The recently formed Exhibit Industry Council released the first section of what its leaders say will be a complete Best Practices Guide on the sidelines of Exhibitor, held May 14-18 at the Mandalay Bay Resort & Casino in Las Vegas.

The document, titled “Full Disclosure and Control of Exhibitor Costs: Best Practice Guide,” according to Jim Wurm, EIC spokesman and executive director of the Exhibitor Appointed Contractor Assn., should create new exhibition industry standards that include cost transparency and controls, while increasing exhibitor value and promoting improved customer service at tradeshows.

“This is a … guide on how every tradeshow industry stakeholder shares in the responsibility to control exhibitor’s tradeshow costs,” Wurm said.

The Exhibit Industry Council is a coalition of exhibitor-focused associations formed last fall to address issues of interest to tradeshow exhibitors. Its founding member associations are the Healthcare Convention & Exhibitors Assn., Trade Show Exhibitors Assn., Corporate Event Marketing Assn., Exhibit Designers & Producers Assn. and EACA.

Speaking on behalf of the associations during Exhibitor, Wurm said exhibitors are frustrated with inconsistent and rising costs and want change. The EIC intends for the Best Practices Guide to be its blueprint to transform what Wurm called an outdated business model not supportive enough of exhibitor success.

“These are recommendations,” Wurm said. “We’re not a legislative body, we can’t force anybody to do anything, but we are encouraging everybody to work together to make the environment more effective for the exhibitor.”

Topics addressed in the document include bundling, material handling surcharges, undisclosed discounts between general service contractors and organizers, forced shipments, exclusives and general service contractor conduct, along with suggested best practices for each issue.

The alliance and best practices document is in response to long-standing frustrations that appear to have reached a fever pitch during the recent economic downturn, Wurm said.

“The economic downturn has exposed a number of business practices that have been in our industry for years, even decades,” he added.

According to Wurm, EIC will make the guide available to the industry and promote it through its Website, exhibitor advocacy committees, webinars and presentations at industry events. He said the next step will be to invite the collaboration of other industry interests, including show organizers, facilities, general service contractors and unions.

Out on the Exhibitor showfloor, many participants of the show that focuses on tradeshow exhibiting were enthusiastic about the group’s suggestions.

Jamia Harris, director of U.S. operations of Opus 3 Creative, said she especially hoped rising labor and drayage rates would be addressed.

“When you quote labor rates in Chicago that are double Las Vegas, that are double Orlando, that’s crazy,” Harris said. “There needs to be some sort of consideration of exhibitors and attendees because, ultimately, the price gets passed down from exhibitor to customer to attendee.”

John Driscoll, president of Showcraft, said the tradeshow business model that was set up 30 or 40 years ago is outdated and no longer works for the overall good of the industry.

“I think we’re going to be in a phase probably for the next year where there’s going to be a challenging and a questioning of best practices to evolve a model that is more conducive to global competition,” Driscoll said. “Getting everybody in the same room and locking the door is probably the best thing until we come up with some answers.”

Wurm warned that if costs continue to rise unchecked, exhibiting companies will abandon more shows, events will become less compelling and attendees will stop coming, creating what he described as a “death spiral.”

“We need to find ways to improve the process for exhibitors so they feel like a welcome part of the community and get the kind of service that’s commensurate with the investment they made,” he added. “When we work together to make sure our exhibitors succeed, we all win.”

Leads?

To Sell Product?

Clearly both, but do not forget Network OPPORTUNITY!

Trade Shows are chalked full of opportunities to meet with potential & current customers as well as finding out where your competitors are focusing their time & energy.

This is the big picture of network marketing opportunity, building solid relationships face to face and meeting the people your products and services will help in their day to day lives.

Working with  customers at trade shows gives you the insight of what solutions you can be providing to them.  Find out what it is about your product and services that helps them along in their daily routines, using that for your future marketing efforts.

Find out from your current customers if there is something specific about your product or services that could be enhanced or improved. Look to your customers to be part of your research and development team.

Engaging potential customers in conversation regarding their “pain” points will also provide valuable information to you giving your company a better insight of how you can elevate that pain.

The value of your trade show display comes down to grabbing the attention of your prospects.  Use your trade show display to your advantage with colorful graphics and pictures that will draw attention and help bring in visitors.

Bold exhibit graphics speak clearly and can convey a simple message.  By giving a visual description of what it is your company does and incorporating how you can help them, they become more relaxed and in turn gives you a better opportunity to network.

People in general want to make their lives easier, when graphics are used to help convey these messages, people picture themselves in that graphic and an emotional response takes over.

Understanding how your company will relay its message to a trade show audience establishes the basic criteria you will need in selecting a trade show presenter. Will your criteria be scripting, podium presentation, using audiovisual technology, gimmicks, over the top presentations, or the presenter’s ability to communicate? Successful business know that each trade show has its own budget constraints, booth size and marketing objectives and not all trade show presenters are suited for every show.

The basic goal of every trade booth is to generate leads and to educate the attendee about your company’s service or product. You can accomplish this by utilizing the trade show presenter as a Vaudeville attraction or as a Broadway stage presentation.

The sideshow attraction works best in small exhibits and allows education, entertaining, and lead generation to happen when the trade show presenter networks with the attendee and inquisitively seek out essential information to assess their need level. The greater the need level, the faster the trade show presenter turns the customer over to knowledgeable sales personal.

A Broadway presentation informs customers on products and services requirements using attention-getting tactics and typically used larger booth space. High tech screens and actors are there to dazzle the audience into staying and watching the show with trade show jargon, sales presentation and information all rolled up into a 10-minute show. These typically occur 3-4 times an hour. Lead generation occurs when the trade show presenter asks the audience to enter into a drawing to qualify them for an instant discount for participating in the shows presentation.

The return on investment is what a company seeks for when hiring a trade show presenter. Accomplishing this is by knowing the companies’ specific needs and understanding what the presenter can deliver. Once the issues are address, selection of a professional trade show presenter is simple.   Dale Obrochta is a professional trade show presenter who uses promotional balloon entertainment to generate tradeshow booth traffic. He is a leading entertainer in the balloon entertainment industry who consistently works trade shows and corporate events.

Magical Balloon-dude Dale is balloon entertainment at its best!

Start with a solid pre-show advertising campaign, your participation well in advance with your prospects will keep your name and booth # fresh in their minds, keeping them up to date with glimpse’s of product announcements and teasers is a good way to peek their interest.

If you are having a new product launch, you can even offer a raffle for that product or service – what a better way to stand behind your new offerings.

If you plan on having entertainment in your trade show booth, have it set for a planned time. where you can invite your prospects, and not continuously throughout the day.  You could even have your raffle drawing at the end of the entertainment, so that you know you will get a chance to talk to your prospects.

I’ve heard it said that trade shows are the easiest, most difficult marketing tool to master. Like all such challenges, finding tips to make this process easier has just become easier.  Check out the latest FREE trade show seminars.  21 Seminars in 21 Days

With the 21 Seminars in 21 Days, you will meet Mike Mraz, a 25 year veteran in the trade show industry, you can find out information on show selection, booth staffing and even trade show transportation.  Getting the best outcome from your trade show is one of the goals that every exhibitor wants to achieve.

Take advantage of the 21 Seminars in 21 Days!

www.youtube.com/watch?v=hiOxRdjaj0k

Where can I find Trade Shows Coordinator Certificate Training Programs information?  I am responsible for all the pre-show prep for our companyies 5divisions trade shows participation.  Looking for a certificate program to advance my position to Trade Shows Manager/Specialist.

Deborah

A good place to start investigating is Exhibitor Online, I belive they offer a program that may be of help to you.

I am aware of a Skyline Dealer in Chicago that offers free marketing seminars on an annual basis as well and cover a topics to help you design your trade show booth as a marketing tool as well as successful marketing strategies, measuring results of your trade shows, changes in trade show trends -

Your trade show booth should be viewed as an investment, not as an expense, whether you have a small or large exhibit.

• Ensure your message actually gets across to your customers and prospects
• Know what elements make your exhibit more productive as a workspace
• Squeeze more out of your exhibiting budget to maximize ROI

Andrea

There are several trade shows that focus on the fashion and apparel industry, one of the leading is the
M A G I C Trade Show which will take place in Las Vegas, February 17-19th, 2009, thousands of buyers attend this event each year.

There are several smaller trade shows throughout the country that also focus specifically on the fashion industry as well as focusing on specific niches within the fashion and apparel industry, i.e. men’s clothing, shoes, leather goods and teens & juniors.

Here is a small sampling of Fashion and Apparel Trade Shows by the largest number of attendee’s that may be a good starting place when you are planning your trade show display and exhibiting strategies.

Private Label Manufacturers Association – PLMA
MAGIC Marketplace – February
Chicago Midwest Beauty Expo
Premiere Beauty Show
WSA Show/Spring
WSA Show/Fall
Cosmoprof North America
Action Sports Retailer Expo – ASR
Action Sports Retailer Expo – ASR
Health & Beauty America – HBA
Outdoor Retailer Winter Market
Allied Beauty Association
ABC Kids Expo
AccessoriesTheShow – Las Vegas
Moda Las Vegas
Imprinted Sportswear Long Beach – ISS
IBS Las Vegas
Western & English Sales Market – WESA
Off-Price Show Fall
Off-Price Show Spring
Allied Beauty Association

Luke

Property Management for Trade Shows encompasses the entire exhibiting program and experience.  Making sure that the logistics and the details for your trade show are taken care of and coordinated carefully.  Many exhibitors find themselves overwhelmed when it comes to not only planning and focusing on trade show marketing, but coordinating the entire process.

There are several online systems that can help you with your trade show property management -  ExhibitForce and Exhibit Track are two that are popular systems with Trade Show Managers and Coordinators.  These programs assist you with the details of your trade show, giving you a centralized location for all your documentation, show books, show forms,  trade show exhibit & display inventory, documentation for budgeting.

Trade Show Property Management software gives you instant access to your exhibit properites so that you can easily plan your trade show strategy with the identification of show selection, marketing & branding, prioritizing your leads after the show.  Detailed information for ROI presentations, booth staff and sales staff scheduling so that you can utilize your entire team flawlessly with detailed schedules and rotations.

Trade Show Property Management helps cover the bases of details that are necessary for a succesful trade show, from, storage, A/V Equipment, staff attire, carpet rental, catering, cleaning, computer rental, electrical, lead retrieval rental and even internet access.  All of the details are at your finger tips before, during and after your trade show.

Signed – Dawn

Dawn,

Marketing your Brand Name within your trade show display will create a presence for you on the trade show floor and you should always keep your target audience in mind.  Make sure that your organization’s name is presented and located at the highest point within your trade show display.

Trade show graphics should be easy to read and send a simple message.

If you are using a trade show theme keep it consistent within your entire marketing strategy.

If you are going to have a key product or service, display it within your graphics prominently

Make sure any tables that are in your trade show display are the appropriate height and right for any planned activities.

Position any video screens that display your brand name so that they are easily viewed.

Ample storage space within your trade show display will eliminate clutter and allow your visitors to easily navigate your trade show display.

When you are defining your marketing brand name, make sure the colors you choose are pleasing to the eye, yet draw the attention to your exhibit display.

Remember 10-20 feet away…

….anything that is not visible and clear from that distance can be overlooked, no matter what products or services you are marketing, always make sure that your message is legible.  Long drawn out marketing messages have a tendancy to loose people’s attention.

Finding out as much information on the upcoming trade show and asking a lot of questions can lead to trade show success.

Getting valid information from the trade show organizers regarding who will be attending the trade show is a very good idea.  This information can give you an idea of who your trade show audience will be.  Including their job titles, their function within the organization as well as the industries they represent.

Always find out about trade show security – it is not surprising that competitors can send in spies and any valuables that are in your trade show booth may be at risk.  Find out if the trade show floor is patrolled by night security.  Look into locked storage for anything that will be left in your trade show booth overnight.

Check the lay of the land and find out who will be exhibiting next to you, there is nothing worse than putting the time & effort into exhibit design and finding out once the show opens that your trade show booth is hidden behind several larger booths.

Speaking opportunities at Trade Shows are a great way to get your knowledge out there, but do not power sell your product, you want to advice your audience and peak their interest in your knowledgeable solutions.  In hopes they will want to stop by your trade show booth and start a conversation.