Marshall Yard:

The greatest lessons I received from the elite public school system in suburban Illinois involved understanding the importance of knowing what the rules are, how exceptions are made, and how they are enforced. Knowing the rules helped me out of quite a few binds!

In the tradeshow world, it’s very much the same way (yes, I’m comparing convention centers to public schools - would anyone blame me for the comparison?). Understanding the technicalities that surround your exhibit, where and when to ask for variances, and what variances show management can or cannot accept, can define the success or failure of your tradeshow booth.

I recently had a client call me with a list of 5 shows that they wanted to exhibit at in 2010. They wanted to do a 20×20 exhibit that was 16 ft. tall. Maximizing visibility and utilization of cubic footage that they pay for has always been of utmost importance to them. (more…)

-Emily Dickinson

Those who go to concerts, use public transportation and eat in crowded restaurants are forgoing prime marketing opportunities for fear of catching the….dum dum dum…SWINE FLU.

Advertising is more important now than ever. We can’t let the media induce such panic that we don’t think clearly. Regress to 1999: did all the banks implode? Did we run out of water and electricity? Not quite. Did the much-dreaded Avian Flu wipe out most of the population? Nope. And the two that did - 1347’s Bubonic Plague and the 1918 Flu Pandemic occurred far before the advent of antibacterial cleansers, Thermaflu, HMOs and the Flu Vaccine.

Could the Swine Flu be the end of us all? Sure it could. Is it likely to? No. Wash your hands, get your shots, eat an apple a day and…until we have all the facts to determine a logical, progressive course of action…don’t cancel your trade shows.

I often ask clients (or potential clients), “why do you exhibit at this trade show?” You’d be surprised how many respond with, “because if we’re not there, people will wonder why.”

Why spend several - if not hundreds of several - thousand dollars on an obligatory trade show with little hope for profit? Particularly in this fragile economic climate, try to exhibit only at trade shows that meet your marketing objectives and present a clear means of returning on your invesment. Focus your efforts on trade shows which cater to:

• Your targeted audience
• Decison-makers (managers & directors, not their assistants)
• Vertical markets (specific products or services)

…are held in:

• Substantial venues (ie. OCCC, McCormick Place, LVCC)

…and allow for:

Customized rental exhibits

Some smaller shows, usually commencing in hotels, on fair grounds, etc., only allow exhibitors to utilize pop up exhibits: it’s hard to stand out when everyone is advertising on a black, 8ft. backdrop.

Try to secure an island or peninsula configuration. You’ll pay more upfront but these allow for higher identification, visibility from several aisles and clear division of space (conferencing, demonstrations, reception, etc.).

Rent an exhibit design that makes the most of your space and marketing objectives. Steer clear of “pulled from a shelf” designs or those created using modular components. Go for something clean, innovative and seamlessly functional.

Trade shows are like a parade in reverse - you have about three seconds to capture an attendee’s attention. Your exhibit, ideally, should be an accurate - and aesthetically pleasing - representation of the quality your company embodies.

Getting Started

As you ponder the size, type and functionality, ask yourself the following questions:

• What are your marketing objectives for this show? 
• How is your organization perceived in the industry? Do you hope to change that perception?
• Will your marketing objectives change for each show?
• What’s your ideal marketing environment (ie. private meetings, demonstrations)?
• At how many events do you exhibit nationally?
• What type of exhibit space will you reserve (island, inline, etc.)?
• How much are you able (or willing) to invest in your display?
• What’s most important to you - design or cost?
• Who is your audience? Does it vary by show or region?

Choosing a Trade Show Exhibit Display Company

It’s vital that you research the exhibit houses with which you’re interested in partnering. What is their reputation? Do they offer a full range of services? Will you get a dedicated account management team? What does their Website look like? Believe it or not, a Website - like an exhibit - can be quite telling with regards to marketing expertise and overall quality.

The best place to begin researching suppliers is to visit a trade show and chat with exhibitors. Ask about their suppliers’ level of service and ability to materialize what the exhibitor hoped to communicate.

When you’ve chosen one - or a few - potential exhibit partners, make sure to provide all information necessary: budget, time line, decision-making process, marketing objectives, etc. Try to avoid sending a general RFP or another form of “stock” invitation to bid. You’ll get the best results from direct, personalized communication.

