The Trade Show Guy

The Postmortem

2010-10-15T06:10:00.001-07:00

It really isn't as final as it sounds. But it is one of the final things you do after you return from a show.

You need to look back and assess the show so you have some lessons learned for future shows.

The basic elements of a postmortem to consider are:

Call a meeting of key participants in the process: the marketing manager, the sales manager, the key tech guy, possibly your exhibit supplier.
Make it a one-hour meeting.
Plan on reporting performance (expenses versus plan, lead count, key events)
Before the meeting (which should be within a week of the ending of the show; no more than two weeks), set an agenda and ask some key questions, including:

What worked?
What didn't?
Would you go again?
Did you meet any key customers?

Roll this up at the end of the meeting with action items (if any) for the participants.

Apply the lessons to the next show on the schedule or the next year's show.

TTSG

Really now,.....

2010-10-08T14:34:00.001-07:00

.....did you really think show attendees wouldn't notice your makeshift demo?

Anybody else seen a suitcase demo propped up on a chair before at a show?

TTSG

Starting the Postmortem Discussion

2010-10-07T04:21:00.001-07:00

It starts at the show--usually during set up: the "what-worked-what didn't" list.

This list is comprised of the items that you need to improve or fix but also the things that did work. For example, on the NACS show we are in the midst of today, there are a number of fixes we had to make on show site, but there are long-term things, too. I have three categories of fixes:

Immediate
Must-have when we return
Nice-to-have when we return

Immediate are things like lights, broken or damaged things that can be fixed on site that impair demos or keep business from being conducted. A broken monitor, missing panel or damaged carpet.

Must haves are similar but can't be fixed on site, but need to be repaired for long-term use of the exhibit. Think a door that doesn't have to be used.

In the nice-to-have category are things like: can this counter be higher? do we need that structure? Customer interaction would improve if we had an enclosed conference room or storage needs to be added.

And don't just limit it to exhibit structural things. Consider strategic ideas as well as tactical considerations.

At any rate, start the list now and complete it by the end of the show. At your postmortem meeting, you'll have a talking paper.

What's that? What's a postmortem meeting? We'll talk about that in another post.

TTSG

Attention to Detail

2010-10-05T04:39:00.000-07:00

Are the lights the right color? Are the monitors paired correctly? Is that graphic hung right?

It is the devil--details are, that it. It's getting close to show time and it seems time and motion slow down while the clock is spinning. The first day of set up with the major structure going up went quickly. Now, all of the detail work, seems to slow things down. A few details to consider:

Graphics--are they mounted in the right locations and correct?
Carpet--seams straight? Cuts from previous shows hidden?
Booth structure--chips covered? Panel seams aligned?
Other parts--fabric steamed and without wrinkles?
Reception counter--stocked with pens, paper, staples, mints?
Staff support--do you know where the rest rooms are? Meeting spaces?
Other booths--competitor's, partner's booth locations relative to your location?

There are tons of other things to add to this list. Let's start with this today. More later.

TTSG

First Things First: Before the Set Starts

2010-10-03T19:36:00.000-07:00

There are a number of things you can do when you first arrive at a set up. In fact, it can set the tone for the whole show.

When you first show up, a quick visit to the site and your space can put at ease and get you started.

I usually arrive mid- to late-afternoon the day before we are scheduled to start set up. Some of the things I do, if I have time are:

Confirm electrical order and/or placement
Make sure a hanging sign is in place or ready to be hung
Spot freight for easy installation or confirm freight is to be unloaded
If the service center is open, check n your orders
Check out the hall location with reference to the hotel and meeting rooms
Pick up or change badges
Say hello to the association staff and get an schedule changes

There are other things. But the fact you are there early gives you a slight edge to your start of work on Day 1.

TTSG

Preparing the Staff Before a Show

2010-10-03T03:20:00.000-07:00

We've been gearing up for this show for months now. Things are all in place for a successful show. Did I forget anything?

Does the staff know all they need to know?

This process actually starts long before we all arrive at the show. There are a series of things to do with the staff to make sure they all know what's going to happen leading up to and at the show. The tool I've used the past few years is a process that involves a package referred to as "show notes" and a series of meetings and communications (e-mail and phone). The centerpiece is a memo that, in PDF form, goes out to the team periodically prior to the show in 6-, 3- and 1-week intervals. This package includes:

Show hours, days and dates
Set up days and dates
A list of the team members attending and who's in charge
Date and time for booth staff meetings
A floorplan of both the hall and booth
A list of demos and in-booth activities
Expectations on lead gathering
Key customers who will attend
Instructions on what do do with media
Hotel confirmation numbers
Ground transportation options
Contact information for on-site team members

Anything else isn't left to the imagination: team members are encouraged to contact with questions (and they do). I am fortunate to have a crew who knows me and the drill, so our shows go off as planned (usually).

TTSG

Leaving Early from a Show

2010-09-26T07:38:00.000-07:00

We've all done it (or at least thought about it): packing before show hours are over and being packed and gone as early as possible. Usually we consider this option because it's the last day of the show, things are slow and the aisles are empty.

You could be setting yourself up. Don't do it.

Case in point came from my friend, Joe. The other evening we were trading show stories and he recollected that one of his first experiences with a show was back when he was a teenager. Joe would go out on the road with his dad, a store fixture salesman, to set up, tear down and generally help out at local shows. On the last day of a show, dad left the hall early to get some packing stuff and get the car, leaving young Joe to man the booth. While Joe was holding down the fort, a buyer came by the booth. During the course of conversation, the woman bought a rather large, pricey fixture from Joe. It was one of the bigger sales of the whole show.

Another story comes from the old National Hardware Show in Chicago. This back when the big box retailers were just coming in and pushing out the smaller retailers (and changing the face of the industry in the process). This was a 4-day show that wound down (at glacial speed) on a Tuesday afternoon. Historically, many exhibitors would start tearing down before the end of the show. However, after one year when Home Depot made their baying walk on a Tuesday afternoon, that stopped. Those that were still in their booths and doing business, got to talk to HD. Needless to say, the early-departure practice ended.

The point is, if you leave early you may be leaving business (and money) on the table. Consider that you bought that space for all of the show hours and should squeeze every minute out of them.

TTSG

Exhibit Preview

2010-09-24T05:16:00.000-07:00

Previewing the exhibit before a show doesn't always have to be done, but many times it is a good idea and worth the expense.

What we're talking about is standing the exhibit properties up in the shop to make sure everything fits and works. There are a number of reasons you would take the time to do this:

Review graphic placement and fitting of demos.
Determination of which properties will be used and shipped.
Confirmation of the actual shipment.
A preview for management.

You can also use this as a time to ease your set up. For one client we actually rolled out the carpet and taped the location of where major exhibit components would be placed. Making notes on the manifest, we also staged crates around the space in the hall to ensure ease of set up in the hall.

Things to consider before you do a pre-shipment, pre-show preview:The labor cost to set up the both and repack.

Timing--do you have reasonable time before the show?
Being prepared for any changes management or other factors will bring.

We'll be doing one of these previews for a client early next week, so watch this space for a report.

TTSG

The Three-Year Plan

2010-09-22T07:05:00.000-07:00

Most trade show and event programs are pretty much in place. They run themselves, mostly, because of the nature of the business and the tried-and-true expectations of management, suppliers, promoters, associations and trade show managers.

But what if you had to make over your program?

Relevance and reinvention are a way of life in the world today. How we shop, how we eat and how we work have been transformed by economic forces and technology. One of the best examples of an industry that has been transformed is photography. With digital cameras and being able to download and print images ourselves, the old-style photofinishing store is all but gone. We buy equipment and take classes on line rather than visit a camera store. However, more photos are shot by more people people than ever before.

So it is with the trade show industry. Revenues by general contractors are down 35 to 50 percent, traditional exhibit houses are downsizing, going out of business or looking for new revenue streams. And exhibitors are squeezed with being asked to do more with less budget and staff.

All these facts lead to reinvention: if you had to do it, could you reinvent your exhibit marketing program (let's call it what it is) in 3 years or less? Let's make a short list:

Year 1: assess the show list, the properties, the budgets and history of the program. Maybe let it run as-is except where things are really out of whack. But watch and learn. Look ahead.
Year 2: make changes where you are losing money, eliminate shows that are not targeted or relevant, reduce overhead and continue building with the strategic direction of the company. Start to include new ideas (captive customer events, new one-on-one sales tools). Look ahead.
Year 3: out with the useless, in with the relevant. Eliminate the last of the poor-performing shows and unused properties, recast the budget, solidify those key internal relationships. Look ahead.

Sure, this is oversimplification, but it is a basic roadmap. Change takes time, particularly when you are new to a company or business. But change is inevitable, so get used to it.

TTSG

Report from the Field: Farnborough 2010

2010-09-20T06:14:00.000-07:00

Our colleague, Kimberly Williamson of Aviall, attended and worked the 2010 edition of the Farnborough Airshow. Here is her report:

Aviall's presence at the show was a flurry of activity between interviews and a full staff being on board. The economy is showing signs of improvement with many companies sending multiple personnel as opposed to the Paris Airshow last year. Numbers appeared to be up, but nothing has been released yet that I know of. We had good traffic, especially being right next door to Rolls-Royce (since we are exclusive on three of their engine lines).

This year Farnborough rolled out what they called Future's Day on Friday (the last trade day of the show). Future's Day was basically an opportunity for companies to invite school children to visit the airshow to promote aviation. Yes, it sounds like a great idea, but for most of us...it really wasn't. There were over 4,000 school children running amuck like locusts through the exhibit halls. All of our neighboring exhibitors (with the exception of Rolls) were very unhappy and ended up closing shop early (some left as early as noon).

Sounds like things are coming back and show management is trying innovative things to build traffic and good will with their various audiences.

Thanks, Kim.

TTSG

Staffing: when is too many too much?

2010-08-28T08:32:00.000-07:00

A colleague related to me the other day about a show experience she had with her company and booth staffing.

At a recent trade show, her company sent a contingent of 17 to staff the booth and work the show. Glad to see they want to participate and be a part of the experience. However, there was a fundamental problem:

My friend's company had a 10 x 20 booth space.

And it gets worse: they were sharing it with another division from the corporation who sent a group of three to man staff their "half" of the booth.

If I do the math right, that's at least five times the number of people needed for this space.

While there are rules of thumb on how to staff a space (usually 2 to 3 people per 100 square feet), you really can go overboard. But 20 for 200 square feet? Let's get real.

As always, consider the value and usefulness of all who attend a show for your company.

TTSG

Report from the Field: Observations on Four Types of Booth Staff

2010-08-08T08:51:00.000-07:00

Our colleague, Scott Cytron, and I recently were trading stories about trade show experiences. Scott comes from a different circle of shows than I do, but his experiences are very similar. He came up with this report talking about the four types of trade show reps:

"I’ve told this story quite a few times over the last few months – always to be met with some great laughter, so I thought I would share it here.

I think there are four types of trade show people – not the attendees, but the company reps who work the shows to gain leads for business:

The Go-Getters. This group is the one that excels, always thinking ahead to the next stop-by attendee and truly putting his or her best foot forward. The Go-Getter often is in front of the booth instead of behind a table or behind a kiosk, welcoming each and every attendee and talking to any potential leads as possible. These are the ones you want working your booth.
The Italian Suit Guys. These are the Mr. Slicks--the guys who are more concerned with their appearance than they are with selling a product or service. They are always on their cell phones, combing their hair and looking in the mirror to ensure they are all put together.
The Sit-Down Laggards. ow many times have you been to a trade show in which the reps are sitting down, totally unconcerned with booth traffic and just about anything else. They are unconcerned and usually checking e-mail, and are not the ones you want on your team. Yuck.
The Logo Shirts. Images of cheerleaders come to mind, although “energy” is not a bad thing; still, you do not want to be mowed over with corporate speak when it comes to trade show reps. These folk live and breathe the company mantra. OK – that’s not so bad either, but it’s often too deliberate and too in-your-face for my taste.

OK – now it’s your turn. Give Scott and me some feedback and some stories on your favorite or unlikeable trade show reps. Or other trade show stories.

Thanks, Scott.

