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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

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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.

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Dumb Stuff People Do at Trade Shows

November 12th, 2014 Mel White 1 COMMENT

It’s Maddening

DumbImage

People do really dumb stuff at trade shows. Consistently dumb stuff. Anyone who participates in trade shows could write a book on what they’ve seen over the years. Weak pre-show marketing and post-show follow-up could cover several hundred pages.

So, let’s ignore those and concentrate on the easy fixes, the ones you can change now. The ones you can implement before your next show in a month or two.

Senior Management:  Bring them . . . but not all of them. Bring the President and the CEO, assuming they are personable and knowledgeable. Don’t bring them if they love to hear themselves talk. Don’t bring the CFO, the COO, or anyone who couldn’t charm a goldfish into a fishbowl. Clients want to talk to senior management. And their presence demonstrates that your company is serious about the show.

This rule obviously doesn’t apply if you do 80 shows a year. Pick the 3 or 4 most crucial and have the “chiefs” there. Tip:  It’s much easier to get a trade show marketing budget approved if senior management participates.

early_lowCome Late. Leave Early: Most shows allow you to enter the show hall several hours early. This gives you time to organize the booth and make any last minute changes. More importantly, it’s the ideal time to walk the show, see industry trends, and get a better sense of what your competitors are showing. If possible, bring a colleague. That way you can compare notes.

It’s also a great time to talk to the other early birds. There are fewer distractions, and you’re more likely to have casual and informative conversations. Staying late has similar advantages. Not surprisingly, tired exhibitors can be very revealing at the end of the day.

That said . . . adhere to the formal and informal rules of the trade show floor. Don’t do anything you wouldn’t want a competitor to do in your booth.

Ignore the Competition: Many companies are arrogant about their competitors. They see themselves as “the leaders,” so what could they possibly learn? The answer is — a lot. Even knowing that you are still the leader is valuable when targeting new markets and developing your marketing strategy.

And, unless your company prohibits it, don’t be afraid to introduce yourself. Friendliness is not a crime. You may be surprised at what you’ll discover, and a friendly competitor has been known to send business your direction if the client doesn’t fit their model. Tip:  Beware of the red herring. Sometimes competitors can be sneaky smart about their sales, trends, and products.

Ignore Customers

Ignore Your Customers: It happens. It’s human nature. We feel like we don’t have to spend as much time with existing customers since we know them. However, your customers come to trade shows to learn about new products, services, and companies. They also come to mingle with colleagues, meet new people, and share challenges. They want to feel valued.

If good customer says, “I was at the show, but —

a) You were so busy no one was available,

b) I was there but just never made it to your booth, or

c) I spoke to Bob (or Jane or Homer) and they said there’s nothing new happening”

Then, you have a problem. A correctable problem but a problem.

Ignore the Social Events: As much as we want to pretend otherwise, trade shows are business in a semi-social setting. The planned social events, such as an evening gala, new attendees meet-and-greet, award ceremonies, and receptions are still business functions. Make it worthwhile. It’s your chance to meet new people, chat with industry colleagues, bond with existing customers, and find new customers.

Can it be hard, especially if you are a wallflower? Yes . . . but . . . wallflowers have an advantage. They are great listeners, and in any large room, the ratio of talkers to listeners is about 95:1. Ask the right question (or often any question) and the rest of the night is on auto-pilot.

Tip:  For anyone under 30, Social Media ≠ Social Events. And yes, you do have to talk to people. You can’t just text them.

Sheldon_lowRely on Memory: Unless you’re Sheldon from The Big Bang Theory, your memory is flawed, hopelessly flawed. On Day 1, you will have little doubt that you can recall every single conversation. By Day 3, an important client will remind you that you spoke for 30 minutes about a critical new project on Day 1.

Whatever works for you, use it — paper, tablet, business cards with notes, digital recorder, etc. Yes, it’s better if everyone in the booth uses a similar system, but it’s even better if everyone takes notes that can be reconstructed at the end of the day or the end of the show. Tip:  Don’t let “Joe” leave the booth at the end of the day without emptying his pockets. Otherwise, those notes and business cards will be trash can casualties or unreadable smudges by next week.

Please share your “quick fixes.” View it as volunteer community service for the less fortunate who see neither the forest nor the trees when it comes to trade shows. Don’t make me stand on the corner ringing a bell for the clueless. They can be saved!

Cheers!

–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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A Humbling Lesson About 10 ft. Displays

July 23rd, 2014 Mel White COMMENTS

520-10X8-2Safety in Numbers

Over the years, I’ve learned a humbling lesson. There’s safety in numbers when it comes to 10 ft. inline trade show displays. Most exhibitors choose the predictable over the bold, the safe over the dramatic. And while I understand, I also don’t understand. Yes, budget is a factor. Fear too. No one wants to make the wrong decision when purchasing a display. It’s easier to choose something you’ve seen on the show floor rather than a design that’s unfamiliar.

