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!

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.