Today's subject broaches the proactive idea of target-marketing trade show attendees before they get to the show.
Some exhibitors believe the old adage the biggest booth, the wackiest events and the most promotional giveaways will draw the largest crowds of buyers. Well, they might draw crowds, but they won't necessarily be qualified buyers. Well, they might pull a large number of people but they might not necessarily attract the right customers to your booth.
To make sure you draw the "right" people to your booth, you should begin promotion well before the show opens. Studies suggest the most effective tradeshow promotions are two-part promotions -- one part before the show and one part at the show. This will help narrow your focus and attract the "right" customer. The list can be created from the pre-registration list, your existing client or customer list. Definitely target those people.
As an example, once you've chosen the target audience, send a mailing that will draw them to your booth. Remember, though, the product needs to tie in with the theme of the mailing, which should be consistent with the theme of your at-show promotion.
The objective of any pre-show mailing should be to get the prospects into your booth for a qualifying dialogue. Just getting them there, without getting the opportunity to talk to them, doesn't accomplish your goal.
Another idea offered by our author would be to send out an egg timer to a select group of show attendees along with a card asking for a few minutes of their time at the show. You could scribe that should they offer you some of their time while at the show, you'll present them with a elegant timepiece (clock or watch) after they meet with you. Again, it's important to make sure that the idea of time and the related products fit the consistent marketing message your company is imparting.
A Smash Hit Displays offer many tips on a weekly basis to arm our customers with as much trade show knowledge as possible. We also offer a wide array of trade show products to enhance your booth space: table top displays, tradeshow banner stands, 10 pop up display, trade show signage, trade show booth truss, entasi exhibits, and custom logo carpets.
Thursday, May 31, 2007
Wednesday, May 30, 2007
How to Work a Trade Show
Based on our author, Jane Applegate's experience, she's offered some very important tips on how to work a trade show from both the attendee and attender's points of view. Below, is a partial list of her survival tips to make your next trade show trip successful:
For Exhibitors:
- Do your research to select the best show for business development. Talk to colleagues who have attended the same show before you make final plans.
- Read all promotional brochures as soon as they arrive. Take advantage of early-bird discounts on booth space, travel and hotel accommodations.
- Read your exhibitor's kit carefully. There are many confusing forms to fill out. You'll usually have to deal with two or more companies; one producing the conference and another responsible for renting equipment, phone lines and electrical power.
- If you can't afford to buy a custom display, be creative and make one. Our author created a SBTV "studio" on an expo floor by renting stools and bringing along her own backdrop, lights, cameras and glossy "Tell Your Story" posters. Most booths come with one draped table, a few chairs and a trash can.
- Make sure you have a realistic budget. Consider travel expenses: ground transportation, accommodations (ask employees to share rooms if possible), meals, snacks, giveaways and the cost of being out of the office for a few days.
For attendees:
- No matter how tired you are, attend a few seminars and all the group meals. Target industry leaders and contacts you want to meet. Spend some time each day circulating and schmoozing.
- Speak to as many people as you can while waiting in buffet or bathroom lines. You never know who will turn out to be a great contact.
- If a reporter or producer approaches you, give them a good quote for their story.
- Bring three times as many business cards as you think you will need.
- Wear comfortable clothes and a jacket with pockets. I keep my cards in one pocket to hand out. I store cards given to me in the other pocket.
- If you don't have a stylish, comfortable outfit to make a good impression, go shopping before the show.
Remember to follow these tips along with the other remaining tips found in the attached article to ensure your next trade show experience a success. A Smash Hit Displays try to make all our customers experiences successful. Some of the hardware we offer to ensure such success include: fabric popup booths, backlit graphic displays, custom carpet, trade show lighting, table top banner stands, and tradeshow pop up booth.
For Exhibitors:
- Do your research to select the best show for business development. Talk to colleagues who have attended the same show before you make final plans.
- Read all promotional brochures as soon as they arrive. Take advantage of early-bird discounts on booth space, travel and hotel accommodations.
- Read your exhibitor's kit carefully. There are many confusing forms to fill out. You'll usually have to deal with two or more companies; one producing the conference and another responsible for renting equipment, phone lines and electrical power.
- If you can't afford to buy a custom display, be creative and make one. Our author created a SBTV "studio" on an expo floor by renting stools and bringing along her own backdrop, lights, cameras and glossy "Tell Your Story" posters. Most booths come with one draped table, a few chairs and a trash can.
- Make sure you have a realistic budget. Consider travel expenses: ground transportation, accommodations (ask employees to share rooms if possible), meals, snacks, giveaways and the cost of being out of the office for a few days.
