Trade Show Marketing isn’t complicated. It can be reduced to three simple rules. Everything else is a business decision. Here’s the difference: Buying a 10 ft. portable vs. 20 ft. custom island — that’s a business decision. Staying at the Hilton vs. the Quality Inn — that’s a business decision. Getting a professional presenter for the booth — that’s a marketing decision.
Confused? Here’s ALL YOU NEED TO KNOW about trade show marketing to be successful.
Rule #1. Problem and Solution.
Your message must state a problem and a solution, either explicitly or implicitly. Attendees are there to find solutions. They may not know they have a problem until you provide the solution. When Chrysler introduced the minivan back in the 80’s, their marketing focused on showing families that their vehicle was either too big or too small. In an attempt to be clever or creative, we forget we’re selling something. Selling is all about identifying needs and pains… and then providing the right solution.
Rule #2. Get Noticed.
It’s called a “show” for a reason. You spent money to be seen at the show. BE SEEN! Does that mean dressing in a clown suit and standing in a booth made of balloons? No, unless that’s your culture (or you are selling balloons). Most companies approach trade show exhibits and graphics like they’re buying a mid-priced sedan: “I’d like a Honda Accord in silver.” Take a chance. You want to be different. That doesn’t mean it shouldn’t be practical and contain everything you need to showcase your product or service. Even Melba Toast doesn’t have to be Melba Toast at a trade show.
Does your product lend itself to a professional presenter? That’s one way to get noticed.
Pre-show marketing. There’s no better way of getting seen than by developing a pre-show campaign that drives attendees to your booth. In today’s Internet-driven, social media-focused market, getting someone’s attention before the show is as important, if not more important, than being seen at the show.
Rule #3. The Right People.
If you bring ten people to the show, at least six are the wrong ones. Why?
They don’t know the products and services
They don’t have charismatic people skills
They are not personally invested in the show results
They did not participte in the pre- or post-show planning.
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. I don’t know if that’s true, but I do know that bringing the right employees to the show solves that problem. The right employees 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.
Want to be a trades how star? Focus on these three rules. Everything else, while important to your bottom line, your ego, or your HR Department, is just a business decision.
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
I entered the exhibit industry back in 1980 when I took a
job with the Electronic Industry Association’s Consumer Electronics Shows. To
put that in perspective, the big thing at the first CES I attended was the
launch of RCA’s Videodisc. For those unfamiliar with a videodisc, picture a DVD
the size of a record. For those of you unfamiliar with records, see your
grandfather.
I am in my first year with Classic Exhibits but with 30 years of industry experience. I took nine years off (2010-2018) to play in Hollywood with a childhood friend. And while that turned out to be a fun-packed excursion for me, the pull of the exhibition industry lured me back. And so here I am.
Recently, my friend Jason Cornatzer from 2020 Exhibits invited me to attend this year’s Produce Marketing Association’s Fresh Summit 2019 at the Anaheim Convention Center. I accomplished two things by attending the show. First, I saw what is happening on the front lines of the exhibit industry. Second, that inspired me to share my thoughts with you about what worked and didn’t work. So here goes. I hope you enjoy.
#1. Parking Fees at Convention Centers Should Be a Budget Line Item
“Please take your ticket with you for validation.” Translation. Feel free to overpay us inside the convention center before returning to your car or we’ll make you wait for 20 minutes to overpay us in an exhaust-filled deck structure where your satellite radio doesn’t work.
#2. I Was Never a Fan of Homework
As I was preparing to attend PMA, I needed some direction. How was I going to spend a full day on the show floor? What was I looking to accomplish? What trends were worth tracking?
When I mentioned to Mel White at Classic that I was attending PMA, he asked me to look for charging stations in the booths. Is this still a hot trend, not only in islands but also inlines? And are charging stations specific to some shows and not others. Mel was also curious if any 10 x 10 portable/modular exhibitors along the floor perimeter were finding cool new ways to attract attention.