As a trusted expert in trade shows, and a major contributor to America’s favorite trade show blog, I’d like to offer a special blog topic today:

GREAT TRADE SHOWS FOR 2009
(please comment on any shows I may have left off of the list)

Newspaper & Print Journalists Expo

Polar Bear & Caribou Convention

Chicago Auto Show

The Annual SML (Subprime Mortgage Lenders) Conference and Exhibition

Wahabbi Terrorist Symposium and Exposition*

The Private Jet Show and Client Appreciation Luau (in sunny Maui!)**

The Bipartisan Politicians Luncheon and Bailout Expo (huge exhibits, but don’t expect any substance)

Adam Smith’s Capitalism Exhibition and Wake, visitation begins Wednesday, and continues indefinitely

IDEAS 2010 - Internation Defense Exhibition & Seminar in Pakistan (very real)

*women should be sure to shroud their faces, and men should wear long beards. 

**scheduled one week after, and in conjunction with, Chicago’s auto show

Coordinator =  liason between departments

With the vast amount of trade shows in all the various industries, the primary focus is to draw attention to your service & product. 

A well designed custom rental exhibit will give you the framework necessary to interact with potential clients.   Forming an allegiance with a full service exhibit house can give you that Coordinator - liason between departments.   Helping boost those trade show results and enhance your trade show experience. 

The arena is full of competition, your exhibit space needs careful attention to detail,  it is important to achieve continuity for your product & services within your exhibit space.  Your products and services need to tell a streamlined story with emphasis on each chapter.  

An experienced exhibit house can help you with your 3D Marketing Strategies and coordinate between your companies departments to that the continiuty and the message you are trying to invoke is clear and precise. 

With the IMTS - International Manufacturing Technology Show just around the corner, September 8th - 13th in Chicago. Is your trade show exhibit ready to hit the floor in cutting edge style for the Emerging Technology Center? With research and development at the forefront, exhibiting at IMTS gives you the opportunity to network and partner with leading industry organizations.

Suggestions from experts at IMTS  in controls, computers and technology will allow you to gather valuable resources, gaining knowledge that can offer ways to help eliviate several of the challenges in productivity.  IMTS 2006 brought in over 1200 exhibitors, don’t miss your chance to gain exposure and line up your booth space.  Registration is open, starting your exhibiting plans and trade show strategy early can help produce more satisfactory results.

With a highly anticipated growth in attendee’s, take advantage and get your trade show booth featuring your products and services lined up to be seen on the exhibit floor at McCormick place Lakeside Center, North, South & West Buildings. 

A stunning 3D exhibit display can set apart your companies products and services and attract the needed attention to launch your business into an ever growing marketplace.  With an array of over 15,000 products being viewed at IMTS, showcase your product and score big on the trade show floor.

MDM East will be hosted at Jacobs K Javits Convention Center in New York, June 2nd-5th, 2008.  Medical materials, electronics and computer aided designs will only be a fraction of what will be housed under 135,000 square feet of exhibit space. 

Seperate Pavillions with an array of specialty sessions and products will be available for education and networking with some of the industry leaders.  MDM East started in 1983, and is a great resource for Medical Equipment Manufacturers in North Eastern United States, an industry that continues to grow at unforseen speeds.  With the advancement in technologies, the trade show floor houses some of the most extraoridinary advancements in the medical device industry. 

Over 900 exhibitors, this is a prime trade show to take advantage of such an experienced group of suppliers in all facets of the medical device industry.

Whether your trade show booth is a 20 x 20 penisula, 40 x 40 or custom double deck exhibit, the ultimate goal is to produce an environment that portrays your corporate branding and products, planning for trade shows such as MDM East should be well thought out, discussed and reviewed a few months prior to the show date.  With a well thought out strategy and support of a highly trained manufacturers and designers of exhibits, you can go with confidence to trade show opening.

There will be four other events that will be happening at the same time at Jacob Javits Conference Center;

Atlantic Design & Manufacturing Trade Show

EastPack

ATX East - Automation Technology Expo

Plastec East

Your visit to MD&M East includes admission to
four co-located shows—delivering design, processing,
and packaging solutions…and everything in between.

I would like to engage anyone in conversation that has exhibited at trade shows in the past year or two.  I would like to know your disappointments with your custom exhibit, rental exhibit and anything that you found frustrating on the trade show floor.  Is there a certain element missing from your exhibiting experience? Was there something you needed while on the show floor that you couldn’t find? Was there a lack of traffic during any specific time period?

