I am part of a small Marketing Department at UGL Services with limited resources so we take every opportunity to repurpose content that we have already developed and tailor it for distribution through other marketing vehicles.  In 2008 my team created an advertising campaign targeted to facility managers of corporations with the message that we understand how overwhelming building maintenance can be and we suggest outsourcing these responsibilities to UGL Services.

The Ad

The first ad in the campaign shows a facility manager lying awake in bed with a skyscraper tucked in next to him with the headline “You have a facility.  Now it’s time for a life.”  It is a literal depiction of a stressed out facility manager experiencing insomnia because he cannot get his mind off of work or the price tag on new upgrades needed in the buildings he manages.

In 2011 we exhibited at a conference managed by the International Facility Management Association (IFMA).  When attendees registered for the conference online they were asked a survey question “What job-related issues keep you up at night?”  IFMA took all of the responses and came up with topics for roundtable discussions conducted during the event.  My team decided to sponsor the roundtable sessions as it was a vehicle for us to leverage the ad that was created in 2008.  As part of the sponsorship we were able to put a full page ad in the show directory and posters were hung in the roundtable location.

The Trade Show

We decided to bring the ad to life and add an element of surprise at our trade show booth.  I hired an actor to play the sleep-deprived facility manager dressed in his pajamas and chained to a building.  All of the attendees were dressed in business attire so our actor really grabbed their attention and became a successful conversation starter.  We gave away prescription bottles with jelly beans inside and a label with the text that said “For fast-acting relief and a better night’s sleep” and our logo underneath it.  Posters in our booth featured the ad once again and supersized text that read “Tired of taking your work home with you?  We’ve got the remedy.”  Our actor handed out business-sized cards with the dates and times of the roundtable discussions to encourage participation and promote the problem-solving ideas that attendees would learn about.

The Response…

Overall it was a very successful promotion and a few attendees commented on how they related to the actor chained to the building.  Many facility managers said that they try not to take work home with them but it is difficult to put down their Blackberrys especially when they are getting ready to turn in for the night.  My response to them was “Have you considered outsourcing your facility services?”

For may ways to draw great leads into your trade show booth, read the What’s Working In Exhibiting white paper.  This book will tell you what other exhibit marketers say the best tips and tricks are for successful exhibiting.  Click here to request your free copy. 

Thanks to Jocelyn Sacco for writing this guest blog post, sharing her experience as a trade show exhibitor.  We welcome similar blog posts from Skyline clients who want to share with their peers new and inventive ways they’ve achieved greater trade show success. Click here to tell us your story!

Lounges have tremendous momentum in the design of trade show exhibit spaces and special events. Dedicated sitting spaces are now an integral part of design directives.  These areas are resolute in providing a communicative approach to information exchange and information gathering.  In today’s era of viral marketing and virtual interacting, it is a featured highlight of face-to-face marketing.

It only makes sense to promote the right kind of atmospheric conditions that foster conversation when 46% of executive decision makers make purchase decisions while attending a show, 51% of executive decision makers request that a sales representative visit their company after the show and, get this, 95% of the executive decision makers meet with their current suppliers at a trade show.   And a lounge does exactly that.  It is a luxurious conclave ground where the talent meets the target.

If you have a smaller trade show booth space (20′x20′ or so) and if you find the above statistics valuable, you might want to think about a club design layout. However, if you have a larger space you might want to pledge a portion of it to an elegant setting with flamboyant and interesting furniture that speaks to the sensuality of the limbic system. The lounge inside your space is a grand setting for showcasing your latest innovation.  50% of trade show attendees want to see “What’s New” in products and services. 90% of the trade show attendees have not been called upon (face-to-face) by any company exhibiting at the show in the 12 months prior to the event.

Why not make the experience delightful?

Research from Cap, Gemini, Ernst and Young states that “Consumers don’t differentiate retailers by their value propositions.”  This means brands don’t distinguish themselves by having unique products or services as much as they do by the experience they present.  A memorable experience is one that thrills or excites customers and prospects.  As kids we thrived on thrills.  We remember our first touch down.  We remember our first voyage on Pirates of the Caribbean.  We remember our first Festival of Colors.  As adults, we continue to seek thrills in our professional and personal worlds.  ”We want the thrill of getting high response rates to a direct marketing campaign; the thrill of exceeding our sales quotas; of earning that next job promotion in record time.  Businesses that understand what excites their customers are those that stand to gain higher levels of customer loyalty, no matter the challenges their markets face.”  Jeanette McMurtry, MBA

Lounging in cappuccino and hot pink is all about the ideal setting that piques the thrill of what’s new and exciting in a monotonous day-to-day survival.  Next time as you plan your space, think about the ways that you can distinguish yourself in those precious moments of interaction that we call face-to-face marketing in the hyper-competitive marketing world of business-to-business.

Want more great ideas on creating the best exhibiting space? Read the What’s Working In Exhibiting white paper.  This 32-page book has almost 100 tips, including exhibit design as well as budgeting, promotions, measuring ROI and more.  Click here to request your free copy.   

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. 

The 10′x10′ booth space is the most common size in the United States (source: my unscientific survey of recent show floor plans).  Starting small might be a good idea because of limited marketing budgets or based on the number of attendees at a trade show.  Once you’ve gotten your feet wet and become satisfied with the lead generation and business growth potential, you’ll understand that it might be time to move up to a bigger trade show booth.  Here are a few factors to consider when choosing the ideal trade show exhibit size.

1.  Venue Considerations: Location and audience.  What is the expected total number of attendees?  Is this a trade show that highlights your particular industry or is it more generalized (vertical vs. horizontal)?  A larger trade show booth will attract more attention, but it’s a good idea to compare all costs to lead potential (ROI).  Take a critical look at the floor plan as well.  Larger booths are typically located in the center of the trade show hall and in the main walkways where most of the traffic takes place.

2.  Demonstrations and workstations.  Would attendees benefit from product demonstrations?  If so, you’ll need a booth big enough for to highlight the product, visible from all sides & comfortable for a large group of attendees.  If you expect to meet privately with individual clients, you’ll need a comfortable conference room or space.

3.  Staffers.  Once you’ve set a goal of how many leads to generate, you’ll know how many attendees booth staffers will need to speak with in order to produce those leads.  Then you can decide how many staffers it will take to speak with all of those attendees — rule of thumb average: 8-15 per hour for good qualification and depending on the time of day.  So, consider the size of space in order to hold this number of staffers & attendees. Remember, for a 10′x10′ booth, you’re typically max’ed out of space with 2 staffers and 2 attendees (25 sq. ft. each).

4.  Invest for Less.  If #1, 2 or 3 above apply to your situation or, if your current size booth is too crowded you will not be as effective in attracting attendees, conversing, presenting and generating leads. But, cost can be a barrier to increasing your size, however the payoff to your bottom line can be huge.  Make a smaller investment by designing a Custom-Modular Exhibit or consider a Custom-Rental solution.

Find out how you can help lower operating costs and provide greater flexibility by using a custom modular trade show exhibit.  Click here to request your free copy of  The Trend To Custom Modular Exhibits white paper. 

Design your trade show exhibit well, and you’ll build your brand, attract new leads, and help generate sales.  Miss the mark, and you’ll have an oversized lump that gets ignored and overlooked.

To help you get the trade show exhibit you need, here are the 10 best ideas on exhibit design that I’ve seen — and experienced — since the days when Ronald Reagan was still president:

1. Ensure your exhibit clearly says who you are, what you do, and why someone should buy from you.
2. Be true to your brand and create greater recognition and memorability by integrating your exhibit design with your other marketing mediums, such as web, brochures, email, print ads, and direct mail.
3. Create visual impact with a booth that has bright, bold colors (as brand appropriate), big images that matter to your audiences, and easy to read text that says the right messages.
4. Design your trade show booth space so it best fits your specific marketing objectives — spaces for brand-building graphics, lead stations, demo areas, meetings, etc.  While many exhibitors find they get more leads with an open and inviting space, others find they need more mass for impact or walls for meeting areas.  Just focus on your top objectives, because you don’t have room for all of them!
5. Choose an exhibit that balances your need for marketing impact with your desire to save money on shipping, drayage, I&D and storage costs.
6. Put fewer words on your exhibit graphics, but make each word bigger.  A single, clearly stated benefits statement is better than long list of bulleted points that gets ignored.
7. Plan your exhibit design around your trade show schedule for the next year, two, or three, to minimize your expenses for various booth sizes, marketing messages, and show locations.
8. Give yourself enough time to get new exhibits designed, and include the time it takes to get agreement within your management team on marketing direction.
9. Focus on displaying your most popular and new products, rather than trying to cram all your products into a limited booth space.
10. Decide whatever technology you will use in your exhibit, so you can design it into the exhibit from the start.

Effective trade show exhibit design shapes your intangible marketing messages into a solid presence that increases company visibility, attracts prospects, and hosts your customers.   I hope these ten tips will give you usable ideas to enhance your trade show exhibit.

What insight have you to share about exhibit design?  We’d love to hear your tips in the comment box below.

This article is one of a series on Top 10 Tips for various key trade show topics:
>Top 10 Tips For Trade Show Promotions

>Top 10 Tips For Trade Show Booth Staffing

>Top 10 Tips For Trade Show Lead Management

Find even more of the best ideas and tips for designing your trade show exhibit by reading the What’s Working In Exhibiting white paper. Click here to request your free copy. 

Exhibiting at trade shows takes a combination of talent, teamwork, and effort to succeed.  That goes double when you expand beyond backwall displays into island trade show booths.  The investment is bigger, the attention is larger, and the stakes are higher, in oh-so-many ways:

1. Greater height

While backwalls are usually about 8 feet tall, that’s rarely the height of an island trade show booth.  Most islands are at least 12 feet tall, and are often 16 feet and taller, and taller still when you hang a sign from the ceiling above your booth space.  That height creates a bigger impression and gets you seen from afar.  And, you can use 100% of that height, unlike backwall exhibitors (in the USA) who can only go to their full 8 foot height when it doesn’t obstruct their next-door neighbors.  However, be careful not to only put your name up in the rafters on a hanging sign 20 feet above your booth, so that people walking closer to your booth won’t know who you are unless they (very unlikely) crane their necks to look up.

2. More aisle frontage

A 20 x 20 foot island exhibit has 80 feet of aisle space, twice the aisle space of an equivalent-sized 10 x 40 backwall.  That gives you twice the opportunity to engage attendees as they walk by your booth.  Just be conscious that since your exhibit doesn’t back up against a pipe-and-drape backwall, it no longer has an automatic front side.  Now your exhibit can be seen from 4 sides.   It’s up to you to decide if all sides should be treated equally from a design standpoint, or if you expect one or two sides to be visible to greater traffic, and thus be designed more as the “storefront” of your exhibit.

3. Greater variety of booth sizes

When you get an island exhibit, it’s usually not one-size-fits-all.  At one show you may only be able to get a 20 x 40 foot space where you want it on the show floor – and then at your next show, have to take a 30 x 30 foot space, and still use the same exhibit components.  Just as likely is the need to peel off parts of your booth for either a smaller island or a 20 foot backwall exhibit.  Your island trade show exhibit needs the flexibility to adapt to all these spaces if you are going to avoid excess spending to fit all those booth sizes.

4. Private meeting space

Whatever you do in a backwall exhibit is there for the world to see.  But island exhibitors can free themselves from that restraint.  With opaque walls and even double decks, island exhibitors can host private meetings that allow them and their guests to converse, negotiate, and make deals with abandon.  Exhibitors can show off their latest new products (especially fashion-driven products) only to their trusted buyers, without tipping their competitors off.

5. More likely to be a rental exhibit

When you have a backwall display going to 5, 10, 15 or more shows a year, it makes perfect sense to own that display.  But when you only go to one or two shows a year where you require a larger presence with an island exhibit, you become more likely to choose exhibit rental.  Rental gives you the ability to change your look, booth size, and message more easily than an owned exhibit does – and at a lower cost if you only do one or two shows a year.

6. More complex design requirements

Not only do island exhibits have greater height, more aisle frontage, and multiple booth spaces to fit, there are other reasons that make their design process even more complex.  Island exhibits will inspire more stakeholders to want a say in the design process.  You’ll have more functionality requested (presentations, product demos, conference rooms, lead stations, storage, and more).  So island exhibits require more of another thing: time to get designed and built.

7. More booth staffers

You need more booth staffers to cover and work an island exhibit.  That can mean getting staffers from all over the country, or from more departments of your company — which puts even more emphasis on booth staff training.  When the booth staff comes from all over, you’ll either have to train them with teleconferences or video conferences, or set aside enough time at the show site before the show starts.  Staffers who don’t know the products or your clients well will need even more training to shore up their gaps.

8. Hired Installation and Dismantle

Skyline got its start in the 1980s by making it less expensive for exhibitors to install their own 10 foot exhibits with attractive displays that set up in minutes without tools.  However, for over 20 years we have also been making island trade show exhibits that do require tools, ladders, forklifts, and most of all, hired labor.  While some exhibitors are willing to set up our more modular (and less portable) inline exhibits, once you are in an island booth space, it’s all about either labor from the show contractor or from an Exhibitor Appointed Contractor (EAC) that you choose.

9. Higher profile vendor selection

It’s a lot more likely that your CFO will want to be more involved when you purchase an island exhibit than a banner stand.  As island exhibits can cost many times more than a backwall display, the purchasing process involves more people and greater scrutiny.   You will have to justify both your island exhibit’s initial buying (or renting) decision and the total operating costs, compared against the opportunities at trade shows to build your brand awareness, profitably generate sales leads, and meet your other sales, marketing, and operational objectives.

While these 9 things make island exhibits different from backwall displays, no matter what size they are, your exhibits must still get attention and support your booth staff.  That’s something that never changes!

Find out how island exhibitors are shifting towards custom modular exhibits for their expanded design capability, greater flexibility, and lower operating costs, in the free 20-page white paper, The Trend To Custom Modular Exhibits, by clicking here.

The busy season is over and you’ve just exhibited at the same trade shows that you always exhibit at, year after year.  Which can make you too easily fall into the “same old, same-old” mindset: Same competitors, same booth staff, same exhibit, same promotions, same city, same products, same, same, same.

Be careful. That complacency can dangerously slip into irrelevancy.

To keep your edge, try to see trade shows with fresh eyes.  Give yourself some time at your next few shows to get re-inspired.  All you need is your eyes, your feet, and an open mind.

Question everything

When you next walk your show, give yourself permission to question everything.  Put your curiosity on steroids and let it run off the leash.  As you walk down the aisles, ask yourself these key questions – and don’t stop walking until you’ve witnessed the answers for yourself:

• What trade show booths are getting more traffic?  And why?
• Which booths seem to not only attract visitors, but put them at ease to the point they look like they don’t want to leave?
• Look for booth staffers and visitors truly engaged in meaningful conversations — what did they do to get there?
• What at-show activities are generating a crowd, and keeping the right people in the booth?
• What new trade show exhibit designs are you seeing that are catching your eye (and getting more attendees)?  Is it their messaging, shape, color, products, or something else?
• How are booth staffers dressing, more relaxed or more formally?
• Where in the show hall are the hot spots of traffic — and did that change during the day?
• Follow some attendees (at a discreet distance!) and watch what catches their eye, and what they blow right past.

Gain crucial booth staffer insights

I walked a show last week with many of these questions in mind.  Within an hour the difference between good and bad booth staffers was visible; in two hours it was obvious; and by the end of the day it was astonishingly appalling.  Some booth staffers were great and others had me shaking my head asking, who would wreck their entire trade show program by bringing these horrible staffers?

Try it yourself: walk your trade show and see who does a good job engaging you, and who ignores you — even when you walk into their booth!  Who pays attention to all attendees as they walk by, and who is on the phone, even when you reach for a business card on their table?  Who is friendly even at the end of the show, and who looks like they need a trip to the spa?  Who offers a friendly engaging question and turns it into a meaningful conversation, and who says “Hi,” and then shuts up?  By the end of this walk you will have a burning desire to put far greater emphasis on the choosing and training of your booth staff.

You may also notice, depending on the industry your show is in, how incredibly valuable a simple, yet clear product demo is, in stopping and keeping interested booth visitors.

And what else will you find?  That’s up to you to find out; when you get re-inspired with the fresh set of eyes you’ll get after your walk around your next trade show.  You’ll come away with an overflowing list of new things you want to try next year.  And that sure beats the same old thing any day!

For more tips on what to look for and do at your next trade show, read the What’s Working In Exhibiting white paper. To receive your free copy of this 32 page book, click here.

Do you believe your company can get more bang for its trade show marketing dollars if you employed a different strategy?  If so, the next step is to convince your boss that you need a new approach.  But be warned; no one is going to be at all interested in hearing that there is a problem with the status quo unless you are able to present an alternative.  Here are some steps you can take to make certain you find the best strategy for your next show.

Analyze Your Choice of Shows 

One major factor of an effective marketing strategy is choosing the best trade shows that attract your target audience.  What kind of trade shows has your company attended in the past?  Do you market in industry-specific shows, general shows or a combination of both?  Gather the statistical data from the events you have attended and see which shows have been most effective in garnering new business.  Part of your strategy may include recommendations regarding increasing or changing your venues.

Scope out the Competition

The next step is to find out what your competition is doing.  The goal is not to imitate, but to determine what the current presentation trends are and which ones draw the largest crowds.  Spend some time visiting the trade show booths that command the most interest and analyze their strategies.  Do they use interactive media?  What kind of lighting is employed?  Is there a video feed?  How are their graphics arranged and displayed?  Do they have demonstrations or is product available for the customers to handle?  Are these booths run by a single vendor or are they a co-op between complimentary businesses?  Take notes and look for any factors these booths have in common.

Apply the Data 

After you have gathered your information apply the concepts and techniques you have observed to your particular company and products.  Try to employ strategies that will reach your visitors through sight, sound and touch if possible.  Map a layout of your proposed trade show display and make drafts of any new handouts, graphics, or other marketing materials.

Prepare a Budget & Project Payoff

Every company has limits on marketing funds, and your new strategy will not make it off the boss’s desk if it cannot be accomplished within the budget constraints with higher results.  Find out how much money is available and then determine how to project results.  Take all of this data and put it into a business proposal format.  Present the new strategy along with the reasons why they changes will improve the visibility and effectiveness of your trade show exhibits.  This information, combined with a workable budget, should be all of the persuasion you need!

A new strategy is one way to revamp your trade show marketing.  For more tips and ideas on how to boost your results and stretch your budgets pick up the What’s Working In Exhibiting white paper.  To request your free copy, click 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. 

Do you want attendees to remember your exhibit long after the event is over?  If so, key into something educators have discovered; the more senses you engage in your booth experience the more people will remember your message.  People are classified as visual, audio or kinesthetic learners and all three types will be at your trade show.  Here are some ways to turn your trade show exhibits into an experience for everyone who visits: