Planning and Logistics

WHAT OUR CLIENTS ARE ASKING ABOUT EXHIBITING in the POST-COVID ERA

Published on May 17, 2021 11:17:47 AM

 

The hurdles and Opportunities-1

 

Here are some answers to questions that we have been asked by various customers in the past few months in all of the industries that we serve. People are trying to make sense of the role of face-to-face marketing and the risks of getting back into it. The biggest question of all has been WHEN?

 

Live Events Industry Intel:

Well, there is good news. Many events have been approved to run live by various governmental agencies/states. The World of Concrete and Waste Expo , two very large events have been rescheduled to June and are confirmed to be approved for live events. Hundreds of smaller vertical events are also approved. Orlando was open throughout and will continue to be open. Find YOUR Show’s new date HERE.

 

There has been a major shift in the dates of many events. Some show organizers have moved events out of harm’s way, and into the second half of 2021. In fact, the back half of this year, now has 2.5x the number of events as in a normal year. The second half of the year is stacked as show organizers gobble up every open date and change venue locations as needed. It will take expert planning to execute properly when things are this tight. Study your floorplan carefully for changes.

 

In addition, a large proportion of our customers, who would have ordered over the past 18 months, will likely place orders at the same time this spring/summer. From this super concentrated schedule, we are forecasting a wave of orders will likely stress our customer service, design, manufacturing, rental and delivery capabilities. We will overcome!

 

 

Created-in-our-image

Anchored in Anthropomorphism
What is that? In short, we tend to transfer our likes and dislikes to the objects that we create. Why should you care?

talk transformation

Positive 'Vanity Metrics' is a magical feeling. It is the 'high' that marketers often crave for.
But, if that does not help your #brand
in giving a lift, what are those LIKES and CLICKS good for.

 

Here are some other issues that you should be thinking about:

 

Face to Face 

First of all, many are asking about the role of Face-to-Face Marketing as part of the mix or budget. If you can sell your products from a simple web page and there is no need for any interaction with a human and you are doing well with it, then the value of Face-to-Face Marketing for you is low or questionable.

However, for those businesses with highly technical, customizable, or layered products or services that have an elevated level of complexity, you probably have a significant budget for Face-to-Face Marketing.

The pandemic really didn’t change this fork in the road except perhaps on the margins. Additionally, some subjective goals for Face-to-Face Marketing listed by CEIR surveys over the years have been;

Usefulness in collecting industry intel
Competitive research
Brand Building
Mergers & acquisition research
Bringing your national or global team together
Supply chain enhancement

All of which happen live on the show floor

 

 

Lower Event Attendance

Initial reports show that event attendance is down between 15-40% depending on the industry, understandably. However, lead quality reports from surveys of the most recent events, shows that while quantity is down, quality is up. That makes sense to me. Those who really need to buy are showing up. Events with a high percentage of International attendance should be the slowest to recover. You should take this into consideration to rebalance you’re spending to get max ROI. I am thinking that in the fourth quarter and beyond, after people see successful B to B events in the third quarter, the attendance could actually be up. We shall see.

 

 

H- what criteria to use in selecting the right show

WHAT CRITERIA TO USE IN SELECTING YOUR NEXT SHOW

 

 


More Space, for Free?

Be prepared to seize any opportunity offered for more exhibit space (for free). Many show organizers will gift extra space if they get any cancellations, to the most loyal customers for a particular event. If this call comes in, be ready to answer. They often will give you hours to answer. More space is always great. You can spread your existing exhibit assets out or add causal seating areas or include some rental items. Easily done. (Hint: You may want to mention that you would be open to additional space if you have an opportunity to speak with your show organizer or association. Stress the free part.)


Your Brand Update

Many organizations tell us that they want to take this opportunity to freshen up the Branding or messaging after the break. However, if you just freshened up your look and message in 2019 or 20, there is no harm in reusing what you have already invested in. If you feel dated, fix it.

Shortages

The global supply chain is a mess. There will be shortages of the weirdest things that you didn’t know you needed. For instance, we are trying to source monitors, and there are very few choices available. Delivery lead times may be extended. Plan a strategy of replacement items for anything you cannot get. Don’t wait to order anything that you know you need. Some poor exhibit manager or event planner will be left holding the bag for waiting too long. Don’t let it be you or your organization

 

 

how to take care of attendee well being

 

 

Prices

With the above-mentioned shortages, there will be some prices that are likely to rise, at least initially. As you may have seen with the recent housing boom, lumber costs are up over 300%. The best strategy to avoid these increases is to order before the future increases and plan for substitutes. Preserve every budget dollar you can, and maximize its investment value to your organization. We are working hard to build supplies of everything we think you will need and to limit any increases to the extent possible.

