Build a BetterTrade Show

Image

Establishing brand by designinga dynamic exhibit experience

Marlys K. Arnold,ImageSpecialist

With a foreword by E. Allen Reichard,Vice President of Corporate Exhibitor Programs,

The Freeman Companies

Build aBetter

Trade ShowImage

By Marlys K. Arnold, ImageSpecialist

T i ff an yHa r bo rProductions

Copyright © 2002 by Marlys K. Arnold. Printed and bound in the United States ofAmerica.

All rights reserved. No part of this book may be reproduced or transmitted in any formor by any means, electronic or mechanical, including photocopying, recording or byany information storage and retrieval system (except by a reviewer who may quote briefpassages in a review) without written permission from the author. For information, con-tact Tiffany Harbor Productions, PO Box 901808, Kansas City, MO 64190-1808.

Chapters 14 and 16 were originally written as articles for the Trade Show ExhibitorsAssociation’s Trade Show Ideas © 2000, 2001. Reprinted with permission of TSEA.

Exhibitor statistics included are from Exhibit Surveys Inc., the Center for ExhibitionIndustry Research, EXHIBITOR Magazine, Tradeshow Week magazine, the GaleGroup, and the Exhibit Designers & Producers Association. Reprinted with permission.

Excerpts from The Experience Economy: Work is Theatre and Every Business a Stage, ©1999 by B. Joseph Pine II and James H. Gilmore, used with permission of HarvardBusiness School Publishing.

This book contains various trademarked names, which are used for editorial purposesonly and benefit the trademark owner with no intention of infringing on the trade-mark.

Unattributed sidebar quotations are by Marlys Arnold.

Cover art and photo by Alan Arnold. Interior illustrations by Laura J. McCormick.

First printing 2002

Publisher’s Cataloging-in-Publication(Provided by Quality Books, Inc.)

Arnold, Marlys K.Build a better trade show image : establishing brand

by designing a dynamic exhibit experience / by Marlys K.Arnold. -- 1st ed.

p. cm.Includes bibliographical references and index.ISBN 0-9712905-1-2

1. Trade shows. 2. Marketing I. Title

T396.A76 2002 659.1’52QBI01-201329

ATTENTION: CORPORATIONS, EDUCATIONAL INSTITUTIONS, ANDINDUSTRY PUBLICATIONS: Quantity discounts are available on bulk purchases ofthis book for reselling, educational purposes, subscription incentives, gifts or fundrais-ing. Special books or book excerpts can also be created to fit specific needs. For moreinformation, please contact Tiffany Harbor Productions, PO Box 901808, Kansas City,MO 64190-1808.

DedicationTo my husband Alan,

This book truly would not exist without you.Thanks for always believing in me, keeping meon track, and scheduling all those “brain dates”!

To my parents, Howard & Wynona Haun,I’ve never been known for following the usual path.Thanks for always giving your support and forencouraging me to do my own thing.

To my teachers,While many will say they always knew I’dwrite a book some day, a few helped makeit happen. Thanks to Helen Beckham, Joe Hinz and Bev (Olson) Buller for teachingme a love for words; to Mary Anne (Siefkes)McCloud for teaching me how to be a good reporter; and to Professor Ruth McCreeryfor challenging me to write my very best.

v

Contents at a GlanceIntroduction to the Building Process xvii

How to Use This Book xix

Section 1: Breaking Ground Before You Begin to Build (Planning) 11 • Survey the Land: Setting Goals 32 • Select a Site: Researching Shows 133 • Draw a Blueprint: Checklists & Budgeting 23

Section 2: Starting to Build (Design) 374 • The Importance of a Good Foundation:

Defining Message/Theme 395 • Creating the Framework: Booth Design & Image 51

Section 3: Finishing the Interior (Content) 756 • Generate Energy: People Power 777 • Finishing Touches: Engaging, Qualifiying & Disengaging 93

Section 4: Landscaping (Promotions) 1098 • Creating Curb Appeal: Pre-show Promotions 1119 • Impressing the Neighbors : Booth Attractions 125

10 • Becoming the Talk of the Town: Media Relations 151

Section 5: Putting the Roof On (Follow-up) 16911 • Weatherproofing: Lead management & Follow-up 17112 • Seeing Return on Your Investment: ROI 191

Section 6: Adding On (Special Situations) 20913 • More than Selling Real Estate: Show Managers 21114 • Housewarmings: Special Events 22715 • Alternative Housing: Private Shows & Road Shows 23716 • Rewarding the Crew: Booth Staff Incentives 249

