Posted by Jessica Davis on Wed, May 18, 2011
There are ins and outs and pros and cons to all the various types of trade show booth layouts, and determining which layout will deliver the best results for your company can be a difficult task. Evaluating your company’s needs and objectives will be your first step in determining which exhibit floor plans will work best for you.
Let’s take a quick look at some of the more popular tradeshow exhibit layouts and the pros and cons of each to make that decision easier. Keep in mind, however, that variables exist between each layout type. Exhibitors can change each layout’s components, size, and positioning and mix and match layouts and elements to suit different situations.
Classic Diamond.
Consists of a large, central structure with a series of independent elements (kiosks, demo stations, graphics, product displays) surrounding it.
Pros: This layout offers a strong visual presence, and its simplicity and lack of walls helps draw in visitors. Also works well for displaying multiple small products.
Cons: The layout’s central structure blocks view across the booth and offers only one spot for a single, high-impact statement or slogan. As far as traffic, this layout requires careful staffing to encourage visitors to explore the whole booth.
Centerpiece.
Typically used when one message or product needs to be featured; all other elements are directed toward one main focal point.
Pros: This layout offers easy access to focal point of booth and offers great impact for main marketing message or slogan. Allows easy access to main focus of booth.
Cons: This layout type offers little flexibility over time and single focus makes it hard to hold attendees’ interest for very long. Central focus of exhibit can attract so much traffic to cause congestion.
Theater.
The underlying purpose of this layout is to show some form of a presentation. Rather than walls, it uses dividers along the sides and demo stations or kiosks along the back.
Pros: Layout drives all attention toward presentation and openness encourages visitors who shun enclosed presentations. Allows strong medium for message delivery and partitions can display smaller, tangent messages.
Cons: Singular focus prevents highlighting multiple products. Offers no capture effect and quick exits after presentations difficult to prevent.
Club.
Also referred to as a closed exhibit, this layout type uses some type of material to create a fully or semi-enclosed environment within the booth space.
Pros: Interior offers quiet off-floor environment and exterior walls can attract attention and deliver messaging. Allows complete control over entry and exit of visitors. Exhibit walls offer lots of space for graphics.
Cons: Attendees can’t see main focus until they step inside and limited entrances discourage walk-up traffic. Main entrance clogs easily and confusion can result from too many messages.
Random Display.
This layout deconstructs formal floor plans in an effort to look unique and consists of an arbitrary arrangement of shapes, activities and elements.
Pros: Allows use of multiple products and presentation media. Permits many levels of messaging.
Cons: Prevents highlighting one central focus and multiple messages can cause chaos that work against proper message delivery. Confusing layout can be difficult to navigate and traffic can clog at focal point.
Plaza.
All large structures are pushed to the aisles to create an open, inviting environment in the center for casual conversation and product displays.
Pros: Offers open and inviting interior space that allows all elements to be seen at once. Openness encourages attendees to wander and explore; visitors are free to leave as easily as they enter. Allows placement of large graphic displays.
Cons: Doesn’t offer one main focal point. Central elements can draw too much traffic, causing congestion.
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Posted by Jessica Davis on Fri, May 13, 2011
With the U.S. economy still climbing its way out of the doldrums of recession, many organizations are increasingly thinking global, looking to expand their businesses into emerging foreign markets. Exhibiting overseas is one of the fastest and most cost effective ways to identify the best foreign markets for your company’s products and services.
Exhibiting internationally introduces many new challenges for organizations and requires thorough research to determine which ones will attract your target market. A good starting point is the U.S. Foreign Commercial Service (FSC), part of the International Trade Administration of the U.S. Department of Commerce.
If you’re the person put in charge of exhibit management at your company, you need to do your research to make sure your company’s significant investment into international trade shows isn’t a waste of time and money. Tactics that have proven successful in trade show exhibiting in the U.S. might fall flat in another country.
