Tradeshow Marketing Success - Westwood, MA

- Monday, November 25, 2013

If you are going to partake in trade show marketing, then understand your market, analyze it constantly and then act on what you’ve learned. These are the lessons learned at trade shows.

Don’t just send out a million e-mails and hope to get three registrations.

Instead, use the information you have available to you to decide on the best possible marketing plan, then monitor and tweak it as you get closer to your event.

Here are some of the takeaways from the trade show marketing industry:

  • When you deliver messages to your potential audience, with your trade show exhibit and your marketing materials, make them meaningful.
  • Do everything you can to understand your market: Read all the pertinent industry publications, join online communities, attend competing events, ask questions, talk to exhibitors and survey past attendees.
  • Take the time to build a marketing plan. Create an action calendar that begins almost as soon as the last show ends with a checklist of things that have to be done, deadlines attached to each one and a project manager for each task.
  • Put everything you want and hope for into the plan, then scale it back in line with the budget and resources you know you will have available. Anybody can be a good marketer when they have a lot of money. The trick is to be good when you don’t have an unlimited budget.
  • After you have a plan, reassess it constantly throughout implementation: Know which e-mails are being read, watch tracking codes and notice when people abandon the online registration system.
  • Frequently (maybe every week) apply the “gut check”: Take a step back and see how you’re performing against where you want to be. “If your numbers aren’t there, you’ve got to start putting new things in.
  • Analyze last year’s registration reports and see what they tell you about what you should do this year.
  • Build your registration system by “channeling your inner consumer marketer”: Put the highest-priced packages at the front and the add-ons at the end.

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

Expo News

Trade Show Displays can Incorporate the Season – Westwood, MA

- Monday, November 18, 2013

Trade show displays give you a presence at trade shows and similar events, but it can be difficult to differentiate yourself from all of the other businesses. One of the best ways is to incorporate the season or nearby holiday into your display. Not only will this make people gravitate towards your trade show exhibit, but it also ensures that you have different designs so that your display doesn't get old. Here are a few ways to creatively add the season or holiday into your trade show exhibit.


Sometimes just adding the right colors into your booth display or table covering can give you a seasonal look. Every season and holiday has its colors. Fall has orange and dark reds, winter has white and summer typically has blues and yellows. Instead of using your regular colors for your display, switch over to a seasonal color.


This is an easy way to incorporate seasons and holidays into your trade show display. Add a few graphics that reflect the next holiday. For example, add some Santa Claus hats or pumpkins for Christmas or Halloween. You can add these into your overall printing and display, or you can change your logo for the season.

Use the Holiday or Season

What is commonly done on the nearby holiday? Why not add this into your trade show display? For example, you can make your marketing materials look like turkeys or pieces of candy. Most printers will offer a die cutting service to accommodate special shapes. Another thing that you could do is wrap your marketing materials near Christmas time.

You can also use common imagery from the season. Flowers are very common during the spring. You could attach flowers to your marketing materials and display. People like getting unique marketing materials from trade shows. Not only that, but this will definitely help you stand out from the crowd.

At the same time, make sure that you keep your audience in mind. If your audience is primarily powerful CEOs, then some of these ideas might seem too childish. Be creative, but don't alienate your audience.


Most trade show exhibits only use a table and some banners or panels to show the company's logo and main message. Adding a scent to your trade show display not only makes you stand out, but it's a great way to add the season or holiday into your display. Every season and holiday has its own scents. If it's Christmas, then cookies and pine trees are great. Spring is full of floral notes and freshly cut grass.

Adding a scent to your trade show display is easy. You can just buy a candle with a seasonal smell. While there are many cheap candles, it's best to use more expensive ones. The cheaper candles tend to have overpowering smells that can drive people away.


Perhaps the best way to bring people to your display is free food. Just adding a small plate of cookies can make people flock to your display. Just like with smells and imagery, every season and holiday has its own unique food. While Thanksgiving and Christmas are known for turkey, ham and other meats, it's best to use cookies, candy and small things that will last throughout the day.

Don't put all of the food out at once because it will be gone within an hour or so. Just put out a handful of cookies and replenish the plate once it gets low.


Incorporating the season into your trade show display is a great way to attract people, but it can be difficult to do this if you don't know what you're doing. For more information for adding seasonality to your trade show display, contact The Exhibit Source.