Conclusion: Remodels, Renovations & Repairs: Revising for Future Shows 257

Appendix A: Resources 261Appendix B: Recommended Reading 279Index 281

vii

Table of ContentsIntroduction to the Building Process xvii

How to Use This Book xix

Section 1: Breaking Ground Before You Begin to Build (Planning) 1

1 • Survey the Land: Setting Goals 3Why Exhibitors Fail • Why Attendees Go • Formula for Determining Leads Goal

2 • Select a Site: Researching Shows 13Questions to Ask Show Management • Average Daily Costfor Select Major Cities • Working a Show Without a Booth

3 • Draw a Blueprint: Checklists & Budgeting 23Trade Show Success Formula • Exhibitor’s Timeline •Shipping Tips • Budgeting Guidelines • Exhibit Fix-Its •Cutting Costs Without Sacrificing Anything • TrimmingTravel Costs • Trade Show Tool Kit Contents

Section 2: Starting to Build (Design) 37

4 • The Importance of a Good Foundation: Defining Message/Theme 39

Building a Successful Exhibit • Exhibit MemorabilityStatistics • Designing a Theme Without Breaking the Bank • Keys to a Winning Theme • Possible ThemeIdeas • Standing Out

5 • Creating the Framework: Booth Design & Image 51Elements of Exhibit Image • Booth Design Basics • Keysto Creating Great Graphics • Lighting Effects Defined •Defined • Should You Rent or Buy? • Beyond the Basics• How to Help an Exhibit Designer Help You • BoothDesign Costs • How Can You Stand Out with a 10’ x 10’ Booth? • Creating an Experience • Basic EmotionsTriggered by Scents • Using Theatrical Elements to Illustrate Abstract Concepts • Designing So They’ll Want to Buy •The Language of Color • Turning Lemons into Lemonade

Section 3: Finishing the Interior (Content) 75

6 • Generate Energy: People Power 77Booth Staffing Formula • Criteria for Choosing Booth Staffers • To Temp or Not to Temp? • Appearance

• Booth Behavior • The 10 Commandments of Trade Show Booth Staffing • Breaking Down the Barriers • Booth Staffing Manual Contents • No Eating! • Take Care of Yourself • Tips for Frequent Travelers

7 • Finishing Touches: Engaging, Qualifiying & Disengaging 93Engaging • Probing/Qualifying • Some Examples of Opening Lines • Active vs. Passive Visitors • How NOT to AttractPeople to Your Booth • Educating • Guide to The IDEA of Personality • Using Questions According to PersonalityTypes • Overcoming Objections • Networking Tips •Tips • Closing/Disengaging • Attitude: The Secret Ingredient

Section 4: Landscaping (Promotions) 109

8 • Creating Curb Appeal: Pre-show Promotions 111Make Your Presence Known • Types of Pre-Show Promotions • Creativity for All Budget Sizes • IncreasingExposure • Promotions that Work • The Logistics ofPromotion • Good Pre-show Mailer Examples • Negative Pre–Show Promotions • Direct Mail Tips • Be Your Clients’ Travel Agent!

9 • Impressing the Neighbors: Booth Attractions 125To Give or Not to Give? • Want a Real Character in Your Booth? • Some Examples of Unique and Clever Giveaways •“Whole Hog” Booth Promotion • Recycling Trade ShowMaterials • Figuring ROI of Giveaways • Low-Cost PromotionIdeas • Just Say “No” to Fishbowls • Make Your Booth anAttraction • Comparing Booth Attraction Types • Workingwith Celebrities

10 • Becoming the Talk of the Town: Media Relations 151Writing a Release that’s Newsworthy: “Just the Facts, Ma’am” • Inverted Pyramid Format • Structure of a Press Release • Creating E–mail Press Releases • Creating Press Kits • Tipsfor Working with TV Reporters • Schmooze ‘Em or Lose‘Em? • Creating a Winning Media Event • Congratulations!You’re News!

Section 5: Putting the Roof On (Follow-up) 169

11 • Weatherproofing: Lead management & Follow-up 171Lead Cards that Work • Pre-Qualifying Saves Time •Computerized Lead Gathering • Making the Most of Lead Cards • The 48/10/30 Plan • More Follow-Up Ideas •Personalizing Follow-Up Mailings • Bad Follow-Up is Worse

x

than None at All • E–mail Follow-Up Etiquette • The Secrets of Follow-Up

12 • Seeing Return on Your Investment: ROI 191Aspects to Measure • Calculating ROI • Using Surveys to Determine Your Return on Objectives • MeasuringResults • Other Aspects to Evaluate • Getting Feedbackfrom Staffers

