Showstopper Exhibits

The 5/10/20/40 Follow Up Plan

2012-01-20T10:19:00.000-08:00

Steve Miller, author of ‘HOW TO GET the MOST OUT of TRADE SHOWS’ offers this simple but effective system to optimize the effectiveness of your follow up from the leads you receive at your trade show booth.

First the information you promised to send to each and every visitor to your trade show booth should have been sent within 48 hours of your return from the trade show. Unless you’ve already set an appointment with those visitors right on the trade show booth floor, you need to call them and establish enough of a rapport to do so. Within five working days after the show closes, Miller suggests ‘your packet of information should be in the hands of the prospects’. I would add, in this day and time, emailing the same information may be equally timely … and faster.
The phone call you place can be even more relevant because you can emphasize you promised to send the material and you are merely doing what you promised while at the trade show booth, and simultaneously ask if they have any questions about what has been sent.

Here’s where your sales skills and training come into play; if they have not had an opportunity to view the material you sent (and promised them while they were at your trade show display) ask if you can set a definite time to call back to discuss any questions they may have and how you might be able to work with them going forward.

The object of the 5/10/20/40 Follow Up Plan is that each interval – in successive phone calls at five days, ten days, 20 days and 40 days you have made sufficient inroads to know first whether the prospect/suspect warrants further pursuit or not. You’ll know precisely where you stand with this particular individual/company and if he or she is the person who can make the decision to purchase your product or service or not. The beauty of this plan is you’ll know in a rather short span of time exactly where you stand with this sale and whether it requires further pursuit.

From the very day any and all visitors come to your trade show exhibit; you’ll know the hierarchy of sales decision-making for that particular company. If, in the midst of the 5/10/20/40 Follow Up Plan, you determine you are not talking to the right individual then this series of calls is the perfect opportunity to get the name of the correct individual. A blinding glimpse of the obvious? Maybe; but consider this, the rapport you build with that particular individual may lead to a whole series of referrals, networking possibilities or the actual sale by your systematic compilation of information regarding the organization’s wants, need and desires. After all, these particular prospects and suspects may feel a certain sense of obligation to you for the amount of time you have spent in seeking to help them.

The 5/10/20/40 Follow Up Plan will work for you when it’s effectively tied to your preshow planning and dogged pursuit. You will have turned a three to five day trade show display event into a successful three to five month marketing campaign with more positive results by cultivating new contacts and closing more sales.

Jim Deady is the president of Showstopper Exhibits, LLC in Richmond, VA. You can view his site: www.showstopperexhibits.com. Contact him @ jim@deady.com or call him @ (888) 440-0377.

Turning Trade Show Leads into Sales

2012-01-20T09:58:00.000-08:00

Okay, you’ve been to dozens of trade shows. You’ve met with literally hundreds of visitors to your trade show booth. You’ve talked with them about your ‘latest and greatest’ and you’ve endeavored to follow up with them after the show. All with marginal results; what went wrong?

Well first of all, you’re probably doing everything right. However, when you drill down to the essence of the process you probably need to refine a few important steps to achieve a more effective conversion rate. Here are a few tips:

1) Pay attention to the way you qualify the visitors to your trade show booth.
2) A business card is not enough and a long lead form is too much. The essentials are: obviously the name, company name, phone [land and cell], who makes the decision to buy in the company, what product or service is of interest (will benefit them the most), when are decisions made to purchase your product or service and will they buy NOW? (If you have the decision-maker right there in front of you, never let the visitor leave without asking for the order.

If they’re not willing to commit right then and there, set a time and date to follow up.
Now here is where the finesse comes in. Make note of any comments, specific objections, special situations, concerns, requests, you-name-it. PLUS, make sure you make note of any personal comments the visitor makes – did they just come back from a great vacation or have a memorable meal at a terrific restaurant. Trival? Maybe. Good for follow up; Absolutely. Finally, find out if they are open to a follow up phone call, need more literature, samples?
3) Following up can effectively be done two ways: A) you do it OR B) you have a well-oiled telemarketing firm do it for your organization. BUT, either way here’s the key; FOLLOW UP within two or three days of the show. Let me repeat that, FOLLOW UP within two or three days of the show.
4) Last, make your own rating system for prioritizing and following up visitor inquiries. Here’s one way (but MAKE YOUR OWN). A ‘1’ rating is hot, glowing hot, super hot, you got it –they deserve immediate follow up. A ‘2’ rating is warm and may just require literature or a sample. (BUT the phone call in this instance will make this ‘2’ rating a blinding glimpse of the obvious and turn it into a ‘1’ rating if you ask more qualifying questions during the phone call). And a ‘3’ rating is one where you may simply add the name to your company mailing list. But, here again, a ‘3’ rating can be turned into a ‘1’ or a ‘2’ by that all important phone call. A phone call can take five minutes; a sales call might take five hours, even longer if it’s not more highly qualified.

If you will actually make a form, fill it out with a rating system that qualifies the prospects. It will be well worth the time in tracking these inquiries to a SALE. You got it; turning leads into sales is ‘buying into a system’, qualifying the visitors to your booth (so much so that you actually have something to talk about when you follow up with that all-important phone call) and tracking that lead individually in a timely way. This is NOT a ‘you-can’t-win-the-Lottery-if-you-don’t-buy-a-ticket’ scheme. This is ‘plan your work’ and ‘work your plan’ and turn more leads into sales than you ever have before.

Jim Deady is a 28-year veteran of the trade show industry and the president of Showstopper Exhibits, LLC and his website is www.showstopperexhibits.com. Call (888) 440-0377 or email jim@deady.com with any and all questions about your next trade show.

All of this information and more is found in Steve Miller’s book entitled, ‘HOW TO GET the MOST OUT of TRADE SHOWS.

Measuring your Success from your Trade Show Display

2012-01-20T09:54:00.000-08:00

Here’s a simple formula for evaluating the success of your trade show booth I recommend after evaluating a method set forth in Steve Miller’s book entitled: How to Get the MOST OUT of TRADE SHOWS.

First compile the number of leads you accumulated at the site of your trade show display.
This is the first step in a three-step process that will easily and effectively measure the success of your trade show exhibit. In this formula you will be measuring a set of quantitative goals at three different times throughout the year: immediately after the show, six months later and again 12 months later (or perhaps directly before you participate in the very same show –approximately one year later). The goals can range from: fundamentally how visitors to your trade show display responded to the offerings you presented; how well you were able to collect data [short form, notes from brief conversation]; how the leads were qualified and how the leads were followed-up; to mention a few. Here you can make the list as basic or as complex as you like. Some of the most achievable goals are to set a specific number of sales you want to complete within six months and then in one year (again based on the leads you’ve generated from your trade show booth space).

The next step is to make the initial contact with these leads by making a phone call to each. Keep in mind you want the answer, in whatever form you can receive it, that will validate the goals you’ve set forth. Did they like the offerings you introduced? Are they indeed the decision-makers you need to be pursuing? You know the drill.

For the sake of this article, let’s say you had a large number of visitors to your trade show booth space. And your goal was to convert five percent of them within six months of the trade show. You make the calls and you qualify the leads to the highest degree possible. From here you are matching the prospect’s/suspect’s need(s) and wants with your products and services based on what they might or might not remember from your trade show display. If the prospect needs reinforcement in remembering the offerings made from your trade show display; you obviously need to email or otherwise get samples and sales literature into their hands at the earliest part of the sales curve. AND, whenever possible, reestablish the prospect with a face-to-face sales appointment. Who knows, a demonstration to the prospect’s sales team may be the answer.

