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Tradeshows: Planning And Implementing For Success

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Trade Shows: Planning And Implementing For Success
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by Don Woodard

Developing Your Exhibit Plan
Exhibiting at tradeshows and events is a simple concept that requires a complex set of activities to make it a successful method of marketing, promotion and sales. Exhibiting requires strategic planning.

A proven method to organize your exhibiting opportunities is to create an "Exhibit Plan." What is an Exhibit Plan? It is a written document that lists all the reasons for participating in tradeshows and events. It should consist of two parts.

First is the Strategic Plan, which defines the mission of your exhibiting efforts as they contribute to your company's long-term growth. This plan is often referred to as the "Road Map".

The Operational Plan is the second part and it will define the operations of each show. It is a working document that will provide guidance in six specific areas:
1.) Show Audience
2.) Show Goals
3.) Exhibit Plan
4.) Booth Selection
5.) Promotions
6.) Budgets

You may ask why have an Exhibit Plan? A number of exhibit managers were asked this same question and the 4 most repeated answers are:

To establish a direction for your exhibit program.
To get approval from upper management so that you can be confident in your direction.
To develop a true understanding of your company's marketing goals.
To ensure that everyone involved is heading in the same direction.
Next you need to determine which shows may be valuable for you to attend as an exhibitor. (If you need assistance in learning what shows are available please contact me at 303-469-3471 and I will be happy to provide you a list of sources). After determining which shows may be of value to you, then you need to start your research that will initiate the process of developing your Operational Plan.

1.) Show Audience - You need to gather information about a prospective show audience to determine if it is a good fit for your company. Following are sources to consider when gathering information about a show's attendees:

Demographics of previous year's shows- Evaluate the demographics of several of the past year's shows. Is there a trend or change, such as the geographic areas that the show draws people from, the job titles of the attendees, etc?
Show Prospectus- Who is the show targeting with their marketing and promotions?

Show Management- The management for most shows has become very helpful and they will do all within their power to help their exhibitors (note: their customers).

Independent Show Auditors- These independent research firms can provide invaluable information regarding a shows previous performance.

Attendee and Exhibitor Lists- Lists from past year's "industry" shows are generally available to purchase. Again, look for trends regarding "who" the attendees are...have their general classification of job titles changed over the past several years? Are the current job titles pertinent to buy or recommend your products or services? This kind of information is a key for successful exhibiting at many industry shows.

If you are exhibiting at consumer shows the titles of the attendees may not be relevant but their household income, geographic locations, number of children, etc. can be helpful and will most likely be indicated in the demographics.
Competitors- Ask your friendly competitors about specific shows. Sharing information can be of great value to both parties.
Current Customers- Do your existing customers attend a specific show? If a large percentage of your customers attend a specific show it probably is a show that you should consider exhibiting at. If none of your customers attend a show that you are considering, you may want to ask why not?

2.) Show Goals.
How many reasons or goals are there to exhibit at tradeshow events? This question has been asked many times over the years and the answers have ranged from one to an infinite amount. The real answer is that nobody really knows.

However, in order to help you focus on some specific reasons that your company may want to exhibit at tradeshow events I have assembled a list of "81 REASONS TO EXHIBIT." This list is developed to provide you food-for-thought.

To receive a Free copy of "81 REASONS TO EXHIBIT" call 303-469-3471.

The most effective way to use this list is to make a copy for each show at which you are planning to exhibit. Then circle all the reasons that may pertain to your company for that specific show.

Next comes the hard part, yet the most useful. You need to narrow your selection of reasons or goals to exhibit at that specific show to 3 to 5 if your booth space is 20'x20' or less. The reason? The more focused you are the more successful you will be in accomplishing those goals. Too often exhibitors try to accomplish too many goals at a show and consequently they are less than satisfied with their show results.

3.) Preliminary Plan. Listed below are components that will help you develop your Preliminary Plan:
First you are encouraged to define your exhibit concept. There are 3 basic concepts that can be accomplished.