Section 6: Adding On (Special Situations) 209

13 • More than Selling Real Estate: Show Managers 211Branding Your Show • The Elements of a Show’s Image • Image-Builders that Create an Experience • Exhibit Judging/Grading Criteria • Building Relationships with Exhibitors •Benefits of Show Audits • Promotions Tool Kit for Exhibitors• Exhibitor Manual Contents • Using the Show’s Web Site toInform Year-Round • Making the Most of Sponsorships • Giving Attendees What They Want • Sponsorships: Beyondthe Basics • How NOT to Run a Show • Making Friendswith the Media

14 • Housewarmings: Special Events 227Large–Scale Events •Pros & Cons of Sponsoring Official TradeShow Events • Using Available Facilities • Setting MeasurableObjectives for Events • Ideas to Keep Costs Down • UsingMusic at Your Events • Ideas for Unique Venues • Tips for Choosing a Theme • Themed Events

15 • Alternative Housing: Private Shows & Road Shows 237Private Events vs. Traditional Trade Shows • Why Road

Shows? • Checklist for Deciding to Go On the Road • WhyRoad Shows? • Thinking Outside the Box ... Way Outside! • Try Out a Trailer • Tracking Results on the Road • RoadShow Logistics

16 • Rewarding the Crew: Booth Staff Incentives 249Setting Up Your Incentive Program • Creative Booth Staff Rewards • Don’t Lose Focus • Sample Incentive Program

Conclusion: Remodels, Renovations & Repairs: Revising for Future Shows 257

Appendix A: Resources 261Appendix B: Recommended Reading 279Index 281

xi

ForewordWe are in the midst of a trade show and event revolution. Never beforehas brand and image become as important as it is today in the exhibitionindustry. Branding is so key in today’s trade shows that corporations aremoving responsiblity from the product side of the house to the market-ing communications side. Traditional show floors are rapidly migratingfrom product showcases to branding environments; invigorating settingswhere attendees experience the brand through sight, sound, touch andfeel.

This change has brought a whole new breed of trade show and eventmanagers to the forefront. In the past, inheritors of successful exhibitprograms often rested on the program’s past laurels. Today’s exhibit man-agers must seek new ways to invigorate the minds of attendees thoughinteractive branding environments. Every aspect of the trade show mustbe totally integrated to achieve true success. So you are probably askingyourself, where can I go to get the knowledge to become a successfulexhibit manager in today’s world?

Look no further! You are about to embark on a journey that is a must-read for everyone in the industry, from the corporate exhibitor to servicesuppliers. In this book, Marlys Arnold creates a great parallel betweenthe steps you would take to build your ideal house and those necessary tocreate the perfect trade show image for your company on the show floor.

Most books about trade shows to date have focused only on one or twopieces of the show. Now there is a book that focuses on the integration of allthe elements necessary to create and execute a successful trade showexhibit.

If you take time to read only one book about executing a successful tradeshow or event and thereby building a better trade show image for yourcompany, make this the one!

- E. Allen Reichard,Vice President of Corporate Exhibitor Programs,

The Freeman Companies

xiii

AcknowledgementsIt would be impossible to thank all the individuals who helped make thisbook possible. It is the result of hundreds of conversations over the yearswith exhibitors, show organizers and industry suppliers. Thanks to allwho so willingly shared their experiences.

While countless people contributed to this book, a few have really goneabove and beyond to help see it into print. Special thanks to PennyRipple, David Mihalik, Kathy Sudeikis and Allen Reichard for theirnumerous phone calls and e-mails to answer my questions.

Many thanks to the following people for granting permission to use sta-tistics or excerpts from their work: Trade Show Ideas Magazine,EXHIBITOR Magazine, the Exhibit Designers & Producers Association,Tradeshow Week magazine, Joseph Pine and James Gilmore (authors ofThe Experience Economy), the Gale Group, Exhibit Surveys, and theCenter for Exhibition Industry Research.

Special thanks to my editors: Katie Gibson, Alex Kolker and BrianBailey. You make me look good.

I would also like to thank Laura McCormick for designing all the iconsyou see throughout the book (as well as on the web site).

xv

Introduction to theBuilding Process“Brand awareness.” “Generating buzz.” “Experiential marketing.”

Everybody’s talking about these popular business topics today, but howmany trade show exhibitors are really putting them into practice?

Although trade shows have existed since the days of the Medieval fairsin Europe or the traveling caravans in Arabia, it’s easy to see that today’sshows are far more complex. It’s no longer about simply showing yourwares and closing a sale on the spot with a slick sales pitch. Today, thefocus has shifted to using your exhibit as a three-dimensional marketingtool to create and define your unique brand – a living personality for yourcompany.