Here are a few tips to keep in mind when exhibiting internationally:
Hire a translator. Probably the most important step is to hire an expert (preferably native-born) translator who not only understands the language but the culture of the country and its people. This person will prove instrumental in helping fine-tune your company’s marketing message, slogans and marketing collateral to assure that your message is effectively delivered to this new audience.
Hire a designer. It might also be a good idea to hire a local designer who understands how this foreign market will interpret the colors, design, symbols, logo, and look of your exhibit. For example, one color might be considered lucky or prosperous in one country, yet might symbolize something completely different or have a negative connotation in another.
Check on technical and safely standards. Before you commit to a foreign show, make sure your products comply with international technical and safety standards, which may vary slightly from those in the U.S. Another important consideration is power requirements. When exhibiting overseas, your electrical equipment might need to be adapted to different power voltage outlets.
When in Rome… Things are done differently in other countries. Be sensitive to how business is conducted and how decisions are made in the host country. Read up on proper business etiquette, how the sales process typically works, and the nuances of relationship building there. In Japan, for example, a handshake at the end of a business meeting is as good as a signed contract.
Exhibiting at an international trade show can bring big benefits and open up an entirely new market for your company’s products or services. A savvy planner, however, must do their homework well in advance.
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Posted by Jessica Davis on Mon, May 09, 2011
Many organizations don’t realize they can test the waters when it comes to tradeshow exhibits, renting before they commit to buy. For some companies, however, especially those that know they will be exhibiting multiple times throughout the year, buying might be the best and most cost-efficient option.
Let’s take a look at some of the rationale behind why companies chose to rent over buying and vice versa. There are pros and cons to both approaches.
Why rent?
If your company has never before exhibited at a trade show or are fairly inexperienced with trade shows, you might want to consider renting the first time around. After your first experience, you’ll have a much better idea of what your company’s needs will be for future shows in terms of space, size, design, functionality, etc. You’ll also have a better sense of if participating in trade shows will help your company meet its marketing objectives.
Renting the first time will also give you the opportunity to check out what your competitors are doing as far as exhibits. You don’t want to have the exact same booth as your competitor. Your company needs to stand out amidst the sea of competing exhibits to drive traffic and draw in prospective customers.
Another reason to rent is your company simply cannot afford to buy its own exhibit. Tradeshow booths can cost thousands of dollars, so unless your company has a proven track record of success at trade shows, you might want to rent. Hopefully after a few successful forays into trade shows, your organization will be able to financially justify the purchase of its own trade show booth.
Why buy?
If your company regularly exhibits at trade shows, even if it’s twice a year, then it simply doesn’t make sense not to own your own booth. Rental fees quickly add up, so if your company is committed to participate in multiple trade shows or events throughout the year, purchasing your own booth makes good financial sense.
Experience at past trade shows also means you have a solid understanding of what type of booth your company would require; overall footprint and layout, size of actual booth space your company is reserving for each show, and overall type of design. Chances are you also have checked out your competition’s trade show exhibits and know what your company will need in terms of its own booth to stand out.
Keep in mind that many exhibit companies will allow you to put the money you spend on a booth rental towards the ultimate purchase of a booth. In this way, renting before buying is a great way to experiment with different booth designs and see what works for your company before diving in and making the investment in your own tradeshow booth.
Posted by Jessica Davis on Thu, May 05, 2011
Every industry has its norms. At a medical industry show, the show floor will resemble a tranquil sea of blues and whites, colors that convey cleanliness and reliability. At technology industry shows you’ll see lots of bright colors, bold graphics and eye-popping presentations on flat-screen monitors. While every industry has its norm, the reality is that in order to make your booth get noticed by attendees, the last thing you want to do is to blend in with competing booths.
So how do you differentiate your exhibit so attendees will be captivated long enough for your booth staff to engage them and deliver your company’s marketing message? In order to successfully achieve your company’s trade show objectives, whether that is generating sales leads or educating a new market about your products or services, the first step is to garnering the attention of prospective customers.
