Category Archives: Expo Booth Displays

Trade Shows, Banner Stands, and Potato Chips

The Guy in Aisle 400

Call me a foodie. Call me a trade show snob. I love good food and admire smart trade show marketing. Both take careful, thoughtful preparation. Both give back as much as you put into them. And both, when done well, are experiences you want to share.

Last week, I was walking a local trade show… Mostly 10 ft. and 20 ft. inlines with a mishmash of budget, mid-price, and a smattering of custom exhibits. Then I came to “the guy”in Aisle 400.” I’m embarrassed to say I stopped and stared.

In the 10 ft. booth space there were two VERY cheap banner stands with fuzzy, curled graphics and a logo. No discernible message. No features and benefits. No “why we’re better than the other company.” It was for a bank, a well-known bank in our region. The guy was sitting behind a banquet table with a table throw (which wasn’t too bad) and on the table was the obligatory literature and giveaways — pens, rulers, key chains, and notepads.

To Be Fair

The guy probably didn’t know any better. He was told to “man the booth” during the show. And he did exactly that, while checking email, Facebook, and sports scores.

I have nothing against banner stands or table thows or promotional products. They have a place and a purpose in events, trade shows, lobbies, county fairs, and concerts. But, and here’s the “but,” at some point they’re the equivalent of snack food — quick, salty, and unhealthy. We eat them because they’re convenient, tasty, and cheap. As a teenager, we willingly gorge ourselves. As an adult, we regret those last six handfuls of potato chips.

So why does this happen? To be blunt, it’s because someone in charge was lazy or ignorant or cheap or the magical trifecta of all three. They didn’t value trade show marketing. Their experience proved time and time again that it was a colossal waste of time and resources. Why bother cooking a meal when a Slim Jim and a Slurpee are only $2.50. It’s not like it’s going to kill you… today.

Sadly, the only way to change this perception is to change the trade show marketing program. How do you convince someone to put down the equivalent of a Little Debbie Cosmic Brownie and eat a balanced meal? I’m not sure. What you hope for is turnover in the Marketing Department or that a knowledgeable trade show professional offers some tactful advice.

Find a Mentor

When it comes to trade shows, nothing replaces experience, either learned through “hard knocks” or from someone who has already made all the mistakes. The second option is well worth it’s weight in gold. You can glean some knowledge by reading trade show tips and tricks articles on the web. At least on a big picture.

Eventually, if you want to succeed at trade show marketing, find a mentor. Work with a colleague who understands the “ins and outs” of trade shows or hire a knowledgeable professional. Eventually you’ll become the mentor and can pass your wisdom along to the poor soul working the trade show equivalent of a 7/11 taquito.

Eat well. Show well.

Article Author:

Mel White
Classic Exhibits Inc.

Trade Shows, Banner Stands, and Potato Chips

The Guy in Aisle 400

Call me a foodie. Call me a trade show snob. I love good food and admire smart trade show marketing. Both take careful, thoughtful preparation. Both give back as much as you put into them. And both, when done well, are experiences you want to share.

Last week, I was walking a local trade show… Mostly 10 ft. and 20 ft. inlines with a mishmash of budget, mid-price, and a smattering of custom exhibits. Then I came to “the guy”in Aisle 400.” I’m embarrassed to say I stopped and stared.

In the 10 ft. booth space there were two VERY cheap banner stands with fuzzy, curled graphics and a logo. No discernible message. No features and benefits. No “why we’re better than the other company.” It was for a bank, a well-known bank in our region. The guy was sitting behind a banquet table with a table throw (which wasn’t too bad) and on the table was the obligatory literature and giveaways — pens, rulers, key chains, and notepads.

To Be Fair

The guy probably didn’t know any better. He was told to “man the booth” during the show. And he did exactly that, while checking email, Facebook, and sports scores.

I have nothing against banner stands or table thows or promotional products. They have a place and a purpose in events, trade shows, lobbies, county fairs, and concerts. But, and here’s the “but,” at some point they’re the equivalent of snack food — quick, salty, and unhealthy. We eat them because they’re convenient, tasty, and cheap. As a teenager, we willingly gorge ourselves. As an adult, we regret those last six handfuls of potato chips.