Attention spans have become increasingly shorter. Generations X and Y(which now number about 100 million) have grown up in the age ofmedia and are used to thinking in sound bites and video clips. They’relooking for instant gratification. They want a total experience that’sinteractive and invokes all of the senses. And if you really want toimpress the “MTV generation,” you must create an experience that iscutting-edge and fun, as well as educational.

On the other hand, our high-tech world needs personalization. Showorganizers have been fearing the onslaught of virtual shows, yet tradi-tional trade shows continue to thrive and many convention centers areexpanding. Why? It’s because computers and technology cannot replacethe physical experience and contact at a hosted event. Business is builton personal relationships between individuals.

So how does an exhibitor or show manager hope to compete in this“brave new world”?

First, you must think of the exhibit as an extension of your overall inte-grated marketing plan. When done right, a trade show encompasses

xvii

nearly all other marketing tools: direct mail, advertising, incentives andpromotions, sponsorship, sampling, telemarketing, public relations, andthat elusive word-of-mouth (also known as “buzz”).

“Products today are becoming commodities; extremely similar and easyto clone, with similar pricing,” says Allen Reichard of The FreemanCompanies. “Exhibitors must look to branding to differentiate how theyare perceived. The old mentality just won’t cut it anymore – you can’tkeep [exhibiting] the same old way.”

Companies should strive to constantly reinvent themselves, much likeMadonna has done to stay at the top of the music business. If you takepride in doing things the same way you’ve always done, you may soonfind yourself left in the dust.

In this book, you will discover how to develop a complete marketing planfor your exhibit, which includes setting goals, figuring return on yourinvestment, and all the stages in between. You’ll learn from exhibitorswho are thinking “out of the box” to create unique exhibit experiencesthat distinguish their company and brand. You’ll also follow the progressof two fictional companies as they use the information in this book todevelop their own exhibiting plan.

This is the book that I wish I could have found when I first beganexhibiting. Now, I’ve collected stories from my years spent as anexhibitor and attendee, as well as a show organizer, in order to sharewhat I’ve learned with others. I’m an optimist – every time I go to a show,I expect to see exhibitors who rise above average. Unfortunately, thoseexhibitors are still very much the minority.

My challenge to you? Don’t just read this book. Take the examples anduse them as a springboard for your next creative session. Start thinkingin a whole new way. It’s just like building a house; you don’t want to livein a neighborhood where all the houses look exactly alike, do you? Makeyours unique and watch the way people respond. You may find that youare a trendsetter!

Now, let’s start building your new trade show image!

- Marlys K. Arnold

xviii

How to Usethis Book

xix

No matter what your level of experience in the world of trade shows, thisbook has tools for you.

It is organized into six sections that focus on each aspect of trade showplanning. These sections also follow the analogy of building a house.

Throughout the book, you will see special elements, such as a flashlightor file cabinet. Here is a key to these symbols:

“Rule of Thumb”: statistics, surveyresults or other things to remember

“Bright Ideas”: tips and examples from other exhibitors

Vocabulary: you’ll know if a word is listed when you see it’s underlined, “linking” it to the vocabulary sec-tion at the end of that chapter

Resources: at the end of each chapterand in the back of the book

At the end of most chapters, you will be able to follow an ongoing exhib-it plan for two fictional companies. Each chapter builds on the previousones, so look for these symbolsto read the new section for thatchapter.

You won’t find any photos in this book, but you will find photos of someof the examples online. Because the trade show industry is constantlychanging, this book will be updated on the Web. Whenever you see this symbol,you’ll know there’s more information or images online.Just log on to:www.imagespecialist.com/build.htmlto view photos and find out what’s new.

You will also see reprints and excerpts from my monthly online columncalled TradeShowTips Online. You may also sign up for these monthlytrade show tips on the Web site.

Your opinions and comments about this book are always welcome! Pleasefeel free to send an e-mail to marnold@imagespecialist.com or mail to theaddress listed in the back of the book. Be sure to include your name,address, and phone number or e-mail address. I would also love to hearabout any successful ideas you’ve used in your exhibiting, whether theywere sparked by this book or not. You may just find your story on theWeb or in a future edition of the book!

Although numerous resources are listed in the text and resource guide,you’re not obligated to use any of them. Take some time to investigateyour options before hiring any supplier.

Please note that I cannot answer every question related to the topics inthis book. Due to the high volume of mail received, I may not be able toreply to every message.

xx

Disclaimer

This book contains information gathered from many sources. It isintended to provide general information about the subject matter cov-ered. Although the author used diligence in the writing and made everyeffort to ensure accuracy, we assume no responsibility for any errors, inac-curacies, omissions or inconsistencies. Any slights of people, places,books or organizations are unintentional.