Many companies exhibiting at trade shows make the classic mistake of trying to fit in with other exhibitors. Perhaps it’s your company’s first foray into a particular market or event. You want your company to look like it can play in the same sandbox with other big players in the market. The problem is fitting in isn’t going to help your company stand out amidst its competitors.
Here are a few ways in which you can differentiate your company’s exhibit.
Color: Avoid the standard color palette of the industry. Choosing a unique color scheme for your booth is a simple way to visually set your booth apart from the other booths. Be careful, however, and do your research before picking a color scheme. Different colors convey certain messages that might not align with your trade show objectives or your marketing message.
Structure: Be creative here and don’t settle for a standard exhibit configuration. If your competition typically uses a booth layout with formal meeting areas/rooms, go for a casual lounge feel instead. If competing booths are very geometric and angular, go for a free-flowing, airy feel with a fabric structure featuring organic shapes and soft, curvy lines.
Lighting: One way to breathe new life into an older exhibit is to enhance or change up the lighting scheme. Be creative here as well. Colored lights can add pizzazz and be a real attention-getter. Soft lighting can create a calm, intimate setting.
Product Displays: Don’t overcrowd surfaces with product displays. Again, take note of what your competitors are doing. Use creativity to highlight your products in a way your competitors aren’t. Again, the purpose is to get your booth to stand out so attendees will pause long enough to notice your products and marketing message.
Booth staff: It’s important to put together a “front line” offense when it comes to your booth staff. Don’t staff your booth with temp workers or new employees. Bring out your “big guns,” which typically means your product development folks who can speak at great length—not just about your products, but those of your competitor’s and industry pain points as well.
Posted by Jessica Davis on Tue, May 03, 2011
A reality of the past several years of recession is that companies across all industries have had to tighten their belts when it comes to marketing initiatives. One of the biggest and most costly pieces of the marketing pie is trade show exhibition. Marketers and exhibit managers are then faced with a challenge. 
How do they increase sales and bottom-line revenue without the resources to amp up their marketing efforts?
Borne out of necessity and a lack of monetary influx into their existing budgets, many marketers and exhibit managers have found creative ways to do just that. And, it’s no magic trick. Simple cost cutting measures that help shift resources and re- allocate money into areas of your company’s marketing efforts that can deliver the most benefits and payoff during economic downturns, such as trade shows.
Here are a few ways you can cut money out of your exhibit budget:
Buy, don’t rent. Renting accessories, equipment and individual components (display racks, folding chairs and tables, etc.) from an exhibit hall or show- appointed vendors adds significant expense to your overall exhibition budget. Save big bucks by shipping these items from your home office or storage warehouse. Even with shipping and drayage costs, you’ll still come out ahead for most items. This logic applies to your actual booth itself; if you exhibit at multiple shows per year, but don’t rent.
Cut travel expenses. Hotel costs for traveling staff members can very quickly add up and bloat your trade show budget. Learn to negotiate with hotels to get the best deals; also, bigger shows typically negotiate with local hotels to offer special “show” rates for exhibitors and attendees. Join hotel chains’ customer loyalty programs to get other free bonuses, such as free stays after a certain number of stays. Double up employees of the same sex in one room and look for hotels that offer free breakfast.
Lighten your load. Reduce your shipping and drayage costs by taking a close look at what you’ll really need on-site and in your booth. Focus on one product to highlight; don’t bring every product in your line. An overcrowded booth is a turnoff for attendees and makes it more difficult for visitors to focus on the one product you’re announcing or launching at the show. You might also be able to trim some off your drayage costs by shipping some things, such as brochures and other collateral material, directly to your hotel.
Order show services carefully. This is kind of like the hotel mini-bar. Seems so convenient, but when you check out and see that you shelled out $7.50 for that can of pretzels, you might think otherwise. Order the necessities (electricity, lighting, booth cleaning, etc.) by the earliest deadline and you might be eligible for a discount. Determine the actual wattage needs of your equipment and make sure that you don’t order more than you need and bring your own electrical power strips.
