Exhibitor's Journal

By Peter Winters

Figuring out a trade show budget is as much an art as it is a science. The artistic side relates to the communication of a message that hundreds or thousands of attendees will understand and act on. The scientific side focuses on ROI, how many prospects must you reach to realize a payoff for your effort.

My rule of thumb for trade show and event budgeting is that for an overall marketing budget of 5%, 20% of this should go toward trade shows. Every company is different, however if you depend on relationships, market awareness, and can communicate your message in a visual way, then trade shows are a terrific investment. Where you invest, what shows have your target audience in attendance and how often you attend is going to be unique to your company.

Not surprisingly there are many hidden and not so hidden costs to attending a trade show. Transportation, for example, depending on the size of your trade show display and the amount of trade show “stuff” you take can $250 to over $1000. In some cases it is required or financially smart to join the association or group that is sponsoring the trade show. This again can be from a few hundred to over $500. Below is a simple budget that can give you an overall picture of your next trade show and what the cost categories will be.

The key to success is understanding your market and the players or buyers and reaching them through trade shows in the most efficient way.

Trade Show Budget Worksheet

If you would like more information on this topic or if you would like to suggest a topic for a future article on this blog, please contact Exhibitor's Journal.

Author Peter Winters: For over 10 years Mr. Winters has been consulting businesses on strategic planning, marketing, and public relations. He is the owner of Exhibit Warehouse a Richmond Virginia-based trade show display and trade show exhibit fabrication company.

Is Lycra now the marketing managers preferred choice?

For most of us Lycra brings to mind visions of Lance Armstrong on his bike or the latest Diva in a music video. Not for long. This stretchy, light-weight fabric is starting to dominate event displays and trade show booths.

The use of fabric in the trade show industry is still unique in many ways, but there are clearly disadvantages as well as advantages to consider. Why is Lycra becoming a preferred choice for some marketing managers but not others? Is it washable? Can it be used to differentiate my company?

+	-
Light weight The unique look differentiates your company Inviting, soft look Washable	Wrinkles (solved easily with a portable steamer) Not as "photo realistic" Frames can be a little more bulky Your supplier may not have it

Before the past few years Lycra was reserved for sports wear, boat canopies, and water bottle jackets. Now with improvements in dye sublimation, solvent, and ink jet print technology printing on this stretchy fabric works well and is cost effective for the trade show industry. For many the days of using the hard to align, curly, and easily damaged "plastic" print popup panels are behind them.

While the fabric systems have their challenges as well many marketing directors are finding fabric is a way to differentiate themselves at a trade show. Availability of vinyl, polycarbonate, laminated paper products and other "hard" print media is very high, the prices are falling, and quality is relatively level. Fabric on the other hand is not as easy to find and only a few companies produce a quality product.

The majority of this discussion will focus on Lycra. While there are many other fabrics: polyester, silk, cotton, and others Lycra is the dominant player.

Let's begin with the positives of fabric. It is light-weight and therefore easy to transport or suspend. It is still unique. The majority of booths are printed plastic. It is widely available and economical. Generally the set up is quick and relatively easy. The "typical" fabric trade show display is an aluminum frame with a zippered or Velcro fastening system to seal the stretched Lycra. Just as it does on bodies, Lycra forms to the frame. This produces a seamless (to the eye) graphic display.

Differentiation is one of the key attractions to fabric. It has a softer look that encourages a more human approach to trade show marketing. After all we wear fabric we generally do not wear plastic. Backlighting and other effects are also possible with fabric that cannot be accomplished with traditional plastic materials (except of course duratrans, which are plastic). This softening effect, some would argue, is more inviting and offers a comfort level that the hard surfaces do not. Clearly it depends on the message and brand you want to project with your display.

Finally, these fabric structures have one attribute that plastic does not, they can be washed. Depending on how the material is printed the lycra fabrics are color fast The ease of care and setup, portability, and uniqueness all lead more and more trade show and marketing managers to choose fabric. Though the story is not complete.

Let's take a look at the down side to fabric. Wrinkles. While many of the Lycra products simply stretch over a frame some stretch better than others. The curved products like the Nichols Entasi product in my experience tend to pull tighter to the frame while the straight wall Velcroed products like the Orbus HopUp have a more loose casual look. Again, it all depends on what you are trying to acheive. Wrinkles can easily be dealt with. Steam. A portable steamer will make your display look like a fresh pressed dress shirt. The challenge, most sales and marketing people, with the exception of a brave few will touch a steamer and actually do this. So companies are left with usually wrinkled image.

