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Monday, August 31, 2009

What Makes A Successful Trade Show ?

Trade shows if done right, can be the crown jewel of your marketing mix. Here's how to make trade shows pay off for your company.

Set quantitative goals and objectives for each show at which you exhibit: There’s an old saying that goes, “We don’t know where we’re headed, but we’re getting there fast.” If you don’t have established goals for your trade show then you will be unaware of how many customers you want to anticipate and how many deals you want to close and with whom. So it can result in an uncertain return on your investment.

Use trade shows to test market new products. Sometimes, instead of putting together an expensive market research study, consider bringing product prototypes and demonstrations to show in a private space of your booth. This can save time and money and give you qualitative data.

Gather competitive intelligence by interacting with the customers. Give yourself and your staff time to walk the floor and attend the product demos of all of your competitors, then put together a report of you findings after enclosing down the show.

First time shows are risky. It can be costly to exhibit at a show that has no track record. If a new show is in or near your hometown or a major office, the costs cuts down a lot.

Sunday, August 30, 2009

Marketing of a Trade Show

Every trade show presents its own unique ways, but there are a number of things that are common in all trade shows. Whether you are attending an International Trade Show or a National Trade Show, there are a few general guidelines you can follow to make sure that you are well prepared and well equipped for your upcoming show.

The goal of every trade show is to generate profits for its company. Although many trade shows allow you to purchase and sell products. Each lead you generate should be carefully recorded in as much detail as possible. A stunning 80% of leads generated at trade shows are not followed up, which is absolutely shocking considering the amount of money companies are willing to invest in expos.

Usually exhibitors purchase a trade show display to highlight their products and services. Many exhibitors make the mistake of overfill too much information into their display space,which in turn makes the booth look bad. The key elements of a trade show display should be your company name, logo, and a few key pieces of information that you want your customers to remember. Attendees will be walking past thousands of booths at your show, so make sure your booth makes an impact quickly.

Although many trade show booths are easy to set up and many require skilled workers.
It is very obvious that the goal of trade shows is to generate profit for your company and maintain brand recognition. Both can be achieved with a high quality trade show booth, dedicated booth staff, and lead gathering technology.

Friday, August 28, 2009

How To Keep Your Trade Show Team Motivated ?

The staff should always be motivated throughout the show.
To run a trade show is hard work and is often a case of survival of the fittest. The trade show team need to be "ON" for 12 to 18 hours a day for, typically, three or more days at a stretch. Staying motivated is a real big challenge, especially at the end of a day, or during the final hours of the show when traffic is slow, time seems to stand still and your feet hurt.

Energy, motivation and stamina can be done by the following ways:
@ self motivation
@ manager inspiration and
@ team spirit

Self Motivation

It is important to remember that everyone representing your company is an ambassador. By being helpful, courteous and having a professional attitude, can help in strengthening the company's image and gain new customers. Because of this, they should be chosen carefully based on their excellent knowledge of the company's products/services and the many customers and prospects that you expect to visit the exhibit.
When the staff have a negative attitude about being at a show, their body language lets everyone around know that they are not interested in doing anything.
In addition to wanting to be at the show, each staff member should have at least one personal goal they want to achieve. This not only increases accountability, changes unproductive habits, increases productivity, it also builds motivation.

Manager Inspiration

Top management should always be supportive as it keeps you lively in performing trade show activities. Managers can help them by providing training to it's team so that they work effectively. It is management's responsibility to create a positive, fun and reinforcing environment and to realize that it takes more than an incentive to succeed.
Rewards and personal recognition provide an effective way of encouraging higher levels of performance. Managers need to know their individual staff members and what motivates them. The power of recognition and appreciation can create a more positive, productive and enjoyable environment while working a show.

Team Spirit

Everyone in the booth should be working together as a team, helping each other out whenever and wherever necessary. Encourage them to establish plans of action for working the show.
There should be a group consciousness of the company's exhibiting goals. The team members need to be able to express themselves and feel as if they are an integral part of the overall success of the program.
After each day, team members should be encouraged to give and receive feedback from their colleagues. The purpose is to look for ways to improve past performance and make each day better than the previous one.