Posted by Jessica Davis on Fri, Apr 29, 2011
Advances in innovative technology are constant and keeping up with the latest in whiz-bang gadgets and technology tools is not always an easy endeavor. Event planning and tradeshow technology continues to advance, with products becoming cheaper and easier to use. Having these tools in your business arsenal can provide your company with a competitive advantage and can go a long way towards helping it achieve its trade show objectives.
Let’s take a look at some of the technology advances that are playing a significant role in today’s trade show world.
Go mobile. One of the difficulties of attending or exhibiting at trade shows is the fact that taking the show on the road means being away from your office and the resources you’d typically have at your fingertips. With the virtual explosion of mobile apps hitting the market, being away from the office no longer means going without. Hundreds of apps designed for both attendees and exhibitors at trade shows are now available for smart phones. These apps are used for networking, lead exchange, electronic ticketing, audience polling, surveys, pocket programs, pocket exhibit guides, course notes/literature collection and much more. There is a new website: www.meetingapps.com, that can help you find them. Many more apps are in the technology pipeline, so stay educated.
iPad and other tablet-based PCs. Apple Computer has released several game changers in the past few years. Its iPhone sold like hotcakes and spawned a crop of look-alike smart phones from competing vendors clamoring for their share of the “Apple” pie. The company has done it yet again with its innovative iPad, which has now led to a barrage of competing touch-sensitive, tablet-like PCs. All these highly portable devices are ideal for trade shows, where they can be used to give demos; view streaming event video; input data for surveys or lead generation systems; distribute handouts for attendees; or run bigger versions of the mobile apps described above.
High-definition video conferencing. Skype’s newest 5.0 beta version provides 760p high-definition video conferencing—with the ability to conference in four simultaneous callers—for free. This capability will prove ideal for speakers presenting remotely at events or for conferencing customers or partners in to on-site meetings or press events. The price of video conferencing technology has plummeted, and along with increasingly more dependable Internet connections, the video reliability is excellent.
Online collaboration. While email is an efficient way to quickly communicate ideas and thoughts to others, when you need to iterate on a topic with another person, it’s often inadequate. Wikis (collaborative websites) have emerged as a much more efficient manner with which to communicate on topics and collaborate on projects that require discussion and the effective management of information and documents. These websites provide an easy way to track conference or exhibition logistics and other details with geographically dispersed team members. Free tools, such as Google Docs, help manage the data side of things, making sure that everyone is working from the most current version of a document.
Posted by Jessica Davis on Thu, Apr 28, 2011
Doing effective marketing to promote your company’s participation in trade shows is essential to achieve your overall trade show objective, whether that goal is to boost traffic to your booth, generate sales leads or sell products.
Those of you who are responsible for event and trade show marketing and promotion on behalf of your organization are probably always looking out for that next trend or technology you can leverage to help you achieve these goals.
Let’s take a look at some of the emerging trends companies are using to improve their trade show marketing efforts.
Social media. It’s hard to find a company today that hasn’t at least dipped their toe into the social media waters. Sites such as Twitter, Facebook, LinkedIn and others have ballooned in popularity and are being used increasingly by event marketers. A recent study conducted by Forrester Research predicts that B2B companies will increase budgets for interactive marketing to $54 million by 2014, double the amount they spent back in 2009. Social media tools are being used by trade show marketers to promote participation in upcoming events or share news happening in real-time at events with customers, partners and prospects via Twitter feeds or YouTube videos.
Go global. While the U.S. economy slowly recovers from multiple years of recession, companies might look to exhibit their wares internationally. According to the World Bank, the Gross Domestic Product (GDP) in developing countries will grow nearly six percent in 2011, while the GDP in the U.S. will only grow by three percent. If your trade show budget doesn’t allow for the expense of exhibiting at an international trade show, look for opportunities to partner with a foreign company with complimentary products or technology or exhibit in a smaller booth within a group pavilion.
Marketing on the move. Mobile computing is probably one of the fastest evolving technology trends today. Smart phones are everywhere. Growth in mobile marketing is expected to continue its rapid rise in 2011. A research study conducted by Forrester Research found that mobile marketing will grow at a much faster rate than traditional B2B marketing mediums and predict that half of all web traffic will come through mobile devices.
