But how do you know what show is right for you? Here’s a hint: It’s not necessarily the one with the largest ads in the trades or the one that is offering deep-discount exhibit space. Instead, ask yourself these ten questions about the shows you’re considering, and you’ll soon discover which are right for you.
1. How well does this show fit our marketing needs?
This is the paramount question. Exhibiting at a show must clearly fit into your marketing strategy. Whether you are planning to launch a new product, expand into a new geographical region, or reach out to reinforce existing consumer relationships, every show should have a well-defined goal that is an integral part of your marketing plan.
2. When is the show?
Show timing is crucial. Not only should an event be convenient for you and your staff, it should not be in conflict with other major industry shows or events. While there is a seemingly endless supply of competitors out there, there is only a limited amount of customers. They have to pick and choose what shows they’ll want to attend. Don’t undermine your chances by exhibiting at a small show that conflicts with the larger event that ‘everybody’ goes to.
3. Where is the show?
Location is everything. Some events purposely locate at destination locations such as Las Vegas or Orlando to entice attendees. There is some validity to this strategy, although you want to watch against the tendency to attend a show because of the amenities nearby. You’re sending a team to sell your products and services, not to visit SeaWorld or gamble the night away.
4. Who comes to this show?
A show must attract your target audience. Use attendance data from previous shows to determine what percentage of attendees are likely to be interested in your products and services AND are from your major service areas. It’s no good presenting your products to an audience that you can’t sell to.
5. Who else will be there?
You will want to know which and how many of your competitors will be exhibiting at a particular show. Remember, you need to be visible to be memorable! If you are not in front of the public, and your competitors are, the public will remember your competitors and not you. However, a savvy marketing strategy might be to exhibit at a show that attracts your target audience but is outside of your immediate industry.
6. How successful is the show?
While individual success is the responsibility of each exhibitor, there is a great deal that show management can do to ensure a high quality show. Discover what organizers do to promote the show, and take a look at previous shows. Ask for a list of previous exhibitors to contact about the show and ask them for their thoughts. Would they exhibit again?
7. Has someone from my organization actually visited this show?
A first-hand perspective from someone who fully understands your marketing goals and objectives can be an invaluable tool. Do they think the show is a good fit? Ask them about show logistics. Did things appear seamless, or were there some rough edges?
8. How much does the show cost?
Participating in a show can be expensive. Make your decision only after looking at some real life figures. Add in every expense affiliated with the show, not just registration fees. How much will it cost for items such as signage, graphics, literature, travel, lodging, meals, giveaway items, etc? And, don’t forget to calculate your indirect expenses – your people’s time away from the office.
9. What kind of help will we get?
Ask show organizers about promotional assistance. Are there sponsorship opportunities to raise your company’s profile at the event? What types of media are being invited? Also, ask for audience quality information before you decide. Are the attendees the type of attendees you want to meet?
10. What return on investment can be expected from this show?
Return on investment will in part depend on what your goals are for any given show. If you are concentrating solely on lead generation, and do not plan to be doing any selling at the show, return on investment will appear to be lower. It may take several weeks, months and even years for those leads to generate sales. However, with that in mind, set a benchmark ROI, or ROO (return on objectives) that your company would like to achieve from participating in the show. Does this mesh with reasonable projections?
1. Identify Where The Show Fits In Your Marketing Strategy
Every show has a purpose. Do you want to introduce a new product to a new market? Increase existing services in an existing market? Increase your visibility in a new geographical region? Reinforce existing customer relationships? Knowing what you want to achieve at any given show is vital to your success.
2. Decide Which Products To Focus On
Your company may produce dozens, even hundreds of different products. Obviously, you can’t showcase all these items at a trade show. Attendees would be overwhelmed. Instead, with one eye on your marketing strategy, select those products that need to take center stage. Remember that 70% of people attending shows are looking for something NEW!
3. Identify Your Target Audience
Ideally, every show would be attended solely by consumers desperate to buy your products and services. However, things don’t always work that way. Determine who the decision makers are in your industry, and exhibit at the shows they attend. You want to spend your time talking with the people who have the power to make purchasing decisions.
