How to Decide Whether to Exhibit at a Trade Show

January 24, 2011

 

Why Exactly Are You Going Around the World for an Exhibition?

It’s trade show season and across the world companies are asking themselves “Should we go to Broadcast Video Expo / CeBIT / Gamescom (delete or add to as appropriate)?” You get the idea.

It’s all too easy to go to trade shows for the wrong reasons and easy to stay away because the costs seem high. The following points might make it easier to decide one way or the other.

Reasons to Exhibit at a Trade Show

1. Your customers will be there. Not only will you have the opportunity to promote your company to them and entertain them, but you will exert a presence in an area surrounded by competitors.

2. The right potential customers will be there. Ask the organisers to send you a detailed breakdown of job roles and companies who attended the show last year and who have registered for this year’s event. Ask questions around the industry and find out whether the majority of ‘industry people’ are going to the show or whether it’s considered a turkey.

3. You met the right people there last year. Our memories can fail us. Think back and check your notes. Who exactly did you meet last year? What business did you close as a result of the event?

4. There are highly relevant talks taking place. This will indicate the type of visitors who are likely to attend. High quality, relevant talks will also provide added value and draw the right people to the event.

5. Consider the entrance costs. If the event is expensive to attend and in a place that it costly to travel to, you are likely to have fewer visitors but potentially they will be of a higher level. If the event is free and in a large city, there are likely to be more visitors but there will be some ‘tyre kickers’ along the way.

6. Check the date. Have the organisers considered the date of the event? Are the right people likely to be able to attend? For example, if you are promoting vegetarian food products at a large food fair, what other events or religious festivals might keep some key buyers away?

7. Do the numbers add up? If you think you could get perhaps three new customers as a result of the exhibition, and the value of these customers might be $100,000 each, then the cost of a trade show at $8,000 might be OK. If you think that you will not get any customers, or you will only get one customer at $2000, then it’s a waste of money.

Reasons Not to Exhibit at a Trade Show

1. Your competitors will be there. Ok, this might also be a reason to go, but first you need to consider why your competitors are attending. Is it simply because they have always attended? Don’t get drawn into other companies’ lazy thinking.

2. You are offered a good deal for booking early. Woah! Rein in those wild horses and consider the Reasons to Exhibit listed above.

3. The trade show is taking place somewhere nice. This is the worst reason of all. Book a holiday instead!

One last comment about exhibitions before I slide off to book a holiday at the NEC Birmingham ;o) Even if you attend an exhibition with the right delegates, book a great booth space, design a wonderful booth and meet lots of fantastic prospects, it means absolutely zip if you don’t follow up your leads. What’s more, the follow up needs to be within a week after the show. Yes really.


10 Tips for Planning an Exhibition

November 3, 2010

Good Planning Makes Exhibitions Easier and More Successful Too

It’s exhibition season and this is the final in a series of posts to help you plan your exhibition presence. For further information on How to Buy a Trade Show Display or Designing Trade Show Displays, please consult previous posts.

This article gives some useful tips on areas to consider when planning an exhibition.

1. Consider your target market. Who do you want to attract to your booth and what do you want them to do when they are there? It is important to set clear objectives and ensure that everyone who will be present on the booth understands the exhibition goals.

2. Contact your contacts. Plan activity in advance of the exhibition to notify key customers and prospects that your company will be there. Get the sales team working to set up meetings. Design competitions and offers to draw people to the booth. Use emails and Twitter to keep prospects and clients up to date with your plans.

3. Use all forms of PR and social media. If you’re not using Twitter yet, you should be! Use Twitter to connect with your audience and link up with visitors to the show using the event hashtag. Use LinkedIn and TripIt to ensure people know you will be at the event. Find out from the organisers about promotional opportunities and use any that you can.

4. Use your website. Set up a special page or area dedicated to the show and direct traffic from your marketing directly to this area or page. This will help you assess the results of your exhibition marketing. Make sure there is a clear path from this area to the next stage of asking for further information or speaking to your sales team. Set up this area as early as possible to help with SEO.

5. Design your booth. Design your booth well in advance of the exhibition and use the most cost effective and secure way to ship it to the location. If you are using an existing booth, make sure that all content on the graphics is completely up to date and order replacement banners if necessary. Order any necessary furniture and lighting. Well lit booths always look better.

6. Plan your AV and electronic requirements. Where will you display any video content? Is there enough electricity for your AV and IT requirements? Do you have a countertop or kiosk for your computers? What about internet access?

7. Review marketing collateral. What are you going to give visitors to your booth? Do you have enough copies? Think about brochures, leaflets, DVDs, and business cards.