So why does this happen? To be blunt, it’s because someone in charge was lazy or ignorant or cheap or the magical trifecta of all three. They didn’t value trade show marketing. Their experience proved time and time again that it was a colossal waste of time and resources. Why bother cooking a meal when a Slim Jim and a Slurpee are only $2.50. It’s not like it’s going to kill you… today.

Sadly, the only way to change this perception is to change the trade show marketing program. How do you convince someone to put down the equivalent of a Little Debbie Cosmic Brownie and eat a balanced meal? I’m not sure. What you hope for is turnover in the Marketing Department or that a knowledgeable trade show professional offers some tactful advice.

Find a Mentor

When it comes to trade shows, nothing replaces experience, either learned through “hard knocks” or from someone who has already made all the mistakes. The second option is well worth it’s weight in gold. You can glean some knowledge by reading trade show tips and tricks articles on the web. At least on a big picture.

Eventually, if you want to succeed at trade show marketing, find a mentor. Work with a colleague who understands the “ins and outs” of trade shows or hire a knowledgeable professional. Eventually you’ll become the mentor and can pass your wisdom along to the poor soul working the trade show equivalent of a 7/11 taquito.

Eat well. Show well.

Article Author:

Mel White
Classic Exhibits Inc.

Branding and Corporate Identity: Trade Show Marketing 101

Branding and Corporate Identity

  • Present a coherent corporate image
  • Think beyond company colors and logos
  • Consider a theme
  • Hire a speaker to present at your booth
  • Hanging signs are an excellent method of getting your corporate branding noticed

When designing your trade show booth, it is critical to present a coherent corporate image. Every element of your booth, including booth designgraphicssignage, promotional literature, color scheme, and giveaways, must be united by a recognizable signature that is unique to your company.

Think Beyond Company Colors

Company colors and logos can easily be incorporated into your trade show exhibit and carpets, and can be imprinted on your promo items and literature. Thinking beyond company colors, color can be used to reinforce a corporate identity. Suppose your company is technology based. In that case, you may wish to employ a metallic silver or gray color scheme in order to suggest scientific progress and the spirit of the future.

If you decide to go with a themed booth, try to keep it consistent with your company’s image. Think about an anniversary year tie in. For instance, if your company was incorporated in 1926, you might consider a roaring twenties theme to commemorate eighty plus of service. Your designer can easily create an art deco display for your booth. It doesn’t have to be too elaborate, just enough to suggest a theme. Period clothes can easily and inexpensively be rented from any local costume shop. Attendees visiting your booth will associate your business with stability and longevity.

A few years ago at EXHIBITOR, a trade show for the trade show industry, an exhibit manufacturer created a park-like theme with grass, park benches, and statues. The theme emphasized that working with the manufacturer was easy and carefree, “Like a Walk in the Park.” The theme was well received because the depiction was accurate and a clever depiction of a familiar cliché.

Hire an Expert to Speak

If you hire a speaker to present at your booth, again make the choice consistent with your company image. Consider a local author who has written a book about your industry. Most authors will jump at an opportunity to promote their book and are accustomed to public speaking while on book tours. A timely tie in with a thought provoking book will stimulate discussion and interest in your booth.

Hanging Signs

Walk through any trade show and you will see attractive hanging signs throughout the convention center or pavilion. Hanging signs are an excellent method of getting your corporate branding noticed. They come in two-dimensional and three dimensional shapes, such as circles, pinwheels, and tapered triangles. There is no better compliment than when a trade show attendee says, “I saw your company’s sign when I walked into the hall and wanted to hear more about your product.”

Consistency is the key when planning your booth. Make sure all elements of your booth include some clue, visual or otherwise, to your brand or identity. A unified presentation will make an indelible impression on your customers.

For more infomation about trade show or event marketing, give us a call or send us an email. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.

