The Indianapolis Convention & Visitor’s Association recent Indy’s Super Bowl Shuffle caused quite the stir in Indianapolis when it was released this week. 

Most of the outcry was due to those who thought the video was unoriginal and reflected poorly on the city.  Admittedly when I first viewed the video my reaction was, well…the same.  But when I learned of the context of which it was to be used I gained an appreciation for the video.  ICVA removed the video and posted the following on Twitter:

 @visitIndy Nov 30, 8:33pm via Seesmic

We decided to remove our SB Shuffle video.  It wasn’t intended to be a promo for indy- it was to introduce our sales team @ an industry event

The video was actually intended as a pre-show promotion for the Holiday Showcase trade show in Chicago coming up on December 15. While the roll out of this video was flawed, if we look at the video for it’s intended use, it really hits the mark for trade show promotion!

1. Have fun:  Be willing to laugh at yourself!  The ICVA produced a cheesy parody based on the 1985 Chicago Bears video.  With the chorus of  “We’re so bad, we know we’re good,” it’s obvious they were even poking fun at themselves.  Being able to show your fun side and willingness to laugh at yourself makes you more approachable on the trade show floor.
2. Promotion:  The video was posted to YouTube and an email was sent to the meeting planners directing them to the page.  In this case, this is where the execution of the promotion falls short. Consider using the unlisted video feature on YouTube to make your video viewable to the audience you provide a link.  Also, in creation of your video really tailor your video to your audience. Hindsight being 20/20, I’m sure if the ICVA had thought about creating some type of introduction to the video to make clear that this was for an industry event and not intended to promote the city, it would have been received entirely different.
3. Drive Traffic:  The piece was created in a fun way that would give the ICVA great visual recognition at the show and even talking points.  Creating a fun video that gets people talking will also get people talking at your trade show booth providing opportunities for engagement and relationship building.
4. Highlight your products/services: The ICVA did a great job of encapsulating some of the great hotels in our fair city.  Give your audience a tease of what they will get to see at your trade show appearance.  This can also be a great way to roll out a new product or service.

Using video and fun parodies to promote your next trade show appearance is a great tool to drive traffic.  Just make sure you consider ALL of the posibilities when it comes to creation and promotion.

To do your trade show promotions the right way, pick up the Creating Effective Trade Show  Promotions guidebook.  Get your free copy of this 76-page guide that takes you through the entire process from setting goals to execution to measuring results by clicking here.

The use of video for trade show promotions has become increasingly popular. Recently I met with Dave Anderson, Principal of Stream Three Creative an Indianapolis video production firm that assists in clients taking advantage of the power of video.

In this segment we discuss some of the benefits of using video in your trade show display.  We’ll discuss everything from the power of video as a relationship-building tool to engagement and budget.

In this segment with Dave Anderson, Principal of Stream Three Creative. Dave and I discuss using video on the trade show floor in your display. We cover topics such as taping promo’s before the show, collateral after the show and live streaming.

Video continues to increase in popularity. We’ve had clients want to integrate video more often into their trade show booths, which is why Skyline has new products like the DesignView Presentation System, the Large Monitor Station and Mirage Monitor Mount, to give them multiple ways to present video.

I hope you found this helpful if you were planning on using video in your trade show booth – and perhaps inspired you to consider video if you were not planning it before!

Trade show marketers are using more technology and social media as part of their jobs. Find out more in The Evolving Role of Exhibit Marketers, a detailed research report that shares how other exhibitors have adjusted to changes in the economy, their companies, and their jobs. Click here to request your free copy.

I get to work with an array of clients from a wide variety of industries each of them providing their own marketing savvy and objectives for their sales and marketing teams. Nearly all of these projects really are a lot of fun to work on and it’s exciting to see the evolution of a project from the initial discovery meetings to delivery of their new trade show display.  But what would my ideal trade show client look like?

Cue dream sequence music…

1)  My ideal client is not afraid to take a few risks.  Stay a step ahead of your competition.  Instead of following the trends, create the trends.  Be the trade show marketer that keeps us wondering, “What will they do next?”  Be a model of innovation not complacency.  Innovation in products and services as well as exhibit design and marketing will make your clients take notice.

