Budgeting and Measurement

Smart Actions Results IN Smart Trade Show Budgeting

Published on Jul 11, 2019 12:59:58 PM

 

H_EXTEND THE CURRENCY OF YOUR MEANS

“Budgeting is not just for people who do not have enough money. It is for everyone who wants to ensure that their money is enough.”

BUDGETING IS SIMPLY TELLING YOUR MONEY WHERE TO GO

In this article we have explored with other exhibitors and clients on where they are spending their trade show budget and the clever ways they are formulating to extend their trade show budget.

 

Imagine you stood in a room with 393 fellow exhibitors, and asked them the question, “How did you stretch your exhibiting budget over the past two years?” Think of all the great advice they could share.

Well, now you have all their proven advice in one place — right here.

 

Skyline Exhibits, in conjunction with Red 7 Media Research & Consulting, received survey responses from 393 exhibitors who wrote in 514 answers for stretching their trade show budgets.

Some exhibitors simply did less – going to fewer events, taking smaller booth spaces, and sending fewer staffers. And some exhibitors even told us that they did not stretch their budget, while others said they had actually increased their budget.

Yet the best advice was from exhibitors who told how they reduced costs without significantly reducing their marketing impact, making smart cuts or smart actions that truly get you more with less.

Here is how we grouped their 514 open-ended answers. Let’s first look at the overall chart, and then look at each major budget-stretching category, and what exhibitors did to save money.

 

Here is how exhibitors are saving money.

Exhibit only at the Right Shows — 23%

Reused Booth Display/Materials — 18%

Changed Promotions — 13%

Booth Staff Savings — 10%

Save on Shipping — 8%

Plan Ahead and Order Early — 7%

More Lightweight and Easier Display — 7%

Smaller Booth Space — 6%

Share Cost with Partners — 6%

Do it Yourself — 4%

Digital Presentations versus Printed Graphics — 3%

Other — 11%

Did Not Stretch Budget — 9%

Increased Spending — 5%

 

 

portable

 

 

1 — Exhibit Only at the Right Shows (23%)

 

By far and away the most popular (and likely most effective) way for trade show budgeting is to only go to the right shows.

89 exhibitors shared many facets of how to exhibit only at the right shows, which we have distilled here:

 

1. Exhibit at fewer shows, which cuts your show booth space rental costs.

2. Exhibiting at fewer shows also means lowering your exhibiting costs overall — no booth to ship and install, no show services, no promotions, and no booth staffers for travel and hotel.

3. Even better, eliminate the wrong shows for your company. Eliminate the wrong shows by measuring your results and cutting shows that don’t measure up. Cut shows for reasons such as low ROI, low turnout, not meeting objectives, bad match between audience and your target market, and shows that are too far away. Don’t be afraid to stop going to poor-performing shows because “you’ll be missing out” or “you’ll be conspicuous because of your absence.”

4. And even better still, rather than pocket the savings from eliminating poor shows, instead, shift the saved dollars into adding better matching trade shows that produce more results from the same budget.

5. Focus on smaller shows, like regional shows and niche market shows, that require smaller expenses to stand out and that get you closer to your target audience. If you are not tracking customer journey, use your trade shows to track it. It is vital to gain access to qualified leads.

 

booth design to help your customer journey.png

HOW TO DESIGN A CUSTOMER JOURNEY MAP

6. Focus on fewer, bigger shows, so you can put more time into really marketing your presences and also get bigger visibility. (Yes, that contradicts the previous point, but exhibitors proclaimed their success both going smaller and larger. As they say, your experience may vary – test and find out.)

 

Above: Consumer Electronic Show is an an annual trade show organized by the Consumer Technology Association (CTA). The event typically hosts presentations of new products and technologies in the consumer electronics industry. 

 

7. Staggered your participation level depending on the shows’ performance. If a show is working well, keep at it. If not, reduce participation by first getting a smaller booth space, then by only sponsoring, then by only walking the show, and finally by dropping out altogether.

8. Rather than exhibit every year at every show, put some shows on a rotating schedule and only go every other year.

9. Avoid new shows in their first year — instead, visit them and see what kind of traffic they are generating. Then exhibit the next year if you think it’s a good match.

10. Avoid potential poor shows altogether by researching the audience to see if there is even a good match with your target market.