TTSG

Report from the Field, Farnborough 2010: To Chalet or Not To Chalet

2010-07-27T10:23:00.001-07:00

Our colleague, Peggy Keene of Esterline Corporation, was at this year's Farnborough Air Show in the UK this past two weeks. She filed this report for us to paint a picture of what is happening on the international trade show scene:

In more than 25 years' work experience, I've never seen more austere times. Nobody wants to look like they're spending money frivolously at trade shows. In fact, no one wants to look like they're spending money at all.

At the Farnborough International Air Show, held every other July outside London, can companies convey a prosperous image, but not too prosperous? Farnborough, along with the Paris Air Show, has the reputation as the most prestigious aerospace event in the world. Billionaires jetted in on their private 747s. Heads of state toured the exhibits. The new Boeing 787 performed tricks for the ogling crowds. This year's bomb scare emptied my stand. If it happens in aerospace, it happens at Farnborough. But can companies justify the expense of a chalet along the flightline? How can they translate this six-figure expense into sales orders?

The simple answer is that they can't. It's can be a matter of habit and tradition, and they play a big role at this show. Some quotes from colleagues to help paint the picture:

"We've always had a chalet--if we don't this year, customers will think we're not doing well."
"My CEO looks at the show as a combination of work and pleasure. He'd never go if he had to do stand duty!"
"We're pursuing one foreign government contract. If we can get the minister of defense to our chalet, we can clinch the deal--he needs to see we're for real."

On the other side, one major manufacturer pulled out of the show completely. I'd guess they spent $600K to 800K in years past. I was told that their new CEO, the third in five years, "doesn't believe in trade shows". Hmmmm. I used to work for this company, and they're currently getting their rears kicked by their largest competitor. Wonder if this CEO will be around for the long haul?

One of my suppliers has traditionally had a chalet, but opted out this year. Instead, they chose to hold a luncheon at a prestigious hotel overlooking the runway. Sounds smart these days, right?

Well, I walked about 15 minutes in heels and the heat to the hotel, and nobody seemed to know what room the luncheon was in. I was eventually escorted into a lovely reception, given a flute of Veuve-Cliquot, and then told I was in the wrong place. OK, I had made it to the luncheon, and my supplier's video presentation didn't work. We've all been there, and I really felt for them. The sales team did a good job ad-libbing, and said they'd present the video after we ate. Great. Unfortunately, the food didn't show up either.

By now I've been away from my stand for two hours, haven't learned much, and I'm tired of nibbling bread and making small talk. I excuse myself and shove a Power Bar into my mouth as I hurry back to the stand. Should this company have kept their chalet? It won't prevent me from doing future business with them, as I understand their desire to cut back, but I was a little cranky.

There are no easy answers in this economy--every company has to make their own decision. Making connections at chalets can be special--they combine social and business, and that's especially important outside the serious-minded U.S.

Already, my company is making plans for the Paris Air Show next June. The organizers tell me the chalets are being booked at a healthy rate. That's good for business. I wonder if my supplier will book one this time?

Thanks, PK, for a great, up-to-the-minute report. Always good to hear from the field.

TTSG

Location, location, location

2010-07-16T04:47:00.000-07:00

Do you know where your exhibit is placed in the hall of your next trade show?

As the real estate folks always say: location, location, location.

Where you are in the hall impacts just about everything concerning the set up and configuration of your booth:

Whether you can have a hanging sign (if you have an island booth)
How you will place elements and demos within the space
When you can move in
How you might conduct business in the booth

Consider the following when you look at a floor plan:

Traffic flow: which way are people turning and walking when they come in the hall?
Where are your competitors?
Are you near food or otehr services (rest rooms)?
How high is the ceiling?
Where are you in relation to the dock doors and entrances?
Who is in the booths around you?

Hanging signs are determined by ceiling height and other considerations. If you are planning one, be sure and understand the rules.

The choice to place and conduct elements is based upon lots of things: which side of the booth has the most traffic? Is there a slow side of the booth? What does the structure allow for?

Targeted move-ins are based on where an exhibitor is on the floor. For example, if your booth is number 1685 and booths 1400-1800 move in on Sunday at 8 am, that's when your truck should arrive and when you should schedule labor.

Depending on traffic and competitor location, where will you place a demo or graphic? Who will you have in your booth at what time during the show? What do you want your your competitors to see (or not)?

Lots to consider.

TTSG

Thinking Ahead

2010-06-30T09:01:00.000-07:00

It may only be June, but that October show is only a few months away. Is it on your radar yet? Have you thought about:

The ship date?
Which exhibit you are going to use?
The deadlines to order services?
Pre-show promotions?
Key customers who will be at the show?
If you bought space?
Did you make hotel reservations?
When is the badge deadline?
Are you hiring any subcontractors?
Do graphics need to be revised?
Will you be holding a hosted event on site?
Are there any conflicting shows on your schedule?
Will your executives be expected? Is it on their calendar?

Just make this list and start to think about it. But not too long--the show opens in only 90 days.

TTSG

Report from the Field: Eurosatory 2010 in Paris

2010-06-15T08:13:00.000-07:00

Our colleague, Peggy Keene at Korry Electronics/Esterline, was at Eurosatory 2010 in Paris this past month. Here is her report from the show site.

Defense trade shows pose a unique challenge to exhibitors, as witnessed at this year's Eurosatory exhibition, held every other June at Parc des Expositions, north of Paris.

How do you tastefully and effectively promote armaments to an international audience? Many exhibitors here seem to go for the atmospheric look--lots of draped camouflage, large backlit graphics of explosions, that sort of thing. Closer inspection is the only way to figure out what many are really promoting. One Israeli company used live actors (attractive women, dressed a la mode) to explain the happenings on the video wall.

The defense industry is doing robust business in Paris, for better or worse--the only hint of controversy is the white-robed Quakers staging a taped-mouth protest at the train station.

For a trade show veteran, you take it in stride, sore feet and all. In 12 hours, you're on your 11 hour flight home, then on to the next show.

International exhibiting is quite a different experience as we have learned from these posts. Drop me a line and I am happy to share your stories, too.

Thanks, PK.

TTSG

Returning Shipments

2010-05-21T12:20:00.000-07:00

OK, the show is over, and all of the freight has been packed and the bills turned in.

Now what?

Well, the stuff (freight, goods, graphics, exhibits, demo equipment) is going back somewhere (or multiple somewheres). What are you going to do with it when it gets there? And what if things are damaged?

Make a list, a plan, to make sure all of these things get done upon return. But also be prepared for the worst: do you have a detailed manifest of each skid, roll and crate including contents and weights?

What this will save you is being able to recover the cost of lost goods if you have the details. You also have ammo if your weight differs from what the trucker and the general contractor at the show have, which could save you lotsa bucks.

Be prepared on the out and the back and you won't lose things or money.

TTSG

Aviall Exhibits at EBACE

2010-05-16T18:19:00.000-07:00

The 10th annual European Business Aviation Convention and Exhibition (EBACE) ended its three-day conference earlier this month in Geneva, Switzerland. Our colleague, Gary Donatell of Freeman Exhibits, was there with Aviall. He filed this report for our blog.

The exhibition was sold out and 11,174 attended the event.There was a general air of optimism that the global industry’s economic outlook is on the upswing, EBACE reported. Event organizers also pointed to positive signs, such as the sense of enthusiasm among exhibitors and attendees.

Aviall continues to increase their presence at this show, while being very budget conscious. The roughly 20' x 20' exhibit is twice the size of their exhibit in 2009.

“I would categorize their display as a rental ‘custom turn-key’ exhibit,” Gary said. He goes on to report that the budget for this exhibit, not including graphic design and production provided by Zachry and Associates, and transportation of the white fabric cube was US$25K. This total includes the 7.6% VAT.

This works out to about $62.50 per square foot, and represents a real value in today's economy. Consider that recent industry studies even put stateside rentals at twice that number, this makes international exhibiting seem affordable.

“Speaking of the white fabric cube,” Gary continued. "It has become an icon that Aviall uses at various trade shows they attend. At EBACE, there were restrictions on hanging anything from the ceiling, so the booth had to be designed to have it rest on top of the exhibit. It worked out nicely.”

Thanks, Gary. We’ll pass on your report on the whole show in a future post.

TTSG

Putting Together an Exhibit from Stray Pieces, Part V: It Comes To Life

2010-05-07T04:43:00.000-07:00

We finally made it to the NACStech show. The concept is now reality.

The idea of taking truss and enveloping it in fabric is an idea that really has merit. While it still has its challenges, it is a way to revitalize standard-looking properties and turn them into something customized for the client.

By including zippers, this could become even more tailored to specific business units.

Adding lighting gives it all another dimension.

The upside:

You can achieve a different look with a simple fabric sleeve
It weighs a lot less than a traditional hard-structure booth
The size of the shipment is reduced

The downside:

Lots of small pieces and that can be a trap for crews not used to assembling modular exhibits.
Limits on where monitors and accessories can be placed
Can tear if not cut and grommetted correctly
Have to be cleaned and steamed

The partners on this project include the following people and organizations. These projects can only be accomplished by cooperation and good work done in a timely fashion.

Retalix, the client, and Dar Hackbarth, their Director of Marketing Communications
The Taylor Group, Dallas, led by Tim Hampton, for the management of the exhibit properties and the basic idea that was suggested to the client
FSD, Dan Hughes' company in Denver, who produced the actual fabric "sleeves"
Zachry Associates' lead designer, Danny Flanagan, for the design concept and translation of the Retalix brand

This was a fun project and one that shows that imagination, even in its simplest form, is alive and well in the exhibit industry.

TTSG

Trade shows are fun when...

2010-05-06T11:21:00.000-07:00

...they are over.

...the client is happy.

...you can fix all the things that need fixing in time.

...the staff knows how to engage prospects and gather and qualify leads.

...those with positive feedback don't gush too much. By the same token, those that aren't happy are not overly vocal and critical.

...you get to share a meal or a drink with a valued colleague and learn of yet another aspect of their personality.

Care to add any to this list?

TTSG

Report from the Field: NACStech 2010, Surviving the Verticalization of Trade Shows?

2010-05-06T04:48:00.001-07:00

From the one-day set to the shrinking number of exhibitors, this is NACStech 2010. This show really is a good slice of the technology pie from C-Stores, but for some reason, lacks the high-end support it needs to be sustained.

I hope that changes.

The future of trade shows, in my opinion, is in being vertical. At one time, healthcare had broad-based, horizontal shows like AHA (American Hospital Association). Now the focus (as the industry itself has shifted) to many verticals: healthcare construction, devices, medications, treatments, management and so on.

Why can't convenience and grocery be treated the same way?

Sure, from an exhibit supplier standpoint, this isn't really what works with the model. We all want large exhibits to build, ship, dray and set up. Truth is, the exhibit industry customer wants to see more prospects, suspects and existing clients by spending their dollars in a clearly focused fashion.

Do more smaller shows better and reach more clients? What a concept!

Why not C-Stores?

TTSG

Putting Together an Exhibit from Stray Pieces, Part IV: In the Home Stretch

2010-04-30T03:54:00.000-07:00

The fabric enclosures arrived and we fit them to the wall and football shapes. They look like the concepts.

The concept is by the Taylor Group Dallas. The client wanted something to transform the basic Skyline Inliten truss. This accomplishes that.

FSD in Denver took the design and made it into the stretchy fabric pieces. The image design is by Zachry Associates in North Texas.

Working all these elements together takes patience and planning.

Next stop: New Orleans and the NACStech Show, booth 659. The next challenge is assembling this all in one day.

TTSG

Putting Together an Exhibit from Stray Pieces, Part III

2010-04-18T08:47:00.001-07:00

We have the basic structure and a plan. Now we need to wrap the pieces up so they look good.

One of the challenges is the design of the graphic panels and how they interact with the hardware they have to fit around. The design of the graphic features some photos and a brand-driven colorful design element. A catch phrase has also found its way into the design.

We engaged FSD in Denver to produce the fabric graphics and Zachry Associates of North Texas to do the design. Careful measurement and coordination is key, along with buy-in from the client on brand direction. The interim sheathing of the booth structure was done electronically to simulate what the finished product would look like.

The next step will be to marry the finished graphic to the frame before it is packed and shipped to show site. Given that we have only one work day to assemble this exhibit and install the technical demos, we know we have to stage all the pieces and parts correctly before they arrive on show site.

One of the critical challenges was fitting the monitors for the demos onto the structure so that they didn't obviously interfere with the graphic design.

Tune in next week as this "loaves and fishes" exercise continues.