At Mel’s suggestion, I contacted Katina Rigall Zipay, Classic’s Creative Director, to get a designer’s take on my homework assignment. Katina suggested checking on the use of lightboxes, cool rental designs and if graphic wings are still a thing?
With my car securely parked and my homework assignment in hand, I was ready to hit the floor.
#3. Bright Colors and Creative Illumination Reign Supreme
Let me start by stating something obvious… If it grabs your attention from an overcrowded aisle, it’s probably a good thing. Every time I found myself stopping to notice a particular booth it was bright yellow (thank you, Chiquita), a backlit booth (yes, Katina, lightboxes are still a thing), or a graphic that made use of high contrast graphics (colorful fruits and vegetables against a white background was quite the popular look).
“Bright and colorful veggies against a sheer white backdrop. Beautiful.”
“When you’re Chiquita, go bananas with your yellow!”
Red and Yellow. Perhaps the two most dynamic colors on the trade show floor.
“A white background with high contrast graphics always grabs my attention.”
“White backdrop with black type and your product as a colorful contrast.”
“I shouldn’t like this booth. Too much copy and a roadblock stopping any client interaction. Must be that burlap background – a perfect pairing with potatoes!”
“I’m torn. While I feel there is WAY too much copy, the layout here still grabs me. Maybe it’s the headline telling us exactly who they are.”
“Red and Delicious! Red apples, red display. Dimensional logo and wood slats. Product there but not overstated. Only issue is the small monitor gets lost.”
“One of my faves… Backlit, colorful and high contrast against a white background. My photo skills do not do this booth justice. Busy every time I walked past.”
“Hard NOT to look and notice this booth with its extremely bright and backlit counter.”
“I dare you not to stare at this brightly backlit booth as you approach it. Go ahead… I dare you!”
“Another beautiful brightly backlit booth. The B4’s!”
“What do you get when you combine brightly backlit yellow and turquoise? Attention!”
#4. Trade Show Rules Were Meant to Be Broken
The best salespeople don’t always make the best booth staffers, and the show floor has its own set of unique rules and regulations. First, all staffers should fully understand what the goals of attending this particular show are. Are you demoing your latest widget? Are you trying to book future appointments? When the show is over and you’re back home, how will the boss measure the success of this particular show?
Seems simple enough, but it’s still one of the rules ignored by many companies at every show. How do I know this? It’s obvious when you see soooo many booth staffers sitting behind a toll booth (any table that stops me from entering the booth), on their smart phones with their heads down, or the biggest sin… booths left unattended with no sign of life.
“Love the product displays. If only the graphic was as fresh.”
“Three banner stands. One bland show table. Three bottles of water. And a garbage can.”
“Chairs and a table are fine, but how about more of a casual lounge feel with comfortable rental furniture?”
“Clever use of walls to show the products, but maybe too much of a fortress?”
“Really? Anyone? Anyone?”
#5. Look! Up in the Sky! It’s a Bird! It’s a Plane….
Some booths take full advantage of the third dimension. While most get it right, some are still a work in progress. And when it’s “right,” the results can soar!
“One of my favorite hanging signs. Brightly backlit and custom cut logo commands your attention. Identifiable from all around.”
“Is it cheating if you use 10 ft. tall pears above your booth? Nope! Use em’ if you got em’!”
“Take advantage of highly recognizable highly placed logos. And while you’re at it, give away bunches of free raisins!”
“I think it’s the combo of black extrusion against the colorful graphics that draw me in. The hanging sign blends beautifully with the exhibit below.”
“Blueberries to the left, avocados to the right and backlit strawberries overhead. I’m getting hungry!”
“No way I’d miss this red/black plaid from across the floor. And unlike some other highflyers that get lost once you’re in the booth, this one stays easily visible.”
“Double Whammy! This colorful, layered hanger demands attention while drawing your eyes to the booth below. Nice work.”
“This booth takes advantage of all planes – Floor, walls and ceilings. Colorful and inviting.”
“This reminds me of high-water pants. The hanging sign is either too small for this booth or too high for this configuration. Probably both.”
