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How to Win a Gold Medal at Your Next Trade Show

May 21st, 2012 Mel White COMMENTS

Stand on the Podium

Yeah for Me!

The Sochi Winter Olympics is just around the corner. We love watching the competition — who wins, who loses, and the  inspiring stories about athletes who participate but do not win a gold, a silver, or a bronze medal. Athletes want to win, even if they know it’s a long shot, so they plan, prepare, and train for a chance to stand on the podium. No one prepares for the Olympics just to win a participation trophy.

Trade shows are no different. For anyone new to trade show marketing, here’s an important tip no one’s ever going to share with you (except me). You can waste LOTS and LOTS of MONEY participating in trade shows if you don’t know what you’re doing. I don’t care how smart you are. You are going to make mistakes. Lots of them, but the key is to minimize them from the get-go. The trick — learn from the folks who have already made those mistakes and who have stubbed their toe(s) more times than they want to be reminded.

Here’s what they’ll tell you.

#1. What’s Your Goal. Why are you participating in a trade show? To build the brand, increase sales, meet new customers, find new markets. All are legitimate reasons to exhibit at a show. Bad reasons . . . Going on a whim, because it sounds like a good idea, or because your dog Rex tells you to go (What a bad boy!). Without a goal you have no way of measuring your success. Get a goal. Write it down and share it with your team. Then and only then should you consider trade show marketing.

#2. What’s Your Budget. If you say, I don’t know then fold up your tent and go home. The number doesn’t matter, except as a baseline for what you can and can’t do. It’s all relative. $10,000 will get you one thing . . . . $250,000 will get you something else.

Visionary Designs VK-1319

#3. Do Some Preliminary Research. It’s easy. It’s called Google. Is it going to confuse you? Hell yes. You’ll see stupid numbers like $79 for a banner stand and $1.5 million for a custom exhibit. Imagine walking into a new car lot not having seen or driven a car before. You need a point of reference, but you don’t need to be an expert. That’s impossible. You just need to get a sense of what’s on the market and how much displays cost. That’s it.

#4. Work with a Seasoned Exhibit Professional. Why? Why not! I’ve never met anyone in this business who wants a customer to buy the wrong display. You’ve got a budget, right? That will narrow the choices. During the initial meetings, an exhibit consultant will spend more time talking to you about your goals, your message, and your shows than they will about what display to buy. The display is important, but it’s simply a tool. They want you to succeed. Then you’ll come back and buy more. Yippee! It’s a win-win.

#5 What Shows. Now you may already know which show(s) you must attend. Every industry has a trade show. That’s the first step but hardly the only step. Are their other shows you should attend because you want to expand into other markets? How about local shows where all you need is a table top display or a pop up. Ask your vendors which shows they attend. Or use one of many online tools like the www.thetradeshowcalendar.com. Or, here’s a thought — ask your exhibit professional to assist you.

#6. Plan, Plan, Plan. I know. It’s boring. But, apart from identifying your trade show marketing goals, nothing is more important. You need to put in the work. You need to complete the required paperwork on time. You need to conduct pre-show marketing to get potential clients to your booth. You need to create a project list and check and double-check every last detail. You’ve heard it a million times, but this time it’s true:   Fail to plan, then plan to fail. Planning makes the difference between pouring money down a rat-hole and complaining that trade shows don’t work and becoming the next CEO of your company. Well, that may be a little exaggeration (but not much).

#7. Who’s Going to the Show. Working the booth is neither a punishment nor a vacation. It’s a job. There’s no in-between. The folks who work the booth have to understand that. They must know the products and services, possess outstanding customer service skills, and be willing to meet clients before, during, and after the show. They must know the difference between entertaining clients and a felony. They must understand the distinction between social drinking and detox. If they don’t, no matter how charming they are, leave them home.