TTSG

Putting Together an Exhibit from Stray Pieces, Part II

2010-04-07T20:16:00.000-07:00

This past week I spent an afternoon at my client's exhibit house with them and the exhibit house rep. We're making progress on our "portfolio" exhibit.

We lined up the parts and pieces and got out the tape measure and sketch pad. We paced off the 20x30 space and helped the client visualize the scale and scope of what they will see in New Orleans at the NACStech Show (www.nacsonline.com).

Voila! A plan and options emerged from the discussion. The parts and pieces are starting to look like an exhibit. It is a bit of a game of "loaves and fishes" but, if done carefully and with a strategy, it can work. Saving money is one thing, but looking the part is another. You need to do both.

We started with previously used Skyline Inliten components. The truss was assembled into "football" shapes to give the exhibit mass and workstation locations. The structures will be wrapped in graphic fabric "socks" not unlike a Moss-type hanging sign or other fabric-over-frame graphics.

Add in some previously used cabinets with new tops and there is surface for demos and lockable storage. In this configuration you could have two cabinets per side of the major structure, or as many as 4 per unit. We are choosing to use two "football" shapes, with one cabinet station per side. Monitors will hang above the cabinets using the stock Skyline monitor bracket, possibly modified to hold multiple monitors.

An Inliten "wall" becomes a surround for a conference area. This surface gives us both privacy and another "canvas" for messaging and brand. While it isn't completely private, it shields the meeting space from the aisle.

A rental carpet will be underfoot and a reskinned hanging sign frame with hang above the booth.

Next step: graphic design.

TTSG

Putting Together an Exhibit from Stray Pieces

2010-03-31T04:49:00.000-07:00

We coming up on 60 days before our next show and my client an I have a challenge: finding an exhibit.

My client's problem is common: every few years on their show schedule there is a conflict between two major shos. Both demand the use of the custom properties, but one market prevails.

One way to deal with it would be to ship the exhibit between shows (from site to site). However, in this case, one show ends in New Orleans on the 7th and the next one opens in Vegas on the 9th. Too little time to ship too much and still get it down and up.

What else can we do?

Take a look at what properties you have in your invetory. Can you piece together parts to make a workable exhibit?

Can you rent something that fits your needs and doesn't compromise your brand?

Both are viable, but we are choosing the former. We have enough, but may have to build to add to the inventory.

I'll keep you posted in this space on what transpires between now and when the NEw Orleans show opens on May 6.

Stay tuned. What would you all do?

TTSG

The Industry Isn't Dead

2010-03-27T05:19:00.000-07:00

After returning from the EXHIBITOR Show in Las Vegas last week, I've come to the (mixed) conclusion that the trade show industry isn't dead.

It's just trying to figure things out before moving on.

The good news is that I sat in classes that had anywhere from 100 to 140 people. Of those people (as polled in one of "Trade Show Bob" Milam's classes), nearly a third claimed to have less than 3 years' experience in trade shows.

The good news: companies see the value in doing trade shows and are hiring and training people to do this for their companies. There is business out there and companies are reaching out via trade shows to engage customers.

The bad news: the majority of these people are under 30 and most likely vastly underpaid for what they do. That probably means these young people will move on (and/or up) and that management doesn't value the function enough to pay for it by buying experience and a long-term employee. However, from a business perspective, it makes sense in that it probably is cheaper to pay lower wages and retrain replacements every few years rather than nurture a professional trade show person.

The industry is changing whether we admit it or not. Something in the model has to change, and most of it has to do with the perception of marketing, particularly trade show (face-to-face) marketing.

Inside companies, we need to work on making marketing a strategic part of their business approaches and plans.

Outside, we, as professionals and suppliers in the industry, need to examine whe we do, how it is perceived by the customer and forecast the best direction for the trade show and events industry. Standing pat with an aging business model won't make it right--or make change go away. How shows are conducted, how they are sold, the elements and how they are used all need to be examined.

I think we can all have some fun taking the next steps. Nothing like a challenge.

TTSG

The Personalities of Our Industry

2010-03-16T05:52:00.000-07:00

After Day 1 of the 2010 Exhibitor's Show, I am again reminded just how lucky we are to have some of the personalities we have in this industry.

I would say "characters", but I want to be fair and balanced here. they all have character, but are certainly not caricatures.

"Trade Show" Bob Milam, "Booth Mom" Candy Adams, Jerry Gerson, Elaine Cohen, Mark Bendickson, the Nagles of Czarnowski, the Freemans, Ray Andrews and dozens of others. These people all have contributed and continue to contribute to the trade show and events industry. These people and many others have helped found exhibit companies, created everyday concepts we take for granted and taught us how to make things work on the show floor and with our marketing plans.

The good news, both for the industry and those coming after us, is that they are sharing their knowledge.

I sat in several sessions yesterday. All three classes were required for the CTSM program and were filled: 120 to 140 people in each. And nearly 60% of these attendees have less than 3 years of experience as trade shows and events people for their companies.

Think about that for a second.

Business leaders think enough of trade shows and events as a marketing tool to (1) hire someone to manage them and (2) send them for training out of the office for several days. Must be some business out there.

Thanks to the veterans and to those who want to learn.

TTSG

At the Exhibitor's Show 2010

2010-03-15T06:06:00.000-07:00

Off the plane last night and safely set up at my hotel, I'm off this morning to Mandalay Bay and the 2010 edition of the Exhibitor's Show.

I'm here all week to report on and keep up with the latest in education, trends and networking associated with the trade show and events industry.

First up today are classes on show operations (from Candy Adams) and project management. The exhibit area opens this afternoon and networking fills in the gaps and tops the evening.

Also look for posts at my other portal over at Zachry Associates (http://www.zachryinc.com/tradeshow).

More later today.

TTSG

HeliExpo 2010 ideas: video

2010-02-26T00:19:00.000-08:00

This past weekend I was in Houston for the annual HeliExpo trade show. Over the next few posts I'll feature a few trends and ideas I saw there.

Video presentations.

The biggest and most prominent use of video was at the Eurocopter exhibit. These flat-panel, touchscreen units were intriguing and informative. At first glance, they appear to be flat and self contained. However, upon closer examination, there is a projector hidden near the tailcone of the helicopter staged near the plex station.

In the same booth, the overhead screens worked well and used both live and created content. There were at least three large 9-foot by 12-foot panels accepting projected images. During live events in the booth, the images were broadcast on the screen. A superior audio system supported these screens. At other times the content varied but were generally overview-type images of products, people and their helicopters at work, music-video style.

BF Goodrich was a bit more traditional, but used video in clean package. The images seemed to alternate from video to doubling as computer workstations. The green plex surrounds made the image space fit into the theme and look of the rest of the booth.

Over at Universal Avionics, this 2x4 set of monitors had some great transitions. John Hamby, the marketing manager from their Tucson, AZ, headquarters, told me he originated the content. Still images alternated with video and major areas of interest and content were separated by animated transitions of a jet flying across the multi-screen field.

Good ideas to emulate or build upon.

TTSG

We're moving to a new location

2009-08-20T15:29:00.000-07:00

Please look for this content and future postings at http://www.zachryinc.com/thetradeshowguy.

Thanks for reading and thanks for continuing to follow us.

TTSG

Tradeoffs

2009-08-13T05:45:00.000-07:00

When trying to work within your budget, always consider every item:

Do I really need an internet connection?
How many days do I need someone on site to support me?
Do I have to set (or tear down) the exhibit on Saturday, Sunday or after hours (can I do this on straight time?)?
Can I reduce my shipment to lower drayage and shipping costs?
Is renting a booth cheaper than buying one?
Do I really need to continue to go to this show (that's a whole other topic).

Look at the list and be prepared to cut or make trades.

TTSG

On-site support

2009-08-12T05:33:00.000-07:00

After all of the prep work to get a show (or program) together, it can't fall apart in execution.

Being on show site is the best move you can make to ensure success. Recently, due to cost constraints, a client was asked if they had to choose between an internet connection and a few extra days of on-site support, they'd chose the on-site. While there may be a workaround for the on-line access for most industries, there are few options of not having an on-site, dedicated professional watching out for things at the show, in the booth and for the staff. For example, here is a short list of things that NOT to burden the rest of your staff with:

Badge updates
Set up and tear down supervision
Service bill collection
Hotel room changes
Directing execs and guests to the booth and receptions
Coordinating receptions
Ensuring lead collection
Catalogue description
Local transportation
Competitive data collection
Subcontractor coordination
In-booth staff meetings
On-site graphic and exhibit corrections, repairs
Space selection for next year

This is just a simple slice of what can be had for the price of travel, per diem and a daily rate. Usually a pretty good ROI.

TTSG

Working toward face to face

2009-08-07T08:55:00.000-07:00

The recent wave of social media tools lend themselves directly to the trade show experience.

The fact is, social networking leads to face-to-face networking.

Face-to-face networking happens in the trade show selling environment. Savvy trade show marketers will link the two types of media to enlarge their sphere of influence and increase sales. Reaching out to the customer starts with a conversation.

That conversation can be electronic in nature so that when you actually do meet face to face, you know more about each other and the cycle can be shorter.

TTSG

Having a plan and philosophy

2009-08-06T05:49:00.001-07:00

A client just shared with me her internal trade show program plan. Great stuff and shows vision.

While it has the requisite charts and graphs showing costs and shows and timelines, it also includes direction, how vendors are managed and a long-term expectation of where the program is headed.

This helps as a directional tool, but also in succession planning.

So, think ahead and write such a document. In subsequent posts, we'll share examples.

TTSG

Knowing more about your client's business

2009-08-05T04:28:00.000-07:00

In order for us, as a trade show suppliers, to provide the best solution for our clients, we MUST know their business.

That is, will the exhibit we provide work with the goals the client has set for the show and their company? If we think we are just filling a space we are wrong. From what the exhibit looks like to how it flows to how the staff is trained (let's start with these three), if it doesn't reflect the company brand or how the product is sold or what the messages are that need to be conveyed, it won't work. Period. And we will have wasted our client's precious budget.

Sure, we'll sell them the first time. But when it doesn't work, they won't be back. Simple as that.

So, we need to do our homework and understand the whole of the problem. Maybe they don't need to even go to a particular show. We need to be real with the client and with ourselves.

TTSG

The Trade Show Experience

2009-08-03T07:11:00.000-07:00

This past weekend, I was contacted by a former colleague of mine from Honeywell. He reminded me of a conversation we had had a number of years ago about the value of trade shows.

He wrote that over the years he has learned that a trade show was "a place where we could interact with customers and sell them on the benefits of products." My correspondent continued about "how everything tied together to accomplish that objective...."

What my friend was talking about was the trade show experience. No matter how many brochures we rain down on prospects and customers, no matter how many phone calls or web clicks we share with them, it really doesn't come together until you meet face to face. And the whole of the marketing experience must be consistent and on message.

My colleague also took it a step further by saying his career has morphed "from being this technical guy who knew everything about round thermostats to becoming a generalist who could create marketing platforms and strategies that were transferable to other products and companies."

That's another benefit of trade shows: they are the cauldron of business in that everything comes together on the trade show floor: marketing strategy, sales activity, competitive interaction and analysis. Employees benefit from being in this fire as it warms them up to the possibilities of the company, the product or offering and themselves. Another friend in marketing for a software firm routinely promotes his trade show managers into product marketing because they "know the way."

Being visionary isn't always about selling the most product. Sometimes it's nurturing not only the selling environment but the sellers.

TTSG

A colleague reports: Why Exhibit at Trade Shows?

2009-08-02T09:25:00.000-07:00

Our colleague, Linda Musgrove, AKA the Trade Show Teacher, posted a recent video on YouTube. In it she outlines the top reasons to attend trade shows:

Reach prospects. It's the best way to reach more prospects for fewer dollars
Face-to-face interaction. You can learn more from people in less time meeting them in person.
Showing off products and services. Your suspects/prospects/clients and touch and feel your products without having to visit a site or factory or have a sales person call.
Gathering leads. Hey, you get to collect more leads in a shorter time.
Develop relationships. More time with people means you know them better.
Scoping out the competition. The show floor is great for this: see your competitors and their presentation within a short distance of your own.
Media exposure. The trade media and popular press will be at the show and you can get their attention.
Market research. Learn more about your market and industry in a shorter amount of time, See new products, get real-time opinions from clients or prospects (or industry insiders)

Thanks, Linda, for this good information.

