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All Shows 2002 -
November 12, 2001 - December 31, 2010 | Traders Expo - Las Vegas - TE
November 19-22, 2008
Mandalay Bay Resort
To Register... | The KCI Investing Cruise
December 1-12, 2008
Miami to Caldera
Crystal Serenity | The 16th Cruising to Health & Wealth
January 25, 2009 - February 5, 2009
Miami, FL to Caldera, Costa Rica
Crystal Symphony | World Money Show - Orlando
February 4-7, 2009
Gaylord Palms Resort
To Register... | Traders Expo - New York
February 21-24, 2009
Marriott Marquis Hotel
To Register... | World Money Show - Hong Kong
March 17-19, 2009
Grand Hyatt Hong Kong
To Register... |
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| 1. Setting Objectives and Measurable Results |
| The first step in planning your trade show success
is to set effective and realistic trade show objectives and measurements for
them. Effectively planning your show's objectives allows the rest of your show
to fall into place. Choosing the right measurement tools enables you to draw the
correct conclusions following your trade show performance. |
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| 2. Space Selection |
| The average trade show has over 400 exhibitors, so how do
you choose the best booth space for you? Most shows give space-picking priority
to the exhibitors who have been with them the longest. Yet some studies have
found that where you are in the show hall has no effect on the amount of
audience you receive to your booth. For every veteran exhibitor that requires a
space in the center of the action, or at the front entrance to the hall, or near
their biggest competitor, there are veteran exhibitors who flee from the same
locations. All the same, the size of your booth space is a very important
decision, where you must weigh the need to stand out from your competitors with
a large booth, and yet having enough budget to exhibit at all the worthwhile
shows for your company. |
| 2a. Space Selection Worksheet |
| Factors to consider when selecting space |
- What is the typical traffic pattern?
- Is there more than one entrance to the exhibit hall?
- How much time do visitors normally spend on the floor?
- Do we want to be near the front of the hall? In the middle? Or at the back?
- Do we want to be on the right side or left side of the hall?
- Do we want to be near competition?
- Do we want to be near necessities restaurant, telephones, rest rooms?
- Are there adjacent meeting rooms that might attract visitors?
- What kind of lighting is available in the hall where are the windows, if
any?
- What kind of space do I need? Inline, peninsula, island, cross aisle?
- How much space do I need for the exhibit, product, visitors and staff? (1
staffer per 50 square feet of unoccupied space)
- Are hanging signs allowed? If so where is the best location?
- Are there height restrictions in various areas in the hall? such as lower
ceilings along the periphery of the hall.
- What kind of storage is available on-the-floor, off-the-floor?
- What obstructions are there on the floorplan, such as columns, posts,
stairs, and low ceilings?
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| Floorplan Checklist when looking at a floorplan look for the following: |
- Entrances/Exits
- Restrooms, Restaurants, Telephones, Water fountains
- Registration area
- Freight doors, elevators, escalators
- Conference locations
- Windows, columns, posts
- Power sources / electrical junction boxes
- Fire protection
- Plumbing
- Exhibitor lounges, Association lounge, Show Manager's office
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| 3. Exhibit Design |
| Why does exhibit design matter? Because a
well-designed exhibit is so effective at cutting through the trade show clutter
and getting your message to your target audience. The average trade show
attendee will spend 7 to 8 hours on the floor over a period of 2 to 3 days
visiting an average of 25-31 exhibits. This leaves 5 to 15 minutes per visit.
This gives you only 5 to 15 minutes to make a lasting impression that will give
you an edge over the competition. Fortunately, design is not a completely hidden
mystery, only accessible to those who sport a goatee and a black turtleneck
sweater, but is actually a process that you can learn about from the tips and
worksheets we've provided here. |
| 3a. 7 Big Hairy Exhibit Design Questions |
| In designing an exhibit that fits your needs, you have to ask a lot of questions.