4. Identify Your Exhibit Objectives
Clearly explain to your booth staff what goals you expect them to meet during the show. Make these goals quantifiable. Examples could be number of leads generated, target sales figures, gathering marketing intelligence or educating your target audience.
5. Write an Exhibiting Plan
Writing out an exhibiting plan not only clearly deliniates what needs to be done before, during and after the show, what your exhibit team need to do, and a timetable. Include every step of the show in the written plan, leaving nothing out. Re-reading this plan will allow you to identify any items you’ve overlooked.
6. Establish an Exhibiting Budget
An exhibiting budget should include every item needed for show participation. Beyond registration and space rental fees, include charges for show services and transportation. Add in the cost of your exhibit design, signage, graphic, and display materials as well as advertising, promotion and special activities. And, finally, don’t forget your exhibit team’s travel, accommodation and meal expenses.
7. Reserve Your Booth Space
Prime real estate go fast! To get the booth space you want, remember to reserve early. Avoid ‘discounted’ spaces in out of the way aisles or near the bathroom. The savings realized won’t balance out all the attendees who never get near your booth – or worse, who go by in a big hurry with other things on their mind!
8. Pay Deposits
Check in with the accounting department to make sure deposits are paid on time. This often-overlooked item can cause all kinds of headaches, not to mention high late-payment charges.
9. Ensure Booth Design Meets Objectives
There are no one-size-fits-all displays. Make sure your design meshes with your marketing plan, helping to support current objectives while maintaining your corporate image. Booth layout is vital. Make sure it contains all the needed elements, including a ‘quiet’ place to talk with hot prospects.
10. Assess Your Current Exhibit
Give your current exhibit a critical once-over. Does it still look sharp and engaging, or is it tired, faded, and worn? Signage and graphics sometimes travel around the globe several times in a year – and they don’t always look better for it. Check flooring material for wear and tear as well as your other displays.
11. Purchase New Items as Needed
Order new graphics and signage as far in advance as possible. This way, if there are any mistakes, you’ll have time to make necessary corrections. Additionally, allowing yourself extra time gives you the room to negotiate for the best deals. As you replace worn items, make sure the old ones are disposed off – you wouldn’t want your booth staff setting up last year’s signage by mistake.
12. Order Show Services
Show services should be ordered in advance. These can include electricity, signage, audio/visual equipment, booth cleaning services, plants and flowers, telephone and computer hookups, waste removal, and furniture. You’ll be sure to get everything you need, and enjoy a substantial savings over those who wait for the last minute to order these items.
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James Coakes
Reed Employment made a survey of their clients and compiled a report called Motivating People at Work. This revealed that social events that were both organised and paid for by employers have risen by 31 percent. This included team building days for departments and fun days open to the whole company and their families. There is no doubt that this trend has continued over the course of this year with most event management companies reporting bumper years.
The increase in popularity of these events has risen as companies have become more concerned about the so called Work / Life Balance. Work is perceived more and more as a social activity. People spend the best part of the daytime element of their week at work and more people than ever before count their work colleagues within their main group of friends.
Dr Cliff Arnall of the University of Cardiff recently declared that Friday 24th June is the ‘happiest day of the year’. The seasonal disorders specialist devised a formula which measures good mood using increased outdoor activity, high energy levels and more sunlight. The formula he devised was:-
O + (N x S) +Cpm/T + He
In this formula O stands for being outdoors, N is for nature, s for social interaction, Cpm for memories of childhood summers and general positive memories, T stands for temperature and He is for holidays and time off work.
Could this same equation explain the success of outdoor events and why managers are increasingly turning towards events to motivate and reward their workforce?
Find out more about outdoor events for companies at www.teambuilding.co.uk
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James Coakes
Many people associate alcohol with relaxation and fun, so it is an important ingredient for a successful event. However, it can be a problem and too much alcohol can cause a great deal of trouble.
Obviously alcohol and outdoor activities do not mix, particularly motorised and shooting events. All insurers insist on a policy of no alcohol at all before or during any events. It is impossible to police a situation where people are allowed ‘one or two’ so usually soft drinks and hot drinks are provided during events. When activities have finished then teams typically head off for a barbecue or meal and then drinks.
