Trade Show Strategy – Get a Lead or a Customer

I came across the following video on YouTube that is pretty good at explaining the end goal for going to a trade show.  That end goal is to get a qualified lead or a customer and how a company accomplishes this goal can be varied.  After watching the video I do want to comment on how to go about capturing the prospects information at the show.  The simplest way to gather this data is to solicit business cards however, this really doesn’t help you identify who is or isn’t a lead.  An entry form that qualifies the prospect is a better solution and should be required for entry into the drawing.  Furthermore a sales consultant should review this form to ensure its accuracy before submission.  Enjoy the video.

A Smash Hit! Trade Show Displays specializes in portable trade show displays, roll up banners, pop up display systems, tradeshow signage, tension fabric structures and custom trade show exhibits.  Let us make your next event A Smash Hit!

Quick Movies for Trade Shows

Moving pictures, AKA Videos, can dramitically draw attention to your booth space at a trade show.  Many companies do not have the technical expertise to create their own video nor budgets to do so.  What most companies do have are pictures and with these pictures very simple movies can be created.

If you use a Mac the iPhoto is the program of choice.  Below are a few resources that show you how to use iPhoto.
http://www.marialanger.com/2007/03/19/creating-a-slide-show-for-idvd-with-iphoto/
http://www.apple.com/ilife/tutorials/iphoto/ip4-1.html

If you use a PC then Photo Story 3 by Microsoft is your program of choice.  Photo Story 3 can be downladed for Free as well!  Below are a few resources that show you how to use Photo Story 3.
http://www.microsoft.com/windowsxp/using/digitalphotography/photostory/tips/firststory.mspx
http://www.updatexp.com/microsoft-photo-story-3.html

Trade Show Display Product Highlight
Hanging banners are attention getting as they are hung from the ceiling and can be seen from almost all areas of the exhibition floor.  There are a winde variety of shapes and can be printed on vinyl and fabric substrates.  Fabric tension ceiling banners are very sleek and can even be backlit providing dramatic effects!

How to get more from your next trade show.

Going to your next trade show could be the difference between keeping or losing your job.  In todays hyper competitive business environment the knowledge learned and contacts gained could easily be the difference between being a mediocre and outstanding employee.  Medicore employees eventually fall by the wayside.  The following tips enable you to get the most from each show.

1.) Get a pre-show schedule of events, seminars and exhibitors and use this to map out your day to day activities.  Align these activities so that you get the most out of each day and possibly night.

2.) Call or email event organizers, speakers and exhibitors and let them know you’ll be there.  Ask the event organizers who else will be there, especially if you want face time with a targeted prospect or associate.  See if the event organizer can seat you next to that contact on purpose.  Submit questions to speakes in advance so that the presentation is custom tailed to the questions you have.  Arrange meetings with exhibitors so they can prepare solutions in advance, this way the sales cycle doesn’t start at the show.

3.) Comfortable shoes, comfortable shoes, comfortable shoes…enough said. 

4.) Bring along a standard assortment of business supplies just in case they aren’t provided in the seminars.  Some attendees have even gone as far as to tape and or video record a session, although this may be prohibited.

5.) Extra business cards.  You never know how many you may give out and the last thing you want to have happen is run out.

6.) Follow up.  Don’t just email contacts when you get back from the show.  Go ahead and draft a formal letter referencing your conversation at the show and mail it.  Keep the letter genuine and sincere on how excited you were to make their aquaintance.  It seems a little “old fashioned”, however, it’s a very effective way to make this person a contact for life.

Trade Show Booths Product Highlight
Portable trade show displays are becoming more and more advanced and with these advacements come new display types emerge from the crowd.  Smash Hit Displays is pleased to annouce that the arrival of Echo by Abex.  The modular systems use stunning trade show graphics and when combined with other displays like banner stands and custom trade show carpet you can create a truly one-off display system.

Bare Minimum Trade Show Displays Lack Visual Interest

Trade show displays that are made up of vinyl hung banners lack visual interest as they look temporary.  This isn’t the feeling you hope to convey when you’re exhibiting for the first time.  This company is probably a startup and may not have the funding available to go all out on a display, however, for a few thousand dollars a Banner Stand Wall would easily work for this type of exhibit and create a very cool backdrop without breaking the bank.

Quality, not Quantity Pre Show Marketing at Trade Shows

For many exhibitors a trade show may only contain a small number of potential clients.  This may be a result of limited product or service offerings or because the show attracts a wide audience.  Whichever the situation a highly targeted quality marketing campaign may offer the best ROI for your marketing dollar.  A few such ideas can be found from our friends at Insight Advertising.  Enjoy!

Portable Trade Show Exhibit Product Highlight
Fabric tension banner stands are unlike anything on the market.  Why you might ask?  They are three dimensional instead of just being a static flat graphic.  Various shapes are available including the ability to showcase products with shelving.

Safety Concerns when Hanging Ceiling Banners

Most larger trade show displays, 20′ x 20′ and larger use ceiling hung banners so attendees can find their booth from a great distance.  Hanging these banners does provide a few safety concerns.  99.9% of these banners are hung by convention center approved vendors, however, it is important that your exhibit manager understand the potential risks of using such structures.  Here are just a few. 

1.) Is the rigging company insured in case they damage you display?
2.) Are they using approved safety procedures?
3.) Are they using approved equipment to lift, support and suspend your ceiling banner?

In the end, making sure these ceiling banners are hung appropriately is to everyone’s concern, so make sure its done right!

Advance Planning for PR and Media Relations at Trade Shows

I read a nice post on Alan Weinkrantz PR entitled, “How to Prepare for Tradeshows and Events“.  This is a no non-sense post on how the show organizer can be an incredible asset in building a media presence for your company.  Remember you are the customer so the show organizer is working for you, not the other way around, so put them to work!  It’s in eveyone’s best interest to partner in this manner as the more media that covers you is also covering the show you’ve paid to exhibit at.

Trade Show Exhibit Product Highlight
Don’t have much room but still want to make a BIG IMPACT!  Try a tabletop trade show display.  These displays are ultra portable and when placed on a stadard 30″ high table are the same height as floor standing pop up displays.  We also have a wide variety of banner stands that make exhibiting a breeze!

First Come, First Served – Tips on Getting Prime Space for Your Trade Show Display

Whether you have a pop up display, banner stand or custom trade show display you want it to be seen.  One of the most effective ways to be seen is making sure your booth is in a prime location.  Here are some tips on making sure you pick the right space!

1.) Sign up for your booth space at this years event.  Don’t wait until next year so while your at the show this year go ahead and reserve space for next year.  This gives you first choice for your booth space.
2.) Analyze the floor plan.  Look at the floor layout for next years show and identify entrances and exits.  Most people tend to walk into a exhibit hall walk to the right, however, there may be other displays setup that cause traffic to walk to the left.  Make sure you identify these on the floor plan.  Front right gives you the highest number of fresh attendees who are alert to understanding your companies benefits.
3.) No floor plan available?  Make sure the association or production company is keeping tabs on a pecking order of who signed up and paid first, second, third, etc.
4.) Stay consistent with your booth location, unless it can be improved.  Attendees may become familiar with your location, so don’t move unless your space can be improved.
5.) Never move your booth space after show brochures have been printed.  Attendees use the show guide to find your booth space so don’t move once its been printed.

Trade Show Booth Product Highlight
Smash Hit Displays is proud to introduce all full line of trade show flooring, from interlocking carpet tiles to custom printed logo carpets we can really make your display A Smash Hit!

Tips on using Blogs for preshow trade show marketing

If you are attending an upcoming trade show and have a blog, talk about it.  I would recommend posts as early as two-three months before the show.  Talk about your plans, when you will be working the booth, post any press releases, your excitement, disappointments, anything and everything your doing to get ready for the show (short of any industry secrets).  Also, make sure to post any media only related events as well as schedule an interview schedule.  When blogging make sure to reference the show via a hyperlink so when anyone searches for the show via search engines or on a blog search your posts will appear.

Here are some other great pre-show tips – Click Here

Trade Show Display Product Highlight
Banner Stands are a very portable way to create a graphical impact at trade shows.  Of all banner stand types, Retractable Banner Stands give you the most portability and protection for your graphics.  You see, 75% of the cost of the banner stand is in the graphic and with retractable banner stands the banner rolls up in the metal base protecting it.  Most other banner stand types require you to carefully roll the graphic up and place in a separate tube where it can easily get damaged.