11. Exhibit at partner & client events, where you can get by with a smaller exhibit yet still reach your target audience.

 

GET FRESH EYES FOR YOUR EXHIBIT DESIGN.png

YOU ARE NOT THE ONLY ONE, IF YOU FEEL LIKE YOUR COMPETITION LOOKS LIKE YOU — FRESH LOOK AT EXHIBITING

 

12. You can also stretch your exhibiting budget by going to more shows — you spread the cost of your exhibit itself over more shows.

13. Compare how much the show charges you to reach their attendees, compared to other, similar events, and go with the less expensive option.

14. Best client quote: “Took a good, hard look at our list of shows. Had a couple planning meetings to discuss importance and feedback from previous year. Tried to be smarter about the selection. Used a tiered approach when planning for the year:

Tier One – National conferences of strategic importance, full marketing support, exhibit and look at sponsorship opportunities.

Tier Two – Regional conferences, managed by sales. Marketing to provide “trade show in a box.”

Tier Three – "Attend only.”

 

 

EVENT

 

 

2 — re-use booth/ display materials (18%)

 

Exhibitors often shared that they stretched their budgets by using the same exhibit for years, either by delaying a purchase, or by using a reconfigurable exhibit.

There were 71 exhibitors in our survey who shared multiple ways to multiply the value of their exhibits:

 

15. Reusing the same display and graphics by not changing it from year to year, delaying a purchase, stretching out its useful life. (The more uncertain the economy, the more exhibitors do this.)

16. Look at what vertical markets, products, and divisions you will exhibit for, and then designing an exhibit with graphics that that will appeal to all of them.

17. Choose an exhibit that allows you to easily change out the graphics for different vertical markets, products, or divisions.

18. Include digital monitors and screens to allow for changing messages for different vertical markets, products, or divisions.

19. Design your exhibit so it can be used in different booth sizes. Most commonly that means a 10 x 20 that splits into two 10 x 10s, or a back wall display made of banner stands that can be used together (3 in a row) or separately. Can also mean a 10 x 20 that expands into a 20 x 20 island exhibit, and flexing into other, larger exhibit sizes.

 

 

20. Choose a modular exhibit that allows you to easily change the look, space, design, and size. Design your exhibit with modular systems that allow you to get multiple booth spaces from one set of components.

21. Take a complete inventory of your existing assets to see if there are viable displays buried in your marketing closet.

22. Set a consistent size booth space you exhibit at all your shows so you can use the same booth property at all of them.

23. Repair or refurbish your existing trade show display rather than buy new.

24. Reuse other people’s booths, by buying used or renting.

25. Use your exhibit in venues outside of trade shows, such as events and in lobbies.

26. Best exhibitor quote: “By recycling & updating existing backdrops and using pull-up banners instead of heavier/bulkier 10′ backdrops for small shows, we were able to have time & budget to develop a whole new island display for next fiscal year.”

 

 

linear booth

 

 

3 — changed promotions (13%)

 

Exhibitors have changed how they invest in promotions to get more traffic into their trade show booths. They’ve found ways to get more value with giveaways, sponsorship, collateral, and advertising.

There were 52 exhibitors in our survey who revealed how they better spent their promotional dollars, which we summarize here for you:

 

27. The first level of cost containment on promotions is simply spending less on them: less sponsorship, less giveaways, less ads, less handouts, and even less candy!

28. Follow the shift that many other exhibitors have done, and shift your ad dollars from other avenues (used to support your exhibiting presence) into social media and email pre-show and at-show marketing.

29. Another common shift is to reduce your handouts and rely more on digital lead fulfillment, which also pleases attendees because they don’t have to carry literature home. Reduce handouts, because attendees don’t want to carry them home.

30. Price shop and negotiate more for your giveaways.

 

7 KINDS OF GIVEAWAYS WITH THEIR PROS AND CONS — WE LET YOU IN WHAT WE DID FOR OUR GIVEAWAYS

 

31. You can measure just how many promotional items and handouts you really need at your shows, and avoid over-ordering and paying unnecessarily for shipping both to the show, and back from the show.

32. Shift from lots of common giveaways to instead raffling off one higher value (and more memorable) prize, that actually costs less than the pile of giveaways.

33. Instead of giving away lots of regular promo items to everyone who walks by, give out fewer promos, ones with greater value, and only to truly interested prospects you want to impress.

