Trade shows are, of course, a huge undertaking for any company. Some people estimate that trade shows affect as much as 75 percent of a company’s annual marketing budget.
Those numbers vary, of course, but when you add up the cost of the booth, fees, events, promotions, literature, travel, and everything else that’s involved with a trade show, it’s not hard to believe.
That makes planning crucial. You have to understand your goals, your customers, and what specifically you want to accomplish at a show. You can then move on to the design process to determine how the physical space of your booth will help you reach your goals.
Even the trade show industry has a trade show, and it’s called Exhibitor Live. This year, it will be March 13-15, 2017, at the Mandalay Bay Convention Center in Las Vegas, and we’ll be there.
We love Exhibitor Live because it gives us the opportunity to meet and build relationships with marketing and trade show managers from around the country. We can talk to you about how we work and what we do best. But more importantly, we want to hear about what your needs and challenges are.
Are you using your trade show booth to reach people who aren’t even at the show?
Of course, trade shows are a prime opportunity to engage with customers one-on-one, to build relationships with them, and to allow them to touch and feel your products. The connections you make at a trade show can be invaluable.
But not everyone can make it to the show. People might not go because they don’t have time or budget. Or they might be a slightly different audience than what the show targets. Or maybe they just don’t like Las Vegas or convention hall food.
Standing out from the competition at a trade show is a big challenge. You work hard to design just the right exhibit, display your products in the best way, and make sure your people are prepared to engage customers at the show.
But are you doing enough to stand out before the show even starts? I mean, long before the show starts -- several weeks or even months.
Have you ever seen a creative person’s desk? Chances are, it was a chaotic mess, with papers covering every surface, empty soda cans and coffee cups pushed to the corners or on top of the papers, notepads filled with incomprehensible scribbling stacked on the floor.
What that person needs is more space. Space to spread out, to work, to collaborate. A bit of organization wouldn’t hurt, either.
For many startups, participating in trade shows and expositions can be a major step in getting their companies off the ground. It can expose them to venture capital, put them in front of potential clients and partners, and help create publicity.
Anyone who’s been to a trade show knows this scene.
There’s always that one booth that’s crowded with people, all gathered around a particular display. You hear gasping, cheering, yelling, laughing, as if they’re watching an exciting craps game. Everyone’s smiling. The company’s booth workers are engaged in conversation with some attendees, while everyone else is gathered around the craps table, or whatever it is.
In one of his most famous speeches, on May 25, 1961, President John F. Kennedy promised America, and the world, that the United States would put a man on the moon before the clock struck midnight on December 31, 1969.
He literally asked for the moon.
Nobody knew for certain it could be done, yet he still made the promise. It was then up to the engineers at NASA to figure out how to do it.
That’s the same approach companies should take when working with an exhibit company like Zig Zibit. Ask for the moon, then let us figure out if and how it can be done.
In other words, never hold back. Don’t temper your expectations, assuming something can’t be done.
The Clean Show is the largest trade show U.N.X. attends and when they moved up to a larger booth space it meant stepping up their booth design as well. The solution was a 20 X 40 custom rental with a distinct high tech feeling. U.N.X. are pioneers in the field of surfectant technology and featuring the legacy of their technology prominently in the booth was important.
CBC is a diverse company that produces a wide range of products including, pharmaceuticals, plastics, and in this division’s case commercial flooring.
CBC America recently relocated their headquarters to Cary, North Carolina from New York and wanted a display to engage visitors and clients, encouraging project discussions across their many product categories.