For attendees:
- No matter how tired you are, attend a few seminars and all the group meals. Target industry leaders and contacts you want to meet. Spend some time each day circulating and schmoozing.
- Speak to as many people as you can while waiting in buffet or bathroom lines. You never know who will turn out to be a great contact.
- If a reporter or producer approaches you, give them a good quote for their story.
- Bring three times as many business cards as you think you will need.
- Wear comfortable clothes and a jacket with pockets. I keep my cards in one pocket to hand out. I store cards given to me in the other pocket.
- If you don't have a stylish, comfortable outfit to make a good impression, go shopping before the show.
Remember to follow these tips along with the other remaining tips found in the attached article to ensure your next trade show experience a success. A Smash Hit Displays try to make all our customers experiences successful. Some of the hardware we offer to ensure such success include: fabric popup booths, backlit graphic displays, custom carpet, trade show lighting, table top banner stands, and tradeshow pop up booth.
Tuesday, May 29, 2007
Marketing Your Trade Shows the 4 C's Way
Traditional marketing is changing for many reasons. Customers are more sophisticated and price sensitive than in years past and expect products or services to be delivered faster than ever. And they have no qualms about switching to competitors.
At the same time, typical marketing tools are less effective than in years past. Products are not much different from each other, but pricing is quickly matched by competitors, advertising has become more expensive and less effective, and sales force costs are rising.
Compound those issues by consumers being constantly interrupted by thousands of marketing messages, making it easy for one message to get lost in the overwhelming clutter of communications.
So the question becomes, "How do you create, win, and dominate markets today and what does this mean in trade show terms?"
It means that you need to focus on the services both exhibitors and attendees perceive as valuable ... and deliver them with perpetually fresh appeal.
Our aurthor came up with marketing your wares through the 4 C's:
Customer Value
Customers are getting more and more value conscious. You must fulfill their expectations by constantly "thinking exhibitor" and "thinking attendee." You need to live and breathe for your customers -- they make your job possible.
Change
Is your show successful the way it is? Do you think you have the perfect formula that works? If you say yes, you might be heading for decline. Your team needs to fall in love with change. If you don't grow and change, you'll become stale, your competition will outdo you, and then your show will be history. Change, however, has to be in line with the essence of your show -- it needs to be relevant.
Convenience
How easy is it to do business with you? Are your systems user-friendly? Consider every piece from the exhibitor manuals to the registration desks at the show. What can be done to make participating in your shows a hassle-free experience? Consult your vendors, staff, exhibitor advisory committee, outside consultants, and even children for ideas and suggestions. Then try them out yourself. Ask yourself how favorite companies might solve your particular challenge.
Communication
Today's customers take functional features and benefits, product quality, and a positive brand image as a given. They want products, communications, and marketing campaigns that dazzle their senses, touch their hearts, and stimulate their minds. The degree to which a company is able to deliver a desirable customer experience -- and to use information technology, brands, and integrated communications and entertainment to do so -- will largely determine its success in the global marketplace of the new millennium."
The four 4Cs form the essence of a powerful marketing campaign that will elevate your show and organization to a higher level. Combine those important elements with a trade show exhibit display and you have a winning combination. That combination will include the following items: truss trade show exhibit, xpressions displays, backlit trade show displays, custom exhibit display, a custom carpet, or trade show furniture.
At the same time, typical marketing tools are less effective than in years past. Products are not much different from each other, but pricing is quickly matched by competitors, advertising has become more expensive and less effective, and sales force costs are rising.
Compound those issues by consumers being constantly interrupted by thousands of marketing messages, making it easy for one message to get lost in the overwhelming clutter of communications.
So the question becomes, "How do you create, win, and dominate markets today and what does this mean in trade show terms?"
It means that you need to focus on the services both exhibitors and attendees perceive as valuable ... and deliver them with perpetually fresh appeal.
Our aurthor came up with marketing your wares through the 4 C's:
Customer Value
Customers are getting more and more value conscious. You must fulfill their expectations by constantly "thinking exhibitor" and "thinking attendee." You need to live and breathe for your customers -- they make your job possible.
Change
Is your show successful the way it is? Do you think you have the perfect formula that works? If you say yes, you might be heading for decline. Your team needs to fall in love with change. If you don't grow and change, you'll become stale, your competition will outdo you, and then your show will be history. Change, however, has to be in line with the essence of your show -- it needs to be relevant.
Convenience
How easy is it to do business with you? Are your systems user-friendly? Consider every piece from the exhibitor manuals to the registration desks at the show. What can be done to make participating in your shows a hassle-free experience? Consult your vendors, staff, exhibitor advisory committee, outside consultants, and even children for ideas and suggestions. Then try them out yourself. Ask yourself how favorite companies might solve your particular challenge.
