Posted by Alexis Exhibits on Fri, Mar 05, 2010
It seems like every time my wife and I go shopping at the mall, I get a reminder of what it takes to make exhibiting at a tradeshow a great investment. I think we have all had the same experience - I'm not talking about the big department stores or even the smaller shops that take up most of the space at the Mall. I'm referring to the little carts that sit out in the open.
Most of these tiny stores (or kiosks) are staffed by one young person who spends most of their time talking on their cell phone, texting or chatting with friends who stop by. Just like most companies that exhibit at tradeshows, these small businesses are depending on the visual appeal of their products to attract potential customers. While I have no firsthand knowledge of how profitable these carts are, I think it's safe to say their owners would be thrilled if they could increase sales by 10 – 20% each day.
The exception to the rule are the carts that are selling jewelry or eyeglass cleaner. As you walk by, you will almost always be approached by someone who asks, "Excuse me ma'am, would you allow me to clean your rings?" or "Excuse me sir, can I clean your eyeglasses for you?." I would venture to say that the people that work these carts have been given some training and some incentive. Not only that, I'll bet that they sell much more of their product than the carts staffed by distracted teens.
My personal favorite is the one demonstrating and selling the foam airplanes that come right back to you when you throw them. Usually two young people are constantly throwing the planes and they always come right back to them. Just the activity alone makes you stand there and watch, which greatly increases the chances you'll buy something.
So how does all of this relate to trade shows?
Even though the situations are completely different, there is one common factor. The buyers in each case are human beings. Most human beings respond to similar stimulus. Get the people that work your exhibit to approach prospects with as much energy as the people selling jewelry cleaner. Have some activity in your booth like the people throwing foam airplanes. I'll bet you'll see a big improvement in your trade show ROI.
Posted by Alexis Exhibits on Thu, Mar 04, 2010
In a grocery store or other retail shops, it is very desirable to have your product placed on an "end cap" (the very end of an aisle). This position provides a great deal more traffic, keeps you from being right next to your competition, and has been proven to increase sales.
Many marketing managers take this experience in retail and put it to use in selecting exhibit space at a trade show, choosing "end cap" spaces, or "peninsula booths" in trade show jargon. This is not always a wise decision. If you look closely at the floor plan of a trade show, you'll see that the vast majority of these spaces face cross aisles. Most cross aisles are not a great choice for traffic. Attendees typically use cross aisles to get from one main aisle to another, which means they are looking towards their destination and may completely miss your display.
Another consideration is the display restrictions that apply to peninsula booths. Most of these spaces are 20' x 20'. Standard tradeshow booth space rules provide for a 5' line of sight area along main aisles. This means that you cannot install displays over waist high within 5 feet of an aisle that is adjacent to another exhibit. In the case of a peninsula booth, you will lose about a quarter of your exhibit space because of this restriction. This needs to be considered as you design your booth and may mean that you will be unable to use some or all of your existing display.
The best thing to do is to carefully review the tradeshow rules before selecting an exhibit space. In my experience, you should select a space based on where you think you'll get the most traffic, and while it might, the end cap doesn't always come out on top.
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Posted by Alexis Exhibits on Wed, Mar 03, 2010
Most exhibitors are being forced to find ways to reduce the cost of participation in tradeshows. The most common way this task is approached is to look at each cost line item and see what can be done to save money.
The common first step is to contract for a smaller booth space. This not only saves on the cost of the space rental, but also provides an across-the-board cost reduction. The downside of such a reduction? You may have to settle for a less than desirable booth location and you'll also need to make sure your display properties will fit in the smaller format.
After booth space, the likely second step is to look at each cost category for the show and try to determine which costs can be reduced. This is a very time-consuming process and usually entails trying to find out how much your exhibit weighs and how long it should take to set up. This information is not always easy to get your hands on, and when you do, there are always a slew of variables that can affect the final cost of the show.
In my opinion, however, the best first step to take is to contact your exhibit supplier (assuming they store and manage your display) and lay your cards on the table. Explain to them that you have been asked to cut 25% off the cost of last year's show. Ask them to provide recommendations. Remember, they do this for a living! They are not likely to be overly excited about this mission, but they should support you through good times and bad.
If they can't or won't provide you with some good ideas, you should probably consider finding another supplier.
