Posts Tagged ‘trade show exhibits’

Choosing the Best Trade Show

Posted on: November 4th, 2015 by admin No Comments

Participating in a trade show can help you achieve many goals at once. Building your brand awareness, generate sales, generate leads, launch a new product, investigate your competition, gain media exposure and open new relationship channels are just a handful of the possibilities. You can learn more about your industry, your competitors and your customers in just a few days at a trade show than you can in months or even years of just researching!

With so many trade shows happening all over the country on any given day, how do you evaluate a shows potential in reaching a ROI?

There are two main types of shows:


  1. Consumer Shows: This is the type of show where you will want to make sales. Like a pop-up flea market, consumer shows are marketed to product consumers who are often seeking special pricing or promotions. If you are looking to reach consumers directly and are willing to discount your products to compete with other booths, this is the show for you.

  1. Trade Only Shows: Typically attended by buyers, planners, media etc., Trade Only shows are geared towards featuring your brand to a captured audience of others in your industry. Trade only shows are networking events that allow you to present your brand amongst your competition, a great way to show your industry how you stand out.

Here are some ideas to help you decide which type of trade show is right for you:

  1. Know who the audience will be: Most trade show producers can provide you with metrics and reports on previous years that contain everything from audience count to the contact information of each company’s trade show coordinators. You will also want to know what the producers of the show are doing to advertise the trade show. How far in advance do they advertise? What media outlets does the trade show use?

  1. Know the history of the show: How many years has the show been active? How many cities does the show produce annually? Who has exhibited there before? What events or speakers has the show featured in the past?

  1. Know what perks are offered: Does the show offer specialized or private seminars? How can your brand participate in such events? Does the trade show offer intimate networking events? Are there any post-show activities for representatives to mingle? Do not be afraid to ask the show producers for anything you can think of to make your exhibition experience better!

  1. Know who will be exhibiting: How many of your competitors will be showing? Did any of the company’s from last year decline participation this year?

Trade shows have many potential pitfalls for first timers. Don’t rush into the decision, be strategic. Know exactly what it will cost to participate and leave a cushion in your budget for last minute hurdles.


About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

Three Phases of Trade Show Preparation

Posted on: November 4th, 2015 by admin No Comments

Three Phases of Trade Show Preparation

Congratulations on exhibiting at a trade show! While often a huge undertaking, trade show participation can pay off ten fold. You should know that participating in a trade show goes far beyond decorating your booth and passing out business cards. In this article, we’ll discuss some topics relevant to each phase of exhibiting at a trade show.


Phase One – Getting Started, Research and Planning.

You’ve chosen the show you want to participate in. Now what? This is a great time to begin brainstorming sessions with your team to formulate the following:

  1. What is your purpose for exhibiting? Are you targeting consumers or buyers? Create a list of goals you want to achieve by participating. Make a plan to meet those goals.

  1. What is the inspiration/theme for the booth? For big impact, your presence should tell a story. The energy at the booth should reflect  the energy of your brand. Use the power of social media and involve your customers in the brainstorming process. Research what other companies in different industries are doing at their shows. If you can attend any shows before yours, do so!

  1. Choose great promotional products to feature your branding and contact information.

  1. Contract with a professional booth designer. The more professional the booth, the better your brand looks.

  1. Two great resources include and

Phase Two – At the Show

The show has begun and you have just a few days to make all of your hard work count.

  1. Most larger scale trade shows feature guest speakers throughout the show. Select someone in your company to represent your brand and give a seminar. This platform for connecting to potential leads is priceless.

  1. Draw crowds to your booth by featuring a wireless charging station.

  1. Attract leads with on the spot demos of your products. Make the demonstration even more impactful with audio/video components.

Phase Three – After the Show

What worked? What didn’t work? Did you meet the goals you set for yourself?

  1. Host a “post show debrief” with your team and project manager. Go over every aspect of your experience at the show. Have a staff member compile a report of all relevant metrics and write a synopsis that you can reference for the next show.

  1. Before the show, take inventory of the number of followers you have in each of your social media channels. After the show, measure the growth of those numbers.

