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!

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.

LCD Projectors, Projection Screens and Trade Show Displays

If you’re looking to use an LCD or DLP projector at a trade show you’ve experienced the challenge of trying to incorporate a screen into your booth space.  Most companies use a separate screen that ends up looking like an afterthought, however, with a little planning you can create a custom looking exhibit that eliminates the use of a separate screen altogether.  Below you will find images of two different displays we’ve designed that have an integrated projection screen built into the trade show graphics.  Both of these displays use a straight pop up displayand mural graphics as the screen is much wider than what could normally be transported as a Velcro or detachable graphic.  You must use a straight pop up frame because a curved frame would create multiple focal lengths for the projector.  In other words, the image, when projected, would be out of focus as parts of the screen are closer to the projector than others.  It is important to make sure the integrated screen matches the projector screen ratio of 4:3 (standard TV) or 16:9 (wide-screen or HD) so that the image fills the space.  If we can help you with a projection screen trade show display please let us know!

I’m not surprised that Seth Godin isn’t surprised.

Hey Seth, if you’re reading this, you need a haircut…I wonder if this surprised him???

Seth Godin, bestselling author and marketing guru, posted on his blog that if a company doesn’t surprise you then they won’t be memorable.  You can read his post by clicking here.  In today’s hyper-marketed and experienced based production world it is getting harder and harder to stand out.  I do suggest that pulling back on the reigns can help you stand out though.  Imagine a huge trade show floor with lots of vibrant colored trade show displays.  Your display is completely white, the floor is white and your staff is wearing all white.  The only color being the company logo and and products you offer.  Visually you will stand out as your booth will be a stark absence of color in a sea of over-stimulation of color.  Remember, to be different you must first think different.

Trade Show Display Product Highlight
Trade show tables can be a very effective way to showcase products and literature, however, using these tables in the correct manner is important so that they don’t become a liability.  First and formeost get a table that fits the actual space you need.  For example, if you have to fan out brochures like a deck of cards to fill the top of the table then it’s probably too large a table.  In most cases, tables aren’t even needed as a literature stand and a clipboard will sufice.  The investment in your booth is well worth not filling it up with an oversized table that blocks people from actually entering your booth space.

Tip for Exhibitors

I came across a great post today by Kare Anderson of Say It Better.  She lists a plethora of detailed tips, especially in how to communicate to attendees at trade show in order to shorten the sales cycle.  She also encourages exhibitors to focus more on communicating their benefits instead of the brand or features in which we, here at Smash Hit Displays, agree.  Too many exhibit graphics detail brands and features, not there is anything wrong with this, but your brand and features have less to do with why someone makes a purchase than benefits.

Trade Show Exhibit Product Highlight
Custom trade show displays are the ultimate in creating unique spaces and experiences at trade shows.  A custom display can equate to a small modification in size or color or can be a one-off creation used for only one-event.  The reason to go with a custom display can range from a functional purpose or to create a visually unique branded space that cannot be created by conventional display components.  Whatever the purpose or reason let A Smash Hit! Trade Show Displays be your custom display exhibit consultant!

Grunt Workers, Tradeshows and Trade Show Displays

Have you ever wondered who handles the day-to-day process ofreceiving trade show displays, freight and other materials at convention centers as well as setting up elaborate custom displays?  Well, the bulk of this workload is handled by Freeman Co. and GES Exposition Services.  Below is a great link in the Dallas Morning News about Freeman Co., it’s roots and why it continues to be a family owned and operated company.

Convention outfitter a heavyweight.

Trade Show Exhibits Product Highlight
Fabric Tension Trade Show Displays are much more affordable so don’t forget to check out these ultra portable and functional displays.

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!

Special Business Cards for Trade Shows

Today I ran across a very interesting post about creating specialized business cards for trade shows that enable you to make notes about your meeting with the client.  I really like this idea!  After talking to hundreds of suppliers it can be confusing remembering whose product or conversation relates to which booth.  Jim Krukal suggests adding the typical company information, logo, and telephone number, but also add a picture of yourself as it helps the attendee remember you.  The rest of the business card should be dedicated to note taking.  I would say that it is important that you fill out the note section as the attendee probably won’t.  Below is an image of the example card that Jim posted on his blog.  Very cool Jim!

If you’re a online retailer you could add a few more things.
1.) Special Discount Code – This would enable you to track how the card was used to create actual sales from contacts made at the show.
2.) Additional space on the back of the card for notes.
3.) URL’s for company websites.

It is also advisable to print the cards on non-glossy card stock as cards coated with a glossy laminate are almost impossible to write on.

Smash Hit Displays is a leading Internet Wholesaler of Trade Show Displays in Richmond, Virginia that specializes in all types of trade show exhibits ranging from small tabletop displays to larger Custom Modular Displays.  Let us help make your next event A Smash Hit!

Ten Steps to Choosing the Right Trade Show Display Products

Going to your first trade show can be a daunting undertaking. Planning the Who, What, When, Where and How can prove to be a larger project than many expect. A trade show is essentially a temporary office space and the tools (furniture, walls, signs, etc) needed to conduct business in this temporary space are trade show display products. Below you will find ten steps that will help you plan your requirements and choose the right trade show display products.

 

1.) Build a Requirements and Wish List

 

A Requirement List is the “nuts and bolts” on what needs to happen at the show. This list should include what is needed to interact with your customer or prospect including employees to work the booth space. First state the objective and then the requirements. For example, if you want to demo a feature of your website you need the following.

1.) Demo Website

a.) Computer System

b.) Demo or Computer Stand

c.) Electricity

d.) Internet Access

e.) One employee

 

A Wish List should include every imaginable concept or idea on how you would like to market/advertise the above requirements. The best way to create this Wish List is to hold a meeting of employees from different teams within the company. Your booth space should incorporate unique experiences so let the creative juices flow. You have complete control over the look of your booth space including temporary back and side walls, flooring, furniture (including tables and chairs) sans any regulations of the show or local laws. Think about these elements as you create the Wish List. Many of these ideas will quickly be deemed impossible, but they will lead to new possibilities. For example, you may wish to hire Hollywood stars to work your booth, but with high-five figure appearance fees it probably won’t work. This idea could lead to a “movie set” display theme or possibly renting costumes to dress up like
Hollywood stars.

 

2.) Estimate Pricing for Valid Wish List Items

 

Once the Requirements and Wish List has been created rank these by order of preference and contact you trade show display distributor. Discuss these options to determine feasibility as well as price. Feasibility is a very important factor with trade show exhibits. The biggest feasibility challenge is making the exhibit portable and easily transportable. Anything can be built to create a unique selling space at the trade show, but if there isn’t a way to get it to the show what’s the use? Work with your supplier to create alternatives to ideas that just won’t work. Also make sure to include estimates for graphics design. Many displays include the cost of printing a graphic, but not the cost of creating the actual design.

 

3.) Revise Wish List

 

Remove any items from the Requirements and Wish Lists that deemed impossible or unaffordable. Re-rank items based on discussions with supplier.

 

4.) Determine Display Products

 

Evaluate which display products fit your needs based of your Requirements, Wish List and Budget.

 

5.) Start Graphic Design Process

 

Once the appropriate products have been chosen you now know your trade show graphic requirements. Many companies realized too late that the look they wanted to create wasn’t feasible in a portable trade show display or from a price standpoint. They either have to start over from scratch or modify their designs which leads to delays and increased costs. For example, a client designs mural graphics for a curved pop up display that incorporates a projection screen only to learn that the curvature of the display makes it impossible to focus the projected image. The client modifies their choice to a straight pop up display, however, the mural graphics have to be redesigned as they are a different size. This results in going over their graphics design budget.

 

7.) Proof and Approve Graphics

 

After designs have been finalized and sent to your supplier make sure to get a proof before printing proceeds. Problems can arise when transferring files like changes in fonts and colors. There are two types of proofs, digital and printed. A digital proof is a scaled down miniature of the graphics that you can view on your computer. This type of proof enables you to approve the overall layout, but not actual printed colors. Many companies have specified Pantone or PMS colors and the only way to approve these is to get an actual printed sample from the actual printer.

 

8.) Order your Display Products and Graphics.

 

This step is pretty much self explanatory. Make sure to confirm lead times as well as estimated shipping time.

 

9.) Receive Display and Check for Damages

 

When your display arrives take a few moments to check the external boxes, cases and or crates for damage. Notate to the delivery company any visible damages and that if any internal damage exists you will be contacting them. Unpack the display and check for any visible damage. If damage is present immediately call the delivery company and initiate a claim.

 

10.) Perform Initial Setup

 

If possible, setup the display immediately after delivery. This can help avoid the following two pitfalls, unseen damages and missing pieces. Assemble anyone at your company who will possibly setup the display and go through the process of setting up and taking down the display one piece at a time. Make sure to train employees on correct setup and dismantle. The second most cause of damage is improper setup and dismantle procedures.

 

In conclusion, following these steps will make choosing and creating a unique trade show display much easier!

 

About A Smash Hit! Trade Show Displays

Founded in 2003, A Smash Hit! Trade Show Displays is a leading Internet distributor of trade show display products primarily servicing North America. As a wholesaler we can offer display products at half the price as local suppliers. We offer full graphics design, graphics printing and can work on displays as small as tabletop units to large island style displays.

Microsoft Visitors Center Exhibits and Displays

My big brother happens to be one of the smartest computer geeks, I’m mean tech-heads, at Microsoft’s World Headquarters in Redmond, Washington. My wife and I finally had the opportunity to visit with him this past week and tour the Microsoft Visitors Center and Company Store. Below are some pictures of the Visitors Center and a few exhibits that can be found within. My favorites were, in order of importance.

1. MSN Search Engine Computers – I was quite stunned to find that all four computer stations had Smash Hit Displays on their computer screen. I didn’t know we had such big fans of our company at Microsoft!
2. We See a Future Leader / Web Cam Stations – There are 3 Web Cam stations where software recognizes a face and then overlays an image. All of these overlays tie into Microsofts marketing message. “Our mission is not just to unlock the potential of today’s new technologies. It is to help unleash the potential in every person, family, and business. “. You can view some of these related commericials on the following page.
3. Minority Report / Seattle Area Map – In an earlier post I discussed how a projected image could be manipulated by hand with IO2 Technology. At the visitors center they have a map that can be moved by sliding your hand across the screen. It’s kind of like holding down the left mouse button on you mouse and moving a map around in Google Maps except the mouse cursor is you hand.
4. Pocket PC Wall – What happens when you take 160 Pocket PC’s and displays them on a wall? You get an ever changing video that really speaks to the power of one of these mobile computers.

All in all the it was really neat to see all the cool stuff that Microsoft was involved with, however, the best part was seeing how happy, talented, respected, knowledgeable and yes geeky my big brother has become. I’m pround of you Bro.

For those of you who want to learn a little more about what my brother does at Microsoft you can visit his blog at Windows Media Center Blog.