Finally, while cultivating these six month leads, you are concentrating on learning the ‘needs dates’ and cyclical sales demands for your products and services for those you’ve identified as twelve month leads. Let’s face it, timing is everything and a one year sales lead time is not at all uncommon. Same drill; can you refresh their memory about your offerings from your trade show booth space? Probably not but it’s a great talking point for their visit to the next trade show that may only be only weeks away. Either way you are demonstrating your professionalism and exerting your aggressiveness to bring them into your camp. You CAN measure sales from your trade show participation. It’s accomplished with your dogged determination from the initial contact made at your trade show exhibit space.

Jim Deady (Day-de) owns Showstopper Exhibits, LLC in Richmond, VA. A thirty-eight year veteran in the trade show display industry, he can make your next display a Showstopper. Visit www.showstopperexhibits.com; call him @ (888) 440-0377 or email him @ jim@deady.com.

Don’t Misjudge Appearance. Every Visitor to your Trade Show Booth is a Potential Customer.

2012-01-20T09:32:00.000-08:00

According to Steve Miller, author of HOW TO GET the MOST OUT of TRADE SHOWS, this is a true story. The moral to this story is don’t ever judge a visitor to your trade show booth by his/her appearance.

The misjudging is called the Edith Goldman Syndrome-and it starts this way. Edith started the trend of wearing athletic shoes when attending trade shows. It seems Edith is the buyer for Leavitt Advertising/Hanover House Industries and, as such, attended several hundred trade shows each year. These entities represent one of the largest mail order catalog operations in the world – numbering among them Adam York, Synchronics and Tapestry (I may be dating myself). Edith didn’t care what the athletic shoes looked like she just wanted comfortable feet. So off she went show-after-show, with the authority to buy for any part of Leavitt she saw fit.

Here’s the point (or the rub – you figure which), because she was wearing running shoes not everyone in the shows she attended took her seriously. I know, I know, attire these days at trade shows goes from coats and ties and dresses to shorts and flip flops – but this was back ‘in the day’. Her retort to those who did NOT take her seriously was, “If they don’t take me seriously, that’s their loss, not mine.” She’s absolutely right; keep your antenna up, don’t judge a book by its cover, whatever. Every visitor to your trade show booth is a potential customer.

NOTE: The old saw about the farmer in bib overalls who walked into the Cadillac dealership and nobody (veteran sales guys and gals) paid any attention to him until the ‘new’ kid stepped up and asked, “Can I be of service?” – is spot on. You know the result; the ‘new’ kid had a brand new Cadillac sold in fifteen minutes.

Remember, “The only people who have to look good in the trade show booth are the exhibit staffers. Buyers can be as comfortable as they want – blue jeans, sport shirts, you name it (and they usually are). Don’t underestimate them and their potential buying power.

This setting is a phenomenal opportunity to create and ultimately cultivate some of the best buying scenarios possible and they’ve just stepped into your territory. Treat every visitor as if they have the potential to take your sales ‘over-the-top and off-the-charts’.

Jim Deady (Day-de) is the president of Showstopper Exhibits, LLC a trade show display, banner stand, graphics and accessory website – www.showstopperexhibits.com – with over a lifetime of experience in marketing and trade show sales and service. Call him today for a free consultation on your next trade show requirements @ (888) 440-0377 or email him @ jim@deady.com.

Your Next Trade Show Display; What side of the equation are you on?

2011-09-21T12:47:00.001-07:00

In the planning and development of every trade show display there are two sides to the equation – the hardware side and the software side. To be perfectly frank, the side of the equation that should receive the most attention is the software side. That may sound like heresy from the head of a trade show display company, but allow me to explain.

The software side should include first and foremost the training of the individuals who are going to staff the trade show display booth. This means thorough preparation of individuals who can and will answer all visitors’ questions about the product and/or service being exhibited. (Call me @ (888) 440-0377 for Boothsmanship 101 articles and other related articles about selling at a trade show). Next, you should include some heavy marketing using social media; even a postcard campaign to invite any and all potential prospects/suspects. And, of course, you should prepare some slick literature to hand out on to all who visit your space. Furthermore, you should have some proven method for taking census information (wants/needs) of the visitor(s) and following up with them IMMEDIATELY after the show. Now, here’s the most important part of the software side, be prepared to SELL at the show. It’s a golden opportunity and YOU CAN SELL at a trade show.

The hardware side of the equation can be as fundamental as a Pop-Up OR as complex as a custom display but all of them should have the most compelling Graphics your budget will allow. The name of your organization and Logo should be prominent (at a National Show, even a tower or something equally dramatic should be considered). And the text on the face of the display should be kept to an absolute minimum. Several short cryptic ‘bullet points’ OR the corporate ‘slug line’ (Example: Wranglers – REAL COMFORTABLE JEANS). You cognitively have seven seconds to snag a prospect or suspect into your booth space before he or she walks right on by. GRAB THEM with your graphics and don’t let them go.

To make your next trade show display a Showstopper; call Jim Deady (Day-de) @ (888) 440-0377 or visit our website – www.showstopperexhibits.com. Jim is a 42-year veteran of trade show displays and graphics and can turn your next trade show experience into a profitable one.

Why Trade Show Exhibitors Succeed

2011-09-21T12:46:00.001-07:00

If you’ve read books with titles like ‘….. Thoughts from Highly Successful People’ or ‘…..Strategies from Highly Successful People’ AND you’re in the mode to either return or jump into the trade show realm; then this article is for you. Here are some of the reasons why trade show exhibitors are successful. Why not gage yourself as you peruse this article.

First of all they believe in the process. Let’s face it, conventional sales calls cost $250.00 + per call and there are plenty of instances where the cost is ‘off the charts’ because of repeated sales calls to the same prospect/suspect and the lead time is extended. So the simple math dictates that if motivated buyers come to you and your company’s trade show display space and you are able to talk face to face with qualified buyers on your own turn this cost goes down dramatically. (I have plenty of detractors at this point from the grizzled old veterans of many years of trade show exhibiting.) Many will say ‘we’re just here to generate leads, we don’t sell much at the show itself.’ Really? Here’s a NEWS FLASH - Exhibitors SELL products and services right there on the show floor. Amazing! They believe they are going to sell product(s) and service(s) AND THEY DO.

Second, this type of access to qualified potential customers is, in many cases, exponential. Your field reps know their customers and know them well but do they know them all in all their territories? I rather doubt it. Guess what? Corporate growth requires new customers and what better way to gain access to new customers than at a trade show? They come to you, they’ve committed hard dollars to travel to see what’s new (or needed/required) in the industry. National shows draw thousands of potential new prospects/suspects – many, and I do mean many, are qualified buyers with the authority to make a decision right then and there. A recent trade show report revealed that over 90 % of the average exhibitor’s visitors have not been called on by a salesperson during the previous 12 months. So let’s do the math again, if you see 200 legitimate buyers at a trade show, roughly 168 are brand new contacts. How long do you suppose it would take for your sales force to call on those same 168 prospects/suspects?

Third, Trade Show Exhibiting is three dimensional. What I mean is that you can actually take your product to the show and set it right in your trade show booth space. And if its software or service oriented, there are literally a dozen ways to demonstrate its features from video to IPad and IPod apps. Right there in front of you while you walk the prospect or suspect through as much of the detail as he or she wants. Every question is answered, all objections are overcome and you’re on you’re on your own turf. What more could you want?

Fourth, trade show display exhibitors offer one-stop shopping. As a potential buyer, you’ve seen a particular product or service you (like/want) for your organization. This product or service has been on your radar for a while and now you, as the qualified buyer, have a chance to see the product or service along with the same product or service of several competitors all in that one place at the same time. For the motivated trade show exhibitor and the motivated trade show visitor/buyer - LET”S MAKE A DEAL. Your actual presence at the show as a trade show exhibitor creates immediacy and shortens the buying process.

