Wednesday, December 30, 2009
Google Wave,Twitter and the Transformation of Event Marketing
Google Wave is an exciting new collaborative tool and in their suggestions about how it could be used, organizing events is first on Google's list. Full Article
Monday, December 28, 2009
Increasing Your Trade Show ROI
If your B2B marketing budget is tight for 2010, make it work harder by increasing the ROI of all tactics you have planned.
Tips for Maximizing Tradeshow ROI:
Tips for Maximizing Tradeshow ROI:
- Clarify trade show objective and how it fits in your overall marketing strategy
- Scrutinize attendee list for ratio of clients to competitors
- Let marketing objectives determine level of participation and investment
- Determine break-even and how you will measure success
- Leverage investment with pre-show marketing
- Maximize your time at the trade show
- Measure success and talk about it
- Complete next steps and followup communication
Saturday, December 26, 2009
Exhibitors – Use the Tweet Fest Plan to Draw an Audience
This is an offer from Joyce McKee about how to use Twitter to increase booth traffic and help other (non-competitor) exhibitors. She offers a free copy of a Tweet Fest Plan. She also shows some examples of good tweets. Link
Wednesday, December 23, 2009
How Exhibitors Can Appeal To The New Generation Of Trade Show Attendees
From TradeshowMarketing.com:
If you have been exhibiting at trade shows for the past several years, you will have noticed that the average age of attendees has declined. It's a natural evolution in the industry as the people who used to attend are promoted into higher levels of management. Younger faces have taken their place on the trade show floor. Exhibitors who employ the same trade show ideas that they used a decade ago will find this new crop of attendees less receptive to their overtures.
The people who attend trade shows today are more cynical than those who went before them. They're less trusting, respond to a different set of triggers, and place more value on presentations that engage them on multiple levels. Below, I'll provide a few trade show ideas that you can use in order to reach this new crop of trade show attendees. Continue.
If you have been exhibiting at trade shows for the past several years, you will have noticed that the average age of attendees has declined. It's a natural evolution in the industry as the people who used to attend are promoted into higher levels of management. Younger faces have taken their place on the trade show floor. Exhibitors who employ the same trade show ideas that they used a decade ago will find this new crop of attendees less receptive to their overtures.
The people who attend trade shows today are more cynical than those who went before them. They're less trusting, respond to a different set of triggers, and place more value on presentations that engage them on multiple levels. Below, I'll provide a few trade show ideas that you can use in order to reach this new crop of trade show attendees. Continue.
Sunday, December 20, 2009
10 Tips to Reduce Tradeshow Stress
by Eric Lukazewski on Dec 17, 2009 in Exhibiting:
We’ve all been there before, it’s your last day in the office before the trip and it seems as if you’re still pulling together those last minute requests. Perhaps you even find yourself on the plane second-guessing what you may or may not have forgotten. Don’t worry, you’re not alone.
Because there’s already enough stress in the business world, use the following list must-have items to bring with you the next time you travel to the exhibit hall.
We’ve all been there before, it’s your last day in the office before the trip and it seems as if you’re still pulling together those last minute requests. Perhaps you even find yourself on the plane second-guessing what you may or may not have forgotten. Don’t worry, you’re not alone.
Because there’s already enough stress in the business world, use the following list must-have items to bring with you the next time you travel to the exhibit hall.
- Keys to your exhibit property and combination numbers to any product trunks or crates that may have been shipped with your product. Carry these on a single keychain, and always keep a master copy in accessible place back at the office, just in case you need a backup.
- Exhibit badges for you and your staff to access the show hall. These are easier to forget than you suspect, so you might find it easier to distribute these to your staff upon their arrival. Most shows will print duplicates on site, but you can avoid the aggravation by planning ahead.
- Contact information for your staff and vendors. It’s always helpful to consolidate your list of phone numbers and emergency contacts one to two weeks prior to the show.