Here are 7 essential questions and why they matter. |
| 1. What kind of image do you want to convey? |
| Your exhibit conveys your company's personality -
worthwhile because it creates an emotional reaction with your customers, and
people buy for emotional reasons. The shapes, materials, surface treatments,
colors, images, and even typography you choose help convey your company image. A
company that wants a high-tech, innovative look will end up with a completely
different exhibit than one that seeks a professional, established
image. |
| 2. What are you trying to accomplish? |
| Believe it or not, your objectives can dictate the
actual shape of your exhibit. If you want to generate a lot of leads, you need
an open, inviting space that allows easy entry for attendees and open sightlines
for booth staffers. On the other hand, if you're looking to build relationships
with a select number of key individuals, then you need an exhibit with
conference rooms where you can spend quality time closing sales. Two different
objectives, two radically different exhibit designs. Exhibitors that want to
build their image tend to go for bigger graphic images and larger architectural
elements to create a bigger impression. |
| 3. What booth sizes are right for you? |
| Many companies use several booth sizes - island
exhibits for their national shows, and then inline exhibits for their regional
or vertical market shows. With foresight and planning, exhibitors can design one
large exhibit that can be reconfigured for their smaller booth spaces. Not only
do they save money by not having to purchase multiple exhibit properties, but
they also present a more consistent look at all their shows. |
| 4. How can you stretch your exhibiting budget? |
| Everyone wants the Taj Mahal. Yet everyone must
come up with a justifiable budget. Balancing those needs is the goal of every
exhibit designer. Skyline uses its compact, lightweight exhibit materials to
deliver an effective exhibit that still saves clients thousands of dollars in
operating costs compared to traditional custom exhibits. For some exhibitors who
need to preserve capital or only exhibit in a big space once a year, rental
exhibits help maximize the budget. And reconfigurable components let exhibitors
create many exhibits from one. |
| 5. What matters to your target audience? |
| Answer this question, then make sure that's what
you're showing on your exhibit. You'll get to what matters by determining the
benefits your clients are seeking and then what your key advantages are. It can
take a lot of discussion to arrive at this, starting with what your products
are, moving to their features, then the benefits of these features, until you
distill the message down to the key benefits that drive your buyers' purchasing
decisions. |
| 6. What message do you want your visitors to get in the first three seconds?
And what do you want them to remember after visiting your booth? |
| Do you want them to remember your new products?
Your competitive advantage? Or your company's brand image? Keep it simple.
Designers who are used to creating brochures or ads have a tendency to overload
exhibit graphics with way too much information to be effective in a trade show
exhibit. Think billboard, not bulletin board. It's better to go for impact --
less is definitely more in trade show exhibit copy. |
| 7. What functional needs do you have? |
| In creating an exhibit, you're also creating a
temporary workspace for your booth staffers. What are their needs? You may need
to create areas for demos, presentations, conferences, and storage. And still
balance that with your need to create an accessible exhibit with graphic
messages. |
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| 3b. Design Your Exhibit With Your Target Audience in Mind |
| Below is a list of questions you can ask yourself and
others in your organization as you evaluate the design of your next exhibit.
These questions focus attention on the visitors to your booth which is why you
exhibit at shows! |
- Is your organization name professionally presented and
located at the highest possible point in your exhibit?
- Are your graphics easily read from 10-20 feet away?
- Is the exhibit theme easily read and presented with memorability in mind?
- Is the key point in your graphics prominently positioned?
- Are your tables the right height for the planned activities?
- Are the video screens/monitors large enough and at the right height for easy viewing?
- Is the demonstration area large enough for planned activities?
- Is the lighting adequate for easy viewing of the exhibit?
- Is there adequate storage space to eliminate a cluttered exhibit?
- Are the photographs and backlit transparencies easily read from 10-20 feet away?
- Is there adequate table space for lead-generating activities?
- Do the colors attract the eye? Are they pleasing to the senses? Are they memorable?
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| 3e. Trade Show Exhibit Design For Different Booth Sizes |
| Trade show exhibits are not all created equal. Ranging in
size from tabletops to islands, exhibits have a different effect on attendees,
and require different design approaches to maximize their impact. |
| Tabletop Exhibits |
| Tabletop exhibits
are usually used at shows that limit the booth size to that minimum standard.
However, you can still use a tabletop with great effect, because the entire
surface area of your display is close to eye level, and is thus easily seen at a
glance. A tabletop exhibit is basically a two-dimensional object, like a
miniature billboard, so you'll have greater results with a single, large image
than with many small photos arranged like a bulletin board. |
| Ten-Foot Backwall Exhibits |
More than
half of all trade show exhibits booths are ten-foot backwall exhibits. Ten feet
provides enough space for a company to display its message and host attendees.
