Do you know the Seven Deadly Sins of Trade Show Exhibiting? I’m not talking about pride, envy, lust, and all the rest that you may be familiar with. While those are important, chances are they won’t crop up at the average trade show. Instead, there’s another set of sins – seven deadly sins – associated with exhibiting. If you commit one or more of these, you can count on a dreaded result: exhibiting that is ineffective, counter-productive, and a monumental waste of time and money!
Sin #1: Neglect
Failing to set exhibiting goals is the most deadly trade show sin. Having goals delineates your purpose for exhibiting. This is the essence of the whole exhibit. Knowing what you want to accomplish at a show will help plan every other aspect – your theme, the booth layout and display, graphics, and more.
Sin #2: Illiteracy
You may be able to read the exhibitor manual – but are you? The exhibitor manual is your complete reference guide to every aspect of the show and your key to saving money. Everything you need to know about the show is in those pages: show schedules, contractor information, registration, service order forms, electrical service, floor plans and exhibit specifications, shipping and freight services, housing information, advertising and promotion.
Sin #3: Pride
It’s good to be proud of your staff. But at trade shows, more often than not, those valued employees are sent to work unprepared. They are simply told to show up. Your people are your ambassadors and should be briefed beforehand – 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.
Sin #4: Inhospitable
Attendees at a trade show are your guests. Even if it’s just for a few minutes, the attendees are visiting your company. It is your job to be a gracious host. To do this, you must focus on the attendee’s needs. Do this by asking open-ended, probing questions, designed to elicit information about the attendee’s real needs and interests. Avoid missing qualifying information and potential valuable leads.
Sin #5: Busywork
Staff members, who are unsure of what to do in the booth environment or feel uncomfortable talking to strangers, end up handing out literature or giveaway items just to keep occupied. Literature acts as a barrier to conversation. It is vital that people chosen to represent the organization enjoy interacting with strangers and know what is expected of them in the booth environment.
Sin #6: Ignorance
Being unfamiliar with your products is tantamount to shooting yourself in the foot. What’s the point of hauling your snazzy new equipment across the country to a trade show if no one knows how to operate it? This often happens when sales staff are sent along to represent a high-tech or complex piece of machinery. Communicate with your team members before the show and ensure that they know what is being presented, are familiar with the products and how to conduct demonstrations.
Sin #7: Laziness
The work doesn’t stop when the show is over. Ignoring lead follow-up and post-show evaluation are deadly sins that happen after the show. Sadly, 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 they become. Post show evaluation allows you to improve future performances. Investing the time for follow-up immediately after each show isn’t a luxury – it’s imperative.
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Usually overlooked and undervalued by the exhibit industry is the tabletop exhibit. This pint-sized workhorse however, can deliver just as much ROI as a booth 10 times its size. Here are 10 tips to help you make the most of your small but mighty tabletop exhibit.
1. Select an image
Effective tabletop exhibits are little more than traveling graphic panels. Thus, effective graphics are paramount to you shows success. Above all, tabletop graphics must communicate who your company is and what it does at a glance. If your graphics don’t pop and your message isn’t compelling, you’ve lost attendees before your opening line. When it comes to images, bigger is better. The best way to relay your message is with one large image. If you simply must have additional smaller images to relate your message work them into your literature.
2. Limit your text
If you message takes more than three seconds to read, you’ve got too much. That means a tabletop graphic should feature roughly 6 to 10 words. This text should complement the image to create a cohesive message. Of course you have a lot to say about your company but, that information should be in your company brochure. Hand these out to attendees and allow them to take this information with them. In other words don’t cram a bunch of text into your exhibit – attendees can’t take that home.
3. Select the proper font
Graphics text should be easy for attendees to read from the aisle. Artsy fonts fight for attention against the image and distract the reader by pulling the eyes back and forth between the two. When it comes to color selection, text color must provide a sharp contrast with the background in order to have an impact.
4. Try different positions
A typical 10-foot pop-up is usually positioned at the back of a 10-by-10 space, providing more than 10 feet of separation between attendees and your text. For your next show try placing your tabletop exhibit 3 to 4 feet from the aisle. The closer it is to the aisle the easier it is for people to read. Many people see the booth/aisle line as a psychological barrier preventing them from entering the space. Moving the exhibit to the front of the space often eliminates this invisible barrier. However, before you try this type of set-up at a show carefully consider your graphics, audience, and type of attendee interaction. Remember, you don’t want to conduct business in the aisles. Staffers and attendees need room to maneuver in the booth.
5. Cut the clutter
When it comes to additional exhibit elements, if it doesn’t communicate your message, it’s got to go. That means chairs, tables, and all other ancillary items. The only item we would recommend adding is a literature rack. Consider using a folding vertical literature stand that is light-weight and easy to transport. Also, have staffers keep all their personal items (such as jackets, purses, cell phones, breathe mints) under the table.
6. Light up your booth
Most exhibit halls will have adequate lighting however; if you want your graphics to really punch you’ll need direct lighting. We recommend using two 50 or 100 watt halogen lights spaced 2 to 3 feet apart.
