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The most common reason trade show exhibitors don’t get their ROI from their investment in trade shows is that they lack a comprehensive game plan to give them the best chance for success. In fact, many don’t have a game plan at all – they simply wing it, hoping their brand, booth, new product, booth model or some other gimmick will get them the attention they (think they) rightly deserve.
Some even expect show managers to deliver traffic for them. After all, they paid for the booth space, it’s not THEIR job to attract buyers…is it?
If you’re in that camp, think about it like this – a trade show is in some ways like a day out on the lake fishing. The show promoter’s job is to make sure the lake is stocked with fish. The exhibitors job is to decide if he wants to fish from shore or on a boat, what tackle and bait to use, and who he wants to bring with him.
If you show up at the lake with no rod, no tackle and no bait, exactly how many fish would you expect to catch? Sure, you could rent a boat and equipment, but you’ll probably pay more for it than you would have elsewhere and likely not have the right equipment for the job.
Same goes for success at trade shows.
Some critical elements to consider when doing your trade show planning;
Establish measurable goals. Are you there to take sales orders? If so, how much? Generate business leads? How many? These questions will help you determine your booth design, marketing collateral, and staffing requirements.
Create a checklist. Include both items to bring with you, and action items that need to happen before, during and after the show. The list should be comprehensive enough that an outsider can come in and execute the plan if need be.
Develop a staffing plan. Determine how many people you need in the booth and whether you can use temporary help to offset the costs of travel. Have a schedule of assignments, including breaks, for each hour of the show.
Rehearse. If you’ve got a new booth display, set it up in your building BEFORE you get the the show floor. You may want to document to assembly if your display company hasn’t already done it for you. Place your literature, products, furniture and staff in the booth and make sure you have an appropriate layout. BE SURE TO TELL YOUR STAFF NOT TO SIT DOWN, CROSS THEIR ARMS, CHAT WITH EACH OTHER, or do anything else to dissuade potential customers from engaging with you.
Start early. Most trade show attendees plan their schedules well before the arrive on the show floor. That means that if you’re not on their list before they get there, you’ve got to compete with all the other exhibitors for their time and attention. Get the registration list from the show promoter and invite people to come see your new product in your booth. Don’t forget to invite your current customers as well.
Follow-through. As amazing as it sounds, most exhibitors never follow-up with the leads they get from trade shows. They get lost, tossed in a drawer, whatever the case may be…most attendees never hear back from them. Assign the task of making phone calls to your leads starting the day you return to the office and be sure to get a call report on each.
If you take these items into consideration when you do your trade show planning, you’ll be ahead of most of your competition.
Many years ago there was a trade show called COMDEX. It stood for “computer dealer’s exhibit”. It quickly became one of the most well attended shows worldwide due to all of the technology that was coming out during the tech boom in the 80’s and 90’s. The appeal was to see what the latest in technology was and how it applied to everyday life. Most people could not afford the technologies that they found at the trade show exhibit, but they would go to the show anyway just to be blown away by what they found. Over the years COMDEX lost ground and ultimately went into bankruptcy.
Most technology is not found in computers any longer, but in consumer electronics. The “consumer electronics show” has now become what the old COMDEX use to be. It is very well attended by some of the largest companies in the world, especially technology companies such as Microsoft and Apple. I was able to attend last year and was able to see many of the products that came out. The larger companies seemed to have space where the event booth design event display would be very overwhelming. One such company was Bose. They had a booth that included an extremely sophisticated theater. People were lined up down the hallway to experience the acoustics inside the theater.
I remember thinking as I waited outside that it must not be very loud on the inside because I couldn’t hear it very well while I waited on the other side of the wall. Eventually, it was my turn to sit inside the theater and watch a movie about some of their products. I have to admit the sound was incredible and it was extremely loud. Or at least it seemed to be. As I walked back out amongst the show floor I couldn’t believe that nobody was hearing what was going on inside the theater. I didn’t understand the technology behind it, but it was an amazing experience. Other companies such as LG had some pretty amazing things as well.
One was a robot vacuum cleaner. The robot was so smart that it would memorize the room size and shape only after the first cleaning. It would sort of feel its way around the room the first time while keeping track of where it could go and where it should not go. Once it had the room memorized it would take a completely different route from then on so that it would maximize the time that it took to vacuum the entire room. It memorized the map of the room and afterwards optimized it.
This type of exhibit takes up a larger area than most which makes the event display design so important. Companies get charged by every square foot they need so they need to make sure the space is optimized and useful. Especially when there needs to be plenty of room for the foot traffic they need as well. If nobody can get into a particular trade show booth because of lack of room, the company will miss out on valuable customers.
If your company is going to put in the time and financial investment of making appearances at trade shows, it could be worth the investment of creating a custom trade show exhibit to give your company an extra push forward in it’s mission to gain more attention. Many trade shows are on the smaller scale and only provide or allow smaller stands that are only customizable by adding signs or banners.
While these trade shows can be great for smaller companies or companies who are new to the trade show circuit, the larger trade shows have a whole different set of strengths that are more in line with the wants and desires or larger or more experienced companies. The larger trade shows are usually more expensive to sign up but can also result in better exposure to some of the most important people in your industry. If your company is going to go ahead and pay the extra money and invest the extra time required for a presence at a larger trade show, you might as well go all out and not waste your money by signing up and then being shadowed by other companies.
One good way to make sure your company can get enough attention at a larger trade show is to hire a professional trade show exhibit designer and builder. Hiring a professional can help you get an insight into the best-designed and most successful trade show exhibits for any particular industry. These exhibits are usually quite large and flashy which is in most cases the best way to attract attention. The best part of hiring a professional trade show exhibit company is the creativity they can bring to the table. Everyone knows that being creative is a huge plus in most ventures but it is easier said than done to actually be creative and come up with a good idea. Especially if your company does not have a great and creative marketing team, you can easily get the best results from a group of people who base their entire profession on being creative in the particular setting of trade show booths. By hiring a professional team your company is able to rely on the professionals and not take away any efforts of the people working within your company who already have their own projects to work on.
Custom trade show exhibits have a number of different options all of which are quite customizable to fit your specific needs. The exhibits can be made from any number of different materials and can incorporate hard wall panels to give the exhibit a feeling of having different rooms or areas. If you have a few different aspects of your company or different products you want to advertise having a number of different rooms can help organize all of the information you are trying to get across and make it easier to digest. Other customizable options include interactive exhibits, which are always a popular option. Anything that will stand out from other exhibits will be the most effective way to gain the attention you are looking for from your trade show experience.