Thinking about changing exhibit companies? Click here for an apples to apples cost comparison.
Posted by Alexis Exhibits on Fri, Feb 26, 2010
Portable is a crazy term when used as a description of a trade show exhibit. If I asked my wife (an English teacher) to describe a portable display, she would probably say “a display that can easily be carried around by one person”. In the real world of trade shows, marketers of portable displays have stretched that definition considerably.
A while back, I had the opportunity to deliver a demonstration display to a prospective client who was considering the purchase of several units. The only way that I could transport the cases for this 10’ display was to strap one of them to the top of my midsized SUV! Needless to say, the client questioned the portability of that particular unit. Fortunately, every other display that met her needs packed in multiple cases with wheels and weighed about the same so we had many better options, but sometimes lessons are learned from bad as well as good.
For most trade show marketers, the only truly portable displays are pop-up displays and banner stands. (I'm sure that I will hear from many of my friends on the portables side who disagree with me on this). That having been said, a 10’ popup display collapses and packs into a case that resembles a large trash can with wheels and weighs in at just under 100 pounds. There are probably at least 30 different brands that are all very similar but none of them can be easily carried around by one person. There are also trade show booth accessories that can be added to provide shelves, literature racks, lights, etc.
Banner stands are very popular but they are usually about 3’ wide, and when you put a few of them in a standard booth space, in my opinion, it’s not a very professional look. There are various other types of portable displays that pack into smaller cases but they can limit your ability to interchange graphics and may be less durable over time.
The moral of the story: If you are in the market for a portable display, do some research and find a unit that suits your needs. Make sure that you look at the shipping cases and consider whether the size and the weight make sense for you. Need Help? Let's get started.
Posted by Alexis Exhibits on Wed, Feb 24, 2010
Consider Insuring Your Trade Show Display
Tradeshow displays are very expensive marketing investments and as such, you should consider insuring your properties in case of loss or damage. While the likelihood of a significant loss is rather remote, it is possible. Natural disasters can strike the warehouse where your exhibit is stored or even convention centers (A tornado did considerable damage to the Georgia World Congress Center a few years ago).
Fire is the most common threat to your trade show displays. Trucks can be involved in accidents and trailers have been known to catch on fire due to tire problems. Warehouses are not immune to fires and in 1967 the entire McCormick Place Convention Center was destroyed by a fire with a large trade show set up and ready to open. The fact that losses like these are unlikely makes insuring display materials affordable.
Exhibit companies, for the most part, do not insure client-owned exhibits stored in their warehouse. Trucking companies normally provide very inadequate coverage based on weight (usually around $1.00 per pound).
If you are concerned about this, you should first check with your accounting department to determine what your company policy is regarding casualty insurance. Many large companies are “self insuring,” meaning that they simply pay for any losses themselves, rather than pay for insurance. Small and medium companies usually have some type of insurance coverage, but all assets need to be recorded, especially those that travel around like displays.
If you would like to insure your display, get an up to date inventory list and have your tradeshow exhibit company provide you with the replacement cost of the display. Be sure to update this information annually. Current photos of the display set up will be important if you have a loss.
If you do decide to purchase coverage, make sure that it covers your materials 24/7 no matter where they are. Need trade show advice? Have a trade show specialist on you side.
Posted by Alexis Exhibits on Mon, Feb 22, 2010
Ordering electrical service is one of the most difficult aspects of tradeshow preparation. Just when you think that you have watts figured out, the next electrical form wants you to order amps. Volts seem easy enough, but what the heck is 3 phase? How about 24 hour power? Seems like a good idea, but it doubles the cost of each connection.
Trade Show Electrical Service Preparation
For the vast majority of tradeshow exhibits, the electrical requirements are pretty straight-forward. For a 10’ backwall exhibit, one standard minimum service outlet placed behind the booth will be all that is needed. If the plan includes a reception counter or table on the aisle, another minimum service outlet nearby will be handy to provide power to a lead retrieval device or laptop. As tradeshow displays get larger and more complex, it is advisable to have an electrical drawing. This is usually a simple display floorplan that shows exact placement of all electrical outlets and the required watts or amps for each. It is best to provide as much detail as possible. Most exhibit companies provide this service as part of their preparation procedure.