Finally, what’s a better way to test new products or services and get direct feed back from the visitors than exhibiting at a trade show? Premiering your latest and greatest is precisely what highly motivated visitors/buyers are looking for – new ideas. They are looking for the latest and greatest. You know this; you simply need to act on it. AND the feedback is invaluable. The new product may simply need a few tweaks or a modification that becomes a blinding glimpse of the obvious when it’s repeated several times by visitor/buyers. You’ve saved yourself potentially thousands in R & D dollars and you’ve exposed this latest innovation to top buyers in your industry. Chances are if it’s well received at the trade show it’ll be a winner in the field.

To make you next show a Showstopper visit www.showstopperexhibits.com or call Jim Deady (Day-de) @ (888) 440-0377. Jim is a 42-year veteran of the trade show industry and there isn’t much he hasn’t seen (and he’s kept up with how social media can help you succeed as well).

Why Participate in a Trade Show at ALL?

2011-09-21T12:45:00.001-07:00

Exactly. If your company or organization is only half heartedly contemplating participating in a trade show you’ve heard about or attended once or twice; forget it.

Trade show participation and positive results require passion and passion can be bought at the price of proper preparation. If you’re contemplating participating in a trade show and you just don’t know if you want to spend the money; forget it. You can’t afford to be there with that attitude. Your decision is going to be reasoned by talking to the Trade Show sponsor/manager and this takes initiative and asking intelligent questions.

Here are a few poignant questions to ask the Show manager/sponsor:

1) As a first-time participant do I have to be assigned a space in the far back of the exhibit hall OR can I get a more advantageous space near one of the entrances?

2) If I’m assigned that far back space this first time can I get a better position next year?

3) Do they (show manager) compute the space base on the industry standard of 10’ in width and 8’ in depth? OR is it something else? If it is something else; INSIST on the industry standard. NOTE: Ten feet is ten feet; you can only see one or two persons in your space at one time. If you can afford to participate in this trade show; consider a 20’ space. You have much more room to display your products and services and you AND your staff has the space to discuss the wants, needs and desires of more than one prospect or suspect at a time. [Think about it]

4) What services do they offer? The bigger shows will allow you to send your display ahead of time and will store it for you until you retrieve it at the appointed hour to install it. The bigger shows will have a full-time person assigned to attend the thousand details that crop up at the last minute. If the show manager is paying attention; they’ll treat you like gold if not; you can place their service in your memory bank for the decision next year, if that’s important to you.

BUT if you decide to attend the trade show AND participate then you better be prepared and here are some helpful suggestions:

1) Pick the shows that offer maximum exposure to your target market(s). You’ll recognize these because your prime competition will already be signed up and has probably been attending for many years.

2) Choose the individuals to ‘man the space’ that can best answer the anticipated questions your customers, prospects and suspects will ask. [This MAY NOT be your best sales persons.] Think about it. [Maybe your customer service reps?]

3) Consider featuring the products and/or services that will meet the expectations of your most demanding customers. [These may or MAY NOT be the latest and greatest product and/or services your organization has to offer] You can NEVER overlook the ‘latest and greatest’ but the ‘old stand by’ products and services may be just what someone who knows little or nothing about your company is looking for. Think about it. [Will you have the complete catalog available to discuss the prospect’s or suspect’s specific need, whether it be your latest or greatest OR the products that made your company what it is today?]

4) Consider the back drop or display that will present your company or organization in its best light. Sure, this is a blinding glimpse of the obvious; but you’ve seen a ton of displays that are so unprofessional and cluttered; you wonder why anyone in his or her right mind would stop at the space at all. If your organization screams ‘Custom’ then by all mean go there and produce the best possible ‘custom’ booth you can afford. If, however, your organization wants a high degree of portability and ‘no union labor’ to install or dismantle then consider a Pop-Up with the best graphics package you can afford.

This alternative can be as much as 75% less expensive than a Custom display.

5) Finally, select the graphics that will be so compelling, long-time customers as well as first-time prospects and suspects will be driven to see what you have to offer. For all the helpful tips you need to know to design your graphics OR for a free consultation regarding the design, visit www.showstopperexhibits.com or call (888) 440-0377 and ask for Jim Deady (Day-de).

Who should staff your trade show booth?

2011-09-21T12:44:00.001-07:00

If you’ve already decided to send the same individuals who go to each show, you may want to think again. These same individuals may be experiencing the ‘burn out’ factor or simply have other duties that demand their time; here’s what I would suggest. After writing a one paragraph job description about the duties as well as the goals and objectives of manning the booth, post it on the bulletin board or send it to every qualified employee. They may actually have a new perspective on this task, view it as a perk and bring more enthusiasm to the whole experience. Interview a few who show interest and just make doubly sure their product and company knowledge is where you want it to be.

Remember, trade shows are a different environment where there is a difference in the psychology of interaction on the trade show floor. Most visitors are looking for product information to the ’inth’ degree first and foremost. But you need to understand that those managing your trade show booth need to have one important verbal skill – to ask and thus extract the most fundamental information from each visitor, name, address, phone or email and product interest (at a bare minimum a business card with the product(s) of interest written on the back of the business card). I know this is a blinding glimpse of the obvious but you’d be amazed at how many visitors come and leave trade show booths without ever providing any information.

For those you choose; provide them a complete understanding of the pros and cons of each and every show. If your company has experienced problems at a particular show in the past; the individuals you have chosen to represent your company should be thoroughly briefed on those problems and provided a solution strategy so they don’t occur again. You want the result of every show to be better than the last; this is a good start.

If at all possible, allow those individuals you have chosen to man your trade show booth to visit a local show. While there ask them specifically to ‘walk the show’, viewing the trade show booths and interacting with the exhibitors. Gage their exhibits, their behavior both with their booth visitors and, above all, ask your own questions and listen to the responses of the exhibitors.

No matter what the size is of the local show these chosen individuals visit, the same presentation skills apply and the better equipped your staff is at manning your trade show booth when you send them; the more productive the outcome will be.

One more important ingredient, the individuals chosen should have an agenda. So rather than simply ‘standing around’ waiting for visitors to come to your trade show booth; they should have an agenda beyond the time they are on the trade show floor. Here’s what I suggest; have them make appointments with personnel of important accounts BOTH at the show itself and during those appointment to schedule for a company representative to call or visit after the show. Also, find opportunities to meet with prospective partners and promote your company and its capabilities. Who knows, they might even schedule an interview or two with potential candidates for employment.

Finally, have those who are chosen do two important tasks: 1) get all the information they have gathered to the right people in your company ASAP and 2) write management a short summary of what they observed, what was good and what was bad about your trade show booth. You want the next show to capitalize on what worked and eliminate what didn’t. Your job is to make the performance of the next show better than the last.

About the author of this article, Jim Deady is the owner of Showstopper Exhibits, LLC and a 33-year marketing veteran where trade show booths, displays and exhibits have been his primary focus. For a free consultation call him @ (888) 440-0377 or visit www.showstopperexhibits.com.

Much of this information has been taken from Julia O’Connor (a long-time colleague in the industry) in her book – The Trade Show Reader.

Some Do’s and Don’ts of Trade Show Display Visuals

2011-09-21T12:42:00.000-07:00

Where do you look when you walk the aisles at a trade show? You read it right; where do you look? Too often we look right past an obvious visual that provides vital information to our suspects, prospects and customers and vice versa.

For example, where do you put your name badge when you’re manning the booth? The correct position for a name badge is on your right side (near your collar bone). The highest majority of attendees shake hands with their right hands and their eyes travel up the arm to the right side of your torso just before they reach your face. Put your name and the name of your company in large type on the name tag and position it on your right side; high enough up on your shirt, blouse or coat to be read readily and easily. If you have a name badge on a lanyard, then draw up the lanyard to where the name tag is positioned under your chin. The whole purpose of this subtle but important detail is to communicate your name and company to the most important individuals at a trade show – the visitors to your booth space. This is most effectively done when your name and the name of your company are easily within your prospect’s or customer’s line of sight.