Consumption of alcohol can be a problem on events and it is those drinking sessions which continue on into the early hours which are better avoided. If you have exclusive use of a bar area ask the hotel to close it at a sensible time, say 11 p.m. If you don’t have exclusive use then you can ask the hotel to set up a separate area which you can control and say that drinks purchased in other public bars must not be charged to the company account. This way you can also restrict drinks to wine and beer and steer away from spirits. This will encourage delegates to get to bed early and have a good night’s sleep. If having a drink is important in your company culture then have a longer night on a Friday after a conference so that people can make their way home on Saturday morning complete with hangover. To start a conference in a fresh state of mind choose a country house hotel with access to good walking territory and have a team building walk after breakfast. Often teams start a conference after a large breakfast having not left the centrally heated environment of the hotel building; not the best way to get yourself going. You might arrange a light hearted aerobic session before an event; nothing too strenuous, primarily fun but out in the open and designed to get the blood flowing to the brain. Light stretching exercises are an excellent way to start a conference and the fun is ice breaking.
This point made in the majority of organisations will be perceived as a professional approach to a potential problem that most people do recognise. The delegates will thank you for any controls you put in place the next morning.
For more information on team building events visit www.teambuilding.co.uk
Where to Stage Your Event – The Venue
One of the most important factors in determining the success of your event is the venue – this factor alone can literally make or break the whole event.
Conference venues get the major part of their business from total event management companies, rather than directly from clients - that’s how it works. Most event management companies and conference organisers offer a free venue finding service, whereby they are able to negotiate effective rates for clients because they book volume and repeat business. Tell them what you need and they should be able to come back to you with some ideas on their corporate events and incentive packages which should be tailor-made and designed to suit your requirements and your budget.
As with any industry, there are companies servicing all sectors of the marketplace and as a general rule, price and quality are closely linked. When comparing prices you will see that there are a considerable variety from one company to another and in our experience the reason for this is quite simple: There are no global brand names in the event entertainment industry and so it is not possible to instantly sort out the good from the bad. In order to do this we would strongly recommend you look around at different companies, study any literature they produce, speak to them, establish their track record, take client testimonials and see what’s being offered (i.e is it on a like for like basis) and from there base your decision on the impressions formed.
Another big question to bear in mind when seeking a corporate event organiser is “Are there likely to be hidden extras?” This will vary from company to company. Some will automatically include travel, accommodation etc (these are the most common ‘extras’) while others may not mention it until quizzed. As ever, make sure you are comparing like for like. The more information you can provide to the events organiser, the easier it is for their event management team to prepare a quote. We at Knights Templar Events try very hard to avoid surprise ‘extras’ as we appreciate how annoying they can be. However, if your requirements change then it is perfectly reasonable for your event management company to revise the price and the event proposal / package.
The key to managing any successful corporate event is by simply Planning and Organizing, nothing more. Of course it does help if you have a bit of experience in both these departments as well!
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Mandy Chagger
A large part of what makes a meeting successful occurs in the preparation phase. Although it may vary by committee, department or unit, there are seven key responsibilities expected of chairs or team leaders before a meeting takes place. Each is explained in detail below.
1. Clarify purpose and aims. A clearly stated purpose or aim describes the key decisions that must be made or actions that must occur at the meeting. The purpose of a meeting should be stated at the top of the meeting agenda. Some example purpose statements might look something like:
• Share best practices in graduate recruitment and identify opportunities to recruit collaboratively
• Identify priority goals for next year
• Examine and update admission criteria
• Decide how to get feedback from faculty, staff and students
Everything else on the agenda including topics, times, and presenters are the activities that, taken together, will accomplish the aims. A weekly or monthly staff meeting may not require meeting aims beyond the agenda items.
2. Create an agenda. An agenda is a framework that guides and supports the meeting. Agendas are like roadmaps, blueprints, flight plans, and recipes. An agenda helps focus the group’s work toward achieving desired outcomes. Good agenda items provide focus and structure for a meeting. Some example agenda items might look something like:
• Report on fall enrollments
• Identify members for ad hoc space committee
• Generate list of possible solutions for the xyz problem with pros and cons of each
3. Schedule the meeting. Scheduling a meeting involves much more than just making a list of attendees. It requires identifying key people who must attend and either finding times that work for them or notifying them of the meeting’s time and location. Once an optimal date and time are agreed upon, a meeting location can be selected. (Choice meeting locations sometimes dictate meeting dates.) Other scheduling activities might include some of the following:
• Create a scheduling grid
• Create an electronic mailing list at the start
• Keep a sample E-mail handy to use as a double-check
• Draft the final meeting notification early on, with date, time and location added later.
4. Post and send out agenda. An agenda should be sent to participants ahead of time to help them prepare to participate. There are legal requirements for posting meeting notices.
5. Circulate supporting information. You should always circulate supporting materials to participants in advance of the meeting. However, deciding how much information to send in advance can present a conundrum. Some people won’t look at anything prior to the meeting and some will conscientiously read all the supporting information they can.
6. Make room arrangements. Ensure that room arrangements (including refreshments) are made. Room arrangements can make a big difference in how well a meeting goes or doesn’t go. Most important is that participants can see and hear each other. Although a “U” shape arrangement or open square is ideal for smaller groups of 20 or less, it is not usually a good choice for larger groups. The yawning hole in the middle makes communication difficult. A herring bone arrangement of tables is usually better for these larger groups. Room Arrangements for a Successful Meeting An important role for a committee chair or facilitator is to ensure that everyone present has the opportunity to participate in the deliberations. This means being able to see and hear each other. Some room arrangements facilitate communication and interaction more than others. For small groups, a “U” shape or open square arrangement is ideal - everyone can see everyone else and the shape by itself suggests interaction and equal participation.
Those same shapes, however, can be deadly when groups get over 20 or so. Suddenly the huge empty space in the middle yawns. Each side of the “U” or square becomes so long that people are actually quite far from each other, making it difficult to hear and see others. Ironically, the same shape that creates such a warm atmosphere for small groups becomes counter-productive for larger groups For groups over 20, consider a herringbone arrangement of tables and chairs with 4 or 5 people at each. These arrangements enable people to easily see and interact with others, not only at their own table, but at the tables around them as well. Have as many tables as are required so that no one must sit at an uncomfortable angle to see what is happening at the front. Committee decisions often benefit by some small group discussion before the group as a whole makes a decision. Consider in advance whether separate breakout rooms are needed. If the room is large, participants can spread out by moving their chairs to various corners. If there is not room to spread out, the noise level can make it almost impossible for the groups to accomplish their work.
This noise level is particularly uncomfortable for participants with hearing aids. Ironically, the same shape that creates such a warm atmosphere for small groups becomes counter-productive for larger groups. Breakout space doesn’t necessarily need to be another formal meeting room. In thinking of alternatives, consider having groups go outside to work, weather-permitting. There may be lounge areas or a lobby to which small groups could go for their working session. At one memorable meeting, a small group met in the lounge adjoining the ladies room! The point is to consider ahead of time what kind of space is required for the work to be done.
7. Arrange for a recorder. The recorder takes notes on paper, laptop or on flip charts. Meeting notes should be distributed as soon after the meeting as possible. The longer the lag, the less confidence the members have that their investment will result in action. For groups that meet regularly, the recorder is responsible for keeping previous meeting notes and agendas in one place where they can be referenced later such as from a notebook or shared network drive, etc.
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Mandy Chagger
A large part of what makes a meeting successful occurs in the preparation phase. Although it may vary by committee, department or unit, there are seven key responsibilities expected of chairs or team leaders before a meeting takes place. Each is explained in detail below.
1. Clarify purpose and aims. A clearly stated purpose or aim describes the key decisions that must be made or actions that must occur at the meeting. The purpose of a meeting should be stated at the top of the meeting agenda. Some example purpose statements might look something like:
• Share best practices in graduate recruitment and identify opportunities to recruit collaboratively
• Identify priority goals for next year
• Examine and update admission criteria
• Decide how to get feedback from faculty, staff and students
Everything else on the agenda including topics, times, and presenters are the activities that, taken together, will accomplish the aims. A weekly or monthly staff meeting may not require meeting aims beyond the agenda items.
2. Create an agenda. An agenda is a framework that guides and supports the meeting. Agendas are like roadmaps, blueprints, flight plans, and recipes. An agenda helps focus the group’s work toward achieving desired outcomes. Good agenda items provide focus and structure for a meeting. Some example agenda items might look something like:
• Report on fall enrollments
• Identify members for ad hoc space committee
• Generate list of possible solutions for the xyz problem with pros and cons of each
3. Schedule the meeting. Scheduling a meeting involves much more than just making a list of attendees. It requires identifying key people who must attend and either finding times that work for them or notifying them of the meeting’s time and location. Once an optimal date and time are agreed upon, a meeting location can be selected. (Choice meeting locations sometimes dictate meeting dates.) Other scheduling activities might include some of the following:
• Create a scheduling grid
• Create an electronic mailing list at the start
• Keep a sample E-mail handy to use as a double-check
• Draft the final meeting notification early on, with date, time and location added later.
4. Post and send out agenda. An agenda should be sent to participants ahead of time to help them prepare to participate. There are legal requirements for posting meeting notices.
5. Circulate supporting information. You should always circulate supporting materials to participants in advance of the meeting. However, deciding how much information to send in advance can present a conundrum. Some people won’t look at anything prior to the meeting and some will conscientiously read all the supporting information they can.
6. Make room arrangements. Ensure that room arrangements (including refreshments) are made. Room arrangements can make a big difference in how well a meeting goes or doesn’t go. Most important is that participants can see and hear each other. Although a “U” shape arrangement or open square is ideal for smaller groups of 20 or less, it is not usually a good choice for larger groups. The yawning hole in the middle makes communication difficult. A herring bone arrangement of tables is usually better for these larger groups. Room Arrangements for a Successful Meeting An important role for a committee chair or facilitator is to ensure that everyone present has the opportunity to participate in the deliberations. This means being able to see and hear each other. Some room arrangements facilitate communication and interaction more than others. For small groups, a “U” shape or open square arrangement is ideal - everyone can see everyone else and the shape by itself suggests interaction and equal participation.
Those same shapes, however, can be deadly when groups get over 20 or so. Suddenly the huge empty space in the middle yawns. Each side of the “U” or square becomes so long that people are actually quite far from each other, making it difficult to hear and see others. Ironically, the same shape that creates such a warm atmosphere for small groups becomes counter-productive for larger groups For groups over 20, consider a herringbone arrangement of tables and chairs with 4 or 5 people at each. These arrangements enable people to easily see and interact with others, not only at their own table, but at the tables around them as well. Have as many tables as are required so that no one must sit at an uncomfortable angle to see what is happening at the front. Committee decisions often benefit by some small group discussion before the group as a whole makes a decision. Consider in advance whether separate breakout rooms are needed. If the room is large, participants can spread out by moving their chairs to various corners. If there is not room to spread out, the noise level can make it almost impossible for the groups to accomplish their work.
This noise level is particularly uncomfortable for participants with hearing aids. Ironically, the same shape that creates such a warm atmosphere for small groups becomes counter-productive for larger groups. Breakout space doesn’t necessarily need to be another formal meeting room. In thinking of alternatives, consider having groups go outside to work, weather-permitting. There may be lounge areas or a lobby to which small groups could go for their working session. At one memorable meeting, a small group met in the lounge adjoining the ladies room! The point is to consider ahead of time what kind of space is required for the work to be done.
7. Arrange for a recorder. The recorder takes notes on paper, laptop or on flip charts. Meeting notes should be distributed as soon after the meeting as possible. The longer the lag, the less confidence the members have that their investment will result in action. For groups that meet regularly, the recorder is responsible for keeping previous meeting notes and agendas in one place where they can be referenced later such as from a notebook or shared network drive, etc.