#6. Engagement? That’s Got a Nice Ring to It.
If you can engage your attendees with something that makes them stop, notice, and hang around for a bit, it gives staffers the time to capture appropriate information. And in this case, a nice show souvenir.
#7. Think A/V is Expensive? Sometimes It’s More Expensive NOT Using It.
How many fully grown men can we pack around a 13” computer screen? Maybe the real question is how many more you could have harnessed had you listened to your exhibit house and splurged on the 50” monitor?
#8. Use It or Lose It.
Look at what these two companies did to utilize the backside of their booths. One transformed it into a company timeline while the other said, “We can never have TOO much yellow in our booth.”
#9. Honorable (and a Few Dishonorable) Mentions
All these booths have something notable to share.
“So close! They got away with minimal hardware and are generating a nice crowd. But those wrinkles are killing me.”
“Congrats to the designer! Nice use of height, backlighting and clean linear design. This team had a crowd all show long.”
“The booth without a booth. Their product (cardboard packaging) was their booth. Nice work… if you can get it.”
“Question… How much stuff can one company fit in a 10 x 10 booth? Answer: Not this much.”
“I thought you said YOU were going to bring the booth! DOH!”
Finally, My Homework Assignments
After spending the entire day walking up and down the aisles of this year’s PMA at the Anaheim Convention Center, I was able to answer my homework assignments. And realized I’m a little outta practice walking show floors (very sore feet).
Charging Stations. I saw very few charging stations inside the show hall. Hardly any, actually. I did, however, find about 80 charging outlets outside the show hall provided by the Anaheim Convention Center. Interestingly, I had a hard time finding an open spot where I could recharge my phone after snapping all these pics. With so many people utilizing all those charging ports outside the hall, you’d think that some exhibitors would’ve been able to take advantage of bringing a few inside their own booth for attendees in need of a fresh charge. Good ideas don’t fade away. They just get forgotten about.
Portable/Modulars Along the Perimeter. Yes, Mel, some of the perimeter booths certainly grabbed my attention. But not always for the right reason. Remind your clients that they’re at the show for a reason. Best to share those reasons before the show and every morning before the show opens. Maybe even offer a Starbucks gift card to the Boother who “wins” the day’s goal count.
Attention
Grabbers. Same as it ever was (thanks, David Byrne). Backlighting.
Colorful Graphics. Engaged Attendees. Accessible Booth Space. Graphics Up Top. And
Good Exhibit Design. The basics are the basics for a good reason. They work.
So while I’d been out of the industry for almost 10 years, some things haven’t changed. The only way to keep your eye on trends is to walk a show floor every now and then. Make it one of your annual goals. Spend a few days during the year walking show floors and observe what catches your attention. Because if it captures YOUR attention, chances are it’ll capture THEIR attention.
Harold Mintz is the Regional Sales Manager at Classic Exhibits. You can contact Harold at harold@classicexhibits.com.
There’s a good chance you’ve seen Stephan Murtagh’s posts in LinkedIn, under the nom de plume of The Exhibition Guy. His posts are always educational, informative, and creative, but it’s his warmth and enthusiasm that captures your attention. He’s a genuine person trying to present real problems and practical solutions. All of which I appreciate.
A while back, he published a post entitled “ROI is a Good Acquaintance but ROO is Your Friend” in LinkedIn. I didn’t discover it there but in a UK exhibition magazine called Exhibition News. No one displutes that ROI, particularly as it relates to trade shows, can be challenging to measure. Nor should you forsake that challenge, particularly if the CFO is breathing down your neck. However, Stephan argues that ROO (Return on Objectives) may be equally, if not more important.
To Quote Stephan,
“The real point here is that the ROI of any exhibition can be judged on many other things rather than cold hard sales. There are many facets and advantages to exhibiting over traditional promotions and ROI is not solely about money but also the return you get from having more time. More time to develop other facets and parts of your business.“
To anyone interested in trade show marketing, it’s a thoughtful read. It may not make the trade show budget meeting any less painful, but measuring your success may have gotten a little easier.
Since the image below may be challenging to read, I’ve provide alternate links to the article.
Recently, I decided to update it, but after re-reading it, I decided not to make any changes since it still makes me smile. I know… that sounds egotistical, but the line “It smells like the Pennsylvania Convention Center and even Fabreze can’t kill the odor” makes me laugh.
Instead, we give you 20 MORE Reasons to Check the Meter on Your Display. Enjoy and please add to the list.
20 Clues Your Exhibit Has Expired
Your last legal source for halogen lights is now a frozen yogurt store. Your next option is a dark web site run by a dude with the handle “NotWearingPants.”
Your 19” flat screen monitor was made by Magnavox. Or Zenith. Or RCA.
Six months ago, you bought a display from a company that specializes in imprinted coffee mugs and key chains. Surprise! That display lasted for one show.
EXHIBITOR Magazine included your exhibit in its article recent History of Portable Displays 1995.
Your repair kit is a shoebox with zip ties, Velcro, duct tape, a box cutter, Tylenol, a hammer, lipstick, and fifty mousepads.
There’s a COMDEX label on your crate.
Your logo hasn’t been that color since the Bush administration. The FIRST one.
Jimmy, your labor guy at Moscone, remembers setting up your booth at TS2. Whenever he wants your attention, he says, “Hey, Whippersnapper!”
Two (very painful) words: Foldable Truss
You put your glasses on only to discover that your graphics are even fuzzier.
“Parts and pieces” means something different now than when the display was new.
You think SEG stands for “Some Extra Gravy.” Which makes you very happy whenever someone asks you if you want more SEG.
Your primary colors are Harvest Gold and Avocado Green.
Show organizers keep suggesting space near the restrooms because of “all the extra traffic you’ll see.”
You play “Eye of the Tiger” in the booth and your hanging sign announces you are “Risin’ Up to the Challenge of Our Rival.”
Your exhibit house stores your crates near the fire escape. They’ve stenciled a skull and crossbones on all four sides.
The manufacturer had to entice Eddie the Machinist out of retirement with three bottles of Jack Daniels to fulfill your order for replacement parts.
The storage closet smells like Becky’s perfume, and she quit 11 years ago.
Your portable display case has more stickers than the VW van of a Grateful Dead groupie.
Your colleagues are always busy whenever you ask for volunteers for a January trade show in Las Vegas or Orlando. And your company is based in Fargo.
Bonus: When You Bought Your Display…
You were addicted to TAB.
You
paid a bribe to get your kid a Teddy Ruxpin.
Your new car came equipped with ashtrays and lighters and flipping the windshield wiper switch on and off was intermittent wipers. The high-beam switch was on the floor (where it still should be!).
Your
iPod Shuffle held 120 songs!
You
had 12 magazine subscriptions.
You dropped your film off at a FOTOMAT in a Woolco parking lot.
Danielle
Steele and Stephen King had only written 50 books between the two of them.
You
had a MySpace account
Zombies were a musical group.
“Sustainable” meant making it through an 8-hour shift on the tradeshow floor after partying with Mikey and the guys until 5 am.
Mr. Coffee was all the coffee you needed.
How do you determine the expiration date of a trade show display? Please share. 😉
Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, custom, rental 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.
You probably don’t consider smartphones and trade shows as
having much in common. After all, one is small enough to hold in your hand, and
the other is a large attractive display in an exhibit hall. However, you might
be surprised at how similar they really are.
9 Ways a Trade Show
is Like a Modern Smartphone
1. Videos. After Google.com, YouTube is the most popular site on the web. We love watching videos on our smartphone whether for entertainment, education, sports, or news. We are equally captivated by videos on the trade show floor, and the rise of large format LED Video Tiles has turned the typical show floor into a walking YouTube with real people who greet you and answer questions about the video. This trend will only continue as the prices of video tiles comes down, and even smaller inlines start to take advantage of the benefits of video.
