Trade Show Exhibit Tip: Attractions… Attract

Nothing lures people into a trade show exhibit more than fun. Okay, handing out hundred dollar bills does, but even that won’t guarantee they’ll stick around.

The key is to involve people, to make them part of the exhibit. There’s nothing like seeing a crowd being active and having a good time to make everyone else want to join in.

So how do you do this? Two words: hands-on experience.

Get their hands on your products.
Don’t just display your products in your exhibit booth, put them out so people can use them, feel them, touch them, try them out. Set it up so they can do fun things with your product.

If you sell cameras, hang humorous or exotic backdrops so visitors can photograph each other standing in front of them. And be sure to give them something to walk away with to remember your product by.

Take them to the movies.

Show them a film, create a theater, make it 3-D, interactive, or just immersive. Above all, make it entertaining.

Show the crowd how people use your product.
When people see a crowd, they stop to see what’s going on. If they can’t tell, they move on.

Put up angled overhead mirrors so people can see how those in front are checking out your product. Focus video cameras on them and display it on monitors above.

If people can see what’s going on in your exhibit booth, and it looks like fun, they’re going to wait for their turn.

Make it a game.

Freestanding kiosks and touch-screen displays are a great way to set up interactive games that are fun as well as informative. Make it a quiz. Turn it into a game. Or just use that touch-screen to make it interactive.

As long as it gets people involved, it will keep them in your exhibit, learning about your product while attracting even more visitors.

Make people part of the action and the action will be at your trade show exhibit!

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Attract a Crowd Before the Show Even Starts

Your work doesn’t stop just because your trade show exhibit is all set. New graphics, attention-getting design, a flashy presentation, and effective hands-on demo are all great at drawing the people in. That will attract visitors at the trade show – but why leave it to the chance of them making it to over to your exhibit booth? With a little advance work you can make them seek you out. Here are some ideas:

1. Send out a press release
– Think of it as free advertising, because that’s just what it is. First, you need to find your angle. Make it something special, different and newsworthy. Maybe you’re introducing a new product or service, or you’ve added something to your trade show exhibit, like a new hands-on demo or a multi-media presentation.

Write it up like a news article and send it to all the trade magazines at least three months in advance. If you need help, ask around for a referral or check the directories for a trade show public relations agency.

2. Promote it on your web site – Create a special page on your web site (or a section if you’re that ambitious) for each trade show you’ll be exhibiting at. Make sure you include your booth number, a map of the trade show floor, a picture of your trade show exhibit booth, and of course the information from the press release you wrote after reading item one above.

If you get the page up at least two months in advance you should find your page listed when people search online for information about the show and your company. And don’t forget to put a prominent reference on your Home Page — if not every page! — something like: “We’re exhibiting at the 2010 Consumer Electronics Show. Click here for details.”

3. Email marketing – Send emails to your customers and prospects giving them compelling reasons to stop by your trade show exhibit. Thanks to online services like www.constantcontact.com and www.mailchimp.com, it’s now easy and inexpensive to send out good looking emails while keeping your contact list up-to-date.

You upload your existing email list, choose a template, add your logo, then fill it in. Using those cost-effective, easy-to-use services you can send a professional looking email that will be viewed the way you expect and not wind up in your customer’s spam box. From then on the service takes care of adding, changing, or dropping subscribers. Don’t forget to include a link to the web site landing page you created for that particular show.

4. Include coupons and offers in all of the above. Everyone loves a gift, so why not offer your visitors an incentive to drop by your trade show booth? Maybe you give them a promotional freebie if they turn it in. Or you could give them half of a discount coupon and they get the other half when they stop by your exhibit booth.

Be sure to mention this in the press release, post it on your web site so they can print it out, and send it out in an email! It’s a great way to track how well your promotional efforts are working, too.

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Renting is Not a Four-letter Word

There are a lot of reasons why a trade show display rental might make sense—you only exhibit at one or two shows a year, your booth space requirements change from show to show, or you just don’t want to make a big capital outlay at the moment—but one thing keeps holding you back. Won’t a rented exhibit look like, well, a rented exhibit?

If the words “rental exhibit” conjure up images of a funky, beat up, out-of-date booth that looks like everybody else’s funky, beat up, out-of-date rental booth on the floor, then it’s time to take another look at them. Rental booths have come a long way, baby!

Trade Show Display Rental: Time for a Fresh Look?

  • For starters, they’re no longer one-size-fits-no-one. They range from 10×10’s to 20×30’s…even larger islands.
  • You choose the size, shape, and color that works for you, then add frosted or etched inserts, curved elements, and tension fabrics.
  • Round out the exhibit area with counters, kiosks, and hanging signs, have eye-catching graphics created to suit your needs, and—voila!—you have a completely customized rental booth that doesn’t look a bit like anyone else’s.
  • Best of all, when the show’s over you ship the display hardware back and hold onto the graphics to use next time.
  • So whether you are exhibiting internationally and opt for a trade show display rental in the country where the show is located to save the exorbitant overseas shipping costs, not have to worry about storage, insurance, repair, and transportation fees, or just need to watch those capital expenditures, you can still achieve your company’s marketing goals and objectives with a custom designed, personalized trade show booth. One that you rent.

    It’s enough to make any CFO smile.

    By the way… if you’d like a resource that shows a lot of rental options in one place, check our extensive Trade Show Display Rental portfolio for ideas.

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    BUILD IT AND THEY WILL COME?

    The Truth about Attracting People to Your Exhibit Booth

    Having a good looking, effective exhibit booth is just one piece of the trade show equation—the best display in the world won’t do you a lot of good if you don’t get people by to see it. So how do you attract crowds to your exhibit and get them to spend time there? By creative trade show exhibit planning ahead of your event.

    1. Make it an event
    People like to be entertained. It’s not enough to just show them how great your product or service is (even though we both know it’s great!), you need to grab their attention. Think music! Lights! Action! Celebrities are always a big draw, but so are the more affordable celebrity look-alikes, jugglers, clowns, and magicians. Once the excitement draws visitors to your trade show booth, you get the chance to tell them your story.

    2. Exhibit booth giveaways
    Promotional gifts or product samples are magnets that draw visitors to your exhibit booth (even if what you’re giving away isn’t a magnet). It breaks the ice and gets a conversation started between your staff and the visitors. Then they take the giveaway home where it will be a reminder of your company and product. Check the Yellow Pages or look online for “Advertising Specialties.”

    3. Make it hands-on or interactive
    Have you ever noticed how when you walk the trade show floor people stop at any display where they can actually do something? A creative, interactive trade show display attracts people because it lets them join in the fun, becoming a part of the exhibit in the process. Done properly, it not only entertains but educates too.

    4. Contest giveaways
    Everyone likes to win something, which is why people line up for a chance to enter a drawing or contest. Whether the prize is large or small, people will stop by, giving you the opportunity to talk to them. Best of all, you’re adding them to your contact and mailing list.

    5. Pre-event online promotion
    Not all crowd attracting happens at the show. Start the buzz in advance by creating a special web page for each trade show you’ll be appearing at. And don’t forget to place a prominent link to them on your Home Page. Use e-mail marketing to let your customers know what you’ll be doing. Make it exciting by telling them about the fun things that will be happening at your booth. You know – like all the things I’ve mentioned above.

    In future posts I’ll go into more detail about each of these crowd attractors…and give you even more ideas for attracting trade show attendees to your exhibit booth. Remember – it’s important to put the show in trade show.

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    What is the Right Type of Exhibit Booth for You?

    If you’re confused about picking the right type of trade show exhibit booth, you’re not alone. Everyone asks me how they can choose the right type of trade show exhibit. My answer is always, “It depends.”

    You have choice in exhibit booth types and in how you make that happen – used versus new, rental versus purchase.

    There’s really no universal “right choice.” The option that is right for you is dependent on a number of variables unique to your situation, such as: budget, timing, ease, flexibility, schedule conflicts and convenience. With a little bit of information, you can begin planning from a more informed perspective.

    The following is a brief overview of each to help you frame up your ideas.

    Custom Trade Show Exhibit

    The custom trade show exhibit type is built from scratch. Everything is exact–width, height and depth are unique. It’s put together creatively from the ground up.

    When do you pick custom? It’s best to use a custom trade show exhibit when you’ve got a big breakthrough or when you really want impact. As you can image, it typically represents the most expensive choice, yet for the right conditions it can be well worth that expense.

    Custom Modular Exhibit

    A custom modular exhibit is less expensive than custom exhibits, it is easy to assemble, it saves space and has lower costs to ship.

    It’s the right pick when you want flexible, affordable quality.

    Portable Trade Show Display

    A portable trade show display is really quick and easy to install and dismantle. It’s right for your first exhibit or for your appearances at smaller, regional shows.

    Used Trade Show Booth

    This is a great choice if you want to cut down on time and costs. The good news is that a used trade show booth is a lot easier to find than you might imagine; many professional trade show companies have them available for sale or rent, so you don’t have to worry about finding one.

    This option is best when you’ve got a time crunch or a budget constraint. You will find all types of trade show booths available for resale.

    Trade Show Display Rental

    A trade show display rental is right when you need to be in 2 shows at the same time, when you’ve got to add to your existing trade show exhibit (in cases where you have additional space available at one particular trade show), or you’re just simply testing the waters. It’s also a great option for companies that are just starting out and need to conserve cash flow.

    So, as you can see, choice is abundant. It’s just in knowing which options are right for your situation. Talk to a trade show exhibit house with some of these ideas in mind, informing your initial discussions. However, keep an open mind to their suggestions and rational as well – after all, they usually have years of experience and can provide great guidance.

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    Trade Show Display Rental Mistakes

    There are some pretty big mistakes you want to avoid when you opt for a trade show display rental. You are not immune to the impact of these mistakes simply because you are renting.

  • Picking Your Trade Show Display Rental On Looks Alone
  • This has got to be the biggest no-no you can make. And, it’s also the most expensive. Never, and I mean never, pick a trade show display rental on looks over practicality.

    If you do, you’ll have costs that’ll hunt you down. Freight, drayage, installation and dismantling costs will make you a very unhappy renter.

    Yes, the design impact is important. You may find that you think of it as less attractive when you start factoring in some of the shipping and storing costs if your display’s design has increased the weight and involves additional shipping intricacies. For instance, calculate how many shipping crate’s you’ll need.

    Do your homework – as unglamorous as it may seem, you won’t regret it. Once you have done that, step back and rethink how compelling that particular display rental is over others that are less costly to ship, install and manage logistically.

  • Bad Planning: Missing Discounts and Deadlines
  • If you’re on an overly aggressive timeline, you’ll be sure to make design mistakes, incur rush charges, and you’ll lose out on early discounts. Tip: watch, like a hawk, the cut-off dates for discounts on carpeting, drayage, lighting and show services. Save your sanity and your budget.

  • Using Inexperienced Graphic Designers
  • Well, here’s one area where is just doesn’t pay to give the new kid on the block a try. You’ll need to pick a designer who can work in billboard-sized graphics. Your designer has got to work with very large graphic files that convert artwork into clear, crisp graphics on a grand scale. You want a graphic designer with experience and credibility to get the job done right and with the kind of style you want to represent your business.

  • Working with Incorrect or Missing Show Space Specs
  • So easy to goof up here – yet so hard to recoup those errors! You’ll have to be true to the size specs of your assigned show space number. You’ll need to avoid obstructions such as columns, archways and beams that’ll prohibit hanging signs, etc.

  • Projecting an Unrealistic Budget
  • You will save under many conditions with a trade show display rental, yet it isn’t free. You still have to work with the right budget for your trade show display rental.

    After all – do you just want to be there or do you want your trade show booth to be a statement about your company that attracts the right kind of prospects for your team to engage with at the trade show? Moreover, you want to compare favorably to your competitors and the show display is one way to shape that perception.

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    So You Want to Cut Trade Show Display Rental Costs?

    That really comes as no surprise in our current nosedive economy. Many experienced trade show managers know that a trade show display rental can save money under certain circumstances.

    And, it’s not just about cost savings – have you ever thought that a trade show exhibit rental can actually offer some creative solutions to opportunities as well?

    Here are a few ideas on further cost reductions you can achieve as well as a creative new way to think about trade show rentals.

    1. Lightweight trade show rental is the ticket.

    Test-drive a lightweight custom or custom modular trade show display rental. Lightweight trade show displays can be whatever you want them to be.

    2. Flexible rental components are the ticket, too.

    Pick out flexible and versatile modular components. Get a high tech trade show display system that fits together fresh graphics with revamped sizing. You’ll get amped with all the cool stuff from smoked, frosted or etched inserts to curved elements and tension fabrics.

    3. Keep It Simple.

    Get a trade show booth rental that is easy to pack, set up and dismantle. You’ll save 75% on operational costs over traditional custom rental properties. You pack a dozen panels into one crate and get to cut freight and drayage costs.

    4. Shrink refurbishing costs.

    The latest high tech trade show display systems can shrink your refurbishing budget to a mere 2% – 3%. Big savings on an item that often isn’t factored in until you are hit with those unexpected expenses.

    5. Creative Use of a Trade Show Display Rental

    You may have an occasional trade show on your schedule that offers you the opportunity to expand. Why not add on to your exhibit by renting modular components?

    So – just a few ideas to help in this troubled economy. Every penny you save when you can use a trade show display rental enables you to keep exhibiting and getting in front of your prospects and customers with less expense.

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    Avoid These Trade Show Display Storage Blunders

    It’s easy to lose sight of the total picture when it comes to trade show exhibiting. After all, the actual trade show display that people see is what you most care about.

    Yet it would be a mistake to not factor into your budget, resources and timing considerations the storage that is required when you are not at the actual exhibit. And there are some real blunders there that you want to avoid when it comes trade show display storage.

    You need to be aware of some of the more common pitfalls and stay on top of them. When I think about display storage, problems seem to happen in a couple of key areas. Think about how you can avoid these mistakes and hold on to your sanity once the whirlwind of your exhibiting events get underway.

    Mistake #1: Do It Yourself Storage

    I know – you want to save money and have access to your display whenever you want. You’re not alone. Bad idea. When you use a professional trade show storage facility you get a dedicated person to inspect your exhibit, get timely repairs, and have your new show requirements handled, fast.

    You also get refurbished and restored hardware and graphic components. And they know what to look for in an inspection, things that your team might miss. They will also save you from the horror of missed deadlines, lost parts, and extra trade show booth shipping and storage costs. Think of it as a sanity-saving measure.

    Mistake #2: Erratic Temperature At Your Display Storage Facility

    Your woods, laminates, and glues were warped and your materials wilted. It doesn’t take that much of a temperature fluctuation for that to happen.

    Mistake #3: Lax Security

    What can I say? Theft and willful damage can happen when you do not have 24/7 security to insure your assets are protected and locked up.

    Mistake #4: Lack of Proper Insurance

    Please – you have to carry enough insurance against flood, fire and damage to your trade show exhibit to protect your asset. While it can’t bring the display back, it can pay for a new one.

    It happened to me recently when a water pipe burst over the weekend and flooded our offices. It happens and somehow these things just seem to happen when you least need them to occur.

    Mistake #5: Sloppy Inventory Management

    Missing a few things? Not a good thing when you are under deadline to get your trade show display up and running. And those little things can really bring you to your knees. Next time get state-of-the art inventory tracking. Use an automated web-based service that is available 24/7 online.