How about banner stands next to the aisle? Great idea if done right; bad idea if done poorly. A banner stand can effectively call attention to a new product or service, an exciting feature of a new product or service; even something going on inside the booth – it just can’t do it all at once.

Here’s an example of a good banner stand. Let’s say you’re introducing the new Widget-A1. An image of the Widget-AI should be at the top with the obvious title ‘Introducing the Widget-AI’. Underneath in no more than SIX to EIGHT words about whatever the greatest feature is of the Widget-AI that offers the prospect the highest benefit – ‘With X1000 - Cuts your process time in half’.

An example of a bad banner stand would be one that has way too many words – such as a schedule OR an agenda OR too many features and/or benefits of a particular product, service or entity with multiple images. Let’s face it, too often the potential reader of the banner stand will simply pass right on by a message that’s too complex or one that’s easily misunderstood.

Next, the famous or ‘infamous’ computer monitor – if you’re determined to use this as your primary communications vehicle – make a specific presentation with large type and simple graphics – keep the presentation to two minutes or less.

Next raise the monitor to a minimum of 40” high (set it on a case or podium) and, if at all possible use the largest screen size possible (this is not always a practical fete; especially when you have an aggressive trade show schedule and you have to transport this from Point ‘A’ to Point ‘B’ extensively). It may serve you best, if you have a larger flat screen, to invest in a heavy duty travel case.

Finally, the cardinal sin of all visuals is when you put your table parallel to the aisle. Don’t do it! This is both a psychological and physical barrier to your booth space. You want every potential visitor to come inside your booth space. Move any table you use to one side of the booth space or the other and have it perpendicular to the aisle. And, drape the table with a table throw that has your logo on the front. Naked table – terrible visual. Draped table – excellent visual.

Last but not least, don’t use your cell phone inside your booth space AND don’t have food and drink(s) in your booth space unless you’re hosting an event.

All this information comes to you from Jim Deady, a thirty five year marketing professional who owns Showstopper Exhibits, LLC, an online trade show display, graphics and banner stand website. Visit www.showstopperexhibits.com or call (888) 440-0377 to make your next trade show display and all its visual elements a showstopper.

Marketing Directors, Sales Managers, VP of Sales,

2011-09-21T12:39:00.000-07:00

With drastic times come drastic measures; I’m not advocating anything particularly drastic, just suggesting you seize the moment with a creative marketing approach – videotaping your next new product introduction at a trade show. Hire Showstopper Exhibits to attend your next trade show where you will be showing and introducing new product(s) to the marketplace. We’ll videotape first impressions of the new product live from the mouths of suspects, prospects as well as long-standing customers direct from the trade show space. What better marketing tool than to receive unvarnished testimonials as to the cogent features and thus, benefits of the new product(s).

For a fixed price, Showstopper Exhibits will dispatch a crew to your next trade show and spend a day or two videotaping the attendees at your trade show space, catching them on camera with their candid comments about your product(s). What better tool could you ask for than having the direct prospects and suspects for your product offer your target market first hand observations?

You could ask favored customers to come to a Pre-Convention showing of the new product(s) and solicit their remarks. Then you could have your own sales staff and management comment on the remarks given.

With the synthesis of both constituencies, you have a more credible video. Not to mention, when individuals are making these adlib vignettes you get the best, completely extemporaneous comments and observations. You’ll be pleased with the results of these unscripted remarks.

You can do the same thing during the show to prospects and suspects who attend the show. Two important questions at this juncture would be, “What do you think about this new product and/or service?” and “How do you think your company might use this product and/or service?” Here’s where there can be dialog between your employees and prospects; answering questions and reinforcing every answer by turning the best features of your product or service into benefits. And, as a bonus, these answers trigger real time solutions for viewers who may see direct applications and/or solutions to their company’s requirements. Moreover, the candid comments revealed in these interviews may indeed trigger your R & D folks to consider more applications.

When soliciting testimonials of attendees, you’ll ask each respondent to sign a release form so Showstopper Exhibits can craft the comments into a four to five minute video summarizing the reactions and comments gathered. Then, by extension, the videotape can be morphed into a DVD to be sent to your entire customer base as well as used by your sales force or management.

Finally, a video is a no brainer; everyone, and I do mean everyone, learns from and enjoys watching a short, well-crafted video on a subject rather than reading a text or pamphlet on the same subject. A brochure or pamphlet can be supplied later if necessary.

This is a fabulous idea and warrants a call to: Jim Deady (Day-de), President, Showstopper Exhibits, LLC @ (888) 440-0377 or email jim2deady.com

2011-09-21T12:34:00.001-07:00

The ongoing Trade Show Graphics Debate:

Lambda vs. Inkjet

This debate may never end but I can try (after all I have never shied away from a good exchange). Lambda can supply you with graphics that equate to over 2000 dpi when files are provided that equate to 400 dpi at the starting size. This is simply because the Lambda process is a continuous tone process and can be characterized as being as technologically close to photography as you can get at this time. I think I’m on firm ground so far. Ink Jet on the other hand can provide dpi from around 1200 to 1600-1700 depending on the output of the printer. No matter how you slice it or dice it, the difference is considerable because the dots for Ink Jet are larger and I’ll leave it at that. Now the fidelity of the graphics from the Lambda process may not be the ultimate objective for everyone. Many in charge of their company’s trade show display image may simply want to achieve the lowest cost at a shortest turn-around time. Now you can achieve Lambda at Ink Jet prices and it’s a win/win for everybody. For your next trade show graphics order, consider www.showstopperexhibits.com and you’ll be pleasantly surprised at our ‘below wholesale prices’ for Lambda Graphics OR call Jim Deady (Day-de) @ (888) 547-0377 for a quick quote and/or design tips/help. Lambda vs. Ink Jet is ultimately your choice but for quality, speed AND price you’ll be delighted with the service from Showstopper Exhibits.

2011-09-21T07:33:00.001-07:00

Increase Your Confidence, Increase Your Sales

while manning your Trade Show Booth

Here are a few tips to boost your confidence while manning your booth space:

1) Whether it’s a 10’ x 10’ space or 100’ x 100’ – know your display before you go to the show – understand what products and/or services the graphics are depicting, know where the literature is to be stored and displayed, not to mention the products themselves.

2) It’s a blinding glimpse of the obvious but stand facing the aisle. You read it right; don’t turn your back to the aisle because you want any and all visitors to look at you and your display, not the other attendees at the show.

3) If your display is large and you’re part of the staff that works in shifts, know who’s working with you (his area of expertise) and draw on him when questions are asked you can’t readily answer. If you’re the floor manager for your shift; set the responsibilities of each shift participant along with where they should stand and what the ‘tone’ or thrust of this show’s marketing effort should be.

4) If your display is small; understand that others can hear precisely what is being said and approach each visitor accordingly.

5) If your booth space is geared for making a presentation or demonstration with a microphone, keep the tone low – your fellow exhibitors will appreciate your sensitivity to their efforts as well as your own staff who may be conducting sales conversations simultaneously.

Note, no matter the size of your booth space you will be overheard, so plan for it. Trade shows are noisy and a loud voice will call attention to the speaker. Whenever possible create a form that will be a quick check list of the visitor’s wants, needs and desires. These type lists can be your ‘one step ahead’ of the competition at the end of the show when you’re back at your office and starting to follow up.

Since many visitors have travelled a long way to come to the show AND are highly motivated to understand what’s new in the marketplace AND may be poised to buy –

Know what confidential information and what’s not. If pricing is available, such as what’s found in a new catalog, determine which deal requires negotiation, discounts or special consideration. You may not be able to close that particular sale in the booth but you can meet the interested visitor ‘off the floor’ OR you will certainly know who to go to or call first when you get back to the office.

NOTE: Some visitors will come with RFP’s (showing a high level of interest in your firm and its products/services. Review the RFP while asking for details and setting a definite time your firm will respond. And don’t fail to keep a card of the person who brought the RFP.

6) Finally, take a calendar with you to the booth space. Make appointments during and after the show. Once upon a time, Trade Shows were only to gather leads but not anymore. With the international scope of Trade Shows and the cost of business travel skyrocketing; be prepared to sign deals at the show.

These tips are meant to boost confidence and, by extension, boost sales for you and your organization at your next trade show. These are brought to you by a veteran, Jim Deady, who has attended at least 500 trade shows and heads Showstopper Exhibits, LLC. Call (888) 440-0377 or check out www.showstopperexhibits.com for your best trade show experience ever.

All the information and more can be found in Julia O’Conner’s book – The Trade Show Reader.

2011-09-21T07:31:00.001-07:00

Have you thought of this?

(some horror stories I’ve run into selling trade show displays and graphics)

This first story could happen to anybody but it caught me flatfooted. I sold a trade show display to a US company who asked me to send it to Hawaii for their first show. The sale was made in ample time to have FedEx get it to the show site on time. When the FedEx plane with my order on board was in flight, the weather for Hawaii was threatened by a hurricane (Some are saying, “Didn’t they know this in advance?”). Sure, FedEx is probably the best logistics company in the business, but in this instance the hurricane shifted in a hurry, picked up speed over open water and all flights were cancelled for a while. Since everything, and I do mean everything, in life is a matter of timing this order was diverted and the display didn’t make it on time. Fortunately, the manufacturer I used had friends in Hawaii who lent the customer their display (sure the customer could have rented another at the show, but this solution saved the customer time and money).

Moral: Confirm off shore deliveries for any vagaries in weather, customs, duties and/or drayage companies who have their own agendas. Another moral: Have you thought of taking the display with you when attending shows in remote places?

The second story is another that caught me flat footed. We sold a custom fabric 20’ Gullwing display to a

company who used it for their first show without incident. When the next show was approaching, the customer discovered he had left the display in an area exposed to high temperatures. These extreme temperatures literally melted the hangars and stiffeners on each of the panels. In a panic we received a call to fix these in a hurry and have the repaired panels to the show on time. Our first reaction was, “You want it when?”, but again with the cooperation of our manufacturer we were able to make the repair and meet the show schedule. Whew!

Moral: Store all trade show-materials in a climate controlled area where ambient temperatures will not exceed 85 degrees (in this instance the temperatures were obviously a lot higher and for a protracted period of time as well) and even then a lower temperature would be better. Another moral: Have you thought of keeping all trade show display materials in your office or an equally accessible area?

The third story is, again, one that could happen to anybody but unfortunately it happened to me. We sold a trade show display and graphics order to a firm in New York City. The hardware was coming from one manufacturer and the graphics from another. The hardware was sent to the customer and received on time without incident. The graphics were delivered to a large high rise building where the courier driver obtained the mandatory signature and off he went. The tracking manifest noted the delivery and so all was well … so we thought. We received a panic call the day of the show with the customer saying the graphics had not arrived. The graphics had arrived to a company that had absolutely nothing to do with our customer and were signed for by someone no one knew or had ever heard of. It just so happened the name of the customer’s business and the delivery site had similar names and both were within a few floors of one another. To compound the problem, upon arrival the graphics were transferred to a department whose entire staff was in a meeting outside the building when the courier went to track down the consignee. To unscramble the egg took a lot more steps and the graphics were finally delivered to the right party just in the nick of time.

Moral: Double check all deliveries from your end with the individual responsible for the order. Another moral: Has anyone every thought of simply starting the whole process a few days earlier than having vitally needed components arrive just-before-the-show OR better yet to arrive so the customer can set up the display and graphics before going to the show?

And finally, this one came out of the blue. We sold a whole slue of banner stands for a new product launch by a major manufacturer at a Las Vegas tradeshow. The banner stands were produced and sent only to arrive at a site that was in an advanced state of construction. The construction site was heavily layered with plastic sheeting but evidently not enough to abate the concrete dust that permeated everything. You can guess the rest of the story; more than half the banner stand graphics were ruined and needed to be replaced in less than 49 hours. All’s well that ends well. We reprinted the graphics and provided simple instructions to install the new banners in the stands. There were still a few hiccups even after the banners were repaired but the show went well, the banner stands were a big hit, the graphics were pristine and high fidelity that met everyone’s expectations and everybody was happy in the end.

Moral: The smallest detail (like where the drayage company is storing your materials) can turn out to be the biggest headache. Another moral: Have you ever thought of having someone absolutely anal be in charge of your next show and check every detail twice before, during and after the show?

These and dozens of other horror stories reflect the experience of Showstopper Exhibits, LLC, a complete trade show display and graphics distributor based in Richmond, VA. We can provide sage advice for your next show from design to implementation; if your next show requires an organization that has literally years of display expertise, give Showstopper Exhibits a call @ (888) 547-0377. We can make yours another Showstopper OR stop by our website @ www.showstopperexhibits.com

2011-09-21T07:28:00.001-07:00

Choosing the Right Tradeshow(s)

Let’s face it, everybody has exhibited at a tradeshow and at the end of the show said, “I’ll never do this show again”. With the proliferation of trade shows these days, which show do you choose? Well, first of all you don’t just choose one show and let that be your agenda for the year; you plan your schedule strategically. I would suggest, depending on your industry, let’s take manufacturing for example, you choose no fewer than two shows per year and more, if warranted (more on that in a minute). Two shows, one in the spring and one in the fall, allows your organization the benefit from any sales cycles that may exist. More to the point it allows your sales force to interface with prospects and suspects, not to mention customers, which may only get perfunctory attention during the rest of the year. And, it provides excellent momentum for introduction of new products and services. More than two shows? Absolutely, if your organization has opportunities in sectors of large market categories.

But which shows? Here are some suggestions to consider: If the show is National, where can your space be positioned and what is the trend in exhibitors? Can your space be positioned near the entrance or are you going to relegated to some obscure space in the back of the hall? When the call to entry comes in, are the same number of exhibitors signed up this year as last OR is it negative gain? Is the show manager, your industry association? And, if so, are they offering symposia on meaningful industry issues (or maybe no round tables or topics at all)? If so, can your sales manager be a speaker or at least on a round table discussion panel? If not, chances are your customers will feel the same and skip the show. I would poll your ten top customers and ask what show(s) they attend. And, if there are several new prospects or suspects that have high potential, ask them as well. A blinding glimpse of the obvious? Probably. Good marketing? You bet.

What if the shows your organization is considering are simply Regional or Local in scope? I would call the show manager and ask about attendance over the last several years. If it’s up or steady; it’s definitely worth considering. If not, what’s the point?

If it’s Regional, I would definitely ask the same set of questions but I would look for the participation of my competition as well. If your competition is there, you may be conspicuous by your absence. If not, it may be a golden opportunity, especially if the attendance is up from one year to the next. If your competition has been there but not recently, you may want to ask some more questions and see if the right set of prospects and suspects fits your goals.

If it’s Local, I would definitely check the venue. If the venue is a hotel or motel, it may be OK but only if you are offered adequate space (definitely not a hallway). If it’s a convention center or exhibition hall, definitely worth considering – the venue is right around the corner and you can rotate manning the booth throughout the show so it’s convenient for everybody.

Remember, NO MATTER WHAT THE SHOW, the organization that ends up with the most visitors to its space is the organization that wins. More on that later.

Jim Deady is a 30-year veteran of the advertising agency business who started a Web presence a few years ago and has enjoyed the role of web entrepreneur since then. His site is www.showstopperexhibits.com and his # is (888) 440-0377.

2011-09-21T07:27:00.001-07:00

Five Reasons Why Trade Show Exhibitors Fail

This is your first time (or you’ve only exhibited a few times) OR you’re a seasoned veteran; in either instance you’ve turned sour on trade shows with such conclusions – ‘they’re too expensive for what you get out of them’, ‘the last show I went to was so poorly attended I’ll never go to that show again’ or some other comment equally disparaging.

