The pressure to reduce your company’s marketing spending – while also improving results — is greater than ever.  At the same time, deadlines loom and tend to force quick decisions.  Making an informed, educated buying choice is the difference between either empowering you to execute your trade shows with agility and efficiency for years to come — OR — doom you to trade show Hades.

What you should know as a first time trade show exhibit buyer:

• Be sure your goals dictate your purchase
• Never buy on price alone
• Remember to consider long run costs
• Don’t wait until the last minute

1. Be Sure Your Goals Dictate Your Purchase (not the other way around)

To maximize your investment in a trade show booth it’s important that your entire team, from marketing to product to the CEO, agree on the goals long before committing to a purchase, or even to a particular event.

Some examples of well articulated goals include:

• To obtain leads or clients (define these specifically!)
• To develop deeper relationships with existing clients
• To build brand equity and increase awareness
• To educate (x number) of people about our company and products
• To support your industry or the people throwing the event
• To recruit new employees from our industry
• To court investors

Your goals will determine your strategies, and your strategies will drive decisions for your exhibit booth purchase, including layout, design, graphics, traffic flow, product demonstration plans, promotions…well, everything!

If you’re having trouble getting a consensus, consider this exercise:  Force your team to select their top three goals and assign a percentage of importance to each.  Then ask your team to select, hands down, the most important single goal.  This approach should yield the quantifiable data and buy-in you need to establish your goals…and move forward with your trade show display purchase.

A professional exhibit consultant will ask you to share your goals, budgets, marketing plans and current communications material.  After digesting all the information, you’ll be provided with a recommendation consisting of a price quote and design rendering.  It may take a few design modifications and quotes until the exhibit suits you perfectly.  When you’re ready to buy, insist that everything is in writing.

2. Never Buy On Price Alone (or, consult with a professional)

It is easy to fool yourself into thinking the lowest price is the best value.  But buying an inexpensive trade show booth can cost you more in the end – significantly more! You must be sure to consider these factors as you evaluate your options:

• Quality
• Reputation
• References
• Years in Business
• Success stories or case studies
• Ability to consult and partner strategically
• Availability of a local I&D crew in all the major convention center cities

We are big proponents of purchasing an exhibit from a local company.  Chances are the company has been around for decades and has a deep understanding of client needs and the industry at large.  In the old days, exhibits were custom-crafted, making them extremely expensive to build and maintain.  More recently,  exhibit “systems” evolved as an alternative to the high cost of custom craftsmanship and heavy wooden materials.

Today, there are multiple categories including portable, modular, pop-ups and lightweight metals & stretch fabrics.  All have their distinct advantages, and this is where an exhibit consultant can be very useful.  In the end, your exhibit consultant should help you maximize your exhibit marketing potential and help you avoid the costly mistakes you’re likely to make on your own.

If you plan to exhibit more than once or twice, chances are you’ll work closely with an experienced exhibit consultant for several years.  Shop around and base your decision on more than just price. Exhibit consultants have years of experience about design, marketing, graphics, and trade show tactics.  Their knowledge will help you avoid the pitfalls that most inexperienced trade show marketers make. And, there are lots and lots of expensive pitfalls.  Working with a knowledgeable trade show consultant will save you money over time.

3. Remember to Consider Long-Run Costs

• Can the design you’re considering be re-configured to a smaller or larger booth size?  There are lots of options these days enabling “modularity,” so that a single pool of booth property can be rearranged into new designs and configurations – and also re-skinned to communicate different messages to different audiences (or to update your brand message over time).

• Is the booth you’re considering made from lightweight materials?  Or, is it made from heavy wood or metals?  Considering that a large portion of your budget will be spent on drayage, shipping and storage, be sure to select the most lightweight design possible to ship

• Is the construction complicated, requiring extra labor to set-up and dismantle the exhibit?  If so, reconsider.

4. Do Not Wait Until the Last Minute

For certain, rush costs will be incurred as the delivery deadline approaches.  These costs are easy to avoid by simply planning ahead.  Enough said!

While there are always going to be risks associated with making a new investment, by following the suggestions above, your investment is much more likely to be one that pays huge dividends – and not remain an unfortunate liability.

For more ideas on exhibit design, as well as booth staffing, budgets and more, pick up the What’s Working In Exhibiting guidebook.  Request your free copy of the 32-page book by clicking here.