Communication
Today's customers take functional features and benefits, product quality, and a positive brand image as a given. They want products, communications, and marketing campaigns that dazzle their senses, touch their hearts, and stimulate their minds. The degree to which a company is able to deliver a desirable customer experience -- and to use information technology, brands, and integrated communications and entertainment to do so -- will largely determine its success in the global marketplace of the new millennium."
The four 4Cs form the essence of a powerful marketing campaign that will elevate your show and organization to a higher level. Combine those important elements with a trade show exhibit display and you have a winning combination. That combination will include the following items: truss trade show exhibit, xpressions displays, backlit trade show displays, custom exhibit display, a custom carpet, or trade show furniture.
Thursday, May 24, 2007
Get them before they get there
It seems as though this past week has been a how-to when it comes to trade show display pre-show promotion. This article is also in that same vein as it explains how to reach your potential customers before they get to the show.
It's not so much about the quantity of numbers that come through your booth as opposed to quality of attendees that grace your area. I want the right people in my booth." And, so should you. To make sure that you draw the right quality of people to your booth, you need to start promoting long before the event doors opens.
Work from the pre-registration list, your existing client or customer list. You want to target those people. Once you've chosen the target audience to reach before the show, send a targeted mailing that will entice them to your booth. Keep in mind the product needs to tie in with the theme of the mailing, which should be consistent with the theme of your at-show promotion. Consistency and enticement are the keys to the pre-promotion.
Some Pre-show promotions are listed below. For a full list from our contributing author please read the attached article:
* promise a gift then offer another upon entrance to your booth. A bait and bait if you will.
* send a pocket planner (4-6 weeks before the show) that can be used to schedule appointments at the show. As a kicker, fill in one of the time slots for a visit to your booth. For if they can't make the appointment, they'll usually call to schedule another.
* offer to handle their pre-registration. It's a nice service to offer as it saves them the hassle of filling out forms and making phone calls. You can arrange for all the badges and materials to be sent to your company, and then send them out to your customers and prospects with an invitation to visit your booth while at the show.
A Smash Hit Displays explain to our customers the importance of making a demonstrative impression during and after the show, but rarely talk about the pre-show promotion. Obviously, that's where you can ascertain a huge head start over your competition for most don't concentrate on that area. Be smart and make the time to present a unified marketing message before, during and after the show with smart design in your booth space and you will reap what you sow. We offer many convention displays assisting with your marketing message and branding to new customers. Those include but are by no means limited to: trade show booth panels, truss designs, custom fabric tension exhibit, and digital printed carpets.
It's not so much about the quantity of numbers that come through your booth as opposed to quality of attendees that grace your area. I want the right people in my booth." And, so should you. To make sure that you draw the right quality of people to your booth, you need to start promoting long before the event doors opens.
Work from the pre-registration list, your existing client or customer list. You want to target those people. Once you've chosen the target audience to reach before the show, send a targeted mailing that will entice them to your booth. Keep in mind the product needs to tie in with the theme of the mailing, which should be consistent with the theme of your at-show promotion. Consistency and enticement are the keys to the pre-promotion.
Some Pre-show promotions are listed below. For a full list from our contributing author please read the attached article:
* promise a gift then offer another upon entrance to your booth. A bait and bait if you will.
* send a pocket planner (4-6 weeks before the show) that can be used to schedule appointments at the show. As a kicker, fill in one of the time slots for a visit to your booth. For if they can't make the appointment, they'll usually call to schedule another.
* offer to handle their pre-registration. It's a nice service to offer as it saves them the hassle of filling out forms and making phone calls. You can arrange for all the badges and materials to be sent to your company, and then send them out to your customers and prospects with an invitation to visit your booth while at the show.
A Smash Hit Displays explain to our customers the importance of making a demonstrative impression during and after the show, but rarely talk about the pre-show promotion. Obviously, that's where you can ascertain a huge head start over your competition for most don't concentrate on that area. Be smart and make the time to present a unified marketing message before, during and after the show with smart design in your booth space and you will reap what you sow. We offer many convention displays assisting with your marketing message and branding to new customers. Those include but are by no means limited to: trade show booth panels, truss designs, custom fabric tension exhibit, and digital printed carpets.
Wednesday, May 23, 2007
How to work a Trade Show
Our author gives some valuable information for those exhibiting and those just attending. Take a gander.
For those Exhibiting:
* Do your research to select the best show for business development. Talk to colleagues who have attended the same show before you make final plans.
* Read the promotional brochures as soon as they arrive. Take advantage of early-bird discounts on booth space, travel and hotel accommodations.
