Trade Show TalesBlog

Posts Tagged ‘Trade Show Marketing’

Behind the Scenes Interview– Marlys Arnold, Author of Build a Better Trade Show Image

April 3rd, 2023 COMMENTS

When Marlys Arnold wrote the book, Build a Better Trade Show Image, her goal was to create a how-to manual for new exhibitors. Since then, her book has been a must-read guide in the trade show industry for over 20 years. The updated version includes many new examples of creative exhibit designs, promotions, attractions and beyond. You’ll find fresh ideas, as well as advice that has stood the test of time.

Marlys was kind enough to answer some of our questions about the book, her background, and the challenge of updating Build a Better Trade Show Image.

Why did you write the book in the first place?

When I wrote the first edition, I had been collecting notes and ideas as I either walked a show or when I exhibited or worked at shows. So basically it was the how-to manual that I wish I would have had as a beginning exhibitor. I wanted to walk people through the entire process of what to do before, during, and after the show to have better results and really make it more worth their time and investment.

Why did you use the analogy of building a house?

Even if someone hasn’t actually built their own house, they understand the concept that first you have to lay the foundation, then you build the framework. Once you get the house built, then you work on the interior and you want to have good curb appeal. There were all these different pieces that I could then align with the process of doing a trade show. Building the foundation is the idea of setting goals and preparing for the show ahead of time. Curb appeal is doing your promotions and getting attention and drawing people into your booth. So there were a lot of ways that I could draw those parallels between the two ideas.

So what prompted you to revise the book?

marlys arnold

When I initially wrote and debuted it back in 2002, I never had any idea that I ever would do it again. I really didn’t ever plan on doing it again. But over the years, people began asking if I would consider doing an updated edition. And especially about the time that we all went into lockdown, I had people starting to ask because there were things in the first edition, like we don’t use faxes anymore. And then there were a lot of brand new things … social media didn’t exist back then, and people didn’t carry smartphones in their pockets back then. So there were a lot of new ways and new strategies that people could implement now that weren’t even available to us way back then.

So I finally decided it was a good idea — but I should have started on it a little sooner than what I did and worked on it during lockdown. Instead, late in 2021 I got the idea to starting the second edition just as everything was opening up and we were all starting to get really busy again.

How have face-to-face events changed, especially post-pandemic?

Well that’s a tough one because I would like to say yes, they’ve changed dramatically and they’ve improved. But unfortunately, in a lot of ways — a lot of the wrong ways — they haven’t. Walking shows now, I still see what I call the Ten Commandments of Booth Staffing, things like people eating in the booth, people sitting and ignoring the traffic that’s walking by. There’s still all this bad behavior.

We had this wonderful opportunity during lockdown to completely revise and improve and move forward. And a lot of exhibitors and a lot of shows didn’t really take advantage of that opportunity. So now is a good time to just reset and move forward and do a better job. My goal is to see every exhibitor at every show have the best show they’ve ever had now, as opposed to last year or even pre-lockdown. I want to see exhibitors take the strategies and tools and really build on it and make their shows more productive and more valuable.

What was the most challenging part of doing the update?

Well, there were a lot of parts that were more challenging than I expected. I mean, just things like trying to do some of the research and find updated statistics. Sometimes it was really tough to find updated studies or research that correlated with what was there 20 years ago. And of course there are a lot of companies that are gone, so there were industry resources that don’t exist anymore. Other than CEIR, which obviously has great statistics — but some of the other stats were hard to research now.

It was also tough because everybody was starting to get busy right about the time that I began working on the new edition. I remember one person in particular that I reached out to in June or July, and I was finally able to do an interview with him in October so that I could include his story in the book. It was challenging trying to gather all of the great examples and information that I really wanted to include, but of course there’s no way to ever include everything. I squeezed in as much as I could, but obviously I couldn’t fit everything into the book.

So who’s the audience for this book?

Ultimately, I wrote it with the hope that it will be relevant to any exhibitor, no matter the level of experience or size or what industry that they’re in. I include a lot of very universal principles in there, but my passion is always to help the newbie exhibitor, somebody who’s just getting started, or maybe a really small company. A lot of exhibitors that I’ve consulted with over the years have been those in the 10’x10’ or 10’x20’ spaces, because they know they need to work hard to try to compete and get attention when there’s all these huge booths and household-name exhibitors on the show floor.

I know right now it’s definitely a challenge because so many people have left the industry. Long-term exhibitors and vendors — people that had years or decades of experience are now gone. And so a lot of the people who are coming in are newbies that have zero experience and don’t know what they’re doing.

I really want the book to be a tool that they can pick up and use. Over the years, I’ve heard a lot of exhibitors say they use it as a how-to manual, and that’s really what I wrote it to be. But I’ve also included a lot of next-level ideas in there as well. So even somebody who’s been exhibiting for 10 or 15 years can pick up the book and discover new tips and examples and find some aha moments that they can implement as well.

And finally, what are two or three pieces of advice you’d share with your clients about trade show success?

The key is what you do before, during, and after the show — because it’s not just what happens on the show floor, and it’s also not just a checklist of things to do. A lot of times exhibitors that have been doing shows for a long time may just look at it as a checklist: We have to get our booth designed, we have to order our promotional products for giveaways. They’re not really looking at the strategy behind it all. It’s just become a routine. It’s almost like they’re on autopilot.

So what I really tell exhibitors is focus on the strategy. Why are you going? What are you wanting to accomplish? What is your core message? Then use that and work backwards and figure out what are the tasks that I need to do, or even better … what are the things that I should include, or the things I should not include that don’t necessarily enhance that strategy.

Another thing is, like I mentioned earlier, the whole idea of what I call the Ten Commandments — having good booth staff behavior. That can be as simple as paying attention and being engaged in the booth, instead of checking your cell phone, or everybody on your team standing around in a huddle, having a conversation instead of being proactive and interacting with the people that walk by. I think there’s still a lot of room for improvement, even with long-time exhibitors. I go to shows like EXHIBITORLive, and I still see a lot of these bad booth behaviors. So it’s something that everybody has to consciously work on and make sure that they’re putting their best face forward in the booth.

 About Marlys

As an exhibit marketing strategist, Marlys Arnold combines image expertise and real-world marketing experience with a passion for trade shows. Not only has she been an exhibitor, but also the organizer of several expos and events. This unique perspective of the industry allows her to share new insights with both beginning and experienced exhibitors, teaching how to create experiential exhibits that produce significantly higher numbers of qualified leads.

She’s led workshops for groups including Meeting Professionals International (MPI), the International Association of Exhibitions & Events (IAEE)TSNN and EXHIBITOR, as well as providing exhibitor training for events in a variety of industries, ranging from local consumer expos to some of the largest trade shows in the U.S.

Marlys K. Arnold, ImageSpecialist
Educator & Advocate for Trade Show Success

Author of:
   – Exhibit Design That Works
   – Build a Better Trade Show Image
Founder of the Exhibit Marketers Academy
Host of the Trade Show Insights blog/podcast
www.TradeShowInsights.com

40 Things You Do @ Trade Shows (You Would Never Do Anywhere Else)

February 7th, 2023 17 COMMENTS
Trade Show Etiquette

Every group has its own rules and etiquette. Trade shows are no different whether you are an exhibitor, attendee, or an industry insider. While many behaviors might seem normal to you as a member of the trade show community, others are downright bizarre to those who rarely set foot in a trade show hall.

Here are 40 Things You Do @ Trade Shows You Would Never Do Anywhere Else. It was originally much longer, but this is a PG-rated blog.

Drinking doesn’t count. We know you drink. You just don’t always start at lunch. And for the sake of discretion (and possible litigation), we’ve ignored trade shows where other forms of “relaxation” are legal.

Feel free to contribute in the comments. And enjoy!

Wear Matching Unisex Clothing

  1. Throw trash in the aisle and expect others to clean it up
  2. Spend $8.50 for a 12 oz. bottle of Aquafina
  3. Bribe someone to look the other direction. Brag about it later
  4. Have Accounting panic because you just max-out your credit card on one transaction (drayage perhaps?)
  5. Wear matching unisex clothing 
  6. Take anything that appears to have a value of less than $10 (candy, hats, pens, mugs…)
  7. Share “steamy” industry gossip with competitors
  8. Chat with 500 strangers in 72 hours
  9. Gush about the double-padded carpet in booth #1108
  10. Buy a gaudy new belt in the casino shop for $165 (after forgetting to pack one) 
Vacuuming at a Trade Show

