The Exhibitor's Resource – Trade Show Marketing Blog

In previous posts, we’ve discussed print-on-demand trade show literature as a cost-savings and waste reduction strategy, but there is another savings opportunity, the ubiquitous giveaway. Based on the shipping and handling costs associated with giveaways, we have some ideas of how to reduce this line item expense for your next trade show.

Exhibitors should consider bringing just enough promo material that they give it all away by the last day of the trade show. Exhibitors may initially object to this, wishing to avoid being empty-handed, but many reconsider once they see the costs of shipping too much to the show, and develop a strategy to manage promo campaigns more effectively.

One strategy is to have trade show booth staff manage the promo supply during the show, throttling it as necessary to make sure qualified prospects are always offered something, and only extending the offer to other visitors as supplies allow. Along with managing giveaway supply at the show, exhibitors can use projections for show attendance to avoid over or under ordering. Trade show promoters should be able to provide exhibitors trade show attendance estimates based on pre-show registration numbers and historical data on at-show registrations.

To further reduce expenses, exhibitors should consider palletizing large giveaway orders rather than as individual small box shipments via UPS or FedEx. Because loose cartons will need to be palletized anyway for delivery to the show to avoid per-box drayage and handling fees at the show site, palletizing from the manufacturer saves shipping and handling expenses at several points en route to the show.

Because giveaways typically have a custom element such as silk-screening or printing, exhibitors could be surprised by the lead times for production and delivery. For very large orders, there could even be manufacturing lead times or overseas shipment time factors to consider. Rush fees for expedited production and shipping are expenses that can be avoided by starting the planning process early. And early planning affords the time to compare the impact of several giveaway options. Some factors to consider in addition to per-unit cost include

• per unit weight – this will directly impact shipping costs

• giveaway objective – is the promotional item being distributed to promote brand awareness, or to influence the buying decision?

• giveaway life span – will the item be held onto by the recipient, or be trashed before it even makes it back to their office?

Once these factors are considered, quantities are estimated, and shipping logistics are planned, exhibitors will be able to place orders for trade show promotional items confident that they are doing so in a cost-effective and low-impact way.

-

Popularity: 15% [?]

As the holiday season got underway last week with Thanksgiving, you might not have been thinking about budgets and business taxes. But the following year-end planning tips for businesses and marketing departments can help you make the most of your year-end financial situation.

1. Get a Marketing Budget Update from Accounting: As part of your year-end strategy, you should have a good idea of your company’s financial picture and how that relates to your marketing effort. Now is a good time to sit down with the CFO for year-end advice, particularly regarding any remaining monies allocated for marketing activities that will expire at the end of the year.

2. Pay Expenses Now: Pay for things your business or marketing department will need in the near future to possibly maximize the deductions for this year. If you can justify the need for new equipment or other items in the first quarter of next year, buy them now. Some possibilities include:

• Trade Show Displays and Equipment: If you will be purchasing a new trade show display, consider doing that now. Check with your accounting department to make sure that doing this now will reduce your tax burden and fits with your company structure and circumstances. Your new trade show display may have to be officially received or even physically be at your facility by the end of the year, so build that into your timeline. The sooner you get the ball rolling, the more likely your exhibit agency will be able to design, produce and deliver your new trade show display in time.

• Literature & Giveaways: Stock up on trade show related collateral such as brochures and giveaway items.

• Recurring Billing: If you can, try to pay recurring bills such as trade show display storage fees, software license agreements, publication subscriptions, and organization memberships in advance before the end of the year.

• Other Items: Try to pre-pay travel expenses, repairs to equipment, or maintenance costs that you know will occur early in the new year.

3. Postpone Income if Necessary: Coordinate with your sales department to delay the collection of payments until the first part of January instead of the end of December if this reduces your tax bill. Cash that remains on the books at the end of the year may be taxable for that year. Keep in mind that different strategies apply to your particular situation (profit/loss position, company structure, etc.), but it could make sense to get the cash on hand as close to zero as possible at the end of the year.

4. Check Inventory: If you have product that was used at a trade show and is now considered “refurbished” inventory or has otherwise experienced a drop in value, be sure to find out if your accounting methods allow deductions for this. And consider offering remaining inventory at special terms during any December trade shows or special events to further reduce your inventory tax obligation.

As mentioned above, the strategy for applying these tips will depend on the individual business circumstances and accounting methods. Be sure to review your company’s strategy with your accounting department, CFO, or professional tax accounting professional. But if you plan carefully, any taxes you save can be put towards face-to-face marketing initiatives for next year.

Popularity: 20% [?]

Just after the fall busy season is a great time to look back at your 2009 Exhibiting successes and to consider your 2010 schedule. What shows were your best performers? Where could you expand your company’s presence to get more out of your event marketing effort? One strategy employed by some of our clients is to seek out shows in vertical markets outside of their primary industry in order to access to new business.

Take a look at your top 5-10 clients. What trade shows are they exhibiting at? Would it make sense for your company to have a presence at their industry shows? Would this give you an opportunity to get in front of similar companies who have similar needs for your products and services? Often, exhibitors become so focused on their own industry that they miss opportunities in other vertical markets. But having a presence at shows in industries that your company supports or works with gives you the opportunity to stand out in a less saturated field. It may even be worth investigating exhibiting at a show that your competitors’ top clients exhibit at.

Have you already been applying this strategy with success? Great! Perhaps there are still some niche vertical markets that are still untapped. Seek out regional shows or new shows that shift the focus slightly towards your best target audience. Test out these additional shows with a portable inline trade show display with graphics tailored to the attendees at that show.

Popularity: 13% [?]