Once you have the electrical diagram, you can simply count the service outlets and fill out the form. Make sure to submit the form early enough to take advantage of any discounts.
Heavy duty electrical service such as 220 or 440 volts is used to power machinery. This type of service is very expensive and the order should be placed by someone who is very familiar with the equipment. Most convention centers turn off electrical service to displays at night. If you have equipment or computers in your exhibit that should not be turned off, or if you have refrigerators or freezers in your booth, you should consider ordering 24 hour service.
You will also need to provide the electrical diagram to the show electricians. They will use your electrical order and diagram to route extension cords on the floor to the locations specified. The diagram is normally faxed in with the electrical order. If things change, be sure to fax the updated electrical drawing before you go to the show. The electricians typically go to work right after the booths are taped out on the floor.
A word about safety… One of the most common complaints heard from exhibitors is that they have to pay an electrician $90.00 to plug in their lights. While the cost does seem high, there is a very good reason for an electrician to make the connection. This process insures that the electrician has an opportunity to inspect the wiring in your display. This may seem like a hassle, but keep in mind that on the night of January 16, 1967, while the biggest tradeshow of the year was hours from opening, a fire that was later traced to faulty wiring in an exhibit, burned Chicago’s McCormick Place to the ground. One person died and economic loss included the building, all of the exhibits and products.
I'm sure you can agree, it's much better safe than sorry.
Does your exhibit company provide electrical service as part of their preparation procedure? Need help? Lets get started.
Posted by Alexis Exhibits on Fri, Feb 19, 2010
Exhibit design is a powerful reflection of your brand and, in fact, part of your branding. Trade show booths involve your company logo, products and employees. They serve as giant, interactive business cards.
So, even if you're not making a huge investment in exhibit design, it's worth revisiting your core elements of your branding to make sure all the pieces of the puzzle fit together. Here, we'll take a quick look at graphically and lyrically spicing up your exhibit booths.
Trade Show Graphic Design
A competent exhibit company should be able to provide you with exhibit designs that effectively communicate your brand. You may even wish to incorporate into this process your in-house or consulting graphic designer.
- Embrace your three-dimensionality. Most of your branding materials are probably flat, "conventional" pieces. Graphic designers jump at the opportunity to work with exhibit designers to breathe fresh life into larger, 3D displays.
- Maintain focus. While it's tempting to incorporate every bell and whistle within your budget, visitors will lose interest quickly if they can't figure out what's going on. Speak to your specific offerings and value-added features relatively early in the engagement process.
- Consistent with the 3D theme, reach out and grab your audience's attention. You're not only trying to engage people at your booth but those down the aisle and across the room.
Trade Show Custom Copy
A bit more innovation is possible with your written materials than with your brand graphics. While you can't and shouldn't change your logo for every trade show, show-specific copy is an excellent idea.
Written materials can be customized--partially, at least--for each trade show in which you participate. Keep everything as short and concise as possible. Make sure that the information is timely, especially if your competitors' materials have gone stale.
Some of them have. Engage your customers and support your sales and marketing strategies with a custom trade show booth. Click here for a no cost, no obligation design and quotation for your next tradeshow.
Posted by Alexis Exhibits on Tue, Feb 16, 2010
Value Of A Used Trade Show Display
There are a large number of corporations who purchased new tradeshow exhibits of all types a few years ago before the economy took a dive.
Now that tradeshow marketing budgets have been slashed, resulting in participation in fewer shows and smaller booth spaces, these too large, too heavy and too expensive to set up trade show displays are sitting in warehouses collecting dust and costing their owners money in storage fees.
Before considering your disposal options, you must first consider the fact that the tradeshow display probably appears as an asset on the company’s books. So, if disposed of, it will result in a loss on financial statements. Add to this the fact that the display consists of some hazardous materials, so disposal costs will be significant and you can see why disposal is not likely to be a popular move in the eyes of the bean counters.
Also, be realistic about the value of a used tradeshow display. Companies generally want to design a new booth to their own specifications. Even if your display closely matches their needs, the cost of refurbishment, changing finishes and colors and producing new graphics can quickly add dramatically to the cost. It is not unusual for tradeshow booths that originally cost hundreds of thousands of dollars to be nearly worthless in the used market.
Options For Your Old Trade Show Booth
So… what are your options?
