Tradeshow Marketing Expert & Dynamic Public Speaker/Trainer
It’s easy enough to get caught in the checklist approach to tradeshow exhibit design. This week’s quick video goes over some thoughts on how to avoid that, but still make sure the exhibit has all that it needs:
In March and April of this year, when tradeshow organizers realized the gravity of the pandemic and how it would be affecting upcoming shows, many of them “postponed” the shows. I say “postponed” in quotes because many believed that whatever issues the COVID-19 pandemic caused; things would be back to normal in a few months.
For example, I happened to be on an airplane waiting to take off from Portland on the morning of March 2, when the email came in: Natural Products Expo West was off, postponed TFN. In the next few weeks, an effort was made to reschedule the show for early summer. Then the pandemic got worse. The show was canceled for good.
The organizers tried to focus on Natural Products Expo East in September. Nope, that fell by the wayside as well. As did CES, NAB, and many other shows. Some shows went virtual, others hoped for the best for a live show sometime next year.
Now Natural Products Expo West has moved the 2021 show from early March to late May of next year. Anyone willing to lay money on the show actually taking place?
In random conversations and email exchanges, and in seeing some survey results, the tradeshow and event industry has a wide range of opinions on when things might get back to “normal,” yes, in quotes, because we don’t know what normal will look like again, or when. Some companies are working remotely, hoping to get back to the office by the beginning of 2021. Others are putting it off until the third or fourth quarter of 2021.
In early September, Exhibitor Magazine revealed some data based on surveys of tradeshow world suppliers and exhibitors. For example, 2/3 of those surveyed said it was unlikely, probably wouldn’t, or definitely wouldn’t return to shows rescheduled for 2020.
Company travel restrictions will still be in place at most companies into 2021. Lots of data there, and I’ll give you one more interesting tidbit: the later in the year the question was asked, the further companies pushed their plans back. In early September, most companies were looking at the second or third quarter of 2021 before they thought they’d be back on the tradeshow floor. View the full presentation here; it’s worth a look.
I mentioned on my podcast this week that the live music and entertainment industry is also severely impacted. Musicians, tech workers, roadies, support staff and more have been mostly idled. Think of entertainers on cruise ships, or in Cirque du Soleil (which has filed for bankruptcy), along with concert tours, jazz festivals, country fairs, art fairs, and more.
I believe we all know how bad it is and have a feeling it’ll continue for much longer than we ever thought it would, when the pandemic first came around.
Over the past few months, I have been thinking that once we get back to, let’s say 75 or 85% or “normal,” companies would start busting loose with big budgets and there would be lots of new projects and work for exhibit companies and related logistical support companies.
Now I’m not so sure. My gut feeling is that because this is going to keep going until deep into 2021, companies will be very hesitant to spend money and will be more than willing to just do modest changes on their current exhibit properties instead of investing in something new. I have nothing to base that on and hope I’m wrong.
And finally, when it comes to Virtual shows or tradeshow exhibits, my sense is that it has to really make sense for the company for them to invest in something like that: they need it only if they can use it a dozen or more times in the next year or so, and they strongly believe it will get them more good leads at a better cost-per-lead than traditional exhibiting. The jury is still out on that.
What happens when your business needs a quick pivot to survive? Not all companies have been able to do that successfully. On this week’s TradeshowGuy Monday Morning, I chat with Entire Productions’ CEO Natasha Miller about how they made the switch to virtual events in a big way.
Find Entire Productions here.
This week’s ONE GOOD THING: Season Six of the Emmy-winning Schitt’s Creek finds its way to Netflix. Finally!
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Subscribe to our YouTube Channel Tradeshow Marketing here, where the vlog version of the podcast appears weekly.