2)  My ideal client would have a large schedule of 100-150 shows a year, with sizes of displays varying from 10 foot displays to island exhibits.  Appreciates the quality, innovation, modularity, and portability of Skyline’s products.  Understands that we are partners with your in-house team.  Hey, it’s my dream!

3)  Has a vision (and a budget) to implement the technologies that add life and wow factor.  So many great ways to add video/hybrid technology, mobile marketing/QR codes, digital signage, and social media.  Utilizes these tools to help drive traffic and help create a buzz around your next event.

4)  Comprehends the concept of having a plan and working that plan. You can have the sharpest looking booth at the show but if you haven’t set the proper expectations for your team you’ve exhausted a lot of time, effort, and money.  It’s up to you to hold the team accountable to get the results that you expect from trade show marketing.  Before you are quick to dismiss your participation in a show or trade shows altogether, take a good hard, honest look at your own team.

5)  My ideal trade show client also understands that even the best laid plans can still result in failure.  There are so many logistics and so many people involved in the entire process that mistakes are inevitable.  Be prepared with a “Plan B,” and learn to not sweat the small stuff.  It may be hard to do at the time but don’t let the little setbacks get the best of you.

6)  Oh, and did I mention that infinite trade show marketing budget that spoils me with all of those luxuries, allows me to retire early, play golf when I want, and……………

Reggie, Reg, Reggie, wake up!!!!!!!!!!!!!

Ah, who am I kidding?!?!  Maybe someday!  Well, it was fun while it lasted!

Okay, trade show marketers, what dreams to you have for your trade show marketing program?  What have you been itching to try but haven’t been able to yet?  Fellow consultants and event professionals, what do you look for in your ideal client?

The ideal trade show client also understands how valuable trade shows are, and strives to prove their value to upper management.  Such ideal trade show clients would want a copy of the new 24-page white paper, The Value of Trade Shows, yours free just by clicking here.

Planning for a trade show can be a very stressful process.   There are so many things to get done from meeting show deadlines to planning show promotions and training your booth staff.  But if you turn into an unpleasant, fire-breathing Eventzilla you will only impede the process for yourself and your team.

Here are seven suggestions to help everyone retain their sanity!

1)      Communication.   You will need to be an effective communicator to everyone on your team, including superiors and subordinates.  Keep the entire team abreast of deadlines, responsibilities and expectations.   Let your team know that your door is open and that you expect the same communication in return on any snags or successes.

2)      Have fun! It can be very easy to get caught up in the task at hand, but don’t forget to have fun with it.  Take a moment to celebrate team accomplishments.  Reward and show appreciation for those who have taken on duties that may not be as fun.  Yes, there is certainly a lot of work to be done, but you’re also involved in a creative process.

3)      Get excited! It’s that same creative process that probably led you to this position in the first place.  You could be creating the first impression a lot of people will ever have for your company.  Or helping launch a new product that will revolutionize your industry.  Let the exhilaration you have for your job and your trade show project inspire you.

4)      Recognize that you do have a monster within! We all do!  At least to some degree.  It’s how you deal with those adversities and treat others during them that is important.  Learning to tame “the beast within” will lead to a more productive work environment for all.

5)      Warn the team about your inner Eventzilla.   There’s nothing worse than being blindsided by something like this.  You need to just put it out there.  “If you see me starting to turn into Eventzilla, please let me know.”  Your team will appreciate your honesty and get a good laugh out of it as well.  That way if you or anyone of your crew has “one of those days,” when you’re ready to shoot fire and destroy everything in your path, everyone knows they have a support network.

6)      Take a deep breath. Stay within yourself.  Walk away from things to collect yourself for a bit, if things get a little too maddening.   Remember you’re in control of the event; don’t let the event control you.

7)      Your trade show vendors are partners, not just vendors. The event professionals that you work closely with on your trade show should feel almost as if they are part of your company.  They should have an interest in not only your show or your trade show display but also your company and its culture.  With that being said, it’s okay to have the Eventzilla conversation with trusted partners who will share in your triumphs or challenges.   They may also have suggestions on dealing with these challenges. They are an extension of your in-house team and unleashing Eventzilla can crimp the relationship or even worse, give you the reputation as someone who is difficult to work with on projects.