34. Instead of giving away promo items altogether, host a great experience in your booth (drinks, snacks, and an engaging presentation) which one exhibitor said cost less and produced better quality leads.

35. You could selectively increase sponsorship with shows, ones that give you the best ROI, and ask them to include more advertising and promotional value along with your sponsorship.

36. Best exhibitor quote: “Speaking slots also provide additional conference passes that allow us to take more people to support the booth and network with leads. Memberships in industry organizations have also provided us with benefits that include exhibiting at national conferences as well as regional workshops and seminars. We choose where to sponsor and where to just exhibit based on our past performance with the conference and our relationship with the organization hosting the conference.”

 

 

custom islands

 

 

4 — BOOTH STAFFING SAVINGS (10%)

 

Booth staff spending is some of the most visible expenses for your trade show program, and thus often comes under the most scrutiny.

40 exhibitors in our survey gave many excellent ideas on how to get more value from their booth staff spending:

 

37. Lower costs by bringing fewer people to the show. You can reduce people more strategically by only bringing people who are there to staff the booth – and WANT to staff the booth. If you bring fewer booth staffers, bring the people who actually WANT to staff the booth.

38. Actively measure how many staffers you need so you don’t overstaff the show. (The rule of thumb is one booth staffer for every 50 square feet of open booth space).

39. When you cut your booth size at some shows, cut your booth staffer counts accordingly.

40. Staff your booth with local people who don’t have travel expenses (assuming they are qualified and can be trained).

41. If you send fewer staffers, invest the savings into better staff training.

42. Plan further ahead on who will staff so you can get lower prices on airfare and hotel.

43. Use your corporate credit card miles to buy booth staffer airfare.

44. If airfare prices are the same, fly the airline that includes a free bag to ship the display on the plane.

45. Travel by car rather than airplane, to save on airfare and also display shipping.

46. Stay at the hotel the show is hosted at — it may cost more up front but will pay for itself with savings on cabs and gives you more time to network at the show.

47. Or you can stay at lower cost hotels than the show offered one if it is in quick walking distance.

48. Best exhibitor quote: “We cut down on the number of people attending the show. We are only taking the people that actually contribute at the booth and schedule meetings.”

 

 

portable

 

 

 

5 — SHIPPING SAVINGS (10%)

 

Your trade show booth is your temporary field office, so you need to ship a lot of stuff to get it prepared. This presents many opportunities to ship smarter.

There were 32 exhibitors in our survey told us how they saved on shipping, which we distilled to these tips:

 

49. Ship less stuff for lighter weight and less-expensive shipments: less equipment, less handouts, less giveaways.

 

Exhibitor2019_RFID_Demo_720

 

ABOVE: AT EXHIBITORLIVE  (trade show for trade show builders and manufacturers), WE MADE MINIATURE VERSION OF OUR PRODUCTS (IN-HOUSE 3D PRINTER) AND TAGGED THEM WITH RFID CODE  — THE PRODUCTS WHEN PLACED ON THE READER, DISPLAYED ALL THE INFORMATION ABOUT THE PRODUCT ON THE SCREEN THAT WAS PLACED ABOVE THE READER. NEEDLESS TO SAY IT WAS A BIG HIT.

 

50. Get better shipping rates, such as shipping earlier via ground shipping that lower costs compared to last-minute air freight.

51. If the timing is right, ship your booth and other items from one show on to the next show, rather than back to your facility and out to the next show.

52. Demo fewer products in your booth so you can ship fewer products. (It will also reduce clutter and be more inviting.)

53. Get smaller giveaways that cost less to ship, and get only enough to giveaways at the show so you don’t ship them twice.

54. Consider bringing a digital display of your heavy products rather than shipping the heavy products to every show.

55. Best exhibitor quote: “I traveled by car rather than by plane and hauled my display and materials with me.”

 

 

EVENT

 

 

6 — PLAN AHEAD AND ORDER EARLY (7%)

 

Most trade show expenses have significant late fees. Not like the 1.5% late fee for paying an invoice past due, but late fees that can run up to 50%. So planning saves real money.

There were 28 exhibitors who said they stretched their budget through planning ahead and ordering early, which we review here:

 

56. Start planning and ordering earlier to reduce cost and avoid last-minute purchases. Order earlier to reduce costs on late fees.