Wednesday, August 26, 2009

Common Mistakes in a Trade Show

@ Failure in implementing a consistent marketing plan

Exhibiting efforts must be part of an overall marketing scheme that is consistent and engaging. Many exhibitors old and torn trade show displays repeatedly in their booths which in turn ends up looking entirely bad from the rest of their marketing material. So it is important to have a fresh look at every trade show and is also important to implement a consistent marketing plan to build brand recognition.

@ Failure in setting goals and objectives for a trade show

It is important to set measurable and smart goals in advance of your trade show so that it can help in achieving company's targets and increase in sales.

@ Failure to give attendees and other exhibitors a reason to visit your booth

Never assume that visitors will directly visit into your display area without any incentive. There are a number of methods exhibitors use to draw attention to their booths, many of which are put in place before the show even begins such as banners, pre-mailing and making phone calls etc.

@ Failure to follow up with the leads you generate

The biggest and most common mistake exhibitors make is that they fail to evaluate their trade show booth which is the most important thing to do as it helps to correct the mistakes and not repeating for the future trade shows. Unless you have a plan in place, you may as well not even attend the trade show.

Tuesday, August 25, 2009

How To Do Branding Of Your Trade Show Booth ?

Savvy marketers have long understood the importance of developing a consistent image for their product or service that will stay in the mind of the customer. Brand names such as Sony, Coca-Cola and Microsoft are as familiar to many consumers as the names of their own family members. And the loyalty towards such brands helps in higher purchasing preference. For this trade show is the best floor where your brand can be seen and remembered by hundreds of buyers.

Before attendees reach the show floor,it's better to make them aware of your brand by distributing brochures, catalogs, doing pre-show mailings, advertisements and previous sales calls. But, when they are at the show the only chance to build awareness of your brand is through your trade show booth. According to the Center for Exhibition Industry Research, trade show exhibits have six times the impact on purchasing of any other medium.

Many different booth products can be imprinted with company logo, slogan, or a message to impart about your brand. These products include banners to hang above your booth or on its walls, mats to place on the floor of your booth, product displays, point-of-purchase inflatables to attract attention to the booth, director's chairs for your guests to sit in while discussing business, ceramic mugs or plastic tumblers for them to drink from, napkins and paper plates to serve them food on and much more. All of these products can be imprinted with company or product logo for maximum brand exposure.

To make trade show attendees feel the power of your brand you don't need to spend the huge amount of money that Coca-Cola does. But, you do need to make the money that you spend count. Whether you're using banners or displays, mats or mugs, the message that you're advertising to attendees must be consistent with all of your other marketing efforts. For the most return on investment (ROI), choose booth components and accessories that will build your brand image by making clients aware of what your company stands for, and what products and services it's selling. Make the most of this opportunity to have an impact on your clients' purchasing decisions by presenting your brand in a way that is attractive, meaningful and, most of all, memorable.

Monday, August 24, 2009

Tips For Conserving Money In A Trade Show

Trade shows have always been a very popular, effective form of marketing. You get to meet thousands of potential buyers and business contacts that you wouldn’t otherwise have had the opportunity to meet, thus helps in increasing your ROI (Return on Investment).

Green Trade Show Displays

While no trade show display has zero impact on the environment there are a growing number of green trade show displays now available.
Green displays are designed and manufactured with earth-friendliness as a priority.  They use less harmful materials from better sources and often use newer alternative energies while in production.
Every little bit helps, and the following green trade show displays are made with significant consideration toward minimizing their environmental impact.These trade show booths are made almost entirely of recycled and/or sustainable materials. Many of these exhibits come with LED lights, which use 90 percent less energy than other lights.

Hybrid Trade Show Displays

Hybrid trade show booths do not take up as much space as the traditional display systems and is ideal if you have an odd-shaped booth space. The table top, 10 foot, and 20 foot trade show display sizes are available. They are very lightweight display systems that are simple to assemble and pack away, saving you money on shipping and installing/dismantling costs.

Fabric Tension Display Systems

Wrinkle-resistant fabric is stretched over the aluminum frame, for smooth graphics. There are several configurations to choose from that are unlike other booth displays. They are simple to assemble and are extremely lightweight, saving you money on shipping. A pillowcase construction and a Clean Fit Backer are used to eliminate shadowing and ensuring a smooth, snug fit.

