Are you a trade show exhibitor? Or a trade show marketer?
Trade shows require an attention to detail and awesome organization skills. But if marketing is ignored, you may get a dull display delivered on-time to an empty booth space at the wrong show.
The pitfall here is that because the logistic needs must be attended to, the marketing opportunities are left until later, and then left undone.
When you apply your marketing and your organizational skills, you create a custom modular trade show display that appeal to your buyers, who are the people walking down the aisle, and whose attention you caught with a great reason to visit you before or during the show.
After 10 years we are updating this post.
10 years ago we talked about concepts.
Today, we are expounding with practicalities!
AN INSPIRED DECADE OF PREACHING, PRACTICING, LEARNING, LIVING AND BREATHING!
THE CONCEPT AND THE PRACTICE — TARGETINGTHE CONCEPT AND THE PRACTICE — CREATIVITY & DYNAMISMTHE CONCEPT AND THE PRACTICE — RIGHT TOOLS FOR SHOW SELECTIONTHE CONCEPT AND THE PRACTICE — EXHIBIT DESIGN AS A MARKETING TOOL OF COMMUNICATIONTHE CONCEPT AND THE PRACTICE — INITIATE PROMOTIONs, ALIGN BRAND DNA with the EVENT AND THE AUDIENCE
THE CONCEPT
Target Your Best Personas
Personas are portraits you create to better understand your best clients as prospects. A good persona includes age, gender, income, ethnicity, and even emotional aspects such as personality, likes & dislikes, their mentality, and key motivators. A persona gives your team a more tangible, living target to aim for when you create your marketing materials.
You can create and target several personas.
For example, a car company may have car buyer personas that are driven by status, or economy, or hauling family, or sustainability. When you understand your buyer personas, you can tailor all marketing aspects to better appeal to them.
Target Your Best Personas
Personas are portraits you create to better understand your best clients as prospects. A good persona includes age, gender, income, ethnicity, and even emotional aspects such as personality, likes & dislikes, their mentality, and key motivators. A persona gives your team a more tangible, living target to aim for when you create your marketing materials.
You can create and target several personas.
For example, a car company may have car buyer personas that are driven by status, or economy, or hauling family, or sustainability. When you understand your buyer personas, you can tailor all marketing aspects to better appeal to them.
THE PRACTICE
FROM TARGETING TO QUANTIFYING
IF YOU ARE EXHIBITING AT TRADE SHOWS QUANTIFYING TARGET AUDIENCE GETS EASIER. WHY? Because, you already have a captive audience —
How to Target Your Target Audience for Quantification.
🧐 However, if you are not planning to exhibit at trade shows in the near future, check-out our Linkedin post for non-exhibitors.
FROM TARGETING TO QUANTIFYING
IF YOU ARE EXHIBITING AT TRADE SHOWS QUANTIFYING TARGET AUDIENCE GETS EASIER. WHY? Because, you already have a captive audience —
How to Target Your Target Audience for Quantification.
🧐 However, if you are not planning to exhibit at trade shows in the near future, check-out our Linkedin post for non-exhibitors.
THE CONCEPT
COMPILE A CREATIVE BRIEF
A creative brief is a like a mini-marketing plan for your trade show. It takes some time to pull together, but it saves you time in the end.
Include in your creative brief your goals for the show, your positioning, your strengths and weaknesses compared to competitors, what you want to have happen in the booth and after the show, how you plan to promote your presence at the show, and even your show budget.
Once you have it, you can share it with your booth staffers and the vendors you are hiring for the show, such as your exhibit house or your promotions vendor.
COMPILE A CREATIVE BRIEF
A creative brief is a like a mini-marketing plan for your trade show. It takes some time to pull together, but it saves you time in the end.
Include in your creative brief your goals for the show, your positioning, your strengths and weaknesses compared to competitors, what you want to have happen in the booth and after the show, how you plan to promote your presence at the show, and even your show budget.
Once you have it, you can share it with your booth staffers and the vendors you are hiring for the show, such as your exhibit house or your promotions vendor.
THE PRACTICE
PROPELLING DYNAMISM
YOUR BRIEF SHOULD INCLUDE 6 ELEMENTS OF SUCCESSFUL EXHIBIT DESIGN. WE HAVE DEVELOPED THESE WORKSHEETS FOR EFFECTIVE EXHIBITING
1. THE FOCUS OF YOUR EXHIBIT DESIGN IS YOUR CUSTOMER. NOT YOU!Make a Dent in the Age of Attention Anxiety.
These worksheets direct you in bringing focus to your offer.
2. UNDERSTANDING THE FUNCTION OF YOUR EXHIBIT'S FUNCTIONPenetrating the Conveniences of the Silent Seller.
The worksheets direct you in maximizing your design intelligence.
3. UNDERSTANDING THE COMMUNICATION COMPETENCE OF YOUR EXHIBITING COMMUNICATIONYou have 3 seconds to Make Memorability!
The worksheets direct you in asking the right questions.
4. ACTIONABLE ALCHEMY THAT MAKES FOR EFFECTIVE EXHIBITS👁️ I. Visualize 🧐 II. Define 🤔 III. Identify 🤑 IV. Optimize
The worksheets direct you in organizing your actions
5. CONSIDER LOGISTICSThe worksheets direct you in creating your logistic plan.
6. CONSIDER GRAPHICS AND TECHNOLOGYThe worksheets direct you in creating a connective tissue between your offer and your story.
PROPELLING DYNAMISM
YOUR BRIEF SHOULD INCLUDE 6 ELEMENTS OF SUCCESSFUL EXHIBIT DESIGN. WE HAVE DEVELOPED THESE WORKSHEETS FOR EFFECTIVE EXHIBITING
1. THE FOCUS OF YOUR EXHIBIT DESIGN IS YOUR CUSTOMER. NOT YOU!Make a Dent in the Age of Attention Anxiety.
These worksheets direct you in bringing focus to your offer.
2. UNDERSTANDING THE FUNCTION OF YOUR EXHIBIT'S FUNCTIONPenetrating the Conveniences of the Silent Seller.
The worksheets direct you in maximizing your design intelligence.
3. UNDERSTANDING THE COMMUNICATION COMPETENCE OF YOUR EXHIBITING COMMUNICATIONYou have 3 seconds to Make Memorability!
The worksheets direct you in asking the right questions.
4. ACTIONABLE ALCHEMY THAT MAKES FOR EFFECTIVE EXHIBITS👁️ I. Visualize 🧐 II. Define 🤔 III. Identify 🤑 IV. Optimize
The worksheets direct you in organizing your actions
5. CONSIDER LOGISTICSThe worksheets direct you in creating your logistic plan.
6. CONSIDER GRAPHICS AND TECHNOLOGYThe worksheets direct you in creating a connective tissue between your offer and your story.
THE CONCEPT
HANDPICKING THE RIGHT SHOWS
Rather than choose which shows to exhibit at based on cost per square foot or number of total attendees, your marketing mind should instead hone in on the number of attendees that fit your target market, or the return on investment you’ve received at previous years’ shows.
You look at which vertical market shows exist where you have the greatest potential, even if the overall show attendance pales compared to your main industry shows. And you regularly reexamine your show schedule based on marketing potential and performance.
HANDPICKING THE RIGHT SHOWS
Rather than choose which shows to exhibit at based on cost per square foot or number of total attendees, your marketing mind should instead hone in on the number of attendees that fit your target market, or the return on investment you’ve received at previous years’ shows.
You look at which vertical market shows exist where you have the greatest potential, even if the overall show attendance pales compared to your main industry shows. And you regularly reexamine your show schedule based on marketing potential and performance.
TOOLS FOR SELECTING THE RIGHT SHOWS
Most exhibitors are loyal to their favorite trade shows and expos. But if you start to see diminishing returns on your exhibit dollar, or if you’re attempting to expand into a new market, it may be time to broaden your horizon and get a brain-storming session going.
START WITH YOUR POTENTIAL BUYERS LISTCREATE A MASTER LIST OF POSSIBLE SHOWSBEFORE YOU LOCK IN AN EVENT, INTERVIEW THE SHOW ORGANIZERKPI (KEY PERFORMANCE INDEX) TO CONSIDER FOR ANALYZING EACH EVENT21 CRITERIA WORTH CONSIDERING BEFORE EXHIBITING AT TRADE SHOWS
START WITH YOUR POTENTIAL BUYERS LISTCREATE A MASTER LIST OF POSSIBLE SHOWSBEFORE YOU LOCK IN AN EVENT, INTERVIEW THE SHOW ORGANIZERKPI (KEY PERFORMANCE INDEX) TO CONSIDER FOR ANALYZING EACH EVENT21 CRITERIA WORTH CONSIDERING BEFORE EXHIBITING AT TRADE SHOWS
THE CONCEPT
UNLEASH THE MARKETING POTENTIAL OF YOUR EXHIBIT DESIGN
Your trade show displays are not just pieces of furniture – they are marketing tools that both communicate a message and support your booth staff.
Does your trade show exhibit lives up to its full marketing potential?
1. Does it clearly communicate a compelling reason for your buyers to stop and visit you?
2. Does it boldly say (with both images and text) what products and services you offer, and how you are better?
3. If you are exhibiting at a variety of shows (based on personas in different job titles or industries), can you change your graphics to more directly appeal to your various personas. Can you attract with digital displays and technology?
4. Are you loosing the human touch by over-using technology?
UNLEASH THE MARKETING POTENTIAL OF YOUR EXHIBIT DESIGN
Your trade show displays are not just pieces of furniture – they are marketing tools that both communicate a message and support your booth staff.
Does your trade show exhibit lives up to its full marketing potential?
1. Does it clearly communicate a compelling reason for your buyers to stop and visit you?
2. Does it boldly say (with both images and text) what products and services you offer, and how you are better?
3. If you are exhibiting at a variety of shows (based on personas in different job titles or industries), can you change your graphics to more directly appeal to your various personas. Can you attract with digital displays and technology?
4. Are you loosing the human touch by over-using technology?
THE PRACTICE
EXHIBIT DESIGN COMMUNICATION MADE EASY AND EFFECTIVE
Your exhibit design is a 3D presentation of your brand and your culture.
From verbal conversations with your attendees to the messaging used in your exhibit, the communication you use matters. Here are a few ways that you can make sure you’re using appealing and compelling communication at your next trade show.
KEEP IT SIMPLE.
BE SHARP-WITTED
HEED HIERARCHY
KNOW THE DIFFERENCE BETWEEN GOOD AND GREAT
CATER TO COGNIZANCE
MOBILIZE THE NEW PRESS
CONSISTENCY IS THE INSISTENT ENERGIZER
EXHIBIT DESIGN COMMUNICATION MADE EASY AND EFFECTIVE
Your exhibit design is a 3D presentation of your brand and your culture.
From verbal conversations with your attendees to the messaging used in your exhibit, the communication you use matters. Here are a few ways that you can make sure you’re using appealing and compelling communication at your next trade show.
KEEP IT SIMPLE.
BE SHARP-WITTED
HEED HIERARCHY
KNOW THE DIFFERENCE BETWEEN GOOD AND GREAT
CATER TO COGNIZANCE
MOBILIZE THE NEW PRESS
CONSISTENCY IS THE INSISTENT ENERGIZER
THE CONCEPT
INITIATE PROMOTIONS PREFERRED BY YOUR PERSONAS
Trade show promotions can get more people into your booth. Be sure to pick your promotions with a critical and inspired marketing eye, to ensure you excite your best buyer personas, and avoid attracting non-buyers to your trade show booth.
This is the fun part of trade show marketing – when your promotions are so on-target that you build stronger relationships with your buyers because they recognize that you truly understand them. You do that with compelling offers they crave, and with a look and feel that matches your buyer’s personality.
INITIATE PROMOTIONS PREFERRED BY YOUR PERSONAS
Trade show promotions can get more people into your booth. Be sure to pick your promotions with a critical and inspired marketing eye, to ensure you excite your best buyer personas, and avoid attracting non-buyers to your trade show booth.
This is the fun part of trade show marketing – when your promotions are so on-target that you build stronger relationships with your buyers because they recognize that you truly understand them. You do that with compelling offers they crave, and with a look and feel that matches your buyer’s personality.
THE PRACTICEalign the DNA of your brand with the audience and the event
With cool promotional items, you can re-energize your existing customer base, attract new talent and even gain followers from a whole new demographic.
So how do you tailor your giveaway items to meet these marketing goals? The key is to align the DNA of your brand with the audience, the event, and other digital marketing. Everybody knows that brand storytelling is a big — though often underused — opportunity for marketers, and one of the simplest ways to tell your brand story is through cool swag.
Use your promotional items for marketing trade shows, build brand awareness, and demonstrate what makes your company unique and exceptional.
EXTEND THE CURRENCY OF YOUR MEANSMAKE A HEART 💑 CONNECTION
With cool promotional items, you can re-energize your existing customer base, attract new talent and even gain followers from a whole new demographic.
So how do you tailor your giveaway items to meet these marketing goals? The key is to align the DNA of your brand with the audience, the event, and other digital marketing. Everybody knows that brand storytelling is a big — though often underused — opportunity for marketers, and one of the simplest ways to tell your brand story is through cool swag.
Use your promotional items for marketing trade shows, build brand awareness, and demonstrate what makes your company unique and exceptional.
EXTEND THE CURRENCY OF YOUR MEANSMAKE A HEART 💑 CONNECTION
THE CONCEPTFOLLOW UP LEADS MORE THAN JUST FAST
The logistical part of trade show lead follow up means getting the leads into the computer and out to the sales force quickly, and getting your post-show packets in the mail within a few days. That’s awesome, and essential.
However, with a sustained marketing perspective you can go much further.
Make sure you and your booth staff qualified the leads before your send them on their way, so your sales force knows which leads to pursue first. And don’t just send out a generic follow up packet – tailor your marketing materials specifically to what each attendee asked for.
You’ll create more sales with your trade show leads that way.
The logistical part of trade show lead follow up means getting the leads into the computer and out to the sales force quickly, and getting your post-show packets in the mail within a few days. That’s awesome, and essential.
However, with a sustained marketing perspective you can go much further.
Make sure you and your booth staff qualified the leads before your send them on their way, so your sales force knows which leads to pursue first. And don’t just send out a generic follow up packet – tailor your marketing materials specifically to what each attendee asked for.
You’ll create more sales with your trade show leads that way.
THE PRACTICE
QUALIFIED LEADS COME FROM Pre-Qualified Audience
We all agree that collecting qualified leads is often the primary exhibiting objectives. Unfortunately, sometimes these leads are not properly qualified, classified, or contacted.
A lead at a show may be the first opportunity your company has to begin a positive customer relationship. If the information you provide to sales is limited to just a name, email and a phone number, then you are limiting their ability to make a positive connection.
Want to improve quality leads at trade shows? It starts with selecting the right show. Here, we talk about 5 things you can measure during and right after your show. Things that matter. Things that will help you not only justify your trade show ROI, but drastically improve it.
Your attendees are more than 'names' and 'profession' when it comes to lead management. Here are 7 steps to help your sales or marketing team make the most of the leads gathered at the show:
1. MIND EXPLORATION BEFORE THE SHOW2. LINKING LEAD INFORMATION TO CRM DATABASE3. FOLLOWING UP ON SALES IN YOUR POst-show strategy4. SETTING RULES FOR MEASUREMENT5. MINDFUL DEDICATION6. DEMONSTRATE PANACHE IN FOLLOWING UP7. LEVERAGE TECHNOLOGY
QUALIFIED LEADS COME FROM Pre-Qualified Audience
We all agree that collecting qualified leads is often the primary exhibiting objectives. Unfortunately, sometimes these leads are not properly qualified, classified, or contacted.
A lead at a show may be the first opportunity your company has to begin a positive customer relationship. If the information you provide to sales is limited to just a name, email and a phone number, then you are limiting their ability to make a positive connection.
Want to improve quality leads at trade shows? It starts with selecting the right show. Here, we talk about 5 things you can measure during and right after your show. Things that matter. Things that will help you not only justify your trade show ROI, but drastically improve it.
Your attendees are more than 'names' and 'profession' when it comes to lead management. Here are 7 steps to help your sales or marketing team make the most of the leads gathered at the show:
1. MIND EXPLORATION BEFORE THE SHOW2. LINKING LEAD INFORMATION TO CRM DATABASE3. FOLLOWING UP ON SALES IN YOUR POst-show strategy4. SETTING RULES FOR MEASUREMENT5. MINDFUL DEDICATION6. DEMONSTRATE PANACHE IN FOLLOWING UP7. LEVERAGE TECHNOLOGY
SHARPENING SKILLS AND KEEPING THE MOMENTUM GOING
If you have not yet noticed, leads are becoming harder to obtain with the ever-growing amount of competition in each industry and the amount of marketing avenues companies now have at their fingertips to try and reach their prospects.
Traditional marketing know-how such as promoting your trade show to your email lists, using a great staff to welcome prospects, using an efficient lead collecting system, and creating a unique experience in your booth are all helpful in obtaining leads. However, there is more that you can be doing.
Before you attend a show, determine what you really need to get out of it to make it worth your time.
Think in terms of sales leads, press coverage, new customers, partnerships, etc. Don't outrun your budget with sponsorships, extra advertising and other add-ons. Set solid goals, and constantly evaluate so that every event is a building block for your business.
Trade shows have a way of focusing effort. Great PR and marketing often come down to events. This creates pressure and deadlines that will naturally generate outcomes, such as case studies, positioning statements, product development and other collateral.
As you know, we all thrive under deadlines driving progressions.
An event may be just the motivator to unite your marketing team for a common cause in an age of rapid digitization of man and machine.