TTSG

Linda Musgrove is The Trade Show Teacher, www.tsteacher.com

At the right show?

2009-07-31T07:36:00.001-07:00

Recently a colleague related a story about a client's confusion over a show.

There are a number of shows in several industries that have similar names. In this example, the client thought they were going to the Dubai Air Show, when in fact, they had booked space at the Dubai Airports Show. The former is a defense and aerospace show on a par with the Paris and Farnborough Air Shows. The latter is an equipment and services show for the commercial or civil airport markets.

Fortunately for the client, his trade show service provider was able to flex with the situation and save the day. Appropriate graphics and booth properties were substituted in a 6-hour span and the on-site sales guy was pacified and able to sell in the space.

However, it is important to make sure that, either as a client or an advisor, that the right show for the right audience is chosen before you pay for space.

TTSG

Report from the Field: Trade Show Bob at TS2

2009-07-29T12:19:00.000-07:00

Our colleague, Trade Show Bob Milam was at the Trade Show Exhibitor's Association (TSEA) TS2 (trade show for trade shows) last week in Chicago. He filed this report for us.

"I have indeed just returned from TS2 last week, where I had some very interesting conversations with industry colleagues. It was my first TS2 in a number of years, since it always seemed to conflict with another show, or something."

"I was somewhat surprised, yet pleased, to see the difference in the attendee make-up between TS2 and Exhibitor Show. While Exhibitor Show caters to the client-side-based 'Trade Show Manager', I noted that TS2 attracted a much broader (yet sparser) spectrum of the industry. I&D Company principals, transportation guys, designers, show organizers, exhibit builders, etc., etc., were walking the aisles alongside some exhibit managers."

"I was able to have several discussions about current industry 'hot issues' with many of these industry participants - which was the most valuable part of TS2 for me. In listening to their comments, I have drawn the following conclusions:

Shows are definitely needed - face-to-face isn't going anywhere (I already knew that, but ...)
Attendance is down universally - with corresponding buying power % up.This isn't helping the health of the shows - down is down = less money coming in to stage the event.
The two big issues for shows these days are : 1) exhibitor retention and 2) attendee attraction.
Most shows don't know how to do either one very well.
Exhibitors continue to show how naively ignorant they are (as a group) when it comes to evaluating a show's potential for success.

"These last few bullets have really got me thinking about how to reach more potential clients for 'Trade Show Bob' while having the greatest impact on the industry. I'm formulating some plans now that I'll be testing out in the coming weeks. If all goes well, I may have new success stories to share."

Thanks, Bob, for your insights and observations.

TTSG

Bob Milam can be reached at tradeshowbob@gmail.com

Revisiting choosing a marketing partner

2009-07-28T18:06:00.000-07:00

In an earlier post, we discussed how you should choose a potential marketing partner. With the economic climate being what it is currently, you should revisit this process.

Just because the incumbent is the incumbent doesn't mean you should keep them--or shed them. Ask for regular reviews and to revisit your contract or pricing structure. If they can afford it and you need to make cuts, come to an understanding so you both can survive. You can make it up to each otehr later.

You should also broaden the scope of your view of suppliers. Many times you might be able to get away with one supplier rather than two or three. Can your branding agency handle your trade show program? Can your trade show house support your branding and marcom mix? Do you hyave an outside consultant who can broker all of the above?

Be creative in your approach and consider the many alternatives. There is more than one way to skin a cat.

TTSG

TSEA and the exhibit manager

2009-07-20T06:15:00.000-07:00

TSEA's annual TS2 event opens in Chicago today. If you are an exhibit manager and you haven't heard of this organization, take a look at the reports from The Windy City and consider keeping up with these folks.

The Trade Show Exhibitor's Association has been around for years and was my first exposure to a group doing what I did. Being a 3D communicator in an internal marketing communications group led by 2D people made me a bit of the odd guy out. However, when I went to my first Trade Show for Trade Shows (TS2) years ago, I found myself among my own kind and feeling like less of an island.

At TSEA I met those people in my community--the trade show and events community--and learned that what we did wasn't just an afterthought to the brochures and executive interaction that my bosses found so important. What I did learn was that me and my peers at other companies creating the selling environment that directly generated revenue and profit for our employers. Wow, I thought, this job could really make a difference to the bottom line.

Being able to walk the exhibit floor as a potential buyer and interact with my fellow TSMs and our suppliers (some of whom I still connect with to this day) gave me the energy to seek more. More information to make my exhibits powerful selling tools. More information to train our exhibit staffers. More information to justify and support the ROI of my program. It was that great culmination of training, salesmanship and camradarie that we all need as professionals in whatever field we choose.

While Lee Knight's Exhibitor Show draws bigger and is the CEU keeper now, it is always good to know that there is more than one source for information and training. and, for me anyway, the original trade show for trade shows.

Keep up the good work, TSEA. I hope to be back in a future year.

TTSG

Report from the field: NECC Show

2009-07-13T16:03:00.000-07:00

Our colleague, Micheal Edgren VP of Marketing at Renaissance Learning, just returned from the National Educational Computing Conference with this report.

“NECC has been on an upswing for years now. There was a time when shows like FETC (Florida Educational Technology Conference) were a national draw for educators interested in technology, but the attention has clearly moved to NECC. Reported attendance was 12,850. Although this is down 4% from 2008 attendance they’ve done significantly better than other educational conferences. Some, like IRA (International Reading Association) had horrendous years due mostly to the necessary belt-tightening on the part of our public school systems.”

“NECC was held in Washington, D.C.this year just before the 4th of July. You might think that there was something special in their thinking, but this show is always held just before the 4th. It is remarkable how successful they are considering that the vast majority of educators are on vacation or working second jobs at this time."

"The exhibit floor of NECC is everything an exhibitor might hope it would be. Attendees are hungry to learn what’s new. They are serious minded and willing to spend quality time to learn. About 2/3 of all exhibitors seem to understand how to engage these educators, while the remaining third just don't seem to get it. The best create highly interactive and engaging presentations that more often than not involve a hands-on experience. Entertainment can work but only to the extent that it is backed by solid information. Something we learned last year when we started each presentation with a 3-minute very physical comedy sketch that mixed The Matrix with Back to the Future and half a dozen other sci-fi fantasy films."

“This year, we (Renaissance Learning) scrapped the entertainment and did just as well without it. Exhibitors that don’t seem to get it often have conventional overbuilt structures that are foreboding, overdress their employees (suits and ties don’t get visited, polos and t-shirts with friendly sayings do, particularly if there is a chance that the visitor might score said t-shirt), or overstaff their booths.”

"It is a terrific show, very well run, and gets better each year. ISTE (International Society for Technology in Education) that runs the show is to be congratulated. Here’s hoping education budgets improve and we can see 15,000 or more in Denver next year.”"

Thanks, Mike, for a very complete report. It's great to hear from exhibitors that get it and know how to use shows to their full advantage.

TTSG

From Paris Air: is customer service dead or on life support?

2009-07-09T11:09:00.000-07:00

Our colleague just returned from the Paris Air Show with a story that, in this day and age, is a bit unbelievable. But given our source, undeniably true.

Having hired a limo service for cars (for execs) and a bus (for staffers), it seemed that all was going well. the execs had drivers who were on time, knew their routes and spoke when appropriate. The bus, however, was quite a different story.

The first day, the driver not only arrived late, but shut off the bus. Doing that caused further delay in that it couldn't restart without a lot of gut grinding. Finally started, the driver proceeded to take the freeway to the show, causing further delay. This set of circumstances couldn't go without a call to the limo service contact.

Even with the call, the second day the same driver showed up (did I mention he lacked English-speaking skills?), again stalled the bus and had to have a second bus called for back up. More complaining and not a real clear conclusion.

Fortunately, the execs were immune to these problems.

The remainder of the show went smoothly. It's hard to say whether they will be used again.

TTSG

Using space appropriately with your product

2009-07-06T06:59:00.000-07:00

It is easy to get caught up in the size of your space and the properties you will use to fill it. However, one of the most effective ways to do space planning is to step back and look at your product (or offering or service).

How will your clients and prospects interact with the product? How do you want them to interact? What is the best use of space to display your product?

As they say, white (empty) space has weight. This can be used to your advantage. Why not base your display around your product rather than a display? One of the best recent examples of this is EBAA Iron's island booth at the AWWA show in San Diego.

EBAA has a distinct advantage when considering this approach: their product is large and dominates most any space.

Rick Rackow, the marketing manager in charge of trade shows, really populated the carpeted space with large pipe and arrayed graphics between them. Then hung a visible sign above it all. Straightforward, simple, but eye-catching and workable.

This also uses the space to their advantage in that conference and discussion space is easy to find. Since a large part of their business is relationship based (distributors, resellers and end customers who are government), having meeting spaces became a paramount consideration.

TTSG

Good old boy networks

2009-07-05T15:43:00.000-07:00

OK, the old ways do have a place. But do they?

Loyalty and dedication are one thing. Blindness relating to either is quite another.

A recent experience with a client and an incumbent supplier brought this to light. Just because there is an incumbent, doesn't mean they are the best fit. And from the supplier side, we think about this daily. Yes, choose your suppliers because they are loyal, provide the service when you ask, you like the contact person, and they've been with you since day one and know you and your business real well. However, in today's environment, both suppliers and buyers must be looking for or provide the best value for the effort. In recent times this has been referred to as "value-added" service.

Do you provide value-added service? Are you getting value-added service?

If the selection of a supplier is the responsibility of one of your direct reports, let them make the decision on who to choose. Chances are, your colleague has a great sense of what is needed from the supplier and best for the task at hand.

From a supplier standpoint, do you review your services on a regular basis with your clients? Are you evolving to support their changing markets and needs?

Having old, good friends as suppliers has its place, but we must be judicious, but polite.

TTSG

The convertible exhibit

2009-07-02T20:24:00.001-07:00

Trade show program properties many times are engineered to do double or triple duty. That is, can your properties be set in multiple configurations--10x20, 20x20, 30x40--while still maintaining the look and feel of the brand and the company?

A variation of this is a property that can be configured and shaped into different sizes and appearances to support multiple clients. Our friends at Smalley & Associates in Dallas have a custom rental property that we'll use here as an example.

The booth was originally built for a client in the industrial power control business. The kiosks and graphic spaces featured the brand and products in multiple configurations.

The same properties were also proposed for a client in the security equipment and monitoring business.

While the offerings are quite different, the basic booth allowed for demonstration and client-staff interaction (the key to effective sales and marketing). The structure was modified with vinyl and/or graphic treatments to give it the look of the renting client.

The point of this case is to, as an exhibitor, be thinking of how you can direct your exhibit dollars by either having a versatile exhibit built for you or how you can rent someone else's booth and configure it for your purposes.

TTSG

Changing your display approach

2009-06-30T14:03:00.000-07:00

One of the difficult things to do in exhibit management is change course when it comes to presentation. Most times, strategy drives these changes. Lately, cost and a realization of what a real ROI is has helped make the decision.

Our colleagues at Aviall made changes based upon both.

At the Paris Air Show, Aviall showed less hardware and product than they have in previous years. They are using more graphics and using storytelling by staff to portray the products as opposed to actually displaying things. This accomplishes several things:

Sharpens the focus of Aviall's mission from the product to the process
Reduces expenses by lowering freight and drayage costs as well as saving time in filing paperwork to import and export displays and products.

This evolution has helped reduce clutter and cost and help tell more of the Aviall story, since it is now not focused just on product, reports Kim Williamson of Aviall.

This is a great example of a company sharpening the focus of their presentation based upon their key messages and understanding their clientele.

TTSG

Report from Paris Air

2009-06-30T13:12:00.000-07:00

Our colleague, Kimberly Williamson of Aviall, recently returned from the Paris Air Show at LeBourget Field. She filed this report for us.

"The show went well for us," Kim said. "while the rain was a disadvantage for those with outdoor displays, it drove traffic indoors to our stand," she said.

As with others reporting on shows during these interesting economic times, Kim reports that while overall attendance appeared to be down, the visitors they did receive were high quality.

"We are a supplier-based business," Kim continued. "We had the right people visiting us (from our standpoint)."

TTSG

Field Report from AWWA

2009-06-23T15:20:00.000-07:00

Our colleague, Rick Rackow of EBAA Iron, just completed the American Water Works Association trade show. Here are some of his observations of this year's show:

"Show attendance, according to AWWA, was down only 3% to 6%," he said, "which was surprising."

