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Posts Tagged ‘Trade Show Marketing’

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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

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

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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Seven Questions You’ll Never Ask About Your Trade Show Display

October 13th, 2015 Mel White COMMENTS
Questions

Do you believe the expression “There’s no substitute for experience”?

Let’s say you live in Topeka, KS. You’ve tried all the pizza shops in Topeka and have concluded that Johnny’s Pizza is the best pizza — anywhere. I could be wrong, but I suspect there are a few New Yorkers, Bostonians, or Chicagoans who would disagree. But what do they know… they haven’t tried Johnny’s Pizza.

We’ll concede that you know Topeka pizzas. Now, it’s time to buy a trade show display. Unlike lawn mowers, cameras, or smartphones, there’s no Consumer Reports and your experience is limited. So, you do your research on the web, and if you are smart, you consult with a trade show exhibit professional. You ask the right questions about design, assembly, and how much it weighs. You even ask to see the warranty.

However, there are questions you won’t ask. How do I know? Because no exhibit manager has ever asked me these questions… and they should.

Q1. Will the Metal Look the Same After 10 Shows?

Engineered Aluminum Extrusion

Have you ever bought a screwdriver at a discount store only to have the tip twist? So you throw it away and realize that a Kraftsman isn’t a Craftsman. About 60-70% of all trade show exhibits have a skeleton of aluminum extrusion. Sometimes it’s visible, sometimes not. The dirty little secret is that it’s cheaper to use low quality extrusions with thin walls and a sub-par finish. Over time, it distorts, mars, and looks tarnished. Your new booth becomes a used booth before you’ve wrapped-up your current marketing campaign.

Ask about the manufacturer of the extrusion? There are recognized names and then there are Kraftsman. You may not recognize the name but that’s the beauty of Google. If someone tells you, “an extrusion is an extrusion,” walk away.

Q2. What’s the Quality of the Fabric Graphics

The rise of Fast Fashion has revolutionized the apparel industry (think H&M and Forever 21).  There’s a market for disposable fashion. It’s cheap and attractive. But no one expects it to last or have the attention to detail of high-quality apparel.

Fabric for graphics, like clothing, is not all the same. Most inexpensive displays are shrouded with thin, stretchy fabric made with low quality zippers or cheap velcro. And yes, there’s a pecking order to hook and loop as well. The fabric graphic is meant to be disposable… even if it’s not sold that way. You can feel the difference. Trust your hand.

Q3. What’s the Quality of the Fabric Printing

Backlit Fabric Graphics

One ever thinks about this but they should. Dye-sublimated printing, the predominant type of printing for fabric graphics, is a high-tech process. And with any technology, the latest and greatest is old news in about 12-18 months. The previous generation of dye-sub printers get sold to second or third-tier printers. If you’ve ever seen the difference between an HD dye-sub graphic and a 4-color one, you know what I mean. Skin tones are more realistic. Black is black not dark grey. There’s no color banding . You get the picture.

Ask when was the printer was manufactured (not re-manufactured or purchased). And even if it’s only been owned by a little old lady in Pasadena and stored in a garage, it’s still an AMC Hornet.

Q4. Is the Packaging Material Reusable?

Reusable Foam Packaging

You just bought a new pair of Beats by Dre headphones. They sound great, but you’ve decide you want them in black and not fushia. Good luck getting it back in the packaging. It was meant for marketing, not for re-marketing. Far too many trade show displays are packed to prevent damage before the first show. But what about damage after the second, third, or thirty-third show?

High-quality reusable packaging costs more than bubble wrap and thin foam. Smart, well-engineered packaging is like finding $20 in your wedding, funeral, and holiday party pants. It’s an unexpected miracle that keeps on giving.

Q5. Are Replacement Parts Available? 

Folks send me photos asking me to identify a part. That’s rarely an issue if it’s from a major display manufacturer. However, it’s usually from a $699 pop-up or tube structure. Let’s be honest. There are no parts. There never were any parts. It wasn’t sold to have replacement parts any more than a $17 toaster.  It’s meant to go into the landfill after a half-a-dozen uses.

Now if that idea appalls you, then ask your supplier if quality replacement parts are available, what is the cost, and how quickly can you get them? Oh… and if they are only available through Smiling Sammy’s Display Store, then that’s a really, really bad omen. He’s gotta a guy who knows a guy. Good luck with that.

Q6. How Do You Handle Wire Management?

Wireless Charging

There’s no middle ground on this. It looks good or it looks really, really bad. Those electrical and A/V cords have to go somewhere. More often than not, the cord management for most exhibits resembles a hairball. But it doesn’t have to be that way.

