For a business, particularly a small business, the thought of a trade show can be daunting, often viewed as a drain on resources and a bit of a financial burden. It is, however, possible to have a successful trade show experience, even on a budget. When it comes to creating your industry trade show budget, three simple rules apply:
Budget Your Time. Create a plan for your trade show that takes into account budget, staff, resources, requirements and most of all, objectives. A trade show is an industry opportunity and as such, is not the time to be cutting costs and corners. If not only industry associates and peers will be in attendance, but also consumers, influencer's and media, positioning your company in its best light is not an objective, it is an absolute requirement. A clear focus can accelerate and highlight your needs. Is the goal new leads or to launch new product? Understanding this can go a long way towards help you manage staff and budget your resources accordingly.
Budget Your Resources. Staff your booth with existing and knowledgeable staff. While that may seem obvious, it is frequently overlooked. If your goal is lead or client acquisition, your business development team or person should be your front line during peak hours. Much like a hockey team, you want your best players on the ice at critical times. If a new product is being launched, marketing is generally your best front line resource with the ability to speak to product features and benefits.
Budget Your Spending. While the thought of renting a display booth may seem the most cost-effective way to go at the outset, sit down and create a trade show budget with objectives and actual costs. If you are planning to attend more than one trade show, a custom display booth may prove not only more functional, but simply more cost-effective in the end.
Approach your collateral materials in much the same manner. It may be more financially prudent to print an over run of collateral materials from the outset, and then overprint with changes of addresses, rates or other key information as required in much the same manner business cards are overprinted.
Finally when it comes your collateral material for on site data collection, if the audience is small enough it may be easier to capture information into a computer directly presenting a direct cost savings over ballots, and a time savings with having to try and decipher information often poorly and hastily written.
Remember also that a trade show can be exhausting. Poor attendance can lead to boredom and a long day on your feet is a long day on your feet. Budget your time and resources accordingly. When it comes to trade shows, budget need not be a bad word. When it comes to resources, a little planning can go a long way and result in money you can take to the bank. With the use of compact, light and affordable display stands, your next trade show experience is sure to be a hit.
Have you ever thought of making your trade show appearance live and interactive? If you do it right, you will be able to increase your leads, create a lasting memorable impression, and jump start your sales. Your chances for trade show exhibit success will be doubled, tripled or even quadrupled if you have dramatic, interactive live presentations at your next trade show.
Research has shown that live trade show presentations and demonstrations at trade show exhibits increase qualified leads by 2-4 times, create awareness by 5-10 times, and are one of the most important reasons a company's trade show exhibit is remembered.
Exhibit Surveys, an independent trade show and events research firm, has found that two out of three attendees rated live stage presentations and product demonstrations as a factor in influencing exhibit memorability. Their research also confirmed that live displays made the company's trade show exhibit more memorable than static trade show displays.
According to Elaine Cohen, Founder/ President of Live Marketing in Chicago, studies show that if live professional presentations focus on answering the marketing objectives of the company, they are then able to deliver on those objectives. A live trade show presentation is ideally seven minutes in length, ten minutes maximum. The objective of the presentation may be to sign people up for a trial, attend a seminar in a separate room or write an order. If the objective is to increase sales, there is usually a call to action that gives the sales people a chance to talk to highly qualified visitors and continue to make the sale after the talk.
To have a successful trade show presentation, you must push all the right buttons of the trade show exhibit attendee'no matter whether your presentation is at the McCormick Convention Center in Chicago, the Kaiser Convention Center in Oakland, the Moscone Center in San Francisco, the Hannover Exhibition Center in Germany or the San Jose McEnery Convention Center.
It is also essential to know your objectives in order to keep your messaging on point. The live show is designed to hit these key points and attract trade show audiences comprised of prospects, customers, partners, consultants, investors and even the press.
Cohen sites there are ten keys to successful, professional live trade show presentations. They are:
1. Plan ahead at least two to three months in advance of your trade show appearance
2. Set clear goals and measurable objectives. Know what you want your trade show experience to accomplish and how will you measure the results
3. Know and respect your target trade show exhibit audience. Match your tone, style and content to the visitor's demographic and psychographic profile.
4. Remember the message. Use it to build brand, differentiate your services and expedite sales.
5. Involve the right decision makers. Include all decision makers from the very beginning.
6. Use an integrated marketing strategy ? be consistent in all communications materials
7. Focus on high level solutions and messages- use no more than 4 major message points
8. Keep it short ? keep it under 10 minutes
9. Amortize presentation costs by reusing presentation and other collaterial materials at other shows, press conferences, meetings, etc.
10. Measure results ? document everything of value
By following the above recommendations, you have the basic guidelines and checklist for your next live trade show presentation.
Remember, the next time you exhibit at a trade show, add a live trade show professional presentation that will make your trade show exhibit memorable, interactive and give you a better than ever return on your trade show investment.
Both Amy Nutt & Dick Wheeler are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Amy Nutt has sinced written about articles on various topics from Culture and Society, Recreation and Sports and Women. Make your next trade show appearance a success by using a display stand to present your materials to the public. are compact, light and pocket book friendly!. Amy Nutt's top article generates over 368000 views. to your Favourites.
Dick Wheeler has sinced written about articles on various topics from Trade Show Exhibit, Trade Shows and Trade Show Exhibit. Dick Wheeler is President of Professional Exhibits & Graphics headquartered in Sunnyvale, Ca, with a showroom in Sacramento. He offers trade show exhibit, graphics and management services.. Dick Wheeler's top article generates over 22200 views. to your Favourites.