Friday, December 18, 2009
Demonstrate the Value of Your Trade Show Program
From ExhibitorOnline: (by Candy Adams)
According to a 2009 study released by the Center for Exhibition Industry Research, 33.9 percent of companies’ overall marketing budgets go to trade shows. With such a sizeable investment in exhibits, your company executives undoubtedly want to see the return they’re getting. But if you’re not providing data to prove the effectiveness of your exhibit program, it’s easy for them to view exhibit marketing as a money pit.
However, if you take the time to look objectively at each show and consistently share your results with your management team, you’ll be less vulnerable to budget cuts when comparisons are made between your exhibit program and other marketing programs. Plus, failure to demonstrate the value of your program and its impact on the company’s bottom line will relegate you to the status of a gerbil on the logistics wheel, which doesn’t equate to positive visibility or potential for promotion.
But what do executives want from your show reports? Typically, they’re interested in four things about your exhibit-marketing efforts: strategy, results, budget, and plans for improvement. Along those lines, here are 10 sections to include in your report that will address each of these points and help prove your program’s worth.
Executive Summary
The first section of your post-show report should be able to stand alone as a summary of the whole show. This one-page executive brief may be the only part of your report many of your executives will read. The executive summary should include five succinct sections: your strategic goals and objectives for the show; the most critical results such as your overall lead count, quality of leads, press interviews, number of branding impressions, number of prospects exposed to new product(s), etc.; a summary of the exhibit and accompanying activities; a budget summary; and any future goals and recommendations. More.
According to a 2009 study released by the Center for Exhibition Industry Research, 33.9 percent of companies’ overall marketing budgets go to trade shows. With such a sizeable investment in exhibits, your company executives undoubtedly want to see the return they’re getting. But if you’re not providing data to prove the effectiveness of your exhibit program, it’s easy for them to view exhibit marketing as a money pit.
However, if you take the time to look objectively at each show and consistently share your results with your management team, you’ll be less vulnerable to budget cuts when comparisons are made between your exhibit program and other marketing programs. Plus, failure to demonstrate the value of your program and its impact on the company’s bottom line will relegate you to the status of a gerbil on the logistics wheel, which doesn’t equate to positive visibility or potential for promotion.
But what do executives want from your show reports? Typically, they’re interested in four things about your exhibit-marketing efforts: strategy, results, budget, and plans for improvement. Along those lines, here are 10 sections to include in your report that will address each of these points and help prove your program’s worth.
Executive Summary
The first section of your post-show report should be able to stand alone as a summary of the whole show. This one-page executive brief may be the only part of your report many of your executives will read. The executive summary should include five succinct sections: your strategic goals and objectives for the show; the most critical results such as your overall lead count, quality of leads, press interviews, number of branding impressions, number of prospects exposed to new product(s), etc.; a summary of the exhibit and accompanying activities; a budget summary; and any future goals and recommendations. More.
Wednesday, December 16, 2009
Tuesday, December 15, 2009
4 Tradeshow Booth Design Tips to Make Your Booth a Stand Out
The graphical displays, lighting, and other components of your trade show booth play a key role in attracting attendees. While a vibrant and attractive tradeshow booth design can inspire visitors and pave the road for qualifying leads, a poorly constructed booth can set the stage for failure. The challenge is to build your booth so it stands out from the crowd of other exhibitors without diluting the consistency of your message and brand. There are many subtle tricks you can deploy to achieve that goal. Below, you’ll discover four design tips for making a splash with your booth at your next event.
Tip #1: Lighting For Warmth And Focus
Lighting can play an important role in attracting visitors and directing their attention. It can be used aggressively to entertain attendees or to create a subtle ambiance of warmth and comfort. For example, an intricate laser show can draw huge crowds of visitors and hold their attention for the duration of the show. By contrast, a warm light cast upon your company’s latest product offering can direct attendees’ attention without seeming abrasive or overbearing. You can use lighting in your tradeshow booth design to achieve a number of useful effects.