57. Bid out projects to multiple vendors to get a lower price, and negotiate on pricing. Again, you have to start earlier to give yourself time to compare prices.

58. Order your show services before deadlines to avoid late fees on labor, material handling, electricity, cleaning, rigging, and other show services. If available, get early bird pricing.

59. Buy any airplane tickets early before the fares increase. This means selecting your booth staff months before the show.

60. Reserve hotel rooms early to take advantage of the show’s usually lower-priced room block.

61. Ask people in your personal network who they work with to find competitively priced vendors.

62. Order your show services directly.

63. Measure the value of main elements of your trade show program so you can add more of what works and remove what doesn’t.

64. Better track your actual usage of materials (promos, handouts, products, candy) so you can order only as much as you need.

65. Do a few shows really well (by not skipping great promotions, in-booth activities, and staff training) rather than doing too many shows poorly.

66. Plan your print materials with your entire show schedule in mind to lower overall costs.

67. Plan other meetings (with prospects, vendors, or partners) around your trade show travel.

68. Best exhibitor quote: “This year, in particular, I deployed a program that all expenses had to be approved by me in advance of the purchases being made. This way we tracked expenses before they were made and always knew where we were with our budget.”

 

H-template for getting your trade show marketing right

WHAT TO MEASURE, WHERE TO START WHEN YOU BUDGET FOR YOUR SHOW. A GOOD START WILL BE TO AUDIT YOUR LAST SHOW. HERE IS HOW

 

 

linear booth

 

 

 

7 — LIGHTWEIGHT/EASIER DISPLAYS (7%)

 

Many exhibitors said they stretched their budgets with a lighter display, especially a portable display that cost less to ship and was easier to set up.

There were 27 exhibitors who said they stretched their budget through lighter weight, easier to set up displays, and they all said much the same thing:

 

portable booth design with low cost

ABOVE: AND EXAMPLE OF A PORTABLE BOOTH WITH LAYERS THAT ADDS BRAND BALANCE AND PACKS IN THE CASE THAT YOU SEE AS THE RECEPTION COUNTER TO YOUR LEFT

 

69. Cut shipping, drayage, storage, with a more compact, lighter weight booth.Portable displays such as this banner stand back wall reduce the cost of shipping, drayage, storage, and I&D.

70. Get more portable displays, be it retractable banner stands, pop up displays, or tabletop displays, especially for smaller venues.

71. Get a display that can be set up by your booth staff.

72. Bring your portable display on the plane as luggage or brought by car.

73. Best exhibitor quote: “Building a mobile booth, reduces freight and booth fees thereby opening the budget up for additional events to attend.”

 

 

custom islands

 

 

8 — SMALLER BOOTH SPACE (6%)

 

Rather than taking a strictly “go or no go” approach to a show, many exhibitors found a shade of gray by taking a smaller booth space to help stay at a show, but with a smaller, less expensive presence.

Of the 25 exhibitors who said they used smaller booth spaces to stretch their budget, most said just that. Some had other angles to why and how it helped them:

 

74. Choose shows to cut space where you have fewer leads, a lower ROI, or poorer attendance.

75. You can go to more shows with smaller booth spaces than you can with larger booth spaces, which allows you to try more shows and find new shows where you could have a better ROI.

76. Reducing booth space also reduces your booth staffing, shipping, and other exhibiting costs.

77. Best exhibitor quote: “We increased our ROI by reducing the booth space and increasing pre-show targeted invites to schedule meetings.”

 

portable, light emiting booth design

ABOVE: EXHIBITING AT AN AWKWARD SPACE THAT DOES NOT ALWAYS FIT WITHIN THE TRADE SHOW RULES AND REGULATIONS. YOUR OPPORTUNITY TO PAY LESS, BREAK RULES AND MAXIMIZE BRAND REVELATION. 

 

 

portable

 

 

9. SHARE COST WITH PARTNERS (6%)

This was one of the more creative ways to stretch exhibiting budgets, where exhibitors reached out to a wide variety of groups to share costs. Chances are you have similar partners who may be willing to share.