You have to share what electrical devices will be in the booth and where they’ll be located with your supplier, and that includes anything you maybe renting. Ask your supplier about their solution for lights, monitor cords, etc. If they stumble — run. It means the solution is likely to resemble white twist ties from plastic garbage bags.

Q7. What are the Designer’s (Exhibit and Graphic) Qualification?

Everyone is creative. To a point — chainsaw sculpture, toilet roll cozies, saw blade paintings. I’m not here to judge. Well, maybe a little. Most of us are out of our element when it comes to exhibit and graphic design. And like wire management, there’s no middle ground. Great exhibit designers have years and years of experience working on a variety of projects (custom, portable, modular) with collaborative input from other exhibit designers. That’s how they get experience, perspective, and context.

The same is true with graphic designers but with a twist. They must have experience designing graphics for trade show displays. That’s the key. It doesn’t matter if they are Rock Stars with web design or print advertisements. You don’t want an occasional trade show designer to be the lead designer. If you have an in-house designer familiar with your brand, then make the design process collaborative. Graphic design for trade show displays is a craft. Trade show designers have learned what works and what doesn’t to attract attendees on the show floor.

These questions may make your trade show exhibit supplier uncomfortable. Good. That’s how you’ll know if you chose the right 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.

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Some Days You’re an Artist. Other Days You’re a House Painter.

April 24th, 2015 Mel White 1 COMMENT

paintervsartist

Artist or House Painter?

You probably didn’t choose the exhibit industry. It chose you. But you stayed for any number of reasons including the people, the creativity, and the marketing challenges. New projects present themselves, each with a unique personality, each an evolving, moving target.  On your best days, you get to be an artist. It doesn’t matter if you’re in design, production, account management, sales, marketing, or even accounting. You soar on those days. And when the clock hits 5 or 6 or 10 pm, you walk out of the door with a smile.

Then there are days where none of us have the luxury of being artists. We’re house painters. Good house painters mind you, but ones where the colors, the canvas, and the guidelines are chosen by someone else, usually your client. If you’re in sales, account management, or design, you know exactly what I mean. Decisions are made (or not made) that may negatively impact the success of a project. Below are the most common. You’ll recognize each one… like a knife to the heart.

Budget Over Strategy

All clients have budgets. We understand that. It’s our business to maximize their trade show ROI based on that budget. Too often, budget trumps any consideration of a coherent marketing strategy. The client says, “I have $9,000 to spend on a display, exhibit space, travel, and shipping. What can I get for that?” We know that the conversation should be “What do you want to achieve?” But that’s not where the client wants to go. At that point we have a few choices. We steer the conversation back to strategy. We tell them to forgo the trade show until they have a reasonable budget. Or, we grab the big paint brush and show them the options in their budget.

Convenience over Function

How often have you heard a client say, “I need to purchase a display that’s portable and easy-to-assemble”? In fairness to your client, that may be exactly what they need. They may be participating in 20 Chamber of Commerce events, and portability is paramount. Then again, they may be exhibiting at their industry’s largest show where driving new sales is critical. In that case, what does portability and ease-of-assembly have to do with the client’s trade show strategy? We get it. Trade shows are expensive. Drayage and labor make it that much more expensive. However, those decisions should be a part of the larger discussion of the client’s overall goals. But you already know that.

Poor Design over Stunning Design

slackerThis one is always a landmine since everyone thinks they’re a designer. Which would be fine if everyone was a good designer (or even an artist like you). When it comes to display design there’s considerable latitude, so let’s ignore that. Graphic design, however, is fraught with mistakes, dead-ends, and just plain dumb choices on trade show exhibits. Often it’s not the client’s fault. They are relying on a graphic designer who has no experience with trade show graphics. They see it as a magazine ad or website. Sadly, neither of those apply. So you do your best to guide them to make changes. But it’s tough especially if they don’t have a budget for graphic design. In this case, the best teacher is abject, utter failure.

Procrastination over Planning

This is the bane of our existence. We pray for clients who plan months in advance when purchasing a new booth. We revel in delight when they give us time to stage and prep an exhibit for a show. We are happy campers when our clients complete the show forms before the late deadline. Let me know when you meet one of those clients, and I’ll introduce you to Bigfoot.

Sales over Marketing

Calm down! This is not an indictment of sales. We love, love, love sales. Too often, exhibitors hang their hat on the effectiveness of sales at the show to the detriment of pre-show marketing. It’s the “if we build it, they will come” philosophy. You know all too well that those days are long gone. So, you counsel your client to employ every available tool to drive potential customers to their booth space. As an exhibit artist, you tell them to use social media, email marketing, press releases, phone calls, and even snail mail. Do they listen? Maybe a little. But not as much as they should. See previous section — Procrastination over Planning.

