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Word on the Street — February 1st thru February 5th

February 6th, 2010 Mel White 3 COMMENTS
Word on the Street by Kevin Carty

Word on the Street by Kevin Carty

The Best “Pre-Show Marketing” I Have Ever Seen

After 15 years in the trade show industry, I don’t consider myself an expert, but I am a pretty good judge of certain things — like pre-show marketing.

In late December and early January, I witnessed one of the very best ever. It was created and implemented by Griffin Technology, an aftermarket accessory provider for iPods, iPhones, Blackberrys, and the upcoming iPad. And it was implemented specifically to generate buzz and traffic for their booth at CES 2010.

The Griffin Team clearly put a lot of thought and effort into making this happen, including tapping into two of the most prevalent mediums in our society today: Social Media and Reality Television.

Griffin Pre-show Marketing

Griffin Pre-show Marketing

The Griffin team created the website www.cesbound.com. It was a Griffin Technology meets The Real World experiment. Griffin employees would travel from their home office in Nashville, Tennessee to Las Vegas for CES. All the while, they would document their road trip via social media sites like Twitter.

To start, they acquired a beat-up old VW Bus and started “tweeting” and posting YouTube videos as they restored the van to look like a Griffin marketing piece on wheels. Then, they totally outfitted the van with Griffin products so they could “stay connected” on their journey. Product placement in action!

Equipped with a loyal following on Twitter and YouTube, they set out to drive from Tennessee to Vegas for CES minus all the gratuitous interpersonal crap you expect from reality television shows. Much to the contrary. It was a small group of employees on an adventure that would end up creating an unbelievable buzz at CES 2010.

I will not spoil the whole story, because you really need to go back and follow it for yourself. Whether it was the highlights from national monuments like the Alamo or the Grand Canyon, or simple stuff like stopping for some chow at Popeye’s along the way, or the Mexican Wresting Mask that made several appearances, CES attendees followed them religiously, always checking to see the latest video, photo, or blog posts.

Griffin Technology CES 2010

Griffin Technology CES 2010

All of this concluded with them driving the VW Bus onto the show floor  and placing it in their booth along side their two-story exhibit. I would be remiss if I did not mention that Classic Exhibits Rentals provided them with their exhibit. The project came to us from Carol Larimore and the team from Tradeshow Stop in Nashville. The final exhibit was spectacular! Evidence of the thought and care put into the project by Carol and her team. See the photos in P5D by clicking on the photo.

In the end, when CES 2010 opened the first day, Griffin was swamped with people who had been following them along the way. These were people who had been entertained not only by the personalities of the employees that embarked on the trip, but also by the product used during the trip.

The show was an enormous success for Griffin. And in the end, those of us who have ever taken a road trip of any length know that the overall expense must have been a fraction of what it would have been through traditional advertising and pre-show marketing.

It was a true example of thinking way outside the box.

Let me know what you think. What are some truly “unique” pre-show marketing plans you have seen implemented. Both good and bad.

Please share your comments via the blog comment section and have a safe and restful weekend!

–Kevin Carty

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

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Posted in Kevin Carty, Word on the Street | 3 Comments »

Aero Overhead Hanging Signs — Setup Animation Video

January 11th, 2010 Mel White COMMENTS

This one minute animation of the Aero Pinwheel shows how Aero Overhead Hanging Signs assemble. Every Aero Overhead Hanging Sign assembles with push-button connectors, and then the lightweight Aero aluminum frames are wrapped in tension fabric graphics.

Aero Overhead Hanging Signs are designed to be beautiful, adaptable, and recognizable, whether it’s for a trade show or special event. Choose from 21 stock structures—rounds, squares, pinwheels, rectangles, and triangles—or design a custom shape that communicates your unique message. Aero Overhead Hanging Signs are economical to own, simple to assemble, and easy to maintain.

To see the full line of Aero Overhead designs, visit www.classicexhibits.com and click on the Exhibit Design Search menu.

To see the video on YouTube, click http://www.youtube.com/watch?v=n1Q2MO0ga4Y&fmt=18.

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Posted in Classic Exhibit Systems, Display Videos, Uncategorized | No Comments »

When 50% “Show” and 50% “Trade” is 100% “In Doubt”

September 29th, 2009 Mel White 1 COMMENT
trade-show_portland

The Future of Trade Shows

After ten plus years in the exhibit industry, I tend to make assumptions about trade shows. To me, they are convention halls, pipe and drape, carpeting, hanging banners, and trade show displays. They are drayage, union labor, and confusing electrical forms. You expect the typical exhibit hall to be 50 percent “show” and 50 percent “trade” once the doors open.  

Admittedly, my perception is a bit skewed. I work for a portable, modular, and custom-hybrid exhibit manufacturer, and tend to see every show as a healthy dose of our designs with a smattering of custom exhibits and a sprinkling of banner stands. Those are trade shows, all set within a large exposition hall. That said . . .  I’m not naïve. I know a typical arts and crafts fair, Chamber of Commerce show, or local health fair doesn’t have all the pomp and circumstance of a traditional trade show. However, even those shows have professional table top displays, pop ups, and banner stands. I have always believed (and preached) that if you want your show to be successful, you should follow the advice of industry experts.