There were 25 exhibitors from our survey who took the team approach to exhibiting, and whose tactics we summarize here:

 

booth design with digital partners

 

ABOVE: EXHIBITING MINIMALISM WITH THE INTENT TO MAXIMIZE BUDGET. TWO BRANDS IN ONE SPACE, OR FORM A TRIAD AS SHOWN BELOW WITH 6 BRANDS OR 3 BRANDS.

SEE MORE IDEAS AT EXHIBITING WITH FRESH EYES. 

portable triad

 

78. Partner with other operating units, departments or divisions within your company, or sister companies outside your company.

79. Partner with your dealers, either by sharing booth space or by co-oping the cost of their smaller shows.

80. Partner with your existing strategic business partners, to share costs and to expand the reach of communications about your exhibiting at the show.

81. Partner with other companies and organizations that share your mission or target market.

 

portable modular design

ABOVE: SMALL STARTUPS COMING TOGETHER TO CARVE OUT A DISTINCTIVE DIFFERENTIATION IN THE LIFE SCIENCES SECTOR

 

82. Partner with show organizers by providing a speaker or through sponsorship to get additional promotional opportunities.

83. Partner with your vendors who want to see you increase sales so they get more business.

84. Barter services or products with trade show vendors and the show where possible.

85. Best exhibitor quote: “We invited guest experts to share resources in our booth. Guests align with our overall goals.”

 

 

custom islands

 

 

10 — DO IT YOURSELF (4%)

 

Some exhibitors stretched their budget through rolling up their sleeves and doing it themselves.

Of the 17 exhibitors from our survey that went DIY to lower costs, almost all either did their own brochures or their own I&D

 

86. Use your own in-house marketing for designing presentation, literature, flyers, and collateral.

87. Do your own install and dismantle of your displays.

88. Make your own booth props.

89. Best exhibitor quote: “We focused on using our in-house creative team to come up with most of the designs and marketing collateral, therefore eliminating third party design firms.”

 


GET THE DETAILS ON THIS PRODUCT AND YOU ARE ON YOUR WAY TO BECOME THE MASTER INSTALLER

 

linear booth

 

 

 

11 — DIGITAL PRESENTATIONS VERSUS PRINTED GRAPHICS (3%+)

 

Some exhibitors used technology to increase their appeal and lower shipping costs.

Of the 11 exhibitors from our survey that highlighted their use of technology, these are the benefits they talked about most:

 

90. Less exhibit components, more technology, such as videos and other digital content on flat screen TVs, to save on shipping. Digital content can save on shipping compared to exhibits and collateral, and allow more targeted messages.

91. Use digital content on an iPad or other digital device to provide more detail to a prospect, to save on shipping compared to bringing a pile of collateral.

92. Appeal to each vertical market with targeted messages that are easily changed on digital monitors.

93. Use a 3D interactive presentation rather than the actual product, to save on shipping and drayage.

94. Best exhibitor quote: “We invested in items that are versatile and reusable, such as a digital screen that can be programmed specifically for each show and used for a good length of time given proper storage/upkeep.”

 

 

EVENT

 

 

12 — OTHER BUDGET STRETCHERS (11%)

 

There were many other comments that fell outside of the previous budget-savings categories.

Of the 42 exhibitors who brought up other ideas, these are the best ones to help you stretch your budget:

 

95. If you do a show outside of your home country, compare prices with using a local provider, and save on shipping and custom costs.

96. If you can, consider not buying electricity for your booth, if you can get by on battery power.

97. Reduce spending on furniture rental.

98. Use your own wireless connection to the internet.

99. Sell your old exhibit or trade it in on your new exhibit.

100. If you do enough shows, buy rather than rent your display, carpet, table and chairs.

101. Best exhibitor quote: “We do not sign up anymore for the lead scanners – they are too expensive. We do our own giveaway in our booth." Many exhibitors are starting to use their own lead gathering mechanism to collect leads.

 

YOUR ROI CALCULATOR AND MEASUREMENT TOOL

 

That’s 101 proven ways to stretch your trade show budget, shared by your fellow exhibitors who know these methods work, because they did them themselves and saw the results.

Interestingly, the percent of answers for the broad savings categories are fairly close to the percentage they are of an average trade show budget! Exhibitors put forth more effort in the areas that they spend the most money.

There were also 36 exhibitors who said they did not stretch their budget. Another 20 said they actually increased their budgets, mostly because their company was growing and they wanted to take more advantage of trade show marketing.

