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Selecting booth space for your show pt.2

Posted on Tuesday, March 20, 2012 | Exhibiting, Tips & Tricks, Trade Shows, TradeShow Exhibits | 0

Continuing on from the first post “Selecting your booth space for your show” we covered some of the fundamentals of the discovery process involved with these decisions (click here to read part 1). Understanding the big picture and your place at the shows you decide to attend. Is that everything? No, you need to know something about traffic flow in the show. lets continue about your choices for your trade show booth space on the show floor.

Traffic Flow

Ideally, you would have visited the show first and watched how the traffic flowed. Many studies have actually been done on this. You may also know companies that have been to that show and ask what they know of the events traffic.

Traffic in many shows tends to flow from center to right and then disperse. It also tends to gravitate to larger more unique exhibits and that goes to human curiosity. What makes exhibits / stands work is another discussion for another time. Show management tends to help you here, laying out the floor plan with groupings of large exhibits and also dispersing them among seas of smaller exhibits to help drive traffic throughout the hall.

Location, Location, Location

Your real estate friend was correct, location, location, location. There is more to consider.

Are there known exhibitors in the show who will draw attendees? Are they potentially a firm that may augment your offering? Getting close to these companies may help how many bodies you can drive to your space, but what you need and desire is qualified attendees.

Now that you have taken all this into consideration, look at your floor plan and identify three to four spaces that will allow you to stand out yet be within reach of your competitors, that have good traffic flow and in the prime areas towards the front of your hall. Why to the front? The human factors. People have limited attention span and tire out when walking distances and gathering information.

Final Thoughts

Taking all these factors into account and being prepared to choose the best available space for your first show will have a large impact on your visibility and overall success at your first trade show. Taking the steps from discovery to location will without a doubt, put you on the path to a successful event!

Tags | Booth Location. Booth Space. Traffic Flow

Selecting a booth space for your show pt.1

Posted on Tuesday, March 20, 2012 | Exhibiting, Tips & Tricks, Trade Shows, TradeShow Exhibits | 0

Selecting a booth space at your first Trade Show

It is a challenging position to be in, Trade Show and Event Manager. Especially, when you are asked to take your company to either its first trade show, or alternatively it is your first trade show. Where do you start? What do you do? We will assume it is your first trade show.

Getting Started

First things first, sip a bit of you favorite beverage and clear your head. For me that involves a Carmel Macchiato. Now go to the show’s web site. This is also referred to as the show’s prospectus. Many shows are under a trade association’s web site. Of course, we are assuming that you advised the company on which show or the VP of Marketing has gotten approval for a specific show. Remember, this may not be your company’s first trade show, exhibition or trade fair.

Discovery

Look over all show demographics, what the show is about and start to have a sound understanding of the event.

Now go sit down with your VP of Marketing and understand what they perceive the goals to be. How do they see the company exhibiting? What size space will be needed? How will you man the space? Great! Now let’s make some assumptions for the sake of argument. Your company is completely rebranding, you are also introducing some new products and services. You will utilize marketing staff and some tech/engineer types as well within your space. The VP would like to see an island location, but away from immediate competition. He or she thinks, 40 x 40 is enough space. He has thrown you a curve ball. You will follow this show with similar size in Europe.

Back to your cubical or office, you should take a moment to collect your thoughts. Now let’s look at the show again. Pull up the exhibitor list. Write down all of your known competitors who will be in the show and their space or booth locations. Print the floor plan and take it to Kinko’s and have it blown up where you can easily read the plan. Mark your competitor’s spaces on the plan.

The Big Picture

So what do we have so far? We have direction, we know where competitors’ are and which of them are are showing and what they are showing. Is that important in the selection process? Is it important to know what you are doing at the show before you select your location? In a word, yes. It is a driving factor. Why? Shall we return to the reasons for exhibiting? You are rebranding, and this is a pivotal moment for a company. Think of it like graduating college and now you have your first real job. Are you still out partying till morning or are you redefining yourself? Are you setting new hours, expanding your acquaintances and friends to include people in your line of work, or those who might affect your career? The same is true with branding. You want to be apart from your perceived competitors’. You will be showing off the new brand and you do not want distractions. Let us not forget you are also introducing new product and services, which will also reflect your new brand. So, position your company not too far away from your peers in business. If you believe you have a strong offering you should be close enough for a comparison.

(continue to part 2)

Tags | Show Floor

Trade Show Exhibit Success With Less

Posted on Thursday, November 17, 2011 | Exhibiting, Tips & Tricks, TradeShow Exhibits | 0

Maximizing Your Trade Show Budget

Today more than ever exhibit managers are being forced to produce big impact shows with shoe-string budgets. The pressure to produce innovative and functional exhibit experiences with little or no money can really put everyone involved into a corner that could at first seem to be a monumental task. There are a few things you can do to reduce cost and get the results you want at your next trade show event. Who says that smaller exhibit spaces mean smaller results?

Exhibitor Pre Show Marketing

Some good pre show planning is a good place to start. Ultimately your goal is to attract qualified prospects at your show, and you would be surprised how some pre-show canvasing will boost your brand awareness. Here are a handful of tips on how to succeed with pre-show planning

1. Thoughtful and targeted marketing to your potential prospects will at the very least make them aware that you are attending. Not only are you educating prospects on your brand and products, you are gaining visibility that will help drive traffic to your exhibit space regardless of your diminished exhibit space.