Sunday, August 23, 2009

Advantages and Disadvantages of a Trade Show

Trade shows
are a major portion of the marketing mix in the industrial marketplace.
Trade shows, trade fairs, trade events, expositions, business exhibitions, conferences, conventions. The name may vary but the basic function of the activity represents a major industry marketing event.

They are “events that bring together, under a single roof, a group of people who set up physical exhibits of their products and services from a given industry ”.

There are some advantages and disadvantages of trade show usage.

The advantages of trade show include:

- a message delivered to a large number of qualified interested people who get influenced and generate interest in a specific exhibited product or service

- introduction of new products to a large number of people

- Exposing promising customer

- enhancing goodwill

- gaining company publicity

- improving corporate image

- gathering competitor information

The disadvantages of trade show include:

- confusing environment found in large shows

- excessive frequency of trade shows

- high and rising costs of participation

In a nutshell Trade shows have both pros and cons but I personally look into it's advantages as it offers an opportunity to showcase its products in one location, and also it can create awareness in new prospects, reinforce existing customer relationships, provide product demonstrations for evaluation, and allow sales of products on the spot.

Thursday, August 20, 2009

Importance of Setting Objectives For A Trade Show

Here are some great tips for maximizing your return on investment (ROI) from your next trade show:

- Setting SMART Objectives for exhibiting programs is very necessary as it helps to make short and long term strategies.
- Accountability - Everyone should agree to meet the specific objectives that have been set.
- Booth Behavior - Each person must learn the 'art' of presenting themselves to their audience, they should be aware of negative body language and develop a positive 'UP' attitude.
- Sales techniques - Learn the specialized 'show' sales techniques to help complete the objectives.

The tips provided by readers show a common theme - successful shows are the result of a structured approach to exhibiting. Let's get started with this motivating overview:

"If you don't know where you're going, you won't know if you got there. And even if you did, you won't know where you are! Know your objectives for a show, implement tactics to help achieve them, and then follow up after the show to see if they worked. This is TradeShows101 and the most likely area to be overlooked."

- Patti Burge, World Access

Not every show should get the same set of goals. What determines the variations in objectives between shows? It's all about matching attendee interests with your company's purpose in communicating with them. Attendee interests can be understood by doing pre-show research (often done during the show selection process). Your specific communication purpose is where your products or services meet the audience interests - What's In It For Them?

"Before a show, always decide what your goal for that show is, and tailor your booth presence and tactics to that goal. If you are trying to sell a lot of product you will have a much different strategy than if you are hoping to introduce people to your product or just do general marketing for your company! A focused approach is much more effective than a scattershot one."

- Rae Cirricione, WizKids

As always, don't forget all of the great promotional products you can hand out at your show! People love custom tote bags, eco-friendly promos, and custom pens, so call Motivators today and we'll get you all set with the best imprinted promo products out there!

Remember Pre-Show Publicity try and make last minute phone calls to your 10 best prospects, invite them to the booth.

Post-Show evaluation
- Survey booth workers

- Survey attendees to get their opinion of staff, booth, and the products and services offered by the company.

Wednesday, August 19, 2009

Why Trade Shows ?

Trade shows are exhibits or conventions organized by companies to promote their products and services, to expand their business. It is the best platform to exhibit your product or service to the people and convert them to potential customers. It is therefore important to have a custom trade show booth to attract people to your brand by highlighting your unique brand image and message.

Trade shows
gives opportunities to compare their services and products with their competitors, which can lead to new and improved ideas for the business. Since there are a lot of companies and clients who take part in exhibits, the venue should really be wide.
Trade show booths should allow to gain new customers and make individuals aware of company's products and services. I personally believe that creative ideas sometimes consist of spending money, hence the saying, "it costs money to make money."

Effective brand marketing can only be done if trade show booth is very impressive. It should highlight company name, product images, brand message, logo, etc in such a way that people visit our booth.

Producing promotional materials like brochures, flyer's, posters, leaflets, banners or wall graphics can help in attracting customers. Staff representatives in different locations of the venue gives out brochures and flyer's to the trade show attendees. Just choose the banner stand that best presents your booth and  deliver your message and target potential customers in an easy manner.

Scratch cards can also be used as its something people really enjoy. Scratch cards reveals that they have won something free or they get a special deal from your booth or your store. People love mystery, so you can use the scratch card for this very reason.

