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Nine Ways To Make Email Work Harder For Your Events

by Nomadic Display 13. March 2013 18:54
1.Target attendees!  Rent the attendee email list from show management or have them broadcast your message to attendees for you.  Because people are already planning to attend, you don’t need to convince them to come to the show. Instead, your message should focus on getting them to visit your exhibition display. Target the companies you want to reach and omit the ones you don’t as competitors.

2. Start with a snappy subject line!  It’s often the determining factor in whether or not a message will be opened.  Make your subject line compelling so the recipient will want to open it.  Test different subject lines by sending half of your audience the email with one subject line and the other half with another.  Measure which one gets opened more often and use that to plan subsequent email campaigns.

3. Personalisation is key to connecting with readers. People love hearing and seeing their own name.  Include their name in the subject line, salutation and/or body copy.

4. Design for the golden triangle! The upper left corner of an email is often viewed by recipients in a preview pane so they can determine whether or not to open it.  Your headline, image and copy within that triangle should be designed to express the key benefit of your message and prompt them to want to learn more.  Keep the copy brief and to the point.  Tell them why they should visit your stand.

5. Include a call to action! After the list, the offer is the second most influential factor in the success of a campaign. Some of the best incentives are free but offer real value.  Consider what will best motivate your target audience -  a VIP pass to the event? a demo of your newest product?  a special report on an industry topic of interest?  a sample or trial? Vouchers are enjoying a resurgence in popularity so don’t forget show specials. 

6. Remember to include your stand number.  Invite people to follow you on your social media sites, too.

7. Be sure your email complies with the Can Spam Act for US recipients.  The big 6 provisions that you are required to include in your email are:
  • Use a valid, non-deceptive from line
  • Use a valid, non-deceptive subject line
  • Give conspicuous notice of the opportunity to opt-out
  • Provide a functioning opt-out with every message
  • Complete the opt-out within 10 business days.
Some email services automatically filter opt-outs from broadcasts already in cue.  If yours doesn’t you may want to include language such as “We have received your request to be removed from our mailing list.  Please be aware that you may continue to receive messages from us in the next week.  However, we will ensure that your name is removed within 10 business days.”

8. Send it twice!  Release the first time about 3-4 weeks prior to the show.  Then resend it to serve as a reminder a week or two before the event.  Send your email at an optimum time for it to be opened and read which many B2B marketers currently feel  falls between Tuesday and Thursday.  Getresponse.com recently conducted research indicating that emails delivered between 8-9am or 3-4pm get the most opens and click throughs.  Keep in mind that you may need to segment your list by time zone.
9. Evaluate performance! No matter what marketing medium you’re investing in, you want to know if it worked.  Many email services enable you to view a list of the recipients that opened and clicked through your message.  Give that list to your Account Executives to follow up.  Cross match your email open list to your show leads to determine the % that were influenced by your broadcast and visited you.  

How To Stand Out At Exhibitions with Motion Graphics

by Nomadic Display 20. February 2013 18:45

Exhibition visitors are bombarded by stimuli at shows. A crowded show fights for attention from all of an attendee’s senses – sight, sound, smell, taste and touch.  So what can you do as an exhibitor to make your display stand out in a sea of others?

Technology is offering us new ways to engage visitors.  Flat screen monitors continue to grow bigger in size and smaller in price, so consider adding one to your display to complement your display. Wide screen monitors offer a great way to stand out from the crowd, get the attention of passersby and communicate your marketing message in seconds.  Consequently exhibitors are incorporating wide screen monitors with motion graphics more frequently into their exhibition displays.



Motion graphics presentations play continuously on a loop throughout the duration of your event. Motion graphics don't have to be a huge undertaking; they can be created using stock photos, commissioned photography, rendered art, and video. They can be strictly visual or include music and sounds.

Plus, you'll get a lot of mileage out of these graphics. A single investment in a motion graphic presentation can be used to promote your company and its products before, during and after your shows. For pre-show promotion put it on your website and include it in your email broadcasts.

At the event, create an inviting atmosphere that makes buyers feel comfortable approaching and entering your space. Monitors with motion graphic presentations can be positioned to play out to the aisles as a way to draw attendees into your space.  You can also place motion graphics within your space. A warm, even soothing, environment can extend and enhance your engagement with visitors.

Another way to put your graphics to use is after the event by your sales team during face-to-face meetings. Graphics can be played on demand on their tablet or smart phone.

Exhibition Inspiration from Vincent Van Gogh

by Nomadic Display 21. January 2013 13:41

Vincent Van Gogh said “I dream my painting and I paint my dream.”

Exhibitors dream their programme and then create it, too. At an exhibition your goal is to reach your target audience. Your advertising campaign, exhibition design and promotional strategies should work together to inspire your audience to visit you and learn about what you can do for them.

