With a comprehensive trade show exhibit management program, you are able to schedule your booth staff, your electrical drawings and diagrams are accessible online from anywhere in the world, you have the ability to track the ROI of your tradeshow for marketing analysis, and the ability to copy your entire sales force & marketing department via email regarding all activity involved with specific shows, so that everyone is on the same page when those trade show floor doors open.

Creating a trade show display that will enhance your overall marketing message is something that can be created no matter the size of your exhibit. Bigger is not necessarily better and in the current economy many marketing departments are evaluating their trade show marketing.  So how do you come up with an overall strategy for your trade show exhibit?

Focus your trade show exhibit display on only a few of your strong market place products, over stocking your exhibit with every product in your portfolio will overwhelm the attendee’s that are looking for specific solutions.  Many attendee’s are being more selective of what they are looking for and have come to the trade show with an agenda.

Trade Show Display Themes should fit the particular venue/tradeshow, your companies overall marketing goals, and most importantly, your targeted audience.

The design of your trade show graphics should draw attention, at a quick glance, you want your trade show graphics to broadcast a solution as well as answer the questions that may be on the minds of your targeted audience.

By creating a sense of warmth with the placement of lighting, you will be putting an emphasis on your products and solutions that will be inviting to your prospects.

With lightweight custom modular exhibits that eliminate shipping and drayage costs, and online trade show program management tools, you can help eliminate any confusion when it comes to managing your exhibit program.

Have you ever hit the trade show floor only to find out…..

-Your trade show graphics are torn, tattered or faded?
-The I&D Guy has not been scheduled?
-Your missing electrical cords?
-The booth staff has disappeared at show close, and you are left to pack up by yourself?

A dedicated exhibit management partner can give you reliability and a sense of security, knowing that the small details of your exhibit program are taken care of can free up your time to focus on your prospective clients.

Article written by: Susie Kleiner ]]> http://www.kevinfett.com/2008/11/18/exhibit-management-program/feed/ http://www.kevinfett.com/2008/10/27/chicagos-source-for-trade-show-display-rentals/ http://www.kevinfett.com/2008/10/27/chicagos-source-for-trade-show-display-rentals/#comments Mon, 27 Oct 2008 11:51:49 +0000 Susie http://www.kevinfett.com/2008/10/27/chicagos-source-for-trade-show-display-rentals/ Chicago Trade Show Displays by Tradetec Skyline

Nine reasons for renting a trade show display instead of purchasing one.

1.Trade Show Rental Exhibits provides the flexibility to bend with the prevailing marketing winds without abandoning long-term goals.

2. Trade show rentals allow exhibitors to change their look from show to show or to reinvestment their brands as their product focus shifts.

3. Good rental display inventory help maintain a cutting-edge appearance in the short term without making huge capital investments that could haunt a company down the road.

4. A trade show display rental costs 25-35 percent of a similar built-to-own booth. Graphics cost about 20 to 40 percent of a typical rental price. Since clients usually buy and reuse graphics, those renting for multiple shows can often cut those costs considerably. Given those figures, three or four rental exhibits cost roughly the same as buying a comparable exhibit.

5. Rentals allow exhibitors to be a little braver. You can take a risk and do something different.

6. Combination rental displays and custom options provide flexibility. More and more people are seeing rental as a cost-effective way to enhance a booth property they already have.

7. As companies attend more shows, it’s almost inevitable that two shows will run back-to-back or at the same time. It doesn’t make sense to buy a new exhibit.

8. A company may attend numerous shows with its own booth but once a year wants to do something dramatic at the industry’s premier event.

9. Trade Show Display Rentals can open the door to new exhibitors. The prospect of buying a booth can discourage first time exhibitors. A rental can help make their first outing both affordable and productive.

These structures pack flat and in sections saving you money on your shipping and drayage costs, yet giving you exposure from one end of the exhibit hall to the other.

With a line up of exhibit accessories, you can enhance and integrate with other Skyline Systems.

• Universal Connection System
• Cable Mounted Graphics
• Stylish Product Shelving
• Literature Racks & Holders
• Stabilizing Feet
• Protective Nylon Case

Stand apart from the rest of the exhibitors and draw attention to your booth with a Fabric Structure II

How much electricity you need to order for your booth all depends upon your electrical requirements for the show. Lets start out with your lights first, do you know how many watts they are?

The halogen light bulbs that are as round as a pencil and about 3 inches long are usually 200 watts each. If you have pin point halogens then they typically are 50 watts each. Pin point bulbs look like a 2″ cone and are getting more popular since they use less electricity and give out just about as much light.