According to the Content Marketing Institute (CMI), 56% of companies hold some kind of education-based customer or prospect event during the year. We all know that trade show exhibits are a treasure trove of content marketing opportunities, but some event marketers forget or fail to capture content during the event. Follow these strategies, and you’ll be in the enviable position of being able to create great trade show marketing materials — all through the year.

Shoot Photo & Video Footage While On-Site

Cover your booth as though it were a news story, electronic news gathering style. You can hire a professional or assign the task to someone on your staff. Getting great footage is an achievable goal, even if you’re not a professional camera operator. Perform some Internet research on how to shoot great photos and video.  Develop your shot list before you leave for the airport so you’re prepared to execute on-site.

Here are some suggested shots. Be sure your company logo, branding and signage is visible in every shot possible.

• “Establishing shot” of the venue from the outside
• The buzz, the crowds, the show floor from above
• Customer testimonials or interviews
• Product demonstrations
• People interacting and conversing inside your booth
• Beauty shots of your trade show booth

Next, Edit Your Video Clips

If you’re a do-it-yourself-er, the magic of Apple is all you need. With photos and HD video footage shot with an iPhone and edited in iMovie, you can be an independent filmmaker in no time. You can add titles, incorporate photos or images, and seamlessly edit footage from your event to create a great looking promotional or educational video.

Upload to the Internet

Once your video is produced, you’ll want to upload the file to your favorite social media sites (and of course, your website.)  Don’t be stingy, upload everywhere — like Facebook, YouTube, Vimeo, Veoh and Blip.tv to name a few.

Share, Promote, Extend, Leverage

Your video is online. Let the games begin!

• Publish a press release….link to your video
• Write a blog post….link to your video
• Post status updates on LinkedIn and Facebook….link to your video
• Send an email or newsletter to your database….link to your video
• Apply a QR code to business cards and trade show graphics….link to your video
• Distribute the link to your sales team to share with prospects & customers

The Bottom Line

The name of the game is to keep your audience engaged. Creating fast-moving, interesting content is a great way to extend your event, post after post after post.

Find more effective strategies used by exhibitors by reading the What’s Working In Exhibiting white paper.  This 32-page guide has almost 100 tips for trade show marketers to boost their results and stretch their budgets.  Click here to request your free copy.

How do you prevent deadlines from sneaking up on you?  With life moving at internet speed, it’s nearly impossible.  Over the years, I’ve found a sure-fire prescription to prevent the rampant spread of the much feared disease, “Deadline Eruption Syndrome.”

In fact, the preventive measure prescribed here is a time-tested remedy.  It can help you avoid that sick-to-your-stomach feeling brought on by the avalanche of missed deadlines, missed opportunities and missed sales from trade shows.  I am betting this prescription, when consumed regularly, will keep you healthy, wealthy and wise when it comes to trade shows.

Click on the image to download the Trade Show Planning Flowchart

So, what’s the big Rx?  Simple. Build a standardized, calendar-driven, cyclical process to anticipate and manage those activities that are sure to recur (as trade shows always do). The entire Trade Show Planning Rx is a one-pager you can download here.

It’s no revelation that you should begin by identifying goals and objectives, a fundamental yet often overlooked step by super busy managers.  It’s best to kick-off this cycle in 4^th Quarter, looking forward across the entire next year.  Build out a spreadsheet itemizing your annual show schedule, trade show exhibit budgets, and goals (both overall goals and show-by-show).  In addition to establishing the essential sales and lead collection goals, challenge your team to develop a new set of social metrics to watch: Facebook Fans, Foursquare Check-Ins, Twitter Followers, Pinterest Repins.  Once identified, you’ll be best served to track them obsessively.

In late 4^th Quarter, pull out your trade show booth and evaluate its condition.  Take the time to know exactly what you’re working with so that when the time comes to develop more detailed strategies, you can clearly envision design opportunities and limitations.  Knowing your exhibit properties intimately lets you work from a position of know-how when developing the outreach plan – which will result in exciting, unique and compelling experiences to engage, educate and motivate your audiences.