Neither the author, publisher, distributor nor retailer is engaged in ren-dering legal, psychological or accounting advice. None of the above shallbe held liable in the event of incidental or consequential problems inconnection with the use of ideas contained in this book. For specificadvice geared to your individual situation, consult an expert in your area.No book can substitute for a personalized consultation.

xxi

Breaking GroundBefore You Beginto BuildYou wouldn’t start building a house before yousurveyed the land and drew up blueprints, wouldyou?

Why then do so many trade show exhibitors skipthis important step when they decide to exhibitat a show? In fact, how many exhibitors fullyresearch the show before they even sign the con-tract?

When you start a major project, it’s always bet-ter if you put some thought into it before jump-ing in. Remember the old carpenters’ adage:“Measure twice, cut once.” While you may betempted to skip straight to the chapter on boothdesign or promotions, resist the temptation!You’ll be much wiser making those kinds of deci-sions if you’ve started at the beginning, whichmeans first you must ...

Section1

Planning

Survey the Land:Setting Goals 3

Select a Site:Researching Shows 13

Draw a Blueprint:Checklists &Budgeting 23

SettingGoals

1Survey the Land

Did you know?

! Less than 25% of exhibitors set goals for theirexhibits. And of course, many who set goalsdon’t actually follow through with them. So it’sno great surprise that so many exhibitors are dis-satisfied with their show results. But by follow-ing the advice in this chapter, you’ll put yourselfahead of the crowd and avoid major disappoint-ment.

Before you even think about signing a contractwith show management, first ask yourself:

1) Why am I exhibiting?2) Who are my targets?3) What do I want to accomplish?

Did you answer Question 1 with any of the fol-lowing?

• Because we always exhibit there• Because my competitors will be there• Because it would look bad if we weren’t

there

Sorry! None of these are valid reasons! Doesthat surprise you?

Instead of going to a show just because it seemslike the right thing to do, you must truly evalu-ate how it fits with your overall marketing planand budget. (If it doesn’t fit, then you might aswell stay home.) For example, ask yourself if youwant to:

• gain qualified leads• introduce new products• conduct market research

When you failto plan, youmight as wellplan to fail.

Old carpenters’adage:

“Measure twice,cut once.”

4 Breaking Ground Before You Begin to Build

• gain media exposure or publicity• enhance your company image• meet power buyers• provide samples or demos of your product

to prospects• educate clients, prospects or dealers• spend quality time with existing customers• shorten the sales process/make on-the-spot

sales• enhance word-of-mouth reputation• open doors for sales reps in the field

These are more concrete goals, which can beclearly communicated to every member of yourexhibit staff in order to get them all workingtoward the same objective. These goals can alsobe quantified. It’s not enough just to determinegoals – there must be a way to measure them.Only then can you truly look back after theshow, evaluate the return on your investment(ROI) and justify whether or not to return tothe same show next year. Measurable goals musthave a number attached to them. Don’t just sayyou want “a bunch of leads.” How many is that?Instead set goals like:

• gain 100 qualified leads• receive attention in 6 media outlets• generate $10,000 in on-the-spot sales• hand out 500 samples

While some of the goals in the first list don’tlend themselves to a specific number, that does-n’t mean that they’re not good goals. You justneed to know how to recognize if you’ve beensuccessful. For example, opening doors for futuresales calls could mean that you book appoint-ments with prospects there at the show, or thatyou track sales calls over the next six monthsand see how many came as a result of people vis-iting your booth.

Be sure your goals are realistic and attainable.

Goals must be:

! Measurable

! Realistic

! Communicatedto the entire

staff

TradeShowTips Online Issue #13: “Why Exhibitors Fail”

Chapter 1: Setting Goals 5

So many times I hear exhibitors grumbling that a particular showwas a disaster. They blame show management for not doingenough to bring in the traffic. Yet they don’t seem to realize theyhave the ability to help turn that situation around themselves!

Why then do so many exhibitors fail?• Failing to set goals (or else setting unrealistic ones). This is

probably the biggest reason. If you don’t have a goal, how will you know if you’ve had a successful show or not?

• Assuming that people will magically show up. Yes, show man-agement is responsible for getting people to the show. But how will they find your booth in the corner? Invite them!

• Sending a staff that hasn’t been properly trained. You wouldn’tturn your teenager loose with the family car without a singledriving lesson, would you? Then don’t turn your staff loose onthe show floor without some basic education.

• Being arrogant! Arrogance comes from being a know-it-all who needs no planning or training because “we’ve done this for 20 years.” Just because you’ve done it before doesn’t mean you can’t do it better this time.

