Tradeshow Tonic

6 Ways to Create an ASTOUNDING Exhibiting Experience

Published on Jun 19, 2018 2:35:27 PM

stunning exhibiting experience

 

When you exhibit at a trade show, you are not only competing with your competitors, you are competing against every single exhibitor.   So, how do you stand out?  THE SHORT ANSWER, BE STUNNING.....

 

Average brands use the same average tactics to attract attention –  lead retrieval units, booth models, interactive activities, etc.  But, if you are here and now, reading this, you want to shun average and be something more. You want to know smarter ways to approach trade shows that will make you stand out from everyone else, and leave a lasting impression on the mind of visitors.

 

#1

CONVERSE WITH ACTIONS — START WITH 'THOUGHT' QUESTIONS

Attendees often walk the trade show floor with wandering eyes and thoughts. Your goal is to engage prospective clients. (NOTE: If attendees are approached aggressively, they tend to be annoyed or feel defensive and leave.) If they’re ignored, that is even worse. You never know who is passing you by—that person could be a big decision-maker. To engage prospects, (always with a smile) ask a something similar to, “What are you hoping to get out of the show?”

 

QUESTIONS SPARK, MOMENTS OF THOUGHT THAT PRECIPITATES  INTO CONDENSATION OF CONVERSATION

 

USE YOUR DIGITAL SCREEN OR YOUR BOOTH BACK WALL GRAPHIC TO ASK A QUESTION. THeN, ENCOURAGE THEM TO ANSWER IT ON A WHITE BOARD OR ON A DIGITAL PALETTE LIKE AN IPAD, WITH A PRIZE TO FLOURISH THEM FOR THEIR EFFORTS

 

THIS IS HOW WE DID IT — THE DISSECTION OF OUR MARKETING CAMPAIGN — “Get What You Want!” From Skyline Exhibits At EXHIBITORLIVE! —

 

   We tell them that we know why they have come to the show. Because, we are the 'experts'.  

 

We know you come to EXHIBITORLIVE! because:

You have big marketing goals to achieve
You have high expectations for your exhibit
You have things to find at the show

 

   We tell them, why it matters to us. What is our INTENTION for this venue and why   it make sense for you (trade show attendees) to pay attention to us.   

 

Skyline’s goal at EXHIBITORLIVE! is to help you Get What You Want.

Visit us at our EXHIBITORLIVE! Booth #1245 and tell us about what matters most to you in these (above 3 ) three areas, and we’ll demonstrate how we can help you get what you want. Plus, we’ll give you training articles that show how to succeed, tailored to your needs.

 

   We use the technique, commonly called 'seduction of the spirit' and the 'pleasure of the senses'. Hence, we say.... 

 

Have Fun Expressing Yourself
We’ll have places for you to draw or write what you want all over our booth. Show your creative side or just dream in ink about your trade show dreams.

Grab a Treat
Plus, we’ll treat you to your choice of a several boxes of popular candy, and your choice of a can of refreshing Izze juice – just the pick-me-up you need on the busy trade show floor.

 

In the age of social commerce, no matter what we say about our company or products, it is ultimately the collective perspective of our audience that drives the health of the brand...   We embrace it with a high value hook, hashtag imperatives and the ease to     participate. Thus, we say... 

 

Share a picture of your sketch or writing via Twitter, Facebook, or Instagram, and you could win a free 10-foot curved WindScape Air-Powered display or $5,000 in creative services. Just include the hashtags #GetWhatYouWant and #EXHIBITORLIVE with your post. We’ll even take a photo for you to share.

 

 

trade show kiosks 

 

   We use bullet points (for skimming and catering to the mindset - 'what's in it for me')   to emphasize the benefits of visiting Skyline Booth Exhibit space  

• Win a Free 10-Foot Display or $5K in Creative Services, just by drawing or    writing on our booth about what you want.
•  Draw & Write On Our Booth What You Want!
•  Grab a Box of Candy and a Sparkling Izze Drink
•  See Our New Products That Make Your Life Easier

If you need a free show hall pass, you can get one by going to www.exhibitorlive.com/SkylineExhibits and then entering our Special Promotion Code: 4206.

 

 linear booth

 

#2.    

Plan FOR LOGISTICS, PLAN FOR EXPENSE, PLAN FOR INTERACTIONS

 

If you are a veteran trade show manager, you know that anything that can go wrong, will go wrong. When it comes to trade shows, Murphy's Law works all the time every time. Have a PLAN B, C, D. Seriously!!