I would love to hear from you.

Have success at trade shows and beat the challenges. When trade show marketing is approaced early, you develop a formula for success, but the race does not stop there for winning that potential client.  Turning your leads into clients, is one of the largest goals and challenges of trade show marketing. 

Don’t let that lead fall into the post trade show marketing cracks.  Be active, and be smart.  Continuous follow up will put your name and your brand in front of a potential buyer. 

Keep careful notes on the trade show floor, often times, when a conversation ensues on the trade show floor, you can pick up pieces of personal information on your prospects, and that can help lead into a successful conversation post show.  

Trade show attendees will often see hundreds of exhibitors at large trade shows, make sure you give them something to remember you by, whether it is in a post show follow up call or even a short hand written note thanking them for their time.

It doesn’t matter what they are called - promotional items, trade show giveaways, chachka or tchotchkes so, ready, set, eat! We are closing in on the Thanksgiving Holiday, and food will be of abundance.  I just saw a trade show giveaway that I thought was a fantastic idea and one that will not be left behind! Cookies! Who doesn’t love cookies?  We all know when we are walking the trade show floors, we get hungry and tired, and a little boost of sugar may be just the ticket!

Chocolate chip cookies, sugar cookes, peanut butter and oatmeal! Put your company logo on a cookie and take a bite out of your competition.  I can say this honesty, I’d be hunting down the exhibit booth that was giving out cookies, but that’s coming from the mouth of a sweet tooth.  A great little piece on The World Almanac Blog shows how much candy per capita we consume! Oh..my! Pass me the dessert tray!

Exhibit Displays & Tradeshows!

Why are people doing it? Why should I spend the money?  I have six valid reasons that your appearance at trade shows can benefit and build your global business marketing plan and strategy.

Build Brand Awareness

Increase Leads

High Customer Visibility

Increased Market Competition

Launching a new identity

Launching a new product

No matter what market you are in, medical, automotive, gift market, landscaping,  electronics, multi-media, gaming, photography, there is a trade show out there for you.  There is also a whole bunch of competition.  There are enormous opportunities waiting for those who get it right.  Opportunities not only for your company, but for you within the company.  Opportunities to capture leadership within your business, or business position. 

Ask yourself a few questions?

Why Exhibit?

How do I do it successfully?

When should I exhibit?

Where should I exhibit?

Know your market place and know your competition!  Success in a trade show program is about focus and targeting resources and energy.  If you are unsure of some of the above questions, we can direct you to the best strategy fit for your given situation.

Custom Trade Show Exhibit Rental

For those of you who don’t know Kevin - he is our Exhibit House Mascot - he helped me this weekend with the leaves, and we began our conversations about rakes and outdoor lawn equipment.

Well, after we got all done, we hit the internet and came across Orgill’s Dealer Market Trade Show.  What an interesting trade show this must be.  Anyone in the hardline industry that attended the Orgill Dealer Market Trade Show in the past, had rave reviews. 

Orgill’s Dealer Market Trade Show will be held in Orlando in February of 2008 - 2/21-23rd.  From Farm & Ranch, Workwear, Lawn & Garden and seasonal items.  The possibilities of meeting new vendors and learning from the latest and greatest new programs from Orgill are phenominal.  Some of the heavy hitters that attend are Black & Decker, Dewalt, Valspar and Stanley, just to name a few. 

No matter what it is you are trying to acheive, in any business, you can learn from so many sources.  Educate yourself from the industry proffessionals, and take away what works for you and design your business structure with a solid foundation.  

In the business of exhibiting, we take the key four elements we feel will bring you the most impact and present to you a custom exhibit rental solution.   If you are planning on exhibiting at the Orgill Dealer Market Trade Show, you want to make sure not only your product’s make a statement but your entire exhibit will draw in the attention and the sales you are hoping to acquire in this market arena, following some of the basic trade show tips you can increase your performance on the trade show floor.   I read that the orders written at the last trade show, was up 11% from the previous year.   Defining your marketing objectives in advance, can as well help drive up your return on investment, and you will be well ahead of the competition and well ahead of your goals.

AWARENESS             

By: Susie Kleiner

Awareness is your perception & cognitive reaction to a circumstance, condition or an event.  You can be aware of emotions, actions, gossip and your surroundings.  Sometimes not even realizing exactly what it is you are aware of.Awareness provides us the substance from which we develop “Qualia”.  (This term was unfamiliar to me, its meaning; the way things seem to us.  By defining a company’s products and services, this creates brand-awareness.  Setting that company apart from their competition, by building trust in your business relationships, with your particular branding  efforts, you reach a higher level of credibility.