Paramus Post

Should Your Business Exhibit at the Trade Show? – Westwood, MA

- Thursday, November 14, 2013

Have you been trying to figure out if your business should exhibit at upcoming trade shows? There are several benefits and advantages to exhibit marketing. Trade shows are a valuable sales and marketing vehicle. They help generate business through qualified leads, build brand awareness and cultivate relationships. However, in order to maximize all the benefits and to help justify your continued investment in trade shows, it’s important to take the time to evaluate your marketing program in its entirety. By implementing a focused plan your company can achieve greater results and a better ROI.

While there are several business benefits to exhibiting at a trade show, here are 5 top reasons you need to exhibit now:

1. Efficient Use of Time

Trade shows are one of the most efficient methods of marketing. It is an opportunity to connect with a lot of customers and prospects in a short amount of time – in one location. And, with cost savings benefits. According to data from the Center for Exhibit Industry Research, it costs 62% less to close a lead generated from a trade show than one originated in the field.

Trade shows allow you to connecting with people, brands, information and business solutions—all in one place. This makes them efficient in time and effort, and money.

2. More Focused and Isolated Leads

With the ebb and flow of business, budgets may tighten, but the need for new products and services does not necessarily stop. People attending trade shows are serious about doing business. According to a recent study, 63% of show attendees assign high importance to face-to-face interactions at exhibits in helping with the ‘narrowing of choices’ in the buying process. By not being present at an industry trade show, a company risks missed business opportunities.

Keep in mind, that there are trade shows that are very targeted and specific so you know exactly who will be at the show and on the floor. Think in terms of the quality not quantity of the trade shows in your program.

3. Unique Advertising Channel with Minimal Risk

A different course to take is to exhibit at a vertical trade show, which allows your brand to connect with a specific audience with- out the distraction of your competitors. Qualify the investment by collecting with the number of leads collected at the show, this can be a good investment.

4. Greater Risk in Being Absent

Consider the long-term effect of not exhibiting at trade shows. Being absent from key shows instantly makes you a non-player in the field and puts your competitors top of mind with customers.

However, simply showing up is not enough. You have to plan how you will attract new leads at the show and how you will follow up with them for effective results.

Look at the whole picture: Make sure your advertising, online marketing, media relations, and public relations are aligned with your overall marketing strategy

Build quality traffic: Consider a variety of new and traditional communication channels such as social media, video, and email, direct mail or print.

Follow-up: Develop a system to organize leads at the show so your team can make immediate contact with your “hottest” leads.

5. Effective Use of Marketing Dollars

Few marketing activities show a clear ROI. Trade show impressions, contacts, leads and sales are measurable results that have an actual value. Overall costs are easily computed.

When reporting results, ROI is not a luxury—it is essential. Very few companies measure their trade show participation. With measurement motives in place you can fine tune your program for better return on your marketing spend.

Don’t Underestimate Your Trade Show Exhibit Design: Consider the architecture of your exhibit to enhance each visitors experience with your company and its brand. Are you using or incorporating rental property in your exhibit? Is your booth design consistent with your branding and messaging platforms?

Face-to-face marketing is a proven effective business strategy for building brand awareness, making business connections, and ultimately, driving sales. Simply put, participating in trade shows makes good business sense. Don’t just show up at your next show. Remember attendees are at trade shows for a reason. Help attendees, who are your potential customers, get the business solution that they came for, by taking the time upfront to plan your course of action.

For more information, contact the Exhibit Source.


Trade Show Countdown – Getting Ready

- Monday, November 04, 2013

Is your business getting ready to attend a trade show? If so, choosing the right exhibit display company in Westwood, MA and taking the time to get organized and plan will make your trade show a success.

Here is an idea of how you should plan the countdown to your trade show.

  • 6 to 12 months out: Begin planning your budget, selecting what trade shows you will attend and booking trade show booth space
  • 4 months out: Work on show objectives, obtain and exhibitor manual and source your exhibit design and production
  • 3 months out: Establish booth work schedule, set up any required outside suppliers and plan printed marketing materials
  • 6 to 8 weeks out: Check on production of display material, order product samples and literature, confirm pre-event advertising and press releases and order necessary show services
  • 3 to 4 weeks out: Write and mail customer invention letters, finalize VIP guest events, confirm shipping information and provide to suppliers and prepare training materials for staff for show
  • 1 to 2 weeks out: Collect supplies, tickets and service orders sent to show and ensure your payment system is setup and ready to accept credit cards during the event
  • Day of show: Pick up badges, confirm arrival of display, equipment and literature, supervise set up and conduct pre-show briefing with outlined goals to staff

Want more information on trade show marketing? Contact The Exhibit Source.

Entrepreneur Magazine

Questions to Ask When Attending Trade Shows – Newton, MA

- Friday, November 01, 2013

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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