No Carpeting, No Pipe and Drape, No Drayage

Two weeks ago, I discovered otherwise. I learned, through personal experience, that you can hold a successful show without carpeting, without hanging banners, and largely without professional displays. People will come if the event speaks to their hobby or their lifestyle. And, in many situations, a more casual approach may give the event more credibility – especially in the beginning.

vegfes1About three months ago, I volunteered to assist with a local vegan/vegetarian festival, called the Portland VegFest 2009. This isn’t a new event. In fact, this year marks the 5th year, but this was the first year the VegFest was to be held in the Oregon Convention Center. The previous events were held in a local high school cafeteria. As the newbie on the planning committee, I quickly learned that the committee was well-organized, professional, and knowledgeable, but that the event had little money for the normal bells and whistles of a trade show. There would be no carpeting or hanging banners. Signage would be minimal, and even the printing of the black and white program was held to 1500 copies.

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What You Should Know as a First-Time Exhibit Buyer

September 20th, 2009 Mel White COMMENTS
Visionary Design VK-1073 Hybrid Exhibit

Visionary Design VK-1073 Hybrid Exhibit

  • Don’t let the trade show exhibit buying experience intimidate you
  • Your marketing objectives and strategy should dictate your exhibit marketing needs
  • Be prepared for sticker shock. Exhibits can be expensive
  • Where to buy depends on your goals. Do you need a large custom exhibit? Or do you need a portable, modular, or hybrid exhibit?
  • Plan ahead. You’ll save money and make smarter decisions

How to Get Started

For the sake of simplicity, let’s assume that exhibit marketing is a new experience. Exhibit marketing is certainly not rocket science. You don’t need a marketing degree to be successful at exhibit marketing. However, it helps to get advice so you make the right decisions.

Buying your first exhibit can, at first, raise more questions than answers. There are different types of exhibits and different types of exhibiting. The best fit will depend on how you plan to use the exhibit, the image you want to project, and the budget you have to work with.

Chances are you’ll purchase your exhibit from a local exhibit company. Exhibit companies have been around for decades and understand exhibits and trade shows. Originally, exhibits were custom-crafted. Then exhibit systems evolved as an alternative to the high cost of custom craftsmanship. Now, there are multiple exhibit categories. Exhibit systems, which includes portable, modular, and hybrid exhibits, are evolving towards custom-crafted exhibits, and custom-crafted exhibits are evolving towards exhibit systems. Both have distinct advantages and exhibit companies work hard to carve out distinct niches along the custom to portable spectrum. The exhibit (or exhibits) that best fits your company’s exhibit marketing strategy will slot in somewhere along this spectrum. This is where an exhibit consultant can be very useful. Ultimately, an exhibit consultant wants to help you maximize your exhibit marketing potential.
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Word on the Street — July 6th thru July 10th

July 10th, 2009 Mel White COMMENTS
Word on the Street by Kevin Carty

Word on the Street by Kevin Carty

Client Retention vs. Client Protection

I hope and trust you all had an enjoyable holiday weekend with your family and friends! I know I did. I’m not sure I have ever packed so much into a 3-day weekend. I suppose that comes with having two young children. By Monday, I was exhausted!

This week I would like to reflect on something I’m hearing a lot about these days — Client Protection.

At what point does “Client Retention” become “Client Protection“? And at what point does it appear desperate?

We all understand and have implemented Client Retention programs. They are smart, necessary, and reflect good customer service. But this new term or buzz word, Client Protection, seems different. 

For the past year, many AE’s or company representatives are travelling to trade shows, not to look for new clients, but to accompany their existing clients to their shows.  

Obviously, the downsized market is striking fear in people, a fear that clients will be tempted away by others. There is a sense that they need to be there to fend off potential suitors. Sort of reminds me of the movie Jerry Maguire. Near the end, when Rod (Cuba Gooding Jr.) is standing at the end of the tunnel waiting to run out on the field, Bob Sugar (Jay Mohr) approaches him and tries to talk to him about becoming his agent. Just then, Jerry (Tom Cruise) comes running up and tells Sugar to get lost and to “stay away from my guy.”

Has it really come to that with clients on the show floor? God I hope not! But I have to say that is what I’ve heard is happening at some shows. 

Have you ever been around that married couple where one of the spouses “always” has to accompany the other wherever they go? Whether it’s traveling for business or to the grocery store? Leaves you thinking, “What’s up with that?” What is that person so fearful of? And why?”

I’m sure this may sound a bit naive, but won’t solid relationship skills, a good understanding of your client’s needs, and caring for those needs protect you from having your clients “stolen?” Can’t good Client Retention practices achieve the same goal?

Again, feel free to shoot holes in this as being Pollyanna. But it seems like a dangerous knee-jerk reaction to the current economic conditions In the end, when we have finally recovered from this awful economy, will we have set a difficult precedent? Not to mention the appearance of desperation.

I look forward to your comments as always.

Have a great weekend.

Be Well!

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

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