Trade shows are a great way to market your company and reach a large group of buyers at one time. We hope that armed with these 101 methods, you can now get even more value from trade shows.

 

 

Topics: Design Inspiration, Trade show budgeting, Island Exhibits, Trade show exhibit design, trade show budget

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2019-2020 IS & WILL BE A BIG YEAR FOR TRADE SHOWS

 

Based on the 2018 Top 250 US Trade Shows by Trade Show News Network, 2019-2020 will be a big year for trade shows, specially if you are in the business of machine learning, AI, sensors and IoT.  Why? Because these technologies seep in and out of various industry segment

We have highlighted four different trade show categories with high attendance and a few upcoming shows in each category.

 

Transportation

 

SEMA Show

November 5-8,2019 | Las Vegas

SEMA Show (also known as Specialty Equipment Market Association) was rated #7 in 2018 with 161,938 attendees. It is the “premier automotive specialty products trade event in the world.”

 

 

FIND OUT WHAT IS POPULAR AND WHAT IS NOT

 

The Great American Trucking Show

August 22-24,2019 | Dallas

Coming in at #131 on the list, The Great American Trucking Show brought in 54,020 attendees in 2018. If you’re a professional in the trucking industry, this is the show for you.

 

 

PicturecubeATTRACT AND ENCHANT

 

 

The Car Wash Show

May 13-15, 2019 | Nashville, TN

Ranked at #116 with 8,788 attendees in 2018, The Car Wash Show prides itself with the tagline “A Good Story Starts with a Clean Car.” Over 8,000 attendees are expected to attend and visit the 350+ exhibits to learn more about the car wash industry.

 

For more shows in the transportation category, check out the American International Motorcycle, IBEX: The International Boatbuilders’ Exhibition & Conference, The Work Truck Show, and Aviation Week Network’s MRO Americas Conference & Exhibition.

 

windscape_islandIDEAS TO DRAMATICALLY REDUCE YOUR SET UP TIME

 

Music, Gaming and Entertainment

 

NAMM

January 16-19, 2020 | Anaheim, CA

The National Association of Music Merchants was ranked #23 and brought in 115,085 attendees in 2018. Over 2,000 exhibitors came together to represent 7,000 brands in the music industry. NAMM brings together the music making community to learn about the new innovations in music, recording technology, and new event sound, stage & lighting products.

 

 

NRA Annual Meetings & Exhibits

April 16-19, 2020 | Nashville, TN

The NRA Annual Meetings & Exhibits was ranked #63 last year and attracted 87,154 attendees. This show is known for 15 acres of exhibits highlighting top notch products in the shooting sports industry, as well as hunting, firearms, and outfitter exhibits. To make it even more fun, A-list celebrities are often brought in to perform for the attendees.

 

 

G2E (Global Gaming Expo)

October 15-17, 2019 | Las Vegas

Coming in at #61 last year, 16,900 attendees visited the Global Gaming Expo. This trade show brings together over 27,000 gaming industry professionals in a fun and interactive setting. This gives attendees the opportunity to experience the new games and technologies offered for your casino from new slot machines to table games to sports betting and even food and beverage.

If you’re interested in checking out other trade shows in the Entertainment & Hobbies category, check out the Baseball Trade Show, SHOT Show and Toy Fair New York.

 

WINDSCAPE_PORTABLE

IDEAS FOR extreme portability

 

 

Beauty, Cannabis & Vision

 

MJBizCon

December 11-13, 2019 | Las Vegas

With 20,816 attendees, MJBizCon was ranked #110 last year. When you attend MJBizCon, you’re experiencing more than the best B2B cannabis conference. All the best cannabis business resources are at your disposal. With 14,000 attendees and over 650 exhibitors expected, this is a must-attend show for wholesale growers, dispensaries, recreational retailers, infused product makers, investors, and ancillary companies ranging from grow technology to legal services.

