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
Sunday, January 18, 2009
Thursday, January 15, 2009
Risk
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
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
Wednesday, January 14, 2009
Drivers
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
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
Tuesday, January 13, 2009
Make a list, check it twice
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
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
Monday, January 12, 2009
Carrying through on brand
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.
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.
Sunday, January 11, 2009
Detroit Auto Show
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.
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.
Saturday, January 10, 2009
100
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
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
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