Are you going to need any electricity to run a monitor and laptop? (usually about 200 watts each) How about a lead recorder? There is usually a UL label on every item that tells you how much amps or watts of electricity they use. Just add all the watts up and you’ll know how much electricity you need for your trade show booth and any extras. A special note about exhibiting in Las Vegas, they have special fire codes at a few show halls restricting the use of halogen lights, check your show sheets and avoid a costly last minute rental.

This law is for the Las Vegas Convention Center and a few other venues in Las Vegas, check your exhibitors manual. PS. don’t forget power strips and extension cords otherwise you will be renting them there if needed for about $30 a pop. Crazy isn’t it?
I hope this answers your trade show electrical question otherwise let us know and we can try and assist you further.
Electricity Requirements at Trade Shows

Giveaways are always a hot item for attendees, seeking out the latest gadget.  Make the attendee’s work for your high end giveaways, with a pre-show marketing campaign, you can invite them to receive your tchotcke, this gives your booth staff the opportunity to meet and discuss how your company can be a solution provider for their needs.

Trade Show Budgeting Tips

There are several factors that need to be addressed to make for a flawless and streamlined exhibiting experience:

Trade Show Labor
Furnishing & Carpeting
Material Handling
Graphics & Exhibit Design
Exhibit & Event Rigging
Cleaning Services
Transportation & Freight
Show Books
Exhibit Fabrication & Management

Trade Show Services can be baffling to new and experienced exhibitors alike, with many hours going into a project only to find out one or more of the small details of your trade show services were overlooked. A Professional Trade Show Service Team that works with exhibit halls, shipping firms, and designers on a daily basis, can offer your company a support system that will work together to solve any issues before, during and after your trade shows. Giving to you innovative solutions that will create valuable results to your bottom line.

The exhibit design, fabrication and logistics is an investment that requires proper planning. Often times exhibitors can loose focus on the details of trade show services, investing time & money in chasing down details and/or issues, trying to find the right person that can help them with an answer. With an online trade show service and exhibit property  management program you get quick access to:

· Save time by quickly tapping into all event-related information

· Access and share marketing objectives and goals

· Organize trade show schedules, graphics, properties, and records in real-time

· Meet a multitude of deadlines

· Collaborate with team members 24/7 from the show floor, office, or on the road

· Access historical information on events including layout, costs, and show details

· Jump-start new employees by providing work flow based event information

· Manage the total cost of an event through Budgets and Expenses

· Create and access surveys for pre-show and post-show reports

· Access staff profiles and itineraries

· Determine ROI and maintain leads

Many exhibitors are attending more shows annually, and need to have their exhibit properties sent from show to show, tracking efforts can add hours onto an exhibitors day. With trained project managers, an online event management program can eliminate any confusion and will allow your team daily reports of exhibiting schedules and asset management reports.

Your approach to trade show services can be identified easily with a trained trade show service manager, our approach begins with identifying what it will take for clients to successfully meet their trade show goals.

A Service Team with trade show knowledge should come from years of experience from designing, manufacturing and managing exhibits. With marketing & technical expertise on the trade show floor, making sure the process runs smoothly from the beginning of the trade show, right down to the inspection of your exhibit properties when they come back to the storage facility. Keeping track of items that need to be restored or re-furbished for your next trade show.

Whether your exhibiting in a 10’ x 20′ trade show display, 20’ x 20′ trade show display rental or even a 40’ x 40′ trade show exhibit, you will see the creativity and innovative solutions that a full trade show service team can bring to your experience on the trade show floor.

As you begin the process of exhibiting at trade shows and find yourself looking for advice on your trade show program, contact a property management team. It all begins and ends with the “statement & impact” that you would like to make when the doors open at the convention center.

Whether your trade show is in Chicago, Las Vegas, New York, Orlando, or even an International Trade Show venue - a dedicated trade show service team is invaluable at creating the results with ease.

The average trade show has over 400 exhibitors, how do you know what the best space is for your trade show display?

Table Top: A six or eight foot wide space that has a table supplied by the show organizer that a three to five foot tall table top display sits will sit on.

Backwall or Inline: This is one of the most common of trade show spaces that exhibitors choose.  A ten-foot deep by ten-foot wide, or wider booth space. About two-thirds of all exhibitors at the average trade show are in a 10 x 10 trade show displays. Another 18 percent are in a 10 x 20 trade show displays.   Backwall trade show displays are limited to 8 foot high, but if it is on the perimeter of the show hall you may be able to go 12 feet tall a well versed trade show services & management team can better assist you on the show specific guidelines, eliminating the time you will spend on research.

Island: An trade show exhibit that is exposed on all sides to an aisle. Starts with a 20 x 20 trade show exhibit space, can go up to thousands of square feet. Usually, the bigger the trade show, the bigger the trade show island spaces. Exhibitors can go up to 16 feet or taller depending on the show or with permission from the show.