"Our (EBAA's) traffic was light, considering past shows," Rick reported, "but the traffic we had was of high quality. Many other exhibitors reported the same, while very few said it was (bad)."

While attendance was low overall, some people here (at the show) try to find one cause, Rick said, "I feel it was more of a combination of all causes (economics, etc.)."

Thanks, Rick. Sounds like a theme from others reporting from other industries' shows: lower attendance, but higher quality leads (more buyers). Attendees are becoming increasingly selective.

TTSG

Reporting from the field: using a show to full advantage

2009-06-21T19:00:00.000-07:00

Our colleague, Sheri' DuMond, of Pacific Biometrics Inc. (PBI) is on site at the AAPS (American Association of Pharmaceutical Scientists) National Biotech Conference this week in Seattle. She will report for us as time permits.

Before things get started tomorrow, Sheri' told us this as she and her colleagues prepared to staff the exhibit and attend the show:

"The show starts Sunday and will be good" for business, she reported. "We're hosting a lab tour and open house Tuesday," she continued. There are a good number of people pre-registered for the tour. "(Our business director) has several appointments and I have a major client dinner Tuesday night" at a local high-end restaurant.

Several good ideas floating here:

If your facilities are located in the show city, offer up a tour. Great way to show off your capabilities first hand and show off the staff, too. Also gets the staff involved and understanding of the sales process.
Customer-only dinner. Again, in your city and you get to keep them captive for a few hours and show them a good time.
Planned ahead. Pre-registration is a great idea to gauge interest and control the guest list.

Thanks, Sheri', we look forward to more reports from the show.

TTSG

Report from HCEA

2009-06-19T08:05:00.000-07:00

Our colleague Corbin Ball was at the HCEA show this past week and filed a report for us.

HCEA stands for the Health Care Exhibitor's Association (www.hcea.org). This annual event is a conference between health care industry people who exhibit at trade shows and events and the suppliers of the exhibit industry.

Corbin reports:

"It was a quick in-and-out for me so I did not get the full feel. I don't have the attendance figures, but it seem about the same as past years (around 700 people). The exhibit (floor) also seemed about the same size as in past years. I did not see anything new on the floor in terms of event technology, however. Twitter is just starting to catch on at HCEA with Freeman using it to bring people by their booth. All in all, it was a good time."

Steady attendance, continued discussions, low-key introductions of technologies. Steady is good.

TTSG

Thanks to Corbin Ball, CMP, CSP, technology speaker and consultant from Bellingham, WA (www.corbinball.com)

Reports from Paris Air

2009-06-15T06:58:00.000-07:00

Watch this space. The Paris Air Show opens today at Le Bourget.

This show should be quiet. With airlines asking for their orders from Boeing and Airbus to be delayed, the crash of the Air France jetliner in the Atlantic and the Boeing Dreamliner's maiden flight not taking place until after the show, look for news from other areas.

Most likely defense. Fighter contracts, helicopters, weapon systems. With two active wars and several hot spots around the world, this is an area of interest to many.

Our colleague and friend, Kimberly Williamson of Aviall, is at the Paris Air Show this month. When she has time, she will report to us "from the field" to keep us updated on this very important aerospace and aviation show.

TTSG

Advising suppliers of awards

2009-06-11T14:48:00.000-07:00

When it comes time to let your competing suppliers of a contract award, here is one request:

Call them. If you can't call them, send a polite e-mail. But, above all, don't just not contact them at all and make them hear about the "loss" from a third party. That's like hearing about a break up from someone other than the person breaking up with you.

Be polite. It's the only thing to do.

And, besides, if things don't go well, you might need to have a fall back plan with the rejected vendor.

TTSG

Trade Show Bob Reports from IFT

2009-06-10T08:17:00.000-07:00

Our colleague, "Trade Show Bob" Milam, reports from Anaheim and the International Food Technology Show:

"The Annual Meeting and Food Expo of the Institute of Food Technologists (IFT) was held June 7-9 at the Anaheim Convention Center.

Despite the absence of four major "anchor" exhibitors (Kraft Food Ingredients, Kerry Ingredients, Wixon, and Tate & Lyle), and amid dire predictions of drastic attendance declines (made mostly by self-purported food industry "experts") most exhibitors experienced extremely positive results.

Attendance numbers were reported as follows:

Exhibitor badges were down sharply, due to the absence of several large exhibiting companies
Attendee badges (the buyers) were reported to be at 103% of 2008 levels (when the show was in New Orleans)
Expo only badges were up 125% from 2008.

No doubt some of this increase was due to the absent exhibitors "suitcasing" the show, however, the floor traffic remained strong and steady, even up through the final hour of the show.

Most exhibitors I spoke with fell into one of two categories ...

The Eeyore's. These exhibitors were firmly convinced that they would not have a good show, and they worked hard to prove themselves right. One example in particular involved an exhibitor who complained about being placed too close to his direct competitor, who he claimed was "stealing" all his visitors. When I asked him why he didn't highlight his points of difference that makes his company/products unique, his response to me was "we have all the accounts we need". I wasn't able to be much help here.
The Pleasantly Surprised. Many exhibitors are catching on to the new attendee paradigm emerging at the shows I've recently attended. Attending companies are indeed sending fewer people to the shows, but they're not sending less work or projects. The posse size shrinks, but the workload remains. This translates into attendees with agendas, and no time to waste. Exhibitors who recognize this, work to get on dance cards, quickly sift thru the crowd, find the "whales"and succinctly deliver their messages.

The buying plans are there. The business is there, but it requires a different mindset to find it and get it. Doing things the "same old way" or "knee jerk" bailing out of shows (which is different than leaving for well thought out business reasons) will cause many companies to win d up like GM. Personally, I'm hitching my star to the companies who are smart enough to think differently in these different times.

FYI, space at the 2010 IFT is already 95% sold out."

Thanks, Bob, for a clear report. Sounds like business is rebounding and recovering, at least in this industry.

TTSG

The MRO Show

2009-06-08T06:44:00.000-07:00

One of the more interesting and original ideas to come out of the MRO Show this year was this product display.

At first glance, this looks like a skid arrived at the booth and was overlooked and not unpacked. In reality, it did several things, according to Kim Williamson, trade show manager for Aviall.

Kim explained that it shows the range of product types as well as the uniformity of product packaging. As always, Aviall is the "box the parts come in."

This was a simple act that drew attention to the space and the products. It allowed for a number of products to be shown without taking up precious real estate (the booth was only a 20x20 or 20x30, most of the space dedicated to conference space).

It became a conversations tarter that got casual attendees to talk and veteran guests to open up (maybe with a "I didn't know you did that" query).

And, it had the bonus of already being mostly packed on the down.

TTSG

Outbound shipments

2009-06-03T11:02:00.000-07:00

It's usually the last thing on your mind, but you have to be clear thinking all the way to the end.

When you are packing up to leave the floor, be sure and have all of your boxes, crates, skids, bags and cartons accounted for and assigned to an outbound shipment.

Make sure that there is a bill of lading (BOL) for each outbound shipment (depending on the hall and the general contractor, this may also include FedEx and package deliveries).

In the case of the recent show we produced, there was a local shipment. Be sure and be clear to the I&D crew, your show house contact, the driver and anybody else who needs to know--where and when does this package/shipment have to be where it is promised to go.

Then, and only then, can you leave the show floor. It's always a good idea, if you can, to be on the floor from move-in to move-out, to be there from bare concrete to bare concrete.

TTSG

Laying and labeling cable

2009-05-22T20:12:00.000-07:00

At the recent NACStech show, my first task was laying cables for the in-booth network. While at first, this seems like an easy task, it can be complicated.

Trust me.

While I could just as easily had the cables lay down next to electrical cables, the CAT 5's were needed in specific places. Several rules are to be applied in this process:

Have a clear map of where cables are to go.
Label each cable on each end (1A, 2B, et al).
Run redundant cables in case of failure.
Tape the cable flat to the floor so that are flat under the pad.
Lay the pad directly over the cables. Notch if they are too bulky.
Be sure and pull all cables through the pad and carpet as it is cut.
Be sure and pass all cable ends through cabinet access holes.

If you do all of this beforehand, you are less likely to have to "fish" a cable after the carpet is laid or have a cable fail during the show.

TTSG

Have you done this?

2009-05-19T04:09:00.000-07:00

You go into the hall, head down, heading for the space, ready for set up.

Hmmm....can't find the booth number. Why is this booth a 20x20 and not the 20x30 I paid for? Let me find that floor manager and see why they eliminated my space!

Looking over the floor plan with the Freeman guy....what's the booth number? "I don't have any 20x30s!"

"Oh, what show are you looking for? NACStech? Next hall over."

Geezzz. Need to read the overhead signage, he said sheepishly.

TTSG

Cancelled or Postponed?

2009-05-17T07:20:00.000-07:00

OK, which is it?

I recently posted that the the FMI-Marketechnics show scheduled for Dallas the first week of May 2009 had been cancelled. I was almost immediately corrected (and subsequently posted a correction) by someone that the show was postponed.

This week I read in Trade Show Week that the show has been cancelled.

OK, can someone out there tell me if the show is postponed (coming back at a rescheduled date) or cancelled (won't come around again until next year)?

Anybody?

TTSG

On with the show: NACStech in Texas

2009-05-05T11:35:00.001-07:00

The word from NACS (the National Association of Convenience Stores) is that their event in Texas will proceed.

After contacting show management on behalf of our client, Retalix, I learned that NACStech, set for May 18 to 21 at the Gaylord Texan Resort in Grapevine, Texas, will happen.

"At this time NACStech is moving forward as planned," said my contact at the association to me in an e-mail dated Friday, May 1. The FMI-Marketechnics Show, set to open this week in Dallas, was postponed by its organizers last week amid concerns for public health around large gatherings.

Given the NACStech show is much smaller in scale than the Marketechnics show, I am curious as to how these decisions were made.

Any comments out there?

TTSG

At this time NACStech is moving forward as planned.

Then again,.....(more swine flu news)

2009-04-30T14:39:00.000-07:00

The E-3 show seems to be pushing on despite the flu.

http://www.joystiq.com/2009/04/29/despite-swine-flu-fears-e3-progressing-as-planned/

It's a case-by-case basis and should be judged by those who are local and can tell best what the local health situation is.

TTSG

thanks to Joystiq

FMI Marketechnics Trade Show Postponed (correction)

2009-04-30T14:19:00.000-07:00

This news just out: because of the swine flu outbreak in Texas, the FMI-Marketechnics trade show, scheduled for the Dallas Convention Center next week (May 6-8) has been postponed to a later date:

http://www.tradeshowweek.com/eNewsletter/CA6655588/2664.html

TTSG

thanks to TradeShow Week, FMI

Choosing appropriate giveaways

2009-04-25T14:55:00.000-07:00

Choosing giveaways for used at trade shows is an art. Or, at the least, a well-developed skill.

At the recent MRO trade show in Grapevine, Texas, Aviall chose a couple of items that fit both the industry and the tone of the times.

Aviall is good at using branded items. With airlines cutting back on services, including offering pillows and blankets on most flights, the aviation parts supplier fashioned a branded airline pillow as a giveaway (in an ironic twist, most are Aviall customers). Packaged with the printed tag bearing the phrase, "The Aviall difference," the pillows are held back and offered only to selected guests.

Secondarily, a more mass giveaway was a hard-case luggage tag. Branded with the logo and phrase, the tag is a sliding unit that protects the ID included, making it a bit more high end.

The moral of this story is to know your audience and tailor a memorable giveaway for them to take home and use regularly (and see your name regularly). If they like it well enough, the may even send you a thank you, copy the idea or re-gift it.

Talk about giving a pillow legs.

TTSG

Finding the right keynote speaker

2009-04-21T08:57:00.000-07:00

At a recent conference I attended I was struck by something that we should all consider when planning an event:

Choose the right keynote speaker.

Now, I'm talking about the person who opens your event. The event I attended was a single-day event and build around a theme. However, after all the hype to attend, the opening guy lacked the energy or content to keep me around. I'd spent my $200, so I was going to stay. And I was collecting some great leads. But they didn't get me off on the right foot.

The closing speaker was great, however. She got me energized, moved around, used great visuals and was really excited about her topic and being with her audience.