Tip #2: Grab Attention With Movement
Motion attracts attention at trade shows. The reason why is because most event exhibitors fail to use motion effectively in their tradeshow booth design. Attendees are seldom treated to anything that sparks their interest or imaginations. You can take advantage of this in a number of creative ways. For example, play a fast-moving DVD on a widescreen TV or use displays that rotate. When you or your staff is giving product demonstrations, use plenty of hand motions. In each of these cases, the movement grabs the attention of visitors, drawing them in. Most exhibitors don’t leverage the power of movement in their tradeshow booth design. More.
Tip #1: Lighting For Warmth And Focus
Lighting can play an important role in attracting visitors and directing their attention. It can be used aggressively to entertain attendees or to create a subtle ambiance of warmth and comfort. For example, an intricate laser show can draw huge crowds of visitors and hold their attention for the duration of the show. By contrast, a warm light cast upon your company’s latest product offering can direct attendees’ attention without seeming abrasive or overbearing. You can use lighting in your tradeshow booth design to achieve a number of useful effects.
Tip #2: Grab Attention With Movement
Motion attracts attention at trade shows. The reason why is because most event exhibitors fail to use motion effectively in their tradeshow booth design. Attendees are seldom treated to anything that sparks their interest or imaginations. You can take advantage of this in a number of creative ways. For example, play a fast-moving DVD on a widescreen TV or use displays that rotate. When you or your staff is giving product demonstrations, use plenty of hand motions. In each of these cases, the movement grabs the attention of visitors, drawing them in. Most exhibitors don’t leverage the power of movement in their tradeshow booth design. More.
Sunday, December 13, 2009
Cheap Internet from Trade Show Startup
From Association Meetings:
To get four computers online at his booth, David Phillips, CEO, NKP Medical Marketing Inc., Los Angeles, says he used to spend “a minimum” of $1,500 to $1,600 for Internet service at each of the six or seven trade shows his company attends each year. But he’s found a way to cut that cost by about 80 percent, with a DIY Internet service that mails exhibitors everything they need to get online.
Phillips found San Francisco–based Trade Show Internet while searching the Web, but with a price tag of just $299 (plus shipping) for three days of Internet service for four computers, Phillips was skeptical. “It seemed way too good to be true. The first time we used it I had the contact name of the convention center’s Internet provider ready in case there was a problem,” he says, noting that his biggest concern was that the speed of the connection wouldn’t be up to par. “We’re a national medical marketing company. We build Web sites and we have to be able to show them. The Internet is our lifeline.” Full article.
To get four computers online at his booth, David Phillips, CEO, NKP Medical Marketing Inc., Los Angeles, says he used to spend “a minimum” of $1,500 to $1,600 for Internet service at each of the six or seven trade shows his company attends each year. But he’s found a way to cut that cost by about 80 percent, with a DIY Internet service that mails exhibitors everything they need to get online.
Phillips found San Francisco–based Trade Show Internet while searching the Web, but with a price tag of just $299 (plus shipping) for three days of Internet service for four computers, Phillips was skeptical. “It seemed way too good to be true. The first time we used it I had the contact name of the convention center’s Internet provider ready in case there was a problem,” he says, noting that his biggest concern was that the speed of the connection wouldn’t be up to par. “We’re a national medical marketing company. We build Web sites and we have to be able to show them. The Internet is our lifeline.” Full article.
Saturday, December 12, 2009
Social Media – Getting Your Exhibit Wired In
Social media and all the related tools associated with it will continue to grow dramatically in the coming years. As an exhibitor, you want to uncover all the avenues available to you via show management. Currently show organizers are anaylzing the various offerings to extend the brand of its show and the exhibitors who participate.
This week Freeman introduced a white paper entitled, Social Media Extending & Growing Your Brand. The white paper is written for the show management, however, I believe you as an exhibitor can gain insights into their thought process. It is paramount that you have a true partnership with the show so that all avenues to gain postive exposure can be captured. Also, you might be able to make suggestions for the show to consider ways of using social media to enhance your efforts. More.