Even with the great quality of print from the Entasi and the HopUp products they still do not compare to the "photo realistic" look of a photo paper or plastic display. However for many this is not their goal. Other disadvantages of fabic are that their frames are often bulky and not so easy to put up as the popup frames. In many cases the frames require a tool (usually a hex driver) and in some trade show venues this means union labor to put up your booth. Check with the exhibit management to find out what their rules are regarding setup.

All in all I believe fabric is here to stay, at least for a while. If we can produce wrinkle proof khakis, why not wrinkle free trade show displays. Choose wisely there are great producers of these products, you just have to find them.

If you would like more information on this topic or if you would like to suggest a topic for a future article, please contact Exhibitor's Journal.

By Peter Winters

1. Message
Is your message clear? Does it speak to your primary audience? Is it relevant? Does your message have an emotional attachment? Are you trying to say too much when you only have a few seconds to grab your audiences attention?

2. Pre-Show
Have you contacted attendees even with something as simple as a postcard asking them to come by your booth for a prize or gift? Are you in a good location? If not, what will you do about it?

3. Trade Show Display
Have you checked it recently? Does it say things that are no longer true or correct? Is the hardware intact and functional? Does it fit in the space you reserved (last you had a 10×10, this year you have a 20×20). Was your booth designed as an integrated component of your marketing strategy or a piece-meal production with various photos and logos? How will your booth compare to others at your trade show? Not to keep up with the Jones', but you also do not want to stand out for having the least appealing booth either.

4. Accessories
Do you have the proper accessories? Shelving, Lighting (that works), Podiums (with your correct phone, logo, and web address), Literature Stands, Seating, Conference Room, Overhead Fabric Signage, Banner Stands, Fabric Displays, Lightboxes, Plasma/LCD Displays and Mounts, and Counters.

5. Literature and Giveaways
Do you have current literature in the proper quantity for your show? Do you have business cards as described before? Is your literature in alignment with your trade show display? Is your literature in alignment with the audience that will attend your show?

6. Events
Are you going to a very large trade show where a seperate event for your top clients and prospects will help people remember you? Will your top account executives or customer service staff be at the event? How will you reinforce your brand or message at the event so that it is memorable?

7. During the Trade Show I
When and how many people will staff your booth? Is everyone on the same page with regard to what to say about your company and its products? While your booth is being staffed are the employees out in the show meeting with prospects, clients, and vendors or strategic partners?

8. During the Trade Show II
While in the booth do your people know the basics, do not sit, do not eat, go out and meet people in the isle, do not stay behind a table or counter, smile smile smile, use breath mints, speak to people directly [do not act as though you are looking for the next hot prospect], and be honest.

9. During the Trade Show III
If it is clear you are speaking with someone who is a great prospect, suggest that you meet later for a drink or dinner, go to the cafe area of the show and sit and talk as long as your booth is covered, do not try to have a one hour conversation in your booth.

10. After the Trade Show
Follow up with prospects and customers, send everyone who visited your booth a note, postcard, or email thanking them for attending. Set meetings with your best prospects. Have a post-show meeting to discuss how you can exhibit better in the future.

If you would like more information on this topic or if you would like to suggest a topic for a future article, please contact Exhibitor's Journal.

There is little greater joy than watching a child at Christmas. Coming downstairs to see what Santa has brought them. Eyes bursting with curiosity and anticipation of their biggest wish. The excitement of opening that first gift, tearing paper,and ripping open the package with sheer delight.

This is exactly the scene businesses want to create in their trade show display. Do you have something magical to attract show attendees? Something that glitters and gets attention?

Your trade show display is the tree. Bright and shiny with beautiful lights and ornaments. The gifts are two fold.

The first gift is your company and the value you offer to a prospect. The second is the giveaway. A gift to your visitor that will remind them of you, your company, and their visit with you at the trade show. And you are Santa finding out what your visitor really wants and finding a way to give it to them.

So with a little forethought you can create the excitement of Christmas in your trade show display by thinking like a child. What would you want to see in your company that would bring a smile to your face, eyes and mouth open with amazement and curiosity?

Why should my company participate in trade shows? Regardless of company size, trade shows provide an excellent opportunity to collect qualified leads, make sales and build relationships.

Research by Exhibit Surveys indicates that only 0.8 calls are needed to close a qualified trade show lead, compared to 3.7 calls to close a typical business sale.
Trade shows can complement your other sales and marketing mediums. Choose and use them well to realize the full benefits. Consider these benefits:

More bang for your buck
Trade shows are one of the most cost-effective ways for your company to reach qualified audiences. According to a study by Exhibit Surveys Inc., the average cost per visitor reached at a trade show is $177, while the average cost of a field sales call is $295. You do the math.