* When you receive the exhibitor's kit, read it carefully. There are many confusing forms to fill out. You'll usually have to deal with two or more companies; one producing the conference and another responsible for renting equipment, phone lines and electrical power. In many cities, you will be hiring union workers to carry your displays and materials in and out of the convention center.
*If you can't afford to buy a custom display, be creative and make one. We create a SBTV "studio" on the expo floor by renting stools and bringing along our own backdrop, lights, cameras and glossy "Tell Your Story" posters. Most booths come with one draped table, a few chairs and a trash can.
* Create a realistic budget. Consider travel expenses: ground transportation, accommodations (ask employees to share rooms if possible), meals, snacks, giveaways and the cost of being out of the office for a few days.
* Set up a schedule that lets you work in the booth part of the day. You also need time to walk the floor to make contacts.
* Bring a clever giveaway. The hit of the Chicago show was an elegant, battery-powered pen given to guests at a cocktail party sponsored by ING Aetna Financial Services.
* Bring a supply of chocolate or mints to serve as magnets to passersby.
* Bring your friendliest employees. You want high-energy, happy people in your booth. They must be well-groomed, attentive and not chewing gum, sitting or talking to each other.
For those attending:
* No matter how tired you are, attend a few seminars and all the group meals. Target industry leaders and contacts you want to meet. Spend some time each day circulating and schmoozing.
* Speak to as many people as you can while waiting in buffet or bathroom lines. You never know who will turn out to be a great contact.
* If a reporter or producer approaches you, give them a good quote for their story.
* Rather than carrying around heavy brochures, collect the cards of serious prospects. Say, "So many people were interested in my products, I've already given all my brochures away. But, I'd love to send you one as soon as I get back to the office."
* Distribute postcards. Unlike a heavy brochure, postcards are light and easy to carry. They are also very inexpensive to print. For about $500, you can get 5,000 postcards made by 1-800-POSTCARDS.
* Bring three times as many business cards as you think you will need.
* Wear comfortable clothes and a jacket with pockets. I keep my cards in one pocket to hand out. I store cards given to me in the other pocket.
* If you don't have a stylish, comfortable outfit to make a good impression, go shopping before the show.
* If money is tight, contact the organizers and volunteer to help in exchange for free admission.
To learn more about each bullet point please read the referenced article. For these are all worth taking note and commiting to memory for that all important next show. You can never have too much preparation when it comes to the future of your business.
A Smash Hit Displays offer a variety of portable pop up display, portable banner stands, portable folding booth, custom fabric tension exhibits, custom backlit exhibits, portable carpet, and tradeshow tables to assist our customers with their booth space needs. But, its our expertise that we try and impart on those same customers to allow them some insight into the trade show arena. For, "you can give a man a fish and he'll eat for the day, but if you teach a man to fish he'll eat for a lifetime."
For those Exhibiting:
* Do your research to select the best show for business development. Talk to colleagues who have attended the same show before you make final plans.
* Read the promotional brochures as soon as they arrive. Take advantage of early-bird discounts on booth space, travel and hotel accommodations.
* When you receive the exhibitor's kit, read it carefully. There are many confusing forms to fill out. You'll usually have to deal with two or more companies; one producing the conference and another responsible for renting equipment, phone lines and electrical power. In many cities, you will be hiring union workers to carry your displays and materials in and out of the convention center.
*If you can't afford to buy a custom display, be creative and make one. We create a SBTV "studio" on the expo floor by renting stools and bringing along our own backdrop, lights, cameras and glossy "Tell Your Story" posters. Most booths come with one draped table, a few chairs and a trash can.
* Create a realistic budget. Consider travel expenses: ground transportation, accommodations (ask employees to share rooms if possible), meals, snacks, giveaways and the cost of being out of the office for a few days.
* Set up a schedule that lets you work in the booth part of the day. You also need time to walk the floor to make contacts.
* Bring a clever giveaway. The hit of the Chicago show was an elegant, battery-powered pen given to guests at a cocktail party sponsored by ING Aetna Financial Services.
* Bring a supply of chocolate or mints to serve as magnets to passersby.
* Bring your friendliest employees. You want high-energy, happy people in your booth. They must be well-groomed, attentive and not chewing gum, sitting or talking to each other.
For those attending:
* No matter how tired you are, attend a few seminars and all the group meals. Target industry leaders and contacts you want to meet. Spend some time each day circulating and schmoozing.
* Speak to as many people as you can while waiting in buffet or bathroom lines. You never know who will turn out to be a great contact.
* If a reporter or producer approaches you, give them a good quote for their story.
* Rather than carrying around heavy brochures, collect the cards of serious prospects. Say, "So many people were interested in my products, I've already given all my brochures away. But, I'd love to send you one as soon as I get back to the office."
* Distribute postcards. Unlike a heavy brochure, postcards are light and easy to carry. They are also very inexpensive to print. For about $500, you can get 5,000 postcards made by 1-800-POSTCARDS.
* Bring three times as many business cards as you think you will need.
* Wear comfortable clothes and a jacket with pockets. I keep my cards in one pocket to hand out. I store cards given to me in the other pocket.
* If you don't have a stylish, comfortable outfit to make a good impression, go shopping before the show.
* If money is tight, contact the organizers and volunteer to help in exchange for free admission.
To learn more about each bullet point please read the referenced article. For these are all worth taking note and commiting to memory for that all important next show. You can never have too much preparation when it comes to the future of your business.
A Smash Hit Displays offer a variety of portable pop up display, portable banner stands, portable folding booth, custom fabric tension exhibits, custom backlit exhibits, portable carpet, and tradeshow tables to assist our customers with their booth space needs. But, its our expertise that we try and impart on those same customers to allow them some insight into the trade show arena. For, "you can give a man a fish and he'll eat for the day, but if you teach a man to fish he'll eat for a lifetime."
Tuesday, May 22, 2007
What message are you sending at your booth?
You have only four seconds to attract someone to your booth. In the past, this information was applied to the booth set-up, its graphics, its design and layout. But reason dictates there is most definitely more to it.
All of us make snap judgments. Our minds process information much in the same way computers do, processing it based on experience, and spewing out responses before we even realize it. The most common example would involve meeting new people and immediately deciding you like a person. Or, conversely, you decide that you dislike someone. Why? Because our judgments are based on perception. And lots of different things contribute to those perceptions.
In a trade show booth, you have roughly four seconds to grab that potential customer's
attention. And if you are perceived in a negative fashion, then both you and your company have lost that battle. For during those four seconds, your booth message has been understood and your staff's attitude have been evaluated. How do you appear? Are you making the most positive statement possible?
The results are quite interesting. Our author tells us the latest research into how people are viewed breaks down as follows:
* 55 percent is based on how you look
* 38 percent on the tone of your voice
* only 7 percent by what you say.
In other words, appearance alone can turn someone off so completely that changing their attitude becomes an uphill battle. If your tone of voice is pedantic, holier-than-thou or superior, your words will never get through. Since the smallest part of the perception is your choice of words, if the rest of your message is inconsistent with what you say, you will not be believed.
For those of you fortunate enough to purchase A Smash Hit Display you will find they speak volumes to your customer and are easily understood. We strive to capture that 4 second attention span time with smart graphics that echo our customer's brands and present them in a manner that eliminates the competitive landscape at every show. Further, we offer coaching to those who want to educate themselves before their shows as to proper etiquette, apparel, preparation and follow-up. We want your trade show experience to be as profitable as possible. In order to achieve that goal there must be attention paid to the peripheral materials. Our peripherals include: portable folding booth, banners stands, tradeshow popup exhibit, and custom logo rugs.
All of us make snap judgments. Our minds process information much in the same way computers do, processing it based on experience, and spewing out responses before we even realize it. The most common example would involve meeting new people and immediately deciding you like a person. Or, conversely, you decide that you dislike someone. Why? Because our judgments are based on perception. And lots of different things contribute to those perceptions.
In a trade show booth, you have roughly four seconds to grab that potential customer's
attention. And if you are perceived in a negative fashion, then both you and your company have lost that battle. For during those four seconds, your booth message has been understood and your staff's attitude have been evaluated. How do you appear? Are you making the most positive statement possible?
The results are quite interesting. Our author tells us the latest research into how people are viewed breaks down as follows:
* 55 percent is based on how you look
* 38 percent on the tone of your voice
* only 7 percent by what you say.
In other words, appearance alone can turn someone off so completely that changing their attitude becomes an uphill battle. If your tone of voice is pedantic, holier-than-thou or superior, your words will never get through. Since the smallest part of the perception is your choice of words, if the rest of your message is inconsistent with what you say, you will not be believed.
For those of you fortunate enough to purchase A Smash Hit Display you will find they speak volumes to your customer and are easily understood. We strive to capture that 4 second attention span time with smart graphics that echo our customer's brands and present them in a manner that eliminates the competitive landscape at every show. Further, we offer coaching to those who want to educate themselves before their shows as to proper etiquette, apparel, preparation and follow-up. We want your trade show experience to be as profitable as possible. In order to achieve that goal there must be attention paid to the peripheral materials. Our peripherals include: portable folding booth, banners stands, tradeshow popup exhibit, and custom logo rugs.