• Making assumptions. Another kind of arrogance comes from judging people negatively by their looks or name badge. Assume everyone has potential – remember, even if they aren’t the final buyer, chances are they will be able to recommend you!

• Frightening attendees! The opposite of the arrogant boothstaffer, these staffers are so desperate that they attack everyone in the aisles and send them scurrying away.

• Over pitching instead of listening. Yes, you need to let themknow about your products and services. But more important, you need to listen to them. Find out their needs, whether or not they are in the market for what you do, and if they are a qualified buyer.

Once you’ve learned to avoid these common mistakes, you’llnever sympathize with all the exhibitors around you who arecomplaining about what a rotten show it was!

(Don’t set a goal of 1,500 leads ifonly 2,000 people will attend theshow!) If goals are unrealistic, itwill actually de-motivate yourstaff.

Did you know?

• The average consumer showattendee spends 3.6 hours at the show and only spends sig-nificant time in three to five exhibits.

• The average trade showattendee spends 9.6 hours(over two days) on the show floor and visits about 20 to 25 exhibits (averaging 23 minutes per visit). (Source: CEIRReport #AC27B and AC/RR 1090.)

• Almost 70% make a purchase decision as a result of attend- ing a trade show exhibition.(Source: CEIR Report #AC/RR1100.)

• 88% have not been called on by one of your sales represen-tatives in the past 12 months. (Source: Exhibit Surveys Inc.)

Now, on to the question: “Whoare my targets?” Did you answer,“Everyone”? Guess again! No

product, no matter how wonderful or unique,will reach every attendee at a show. So how doyou go about figuring out how many of theattendees are realistic prospects?

Exhibit Surveys Inc. has developed a formulathat you can use to answer this question. Notonly will it help you in setting your goals, but

The Center for ExhibitionIndustry Research (CEIR) hasdiscovered that some of themore popular reasons peoplehave for attending showsinclude:• gather competitive intelli-

gence (the #1 reason peo-ple attend)

• generate ideas and plan for future projects

• gain “hands-on” experience with products

• see new products• talk with experts• study industry trends• examine products first-

hand and comparison shop• acquire personal develop-

ment and training• network

(Source: CEIR Report #AC33)

Why don’t they attend?• nothing new to see• poor service from booth

staff previously• wasted their time last year

Why They Go

6 Breaking Ground Before You Begin to Build

Chapter 1: Setting Goals 7

also in determining how much booth space youwill need in order to handle the expected traffic.(More on this in Chapter 6: Generate Energy.)

Formula for Determining Leads Goal

A = Total show attendanceB = Number of highly interested prospects (The

industry average is that 16 percent of atten-dees come to a show interested in any specif-ic type of product; this can be higher in very specialized shows.)

AIF = Audience Interest Factor (How many of the prospects are likely to stop at your booth? The average for a general interest or con-sumer show is 25 to 30 percent. For a more specialized trade show it can be 50 percent or more. The national average for all shows is 48 percent.)

C = Total number of potential leads (this num-ber should be your goal)

Net Attendance Ax % of Audience interested x .16

in your type of product= # Highly Interested B

x % who will likely stop (AIF) x .48= Total Potential Leads C

(Source: Exhibit Surveys Inc., CEIR Report #MC1)

Now, to make it even more manageable, takeyour Total Number of Leads (C) and break itdown by hour. (Divide your number of PotentialLeads by the number of hours that the show isopen.)

The chart on the following page shows twoexamples: a general interest (horizontal) showwith an estimated attendance of 5,000, and amore specialized (vertical) show with 2,000

“If you don’tknow whereyou’re going,

you’ll probablywind up in the

middle ofnowhere.”

– Anonymous

“Whatever youthink a project

will take,double it.

That goes forboth time and

money.”

– Anonymous

attendees expected. The chart shows that eventhough the general interest show has a muchhigher attendance, there really isn’t much differ-ence in the total number of leads generatedbecause the audience is more highly qualified.

(American Slide Chart designed a Trade ShowActivity Planner that exhibitors can use to esti-mate staffing and promotional material needs.See the Resource list on the following page.)

Exhibiting at a show has many benefits. It’s arare occasion where the buyer actually comes toyou – and on neutral territory – providing youan opportunity to build a relationship. This ismore cost-effective than field sales, because youcan see more people in a shorter amount of timeand also shorten the sales cycle. And perhapsthe biggest benefit is that you can sell in 3-D:prospects see, hear, touch and interact with yourproducts.

OK ... so now you know why you’re going to ashow and what you’re hoping to gain from it.Now the next step is to decide which shows willbe the best match for you.

8 Breaking Ground Before You Begin to Build

Comparison Study of Two Possible Shows

TotalShow

Att.

QualifiedProspects(16% of

att.)

AudienceInterestFactor(AIF)

LeadsGoal

TotalShowHours

LeadsPer

Hour

GeneralInterest

Show 5,000 800 30.00% 240 16 15Special-

izedShow 2,000 320 52.00% 166.4 16 10.4

Chapter 1: Setting Goals 9

Vocabulary

Horizontal show: has a broad range; audience is verydiverse

Vertical show: targets a particular niche market; the more verti-cal the show, the higher the audience quality, but the compe-tition is also much tighter among exhibitors

Public/Consumer show: a show that is open to the general publicTrade/Industry show: a show that is open only to qualified mem-

bers of a specific industry; the term “trade show” is loosely applied to describe all types of exhibitions

Association show: a show that is held for members of a particularassociation, often in conjunction with the annual convention

AIF: audience interest factor; the percent of attendees that visit at least two out of 10 exhibits in a category; the national aver-age is 48 percent

ROI: return on investment; calculating how much business was generated compared to the amount of money spent on the exhibit

Sales cycle: the process that begins with a basic lead and ends with that lead becoming a customer

Resources

American Slide Chart (planner)800-323-4433www.spinslidepop.com

Center for ExhibitionIndustry Research (CEIR)

312-808-2347www.ceir.org

Exhibit Surveys Inc.732-741-3170www.exhibitsurveys.com

Fictional Case Study: DigiCrayon

10 Breaking Ground Before You Begin to Build

Scenario:A small educational software company who wants to showcase their newest creation: a landscape designprogram, featuring an online gardening guide

Show:Local Home & Garden Show, estimated 20,000attendees over three days (28 hours); a horizontal consumer show

Exhibit:10’ x 10’ booth

Goals: Out of those who stop at the booth:

• Sell 250 software packages ($49.95 retail at a show special of $35; $8,750 total sales)

• Gather mailing list of 500 names• Gain local media coverage (at least 2 stories)

Breakdown: 18 leads and 9 sales per hour

Chapter 1: Setting Goals 11

Fictional Case Study: Purple Carrot Press

Scenario:A children’s book publisher wants to showcase theirnew line of collateral materials (stuffed toys, games,puzzles); two main characters to feature: Sunny theFrog and Alyssa

Show:Regional book and toy retailers’ show with an esti-mated 7,000 attendees over two days (14 hours); a vertical trade show

Exhibit:20’ x 30’ island booth

Goals: Out of those who stop at the booth:

• Gain 550 leads (stores to possibly carry products)• Sign up 100 new retailers within 30 days of show• Gain media coverage (at least one TV and one print)

Breakdown:40 leads per hour

“The futurebelongs

to those whoprepare for it.”

– Ralph WaldoEmerson

AppendixB

ReadingListWant to

Know More?Blum, Sandra J.: Designing Direct Mail that

Sells, North Light Books, 1999

Eiseman, Leatrice: Pantone Guide to Communicating with Color, Grafix Press, 2000

Falk, Edgar A.: 1001 Ideas to Create Retail Excitement, Prentice Hall, 1994

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Wolverton, B.C.: How to Grow Fresh Air: 50 Houseplants that Purify Your Home or Office, Penguin Books, 1996

About theAuthor

Marlys K. ArnoldWith a degree in English and journalism, MarlysArnold worked for three and a half years as areporter for the Kansas City Star before launch-ing out with her own business.

Combining her image expertise with real-worldmarketing experience, Marlys teaches how to“Maximize Your Trade Show Results.” She hasnot only been a trade show exhibitor, but hasalso organized several expos and events, includ-ing a self-improvement weekend for women.Her unique perspective of the trade show indus-try from many angles allows her to share newinsights with both beginning and experiencedexhibitors.

A member of TSEA and MPI, Marlys has pre-sented seminars for a number of groups includ-ing IAEM, Sprint, and the Home BuildersAssociation of Greater Kansas City. She hasbeen featured in both radio and television inter-views, as well as being included in publicationsfrom Kansas City to Australia.

She writes two online columns, TradeShowTipsOnline and The Busy Person’s Guide to Trade ShowExhibiting, and is available for trade show train-ing or consulting. For information, contact:

Marlys K. Arnold, ImageSpecialist7885 NW Roanridge Road, Suite A

Kansas City, MO 64151816-746-7888

www.imagespecialist.commarnold@imagespecialist.com

Combining image expertise with real-world marketing experience, Marlys Arnold has a passion for trade shows. Not only has she been an exhibitor, but also the organizer of several expos and events. Her unique perspective of the industry allows her to share new insights with both beginning and experienced exhibitors, teaching how to create experiential exhibits with significantly higher numbers of qualified leads. She has presented workshops for groups including Sprint, IAEE, and dmg world media, as well as providing training for clients of GES/ethnoMetrics.