Hmmmm. I feel a list coming on. If you need to choose a speaker for your conference, sales meeting or one of your people is speaking to a conference, remember these ideas:

Be energetic. People want to be involved and, if they are the opening speaker, charged up.
Move around. Does the speaker stand behind a podium (or need to)? Consider their speaking space and platform.
Use engaging visuals. Are the slides or videos stilted or dry?
Be on topic. Fit the theme and relate to the audience and the conference.

There are a number of other things to consider. Just don't forget your audience.

TTSG

Collaboration Pays Off, Part II

2009-04-16T21:41:00.000-07:00

The photos are in on the Australian Air Show from early March so we can now show off the real thing we discussed in an earlier entry.

To refresh your memory, the client, agency and the exhibit company got together and produced an exhibit that reflected the cohesive image, brand and messaging of all media presented by the company. The result is an exhibit that shares an image and brand values with print ads, collateral, internal communication and spoken messages.

This consistency is vitally important to maintaining your brand image as well as controlling the equity. Being consistent in front of all customer sets (internal, external, multiple channels) means that there is less explaining to do when it comes to values that the company embodies.

TTSG

Report from the HIMSS show

2009-04-10T06:45:00.000-07:00

Our colleague, Jeff Vanden Hoek of Imagecraft Exhibits, was in Chicago this past week at the HIMSS trade show. Jeff reported a few observations to us:

"Just wanted to give you my observations from HIMSS. Seems like the number of large exhibitors was down. However, there were a surprising amount of first-time exhibitors. My feeling is that there were many more smaller exhibits than in the past. There were also a large number of rental exhibits, both small booths and island exhibits. Again, direct-to-surface printing and fabric graphics were a large part of the exhibits I saw."

"The busiest booth appeared to be Microsoft's. They were showing off some very cool applications via their partners, through the use of the Microsoft Surface (touchscreen) application."

Thanks, Jeff. New trends in sizes, numbers and techniques are always good to hear about.

TTSG

Trends from the 2009 Exhibitor Show

2009-03-24T18:29:00.001-07:00

This just in....

The latest news from the 2009 Exhibitor's Show in Las Vegas as reported by my colleague, Jeff Vanden Hoek of Imagecraft Exhibits, reports that there are some notable trends in the exhibit world of which to take note.

"I did notice is that LED has taken over the lighting applications - thin is in. Several companies promoting super thin backlit graphics - probably 1/8" thick."

"Also, technology has made a huge push this year, vis a vis, animation, interactive games and presentations."

"It seems as though the lines between exhibits and private events have blurred considerably. A good thing, I think."

Thanks, Jeff. Great observations on a changing industry.

TTSG

The coffee guy

2009-03-20T06:47:00.001-07:00

At the American Wholesale Marketers Association's (AWMA) Real Deal Expo in Las Vegas, this innovated twist on an attention-getting device was sighted.

The exhibiting company was MeWantCaffeine and this guy wandered the aisles before show hours, tanking up exhibitors and early show walkers with hot coffee.

Really, that is a tank of coffee on his back. The gent was armed with cups and cream and sugar as well and made sure his contacts knew who he was and where to find his booth.

They did all of it right: gave their contacts what they wanted and needed at the early hour, had a consistent image, and armed their strolling soldier with the messages that met their show goals.

Nice tune, easy to dance to, I give it an 85.

TTSG

Why worry about a booth?

2009-03-20T06:38:00.000-07:00

Seen at the IWCE trade show in Las Vegas: the booth-less booth?

With all of this talk about saving money yet still have a strong marketing presence, here's an idea that seems to have resurfaced.

Motorola apparently just rolled in their 48-foot (or longer) tractor-trailer rig, dropped down the sides (and opened the doors) in their booth space at this show. this does the following:

Saves on additional freight. After all, the truck is the freight.
Saves on drayage. Well, I haven't seen the bill; wonder how GES charged for this?
Minimizes labor. Hire a spotter and some guys to roll out carpet.
While you do have the tremendous up-front cost to design and build out the trailer itself, this is just one more stop on its tour.

It's not entirely true that there wasn't a set of booth properties in the space. On the other side of this photo were some kiosks and banners. However, the bulk of the exhibit was this trailer.

TTSG

Lights

2009-03-19T05:06:00.000-07:00

They can be a troublesome thing, but they add so much to an exhibit: lights.

An exhibit actually looks drab without a wash of lights. But this short entry is about something we all need to have: basic repair skills.

When I got to the part of the AWMA booth assembly for Retalix that involved installing the lights, I found myself having to make sure they all worked. Some of the lights came out of the box and had to be assembled so that they worked.

Wires had to make contact. Contacts had to be in place. Lamps couldn't be broken. And the "twist-ons" had to twist on the contact bar so that they came on.

These seem like little things, but in my case, it meant the difference between having 6 lamps instead of 12.

TTSG

Collaboration pays off

2009-03-17T10:03:00.000-07:00

Collaboration between your vendors--exhibit company and creative (ad) agency pays off with a consistent and dominant brand.

At the recent Australian Air show (March 10-15, 2009), Aviall again demonstrated the leadership of having their exhibit partners collaborate with their agency.

The booth was a shell scheme designed and outfitted by 2Heads of the UK and Dubai; the graphic design was directed by Zachry Associates of North Texas, USA.

In the concept you can see how the graphic look of the booth mimics and carries over the branding from other other media.

There is more to this story: the booth won "Best of Show" at the air show. Photos will show up in this space as soon as they are available.

for more examples of Aviall's brand and other media treatments, go to www.aviall.com or www.zachryinc.com.

TTSG

Ship dates

2009-03-11T11:59:00.000-07:00

Don't forget that the beauty of trade shows is that they happen on a fixed date.

That means you need to honor and obey the Ship Date.

This is the day that all of your stuff--exhibit, collateral, giveaways and all other things that are destined for the show floor will be shipped out to the show site. A few things to remember about this shipment:

Try and make it one shipment: it will save money since you will only have one shipment going to the site (easier to track), thereby reducing drayage and handling costs.
It will all arrive at one time.
Only one carrier to worry about.
Make sure it arrives at the time designated (either to advance warehouse or your targeted date on the show floor).

Make sure that you don't forget anything.

TTSG

The Golf Show

2009-02-28T23:46:00.000-08:00

I walked the North Texas Golf Show on Saturday. While this isn't IBS or CES, it is an example of trade show marketing in action. In addition to the few random observations I'll record here, I couldn't resist relating my friend Melinda's question when I mentioned I'd be walking the show:

"What does one do at a Golf Show? Watch the exhibits quietly and then clap politely for the vendors?"

Well, maybe, MG, but it was a lot of people gathered in one place to talk face to face about something they all had in common. The definition of trade show marketing.

At any rate, I was there because my friend from the NDCC, Kimberly Van Buren of Synthetic Grass Pros, was exhibiting. Kimberly was doing all of the things that exhibitors of whatever size at whatever show, do and doing it right. She was gathering leads in a systematic way, she had and was taking advantage of a prime spot, her exhibit featured her product and services (but not in an overbearing way), and she had a consistent and memorable brand presentation.

Gathering leads. SGP was either collecting business cards or having contacts fill out a small card with their basic contact info. Kim and her staff were making notes as they collected leads (on the backs of cards) and qualifying and segregating leads as the day progressed. At the end of the show Kim and her team will go over all of the leads, add them to the data base and follow up accordingly.

Prime spot. They had a corner booth and engaged clients both in the aisle and in the booth.

Product was shown on the floor of the booth space (it is fake grass, after all) and in a passive video featured in the backwall of the exhibit. Visitors were offered brochures and giveways during or after an engagement conversation.

By clothing the staff in matching logo-bearing shirts and complimentary slacks and featuring the logo and brand colors prominently on the booth, in the video and on the literature, the SGP brand was visible and memorable.

Simple rules followed and the basic goal was met: qualified leads and a reasonable ROI.

TTSG

Sharpening the pencil

2009-02-22T22:13:00.000-08:00

At this point in our business history, we are really all being asked to do more with less. We have to know when to draw the line, but it all about saving and not spending to excess in these tight time.

I had a client ask me, for example, if I had to charge for the middle day of a three-day show on-site because the $600 was valuable to them. When I explained to them that that was cheaper than sending me home from Vegas for one day, the got that being cheap is not the same as being cost effective or efficient.

However, most requests are reasonable. If you can save a few hundred pounds to reduce the CWT of material handling and freight, that translates to hundreds of dollars. Be sure to make the mke-buy on rentals versus shipping/drayage on everything from chairs and tables to carpet. Depending on the location, it might be worth a few hundred bucks.

Keep in mind, too, if your exhibit house is amenable to it, that a firm-fixed price for a show (or series of shows) will not only save you money, it will make your budget predictable. However, don't get greedy: your exhibit company has earned the right to make a profit over the life of your show program. If they go under on a few shows and over on others, that means they are really breaking even. Don't expect FFPs and actuals in the same show year--it really isn't fair to the supplier.

TTSG

Vegas

2009-02-18T04:47:00.000-08:00

Why is it that most shows, large or small, are being held in Las Vegas these days?

I'll be off to Vegas in a couple of weeks for the AWMA--a wholesaler's show--at the Las Vegas Hilton. Right after that show the next week is GlobalShop and the Exhibitor's Show. Earlier this year, Home Builder's (IBS), Surfaces, National Grocers and the huge CES show all opened and called Vegas home for a few days. Some are there every year, others rotate in annually or every two years, but always seem to make it to Sin City.

Why is this? Well, accessibility of one: direct flights from just about anywhere. Cabs are plentiful as are rental cars and free parking.

Weather, particularly in January--where would you rather be in the Dead of Winter--heating the floor so tape will stick in Chicago or in a place where you might just go to the pool when your shift is finished?

Labor? Well, there are labor limits, but the pool is large and well trained.

Entertainment? Absolutely! Gaming, music, shows, natural wonders all close by.

Food? Lots to choose from and in a broad area.

Whatever the reason, commerce is alive and well in Vegas. Chances are you have at least one show there this year.

TTSG

Finding remote work places

2009-02-08T07:44:00.000-08:00

When you are on the road, we all have to find the right place to light and work at times. Do you all have favorites?

Starbucks is a natural. So is Kinko's (or is it FedEx Kinko's or FedEx Office?). Here is a list of my favorite places to stop between tasks at a show and work on my laptop or return calls:

Starbucks, across from Mosconi Center in San Francisco.
Kinko's on Paradise Road, Las Vegas (has a Starbucks attached)
The sports bar in the Gaylord Opryland.
The Kinko's inside the Orange County (Orlando) CC.
Cadillac Ranch, West End, Dallas.
Coffee Shop/bar in the Chicago Hyatt-McCormick lobby.
The food court in the basement of Javits Center, New York City.

There are probably criteria for why you choose these places:

Proximity to where you are stationed
Wi-Fi service
What they serve
Quiet or atmosphere
Meeting space

While it isn't always fun to be on the road, finding a short-term, workable temp offices is a haven for your time away.

TTSG

Badges

2009-02-02T06:54:00.000-08:00

While it may seem like a pain, getting, managing and controlling badges for a show is really a critical and important task (duh!).

All of your staffers need credentials. You need to remember things from this list as you prepare for and hit the show floor:

Know the allotment given you by the promoter of the show. At the NACStech show, it's 2 badges per 10x10; so our 20x30 yields 12 badges. Beyond that, there is a charge.
Know how to get the badges assigned. On line? By fax to the organizer? And have a complete, correct list.
Make sure you are the one who can make changes and are the assigned administrator. That is, if you are the one going to the show. Otherwise, you need to designate someone who is at the show to do this.
Get your badges to your staffers in advance, if at all possible.
Treat your exec's badges like gold. Hand them to them in person, if at all possible.
Take all of your allotment. Assign names to every badge, even if you won't use them all.
Keep track of all badges. If someone leaves the show early, snag their badge and use it to get in a late comer or guest.
Be sure and not forget your media and other support vendors.

TTSG

Extending the brand, part II

2009-02-02T06:53:00.000-08:00

Here's an update on the Aviall trade show booth branding exercise.

The latest is the addition of a formerly blank booth backwall being treated with a new graphic. This tone-on-tone vinyl image reinforces the Aviall "box" image and graphic look.

This image is used in trade adverting, on the website, in collateral material, on smaller exhibits and on their company trucks.