Too often, I’m disappointed when I walk the trade show floor and review the inlines. I see banner stands pretending not to be banner stands. I see weak, pixelated graphics on pop up displays. I see boring pillowcase frames with fuzzy 4-color graphics and cheap hybrid displays with gaping parts and pieces. Sadly, most arts and craft fair exhibits are more creative than the typical corporate inline display.

Now before you think I’m picking on low-cost displays, I’m not. A similar trend can be found in more expensive displays, where the quality is better but design still takes a backseat to predictability.

Taking Chances

So, why the reluctance to take chances? Is it because, as someone once told me, “No one ever got fired for buying a pop up.” That said, I’m going to take a chance, albeit one that’s a bit self-promotional. Below are displays from Exhibit Design Search that do not fall within the “safe zone.” I’d enjoy hearing your thoughts about these designs, understanding that none are below $8000. Some considerably more. These design sell, but not in the same numbers as Sacagawea, Magellan Miracle, or a VK-1321.

Put your customer glasses on, share your thoughts from a buyer’s perspective, and vote for your favorites. In this election, it’s OK to vote for more than one. 😉

 

Please share your comments. Thanks.

–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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Why EXHIBITOR Matters (But Should It?)

March 15th, 2014 Mel White 4 COMMENTS

Each year, I have to remind myself why participating in EXHIBITOR matters. That may seem odd. After all, EXHIBITOR spends a mountain of cash listing all the reasons to attend. Who am I to argue with them. They know their audience. But, I still have to ask myself why should I attend? I’ve already gone at least fifteen times.

I’ve worked for three display manufacturers, and there have been years when I’ve questioned whether we should attend, let alone exhibit. I’ve seen competitors skip a year or two with “seemingly” few repercussions. Why should we build an exhibit just for EXHIBITOR and spend considerable cash at a show where we know all the players.

Then I remind myself (or Kevin reminds me), why EXHIBITOR matters to Classic Exhibits:

1. Our Distributors. We are a distributor-driven company. That’s how we sell our products. Yes, Reid and Jen visit our distributors throughout the year, and we hold Shared Knowledge University twice a year. That said . . . There’s no other event that brings more Classic Distributors to one place than EXHIBITOR. It’s our chance to see, learn, and share stories with them. My only regret, and I know many of you will groan when I say this, but I wish the hall hours were longer and at least one day longer. There’s just not enough time during those three days to spend quality time with each distributor. Inevitably, I leave the show knowing that I short-changed myself by not spending enough time with Distributor A, B, C, or D.

2. Our Employees. We’re in the trade show business, but that doesn’t mean we attend trade shows regularly. We don’t. We’re designing, project managing, and building exhibits. Then it ships to a show, and we never see it again. More often than not, we never see it in its final state with the graphics, products, flooring, A/V, etc. We miss that feedback and that experience. Attending EXHIBITOR allows many of our employees to immerse themselves in a trade show about trade shows. They see how our solutions differ from other builders or service providers. They get the opportunity to meet distributors face-to-face, often for the first time after working with them for years.

3. Products/Trends. Classic Exhibits is in a constant state of R&D. It’s rare that a week goes by that we don’t create an innovative solution either by necessity or by design. If it’s really important, we devote a Design Monday to it or we send a dedicated email broadcast. But, we’re smart enough to realize that your days are information intense and expecting you to internalize each and every new innovation is impractical. EXHIBITOR allows us to focus on those new ideas or products that we want to share with our distributors. Year after year, distributors tell me that they attend EXHIBITOR for one main reason — to see what’s new. And each year, I make a point to ask them what they saw “new” in the exhibit hall. I can’t tell you how many times I’ve heard, “Except for what Classic is showing, I’ve only seen one or two interesting ideas.” Honestly, I’m always shocked by this. Why would any manufacturer, builder, or service provider come to EXHIBITOR without NEW?

The Before Photo . . . In Progress

4. The Industry. This will sound sanctimonious. I’ve had conversations with suppliers, partners, or competitors who have told me they are not participating in the show. I could understand that if our industry had multiple shows each year . . . but we don’t. We have one. Then they’ll tell me that EXHIBITOR never really paid off for them. It didn’t create any new sales or find new distributors or identify any new suppliers. Folks, that’s clearly BULLSHIT or better yet, it tells me they don’t understand trade show marketing. You can’t be in the business of trade shows and not participate in trade shows. You can’t! Whenever a supplier, certainly one of considerable size and focus in our industry, tells me that they not only don’t exhibit at EXHIBITOR but they also rarely attend, then they are unlikely to win my business.

5. Social. Despite the long hours and the pressure, it’s fun. I always meet new people and see old friends. I get to hear all the gossip and speculate on this year or next year. The food is good. The parties are always memorable in so many ways. It’s always a roller coast ride of emotions, sights and sounds, and at least one experience that makes me happy I don’t live in Las Vegas year round. Our personal and business lives are pressure-packed and EXHIBITOR is (for me) an annual perk. It is work, but it never seems like work.