Backwall displays are still primarily a two-dimensional medium, so take full
advantage of your limited space by covering it with attention-getting graphics.
Curved wall pop-up displays work well for these spaces, as their surfaces always
face the attendee, surrounding them with your graphic message. Curved displays
even focus sound to the center of the booth, so it makes it easier to be heard
within a busy show hall. Again, remember to make your display more like a
billboard and less like a bulletin board.
Also, avoid the temptation of putting a big table in
front of your backwall exhibit. Although that gives you a place to put your
literature, it also creates a barrier between you and your prospects. It's
better to have your booth staffers standing on that valuable real estate right
next to the aisle, ready to greet and meet with your future customers. A smaller
table is a great place to put an extra graphic that's close to the aisle, and
still display your product samples, literature, and more. If it's a Skyline
exhibit, you can often store your cases inside the table.
|
| Twenty-Foot and Larger Backwall Exhibits |
Once you graduate to twenty feet of booth space, you enter into a different trade
show arena. With twenty feet you have new design possibilities. You can create
small work areas within your exhibit for demonstrating product, making
presentations, or meeting with clients at around a small table. Twenty feet
means you have twice the time to catch an attendee's eye as they walk past your
booth. You can use part of your exhibit for a high impact graphic, and still
show smaller detail graphics or display products on the other half.
And twenty-foot booth spaces offer greater
three-dimensional design possibilities. Now it's legal to have a bridge coming
off your backwall to the middle of the front of your booth. A bridge puts your
name or message at a perpendicular angle to the aisle. Why is that important?
Because now prospects can see your name from a greater distance as they walk
towards your booth. That gives you even more time to get noticed. Plus, you can
also put a tower, perhaps 10' or 12' tall, in the middle of your backwall
exhibit, for greater attention-getting impact. Backwall booths beyond 20' let
you combine several of the design possibilities of a twenty-foot backwall.
However, most exhibitors who grow to a 10' by 40' exhibit choose a 20' by 20'
island exhibit instead. |
| Twenty-Foot by Twenty-Foot Island Exhibits And Larger |
If backwall displays tend to
be a two-dimensional medium, then island displays are true three-dimensional
marketing powerhouses. Within an island booth, you have the opportunity to
create a work environment for your booth staffers and attendees that accelerates
communication and opportunity. You can have separate areas for demonstrating
product, writing leads, meeting in private conference rooms, presenting to
groups, and even storing staffers effects and promotional giveaways. You can
create graphic messages that are seen from every side on towers, bridges, and
even hanging signs. And all this can be combined into a single, impressive
exhibit that communicates that you're someone worth doing business with.
There is one other major advantage of an island exhibit:
More aisle space. A 20-foot by 20-foot island exhibit has 80 feet of aisle
space, twice as much a 10-foot by 40-foot space with the same square footage.
Double the aisle space means double the chance to stop and engage passing
attendees. Even a 20-foot by 20-foot peninsula space, which has aisles on three
sides, offers 60 feet of aisle space.
With even larger island exhibits, you can create larger
environments for conference rooms, theater-seating presentations, product
demonstrations, and multiple workstations for booth staffers, with computer
monitors and lead processing machines. And according to research, the bigger
your exhibit, the higher its memorability. So at trade show, bigger is often
better. |
|
| 4. Pre-Show and At-Show Promotions |
| Promotions are the secret weapon of the veteran
trade show manager. That's because, when done right, they work so well. Consider
these two items: 1. The average trade show has over 400 exhibitors, where the
average attendee will visit about 21 exhibits, and that average attendee walks
into the show with a list of 75% of the exhibits he/she wants to see. That means
you have to get on their dance card before the show. 2. You can boost your trade
show lead counts by 33% with promotions even thought they require a much
smaller percentage of your budget. So, promotions are money well spent. Pre-show
promotions are the things you do before the show to make attendees want to visit
your booth. At-show promotions are the activities at the show and in your
exhibit you do to bring in more attendees. |
| 4a. Pre-Show Promotion Your Call For Action! |
| Less than 20% of exhibitors actually conduct some
form of Pre-Show Promotion. CEIR reports that 75% of today's attendees come to
an exhibition with an agenda. If you want them to schedule time to visit us you
need to get on their must see agenda. An effective pre-show promotion program
has three elements: The List, The Content and The Offer. |
| The List is almost always the
most important and time-consuming activity of the three. You first need to
define your targeted audience, then locate them for some type of communication.