Spend $350 to Vacuum Your Carpet

  1. Party until 3 am with Steve in Accounting, Larry in HR, Melissa in Engineering, and Rebecca in Quality Control
  2. Bum breath mints from strangers
  3. Arrive at work at 11 am. Leave at 3:30 pm
  4. Get agitated when someone walks across the corner of your booth space
  5. Take a Lyft to Lowe’s or Best Buy at 9 am
  6. Pretend you don’t smell that awful face-melting smell
  7. Debate the existential meaning of portable, modular, and custom
  8. Act interested in (insert topic)
  9. Complain about how much it costs to vacuum 400 sq. ft. of carpet. Vow to do something about it
  10. Allow strangers to take your stuff without a receipt for three days and not know where it is, how it’s getting stored (or if it will be returned undamaged), and that you have zero ability to get it back early. 
Badge Scanning at a Trade Show

Steam Your Clothing in the Shower

  1. Let someone point a scanning device or smartphone camera in the general vicinity of your chest and crotch. Repeatedly.
  2. Be convinced a 15-minute conversation will lead to $500,000 in new business
  3. Assemble a 3D structure that costs somewhere between a new car and a McMansion, only to disassemble it three days later
  4. Spend 20% of your entire annual marketing budget over five days. Never calculate the ROI
  5. Compare the work ethic in Philadelphia, Boston, NYC, Chicago, Orlando, Anaheim, San Francisco, and Las Vegas to the work ethic in your hometown. Vow to do something about it.
  6. Hang your clothing in the bathroom with the shower running for 30 minutes to steam out the wrinkles  
  7. Explain, once again, to your family and friends that it’s a “business trip” and not a vacation
  8. Get visibly excited about the phrase “traffic congestion”
  9. Guard your giveaways like a momma bear (Day #1). Beg show labor to take them in bulk (Day #3)
  10. Sneak off to the bathroom just to find a quiet place to work
Finding a Quiet Spot to Work at a Trade Show

Hide in a Storage Closet

  1. Hide in a storage closet to scarf down a Starbuck’s scone, while dusting your co-workers coats, purses, and briefcases with gooey crumbs
  2. Judge people based solely on their trade show name badge  
  3. Convince your boss that the 300 fishbowl leads are new clients clamoring for your product (and not the iPad giveaway)
  4. Pretend the President’s son is not still drunk. Allow him to talk to potential clients and competitors (I know I said I wouldn’t include drinking but this one was too good to exclude) 
  5. Spend 3 days with 100 of your best friends and not speak or see them again for 362 days
  6. Fly from the Midwest in January to Las Vegas, Orlando, or New Orleans and NEVER leave the hotel/convention center complex
  7. Reintroduce yourself to the same person three times. Act embarrassed 
  8. Toss the sales literature you carefully collected over three days so there’s more room for tschotskes. Pretend it’s for your children 
  9. Be REALLY, REALLY EXCITED to leave Las Vegas or Orlando!
  10. Finally… Wonder (after scanning the room and mumbling quietly to yourself) why the Federal Government hasn’t filed RICO charges against certain segments of the trade show industry. Vow to do something about it. 

That’s it. Please share your “Trade Show Things” below. And thanks for playing along.

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

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

Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, and custom exhibit solutions, including SuperNova LED Lightboxes. 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.

Are We Asking Exhibitors the Wrong Questions?

January 26th, 2023 COMMENTS
Trade Show Marketing Questions
Goals? Objectives? Or Something Else.

Recently I attended a charity event with a social mixer. Several introductions later, I was conversing with a CEO about trade shows.

He grumbled about drayage, shipping, and labor. I sympathized. Then he shifted to ROI. His company’s trade show ROI was terrible. Not surprisingly, his company didn’t have clear trade show objectives or a pre-show or post-show strategy.

It Got Me Thinking

Are we asking our clients the wrong questions?

Perhaps we shouldn’t be asking exhibitors about their trade show goals or objectives. Instead, we should encourage them to share everything they don’t want to happen. In other words, ask them to describe their trade show hell. We know the list will be LONG and DETAILED, and include topics like terrible booth traffic, the wrong prospects, worthless lead management. Or disengaged staff, ugly graphics, insufficient storage, or simply a boring booth.

Suddenly, your boring 5–10-minute conversation about goals becomes an intense (and entertaining) 30-minute session about their trade show nightmares.  Guess what… They’ve told you what they don’t want. Now guide them toward the solutions they need. I suspect they’ll be more receptive. And the conversation will be a lot more fun!

I challenge you to test this technique. What do you have to lose? You just might turn a disengaged trade show marketer into a dynamic trade show marketing cheerleader. Sans the pom poms.

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 rental 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.

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

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

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.