Tradeshow Marketing Expert & Dynamic Public Speaker/Trainer
Welcome to a new year – so glad you found us online! This week’s interview on the TradeshowGuy Monday Morning Coffee features the author of a new book called “Flying Cars, Zombie Dogs and Robot Overlords.” Charles Pappas, a senior writer at Exhibitor Magazine, was kind enough to sit down with me and discuss this unique historical look at expos, exhibitions and tradeshows:
This week’s ONE GOOD THING: The new Beck album, Colors.
This is a guest post by Patrick Foster, ecommerce entrepreneur & coach: “tradeshow essentials for luxury ecommerce brands.”
Get ready to impress — it’s time to meet your discerning customer face-to-face. For a luxury ecommerce brand, attending a tradeshow provides a great opportunity to make some sales and do some important market research. Not only will it give you the chance to meet customers face to face and promote your products in a completely different way, but you will also be able to see what the competition are doing. As all luxury brands know, staying ahead of your competitors is essential when it comes to standing out in a lucrative marketplace…
Here are six essentials to help you make the most of your next tradeshow in the luxury ecommerce market!
Having a solid strategy in place is essential for success at tradeshows: from who needs to attend, to how you’re going to market your stand and generate leads post-show — everything needs to be mapped out well in advance. If not, you run the risk of wasting valuable marketing budget on a poorly executed show. It’s also a good idea to marry your offline/online marketing and create a tradeshow landing page (or at least blog and post about it in advance).
There are hundreds of tradeshows out there for ecommerce brands to attend – so it’s really important that you do your research and choose to attend the ones that best fit your overall brand strategy. It’s a bad idea to stress your business out by attending too many, or only going to the ‘safe shows’ where you stand to learn nothing new.
In the same way that you would review any other platform before deciding to promote your ecommerce business there, the tradeshow you choose to attend needs to fit your goals and objectives. Speak to previous attendees and delegates and spend time quizzing the sales team before you sign up.
In the luxury market, your aesthetic says it all. Generally more understated and elegant in tone, luxury brands need to convey their heightened sense of self with a cohesive and ultimately beautiful stand. Color schemes and decorative flourishes need to highlight the more exclusive nature of what you’re offering. Look at fashion show centerpieces for inspiration.
This also means ensuring that your branding is 100% professional, and that you have a good amount of high-quality literature available for attendees to take away with them. For a luxury brand, you will want smaller print runs of high quality tokens and mementos, rather than a load of flimsy flyers. Samples and token boxes are good thing to give away to potential prospects or partners.
You also need to make sure that you have enough staff available to deal with enquiries, and that they also represent your company well by appearing smart and professional. Get your best people on the ground, including some people from sales and customer support who have firsthand product knowledge.
It’s important to take a selection of products with you to display on your stand. And ensure they are showcased and displayed in the most attractive way possible, constantly patrolling the stand to ensure that the first reaction is ‘wow’. For a luxury brand, more is probably less — so only take your big sellers with you.
You need to make sure that your tradeshow offering mirrors the images that customers (or potential customers) have seen on your website. For luxury products especially, it’s essential that they are presented in a way that reflects their superior quality – you need to make them stand out and look desirable. Think of it like dressing a set before taking a perfect photo.
If you’re going to actively take customer orders on your tradeshow stand, then you need to make sure that you know your stock levels or delivery capacity well in advance – just as you would monitor them when selling on your online store. Otherwise you run the risk of overselling, disappointing prospective customers and damaging your reputation as a result when you can’t fulfil orders fast enough. Luckily, most online store systems have built-in dashboards and inventory management systems to help you keep on top of everything when you’re on the go.
Attending a tradeshow means one thing in particular – the opportunity to meet lots of prospective customers and business partners. In order to maximize this opportunity, you’ll need to capture the email addresses of visitors to your stand in order to build a specific mailing list for your email database. Offering incentives such as discount codes or other offers can encourage attendees to give you their details.
In order to mirror the seamless online experience that customers have when shopping online, why not capture this data via a tablet? The visitor can even enter their details themselves and the data can then be imported into a database straight away – a win-win situation!
As people spend more and more time attending tradeshows, they can become more reluctant to part with personal data. That’s fine — you don’t want unengaged people clogging up your email list anyways. Don’t get too obsessed with capturing data — it could harm your brand reputation.
After going to all that hard work you need to ensure you follow up to qualify any potential leads. This means sending an email to customers to thank them for visiting your stand, or sending over other content that’s specific and timely. If you receive any queries back, it’s also important that you respond to these as soon as possible to ensure that you come across as a brand that gives good customer service – something that’s so important for anyone breaking into the luxury market.
Create some awesome content about the show and what you’ve learned in order to make the most of the event. Use the event as marketing collateral over the coming weeks and months.
When it comes to attending tradeshows, the most important thing to remember as a luxury ecommerce business is that your in-person offering mirrors your online offering. The two should be seamless in terms of presentation, offering, and service, in order to attract customers or attendees and drive sales as a result.
Patrick Foster, ecommerce entrepreneur & coach.
I’m Patrick Foster and I write about ecommerce and digital technology trends. I’m passionate about helping ecommerce merchants reach their audiences online. You can find my blogs, articles and resources across a variety of entrepreneurial websites aimed at digital growth.
It’s a big commitment, investing in a custom tradeshow exhibit. Maybe not as much as getting married or buying a new house, but it’s more than deciding who should accompany you to the prom. It’s a big deal – buying a new custom exhibit. If you haven’t been through the process before, or in a while, it’s not a bad idea to review the steps.
What are the pros and cons of the decision? What about budget, logistics, staff preparation and more? They’ll all be impacted by the purchase of a custom tradeshow exhibit.
Some of the pros and cons to weigh before choosing between purchasing a custom tradeshow exhibit or a more standard, modular or manufactured exhibit.
There is a tremendous benefit to your company when your tradeshow marketing moves to a significantly higher level. Tradeshow marketing is by far one of the most cost-effective, highly targeted methods of reaching your potential customers and maintaining strong relations with your current clients.
Did your recent tradeshow appearance live up to your expectations? Do you consider it successful or a failure, or somewhere in between? How do you measure how successful it was? Where do you start?
Often, it’s a matter of knowing what to expect. If you go into a tradeshow with very low expectations, it might be easy for it to feel successful. If you have no idea how many leads you might generate at a first appearance at a tradeshow that you’re unfamiliar with and you come away with a dozen possible new clients, you might consider that a success.
But if you have been to a show before and know that for the last three years you’ve come away with a hundred leads on average, getting just a dozen leads would be a dismal failure.
How do you determine what you can realistically expect when exhibiting at a new show? Talk to exhibitors who have been there before. Get a feel for their experiences. That’s a place to start. Talk to show organizers and ask them what to expect. Run the math on potential booth visitors.
One of our clients upgraded the size of their booth from a 10×20 inline to a 20×20 island for an upcoming appearance at the International Food Technologists show in 2016. Sure, the exhibit looked great. People loved it. The president of the company was knocked out. But what about the results? Triple. That’s right, the new exhibit tripled their leads, which was way over their expectations. Frankly with the new exhibit it was hard to determine what to expect. But on the first time out with the new exhibit, to bring home three times as many leads as previously, was certainly seen as a big success.
Bottom line: do your best to determine realistic expectations. Don’t compare to what other companies may do or have done in the past. Work only to meet your expectations this time, and exceed them next time.
The importance of managing expectations can’t be overstated. https://t.co/0mirl553QV #uncopyable pic.twitter.com/K7YDXSiwwH
— Steve Miller (@SteveaMiller) January 22, 2018
When I started the TradeshowGuy Monday Morning Coffee a year ago, my intent was to hold forth weekly about some aspect of the tradeshow world, mix in personal and no-tradeshow or event-related business discussion, and have the occasional guest. After a while of doing that, I decided that I needed guests more regularly – it’s much more fun and entertaining! And you learn a bunch from other people, too.
Looking back on the past year, a whole lot of interesting folks stopped by. Here they are, in no particular order):
Mike Duseberg of Magic Means Business – entertaining your tradeshow or corporate crowd.
Ashley Blalock of the Ashley Avery Agency – using hired crew and models in your tradeshow booth.
Dale Obrochta of Put a Twist on It – drawing a crowd at a tradeshow booth with entertainment.
John Halvorson of Transgroup Global Logistics – shipping and tradeshow logistics tips from a pro.
Mel White of Classic Exhibits in Portland – should you rent or purchase a new exhibit?
Ellen Goodwin, Productivity Expert.
Dianne Weiss Jones of DJ Public Relations – how to let the world know about you through PR.
Lynn Maria Thompson, business advisor and ghost writer, and author of the new book The Feline CEO.
Gwen Hill of Exhibit Force – keeping a handle on all of those tradeshow record-keeping tasks.
Jay Tokosch of Core-Apps – using an app to share your catalog, and track and analyze data.
Peter Shankman, author and keynote speaker – on the release of his net book Faster Than Normal.
Richard Erschik of TradeshowLeadstoSales.com – on turning leads into dollars.
Lou Bortone, one of the top video marketers in the world, on what it takes to consistently create good online video interaction.
Dan Paulson, author and business consultant, discusses his new book Apples to Apples.
Brad Kleiner of Flywheel/Sandler Sales Training – on using a sales system that works.
Mel White of Classic Exhibits again, this time on rental exhibits and changes to the Exhibit Design Search.
Katina Rigall-Zipay of Classic Exhibits, 3D exhibit designer on what it takes to create a great exhibit design.
Oz du Soleil of Excel on Fire – Excel spreadsheet trainer.
Roger Courville of Connectorship.com – on making connections in a changing world.
Matt Kazam, stand-up comic and entertainer – on making the switch to tradeshows and corporate events.
Don Svehla, publisher of Exhibit City News.
Booth Mom Candy Adams on the management of tradeshow exhibit programs.
TED talk veteran, Emmy-winning Executive TV producer Bill Stainton. What it takes to be a keynote speaker, and how he changed his career.
Paul Jackson, Executive Producer of When Calls the Heart, on what it takes to make it in the TV/movie industry – and what today’s producers are looking for.
Hey, that’s quite a line-up – let’s see who we can speak with in 2018.
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Oh yes, tradeshows can be very expensive, so what should you do to save money when exhibiting at a tradeshow? Let’s take a look at just a handful of ideas.
Over the years I’ve suggested that companies create a tradeshow-specific landing page for each appearance they make at a show. But frankly, I don’t see too many of them.
But I recently ran across a tradeshow-specific landing page from Digimarc that caught my eye. Digimarc is a Portland-based company that helps clientele with product identification, labels, barcodes and the like.
Digimarc has a tradeshow-specific landing page for their upcoming appearance at NRF 2018 at the Jacob K. Javitz Convention Center.
Let’s take a look at their landing page and see what they are doing right.
In the first screenshot, Digimarc starts off by everyone that they’re going to be at the NRF 2018. They mention their booth number and invite visitors to check out their store.
Next shot: you’re invited to dig a little deeper to learn about increasing operational efficiencies and more, and again mentioning the booth number. Right below that are a pair of buttons inviting you to schedule a visit with them at their booth, and offering an NRF Registration and Discount Code, reinforcing the notion that not only do they want to you stop by their booth, they want to make it easy:
In the third screenshot, Digimarc offers a chance to learn even more specific knowledge, with buttons to get better labels, implement easy checkout and engage consumers now.
Finally, there is an offer to get a personalized language booth tour – when you click through, the options are to get a tour in Japanese or German – making it easier for those international visitors to make a connection with the company. Then there’s a Lyft voucher and (still to come) an NRF Survival Guide. It’s all capped off with an invitation to follow them on social media to continue the show connection.
Everything is clearly marked, easily understood and very specific. The only quibble I have is that the date and location of the show (NYC in January) are not on the page. But you might argue that anyone going to the show already knows that information, and this tradeshow-specific landing page from Digimarc is being shared with people who are already aware.
In any event, Digimarc did a great job with this.
My question is: why aren’t you doing this with your upcoming tradeshow appearance?
A fun and engaging conversation to end the year of podcasts/video blogs: I sat down with “When Calls the Heart” Executive Producer Paul Jackson to discuss the upcoming 2-hour season opener on Christmas night, what it takes to make it in Hollywood as either a writer or actor, how persistence, hard work and discipline count. And of course, a look at where our lives crossed in radio sometime in the Dark Ages of the early 80s.
It’s got virtually nothing to do with the tradeshow and events industry, except that a lot of the same concepts and disciplines that it takes to succeed in one industry are critical in another.
You’ll like this:
ONE GOOD THING: I got to play Santa Claus and handed out a few of these:
This is the last vlog/podcast of 2017. Since Christmas and New Year’s Day fall on Mondays this time around, I’m going to skip both days along with the newsletter and let ’em nap until 2018. See you the second week of the near year! Subscribe to the podcast here – subscribe to the TradeshowGuy Newsletter here.
What does a custom exhibit cost on average? How much does it cost to store your exhibit? What’s the cost per lead when exhibiting at a tradeshow?
The answers to these and many other questions are revealed in the November issue of Exhibitor Magazine. You should check out the full magazine article for everything here, but it might be fun to look at just a few items for the sake of this post.
For instance, to answer the first question: what does a custom exhibit cost on average? According to the article, which quoted from the Experiential Designers & Producers Association’s 2017 Economic (Custom) Survey, the current average falls between $137 and $161.17 per square foot. In-line exhibits average $1,370 per lineal foot. Double-deck islands average $237 per square foot of total area.
Okay, let’s try another: exhibit storage. From the same survey, exhibit storage industry average is $.30 monthly per cubic foot, or $4.39 monthly per square foot.
How about the cost per lead? From a sales lead survey done by Exhibitor Magazine, only three in ten exhibit managers track the cost per lead generated at shows they attend, the average figure per lead among those who do is $164.91. I would suspect that number fluctuates widely over industries. And if you were to search for average cost per lead, you’ll get a very disparate cost from industry to industry. When you start to dissect lead cost numbers, you run into a litany of qualifications: what exactly is a lead? How are they qualified? How were they generated? And so on. But having that figure is a good bit of data; it’s often been shown that leads generated at tradeshows are more qualified and lower cost than leads generated other ways.
And finally, one bit of data from the article that jumped out at me: Exhibit-House Markups. How much does an exhibit house markup their prices from their suppliers? Keep in mind that this markup is generally the only way for an exhibit house to cover the cost of salaries, keeping the lights on, marketing, and so on. I’ve always been curious about this item and have never seen this information published. So, here’s the skinny:
This information came from the same EDPA 2017 economic survey as mentioned earlier.
Be sure to check out the remainder of numbers in the article, including average exhibit house charges, labor union charges, electrical, international exhibiting numbers and more. Good stuff to keep handy as you plan your budgets for 2018.
TED talk veteran, Emmy-winning Executive TV producer Bill Stainton joins me to talk about what it takes to be a keynote speaker and how he morphed his career once his TV producing days at “Almost Live!” were over.
ONE GOOD THING: Foo Fighters live!