Product Position - this concept focuses on your product or service offerings. It works well for new companies.
Company Identification - this concept focuses on creating awareness and the branding of your over-all company. If you are looking to enhance or change your company's image this concept works well.
Company Position - this concept focuses on your marketing position. Is your company a leader within your industry? Is your company "Trying Harder" (such as Avis)?
Another component for defining your Preliminary Plan is defining your communications message. What do you want to inform the show attendees about? What needs to be said?

Next is defining what you are going to display. Which products or services are best to showcase for the audience of each specific show you are considering?

What structural requirements (exhibit structures) are you going to use to showcase the products or services and/or the graphic messages that you are going to display? Your exhibit structure options are ever increasing. From custom designed and manufactured to portable & modular systems, backlit options, truss systems, extruded aluminum systems, dye-sublimation printed fabric displays & banner stands, interactive information systems, fiberoptic displays, robotics and the list goes on. And don't forget about your rental options as well.

I&D (Installation & Dismantle) requirements. Do you want or need to hire an I&D crew to setup and dismantle your chosen exhibit structures?

Logistics. How are you going to transport your products and exhibit structures to and from the show?

Determine your booth staff. Who is going to be working in your exhibit booth? For more information on how to select your best booth staff for each specific show, see the article in Issue #3, vol.1 of "Solutions..." titled, "Selecting Your Booth Staff to Meet the Needs of Your Potential Audience".

4.) Pre Show
One of the primary concerns for companies in today's economy is the return on investment from any business decision. Those of us who exhibit our products and/or services at tradeshows and events are faced with the concern of how to increase the return from our exhibit programs.

A significant factor for improving your ROI from exhibiting is to figure out how to draw the maximum number of your qualified "potential audience" to your exhibit. Let's explore proven methods to do just that.

There are only two groups of people that attend tradeshows and events! Those people that you are "Aware of" and those people that you are "Not Aware of". (Granted there are also those people that are aware of you, due to your successful advertising methods or by word of mouth, but since you do not know who they are, they are classified as those that you are "Not Aware of.")

The best way to attract those people that you are "Aware of", people who are either your customers or known prospects is through the use of Pre-Show Promotions. And the good news, according to Exhibitor Magazine, is that in 2003 exhibitors have increased their promotions budget on the national average from 3% to 6.1% of their total exhibit budget.

Following is a list of Pre-Show Promotion methods:

*Personal Letters
*Personal & Broadcast Fax
*Invitations
*Emails
*Personal Phone Calls
*Direct Mail
*News Releases
*Website Ads
*Telemarketing
*Voice Mails
*Phone-hold Messages
*Press Releases
*Personal Visits
*Media Interviews
Studies have indicated that the five most successful methods of Pre-Show Promotions include: Personal Letters with an Invitation; a Personal Fax; A Personal Phone Call; a Direct Mail piece; and a Personal Email. However, do not exclude the other methods as insignificant.

The more methods you use the more successful you will be in getting people that you are "Aware of" to visit your exhibit. A key to successful exhibiting is for you to become a "target", a must see exhibit for your potential audience. You accomplish this through Pre-Show Promotions.
However, it is equally important to identify what the benefit is for your potential audience to visit your exhibit. Just because you are going to be exhibiting at the show is not a good enough reason for them to take their time to visit you. Their time while at the show is just as valuable as your time. Give them a "valuable reason" to spend part of their time with you.

Exhibitor Magazine reports the national average for a company's potential audience that will actually visit their booth is 44%. That also means that 56% of a company's potential buyers are walking past their exhibit...more than half of their prospects! Don't let this happen to you.

Thoroughly explain what the benefit is for them to visit you. As we know, a persons primary concern is what's in it for them. Make their decision an easy one...provide them a good reason, a clear benefit that they can use. One that will make their life more enjoyable, easier, less stressful, more enlightened, less hectic, more productive, less demanding, more profitable, etc.

