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Trade Show Marketers Express Optimistic Outlook for 2016

by Gwen Parsons 16. March 2016 16:20
Nine out of ten exhibiting companies believe their trade show programs will achieve better results this year according to Exhibitor Magazine’s 2016 Economic Outlook Survey. That confidence among exhibitors may be why 25% of them are making definite plans to invest in a new trade show booth this year.

Timinig is everything. Visitors to the recent EXHIBITORLIVE event in Las Vegas were energetically shopping for new trade show displays. Nomadic’s newest modular tradeshow display systems were featured in the New Product Showcase.



Our Envision line of trade show displays and our new backlit exhibit design are the only SEG fabric displays on the market that pack into a case that converts to a counter. Exhibitors were enthusiastic about the combination of features: brilliant SEG (silicone edge gasket) graphics, tool free frame assembly and convenient transport.

If you were unable to join us, watch our short show video.

Or download the hand outs here.

For fresh new ideas for your trade show and event marketing program, visit our searchable database of display designs!

is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.

 

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Booth Design | Trade Shows

How to Use Lighting to Attract Your Trade Show Audience

by Gwen Parsons 24. July 2015 17:40

Ever wonder why humans are attracted to light? It’s actually an unconscious response mechanism rooted in instinct. Light enables us to see better which improves our ability to find food and shelter to survive. Our natural attraction to light is a key reason why LightWall backlit trade show displays and graphics are so powerful at drawing our attention. Unfortunately the expense and installation complexity often put them out of reach for many marketers….until now.



With the recent introduction of new LightWall backlit tension fabric displays, Nomadic has created a series of portable display solutions that are both easy on your wallet and easy to use.

This 20’ LightWall backlit display packs into just one RollOne Case, with a counter conversion, that ships UPS and FedEx!


Backlighting is Brilliant
Backlighting is the hottest trend in exhibit design. LightWall backlit trade show booths enchant, engage and energize audiences because they stand out in a crowded hall. Seamless edge-to-edge imagery lit by true white LEDs boosts overall graphic impact. These tradeshow displays can be backlit on both sides by simply connecting two frames back-to-back.

Assembly is Tool Free
It’s so easy, anyone can set up a LightWall backlit trade show booth:

  • Lights are pre-installed in the frame channel for protection during transit and speed set-up.
  • Frame sections glide together and tighten with thumb screws.
  • The SEG (silicone edge gasket) fabric graphic panel is pressed into the channel of the frame perimeter.
  • The liner attaches to the backside with Velcro™
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Saves Money by Reducing Costs
LightWall backlit tradeshow displays help reduce your trade show marketing expenses 5 ways.

  • Nomadic’s custom tailored fabric graphics cost less than photomurals.
  • Fabric graphics are more durable and machine washable to last longer.
  • LED lights use less energy and last up to 10,000 hours.
  • LightWall backlit display ship in just one RollCase Case that converts into a counter.
  • Our RollOne Case ships UPS and FedEx.

Quality Guaranteed After-the-Sale
While many exhibitors are satisfied with the service they receive before and during the sale, yet Nomadic ensures customer needs will be met after-the-sale. Light module replacements easily snap into place if damaged in the field. Every LightWall backlit tension fabric display is backed by the industry’s best lifetime warranty.

Share the news that will Brighten your event marketing program:

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is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.

 

Custom Trade Show Booth Rental Wins Fans for WinRetail

by Gwen Parsons 25. March 2015 22:51

JDS Solutions is the developer of WinRetail® management software for mid-size independent retailers. To promote their product to over 30,000 members of the retailing community, JDS exhibits in Retail’s Big Show in NYC.

JDS has been a client of Nomadic Display since 2010. Initially they exhibited in a 20’ inline trade show booth and then upgraded to a 400 sq ft island beginning in 2013. “We prefer not to be locked into a particular configuration. Trade show display rentals. give us the freedom to market ourselves with a unique exhibit design every year.” says Jeff Weingrad, Executive Vice President of JDS Solutions.

To explain to prospective clients how WinRetail management software can improve their business from the storefront to the back office, The Stephenz Group, JDS’s agency created an infographic entitled “The Great Race to Win Retail”. The race course illustrates software benefits such as inventory reduction, faster merchandise turn over, and increased profitability.



JDS wanted the infographic to serve as the centerpiece of their tradeshow display graphics. The Great Race theme was also integrated into their trade show marketing campaign which included print and online advertising, email and telemarketing.

Experience and formal research tell us that attendees prefer interaction to relate to products. So during an exhibit design briefing with Nomadic, the team came up with the idea to build a slot car raceway into the display. All agreed it would be a fun and engaging way to entice visitors to learn about WinRetail.



JDS Solutions was so pleased with the results they plan to use the same trade show booth design next year – for the first time in five years. JDS’ primary goal at trade shows is to capture and convert opportunities so the metrics they measure are based on quality over quantity. Race winners were rewarded with a winners’ circle certificate featuring a limited-time discount offer on WinRetail software.

When asked what element of the project he was most proud of, Jeff Weingrad replied “The team.” The creative energy, enthusiasm, and meticulous detail expressed by Nomadic made us feel like they were members of our own staff. Nomadic designers worked closely with JDS and their agency, The Stephenz Group, too.

is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.

 

5 Tips for Better Trade Show Results

by Gwen Parsons 11. March 2015 19:23

Exhibiting at a trade show can be one of the quickest and most exciting ways to grow new business opportunities. I frequently hear stories of companies that are successful at generating new business activity through trade show marketing. On the other hand I also hear about companies that exhibit with disappointing results. So the obvious question is what are these exhibitors doing differently?

The answer is often “you get out of it what you put into it”. Here are 5 points we can learn from the successful exhibitors that you can employ to maximize every opportunity at a trade show or event.

Promote Your Presence

While pre-show campaigns vary from exhibitor to exhibitor, the goal is the same - to contact as many attendees as possible and draw them to your trade show booth. You need multiple touch points to reach today’s time pressured attendees. A typical pre-show campaign consists of combination of tactics from print ads, direct mail, press releases, online ads, and emails to telemarketing, social media, sponsorships and promotions.



Make Room for Business

In a recent study, exhibitors cited booth layout as one of the top three factors that improved their show results. Specifically they noted more entry points, more open space and less clutter.

An open floor plan helps to create an approachable atmosphere. Current exhibit design trends combine open space, architectural simplicity and light color palettes to create a fresh, modern environment. Open floor plans also reduce barriers to entry and facilitate circulation within your space. As a general rule you want at least 60% of the frontage open and at least 60% of the floor space in the exhibit unoccupied.



If you plan to have a theatre-style presentation, hands-on demonstrations, or private meetings, make sure you book a space big enough to accommodate them.

Approach All Attendees

Trade show attendees are people genuinely interested in learning about new products, industry trends, and how-to solutions for their top of mind concerns. Some attendees will approach your trade show booth and easily cross into your space. Others will stroll briskly past focusing on something like their phone to avoid eye contact. More attendees will pause and look as they make their way down the aisle. Any or all of them may have questions they’d like to ask but don’t dare to start the conversation themselves.



The concept of approaching people out of the blue and instigating a conversation may feel uncomfortable. Yet your booth staff needs to be proactive about stepping into the aisles and approaching all attendees.

Here’s why. By starting the conversation, your booth staff instantly puts the attendee at ease. Your team should think of themselves as hosts and every passerby as a new guest. When an attendee feels welcome they are naturally more open to learning what you have to offer. All it takes is asking an open ended question to break the ice and start building rapport.

Not only will you collect more leads, more importantly, you’ll increase the chances of making the sale too. The Center for Exhibition Industry Research estimates that 85% of the reason for a sale is the booth staff. People remember people: their attitudes; behavior, appearance and knowledge, often before they remember the company name.

Stimulate Attendee Senses

Visitors are flooded by stimuli when they enter a show - lights, colors, noise, and crowds. It takes a visitor seconds to walk by and sum up whether or not to stop at your display. Ask yourself what you would stop for at a trade show exhibit. Your attraction may involve more than one of the five senses:

Sight – Visitors may recognize your brand or be intrigued by what they see in your trade show exhibit: Dazzling backlit graphics, big screen video presentations, product demonstrations or live presentations.

Sound – Visitors are attracted to sounds emanating from your booth whether its music, a presenter’s voice, or attendee laughter as they play an in-booth game.

Smell – It’s the strongest sense for triggering associations and memories. Good smells such as fresh coffee or familiar food scents like popcorn can reach out to visitors and lure them in from the aisles.



Taste - Offer light refreshments to entice visitors. It may help lengthen the duration of their visit. We recently celebrated our 40th anniversary at a trade show by sharing yummy treats with attendees. We served red velvet cake on day 1, cookies on day 2 and chocolate brownies on day 3.



Touch – Entice visitors with a tactile experience, the opportunity for true hands-on interaction.

Give Promotions that Offer Value

The right giveaway can promote your brand for months after the show. The best giveaways offer true value. See our post on promotional products to complement your trade show display for the items that offers true value.

Another very powerful technique is to extend an offer only for visitors to your trade show exhibit. You can use a discount or value add approach. Create a show special package with a discount price or give out a one-time promotion code to apply to an online purchase. Alternatively you could offer a free upgrade or a bogo (buy-one-get-one). Be sure the offer is available for a limited time only so recipients have a sense of urgency to act. If there is enough interest but the time frame is too short you can always extend the deadline.

is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.

 

Trade Shows are the Place to Build Business Relationships

by Gwen Parsons 17. February 2015 23:30

Trade shows are among the best events for meeting clients, new prospects, industry colleagues and old friends. From the show floor to the sessions and networking functions, trade shows are the place to meet and renew connections. Events enable you to keep in touch with your customers’ challenges and share how your latest developments can address them. In addition, it’s a great place to establish new business relationships with buyers, resellers, suppliers and even potential employees.


Target Key Contacts

Attendees today do their homework before the show. They research the companies they want to meet in advance. So you need to be one of the exhibitors on their “must see” list. Send out an invitation to your clients and prospects inviting them to your trade show booth. Draw attention to the highlights of what they can expect to see and learn when they visit your trade show exhibit. Make it easy for them to attend by pre-registering them or providing a free pass to the exhibit hall. Show schedule are hectic so reach out to your key contacts – existing or new – to set up a day and time to meet before, during or after the show hours.

For more tips on preparation download our 27 page Guide to Successful Exhibiting here.

Train Your Team

A positive atmosphere in your trade show display is important to making your visitors feel welcome and comfortable. Your booth staff should be enthusiastic and confident. That takes preparation and training. Generate a show handbook or manual for your exhibition team. Hold a briefing to review company goals, your expectations and their roles and responsibilities.



Walk the Show Floor

Remember that you’re a member of the event community within your industry. Exhibitors often turn to one another for information and guidance about everything from the location of the business office to great restaurants in town. Share and they will share alike.

Walk around the exhibit hall to see what other exhibitors are doing. You’ll see what your competitors are presenting and pick up some great ideas for your next event, too!

 

is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.

 

How Promotional Products Complement Your Trade Show Display

by Gwen Parsons 4. February 2015 16:30

Promotional products can play an important role in an integrated trade show marketing program. They can be used to draw traffic to your trade show booth, to target your audience or serve as a parting gift to thank visitors for their time.

Promotional products are usually given away for to visitors in hopes of positively influencing their purchase decision. So it’s important to keep two points in mind when choosing your promotional items. First, your gift should align with your brand or the campaign theme expressed in your trade show display. Second, the item you giveaway should provide value to the recipient.



The Advertising Specialties Institute conducts a Global Impressions Study each year. Their findings confirm that the best trade show promotional products are those attendees will find useful after the show.

Promotional items keep your brand visible to recipients so they remember you. For example, people keep desk accessories for up to 14 months and over 60% keep them at the office. This may explain why practical items like writing instruments and USB drives are among the most often cited giveaways. Calendars are a popular gift if you want to give visitors an item they will reference.

Shirts, bags and caps are popular too. Trade show attendees keep wearables such as caps and shirts if they’re attractive. Plus your brand gets the added benefit of being seen by more people.

Premium giveaways can also be used to target customer types. For example, reserve a higher priced gift for your most qualified prospects and offer a different, yet useful, item to all other visitors. Promote a gift to your top prospects in your pre-show marketing campaign and when they arrive to claim it they’ve identified themselves to your booth staff.

For further details on promotional product preferences by age, gender, income, geography or political persuasion, read the full report.

is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.

 

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Keolis Connects with a Knock Out Trade Show Display

by Gwen Parsons 21. January 2015 11:46

Keolis is the leading provider of passenger transportation services in the U.S. and Canada. Their 5,000 employees serve nearly 50 million people traveling by train, trolley, bus and taxi each year.

With multiple divisions and several recent acquisitions, Keolis decided it was time to unite them all under a single, updated expression of their brand. Keolis chose the world's largest public transportation exhibition to officially launch their new branding campaign.


A center tower topped with the Keolis brand name could be seen across the show floor. Visitors approaching from the right followed a flooring printed with a roadway that passed in front of a bus stop where visitors could have a seat. The enclosure featured an overhang, smoke acrylic side panel and backlit billboard. Behind the bus stop was a private meeting and storage room.

More than 750 companies exhibit at the American Passenger Transportation Association (APTA) expo. Anticipating 12,000 attendees at the show, Keolis wanted a knock out trade show display to stand out. So they decided that a 30’x40’ space would enable them to do just that.

The search for a company to design and build their new, flagship trade show exhibit, began about seven months prior to the event. Online research led Leslie Aun, Director of Public Relations and Communications, to Nomadic Display’s website . After browsing display design ideas, she submitted a design request online and had her first consultation a week later.


Visitors approaching from the left were welcomed “all aboard” down tracks, past a turn style, into a train car interior complete with faux seats and windows.

To engage their audience, Keolis wanted to tell their story in fresh and interactive way. Among their functional requirements were casual and private meeting areas, refreshment service and a simulator console. In addition, Keolis wanted the ability to repurpose the presentation for use in smaller spaces at other exhibitions.

After interviewing several companies, Keolis chose Nomadic Display for the project. Leslie Aun, explained, “The Display Consultants were very easy to work with. Nomadic embraced our vision and created a truly distinctive design.”

The final design divided the space into activity areas while maintaining an open plan that would be inviting to visitors and support the flow of a lot of foot traffic.


A streetcar training simulator for visitors to drive was located at the front end of the train car. The middle area offered bistro tables and chairs for visitors to congregate and a refreshment service counter with a large flat screen monitor.

Keolis was thrilled with their success at the event; they attracted thousands of visitors, made new contacts and extended customer relationships. “APTA was a terrific success for us and we really appreciated the support we received from the Nomadic team—before the event and on-site,” says Leslie Aun.


Investing in a modular display enables Keolis to break down their exhibit for use as a 10x10 and 10x20 trade show booth.

For more face-to-face exhibit marketing success stories, download our eBook “Exhibiting Excellence” here.

is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.

 

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Trade Shows

Top Five Trade Show Planning Pitfalls

by Gwen Parsons 1. May 2014 00:11

Face-to-face events enable your company to grow sales by retaining current, and attracting new customers. ​Your company invests significant staff time and money to participate in trade shows and events each year. So we created a list of the top five most common pitfalls to avoid so your company plans to get the most out of their trade show investment.

1. Time: There’s never enough is there? Marketers wear multiple hats today and trade show preparation deadlines can sneak up on you. So plan now to take control by building a calendar or project timeline for your show. Consult your exhibit partner for turnaround times for design and production. Overlay the form deadlines contained within the show manual. Include a factor in your plan for internal meetings, decision making and management approvals. Circulate the calendar or project plan to team members to make sure everyone is aware of what needs to be done, and by when. Establish a schedule of regular meetings with the team to review progress and make adjustments to the plan. Build your plan to deliver to the advanced warehouse to save money and time. In the event you encounter any delays along the pipeline you have a fall back position and can re-schedule delivery direct to the show site.

2. Budget: Track the breakdown of expenses for your events to refer to when you forecast your show budget. Then collect accurate estimates for new graphics and display properties as well as line items that may change based on show location such as freight, labor and hotels. Since companies cannot reduce fixed show expenses, they look to variable expenses to reduce costs. Beware of buying the cheapest graphics or trade show display you can find. Why invest all the money to participate in a show – space, show services, staff travel - only cut corners on the trade show exhibit that will represent your brand?  You want the best presentation possible to generate new sales opportunities. Short term solutions may be “penny wise” but can end up “pound foolish” when you have to purchase replacements. Instead, invest in a trade show display guaranteed to last; one that will accept future accessory upgrades and adapts to different sizes so it may be used at multiple events. Or consider a trade show display rental.

3. Promotion: Many companies make the mistake of thinking they can just show up. While it is the show organizer’s job to bring attendees to the show, it is your job to bring the attendees to your booth. Studies show that attendees maximize their time on the show floor by preparing a target list of exhibitors to meet in advance. Pre-show promotion is essential —without it, your potential customers may not know to look for you. Aggressively market your presence at the show to increase traffic to your booth which will also increase your leads for new sales.

4. Staff: Your booth staff creates the first impression with visitors so choose the employees that will best represent your company. You need people who want to be there and will follow direction. Trade shows require staff to be comfortable approaching attendees in aisles, not just waiting for them to enter your booth. Trade show selling requires listening, responding to and recording information in a conversation that lasts just a few minutes. You need people that can explain how your products solve potential client’s problems better than the competition. Prepare your booth staff by providing proper training and clear communication about show goals and performance expectations to prevent disappointment on the show floor.

5. Follow Up: C suite execs no longer tolerate interdepartmental finger pointing; they want to know the result of their investment in trade shows and events. You can’t afford to fumble at the end zone mishandling your trade show leads after the show. By the time you figure out what to do, the leads have long since grown cold. So before you go to the show, sales and marketing need to agree on who will collect, count, record, fulfill, distribute, contact, and report on show leads. Remember, you can never follow up too quickly with the people who showed interest in your product!

For more tips on exhibit marketing management, download our Guide to Successful Exhibiting.

is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.

 

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Trade Show Tips

Nomadic Meeting Business Owner Needs at Small Business Expo

by Gwen Parsons 21. May 2013 19:08

Last week Nomadic Display participated in the Small Business Expo at Pier 12. The show is designed as one day event to best accommodate small business owners that don’t have time to be away from the office.  Packed with value each free registration for attendees included a keynote presentation, workshops, speed networking, a show floor featuring hundreds of exhibitors, Shark Tank casting, and even an after party!  With an impressive turn out and over 6,700 people who liked the event on Facebook, it was a great show.

Virtually every small business need was represented from A (accounting) to Z…er W (web design). Nomadic was there to inspire small businesses to make trade shows a must in their marketing mix.  We even brought our new Inspire fabric trade show display with us.  It generated trade show booth envy among our neighbors and potential buyers.  If you weren’t able to be there, then you can view the next best thing below.



Some of our fellow exhibitors are already clients, trade show display like IROC. In fact, many of the people we met already participate in trade shows and were excited to learn how we could help them Stand Apart and be Show Smart.  By the end of the day we exceeded our show goals -- from new leads to an on-site interview and an invitation to serve as a judge at an upcoming event.

Next time you visit the Big Apple and want to celebrate your success, book a table at the Lambs Club on West 44th St. between 6th Ave and Broadway.  Enjoy a mouth-watering steak or sea bass and a “to die for” dessert like chocolate soufflé with sour cherries or cheesecake with asparagus ice cream.  Ask for Patrick, he’s a delightful gastronomic guide.

the lamb's club

 

Leveraging Technology in Your Trade Show Marketing

by Gwen Parsons 11. April 2013 19:07

It's no secret that everyone in the trade show world is buzzing about new technologies and how to apply them to their trade show and event marketing programs. Marketers have a high tech future full of new gadgets, apps, and interactivity devices to help them engage potential buyers before, during and after the show. Exhibitors want to learn more about them so they won't be left behind.

Events are bursting with exhibitors using large monitors, touch screens and projection systems integrated into their trade show display. Touch screens are being embedded into counters like the one below by Nomadic Partner Hamilton Exhibits. RFID (radio frequency identification) tags are microchips with an antenna that can be attached to any object – a pre-show mailing, a show badge or a token for an in-booth game. When the tag comes within range of an RFID receiver it can trigger lighting, sound or video in your display. These devices are expanding how exhibitors can attract, stop and engage visitors on the show floor.

trade show displays

(Photo courtesy of Exhibitor Magazine) 

Some experts are predicting that tablet sales will exceed PC sales this year. Tablets are being used for everything from controlling presentations to theatre groups to facilitating one-on-one conversations. And they are probably one of the most popular giveaways in prize draws too!

Smartphones are getting smarter at being able to deliver all kinds of content. QR (quick response) codes grew out of bar coding technology. You've seen those black and white squares printed on everything from ads to display graphics. The next generation is digital watermarks which can be associated with any image but are only seen by smart phones. Both require downloading a reader App to the smartphone in order to connect to images, websites, even videos. NFC (near field communication) establishes radio communication between smartphones by touching them together – another new way for visitors to share your content socially.

In short, 2013 is shaping up to be an exciting year for technology that will benefit both trade show exhibitors and visitors. All in all this is very good news for those who take advantage of these changes and do their best to be on top of the tech game.

 

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Trade Show Tips

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