Now That You’ve Decided to Rent Your Display

Now That You’ve Decided to Rent Your Display

  • Think ahead about future shows . . . you’ll save time and money
  • Graphics are just as important whether you rent or own your exhibit
  • Be proactive about wire management. There should be a plan
  • With all the talk about “Green Displays,” nothing is “greener” than a rental exhibit
  • Make sure you have clear, detailed set-up instructions

There are lots of articles about the benefits of renting vs. buying a trade show display, but, I don’t recall ever reading an article that discussed the do’s and don’ts once you’ve decided to rent. After 20 years of managing exhibit rentals for clients, including the past five managing the Rental Program for a large display manufacturer, I’ve learned that deciding to rent is the easy part. The hard part comes after the rental decision has been made. With all humility, please allow me to share these tips from someone who has experienced his fair share of rental bruises over the years.

Think Ahead about Future Shows

You’ve decided to rent your exhibit. Now take it a step further by planning your trade show schedule over the next two to three years. Developing a long-term plan could save you thousands of dollars by committing to a multiple-show rental contract. Most companies offer a substantial discount if you agree to multiple rentals up front, even for various size exhibits and different designs.

Customization

Rental exhibits have come a long way. Work with a company that’s willing to offer customization so you can achieve your specific exhibit marketing goals. Everyone should be wondering, “Is it a rental or not?” There are a number of ways to achieve a custom look. It can be achieved with graphic applications and/or materials such as infill panels for conference rooms and workstations. Sometimes all it takes is a small accent piece with your corporate colors to make a big difference in the overall design. Just because you’re renting doesn’t mean you don’t want to jazz it up a bit and give it your own personal touch. It should have a similar look and feel to an exhibit you would purchase but with the added benefit that you can change things out from show to show.

Graphics

Be sure you have all of the specs you need for your graphics. There are many graphic applications. Working with an exhibit professional will ensure that you choose the method that works best for your rental exhibit. And if you choose to sign a multiple show contract, you’ll want to design your graphics with future shows and exhibit designs in mind. There are usually graphic components that can be re-used, so keep that in mind as you work through each design concept.

Monitors

If you’re planning to use monitors, check that the mounts can be incorporated into the design. In other words don’t waste money on monitor stands if you can use the existing structure. A good rental exhibit company will offer a variety of solutions for monitors and wire management.

Cord/Wire Management

Review your wire management plans for any electrical cords for lighting, monitors, or any products in your booth. All too often, this is overlooked until you’re standing in your fully assembled booth. There’s nothing like that awful feeling of seeing a tangled bunch of cords and having no idea of how to hide them. There should be a plan for the cords and how to manage them long before you arrive in the show hall. Remember What You Own Keep a file (with photos and dimensions) of all of the graphics you own. More than likely they can be re-used for future shows. Exhibit companies often offer free storage services for graphics used for multiple rentals. In addition, note of any other items you included with your shipments to ensure everything gets returned.

The GreenFactor

Your decision to rent may not have come from a concern about the environment, but guess what, you couldn’t be using a greener exhibit! Many rental exhibits use sustainable components, such as recyclable aluminum, fabrics, and reusable packaging. Regardless, there’s no greener way to exhibit than by renting your exhibit. It’s worth promoting to your internal team and sharing with your customers in a pre- or post-show marketing campaign. And don’t forget the flooring. There are lots of green flooring alternatives.

Shipping

One of the reasons you decided to rent was because you wanted to lessen the headaches that come with managing your own exhibit property. Talk to your exhibit company about coordinating the shipping for all of your shows. One of the key benefits (other than just having one less thing to think about) is that if something goes wrong and a claim needs to be filed, the exhibit company will take care of it. Plus, they typically use the same carrier for most of their shipments so their rates are very competitive. Be sure to request a tracking number and notification that your shipment has arrived.

Set-up Instructions

This is very important! Be sure that set-up instructions/diagrams are part of the deal. Whether you’re supervising the set-up or contracting that service out to someone else, demand that you have instructions and photos showing how it goes together. This will save you a lot of time and money! Also make sure that the company you’re working with provides pre-show staging services and photographs before shipping the exhibit to your show. Photos serve two purposes: they’re very helpful during the set-up, and they’re proof that your finished exhibit looks the way it’s supposed to look.

