Exhibition Stands

Many small business owners take part in trade-shows and networking events. But how should you prepare yourself to get the maximum return on your trade show investment?

Here are our top 10 trade show tips

1. Know your details

The first thing you need to know is the projected demographics of the trade show. How many people are they expecting? What ages are they? Work out whether they are there in a buying or browsing frame of mind.

Next you need to know the specifics of your display area.

• How much floor space do you have

• Do you have walls behind and around you or no walls

• Is furniture provided in the package or do you need to supply your own

• Do they supply table-cloths for any table they provide

2. Plan your furniture for your display

Once you know what is supplied you can then plan your furniture layout. This will depend on the people who will be coming to the show and what you are displaying.

Common layouts include:

• A number of small bar tables (if you are getting people to fill in forms that you will use to follow up later on).

• U-shaped tables around the inside of your booth if you have a lot of stock to display. The challenge here is many people won’t enter your booth to look around, but those who do enter are generally interested in what you have to offer. You will get less foot traffic, but more qualified leads.

• A table across the front. This is the most common layout for small booth trade shows. For larger spaces the options are only limited by your imagination.

3. Use your walls

People walking past will look at your wall display to determine whether or not they will stop at your booth. Your displays should be colourful, bright and eye catching. For one second think about billboards on the side of the road … limited text, colourful images, attention getting headlines. Your walls are just like billboards. Keep your messages clear and to the point.

Your signs should look professional - handmade cardboard or paper signs generally don’t convey a professional impression. Invest in some professional signs you can re-use at future events that include your company name and logo - it makes a world of difference to your results.

You may also want to consider a pull-up banner in a corner to add colour and visual interest.

4. Arrange your information in tiers

Information needs to be arranged so people can see it. Having your brochures and flyers all flat on the table is visually uninteresting and people won’t pick them up. Get some Perspex display holders, use plate holders and arrange to the tallest items are up the back with smaller items at the front. Make sure your business cards are easily accessible.

If you are selling items make sure all prices are clearly marked and your display is tidy.

5. Colour and movement is great

Consider having a TV, laptop portable DVD player or even a digital photo frame on your table displaying images or a presentation about your business. It needs to be short, easy to read, colourful and professional looking to get attention. Colour and movement grabs the eye of passing people and helps to make them stop for a moment at your booth.

6. Run a competition

Competitions are a great way to gather an extensive database for your business. Make sure you run them in compliance with all local laws and regulations.

7. Professional handouts and marketing material

Many small businesses try to cut costs by just having photocopied information at their display. With the changes to digital printing in the past few years professionally designed and printed brochures and flyers are now very affordable.

But all the investment in your printing and design is worthless if your words on your flyer or brochure are less than convincing and have no strong call to action. Copywriters can help create compelling copy that combined with professional design and printing will help you generate more interest and sales.

You also need to make sure you don’t run out of business cards and marketing materials, so keep a good stock on hand. Professional name badges also help to reflect your brand.

8. Giveaways

Consider if you are going to offer giveaways to people visiting your booth - pens, magnets, stress balls, balloons etc. These can be quite expensive, so consider the return on your investment carefully. Some businesses only give a promotional item in exchange for contact details (through the competition entry) or after talking with a consultant.

One savvy furniture business owner I have worked with has very colourful helium balloons tied to all his furniture at his display. The balloons are branded with his company name and are in all the popular kids colours - purple, red, pink, blue etc. Kids see the balloons the other kids are carrying and pester their parent to visit his stall to get their own balloon (and of course see his furniture in the process). He usually has one staff member just filling balloons for the kids at his stand.

Another company I have observed gave away t-shirts in exchange for watching a short video. If the person wore the t-shirt while they walked around the event they could be the lucky “shopper” of the hour and win an I-pod. This company ended up with hundreds of people walking around promoting his stall each day as a result.

9. Create your own buzz

Don’t rely on show marketing to generate business. Promote heavily your attendance at the show to your database. Let them know precisely where to find you and offer them a show discount or special offer if they visit you at the show. The idea is to create buzz about your display - the more buzz, the more other visitors will pop in.

Get a list of other exhibitors you want to touch base with and make appointments for them to see you at the show at your booth (again offer an incentive to do this). Pop around before the show opens and visit all other exhibitors and give them a special exhibitor only offer to visit your display. Offer to get your neighbours coffee if you are getting some.

Run some demonstrations at your booth - people love to see how things are done. The idea is to make it interactive and interesting.

10. Follow ups

Follow up all leads promptly. Every person who gave you their details needs to be contacted, or sent some marketing from you within 7 days after the show. The faster you follow up, the better the experience that person will have of you as a company to do business with.

Trade shows can be a great source of leads and contacts if you carefully plan for your event.

Ingrid Cliff is a Brisbane freelance writer and the Chief Word Wizard of Heart Harmony - her writing services studio that helps put your business into words. Ingrid writes a free weekly newsletter packed full of small business tips to help both you and your business grow http://www.heartharmony.com.au

Article Source: http://EzineArticles.com/?expert=Ingrid_Cliff

Setting up a display at a trade show is expensive business. You have to rent the space, create a display, promote it, stock it, and staff it. Before you decide to get involved, take a serious look at the costs of all of these components.

Start planning well ahead. You already know this, right? Keep yourself as organized as possible right from the beginning — even before you book your space. You know how carefully today’s brides plan their weddings. Months, even years ahead, they start thinking about the church, the reception, the dresses, the flowers, the cake. And of course, the cost. Well, you’re the bride. Grab your planning book and start writing down everything you must do to get yourself ready for a successful trade show season — next year’s.

Even before you decide to go into a show or two you should have a hard look at the costs and expected returns. This is why you create a trade show budget. Whether you admit it or not, everything has a cost, and trade shows are no exception. Remember that your objective is to make sales, or at least generate opportunities to make sales. So you have to view your costs in that light. Everything should be done with an eye on its potential return.

The Trade Show Budget Preamble

The normal starting point for your campaign is the trade show budget. If you work from a budget you have an outside chance of keeping your costs under control. Of course there is a certain amount of hocus pocus involved in budgeting for things like trade show marketing — especially if you’ve never seriously done it before and have no track record to go on. Still, you should give it your best shot. This is not rocket science, and any research or analysis you do will be better than just “winging it”. Try using a “brainstorming” process similar to the following.

First, ask yourself some BIG questions:

Question 1. Do I really believe I can recover my costs within a short enough period of time to make it “profitable” (make more than it costs)?

Answer 1. Like most promotion and advertising, until you’ve done it, you have little idea how successful it will be. First you will have to summarize all the costs, and then try to figure out how many sales you’re likely to get from this sort of exposure.

Question 2. Do I have any idea which trade shows are more likely to be “profitable”.

Answer 2. There are trade show directories and reports that can tell you about industry-specific shows. Usually they will tell you the number of attendees, and hopefully something about their buying habits. Find the relevant directories, and figure out some method of choosing between shows.

Question 3. Are there obvious ways to enhance my “Conversion Rate” — the number of attendees who buy from me?

Answer 3. Yes, of course. Having an attractive, eye-catching display is a good start. Getting a good location on the floor will help. Setting up your booth properly will help you “process” the attendees more efficiently. Having a lead-gathering system will help you do more profitable follow up. Giving out memorable hand-outs will enhance your chances of being recognized later on. Training your booth staff could make an important difference.

Ask yourself a few more questions like this to get yourself in the right frame of mind. Then you’ll be ready to start preparing your trade show budget.

Let the Planning Begin - Selecting Appropriate Shows

Begin by assembling the following information (and anything else that seems relevant as you go along):

Find a trade show directory for your industry (online is the best source), or check out the major trade show venues or exhibition companies. They will put you on the right track very quickly.

Select the 10 most promising looking shows — based on your “gut feeling” about their potential for your campaign.

Make a chart and list the five or six most relevant bits of information for each of your most promising venues:

• Location
• Date
• Number of attendees
• Geographic area served
• Target market (who will be attending)

Calculate Your Costs for Each Show

Now add some columns to your chart where you can list the costs that are specific to each show:

• Booth space cost
• Other space-related costs
• Travel costs to and from the show
• Additional things to rent or buy at the show (tables, power, etc.)
• Accommodation costs for booth staff
• Shipping costs for booth display(s) and materials
• Vehicle rentals required

Campaign Costs - Materials used in a Number of Shows

Now think about the actual “sales process” and make a list of what you will need in order to have a successful trade show experience. These will usually be things that will be used for several shows, so think of them as “campaign costs” that will be amortized over a number shows:

• Display booth design and production
• Product literature
• Hand outs
• Staff training
• Show promotion (free passes to clients, etc.)

If you estimate that your campaign costs will service 4 shows, then take these costs and add 25% of the total campaign costs to the cost of each show. That should give you a realistic estimate of the total cost of each show:

Cost to to Attend Show = Specific Show Costs + pro-rated Campaign Costs

Calculating Your Break Even Point

Now that you have a fairly clear idea of your costs, it should be possible to arrive at an accurate estimate of your Break Even Point for each show — the number of sales you have to make to cover your costs.

For instance, let’s say you calculate that your costs for Show A are $3,000 (including a pro-rated amount for the one-time costs such as the booth). And let’s say you can relatively easily calculate your “gross profit” on each sale (gross sale amount minus out-of-pocket). For example, in the case of the wedding photographer let’s say his gross profit margin is 50%, and the average sale is $1,000. That would give him a Gross Profit of $500 per sale.

In order to recover his $3,000 he will have to get 6 sales (6 x $500 Gross Profit on each sale.)

Factors Affecting Conversion Rate

What are his chances of getting 6 sales from a specific show?

Well that depends. If our photographer goes to a wedding show with 1000 warm and willing blushing-brides-to-be battering down the doors of the show, then perhaps 6 is a conservative estimate. However, if the show has only 200 attendees, it might be much more difficult to get 6 sales.

But that also depends. A smaller show may have fewer exhibitors (less competition), will have a more intimate feel about it, will give you more time with each prospective client. And, of course it will cost considerably less than a bigger show — so his break even sales point may be considerably less.

The same goes for much larger shows: more attendees (prospective sales), but higher costs, and much more (and more intense) competition. So the “conversion rate” (number of sales per 1000 attendees) will be lower. There will be more people, but they may be harder to sell.

Once you have a feeling for the idea of “conversion rate” you can start to see how other factors have an important bearing on it: the price of your service, the attractiveness of your presentation, the quality of your samples and handouts, and so on.

Every show and every product will have its “conversion rates”, and the only way you can establish the numbers for your own business is to research, experiment, and constantly “tweak” your presentation.

It certainly wouldn’t hurt to talk to friends and acquaintances who have trade show experience. Ask them about their own success rates. Ask them how many actual sales they get from a good show. Ask them which shows have been most successful for them, and how often they have broken even.

Putting it together…

The only way you can arrive at hard conclusions is by trying. That will allow you to establish a track record. If you think the numbers for a particular show almost add up, then take a stab. Go to a show or two, and when it is over do a careful analysis of your costs and returns. Then you can establish a reliable “Target Conversion Rate” — a number you can seriously shoot for and expect to reach — and then you’re in business. Preparing a trade show budget for next year will be a piece of cake.

And of course, once you do commit to a show or two, your focus has to immediately shift to hitting (and smashing through) that Target Conversion Rate. Design a better display, have more impressive samples and portfolio books, fine tune your product, get some memorable handouts, memorize your sales pitch, take voice lessons, get a hair cut…

Exhibitors often have to reverse roles and find themselves on the other side of the aisle playing tradeshow attendee. According to a CEIR (Center for Exhibition Industry Research) study, 39% of attendees spend less than eight hours visiting a show. As with exhibiting, planning and preparation are essential to maximizing time on the trade show floor. The following 30 points will help simplify the process next time you find yourself playing visitor:

Before the Show:

1. Know what you want to achieve by visiting the show and if the company is sending you understand what your boss wants you to achieve by attending the show.
2. Develop a plan of which exhibitors you want to visit and then organize your list into two parts - “must see” and “want to see” companies.
3. Decide how much time you want to spend at the show and then at each booth. Allow extra time for browsing, distractions and waiting in lines.
4. Find out who else from your company is going to the show and develop a plan to maximize your visit, especially at large shows.
5. Know what information you need to have from each exhibitor. Research different vendors to find out how they differ and what is most important to you. Then plan intelligent questions to ask them.
6. Design a lead gathering form to research for specific products/services to make accurate comparisons.
7. Make appointments with exhibitors you really want to meet with.
8. Get map of where exhibitors located and prioritize your route.
9. Take plenty of business cards to avoid filling out forms.
10. Pack comfortable shoes and clothing to wear on the show floor. Walking shows is extremely tiring. Try insoles for extra comfort. Remember to leave room for things to bring back.
11. Take a light and comfortable “carry-all” for accumulated materials. Plastic bags are often uncomfortable as they cut into your hands.
12. Make travel and hotel reservations early to maximize on discounted rates.
13. Stay at a hotel closest to the convention site to save on traveling and to give you a place to rest, sort through information gathered, and refocus your energy.
14. Plan the seminars/workshops you want to attend. Split sessions with your colleagues to maximize data gathering.
15. Pre-register for the event and arrive 30 minutes before opening to avoid standing in long lines.

At the Show:

1. Revise your plan at the show. The show directory and schedule often changes several times before a show.
2. Collect information that is of interest to you or that might interest others in your company. Request literature and samples be mailed instead of having to carry them with you.
3. Obtain a map of the city and know how to get to the convention center.
4. Tell exhibitors you are on a tight time schedule to avoid casual chatter and get straight down to business.
5. Look for networking opportunities. Network with industry leaders. Get invited to exhibitors hospitality suites/ receptions. At workshops introduce yourself to people around you - hand out/collect business cards. Hook up with new contacts at mealtimes for added information
6. Skip overly crowded booths and plan to come at end of day when traffic is slower.
7. Check coats and bags so you don’t have to drag them around with you.
8. Carry a pad and pen to jot down important notes, or have small tape recorder for note taking.
9. Take a break after a few hours to refresh and get some fresh air. Air in convention halls is dry, stale and draining. Drink water instead of pop/beer regularly to avoid dehydration.
10. Write a trip report as you go along and summarize your notes every evening.
11. Be prepared to push for answers to questions exhibitors are not prepared to answer.
12. Avoid conversations with vendors you have no interest in.
13. Leave the show about 30 minutes before closing to avoid long lines for busses and cabs.

After the Show:

1. Plan how you are going to implement information gathered.
2. Be prepared to follow-up after the show for literature and samples requests.

Written by Susan Friedmann, CSP (Certified Speaking Professional), The Tradeshow Coach, Lake Placid, NY, speaker, author and consultant who works with exhibitors, show organizers and meeting planners to create more valuable results from their events nationally and internationally.
Website: www.thetradeshowcoach.com
Author “Meeting & Event Planning for Dummies” and many other titles.

How often do you exercise your exhibiting muscles? Do you have a regular workout designed to increase your tradeshow dexterity and boost your results? Whether you’re looking for strength training to increase your competitive edge, flexibility to improve your marketing strategy, or just general overall fitness, a regular conditioning workout program is a must.

Before beginning an exercise program, take time to think about the results you’d like to achieve, so that you can gear your workout strategy toward attaining your desired outcome. Take time to assess why you participate in tradeshows. If you go because you’ve always gone, because the competition is going, or because you’d be conspicuous by your absence, a fitness program will propel you to new heights and increase your marketing longevity. The purpose of a regular exhibiting workout program is to revitalize, invigorate and rejuvenate your exhibit marketing strategy. However, realize that the toughest part of this program is usually getting started, and having the discipline to make your exercise routine a regular part of your exhibit marketing strategy.

The following is a general fitness level guide to help you determine what type of exercise you should do and the intensity level. Whether you want to build marketing muscle, or just firm up/tone determine the intensity that’s right for you. Each level incorporates a strength, an aerobic, and a flexibility component. All three will help you achieve your desired results.

Fitness Level 1 - You never or rarely stretch
This first level is geared for the low risk-taker who is in the habit of always doing the same thing at industry shows. To increase your level of flexibility in the marketplace, try stretching your exhibiting muscles prior to your next tradeshow. Be willing to take a risk and differentiate a little from your regular routine. Schedule a warm-up session with your exhibit marketing team several months prior to your next show.

Strength component: Define exactly why you are exhibiting and what it is that you want to achieve through your tradeshow participation.

Aerobic component: Brainstorm possible ideas and generally get your major muscle groups working in a rhythmic fashion. Consider giving your booth a facelift, with some new and exciting graphics. If you don’t have a new product or service to display, emphasize and/or educate your target audience about a benefit that normally gets forgotten.

Flexibility component: Try using a theme to add some new blood to your tradeshow muscles to help attract more activity into your exhibit.
Using this gentle routine regularly before each show will help increase a sense of accomplishment and well-being, as well as decrease the risk of painful unproductive results.

Fitness Level 2 - You occasionally stretch most of the major muscle groups
This level is designed for exhibitors who want more of a challenging exhibiting workout to increase their market strength and flexibility. As with level one, make sure that you devote time prior to each show with a thorough warm up - planning your tradeshow strategy.

Strength component: Building strength in your major muscle groups involves weight training and cardiovascular work. You know you are making headway when upper management supports your program. This means that you fully understand their corporate goals and objectives and can integrate them into your exhibit marketing strategy.

Aerobic component: The goal is to get your heart rate into the target zone and sustain that pace for an extended period of time. This means that you need to direct your pre-show promotional workout to those people who you really want to actively walk into your exhibit, find out more about you and do business with you. Think in terms of multiple, distinctive promotional programs directed at the various target groups.

Flexibility component: An exhibiting company’s range of motion will vary depending on its age, activity and structure. Good news is that your degree of flexibility can always be increased. Take time to find out what your prospects want and like so that you can tailor your marketing activity accordingly.

Fitness Level 3 - You always stretch the major muscle groups
This level is designed for the serious exhibitor who wants to build marketing endurance, strength and muscle tone.
Strength component: Your people make up the strength and backbone of your exhibiting presence. They represent everything your company stands for, so select the best. Prepare them well beforehand. Make sure that they sell instead of tell; don’t try to do too much; understand visitor needs; don’t spend too much time; and know how to close the interaction with a commitment to follow-up.

Aerobic component: Public relations is one of the most successful ways for pumping blood into your tradeshow activity. Build media relations, prepare press kits, investigate speaking opportunities and consider sponsorship opportunities

Flexibility component: Reduce the possibility of sales injury and market muscle soreness with a flexible and timely lead-management plan. Make your sales representatives accountable for leads given to them, and then measure your results.

Conclusion
No matter what your fitness level is or what your exhibiting goals, your company will look and feel better when you regularly participate in an exhibiting workout program. To be successful, you must incorporate it into your daily marketing strategy.

Written by Susan Friedmann, CSP (Certified Speaking Professional), The Tradeshow Coach, Lake Placid, NY, speaker, author and consultant who works with exhibitors, show organizers and meeting planners to create more valuable results from their events nationally and internationally.
Website: www.thetradeshowcoach.com
Author “Meeting & Event Planning for Dummies” and many other titles.