If only our clients understood that we’re ARTISTS not HOUSE PAINTERS, DAMN IT! Sigh! … While we wish each and every day we could put on our artist apron and create a masterpiece, on most days we’re donning a Tyvex suit and grabbing a paint roller to start on another house. Yes, it comes with the job. But it doesn’t hurt to dream.

–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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Your Trade Show Booth Staff Needs HELP!

April 10th, 2015 Mel White 6 COMMENTS

sloppyemployees

This shouldn’t surprise you. You know your staff needs help. They don’t know the products. They look like hell after Day 1. And, worst of all, they don’t have a clue why they’re there. Yet, you tolerate it show after show. Why? There shouldn’t be any reason why your staff isn’t spectacular. It’s time to put on your adult pants and do it right.

Who Should Be There

That’s easy. Bring employees who know the products or services, who have charismatic people skills, who are personally invested in results, and who participate in pre-show planning or post-show implementation. Two out of four doesn’t cut it. A trade show isn’t a vacation. It’s a strategic investment.

You’ll often hear that 80% of trade show leads are wasted. Personally, I don’t trust that statistic, but I do know that bringing the right employees to the show solves that problem. They won’t let a lead sit on someone’s desk or be forgotten on a jump drive. They’re relentless about post-show follow-up because they understand how much time, effort, and money went into planning and participating in the trade show.

What Do They Know

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

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

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

teamBoot Camp Mentality

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

More than anything, you have to be flexible. What you thought would be the “go-to” product or service at the show may take a backseat based on attendee feedback. Then there’s going to be a wild card. Often, it’s an evolutionary or transformational new product or service introduced by a competitor. At that point, you have to decide if your show strategy changes.

Tough Love

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

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

–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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Trade Show Marketing | The Bare Minimum

April 9th, 2015 Mel White COMMENTS

4 Basic Trade Show Tips

EXHIBITORImages

1. What are some basic tips you would suggest for a business going to their first trade show?

Even if you majored in marketing, you probably learned diddly squat about trade show marketing. Which is sad since trial and error is very, very expensive at a trade show or event. My advice is to work with a professional, or at the very least, consult with colleagues who have gone through the process several times. Trade show success isn’t hard — if you know what you are doing and have done it repeatedly. In the end, it comes down to experience, planning, and flawless execution.

2. What advice would you have for a business that spends a lot of time at trade shows?

Plan. Too often, companies treat trade shows like a last minute vacation. Successful trade show marketing requires pre-show planning and promotion, staff training, and post-show follow-up — at a minimum. Attendees no longer just arrive. They decide who to visit based on research and company needs before they arrive at the show hall. Gone are the days when attendees would meander through the show hall. They identify who they want to see and spend time at those companies. It’s rare that attendees “discover” a new vendor at a show (which is why pre-show marketing is critical).

stk313065rkn3. How can a business with a small budget design an eye-catching display at a trade show?

First, decide on your goals for the show, which can change from show to show. What is your key message? What problem are you solving? What do you need? A large monitor? An iPad? Literature trays? Product shelves? There’s nothing wrong with starting small if your graphic is appealing and the message clear. Finally, ensure the graphic is designed by someone who understands trade show graphics. Trade show graphics are very different from a magazine ad or a website, and most graphic designs are unfamiliar with trade shows. Most importantly, work with an exhibit design professional, i.e., someone with a history of successful clients not just a history of exhibit sales.

Over the long run, the real cost of a trade show is not the display, which is fixed, but everything else — travel, meals, pre-show marketing, booth space, drayage, and salaries. Those costs can be managed with careful planning.

4. How is a trade show different from doing business in a brick-and-mortar location in terms of the way  employees interact with potential customers?

You may find this surprising. Except for the venue, it’s not really different. It’s as simple as having knowledgeable people who have solid sales and customer service skills in your booth, including senior management when possible. Greet visitors, listen, ask open-ended questions, and document the answers. Don’t drink coffee in the booth, eat, or text, or read email. All the things you would tell someone working at a typical retail store.

In the end, it’s about getting to the booth on time, approaching people, and being friendly and honest. Dress appropriately, keep the workspace organized and tidy, and act professional. A trade show is not a vacation. It’s your job so arrive sober, polish your shoes, and iron your clothes. One last suggestion — Never ever check your smartphone in the booth. You might as well be picking your nose. It sends the same message — Go Away!

Have questions? Send me an email or call. I promise to give you more than my “bare minimum.”

-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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