Tuesday, August 18, 2009

Trade Show Evaluation

One of the most important part of a trade show is following up on all leads obtained from the event in a timely manner and conducting a post show evaluation. Evaluation is a key component of any marketing technique.

It is the best way to gather all the important information on the last day of the show to hand out a post-show evaluation form to all who worked the exhibit that asks them for their opinions, concerns and suggestions. This data should then be quickly summarized, evaluated and distributed within a week or so to management with your added recommendations to make the necessary improvements before the next show.

Post-show planning includes a multiple contact plan. Call the most serious prospects first. You should follow-up with all your leads within 48 hours of the show by email or phone. Continue to execute good prospecting and sales techniques to develop a healthy professional relationship.

Email all booth attendees who provided contact information (regardless of whether they are good prospects or not)
- Say "Thank You" for stopping by your booth
- Extend the offer of the trade show
- Offer your product/service solutions

With qualified prospects, still send an email, but also state that you will call to arrange a time to meet or discuss next steps.

When you’ve compiled a complete evaluation of the show, a final evaluation should be sent, including a list of recommended changes so at to plan better in the next show. It is also a good time to reconfirm goal of making the trade show exhibit function one that is effective, efficient and accountable and do appreciate the help and support you’ve received.


The post trade show exhibit evaluation is one of the most important tools you have to make known what’s needed to improve, advance and guide the future of your trade show program’s effectiveness.
The uniqueness and beauty of today’s trade show exhibit environment is that it is a live event where modifications, improvements and innovations are necessary.
By effectively utilizing post trade show exhibit evaluations, you’ll stimulate the process of constructing a more intelligent, well respected and supported approach to exhibiting by solving acknowledged problems one at a time while enjoying management’s support and cooperation.

Sunday, August 16, 2009

Best Exhibition Markets Across The World

Trade Fair Markets in South Eastern Europe

Greece is the strongest market in South Eastern Europe when it comes to the economic power of its inhabitants measured in GDP per capita , whereas Romania is the no. 1 country concerning the population. Since trade fairs and exhibitions are mirrors of the markets their future development is closely related to the size, structure and economic development of the respective target markets.

Trade Fair Market Kazakhstan

The most active foreign organizer in Almaty is the German GiMA from Hamburg and its partner Iteca, both of them belonging to the British ITE Group. Among GiMA’s most important trade fairs staged in Almaty are the crude-oil and gas industry fair KIOGE, the building industry trade fair KazBuild, the trade fair for medical and dental equipment KIHE, as well as the CLEANEXPO Central Asia, which is the trade fair for the cleaning industry. In the capital Astana GiMA trade fairs such as AstanaBuild, Interfood Astana, and Agrihort Astana take place.
There are two main other organizers: TNT Productions with their focus on food machinery and technology (AgriTek) and Central Asia International Exhibitions.

Turkey: Overview on exhibition venues

In year 2008 more than 420 exhibitions were held in Turkey, organised by around 160 exhibition organizers. And in the running year 2009, 13 trade shows, held by German exhibition organizers only, demonstrate that the Turkish market has a growing importance in the international exhibition scene.

Trade Fair Market Ukraine

The leading exhibition organizers in Ukraine include
Kyiv International Contract Fair
(the No. 1 company, a UFI and CENTREX member, with a total of approx. 99,000 sqm net exhibition space sold in 2006)
(the leader in business-to-business fairs, a UFI and CENTREX member, with approx. 35,000 sqm net exhibition space sold in 2006)
The company is certified with ISO 9001:2000 international standard.
(based in Donetsk, the No. 1 company outside Kyiv, a UFI member, with approx. 30,000 sqm net exhibition space sold in 2006)

Besides this there are locally active organisers such as Chamber of Commerce and Industry of Ukraine, International Exhibition Center (IEC) and ACCO International.

Trade Fair Market Poland

The macroeconomic situation of Poland is positively stable with emerging growth industries in the sectors energy, renewable energies, traffic routes construction, environmental projects, engineering, machine building and most recently business process outsourcing such as back office processes and call center services.

Trade Fair Market Middle East

Particularly the Gulf States’ exhibition industry shows a considerable dynamic potential. With respect to this fact, the United Arab Emirates take the leading position regarding Dubai being the exhibition metropolis no. 1, followed by Abu Dhabi.

Trade Fair Market Russia

The modern Russian exhibition market shows a considerable dynamic potential. Its development began in the early nineties with the Russian transition to the market economy. Within about 15 years, the Russian exhibition industry became an independent and fast-growing branch of industry.

In 2007, more than 2,500 exhibitions took place in Russia, about 700 of them in the leading exhibition site Moscow, almost 200 in St. Petersburg and about 1,600 in other Russian regions.

Trade Fair Market Germany

Up to now, Germany was able to keep its worldwide leading position in regard to the performance of international trade fairs. Here, about two thirds of the so-called pilot fairs of each individual branch of industry take place. Three out of five of the world's largest exhibition centres are located in Germany.

Each year, about 140 to 160 international trade fairs and exhibitions with around 160,000 up to 170,000 exhibitors and 9.5 up to 10 million visitors take place here.

Tuesday, August 11, 2009

Trade Show Sponsorships

Big business for corporations and expositions

Sponsorship is a relationship between two parties where both seek equitable benefits through an exchange of products, services or funds. It is a business relationship and should be mutually beneficial to the sponsored and the sponsor.

Trade shows are a bonanza of sponsorship opportunities. However, sponsorship is also very different from advertising. Sponsorship is not a solo adventure, the way advertising is. It promotes a company in association with the sponsor's name.

There are six main reasons why companies embrace sponsorship:

- image enhancement
- driving sales
- increasing visibility with positive publicity
- to take on a “Good Corporate Citizen” role
- to differentiate from one’s competitors
- create new business relationships, and
- informal networking

Media sponsorships can be essential to a public shows success. Many consumer show producers seek a relationship with the dominant television and radio stations, and the major newspapers in the market. Media sponsors provide valuable advertising exposure at little or no cost.

Sponsorship works best in the context of a relationship. You will often see the same companies supporting the same events year after year after year. This synergy creates a special, unique ‘brand’ for the duration of the event, a brand that the buying public begins to count on and expect. Make sure you inquire about on-going sponsorship opportunities, as well as cross-promotion opportunities.

Friday, August 7, 2009

Role of Organizers in Trade Shows

Trade Show Organizers utilizes all the marketing strategies to make the show a success. These organizers arrange trade shows to facilitate the process of promoting products and services for business to business organizations. It have now become a powerful tool for B2B companies to give instant exposure to their products.

B2B companies have a platform in the form of trade shows to market their products. The trade show organizer is responsible for planning the actual event, from choosing the venue to ensuring that decorating, security and catering is up to mark. They are also expected to produce floor plans of the finished space for management observation as well as for the use of the participants of the show. Every detail of the event falls into their portfolio. The usually have a staff of assistants directly responsible for the various areas, again this depends on the scale of the job, as the task may well fall to only one person.

Fierce competition among trade show organizers is increasing consistently. Not only they face challenges from their direct competitors, they also compete against other organizations like advertising agencies and consultants who want a share of corporate marketing budgets as well.
Today's trade show organizers are implementing promotional and marketing strategies to add value and increase loyalty among exhibitors.

Sunday, August 2, 2009

Trade Fairs Trigger Innovation in Global Economy

Traditionally, trade fairs are seen as marketplaces for selling and buying goods, but they are also venues to showcase the latest technology and designs and reach buyers worldwide in today's global business environment.
I personally believe that trade fairs contribute to the process of knowledge creation. They have been common business events."You need benchmarks for your products and these global marketplaces are the perfect place for this. And, of course, you make face-to-face contacts, which is so important in business, in any industry. Establishing markets, finding potential partners and establishing trust is only possible face to face. It also helps to learn about new concepts and designs of your competitors.” Not only this, these days business promotion can easily and cheaply be carried out through the Internet or via video conferencing, but only where ICT infrastructure and its application have widely gained popularity.

All the exhibitors participate in trade fairs as they get an opportunity to meet in one place. These trade fairs create invaluable global pipelines of information. Events also provides a rare chance for domestic businesses to build contacts, learn new ways of doing things, and improvise technology as well as forging business partnerships.

Canton Fair (China Import & Export Fair)

CONEXPO 2011, Las Vegas