Last week I sat in with the good folks at Handshake.com and offered a look at Tradeshow Logistics: Getting Your Ducks in a Row. It’s a part of tradeshow marketing that is critical, but tends to be set aside in favor of things such as pre-show marketing, staff training, lead generation and so on.
In this webinar, we covered a lot of pertinent things, such as shipping, booth upgrades and graphic changes, the logistics of lead generation and getting them back to your sales team and more. Thanks to Handshake.com for offering to have me host another webinar with them!
The tradeshow industry continues to show strong growth from year to year. Our friends over at Veloxity Inc. created a very informative infographic that shows loads of details about the tradeshow industry. Take a look:
Some companies upgrade their large island booths every year. Must be nice to have that budget!
Other companies hang on to their old ten-foot inline booth for a decade or more because ‘hey, it still looks good and we can still set it up! Why change?”
Why change, indeed? If it’s not broke, don’t fix it!
On the other hand, there are any number of reasons you might consider replacing, or at least upgrading, your old booth. In this short video, we look at some of those reasons:
You may have done tradeshows for years, or maybe you’re just getting started. In any event, it’s important that you don’t lose sight of one of the key understandings of doing tradeshows: It’s a mountain of responsibilities.
If you’re the one who’s tasked with getting the booth from Point A to Point Z (and back), knowing what you’re getting into is almost as important as the series of tasks you’re facing.
Having stated that, it doesn’t mean that you should be overwhelmed by the mountain of responsibilities. In fact, if you take a closer look at all of those tasks and responsibilities, you can make it much more manageable, by putting it all in context.
Make a list. Before you can climb a mountain, know the steps.
Build a timeline. Now that you have a list of tasks, determine when they each need to be done. Some should be done right away, others are more appropriate right before the show.
Delegate. If you’re in charge, determine which of the tasks you can farm out to other people on the marketing team. Certainly, some items such as graphic design and scheduling travel may go to other people. You may choose to take care of some tasks and delegate others. When you delegate, be clear on the task and when you want it done. Build your schedule around your communication with those people and tasks.
Keep records. I emphasized this in my book Tradeshow Marketing because I think detailed records will serve you well in many more ways than you can imagine. Document everything.
Keep learning. Young dogs can learn new tricks. So can old dogs. No matter where you are in your career arc, keep an open mind and realize you can find new and more efficient ways to do something. Keep your eyes open for new technology, keep connecting with good people and stay optimistic. You’ll do fine.
Tradeshow Success is built on a lot of moving parts, and it’s often hard to know exactly how successful the show is unless you track the details. So let’s dive in a little and see what 8 essential tradeshow metrics mean the most to your overall success.
Booth visitors: knowing the overall number of booth visitors, or at least a valid estimate, can give you valuable information, especially in a year-to-year comparison at the same show, and from show-to-show. Even though when you measure show-to-show it’s a bit of an apples to oranges comparison, it does give you intel to help judge the show’s effectiveness.
Leads generated: one of the more straight-forward metrics you can track, but it’s important to break them down into at least thre
e levels: hot, warm and cool. This will give the sales team the information to correctly follow up on the hot ones right away and the warm and cool ones later.
Sales as a result of the leads: track how many new customers came out of the show in the first three months, six months and year (depending on the type of product or service you offer). Track the overall sales amount. It’s harder to track B2B sales from a tradeshow simply because you might not get a new customer until a year or more has passed.
New leads: a slight differentiation from all leads, this breaks out the brand new potential clients from those that you’ve had some sort of contact before. Valuable information, indeed.
New customers: same with customers – how many news ones did you get as a result of a show vs. how many are repeat customers that happened to be at the show and buy something because of the show.
Budget: actual vs. estimated. Keeping track of the investment is important; knowing how much over or under budget is critical.
Cost per lead: divide the overall cost of the show by the number of leads gathered to get a cost per lead.
Return on Investment: divide the overall net profit you’ve gained over three, six, twelve months by the net profit from the show (gross profit minus the cost of attending the show).
There are other numbers you can track, but if you do nothing but track these metrics you’ll have a lot more insight into the kind of success your tradeshow marketing program is giving you.
Choosing an exhibit contractor can be a daunting task. Even though your current exhibit house might be competent, are they doing all they can to make your new exhibit experience as good as it can be? Often it comes down to knowing which questions to ask.
In this short video with Mel White of Classic Exhibits, our main exhibit manufacturer, we examine those questions that you should be asking any potential exhibit house prior to forking over large sums of money to them:
Still trying to figure out what exhibit fits your needs? Check out our Exhibit Design Search.
Marlys Arnold of ImageSpecialist is an exhibit marketing strategist who recently gave a webinar at Handshake.com titled “Reinvent Your Exhibit Marketing Plan.”
It’s a great look at all of the moving parts of tradeshow marketing, and is well worth your time. So stop wasting time, energy and money and get your marketing plan together! Check out the video here.
When it is time for you to choose a custom tradeshow exhibit house with a designer and fabricator, you are facing a daunting choice. Especially if you’re new to the game.
So we put this brief video together to more closely examine the various ways to choose an exhibit house.
In this video we look at how you might communicate with your exhibit house, what goes into design, the consultant’s depth of experience and strategic partner resources if needed. It all boils down to a couple of things: what you need (and can they handle it) and how well you get along with the company’s reps.
The tradeshow is over. You’ve made sure the booth is packed in the crates and will be picked up by the shipping company. You’ve gathered the leads and have them in a safe place for transport back to the sales team. You’re ready to relax on the airplane and order up a well-deserved adult beverage.
Whoa! Not so fast! You’re not really done, are you?
While it’s great tying up loose ends at the show and getting off the floor in one piece, it’s just the beginning to your follow up.
First off, thank the folks that helped out. This ranges from the booth staff to the lead person on the set-up crew to the pre-show marketing team that helped out prior to the show. Send out a thank you card or an email (cards make more of an impression!) or thank them in person – just be sure you do it.
Next, go over the leads with the crew that gathered them. This may take place within a few days of the booth staff returning to the office. This confirms the follow up method, the value of the lead (cool, warm, hot), and when the follow up needs to commence. Then deliver that information to the sales team.
Now, go over any feedback or survey results you may have as a result of the show. Even if you don’t have actual in-booth survey results, check any feedback you may have gotten through social media posts during the show. Take screenshots and file them in your show folder. Make notes on what people liked and what they didn’t.
Depending on who’s in charge, it’s also time to document all of the costs associated with the event: travel, salaries, booth rental/purchase/upgrade/I&D, booth space rental and associated costs. Add in the cost of samples and giveaways. Now that you have this figure, when another six months have passed you can get sales figures that came as the result of the show appearance and determine the return on investment. Then do it a year later to see what’s changed.
Record-keeping is one of the best ways to track trends in your tradeshow marketing, so keep detailed accounts of as much as you’re able.
Did you and your team take photos, create videos and upload them to social media sites? Document all of the photos uploaded, keep copies of booth photos (especially any misfit graphics or booth pieces so you can get it repaired before the next show) and videos, client testimonials and associated documents.
Finally, look ahead. Do whatever planning is necessary for the next show, whether it’s a small regional or local show or if it’s the next big national expo. Make note of graphic updates that might be important, booth fixes, and prepare for whatever promotions might be coming down the pike.
Last fall I put out the book “Tradeshow Success: 14 Proven Steps to Take Your Tradeshow Marketing to the Next Level.” I’ve done several promotions around it, given away a bunch of copies, and use it as my main calling card.
But I’ve never done a webinar on the book. Until now. Check it out:
