While attending this year’s Exhibitor Show in Las Vegas last month, I could not help but ponder why a simple rule of exhibiting is so hard for many to follow.  The Exhibitor Show is the trade show for the trade show industry.  This is the collection of trade show pros!  You would think that all the simple bases of exhibiting would be covered.  Yet… not the case, even by the experts.

If you do nothing else with your graphics, get these two things right with your trade show exhibit:

Clearly state 1. Who you are, and 2. Describe what you do.

Who you are and what you do.  That’s it!  Simple.  Basic.  Trade show 101.  Yet…so hard for so many.

Depending on the size of your trade show display space, you have roughly 3-5 seconds to catch that prospective visitor’s attention.  If they cannot clearly identify who you are and/or what you do, your odds of attracting their interest dramatically fall.

In today’s economy, the trade show floor is now being walked by more senior level decision makers.  With more to do in less time, no one has time to waste.  If your prospective visitor (and future client) cannot clearly identify who you are or what you do, then the easiest decision for them to make is to keep moving on to the next space.  They do not have the time nor do they want to spend the energy to try and figure out what solution you provide.  At most shows, there are simply too many other messages competing for their attention.

If you are a large organization, stating that you are XYZ may not be enough.  What division of XYZ?  And then simply state what you do.  What is the problem you solve?  What is the solution you are offering? What makes you different?  The idea is to help your prospective visitor easily make the decision that you are indeed someone that may fill their need.  After all, that is why they are there at that show.  They have a need and are seeking out someone to fill that need.

Following this rule will also help save your booth staff time, energy, and money by helping the prospective visitors qualify themselves rather than wandering into your space trying to figure out who you are and what you do and eventually getting to the point where it is clear by eating away at your staff’s time and resources.  This frees your staff to fully concentrate on true potential clients.

Adding graphics that help tell the story, some pointed bullet points, and even a testimonial or two all help encourage that prospect to stop… once they can identify who you are and what you do.  And making sure your booth staff is properly prepared and trained to work as a team on the show floor will only help increase your show ROI.

But it all starts with the basics.

Who you are and what you do.  That’s it! Simple.  Basic.  Trade Show 101.  And not so hard.

Round out your knowledge of trade show basics by reading the What’s Working In Exhibiting white paper. With almost 100 tips, the report reveals the most effective strategies and tactics exhibitors are using today to boost their results and stretch their budgets. Click here to request your free copy. 

In an election year, politicians are hard to avoid.                   TV, radio, direct mail, and even our telephones are all being used to tell a story.  Since we cannot avoid politicians, what can we learn from them that we can apply to our trade show efforts?  After all, these are some of the best marketers in the world.

1. Backgrounds are important:  Politicians go to great effort and expense to create as good an environment as possible for you to hear their story.  Your trade show display is no different.  It should carry the look and feel consistent with your brand image and message.  It should create an environment that allows your story to be told.
2. We make a living by the words we choose:  As a marketing sales person, I live by that mantra.  And so should you.  The words we choose to tell our story must be impactful and strike a cord with our audience; otherwise they will be short lived.  We have a limited time to get our message across and make it resonate enough to be remembered and hopefully acted upon.
3. Image is a big part of the story:  Politicians know that their image impacts their message.  Your image – how your dress and conduct yourself – must be consistent with your brand and message.  If it varies, it hurts your ability to build trust.
4. The venue must tie into our goals:  A politician gives great thought and planning into venue selection for telling their stories.  Too often we exhibit at certain trade shows simply because _____…fill in the blank.  Qualify each trade show venue based on your trade show goals.  Ask your prospects and clients what shows they attend and why.  And ask them what shows they do not attend and why.  What better person to tell you where to be than your prospect and client?
5. Sound bites work:  Don’t write a paragraph or even a sentence when a bullet point will do the job.  You have seconds to grab your prospect’s attention in your trade show exhibit and create a desire in them to know more.  Hit the high point and speak their language.
6. The last hand you shake is just important as the first hand you shake:  Politicians are tirelessly meeting as many people as possible and imparting their image and message.  The last person you meet at the end of the trade show deserves the same level of energy, interest, and desire as the first person you met on day one.  If they are still seeking solutions at the end of a show, the opportunity is real and could be urgent.  Don’t blow what could be the opportunity of the show just to get a jump on tear down or beat traffic.
7. Keep telling your story:  Politicians know that they must ever be ready to tell their story again.  And again.  And again.  Repetition is important.  Consistency builds trust.  Don’t give up after one show.  Major prospects need to see staying power and consistency in your brand and message.

I hope the next time you are interrupted by one of the many political messages sure to make their way into your day, that you will take pause and find what you can learn to increase the effectiveness of your message — without throwing the mud of course…

Take another note on best practices from the What’s Working In Exhibiting white paper.  This 32-page guide has almost 100 tips for the most effective strategies and tactics exhibitors are using today to boost their results and stretch their budgets.  Click here to request your free copy. 

I know… you are sick and tired of Tebow.  Yet, over 2 weeks after his last game of the year in which his team was never in the game, Tim Tebow is still one of the top trending searches on Google.

There are several things we can learn about marketing our brand and message from watching Tebow and the way he presents himself.

1. Tim Tebow is real.  He is an open book, sometimes too open.  But the fact that we know exactly where he is coming from and we can compare that to his actions, force us to pay attention.  It is that “reality tv drama” effect that is so captivating.
2. Tim Tebow is sincere.  His walk backs up his talk.  Whether we agree or disagree with him, there is no doubting his sincerity in his words and actions.
3. Tim Tebow is passionate.  He is driven and focused with incredible discipline.  He rarely appears off message and never sends out a conflicting image or message.
4. Tim Tebow is demonstrative.  He has cemented images in our mind that embrace his message.  His faith is his foundation and the platform from which he does everything.  Say Tebow and you immediately think of “Tebowing” – the pose – which encapsulates his message.
5. Tim Tebow is continuously telling his story.  From “Tebowing” to the black eye paint with Bible verses, he is always on message and repeating his story.  Football is a tool for him.  There is a bigger agenda and goal and he uses everything at his disposal to tell his story.  Repeatedly.

So how do your marketing programs stack up?

Are they real and sincere?  Can people feel the passion from your representatives throughout the organization?  How do you demonstrate your message?  What images pop into your client’s mind when thinking of your company?  How consistent is the look & feel of your image? And how does your look and feel tie to the messages you are sending out in your marketing and your trade show displays?

Tim Tebow is a model of consistency, determination, and focus on the image and message with an genuine understanding of the total picture.  How would our results be impacted if we implemented our programs with the same drive and focus?

Photo credit to http://www.flickr.com/photos/denverjeffrey/5040576290/  

To integrate Tebow’s branding style with your trade show exhibiting plan, read the What’s Working In Exhibiting white paper. This report tells you the most effective strategies and tactics exhibitors are using today in their trade show marketing efforts.  Click here to request your free copy.

I have always loved music.  And because my daughter is a singer/songwriter (www.darbishaun.com shameless plug), I am currently reading everything I can about the music industry.  In that vein, while reading a book by Aerosmith’s drummer, this idea kept pestering me… so here we go…

How to “Aerosmith” Your Way to Improve Your Tradeshow Experience:

1. Walk This Way – your design, messaging & graphics — your total look and feel — should draw your audience into your space.
2. Fly Away From Here – coordinate your staff’s travel arrangements to reduce stress and expense.
3. Sweet Emotion – create an environment that stirs the emotion of your staff, clients, and prospects.
4. Deuces are Wild – your trade show exhibit draw items need to create interest or leave an impression.
5. Livin’ On The Edge – push the limits of your trade show booth space without engaging the wrath of the show design police.
6. Dude Looks Like a Lady – do not under estimate the importance of booth staffing AND never assume they know how to dress. Make it clear and spell it out or even supply the “uniform”.
7. The Grind – pace yourself for the duration of the show so that the last day is as fresh as the first.
8. Love in An Elevator – remember, you are always “on” during a show…even in an elevator, put your best forward.
9. Movin’ Out – don’t cut your possibilities short by packing up before the show closes…that last minute impression may make your show!
10. Remember – make notes of what works well and what doesn’t and apply it to the next show.  Continual improvement will help keep things fresh and only lead to more success!

Keep these song titles in mind while planning your next trade show and you cannot help but improve your results.

If you’re thinking “I Don’t Want To Miss A Thing” in trade show exhibiting, read the What’s Working In Exhibiting white paper.  This 32 page guidebook will tell you the most effective strategies from promotions to exhibit design to measuring your results. Click here to request your free copy. 

1. Start with the Show Regulations.  Are you even allowed to do what you are trying to do with your trade show booth?  It varies from show to show, city to city, even venue to venue.  Know before you even begin planning.
2. Stay Aware of Your Surroundings at All Times.  Especially watch out for forklifts and golf carts whose concentration is often on getting a task done quickly.  Large equipment typically makes noise when approaching so leave your headphones at home.
3. Big Exhibits Go High.  So be aware of those on ladders, decks, scaffolding, and cranes.  Even the smallest falling object can cause a serious injury.
4. Using Ladders, know the limit of your skill set.  Maintain a three point contact with the ladder when climbing or descending (that’s two feet & one hand or two hands and one foot).  Always test the ladder beforehand and check for any missing or damaged parts.
5. Back Support. When lifting anything having to do with your trade show display, do it with proper form!  Bending to lift anything is usually bad.  Bending to lift something heavy is almost always bad.  Rather than risk your limit, ask for help when moving heavy objects.
6. Exhibit Stability. Never assume something can stand by itself without support…even for “just a second.”  Leaving something balancing even for a few seconds can lead to injury of you or someone else.  Please don’t do it.  The same guideline goes for leaning objects against each other.
7. Dress Smartly.  The appropriate clothing and shoes is imperative.  Avoid sandals or open toe shoes as well as excessively baggy shirts or pants.
8. Sharp Edges are everywhere!  Table corners, deck edges, open crates, staples, nails, screws, utility knives, equipment, … If you see a hazard, help to correct it.
9. Stay Hydrated.  Trade show floor set up and take down is usually hot and cramped.  OK, it is always hot and cramped.  There is a lot going on involving heavy equipment fumes, perspiration, and minimum air flow.  Drink plenty of water or your beverage of choice – and no, alcohol is NOT a choice.
10. Peace-of-Mind.  Avoid all the above and gain a peace-of-mind by hiring a Certified Skyline I&D Team to deal with your install and dismantle freeing you to concentrate on what you do best…focusing on your prospects and clients in order to have the best show possible!

Discover even more tips and smart moves that will differentiate you from exhibitors who just show up.  Request your free copy of the Trade Show Marketing Idea Kit by clicking here. 

Depending on the size of your trade show booth, studies repeatedly find that you have 3 to 5 seconds to do three things:

1. Catch the attention of a passing prospect, 2. Communicate an effective message, and 3. Give them enough reason to pause…just enough time to allow your highly trained and motivated booth staff to engage.  3 to 5 seconds.

The passing prospect will not spend energy on figuring out who you are and/or what you are trying to tell them.  They process what they see and only if they notice it and understand it.  The only chance you have is to make sure your exhibit is Prospect Friendly.

Five things to consider:

• Your graphics should clearly identify WHO you are and WHAT you do.

Sounds simple enough however look around at the next show and be prepared to be surprised.  Remember, your prospect is processing your message in 3 – 5 seconds.  They are not spending time to figure you out.  Your brand and message needs to be clear.

• A picture is worth a thousand words.

A great image that highlights your message and helps tell your story allows the prospect to quickly identify with your solution.  They should be applying that scene to their situation.

• Bullets vs Paragraphs

Bullets are far more “Prospect Friendly” than paragraphs or even complete sentences. Keep information to a minimum. Website Address is good.  Physical Address is bad.  Exhibit graphics should create questions. Use your collateral handouts to answer questions or give additional information. Again…3-5 seconds.

• Is the exhibit open and inviting?

The desired flow of your booth should be obvious to the prospect.  How to enter your space, engage with your staff, or where to get additional information should be very clear.  Remember, any hurdle you create will encourage the prospect to simply continue on.

• Bottom line: Keep It Simple.

Enough said.

Those 3 to 5 seconds can make or break your trade show exhibiting experience.  To make the most of that short amount of time read the What’s Working In Exhibiting white paper.  This report gives the most effective strategies and tactics to use for the 7 key areas of exhibiting.  Click here to request your free copy.