Cindi Cody of Xzibits, Inc. and Leanne Roberts of Wanderlust Marketing take us on a fun and informative tour of new promotional products. They share advice on what’s available and what’s appropriate for the COVID environment. It’s not just hand sanitizer and masks. There are a lot more options.
In this interactive webinar, Rob Cohen discusses the newest products from DS&L and how they are being used by clients. You’ll discover how lighting can impact designs ranging from trade shows to TV studios and from corporate environments to architectural projects.
See the WOW that can help your customers stand out from the crowd and achieve their goals. For more information, see https://www.dslgroup.com/.
CORT | Top Event Design Trends in a New World
Kevin Dana, Executive Director of Merchandising and Product Development at CORT Events, reviews the top trends in event design for 2020 and how they will be influenced by the new realities of the trade shows, meetings, and events world in a post-COVID environment.
He discusses how design trends can be applied to promote a sense of well-being and help reduce anxiety when people begin to meet again.
Ask Emilie Barta | Practical, No Nonsense Advice about Virtual Events
Do you have questions about virtual and hybrid events? Of course you do! In this informal Q&A, virtual event expert, Emilie Barta, answers your questions with practical, no-nonsense advice on the pros and cons of virtual events. Just because your in-person event was cancelled, doesn’t mean you should replicate it online.
Don’t Get Tripped Up! | Trade Show and Event Flooring Trends from Brumark
Are you thinking outside the box when it comes to flooring solutions? There are so many customizable flooring solutions that it’s never been easier to make your space a creative destination for attendees. In this video, Brumark shows you how to use multiple stock products or printable materials to create unique, lightweight designs in a wide variety of colors.
Presented by Stephanie Cochran, Alec Pierson, and Blaize Wheaton. For more information about Brumark, see http://www.brumark.com.
The Three Biggest Secrets to Communicating with Marketing
In this recorded webinar, Lisa Apolinski from 3 Dog Write discusses “The Three Biggest Secrets to Communicating with Marketing (Even with Economic Uncertainty).” With the current economic crisis, effective communication with marketing is more important than ever.
This communication can either be as a strategic partner to discuss how to proceed with upcoming or rescheduled shows, or an informational communication letting you know what has been decided.
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. So before I harangue you with the obvious suggestions, let’s talk. Really talk.
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.
Do 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
I 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.
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.
We are delighted to announce the publication of “What’s So Funny About Trade Shows? A Humorous Guide to Effective Trade Show Marketing.” This guide takes a lighthearted approach to understanding the mysteries of trade show and exhibition marketing.
For most marketing professionals, trade shows represent one of their biggest challenges. Far too often, exhibitors waste a lot of money learning how to be successful at a trade show or exhibition. This book removes some of the mystery and pain. Sort of like getting a root canal while under the influence of laughing gas.
Tim Patterson of TradeshowGuy Exhibits recently reviewed the book saying, “As an introduction to tradeshow marketing, or as a refresher if you’ve been exhibiting for years, What’s So Funny About Trade Shows? is a great addition to any marketing library. Highly recommended!” Click here to see the full review.
What Zombies Can Teach Us About Trade Show Marketing
Those with a few grey hairs will recognize this line from Monty Python as the abrupt, often nonsensical transition from one skit to another. In this month’s newsletter, we share videos, blog posts, and a 1960’s car ad from Classic Distributor Partners. In other words, something different.
We think you’ll enjoy how cleverly they market their exhibit companies. Are you promoting your company in creative ways? Please let us know.
(2) Empire Display Solutions Videos
At Classic Exhibits, we rarely see show photos, let alone videos of the exhibits we design and build. However, Matthew Houck of Empire Display Solutions shared two professionally edited videos from Natural Products East.
The videographer is James Morano, and Matt and Aniyah Haynes narrate. Jeff Garrett and Alex Lebedev were the PMs and Kim DiStefano the Designer.
Both show how our collaboration with Empire Display Solutions resulted in two amazing custom exhibits.
One of the best bloggers in the trade show industry is Tim Patterson, aka The Tradeshow Guy. He posts, on average, about three blogs a week, including his weekly Monday Morning Coffee video and podcast. His trade show marketing advice is consistently practical, personal, and fun to read.
I’ve learned a lot from Tim over the years and often give his books to new Classic employees as an introduction to the industry. Although we don’t agree on everything, like whether “trade show” should be one or two words, we do agree that trade show marketing is a craft learned from skilled professionals. Below are some recent blog posts.
This has nothing to do with trade shows, but a lot to do with marketing, creativity, and humor. Jim Munro owns USA Exhibits and Gear in Fresno, CA. Recently, he posted the following in LinkedIn about his dad.
In Jim’s words… “I wanted to share this piece of family history from the early 1960’s. My dad was a California auto dealer who specialized in sourcing and selling specialty, hi-performance cars that were popular during this period. The following is a clip from our local newspaper, The Fresno Bee, in 1963.
I know there are some Gearheads out there that will appreciate the creative descriptions. Yes, he was quite a character!”
Yeah yeah, you’ve had enough Game of Thrones analogies, articles, and opinions about how the show ended. Me, too. I get it, but bear with me for just ONE MORE because I bet you haven’t read something that compares your favorite characters with — you guessed it — Trade Show Exhibitors!
