, 2023 COMMENTS
Trade Show Staffing

Trade show booth staffing should be easy. Tell the sales team to go to the show. Then invite someone from marketing or perhaps a go-getter from customer service. Ignore accounting, engineering, operations, and senior management. Easy peasy. And yet…

Consider this. Trade shows are expensive, chaotic, overwhelming, and confusing. They’re also an excellent venue for introducing products and services, meeting new clients, and generating business. Getting it right requires setting goals, creating a strategy, completing a  list of tasks, and bringing the right team. The team matters. 

Unfortunately, most trade show booth staffers don’t have a clue why they’re spending 5-6 hours a day for three days in their company’s exhibition booth. Fortunately, it isn’t hard to create an All-Star Booth Staff. It simply takes planning, communication, and discipline. 

Key Considerations for Trade Show Staffing 

Trade shows are a battlefield with winners and losers. On that battlefield, strategy and implementation outperforms brute strength every time. What are the goals? Is everyone clear about them? At a minimum, there should be a strategy and planning “booth camp” meeting before the show. Then, there should be alignment meetings every day before the show opens. Some companies even have meetings after the show hall closes to review leads, answer questions, and prepare for the next day.

When it comes to your trade show staff, you get what you tolerate. When you expect more, your team will rise to the challenge. Set clear expectations, communicate your goals, plan your strategy, and manage the environment, the days, and your post-show communication. It’s not easy, but your team (and your boss) will sing your praises when it’s “Go Time!”

8 Key Responsibilities for Any Trade Show Booth Staff 

  • Generate Leads
  • Collect Data
  • Build Relationships
  • Promote Your Brand
  • Increase Sales
  • Improve Customer Service
  • Create a Positive Reputation
  • Learn about Customers, Competitors, and the Industry 

Trade Show Booth Staffing Rules 

Staffing is only as complicated as you make it. Let your trade show objectives guide you when making decisions on who to bring and how to achieve those objectives.

Rule #1: Knowledge 

Not every booth staffer needs to know everything. Collectively, however,  the team needs to know everything and know who’s the expert about every subject. The expert should be able to answer questions about that topic, as well as explain the features and benefits of your products or services.

Rule #2: Goals

Set clear goals for your booth staff. What do you hope to achieve by participating in the trade show? Then provide your staff with training on your products or services. This should include a thorough overview of your offerings, as well as any recent updates or changes.

Rule #3: It’s Not Over Until It’s Over

Provide your staff with feedback throughout the training process. This will help them to identify areas where they need improvement and make sure that they are on track to achieve their goals. Pre- and post-show staff meetings keep the team focused on the goals and address any concerns. 

Rule #4: Explore 

It’s not just about what’s happening in the booth. Give them time to explore the show floor, check out competitors, discover new suppliers, and meet with attendees at social events. 

Rule #5: Have Fun! 

Attending a trade show should be fun, and trade show booth staff training should be a positive experience for everyone involved. Make sure to create a relaxed atmosphere where your staff can learn and grow.

trade show booth staffing

What to Look for in Trade Show Staff 

Who should be there? That’s easy. Bring employees who know the products or services, who have charismatic people skills, who are personally invested in results, and who participate in pre-show planning or post-show implementation. Two out of four doesn’t cut it. A trade show isn’t a vacation. It’s a strategic investment. Your sales team may check all those boxes, but don’t be afraid to look for superstars in other departments who want to be at the show, understand the products and services, and will WOW! attendees. 

In any pack, there are always the stragglers, the injured, and the just plain stupid. You can ignore them and allow them to be food for your competitors, or you can deal with the problem. The staffer who arrives late sweating tequila and lime, reeking of three cups of espresso, better have a good reason, like entertaining your key client until 4 am. Same with Susie Smartphone or Standing-on-the-Sidelines Sam. This isn’t a soccer tournament for 8-year-olds where everyone gets participation ribbons. It’s a competition where sales, money, and jobs are on the line. Everyone has to pull their share. At tough love companies, the Susies and the Sams get sent home via Greyhound with loose change for vending machine sandwiches.