Next, develop a single, replicable strategic plan that includes these sections:

-          Logistics

-          On-Site Experience

-          Lead Handling & Sales

-          Three Distinct Outreach Plans

• Social Media & Marketing
• Press & Industry
• Strategic Partners

Your strategic plan will serve as a road map, guiding you to execute each show effectively and predictably — all year, one by one.

The prescription will kick in every week during your regular status meetings – when your team discusses and reports on all the pre-show, on-site and post-show activities that are occurring for each show on the schedule, driven by the strategic plans firmly in place.

True, it’s easier said than done.  Engineering and maintaining an effective trade show program takes a lot of work.  And, it all starts with a plan that incorporates a defined measurement approach that allows you to watch your program perform and grow.  And with the Trade Show Planning Rx as your spoon full of sugar, you’re sure to grow in the most delightful way.

Give your prescription a booster and stay ahead of the game by reading the What’s Working In Exhibiting white paper. This 32-page white paper has almost 100 tips for what exhibitors say works for them in 7 key areas of trade shows. Click here to request your free copy. 

“I’m designing a trade show booth. What should I consider?”

If you’re a trade show manager, chances are you operate well under stress and have an active, non-stop lifestyle.  Be forewarned, though, burnout can sneak up on you without warning.  Consider these tips to stay productive, healthy and happy even though you spent more time traveling with a trade show display last week than with your family.

Tip #1: Learn to Say “No” to Counterproductive Trade Show Task Requests

True, you have to pick your battles. But just because someone asks you to do something, doesn’t mean you should.  Many of us operate under the mantra “If it isn’t painful, it can’t be good for me.”  That mantra is a recipe for trade show burnout. Before swinging into motion, ask yourself if the task is really necessary — and whether there’s an easier means to achieve the same end. Perhaps you can offer a counter-proposal that is less taxing on you, while completely acceptable to your boss, customer or colleague.

Certainly, not everyone is fan of Snooki and the Jersey Shore.  True, most of us might not choose her to be the Godmother of our firstborn.  But think what you will, Snooki knows photo opps.  And boy, can she cause a buzz.

Take the product launch of her new fragrance, Snooki for Women by Nicole Polizzi. The fragrance is represented exclusively by Perfumania, a client of Skyline New York trade show exhibits. Perfumania is second to none, with over 370 retail stores that carry world class, designer perfume brands.

Here’s Snooki, pictured in front of a Mirage pop-up display.  Notice the crisp, repeating logos that will show up in any picture.  Observe the hot pink vibe.  Appreciate that this display will be used at hundreds of venues, taking just minutes to set-up and break down.

(Here’s 20 more ways to use a portable display beyond trade shows.)

Think about it — owning a custom backdrop that can be instantly whipped out for a photo opp is a brilliant idea.  With the multitude of websites that can virally display photos and videos (Facebook, You Tube, Twitter, LinkedIn, Press Release Distribution Sites), a modest investment in a custom backdrop can pay off in spades – for years and years.

So, before dismissing the messenger (Snooki), consider the message (Mirage pop-up displays make great backdrops for photo opps).

And now, back to (our) reality (show).

Snooki’s got the right idea but for even more valuable information check out the Event Marketing Idea Kit.  This 58-page book has a range of topics along with checklists and worksheets to help with the logistics of putting on an event. Click here for your free copy. 

If you’ve never purchased a “pop-up” before, don’t be fooled by cheap imitations sold on the Internet.  When it comes to buying a pop-up display, remember the old adage “you get what you pay for.”

Four Questions to Ask Before Buying:

Question #1: Is the frame made of aluminum? If the answer is yes, quickly say “no.”  Aluminum frames can bet bent which makes them unstable and destroys the integrity of the graphic panels.

The better frame: Fiber Glass or Carbon Fiber

The better frame: Fiberglass or Carbon Fiber

Once the frame is bent, your graphics will never again line up properly, forcing you to represent your company poorly (or forcing you to spend more money on another display.)  Look for fiberglass or carbon-fiber frames sold by Skyline Exhibits — and you’ll obtain a free lifetime warranty on the frame.

Moral: Don’t get stuck with a “disposable pop-up” by buying a cheap aluminum frame.

Question #2: How can you support me if I need help after I take possession of the display? The truthful answer from pop-up internet providers should be “sorry, you’re on your own.”

