TradeShowHelp.Org

I am new to marketing and have been given the task of finding out about Trade Shows and if it’s a viable solution for our small company.  I questioned a few people on the value of trade shows, but most of them were larger companies and they feel that it does have value.  Are you seeing more or less smaller companies exhibiting?  Where do you suggest finding the best value for a trade show display?

Thanks

April

Hello April,

We have seen smaller companies grow their business because of their trade show marketing strategies.  I actually just read the following information pertaining to CES in Las Vegas -

The 2009 International CES runs January 8-11 in Las Vegas, Nevada, and will feature 2,700 exhibitors, including more than 300 companies exhibiting for the first time. These companies will unveil their
latest CE S products on more than 1.7 million net square feet of exhibit space.

More than 300 companies exhibiting for the first time, that’s quite impressive.  With such a huge market place and stiff competition in the electronic industry, many of the smaller companies are branching out and taking advantage of trade shows and going after their potential buyers and customers on the trade show floors.

It is necessary to do your research to find out where similar companies are exhibiting and what shows they attend on an annual basis.

Finding an exhibit house that can assist with every facet of your trade show display and exhibit program is one of the best solutions, especially if you are new to trade show marketing.  Being able to show the value of your trade show program is an absolute must.  Having a system in place for budgeting, analysis, follow up and reporting will help you immensely when it comes to planning your trade show.   Here is a unique offering for not only a trade show display but a comprehensive exhibit program management tool, this may be a great place to start.

Anne Mclella wrote
Dealing with the problems of poles on the trade show floor.   I am wondering about creative ways to disguise, camouflage and otherwise deal with the negative perceptions that come with these eyesores.  Also, what are some ideas for convincing exhibitors to choose a booth behind a pole.  Any suggestions or advise will be very appreciated!

Deborah wrote:

Where can I find Trade Shows Coordinator Certificate Training Programs information?  I am responsible for all the pre-show prep for our companyies 5divisions trade shows participation.  Looking for a certificate program to advance my position to Trade Shows Manager/Specialist.

Deborah

A good place to start investigating is Exhibitor Online, I belive they offer a program that may be of help to you.

I am aware of a Skyline Dealer in Chicago that offers free marketing seminars on an annual basis as well and cover a topics to help you design your trade show booth as a marketing tool as well as successful marketing strategies, measuring results of your trade shows, changes in trade show trends -

Your trade show booth should be viewed as an investment, not as an expense, whether you have a small or large exhibit.

• Ensure your message actually gets across to your customers and prospects
• Know what elements make your exhibit more productive as a workspace
• Squeeze more out of your exhibiting budget to maximize ROI

I am having trouble finding a wholesaler for brand clothing (i.e. Burberry). Will I find a supplier or closeout supplier for brand apparel at these trade shows? Which trade show would best fit.

Andrea

There are several trade shows that focus on the fashion and apparel industry, one of the leading is the
M A G I C Trade Show which will take place in Las Vegas, February 17-19th, 2009, thousands of buyers attend this event each year.

There are several smaller trade shows throughout the country that also focus specifically on the fashion industry as well as focusing on specific niches within the fashion and apparel industry, i.e. men’s clothing, shoes, leather goods and teens & juniors.

Here is a small sampling of Fashion and Apparel Trade Shows by the largest number of attendee’s that may be a good starting place when you are planning your trade show display and exhibiting strategies.

Private Label Manufacturers Association - PLMA
MAGIC Marketplace - February
Chicago Midwest Beauty Expo
Premiere Beauty Show
WSA Show/Spring
WSA Show/Fall
Cosmoprof North America
Action Sports Retailer Expo - ASR
Action Sports Retailer Expo - ASR
Health & Beauty America - HBA
Outdoor Retailer Winter Market
Allied Beauty Association
ABC Kids Expo
AccessoriesTheShow - Las Vegas
Moda Las Vegas
Imprinted Sportswear Long Beach - ISS
IBS Las Vegas
Western & English Sales Market - WESA
Off-Price Show Fall
Off-Price Show Spring
Allied Beauty Association

Our company has exhibited at a few medical trade shows in the past, we do not want to eliminate any of the  trade shows, but we are looking into a smaller exhibit space? Do you think this has a downside within such a strong market?

Ryan

Exhibiting smarter is a great strategy with the current economy and you are not alone in changing up your trade show marketing and exhibit booth size.

Small exhibits can be vibrant and can accomplish the same goals and objectives as large exhibits.  It is much better to define your plan with a smaller exhibit than it is to eliminate trade shows completely.

Companies that send their buyers to trade shows are being more selective of who they send and why they are sending them.  With a more focused and qualified audience walking the trade show floor your opportunities to receive qualified leads seems to be increasing.

Redefining your marketing to encompass all the trade shows you are looking to get exposure at is a good marketing strategy.

What is the best way to measure what is called Dim Weight when we are planning shipping of our trade show display?

Carl

I’m having a hard time finding trade shows that are a good fit for us. Every time we go to a show that we think will be good for us nothing comes out of it. What are we doing wrong? I mean we follow up and we try to give things to people (within reason) to drawn them to our booth. Could it just be the type of product we offer?

Michelle from:  www.directionalsystems.com

If you could let us know some of the details of your trade show exhibiting experience we can give you some trade show tips.

Pre & Post trade show marketing is a key factor in success of your trade show? What are you using for lead generation & follow up? Have you considered using a online trade show management software to track your leads?

What is your booth size & location on the trade show floor?

Are you exhibiting at shows that your competition is also exhibiting at? Where are you in accordance on the trade show floor to your competitors?

What are some of the trade shows in your industry that you are currently exhibiting at?

After looking through your website, some of these may be options for you:

Sign Expo
Global Shop
Siggraph

Finding out what trade shows your local municipalities and public works departments attend could also be a good avenue of discovering shows that may help get your name and brand out there.

What type of promotional items are you using?

There are several resources to find many trade shows, TSNN, Trade Show Week and The Trade Show Calendar.

As an exhibitor it is your job to provide solutions to prospects, Trade Show Attendee’s come to industry shows looking to improve their performance and their companies performance.  Communication is a key element to the trade show management & marketing procedures.

Finding out the prospect’s main reason for attending the trade show and what their lead objective is,  you will be a step closer to finding a solution for them.  Solutions for Simplification are what most trade show attendee’s are looking for, looking for better performance from their employee’s or their manufacturing process.  Finding out up front their main concerns when it comes to their daily operations, will help in the process of finding them a solution that will simplify their daily routines.

Find out about your prospects entire team, seldom is a single trade show attendee solely responsible for the entire project, there are always members that work in the background and collectively they make their decisions.  Keep everyone on the same page,  a detailed list of each team member’s priorities will help you offer a solution that has balance and will touch on the main goals of each member, not overlooking any of their concerns will show them how your entire product/service offering will impact their process.

Consider your trade show display to be a presentation of your credentials and your professional position in the marketplace.  Demonstrate to your prospect how you take into account their specific needs and concerns. Simplifying your prospects daily routines and business concerns should be incorporated into your  trade show management & marketing.

Start with developing a relationship your exhibit house, conveying exactly what you want your trade show exhibit display to convey and how you want to be seen in the marketplace.  Exhibit designers will help define your trade show space and produce a center of attraction that will allow your company to be seen as a leader and allow you the area to offer and provide simplified solutions.