So, hopefully these suggestions will help you manage your emotions and some of the stress involved in planning your next trade show.  What parts of the trade show planning process have sent you over the deep end? How did you handle it?  Let us know in the comments box below.

To unleash monster trade show results, get your free copy of the 32-page white paper, What’s Working In Exhibiting by clicking here.

You’ve got a tremendous investment, not only in money, but also time and hopefully training in marketing your business at trade shows. Don’t get in the way of your own success!

Here are the 10 mistakes I see exhibitors make again and again:

1)      Underselling your company with bad graphics: All too often I’ve seen companies represent themselves at trade shows with a patchwork of a “display.” I’ve seen vinyl banners wrapped around foam board, dented or dinged up displays, and a variety of hodgepodge displays.  Represent your company in the best light possible.  A less-than-professional appearance does not give your prospect confidence in you or your products and services.  This type of display will send prospects running to the competition.

2)      Putting way too much text on your display:  You’ve got literally seconds to get someone’s attention as they stroll around the show floor.  No one will stop to read a lot of text.  Please understand that you cannot tell your entire company story on your tradeshow display.

3)      Not promoting your presence at trade shows: So you’ve got a great looking booth and you all ready to go.  So where is everyone?  Why don’t you have any traffic coming into your booth?  What have you done to promote your presence at the show?  Let your clients and prospects know about your trade show appearances by using an e-newsletter and social media.  Plan the launch of a new product/service around a show to create a buzz.  Send invites directly to those prospects that you may not have connected with in the past.

4)      Not training your booth staff and discussing proper expectations: So your booth staffers are sitting down instead of engaging with prospects.  Are they more concerned with playing games, texting, or chatting away while prospects stroll right by your booth?  Make sure you set the proper expectations before the show.  Don’t make the assumption that because you have professional sales people they will understand the nuances of how to work in a trade show environment.  Staff your booth with people who are as good or better than you!

5)      Not listening to your prospects needs: Don’t be so excited to get your message across and sell your product that you miss out on important info about your clients needs.  Also, be sure to be aware of body language and pick up any visual cues that may help you understand your clients’ needs even better.  Take advantage of everything that a face-to-face interaction has to offer.

6)      Depending on a fishbowl to bring in qualified leads: Lose the fishbowl!  Is this type of giveaway really giving you the qualified leads you are seeking?  Be an expert provider of solutions and you don’t necessarily need a generic giveaway contest to drive traffic to your booth.

7)      Hauling too much literature to your booth: Most of the literature handed out at trade shows doesn’t make it past the garbage can in your prospects’ hotel room.  Instead, write “Show Sample” on a copy of your literature to display at the show, and then get your prospect’s contact info to email or mail the info to them after the show.  It will also save you the expense of shipping your heavy literature around.  This gives you a great call to action to follow up with your prospect after the show.  Explore technology to get information in your prospects hands.  QR codes and mobile marketing platforms are great ways to do this.

8)      Not planning for trade show success: We don’t plan to fail, we fail to plan! In talking to clients who haven’t seen the results they were expecting, this is something that is very prevalent.  If you don’t have a good plan in place you won’t be able to show an ROI to justify future shows and all you’ve really done is waste a lot of time and money.  Discuss timelines with your trade show marketing consultant, get feedback from industry peers, do your homework.

9)      Not informing your exhibit service partner: Make sure that the service/I&D crews handling the logistics of your booth understand what’s going on with your booth.  Get them a lists of shows for the year so that your booth gets from one show to the next, deciding which shows you have time to ship to the advanced warehouse and which events you may have to ship direct to the show.  Discuss any unique items such as products in the booth, monitors, height limitations, etc.

10)  Not following up on leads: Though is seems like a no-brainer, you need to make sure that your leads are called on in a timely fashion.  Discuss next steps, quoting, future meetings, and provide any additional information they need.  It’s time to deliver on the promises and the expectations that you have set at the show.