Plan for every OMG... Now what?... m..o..m..e..n..t..s.

Visualize this:

"If ANYTHING goes wrong at a trade show

The problem will appear at the LAST moment In a

FAR-AWAY city With an UNYIELDING union environment,

On a weekend when your exhibit house is CLOSED

With a widget SPECIFIC ONLY to your booth When you

DON’T have a rent-a-car and Your credit card

is MAXED to the limit!"

 

Besides, before attending the show, go over key strategy and main points with your staff. Embrace the exhibitor service manual (ESM), that, includes everything from show dates/times, order forms, and critical deadlines to booth standards and important safety rules. Be thorough with the manual. You will save time, money and heartache.

 

IF YOU ARE INVESTING IN EXHIBITING, YOUR FIRST ORDER IS TO INFUSE CREATIVE ENTHUSIASM AMONG YOUR STAFFERS

Go over key strategy and main points with your booth staff. Be sure they each have a unique 30-second elevator speech prepared that highlights your product or brand in a creative energetic fashion.

The story goes, when President  John F. Kennedy was touring NASA headquarters in 1961 for the first time, he introduced himself to a janitor who was mopping the floor and asked him what he did at NASA.

The janitor replied, “I’m helping put a man on the moon!”

Get the point.

 

BE ENGAGING

"If you will be on the show floor this is critical. The show floor is not the place to check your emails (if you must, its best to step away from the booth). As much as you’re able, try to be on your feet interacting with guests in your booth. Resist the urge to let guests pass through your booth to collect their swag without connecting with them. Of course, there will be opportunities missed but limiting them as best as possible is the single easiest way to get a higher return on your trade show."

 

KEEP TRACK OF THE MONEY FLOW

When your boss says “Get me a trade show booth for that show and don’t spend more than X”, what does she mean? It is no secret that trade shows are expensive endeavors. Designing and building the booth is often only a small portion of the total cost of doing a show.

1. Securing a spot at the show is at the top of the list for expenses.

2. Shipping costs and drayage (getting your exhibit from your carrier to your booth and back) are costs that are very dependent on the weight of your booth.

3. Install and Dismantle costs should be considered if your booth is not a Do-It-Yourself solution.

4. Some markets demand that, your hanging sign is required to be assembled by the local union.

5. Other trade show expenses include electrical, internet access, lead capture and carpet rental not to mention hotel accommodations, flights and meals.

By considering all these costs when planning a show, you (and your boss) won’t be surprised when the bill comes.

 

 

EVENT

 

 

#3

MAKE THE FIRST IMPRESSION THE LAST ONE

 

  Average is a safe disease that we are all infected with.  

Average might be safe but it does not get the needed attention. Know this, we humans might like the security of average but we are not inspired by it.

Whether that means constructing unique signage and going beyond industry or branded color schemes, or hosting unique interactive activities or demos in your booth, don’t be afraid to be bold. DARE TO STAND FOR SOMETHING.

 kristen Stewart goes bare foot

Give your attendees something something to gasp at — you, standing for something gives your connected audience the opportunity to tweet about it, ponder on it and create meaningful conversation and sustainable stories about your brand.. Above all, something to aspire for.

 

FORGET THE USE OF YOUR PRODUCTS AS THE ONLY WAY TO KICK START CONVERSATIONS —

Build constructs that allows your show attendees interact with your brand in a human sort of way.

We all have aspirational goals. Find the bigger needs of your audience, and build a connection to your product or service and how it can help them satisfy those needs? Anchor your booth around those needs. Constructive engagement is bound to happen when you are not interrupting your booth visitors with an intrusive sales pitch or product demo.

 

disruptive booth designImage from ExhibitorLIVE

 

   Disruption is not a trend. It is the new logic in trade and commerce.      

"Disruptive technologies is taking over the world of commerce and it is even going far beyond business by touching every aspects of our daily lives. It would be shameful to assume nothing is happening around us." If you are touting a disruptive product, does it not make sense to weave that in the architecture of your booth. (Note the above exhibition build and the sense of 'dis-ease' that it creates.) For your next booth construction, keep in mind the importance of focusing on the individuality of your brand.

 

 

CONSIDER HIRING MAGICIANS AND JUGGLERS, —  if you are using your own sales staff to do the pitching for you.

While you or your staff may be the most knowledgeable about your products or services, you may or may not be the most charismatic presenters. Brand ambassadors or professional speakers have a knack for drawing and interacting with a crowd. However, we humans are designed to be intrigued by magic. Our curiosity is roused. We want to interact. Even, the most introverted ones.