Monday, May 21, 2007
Improve Trade Show Traffic with Promotional Products
After the pre-show preparation and booth decisions have been made there remains another element to a trade show booth that can further separate yourself from your competition and/or keep you top-of-mind with potential customers.
Promotional products can increase traffic to an exhibitor's trade show booth. A study was undertaken back in 1991 and the results were staggering. That study found using promotional products can give you an edge for the buyer's attention. The booth in question sent invitations to over 4,900 trade show registrants. These registrants were further broken down into smaller groups, each received zero to three gifts (before, at, and/or after the show).
The findings were interesting.
* Invitation response (booth traffic) was significantly higher for Groups A, B, and C (who all received an invitation to receive a gift at the show) than for Groups D and E (who did not).
* The response rate was highest for Group B (11.6%), whose members received a gift set (a coaster before the show and a matching coffee mug at the show). This is 61% higher than the runner up (Group C) and almost three times higher than Groups D and E.
* The gift set also increased the memorable factor of the invitation. Group B remembered receiving the invitation 37% to 304% more than the other groups. Groups A and C also remembered receiving the invitation significantly more often than Groups D and E.
* Group B also showed the most goodwill (positive feelings) toward the company.
The findings demonstrated the effectiveness and flexibility of using promotional products to increase customer awareness, goodwill, and traffic at trade show exhibits. To understand more about that particular study please read the attached article in its entirity.
A Smash Hit Displays hope all our customers take advantage of this article when thinking about that extra zing everyone wants to help separate their booth from their competitors. It doesn't take a huge financial investment in some promotional products to make that difference. Make sure the base elements are prepared and completed which include: trade show panel booths, orbital truss display, Expressions pop up, custom carpeting, and trade show counter.
Promotional products can increase traffic to an exhibitor's trade show booth. A study was undertaken back in 1991 and the results were staggering. That study found using promotional products can give you an edge for the buyer's attention. The booth in question sent invitations to over 4,900 trade show registrants. These registrants were further broken down into smaller groups, each received zero to three gifts (before, at, and/or after the show).
The findings were interesting.
* Invitation response (booth traffic) was significantly higher for Groups A, B, and C (who all received an invitation to receive a gift at the show) than for Groups D and E (who did not).
* The response rate was highest for Group B (11.6%), whose members received a gift set (a coaster before the show and a matching coffee mug at the show). This is 61% higher than the runner up (Group C) and almost three times higher than Groups D and E.
* The gift set also increased the memorable factor of the invitation. Group B remembered receiving the invitation 37% to 304% more than the other groups. Groups A and C also remembered receiving the invitation significantly more often than Groups D and E.
* Group B also showed the most goodwill (positive feelings) toward the company.
The findings demonstrated the effectiveness and flexibility of using promotional products to increase customer awareness, goodwill, and traffic at trade show exhibits. To understand more about that particular study please read the attached article in its entirity.
A Smash Hit Displays hope all our customers take advantage of this article when thinking about that extra zing everyone wants to help separate their booth from their competitors. It doesn't take a huge financial investment in some promotional products to make that difference. Make sure the base elements are prepared and completed which include: trade show panel booths, orbital truss display, Expressions pop up, custom carpeting, and trade show counter.
Friday, May 18, 2007
Turning Leads into Sales after the Trade Show
Our author paints a pretty accurate picture of some trade show exhibitors: Imagine planning a huge party and money is no object. You've hired the best caterer, florist, and musicians in town. The most elaborate invitations have been sent first class to all of your friends and colleagues. But, on the day of the party, after you've spent months planning it's preparation, you change your mind and cancel. You wouldn't do that, would you? Your actions for trade shows would suggest yes.
That's exactly the analogy most exhibitors create when they invest months of planning, as well as, financial investment in order to make a splash at their trade show. Then, they simply don't follow up with the prospects for whom their display was created. They've, in essence, wasted their time and money. They might as well have stayed home.
For those exhibitors who aren't aware the "follow-up" is the most crucial part of the trade show marketing equation. True trade show success is not measured by the number of catalogs, business cards, or promotional pieces handed out or collected but by the sales generated from leads made during and after each trade show.
A Smash Hit Displays understand the follow-up and agree with our author. Most exhibitors don't take the time to properly follow leads made at shows. And why, because it's time consuming. The approach and time invested in the show wears most people out and they simply want to move past that show and onto the next campaign. And that's where most make a vital mistake. Taking the time to understand that's actually the most crucial period of the show will make you and your company a more successful entity. Success is won through perseverance and persistence over time and not typically in the quick strike method. The following will help the exhibitor construct a better trade show mousetrap: stand up banners, trade show furniture, trade show floor mats, and burst exhibits.
