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While preparing to attend a trade show, consider these 10 key questions to ask before exhibiting:

1. Why am I participating in this show? There really has to be a why. It can serve as a launching pad for new products or concepts, a way to build up your brand and distribution, a means of nurturing relationships or even a place to position your company for sale.

Once you nail down a clear motive that aligns with your business strategy, reach out to customers and find out if they are attending and if the show fits their timing and needs.

2. Am I organized for the show? Preparing for a show well in advance can save you both time and money. If you sign up early, you can take advantage of discounted rates. On the other side of the spectrum, if you are disorganized, you may incur additional costs. Planning your trade show booth in advance will always be more cost-effective and result in a more focused booth.

3. How much space will I need? While it’s nice to have a large footprint on a trade show floor, those who can’t afford it shouldn’t worry.

For some, investing in a simple booth presentation and then do everything you can to capture contact information and follow-up with these leads after the show. If you can't have impactful conversations with a single booth space, simply adding more real estate probably isn't the right solution.

4. Does it matter who my neighbors are? Absolutely.

You don’t want to have a small booth next to an extravagant trade show display. This kind of placement can distract potential customers from your message and products. However, some companies like to secure a booth near flashier ones that will likely attract a lot of foot traffic.

5. Should I sponsor events in conjunction with the trade show? Attend trade shows not only as an exhibitor, but also as a sponsor or presenter, as it affords the best opportunity to inform and educate an audience.

6. Who am I targeting at the show? A show might have tens of thousands of attendees but participants need to figure out who specifically they are targeting and how they plan on reeling them in. Some companies get stuck on the number of people who stop by the booth, instead of looking at whether they are qualified buyers of your goods and services.

Are you looking for 1,500 basic leads or 200 well-qualified leads? Are you looking for shallow and wide exposure or narrow and deep? By qualifying the type of people you hope to reach, you can plan your presentation more effectively.

7. How am I going to measure my attendance and presence at the show? In addition to counting leads, it’s important to measure marketing impressions at the show. Just like you can see how many people view an ad in a magazine, you want to know how many people are viewing your trade show booth and other marketing materials like signage on the show floor.

8. Am I familiar with the host city and venue? When you’re planning to exhibit at a show, it’s important to know about the city you’re visiting, as well as the rules and regulations of the convention center, including the associated unions and contractors.

9. Have I backed up my presence through social media? Keeping your customers informed about your company’s activities before, during and after the trade show is crucial. In addition to sending out a press release, you can post tweets about why people should come see you at the show. Possible incentives include a new technology, a prize drawing or a gift for stopping by.

Other relevant social media efforts can include blogging from the show floor, making regular updates on Facebook and posting videos of customers visiting your booth on your website.

10. Do I have a post-show plan? It takes a lot of money to plan and exhibit at a show. Don't let all your effort go to the wayside by not being active after the event is over. In this competitive world, if you don’t respond to leads within two or three days, your competitors will. Have a sound plan for following up with people immediately after the show is over.

For more information on trade show marketing and trade show booths, contact The Exhibit Source.

Entrepreneur Magazine

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Looking for statistical justification that trade shows are a great marketing medium?  Do you need numerical inspiration to guide your trade show program?  Here you go. These statistics will help your business justify and maximize your trade show marketing.

• B2B exhibitions were 39.2% of B2B marketing budgets in 2011, the largest amount of any other marketing channel.  That number has held fairly steady over the past several years, demonstrating the resilience of trade shows.  

• 81% of trade show attendees have buying authority.  Which means more than 4 out of 5 people walking the aisles are potential customers for exhibitors. 

• 78% of trade show attendees travel more than 400 miles to attend an exhibition, which means you are getting a national audience at many trade shows. 

• 99% of marketers said they found unique value from trade shows they did not get from other marketing mediums.   Their 3 most valued aspects of trade shows were:  60% of exhibitors said they value the ability to see lots of prospects and customers at the same time; 51% of exhibitors said they value face-to-face meetings with prospects and customers, and 47% said they value the ability to meet with a variety of players face to face, such as customers, suppliers, resellers, etc.  

• The top 3 goals for exhibitors at trade shows are brand awareness, lead generation, and relationship building. 