For more information about trade show or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next show.

Article Author:

Mel White
Classic Exhibits Inc.

The Beauty of Smaller Trade Show Displays

The Power of a Smaller Display

On average, I see between 2,000 to 3,000 trade show displays every year. About 60% of those displays are in the 10 x 10 to 10 x 30 range. Multiply that by 15 years and that makes me either an expert on smaller exhibits … or just plain old.

It’s easy to be dismissive about smaller exhibits, in the same way some people are dismissive about small cars. I get that. A Corolla isn’t a Lexus and a Cruze isn’t a Cadillac. However, what I’ve learned over the years is that imagination, planning, and enthusiasm trumps booth size every time.

Let’s explore this from a non-trade show angle. Most of us have lived in apartments. Decorating an apartment takes imagination since you can’t make substantial changes — no removing walls, adding shelves, or painting it lime green. You want the apartment to reflect your tastes and interests, and still be warm and welcoming to guests. We’ve all walked into apartment in a soulless apartment complex and been ‘WOW’d’ by the tenant’s clever decorating, use of space, and personal touches. The tenant transformed nothing into something, often on a meager budget. I’ve found that it’s rarely about nice furniture or paintings. It’s about the details. They have a plan, they know themselves, and they are willing to put some effort into creating an attractive and livable space.

Details Matter

Smaller trade show displays are no different. The successful displays, or more importantly the successful exhibitors, approach it by having a plan and focusing on the details. They know there’s more to a trade show than buying a pop-up or a small hybrid and then designing graphics. It’s about achieving their trade show marketing goals.

Now don’t get me wrong. I see lots of beautiful smaller trade show displays with stunning graphics. We have eight years of exhibits photos on our website. What I rarely see are “stunning” trade show “programs” where the company does more than identify who they are and what they do. Outstanding exhibitors recognize that trade shows are theater. It’s about attracting, entertaining, engaging, and informing. It’s about leaving a lasting impression.

Let’s say your company manufacturers plumbing supplies. You exhibit at the NAHB International Builders’ Show in Las Vegas, typically in a 20 ft. inline. This is an important show for your company. You have a portable hybrid exhibit with tension fabric graphics, which show your products, logo, website address, and company tagline. In addition, your flooring has distinctive graphics, like water. You have a nice meeting area for attendees and a small but accessible showcase with your products.

Now, let’s assume that what makes your company’s products different is how quickly they connect. You could show it on a graphic (which you should). But, if the connection is truly “faster” then make it a game and offer prizes. Challenge attendees to connect it and time them with a stop watch. Or have them assemble a competitors while you assemble your connector. If they can beat you, they win some larger than life prize (which will never happen). You become a destination stop for exhibitors during the show.

Pre-show Marketing Matters More Than Size

Too often, we don’t see smaller exhibits as having the visibility and star power of islands. But they can. Effective pre-show marketing will drive attendees to your booth, but once they are on the show floor, it’s all about the presentation, messaging, and engagement of your display and your team. Your display doesn’t have to look like a prefab, soulless exhibit any more than a big apartment complex does. By infusing it with your company’s personality, creativity, and planning and adding a dose of clever attendee interaction, it can be welcoming and personal.

It takes work . . . . but as a very smart boss of mine once said, “That’s a good thing!” Agree or disagree,  I’d enjoy hearing your comments.

Article Author:

Mel White

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

7 Trade Show Display Questions

Over the years, I’ve learned the questions most exhibit buyers will ask. They’ll ask how it assembles. They’ll spend hours questioning the exhibit design and tweaking the graphics. Of course, there will be questions about price, delivery, and weight. They may even ask to see the warranty.

However, there are questions the exhibit buyer 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?

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 it’s 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 after a few shows. 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

No 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 a 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 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?

You just bought a new pair of Beats by Dre headphones. They sound great, but you’ve decided you want them in black and not fuchsia. 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?

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 Jamaican Rastafarian on a bad hair day. But it doesn’t have to be that way.

You have to identify 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.

