Nov 30, 2018
All trade shows, conferences and other events primarily exist for one reason: to allow the opportunity for face-to-face selling between attendees, exhibitors and sponsors. Of course, there are other reasons for events, such as education, but a trade show is its own ecosystem and its goal is to have growth with the perfect balance of qualified attendees and exhibitors. For the purposes of this article, the word “exhibitors” also includes sponsors. How do I increase my event attendance on a consistent basis? Take a look at the four key selling points that are outlined below and you might find… more
Nov 27, 2018
In my first article, we discussed Goal Setting, Booth Design and Pre-show Marketing, which will all lay the foundation for your next trade show. Whether it is one, two, three or four days long, there is work to do. At the very least, companies are spending at least $10,000 to exhibit at a show and for the largest shows, larger companies will spend well over $1 million. That $10,000 investment to one company may be a much bigger spend to that company than the $1 million is to another. In any case, execution and ROI are vital. Therefore, the hours on the show floor and even before and after… more
Nov 26, 2018
When the event is over and you’re basking in the glow of success, nothing can put a damper on your hard work quite like seeing the post-event pile: huge stacks of leftover or discarded handouts and publications, bins full of packaging odds and ends, boxes full of promotional items that can’t be used again. The accumulation of trash after a typical event not only affects the environment but also your bottom line (more dumpster rentals = more costs!).  Reducing event waste isn’t a one-step quick fix, however. To be most effective, you need a collaborative experience that gets everyone… more
Nov 20, 2018
#7.  Fudge your trade show exhibiting show deadlines. We all know people who procrastinate. And sometimes, the enemy is us! One of my favorite old country-western songs talks about “living my life one step ahead of behind.”  And, with more and more time poverty in our lives, even if you don’t procrastinate, you can still get “behinder and behinder.” Some days I feel like I’m meeting myself coming around the other end! Building some spare time into your show timeline will give you a little cushion between when you originally planned on having a show task done and when it will really happen… more
Nov 19, 2018
The day of a trade show can be hectic but it’s also when all of your pre-event efforts will pay off. The time you spent tracking and managing segmented guest lists will now help you prioritize how you interact with guests at your booth. The clear value proposition you developed and integrated into your pre-show promotions will help increase traffic at your booth. Your Twitter presence has boosted your brand’s visibility and given you insight into attendees’ interests and behaviors.  But in order for all of this to translate into clear leads and opportunities, you have to make sure your booth… more
Nov 19, 2018
Trade shows are a fantastic way to establish yourself in your industry and collect tons of leads. However, the best ways to manage the leads and contacts you collect, as well as the visitor experience can be hard to manage. After all, you only have a small assigned area to effectively pitch yourself, engage your visitors and capture contact information! Thank goodness for mobile apps. Now, countless apps have been developed to streamline trade show operations seamlessly - and most don’t even depend on wifi. (After all, wifi may be nonexistent or spotty at best in large convention centers… more
Nov 15, 2018
Like all technology, helping staff learn how to use event technology and benefit from its performance features is essential to deriving a high return on that investment. Regardless of the fact that event technology is rented and used for a short term (the duration of the trade show or conference), it is still important to properly educate and train employees who will be at the event on the technology’s purpose and application. While it is true that staff may require little if any explanation on some event technology (i.e., lighting, sound and projection equipment, computers, etc.), they… more
Nov 08, 2018
For more than 25 years I have worked in the trade show sales and management industry. In that time, I have sold and managed well over 150 events in more than 20 countries on six continents and seen both incredible successes and epic failures by exhibitors. I thought I would share some best practices that I have observed and heard over the years from exhibitors and industry colleagues.   If your company is deliberate in trade show planning, goal setting, execution and post-show lead follow-up, your exhibits program should be very successful. If you aren’t deliberate and proactive, then there… more
Nov 06, 2018
We are certainly living in an interesting time, especially when it comes to connecting people to products on the trade show floor. By nature, human beings need to feel part of something bigger, engaged with our surroundings, communities, nature and products. This physical engagement enhanced by technology in the tradeshow environment can have an enormous impact on how attendees experience a brand. It can result in a lifelong relationship of loyalty, awareness and trust toward that brand. A recent study from Bizzabo shows that most trade show marketers see ROI from events that utilize… more
Nov 01, 2018
When exhibiting at trade shows, vendors take pride in their products and booth design. The same can be said of the venues in which vendors choose to exhibit. As an exhibitor, there are many costs associated with proudly displaying your items at a show, meaning that it’s important for the venues to also reflect that same pride in their facility. No matter how carefully a facility is set up, unattractive flooring, whether carpet or concrete, can send a subtle signal of “we don’t really care.”  Few floors endure the level of punishment of a trade show facility or convention center, yet often… more