Leaving Early from a Show

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

Report from the Field: Trade Show Bob at TS2

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

Report from the HIMSS show

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

Vegas

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

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

The Finishing Touches

The last day of set up is always a day of punch lists and tending to do the last-minute details. Before you can leave the booth that one last time before the show opens, did you:

• Put out the pen holders and other office supplies?
• Label the last crates as "Empty"?
• Cut the poly off the carpet?
• Put out the wastebaskets?
• Distribute keys?
• Lock up?
• Secure the last badges for the latecomers?
• Give the booth one last heavy wipedown?

There's more, but that comes with making lists with some thought.

Have a great show!

Lesson learned: remember the details and the big things don't become big problems.

TTSG

Hanging a sign

They look so great and graceful (well, mostly) hanging in the air over the show floor. But somebody had to get hanging signs up there. Usually, it's up to you to get the job done.

Hanging your completed sign has a few steps:

• Put in the order for the riggers well in advance of the show.
• Assemble the sign.
• Spot the location above the booth where the sign is to hang.
• Attach the aircraft cables
• Hoist the sign.
• Make sure it is turned the way you want it.

Obviously, this is all done in cooperation with your rigging contractor. By putting the order in well in advance, you take advantage of any discounts. When you arrive at the show, check in at the service desk and, if you can predict it, let them know when you'll be ready for the riggers to come.

A typical rigging team is made up of two or three men: one on the ground and two in the basket (either on a forklift or a gooseneck crane, depending on the height of the sign.

Most promoters either have the sign at 20 or 24 feet to the top of the sign.

In most halls (like here in Chicago), the riggers open and assemble the sign. In some non-union environments, you or your I&D team can assemble the sign and wait for the riggers.

Spotting the location above the booth. Do this with the lead rigger. At NACS, they had the coolest laser device. We found the center of the booth and pointed the laser from that spot to the ceiling. This confirmed the location (a particular beam) where the sign will be hung from.

Part of assembly is to attach the cables. These aircraft-rated cables and attachments are usually specified by the hall or the city, so follow the lead of the riggers.

The cables are rated by size and the weight they can bear. The cables provided by the sign maker usually work, but in some cities (LA comes to mind), sometimes a heavier-rated cable has to be substituted.

There are several attach points (either 3 or 4 points on the top of the sign) from which the sign hangs. The number and location help the sign hang straight.

Make sure, as they are hoisting it, be sure the logo faces the correct direction (in this case the front of the hall). This signpost will help draw attendees and targeted visitors to your booth at the show.


Lesson learned: Again, plan and come prepared and your task will come off on time, within budget and look the part you've asked it to play.

TTSG

The NACS Show

I'm traveling on Wednesday to a show that is significant in American marketing and the trade show world: the National Association of Convenience Stores (NACS). I've never been to this show, so this should be a treat and an experience.

The exhibition is held in conjunction with the NACS conference and educational sessions. The conference is aimed at the owners of and suppliers to convenience stores and deals with their issues which include everything from food marketing to cigarette theft to beer and lottery sales. This organization has been around since 1961 and is really a big part of the petroleum industry. It is nothing to sneeze at or take lightly: with almost 150,000 C-stores in the U.S. doing $570 billion in business ($400 million of it in petroleum sales), they are a significant part of our retail economy.

This show features over 1,400 exhibitors in two halls of McCormick Place in Chicago. The show stays put every year (like the National Restaurant Show) and features suppliers of everything from gum and candy to food and automotive products and energy drinks. Like AWMA (which I attended in the spring) this is a variation on the "cigarettes and candy" show theme.

My client is Retalix, a provider to the industry of point-of-sale (POS) hardware and software and related systems. I'll be reporting from the show over the next week on issues as I encounter them and plan to put each one into a lesson-type format.

Thanks for staying tuned. We should learn a lot from the show floor.

TTSG