Article Author:

Mel White
Classic Exhibits Inc.

The Evil “I’s” of Trade Show Marketing

The Five “I’s” of Poor Customer Service

trade show customer serviceJerry: “I don’t understand, I made a reservation, do you have my reservation?”

Agent: “Yes, we do, unfortunately we ran out of cars.”

Jerry: “But the reservation keeps the car here. That’s why you have the reservation.”

Agent: “I know why we have reservations.”

Jerry: “I don’t think you do. If you did, I’d have a car. See, you know how to take the reservation, you just don’t know how to “hold” the reservation and that’s really the most important part of the reservation, the holding. Anybody can just take them.”

* * * * *

Not all bad customer service is this blatant. Sometimes it is poor planning, not recognizing industry trends, or pure laziness. As a trade show exhibitor or an attendee, you’ve experienced this walking the show floor, or what I refer to as the Evil I’s of trade show customer service

Invitation

As a child, you looked forward to the annual county fair — the rides, the concerts, and the food vendors were the highlight of the summer. It was always the same weekend, and you planned your vacation around it. Tradeshow were like that once – many, many years ago. Not anymore.

Exhibitors must be proactive. To be successful, they must invite existing and potential customers to their booth and explain their value. Whether you are using email, social media, advertising, or good old fashion phone calls, as an exhibitor, you should plan for 50% of your show traffic to be generated pre-show. Simply showing up and showing off no longer works.

Indifference

Trade Show DisplaysThink about all the money you spend before the show even starts — the exhibit, freight, booth space, drayage, labor, and travel costs. It’s significant. The show opens, attendees swarm the show floor, and some of those enter your booth space. And you ignore them. By Day 3 how many pass through your booth without a greeting, a handshake, or even a friendly head nod? Your team may acknowledge them but it’s half-hearted. They’re already checking on their flight or planning for dinner. The attendee senses it. They move on to a competitor excited to see them on Day 3 at 3 pm.

Ignorance

At its core, a trade show is a face-to-face Google search. Attendees are there to find and collect information. Yet, many exhibitors bring the charming rather than the competent. Simple questions can’t be answered by the booth staff, or the one expert is always unavailable. Even the booth fails the information test. Lots of splash but no real substance on your products and services. The successful exhibitor strikes a balance between charm and competence and flash and substance.

Ignore

Perhaps I’m naïve, but I don’t buy the statistics about lead follow-up. It’s not ideal, not even close, but most companies follow up on show leads. Unfortunately, they do it wrong or half-hearted. They send an email or leave a phone message… then call it good. They treat a show lead as a cold lead, not a warm one. The trade show attendee stopped in your booth for a reason. It’s your job to pinpoint what they need and when they need it. All too often, we abandon the sales process after the first attempt: “I left and message and they never got back to me.”

Insight

What did you learn at your last show about your competitors, your vendors, your industry, and your customers? Nothing is more valuable. Yes, the tradeshow should lead to more sales. There should be a measurable ROI. However, it’s the unmeasurable ROI that’s often more valuable. We try to be clever and call it “face-to-face marketing,” but the bottom line is that it’s people connecting with people, sharing information, venting, gossiping, and looking for solutions. No website can do that as effectively as two people together. Ever.

There’s no magic to exceptional trade show customer service. It’s all about smart planning, commonsense, and a liberal measure of hard work. When you take responsibility for your trade show success, you assert the only “I” that really matters. You.

Article Author:

Mel White
Classic Exhibits Inc.

What Zombies Can Teach Us About Trade Show Marketing

Trade Shows and The Undead

Surprisingly, trade shows and zombies have a lot in common. Sometimes in a good way. Who would have thought that zombies could be a role model for your sales and marketing team? 10 Things the Undead can Teach You.

1. Single-minded Focus. You may not appreciate their all-consuming desire to eat your flesh, but they are committed to the task. They let nothing get in their way, except an ax to the brain. Your next trade show will be wildly successful, if you make it a priority, not an afterthought.

2. Teamwork. Zombies travel in packs, like ravenous hyenas. That teamwork ensures them a much higher percentage of kills. There’s a reason “We killed it” signifies success. By working together, those poor doe-eyed attendees don’t stand a chance.

3. Appearance Matters. You never forget your first impression of a zombie: filthy clothing, rotting flesh, vacuous stare, and rancid halitosis (that alone is enough to make you hurl). It’s sad but true. We judge people by their appearance. Your company spent considerable money to participate so shine your shoes, press your shirt, and dry clean that blazer.

4. Lights, Motion, and Noise. The undead and the living are both attracted to lights, motion, and noise. As much as we try . . . we can’t resist it. When planning your booth, ask yourself this, “Will my exhibit attract 200% more zombies than my competitors?” If the answer is “No!” then you need to get creative (or consider a ceremonious human sacrifice ever day).

5. Intelligence. Zombies love brains and so should you. Being smart about your trade show marketing means you understand that trade shows are not the same as print ads, videos, brochures, or traditional sales calls. Trade shows are opportunities to attract new customers and strengthen existing relationships.

6. Fresh Meat. Ever notice that zombies won’t eat other zombies. They like their meals fresh. Fresh ideas and innovation, particularly during a weak economy, propel one company forward while leaving another one struggling to survive. Trade show attendees go for two reasons:  to find solutions to existing problems and/or discover innovations that will strengthen their operations or bottom line.

7. Know Your Customer. In zombie-speak, we are customers. Good customers freak-out and get eaten. Bad customers ram a metal rod through a zombie’s skull. You want good customers, just without the “getting eaten” part. Good customers become good customers because we understand them and tailor our product or service to meet their needs.

8. Preparation Matters. Zombies don’t need a trade show toolkit or an exhibitors handbook or an exhibit designer, they are 100% prepared the moment they go from living to undead. You’re not so lucky. You won’t succeed without thorough pre-show, show, and post-show preparation.

9. Without Customers, What’s the Point? Wandering aimlessly is pointless, even to a mindless zombie. Zombies crave excitement. When a living, breathing human enters its proximity, it switches from listless to high alert. Serious exhibitors react similarly, albeit without the growling and moaning. We’ve all seen exhibitors who appear annoyed or resentful when an attendee enters their booth, interrupting their game of Angry Birds. What’s the point if it’s not about customers?

10. There’s No Cure. Once a zombie always a zombie. If you love trade shows and are serious about trade show marketing, there’s no antidote. It’s in your blood. No matter how hard you fight it, once bitten, it’s incurable.

Article Author:

Mel White

Do You Believe in Trade Shows?

Do You Believe in Trade Shows?

Most exhibitors don’t have a plan when it comes to trade show marketing. They purchase a display, which they think is THE PLAN. So before I harangue you with the obvious suggestions, let’s talk. Really talk.

You are probably a sales/marketing professional if you are reading this. You rely on Act-On, Marketo, or HubSpot for automation. You use CRM software like SalesForce or Infusionsoft. You have a comprehensive email campaign strategy and track it with Constant Contact, Yesware, or MailChimp.

When you have challenging problems, you tap into consultants for lead generation, sales training, social media, and SEO. And, when it comes to advertising, you have a team dedicated to maximizing your spend and metrics. In this hyper-competitive marketplace, you need every advantage that money, strategy, and discipline can bring.

And Then You Wing It!

Do You Believe in Trade Shows? That’s not meant to be a loaded question. You either do or you don’t. There’s no middle ground because exhibitors who “waffle” when it comes to trade show marketing are mostly wasting their money.

That’s not to say that trade shows are the same as trade shows pre-Internet. They’re not. Trade shows are much more efficient than they used to be because most attendees no longer “walk” the floor. They “research” and “shop” the floor just like they would an online purchase. They’ve already decided who they’ll visit days, even weeks before their feet hit the aisle carpet. Getting them to your booth pre-show is now more important than luring them into your booth at the show. stk313213rkn

Do You Believe in Metrics and ROI? Of course you do. Imagine conducted a sales/marketing meeting or presentation without metrics. You love numbers. You love studying and reciting them to others like parables from the Bible. You get visibly excited using a spreadsheet to compare the Toledo to the Albuquerque office.