7. Train your staff
Aside from your graphics, your staff is all you’ve got to communicate your message – which means they’re absolutely critical to your shows success. Not only must you select staffers that understand your mission and its importance, but you must also teach them about everything from how to open a conversation and qualify leads, to how to set up and pack the exhibit.
8. Don’t forget promotions
Similar to all other exhibits, tabletops are merely marketing vehicles, which means you still need to create pre, at, and post-show promotions and follow up on the leads. Pre and post show marketing material should have the same graphics as your exhibit will have at your show. Creating a cohesive look between these items will create brand recognition and help your clients and prospects find you at the show. When it comes to pre- and post-show mailers, determine how many shows you’ll do each year and design one mailer for all of them. This way, you’ll get a bulk rate for design and printing. Then for each future event you can make different show specific stickers that list the show name, location and dates. Even if you think give-a-ways are gimmicky, the fact is everyone enjoys getting something for nothing. The only cautions are that the give-a-way should somehow relate to your company and message, and should match your company’s image and attendees’ expectations.
9. Create an illusion
One way to create a bigger presence is to purchase a table skirt that matches the main color of your exhibit. If you use a logo-imprinted table skirt the same color and style as your graphics, it creates the illusion of having a full 10-by-10 exhibit. Rather than using show-provided skirts, which are often tattered and stained, a matching color skirt creates the illusion of a larger presence. Another illusion to consider involves carpet color. If you have a choice, match your exhibit carpet to the aisle carpet. Matching aisle and booth carpet eliminates the psychological barrier that keeps attendees from entering your space.
10. Consider add-ons.
Although we would urge you to simplify when it comes to add-on features, once in a great while, an additional feature may be warranted. Headers (graphic panels positioned at the top of an exhibit) are a good idea, providing you don’t get too wordy, to add height to your exhibit and get your message overhead. Flat Panel Monitors work well when you have a product that’s difficult to explain, or you’d simply like to add a bit of motion to your space.
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Successful trade show sounds subjective, and rightly so, as there are many ways to measure success. Every company needs to assess their goals and objectives prior to participating and exhibiting in order to measure their success. For example, goals may be based around sales volume, how much product is sold at a particular show. Objectives may be to reinforce presence in a market or region, generate leads for sales forces or franchisees, or even to improve market perception of a brand. All are valid and all are subjective to the company exhibiting and the goals and objectives they set at the start. But what are the basics of trade show exhibiting? Where does one start? Well, there are several steps to having a successful trade show. So, let’s take a look at seven key steps you should consider.
Step 1: You need to ask yourself “why do you want to exhibit?”
The answer to this question will clearly define your objective and it is the foundation on which you will build your trade show exhibit. Question #2: What outcome do you desire from the trade show? Knowing what you would like to achieve will help you to set goals. Question #3: What is the message you want the attendees to receive? The message you send to prospective clients is critical to the success of your show and will drastically effect your return on investment (ROI).
Step 2: Promote your Show.
Let your clients and prospects know where and when you will be exhibiting via phone calls, emails, postcards, advertisement and on-hold messages.
Step 3: Select the appropriate display unit.
A tabletop display is an affordable entry-level exhibit that sits atop a table at eye level, exactly where it should be. A pop-up display is an ideal exhibit for a 10’ booth as it will maximize your advertising space to about 80 sq. ft. Affordable, light-weight and easy to assemble these displays are the most popular exhibits at trade shows.
Step 4: Design your graphics.
Five seconds…that’s how much time you have to attract and captivate your audience. Trade shows can be a visual overload. So communicate you message quickly, clearly and effectively. Use no more than seven words and three graphics. Your graphics are the visual identity for you business. They should be powerful, evoke immediate interest, articulate your unique strengths and advantages and be true to your brand.
Step 5: Showtime.
Keeping your goals in mind will help you stay focused on achieving your desired outcome. Use the 10 minute – Engage, Qualify, Present & Close method. Engage: 30 seconds – Don’t be shy. You’re here to sell so get to work and have fun. Qualify: 2.5 minutes – Avoid jumping into a sales pitch. Qualify an attendee before giving them the presentation. Present: five to six minutes. Once you have qualified the attendee present a five to six minute overview of your company, supplies, services, advantages, etc. Close – one minute – Make the sale, set-up an appointment, or schedule a future call date. Then move on to the next attendee. Remember…while you spend 20 minutes talking to one attendee 20 or more have walked by.
Step 6: Follow-Up.
Amazingly, over 80% of exhibitors never follow-up on leads from a trade show. Contact each of your qualified leads within the first two weeks of the show. If you must, re-qualify your contacts. If they haven’t committed to a purchase or scheduled a meeting but showed a genuine interest, it’s time to ask more direct questions. What do they need? When will they need it? What is their budget?
Step 7: Measure your Hit Rate, ROI and Costs.
This is what it all comes down to. To determine if your show was truly successful you will need to do some very simply calculating. Here is a simple formula to help you measure your results:
- Total show attendees / Booth visitors = Hit rate
- Total sales / Total cost = ROI
- Total cost / Total leads = Cost per lead