Well you’re right and you’re wrong. The whole trade show industry has been dramatically affected by the economy since 2007. When business travel is off 65%, you’re right; it’s hard to make sense out of all the details that go into developing a trade show budget that works. However, you’re wrong to give up on trade shows in general and here’s why. Trade shows are the most cost-effective way to meet the most motivated buyers face-to-face. Sure attendance is down but those that are there are the ones the companies have deemed the most qualified to make decisions on purchasing new products and services – so if you’re not at the trade show with your new products and services then how can you possibly expect to succeed at trade show exhibiting.

Did you ever stop to consider it might be your approach to trade show exhibiting that’s causing you to be so negative about your company’s performance? Here are five main reasons Trade Show Exhibitors fail; ask yourself if you’re positively exploiting each of these areas? And when you pay attention to these areas you’ll be extremely gratified with the outcome.

Here goes; First, Trade Shows are a complicated form of Marketing- they encompass practically every sales and marketing tool available – Direct Mail (Postcards before the show in particular), trade journal advertising, some mass media advertising (TV, radio, newspapers), public relations and now, more than ever, social media. Developing a strategy utilizes the best mix and at the same time effectively implements many, if not all, of these tools is essential. Most organizations overlook the different synergies that may be applied or, worse yet, fail to recognize the unique potential these tools encompass.

Second, Every Show is Different- and because of this exhibitors fail to consider the characteristics that make each show unique. For example, factors such as attendance, time of year, competition, the state of the industry, educational opportunities (seminars, symposiums, etc), even geography (I went to Atlantic City only to be caught in a blinding snowstorm). Approaching each show the same way you have done it before is not a good idea. Using your best management practices analyze the show’s potential and develop the best strategy for that particular show to achieve maximum success.

Third, Most Organizations Exhibit for the wrong or unrealistic reasons- How many companies go to a trade show because they are told there will be thousands of attendees; yet wouldn’t know what to do with the crowds if they came? If you go to these types of shows do you have plans in place to qualify leads and follow up properly once the show is over? And how many organizations go because ‘We’d be conspicuous by our absence’? Trade shows are an extraordinary opportunity when used properly and realistically. Unfortunately, most organizations don’t understand the truest measure of anytrade show is it’ss overall purchasing power and how much they can realistically expect to harvest.

Fourth, Most Corporations don’t know how to measure trade show success- when it comes to measuring ROI; most organizations are in the dark. That’s precisely what’s happened to the trade show industry

during this economic downturn (2007 to the present). As a result, the vast majority of corporations in the US have either have cut back or curtailed there trade show budgets (it’s one of the first line items to be cut). Unless exhibitors know how to put a realistic forecast in place to measure ROI with an achievable strategy for sales; then this becomes a self-fulfilling prophecy.

And fifth, Most staffers don’t know why they’re there and/or what to do-most organizations place little or no emphasis on training exhibit staffers on what to do once in the trade show display area and how to sell at a trade show. There is a vast difference between selling in the field and at a trade show (call me @ (888) 440-0377 for a copy of ‘Boothsmanship 101 and other articles about how to sell from the trade show display space). Yet, in the final analysis, the exhibit staffers are the face of the company at that show and should be the most highly qualified to answer any and all product and service questions.

There are a couple more reasons why exhibitors fail; so call me and we’ll discuss them. To make your next trade show experience the most profitable it can be, call Jim Deady (Day-de), a 42-year Marketing Veteran and president of www.showstopperexhibits.com. I want your next show to be a Showstopper

Most of the concepts for this article were taken from Steve Miller’s book, ‘How to get the most out of trade shows’.

2011-09-21T07:24:00.001-07:00

‘Boothsmanship’ 102

Now that you’re going to man (or ‘woman’) your booth at the next trade show, here are a few tips that should help make the whole experience more productive and profitable.

First, to make your show profitable and productive for you and your company, go prepared to ‘sell’ rather than simply standing around the booth and handing out your sales literature. Here’s how, read some trade publications before you go to the show and understand what’s hot and what’s not. In addition, participate in online discussions with vendors, customers, prospects and suspects and actually set up a face-to-face meeting with any of the above while at the show; preferably in your booth space.

If you know your industry’s problems you’ll be able to highlight your ability (and, of course, your company’s ability) to solve them in what you discuss with each visitor that enters your booth space (especially the ones with whom you’ve set up a meeting). It’s been estimated that 85% of those who ‘buy’ at a show do so because of the staff or individuals who man the booth are well informed, responsive and informed about questions and ask for the order right then and there. Remember customers, prospects and suspects attend shows to gain a greater understanding of the marketplace and are motivated to buy.

Take time to explain your product and service but not too much time. Here’s what I mean; trade shows are compressed into two, three, four days. The larger the show the less time an individual has to get around and see everything he or she wants. When a visitor comes; get to the point – the net/net is they want to know how you can help them in the most efficient way possible. Understand the problem fast, then articulate the solution in as concise an explanation as possible. But here’s the point, make sure you completely understand the visitor’s problem, listen twice as much you speak. Then ask for the order.

If they side step you for a decision, simply take the census information you want (bare minimum a business card) and make sure you follow up on this person no more than two or three days upon your return to the office. Better yet, if the visitor warrants, make an appointment for dinner or another meeting later in the show. Bottom line - maintain control; it’s your product and your booth space and your time. Don’t force the sale but don’t let the interested visitors get off the hook either – you’ll know at the precise moment to keep pushing or back off.

Involve the prospect. Visitors are ‘touchy/feely’ no matter how high tech your booth space is. Let them work on the software you’re selling and see directly how it solves their problems. If you can involve the prospect in a product demonstration where they actually touch or play with the product; you’re miles ahead of the curve. The product in the booth is a must.

Prepare for interruptions. A visitor can see through a ‘canned’ spiel or a prepared speech in two seconds, so say what you have to say in your own words. If you don’t know the answer to a specific question, know the team member who does and interrupt your visit to gain the answer. During such interruptions gather yourself mentally and prepare for what you want to say next. Make sure the visitor remains interested and fully informed about your product and/or service.

Seek a buying action. Assume the close. Boy, you have no idea how many people forget this simple proposition. Did you answer all the questions? Does the visitor want a quote? What’s the next step in doing a deal? Is there anything preventing him from making a purchase right then and there? Have you overcome all the objections? If the answers to most of these questions is ‘yes’, then don’t let the visitor leave the booth without asking for the order. You will become good at this and your rewards will multiply.

To make your next trade show a complete Showstopper, call Jim Deady (Day-de) @ (888) 440-00377 or visit www.showstopperexhibits.com. Jim is a marketing pro with 35 years owing his own advertising agency; then morphing his agency into Showstopper Exhibits in 2003. His years of experience will make your next trade show a success.

NOTE: All this information can be found in the book: The Trade Show Reader by a long-time friend, Julia O’Conner

2011-09-21T06:56:00.001-07:00

‘Boothsmanship’ 101

Everybody says they know precisely what to do when they man (obviously or ‘woman’) a trade show booth, but a refresher course in what to do never hurts. Here are a few of the basics for making the most out of the experience and meeting your goals as well as the company’s in the process.

First, stand up straight and smile – don’t slouch OR sit, look and act attentive and everybody (and I do mean everybody) wants to deal with a pleasant person.

Second, don’t drink, smoke or eat while ‘on duty’ in your trade show booth – you’re there to sell your company and its products and service – nothing else.

Third, don’t offend. This means don’t chew gum (it will simply break the concentration of the visitor), don’t curse or tell off color jokes and especially avoid anything that might be interpreted as culturally offensive (we live in a global society and what may seem harmless to us Americans can easily be offensive to those of other cultures).

Fourth, wash your hands. I know, I know but you’d be amazed how many people overlook this simple act of hygiene.

