The Exhibitor's Resource – Trade Show Marketing Blog

Making all of the arrangements to exhibit at a trade show can seem a daunting task. However, having the right information and resources at hand can be a tremendous help in planning.

But where does one begin? We recommend that trade show coordinators start with the Show FAQ often available on the show’s website. This is a quick overview of the who, what, when and where of the trade show.

Once the basics are reviewed, the official exhibitor service manual for the trade show is the next go-to document for exhibitors and their exhibit management firm.  The exhibitor service manual is a comprehensive guide to all of the details of the trade show. Show floor rules and hall regulations, exhibitor service forms, designated contractor contacts and forms, and shipping information are included in the Exhibitor Service Manual. Be sure to make note of all deadlines outlined in the manual, and go over corresponding timelines with your exhibit house.

Becoming familiar with the show details as outlined in the service manual will save you time and money, and help you avoid trade show logistics related headaches. Because trade show agencies like Exhibit Resources work with exhibit service manuals and the service contractors involved on a regular basis, they can help exhibitors make all arrangements quickly and accurately.

Popularity: 11% [?]

As trade show exhibitors continue to look for cost saving opportunities, many are discovering that outsourcing Trade Show Management services is a smart choice. Exhibitors are seeing that there is significant value to having industry experts handle time-sensitive trade show logistics on their behalf. A common situation is one in which an exhibitor’s schedule is just demanding enough to be unmanageable by the marketing manager or other staff, but isn’t quite a full time job that would justify the hiring of a dedicated Trade Show Manager.

There are additional efficiencies and benefits to outsourcing Trade Show Management in addition to freeing marketing staff from the burden. In many cases, trade show design firms are more efficient in planning for shows, working with show officials, and arranging freight, travel and accommodations. The overall expense for trade show management can be reduced significantly simply because of this improved efficiency.

Another benefit to outsourcing Trade Show Management is that exhibit agencies have the knowledge and experience to leverage the best outcome for their clients. Agencies are often more familiar with the city, venue, decorator, hotels and freight options than an in-house coordinator ever could be. The experience they gain from one trade show can help inform decisions for another, whether it’s for the same client or for one in another industry.

And because it is their job to reduce the cost of exhibiting, trade show logistics coordinators can often help exhibitors avoid rush fees and other penalties frequently incurred due to overworked marketing professionals who may simply not have the time or bandwidth to meet early bird deadlines, schedule freight to arrive via the lowest cost service, or research the best travel packages.

Ready to find out if outsourcing Trade Show Management makes business sense for your trade show program? We suggest contacting your exhibit house, or us.

Popularity: 20% [?]

Trade show exhibit design and planning should focus on the following objectives that lead to sales:

Attract visitors to your trade show booth to learn more about who you are and what your company’s offer is.
Captivate your visitors once inside your trade show exhibit by presenting a compelling message or a high-energy presentation.
Engage your guests in a dialogue about their needs and how your offer may help meet those needs.
Educate potential clients and existing customers on the benefits and advanced features of your offerings.
Inspire trade show booth visitors to become subscribers to future communication from you and a continuation of the conversation.
Motivate your prospects to take the next step, such as accepting a product trial period, receiving a quote, or placing an order during or immediately after the trade show.

Popularity: 55% [?]

A - Get the word out to prospects, clients and trade show attendees ahead of the conference.
B - Make the most out of every minute on the expo floor, and then network as much as you can to drive traffic to your exhibit outside of expo hours.
C - Follow-up on show leads and other connections immediately and persistently after the trade show, or even while still at the show.

A) Pre-show mailers, email blasts, and calls to set up at-show appointments are the three tasks you and your team should be focused on one to two months ahead of your show. Your team’s goal is to “get on the dance card” of every potential customer. Consider an incentive to get pre-qualified prospects to your exhibit space. Take advantage of show-sponsored marketing tools, such as postcard mailings to all attendees, or email blasts to lists of attendees from your target segment. Many shows can break out lists of just your target audience, often by their professional title.

B) Schedule enough booth staff to cover your exhibit space for the entirety of the expo hours, factoring in snack, lunch, and bio breaks. Make sure that knowledgeable staff are available continuously until the show hall is empty. Once you and your team leave the expo floor, make an effort to connect with prospects and clients at after hours receptions and networking events. Encourage those you meet outside of expo hours to drop by your trade show booth to see that demo or meet with that colleague that has experience with their situation. Do everything you can to drive traffic to your booth on the next show day.

C) If you’ve done A and B, you’ll have a long list of interested prospects to call on after the show. This is a great problem to have, but you need a strategy in place to make sure you turn those leads into sales. One idea is to handle as many requests and follow-ups as you can while still at the show. This offsets the work you’ll need to do when you return to the office, but also ensures that you are seen as responsive and engaged. But once you’re back to the routine of the office, it’s important to make time for proper follow-up on all of the leads acquired at the show.

Popularity: 15% [?]

Have recent economic pressures created a situation for your organization where you’re trying to accomplish more with fewer marketing staff on hand to manage everything? Are your trade show management tasks now part of your marketing manager’s growing list of responsibilities? Are they struggling to keep on top of all of the exhibitor deadlines and planning tasks?

Well, you’re in luck. There is an easy, readily available, and cost-effective solution to your problem: Outsourcing Trade Show Management to an expert. We have found that many of our clients have realized a lot of benefits from letting us handle the myriad of details that come with preparing for exhibiting a trade show, freeing up their staff to focus on the wider marketing strategy and messaging campaigns.

We help companies of all sizes design, plan and execute their event marketing programs. We have seen companies reduce their event marketing expenses by increases in efficiency, reduction in mistakes and late or rush fees, and identification of cost-saving opportunities.

Popularity: 20% [?]