7. May 2013 18:57
Trade shows are investment of your time and money but well worth it when the end result is making a great impression on your clients and prospective buyers. Luckily, there are ways to do this even with a smaller footprint - here are five of our favorite tips.
1. Keep it clean and bold. Less really is more, especially with smaller exhibit spaces. A display with too much going on looks cluttered. Work with your exhibit designer to blend bold graphics with your products and digital media so they work together to promote your company to its best selling advantage.
2. Maximize your space. Eliminate as many barriers to entry as possible. Place draped tables to the side instead of out front. Place computer workstations and lockable counters against the backwall so visitors are comfortable entering your booth space to learn more. Split up the activities in a 20' space to spread out your visitor traffic. For example, place a conversation area with a table and chairs on one side and a demo area on the opposite side.
3. Make it bright. Visitors are drawn to bright displays like moths to a flame. Lighter shades of color in flooring and cabinetry can make you look larger. Use pops of color in signage or carpet to provide an element of surprise. Top it all off with halogen or LED lights and you'll glow on show floor.
4. Engage your visitors. Once you grab the attention of passersby, you need to give them a reason to stay. Attendees are at the show to learn so give them a way to see, hear, touch, taste or smell your products. Use interactive tools, hands on demos, samples, etc. that will involve your visitors.
5. Get your tech on. New technologies have opened new opportunities for exhibitors to leverage smaller floor plans. Big screen motion graphics, touch screens, tablets, video badges, RFID and so much more. You don't have to use every technology, but try your best to take advantage of the trend.
Remember, its not the size of your trade show display or budget that determines how successful you will be. Strong design, creativity, and good booth management are all major factors in trade show success. Even those on lower budgets can create stunning displays that attendees will love, and the right combination can keep people coming back again and again.
For more design tips, download our Special Report on Exhibit Design Strategies.
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.
(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.
10. January 2013 03:15
Although a last-minute deal was reached to avoid the Fiscal Cliff, many of the details remain to be seen, particularly at the level of individuals and privately-owned businesses. With some major decisions still to be made by policymakers in the spring, many question marks remain and the future is anything but certain.
In short, this means that when it comes to budgets, marketers will continue to be challenged to invest wisely. Exhibitions will continue to compete with other marketing channels for funding so every aspect of your program needs to be well-planned and thought out. To protect your brand and assure maximum impact with your target audience at exhibitions, it’s essential not to skimp on your trade show display. However, you do want to get the best value for your money, and trim expenses where you can.
The square foot cost of trade show space continues to increase year over year. Unfortunately you can’t avoid or negotiate booth space rates so cuts have to be made in other areas of the budget. Marketers are tightening up spending in areas like storage, freight, drayage or handling, and labor. You can still squeeze the most out of your display budget and have an impressive and effective trade show display.
Nomadic is here to help because with a series of new cost-conscious display solutions that we recently released to better serve your budget requirements. In fact, to help you get the most bang for your display buck, we’re kicking off the New Year with special offers on seven different Instand® pop-up displays. These offers are available for a limited time and represent a significant savings, which can really help save you time and money. Have a look at the details of these offers and choose the one that works best for your needs. Plus our “No Questions Asked” Lifetime Warranty provides you with complete peace of mind because you’ll receive repairs or replacements FREE even when the damage is your fault.
Our product lines integrate with one another enabling you to purchase or rent add ons that alleviate the need to continually replace your display. In addition, many of our products are designed to scale – - to expand or contract based on your space size requirements. Maximize your budget by investing in one solution that serves more of your marketing needs.
27. November 2012 22:39
Study after study shows that companies believe trade shows are an important part of their annual marketing plan. However, while companies are gradually beginning to invest more in marketing, they still want to know the results from that investment. After organizing a compelling trade show booth and promotion campaign marketers return from the event. Then the time comes to demonstrate the value of their participation in trade shows and events. This often leads marketers to express frustration.
At Exhibitor2011 there were more than 20 sessions on trade show measurement and demonstrating ROI – something we help you do in our brochure on successful exhibiting. In fact, it’s one of the most popular topics at the annual conference. So I asked colleague and workshop presenter, Susan Brauer of Brauer Consulting Group.
Susan reports that workshop attendees often jump to wanting to measure their ROI without having any kind of closed-loop lead system in place. They describe some of the obstacles to measuring ROI as
Lack of accountability for reporting if marketers organize and promote the show and leads are turned over to sales
Insufficient time to collect and compile the information
Internal system silos that make it difficult to link sales recorded in accounting with leads recorded in a database
Lead times for actual sales are longer than can be reasonably tracked
Susan teaches that the purpose of the trade show is to accelerate the sales process. She believes the bigger issue is that exhibitors don’t understand what can and can’t be measured so helps them set measurable goals that move the sales process forward.
Leads are sales opportunities and we've provided tips on how to convert those leads to sales after a trade show. Most, if not all, exhibitors tabulate the number of contacts they make at the show. However, quantity is one data point. Drill down further to uncover key indicators that reveal the show’s impact on future sales. Some clues might include:
Number of visitors that received a product demonstration
Number of companies that indicated a desire to meet with your sales team or were ranked hot by booth staff
Number of potential new partners you met
Number of companies you met for the first time
Number of customers that acknowledged plans to renew their contract
Build upon a baseline from your past show to formulate goals for your next show. Then be sure you have methods in place to record the results and compare them to the goal.
You can also find some additional tips by downloading our Successful Exhibiting Guide in our Resources area.
What frustrates you about trade show and event measurement?