Our evolutionary brain delights when "something challenges the laws of nature." This why we love Harry Potter. Because, it expands our mental limitations and makes us believe anything is possible.

 


TAP INTO THE STRENGTH OF SUB-CONSCIOUS STORIES— As you do it, make sure audience gets a chance to participate in a video or picture-worthy moment with the characters of the story.

"The unconscious processing abilities of the human brain are estimated at roughly 11 million pieces of information per second. Compare that to the estimate for conscious processing: about 40 pieces per second." No wonder, we always remember the starring stories of our childhood journey.

 

 

booth design wizard of jobs

GLASSDOOR — THE WIZARD OF JOBS — THIS THEMATIC DESIGN WAS A SUCCESSFUL TRADE SHOW MARKETING STRATEGY — 'NO PLACE LIKE HOME' — IN THIS CASE, the exhibitor 'glassdoor' brings home the point why the brand is a stable base for their targeted trade show attendees.

By visually representing the impact of participating in your story-experience, you create a moment that can be captured in a single photograph, and that is what you want — for, this will get shared in the social accounts and inspire individual and collective intelligence that stems from direct awareness and exposure of your brand.

 


CHECK OUT YOUR INDUSTRY JOURNALS TO PUBLISH YOUR TRADE SHOW BOOTH IMAGERY AND INTERACTIONS

While your trade show presence itself may not be particularly newsworthy, innovative booth events might be interesting enough to attract the attention of trade or local media.

 

custom islands

 

#4

POSH UP your product displays

If you are highlighting a product in your booth, make it noticeable. Use lighting and place it in a location at a different height from your marketing materials. Attendees are at the show to see what you’re offering, so get their attention. If you are featuring a particular product or item, make sure you bring more than one to the show. Anything can happen in transit or even on the show floor.

 

PRODUCT DEMO.jpg


YOUR PRODUCT NEED NOT BE WORLD's BEST, BIGGEST OR THE BRIGHTEST.

Yet, if you are exhibiting at trade shows, do yourself a favor and do justice to your product demonstration capabilities.

Design an experience and an trade show booth that is not defined by the limited capabilities of your products, but, by the imaginative approach of your product. Because, 90% of the products are a sorry imitation of their competing bretheren only... maybe, some feature works better.

Well, if only...  READ MORE

 

 

portable

 

 

#5

Make an action plan for SELLING

"Ninety percent of selling is conviction and 10 percent is persuasion."

Trade shows are great avenues to start your journey of 'CONVICTION'.

Conviction is certainty, certitude, assurance, confidence, sureness, no shadow of a doubt.


Do you know what you are selling? Sure, you know the name of the products and what they do.  But, do you really know what role your products play in your buyer's world.   Chances are, as you are reading this, you are right now seeking some clarity. So, before you seek to design your next modular exhibit, ponder this:

(Chris Brogan, New York Times Best Selling Author and Speaker, sums up quite nicely, on the following bullet points. Use this template as a crutch. Fill up the blanks.)

 

• I sell ___
• I solve THIS problem for my buyer ____
• My buyer knows they need this when ___
• I help a buyer’s concerns by explaining ___
• First steps to purchase are easy. First, a buyer ___
• The process continues after payment by ____
• I keep the buyer informed and served by ___
• After a sale, I follow up with the buyer and ___

 

"If any part of this feels tricky, if it takes a lot of words to solve, that’s probably an issue. If you haven’t made the first steps to purchase easy, that’s an issue. If you don’t resolve their reasons NOT to buy, there’s a potential moment.
Clarity. Clarity is the issue. Language that explains clearly how the product or service you sell makes the buyer’s world better."

 

     Know the obstacles that your client faces when buying your product or     services. Then, with conviction market your experiential exhibit design as the selling tool for your product.   

 

 

linear booth design

 

 

 

 

 

BE VIGILANT ABOUT CAPTURING EXTRA DATA WITH DIGITAL SCANNERS

Digital scanners are often used as well as tracking or customized apps for lead generation. To qualify your lead, capture additional data. Write any pertinent information and what you promised the client in your lead notes. Things like, “follow up immediately with phone call” or “requested product brochure and wants pricing” so that your sales reps know exactly what the customer was promised. Be sure to record any information that will assist you or your sales team in prompt and detailed follow up after the show.