But, when it comes to your trade show marketing, you are like a four-year old with blocks, relying on the # of leads to judge success. Sadly, you pat yourself on the back if the leads are electronic and not a roll of paper cascading off the counter. For most exhibitors, anything beyond that falls into quantitative voodoo. There’s no measuring costs per show, return on sales, or contribution margin per client.

Are You a Good Judge of People? You should be. It’s kinda required for anyone in sales and marketing. At every trade show, you are doing two things: meeting with customers and suppliers and evaluating your trade show staff. Far too often, we are spectacular at the first and abysmal at the second. We view trade show staffing along the same lines as a wedding invitation — the more the merrier and we pray no one gets so drunk they puke in public. When we do hold staffers accountable, it’s condensed into a pre-show rally which includes 10 minute booth training. It’s a joke.

Are You an Expert in 3D Marketing? I won’t bother to feed your ego on this one. You aren’t an expert. Not even close. You may be an expert at banner ads or print advertising or closing techniques, but you probably don’t know squat about exhibit design and trade show marketing. How do I know? Experience working with exhibitors and walking shows. Now, don’t misunderstand me. You know marketing and you know sales, but you decided at some point to believe that trade show marketing is more of the same. It is and it isn’t, and you’ll blow a ton of money until you know what works and what doesn’t.

Take Some Advice from a Trade Show Professional

VK-5088aaI mean this literally. Take some advice from a trade show professional.

1. Work with your Exhibit House. Exhibit Houses and Distributors do much more than design and build exhibits. They work with exhibitors on strategy, show services, ROI tracking, booth training, etc. They see the painful mistakes that their clients make that cost them money and prevent them from succeeding at trade shows. Believe me . . . they want your trade show marketing to be wildly successful. That way you’ll add more shows to your schedule, you’ll purchase new exhibits, and you’ll tap into their services.

2. Work with Independent Consultants. Like any industry, the trade show industry has seasoned independent consultants who want to share their advice for a fee. Some are generalists. Others specialize in booth staff training or ROI measuring or social media marketing or lead generation or overall trade show marketing. They know their stuff. They are paid to know their stuff. Don’t know who they are? Ask your exhibit house or use this niffy tool called Google. That said . . . always get references and do your homework.

3. Become an Expert. You can either continue to whine or you can take classes at EXHIBITOR or the E2MA Red Diamond Congress. There are hundreds of classes each year on every imaginable topic related to trade shows and trade show marketing. The classes are a great place to meet industry professionals and share your successes and failures with colleagues. For such a big industry, it’s actually a very small community.

No one can know everything. And what’s true for marketing automation software or social media advertising is also true for trade shows. Know what you don’t know and for everything else, seek help.

Article Author:

Mel White
Classic Exhibits Inc.

Standard USA Booth Regulations and Types

Standard Booth Regulations (USA)

There are four types of booth configurations: Standard/Linear, Perimeter Wall, Peninsula, and Island. The following booth display rules are typical for U.S. Trade Shows and Convention Halls. However, regulations vary by convention center and even within show halls. Contact show management for specific regulations.

Standard/Linear Booth (10′ depth)

Any booth that shares a common back wall and abuts other exhibits on one or two sides.

Maximum height is 8′. This 8′ height may be maintained on the sidewall of your booth up to a distance of 5′ from the front aisle. The remaining length of the sidewall may be no higher than 4′.

A corner booth is a linear booth exposed to aisle on two sides. All other guidelines for linear booths apply.

Note:  Hanging signs are not permitted over standard/linear booths.

Perimeter Wall Booth (10′ depth)

A standard/linear booth found on the perimeter walls of the exhibit floor.

The maximum height is 12′. This 12′ height may be maintained on the sidewalls of your booth up to a distance of S’ from the front aisle. The remaining length of the sidewall may be no
higher than 4′.

Note:  Hanging signs are not permitted over perimeter wall booths.