That's exactly the analogy most exhibitors create when they invest months of planning, as well as, financial investment in order to make a splash at their trade show. Then, they simply don't follow up with the prospects for whom their display was created. They've, in essence, wasted their time and money. They might as well have stayed home.
For those exhibitors who aren't aware the "follow-up" is the most crucial part of the trade show marketing equation. True trade show success is not measured by the number of catalogs, business cards, or promotional pieces handed out or collected but by the sales generated from leads made during and after each trade show.
A Smash Hit Displays understand the follow-up and agree with our author. Most exhibitors don't take the time to properly follow leads made at shows. And why, because it's time consuming. The approach and time invested in the show wears most people out and they simply want to move past that show and onto the next campaign. And that's where most make a vital mistake. Taking the time to understand that's actually the most crucial period of the show will make you and your company a more successful entity. Success is won through perseverance and persistence over time and not typically in the quick strike method. The following will help the exhibitor construct a better trade show mousetrap: stand up banners, trade show furniture, trade show floor mats, and burst exhibits.
Thursday, May 17, 2007
Reaching Buyers at the trade show
One of the more important goals of any trade show exhibitor has become reaching attendees preferably before they hit the show foor. Why? Because attendees are greeted with a multitude of sights and sounds, banners, posters, video screens, music, sound effects, product demonstrations, models, magicians, clowns, mimes, robots and many other marketing ploys viing for their attention once they're on the premesis.
It's no wonder the average show attendee suffers sensory overload after only a few minutes. As a trade show exhibitor, your mission is to develop a booth space that will attract qualified buyers to your area before they become distracted by the promotional strategies of your competitors and market to them before the doors open, so they know you before they reach the floor.
Obviously, reaching that potential customer becomes very important. By running pre-show promotions you can effectively reach that market beforehand. But, if you don't have the financial where-with-all to run such promotion, there are still many effective marketing strategies you can utilize. One such tool is finding out where attendees will be staying during the show, and sending targeted flyers or imprinted products to their hotel rooms. You're assisting your company/brand by creating top-of-mind awareness.
Another tool to ponder, outfit your booth staffers with company logo shirts further serving as promotional mediums for your company. Dress them in golf shirts, denim shirts or oxford shirts embroidered with your corporate logo. This presents a professional and unified image to attendees, while also simplifying wardrobes. Attendees will be thankful to designate between booth staff and the crowd when they need to ask a question, or better yet place an order. The logoed shirts will also serve to promote your company when booth staffers are outside of the booth -- on a lunch break, etc. Further, bring extra shirts to present as gifts or prizes. You can also build in a follow-up opportunity by promising the client you'll send them a shirt after the show.
The old adage "the pen is mightier than the sword" is no more evident than in the following case. A pen can become a high-quality item. Keep a supply of high-end pens in your exhibit to offer clients when they need to complete an order. Our author states, "When they offer it back to you, respond with, 'I believe that's yours.' They'll say, 'No, you just gave it to me.' And you'll respond, 'Yes. That's right.' They will put it in their pocket with a smile and remember you every time they use it."
Reaching buyers at a trade show can be difficult but with the assistance of Smash Hit Displays you will be able to achieve that goal and in the process secure new customers. By reaching them before the show with promotion and creating a booth space that speaks to your customer you will achieve your ultimate goals. For more pre-show marketing ideas read the attached article and to separate yourself from the multitued, utilize the following areas: a portable folding exhibit, collapsible truss trade show display, fabric trade show display, lighted graphic booths and custom printed carpet.
It's no wonder the average show attendee suffers sensory overload after only a few minutes. As a trade show exhibitor, your mission is to develop a booth space that will attract qualified buyers to your area before they become distracted by the promotional strategies of your competitors and market to them before the doors open, so they know you before they reach the floor.
Obviously, reaching that potential customer becomes very important. By running pre-show promotions you can effectively reach that market beforehand. But, if you don't have the financial where-with-all to run such promotion, there are still many effective marketing strategies you can utilize. One such tool is finding out where attendees will be staying during the show, and sending targeted flyers or imprinted products to their hotel rooms. You're assisting your company/brand by creating top-of-mind awareness.
Another tool to ponder, outfit your booth staffers with company logo shirts further serving as promotional mediums for your company. Dress them in golf shirts, denim shirts or oxford shirts embroidered with your corporate logo. This presents a professional and unified image to attendees, while also simplifying wardrobes. Attendees will be thankful to designate between booth staff and the crowd when they need to ask a question, or better yet place an order. The logoed shirts will also serve to promote your company when booth staffers are outside of the booth -- on a lunch break, etc. Further, bring extra shirts to present as gifts or prizes. You can also build in a follow-up opportunity by promising the client you'll send them a shirt after the show.