COLLECT QUALITATIVE AND QUANTITATIVE DATA

The only thing worse than a poor performance at a show is not knowing how you did at all. It’s impossible to adjust to improve your show if you can’t identify the problems. “Was the show worth it?” questions become much easier to answer if you’ve captured leads and can answer confidently how much money you made from the connections the show facilitated.

Qualitative data is also important. Be prepared to observe traffic flow in your booth – which direction are people coming from? What parts of the booth do they pause at? For larger booths, do you notice any dead zones where a visitor cannot see any relevant information? These observations will aid you on how to design and adjust your booth layout for future shows.

 

Screen Shot 2018-06-18 at 9.13.20 AM

 

#6

LEVERAGE social media

Start with creating hashtag for your presence and give followers and attendees compelling reasons why they’d want to come visit your booth. Maybe you are offering a special giveaway, a new product announcement, or even the opportunity to be the first to have access to new data.

Make your posts personal, sprinkle with questions, true/false statements, fill in the blank, or agree or disagree options — just to name a few — above all engage with your followers one-on-one. Promo or teaser videos or even pictures of planning and set up are enticing to followers. Be sure to promote your hashtag during the show, or use the event’s hashtag if one is available.

Sign in and listen in for more ideas.

 

SOCIAL MEDIA MARKETING FOR PROMOTING TRADE SHOWS

 

 

 

HOW TO GET STARTED

Depending where you are in your business cycle, it makes sense to kick-off the 4th Quarter, with a grounded strategy that looks forward, across the entire next year.

 

Build out a spreadsheet itemizing your annual show schedule, trade show exhibit budgets, and goals (both overall goals and show-by-show).

In addition to establishing the essential sales and lead collection goals, challenge your team to develop a new set of social metrics to watch: Facebook Fans, Foursquare Check-Ins, Twitter Followers, Pinterest Repins.  Once identified, you’ll be best served to track them obsessively.

Pull out your trade show booth and evaluate its condition. Take the time to know exactly what you’re working with so that when the time comes to develop more detailed strategies, you can clearly envision design opportunities and limitations. 

Knowing your exhibit properties intimately lets you work from a position of know-how when developing the outreach plan – which will result in exciting, unique and compelling experiences to engage, educate and motivate your audiences.

 

Here is to the stunning 'YOU', all geared up for a purposefully stunning exhibiting experience!

 

Knowldegebase and images by @skylineexhibits, @skylinebayarea, @sarmisthataraf, worldwideweb

Topics: Return on Experience, Flexible Booth Design, Minimalist Trade show booth design, Silicon valley trade show booth design, Competitive Intelligence

Join 170,000+ exhibitors who has profited from our insights

 

 

 

 

YES, BRANDING IS ABOUT RICH VISUALS AND DEFINITIVE FONTS, BUT IT IS MORE ABOUT CREATING A BUSINESS INDIVIDUALITY.

IT IS THE 'X-FACTOR' ABOUT YOUR BRAND THAT YOUR PROSPECTS ARE
ATTRACTED TO.

YOUR JOB IS TO HIGHLIGHT THAT X-FACTOR, THAT CREATES A DIFFERENTIATOR FOR YOU IN THE
MARKET PLACE

 

what is your word


Encapsulate your business ethos, mission and vision to come up with a WORD, one that triggers aspiration.

It’s about the difference you offer your customer. Why are you better? How do you service them more effectively than anyone else?

 

AS, YOU SET YOUR CONVERSATION IN MOTION, BUILD IN THE WORD IN YOUR SCRIPT.

QUESTIONS COME IN MANY FORMS. TREK Beyond a traditional question, AS YOU PLAN YOUR BOOTH DESIGN

FOR EXAMPLE, CISCO OFTEN POSES THIS QUESTION ON THEIR FACEBOOK PAGE — "Could smarter workplaces increase employee productivity, collaboration and overall happiness? Explore North America's smartest building and tell us
what you think."

 

booth design for highlighting get what you want

 

TRADE SHOW TECHNOLOGY TO CAPTURE, qualify & CONVERSE

 

QuickTapSurvey

Create custom surveys to quickly capture attendee ideas and opinions while they’re at your booth. Note: No internet connection needed. Equipped with automated email feature to nurture leads after completion
of the survey.

 

Leadature

Offering Lead-capture solution designed for PCs, tablets, and smartphones – with or without an Internet connection – offers real-time data measurement and works with all badge types as long as the data is not encrypted.

 

Pixe Snap

If you have a photo booth, in your exhibit this app (iOS and Android friendly), and can brand each photo with your logo, event name and dates, hashtags, or other marketing messages. It also allows attendees to add text to their images before posting them on social media.

