Tradeshow Marketing Expert & Dynamic Public Speaker/Trainer

December 9, 2015

9 Things to Measure on the Tradeshow Floor

A tradeshow is a perfect opportunity to track stuff: sales, leads, visitors, and so on. Here’s a quick list of things you might consider measuring at each show. It’ll give you a chance to not only compare different shows, but it’ll help you track trends at different appearances at the same show year after year.

Sales. The key indicator of your success. The challenge with tracking sales from tradeshows is that you may get a sale in another 6 months, year or two years as a result of a single appearance. Be aware of where sales come from and track them to their source if you’re able.
Leads. Not quite as critical as sales, but a key indicator of the success of your overall tradeshow program. Identify cool, warm and hot leads and follow up appropriately.
New customers. Sales are great, but what percentage came from new customers?
Visitors. While many exhibitors don’t normally track booth visitors, if you can get a handle on at least an accurate ballpark number of booth visitors from show to show, that information will come in handy.
Samples. Do you give away samples, such as food or flash drives or swag? Keep track.
Demonstrations and attendance. Do you have a professional presenter at your booth? Keep track of how many are given each day and make a headcount of attendees.
Social media content. How many tweets, photos, videos and blog posts are you generating as a result of your appearance? Check things such as how many times your tweets were re-tweeted, or how many times your hashtag was mentioned, the numner of times you received an @ reply. If you saw a spike in Twitter followers or Facebook fans or Instagram followers during the show appearance, track that information.
Other online engagement. Do you steer people to your website during tradeshows? Did social media engagement drive traffic to your site? If you create a specific landing page for visitors, track the traffic on that. If you give away digital assets such as downloadable PDFs, white papers or product sell sheets, track that.
Finally, track the ROI. To calculate the ROI, divide the gross profit minus the cost of the show by the cost of the show. It will look like this:

ROI = (Gross Profit – Cost of the show) / Cost of the show.

For example, if it cost you $200,000 for the booth, travel, lodging, salaries, food, parties, transportation, etc., and you know that six months later the business generated as a direct result of the show was $359,000, you’d write the equation like this:

ROI = ($359,000 – $200,000) / $200,000

ROI = $159,000 / $200,000 = 79.5%

Measure as much as you can. You’ll be glad you did!

December 8, 2015

What does it MEAN to your clients?

To really stick in someone’s mind, you must be meaningful to him or her.

From “Meaningful: The Story of Ideas that Fly” by Bernadette Jiwa:

“It’s easy to believe that ‘meaningful’ applies only to the businesses in what some people might call the ‘do-good’ sector of non-profits, sustainability and so on. But every one of us, from a software company to a cab driver, is in the meaning business. Without meaning, products and services are just commodities and nobody wants to be in the commodities business.”

So how does that apply to the tradeshow floor? What does it take to create enough meaning for a visitor that will stay with them long after the show is over?

It boils down to the people. Creating the product is comparatively easy. Getting attention is not all that hard. But sticking in someone’s mind means that the people you employ must understand what it is that is important to the visitors, and what affects them: what about your product or service means something to them?

It’s not an easy answer. And if you don’t know the moment you walk onto a tradeshow floor, you probably haven’t spent any time discussing it with your team prior to the show.

However, a tradeshow is a good opportunity to explore that meaning with your visitors. Think of it: there are thousands of visitors to the show. When they stop at your booth, take time to ask questions. By looking a customer in the eye, you have an opportunity that isn’t available when you’re just talking on the phone or asking people to fill out an online survey.

A tradeshow is an intimate encounter in the sense that you are talking to someone face to face. Yes, there are hundreds of conversations over the course of a three or four day show. As Bernadette put it in the book:

“Bricks-and-mortar businesses have the advantage of intimacy, online businesses, which must collect a ton of (often valuable) data to learn more about their customers and determine how to give them what they want….but the waiter sees the wrinkle nose, the barista remembers the regular and the doctor hears the stories that inputs from the keyboard can never fully communicate.”