Fifth, know what you’re talking about. You’re the face of your company in that particular trade show booth and visitors are seeking relevant information. If you don’t know the answer to a particular question, say so. Then take the visitors name and phone # (especially cell #), find the answer and call him back as soon as possible. Better yet schedule to meet him or her to amplify your answer in person.

Six, look you visitor squarely in the eye when talking. Never look over your shoulder (or the visitor’s) to identify another prospect or customer. Pay attention, use the visitor’s name (if the visitor doesn’t have a name badge, ask their name) and at a bare minimum get their business card before they leave.

Seven, never (can’t be emphasized enough) use the cell phone in the booth. Go somewhere else to use the cell phone; it’s too much of a distraction to your fellow employees and their prospects and suspects. But even when there’s no one in the booth, don’t use the cell phone – stay focused on the show and your mission to represent your company to the best of your ability.

For the best possible outcome to your next trade show, call Jim Deady at Showstopper Exhibits (888) 440-0377 or take a look at www.showstopperexhibits.com. Jim is a marketing veteran who spent 35 years running his own advertising agency where Showstopper Exhibits was an important subsidiary to cross sell his clients. Since 2003, he has morphed the agency into a full-service trade show display, graphics and accessory distributorship counseling hundreds of companies to make their trade show experience a Showstopper.

2011-09-21T06:54:00.005-07:00

Banner Stands

Fad or Trend?

There has been a recent resurgence in the use of banner stands at trade shows and beyond. Banner stands have always been a popular accessory in trade show booths standing prominently next to a Pop-Up or Straight wall fabric display, among others. Now banner stands are taking the place of the Pop-Ups and/or fabric displays. Fad or trend?

Our spin is it’s a little of both. With the economy reaching down into every aspect of trade show schedules – from reduced business travel to reduced manpower at the shows to fewer shows and the expectation to do ‘more with less’. Viola! You have banner stands that one person can carry on a plane OR in the trunk of a car or van. It requires no union assistance to install or dismantle AND it’s instant recognition (up in less than five minutes no matter whether it’s one six foot banner stand or three or more three foot banner stands standing side by side.

A Fad? Sure; it works, however, and accomplishes the goal of saving money while serving your image and communication needs at even the most highly touted shows.

In case you’ve been on the dark side of the moon and don’t know what a banner stand is; it’s a marketing tool that operates like a window shade drawing up from a handsome base the top of which attaches to an expandable pole in the back to show a compelling graphic of photo/illustration and text. The impact is immediate and the message captured in seconds by all who view it.

Retractable Banner Stands now come in 24”, 36”, 48” and 60” widths. And can have flexible heights from 69” to 92”. And you can attach halogen lights to each width for maximum exposure and readability. Not to mention they come in symmetrically designed black or chrome bases with interchangeable graphics cartridges that fit easily into the bases. In addition they come in sturdy travel bags (for example the size of a carry bag for 36” is 41” x 14” x 4”) with a carry handle and shoulder strap. Weight? Most 24” and 36” banner stands weigh only 12 to 15 lbs and can easily be carried on as luggage for most air lines.

Placing banner stands directly adjacent to one another in a ‘wall’ effect allows the exhibitor to achieve the same amount of graphic space he would otherwise have with a more expensive and harder to install trade show display. Many companies have designed the graphics for this ‘banner stand wall’ approach so that when the text for one product needs to replace the text for another, the appropriate graphics cartridge is simply installed in the base of one of the banner stands and used interchangeably. A trend? We think so.

As an ex advertising agency executive, I was always looking for ways to stretch a client’s budget and still achieve the maximum marketing effect. Call me, Jim Deady (Day-de) at (888) 547-0377 OR log onto my site at www.showstopperexhibits.com. I’ll introduce you to a fad that will become your organization’s trend.

2011-09-21T06:54:00.001-07:00

As an Exhibitor at a Trade Show;

What should I expect?

The hard work you put into your trade show display should be complemented by

the hard work and integrity the show manager puts in to make the show a success;

here’s what you should expect:

1) Honesty - since most show management companies (organizers) are either private entities owned by corporations or an association, they are usually not audited. With no independent organization verifying attendance, and whether or not those who do attend are qualified buyers, you have to depend on the organizer to provide honest information about who will attend a particular trade show. If you still have questions, ask for a list of exhibitors and contact at least five to get their spin on the show. And, asking industry friends is always helpful information. You’re looking for the unvarnished truth – these three constituencies will give you an adequate snapshot.

2) Information – You should expect clear, concise information about the show well in advance of the actual show date(s). If the information reaches you late in the cycle, you indeed may be their third choice for exhibitors – it usually means the first and second choices didn’t sign up. But you need to know your industry as well. You may have been contacted late because your organization is peripheral to the industry; or your company may be a new company; or the organizer found your company at the last minute.

3) Details – You have to read the fine print of everything you receive from the organizer and don’t get clipped by that detail that says, “If you sign up past a particular date, the fee is doubled.” And you have to keep good records (two copies preferably) of when you sent in forms and payments. Keep all information and envelopes provided by the organizer to verify postmark dates (one copy stays with you; the other to whomever is managing the show for your organization). Print out any and all email about the show that corroborates any and all changes relating to money, registration, confirmation, among other criteria.

4) Clarity – All the information furnished about the show should be readable and easily understood by anyone associated with the trade show. Make sure you read all the contracts completely and if you don’t understand any aspect of the contract; don’t sign it. When in doubt, call the show organizer. Sign up, pay all deposits and fees on time and keep good accurate records of same. Design a flow chart that clearly shows everyone’s responsibilities associated with the show and dates (timeframe) for same. Your show will be successful if you track this process from beginning to end.

5) Opportunity – You should be provided every opportunity to promote your organization. Show material may include information about promotional opportunities – such as pre-show attendee lists, sponsorships, advertising and the like. If your budget allows you should be given a fair shot at a sponsorship or other promotions. Whether or not you choose to take advantage of these opportunities should be your decision and not the prerogative of the show organizer.

6) Support – The show organizer should support you; especially if you’re a first-time exhibitor. When you have complied with the organizer’s rules and regulations and paid your money, the show must support you. And you want basic support for information, direction and promotion – so you have equal footing with the other exhibitors in your category.

7) Respect – The larger the show the more importance this aspect takes. If your show is part of a conference, as an exhibitor you want to make sure the trade show component is perceived as an important reason for the event. Good shows run by good organizers want to see that you are an integral part of the industry and that your company has an important place at the show.

8) Feedback – Just as follow-up is an important strategic step in your marketing plan; you should expect the organizer to follow-up with you, an exhibitor. They should be reaching out to you to ascertain whether your experience was a positive one, the attendees were the right mix (qualified and motivated) and if you plan on coming back as an exhibitor next year. Should you not hear from your show organizer, make your opinions known. Congratulate them on a job well done (everyone loves a compliment). If you have problems, point them out with constructive suggestions – your unique perspective should be appreciated by the show organizer.

Make your next show a Showstopper, contact Jim Deady, the author of this article and the owner of Showstopper Exhibits, LLC in Richmond, VA @ (888) 440-0377 or by visiting www.showstopperexhibits.com. Jim is a 40-year veteran of advertising and marketing and offers a vast array of trade show displays, graphics, banner stands and accessories.

This information and more can be found in Julia O’Conner’s book – The Trade Show Reader.

2011-09-21T06:52:00.001-07:00

Another Debate - A ten’ trade show display vs. a 20’ trade show display

Let’s face it; this debate has been going on forever. Let me simply state my position and anyone who wishes can throw darts at it. If your budget allows it and the show itself dictates it a 20’ display is far better than a 10’ display any day. Now, how can I say that without sounding self serving? First, for all those who have displayed for years in a ten foot space; how many people can you squeeze into a 10 foot space? Let’s just say you and your sales manager OR you and another sales person are manning your booth. And in walks a prospect/suspect and then on the heels of that another prospect/suspect enters the booth and you’re both talking to your prospective customers simultaneously. There is absolutely no more room in your ten foot booth to squeeze in another living soul. Get the picture? And compound this scenario with a show that has drawn capacity crowds. If the show floor is crowded and those traversing the aisles see you and your colleague engaged, they are just as apt as not to walk right on by. Then will they come back; possibly. But in the mean time if they pass your competition’s space and it’s not crowded, are they just as apt as not to go in there and start asking questions? I pose the question.