Aviall, to its suppliers and end users, is know as the "box the parts come in." As we have discussed before, this multi-billion dollar unit of The Boeing Company does not manufacture anything. Rather they warehouse and distribute parts to airlines, manufacturers and repair depots around the globe. The box is really their image and their logo is simple and very recognizeable in the various industries they serve.

To put this image into perspective, this is the back wall of a metric 20x20 conference room that sits on a 30x30 space. Here are some images from last year's show.

This is the front of the same booth (shown here in Houston) that will be used in Anaheim in 2009.

Note the blank back wall which will now feature the graphic shown above.

The best thing you can do for your brand is to use it across the spectrum of your marketing program and consistently.

TTSG

Crating

2009-01-27T11:47:00.000-08:00

It's one of the forgotten things of exhibits--crating and exhibit packaging.

This topic comes up as I work with a client who is making an addition to her exhibit. However, when the add is done, the panels the graphic is being put on to may not fit into the original crate. To top it all off, the crate the panels came out of is not holding up all that well and needs repair.

Rule #1: investment in a good crate will prolong and protect your exhibit investment.

Let's say you pay $1,000 for a good quality exhibit crate, gusseted 3/4-inch plywood, custom fitted to the pieces going inside. You could pay that extra amount for the crates or save the amount and pad-wrap and skid ship your exhibit. What you save in the crate cost, you may pay in drayage (pad-wrapped skids may be charged for differently that crated freight in your material handling bills) and in on-going damage to the exhibit.

From personal experience, I've seen a custom exhibit last only three years when it was shipped as a pad-wrapped shipment; a second exhibit I used lasted 5 years (or longer) because it was crated.

Lesson Learned: proper crating, while expensive initially, could prolong the life of your exhibit.

TTSG

Be polite

2009-01-21T15:11:00.001-08:00

Just remember, words can wound.

A friend just related to me a story about how a client "tore them a new one." Just went off the deep end over a few details of things that didn't go right on a show.

Well, we all strive for perfection. However, in this world you need to be realistic about expectations and also about what is really necessary.

Tearing into someone and having a temper tantrum is just bad manners. Besides, before you blow up at your vendor/partner/TSM, remember these items:

Is the problem fatal and will it stop the show?
Is it costly beyond the budget?
Does anybody but you and the person you are cutting up notice?
Will it keep you from doing business?
Will it damage your or your company's reputation?
Can it be fixed before the show opens?

Just stop and think. Remember your manners and that your primary purpose on the show site it to make sure the show happens.

Lesson Learned: you attract more flies with honey.

TTSG

Ask questions

2009-01-21T08:55:00.000-08:00

The only dumb question is the unasked one.

Really, if you want to know something, ask.

Ask your exhibit house why they missed the deadline or when to expect the truck.

Ask your I&D rep about the details of their last bill.

Ask the graphics guy how they put together that mural for you.

Ask your boss if they like your program.

Ask yourself if there is anything you can do better.

Lesson Learned: Ask and ye shall receive.

TTSG

Don't just do things to drive revenue

2009-01-19T13:34:00.000-08:00

An open letter to exhibit service companies:

I heard a story today from one of your customers. They had a simple request to have some advice (verbal and/or written) given to them. And all you could do was try and manipulate the situation so that you could make a sale. Send your guy to do the installation was what you suggested.

Hmmm...could maybe you have found a way to make them feel good about the work that was being to done to their exhibit which you built? that could have paid dividends in the long run. But, no, you had to find a way to get them to pay cash for something that should be a good will effort that will pay off (bigger, usually) in the future.

OK, exhibit producers, designers, service providers: I realize that this is about making money. But do you want to make a little bit now or more over the long haul?

Lesson Learned: be polite to your clients, find the best solution for them and be sure and say thank you.

TTSG

Preparing for a show

2009-01-18T07:41:00.000-08:00

The other day I met with some friends who own a small business. And by small, I mean it is the two of them, a contract sales guy and their "1099" installation crew guys. In the landscaping business, they know they have to maximize what they do with their selling time.

And they take it seriously.

When I asked the question of "who are you targeting at the upcoming golf show?" they answered me with statistics. They had done an analysis of all of their sales in the first year by age of buyer, annual income, geographic location in the metro area, and cost of sale. They also segregated commercial customers from residential and could recount repeat customers.

Now, I realize this is basic stuff and academic to most of you out there. But I have in the past worked with and for Fortune 500 companies who could tell you less about their customers and who they were targeting at a given show.

So, armed with these data, they compared it to the demographics provided by the show organizer and set up a "profile" of who they want to reach at the show. Further, they reached into their data base and, combined with what the promoter is provided, are doing a targeted e-mail blast and direct-mail (postal) mailing. They will also track responses to these items when they collect leads in the booth and will do a post-show mailing and an analysis of the traffic. This will prepare them for next year's show.

Lesson Learned: even the smallest player can win big with the right data and approach.

TTSG

Risk

2009-01-15T05:00:00.000-08:00

Risk. At times I don't understand the word or concept. Truth is, we all need to take more of it.

When it comes to your program, look for the new, the different, the innovative. Don't be afraid to do fewer shows better or leave a show that you go to "just because we've always gone."

Try a new graphic. Or use a different staffing strategy. Implement an effective lead gathering approach. Push back on management when they don't understand a concept and want to change it because it's "different."

Explore new markets. Heck, explore markets in this economy. Make nothing out of bounds.

Lesson Learned: if you haven't done it, consider it; once you've considered it, do it; once you've done it, evaluate it.

TTSG

Drivers

2009-01-14T06:33:00.000-08:00

With the NRF show breaking today in New York City and the IBS show going in this week in Las Vegas, it is time to remember an important part of the in-and-out of a show:

Do you know where and who your driver is?

Make sure before you leave for your show and before you leave the show floor at the end, check in with your driver. You should have their cell phone number and be sure to ask whomever made the arrangements (exhibit house, van line, freight company, your traffic manager) to provide you with their numbers, name and when you are to expect them.

When you first arrive on site (or the day before), contact your driver so their ETA is clear. Meet them on the dock and supervise the load out. Work with the forklift driver and your driver to spot your freight around your booth space to maximize your set up. Work with the driver and the freight manager at the show site to ensure paperwork is correct and if you can get copies.

On the down, call your freight contact or driver the day before load out. Usually the driver is scheduled to show up at show site at the show close and remain to help with some packing and labeling of the shipment. Turn in the bill of lading (BOL) and keep a copy. The freight manager will ask (and they will on the BOL, too) if you have contacted your freight company. Get the crate count right and make sure all is secure.

Lesson Learned: you can't know too many people in the freight process.

TTSG

Make a list, check it twice

2009-01-13T14:41:00.001-08:00

I know, I know, Christmas is past and Santa's gig of checking on good little girls and boys is done. However, today I was reminded by a friend of the importance of correct (and checked) manifests.

Make sure what you want at the show in time for set up is shipped. And you have a list to prove it.

When your exhibit house (or whomever is packing and shipping your display) sends you a manifest to review--DO IT! The more eyes that look at something, the less chance you will have counter tops or the wrong graphics shipped to show site. And, if at all possible, visit the exhibit house and physically review the shipment.

In my reminder talk today, my friend told me of the wrong graphics being shipped--well, supposedly. The portable display has two sets of graphics and one frame. When the one shipped graphic set arrived on show site, the set up guy opened the box and saw a photo of the other set (the incorrect set) of graphics. He didn't check the contents of the container, but called and asked (and received) the second set in a counter-to-counter shipment. This needs to be looked at from two points of view: always check the actual contents (don't assume) and double check the shipment before it leaves the warehouse. Kudos, however, to the exhibit company for the quick response to save this show, regardless.

Lesson Learned: check, recheck and receive and recheck.

TTSG

Carrying through on brand

2009-01-12T06:17:00.000-08:00

We all preach brand and consistent image, but here's an example of carrying a theme through all media to make your image clear to your various audiences.

Aviall is the world's largest aviation parts supplier. They have a significant presence in trade media and utilize a large slate of trade shows, both international (Australian Air, Paris, Farnborough) and domestic (NBAA) and across verticals (HAI, MRO). So, needless to say, their brand is strong and recognizeable.

Through a series of ads and other strategic planning and positioning, Aviall has an identity as "the box the parts come in." Their value proposition is based on the service provided before and after the box arrives. These ads have appeared in numerous aviation industry publications as well as show dailies around the world.

The image is so important that in 2007, the company instituted an internal (intra-company) training program to involve all employees with the brand.

iDeliver introduced every employee in the company to the brand pillars and educated them on the value and position of the brand as it relates to them.
Fast forward to the trade show program. How to carry over the theme to the exhibits without either diluting or overexposing the brand. Several ideas were floated, but on the floor of the HAI show last year, several people associated with the account thought out loud about having the box be the hanging sign.

"What if," they said," the box were to hang over the booth? It would be direct and simple, but be iconic." So, the search was on for examples and costs.

At the NACS show in October, a sample sign was spotted.
The shape, size and position were all of what was sought. Now, how to traslate that to reality.

Freeman of St Paul handles a portion of the program and came up with some concepts. Based upon a typical hanging sign frame, the design was crafted by Zachry Associates, Aviall's agency, and, collaboratively, appeared in the design for the 2009 HAI show.

Here's an example of owning one's brand and embracing it realistically and without fanfare.

Lesson Learned: own your brand and take charge of it without being overbearing.

TTSG

Thanks to Kim Williamson of Aviall; Gary Donatell of Freeman St Paul; and Jeff Warr, Danny Flanagan and Brian Stark of Zachry Associates.

Detroit Auto Show

2009-01-11T07:03:00.000-08:00

The beat goes on with examples of why trade shows are important and the place to be:

The International Auto Show opens in Detroit today.

What with the US auto industry bailout being in the news and with technology being what it is--ever changing--what better place to be to either exhibit and market your products or be on the floor and in the hall to hear (and be a part of) the buzz.

Case in point: newspapers across the land today are featuring stories of the new models and events of the show. Well, the do it every year, but this year brings a new spin or slant: what are the participants doing to make it work for them. In the weekend editions of the Dallas Morning News have been stories of how the exhibitors are saving money by foregoing special rollouts and assembling their stands in part off site. The dealers are also being interviewed and, of course, the models making their debuts at the show are being featured.

The best quote so far from those stories has been this: Jim Smith, a Saturn dealer in Lewisville, Texas, is quoted as saying he is "keeping his eye on the Detroit auto show for clues about the future of the industry."

That alone should sum up the importance of an industry show to the industry members.

You should be able to translate Mr. Smith's approach and sentiments to your industry. If you're in the retail industry, tomorrow's opening of the NRF show in New York is most likely the focus of your business life right now. Same for the home builders with IBS just about to open. And let's not forget Shot Show for the hunting and outdoor recreation industry. Take a look and a listen even if you can't go and take the pulse of your world of business.

Lesson Learned: understand the place of trade shows in your industry and markets to be ahead of the curve.

TTSG

Special thannks to the Dallas Morning News.

100

2009-01-10T18:25:00.000-08:00

One hundred. 100. One-zero-zero. A C-note. A 10x10 booth. CWT.

I know in the realm of blogging, 100 isn't a lot. But the number 100 has significance in the trade show industry.

A 10x10 booth, the basic building block unit of a trade show floor, is 100 square feet. Everything on a floor is based upon this. Most exhibitors start with a 10x10 and work up. One hundred is where we all start.

CWT. Hundred weight. The basic unit of material handling. Whether it's single digits or over $100 per hundred weight, we all pay the general contractor in this unit to move our stuff from the dock to our booth. Still the most controversial and disliked concept and charge in the industry.

A C-note. We're all trying to save $100s from our budgets these days.

You can't get away from those 100s. Here's to the next 100.

Lesson Learned: we all have to start somewhere. Thanks for reading

TTSG

Size doesn't really matter.....

2009-01-09T14:20:00.000-08:00

.......but the size of the effort does.

Today's case in point is the Dallas Business Journal's outreach to the DFW business community. While this may be a small exhibit, it plays by all of the rules to make it work and produce results for it's owners. What more could a committed exhibit marketer ask for?

This is about as simple as it gets: a table drape, samples of the products, an offer for a prize, a place to collect cards (leads) and a staffer to ask questions and engage prospects.