  1. If you were selling at the show, did you make your sales goals? If not, why?


About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

Marketing Success Tips From

Posted on: June 12th, 2012 by admin 1 Comment

Understanding the secrets to trade show success is one of the most important things you can do to make the most of your tradeshow marketing budget. But where do you learn the secrets and tips that can save you thousands of dollars and win you high-quality leads too? The first thing to do is identify learning resources, and then take advantage of them. At we have plenty of resources to get you started on the path to trade show marketing success.

The Importance Of Trade Show Marketing

The fundamental concepts behind tradeshow marketing are not much different than any other type of marketing: connect with your customers and get them to invest in your product or service.

The trouble with trade show marketing is that because the events are so large scale and visible, require so much investment of time and money and occur rather infrequently, there’s a lot riding on the success of your trade show participation. It’s easy to point the finger at a trade show as a waste of precious marketing dollars, but in reality, trade shows can be some of the most profitable marketing methods available to you.

Think about what a trade show gives you that not many other marketing efforts can: the chance to connect with hundreds, if not thousands, of potential new clients face-to-face. Trade shows are marketing gold mines if done correctly.

Trade shows give you the chance to:

  • Connect with potential customers directly. As great as the internet and phones are for information-gathering or initiating conversations, a personal connection between your booth staff and new customers can turn a “maybe” sale into a “yes, definitely” sale.
  • Showcase your products in real life. There’s something to be said for seeing and touching a product in person. Computers and brochures just can’t do that.
  • Provide instant Q & A sessions. Trade shows give you the chance to engage customers in real, live conversations. No texting, no email, no phone tag. Face-to-face questions and answers about your business, services, or products.
  • Meet with a highly targeted market. Trade shows give you access to a very specific group of people who are in the market for your services or products. This is why identifying your target market and the appropriate trade shows at which to exhibit is so important.

Trade Show Marketing Resources

Very few of the clients we work with are dedicated trade show marketers. Most of them wear many hats and putting together an effective trade show marketing plan or display is just one of them. If this sounds like you, you’re probably wondering where to start or how to improve the ROI on your trade show participation.

You’ll find everything you need to develop intriguing, informative, cost-effective and successful trade show displays right here at Discover tips and advice on developing a realistic budget, purchasing the perfect display for your needs, creating appropriate and effective messaging and connecting with your target audience.

Some of the many helpful resources you’ll find on include:

  • A wide selection of books
  • And MUCH more!

Take some time to explore You’ll find plenty of useful information to help you create your strongest trade show presence yet!

About the author

Jonathan Edelman is a trade show marketing consultant with more than a decade of experience in the trade show and conference marketing arena. Jonathan is the founder of Promotion Store, an online ad specialties store offering more than 750,000 imprintable tradeshow giveaway items. Edelman is also the founder of the premier trade show vendors directory Trade Show

Turn Your Booth into a Captivating Story

Posted on: May 31st, 2012 by admin No Comments

Once upon a time, everyone was a teller of tales. People told stories as they worked to pass the time or to pass along valuable information about their heritage. The art of storytelling evolved naturally because some people preferred telling tales of heroes, myths and legends while others preferred listening to them. Today in our fast moving world, the need to tell stories is perhaps greater than ever. Stories allow the masses to connect with ideas and dreams. They give them an excuse to move away from the 140 character bite to become immersed in something greater than themselves while sparking their imagination and intellect to open the doors of possibilities.

Stories involved many senses. The listener wants more than just seeing, they need to feel, taste, hear and smell. The more senses the story awakens the stronger is the listener’s interest. There are many places where a business storyteller can perform magic; movie theatres (product placements), television (commercials) and an exhibition (a careful blend of display hardware and well-prepared staff). Creating compelling stories is more than simple fabrication. It requires a thought out approach which, when executed properly, will make doing business easier. When a story is told in the context of your product or brand, it offers the customer a moment of entertainment. Here for a brief moment they can escape into another world, where they are the protagonist, and sense how your solutions might make a difference to them.

Stories are not just for those exhibitors in a B to C situation. B to B exhibitors also need to ask what appeals to their customers and build a story that satisfies this focus.