Or, let’s say you have a new product you want to introduce. Would you rather try and accommodate this sensational new ‘can’t do without it’ item in a ten foot space or a 20’ space? Just asking. A 20’ display has presence and can command far more attention than a 10’ display not to mention what you can do with the graphics space on the display itself. Let’s take another ‘for instance’, let’s say the new product introduction needed an explanation beyond the normal verbalization the sales force would provide one-on-one.

In a 20’ space you could have a table and chairs to talk about the fine points of this new ‘latest and greatest’ by sitting down and talking to several of those from the same company visiting the space. Think about it. OR if this great ‘new product’ has features and benefits that lend themselves to a video presentation, then part of the 20’ space can be set up ‘arena’ or ‘classroom’ style with a podium and seats as well as a large screen and projection unit to present the video at regular showings throughout the show.

The space is just one benefit for a 20’ foot display. Another benefit that’s just as important is the amount of graphics space on a 20’ display. With twice the space to develop a compelling graphic your impact quotient goes up exponentially. See where I’m going.

For these reasons and some more I’d like to discuss with you; call (888) 547-0377 OR go to www.showstopperexhibits.com and use the chat line. I’m Jim Deady (Day-de) and I’ve had Showstopper Exhibits since 1983, helping organizations and individuals get the most out of their show anytime, every time.

Detachables (Individual Graphics) OR Graphic Murals?

2011-06-16T11:47:00.000-07:00

You’ve been to trade shows and seen the face of a display with literally dozens of 8” x 10” photographs OR small text signs. Believe me this is NOT the way to graphically display your goods and services. Detachables or Individual Graphics need to be much larger, bolder and limited to no more than four or five; at most. AND these should be a minimum of 20” x 30” in size. Think about it: when you saw the display with dozens of small photographs on it, did it entice you to go and see what they were or did you walk on by? Chances are you walked right on by.

The case for Graphic Murals is a strong one. A Pop-Up display is nothing more than a carrier of your message to your target market. And the face of your display can be a compelling billboard or a dog; whichever you choose.

The ingredients for an effective graphic mural are: Your Logo and name as bold as possible at the top of the mural, an absolutely “knock your socks off” photograph for your background [must be germane to your industry] AND a features and benefits panel on the right facing side of the mural.

NOTE: A features and benefits panel is three, perhaps four, bulleted features that highlight the capabilities of your organization, followed by no more than five or six words that turn that feature into a benefit to the prospect, suspect or customer attending the show. Example: Efficient (Feature) – Delivered within 24 Hours (Benefit). This features and benefit panel text formula should be on a vertical rectangle (preferably 20”-25” wide by 40”-45” high and have a screened background to set it off from rest of the mural). It should be positioned ergonomically so any visitor to your display can read it in two minutes or less without straining to see the uppermost or lowest portion.

So what if I want to change my message for different shows? Great Question and here’s the answer. When designing the Graphic Mural leave what are called ‘windows’ or ‘blank spaces’ on the face of the mural (don’t worry if the blank spaces cross over the panel separations). The position of these ‘windows’ can be wherever you desire but should probably not be more than two or, three at most. A high preponderance of companies who use ‘windows’, use them for the features and benefits panels and let that be that. Others use them for the F & B Panel AND another space on the left facing side of the mural to highlight a new product or service. Then, when using ‘windows’ you simply develop a new graphic the same size as the ‘window’ and affix female or loop Velcro tape to the face of the display around the periphery of the ‘window’ and affix male or hook Velcro tape around the back edge of the new graphic and marry the two.

This is how the ‘big boys’ look professional, crisp and relevant at every show and save money doing it. Detachables OR Graphic Murals? Graphic Murals get my vote every time. Remember the exhibitor who gets the most visitors AND understands the needs of each – WINS!

Jim Deady is the founder and president of Showstopper Exhibits, LLC, a Pop-Up trade show displays and graphics Web site. For 33 years he ran his own Advertising Agency in Richmond, VA until he reached the age of majority and morphed the agency into this entity. Call anytime (888) 440-0377 for a free consultation about your trade show display and graphics needs.

Controlling Your Exhibiting Costs…and Beyond

2011-06-02T14:30:00.000-07:00

You’re an old pro at exhibiting; been doing it for years and yet the ‘budget creep’ has forced you to rethink the whole proposition of how your company approaches Trade Shows. There’s an article out entitled ‘Full Disclosure and Control of Exhibitor Costs: Best Practice Guide’ by Jim Wurm, Exhibit Industry Council spokesman and executive director of the Exhibitor Appointed Contractor Association…it’s a must read.

This is a comprehensive treatise on the state-of-the-market conditions in the medium to large tradeshow venues nationwide. Jim Wurm states, “Currently there are conditions in the industry that impede the value exhibitor’s gain from face-to-face marketing events, specifically conventions and trade shows.”

He goes on to say, “The Best Practice Guide outlines these conditions and suggests best practices to overcome the challenges created in this otherwise productive and effective sales and marketing environment.”

The purpose of “The Best Practice Guide is:

Ø To increase exhibitor value and improve the effectiveness of face-to-face convention marketing efforts

Ø To advocate for full disclosure and better control over trade show and convention exhibitor costs.

Ø To ultimately guide the industry in making adjustments that will guarantee its financial future and continued place in the marketing mix.

Since this document is so comprehensive, the topic areas are vast. For example, the very first topic is a declaration of ‘The Show Services Business Model’ where, for the first time, the existing business model is changed to one that indeed will provide exhibitors better control over their costs.

Here are the other topics explored: Bundling (where services previously the exclusive prevue of general service contractors and show organizers would be eliminated allowing the exhibitor to use only the services needed); Exhibitor Discounts (All discounts offered by a GSC on services should be offered to both the exhibitor and the exhibitor’s third party contractor); Material Handling Surcharges (where full control over these costs would be obtained by the exhibitor especially those related to overtime and special handling surcharges); Hidden Benefits (The elimination of undisclosed discounts between the GSC and the tradeshow, convention and congress organizers); Forced Shipments (Exhibitors and their third party contractors have the right to choose and manage their own freight carriers, eliminating forced freight); Exclusive Facility Contracts (Eliminate exclusive facility contracts allowing all qualified suppliers who

meet the technical requirements to compete for the right to provide goods and services in a given area); GSC Conduct (General Service Contractors should not over leverage their role in dealing with exhibitors on non-general contractor business); Show Organizer Responsibility (the responsibility to provide exhibitors with fair competitive pricing on all exclusive services and not benefit financially from higher pricing on these services); Exhibit House and Third Party contractor Responsibility (Disclose costs related to all show services mark-ups and not use their exhibit hall access as a third party contractor for new business solicitation) and finally Exhibitor Responsibility (Exhibitors need to monitor and analyze their expenses and ‘partner’ with show organizers.

In each of these topics Jim Wurm offers his rationale for why they should be adopted and adapted as ‘Best Practices’ for the new business model. This is a totally refreshing look at balancing a positive exhibiting experience with equitable cost(s) controls on every aspect of exhibiting.

Jim Deady (Day-de) is a twenty-eight year veteran in the Exhibit Industry and now president of www.showstopperexhibits.com, a full-service Web vendor for trade show displays, graphics, banner stands and accessories. For counsel and service on your next trade show experience, call Jim @ (888) 440-0377 and make your next trade show display a showstopper!