    Mistake #6: Not Previewing Your Display Before the Trade Show

    Nobody likes surprises, especially when they are bad. This is a big one; to do this properly you need a lot of room to set it up, stand back and painstakingly inspect your display. You need sufficient height as well as room on the ground to do that properly.

    Mistake #7: Inability to Reach Warehouse Staff In an Emergency

    So much for last minute changes. You lost tract of your exhibit or somehow something was left behind… you think. Again, these things somehow gravitate to happening out of normal business hours so be sure that you have an emergency “hot line” to the warehouse you used to store your exhibit and a commitment that a live person will answer.

    After reeling from the above mistakes, tell me you’ll hire a professional trade show booths storage facility, yes? It’s really a no brainer.

    On the other hand, if this sounds overwhelming to you a trade show display rental might be a good option to consider.

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    Need Recession Help? Consider a Trade Show Display Rental

    We’re seeing a big surge in our trade show display rental category now. What’s going on and why now? Well, I’ve got to tell you. It’s the economy. It’s all about the economy.

    You see, every time there’s chaos in our economy, and that’s way more often than we’d like, our clients hedge their bets and use a trade show display rental rather than a larger cash outlay to buy.

    You know, it makes a lot of sense. Who really wants to put out a large outlay of cash during tough times? Everyone keeps asking me what to do. And, of course, what I tell them is… it depends.

    OK, really, when it comes to exhibit booths, when should you buy verses rent? It’s really a no-brainer. If you go to more than three shows a year, you should buy an exhibit booth. Period.

    Alright, when should you rent, you ask? Here are nine ways to think of this:

    1. If you exhibit in only one or two shows a year, rent.
    2. It’s the way to go when you’re a first-time exhibitor or a start-up company. Why? The heads of the IPO want as few capital assets on their balance sheet as possible. And, your company’s branding will probably change as it grows.
    3. It’s the ticket when you do back-to-back or overlapping shows.
    4. It’s on target when you need a bigger or smaller space for your trade show exhibit booth.
    5. Here’s a tip. Rent with an option to buy if you think you’ll want to buy your trade show display rental later.
    6. International exhibitors are really savvy renters. They rent in the U.S. and they avoid those drop dead gigantic overseas shipping charges.
    7. You get to cut costs of storage and insurance fees, repair and refurbishment and, ultimately, disposal fees.
    8. You save buckets of cash on transportation, material handling and installation and dismantle costs, depending on the trade show display rental you select.
    9. You get to keep the greenbacks that you would have had to make on trade show construction costs and the expense of warehousing your display once the show’s over.

    Sounds good, yes? OK, you might have guessed — it makes a lot of sense to rent in good times and in bad. And, if you think they look “used” and won’t represent you well, take a look at this trade show display rental portfolio and judge for yourself.

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    Tips for Reducing the Expense of Trade Show Exhibits

    Our business has offices around the county. I, however, happen to be located in Sunnyvale, California – the heart of Silicon Valley. Why do I mention that? Because there are more start-ups per square inch here than you can imagine!

    For many of these start-ups, one of the first things they need to do to validate their product or service is to participate in trade shows that are critical to their industry.

    Yet cash flow is not… well, flowing. Now that I think of it, that is a condition that is not unique to start-ups. At any rate, I am frequently asked for ideas to help these start-ups over that financial hurdle.

    There are a couple of really good alternatives to get your company going without breaking the bank. Renting trade show displays is one way to manage your situation (by the way, a trade show display rental can also be a saving grace when you need to be in multiple locations at the same time).

    Another way to manage cash flow is to locate used trade show displays and modify them a bit. How does that work?

    Well, many trade show exhibit companies have used trade show displays that they offer for sale at reduced prices. They are usually well cared-for and can readily be adapted with new signage. This gives you both a reduction in constructions costs (generally around half) and it helps with another dilemma many companies experience – not enough planning and execution time.

    Think about this as an alternative to traditional approaches. Your participation at trade shows could make a huge difference to your company – there are many ways to manage costs and make a great impression at those critical trade shows.

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