The pre-show promotion was a hit.  The exhibit looked awesome.  The stand staff were pumped.  It was standing room only for the clients and prospects that visited your trade show display. Now the real work begins.

Build Trust Immediately
Developing a relationship with your prospects requires trust. Swift follow-up is the first step toward building trust. Your visitors have met with your staff, seen your products and services and asked to receive more information, pricing, and perhaps even a meeting.  Your prospects trust you will continue the dialogue that was started during the event - - so don’t disappoint them. Send a personalised email message confirming your next step during the show or within 24 hours of their visit.

Distribute Leads Quickly
Have a plan for processing your valuable trade show leads BEFORE you go to the show.  Appoint individual(s) to receive the leads, get them out to your sales team and into your database on a timely basis. Review how a surge in leads will be processed to prevent them from getting bogged down by internal bottle necks.

Follow Up Repeatedly
Over 90% of business gained from exhibitions is the result of follow-up efforts.  According to a survey of business-to-business marketers, on average, 10-30% of leads are sales ready and another 50% will eventually purchase.

Research indicates the average sale happens after the 5th contact. The average sales person tends to give up too soon and doesn’t make a second attempt to connect with prospects. Work with your sales managers to establish accountability for, and monitor, follow-up.  Sales coaches suggest that the prime time for connecting with prospects is between meetings like early in the morning, during lunch and late in the afternoon.

As for the 50% of visitors that don’t have an immediate requirement, nurture them until they are ready.  Keep in touch with prospects over the longer term. Be persistent but not pushy.  Let your prospects know how you can help solve their business challenges so that when they are ready to buy they think of you. 

Our client, iDirect does a great job choosing vibrant stand graphic colors and placing their logo and tagline at a height that is visible to attendees up close and from afar

In the world of exhibiting how do you know if you have winning exhibition stand graphics? Below is a checklist of “winning” qualities that could earn you “best in show”.

Your exhibition graphics should first and foremost...

1. Promote your products
Whatever combination of graphics and text that you decide on, make sure that they work together to showcase the features and benefits of your products/services. When someone walks up to your stand they should know immediately: who you are and what you do. Remember, you only have 3 seconds to captivate your target audience and you don't want to overwhelm them into scampering off to your competition's display. If you have complicated messages to communicate such as a client success story, rely on to your A/V presentations instead of your stand graphics to tell the story.

2. Boost your brand
When looking at your exhibition graphics, look at it from an all encompassing stand point, do your graphics: incorporate your logo, adhere to established branding guidelines, communicate your value proposition etc; all of these elements should be skillfully combined to lure in your target audience. [Also, be careful to not include any propriety information in your graphics as reprinting can be a costly endeavor].

Make sure to maintain your company’s colour palette in not only your exhibition stand graphics but, it should carry through to flooring and furniture. If possible, repeat your logo on graphics that are visible from across the show floor, the aisle and even up close on staff name tags or clothing all the way thru to premium giveaways. The average attendee needs to be reminded 6 separate times to distinctly remember your brand, so the more times your brand is at front and center the more success you will have at driving brand memorability.

3. Stay on target
If you took a birds eye view of all of the places that your campaigns have appeared (both on and offline) your exhibition stand should be another channel to promote your campaigns. Make sure that you are openly communicating conversion points on your exhibition graphics such as your website and that your display is consistent with other display stands. 

For more show smart tips on STAND APART booth graphics download our whitepaper “Graphics that Work”

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According to recent studies, giveaways trigger what researchers call the reciprocity effect--the conditioned cultural response to return the kindness of a gift--which can manifest itself in better response rates, repeat business, and powerful referrals. So, you don’t want any ordinary “trick or treat” freebie, you want a giveaway that is EXTRA ordinary! And PS, you don’t have to break the bank when you’re budgeting to come up with some cool swag for next year. But, how do you choose the right show giveaway? Follow the below show Smart Steps to giveways success.

Broadcast Your Brand
Whatever new giveaway you choose: a ceramic mug, flash drive, ipod, gourmet chocolates, your brand should be at the forefront – and immediately visible to your audience.  Think of clever ways to incorporate your brand instead of plastering it everywhere (which can be an eyesore and look tacky). Better yet, make your giveaway wearable. According to 2010 PPAI research, 31% of promotional sales were of wearable items like shirts, jackets, and hats.

Make It A Two-Parter
If you decided to pick something as common as a stress ball, couple it with another prize to make it a two part giveaway or even instill a little humor in it.

Put It To Work
Whatever you decide for your trade show giveaway, you want it to have LONG term marketing benefits. So, you’ll want to invest in a giveaway that is durable and will last a while. Even better, if your giveaway can be used as a keepsake at work and at home (think: a portable bag or ceramic mug), so you benefit from DOUBLE the exposure. A 2009 survey conducted by PPAI Research found that a staggering 3 out of 4 consumers reported having at least one promotional product in their workspace.

Some Food For Thought on Untraditional Giveaway Favorites
On A Linkedin professional group when asked the most memorable giveaways many chimed in with some of their top picks - see below

• A mini computer cleaning tool kit
• A usb
• Seeds (yes seeds they proceeded to plant and grow in their yard - talk about long term use!)
• A rear view mirror to attach to your computer monitor
• A compact umbrella enclosed in a mini zipper case
• A smart phone case

PS: Aside from the seeds, what all of these have in common is that they are ultra portable and can be used over and over again.

Selecting the right giveaway is all about asking yourself “Would I use this item”? How long would I keep this? is it versatile?  and what type of long term marketing benefits does it have?”. Having the right giveaway, tied in with strategic promotions can help leverage your trade show performance and get your foot in the door to new business opportunities.

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Lights, Camera, Action!!We talked before about how to use video on the show floor and the steps to take before launching your brand in the limelight.  Once you get on the show floor, video gear in hand, below are show smart video production tips from experts. Remember, your video doesn’t have to be perfectly polished to go viral.

FIRST: The video production 411
Video is the perfect platform to secure a product testimonial at a exhibition and communicate complex ideas.  Generally video should do the following to your brand:

• Deliver value and relevancy
• Increase brand engagement
• Enliven your product/services
• Build brand reputation

SECOND: Establish your video goals
Make sure before you interview prospects, to come up with questions that will prompt the answers that you are looking for and will have interviewees communicating your product in the most accurate light.  If a customer makes a couple of blunders here and there, don’t sweat it, you can always edit them out later.

THIRD: Getting visitors to talk the talk
In addition to capturing lively snap shots of prospects and customers engaging with your brand, after information packed product demos or seminars, make sure to set-up an interview with visitors on their experience with your products/brand/services in exchange for a product discount or a premium giveaway. Later you can repurpose the video and include it in your corporate website and social media channels.

FOURTH: What your testimonial should be
A brief endorsement by satisfied customers that adds validity to your claim and casts your product/services as a “must have” for businesses. If you make video edits on a customer’s testimonial make sure to run the final take by the interviewee one last time before implementing it in any of your online campaigns; the last thing you want to do is misconstrue their endorsement of your product/services. 

FIFTH: Keep it real
As you interview visitors let them vent about their top challenges and pain points specifically addressing how your solution alleviates those challenges. You want your target audience to identify with them and their testimonial.

SIXTH: Watch the clock
Any interview exceeding 4 minutes is simply too lengthy for viewers and will lead to a high abandon rate. A solution to this limitation is segmenting your footage into themed chapters so that it’s easier for viewers to digest. According to Brightcove, the optimum length for videos is 4minutes and 50 seconds, anything over this is too long for the average viewer to stay focused. 

SEVENTH: Have “winning” footage
Other ways to use video in your trade show marketing lineup is to interview your grand prize winner on how they plan on using your product/prize in their day to day business practices, their feelings about being selected as the Grand Prize winner and what value they have taken away from visiting your stand.  You can recycle this footage as a promotional piece for your invite for the following year.
 
EIGHTH: Socialise your trade show footage
Post your video footage to your blog and social channels (FB, LI, TW,YT) in real time so your followers will FEEL like they were there. According to Brightcove, Facebook is the highest referrer of video meaning that video has the potential to go viral the fastest on FB over any other social media channel. But it’s important to post first where you feel most of your audience is, whether it is LinkedIn, Facebook or Twitter.

NINETH: Measure your way to video success
Like any other online marketing initiative, you want to account for your successes and failures, providing upper management with essential analytics that support your video production efforts (especially if you’re out sourcing video editing). There are basic metrics that you can easily use to measure video performance such as views on YouTube, and Impressions and Feedback on Facebook.  But, if you want to dig deeper and have the budget, there are fee based services provided by Brightcove , Tubemogul and Adobe web analytics that can help you optimise your video footage for SEO and provide more in-depth back end analytics (such as abandon rates, click rates etc.).

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Saavy marketers are grabbing attention and building brand awareness by "raising the roof" on their exhibition displays. From our design studio through to the factory floor we've seen a dramatic increase in demand for overhead hanging signs in variety of organic and geometric shapes.

How Fabric Displays Can Save You Money…
Fabric displays demand attention on the show floor yet they’re affordably priced.  The are also affordable to own being compact, lightweight and easy to assemble you save on storage and transportation.

What The Experts Have To Say…
Vince Alberta, VP of The Las Vegas Convention Center and Visitors Authority, even reports a recent surge in suspended fabric displays from years past, touching on their proven ability to drive brand exposure at exhibitions and deliver ROI.

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It’s here! We invite you to be the first to download our newest and most anticipated social media ebook: "Tune in Turn on and Take off with Social Media For Trade Shows and Events". In our information packed ebook you’ll learn how to harness the power of social media to promote live events. Our special ebook educates exhibitors on the tremendous value that social media can bring to the exhibitions and events space.

Use social media to enliven your brand on the show floor, entice your target audience to take immediate action and influence future purchasing decisions. Our all encompassing information packed guide provides a comprehensive look at: how various social media applications can accelerate live event performance, top tips for boosting stand traffic, strategic methods for building your social network and more

Both social media veterans and newbies alike will appreciate this all inclusive ebook that targets traditional marketing efforts and how to streamline them with social media to maximise results. Event Marketers can begin reaping the rewards of increased brand exposure by downloading - Tune, Turn on and Take off With Social Media for Live Events.

So, Claim your copy now!

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Today our featured post is by industry veteran - Bob Milam, aka "Tradeshowbob".  Read on to get his insight on how less can be more.....

The factors that are most critical to your success as an exhibitor are not always what many folks spend a lot of their time worrying about. Contrary to popular belief, these four "myths"  aren’t "mission critical" to your Show Smart success. Exhibitors have agonised and obsessed over them for years and years AND will continue to do so, but if you take a deeper look, these “myths” have little impact on your exhibition performance.
 
1. Overall Exhibition attendance
Of course, show attendance has declined since the onset of the recession. But look more closely and you'll notice that the declines are the result of companies shrinking the size of the entourage they send. The actual number of companies who send at least one buying rep to walk the show floor is actually increasing. Instead of sending a team of 10, companies now send 2 or 3.  But guess what, these 2 or 3 must uncover the same amount of solutions as 10 did previously, so they need your help to make purchasing decisions more than ever! They’re focused, they’re at your show and they’re buying. Will you be able to find them? Instead of worrying about overall show attendance, focus on targetting your share of the audience.

2. Your Exhibition Stand location
Coupled with the trend above, buyers are now very organised when they hit the exhibition floor. They no longer wander around like kids at a carnival. Having an exhibit in the most prominent spot in the exhibit hall might make your executives feel important, but it really doesn't contribute all that much to your trade show's success. Remember, most buyers now attend shows with a pre-set agenda of the companies they need to see. As long as you’re on that list, they’ll find you. The key is -- get on their list. And do it before they arrive to the show. A successful show marketing campaign needs to incorporate integrated elements of pre-show promotional efforts (email blasts, social media posts, high visibility sponsorships, exclusive offerings etc.) to make sure you get on your key buyers' agendas.

3. A Exhibition Stand must be busy to be successful
This is only true if your key prospects are also the majority of overall attendees at a given trade show. Busy stands tire out your staff, but, that "busy-ness" just makes them feel successful.  As in “we’re tired, therefore, we had a good show”. However, at most shows, your key buyers will be only a tiny percentage of the overall attendance. Think: quality over quantity here. Did you meet all of your key buyers and convey your messages fully to them? Did you walk away from the show with enough actionable leads for your sales force to support your overall business goals?

4. The “800 pound gorillas” are the Fortune 500 exhibitors who have the resources to succeed
Absolutely not true. At an average show of 600 exhibitors, about 500 of them are small (just like you), 75 are medium size, and there usually only 25 gorillas. You might look around and see other brands plastered on the lanyards, shuttle buses, bags, taxi cabs and airport billboards. You might think, “I have no chance against that”. But you do. By targeting your efforts and focusing on “the few and the proud” (your prospects), you can invite direct comparison with larger exhibitors and get your key prospects to consider you right along with the 800 pound gorillas. If your story is compelling and can stand up to scrutiny, you’ll be noticed and hopefully remembered. Without a big budget, it does take time. But you can successfully ride the coattails of the big spenders and build momentum, if you think strategically and plan carefully.

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Back by popular demand is Part II of our post, 10 Ways To Cause a Speed Bump At Your Exhibition Stand. We’ve gathered essential “intel” and have listed the latest tactics your colleagues are using to AMPLIFY their stand traffic and get the results they want. So, kick your promotional efforts into overdrive with these Show Smart tips:

1) Enliven Your Booth Staff
Video badges were all the hype at the 2011 Consumer Electronics Show.  Now savvy Exhibit Marketers everywhere are using them in their face-to-face initiatives because they make a perfect conversation starter. This nifty novelty catches the attention of visitors just long enough for your stand staff to engage them. Video badges are also pixilated powerhouses that will cost you a pretty penny or two – some average out around 178.00 each and require pre programming! So, if you think these are as cool as we do, make sure to include them in your budget for next year!

2) Arrest Your Audience
A visually arresting exhibition display features graphics that POP.  Your exhibition graphics need to grab attendee attention and then IMMEDIATELY communicate who you are, what you do and how your product/service can help them. Whether it's your brand that will draw audiences from all directions to be consumed by one individual at time, you need to understand how your display graphics should all work together. Not sure that your display is realising its full potential? Download our whitepaper on Graphics That Work for more…

3) Create a Snap Shot of Your Brand
Photo booths featuring your branded back drop are fun show stoppers. While attendees enjoy “glaming” it up for silly candid photos, they bring back your branded "kodak moment" to share with friends, family and business colleagues. So, it's a great PR opportunity.

4) Extra, Extra READ All About It
Broadcast your Twitter buzz on a large LCD monitor in your exhibit using the official show hash tag. As attendees are dismissed from information packed seminars and pass by your stand, they’ll see what they’ve missed out on while they were away and be encouraged to follow you on Twitter.

5) Be Intelligent
Part of driving quality show traffic to your stand is knowing your particular audience and tailoring your message to them so that they feel like they are an exclusive customer. Lygase RFID Solutions has developed a product that allows exhibitors to communicate surround sound marketing messages that can be displayed on a big screen or kiosk based on recognition of an attendee's presence. The attendee wearing a lanyard with a UHF RFID tag will be shown a targeted message once detected by an RFID reader and that message will invite that person to a particular booth.

This targeted approach will impress booth attendees and will ensure that your brand is remembered. Make sure to research your vendors before signing the “dotted line”. 

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Our client, Louisiana Seafood uses Gourmet cooking demonstrations to drive booth traffic

Several comments were recently chimed in on LinkedIn’s Trade Show Exhibitors Association group (TSEA) about innovative ways to drive show traffic.  Whether you have an island or backwall display, here are some unique tips to send your promotional efforts into overdrive:

1) Let Them Eat Cake
A client of ours took an oven to an event and baked branded (yes branded) cookies on their stand.  Smell is the strongest of our 6 senses. The aroma of freshly baked cookies soon permeated the show floor that lured a line of visitors to the stand wanting their delectable offerings. Other smells produce similar results, so think: fresh popped corn, coffee, chocolate, roasted nuts or other scents that trigger positive reactions.

2) Relax, Refresh, Revive
One exhibitor hosted an oxygen bar to generate traffic. Extra oxygen improves concentration and alertness while reducing stress.  Visitors were invited to choose their favorite scent and relax in a comfortable atmosphere in which they could network with other attendees. Nothing better than a happy customer on your stand!

3) Play Hide and Seek
Another exhibitor promoted an interactive scavenger hunt via social media.  Last stop - their display stand - where visitors could celebrate their journey.

4) The "WOW" Factor
Exhibitors around the world integrating technology to enliven their brand and draw audiences in from the aisles. Videos, animations, computer demos, and even virtual games can be used to enhance your value proposition, impact and memorability.

5) Take Charge
Exhibitions and events are often held in conjunction with information packed seminars and conferences. Offer attendees relief from dead batteries with a mobile phone charging station.  Mobile phones are a lifeline to many and your hospitality will be remembered long after the event. 

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For over 250 years Douwe Egberts, a Sara Lee Company, has been a name synonymous with exceptional coffee. Douwe Egberts is one of the leading coffee roasters in the world and a major supplier of coffee systems and accessories for the workplace. So it’s no surprise that they have the #1 market share in 9 out of 13 countries in Europe.

Douwe Egberts has recently made a return to trade shows and are owners of Nomadic's legendary Instand® displays.  They wanted to launch their newest product, the Easy Milk Coffee Machine, with a larger impact exhibition display at Caffé Culture 2011; this trade show is exclusively devoted to exposing thousands of products and services to the coffee bar industry.  Douwe Egberts wanted to debut a new trade show booth that would repurpose their existing display with rental elements as a cost savings measure.

Nomadic Display UK strategically designed a more sophisticated selling environment using key elements from Douwe Egberts' previous display along with rental parts.  The ornate backwall featured elegant photographs of pouring coffee and their sleek stainless steel products exuded a café chic ambiance. Douwe Egberts was able to immerse visitors in an overall brand experience that engaged all five senses with their coffee systems. Since debuting their display at Caffé Culture, Douwe Egberts has taken their power packed custom display “on the road” to outdoor events such as a live cricket game.  Instand’s ultra durability enables Douwe Egberts to travel extensively with their exhibition stand and its versatility allows them to switch out graphics to target different audiences at outdoor events.

Check out what the Douwe team has to say:

“Nomadic exceeded all of our expectations, delivering a fabulous trade show display for Egberts at Caffe Culture. The Douwe Egberts' staff could not have been better prepared for the event as Nomadic was able to offer a full dry run of the trade show booth at their showroom in Isleworth. Nomadic Display’s professional and friendly team expertly took care of all our requirements from brief to breakdown and also managed the stand storage. This enabled our team to keep our resources focused on delivering the business end of the event.  We look forward to working with the Nomadic team on future events.”

Paul Freeman, Marketing Director, Douwe Egberts Coffee Systems.

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