2. Messaging that targets new prospects as well as current users: It is always good business to keep in contact with your client database and a valuable resource to gain insight to their growing needs. By taking this information you will be able to speak to exactly what they are interested in, increasing your show floor traffic and gaining more attention.

Trade Show Exhibit and Event Properties

There are multiple cost effective exhibiting systems that are not commonly seen, giving you a visual edge on surrounding cookie cutter systems. Be aware of your booth space and show rules for any advantage you can exploit to benefit your targeted messaging.

Trade Show Exhibit Graphics

Smaller 10×10 – and 10×20 – foot exhibits are often uninspired, unoriginal, and relatively less successful in comparison to larger trade show booths. But that doesn’t have to be the case for your space! Remember your thinking outside of the booth space to increase your success. Your staff has rehearsed, you have messaging that targets new prospects, and clients looking to upgrade. Your pre-show marketing has been working all angles from phone calls, emails, and social media outlets.

1. Spending a little more time on quality messaging and imagery can take the smallest exhibit property to new heights! As a matter of fact you can save a good deal of money if you are not late in producing your graphics.

2. Get started early so your not rushing, work with professional agencies or graphic designers to create outstanding and thoughtful designs to grab the attention of attendees at the show.

3. Make sure that there is a definite tie in to your pre show marketing materials so it is easy to spot your exhibit space and easily be seen.

Trade Show Booth Staffing

Enthusiastic and qualified staffing for your exhibit space can make or break your show. It is critical that you have the enthusiasm and knowledgable staff that will take those hard earned prospects and convert them to meeting or further contacts.

1. Have your staff practice conversations, and make sure their body behavior lends itself to a very positive experience for the show.

2. Avoid the typical mistakes such as eating in the booth space, slouching, texting and other types of behavior that can send the wrong message to show attendees.

3. It only take a few qualified and motivated booth staff members to really make a small space a big hit!

Make the most of your budget by being prepared and starting early. Now you will have the time and tools to make the most of your budget! If your exhibit is a big hit this year, chances are that your budget will increase for your next show.

Tags | advice. Exhibiting

Blazer Exhibits & Events: Trade Show Conversion Tips

Posted on Thursday, April 14, 2011 | Events, Tips & Tricks, Tools, Trade Shows, TradeShow Exhibits | 0

When your at a trade show or marketing event, the attendees are looking for relevant information for the industry you are representing. So how can you quickly capture the visitors attention and achieve a conversion?

1. Make sure your message is relevant

Let be honest. Most trade show messaging is a mish-mash of all the capabilities a particular business has to offer with the goal of convincing the attendee that their product or service is the best choice. Resist the urge to get to complicated with your message. Keep the goal focused and concise to your objective for that particular show objective. The less confusing your message is, the better chance of conversion you are going to have.

2. Provide a fluid experience

Form and function should be consistent with your brand first! website, collateral, or campaign specific imagery will reinforce your goals and the visitors experience within your trade show exhibit space and when they look at the information handed to them through post show emails or informational brochures they took with them at your booth space.

3. Get to the point! Do not bore the attendee

Very few people like to spend more than a few moments trying to understand what your about and what you have to offer. When dealing with trade show attendees, many times they are on the clock and have to get as much relevant information for their needs in the shortest amount of time. Wading through 100 bullet points and 30 images is a recipe for disaster!

Let your collateral and exhibit staff take on the details and lead them to proper channels of conversion. Your efficiency will speak volumes as an organized operation! Who wants a “B” team? I want the folks who are on task and organized!

4. Focus attention

I will paraphrase a good analogy that really does make a solid point Say you are walking downtown and pass a newspaper stand. You see a large black inked headline that happens to grab your attention enough to make you slow down. You stop, lean over and examine the front page for a quick overview. If the simple points are clear and you find them interesting, you probably pull out some change and purchase the paper to get more involved.

Make your headlines clear, easily noticeable and relevant to your objective. make your points easy to find and give your booth space attendee a reason to engage your staff.

5. Traffic and segmentation

If you have multiple goals for your week on the show floor, create an A/B campaign with a different set of graphics for certain days! This will enable you to measure your most effective messaging, colors, and imagery. By the end of the show you should have a pretty clear idea which marketing effort was the winner. This is great information for your advertising team to have to develop new campaigns.

I hope this gets your thoughts on the right track for your next trade show or marketing event!

Tags | Conversion. Tips & Tricks

The Trade Show Calendar

Posted on Tuesday, March 22, 2011 | Events, Tips & Tricks, Tools, Trade Shows, TradeShow Exhibits | 0

Get the latest trade shows, dates and locations you need

Need to research a trade show, but don’t quite know where to start? Check out “The Trade Show Calendar” online. With over 4,700 trade shows and events to reference, this online tool may become your first resource for nation wide event information. Blazer Exhibits & Events is proud to be an active member of the EDPA (Exhibit Designer’s and Producer’s Association) which is one of several promoters of this reference site hosted by B2B Communications.