Starting the Postmortem Discussion

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

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

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

Exhibit Preview

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

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:

1. 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.
   
2. 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.
   
3. 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

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?

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

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:

1. 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.
2. 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.
3. 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.
4. 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

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

Report from the Field: Eurosatory 2010 in Paris

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