Use that face-to-face opportunity to talk with people and really understand what they like and don’t like about your products and services. And make it formal to the extent that when you’re asking questions, you’re writing the answers down. Share that data with others in the company.

Ultimately, your job is to make people happy. If your clients find true meaning in the services and products you provide – enough to make them happy with your company – you’ve done your job.

December 7, 2015

The Number One Tradeshow Booth Staff Skill

Listening.

That’s it. If you are a good listener, you’ll do well.

So many booth staffers I meet at shows seem to think it’s all about them. They will stop me while I’m walking by, try to hand me something, ask me a quick question, and (without really hearing my answer) launch into a spiel about their product or service that is supposed to wow me, get me to stop what I’m doing and sign up immediately!

Well, it doesn’t really work that way.

As a booth staffer, if you are a good listener, you’ll hear things from your visitors that other people may not hear. Sure, you need to ask questions – good questions – but if you don’t have the flip side of that coin, the listening skill to go with those good questions, it won’t matter.

Ask your questions.

Then shut up and listen.

Want a digital copy of my new book? Click here.

December 4, 2015

How Do People See Your Tradeshow Exhibit?

Your tradeshow booth is, hopefully, a thing of beauty. You spent days, weeks, and maybe months working with a designer, then a graphic designer, then a marketing team, then a fabricator to create the perfect big booth.

Then you set it up at a tradeshow where you paid tens of thousands of dollars for the privilege of bringing your crew and the booth to show it (along with your products or services, of course) to thousands of people.

And Joe the Attendee and Jill the Attendee walk by at a brisk clip, take a 4 or 5 second glance, or don’t even look up, and keep walking.

What happened? You think the booth is beautiful!

They didn’t give it a second glance.

There are many reasons why this might be.

The real challenge for you is this: how do people outside of your world see your exhibit?

When you’re considering what your booth is saying about you, consider as well what the attendee sees when they walk by. What does it mean to them? How do they react to what they see?

Look at it from their perspective. Is the messaging clear to people who have never heard of you? Does your brand ring clear and deliver itself without misunderstanding?

If your brand is strongly communicated and your messaging is clear enough for those who have never heard of you to easily understand it, your designers and fabricators have done their jobs.

December 3, 2015

25 Ways to Cut Costs at Your Next Trade Show [Webinar Replay]

What’s the single most important thing you can do prior to your next show to save money? You might be surprised.

Tradeshow exhibiting can be expensive. So as an exhibitor, you’re always looking for ways to cut costs!

Just in time for 2016 planning, Mel White of Classic Exhibits recently teamed up with Handshake.com and gave a webinar aimed directly at you if you’re trying to cut costs in your tradeshow marketing.

From rental exhibits, to non-hanging-hanging signs (yes!), to cost-cutting in your graphic production, Mel gives you two dozen-plus items to consider.

Well worth your time:

If you’d like to download the slide deck, get it here.

Oh, BTW..the single most important thing? It has to do with filling our forms. Yeah, boring, but very critical.

December 2, 2015

Can’t-Miss Tradeshow Newsletters

Doesn’t every Tom, Joe and Susie have a newsletter these days? After all, they can be very useful in getting your message in front of eyeballs on a consistent basis.

The fact is, my inbox is filled daily with dozens of newsletters of all sorts: news, marketing, comic strips, social media engagement, big biz, small biz, and so on.

I tend to open about one in ten if I’m in a generous mood. More like one in twenty or one in fifty. In other words, it’s hard to get my attention (or anybody’s) these days with just a newsletter. There’s got to be something in there that makes it worthwhile to click and open. And read.

But there are several newsletters that I read frequently. Some I open every single time right when I see it and stop what I’m doing. Others get put on the ‘later’ list and I usually make it back to them.

These are the tradeshow industry-related email newsletters that I read almost every time they arrive. I say almost because, hey, even I have to take a day off now and then! There are others out there – some are closed to the public and others don’t arrive frequently enough to warrant attention, and some I just don’t know about – but here are the tops in my book.

Exhibitor Magazine: a companion to their monthly print magazine, the newsletter is a useful and professional addition to your inbox.

TSNN: The Tradeshow News Network: between this and Exhibitor Magazine, you will have your pulse on the beat of the tradeshow industry news and happenings. Bonus: they have several editions available.

Classic Exhibits Tradeshow Tales: Mel and Kevin at Classic Exhibits in Portland, Oregon, offer great insight, humor and passion on a regular basis.

Andy Saks, Spark Presentations: Andy is a tradeshow presenter, Emcee, Staff Trainer and Auctioneer. In other words, he gets up in front of people. A lot. And his now-and-then newsletter is always a good read.

Anders Boulanger, the Infotainers: I enjoy this newsletter as much as any. Anders is a solid writer and communicator and always has thoughtful, meaty – and useful – pieces.

Marlys Arnold, Tradeshow Insights: Marly has been a show organizer and an exhibitor and comes at the topic from a unique perspective. A worthwhile read anytime.

Susan Friedmann, Tradeshow Tips: Susan is a CSP (Certified Speaking Professional) who has written many tradeshow related books and publishes a weekly tip sheet for exhibitors.

Skyline Tradeshow Tips: Friendly and useful, this newsletter doesn’t seem to show up a lot but when it does it’s good.

BONUS

Here are some non-related business/marketing/sales newsletters that I read all the time. I think you’ll love ’em:

Monday Morning Memo: Roy H. Williams of Austin, Texas, author of the Wizard of Ads and a former radio ad salesman, rings my Monday morning with a loud and clear bell every week. I look forward to this.

Sales Tips for the Aspiring Rock Star: Paul Castain, sales trainer and marketing enthusiast is always a fun read.

Tim Ferris, author of the 4-Hour Work Week and the 4 Hour Body, publishes a newsletter every Friday (and at other random times) of stuff that has caught his eye. Good stuff.

Dave Pell’s Next Draft, billed as ‘The Day’s Most Fascinating News,’ is all of that and more.

December 1, 2015

What is a GREEN Exhibit?

Lots of things are green today, but what does it really take to make a green exhibit?

First, let’s agree on what ‘green’ means.

Most agree that it means moving away from standard business-as-usual fabrication methods by replacing traditional materials and/or ensuring that the chain of incoming products and outgoing materials is as eco-friendly as possible. Ultimately it means as many methods as possible are used to design and fabrication environmentally sustainable exhibits.

How to be Green

In a recent chat with Matt Wish, the Marketing Director of Eco-Sustainable Exhibits (HQ in Grand Rapids, MI; Manufacturing in Portland, OR), we went over what it takes to design and produce a green exhibit.

“Compare it to what people are used to in the construction world: LEED Certification. It’s a great buzzword. What we’ve done is take what we think the LEED Certification would be for a tradeshow exhibit and applied it,” said Matt.

Everything from materials that are being used to the substrates that graphics are printed on, down to the inks used are all combined to assemble what could be called a green exhibit. This includes recycled aluminum extrusions, LED lighting, Paradise Fabric Graphics made from 100% recycled soda bottles, eco-glass, bamboo plywood, FSC certified wood, eco-board and even stains and finishes using water-based low VOC (Volatile Organic Compound) and VOC Free.

“We do all we can to hold our company accountable to keep things eco-friendly and green,” said Matt.

Eco-Sustainable Exhibits works closely with Classic Exhibits, their manufacturer, and that has been fruitful for both, as Classic Exhibits adheres to a very sustainable model, using recycled materials and recycling as many leftovers as possible. Another partner, Optima Graphics, also works diligently to recycle materials and use sustainable materials, which means that exhibits nowadays from these companies are about as green as can be.