Consumers for your products or in the B2B market place, when people make purchase or decisions they rely on their associates or contacts that they themselves have built trustful relationships on to give them advice or steer them to a reputable company for such products or services.  With the ever growing market places throughout any industry that attends or exhibits at tradeshows, a clear focus needs to be to separate themselves from the competitors.  

Reading an online article discussing the branding of cattle, the author noted, that  each rancher would have their own specific brand and allow their cattle to graze in the pastures with the other ranchers cattle, because they could clearly identify their own cattle.  Well, in the ever growing world of competition, the fences on that one have gone up. 

When people speak of branding, you can realize your success when your name comes out for your product category, when you think of tissue, what comes to mind.. Kleenex. Trademarked & Branded.  This is called Top-of Mind Awareness, reaching this type of brand-awareness does not come over night, unless you designed the pet rock. It takes diligence and self-awareness.

Giving clients quality and constant communication is an integral part of this equation.  No matter what situation you find yourself in with a client, if you are aware of it, it will make them more at ease.  Any project will encounter the so-called bumps in the road at any given time.  If a client approaches you in an irate situation, do yourself a favor and don’t put your defense mechanism in fifth gear.  Calmly inform them you appreciate them making you aware of the situation, and let them know you are going to continually keep them up dated.They will become aware that you are there as a partner, seeking out solutions on their behalf. 

In one of the first newsletters, I spoke of client personalities; once again, this fall’s into a category of “awareness”, this is the awareness of emotions and from there, there can be actions taken.  Often times, these actions are not best suited at this point and time, because they are coming from an emotional level.  When we find ourselves in the middle of deadlines, meetings and endless emails back and forth, our emotions run high.These emotions are stored, and we can often react because of them.  Are they stored in our brains? If so, we could just concentrate and make them go away.  That’s not the case.  We feel and store emotional energy and it emanates out of us like a “vibe”. 

ADR = Alternative Dispute Resolution is used by the US Navy, they strongly advice cooperative effort and building bridges through communication.

There are several reasons people give away promotional items in the trade show setting, usually at the top of the list is traffic and visitors.  Remember to keep in mind the type of visitors and traffic you are hoping to draw in.

First off, when trying to decide what types of items to “give-away” do some research first and get a reputable company.  You want your promotional item to be remembered, you want it to convey a message of what your company does and who you are in the market place. 

Does your trade show booth follow any sort of theme? Are you trying to give your booth visitor an education? Each one of those could support a different promotional item.   Do not forget your “brand awareness” in this process, and make sure that the item will send that message. 

Promotional items can be costly, make sure you plan well in advance for any given trade show and order early and follow a strategic plan in order to acquire the give-aways at the best cost, often times in bulk if you are planning on exhibiting at more than one trade show. 

In order to capture your prospective clients make it an item of desire, but do not hand them out freely, or just have them displayed somewhere so they are easy for the taking.  You want to be able to engage the prospective client in conversation so that you can establish a relationship and further the process from prospect to client. 

If the convention center offers any sort of pre-show advertising, this may be a great chance to include a stop at our booth with this certificate.  That way you will get them engaged in a more detailed conversation of your product and services.

International Home & Housewares trade show will hit McCormick Place in Chicago on March 16th-18th, 2008.  From cookware, food storage, cutlery, bath & shower and so much more this is just a paradise for home goods and housewares.  Kevin - The Mississippi Map Mascot was surprised to find that so many trade shows have such a variation of promotional items and contests going on, he just looked on in wonderment as some of the trade show attendee’s tried to hit the hole for a prize.

International Home & Housewares has had over 60,000 attendee’s with over 2,000 exhibitors in past years.  With the fact that over 15,500 buyers attend the this amazing array of housewares and the trade show floor is full of interesting and innovative new gadgets, it is a great place to network with decision makers and gather as much information from the industry experts.

Whether you are just starting out exhibiting at trade shows, or are a seasoned pro, you can re-cap some of the programs from the 2007 International Home & Housewares via a CD that is available to purchase at their website. 