If you are attending EXHIBITOR, I’ll see you there. Get my attention if it’s during show hours. If not, let’s make arrangements to have a drink or a meal before or after show hours. For anyone not attending, we’ll do our best to share photos from EXHIBITOR in the blog.

Happy travels.

–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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The 10 Do’s and Don’ts of Trade Show Graphics

November 6th, 2013 Mel White 5 COMMENTS

VisionaryBlogBanner

You decided on your new trade show display . . . but you’re not done yet. Now, it’s time to design the graphics. Every day we see completed graphics, many of which we feature in Past 5 Days. Some amaze us. Others not so much. You want AMAZING!. Below are 10 tips to consider when designing your next trade show graphics.

1. Look Up. Think about what elements you want seen either 6 ft. away or across the show floor. Avoid putting important elements at floor level. Higher elements will draw your customer’s attention. Those should be the ones you emphasize.

2. Hire a Graphic Designer Who Understands Trade Show Graphic Design. Most don’t. Don’t spend thousands of dollars on a new display only to use lackluster, unprofessional graphics. It’s the equivalent of working out to build a 6 pack and then wearing a muumuu. A professional graphic designer will know how to source quality files, format them, design your graphics, and hit your deadline.

If you don’t know what resolution, PMS color, vector art and bleed are, trust me, you don’t want to be responsible for file preparation. Hire someone who knows what they’re doing. The graphics are as important as your physical display, if not more important, and they can make or break your display presentation.

3. Your Display isn’t a Paper Brochure. This is the single biggest mistake most exhibitors make. You want your messaging to be clear, concise, and to the point. Leave the details for the printed or electronic collateral. No one is going to read text heavy graphics so keep it simple and impactful. Get the help of a copywriter if you can. Avoid clichés and tired expressions like “innovative” and “unique.” Get to the root of the problem and state your solution. Strong messaging that can be digested in 15 seconds or less will make your display MUCH MORE effective.

4. Image Quality Counts. Photos should be high resolution or vector, especially for your logo. Always have native, clean artwork for projects. This is critical! Spend the extra money to get good quality stock photography. It’s not that expensive and can make a HUGE difference in your booth. This isn’t a billboard — people will be walking up and even touching your graphics. Nothing makes a graphic designer cringe more than being handed a business card and asked to pull a logo from it. If you worked with a designer to create an identity for your company, ask them for the native files. You may not be able to open them, but that doesn’t mean your designer won’t be able to. This is why you hired a professional in the first place, remember?

5. The Devil is in the Details. View your graphics rendered on the display. Sometimes elements of the physical booth really have an affect on the flow of your graphics. You won’t know until you see them so make sure that you view them before you print them. Be sure that you know where accessories like shelves and monitors are placed. Exact measurements are critical. Too many times the graphics arrive and they look amazing, vibrant, and perfect . . .  until you realize that the monitor cuts off half of your logo. Seeing the graphics rendered will help prevent mistakes and be worth the added time.

6. Create a Flow. Sometimes clients have a million ideas in all different directions. Just because your display has four different graphic surfaces that doesn’t mean that you should treat them as such. Make sure your graphics tell a coherent story. If your client wants each of their four products featured, one on each panel, that’s fine. Find a way to tie them together. Make sure that the color scheme and design as well as your copy works together. Don’t re-invent the wheel with each panel. You want the overall design to work together — not confuse.

7. Color is Your Friend . . . or Your Enemy. Reference specific Pantone swatches when color matching is critical. This goes back to working with a professional when possible. Trade shows are notorious for being tight turn projects. No one wants to have graphics shipped directly to the show only to find out that the nice mustard yellow they were expecting printed peach or pea green.

8. Don’t Font It Up. One or two fonts is enough. I promise. Three fonts is pushing it. Any more than that and you’ve got an identity crisis on your hands. Legibility is key with any graphic design but especially graphics that are being viewed from a distance. Look for clean, easy-to-read type and then if you want a little flare, add an accent font that is more unique, but don’t over use it. And please, I beg of you, don’t use a cursive or handwriting font in all caps. Just don’t. As a side note, avoid any fonts with names like Giddy-up.

9. Scale is Everything. You have the opportunity to create graphics of a larger than life magnitude. Seize the day! Go big or go home. Don’t waste your time designing 20 foot graphics that are only meant to be viewed from two feet away. Again, let them use your collateral for details and smaller views of things. Think about what you want people to see from three aisles over. Show them something that makes them want to visit you.

10. Cut Your Losses. If your client wants to do something really dumb and you’ve tactfully advised them why they shouldn’t, then let them do it. They’ll learn. They can only smack their thumb so many times with a hammer before they eventually discover how to hit the nail. 😉

Need assistance with your trade show graphics? Let us know. Share your tips for AMAZING trade show graphics in the Comments section.

Glenna Martin
Graphic Design Manager

http://www.linkedin.com/in/glennamartin
glenna@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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