This week Freeman introduced a white paper entitled, Social Media Extending & Growing Your Brand. The white paper is written for the show management, however, I believe you as an exhibitor can gain insights into their thought process. It is paramount that you have a true partnership with the show so that all avenues to gain postive exposure can be captured. Also, you might be able to make suggestions for the show to consider ways of using social media to enhance your efforts. More.
McCormick Place tests out some cost cuts
After two major shows depart, convention center makes changes to food orders.
Cost cuts are being quietly tested at McCormick with products everyone can grasp -- cases of Pepsi and water, coffee and trays of sandwiches.
A cash-and-carry system, where customers pick up bulk items from central locations, rather than pay for delivery, was introduced on a trial basis at the Radiological Society of North America's annual meeting that closed last week.
The test was limited to cases of water and pop, and coffee, but will be expanded to lunch-type offerings at the International Home & Housewares Show in March, said Jon Kaplan, a spokesman for the Metropolitan Pier and Exposition Authority, which owns the convention hall.
Exhibitors will be able to place a food order online, or at a kiosk, and pick it up at a central location at the time they've specified.
Other big shows are keeping a close eye on the pilot. More.
Cost cuts are being quietly tested at McCormick with products everyone can grasp -- cases of Pepsi and water, coffee and trays of sandwiches.
A cash-and-carry system, where customers pick up bulk items from central locations, rather than pay for delivery, was introduced on a trial basis at the Radiological Society of North America's annual meeting that closed last week.
The test was limited to cases of water and pop, and coffee, but will be expanded to lunch-type offerings at the International Home & Housewares Show in March, said Jon Kaplan, a spokesman for the Metropolitan Pier and Exposition Authority, which owns the convention hall.
Exhibitors will be able to place a food order online, or at a kiosk, and pick it up at a central location at the time they've specified.
Other big shows are keeping a close eye on the pilot. More.
Friday, December 11, 2009
EXHIBIT INDUSTRY COUNCIL LAUNCHES BEST PRACTICES INITIATIVE, UNVEILS WEBSITE
BEND, OR (December 10, 2009) – The Exhibit Industry Council (EIC), an advocacy group founded to develop and promote exhibitor-focused best practices for the trade show industry, announced its first set of industry areas where it intends to develop industry “Best Practices” on its website (http://www.exhibitindustrycouncil.org/), which went live today.
The EIC, which is comprised of five major trade show industry associations, was formed to define and advocate exhibitor-focused Best Practices for trade shows, conventions, congresses and private events with all trade show industry stakeholders. The best practices are aimed at increasing exhibitor value at shows and to unite all industry stakeholders to support reputable, consistent standards.
“Face-to-face marketing is a vital part of the marketing mix for companies, but there are conditions in the industry that impede the value exhibitors get from conventions and trade shows,” said Eric Allen, executive vice president of the Healthcare Convention & Exhibitors Association (HCEA). “The EIC is working to identify the conditions that diminish value, and develop best practices to address them.”
The initial subject areas around which the group intends to work toward developing Best Practices includes:
The EIC, which is comprised of five major trade show industry associations, was formed to define and advocate exhibitor-focused Best Practices for trade shows, conventions, congresses and private events with all trade show industry stakeholders. The best practices are aimed at increasing exhibitor value at shows and to unite all industry stakeholders to support reputable, consistent standards.
“Face-to-face marketing is a vital part of the marketing mix for companies, but there are conditions in the industry that impede the value exhibitors get from conventions and trade shows,” said Eric Allen, executive vice president of the Healthcare Convention & Exhibitors Association (HCEA). “The EIC is working to identify the conditions that diminish value, and develop best practices to address them.”
The initial subject areas around which the group intends to work toward developing Best Practices includes:
- Standardized show kits
- Standardized work rules
- Full disclosure and control of exhibitor costs
- Meaningful and validated show metrics
- Customer service as a team effort
- Safety first
- Specific exhibitor responsibilities
Wednesday, December 9, 2009
What’s your social media ROI?