 

CDS Xpress Connect

This app lets you scan or type badge IDs to capture lead details and have prospects answer preliminary qualifier questions and rate your leads.

 

EXHIBIT_DESIGN

 

 

 

 

CamCard

For just $0.99, CamCard, take pictures of business cards and save the images to your smart phone. The app also enables you to edit the data and add custom fields and reference notes to capture all the information you need.

iPrizeWheel

There is fun in turning the wheel. However, when you have a smaller booth space iPrizeWheel app works like a charm and easily hooks up to a large screen to attract attention from a distance.

 

ShowGo Mobile

 ShowGo Mobile provides a convenient database to organize schedules, hotel arrangements, inventory, staffing, and more all in one central location hosted on a cloud server.

 

Crowd Compass Directory

Navigate your conference, convention or trade show, connect with other attendees, and find what interests you the most.

 


NewExhibitor

EVENT MANAGEMENT, IMAGE STORING AND PROCESSING TECHNOLOGY TOOLS

 

Super Planner

Business application for the professional event planner:, — calculators for venue capacity, staffing, catering, staging, projection and other  useful tips.


Eventbrite

Create, promote, and sell tickets to any event while helping people discover and share events that match their passions


Social Tables 

Bring events to life with accurate diagrams, 3D renderings, smart seating, meal management, and stronger communication.


Check In Easy

Simple and fast guest registration, check-in, and management at events from 2 to 20,000 people

 

Zkipster 

The easiest way to manage online invitations. Beautiful RSVPs and forms that connect right to your guest lists for seating and check-in.


Dropbox 

Access and upload any photo, doc, and video from any device anywhere and share them easily (Free)


Google Drive

Access and upload photos, videos, documents, and other event files from any device anywhere and share them easily


Podio

Collaborative work platform where you can build your own work apps based on your own processes and workflows and use them instantly.


Basecamp - project management app  Asana - is another great one! With both of these apps, you may access it free up to a certain nymber of tram members.


Evernote

Lets you take notes, capture photos, create to-do lists, and record voice reminders.

 

DocuSign

Quickly collect signed documents, like contracts, proposals, or NDAs, in just a few clicks with DocuSign

 

123ContactForm

Create a visitor survey at your booth or send a post-show attendee survey, Embed or share surveys in a blog, on social media, or within email campaigns.

 

PDF Expert 5 

Read and annotate PDF documents, highlight text, make notes, draw with your finger and save these changes.


MagicPlan

Measures your rooms and draws your floor plan by just taking pictures


Decibel Ultra

Measures ambient noise volume and helps you figure out how big the noise level is compared to a benchmark. Perfect for adjustment of your presentation monitor for trade shows

 

Photosynth 

Interactive panorama capture and sharing

Pandora

Jukebox that responds to your tastes and tailor each station to you.


Spotify

Music app to keep the mood up at your events

 

CoachMyVideo Mobile

Frame-capture and video analysis tool

CamCard Free

reads business cards and saves instantly to phone contacts (Free)

 

Audio Tools

Suite of professional-grade audio and acoustic analysis apps including SPL, RTA, FFT, Speaker Polarity Test, Generator, Audio Scope, CLF Viewer, and Recorder


HeyTell

Cross-platform voice messenger that allows you to instantly talk with friends and family (It’s like a walkie-talkie!)


Square Register

accepts credit card payments with your Square Reader

Flashlight – bright LED light


The Weather Channel

Get accurate local weather forecasts from The Weather Channel. Easily find all the weather information you need to plan your life with confidence.

 

Digital BOOTH STAFFING.jpg

LAVISH YOUR BOOTH IDEAS WITH COSTUME CHARACTERS

WEAVE YOUR BRAND STORY TO MAKE A COMPELLING CASE FOR THESE CHARACTERS IN YOUR JOURNEY TOWARDS STARTING CONVICTION SELLING

 

booth design for social media chatter

 

MIX, MATCH AND LIBERATE  YOUR LIVE EVENTS WITH SOCIAL MEDIA POSTS — BETTER YET — MAKE THEM FEEL THE PAIN — THEN, MAKE EFFORTS TO SHARE THE PAIN

For example, Charity Water invited their booth visitors to walk two 40lb jugs of water across a 50 yd platform.

The visitors felt the pain that the villagers experience in developing nations. Every day villagers walk for miles to fetch water from rivers, that are miles away from their home.

build your event for experience

Follow Me