• The average attendee spends 8.3 hours viewing trade show exhibits at a show or exhibition.  That gives you plenty of opportunity to connect with your target audience. 

• About 50% of the largest 200 shows in the USA take place in just 3 cities: Las Vegas, Chicago, and Orlando. 

• Average drayage rates have increased 488% from 1982 to 2010.  Average drayage rates have gone from $12.68 per hundredweight in 1982 to $74.54 in 2010 – a 488% increase.  Meanwhile, the % of Exhibit Design on the average budget has gone from 21% of the overall budget in 1982 to only 10% in 2010.  The savings on drayage, (and shipping, storage, I&D, and refurbishing) from modular exhibit systems (that weight 60% less than traditional custom exhibits) and portable displays have helped keep trade shows affordable for many exhibitors.  

• 83% of exhibitors agreed that “Building, expanding brand awareness” is a high-priority marketing-related objective for trade shows.  The next two objectives tied at 63%: “New product promotions, launches” and “Brand awareness reinforcement.” 

• The top 3 sales-related objectives at trade shows are related to relationship management and engagement.  Above all else, exhibitors want to meet with existing customers, key customers, and prospective customers. 

• 67% of all attendees represent a new prospect and potential customer for exhibiting companies.  This means trade shows are always rich in new business targets for you. 

• 45% of attendees visit only one exhibition per year.  So when you exhibit at a show you will find unique prospects there you can’t reach at other trade shows.  

• The #1 reason for attending (not exhibiting) trade shows is to see new products.  92% of trade show attendees say they are looking for new products.  It has been the number one reason to attend for 25 years!  So trade shows are a great place to introduce or feature your newest products.  

• 46% of trade show attendees are in Executive or Upper Management.  That’s a lot of valuable attendees with top titles walking trade shows.  They certainly have authority to make buying decisions!  

• Shanghai, China is going to open a 5 million square foot show hall in 2015.  This means for exhibitors there will be even more potential large shows to exhibit at in China.

• 84% of exhibitors say “High quality of attendees” is the most important factor when deciding whether to exhibit or expand booth size.   Also, 54% say “favorable return-on-investment,” is an important factor when deciding to exhibit or expand booth size, while 50% consider “Positive past performance” and important factor. 

Are you interested in an effective trade show booth? If so, contact The Exhibit Source.

TSNN

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Trade shows can be a great opportunity to get face-to-face time with existing and potential customers, build your brand presence, and express your mission statement. Your mission statement? Yes. What separates you from your competition is in your goods and services and in your mission statement.

The whole objective of a trade show display is to attract the right prospective clients. But, if there are aspects of your mission statement that should get across, you can express them in a trade show exhibit as well. Take going green, for example. If part of your business plan is social responsibility and going green, continue with your green marketing plan in your trade show booth display.

If your marketing efforts involve green marketing or bring your company green, don’t stop with your printed marketing materials. While recycling initiatives in your office, like recycled stationery and recycling bins, you can take your green initiative to the next level. With green trade show booths.

Is your company going green with its marketing efforts?

The Exhibit Source is proud to be New England's exclusive distributor of the full line of environmentally-friendly trade show display products, including modular exhibits, graphics, and accessories. These green trade show displays have the visual impact and durability you need, and they are made from high quality products.

Green trade show exhibits only use materials that are renewable, recycled, and recyclable from bamboo plywood to fabric made of recycled soda bottles.  Green trade show exhibits show your existing and prospective clients that your company is committed to a sustainable environment.

Contact The Exhibit Source for information about “green” trade show exhibits.

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Social media and online technology may be considered the leader in sales and marketing today, but trade shows are enjoying a strong resurgence and generating hundreds of millions dollars in sales.

This surge in trade show attendance is attracting growing marketing budgets from many hundreds of business exhibitors.  Businesses are seeing value in selling their business products face-to-face with target industry customers.

Trade shows are designed to let businesses meet potential customers face-to-face in order to show off their brand, company and their goods and services. In fact, no sensible B2B marketer would argue the conversion rate statistics from selling face-to-face versus a Google ad.

