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.
Sunday, January 11, 2009
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
Friday, January 9, 2009
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
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
Thursday, January 8, 2009
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
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
Wednesday, January 7, 2009
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
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
Monday, January 5, 2009
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
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
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
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