The old adage "the pen is mightier than the sword" is no more evident than in the following case. A pen can become a high-quality item. Keep a supply of high-end pens in your exhibit to offer clients when they need to complete an order. Our author states, "When they offer it back to you, respond with, 'I believe that's yours.' They'll say, 'No, you just gave it to me.' And you'll respond, 'Yes. That's right.' They will put it in their pocket with a smile and remember you every time they use it."
Reaching buyers at a trade show can be difficult but with the assistance of Smash Hit Displays you will be able to achieve that goal and in the process secure new customers. By reaching them before the show with promotion and creating a booth space that speaks to your customer you will achieve your ultimate goals. For more pre-show marketing ideas read the attached article and to separate yourself from the multitued, utilize the following areas: a portable folding exhibit, collapsible truss trade show display, fabric trade show display, lighted graphic booths and custom printed carpet.
Wednesday, May 16, 2007
Branding your trade show booth
I don't believe a day goes by where we don't talk ot our customers about brands and branding. So when I ran across the attached article I felt it most relevant to our industry and its marketers.
Savvy marketers have long understood the importance of developing a consistent image for their product or service that will stay etched in the mind of the consumer/customer. Brand names such as Sony, Coca-Cola and Microsoft are as familiar to many consumers as the names of their own family members. Although the adage is that familiarity breeds contempt, in the case of brand marketing, familiarity breeds loyalty, and with loyalty comes purchasing preference. And, there's no better place to perfect the branding process, and build purchasing preference, than on the trade show floor where your brand can be seen and remembered by hundreds of buyers.
Even before attendees reach the show floor, marketers have a number of opportunities to make them aware of their brand -- brochures, catalogs, pre-show mailings, advertisements and previous sales calls. But, during the show you also have a chance to build awareness of your brand through a medium you may not have even considered --your trade show booth. According to the Center for Exhibition Industry Research, tradeshow exhibits have six times the impact on purchasing of any other medium.
So, armed with that knowledge it makes sense to create a display that best utilizes your company logo, its color, marketing messages and brand. Make sure your logos and other brand images always appear consistently -- use the same letter fonts, colors, shapes, etc. The booth backdrop, stands, drapes, custom carpets, rugs and other elements should complement your logo. If possible, try color coordinating all of these elements to match your logo color, as a subtle, yet effective, reminder of your brand. Whatever colors, graphics and copy you use, remember that the booth's purpose is to advertise what your company is selling.
A Smash Hit Displays understand customers should choose a specific booth design with complimentary accessories in order to brand an image. Creating or expanding that brand awareness begins and ends at their trade shows. So, customers should make the most of their time and budget by positioning their marketing message effectively. We will be happy to create a memorable and effective branding campaign for your next show through the perfect trade show environment. That environment will consist of: pop up display systems, tradeshow signage, truss designs, fabric trade show displays, and lighted graphic booths.
Savvy marketers have long understood the importance of developing a consistent image for their product or service that will stay etched in the mind of the consumer/customer. Brand names such as Sony, Coca-Cola and Microsoft are as familiar to many consumers as the names of their own family members. Although the adage is that familiarity breeds contempt, in the case of brand marketing, familiarity breeds loyalty, and with loyalty comes purchasing preference. And, there's no better place to perfect the branding process, and build purchasing preference, than on the trade show floor where your brand can be seen and remembered by hundreds of buyers.
Even before attendees reach the show floor, marketers have a number of opportunities to make them aware of their brand -- brochures, catalogs, pre-show mailings, advertisements and previous sales calls. But, during the show you also have a chance to build awareness of your brand through a medium you may not have even considered --your trade show booth. According to the Center for Exhibition Industry Research, tradeshow exhibits have six times the impact on purchasing of any other medium.
So, armed with that knowledge it makes sense to create a display that best utilizes your company logo, its color, marketing messages and brand. Make sure your logos and other brand images always appear consistently -- use the same letter fonts, colors, shapes, etc. The booth backdrop, stands, drapes, custom carpets, rugs and other elements should complement your logo. If possible, try color coordinating all of these elements to match your logo color, as a subtle, yet effective, reminder of your brand. Whatever colors, graphics and copy you use, remember that the booth's purpose is to advertise what your company is selling.
A Smash Hit Displays understand customers should choose a specific booth design with complimentary accessories in order to brand an image. Creating or expanding that brand awareness begins and ends at their trade shows. So, customers should make the most of their time and budget by positioning their marketing message effectively. We will be happy to create a memorable and effective branding campaign for your next show through the perfect trade show environment. That environment will consist of: pop up display systems, tradeshow signage, truss designs, fabric trade show displays, and lighted graphic booths.
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