Hiring an exhibit house is a big task. It’s a commitment to a business relationship that, ideally, you’d like to keep in place for years. But everything must come to an end, and there may come a time when it makes sense to consider changing exhibit houses. Here’s my quick video that looks at ten situations that may warrant that consideration:
The use of virtual tradeshow exhibits may not be exploding, although my sense is that it is increasing. Some big tradeshows have gone completely virtual for the next year or so, maybe longer, depending on the depth and breadth of the COVID-19 pandemic.
Which leaves exhibitors in a bit of a quandary: what to do about virtual exhibits. Should you invest in one? Should you just wait out the pandemic and hope you can get back to live tradeshows in the next six to twelve months?
And if you are seriously considering a virtual exhibit, it’s important to consider all of the various things you can do in the exhibit. I’ve seen a few virtual exhibits lately, and there is a wide variety in the approach. Some exhibitors have chosen the simple, let’s-keep-the-cost-down approach. Others have tried to throw everything in but the kitchen sink.
As an aside, one exhibit maker I spoke with recently said that a recent client of theirs did a virtual exhibit and found that at the virtual tradeshow, they experienced a 700% increase in leads for a fraction of the cost of appearing at a live show. My eyes opened at that stat, and while it’s impressive, it’s likely not going to be a common experience for every virtual exhibitor. But it does demonstrate that there is a lot of potential in virtual tradeshows if you plan ane execute well.
Having said that, there are a number of ways to get engagement at virtual tradeshows. The first is crucial: make sure that potential visitors know about your virtual tradeshow exhibit so that they are prepared, put it on their calendar, and have expectations.
The second is to build the expectations and prepare for them by putting specific things in your virtual tradeshow booth that visitors want. Things they’ll respond to, interact with, and share with others.
From that starting point, the question remains: what should be in your virtual exhibit? There are many answers, and your company’s specific needs should help frame the answer. Here are a lot of the things, perhaps not all, that could go into your exhibit. Keep in mind that each piece will add to your overall cost, much like a 3D real world exhibit, and that each piece of content, such as videos or white papers or PDF reports, all will take time and money to create. Before finalizing your plan, create a budget based on all of the pieces you think are necessary to make your virtual tradeshow booth a success.
Here are a number of things you can and should consider:
No doubt if you put your mind to it, you can come up with more. What am I missing?
Yup, thought since it’s less than a month from election day here in the states, a little podcast/video blog about civic duty and so on.
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Subscribe to our YouTube Channel Tradeshow Marketing here, where the vlog version of the podcast appears weekly.
Let’s get a moment of Zen. Or maybe more than just a moment. Here are a couple of handfuls of Zen moments you can grab. This week’s Quick Hit Video:
We’ve worked with Classic Exhibits for nearly a couple of decades, even before TradeshowGuy Exhibits was a thing. Which means we know the quality of their work, and their attention to detail and pleasing the customer. They will occasionally put things on sale above and beyond their “Lightning Deals,” which appear on Exhibit Design Search all the time at TradeshowBuy.com.
This time around, it’s a price cut on safety dividers and – in looking ahead to 2021 – free accessories for exhibit rentals for next year, which includes free hand sanitizer stations if the deal is reached prior to November 15th, 2020.
Take a look:
For years now, we’ve heard about the dangers of social media, and how it’s used to influence and manipulate us. It would take several books and a couple of full-length movies to cover all that goes through my mind, but this short mini-rant (okay, not really a rant, but still) distills a few things that I think are worth considering:
Notes and articles mentioned in the vlog:
Cory Doctorow: How to Destroy Surveillance Capitalism
Mark Hurst: Big Tech and the Good Octopus
New York Times article (referenced in Mark’s article): On YouTube’s Digital Playground, an Open Gate for Pedophiles
Subscribe to TradeshowGuy Monday Morning Coffee on Apple Podcasts here.
Subscribe to our YouTube Channel Tradeshow Marketing here, where the vlog version of the podcast appears weekly.
Are you guilty of any of these? Don’t feel bad. We’re only human, but if we know ahead of time what things to know, what to avoid and how to prepare, we can have a much better and more successful tradeshow exhibiting experience.