Tips for the Exhibition Storyteller


Select a story appropriate to the interests, and demographics of the audience. Think about some of the themes that major brands have used in their storytelling:

  • · Sharing a beverage with friends;
  • · Participating in the adventure of a lifetime;
  • · Living a secret dream or ambition;
  • · Finding a satisfying lifestyle;
  • · Fulfilling a romantic fantasty;
  • · Eating like a gourmet.
  • · Being the recipient of praise from your boss and colleagues

These story themes are deliberately chosen to resonate with the specific desires and needs of the target audience.


If you have ever read to a child, you know that repetition of key phrases, concepts or the rhythm of the prose is what keeps their interest. In the past, brand messages, logos and colors have been an excellent way of reinforcing what you want remembered. But take your storytelling one step further and ensure that repetition is included in your entire exhibition plan: your promotional efforts, signage and graphics, clothing and most importantly how well your staff brings the story to life.

Build suspense

You want stories that build up suspense and result in a good climax, preferably tales where characters speak for themselves rather than in straight narratives. This is where your crafting is crucial. Storytelling is difficult. It might make sense to hire a professional writer to do the job. However, if you chose to do it yourself remember the process may require lots of re-writes until it’s right. Don’t be discouraged, with each draft you can solicit feedback and then incorporate these comments and ask for more.

Animate your story

Your story starts when your staff smile and make eye contact with a visitor. What happens next is crucial. When staff repeats, by rout, a story they have memorized it often comes across as boring and insincere. This is where the role of rehearsal is so important. Encourage your staff to tell the story in their own words then have them tell it to a colleague over and over again until it becomes second nature.

Develop a solid opener

Once you have introduced yourself to the attendee and engaged them in conversation begin your story with an opener such as:

  • · “Let me tell you a story…”
  • · “It goes like this…”
  • · “It all began when…”

Pull it all together

A well crafted and executed story will bring the attendee to a place where they’re hanging on every word to find out how the story ends. At this point you move away from the story back to reality by saying something like:

“Let me tell you what happens…”

“As you can well imagine…”

“Our story has a happy ending…”

At this moment you unfold your happy ending in a way that delivers the solution your attendee was always looking for. Using a well-crafted story lets you stand out in a crowd of exhibitors busy pitching their products and services. It engages the visitor on a deep level and leaves them satisfied that your solution will alleviate the concerns they may have.


    About the author:

Barry Siskind delivers over 100 keynotes, workshops, and seminars around the world each year. In addition to clients in North America, Barry has worked with exhibitors in Sao Paulo, Brazil; Bogotá, Columbia; Lisbon, Portugal; Bangkok, Thailand; Moscow, Russia; Zagreb, Croatia; and Quito, Ecuador. Barry Siskind,

Trade Show Exhibits What Trade Show Attendees REALLY Want

Posted on: February 14th, 2012 by admin 3 Comments
Trade Show Exhibits: What Trade Show Attendees REALLY Want
Trade Show Exhibits: What Trade Show Attendees REALLY WantTrade show exhibits can be useful tools to increase brand and product awareness, and to build a new client base. To stand out from the hundreds of other trade show exhibits and to maximize the return on investment, it is vital that your marketing delivers what trade show attendees really want.There are a few commonalities in all trade shows that help in determining the key differentiators that drive people to an exhibit. When developing a trade show exhibit marketing plan, companies often forget to put themselves in the attendee’s shoes and implement activities that will work for the exhibitor, not the attendee. Remember, trade shows are big, noisy and tiring – gaining attention is not as easy as it seems.Succinct Information The sheer magnitude of trade show exhibits can lead to information overload for the trade show attendee. When a company has mere milliseconds to get their point across, creating information that is succinct, visually enticing, and gets straight to the point can mean the difference between being read and being thrown in the trash.

Having your information read by an attendee will increase the favorable reaction to a post-show follow up and can even increase the conversion rate from prospect to client.

Giveaways and Prizes

Everybody loves something for nothing! A giveaway is a great way to attract attention to your trade show exhibit. A well received giveaway, which entices an attendee to find out more about a company, is often simple yet thoughtful – a strong sturdy branded bag to carry all the information collected, a portable fan to cool them down whilst walking round, a small toy that they can give to their child.