Smart marketers are working to make sure their websites and blogs can be viewed adequately on these mobile devices. Other exciting news for tradeshow marketers and attendees is the introduction of tradeshow-specific apps. Look for apps that replace printed show directories; apps for sales lead management; and audience polling apps.
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Posted by Jessica Davis on Mon, Apr 25, 2011
Apple is now shipping the second version of its extremely popular mobile computing tablet, the iPad 2. Despite early skepticism, both consumers and the work world have embraced the iPad, as more and more apps hit the market to fulfill nearly every computing desire.
In general, business users en masse have adopted the iPad over competing tablet devices. Just three months after its April 2010 launch, Apple reported that the iPad was being tested by 50% of Fortune 100 companies. By the beginning of this year, that figure had jumped to 80% of Fortune 100 companies.
Better, faster, thinner, lighter? Check.
Courtesy of AppleThe iPad 2 offers twice the computing horsepower of its predecessor and a high- performance graphics processor that delivers a whopping 9X performance boost over the original iPad—all in a smaller envelope. Though the screen size remains the same, the unit itself is 33% slimmer than its predecessor and weighs a bit less as well. If stolen, the new iPad will also offer a feature that would enable users to “remote-wipe” data.
The iPad 2’s now features a front-facing camera for video-conferencing with VGA resolution. The rear-facing camera features 720P HD resolution. Front and rear cameras will not only make it easier to shoot impromptu videos, but will also enable more use of apps such as Shoeboxed’s business card scanner on trade show floors and conferences. In addition, any web-based app for registration, ticketing, or other forms of data collection will also now be easier.
For lead capture on the iPad, install your video, download iLeads and you’re ready to go. Be sure and put some quick response (QR) codes on business cards; the iPad’s camera and associated app can easily capture that data as well.
The unit comes preloaded with a video calling app, called FaceTime, and an app for capturing photos and videos and performing simple edits, called PhotoBooth. Onboard video editing will enable users to do videoblogging from trade shows and conferences or on the go. Another boon to trade show exhibitors will be onboard audio editing, which will enable podcasting from the iPad using the Garageband for the Mac app.
Another feature improvement is ramped up memory; the iPad will offer 512 MB of RAM, up from 256 MB in the original iPad. New mobile hotspot functionality on the iPhone means users will have a roving hotspot for their iPads if they need it, which translates to more opportunities to work remotely, work on the go, or work in areas with limited data throughput, such as trade show floors.
Whether you’re at the trade show booth or in a conference room, the video- mirroring app is likely to help presenters and speakers do a lot more with interactive presentations. Speakers can create presentations and show them on the iPad’s screen or plug into a larger display, and then collaboratively put together a takeaway from a conference session that will be unlike anything attendees have ever seen before. The iPad 2 will also be ideal for sales presentations and demos, plugging easily into flat panel TVs on trade show floors or conference rooms.
Posted by Jessica Davis on Thu, Apr 21, 2011
Exhibiting at a trade show is a marvelous way for your company to capture the attention of its target market in order to introduce a new product or service, generate valuable sales leads, get media attention, or sell products. Garnering that attention, however, can be tricky when your booth is amid hundreds of competing booths, each staffed with eager employees trying to grab the often-fleeting interest of passing attendees.
So how do you make your exhibit stand out? Research shows that exhibitors have mere seconds to grab the attention of attendees, often weary and overwhelmed by the vast number of booths. You can’t meet your tradeshow objectives unless you get those folks in your booth to hear your pitch, so exhibitors must always be on the lookout for new and creative ways to make their exhibit stand out.
One way is to walk the show floor and take note of what other exhibitors are doing with their trade show exhibits and displays. Notice what types of marketing strategies they are using to attract booth traffic. Also, pay attention to what booths seem to be drawing in the largest number of attendees. Is there an enticing giveaway drawing in hordes of people? Ask attendees that have stopped in your booth which exhibitors’ booths they were most drawn to and why.