This miniature set up works for them: the outsides sales folks have quotas of subscriptions to make and they apparently not only meet those quotas, but exceed them. They probably hit 2 to 6 events a week in the Metroplex and come away with a combination of new subscribers and convert readers (the word is the DBJ outsells the Dallas Morning News' Business section). They hit chambers of commerce events, sporting events, association meetings and other expos. They have a prominent place in the business community and this little bitty exhibit plays a consistent role in that.

Lesson Learned: the rules apply regardless of size.

TTSG

The real value of trade shows

2009-01-08T12:19:00.000-08:00

Here's why trade shows are really important: they are newsworthy and a showcase for an industry, a market or a business segment.

Our case in point today is CES, the Consumer Electronics Show.

Here, datelined Las Vegas and shown on Yahoo, is a product announcement about the latest netbook: http://tech.yahoo.com/blogs/patterson/32540 from Sony.

This is exactly why you go to a show. Whether you exhibit or not, you at least have to be on the show floor to feel the vibe, hear the buzz and be a part of the action. And it's not just with an industry like consumer electronics. The auto industry could be a really cool place to be this year with the challenges they have.

Being on the scene and being seen are two very important aspects of trade show and event marketing.

Lesson Learned: Leaders lead.

TTSG

Set up instructions

2009-01-07T10:51:00.000-08:00

I was talking with a client/friend of mine this morning and comparing notes on trade shows. He told me of something that is probably maddening to more than one of you out there.

Ineffective set up instructions.

Really now, can we NOT have the engineers who design most portable or pop-up exhibit systems write or create the set up instructions? Apparently the set up drawings with my friend's Nomadic portable covered nearly every conceivable configuration that could be had with the exhibit--that is, if he had purchased and owned every conceivable configuration? Why can't the instructions fit the model and pieces you buy and are going to use?

For example, this Manhattan phone book of instructions said things like "ignore steps g, h and i if you have x-type lights; if you have y-type lights, please see steps, l, m and q." Come on, guys, learn from HP and others--pack a simple sheet that says: "open box, attach panels and lights, and set up. Plug in lights. Do reverse to take down."

Do we have to make things complex to show they add value?

Lesson Learned: simpler is better and be direct and to the point. works for set ups as well as booths staff training.

TTSG

The Exhibitor's Show

2009-01-05T18:26:00.000-08:00

It's coming around again--the Exhibitor's Show in Las Vegas.

It's hard to believe it's been a year, but the package (actually, the latest one) came in the mail yesterday. It was like Christmas for exhibit people--lots of options for training and interaction. The crowd who attend are really a who's who of the trade show and exhibit industry, both from the supplier and the customer side.

Before you dismiss this as a shameless plug, remember this: every time management and self-help guru out there says we all need time to regroup and "sharpen the saw" or something similar. Don't neglect your training and certainly don't neglect your network.

Lesson Learned: always be open to learning something new and meeting new people--your career depends upon it.

TTSG

Why We Go to Shows

2009-01-05T05:10:00.000-08:00

A story in today's Dallas Morning News Business section spells out a few reasons why we chose to market via trade shows.

The story focuses on CES, the Consumer Electronics Show, opening in Las Vegas this week and the 30-plus Dallas-based companies attending. Big or small, these companies see the value in being at a nexus of their business and markets.

"I'm not sure what to expect. I just want to explore the scene and learn as much as possible," said William Ross of Industrial Gaming Peripherals.

This is the heart of why you want to exhibit: you not only get to sell in the environment, you get noticed and get to notice others. You get to have conversations that you wouldn't have on the typical sales call or sitting in your office. You get to notice what your partners and competitors are doing. You are the beneficiary of the "buzz" in the industry. And with with a place as big as CES, you get to be part of several "things."

"I tend to think we'll get lost in the crowd, but if a buyer from Best Buy stumbles across us and likes what we have, we could double our revenues on the spot. It's a roll of the dice, but there's not much downside," said David Freeman of Gemini Consumer Technology.

Now, there is a statement from a real business person and savvy marketer: it's a risk, but it's worth it for the one contact. Sometimes the math doesn't add up, but it could.

"We're not going to the show to exhibit what we already offer," said Karen Raskopf of Blockbuster. "We're going there to walk the floors and meet with the most innovative people we see. We want to find the next big idea.....for our customers."

Not exhibiting can work--if you can use the show as Blockbuster is doing. They are veterans and know where to go and who (and what) to look for. It's all about the face-to-face and the customer.

Lesson Learned: know how to use a show to your best advantage and take a risk to promote your company.

TTSG

Special thanks to the reporting of Andrew Smith of the Dallas Morning News

Plan some down time

2009-01-04T12:19:00.001-08:00

As we enter this new year, don't forget to find time for you. I realize that we all live busy lives when we're on show site and, actually, all of the time leading up to and following a show. But one does need to recharge one's batteries or all of your work could be moot.

After a few years of traveling to shows, I finally declared that I would see things to make the trip somewhat mine. Whenever I was in a city with a MLB ballpark and it was the season, I would always make a point to take a cab to the park and buy a ticket, if even for a few innings. I've probably seen half of all of the parks in MLB this way. And I did it within my per diem for the day!

At any rate, whether it's museums or ballparks or a meal at that restaurant in Atlanta you always wanted to try, make sure you take time for you.

Lesson Learned: don't let your batteries run down and expand your mind at the same time.

TTSG

A big month, show wise

2009-01-03T04:59:00.001-08:00

January has always been a big month for trade shows. Going back in my career, we had a number of shows that kicked off the year in a variety of industries. Now that I think about it, several industries anchor their years with January shows.

The National Retail Federation (NRF) is always at Jacob Javits convention center in New York City the first few weeks of January. This show started small (before moving to the big hall, it was held in hotel ballrooms and consisted of tabletops and portables) but has grown as retail has grown and changed. A large number of the anchor exhibitors are technology companies (Fujitsu, IBM, NCR, Motorola-Symbol, Oracle) as retail has become dependent on technology to target and find and define an ever-dwindling customer base.

The National Association of Home Builder's (NAHB) flagship show, the International Builder's Show (known as IBS) takes up 4 days in either late January or February on 2-year turns in select cities (Vegas, Orlando, New Orleans, Atlanta). A very horizontal show, it brings in over 1,000 exhibitors and 60,000-plus visitors to talk about everything from tools to paint to trucks to fixtures of all kinds. Houses are build inside and outside the hall and dancers and talent of all kinds are featured to help tout the wares of the likes of Sears, Kohler, Anderson Windows, Cambria and Whirlpool. This is (or was?) such an influential show that the Dallas Convention Center is nicknamed "the house that IBS built."

The heating and air conditioning world focuses on the AHR Expo (nicknamed ASHRAE for the association that holds it's conference at the same time). AHR is a bit of throwback in that no booth (with a few exceptions) can be over 8 feet in height. Hanging banners aren't allowed and in-line sight lines are also enforced. Johnson Controls and Honeywell used to be the stars of this expo, and live demos of burners, boilers, heating and cooling systems and software control systems were there for the 50,000-plus visitors to see in over 900 exhibits.

Also in the mix are Surfaces, Coverings and CES. These are just a few examples of anchor shows for key industries in our country. As we make our way through economic recovery, let's not forget that sales and progress are made in face-to-face sales and positive interaction.

TTSG

Patience

2009-01-01T22:57:00.000-08:00

If there is one thing I've learned, it's that patience is a virtue when it comes to managing a trade show program.

Like a marriage, you are in it for the long haul. You can plan and plan, but things don't always fall into place as you think they will or should. Just because you asked for something from the exhibit house doesn't mean it will happen on time (more than likely, in all fairness and the wish for perfect customer service, it will). Or you get the space you wanted at that all-important big show (or the small one, for that matter). Change and detours are a way of life in the exhibit marketing business. Here are some words of advice:

Just roll with it.

Yeah, right. But really. If you can't get that space, work with what you you do get (but don't forget to ask the promoter just why--maybe they didn't get the real word on why you wanted your first choice).

Your best bet for success is to look at the big picture. Yes, the details of budget and graphics and all that are important, but be sure to look at your program broadly--how it fits with corporate and department objectives, when specific shows happen as events with regard to product releases and such, what you have to accomplish as goals over a series of shows, how a group of products interact with each other over that same course, and how your staff will work overall.

Lesson Learned: roll with the punches, be honest and look at the big picture.

TTSG

Cost-cutting ideas

2009-01-01T09:27:00.000-08:00

Let's ring in the new year with some ideas on how to save and make your exhibit marketing dollar (peso, euro, lira, drachma) go further.

There are several ways you can make your investments and expenditures go further. Here are three ideas:

Streamline current processes.
Review your freight plans.
Standardize configurations.

Streamline current processes. Take a look how you are spending your money. Are you asking your vendors to do things you could be doing? Is there something that's being duplicated for each show that could be done once in the year? One of our clients, when she came on board as TSM discovered that her predecessor had had the exhibit company buying exhibit space and marking it up! Do you have a similar example?

Review your freight plans. Do you have several shows in a row using the same properties in close geographic proximity? That is, is that 20x20 at the January show in Las Vegas going to be used within 2 weeks again at a show in LA when the shipment originates at your warehouse in Dallas? By planning ahead on configuration, routing and packing, you can save freight (no back and forth) and pull and prep charges by your exhibit house.
Standardize configurations. Do you use the same properties for all of your configurations? Is the 20x20 configuration different each time? Does it have to be? Or can it use the same properties (cabinets, headers, walls) each time? Is the 20x20 the core of the 20x30 and 30x30? By using the same properties for each configuration, you standardize the pull and prep costs and the shipment size.

Lesson Learned: a simple review taking a few hours could yield a savings of many dollars over a year's time.

Happy New Year!

TTSG

Mapping out the coming year

2008-12-29T09:02:00.000-08:00

OK, it's slow and it seems there is nothing to do. Well, quite the contrary, get out the calendar and let's do some planning.

Each trade show program and calendar are unique, but many milestones are common. When is your keystone show? That is, what are the two or three large shows that anchor your calendar and help you shape your planning and revenue (and sales)? Let's try a few examples:

If you are in retail technology, you probably start the year at NRF (National Retail Federation) at the Javits Center in January. Fact is, if you are headed to this show, you better be ready, since it opens on January 11. FMI-Marketechnics is probably next in up May (this year in Dallas). The rest of the year is probably populated with medium-sized and smaller shows where you reach out more vertical segments of your market. Kind of a front-loaded year.

Healthcare technology probably is centered on HIMSS in February and AHIMA in October. Many smaller vertical shows fit in in March and the fall season to round out the slate.

Aviation and defense suppliers are at the Navy League (April), AUSA (October) and international air shows (Paris this year in June, Dubai in the fall and Australia in March).

Technology and data storage types rely on SNW Spring (April) and Fall (October) with Brainshare (March) and Oracle Open World (September) as pegs on the board. Add in the Microsoft TechEd series and the plan starts to flow.

Security providers and suppliers use the March Vegas-based ISC-West and September's ASIS (American Society of Industrial Security) as landmarks of horizontal business and fill in with ISC-East (August) and CardTech-SecureTech in between (along with regional ASIS' events).

So, look over your year and plot--your exhibit partners will appreciate the foresite and the projection. July and August are slow for them and for conferences and trade shows in general. Don't forget to plan a vaction for yourself and training, too (Exhibitor's show in Vegas in March and TS2 in the summer).

Lesson Learned: plan your work and work your plan. Make time your friend.

TTSG

Connecting with prospects

2008-12-23T16:09:00.000-08:00

I was reminded today of how long it takes to establish a relationship.

A colleague in Tucson, Fred Narcaroti, and I spent some time talking about how to build business. Fred pointed out that it takes a minimum of three contacts for a person to know you well enough to ask you about your business, let along award you business (a contract). When you apply this to trade shows and the world of face-to-face selling, you have to agree: a trade show is a step in the process of changing suspects into prospects and then into clients.

On the trade show floor, you most likely are meeting your contact for the first time. It could be the very first contact or could be the first face-to-face talk. It might could be the time you meet to close a deal. The point is, it is a step in a process. Whether it's three times, as Fred suggests, or 6 or 9 times, you have to make the connection on more than a "hi-how-are-you-can-I-sell-you-something" basis. As we've discussed earlier in this space, people do business with people who they like. And it akes time to get to know someone.

Lesson Learned: take the time to get to know your prospects and be patient.

TTSG