 

 

Logistics

Plan to leave extra time for shipping. We are seeing delays in some areas of days or even weeks. When in doubt, leave yourself some extra time. Upgraded shipping is the biggest event budget waster. Shipping costs have risen considerably. Planning again is essential.

 

 

People/Labor

Expect shortages of people needed to operate hotels, restaurants, exhibit hall labor, ride sharing services, AV companies, catering and the like. There were hundreds of thousands of people involved in the Live Events Industry. They have scattered. Will they be where you need them when you need them after reopening? It won’t be unusual to find some poor person trying to do the work of 10. It may take a year or more for that problem to smooth out. Patience will be needed. Our advice to you is to set this expectation with your entire team. We have tried foot tapping, and it doesn’t work.

 


Production Lead Time

The common threads that run through almost all of the above friction points is: Time & Scarcity. Your overall experience will benefit from moving on your checklist sooner rather than later. If you are redesigning or rebranding, you don’t want to be late. Hop to it.

 

 

The single key asset of your virtual trade show

 

Virtual Presence?

For those of you who have tried this, you already know the answer. If you track your lead count and sales performance for ROI calculations, you may want to make sure you are applying measurement metrics to this category. There is a whole group of people that we hear from carrying virtual pitchforks and torches. Let's be real. Like a Zoom happy hour, they had a moment in the sun.

 

Before you MOVE ON, memorize this formula FOR THE SUCCES OF YOUR VIRTUAL AND LIVE EVENTS

[engagement + TRUST]  X  TARGETED AUDIENCE

= BRAND ROI

 

This article was initially published on www.skyline.com

 

EXHIBIT DESIGNS ENABLING CUSTOMER JOURNEY

 

Topics: trade show technology, trade show planning and logistics, trade show attendees, customer journey, post-covd-19 exhibiting, post-pandemic trade show mindset, post-covid19 trade show booth design

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YOUR customers WILL increasingly expect YOU to respond swiftly to inquiries, "TO customize products and services seamlessly," and to FLOURISH THEM WITH information when they need it

 

TO TACKLE THIS, YOU NEED TO LAY DOWN THE PATH AS TO HOW YOUR CUSTOMER WILL
EXPERIENCE YOUR BRAND from first point of contact, through the points of engagement and into a long-term relationship.

 

HENCE,

THE EMERGENCE OF

DATA POINTS AND THE CULTIVATION OF

DATA SCIENCE

 

QUESTIONS TO ASK, AS YOU ANALYZE THE DATA POINTS

How are our marketing initiatives performing today? What can we do to improve them?


How do our marketing activities compare with our competitors’? Where are they spending their time and money? Are they using channels that you aren’t using?


What should you do next? Are our marketing resources properly allocated?

Are we devoting time and money to the right channels?

How should we prioritize our investments for next year?

 

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TECHNOLOGY DATA ANALYTICS TOOL FOR YOU TO MAP YOUR CUSTOMER JOURNEY

 @ChristinKardos, @convince

 

Native analytics

Twitter and Facebook native analytics. These gives critical demographic information about our audience.

 

Rival IQ

Rival IQ is a social analytical tool that gathers information about our audience ­– as well as other groups’ of audiences.

Sococo

This virtual office tool called Sococo imitates the informal collaboration in a physical office to a virtual office through a browser-based tool. Want those leads followed up, knock on your virtual door and chat via text. It incorporates texting, phone, and video conferencing.

 

Sigstr

Use Sigstr to spread campaigns through employee emails. It lets us add a custom message or link to the bottom of our employees’ email signatures. Individual employees only have to install it once. It will auto-populate on everyone’s outgoing emails. Exponentially, expand your reach. Differentate campaign by target audience, both internally and externally.

 

Vidyard

With the Chrome extension called, Viewed It you can do a screen capture that includes a bubble in the bottom corner showing your webcam feed. Show a a demo on your screen, and record a video of yourself talking during the demo. This has a wide range of usage, both on the show floor and then customize the content for later usage.

 

Loom

Loom is another Chrome extension for screen capture and for recording. Use voice over to create personalized impact on your presentation

 

Social Mention

SocialMention tracks when and if your brand is being mentioned and if those mentions have a positive or negative flair to it

 

 

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 TECHNOLOGY TRENDS DEC 2017.png

BUSINESS IMPACTING TECH TRENDS TO INCORPORATE IN YOUR CUSTOMER JOURNEY

 

Cognitive Technology and Digital Reality are fundamentally breaking down barriers and reshaping work and settin the stage for new products and business models.

 

 

 

Learn how corporate purchasing decisions are made

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