She has been featured in publications from Kansas City to Australia, as well as traditional and online broadcasts. Her articles have appeared in magazines including EXPO and Trade Show Ideas. She writes a monthly e-zine, TradeShowTips Online, hosts the Trade Show Insights blog-cast, and is the author of Build a Better Trade Show Image and ExhibitorEd: Tips, Tools & Action Plans.

For more information, or to purchase a paperback copy of this book, contact:

Marlys K. Arnold, ImageSpecialistPO Box 901808

Kansas City, MO 64190816-746-7888

www.imagespecialist.com

Want to know the 7 Mistakes Exhibitors Make (& how to avoid them)?

Sign up for the free video series!

Go to: www.imagespecialist.com/7mistakes

On the signup form, be sure to check the box for the "7 Mistakes" video series so you'll receive links to watch the videos. You'll also automatically receive the TradeShowTips Online e-zine in your inbox each month.

And be sure to check out the blog-cast:

News, tips & tools to expand your knowledge of exhibitingHosted by Marlys Arnold

Looking for more results with your exhibits?

These days, everyone’s looking to do more with less, and your exhibit program is no exception. Good news! Trade show marketing expert and author, Marlys Arnold, created a series of teleclasses designed for exhibitors of all types and sizes, which is now available in a training kit!

In the ExhibitorEd Training Kit, you’ll learn practical step-by-step tips, expert insights, and real-world examples – including ways to get more bang for your exhibiting buck – to make your next trade show experience your best one yet! This six-CD series covers an entire exhibit strategy from setting goals to managing leads, and everything in between. There’s also a 50+ page workbook and other checklists and resources. And you won’t even have any travel expense or time away to take this class!

It doesn’t matter if you’re headed to your first trade show or your 51st – there are steps you might be missing that can make you more successful. So for less than the price of an average plane ticket, you can gain priceless tips for your exhibit program, such as:

• Experiential exhibit techniques! ! • Criteria that defines a qualified lead• Secrets of crafting a winning opening line! • Keys to effective follow-up• Promotion ideas for all budgets! ! • Essential measurements of success• Characteristics of great giveaways! • And much more!

Series Topics:• Setting Goals/Researching Shows• Theme & Design• ‘People Power!’

Learn what smart exhibitors know!

Don’t spend time trying to figure it out by yourself! Simply go to www.imagespecialist.com/exhibitored to learn all about the kit, and to view a complete list of checklists & tip sheets included.

About Marlys Arnold:As a trade show marketing consultant, Marlys has spent the past decade educating exhibitors and show managers and creating a wealth of training materials, including her book, Build a Better Trade Show Image.

Still have questions? Contact Marlys at marnold(at)imagespecialist.com or 816-746-7888.

• Creative Promotions• Lead Management & Follow-Up• ‘Podcasts, Wikis & Blogs ... Oh, My!’

About the Author:

Marlys Arnold combines her expertise as an image consultant with real-world marketingexperience to teach others how to improve their trade show results. Having been both anexhibitor and a show manager, she has a unique perspective on the exhibit industry.

Business/Marketing

“The Only Trade Show Book You’ll Ever Need!”

Was your last trade show exhibit as successful as you had hoped? Or isthere still room for improvement? Whether you’re a first-time exhibitor orhave been going to shows for years, this book is filled with tips and provenexamples that can jump-start your next exhibiting experience.

You will discover how to:• Research shows and set realistic goals for exhibiting• Make your exhibit stand out with a unique theme or design• Train your staffers so they are able to gather the most

qualified leads• Create a buzz about your company before the show starts• Unlock the potential in the leads you gather• Expand your possibilities by implementing non-traditional

techniques• Use resources listed to help in all stages of your exhibiting plan

“If you take time to read only one book about executing a successful trade show orevent and thereby building a better trade show image for your company, make thisthe one!”

– From the Foreword by E. Allen Reichard, Vice President of Corporate Exhibitor Programs, The Freeman Companies

“This is more than just a trade show book; it’s an adventure! You’ll discover gemslike the psychological influence of colors, tips for traveling, and how to write a pressrelease. Plus, you can expand your learning by logging on to the website.”

– Liz Besser, Convention Sales Manager,MCC Business & Technology Center

9 780971 290518

52495>ISBN 0-9712905-1-2

Stay current!Get updates &new resourceson the Web!

$24.95