So, sit back and contemplate who you are, or rather, who you want to be and see if this makes sense — unlike the ending to GoT.
*Spoiler Alert: Read only if you have finished Game of Thrones, will never watch the show, or some jerk has already spoiled the ending for you.
In the Order of My Favorite GoT Characters
Arya Stark – Arya exhibitors are underestimated but won’t stand for anyone’s bull.
They work hard and hone their skills slowly and wisely, making a list and
checking it… over and over. Arya exhibitors reach out to learn from the masters.
They take notes and practice until their own skills are formidable, planning
seamlessly for victory each step of the way.
They surprise their adversaries and show up fearless to every show and walk away triumphant. But don’t be fooled; they aren’t perfect. They learn from failures. Step-by-step they keep getting better, more clever, and eventually shatter their competition like a total boss.
Samwell Tarly – OK, so these exhibitors might not always be the front-runner “winners,” but you have to love them. They might be a little timid at first and need some hand-holding but, dang, are they loyal. They trust those they deem experts (like their exhibit house professional), and they are generally open to new ideas and strategies.
However, these exhibitors are not pushovers: they are intelligent and perceptive, so don’t perceive their willingness to follow as a weakness. Their intuition is spot on, and in the end, their steady strategy pays off consistently. They also tend to befriend the right people and create meaningful and lasting professional partnerships — priceless on and off the trade show floor.
Tyrion Lannister – This “wanna be” 50 x50 exhibitor excels in a 10×10 footprint. They are smart and clever, making the best of what they are given. Strategy is their king, and they make wise trade show marketing decisions in the beginning, winning the trust of many big clients. But then, over time, their confidence (and a few bad habits) gets the best of them which leads to dumber and dumber choices as they grow.
They aren’t evil, just overly confident in their own abilities. But don’t worry, the Tyrion exhibitor is ultimately a strategic player and will wise up and get it together (by partnering with the right supportive team) in time to GROW into a brilliant 20×20 booth. Still not the biggest, but it’s perfect for their awakened goals.
Sansa Stark – Sansa exhibitors are supremely confident, intelligent, skeptical, and bold. They exhibit with a honed strategy based on learning from past failures (traumas). They are “under the radar” triumphant in the end and have their own loyal following who will forever be faithful.
Clients stick with them for the long haul, and their activity in the booth is mostly current customers looking for “what’s new” from their favorite vendor. Oh, and they have a design aesthetic that cannot be beat. Their booth will look stunning.
Jon Snow – Essentially, one of these exhibitors is the outcast who really isn’t. Have you ever seen an exhibitor who shows up and their booth looks a little boring on the surface, but darn it if their booth isn’t the most popular? They are cautious, slow, and steady, but they listen and make real connections with their booth visitors and loyal clients.
They make bold decisions when necessary but know how to read the room. They choose their shows (battles) wisely and strategize with a team to ultimately create a winning plan. They are humble to a fault and never see all that they could be, allowing others to shine more brightly on the show floor and in business. But they don’t go broke (or dead), so their ROI is impressive.
They may decide to partner with a front-runner, trusting that’s the right thing to do and hoping for mutual success. When it’s proven to them that they are actually better (their clients tell them so), they refuse to believe until they must make the ultimate sacrifice… choosing themselves to WIN (maybe they steal that larger booth space from their partner… gasp!). But it’s OK: their fans are supportive and loyal.
Daenerys Targaryen – Imagine these exhibitors were start-up companies at first and then with the help of a few huge investors, they grew BIG, fast. They began with nothing and were perceived as weak and easily taken advantage of. But then, (born out of fire) they shoot out into the industry with the biggest dragon of them all –MONEY. They spare no expense, and they have it all: formidable assets (killer booth and amazing swag) and an army of booth staff in matching shirts.
They are coming for a fight with the confidence to win. And they do win, until they break. Emotions get the best of their strategy and something bad happens. Can they recover? Hmmm…
Cersei and Jaime Lannister – Cersei exhibitors think they are ruling the show floor and take no help or compromise from anyone. Other exhibitors sense their arrogance and are out to attack and overcome this misguided leader. Their “twin,” maybe a sister-company (ok, brother, but that’s not the colloquial term), is along for the ride and follows the lead. This sibling company may have a wandering eye seeing what others do and their success, but ultimately stays loyal to their leader, for better or for worse.
This talented hero is known by all the land, but all of a sudden, that fame is taken swiftly and #thestruggleisreal. These exhibitors once had it all: fame, fortune and literally the world in both of their hands (ha ha), but when they least expected it, someone took their most valuable asset (maybe their biggest client?) and now they feel lost. Loyalties realign, and a new beginning is on the horizon, but old habits die hard and well… the end.
OK, I think that’s enough. I could go on and on, but with over 150 main characters in Game of Thrones, we’d be here literally until Winter. On that note: Ready for one last GoT cliché? Winter is Coming. And in the #TradeShowLife, Winter is the TIMELINE.
Your show is coming and planning ahead is the only way to defeat the White Walkers = RUSH FEES. Knowing this… I think GoT got at least one thing right. #AryaStark