Typical scene on the trade show floor

Remember, if you are on show-site and need assistance, you’ll painfully realize that you bought on price – but sacrificed support.  Consider the smarter investment in Skyline trade show display booths.  Finding a partner with offices in every city is worth it’s weight in gold when you’re stuck with a problem on-site and really need some help.

Moral: If you buy only on price, you’ll never get help when you need it because low-price internet sites provide zero service or support.  If your event schedule takes you to multiple cities, find a national supplier with local offices who is always there for you.

Question #3: How can you help me improve my trade show program so I can deliver ROI to my company and generate meaningful results over time?

Choosing a company that provides ongoing education and consultative guidance is invaluable.  The extra upfront investment into a solid, durable, expertly designed display must yield a business partner that cares about you and your business over the long haul.  Choose a company that will look out for your interests and be available 24/7 with assistance under any circumstance.

Moral: Invest in an exhibit house that keeps on giving, long after your first purchase of a trade show display.

Question #4:  Does your pop up allow accessories that make it look unique?

Most pop-up booth programs include far more than a frame and some graphics.  Add-on features include everything from reception desks and lighting to banner systems and multimedia options.  They also include backlit photo panels, even for the end panels.  These additional features give you the ability to make your pop-up stand out even further from the crowd.

Moral: You exhibit at trade shows to get attention, so make sure your pop-up display gives you a distinct look.

So, that’s a word to the wise about buying a pop-up display.  Now, here are some pictures to the wise: see 95 examples of higher quality, better design pop-up trade show displays by clicking here.

Companies spend significant manpower and budget producing hard copy materials they bring to trade shows, hoping that everyone who picks up a flyer or brochure will read it carefully. The reality is that most attendees that receive materials on-site will end up tossing them. This is an unfortunate result and a wasteful practice.

Make Your Collateral Work Harder

So how do you ensure your marketing materials are actually read?  In most cases, it’s wiser to send materials after the crowds have dispersed.  It’s natural to want to give everything you have to anyone who visits your trade show display, but you’ll get better results by placing a well-timed email after your prospect has had time to catch their breath, delete unwanted messages and shift back into gear.  Why?

1. People are more likely to read the literature when they’re at their desk.  These days, snail mail stands out. At their desks, people have more time to review it in a leisurely fashion.   Most people attending trade shows are rushing around the whole weekend trying to see as many people as possible and they just don’t have time to read through everything.

2. It’s more likely your literature will find its way into the appropriate hands if you mail or email it.   If you send it via email or mail, recipients will most likely forward it on to others who might be interested or who are in charge of procuring the products or services you offer.   They’re also more likely to open a file based on your literature for future reference.

Don’t Let Your Trade Show Message Get Lost In The Crowd

3. Your literature won’t get lost in the shuffle.  At trade shows, visitors have tons of literature shoved into their hands by dozens of companies.   Do you really want to be just one more flyer or brochure in a stack that’s overwhelming?  Mailing or emailing materials a week after the trade show means you’ll stand out.   Your material won’t be just one brochure among many.  Waiting a week also sets your material apart and readers will have more time to review your materials and digest the information.

4. Scientific studies have proven that repetition improves recall.   Potential customers who visit your tradeshow booth may or may not remember your company name after the event is over, but the chances they will recall who you are and what you have to offer increases dramatically if they visit your booth one week and receive company literature the next week.  Jogging their memory with a short, personal note included with your literature will also make readers feel appreciated.   Everyone likes to be remembered.

When Less Is More

5. Your trade show area will look cleaner, neater, and more professional if you don’t have stacks of material lying all over the place. Having the right literature is great, but if you have stacks of paper sliding over or a messy array of literature, it can confuse visitors or simply turn them off.  In many cases, a “less is more” approach is best.

6. This is the best reason of all: Mailing your literature gives you the ideal opportunity to get valid contact information from everyone who visits your booth.   Simply ask for each person’s name, address, and email so that you can send them your literature and any additional information they request.   You’ll get far more leads if you have something to offer after the trade show is over.

Mailing or emailing your company literature a week after the convention or show is over can become one of the best marketing decisions you’ll make this year.  Avoid collateral damage — and leave your brochures at home.

Learn more ways to get better trade show results with your booth staffers. Click here to get your free copy of the 48-page Booth Staffing Guidebook, filled with useful articles, checklists, and worksheets.