- Bite the bullet. Get a quote from your display company, pay the handling and disposal fees, write off the loss, and move on. (This is a major reason many companies choose to only rent their displays).
- Try to sell your old tradeshow booth. Gather as much information about the display as possible. Photos, drawings and inventory lists are critical to success. Post the display on a used exhibit web site (www.exhibitrader.com for example). Ebay and Craigslist might work to sell portable exhibits but larger displays probably won’t get much attention. Be realistic about an asking price.
- Make a deal with your exhibit company. Roll the old booth into the purchase or rental of a new display. Showing a “trade in allowance” on the contract will be much easier on the financial statements and also eliminate your disposal liability.
- Donate your booth. Try to find a charity that might have some use for all or part of the display. Admittedly, this is a long shot, but is worth checking into.
No matter which direction you take, it is always a shame that something so exciting and valuable when it was originally built ends up such a pain to get rid of.
Posted by Alexis Exhibits on Fri, Feb 12, 2010
It is no secret that exhibiting at trade shows, while widely considered the best dollar-for-dollar marketing investment, are chock full of costs. When it comes to saving money at shows, the devil is certainly in the details. Sometimes you can grossly over pay for services you might not think about until you even get to the show.
When exhibiting, people are going to be coming and going in and out of your booth all day for as many days as you are exhibiting. If you have carpet, you are probably going to need to think about vacuuming if you want to keep your booth presentable. If you are not careful, this can result in major costs for you once you get on the floor.
One of my clients, a software company based in California, was exhibiting at a five day show in Chicago. They had a carpeted 20’ x 40’ booth, so they knew they were going to need some vacuuming services. When they requested this service, we looked into the hall for vacuuming prices. Having the booth vacuumed once every night by the hall would have cost our client over $1000!
Most trade shows will allow you to vacuum your own booth, but if you want someone else to do it, you must use the designated contractor.
Instead of having our client pay such a ridiculous price for something that one of their staff members could do in less than 10 minutes we came up with a solution. We simply made space in one of the shipping crates and included a vacuum cleaner that could be assembled on the floor and then stored in their trade show booth. Their carpet was swept everyday for the show, they got the word out about their new products, and the show was a success.
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Posted by Alexis Exhibits on Wed, Feb 10, 2010
Your company has invested a great deal of money into a beautiful tradeshow exhibit and you've been selected to work the booth. How do you prepare yourself to make the most of this opportunity?
Here are some helpful tips:
- Create a preshow plan. Profile the type of prospect you wish to attract to better focus your efforts. Get a preregistration attendee list and contact as many of the suitable prospects as possible before the show. Extend a personal invitation to your tradeshow booth and give the attendee a reason to stop by - something new for them to see works well. You should contact any very important prospects to try to set up an appointment at the tradeshow.
Familiarize yourself with the entire convention agenda. Be aware of keynote speakers, educational sessions and social events. Prioritize them and make sure to attend. Be prepared to discuss these sessions with prospects who come to the booth.- Study the design of your exhibit. Read and understand the graphics. Have a plan for giving the prospects a quick tour of the booth and recording lead information for follow-up.
- Develop a plan to deal with current customers efficiently so that they do not monopolize precious prospecting time.
- Memorize a few greetings. Try not to ask questions that can be answered with a simple yes or no. Your goal should be to encourage the prospect to talk about themselves or their company, so that you can tailor your presentation to their interests.
- Be approachable. Refrain from eating in the tradeshow booth, checking your Blackberry, or holding extended conversations with coworkers. It is human nature not to be rude and interrupt people and it will make your tradeshow exhibit seem uninviting.
- Be sure to have a disengagement line or two. The best one is "thanks for stopping by", but if you are talking to an important prospect it might be better to say "where do we go from here?" or "how would you like me to follow up?"
- Take notes. There are so many people and so little time. Brief notes will help you to be more effective with your follow-up.
- Try to schedule breaks throughout the day to deal with voicemail, email, and just catch your breath. Remember, quality is more important than quantity.
- Follow up in a timely manner, meaning the next day. Don't risk letting your prospect forget you.
Are you interested in exhibit management for your entire tradeshow program? Our exhibit management is based entirely on strategic planning. Contact us today if you are in need of trade show help.