You need to analyze what your marketplace needs to make their lives better...their primary concerns. When you target the right ones your potential audience will target you!

5.) Work: At-Show

The second concern for increasing your ROI from exhibitions is determining how to attract your potential audience that you are "Not Aware of"(those people who are not your customers or existing known prospects). Let's explore proven methods to do that.

The first method to attract is by presenting a visual message that allows people to qualify that what you are offering is something that they need, want or will be of benefit to them. This method can be accomplished by presenting signs and graphics that meet the needs of your buyers. Consequently, to be successful you must identify the needs of your audience. (Note: see "Solutions..." issue #3, vol. 1 for more information on how to identify the specific needs of your audience.)

If your company is well known and recognized for its unique or excellent products and/or services your company name or product name may be sufficient to draw your potential buyers. This is especially true if your company has recently introduced something interesting either through advertising, public relations or has been published recently within your industry.

However, if your company or product is new and not well recognized, your company or product name will generally not offer much "drawing power". Therefore you need to explore other ways to present a message that will draw your potential buyers. Several examples of different types of successful messages were presented in "Solutions..."
issue #4, vol. 1.

The second method to attract people that you are "Not Aware of" is through successful At-Show promotions. Following is a list of At-Show promotion methods:

Keynote Speaker...
Conference Speaker...
Show Issue of Trade Publications...
Kiosk Ads...
Press Kits & Releases...
Signs & Banners...
Special Events & Receptions...
Taxi Signs...
Show Directories Billboards...
Premiums & Giveaways...
Voice Mail Messages...
Live Presentations...
Drawings & Contests...
Demonstrations...
AV Presentations...
Daily "Show Newspapers...
Hotel TV ads & Door Drop Ads...
Mobile Truck Ads...
Airport Advertising.

To be successful, any At-Show promotion must influence the viewer that what you are offering at the show is something that will be of value or benefit to them and create a strong desire for them to visit your booth.

At-Show advertising and promotions often pay off by convincing the show attendee that you are offering something that they were not aware of or convinces them to learn more about it.

According to Judi Baker-Neufeld, a leading authority of marketing promotions, "A promotion is not a gift item, a prize drawing or a live demo on the show floor. It is not a cute gimmick. The promotion is your marketing strategy...it is the creative approach you use to deliver your message."

Don Woodard is the owner of Don Woodard International, a tradeshow marketing consulting firm. Don provided exhibits and graphics for over 30 years to both large and small companies who displayed their products and services throughout the world. In addition to consulting services he presents speaking programs on tradeshow event marketing topics and business development, as well as career and personal motivational topics.

Are you one of the following: Restaurant, Hotel & Conference Center, Conference Manager, Meeting Planner, Event Planner, Audio-Visual Equipment Company, Caterer, Wedding Planner.

We provide a variety of services that are specifically tailored to your needs. Our experienced staff will work closely with you to insure a successful event. We specialize in basic meetings, corporate meetings and special events.

We guarantee to help you communicate more effectively. Let us show you how to make a positive impact that gets results.

Any keynote event, meeting or small gathering that requires Audio-Visual equipment to help articulate the message of the speaker.

Corporate event management & trade shows from audio visual consultants. Established since 2001 offering our clients not just an audio visual equipment rental service but a complete corporate event management solution for all your trade shows and exhibition needs. We specialize in Conference and Event Management with 5 years of experience providing you with the platform to get your message across. Large or small, we can provide the experience, knowledge, set and presentation equipment to ensure that right from the first moment, everything that you see hear or feel will be nothing short of spectacular.

Planning an Event? - (Make an ENQUIRY!) when you need to make some impact, call the professionals - we can advise, design and install complete audio visual presentation sets for all your special events, trade shows and exhibitions incorporating video projectors, glitzy PowerPoint presentations, laptop and exhibition stand rental services, stage lighting and a multitude of special effects. We strive to be the most competitive company in pricing while offering superior service and product quality.

Please call me at 866.858.1174 to discuss how we may work together to make your event a success.

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