 

booth design towers with hanging sign-1

ABOVE EXAMPLE: NOTICE HOW THE HANGING SIGN, THE TOWER AND THE TOWER EXTENSION HAS IT'S OWN POTENTIAL TO ASSERT ITSELF AS A DESIGN ELEMENT OR A STRICTURE THAT CAN BE CONDUCIVE IN AN OPEN OFFICE OR AT PRIVATE EVENTS. WHEN YOU DESIGN YOUR NEXT EXHIBIT, DESIGN WITH A MIND THAT TRANSCENDS THE CONFINES OF THE TRADE SHOW FLOOR

 

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America’s Beauty Show

April 18-20, 2020 | Chicago

Ranked #99 with 77,193 attendees last year, America’s Beauty Show brings together over 90,000 salon professionals, students, educators, manufacturers, distributors and more. Anyone from cosmetologists, nail technicians, and hair stylists and colorists come to Chicago from all over the world to learn about new products and innovations, and then they take that inspiration back to their clients.

 

 

booth design tower with backlit graphics

ABOVE EXAMPLE: CHANGE BACKLIT GRAPHIC TO BE INDUSTRY AND SHOW SPECIFIC — THIS HELPS YOU TO RE-USE THE SAME HARDWARE FOR DIFFERENT AUDIENCE PSYCHOGRAPHICS)

 

Vision Expo West

September 18-21, 2019 | Las Vegas,

Vision Expo West attracted 12,721 attendees and came in #114 last year. This is the place for Ophthalmology professionals to gather and visit exhibits for eyecare and eyewear. Over 700 exhibitors, as well as 15,000+ eyecare professionals, buyers, and influencers come together to learn about new trends and technologies in the eyecare and eyewear industries.

 

Trade Shows specializing in the Cannabis industry are on the rise this year, so if you want to learn about more shows in this industry, check out the Cannabis Business Summit and Expo, CANNAFARM CON, and RAD Expo.

 

booth design tower with LED tiled screen

ABOVE EXAMPLE: 8' HIGH BACKWALL STORAGE UNIT TRANSFORMS INTO 20' TALL CENTER TOWER WITH TILED VIDEO WALL FOR PRESENTATION

 

Cybersecurity and Home

 

ISC West

March 18-20, 2020 | Las Vegas, NV

International Security Conference West was ranked #58 last year with 20,612 attendees. This conference is the epitome of the security industry, bringing together 30,000 security professionals. In terms of home security, there are innovative solutions for access control, alarms and monitoring, communications systems, smart home technology, outdoor perimeter protection, video surveillance, and much more. Beyond home security, this trade show includes drone & robotic innovations and public safety.

 

 

International Roofing Expo

February 4-6, 2020 | Dallas, TX

Bringing in 10,076 attendees and ranked #125 last year, the International Roofing Expo is 152,000 square feet showcase of over 450 companies representing the roofing construction and maintenance industry. Attendees will include residential and commercial contractors, remodelers, architects, distributors, estimators, engineers, builders, and more.

 

 

FOOD AS GIVEAWAY.png

ABOVE: FOOD IS A MEMORABLE GIVEAWAY THAT ALSO GETS MOST TALKED ABOUT

 

 

International Pool | Spa | Patio Expo

November 5-7, 2019 | New Orleans

The International Pool | Spa | Patio Expo was ranked #129 attracting 10,082 professionals. It has everything you could need for pool, spa, and outdoor living. Attendees include residential and commercial builders, spa dealers, retailers for outdoor living, buying agents, and many more.

 

If you’re interested in more trade shows in the Home & More category, check out the National Apartment Association and Hearth, Patio & Barbecue Expo.

 

Trade shows are an opportunity to bring together industry professionals in an interactive, personable, and experiential setting to learn about new innovations, attend educational sessions, and expand your professional network. If you want to learn about more trade shows to keep your eye out for in 2019-2020, check out 2018 Top 250 US Trade Shows.

 

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MANAGEMENT LOGISTICS AND NETWORKING TECHNOLOGY FOR EVENT MANAGERS TO STAY WITHIN BUDGET

 

InviteManager simplifies event booking and management

This app aims to put all your company's client entertainment or employee rewards events (such as a sports outing or VIP concert) into one system.

"From tickets to happy hours, dinners to sponsored events, everything you need to create incredible events for your clients is all in one place", says Tony Knopp, company's CEO. This mobile app, grants trade show managers to manage every aspect of their event from their smartphone or tablet — inviting guests, viewing requests for event tickets, and checking guests in to an event. Users can build custom invitations and landing pages for events, and gather details such as apparel sizes or dining preferences.