Peninsula: Fairly rare. Similar to an trade show booth island space, but with aisles on only three sides, with one side shared with another exhibitor or a wall.

The size of your trade show booth space is a very important decision, where you must weigh the need to stand out from your competitors with a small, medium or large trade show display, and yet having enough budget to exhibit at all the worthwhile shows for your company.

Establishing an open line of communication early on with a team of professional trade show display designers that will help you achieve your goals, no matter the size of your exhibit space and and will guide you with creative solutions for the best design and layout for your exhibit space no matter what venue you will be exhibiting at.

Aug 25th 2008SusieTrade Show Tips

Tradetec Skyline uses exhibit design and planning strategies that do not cause unnecessary waste of materials due to short life, poor design, inefficient construction and manufacturing processes. Using less materials than your traditional custom exhibits. Looking at statistics, for example an Island Exhibits from Tradetec weighs about 3.9 pounds per square foot, whereas, your typical custom exhibit house exhibit weighs 9.9 pounds, per square foot. Lighter weight exhibits, will reduce your drayage and shipping costs. This also means using less materials.

Product that weighs less, will also be taking up less space than your traditional custom exhibit, during the transportation process. This saves energy costs, and reduces greenhouse gas emissions during the life of the exhibit.

Here are some of the ways Tradetec Skyline is helping Green Up your exhibit:

Graphics: With a new color management system in place, reprinting for graphics errors has been reduced by 80% compared to last year. As well as promoting gang printing, Skyline has also purchased a new computer controlled cutter for more precision – again, producing less waste.

Painting: Skyline paints its thousands of metal parts with electrostatic powder paint, which produces nearly no waste and does not require environmentally harmful solvents for clean up.

Shipping: It is our principle to consolidate shipping wherever possible, which reduces the number of boxes and packaging used.

Skyline contributes to environmental sustainability in two ways: By providing lighter weight, modular exhibits that have smaller environmental impact than traditional custom exhibits, and by minimizing the impact on the environment from our manufacturing operations.

These two facets – lightweight modular trade show exhibits, and more environmentally friendly manufacturing, can be viewed through the lens of Reduce, Reuse, Recycle

• Exhibit Systems: Many of Skyline’s exhibit systems are based on metal frameworks. Skyline makes every effort to optimize each and every sheet of metal used. For example, with the purchase of a new robotic welder, comes substantially less scrap and waste.

• Graphics: With a new color management system in place, reprinting for graphics errors has been reduced by 80% compared to last year. As well as promoting gang printing, Skyline has also purchased a new computercontrolled cutter for more precision – again, producing less waste.

• Painting: Skyline paints its thousands of metal parts with electrostatic powder paint, which produces nearly no waste and does not require environmentally harmful solvents for clean up.

• Shipping: It is our principle to consolidate shipping wherever possible, which reduces the number of boxes and packaging used.

• Computer Monitors: Skyline switched from CRT to LCD to reduce energy consumption.

• Lighting: Skyline installed compact fluorescent lights in most of the factory to reduce energy use. We also had large clerestory windows installed around our entire set up floor to maximize natural light and reduce energy costs.

• Packaging: We have replaced a portion of our foam usage during packaging and shipping, with an air-filled cushion technology that can be deflated after shipping, and honeycomb cardboard which is recyclable.

• Printing: By making our marketing materials available in electronic format via our website, this allows us to cut down on excess printing. Skyline also implemented technology that converts incoming faxes into emailed documents, so we don’t have to automatically print fax pages.

• Quality: Our computerized ordering process has also been reconfigured so fewer mistakes are being made at inception, improving order quality and avoiding waste even before an order comes in.

by Kevin Fett
The key to great exhibiting is marketing. But marketing is a very inexact science that leaves room for a multitude of errors to occur. The following are 10 of the most common marketing mistakes that exhibitors often make. Learn to avoid them and you will increase your chances for a successful tradeshow.

1. Have A Proper Exhibit Marketing Plan
Having both a strategic exhibit marketing and tactical plan of action is a critical starting point. In order to make tradeshows a powerful dimension your company’s overall marketing operation, there must be total alignment between the strategic marketing and your exhibit marketing plan. Tradeshows should not be a stand-alone venture. Know and understand exactly what you wish to achieve - increasing market share with existing users; introducing new products/services into existing markets or into new markets; or introducing new products/services into new markets. This is the nucleus on which to build.