Classic Exhibits is also in a unique position of being right next to a set of railroad tracks where recycled aluminum can be loaded easily and transported just a few miles to an aluminum recycler that has the capability of extruding many of the Classic Modul aluminum shapes. Being able to transport materials only a short distance instead of hundreds or thousands of miles is yet another way to keep the carbon footprint down on a green exhibit.

What about cost?

“Virtually identical,” says Matt. Which means that a few years ago what used to be more expensive than materials from the mainstream now costs virtually the same.

What about the quality?

“Most people can’t tell the difference,” says Matt. Some of the materials are better than typical building materials, some others may not be quite as good, but in any case, it’s a tossup. When it comes to the recycled plastic that goes into shipping cases, you’re actually getting a case that is more durable than those made from traditional cases in the industry.

Rentals are Eco-Friendly

A company can buy an exhibit and use it 5, 6, 7 years or more and get a lot of mileage out of that new purchase. This contributes to the greening of the exhibit because you’re not buying very often. And when you finally outgrow the exhibit, as you transition to something new, those old materials can likely be recycled or repurposed.

But what about renting? By renting you’re continuing to use the same materials over and over, which also contributes to the greening and the sustainability of the industry.

Final words?

As Matt put it, “so many people have a negative approach, saying that you shouldn’t drive so much, or waste so much, and so on, but we like to take the positive approach and say that even a little bit of green is a great step in the right direction.” Whether renting or buying, asking your exhibit house what kinds of sustainable materials they have, or what kind of sustainability practices they incorporate, lets them know that you, as an exhibit purchaser, are interested in the greening of tradeshow exhibits.

By making small changes where they make sense, that small change can add to the overall effect that we, as planet inhabitants, need to consider when we get out our checkbook to put a new exhibit into place.

Want to browse green exhibits? Many of Eco-Systems Sustainable Exhibits are found here on the Exhibit Design Search.

November 30, 2015

Pre-Show Tradeshow Marketing Questions

Upon the release of my new book Tradeshow Success, as you may know (or not!), I offered free downloads of the digital version of the book (click here to get yours).

An interesting thing then happened. As exhibitors got their hands on it, one question has come up a number of times:

“I need help with pre-show marketing, so I was glad to see it addressed in the book.”

I’ve had conversations with a few of these people, and their position is clear: they’re not doing any pre-show marketing, or doing so little they know that they can do better.

In the book, I address pre-show marketing, promotion and preparation a number of times. For example in Step 3, “Getting Ready for the Big Dance,” Wally, one of the fictional characters in the book, discusses his pre-show preparations:

“There’s pre-show marketing and promotion, staff training, booth preparation, product and service preparation, show research, generating public relations, engaging social media, sales and lead-generation prep and so much more.”

So yes…there’s a lot to cover.

When I chatted with these exhibitors, I suggested that if they were starting from zero (and many were), they don’t try to do it all at once simply because it can be overwhelming. Find two or three things that they know they can get done either in-house, or by hiring someone to help out.

That may mean doing outreach via email and direct mail to remind customers and potential customers that you’re going to be at the show and giving them the details.

It might mean focusing on media and PR for this particular show and working to create reasons for reporters and media outlets to be interested in your business, as well as beginning to develop relationships with those that cover the industry.

It might mean ramping up your social media team to be ‘all hands on deck’ as the chatter around the show starts a few weeks prior, and to be onsite during the show taking videos and photographs and tweeting and sharing that information online.

Pre-show marketing is art as much as it is science. And as in all art and science, there’s no one answer that fits all situations. What works this year may not work next year. What works at one show may show poor results at next month’s show in a different location.

I believe the key to success in pre-show marketing is to pick a tactic or two or three, work it to the best you can, measure the results, make some adjustments and work to improve it at the next show.