Leverage your relationship with your display provider as well. They often can offer specific expertise on what has proven successful for other customers as far as boosting traffic. It is their job to stay on top of the latest in exhibit design, event strategies and promotional trends.
Another potential source of innovative ideas are trade show associations and industry consultants. The Center for Exhibition Industry Research (www.ceir.org) is another great resource for ideas on how to increase your tradeshow exhibit’s visibility. Once you have developed some new strategy ideas to boost booth traffic, lead generation and possibly sales, just make sure they are all align with your company’s brand positioning.
Here are a handful of promotional ideas to draw in visitors to your booth:
Entertain them. Magicians, caricaturists, and celebrity look-alikes are sometimes cheesy but often effective in grabbing the interest of attendees, giving your booth staffers an opportunity to strike up a conversation.
Photograph them. Take a digital photo of visitors and superimpose them on unique backgrounds, such as magazine covers to create a memorable takeaway. Or use the image to perform a virtual makeover, so visitors can see what they would look like in various hairstyles or clothes.
Let them play. Provide a chance to play virtual sports, such as golf or baseball using simulation software systems. Winners take away balls with your logo printed on them.
Feed them. Weary and often hungry trade show attendees tend to flock to booths offering free food, coffee or beverages. While they are munching or sipping, make sure your booth staffers introduce themselves and give them the two-minute pitch.
Reward them. Offer an incentive to stop by your booth. A creative giveaway— with your logo and marketing slogan on it—could include tote bags, laser pointers, memory sticks, apparel, golf tees, pens, coffee mugs, etc.
Posted by Jessica Davis on Tue, Apr 19, 2011
Once you've decided to take the plunge into tradeshow exhibiting, the next question might be: what type of display or exhibit will we need? The answers will vary depending upon a multitude of factors. 
You'll need to ask yourself some basic questions, such as: how large are the events you wish to participate in? What type of audience do you wish to attract? What location type (in-line, corner, end, island) and size of booth space are you considering?
Other questions in regards to the frequency of exhibiting and how you will transport your exhibit also need to be considered before you can determine which type of display will best serve your needs and meet your tradeshow objectives. Another important question is how much do you have to spend on a display. When you include the physical display itself, plus banner stands, lighting, and accessories, you could be talking anywhere from a few thousand to over $50,000 in costs.
Once you've determined all these things, it's time to start evaluating the different types of displays. Let’s take a look at the various types.
Pop-up displays. These are made up of a lightweight, folding frame covered with magnetic-backed fabric, vinyl, or plastic panels. These displays are available in tabletop or floor versions.
Pros: Because they are lightweight, they are easily and less expensive to transport.
Truss displays. Structured around lightweight or aluminum tubing, these displays can be configured in a variety of shapes and sizes, from entire booths to special exhibit features, display walls, islands, and entranceways.
Pros: Highly configurable for added flexibility.
Panel displays. These displays are made up of fabric-covered rectangular sections that are connected to make a wall.
Pros: Also very flexible because they can be configured to fit different sized and shaped booths.
Table-top displays. This display type, which features a lightweight display that sits on top of a table, is ideal for small events. The displays typically have three panels with Velcro-attached graphics and headlines that can be easily changed and updated. Some come with briefcase-style cases for easy transport.
Pros: Least expensive option and more durable than pop-up systems.
Banner stands. These banner stands provide an easy, lightweight means to display your corporate banners or other signage. These are available in single, double or triple-sided models. You can use two placed together or separately in different locations within your booth. Some come with lights to enhance the image display.
Pros: They are lightweight, portable and durable.
Custom displays. Exhibit companies can help you design your own custom display in any size or configuration will fit your needs. You can also incorporate accessories, including cabinets, counter tops, back lighting and bridges. Most will also offer a no- obligation design and price quote for your proposed design, so you can weigh your options before committing to anything.
Pros: Designed exactly with your needs in mind.