Trade Show Event Staffing: How to Prep Your Team for Success 

What they know is important. What they do with that knowledge is critical. You want the information dream team in your booth. Whatever the question, there’s someone there who has an answer, can get an answer, and lives to share that information. 

Just knowing stuff isn’t enough. Each staffer must capture every sweet, savory nugget of information the attendee shares. Everyone thinks they’ll remember that game-changing conversation from Day 1. By Day 3, they couldn’t tell you their own spouse’s middle name even if you gave them the first three letters.

Trade shows are exhausting physically and mentally. There is zero chance you’ll remember the details even if you have an eidetic memory. Honestly, the lead retrieval system doesn’t matter. What matters is having a system your group understands and follows. You can’t be a namby-pamby about this. There should be consequences for not adhering to the information capture process.

Trade Show Staffing Strategy & Consulting with Classic Exhibits! 

Booth staff training is an important competitive advantage. Yet, most companies ignore it or simply go through the motions. It’s not automatic. The same energy that went into designing the exhibit, creating the graphics, completing the forms, and arranging the travel and lodging should go into training. It doesn’t happen on its own and well-prepared exhibitors will always own the show floor over their lazy competitors. 

Classic Exhibits has been designing and building solutions since 1993. We’ve been honored as an Exhibitor Magazine Find-It Top 40 Exhibit Producers and an Event Marketer Fab 50 Exhibit Builders multiple times. Along with numerous Portable Modular Awards. 
With over 200 Distributor Partners throughout North America, there’s a Classic representative close by to assist with any project. Contact us today whether you need an inline rental display, a double-deck island exhibit, or a contemporary kiosk rental. At Classic, we’re not just different. We’re better.

Exhibit Leader Insights Report 2023

June 30th, 2023 COMMENTS
Exhibit Leader Insights 2023 Report

Exhibit Leader Insights, an Exhibitor Insights Report in partnership with The Exhibitor AdvocateExplori and Exhibitor Group, is a report based on a survey sent to exhibitors working currently in a range of industries with the aim of understanding:

  • The decision-making process for exhibitors: when planning their events program
  • How trade shows are perceived – and valued by exhibitors and their companies
  • How external and internal factors are shaping events programs, both now and in the future

According to the report, “Trade shows continue to provide value to exhibitors both as marketing and sales channels, and their worth is generally recognized by senior leadership teams – perhaps more so than before the pandemic.

However, there are some warning signs. Cost concerns cast a long shadow over the research. Exhibitors are clearly feeling squeezed by rising exhibit-related costs, and they are likely to attribute this to hikes in venue, organizer and contractor fees – rather than factors beyond the industry’s control, such as costof-living effects and broader economic forces.”

Download the Free PDF

To download the FREE Exhibit Leader Insights Report, click HERE. Below are select pages from the report.

The rising cost of trade show exhibiting
Tighter trade show budgets for exhibitors
The outlook for trade shows and exhibiting

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Classic Exhibits Inc. designs and manufactures portable, modular, hybrid, and custom exhibit solutions, including Symphony Portable Displays. 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.



What Bigfoot Can Teach Us about Trade Shows

January 18th, 2023 COMMENTS
Trade Show Tips from Sasquatch
Advice about Trade Shows from the Big Guy

Trade Show Tips from Sasquatch

Sasquatch is no seven-foot dummy. He (she) has a brain to match that brawn. Bigfoot understands marketing, knows PR like a Madison Avenue insider, and can out Kardashian the Kardashians without taking a step outside the Pacific Northwest. Here’s what our ancestral brother from another mother can teach us about trade show marketing.

1. It’s Possible to be BIG and Still Not be Seen.

Bigfoot and Trade Shows
Bigfoot Action Figure — Smart Marketing!

All too often, exhibitors are told that an island exhibit will get them more leads, more traffic, and more attention. But a poorly executed island with bland graphics and a confusing floor plan is much worse than a well-designed inline.

2. Mystery has Its Allure.

Bigfoot knows the benefits of the tease. Revealing teaser information before the show about a new product or service creates anticipation from customers and the press. Apple is the master of this technique. So is Bigfoot. Being coy with a well-crafted marketing campaign before the show has its benefits.