Trade show exhibit companies work with their clients to create strong show brands to build and further grow sales. Every size business can be successful at trade shows. With creative marketing and well-done trade show displays, small businesses can market to customers of any size, including larger corporations.

The Trade Show Bureau claims that the average total cost of closing a sale in the field is $1,080, while the cost of closing a sale to a qualified trade show prospect is $419. Considering that the most common reason to attend a trade show is to generate leads and sales, this is a great metric showing the ROI of an effective trade show exhibit and show presence.

Contact The Exhibit Source for your display needs.

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Every year the Boston area plays host to 100’s of trade shows. Within each of these trade shows there are hundreds, if not thousands of exhibitors. Your business needs to stand out in the crowd. Your trade show exhibit can be big or small, rented or owned, but either way you can stand out if your trade show display is done right.

The right graphics, the right lighting, the right message, and the right amount of interactivity lets your trade show booth, and therefore your business, stand out in the sea of vendors. No matter what type of product or service you are promoting, you need a trade show exhibit that sets your business apart, shows off your brand, and draws potential clients to your booth. Most importantly, your trade show display needs to function flawlessly.

Large-scale graphics that utilize color saturation and clear, clean designs are easy for the eye to see and scan. Table top booths or an exhibit up to 10' high, either way, clear concise graphics with conveying the right message is important to stop potential customers.  Additionally in a trade show booth, you want the look of a custom exhibit with all the practical benefits of a modular product.

Regardless of if your business is  a start-up or a Fortune 500 company, The Exhibit Source is a trade show booth design company that provides a complete selection of event exhibit solutions to fit your budget, your needs, and your goals. From exhibit design, construction, shipping, installation and dismantling, graphic design, and signage are all important factors to consider and talk about when looking for an exhibit solution provider.

For more information, contact the Exhibit Source.

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Big, bold trade show displays that are supposed to ‘wow’ don’t always work. If your business, along with all the competition, are creating massive, interactive, bright and colorful trade show exhibits, then you no longer stand out.

There are no tricks or secrets that will always help your trade show booth stand out from the crowd. Bright works when no one else is bright, flashy works when no one else is flashy, tall works when no one else is tall and low key works when no one else is low key.

But, there is still no guarantee that doing what everyone else is not will work. What you really want is a well-done, captivating trade show exhibit that will get the attention of customers. But how?

Your product will sell itself, so showcase it. A trade show display that emphasizes the product and puts it front and center will attract attention. It is important to show what you offer, showcase the benefits and advantages of your product.

People go to the trade show looking for your product, or for your competitions product. So you need bright, well-done displays, but those trade show displays need to show what you do quickly and concisely. A booth display that quickly shows what you offer will present your case well. If your trade show display is bright and flashy, but the passer-by cannot see what you do or sell quickly, it is all for naught.

Work with a trade show display company, explain what you want to accomplish, what is your goal? Use imagination and use your trade show booth to best show and tell people what you're about with a quick, direct visual presentation.

For more information on trade show displays in Newton, contact The Exhibit Source.

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When you’re running a small business on a tight budget, the high costs of a trade show exhibit can make you think twice and instead consider only cheaper forms of marketing.

Other forms of marketing has its benefits but none compare to trade shows when it comes to pure return on investment, especially exponential return on investment.

From ROI to powerful branding, here are the five biggest benefits that your business could achieve from successful trade show marketing.

1. Establish your brand
While most people think of trade shows as platforms for direct marketing, they’re also a great opportunity to establish your brand. Trade show exhibiting lets you show off your branding to thousands of attendees, giving you valuable name recognition.

In order to establish your brand at a trade show, you’ll need to make sure that your trade show booth is perfectly configured for attracting attention. Use custom roll up banners, interactive displays, and other material to make your exhibit stand out.

2. Connect with prospects
Trade shows are a great opportunity to turn prospects into customers. The cost of exhibiting can often become incredibly low once it’s divided by the number of formerly cool leads you’re able to turn red hot.

3. Increase client/customer spending
It’s much easier to encourage an existing customer or client to spend more than it is to convert a new one. By using trade shows as an opportunity to connect with your existing customers, you can work out their problems and propose useful solutions.