2. Alerts and Notifications. Smartphones are like a clingy girlfriend or boyfriend, always wanting your undivided attention. What’s new? What’s next? What’s happening? Smart trade show marketers know that attracting your attention is critical — before, during, and after the show. Exhibitors can’t rely on you randomly wandering into their booth at the show. Smart exhibitors spend significant marketing energy notifying and alerting you to visit them on the show floor.
3. Apps. There are apps for just about everything from shopping, exercising, nutrition, cooking, home improvement, and even the handy flashlight (that you probably can’t imagine not having). Apps are our handheld experts on every topic. You have your own experts in your trade show booth, namely your employees. Your knowledgeable employees are essential since attendees expect exhibitors to answer their questions about your products and services. Nothing is more frustrating to an attendee than an exhibitor who can’t answer basic questions, or when the “expert” is unavailable.
4.Operating System (OS). Whether your smartphone runs on iOS, Android, or some obscure operating system, you rely on it to keep your phone running smoothly. Every successful exhibitor needs their own booth operating system, one that handles traffic flow, presentations, lead retrieval, and a myriad of other essential show tasks. And just like an OS, it doesn’t have to be the latest version. It simply has to work for your team.
5.Social Media. Facebook, Instagram, Snapchat, Twitter, LinkedIn – Your smartphone is undoubtedly your go-to device for social media because it’s convenient and easy. Think of a trade as a live version of Social Media, where you post news, updates, and share stories about your company or your team. What could be more social than chatting face-to-face with someone? Consider the booth an extension of your existing social media campaign before, during, and after the show. Use social media to create a buzz, drive traffic, and create conversations in your booth about your company.
6. Fully Charged. Face it. You’re a very happy camper when your smartphone is fully charged. The possibilities are endless, whether you want to watch hours of videos, exchange text messages, or navigate around town using GPS. At a trade show, staying upbeat and charged can be challenging after several long, grueling days on the show floor. However, most exhibitors have stories about meeting that perfect client on Day 3 at 4 pm in the booth. Those once in million customers are as likely to walk in your booth on Day 1 as Day 3 – and you better be prepared. Those golden opportunities don’t close into deals when you’re operating at 25%.
7.Photos. Smartphones changed photography forever because it allowed us to capture memories effortlessly. Think about how often you share those photos with friends and family, and how just scrolling through your phone’s photo album reminds you of those moments.
Think of photos like leads in your booth. Imagine taking that same time, attention, and energy to capturing the details of meetings with clients in your booth. Those details are invaluable when following up with the prospect after the show. Specifics make it easier to address their needs quickly without stumbling through an awkward re-introduction.
8. Service. We all have our preferred cell phone provider. Sometimes it’s because they have a stronger network where we live. Other times, they have pricing and plans that meet our needs. Or, they have proven time and time again that their customer service is superior to their competitors. It’s easy to forget that customer service is important in your trade show booth. Whether it’s existing or new clients, they are judging your customer service at the trade show. Critically. They expect you to be at your best… and yet, many companies stub their toes by “going through the motions” in their booth.
9.It’s Just a Tool. Smartphones are essentially a communication device, a way to stay connected with others. But as we’ve learned, they’re not a substitute for face-to-face human interaction which we all want and crave. For twenty years, “experts” have predicted the demise of trade shows, and yet, trade shows and trade show attendance continues to grow. Why? Because shaking someone’s hand matters. Because looking someone in the eye as they explain their product or service has value.
Like smartphones, trade shows are a tool that allows us to communicate with others. It’s how we use it that gives it meaning in our lives and adds value to our lives both professionally and personally.
So, at your next trade show, whether as an attendee or an exhibitor, be sure to bring your smartphone. Not that you need permission. But remember to occasionally glance up from the screen from time to time. You just might discover there’s another human eager to talk to you. Not through email or text or Skype, but in person and face-to-face. Who knows, you might just meet a new friend or a supplier or customer that will change your life. Happy Exhibiting!
Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, custom, rental 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.