Rental trade show programs are an increasingly popular way exhibitors are participating in trade shows. But how does an exhibitor evaluate and select a trade show display rental provider? Here are some questions a trade show coordinator should consider when deciding on a rental trade show display agency:

Does the exhibit house have sufficient experience with custom rental projects?
Trade show display rental agencies with longevity are a better bet for reliability and satisfaction than a startup. The ability to demonstrate past successful rental projects should be a prerequisite for any exhibit house you are considering renting from. A trade show design agency should be able to provide a portfolio of past client projects, including photos from the show and summaries of how the rental program met budget constraints.

Is a standard rental package a good fit for my program?
You may consider renting from a selection of standard kits or packages, plus a short list of options. It’s becoming the norm that these standard trade show display rental solutions can meet exhibitors’ needs well, even without much customization, thereby reducing overall cost. There may be a range of display rental packages pegged to a tiered pricing structure, each level offering a little more in terms of design features, included services, and level of support.

What if more flexibility is required?
Although there are increasingly more sophisticated standardized rental packages available and more options to choose from, in order to allow further flexibility, you may decide that a trade show rental house that can also deliver custom components to pair with the standard kits is the way to go. This is where a creative rental trade show display house can really make the difference by figuring out how to maximize the use of standard components and saving cost there, but spending any extra budget on just the right custom elements to deliver a unique look.

Will you have adequate support on the trade show floor?
Trade show exhibitors should remember Murphy’s Law when selecting a display rental partner. The range of services that a trade show display rental company offers to its clients is an important factor to weigh when deciding on a rental display solution. Should something go wrong, can your rental provider promptly correct the problem by making immediate arrangements for repairs or replacements? What is their contingency plan and how do they manage the process of implementing Plan B? Will they be on-site to take care of your needs?

Popularity: 19% [?]

If you are rolling out a new product or are re-launching your brand, you are probably anxious to get out on the road and in front of new customers, prospects and the industry media. But no matter what the focus of your trade show effort is, you should put thoughtful consideration into which trade shows you exhibit at.  Research has shown that picking trade shows or events that are a good fit is a major factor in the number of qualified trade show leads acquired at the show. Below are some tips to help narrow the list of trade shows you plan to exhibit at:

1. Get Answers to Your Questions
Basic trade show questions include “What audience do I want to reach at this trade show?” and “What outcome will make this trade show a success?”

2. Do Some Legwork
To determine whether a trade show might be a good fit, find as much as possible about the show demographics. Check the list of previous exhibitors and cross reference the information provided by the trade show management company. Try to connect with past exhibitors and attendees to get a feel for how successful previous shows have been. Read news articles about past shows and try to learn if the show is growing or not.

3. Consider the Venue’s Geographic Location
Typically 40-60% of trade show attendees are from within a 200-mile radius of the trade show site. Think about your distribution area and target customer and determine whether the attendees match that target audience.

4. Large or Small Trade Show?
Try to think about what type of trade show traffic you would ideally like and then compare large shows with smaller, vertical market shows. It’s possible that your business model would benefit from a trade show with smaller attendance numbers, but with more relevant attendee traffic. Niche trade show audiences may include key decision makers looking for your particular offering.

Popularity: 7% [?]

Preparation for exhibiting at academic and professional conferences is similar to that of trade shows or expos, but there are some subtle differences that an organization may want to consider.

One common difference is that the venue may not accommodate as large a display as you might set up on the trade show floor or in an expo hall. Working with an exhibit agency such as Exhibit Resources will help you successfully translate the look and feel of your larger exhibit space to the smaller scale that might be required. There are several approaches to small space branding, depending on what is offered at the conference. One uses the conference-supplied table, usually 6ft or 8ft long, for which you will want to develop a professional table top display, including a branded table cover or table runner. Another scenario is a 10′ conference exhibit space in a ballroom or large lobby without a table. A good option for this space is a fabric pop-up display, which can be shipped in a small case to the hotel and then transported to the conference and set up by one or two reps. For more restricted spaces, either narrower or lower than a standard 10′ wide and 8′ high portable backwall display would fit, exhibitors can set up two or three banner stands to approximate the look of a backwall, but with some adjustability in height and width.

Aside from space considerations, the wording of messages may need to be developed specifically for the audience of the conference. Depending on the type of conference, the tone of the message may be need to be more targeted to the specific niche, or it might benefit from a more academic or trust-building focus. Bold yet conservative graphics could be more effective than the in-your-face attention grabbers that may play better on trade show floors.

Popularity: 23% [?]

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% [?]

Plotting trade show deadlines and project milestones on a timeline is a good way for an exhibitor at a trade show or other marketing event to ensure that they stay on schedule. An exhibit agency like Exhibit Resources is a good partner in developing such a guide to keep your project on track. The experienced event marketing professionals at an exhibit house can help exhibitors manage all of the details, from submitting forms and payments to reserving services. The timeline offers a visually accessible way to quickly see those details, and know when decisions need to be made. Timelines also make it easy to see what stage the project is in at any given time. Often a timeline is the go-to document to make sure nothing falls through the cracks, and can help prevent unnecessary rush fees from suppliers, shipping companies, and the show venue. A trade show planning timeline can include due dates for approving design, submitting graphics, submitting show services forms, and shipping materials.

Consider working with an exhibit agency that includes a timeline as part of the regular communication process. But if this isn’t offered, there are some options out there for creating such documents. “Mind Mapping” software often includes a timeline view, and can help get organizations on the same page internally, as well as help coordinate with vendors. After all, when planning for a complex event such as a trade show, the more informed everyone is about how their part of the process affects the final outcome, the more successful the project will be.

Popularity: 15% [?]

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% [?]