Trade shows are used for the face-to-face marketing, networking, and selling and ultimately aim to build and/or solidify relationships.  What about before and after the show?  Along with traditional marketing techniques, begin thinking of how to incorporate social media tools to augment your tried and true pre-show promotion and post-show follow-up strategies.  These can work regardless if your company is B2C or B2B.  Trade show booth staffers may be using these tools everyday to network with customers, so let’s tap into social media to continue that conversation.

The wisdom of the 4 B’s

The 4 B’s is a practice that can be used by anyone and applies to all types of social media.  Mike Yoder, a dear friend and founder of the method, swears by it – and I humbly agree!  Here are some ideas to link the “Be’s” with the tools:

Be Interesting (Before the show)

What sets your company apart from the competition?  What’s your show theme or the critical brand message you’re trying to introduce?  How can you engage clients to get the message and want to connect with you?

Try participating in BoothTag at your next trade show and/or provide a QR code that links to a landing page of a contest instead of your website.  Take this idea, and spread your message before the show, using both traditional methods (email and snail mail) and non-traditional (LinkedIn, Twitter, Facebook, YouTube, etc).  Keep it simple, interesting, and have a little fun with it, but…

Be Relevant (at the show)

Not everyone buys into gamification and contests in a trade show exhibit, because it doesn’t always bring qualified leads.  However, when done correctly, you can create a contest that is relevant to your brand, theme and other trade show initiatives, which will result in attendee sign-ups that become qualified leads.

For example, say you’re a software integration firm at a trade show offering attendees a free assessment of their systems software, but since this is a common industry practice many people may not be enticed by this offer. However, create a compelling message and offer a free assessment via a fun contest, coupled with a favorable chance to win an iPad, and voila!! …you’ve now lowered engagement barriers, spawned brand/message recognition and paved the way to more qualified leads.

Keep in mind that a perfect “give-away” promotion is tied to a business need and a personal interest, and done through a positive, memorable experience.

Be Helpful (during and after the show)

This point reminds me of a TEDx presentation by Angela Maiers called, “You Matter.” The message here is that there is a power and a genius in act of caring for others.  Demonstrate that you get this and you aren’t just processing people through your booth.  Use your social media tools to thank them for spending time with you and to keep the spark you started at the show going long after it.

A person overlooked, a need unacknowledged, or a promise simply forgotten are all missed opportunities that could potentially create a negative impression on your brand and on you as a person. The Internet through social media has created a networked mobile society, a culture of immediacy, and an expectation of expedited follow up.  Fortunately, social media tools also provide the opportunity for you to respond accordingly and to continue the dialog with your new contacts over networks such as LinkedIn, Twitter, Facebook, and YouTube.

Be Yourself (always)

Self-explanatory, but let’s go over a couple main points. The beauty of social media is that it is a more informal communications medium where you can be yourself, just as you might at a cocktail party. It is not a promotional platform or dynamic infomercial.  It is about listening, sharing and caring.  Channel your inner-self and empathize with your clients and followers and you may be surprised how influential and powerful you really are.

Again, social media is a communication channel and a tool for marketing.  However, as with all communication channels, your success is wholly dependent on the quality of the dialog and the skillful use of the tools available.

Written by: Nicole Huston
Via:   Skyline Trade Show Tips

1.  Purchased the lowest priced display:

It is a sad but true cliché that if something looks too good to be true then it probably is.  A decent display does not cost a fortune, but cheap models will simply not compare to the higher priced counterparts in terms of quality, appearance, adaptability and durability.  When exhibiting at a trade show, do you want to be perceived by attendees at a “Yugo” because of a poor quality graphic? (yes, I’m referring to the unreliable automobile…)  The presentation of your booth space goes hand-in-hand with the perception of your company by attendees.

Lesson learned: Don’t buy based on the lowest price.

2.  Poor quality materials:

For the short term saving of buying a display made of cheap materials, the payoff is that it will be far less durable than better quality displays.  Your display will start looking shabby before long and you will find yourself burdened with unexpected repair bills.  It is far better to consider the best materials available when making your display purchase.  Before buying, think carefully about how many shows a year you plan on attending, and how many years service you want to get out of your trade show booth.  A very low upfront cost might be attractive, but usually means a sacrafice in quality & durability.  Paying a higher cost upfront for a display that lasts much longer is always a better option because the overall cost of ownership is lower.  Additionally, hardware that can be re-used with new graphics leads to a lower cost of ownership and longer term use.

Lesson learned: A penny saved might lead to many dollars spent in the future because of poor quality!

3.  Did not consider modularity:

Fixed displays & custom exhibits without modularity are impossible to expand upon if you need a larger display area or if you wanted to merge your display with that of another department.  A custom-modular based display gives you this important flexibility.  Industry is always changing rapidly.  Take advantage of a custom-modular display so that you can easily make changes, add on with rental materials and keep up with new technologies as they become available.  For example, some old displays do not support video, which is now an important element of trade show displays.

Lesson learned: One size does not fit all.

4.  Difficult to setup:

Choosing a display that is overly complex or difficult to set up is false economy.  When you need help setting up your booth, especially last minute at the show, additional labor time and costs are incurred.  Also, who wants to be the person at the office that everyone complains to when they had a problem setting up the display at a show??

Lesson learned: Take a test drive before the show and make sure your account executive shows you the easiest methods for setup & take down.

5.  Heavy to ship:

The bulkier and heavier your display is, the more it is going to cost in shipping.  Gas prices are on the rise, which means that transportation costs can be significant (and don’t forget drayage at the show too…).  Consider investing in light weight materials that fold down into small packaging areas.  You may pay more for your display initially for this convenience, but will save a fortune in the long term.

Lesson learned: You can save a lot of money shipping a modular exhibit and the savings will end up paying for the booth.

Author: Michael Flavin
Via: Skyline Trade show Tips

Custom Modular vs. Traditional Hard Wall Exhibits

By shipping a 20′ x 30′ custom modular exhibit (rather than a 20′ x 30′ traditional hard wall custom exhibit) to just one show reduces the amount of CO2 going into the atmosphere by nearly 2 times its own weight.  That one-show carbon emission reduction is larger than if you switched from your regular, gas guzzler to a hybrid car for an entire year.  Over this exhibit’s lifetime, shipping that same 20′ x 30′ custom modular to 3 shows a year for 5 years will reduce 62,299 pounds (or 27 times the exhibit’s weight) the amount of carbon emissions, from entering into our atmosphere.

It’s easy to make a difference, long term as well as immediate.  For example, you’ll also notice “green” savings as a result of reduced shipping charges.  Good for your budget.  Good for your business.  Good for all.

Thinking Green?  Go Rental!

For the greatest overall savings a custom modular rental may be the perfect green fit for your exhibiting program.  Both of the exhibit designs below are custom rentals.  Many rental depots are stocked with inventory and located at major venue sites.  The carbon emissions savings coupled with greatly reduced transportation costs will be a big step towards maximum impact, increased ROI, reduced expenses.

Reducing costs for you and reducing harmful emissions for the planet are great benefits of a green trade show display.  Making the up front investment in a sharply designed custom modular exhibit that provides quality and looks will help you rule the trade show floor and make it worth every penny.

Author: Linda-Marie Martinez
Via: Skyline Trade Show Tips

Skyline Display & Design is a Phoenix, AZ, manufacture and designer of trade show exhibits, you can  rent or own any of our trade show displays. We provide a range of exhibits for phoenix trade show events, such as 10×10 displays, 10×20 or 10×30 trade show  island displays, pop ups, banner stands and more. All of our exhibits are custom modular displays which are lightweight yet durable saving you hundreds on shipping, installation, drayage, and replacement costs.Skyline Display & Design is located in Phoenix, AZ, and is very close to the Phoenix Convention Center. If you plan on attending any Phoenix Trade Shows, you can be sure we can help you and provide fast and quality support.

Phoenix Trade Shows, Conferences & Expos

Phoenix Trade Show Venues

There are many different phoenix trade show centers available in Arizona, including the Phoenix Convention Center, which just received a $600 million expansion that has transformed it into one of the largest meeting facilities of its kind in the U.S. The convention center boasts nearly 900,000 square feet of meeting and exhibit space.

• Phoenix Convention Center
• Arizona State Fairgrounds
• Desert Willow Conference Center
• Arizona Science Center
• Phoenix Civic Plaza Convention Center
• Goldman Auditorium
• Arizona Grand Resort
• US Airways Center
• Arizona Biltmore Resort & Spa

Phoenix Trade Show Booth Rental

Do you need a quality trade show booth rental in Phoenix, AZ? We can help. Skyline Display & Design can rent the custom modular display you need! Feel free to browse our phoenix trade show rentals.

Here at Skyline we are the experts for trade show booth rentals, we can customize and provide unique booth solutions that fit your needs. Our talented exhibit design consultants at our Phoenix office will help you on your way to creating a beautiful rental based on your marketing objectives. Choose from a wide array of products that include many types and sizes, from backwalls, 10x10s, or islands such as 10x20s, 10x30s, and up! Best part, rentals are approximately 25% of the cost to purchase! Get a unique and eye-catching exhibit at an affordable price!

If you do nothing else with your graphics, get these two things right with your trade show exhibit:

Clearly state 1. Who you are, and 2. Describe what you do.

Who you are and what you do.  That’s it!  Simple.  Basic.  Trade show 101.  Yet…so hard for so many.

Depending on the size of your trade show display space, you have roughly 3-5 seconds to catch that prospective visitor’s attention.  If they cannot clearly identify who you are and/or what you do, your odds of attracting their interest dramatically fall.

In today’s economy, the trade show floor is now being walked by more senior level decision makers.  With more to do in less time, no one has time to waste.  If your prospective visitor (and future client) cannot clearly identify who you are or what you do, then the easiest decision for them to make is to keep moving on to the next space.  They do not have the time nor do they want to spend the energy to try and figure out what solution you provide.  At most shows, there are simply too many other messages competing for their attention.

If you are a large organization, stating that you are XYZ may not be enough.  What division of XYZ?  And then simply state what you do.  What is the problem you solve?  What is the solution you are offering? What makes you different?  The idea is to help your prospective visitor easily make the decision that you are indeed someone that may fill their need.  After all, that is why they are there at that show.  They have a need and are seeking out someone to fill that need.

Following this rule will also help save your booth staff time, energy, and money by helping the prospective visitors qualify themselves rather than wandering into your space trying to figure out who you are and what you do and eventually getting to the point where it is clear by eating away at your staff’s time and resources.  This frees your staff to fully concentrate on true potential clients.

Adding graphics that help tell the story, some pointed bullet points, and even a testimonial or two all help encourage that prospect to stop… once they can identify who you are and what you do.  And making sure your booth staff is properly prepared and trained to work as a team on the show floor will only help increase your show ROI.

But it all starts with the basics.

Who you are and what you do.  That’s it! Simple.  Basic.  Trade show 101.  And not so hard.

Cite:
Written by:  Shawn Lacagnina
http://www.skylinetradeshowtips.com/trade-show-basics-get-these-2-things-right/

The Reaping: Just as the names are chosen from a giant glass ball in “The Hunger Games” your company, too, will have to decide who the lucky people are that get to staff their trade show booth. For some, this is the part of the job they love: talking to people, displaying a product or service they believe in, making connections, and feeding off the energy of the show. For others, they may be dreading the thought of having to go. Either way, once chosen you need to come up with a strategy to win. This means using your strengths to your advantage. Are you outspoken and gregarious? Use it to gather in attendees and start a conversation. Are you more introverted, but are great at deciphering body language? Use that to make a connection with your prospect. Everyone has something unique and important to bring to the table.

The Stylists: In “The Hunger Games” the tributes are all given makeovers to persuade onlookers to root for and sponsor them. The same goes for you when you’re in your trade show booth. If you want to draw attention to your booth and products you both have to look good. You can come up with a unified look, or let each individual choose for themselves, as long as it’s professional and flattering. You’re on display as much as your product or service, so go out of your way to look ready for the game to begin and draw in your fans.

The Cornucopia: In the arena, the cornucopia provides an arsenal of tools, weapons, supplies, and food and it’s up for grabs to whoever can get there first. At trade shows, you have a huge pool of help to choose from as well, you just have to take advantage of it. Does your trade show display builder also provide asset management or I&D to give you an advantage and make your life easier? Use it. Focus your efforts on the show and gaining the right prospects, and leave the other stuff to the experts.

The Games: Now that you’re on the show floor, it’s every trade show display for themselves. If you want to end up in the winner’s circle, you have to think fast and stay one step ahead of everyone else. Do you have an eye-catching design or demo to attract attendees? While that prospect has their interest piqued, don’t hesitate. Engage them and uncover their needs. The more times you do this, the greater the odds you’ll come up with hot leads that will go further into the sales cycle. You only have a few hours to get all this done, and if you don’t take care of them, your competition will.

The Victor’s Tour: Think once the big show is over you get to sit back and rest? Guess again. Now is the time to revisit all those people you connected with during the show. Check in, see how they’re doing, and if their needs have changed or evolved. Continue the representation of the brand you displayed at the trade show. Show them your gratitude for choosing your company, and continue to prove that you are the best one for the job.

There is probably much more that can be learned from Katniss Everdeen, the heroine of the series, so check it out for yourself and see what you can find. And remember, the book is always better than the movie.

Written by: Bryna Kelly

http://www.skylinetradeshowtips.com/how-trade-show-exhibiting-is-like-%E2%80%9Cthe-hunger-games%E2%80%9D/

“If it can’t be expressed in figures, it is not science; it is opinion.” – Robert Heinlein
“What gets measured gets done, what gets measured and fed back gets done well, what gets rewarded gets repeated.” – John E. Jones
“In God we trust, all others bring data.” – W. Edwards Deming

So yes, measurment is imporant. That is why Skyline is honored to offer you an updated tool to help you measure your trade show program.

The 3rd version of the “Measurement Made Easy” Trade Show and Event Calculator CD program now gives you a place to record and calculate 20 different trade show metrics. There are 5 measurements for before the show, to help you prepare, and 15 measurements for after the show, to help you measure how you did.

But like a bike with 20 gears, you may not need to use all of them. So for this 3rd edition, we highlighted the 7 metrics we feel are the most important:

Before The Show

1. Pre-Show Promotion

In today’s competitive trade show arena, you need to invest in promotions to get more attendees to cross from the aisle into your trade show booths. This calculator helps you calculate your cost per contact from pre-show promotion, so you can see how much extra value promotions bring your program.

2. Attendance

Surprise: Your best shows may not be the biggest shows, but the shows that have the most people that fit your target market. This calculator helps you delve deeper into each show’s audience to discover the shows that are the best value for you.

3. Estimated Budget

With this calculator you can quickly estimate for a show how much you might spend on key areas such as booth space, trade show displays, travel, show services, and more. The estimates are based on industry average budget expenditures.

After The Show

4. Budget Versus Actual

So, how close to your estimated budget did you actually spend? This calculator lets you compare what your actual costs to what your original estimates – and see where you had the biggest percent differences.

5. Cost Per Contact

This simple calculation lets you calculate how much each individual contact cost you after your entire show budget is added up. Then you have a cost that you can compare against other ways to get face-to-face contacts.

6. Cost Per Lead

One of the most popular metrics, this calculator not only helps you calculate cost per lead, which is your total trade show exhibit program investment divided by your number of leads, but also track (and define) leads by quality, such as “A” leads, “B” leads, and “C” leads.

7. Potential Return On Investment

While ROI is the ultimate measurement for most companies, it can take many months, if not years to close B2B leads with their longer selling cycle. This gets you a viable number quicker, by considering lead counts, percent of sales-likely leads, average sales dollars, and exhibiting investment to get to a potential ROI.

There are also 13 more metrics you can measure, calculate, record, and report with this updated Measurement Made Easy CD. And as with previous versions, the program allows you to record your show data, then print reports for management.

Cite:
Written by:  Mike Thimmesch

http://www.skylinetradeshowtips.com/7-key-trade-show-metrics-to-measure/

Are trade shows worthwhile? And will they continue to be? Yes! This new live, local seminar answers these two questions and many more.

*Attendees must RSVP. Form provided below.

Morning Session
May 10, 2012 :: 9:00AM – 11:00PM
Afternoon Session
May 10, 2012 :: 1:30PM – 3:30PM

• Why exhibitors highly value trade shows
• What are the main reasons exhibitors market at trade shows
• Why attendees go to trade shows (so you can understand their hot buttons)
• What attendees want to do at trade shows (so you can offer those activities)
• What attendees say will get their attention (so you can adjust your strategies)
• How exhibitors say they have improved their trade show performance
• How exhibitors are using trade shows differently than before

Who will profit from attending:

• Marketing, Sales & Advertising Managers
• Directors & Vice Presidents
• Presidents, Owners & CEOs who want more from their trade show investment
• Innovative Trade Show Managers
• Ad Agency Designers, Principals, Creative & Production Managers with clients that exhibit

RSVP Form