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You Work Hard For Your Leads; Don't Let Them Slip Through the Cracks

by Gwen Parsons 5. December 2012 02:51

According to the Center for Exhibition Industry Research (CEIR), the average exhibitor invests 39% of their annual marketing budget on trade shows and events. But there's a lot of frustration around how to demonstrate results from that investment. Part of this no doubt has to do with the fact that – according to a study from CEIR - most companies do not have a tracking system in place to monitor the performance of their events which directly affects their ability to measure ROI.

You'll want to get a formal lead tracking system in place, but until that happens, make sure to take care of these basic lead tracking issues:

Establish WHO is responsible BEFORE the show. Yes it takes a village to go from show to sale. Don’t leave room for assumptions. Appoint individuals to perform the functions of a closed loop system: Who will collect all of the leads” Who will fulfill them? Who will enter or upload them into your database, and who will provide the follow-up? According CEIR’s exhibitor sales lead trends study, 45% of companies send their leads to sales for follow-up while 39% send them to marketing.

Define WHAT information to collect from visitors. Your sales team can help you define this more specifically.You have only a few minutes with each visitor so develop a few questions that will provide the answers key to qualifying them. CEIR’s exhibitor lead study confirms that only 30% of the companies surveyed qualify leads at their first encounter. Train your booth staff to incorporate those qualifying questions. Print them on your lead card or program them into your lead reader. The answers can be used to rank leads and formulate your follow up plan.

Define WHEN to follow-up. The same study by CEIR shows that 42% of survey respondents followed up within one week, and another 38% follow up within two weeks. My advice is to get started immediately. Research indicates that the average sale happens after the fifth contact so continue the momentum started at the event. At the very least, send them a short email to thank them for visiting you and let them know what to expect as the next step.

What strategies have you used to make sure your leads don't fall through the cracks? 


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Trade Show Lead Management

Nomadic Kicks Off Thursday Night Football

by Kat Shea 12. November 2010 20:46


You’ve seen us on Sunday Night Football on the Fox Sports Network, now you can catch us in the end zone, Thursday nights on the exclusive NFL Network. Our radiant blue set design made its anticipated appearance on last night’s nail biting game between the Baltimore Ravens and Atlanta Falcons.  We were in on the action as commentators hustled to give a detailed play by play. 

NFL spotted the vivid yellow sets designs that we produced for Fox Sports and were pumped to get a set design of their very own.  The Nomadic Solutions Studio geared up to create a unique custom set that offers unrivaled graphic impact, easy set up and shipping.

The NFL set joins other broadcast television custom sets by Nomadic Display including: Fox Sports, American Idol, America's Got Talent, Britain's Got Talent, and X Factor; Check out how these creative organizations are putting their Nomadic environments to work on pages 14 & 15.

If you missed seeing us this Thursday you can catch us next Thursday on the NFL Network. See you there!

How FACEbook can get you FACEtime with key buyers

by Kat Shea 26. October 2010 20:09

With The Social Network topping box office charts for three straight weeks and the founder of Facebook, Mark Zuckerburg valued at nearly 6 billion usd, one has to wonder what all the hype is about?  Initially introduced as a purely recreational networking tool mimicking the likes of MySpace, Facebook (FB) has grown at a viral pace.

FB is another channel for your event communications which is why its earning a place in event marketer’s hearts. Integrating Facebook in your event marketing promotions can create brand loyalty and intensify pre show buzz.  Below are some ways that you can harness the power of FB to get you FACE time with key buyers at your next event.


FACE your promotions

1)    Create an events page in the personal account attached to your corporate Facebook account and post  it on both walls (your personal wall and your pages wall). Make sure you select “Public Event” so that everyone can see and access your event.

2)    List any new product launches, special offers, services or giveaways that your company will be showcasing at your next event on your Events page.  You should also post inbound links on your Events page to redirect your audience to your event landing page and registration form.  

3)    Use the albums feature on your FB pages account to share photos or renderings of your display and the people who will staff it, to entice customers to visit you. If your booth staff is in the exhibit photos you should tag them, which will increase your event reach.

4)    Add photos from last year’s event to your newly created FB events page – and post inbound links at the bottom of each photo to redirect your audience to your event landing page and registration form. 

5)    Select “invite guests” – which will send a message to everyone in your personal and corporate network encouraging them to attend your event. But remember to send an invite to those who are not connected to you on FB as well. You can alternatively populate their email addresses in the “invite by email addresses” field and send an invitation out from facebook to their work inbox.

6)    Create a note on your Facebook pages wall d

etailing the event and tag those attending the event to your note – this will expand the reach of your communications. 

7)    Run a Facebook ad to increase your audience, which you may pair with an event listing.  

check out on next blog post this Thursday on Spooktacular event giveaways

With The Social Network topping box office charts for two straight weeks and the founder of Facebook, Mark Zuckerburg valued at nearly 6 billion usd, one has to wonder what all the hype is about?  Initially introduced as a purely recreational networking tool mimicking the likes of MySpace, Facebook (FB) has grown at a viral pace.


FB is another channel for your event communications which is why its earning a place in event marketer’s hearts. Integrating FB in your event marketing promotions can create brand loyalty and intensify pre show buzz.  Below are some ways that you can harness the power of FB to get you FACE time with key buyers at your next event.


North Sails Goes Full Throttle at the Acclaimed Newport Boat Show

by ndadmin 28. September 2010 22:04

See how Nomadic Display can take your event to the next level! 
North Sails, a market leader in sail making, is widely recognized for sails that are faster, lighter and longer lasting than other sails in the world. North Sails cruised over to Nomadic's website hoping to revamp their existing Instand trade show displays for use in the 40th Annual Newport Boat Show. North Sails wanted an exhibit design that would distinguish them internationally as a high quality supplier and make a lasting impression on attendees.

Nomadic's Solutions Design Studio
anchor with Visit our website to see how we can improve your tradeshow performanceZap Creative to transform their existing Instand properties to reflect North Sails' expanding business priorities. 

The result was a custom portable display that made a SPLASH among other vendors participating in the show.  Brilliant graphics lured key buyers and onlookers in their 20x20 tent. 

The 10x20 exhibit design defied the traditional “generic” pop up status quo.  North Sails innovative look was comprised of features that seamlessly integrated the custom displays with other Nomadic Display properties including: a built-in backlit counter with a 32" LCD monitor and semi-private meeting area.

For more information on how we can take your events full sail visit our website.

Why do visitors really go to trade shows and what are their three key objectives?

by ndadmin 15. June 2010 22:27

We all hope it’s because they want to do business with the exhibitors there, plus meet some new contacts and get new ideas. But how many of their objective boxes do they actually tick?

At the last International Confex Show, a survey was conducted to establish why visitors go to trade shows. They were asked: ‘What are your objectives when you go to trade shows and what are the best and worst aspects of visiting shows?’

Visitors revealed three key objectives for visiting a trade show: 68 percent said making new contacts, 64 percent said for inspiration and new ideas and 62 percent said networking. This is pretty consistent with research undertaken at a variety of shows, in a variety of markets.

When asked about the best aspects of visiting a trade show, the top answer was getting new ideas, but attending the seminar program was low on the list of priorities. This is ironic since show organizers put so much emphasis on the seminar content, thinking that the visitor needs more than one good reason to get out of their office to attend a show.

General statistics tell us that only one in 28 visitors are actively approached at shows, so I was interested to see the survey showed that 46 percent of visitors said their worst aspect of visiting a show was not being approached by exhibitors. Clearly, the only way the visitor can tick their objective boxes is if they speak to the exhibitors.

Isn’t this the crux of the matter? If everybody wants to meet, why don’t they? If visitors want to be approached, why aren’t they? Exhibiting success has little to do with the organizer, your display position or exhibit design and everything to do with you. If there is one secret to successful exhibiting, it’s speak to the visitors.

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Trade Show Tips

What will make your company really stand out from the crowd of competitors on the show floor?

by Kat Shea 19. April 2010 19:03


Sponsorship opportunities abound at most shows. Here are some show venues, tools and occasions where you can have maximum brand exposure and ensure that attendees and prospects will keep you in mind.

Signage on directional signage to the show, at the entrance, in the registration area or aisles overhead.
• Visitor registration badges
• Registration bags provided to all visitors
• Networking functions such as breakfast, lunch, refreshment breaks or after-party
• Room key cards at the host hotel
• Door drops/hangers at the hotel room of show registrants

This branding opportunity is usually provided when you book your space.


Trade Show Tips

Planning and Preparing for your Trade Show - 10 Steps you Should not Ignore

by ndadmin 22. January 2010 00:45

1. Determine how trade shows can strengthen your present marketing strategy

    Do you want to:
  • Increase existing products/services in existing markets?
  • Introduce new products/services into existing markets?
  • Introduce existing products/services into new markets?
  • Introduce new products/services into new markets?

2. Set measurable and realistic goals

Know what you expect from a show. Set realistic and measurable goals. Write them down and share them with your exhibiting team. Decide exactly what information you want and then set up the systems to measure your results.

3. Establish a realistic budget

There are many different expenses involved in exhibiting. When putting your budget together, consider the following: The exhibition space; the display (estimate 60% for structure and accessories and 40% for graphics); show services including shipping, setup and dismantling and utilities; transportation; pre-show, at-show and post-show advertising; promotions and special events; personnel expenses including travel, accommodation, daily expenses and time value.


4. Select a display that meets your needs

Do your homework and select a display that meets the goals set for each show, portrays the right image for your company, is durable, flexible and versatile and fits your budget. Explore the ease, ability and cost-effectiveness of expanding your display over time.

5. Develop an overall message or theme

While developing your promotional plan, advertising, special events and media relations, you’ll need to keep a consistent theme throughout each piece. This will help reinforce your message to prospects as well as enable them to better recall who you are.

6. Use graphics to enhance your message

Graphics are used to create interest, focus attention and tell visitors about your product or service. In just three to five seconds, graphics need to communicate who you are, what you do and how customers can benefit. Graphics are often the first impression an attendee has of an exhibitor, so it’s important to make the "right" statement. Consider size—bigger in this instance is often times better!

7. Select the "right" staff

One of the most crucial aspects of any event is its people. The personnel you choose to represent you are your ambassadors. These people have the responsibility of making or breaking future relationships with attendees, prospects and customers. Invest time in training them so they know what to do and how to best represent your products, services, and company.

8. Plan early for transportation needs

Save money by planning for transportation needs well in advance of the show schedule. Choose a carrier that specializes in trade show transportation and will give you the service you need. Always communicate both in writing and verbally with your carrier.

9. Develop a follow-up system for new leads

One of the biggest frustrations after the exhibition is managing the leads. If leads are not distributed and managed in an organised and effective way, your overall results could be impaired. Determine how each lead will be followed up and who will implement it. If you plan to send literature or a thank you letter to attendees, have it pre-packed and ready to ship. Write and set-up email or mail merge templates to expedite personalizing correspondence. Whatever system you use, ensure follow-up is prompt, within three to five days after the show. The quickest follow-up occurs when you input lead information into a computerized system and transmit it immediately for fulfillment. If you don’t follow up, your competition will! There are several good lead management software applications on the market. Find one that fits your needs or consider designing your own— the simpler the better. Decide what kind of questions you will receive and how to respond to them. Consider different follow-up methods for the various types of visitors, e.g. prospects with an immediate need, prospects interested in buying within the next six months, prospects who are only partially interested. Try varying the follow up; phone calls, emails or letters. By just extending the follow up period you will be amazed by the results and remember to measure your success.

10. Re-evaluate regularly

You should continually re-evaluate the reasons why you re-select a show. Make sure they continue to attract your target audience and get results.

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Trade Show Tips

Effective Tips on Working With Your Display Designer - Stop Wasting Time and Money!

by ndadmin 5. January 2010 02:32

Istockphoto_2557163-business-team-at-a-meeting In general you need a display that serves as a branding tool and a selling tool. Combining your goals with the elements of strong, effective design is challenging. And it is critically important to embrace the appropriate display design to facilitate the best possible presentation of your marketing message and value proposition. This is why it is important to have skilled professionals on your side.

While you undoubtedly have many other responsibilities, allow yourself plenty of time for a new display design. Waiting too long to get started can result in a design not achieving its full potential. In addition, you want to avoid extra fees such as rush charges to expedite the fabrication of your display.

Work backwards from your show date and allow yourself:

• Two weeks to circulate your objectives and gain consensus and establish a budget
• Two weeks to start meetings with your display designer and obtain a production schedule
• Four weeks to six weeks to finalize your design, approve graphics, complete fabrication and ship

Begin the conversation by sharing your goals and objectives with your Display Consultant. They need to understand what you hope to achieve at the show: they will have the insight to help you position your products and services in the most effective way possible.

Many display companies use a questionnaire to help gather information. A brief enables you to gain the internal support from key stakeholders – members of your management team, marketing and sales teams – by capturing and documenting a shared vision. The brief will serve as a platform between you, your Display Consultant and your Display Designer. In addition you may use it as a benchmark against which to evaluate design proposals.

To download a sample questionnaire, click here.

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Trade Show Tips