8. Organise product samples. Do you need to show any product samples on the booth? Are they available? Do you have permission to display them? Do they need any special display conditions or temperature control?

9. Plan your data capture. How will you capture leads? A simple lead form or a data capture wand? These can usually be hired from the organisers. Who will input the data into a spreadsheet or CRM system? Can someone do this at the event for speedy lead followup afterwards?

10. Plan travel and accommodation in advance. These get more expensive and difficult to procure the later you leave it. Be an early bird.

Every exhibition is different, but I hope that the suggestions above help you to successfully plan your trade show presence and achieve successful results. Have a great time – it’s the closest you’ll get to being on stage 🙂


7 Tips for Designing Trade Show Displays

October 29, 2010

Consider Overall Design Even While Planning the Detail

This week I wrote on How to Buy a Trade Show Display. This is a follow-on post to help you consider the best way to use the available space. Of course, you will most likely work with a designer to create the actual artwork, but an understanding of the key considerations of designing a trade show display will help you get the most from your relationship with your designer and create a better result.

1. Think about the Content. Consider the key pieces of information that should appear on your trade show display. Try not to include anything that doesn’t need to be there as this will just clutter the space. Remember that people will only skim read any copy on the display as they walk past, so copy should be brief and presented as headlines and bulletpoints. Use one piece of paper for each section of the display and use it to summarise the content that it needs to contain. Arrange the pieces of paper in a line from left to right and check that the copy is presented in right order for a booth visitor. (This arrangement may need to be different in non Western cultures).

2. Intersperse Copy with Graphics. Don’t make your wall panels too copy-heavy. Think about ways that your designer could explain your business visually and devote some panels almost entirely to graphics.

3. Beware of Topical Content. Unless you have the budget to change your trade show display graphics with every event, try to convey topical promotions in literature rather than on the booth itself. If you need to promote a topical offer on the booth, try to use one banner which can be changed for the next event.

4. State the Obvious. Visitors to trade shows get brain dead working out what businesses offer at exhibitions. Make it very obvious on the display graphics. For example, if your company makes car parts, make sure there is some prominent copy that says ‘Best Quality Car Parts’ or similar. It’s amazing how many companies feel they need to complicate their message and therefore make their offerings very unclear.

5. Consider Perspective. Think about the distance from which people will view your booth, and the angle. Make sure that all copy is readable and that key messages are at eye level. Make sure that anything particularly significant will not be obscured by AV equipment, tables, chairs or other furniture.

6. Consider Colour. It is important of course, to reflect the branding of your company, but try to use colour to add life to your exhibition booth.

7. Visualise the Design. Ask your designer to provide a 3D illustration of the booth artwork in situ. This will help you to spot any errors or inconsistencies. For example, if you are designing separate booth panels, make sure that the graphics are in alignment across each section.

These tips should make designing your trade show display a great deal easier. Good luck and feel free to share your experiences and tips.


How to Buy a Trade Show Display

October 27, 2010

 

A Great Trade Show Display is Possible with a Little Investigation

So you’re planning to exhibit at trade shows? What are the best ways find a tradeshow booth that maximises your budget and looks great too?

If you’re like most businesses, it is important to gain real value from your budget. It is therefore best to find a solution to your tradeshow requirements that will work time and again. Here are my suggestions for scoping out your requirements and getting the best deal.

1. Assess your Requirements. At which tradeshows are you planning to exhibit over the coming year? Work out the potential size booth that you will most likely want at each show. Contact the organisers and ask for a quotation for the space and for a specification for the booth. Find out the height of the ceilings and whether there are any restrictions on size.

2. Consider your Requirements. If you are looking for the simplest possible route, a ‘pop up’ booth might be the answer. These can be assembled in minutes, usually come with lights and tend to be very good value. However, they are not easy to use if you need to cover a large space which will change in dimensions each time. If this is the case, it is worth considering a modular booth. These are made up of a number of screens which lock together either in straight lines or at right angles. If, however, you have a generous budget and need to make a big splash, it is worth considering a custom made booth. These trade show displays are best used in situations where the competition is high and the potential value of a customer conversion enables a little more creativity.

3. Compare Prices. Trade show displays are now available from a number of suppliers, so it is worth comparing prices and ease of assembly. Some systems lock together very simply, whereas others need a certain degree of expertise! It is easier to get better prices if you start to plan for your first exhibition early so that you can look around comfortably.

4. Consider Reusability. How easy is it to get new panels printed to replace the existing ones?

5. How Easy is it to Transport? A good trade show display should come with carry cases, preferably hard ones that can be shipped internationally without damage. If you decide on a custom built booth, consider transportation in the scoping exercise.

I hope that you have found these suggestions useful. Please feel free to share your comments and experiences.