3. Tap into Your Followers.

You won’t see Sasquatch sending press releases or typing a Twitter message. His followers do all the work. They have websites, Facebook pages, and a television show that keeps our big hairy friend in the news. Occasionally, a rogue “fan” will damage the Bigfoot brand name with a silly stunt, but that’s an acceptable risk with any loosely organized group. Even then, the real followers rally around the brand and repair any damage.

4. Spend Your Marketing Money Wisely.

Technically, Bigfoot doesn’t spend any money, at least that we know. But that doesn’t prevent him from getting maximum exposure. He’s got a TV show (Finding Bigfoot) and a website (www.bfro.net). Your trade show marketing doesn’t have to be expensive. Planning is crucial. You can maximize your marketing by working with those who have a shared interest. For example, team up with other exhibitors on a prize that would be too expensive for one company, but not for five or six. Then create a theme or event that gives everyone more foot-traffic and exposure.

5. Training.

After all these years why hasn’t a Sasquatch been captured? Training. There are no unprepared Bigfoots. They know how to respond to nearly every situation, whether it’s a sudden encounter with Boy Scouts or a deer hunter. Exhibitors who “arrive” at their booth without adequate training and who do not know how to respond to most show floor situations will fail. Unfortunately, it’s the most controllable part of any trade show marketing program . . . and most exhibitors simply “wing it.”

Bigfoot and Tradeshow Marketing
Not All PR is Good

6. Leave Your Mark.

What’s the point of participating in a trade show if you don’t leave your mark? Bigfoot routinely leaves the big three: foot prints, hair, and scat. It shows he’s been there and people take notice. No one is advising you to leave the “big three” at your next show, but making a lasting impression is critical to your company’s success. Is your message clear? Does it show how your company can solve a potential client’s problem? How do you engage the attendees in the booth? And, finally, are you following up on all leads after the show?

7. Smells that Linger.

Bigfoot sightings often include a description of an unpleasant acrid or skunky odor. That’s not good, but no one expects our tall friend to bathe with Irish Spring. You, on the other hand, should do the following:

  • Clean that suit, sport coat, or jacket once in awhile. Just because it doesn’t look dirty doesn’t mean it doesn’t reek of B.O., Subway $5 foot-longs, and Vegas casinos.
  • Coffee Breath. No one’s telling you not to have a latte, cappuccino, or Dunkin’ in the morning. Drink away. But for goodness sake, don’t assume that your breath will smell like rose petals after five cups. Free Tip:  Breath mints are every exhibitor’s best friend. Take several. Rinse and repeat.
  • Perfume and Cologne. We aren’t living in 17th Century France where the aristocracy used fragrances to mask bad hygiene and a fear of bathing. If you insist on smelling like Jennifer (A or L), Antonio, Beyonce, Britney, or Paris, a little goes a long, long way.

8. Family.

How often do you hear of Bigfoot sightings where the dad, mom, and kids are strolling through the woods or frolicking in a stream? Never. Being Bigfoot is serious work and families can be a distraction. No one is telling you not to bring your family to the industry trade show. After all, it’s in Las Vegas or Orlando or San Francisco. If you are serious about maximizing your trade show investment, you already know that trade shows are not a vacation. Not only are you on your feet at the show all day, but there’s also meetings before and after the show with suppliers, clients, and coworkers. There’s the pressure of responding to emails and calls while away from the office. And nearly every show has non-stop educational and social events.

9. The Brand is Important.

You already know this, but occasionally, marketing managers think they can treat branding at a trade show the same as branding in a magazine ad. 3D marketing has a unique set of challenges which only advice or experience can teach you. Rely on your local trade show professional to guide you. You’ll save money, time, and headaches. There’s a reason the Lock Ness Monster is no longer in the news. Poor branding. That’s not a mistake Sasquatch ever plans to make.

Learn from the big guy and you too can maximize your trade show marketing potential.

Please share your comments.

–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.

Why is Trade Show Marketing So D@mn Hard?

January 18th, 2023 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

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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.