Mistakes of course are common and learning from them is the key.  What mistakes have you made as an exhibitor or have you seen that can help your peers?  Share with us in the comment box below.

Learn more ways to improve your trade show marketing results with the 32-page white paper, What’s Working In Exhibiting, yours free by clicking here.

“Coffee’s for closers only.”  If you’ve seen the movie Glengarry Glenn Ross, you certainly remember a foul-mouthed Alec Baldwin who plays Blake in the film, barking at Shelley, portrayed by Jack Lemmon.  Blake is a tough talking sales leader brought in to motivate the group to close sales, who goes on to announce that for this month’s sales contest 1^st prize is a Cadillac Eldorado, 2^nd prize is a set of steak knives, and 3^rd prize is you’re fired!

Blake’s technique probably a bit extreme and definitely inflammatory for the trade show floor but how do you convey your expectations and motivate your booth staff?

1. Set Expectations. Meet with your staff prior to your trade show and clearly define their roles.  Make sure they understand the investment your company has made in participating in the show including the expense of travel & lodging involved.  Discuss your expectations in terms of gaining new leads and closing sales.  Get everyone on the same page for a rating system for your leads to help everyone understand where the leads are in the pipeline. Set goals with your staff and get their commitment to reach these goals.  Cover housekeeping rules such as being on time, on your feet, not eating in the booth, and the use of personal mobile phones in the booth.  If mobile marketing is part of your show promotions this may be acceptable but obviously this is not the time for personal business.   It is an exciting and fun time but it’s definitely not a vacation!
2. Role Play. Role play with your team techniques for engaging prospects on the show floor.  Use role play to not only discuss how you will handle your qualified leads, but also how you will move those along who are not a good fit.  Make the role play fun and lighthearted to relax anyone’s inhibitions about being on the spot in front of their peers.  It’s always better to get those fumbles out in front of your peers and discuss how to answer those objections than to be in an odd situation in front of a prospect.  This is great for teambuilding and getting everyone on the same page.
3. Prizes. Create a sales contest for closed sales or leads gained.  Ok, maybe not a Cadillac or set of steak knives but something that will get your reps attention and keep them focused on your goals for the show.  It could be a gift card to a nice restaurant or retailer, a paid day off, or maybe a round of golf!  You can have a winner for each day and/or an overall winner for the entire show.  Creating competition amongst your staff to drive results is an excellent way to motivate the team.
4. Tell Who Gets The Leads. Address the distribution of leads after the show.  Make sure you are up front with your crew about how leads will be allocated. Whether it’s based on their performance at the show or some other metrics make sure everyone is clear so there is no dissension amongst the ranks.
5. Demonstrate Accountability. Check with your team on how your new prospects are moving through the pipeline.  Don’t micromanage but let them know that you’re there to lend your expertise to help move them from prospect to client!

What are some of the techniques you’ve used to get the most out of your trade show booth staff?  Share your comments on booth staffing in the comments area below.

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

Let’s face it, our mobile devices and smartphones are a big part of our lives.  We take them everywhere with us like our wallets and keys.  And with the rise of smartphone usage we are also seeing an increase in mobile marketing.  According to a survey by the Mobile Marketing Association, budgets for mobile marketing spend is set to rise 124% from 2010 to 2011.  As event professionals and trade show marketers there are some great ways to implement mobile marketing with your trade show promotions.

How To Use Mobile Marketing On The Trade Show Floor

Mobile marketing gives exhibitors another way to engage with users on the show floor and drive traffic to your booth.  Make your messaging concise yet compelling.  Set yourself apart from your competition and share the benefits of attendees visiting your booth.  Remember this is not a time for selling, this is a time to share your value proposition.  Use mobile to engage attendees with promotions like text to win contests, informing users of speakers or product promotions in your booth.

Need real time information from your attendees about their experience in your booth?  Use your mobile marketing efforts to learn more about the demographics of your attendees to ensure future success.  Poll your attendees while on the trade show floor to discover their impressions of products, your booth staffers, and services.