Less work, more fulfilling
Trade show sales leads require less effort to close. Research by Exhibit Surveys indicates that only .8 calls are needed to close a qualified trade show lead, compared to 3.7 calls to close a typical business sale. Also, 54 percent of all orders placed as a result of a trade show lead require no personal follow-up visit, according to another study by the McGraw-Hill Research Foundation.

Fresh faces
A study by Exhibit Surveys shows only 12 percent of the average exhibitor’s booth traffic have been called on by a salesperson from that company in the 12 months prior to the show; 88 percent are new prospects. Furthermore, trade shows bring you high-quality visitors. Eighty-two percent of an exhibit’s visitors have buying influence for the exhibiting company’s products or services, and 49 percent of an exhibit’s visitors are planning to buy those products or services.

Competitive edge
Trade shows offer your company another opportunity to stand out from the crowd. You can outshine the competition with a well-trained booth staff, aggressive pre- and at-show promotion, eye-catching booth design, and conscientious follow-up after the show. Also, trade show attendees use the opportunity to "comparison shop." So this is your opening to point out where your product is superior - in performance, pricing, service, etc.

"Face time"
You can reach more prospects in a three-day period than your sales force can in three months. Meeting prospects face to face is also the fastest way to build relationships.

Customer bonding
Customer service is a hot topic for many companies. Trade shows are an excellent place to reinforce existing customer relationships. Say "thanks" to key customers with hospitality suites, one-on-one dinners or special services, such as transportation to and from the convention center.

Hands-on learning
How much of your product line can your salespeople actually carry with them and demonstrate on the road? Probably not much. Trade shows are a great place for prospects to "test drive" your products.

Competitive analysis
The trade show floor provides an invaluable opportunity to study the competition. Where else can you find out so much information on a competitor’s new product offerings, pricing and marketing strategies? Much can be learned by just watching and listening.

Media spotlight
Most shows (especially large events) attract lots of media attention. Use this to your advantage to gain media exposure. Be sure to invite key press contacts to visit your booth.

Survey says
Trade shows offer a great opportunity to conduct market research. If you’re considering launching a new product or service, you can survey show attendees on pricing, distribution, features and benefits, and minimum quality requirements, among others.

Source: Marketing-For-Small-Business.com

If you would like more information on this topic or if you would like to suggest a topic for a future article, please contact Exhibitor's Journal.

First, let's talk "Word of Mouth." A quick search turns up numerous white papers, blog posts, and conference presentations on the topic. If we didn't know better, we'd swear it was just discovered. It wasn't, but there are several reasons why so many of us have a renewed interest in it.

Word of mouth (WOM) has a profound influence on those making purchasing decisions. You can almost hear the cash register ring every time a client or prospect talks favorably about your product or service. So what can you do at your next trade show or event to get people talking? First you need to engage your target audience - then you need to give them something to talk about.

Engaging Your Audience
One of the fundamental benefits of any event is your ability to interact face-to-face with people. The key is to create an "experience" the person can share with others:

Product Demonstrations: Appeal to the senses and invite your audience to participate in the demonstration, handle the product sample or brochures, and always ask for their real-time feedback . To create buzz your demos need to be interactive, relevant and compelling. You want to convey a simple story that your audience can easily share with others.

Interact: Allowing attendees to send email from a booth is becoming popular at trade shows and events. As is taking photos of attendees in front of your exhibit. During or shortly after the event you can send the attendee a white paper or other product info they request along with their photo.

If you're really savvy, you can incorporate their photo into future newsletters you send or post the photos on your website. A simple web page that says, "Thanks for stopping by to see us" can go a long way.

Also, if you conduct interviews or surveys at events make them interactive - never hand someone a survey on a clip-board and ask them to fill it out by themselves.

Honesty: It goes without saying integrity is a high priority in any message or experience you share with your customers and prospects. Your goal is to provide a mechanism for others to share their "honest" opinions more effectively.

Hang Time: Create "hang time" when offering attendees your giveaways - prepare brief conversations to go along with each item. For example, you could inform the attendee that you are deciding between 2 or 3 giveaways for future shows. Ask them to select one and tell you why they selected it. Once they made their selection, be prepared to explain the connection between the giveaway and your company. This is your chance to provide them with compelling product information they can share with others.

Incentives Work: Create incentives for any future action taken by event or trade show attendees (website visits, white paper downloads, newsletter subscription, etc.). Make sure the incentive has real value so the person taking action can share the experience with others.

Blog: (n.) Short for Web log, a blog is a Web page that serves as a publicly accessible personal journal for an individual. Typically updated daily, blogs often reflect the personality of the author. (Definition from Webopedia.com)

First things first. Are blogs really all that popular? Blogs have become so mainstream that the word “blog” was Merriam-Webster’s word of the year in 2004. It appears AOL also thinks blogs are an important part of business:

• AOL Buys Weblogs to Boost Blog Presence - AP article from Forbes.
  America Online Inc. will inherit popular Web journals as part of a $25 million deal that expands AOL's presence in the blogging community.