For any one who has attended a trade show, the mad rush to the lunch line can be a bit of a challenge, feeling like a race horse stuck in the gate.  I have decided to share with you some of our favorite restaurants that are in and around McCormick Place  so if you decide to escape the confines of the convention center you may want to take a gander to one of these joints.  

Lets start out with Morton’s Steakhouse - starting out the shrimp that are the size of Muhammad Ali’s fist, your mouth begins to water before you even finish ordering.  You can cut the filets with a butter knife and they melt in your mouth. 

If you enjoy a bit of history, why not check out the Chicago Firehouse which dates back to 1905, and is constructed of yellow brick and limestone.  Standing in much of the same splendor, it has undergone several changes.   The stables have been turned into a courtyard, and a banquet space was added.   For those blustery winter days in the city of Chicago, try some of their delicious chicken noodle soup to warm your weary trade show bones.  Enjoy outside dining and awesome steaks, during the warm summer months in the city!

Move along down to Erie Cafe which has been rated “excellent” for several years running.  With a wide variety of entree’s to choose from, you can settle your cravings with Spaghetti & Ravioli or go for the juicy Steaks & Chops.   No matter what your choices are when you sit to dine at Erie, you can be assured the service will be over the top and your dining experience will be full service and full satisfaction.

 Gene & Georgetti’s Steak House has the reputation of a classic old-time Chicago place to dine.  Having customers that continue to dine speaks volumes and Gene & Georgetti’s has long time customers going back for 50 years.   Dive into one of their garbage salads, but rest assured that this isn’t a light meal, you will walk away full and satisfied.

More to come!

Interactive Video and User Created Content are two phrases that are very vanguard in growing infatuation of what is called social media. Social Media chronicles opinions, content, insight and perspectives of individuals and business through online technologies and practices.

PTC 2008 – Telecom with Vision Trade Show Expo is being held January 13^th-16^th 2008 at the Hilton in Hawaii. Video is catapulting businesses into an entire different marketing segment.  PTC brings together experts that explore the impact video on all aspects of telecommunications.

Getting the inside track and building affiliations with leaders and experts in the field of communications, can not only boost your lead generation, but enlighten and enhance your knowledge of ICT and communications. 

By: Susie Kleiner 

Global Marketing Strategy is colossal in the planning and execution of upcoming trade shows.  Starting out on the right foot and getting yourself properly organized should be a basic practice whether you are exhibiting or attending an upcoming trade show event.

Al Simon at TAG-Technology Association of Georgia wrote 10 tips in January, one of my favorites is number four - arrive early and stay late, I agree that with this strategy you can get more of a foot hold on your competition as well as make contact with others that are arriving early and arriving with more of a clean slated mind.  

I worked for several years in the Manufacturer Represtative business as an office manager, this is when I attended the ISSA Show when it came to Chicago,  planning the strategy way in advance for what exhibit booths where going to manned and the time frames for each sales rep was thought out and executed seemlessly.  Having a sales force of 3 at the time, and figuring out whose personality worked best with what manufacturer turned out to be quite successful.   If your business has an array of representatives find those award winning personalities a spot in your exhibit booth.

Setting up meetings with current customers as well as prospective customers and keeping the information simple and focused with your exhibit booth number, appointment times and perhaps a topic of interest to be covered can help keep not only yourself organized but your clients and prospects as well. 

Often times when you are exhibiting at trade shows your marketing goals can change from year to year, planning your marketing strategy  and maximizing your marketing messages for each show and each audience will help you accomplish the goals you have set.   Minimizing your trade show workload. 

Plan early, two simple words.  If you have never exhibited at a specific show, make sure you map out the best place for your booth.   Two things to keep in the back of your mind, everyone has to eat, and everyone has to use the washroom.   A great location for your exhibit booth is near either of those facilities.  Drawing in a lot of traffic, accomplished trade show exhibitors are well aware of this fact.  Research the shows and the show maps to best lay-out your strategy for exhibit location.

Focusing on follow up can show considerable results as well, make sure any prospect that you talk with during your trade show get either a follow up call or a personal note from you.  This is the “human touch” factor.  I think Rick Springfield said it best in the opening lyrics of his song Human Touch - “Everybody talking to computers, they’re all dancing to drum machines.” 

I can attribute the last three jobs that I have held to follow up,  the act of following up can be even more important than your initial meeting.  Trade Show Chaos could have taken over your potential client by the time they hit your exhibit booth, taking the time to personally follow up and ask questions can create many business opportunities.