Schedule meetings with your current customers and clients, and use each meeting as an opportunity to learn about their needs and position your business as a potential solution.

4. Meet new vendors
Most businesses think of trade shows as an opportunity to expand their customer or client base. Others, however, think of trade shows as an opportunity to expand both their sales base and their supply chain.

If your sales team is taking care of prospects and existing customers, spend some of your time browsing the trade show floor looking for new vendors, service providers, and even lucrative recruiting sources.

5. Expand your industry knowledge
Trade shows that have live presentations and seminars are great places to expand your knowledge of your industry. Visit a seminar and expand your industry knowledge while your sales team takes care of customer acquisition.

From new marketing tactics to brand new technology, trade show presentations are often where big companies announce their latest technology, their smartest strategies, and their most lucrative promotions.

For more information on trade show booths in Newton, contact The Exhibit Source.

Real Business

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Trade shows should be a measurable marketing investment. But planning and goal setting is critical to generating a positive ROI from your trade show investment.

There are many reasons that a company will attend a trade show, mainly generating new business leads, promoting a new product or service, thought leadership, and professional development for team members. A company can accomplish all of this when they approach their trade show activities the right way.

Many factors go into getting a positive ROI from your trade show investment. The most obvious metric to look at of course is whether you generated any new business from your presence at the show.

The following tips can apply to any event a company is either attending or hosting. Preparation and planning is the key. Here’s how.

Choose the right trade show and send the right people. This is the first step in your goal setting process. Figure out why your presence at any given trade show is important. If the purpose to attend is for professional development, then send the key team members that will get the most out of it, and then they can teach others. If the purpose is to generate new business, do your research on the general demographic of attendees. If a large majority of attendees are from companies that could become customers or strategic partners then that is where your focus should be.

Follow the 7 P’s. The military saying– proper prior planning prevents piss poor performance is the best way to tackle a trade show, spend a good month planning your method of attack. All trade shows are different, but usually with various levels of sponsorship come certain perks such as the attendee list (GOLD), whitepaper submission, branding at the conference, and often a speaking role. Take advantage of all of them. You’re paying for it anyway. Once you have the attendee list, have a team go through the list and identify good potential customers and make a list for outreach.

Set up meetings and events in advanced. The purpose for outreach of course is to set up meetings. If your plan is to pay a ton of money to sit at a booth, or walk the trade show floor, don’t bother going. Schedule dinners and invite a handful of potential clients. Plan a cocktail reception in a hotel suite and give a small presentation.  

Have a team member speak at the show. This is one of the most important ways to really stand out at a trade show. This shows that your presence has been vetted by the event planning committee in charge of the trade show and of course that you are a thought leader in your space. Nothing builds trust faster than teaching something of value without asking for anything in return.

Give something away of actual value. Whether or not you are investing in a trade show booth, if you plan to give something away, give something away of value that will get their attention.

Build relationships, don’t sell. If you are going to invest the time and energy to attend, send your relationship builders. The trade show, reception, or after you speak is not where you will close a deal. Work towards scheduling a follow up meeting for as soon as possible while the trade show buzz is still in the air.

Do proper marketing before and AFTER the show.  If you are investing the time and money, make sure you plan accordingly. Prepare some content about your presence at the upcoming trade show and host it on your site. Use all of your social channels and schedule various announcements as the trade show or conference nears. Use these social channels during the trade show. Have someone there taking pics and video that you can use for marketing purposes later.

These are tips for tackling a trade show the right way in order to measure a successful outcome. Be sure to keep track of event success so you can make any needed strategy adjustments along the way. For more information contact The Exhibit Source.

Forbes

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Most businesses know that trade shows can really boost your business. They are the perfect way to get your brand in front of people who otherwise might not have found you. Trade show attendance is still going strong.

According to a study, the internet has actually helped boost trade show attendance by around 30% among younger professionals. The reason: Attendees want to have that face-to-face connection with businesses they're considering purchasing from.

So how can you best position your brand to garner some of that attention?

Choose the Right Show

Nothing is worse than paying for a trade show exhibit and expensive space at a trade show and then finding that your product or brand really doesn't fit with the overall atmosphere or theme of the show.

