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Why Are Marketers So Bad at Trade Show Marketing?

December 28th, 2015 Mel White COMMENTS

Classic

Some marketers will hint at it. Others will grumble. Then there are the ones who are honest. They simply don’t understand trade show marketing. That’s not surprising. It’s rarely taught on 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.

I’d love to say that trade show marketing is marketing but that’s not entirely true. It’s odder, less compact, and more unpredictable than other forms of marketing. And, depending on the company, it can be more difficult to measure results.

3D vs. 2D

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. That’s outside most marketers’ comfort zone and the dollars involved make it even scarier. It’s easy to panic when the costs begin to hit six digits for even a modest island exhibit.

Variable Measurements

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

Competitors

SoYoungTrade 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.

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.

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

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

So how do you become an expert at trade show marketing? 

  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 you 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.

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Eddie Haskell, Eddie Murphy, or Eddie Award?: Word on the Street — December 1st thru December 5th

December 6th, 2014 Mel White 9 COMMENTS
Kevin Carty, VP Classic Exhibits

Kevin Carty, VP Classic Exhibits

Classic Exhibits Honored with the 2014 EDPA EDDIE Award

The 2014 EDPA ACCESS Event wrapped up in Florida on Friday December 5. But it was, as always, Thursday night that served as the BIG Night for the Exhibit Industry. Thursday night was the Gala Event, The EDPA Foundation Silent Auction, and the Annual Award Presentations.

The Awards, such as The Ambassador Award, The Hazel Hayes Award, and Designer of the Year Award are given to individuals in the exhibit industry. But there is another category of awards called the EDDIE Awards. The EDDIE is given to companies for their Marketing Excellence over the past year.

We Won

eddie_1This year, Classic Exhibits Inc. won an EDDIE. And to say we are proud and unbelievably honored is an understatement. We won specifically for Exhibit Design Search or EDS as so many of you have come to call it.

The award is presented as a “company” award, but let me tell you who this is really for… Mel White! Mel is the VP of Marketing and Business Development at Classic Exhibits. And while many of you know this already, he is the visionary behind EDS.

Now, as Mel would say, Exhibit Design Search is a collective effort. Tony Bennett, the Classic Exhibits Web Developer, is critical to the success of EDS. He is the genius that makes it all work seamlessly on the web and your “Go To” guy for every distributor-branded website. And then there is Glenna Martin, our Graphic Designer. Glenna plays a key role in the overall branding. There are the Classic Exhibit Designers who create all the beautiful designs that populate EDS with fresh new ideas, and the Customer Service Team who sweat over the Setup Instructions and Graphic Dim Sheets. And of course, every distributor who has offered suggestions, and our wonderful strategic partners in EDS — Optima, DS&L, Brumark, and Eco-Systems Sustainable.

Mel will be humble and say that everyone at the company has a part in the acceptance of this award, and while we appreciate that, as his partner at work and as a representative of the company as whole, I know better. EDS is Mel’s baby, his Brain Child, His Vision. And that Vision has helped transform Classic in so many ways over the past nine years.

This past Thursday night, my cell phone blew up when we won the award — from Reid, Jen, and Jim who were on site at ACCESS, and from so many partners and customers who were in attendance at ACCESS. There was one common thread in all the texts, emails, and phone calls. That common thread was “I/We are so happy for Mel.” That says it all to be frank.

So, as your friend and as your partner day in and day out Mel — CONGRATS! I, too, was beaming with pride and joy when I heard the news, proud of you and joyful that you were recognized for all your dedication and hard work.

BTW — Mel serves as my editor for this blog each week, not changing anything per say, rather editing my runoff sentences, adding commas, etc. And he is gonna REALLY REALLY hate that I did this.  🙂

Congrats my friend!

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

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10 Things Zombies Can Teach Us About Tradeshow Marketing

October 30th, 2012 Mel White COMMENTS

10 Things Zombies Can Teach Us about Tradeshow MarketingSeveral weeks ago, Tim Patterson at Tradeshow Guy Blog wrote the blog post, 4 Ways to Avoid Tradeshow Exhibiting Zombies. His excellent article inspired me to write a companion post.

Who would have thought that zombies could be a role model for your sales and marketing team?

10 Things Zombies Can Teach Us About Trade Show Marketing

1. Single-minded Focus. You may not appreciate their all-consuming desire to eat your flesh, but they are committed to the task. They let nothing get in their way, except an ax to the brain. Your next trade show will be wildly successful, if you make it a priority, not an afterthought.