 

Negotiation Tracker by etouches makes the bidding process simple. It powers your negotiations and takes the complexity out of gathering all the details from multiple venues. You get a complete timeline of each rebid, not just a snapshot of the first and final offers. The various parties of your planning team are able to see at a glance how each hotel stacks up against others to negotiate better deals and get meetings booked.

 

 

LOOPD measures your event ROI and provides organizers and other stakeholders — exhibitors, sponsors, and even attendees — a comprehensive view of the value generated by their events. This could mean tracking registration numbers prior to the event, measuring traffic during, or pulling data from surveys.

 

TSheets is a free time-tracking tool that helps marketers properly budget time and increase productivity. It even has built-in mobile and GPS capabilities for tracking time when you’re tending to your exhibit. Skyline can also help you plan your trade show timeline with this spreadsheet.

 

 

MANAGEMENT LOGISTICS AND NETWORKING TECHNOLOGY FOR EVENT MANAGERS TO STAY WITHIN BUDGET

 

PRE-EVENT MARKETING

1. Commit to doing X posts per day/week on each of your social platforms


2. Amplify your updates via promoted posts, tweets, and updates to reach new, lookalike audiences.


3. Send a LinkedIn InMail to prospects you’d love to see at the conference and expo, to alert them to your attendance.


4. Upload any and all email lists to AdWords, Facebook, and LinkedIn, and create Custom Audience campaigns to serve display ads to just these people.


5. Participate in any discussion groups on LinkedIn that are relevant to your event.


6. Start following the show hashtag several weeks in advance to stay up to date on what’s trending.

 

MARKETING AT THE SHOW

 

1. Use Facebook live to capture and webcast the most exciting moments as they occur.


2. Use photos of attendees in your social updates. ID the people (with their permission) to encourage social sharing and interaction.


3. Utilize HootSuite or another social scheduler to post on your behalf when you are busy at the show.


4. Use the Twitter @ sign to engage directly with your sponsored speakers or other known social brand champions in attendance.


5. Engage in social listening to see what topics and events attendees are interested in.

 

6. Respond to other attendee questions, rather than just inviting people to come to your booth.

 

POST-SHOW FOLLOW-UP

 

1. Go through any leads you gathered, and connect with those people on LinkedIn, follow them on Twitter, or like their business page on Facebook.


2. Follow up with your leads and connections via email.


3. Post an event summary on your blog, with photos of the show highlights.


4. Create and share a Twitter Moment of the event highlights.

 

5. Most importantly, nurture your social leads and build your network year-round, rather than being a fair-weather user.

 

6. Effective social media usage means being an active and engaged part of your social community!

 

7. Social media for commerce - Instagram announced that they are rolling out  in-app payments, meaning that you can buy from the photo directly, without having to leave Instagram to visit a website - a boon for mall business owners

 

 

social media for promoting trade shows

GET YOUR DOSE OF SOCIAL MEDIA MARKETING FOR TRADE SHOWS

WE EXPLORE CASE STUDIES AND VIDEO EXAMPLES, AND FURNISH YOU WITH RESOURCES THAT WILL HELP YOU ACHIEVE INDUSTRY RECOGNITION, AS YOU ARE ENGAGED IN SOCIAL MEDIA PROMOTIONS THAT SHINES YOUR BRAND IN THE BEST OF LIGHT

 

———————

 

 

collaboration economy.jpg

 

 David Barrett, founder and CEO of Expensify, says the strength of marketplaces comes down to an open API framework that infiltrates a company’s entire culture.

“The idea that individual software must be all-encompassing is a thing of the past; we live in an era where add-ons should be embraced instead of being seen as a threat.” 

 

IN THE AGE OF 'ADD-ONS'

"many new companies entering the market can minimize marketing and sales costs by cleverly attaching to the marketing machines of more established vendors, as well as inexpensively gain access to an existing customer base."

https://cdn2.hubspot.net/hubfs/85462/2018/2018_TIPS/2018_FEBRUARY/FRESH%20EYES%20ON%20EXHIBITING/fresh%20look%20at%20exhibiting%20vertical.png

 

IF YOU ARE SUFFERING FROM THE LIFELESSNESS OF SAMENESS, TAKE A BREAK FROM EXHIBITING

AND EXPLORE SOME FRESH IDEAS

 

 

AUGMENTED REALITY

CLICK THE INFOGRAPHIC FOR AN EXPANDED VIEW