 

Simple? Not so much, which is why exhibitors depend on internal and external resources to write, photograph, design, fabricate, and build material for pre-show, at-show and post-show event marketing activities. That got me thinking about where the various contributors find their creative inspiration.  When asked, the exhibition designers I spoke to said they get their inspiration from the exhibitor; by what the company does and through conversations about what they want to accomplish.

So where do exhibition marketers get their inspiration? There are a number of sources for inspiration including peers, magazines, newsletters, other exhibitors and, of course, websites. Display solution galleries enable exhibitors to browse exhibition display designs that offer their desired features, functions and details – or perhaps features that are brand new to them! While some exhibitors locate the exact design they want, many locate several examples to express the characteristics or attributes they want to combine into their own customised display design or environment.

Tell us about your sources of creative inspiration.

 

Helpful Hints to Get You Through the 2013 Budget Process

by Nomadic Display 17. December 2012 14:55

Since business to business exhibitions represent the largest share of the average marketing budget, you’ll need to plan carefully for the shows you want to participate in next year.  Consider these five steps: 

1. Review your 2012 exhibition marketing expense categories and make a note of anything you want to do differently in 2013.

2. Compare your 2012 expense categories to those of other companies that exhibit. The Center for Exhibition Industry Research (CEIR) updates “How the Exhibit Dollar is Spent” annually. This year’s study revealed the following breakdown:

3. Make a list of the line items within each category so no detail slips through the cracks. For example, using the chart above take into account that:

  • Show services includes material handling, installation and dismantling, electrical, furnishings, Internet, A/V, floral, food & beverage, cleaning services, etc.

  • Promotion includes pre-show, on-site and post-show initiatives – advertising, sponsorships, giveaways, collateral, etc.

  • Lead management and measurement includes lead retrieval equipment, post-event follow up activities, tracking, etc.

4. Build your budget by allocating funds to the fixed expenses first such as exhibition space, then add in estimates for variable expenses such as promotion. To be on the safe side, you may want to add five percent to cover general cost increases.

5. Refine your projections. Look for opportunities to reduce operational expenses so you can invest more to promote your products and services! You may be able to shave some spend on items likes these:

  • Pre-order show services vs. on-site

  • Ship to the advance warehouse vs. direct to show site

  • Buy artificial floral arrangements

  • Bring your own cleaning supplies, trash can and sweeper

  • Invest in one display that scales up or down for use in different exhibit spaces

  • Rent a large display in your show city vs. shipping one a long distance

Funnel your savings into other existing categories – such as promotion; or new ones – like staff training and measurement.

What’s your biggest budgeting challenge?

How a custom exhibition rental can help you

by Nomadic Display 17. September 2012 17:13

In the exhibition game, presentation is everything. With dozens of companies competing for attention in an enclosed space, if you don't stand out from the crowd, you don't stand a chance. So how does a growing business with a limited budget afford a larger exhibition stand to best show what they have to offer? By renting a custom exhibition display. It can be an ideal solution to free yourself from the hassle and expenses of display ownership, while still leaving you open to future changes in your marketing approach or your events budget. With a custom exhibition stand rental, you can have the display design you want without having to worry about things like storage or maintenance. For many companies, this not only means greater flexibility, but also significant financial savings.

The new Blue Diamond Almonds trade show display is a great example of how a custom exhibition stand rental can meet the growth needs of a company within their budget. Although Blue Diamond had some success in the past with inline and backwall displays, as their operations expanded they wanted to take the opportunity to create a more dynamic and attractive presentation area that would accommodate a higher volume of traffic.

After working with Blue Diamond to assess their needs and design requirements, the result was a custom rental that is bolder with brighter graphics and towers that are easily visible from a distance. The display is open and inviting. Semi-private seating areas allow for multiple conversations to be held simultaneously. This design allows a company like Blue Diamond to highlight their product range in a professional yet relaxed atmosphere.

Custom exhibition rental displays can be created for all kinds of businesses at every budget level, and best of all, by not having to purchase the display, your company can avoid committing to a certain design. This in turn leaves you open to make changes later as your marketing plan evolves along with your business.

For more from Blue Diamond, watch their testimonial video here

It's All About The Follow Up

by Nomadic Display 19. March 2012 15:34

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. 

How to Maximise Your Video Efforts On The Show Floor

by Nomadic Display 21. November 2011 13:39

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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Exhibitiors - Boost Your Brand By Raising Your Roof

by Nomadic Display 8. November 2011 13:33

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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An Exhibitiors Must Have Guide on Social Media

by Nomadic Display 25. October 2011 14:12

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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Current Affairs | Marketing | Exhibition Tips

Four Trade Show Myths Exhibitors Need to Know About

by Nomadic Display 19. September 2011 13:34

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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