You have several options: (1) show management: last year's registration list (be
careful with high turnover industries -- they may have come last year, but are
they still in place this year?) They may offer a pre-registration list that is
categorized into industry segments and demographic description. (2) You can buy
or rent a list from a professional list management company. Or (3) You can
create our own from your database or field sales input. |
| The Content is what you will have
in your exhibit that is of interest to your targeted audience: Your new product.
Your demonstrations that provide hands-on interaction. What have you brought to
the show that will interest your audience? |
| And last The Offer what benefit
are you offering that will change your prospect's or customer's life. What
solutions are you providing? What will attract them to come to your exhibit?
Greater profitability? Improved Efficiency? Or the opportunity to win a Palm
Pilot? |
| With the popularization of the internet and
broadcast faxes, you are not left to the traditional means of communicating your
presence at a show - print. You can begin the dialog before the show using
web-based pre-show promotions. With the speed of communication, you can have
more than one interchange before visitors arrive at your exhibit. It doesn't
really matter what type of pre-show promotion you employ, just so you do
something that is a call for action to increase the awareness that you are
present to offer solutions. |
| Don't be left wondering why no one is in your
exhibit and your neighbor's exhibit is full conduct a pre-show promotion
program that communicates who you are, what you do and what is your offer before
they arrive at the show. |
|
| 4b. Promotions Guide |
| There are a wide variety of promotional tools you
can use before, during and after the show. This guide gives you the advantages
and disadvantages of each, and lets you match the promotion to your company's
marketing objectives. |
| Promotion |
Advantage |
Disadvantage |
Objectives |
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| Before the
Show |
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| Trade Press Ad |
Wide reach, Reaches
vertical audiences |
Not selective or targeted
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Image awareness, Product introduction,
Sales |
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| Direct Mail |
Targeted Reach |
List availability |
Image awareness, Generate leads,
Product introduction, Pre-schedule appointments |
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| Telemarketing |
Direct contact/direct feedback
|
Expensive and time-consuming
|
Generate leads, Pre-schedule
appointments, Sales |
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| Broadcast Fax |
Targeted message to a targeted
audience |
List availability |
Build awareness, Generate leads,
Product introduction, Pre-schedule appointments |
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| E-mail (broadcast) |
Targeted message to a targeted
audience, Generate a dialogue before the show |
List availability |
Build awareness, Generate leads,
Product introduction, Pre-schedule appointments |
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| Press Releases /editor contact
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Inexpensive, Credible voice
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Less control over type of exposure
|
Press exposure, Image awareness,
Product introduction |
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| At the Show
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| Billboards |
Wide reach |
Limited locations |
Image awareness, Product introduction
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| Airport ads |
Early exposure |
Limited time for exposure |
Image awareness, Product introduction
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| Hotel TV ads |
Less competition for visibility
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Limited time for exposure |
Image awareness, Product introduction
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| Mobile Ads |
Repeat exposure |
Restrictions in some cities and for
some shows |
Image awareness, Product introduction
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| In-Room Promos |
Less competition for visibility
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Additional time and cost for
distribution |
Image awareness, Product introduction
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| Hospitality events |
Less competition for visibility
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Cost, limited control over who shows
up |
Image awareness, Product introduction
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| Show Issue trade publication ads
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Wide reach |
Not targeted or selective |
Image awareness, Generate leads,
Product introduction, Sales |
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| Show Daily ads |
Wide reach, show related editorial
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Readership varies from show to show
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Image awareness, Generate leads,
Product introduction, Sales, Promote your at-show event |
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| Hall Ads/Boards |
Repeat on-site visibility |
Limited choices |
Image awareness, Generate leads,
Product introduction |
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| TV/ Photo ops |
Local or national exposure
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Limited time exposure, Little control,
Limited audience |
Image awareness to a public audience,
Generate leads, Product introduction |
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| Press Briefings/Interviews
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Inexpensive press coverage, Exposure
through a credible source |
Little control, Requires additional
staff to handle the press |
Image awareness, Product introduction,
Press coverage |
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| Show Directory Ads |
Outer covers provide good exposure,
Selective reach |
Limited availability, Costly
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Image awareness, Generate leads,
Product introduction, Sales |
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| In the
Exhibit |
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| Contests, games, drawings |
Ability to draw a large audience
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Time-consuming, Audience too general
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Generate qualified leads, Product
introduction |
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| In-booth premiums |
Generate qualified leads, Relatively
inexpensive |
Frequently misused by staff
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Generate leads |
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| Celebrities |
Ability to draw a large audience
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Audience too general |
Build traffic |
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| Live Presentations |
Ability to draw large audiences,
Ability to deliver a targeted message |
Can draw too general an audience, Can
lose targeted prospects if staff fails to interact |
Build traffic, Product introduction
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| 4c. Promotions Worksheet |
| Before the Show |
- Personal Invitations
- Trade Press Advertising
- Direct Mail
- Telemarketing
- Press Releases
- E-mail
- Broadcast Fax
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| At the Show |
- Billboards
- Airport Advertising
- Hotel TV Advertising
- Mobile Ads
- Hotel Room Promotions
- Show Directory Advertising
- Sponsorships
- Local TV opportunities
- Press Kits
- Show Daily Advertising
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| In the Exhibit |
- Promotional Products
- Contests and Drawings linked to pre-show promotion
- Attractions mime, magicians
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| After the Show |
- Deferred rewards -- personalized promotional products
- Lead-fulfillment information packets
- Post-show personal communication
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| 4d. Promotion Execution Worksheet |
- What is your most desirable scenario? Define
specifically what you want attendees to see and do in the booth so you can plan
how you can make this happen.
- What happens when attendees bring the pre-show
mailers and/or invitations to your booth?
- How and where will the giveaways be
fulfilled?
- Will attendees that return the invitations still
be required to visit the exhibit to claim a gift of do they get another prize
for visiting?
- What will the staff be required to do to make
this work? Define this according to each area in the exhibit including the
reception desk, product demonstrations, meet and greet areas, etc.
- If your booth is an island space, how will you
facilitate desirable traffic flow? In other words, what do you want attendees to
do during their visit?
- If your program includes a presenter, theater
magician, etc., how will these activities support the other goals you would like
to accomplish such as having attendees visit a demonstration area, read the
graphics, talk to the staff, etc.?
- How will the promotion facilitate the collection
of lead information so the sales force has comprehensive data to insure accurate
post-show follow-up?
- How will you reinforce the messages and creative
ideas post-show to help aid retention for your company's participation after the
show.
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| 4e. Time Line for Pre-Show Promotion |
| Six months from the Show |
Decide on show objectives
Establish the budget
Decide on pre-show promotion vehicles |
| Five months from the Show |
Decide on the show theme
Select targeted publications for pre-show publicity
Content planning for promotions
Select list for telemarketing, e-mail and fax broadcasting |
| Four months from the Show |
Define and plan direct mail options
Select and order incentives promotional products
Plan and write your press releases
Create telemarketing scripts |
| Three months from the Show |
Schedule advertising
Send ad proofs to publications
Target list of editors for press releases and send |
| Two months from the Show |
Order direct mailing lists
Produce direct mail piece |
| One months from the Show |
Package and send direct mail piece
Call editor to arrange interviews
Begin e-mail and fax broadcast campaign |
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| 5. Booth Staff |
| 90% of the positive feelings visitors have are due
to the staff. Think about it, these are the people that are responsible for
drawing in your customers, effectively engaging them and creating leads. Because
of this, it is important that you select the most effective staffers that your
company has to offer. If they are sales people, you have to train them to adapt
their selling style to the trade show floor. If they are not salespeople, guess
what they can still do extremely well, given the proper preparation. The
following worksheets can help you to pick the most qualified staffers, and give
you great ideas on how to effectively manage the visitors to your
exhibit. |
| 5a. Booth Staffers Attitude and Etiquette |
| We often avoid the Attitude and Etiquette portion
of our pre-show meetings. (Or sometimes that is the only thing we talk about
don't drink, don't smoke and don't eat your lunch) This segment is vital to
your exhibiting success since the outcome is very visible, but it must be
presented in the positive if it is to be received and internalized. |
- Wear your badge on the right hand side so it can
be seen by your visitor when shaking hands
- If you don't know the answer to a question, say
so and use it as an excuse to follow up after the show with the answer when you
locate it
- Make only those commitments that you and others
can keep visitors remember staffer commitments, especially those that are not
kept.
- Exhibiting is a TEAM event other staffers are
counting on you and you on them.
- Visit with prospects, only. A crowd of staffers
does not attract a crowd of visitors.
- Smile 90% of the time if you smile, someone
will smile back at you
- The exhibit is your office away from the office-
as visitors see your environment, they see your company and make a judgement as
to whether they want to do business with you
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| 5b. Booth Staffing: The Short Form |
| Create a Comfort Zone for booth staffers with the 4-step booth staffing process: |
- Engage: 30 seconds
Prepare and
practice questions that won't get a yes or no answer.
- Qualify: 2 minutes
Determine if the
prospect is worth presenting to
and what to present.
- Present: 10 minutes
Demo on just the
prospect's needs, not everything you know. Prepare for common objections and
questions.
- Close: 1 minute
Lead card complete?
Agree on the next step and go on to the next lead!
|
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5c. Motivate Your Booth Staffers
The Best Investment You'll Ever Make |
| You're spending a lot of money on so many things
for your trade show from booth space to transportation to airfare to hotels to
exhibit construction to promotions and more. Yet all those things don't bring
in leads, it's your booth staffers that do. You can double your lead counts just
by offering prizes to the 5 booth staffers that take the highest number of
qualified leads. A gift certificate to a nice restaurant will turn some mild
mannered employees into enthusiastic go-getters. Then give them company-wide
recognition for their achievement. One warning: make sure before the show that
your staff understands that you are rewarding them for qualified leads, so they
still take the time to question visitors and record their valuable remarks for
your field sales people. Otherwise you'll get quantity, without regard to
quality. |
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| 6. Lead Management |
| Almost 80% of leads generated are never followed,
according to the Center For Exhibition Industry Research (CEIR). Rather than
sending your hard-fought trade show leads into the abyss, strive to be part of
the elite 20% that actually follow up on their leads! We've heard horror stories
of exhibits pulled out of storage to prepare for a show only to find the leads
from the previous show still packed with the exhibit. What a tragedy! Remember,
trade shows are very effective tools to create qualified leads. They could also
be an effective media to create sales but only if the leads are followed up
appropriately. |
| 6a. 6 tactics to increase the effectiveness of your lead follow-up |
- Regardless of whether you are using an electronic
lead management system, have your own lead form for capturing specific
information. When you create the form, get your sales organization (who will be
using it) to review it prior to giving it to them to use at the show. Get early
buy-in.
- Train your staff how to capture information in
the interview process. What information should they be seeking that will be
beneficial to follow-up?
- Discipline your staff to categorize your leads -
"A", "B", "C" as they are generated, and review them each night for
completeness.
- Create a system to manage the leads. When the
show ends how do they get fulfilled, who is responsible for the transmittal
letter, the lead management reporting? When and to whom does the sales force
report their results? When and to whom are the results reported?
- Prepare your lead follow/fulfillment before
leaving for the show. If you are sending a letter along with literature, prepare
and store it so all you have to do is text merge your leads into your word
processor. Most exhibitors go to shows to accelerate the sales cycle. In order
to accomplish this goal, a well thought out lead management systems needs to be
in place
- Make your follow-up timely - time your follow-up
so it arrives the week after the show's attendees get back to their offices so
that they have time to clear their desks of work that was generated while they
were at the show. They will then have time to give your proposal
consideration.
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| 6b. Start Following Up On Leads BEFORE The Show Starts! |
| To efficiently follow up your leads it is important to make preparations to follow
them up before you leave for the show. |
| Before leaving for the show: |
- Write (and, if not personalized, even print) the follow-up letter
- Prepare the follow-up packets be sure to have a stockpile of any brochures you may need
- If you're going to promise to send anything after the show, be sure to have it already back in the office
- Create the lead management forms
- Identify the person responsible for lead management
|
| By preparing before the show starts, you can
fulfill your leads without delay once you return from the show. |
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| 7. Measuring Results |
| Once you return from a trade show it is important
to measure the success of the trade show. This information can be used to report
to management the effectiveness of the show and to improve exhibit performance
for future shows. Success can be measured by the return on objectives set, and
also by the return on investment. The following worksheets can help you to
evaluate your company's performance at all your trade shows. |
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