2. Teamwork. Zombies travel in packs. That teamwork ensures them a much higher percentage of kills. There’s a reason “We killed it” signifies success. By working together, those poor doe-eyed attendees don’t stand a chance.

3. Appearance Matters. You never forget your first encounter with a zombie: filthy clothing, greasy/unkempt hair, vacuous stare, and rancid halitosis (that alone is enough to make you hurl). It’s sad but true. We judge people by their appearance. Your company spent considerable money to participate so shine your shoes, press your shirt, and dry clean that blazer.

4. Lights, Motion, and Noise. The undead and the living are both attracted to lights, motion, and noise. As much as we try . . . we can’t resist it. When planning your booth, ask yourself this, “Will my exhibit attract 200% more zombies than my competitors?” If the answer is “No!” then you need to get creative (or consider a ceremonious human sacrifice ever day).

5. Intelligence. Zombies love brains and so should you. Being smart about your trade show marketing means you understand that trade shows are not the same as print ads, videos, brochures, or traditional sales calls. Trade shows are opportunities to attract new customers and strengthen existing relationships. 

6. Fresh Meat. Ever notice that zombies won’t eat other zombies. They like their meals fresh. Fresh ideas and innovation, particularly during a weak economy, propel one company forward while leaving another one struggling to survive. Trade show attendees go for two reasons:  to find solutions to existing problems and/or discover innovations that will strengthen their operations or bottom line.

7. Know Your Customer. In zombie-speak, we are customers. Good customers freak-out and get eaten. Bad customers ram a metal rod through a zombie’s skull. You want good customers, just without the “getting eaten” part. Good customers become good customers because we understand them and tailor our product or service to meet their needs.

8. Preparation Matters. Zombies don’t need a trade show toolkit or an exhibitors handbook or an exhibit designer. They are 100% prepared the moment they go from living to undead. You’re not so lucky. You won’t succeed without thorough pre-show, show, and post-show preparation.

9. Without Customers, What’s the Point? Wandering aimlessly is pointless, even to a mindless zombie. Zombies crave excitement. When a living, breathing human enters its proximity, a zombie switches from listless to high alert. Serious exhibitors react similarly, albeit without the growling and moaning. We’ve all seen exhibitors who appear annoyed or resentful when an attendee enters their booth, interrupting their game of Angry Birds. What’s the point if it’s not about customers?

10. There’s No Cure. Once a zombie always a zombie. If you love trade shows and are serious about trade show marketing, there’s no antidote. It’s in your blood. No matter how hard you fight it, once bitten, it’s incurable.

–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 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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The Fallacy of Running a Small Business

August 22nd, 2012 Mel White 1 COMMENT

Sales/Marketing, Finance, and Operations: Choose One

In a former life, I was a small business consultant for start-ups, mostly technology companies and inventors. It was rewarding . . .  and it was brutal. Nearly every day, I worked with entrepreneurs on their financials, marketing plans, and operations. Most were obsessive and deluded. They knew their product or service, but they struggled with long-term planning, raising capital, implementation, and customer service. I loved them for their vision but was exasperated by their inability to tackle all facets of starting and running a business.

Then one day I shared my frustration with a really smart woman named Cheryl. Cheryl had been working with traditional small businesses for 20 years through state and local assistance programs. She had guided them at every stage:  research, business plans, financing, launch, growth, and in many cases, bankruptcy. We’re talking about restaurants, beauty salons, car repair shops, and franchises of every make and model. She was good. And for these types of businesses, there were very few unknowns, except the owner.

Here’s What She Told Me

She said, “Mel, the small business model is flawed. It always has been; yet, we continue to expect it succeed. Read any book on how to start a business or grab a pamphlet from the SBA and you’ll get the same message. To be successful, you must devote equal time to your company’s financials, operations, and sales/marketing. Neglect one and the three-legged stool collapses.”

“How is that flawed?” I said. “I see it all the time. A business owner spends all their time in sales, but doesn’t address operational issues and then the business starts to fall apart.”

“Correct. But, here’s what no one ever tells them. I’ve been doing this for a long time, having worked with several thousand businesses, and during that time, I’ve never seen any business owner, not even one, good at doing more than two of these skills. Most are only good at one. They can sell, but they can’t handle the finances. They love accounting, but hate marketing. They are operational wizards, but are terrible managing people. They want to do all three. They intend to pay bills for instance, but they work on a newspaper ad instead. They do what they like and what they understand.”