Before you launch your pre-show marketing effort, make sure you have measurable and trackable goals in place. For example, if you came home with 45 strong leads at the last show, you might want to shoot for 60 this show. If you gave out 550 samples of your product, you might want to try and give away 650 this year. Or you want to get two article written about your business or products in industry press.

Whatever the goal, make it achievable and measurable. And have the personnel and methods in place to track those goals.

November 27, 2015

Tradeshow Exhibit Design and Fabrication Timeline

You want a successful tradeshow exhibit design and fabrication process, naturally. A number of factors come into play in the process, including (but not limited to) the timeline. When do you start the process?

It depends upon your current status: do you already have a booth and simply want to upgrade, or are you starting from scratch? Do you want to move up from a small 10×10 or 10×20 inline booth to a larger island? While you intuitively know where you are, the first step of the process is to take a few moments and write it all down. Share it with all team members. You may want to do a full Request for Proposal from potential new exhibit houses, or you may be comfortable with your current vendor and simply want to communicate the desire to upgrade to them.

In any event, make and share the assessment with those that will be involved.

One Year Prior to the Show

If you’re essential starting from scratch, you should probably look at the entire project from the 30,000 foot level about 9 months to a year out from the show date when you’ll want the new exhibit. This gives you a chance to determine a comprehensive and detailed budget. Having this budget document that includes all related costs such as storage, potential shipping, set-up costs and so forth will reduce the element of surprise for you and management once the project is officially under way.

This early discussion should also look at the main shows that you’ll be using the new booth at. Some companies have large booths that are used only once or twice a year, while they use smaller inline or popup booths at smaller shows. Look at things such as show goals and objectives, audience, traffic flow, etc.

Provide your exhibit house with a design brief detailing all of the elements of your new exhibit: size of booth, show goals, meeting spaces, storage, demo areas, branding elements, etc.

Six Months Out

Bu now you should be starting regular conversations with your exhibit house in earnest and their designer should be working from your design brief.

Your booth builder will want to have as much information as you can provide about the show such as dates, location, and other details. You may even want to provide them with your show marketing strategy and details so that they are aware of how you will promote your show appearance.

Four Months Out

You should have reviewed at least one or two designs and walked through any revisions with your 3D booth designer. You’re in the stage of finalizing all of the details prior to fabrication.

Graphic designers will have received graphic placement details and graphic dimensions from the booth designer and should be developing graphics in conjunction with the marketing team.

Reach out to I&D companies for early estimates and availabilities for set-up of the new booth, if it’s a larger booth that requires a set-up team.

Sometime in the next few weeks, depending on your exhibit house’s capabilities, the booth will go through fabrication.

One Month Prior to the Show

A walk-through with a booth set-up will be arranged and all graphics will be completed and placed. Any final items that need to be changed will result in a punch list that will need to complete by the exhibit house prior to crating and shipping.

This is when you’ll make final arrangements for shipping, I&D and storage if they haven’t been made yet.

Small Booths

Smaller booths, such as modular, kit or pop-ups don’t follow the longer timeline that custom island booths demand. Many can be chosen from a catalog and ordered quickly once graphic files are completed and are often capable of being shipped in less than a month, and depending on the complexity of the booth, in just a week or two.

At the Show

You have a great booth! Set-up was flawless because your exhibit house furnished thorough and easy-to-follow instructions for the I&D team. Your job is to work the show, talk with visitors and generate new business!

November 25, 2015

10 Steps to Facebook Success on Your Tradeshow

Our good buddies over at Bartizan Connects have released a neat little e-book that is designed to help you leverage your Facebook page in conjunction with your appearance at a tradeshow.

The White Paper looks at the following:

how_to_use_facebook_at_your_tradeshow-resized-600

Best Tools on Facebook
Most Frequent Face Mistakes
How to Grow Your Fanbase

If you organize tradeshows, you should take a few moments to download this free resource here.

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All posts by: Tim Patterson