Articles


Practice What You Preach
By Laura Gale

Nomadic Display has a long history of supporting exhibitor education. For the past twenty years, the portable and modular exhibit manufacturer has distributed over 275,000 copies of its educational resources for successful exhibiting—translated into five languages—to exhibitors all over the world. This is one company whose commitment to education is not an empty promise or marketing gimmick. Nomadic Display practices what it preaches—through ongoing support of its customers' education and by applying the techniques it advocates to its own exhibit program.

"Many of our clients are new to exhibiting while other more experienced clients are always looking for ways to improve their own program. We know a great exhibit alone isn't enough, so we do everything we can to help them produce a successful event," says Gwen Parsons, Senior Vice President of Marketing for Nomadic Display. Nomadic's current education initiatives include interactive CDs, an electronic newsletter, a series of educational seminars, and an "Education Connection" on its web site with links to exhibitor resources, and its latest publication, "The Nomadic Display Guide to Successful Exhibiting," by Susan Friedmann—which can be downloaded free at www.nomadicdisplay.com/offers/exhibiting-guide.

In a recent interview, Nomadic Display was very open in sharing what it has learned from its own exhibit program. Parsons says the company participates in about eight shows a year including Exhibitor Show in the US, Confex in the UK. and Marketing Services Expo in Germany. "We often try new tactics at our own events," says Parsons. "When they work, we share our experiences with our customers."

The following are five tips from "The Nomadic Display Guide to Successful Exhibiting" and how Nomadic Display used them to increase it own program results:

1. When selecting shows, do your homework.

"When evaluating a show's potential, gather as much information as possible including show statistics, demographics and lists of previous participants. Verify information provided by show management. Speak to past exhibitors and attendees."

Parsons says the TS2 show had suffered declining attendance for several years, to the point that it was no longer providing adequate ROI to make the show worth continuing to participate in. "Although we have participated in the show for over twenty years, we had actually decided not to exhibit in the 2005 show when TSEA sold it to National Trade Productions (NTP)."

When NTP, organizers of TS2, asked Nomadic Display to reevaluate its decision, Nomadic did a thorough evaluation of NTP's plans to revitalize the show. Nomadic learned that NTP had doubled the show's marketing budget and established partnerships with 94 major trade shows, each of which shared its exhibitor list and promoted TS2 to its exhibitors. NTP was also providing meeting space to several trade show advisory committees and marketing associations so those organizations would hold their meetings at TS2.

Based on the dramatic increase in promotional efforts Nomadic decided to exhibit in TS2 2005. The result was well worth the effort and expense—it resulted in double the number of leads Nomadic had collected in either 2003 or 2004.

2. Select the right staff

"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."

Parsons says Nomadic carefully selects its exhibit staff for each show, pulling a combination of its strongest sales people and corporate management. "We select individuals with the most comprehensive knowledge of our products and sales."

Despite her exhibit staff's impeccable qualifications, Parsons never takes shortcuts on preparing them for each show. Before traveling to the show, each staff member receives a show manual that explains the objectives for the show, key messaging, detailed information on the featured products and an explanation of the promotional program supporting the show.

At the show the entire team meets in the exhibit prior to show opening for a walk-through to answer questions, demonstrate the information covered in the show manual and practice using the lead collection system. The team continues to meet in the exhibit every morning prior to show opening to share tips and continue to streamline the process.

The team reconvenes once more post show. This gives the team a chance to review how the show went and make notes of what can be improved for future shows.

3. Develop a follow-up system for new leads

"If leads are not distributed and managed in an organized and effective way, your overall results could be impaired. Determine how each lead will be followed up and who will implement it. Ensure follow-up is prompt, within three to five days after the show."

Parsons says Nomadic's tradeshow leads are electronically forwarded to corporate on a daily basis. Their fulfillment team gets to work immediately. Within 24 hours, the requested product information is mailed and the show leads are faxed to the appropriate distributor via matching zip code. In most cases the requested product information is waiting on the prospect's desk when they return from the show so the distributor may follow up.

4. Design your graphics for the audience

"Design your graphics for your target audience. Focus on customer benefits. Use your graphics to show how your company differs from the competition. Design images to stimulate your viewer's imagination to think beyond the conventional."

Nomadic Display's exhibit at TS2 2005 integrated its current "Get More" advertising and promotional campaign into its graphics and promotion. The graphics spoke directly to exhibit manager attendees about their need for value, services (online tools, rentals, warranty, and support services) and design possibilities.

In addition, the graphic mural featured an illustrated formula for adding simple new components to cost-effectively expand existing properties into new solutions. The graphic showed how two kiosks added to a pop-up could be used to create a dynamic 10' x 20' configuration—which was the same configuration as the exhibit itself.

5. Create an incentive for direct mail

"An enticing offer will give prospects a reason to visit your display. The incentive will only be meaningful and irresistible if it is linked to a direct prospect benefit and only made available at the show by redeeming the offer at your display."

Parsons says she is a firm believer in the power the right incentive has to draw attendees to the exhibit. At TS2, Nomadic's giveaway of a portable literature stand—valued at $150—drew 46% of its visitors to the exhibit. "The trick is to select a giveaway with real value that your prospects can use," says Parsons.

Nomadic promoted its giveaway via pre-show direct mail postcard and follow-up e-broadcast with a marketing survey. Prospects were invited to bring their completed survey to the exhibit. In exchange, they received their LitStand.

The giveaway was a huge success. The LitStand was lightweight and packed in a case imprinted with the Nomadic logo. People walked around the show floor with the LitStands slung over their shoulder—which generated even more traffic for the exhibit. Says Parsons, "People would see other people carrying the LitStand and come to our exhibit to ask what they needed to do to get one too. It really drove up our lead count."

Nomadic Display revolutionized the display industry 30 years ago with the invention of pop-up technology. Today, the company is a leading producer of portable and modular exhibit systems with manufacturing facilities in suburban Washington, DC and Ireland. Nomadic products are sold through 200 showrooms worldwide. To learn more, visit www.nomadicdisplay.com or www.nomadicshop.com.

Susan Friedmann, The Tradeshow Coach, works with personnel in the U.S. and Europe who want to develop skills critical to their exhibiting success now and in the future. She has been a speaker, author and business coach for over 20 years.

Laura Gale is a freelance writer based in Chicago.