Here are 16 tips based on what I’ve learned as a veteran trade show manager who knows (and loves) working on both the client and vendor sides of the fence.

Before the Trade Show: Plan, Plan, Plan

1. Budget methodically:  Create a budget allocation worksheet for every show. Use it as a task-management checklist. If you don’t have a template, get one from your exhibit house.
2. Set objectives: One sure-fire approach is to align trade show goals with existing corporate goals. Make sure your objectives are SMART (specific, measurable, attainable, realistic and timely).  Limit the number of goals to narrow your focus and improve chances for success.
3. Streamline logistics: Add hours to your day with logistics and inventory management software (check out www.ExhibitForce.com). Some exhibit companies provide this tool to customers for free.
4. Facilitate selling: Work closely with the sales team to find out what’s needed for in-booth appointments.  A private meeting area?  A photocopier?  A laptop with appointment-scheduling software?  Ship any necessary documents (e.g. contracts) and carry a thumb drive as backup.
5. Design simply: Your exhibit should boldly and clearly communicate who you are, what you sell and why prospects should buy from you.  The keys to attracting traffic and creating a lasting impression are to use eye-catching images and short, compelling messages.
6. Use lightweight materials: Everyone knows large, heavy items are costly to ship.  This is also true for your trade show exhibit.       If you’re still shipping a heavy dinosaur of an exhibit, calculate annual drayage, shipping and storage costs.  These costs are slashed by switching to lighter, modular materials and fabrics that pack into fewer, lighter crates.  Apply savings to additional shows or directly to the bottom line.
7. Go modular: Custom modular booths create a multifunctional pool of inventory that can be reconfigured into multiple shapes and sizes.  One booth can service many industries, divisions, product lines and footprints.
8. Leverage social media: Social media websites like Twitter, WordPress, Facebook and LinkedIn offer unbelievable potential to drive qualified booth attendance.  Start small – but start.
9. Design a standard lead form: A short, simple survey is all you need to prequalify leads.  The trick is to apply the same survey across the board.  Standard questions enable the ability to merge and sort data, analyze statistics and draw conclusions.
10. Manage lead distribution: Determine where the “leads list” will be stored, how and to whom leads will be distributed, and how they will be actioned.  With only 21 percent of trade show inquiries actually pursued (www.ceir.org), chances are your competitors are NOT following up – which is your golden opportunity.

At the Trade Show: Execute Well

11. Self-reflect: What are you doing right and wrong at trade shows?  Write down the top five things you do well and the five things you most need to improve.  Think back to the moments of frustration and insight you had during the course of the year and turn those insights into a plan.
12. Huddle every morning: An hour before the show, quarterback the pre-show staff meeting.  Be highly detailed; set realistic goals for the day.  Review key messages and talking points.  Institute a competition to reward staffers for the most leads collected (qualified leads, that is).  Collect cell phones and store them safely.
13. Huddle every afternoon: After the show, spend 10 minutes debriefing.  Distribute hot leads.  See what worked well (or poorly) during the day.  Announce the lead collection winner.  Identify necessary adjustments for the next day.
14. Ensure timely follow-up: If you collect e-mail addresses, use Web-based tools like Constant Contact or Exact Target to send thank you notes right from the show floor.  While personal contact by a salesperson is mandatory, be a brand ambassador and close the loop quickly.

After the Trade Show: Measure and React

15. Post-show report: Create a standard format.  Be diligent about completing a report for every show.  One client told us, “We write a show report after every event including photos, costs, attending staff, lead quantity, competitors, etc.  The report serves as next year’s plan and provides metrics for comparison.”
16. Measure performance: Many metrics can be measured: Media coverage, brand awareness, competitive activity.  What’s paramount, however, is filling the sales pipeline with qualified leads, of which a percentage will convert into revenue.  Obsess over results.  Adjust where you can.  If you don’t have a written trade show plan, develop one now (get help if necessary).  Lead management doesn’t have to be complicated or costly, and the rewards can be monumental.

While I certainly hope these tips enhance your company’s success, I also hope they improve your own quality of life at work, at home and on the road.

You can get almost 100 more exhibiting tips from fellow trade show marketers like you in the 32-page What’s Working In Exhibiting White Paper. Click here to get your copy and learn more ways to improve your results and stretch your budget.