(Please note these links will take a few seconds to load their images, etc.)

If you are new to the concept of blogging, you might want to start with a few articles concerning basic blog concepts.

• What are blogs? - WiseGeek.com

www.blogarama.com is one of many blog directories. Earlier this year, they published several basic articles on blogging such as:

• Should You Blog in Your Business?

• The Top Ten Mistakes to Avoid When Blogging

Jon Fine's blog, the media columnist for Business Week, is a new blog covering media and advertising:

• Fine on Media - The Changing Worlds of Media and Advertising

Want to know what a successful ad agency owner in New York City thinks made him a successful leader? He was asked, "If you had to boil it down to one thing, what would you say is the most important thing you do?"

• FC Now - The Fast Company Weblog

Interested in a little of everything concerning advertising? Try AdFreak:

• ADFREAK - Link from AdWeek

Is your company considering a "Pay-Per-Click" (PPC) ad campaign? If so, how much should you pay for keyword search terms? This blog article takes a basic look at possible bid strategies and how best to decide on bid prices:

• PPC Bidding Strategy

It appears blogging is here to stay. Let us know if your company has launched a successful blog.

Be aware of what you are buying when purchasing your next trade show display. As with any produced good there is a spectrum of quality, price, convenience, and style to communicate your company’s message.In the realm of popup displays, which is a top contender in today’s trade show market, there are as many choices available as there are at a Baskin Robbins. When making the decision for your specific needs, decide what flavor fits your company, Rocky Road or a healthy Sorbet.

The Good
The good in this instance comes from a company called Exhibit Warehouse. Their selection of quality trade show hardware include products such as the Orbus - Coyote and the Mark Bric - SnapUp MP. Other displays they represent such as Abex, Exponents, and custom displays are all of exceptional quality.

Both products are made of a sturdy lightweight extruded aluminum frame, which carry a lifetime warranty. The sturdy extruded aluminum channel bars give the popup stability and strength. Once the scissor frame is “popped up”, which takes literally seconds, and the channel bars are in place, graphics can be snapped in place with consistent accuracy.

Often at trade shows, graphics are applied sloppily and do not fit well. When it comes to presentation, the ability to consistently apply your graphics with smooth transitions between panels is priceless. The frames on these units give a crisp identity you want associated with your presentation. The exhibit systems from Exhibit Warehouse will give you the “best value” for your exhibit dollar.

The Bad
The bad consists of “plain Jane”, low price, low value popup displays that seem appear on almost every trade show web site. I would only recommend purchasing such a unit if your company exhibits at only one trade show a year and any competition in attendance will not have a better looking trade show display.

The life expectancy of these units is typically a few years. These types of units tend to effect overall presentation, primarily due to the structure of the units. Constructed of thin aluminum channel bars and aluminum frames, the displays are fairly unstable. The plastic fittings that make up the frame joints are also usually flimsy. Also, because the display is thin, the curve of the popup display is very sharp, creating a bend that most graphics of any quality will not make.

Finally, the cheap headers that fit the graphics to the frame rarely work well. Either the connection to the frame is misaligned or they simply do not snap or hold in to place.

Exhibit Warehouse tried using one of these displays and the client was so unhappy with the unit that they returned the product and chose to pay the additional cost of a Mark Bric SnapUp MP. They have been very happy with the quality and ease of their new display.

The Ugly
The ugly in this context are the wildly expensive displays that at times offer additional style but many ask at what price? They often do not offer additional quality and in many cases they are more difficult to set up and heavier than a traditional popup display. They require special crating and shipping services. The cost per prospect is high.

The other side of ugly is the “diy”. Recently a do-it-yourself-er came to Presentation Resource on his way to a major industrial trade show in New Orleans. We were all appalled by the display the gentleman was planning to take to this show that was very likely $10,000 in expenses. Truthfully I believe there is no point in showing up in this condition.

The display consisted of patched together images [poor images I might add] and charts that made no sense. There was no real message just a conglomeration of incoherent words and pictures. I would be shocked if this gentleman made any impact on the trade show attendees.

Possibly the best advice is to attend a trade show and talk to the people exhibiting about their experiences. Find products that you like and find out where they purchased them. Either use a local vendor or use an on-line vendor that sells the brands you want. Trade show marketing is an excellent way to build your brand, develop relationship, and sell your product or service. Happy Exhibiting!

If you would like more information on this topic or if you would like to suggest a topic for a future article, please contact Exhibitor's Journal.