2. Have A Well-Defined Promotional Plan
A significant part of your marketing includes promotion – pre-show, at-show and post-show. Most exhibitors fail to have a plan that encompasses all three areas. Budget is naturally going to play a major role in deciding what and how much promotional activity is possible. Developing a meaningful theme or message that ties into your strategic marketing plan will then help to guide promotional decisions. Know whom you want to target and then consider having different promotional programs aimed at the different groups you are interested in attracting. Include direct mail, broadcast faxes, advertising, PR, sponsorship, and the Internet as possible ways to reach your target audience.

3. Use Direct Mail Effectively

Direct mail is still one of the most popular promotional vehicles exhibitors use. From postcards to multi-piece mailings, attendees are deluged with invitations to visit booths. Many of the mailings come from show management’s lists and as a result, everyone gets everything. To target the people you want visit your booth, use your own list of customers and prospects–it’s the best one available. Design a piece that is totally benefit-oriented and makes an impact. Mail three pieces at regular intervals prior to the show, starting about four weeks out, to help ensure your invitation is seen. Wherever possible, use first-class mail. There’s nothing worse than a mailing that arrives after the show is over.

4. Give Visitors An Incentive To Visit Your Booth

Whatever promotional vehicles you use, make sure that you give visitors a reason to come and visit you. With a hall overflowing with fascinating products/services, combined with time constraints, people need an incentive to come and visit your booth. First and foremost their primary interest is in “what’s new!” They are eager to learn about the latest technologies, new applications, or anything that will help save them time and/or money. Even if you don’t have a new product/service to introduce, think about a new angle to promote your offerings.

5. Have Giveaways That Work
Tied into giving visitors an incentive to visit your booth is the opportunity to offer a premium item that will entice them. Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition of your company. Developing a dynamite giveaway takes thought and creativity. Consider what your target audience wants, what will help them do their job better, what they can’t get elsewhere, what is product/service related and educational. Think about having different gifts for different types of visitors. Use your website to make an offer for visitors to collect important information, such as an executive report, when they visit your booth. Giveaways should be used as a reward or token of appreciation for visitors participating in a demonstration, presentation or contest, or as a thank-you for qualifying information about specific needs etc.

6. Use Press Relations Effectively
Public relations is one of the most cost-effective and successful methods for generating large volumes of direct inquiries and sales. Before the show ask show management for a comprehensive media list, and find out which publications are planning a special show edition. Send out newsworthy press releases focusing on what’s new about your product/service, or highlighting a new application or market venture. Compile press kits for the press office that include information about industry trends, statistics, new technology or production information. Also include good product photos and key company contacts. Have staff members at the booth who are specifically assigned to interact with the media

7. Differentiate Your Products/Services
Too many exhibitors are happy to use the “me too” marketing approach. Examine their marketing plans and there’s an underlying sameness about them. With shows that attract hundreds of exhibitors, there are very few that seem to “stand out from the crowd.” Since memorability is an integral part of a visitors’ show experience, you should be looking at what makes you different and why a prospect should buy from you. This is of particular concern with generic products in your industry. Every aspect of your exhibit marketing plan, including your promotions, your booth and your people should be aimed at making an impact and creating curiosity.

8. Use The Booth As An Effective Marketing Tool

On the show floor your exhibit makes a strong statement about who your company is, what you do and how you do it. The purpose of your exhibit is to attract visitors so that you can achieve your marketing objectives. In addition to it being an open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit to your prospect. Opt for large graphics rather than reams of copy. Pictures paint a thousand words while very few exhibitors will take the time to read. Your presentations or demonstrations are a critical part of your exhibit marketing. Create an experience that allows visitors use as many of their senses as possible. This will help to enhance memorability.

9. Realize That Your People Are Your Marketing Team

Your people are your ambassadors. They represent everything your company stands for, so choose them well. Brief them beforehand and make sure that they know: why you are exhibiting; what you are exhibiting and what you expect from them. Exhibit staff training is essential for a unified and professional image. Make sure that they sell instead of tell; don’t try to do too much; understand visitor needs; don’t spend too much time; and know how to close the interaction with a commitment to follow-up.
Avoid overcrowding the booth with company representatives. Have strict rules regarding employees visiting the show and insist staffers not scheduled for booth duty stay away until their assigned time. Assign specific tasks for company executives working the show.

10. Follow-Up Promptly
The key to your tradeshow success is wrapped up in the lead-management process. The best time to plan for follow-up is before the show. Show leads often take second place to other management activities that occur after being out of the office for several days. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organized, systematic approach to follow-up. Establish a lead handling system, set time lines for follow-up, use a computerized database for tracking, make sales representatives accountable for leads given to them, and then measure your results.

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows.

Author: “Riches in Niches: How to Make it BIG in a small Market” and “Meeting & Event Planning for Dummies.”

www.thetradeshowcoach.com & www.richesinniches.com