#8 Train Them. Yes, train them. Before the show, meet with your team and review the goals, the schedule, and the products

Bazinga!

and services. Who handles which product line? Who’s the expert on specific services? Who greets clients as they enter the booth? How do you plan to handle leads? Are there meetings and presentations in the booth space? Who cleans in the morning? Who cleans in the evening? How do you handle competitors who enter your booth? There’s a lot of questions and situations that can happen during a one to three day trade show. Do not leave them to chance!

#9. Leads. Treat them like a credit card. You never know if the limit is $500 or if you found an American Express Platinum with no limit. There are really three keys to managing leads. First, qualify the lead and take lots and lots of notes. You may think you have an eidetic memory, but trust me, unless you are Sheldon Cooper on The Big Bang Theory, you don’t. All the details you capture only increase your odds exponentially of making a sale. Knowledge is power on the trade show floor. Second, review the leads with the team at the end of the day. Don’t leave the booth and head for the bar UNTIL you’ve reviewed every single lead. Those that need immediate action should be handed to the right person that day. Third, they are sales leads, not confetti. Too many companies treat them like scraps of paper which can be tossed at the end of the show. How you treat leads tells the potential customer everything about your company.

#10. Post-show Analysis.   All too often, when the show is over, the show is over until next year. Big mistake. We learn from our successes and our failures. The trade show team should conduct a “post-show” review within a week. These ideas need to be captured and recorded so the lessons learned can be implemented at the next show. Even better, meet with your trade show consultant as well. He/she can offer advice based on their experience with other clients and show you how you can improve your trade show marketing and save money.

Don’t be shy. Put in the effort and plan ahead and you will be standing on the podium wearing a little gold.

— 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 Exhibit Tips | No Comments »

“New and Improved” Peek-a-Booth — More Webcams!

May 11th, 2012 Mel White 1 COMMENT

Peek-a-Booth Webcams at Classic ExhibitsThe New and Improved Peek-a-Booth

Peeking just got better. We added another camera in the Purchase Set-up Area for a total of three. Plus, we added two to the Rental Set-up Area. The Purchase and Rental areas are on opposite ends of the Classic Exhibits facility.

If my math skills are correct, we improved your peeking ability by 250 percent (from two to five webcams). There are now three unique angles in the purchase staging area (two facing forward, one facing the backside). The rental webcams both face forward.

The webcams all have pan, tilt, zoom, and snapshot capabilities.

Take a moment to play with Peek-a-booth on Classic Exhibits website. The temporary username and password are:

Username:  classicexhibits
Password:  spring_2012

In the future, please call or email Classic Exhibits for the current password. The password changes periodically for security reasons and bandwidth limitations.

–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 Classic Exhibit Systems, Mel White | 1 Comment »

The Dirtiest Word in the RFP Process: Word on the Street — April 30th thru May 4th

May 6th, 2012 Mel White 6 COMMENTS

Word on the Street by Kevin Carty

Earmuffs Kids . . .

“BUDGET!” There I said it! The dirty word that none of us like to discuss when starting a new design. But it doesn’t have to be that way.

Let me be so cavalier as to suggest that we rip the band-aid off when we first start the design process. Don’t get me wrong. Make sure you introduce yourself and show the client around your place or let them give you a tour of theirs . . . whichever applies. But then cut to the chase.

Now I know what you’re saying, “But Kevin, you don’t live in our world. You are not the one in front of the end-users everyday. You are not the one who always gets the 1/2 honest answer or the unrealistic requests.” I agree. I am not. But I am on many of the initial calls as your manufacturer representative for the project. So I get it! Especially the frustration of the answer to the dreaded question that goes something like this, “Well, we are not really sure. We know we want an open, airy, and fresh look that can house all our product presentations, four staff members, and space for a live presenter. Most importantly, we want to not look like anyone else and to really standout.”

Ouch! Ahhhh!

This is usually when I make a comment that makes the room go silent. Something like, “Well, we can make exactly what you want between $50k-$125k. It just depends on how much you want to standout and exactly how ‘fresh’ of a look you are looking for.” This usually gets a response of . . . “Oh, that seems like a big spread in dollars for the same footprint.”

Point being, you can go out and buy a 4-door sedan tomorrow and do the same thing. You can spend $19,999 or you can spend $59,999 for what appears on the outside to be a car that is the exact same dimension. But once you lift the hood and/or open the doors, you will see the differences. Both cars may suit your base purposes just fine, but one certainly comes with more options and accessories. And one will make your more noticeable.

In these situations, what our PM’s, designers, or anyone else at Classic working with the client does is take you and your client to Exhibit Design Search — preferably yours if you have a branded version or ours if you do not. Then we ask the client to “drive the models,” and check the boxes that fit them — size of exhibit, type of exhibit, and price range. In doing so, you are essentially getting the client to self select and reveal their budget range.

Now to be fair, you are often working with clients who are new to trade shows displays. They don’t have a point of reference. To them, they see a pop up display and assume it costs $199 with graphics. The sticker shock can be jarring, and they may not see the distinction between two banner stands and a portable counter and a custom hybrid. Why does one cost $10,000 more than another?

Now, I don’t pretend to think this always works or that it fits all scenarios, but at the end of the day, it gives us the best chance at being successful. We have to know their realistic budget — are they a Kia or a Mercedes customer. Is the car a means of transportation or is it a refection of their personality? Do they want it to last two years or ten years? Does it make more sense to lease or rent?

Design and detailing can solve a lot of the other issues once we know that.

Be well!

–Kevin Carty

http://twitter.com/kevin_carty
 http://www.linkedin.com/pub/kevin-carty/3/800/32a

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Posted in Kevin Carty, Word on the Street | 6 Comments »

What Sasquatch Can Teach Us about Trade Show Marketing

April 13th, 2012 Mel White 8 COMMENTS

Trade Show Tips from Bigfoot

Bigfoot Action Figure — Smart Marketing!

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. 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

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

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 Classic Exhibit Systems, Mel White, Trade Show Exhibit Tips | 8 Comments »

This, That, and The Other: Word on the Street — Jan. 23rd thru Jan. 27th

January 27th, 2012 Mel White 1 COMMENT
This and That

Word on the Street by Kevin Carty

It’s Mel. This week, I’m filling in for Kevin who is at Disneyland treating his five-year old twins to the Magic Kingdom. For those on the East Coast and in the South, yes, there’s still a Disney Park on the West Coast. I know. It seems weird with Disney World a mere 3000 miles away, but five-year olds don’t know the difference . . . yet.

This week we’ll share some odds and ends . . .

EXHIBITOR 2012

It is oh so close. A mere five weeks away. We’ll be in booth #1645, a 20′ x 30′. And just like your typical customers, the exhibit design is nearly done, we’ve outlined the graphic concepts, and we’re juggling 100 balls at the same time. Next year, “we’ll be done by December,” our mantra since 2005.

  • Classic Exhibits / Eco-Systems Sustainable Reception. We’ll host a reception on Tuesday, March 6, in a Mandalay Bay Suite. The reception will be from approximate 3:30 to 7 pm, or until we exhaust our beer, wine, and snacks. Please touch base with us on Monday or Tuesday at EXHIBITOR for the room number.
  • Optima Graphics Reception. You’ll also see our friendly faces at the Optima Graphics Reception on Monday March 5 in the Mandalay Islander D-E Ballroom. Please check with our good friends at Optima for details.
  • Other Classic Exhibits Displays. Based on our latest count, there should be around four or five Classic-built displays at EXHIBITOR. Ask us about them at the show, and we’ll give you an unofficial tour.
  • New Product Showcase. This year we submitted the MOD-211 iPad Counter Insert into the EXHIBITOR New Product Showcase. The MOD-211 is available on most Classic Counters, Pedestals, and Workstations. It’s an easy and secure way to transform any counter top into a iPad station. You’ll see several examples in our booth.
  • FREE Pass. For a free pass to the show hall compliments of Classic Exhibits and ClassicMODUL, click HERE.