Mobile also has a green element to it.  We’ve all attended events and walked away from them armed with a stack of literature only to dispose of it once we’ve returned to our hotel.  Instead of lugging around all of those brochures and whitepapers, use a QR code to scan or give attendees the opportunity to receive information via bluetooth on their mobile device.  Or, have attendees text you their email addresses requesting these materials.  Your clients and prospects also see the value in the innovative ways in which you’ve managed their trade show experience by lightening their load.

Getting Started

So, what’s the best way to get started in utilizing mobile marketing for future events?  David Miller, VP of Strategic Partnerships at ConnectMedia Ventures offers these suggestions on how to get started:

1. Make sure the firm you select has experience working with trade shows.  Ask to see demos and testimonials from current clients.
2. Start small.  Start with a mobile landing page for a text-to-win contest.  You can always add more features to your site as you discover what functionality works best for your company.
3. Don’t over-engage!  You will quickly lose interest if you take advantage of those who have opted in.  Mobile phone numbers are private and personal to us all, by over-engaging you will easily lose the following you’ve worked to build.

Miller also says, when combined with an attractive offer and when attendees are told to go to the trade show booth to complete their registrations for contests, “text-to-win contests are very effective at generating traffic.”

And for those of you who have an excess of traffic at your booth space and can’t keep up with the masses that surround your booth, a mobile marketing campaign may be an effective way to reach those who are intimidated by the crowds surrounding your booth.  “Interacting with attendees via mobile can actually act as a buffer to some attendees so they don’t feel as if they’re being “sold,” says Miller.

What are some of other ideas or success stories that you’ve had using mobile marketing for your trade shows or events?  Let us know in the comments box below.

Mobile marketing for promotions is one way trade shows are evolving.  Discover more ways your job is changing in The Evolving Role of Exhibit Marketers, a free 36-page white paper.  Click here to get your copy.

As a Trade Show Marketing Consultant with Skyline Exhibits by Larry Reitz & Associates, I am approached frequently with questions about best practices and what’s new and hot in the industry.  Lately, there has been a lot of buzz around virtual and hybrid events.   What are they?  Will they replace traditional trade shows?

What Are Virtual and Hybrid Trade Shows?

A virtual trade show is an online environment where users enter an online exhibition hall and connect with other users on the Internet.  These virtual events use technology such as video streaming and online chats to allow users to interact and view products.   With the rising price of travel, these virtual events have really picked up steam with exhibitors seeking cost effective ways to present their products to reach even larger audiences.  A Hybrid event offers exhibitors the opportunity to expand their reach outside of the trade show floor and gain an even larger audience by offering live streaming.

Will Virtual Events Replace Traditional Trade Shows?

It’s not likely, unless there is a struggling show and perhaps it makes more sense for that show to move to a virtual environment.  Think of it this way, we all have the ability to shop online, but there are some items we still want to go to a store, to see, to touch, to interact with a live person and truly understand before we make our purchase.  Sometimes we need that validation from a live person to confirm what we think we already know.   We use all of the resources available to us to make informed decisions before we purchase something, whether its online research or visiting a store to interact with a product.

Technology affords us a lot of great opportunities to learn, interact, and spread our message.  But at the end of the day, we still need and want face-to-face interaction.  Even in social media circles we have tweet-ups and meet-ups so that we can meet the person behind the Twitter handle to learn more about them.  We want to get to know the people that we are sharing our content with.

The trade show floor is your best opportunity to truly connect with your audience.  It’s your time to show your prospect or client the voice on the other end of the phone, the person behind the emails.  It’s your time to let your prospect know who YOU are and interact with them on a personal level.  It’s your time to give them your undivided attention and show them you are genuinely interested in them and their needs.

Participating In Virtual Events

If you plan on adding a virtual event to your show schedule, as always, do your homework.  Attend an industry-related virtual event yourself to get a feel for the interactions.  Reach out to industry people that you trust that can recommend a good virtual event developer who can provide a booth preview.  Ask questions about the set up and design costs involved.  As you would with a traditional trade show, find out about booth location and potential sponsorship opportunities to give yourself the best exposure.

Virtual has its rightful place in our industry and its reach is undeniable.  But, you can’t deny the power and impact of one-to-one human interaction either!