Take the time learn about the trade show before purchasing booth space. Determine whether or not your price is in line with other products at the show, what sort of atmosphere surrounds the show, and get a feel for what type of attendees the show attracts. This bit of homework can save you a lot of time and money.

Show Your Personality

Think back on the last trade show you attended. What was the most memorable trade show exhibit for you -- the one that just showed a display of the company's products and handed out some literature? Or the one that was interactive, charismatic and made people feel welcome.

Being outgoing and friendly is one of the more crucial parts of getting your booth noticed at a show. Make an effort to greet people passing by, strike up a conversation with them, and ask questions. Try to find out which of your prospect's problems your product could solve, then tell them about it.

And don't forget to exchange contact information or give the visitor your brochure or promo gift so they won't forget you as soon as they walk away.

Bring Along Promo Gifts

A promo gift that fits in with your product's theme and is branded with your logo and contact information is an invaluable tool at any trade show.

For best results, make your promo item something useful that relates to your company and printed with your information.

If it provides some sort of added value to the visitor, they’re more likely to hold onto it instead of throwing it in the trash once the show's over.

Design Your Space

A visually appealing trade show booth will draw in more visitors, and it doesn't have to cost you a fortune. All of your printed items should be of high quality.

Try using a banner stand or two next to a tabletop booth display of your product, brochures, and other materials. Banner stands are one of the more affordable display options at most trade shows.

Of course, if you have the budget for it, a fancy booth can be a great draw too -- but it's not a necessity for making your show appearance successful.

Trade shows can be a great source of prospects for small businesses, as long as you plan ahead.

For more information on trade show booths, contact The Exhibit Source.

Business Review

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Trade shows are a great way to but your business in front of thousands of people in a short amount of time. Putting together a trade show booth can be one of the most difficult and important things you do, especially if your business is new to trade shows.

Here are some tips to help you plan, design, and create an effective trade show booth.

Start with a plan

There are many different trade show booth options to choose from. You need to begin the process with a plan or you will spend a lot of money on a less effective booth display.

That's why you need to start with a plan. Begin by asking yourself a few questions:

1. What is the purpose of the trade show booth?
Are you trying to get new leads, pass out information about products or services, demo a product?

2. Based on the purpose of the trade show display, what functional needs do you have?

• Do you need to be able to sit down and talk to prospective clients for an extended period of time?
• Do you need an area where you can show a product?
• Do you need a stage to present information to a large group?
• Do you need to display brochures or product information?

3. What technical specifications do you need?

• Do you need power/electricity?
• Do you need a way to display a video or other, similar materials?
• Do you need additional security to protect special equipment from being stolen or damaged?

4. Are there any other considerations you need to plan for?

• Do you need a booth that can easily be assembled and disassembled by one person?
• Does it need to meet specific weight considerations for shipping?
• Do you need to be able to redesign it for different tradeshows or uses?

Consider appearance

Many companies design trade show booths to be an experience, creating a space that is aesthetically pleasing, noticeable, and inviting. Many companies today trend toward custom booth designs.

Consider the traffic flow of your booth, and design it in a way that invites people in but doesn't create traffic jams or make it uncomfortable to stand or sit inside the booth. If you have displays or other product demos, be sure there is adequate room for people to sit or stand to watch the demos.

In addition, look at all the lighting needs for your displays or demos.

Create the design

Now that you know exactly what you need, you can choose the display that works best for you.

Whether you need a tabletop model, a floor model, or a modular design, keep the graphics simple and easy to read: Include branding that helps identify your company, such as a logo, company name, and tagline.

You can also include some basic information about your products or services, but only if it can be easily displayed without looking cluttered. Make sure photos are colorful, inviting, and appropriate for the message you need to convey.

Work closely with the design company

If possible, choose a booth design company that is in your local area. Online-based display-booth companies may offer slightly better prices, but with a local company you can visit a showroom and to work with the company more easily to create your booth.

Putting together the right trade show booth can help you bring in new customers, display your product to a large audience, and develop sales leads that generate business for your company.

If you are going to spend the time and money to do a tradeshow, it's worth your effort to develop a high-quality booth display.

For more information, contact The Exhibit Source in Newton.

www.marketingprofs.com

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