Branding giveaway items is essential. Not only does branding a giveaway item help to reinforce your brand in the mind of the recipient, it often acts as free advertising and brand exposure to others when the item is displayed or used.

1000s of Custom Logo Imprinted Trade Show Giveaways at Discount Prices! Promotion Store.comPrizes are another good way to draw a crowd. A prize offering creates excitement around a trade show exhibit by adding elements of entertainment and suspense. The chance to win a prize will not only draw an attendee to a stand, it will often ensure that they return to the trade show exhibit at the time of the prize draw.

What this means is that prizes allow for multiple communication points with the attendee – before, during, and after a show. Within the multiple communications, brand and product sell messages can be included. For example, an email blast announcing the prize at the trade show exhibit beforehand can incorporate information about the product or service being showcased at the show.

Food and Drinks

Walking around to numerous trade show exhibits can work up an appetite. Providing a complimentary food or drink giveaway, such as pretzels or soda, can be a welcome gift to a famished attendee. The act of giving creates goodwill – recipients will be more receptive to the company’s message, and it often makes them stay longer at your trade show exhibit.

A Seated Audience

A very simple way to attract people to your trade show exhibit is to offer seating. Seating is a rare chance to rest the legs after hours of exhibit hopping. The seating offered can be anything from a few comfortable chairs to a lavish sofa setting.

Having a seating area will also give salespeople an area to further business relationships. Taking time away from the crowd to have a one-on-one discussion with a client or prospect creates a relaxed and more personal environment.


About the author:

Jonathan Edelman provides helpful advice about trade show strategies. With years of experience in the trenches, he is an expert on booth displays, follow up techniques, and using trade show marketing strategies to boost revenue.


4 Creative Trade Show Ideas To Improve Your ROI

Posted on: February 7th, 2009 by admin No Comments

In the past, I’ve given you a number of trade show ideas that you can use to improve the success of your trade show marketing efforts. We’ve talked about promotional giveaways, motivating your booth staff, attracting visitors, and creating eye-catching trade show exhibits. Each contributes to your bottom line. Today, I’ll give you 4 creative trade show ideas that a lot of exhibitors haven’t considered.

#1 – Leverage The Media

Local newspapers, as well as radio and television stations are always searching for compelling stories to tell. If you can weave your marketing efforts around a newsworthy story, your business can attract free media coverage. Contact the trade show organizer for a list of local press outlets. Also, consider hiring a trade show advertising agency to help you develop an attractive press kit.

#2 – Give Booklets To Your Booth Visitors

The value of giving away key chains, tape measures, and similar promotional items to your booth visitors is questionable. Instead, consider giving them small booklets that you can fill with tips regarding how to use your products. There is an insatiable hunger for practical information that can be absorbed quickly and applied easily. By giving away information-dense booklets, you can sate that hunger while pre-selling your products to your target audience. Plus, they’re less likely to be thrown away and will keep your business name in front of your prospects longer.

#3 – Use Attention-Grabbing Trade Show Attractions

Classic video games, colorful prize wheels, and popcorn machines that send mouthwatering aromas into the trade show aisles can attract large audiences to your exhibit. These types of trade show attractions capture attendees’ attention and draw them in, encouraging them to investigate. When they visit, your booth staff can engage them in conversation in order to qualify them as prospective leads.

#4 – Repackage Your Presentation

The majority of people who attend trade shows are looking for new solutions. Uncovering an exciting new product can make the time spent on the convention floor seem worthwhile. If your product is dated, consider repackaging your presentation. You won’t be able to rely upon dazzling your booth visitors. Instead, talk about the features and benefits of using your product. Chances are, a large portion of your target audience will be familiar with your product, yet unaware regarding how it can solve their problems.

Rising Above The Noise

Most exhibitors follow the same menu of marketing tactics in their effort to draw people to their trade show booths. The problem is, they lack creativity. By taking action on tactics that other exhibitors neglect, you can rise above the noise and capture attendees’ attention. The 4 creative trade show ideas I’ve described above are easier to implement than you might imagine. The key ingredient is a willingness to take the first step.

About the author:

Jonathan Edelman provides helpful advice about trade show strategies. With years of experience in the trenches, he is an expert on booth displays, follow up techniques, and using trade show marketing strategies to boost revenue.


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