From the Tradeshow Guy Blog:
Are you spending time or money on social media? Are you seeing a return on that investment? My guess is that it’s hard to tell. It could be that you’re not looking at it the right way or doing the right things in your company’s social media world. Some companies get it. Others don’t. The rest of us are flapping our wings in between, trying to get some loft out of this new entity…or…whatever it is.
Whether you’re putting resources into your marketing (tradeshow or otherwise), you should find this short (about 4 minutes) video fun, enlightening and perhaps even a bit intimidating when you consider what some of your competitors are already doing with social media… Video.
Are you spending time or money on social media? Are you seeing a return on that investment? My guess is that it’s hard to tell. It could be that you’re not looking at it the right way or doing the right things in your company’s social media world. Some companies get it. Others don’t. The rest of us are flapping our wings in between, trying to get some loft out of this new entity…or…whatever it is.
Whether you’re putting resources into your marketing (tradeshow or otherwise), you should find this short (about 4 minutes) video fun, enlightening and perhaps even a bit intimidating when you consider what some of your competitors are already doing with social media… Video.
Tuesday, December 8, 2009
Monday, December 7, 2009
McCormick labor: We've made sacrifices
Labor unions at McCormick Place have been getting a lot of the blame for the loss of the 2012 and 2015 NPE shows to Orlando, Fla. But are they really at fault?
Jim Leahy, a third-generation member of the Riggers Local 136, responded to the charges in the Chicago Daily Observer.
He's got a lot to say that will interest NPE exhibitors. First, he points out that McCormick unions have already made sacrifices, "like giving up double time for time and a half, or the cut in crews from three to two in the case of Machinery Movers." Leahy goes on
Jim Leahy, a third-generation member of the Riggers Local 136, responded to the charges in the Chicago Daily Observer.
He's got a lot to say that will interest NPE exhibitors. First, he points out that McCormick unions have already made sacrifices, "like giving up double time for time and a half, or the cut in crews from three to two in the case of Machinery Movers." Leahy goes on
Friday, December 4, 2009
Ask Mr. Green
From ExhibitorOnline:
If you have ever listened to the lists of potential side effects in television ads for prescription medications you know that the benefits of medications always come with unintended risks. The same can be said for the products and materials we use every day in our exhibit programs.
Imagine what you might think if every exhibit proposal included similar warnings. “Using plywood may increase the risks of habitat destruction, stream pollution, and health problems for mill workers. Oil spills may accompany the use of plastics in some cases. Patients who use aluminum may be at higher risk due to rising energy prices, air and water pollution, and global warming, so ask your exhibit builder if aluminum is right for you.” Full Article.
If you have ever listened to the lists of potential side effects in television ads for prescription medications you know that the benefits of medications always come with unintended risks. The same can be said for the products and materials we use every day in our exhibit programs.
Imagine what you might think if every exhibit proposal included similar warnings. “Using plywood may increase the risks of habitat destruction, stream pollution, and health problems for mill workers. Oil spills may accompany the use of plastics in some cases. Patients who use aluminum may be at higher risk due to rising energy prices, air and water pollution, and global warming, so ask your exhibit builder if aluminum is right for you.” Full Article.
Thursday, December 3, 2009
Wednesday, December 2, 2009
What is Your Social Media ROI?
From Tradeshow Guy Blog:
Are you spending time or money on social media? Are you seeing a return on that investment? My guess is that it’s hard to tell. It could be that you’re not looking at it the right way or doing the right things in your company’s social media world. Some companies get it. Others don’t. The rest of us are flapping our wings in between, trying to get some loft out of this new entity…or…whatever it is. Watch cool video.
Are you spending time or money on social media? Are you seeing a return on that investment? My guess is that it’s hard to tell. It could be that you’re not looking at it the right way or doing the right things in your company’s social media world. Some companies get it. Others don’t. The rest of us are flapping our wings in between, trying to get some loft out of this new entity…or…whatever it is. Watch cool video.
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