“So it’s not really about discipline or time management,” I said. “It’s just human nature. We gravitate to the tasks we enjoy and we avoid those that are unpleasant, hard, or bore us. If that’s true, and knowing that most small businesses have limited resources, what’s the answer?”

“It’s not always easy. Most are unwilling to admit that they can’t do everything. I tell them that there’s a reason that businesses hire a sales manager, an accountant, and an operations manager once they reach a certain size. You may not be able to afford that now, but you can probably afford to offload your day-to-day financials to an independent bookkeeper or task an employee with daily operations or have a local marketing firm or graphic designer create your ads, letterhead, website, etc. Do what you are good at and enjoy. Assign what you don’t to others, but always manage and review the process. It’s still your business.”

I’d love to tell you that all my clients took that advice when I shared it with them. Some did. Most didn’t. Others appreciated the advice much later. I even had one client give me the same speech, never realizing that I’d given him that advice six months before.

There are lots of reasons why small businesses fail, such as poor cash management, too much inventory, not delegating, ignoring customers, or not knowing your costs. But those are only symptoms. We can’t be good at everything. Nor does it does mean that a small business owner has to relinquish control. “It’s still your business,” as Cheryl said. Identify your strengths and admit your weaknesses. Then let others do what they do best.

What do you do best? Worst? Share your experiences as a small business owner.

–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 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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What’s Your Brand?: Word on the Street — July 9th thru July 13th

July 16th, 2012 Mel White COMMENTS
What's your Brand?: Word on the Street -- July 9th thru July 13th

Word on the Street by Kevin Carty

Feeling Inspired

I’m back from the inaugural E2MA Association / The Red Diamond Congress in Chicago. And, despite my initial misgivings, I am inspired.

Let me back up a little and explain. On Monday, I was in Chicago for the EDPA Board Meeting (Exhibit Designers and Producers Association). Like all EDPA Board meetings, it was productive — planning, industry discussion, and talks related to the growth and betterment of EDPA and the industry as whole. For anyone considering attending ACCESS 2012 in Palm Springs, it’s primed to be a stellar networking and educational event.

Tuesday through Thursday, I attended the 2012 Red Diamond Congress, an event associated with the former TSEA. It’s now an event organized and hosted by the newly formed E2MA (Exhibit and Event Marketers Association), an association with members from the former TSEA and EACA.

In quick summary, kudos to Jim Wurm and his team for putting on a thought-provoking three days of discussion related to the future of the new E2MA. My compliments to the educational seminars taught or hosted by Marlys Arnold, Justin Hersh, Tony Earping and Gary Slack (The Keynote) to name a few.

What I appreciated the most was the sense that Jim and his group used this time to truly gain a historical perspective from the two old associations and work to set forth a clear direction for the new E2MA. It’s not often that someone takes such a bold and transparent approach. It’s clear from what I saw that it will be inclusive, with a strong exhibitor and education focus, in addition to participation by show organizers, labor, general contractors, and suppliers.

You may be wondering, “Is that truly possible?” I’m optimistic. I left with a real sense that the association (and yet to be named board) will be digesting everything that was said during those three days and using it to chart a positive future for E2MA and our industry.

As with any meeting or show, I not only learn from the speakers, but also from industry colleagues. This week was no different. I would like to share an exchange I had that really stuck with me.

Seth Godin

During one of the morning sessions on Tuesday, I was sitting with Chris Griffin from Tradeshow Supply, someone I’ve know for many years. He’s a colleague, a distributor, and a friend. The Keynote Speaker, Gary Slack, was discussing the “Brand” for the new association. In that conversation, Gary referred to Seth Godin. I do not know a lot about Seth, except his name and his reputation, but Chris follows his daily blog and reads his books. According to Chris, Seth’s take on “Brand” is . . . loosely, “Your brand is not your logo or your tagline. It IS a set of expectations.” Take a moment and think about that.

I hesitate to say this, so please understand that this comes from a truly modest place, but the definition above really speaks to what we have striven for at Classic Exhibits regarding our “Brand.” Our Brand is not our logo or our tagline; it’s the service and the products you have come to expect from us.

Now, we are not Nordstrom or Apple. Their “Brands” speak to that very definition. And while their logos are instantly recognizable, it’s their product and services that really speak to what they represent to customers.

Make sure to subscribe to Seth’s blog. It’s daily and not time intensive. You won’t regret it: http://sethgodin.typepad.com/seths_blog/

The week left me with lots to think about and share in upcoming blogs. This week’s post would be four times as long if I shared everything.

Hope you all had a great week and an even better one to come.

Be well!

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

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