 

Peninsula Booth

Any exhibit 20′ x 20′ or larger with a depth from the common back wall to the aisle of at least 20′ and with aisles on three sides. There are two types of Peninsula Booths:  (a) one that backs up to Linear Booths, and (b) one that backs p to another Peninsula Booth and is referred to as a “Split Island Booth.”

For all peninsula booths, the exterior of the back wall must be plainly finished and may not contain booth identification, logos or advertisements.

If backed by a row of standard/linear booths, the back wall may be no higher than 4′ for a distance of 5′ from either side aisle and 20′ high in the center of the back wall. These height restrictions must be maintained for a distance of 10′ from the back wall.

Where two (2) peninsula booths share a common back wall (“split Island”), the maximum height may be 20′ in all areas of the booth, including the back wall (same as Island Booth rules, below).

Note:  Hanging signs are permitted over peninsula booths that are 20′ x 20′ or larger.

 

Island Booth

Any exhibit 20′ x 20′ or larger and is surrounded by aisles on four sides.

Regulations vary by exhibit hall but the following are typical examples:  Maximum height of 30′ in all areas of your booth allowed in North Hall and Central Halls 3-5. Maximum height of 20′ in all areas of your booth is allowed in Central Halls 1-2. Maximum height of 22′ in all areas of your booth allowed in South Halls. No limitations on the number of solid walls for your Island booth. Be sure to check the hall regulations.

Note:  Hanging signs are permitted above island booths.

 

OTHER CONSIDERATIONS

Canopies and Ceilings

Canopies, including ceilings, umbrellas and canopy frames, can be either decorative or functional (such as to shade computer monitors from ambient light or for hanging products). Canopies for Linear or Perimeter Booths should comply with line-of-sight requirements.

The bottom of the canopy should not be lower than 7 ft. (2.13m) from the floor within 5 ft. (l.52m) of any aisle. Canopy supports should be no wider than three inches 3 in.(08m). This applies to any booth configuration that has a sight line restriction, such as a Linear Booth. Fire and safety regulations in many facilities strictly govern the use of canopies, ceilings, and other similar coverings. Check with the appropriate local agencies prior to determining specific exhibition rules.

Covered ceiling structures or enclosed rooms, including tents or canopies, shall have one smoke detector placed on the ceiling for every 900 square feet.

Hanging Signs and Graphics

Hanging signs and graphics are permitted upon approval in all standard Peninsula, Island and Split Island Booths, with a maximum height of sixteen feet (16 ft.)(4.87m) to the top of the sign as measured from the floor

Whether suspended from above or supported from below, they should comply with all ordinary use-of-space requirements (for example, the highest point of any sign may not exceed the maximum allowable height for the booth type). Double-sided hanging signs and graphics shall be set back ten feet (10 ft.)(3.05m) from adjacent booths and be directly over contracted space only.

Theatrical Truss and Lighting

Ceiling-supported theatrical truss and lighting are permitted in all standard Peninsula, Island and Spilt Island Booths to a maximum height of twenty feet (20 ft.)(6.1m) where ceiling permits. Ground-supported truss may not exceed the maximum allowable height for the booth type. Logos or graphics are not permitted over the sixteen-foot (l6fl)(4.87m) height restriction and must have four feet (4 ft.)(1.22m) of separation from the top of the sign to the top of the truss.

Exhibitors should adhere to the following suggested minimum guidelines when determining booth lighting:

  • No lighting, fixtures, lighting trusses or overhead lighting is allowed outside the boundaries of the exhibit space.
  • Exhibitors intending to use hanging light systems must submit drawings for approval by the published deadline date.
  • Lighting must be directed to the inner confines of the booth space. Lighting must comply with facility rules.
  • Lighting which Is potentially harmful, such as lasers or ultraviolet lighting, should comply with facility rules and be approved in writing by exhibition management.
  • Lighting that spins, rotates, pulsates, and other specialized lighting effects should be in good taste and not interfere with neighboring Exhibitors or otherwise detract from the general atmosphere of the event.
  • Reduced lighting for theater areas should be approved by the exhibition organizer, the utility provider, and the exhibit facility.

For more information about trade show or events marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White