Size doesn't really matter.....

.......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

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

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

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

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

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

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