Upcoming Promotion

We’ve teamed up with Marlys Arnold, the Image Specialist, to offer her book Build a Better Trade Show Image to your customers. Starting in mid-February, we’ll include an “Our Gift to You” promotional postcard with most inline and island hybrid displays, such as Sacagawea, Magellan, Perfect 10, Visionary Designs, and SEGUE. The postcard will have a unique code where they can download the 280+ page e-book on how to launch, improve, finesse, or fix their trade show marketing program. It’s an excellent book, valued at $27, which every trade show expert or novice should own.

To see the download page, please go to www.imagespecialist.com/classicexhibits. Marlys will be at EXHIBITOR 2012, including several sessions in the Classic Exhibits booth and (probably) at the Classic Reception. We encourage you to meet Marlys and pick her brain on training programs available to you and to your customers.

ClassicMODUL Aluminum Extrusions

We hesitate to use this term . . . but the ClassicMODUL website is now “sexy.” Well, as sexy as engineered aluminum extrusion can get. We’ve made a number of significant changes to the website, including easier navigation, an extrusion depot site legend, and a very cool page flipping tool to browse the MODUL 6.0 Index. In the next week or so, we’ll also be adding extrusion photos in addition to the renderings.

When do you order from ClassicMODUL (and not Classic Exhibits)? Whenever you are ordering cut or full-length extrusions on projects you are project managing yourself. ClassicMODUL provides CAD services and can detail the extrusions you’ll need. They can guide you toward the most cost-effective solutions based on your design. Plus . . . there are ClassicMODUL extrusion depots in Portland, OR, Cheshire, CT, and Birmingham, AL.

Some New Products You May Have Missed (in Your Haste to Make a Living and Have a Life)

MOD-211 iPad Counter Insert for Trade Shows

MOD-211 iPad Counter Insert

  1. LTE-1001 and LTG-1001 Tapered Pedestals:  These are less expensive versions of the always popular LTK-1001 Tapered Pedestal.
  2. MOD-211 iPad Counter Insert: I know. I’m repeating myself. But it’s a great idea and it’s only $295.
  3. VK-1850, VK-1851, VK-1852 SEGUE Table Top Displays
  4. MOD-1285 and MOD-1283 Lightboxes with Rotating Header
  5. VK-5081, VK-5082, and VK-5083 SEGUE Islands
  6. SEGUE Sunrise DS (ex. VK-2314 and VK-1910):  These are the two-sided versions of the popular SEGUE Sunrise, an affordable, no-tools assembly SEG portable display.

Some Changes to Exhibit Design Search You May Have Missed (in Your Haste to Make a Living and Have a Life)

  1. Audio Clips: Over the past three months we’ve added 30-40 second audio clips to many kits in EDS. These clips give a brief description of the features and benefits of the products, such as the Quadro S Pop Up, Xpressions, Visionary Designs, or Design Monday.
  2. eSmart Galleries: We recently changed the name of these galleries from Eco-Smart to eSmart. Not a big change, but one that was intended to send a subtle message. The eSmart Galleries are not only eco-friendly designs, but also distinctive and affordable designs whether your client is interested in a green display or not. We encourage you to include the eSmart galleries in your search whenever you’re looking for a 10 x 10, 10 x 20, or island. Go for the design . . . get Green as a bonus.
  3. Brumark and Display Supply and Lighting: These are not new, but way down at the bottom of EDS, there are four galleries for Flooring, Exhibit Supplies, and Lighting. These are the Brumark and Display Supply and Lighting Galleries. If you use these galleries, please let them know. If you would like to see changes or additions to these galleries, please let them know. They are important strategic partners of Classic Exhibits and of Exhibit Design Search.

Anywho . . . we are looking forward to seeing you at EXHIBITOR. Please stop by the booth and join us at the Reception. If you would like to meet with Kevin, Reid, Jim Shelman, or me during or after show hours, please let us know. We are filling in our appointment slots PDQ.

See you later alligator! (I am so old).

–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, Word on the Street | 1 Comment »

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