some true facts you ought to know beyond the exhibition


Most exhibitors start off by building a booth. They are dazzled by stunning shapes and architectural "wow". They hold endless no-cost (to them) design contests with vendors falling over each other to create the most exciting three dimensional display. It is a rare design proposal that actually asks to fulfill a strategy or tell a story. Somehow, that is not part of the design requirements. 

This is largely due to the fact that the only decision made to this point, has been to attend - not what needs to be conveyed. So from the inception, most programs are launched on an attractive, but random, soon-to-be-modified trajectory. 

an exhibition company believe the story should come first. After all, could you build a stage set for an unwritten play? The story has to address and answer the challenges of the attendees and then captivate them into a desired action — pure and simple. It sounds, and is... simple - and yet this is not the mission set before most exhibit builders. Most designers are busy working out a unique way of suspending a monitor or lighting a graphic and never knowing what the messaging on these tools is supposed to say or do. Imagine what creativity could emerge if the designers knew the plan? 

create content

The most challenging aspect Of presenting at a trade show - seems to be understanding the word "show ". Always remember: This is Show Business". Most consider presenting or displaying their product or service as fulfilling the "show " requirement. Fresh, clever, interesting content used to position and enhance the experience surrounding the product makes for a memorable experience and a conversation that is worth everyone′s time. 

At trade shows, use tools to tell stories and engage the attendee in an information exchange where you can learn about each other. People can also do this quite well when trained properly. Make certain that people play a big role in the interaction as well. But technology can be smarter, faster, more engaging and experience-based, memorable and never forgets a thing about a prospect. 

lead punch your competitive advantages

One Of the most important, and Often times neglected propositions at trade shows is "why buy " your product compared to the Other guys. Why such a simple, Obvious, easy to defend, discussion is elusive to exhibitors is truly mystifying. Almost every product and service has a unique selling proposition that one would think to be the lead punch - but it isn t. Exhibitors are SO busy describing every technical nuance Of the product that they fail to communicate its competitive uniqueness - or better yet, its benefit to the attendee. Attendees leave exhibits after being burdened with a stifling, unmanageable, boring data load and no clear reason why to buy. 

SO many companies present themselves like the Hydra from Greek mythology . a multi-headed beast snapping in all directions. Taking this "group" to a trade event and pleasing every head is practically impossible. Managers Of trade show programs face feeding this beast every day - frozen at times to make the correct move in fear Of insurrectlon - or losing a limb. at the BEGINNING Of the process, all can agree on a strategy that is corporate and brand-based, the beast can be contained. You may need to feed it occasionally with a sacrificial Offering, but proceeding on to success is much less treacherous knowing the end goal does not survive in the teeth Of any individual snapping head. 

at the BEGINNING Of the process, all can agree on a strategy that is corporate and brand-based, the beast can be contained. You may need to feed it occasionally with a sacrificial Offering, but proceeding on to success is much less treacherous knowing the end goal does not survive in the teeth Of any individual snapping head. 

network the show

Trade shows are fantastc events but on, when taken advantage Of. That means standing on line at the buffet and tastlng everything... Checking out the competition and KNOWING their products and sales proposition... Get a few Of your experts registered to speak to elevate your brand and leadership... make appointments with your existing customers... speak to the press and industry analysts.. integrate social media and be partof the conversation - hold a sales meeting since everybody is there anyway ... use your company VIP′s in a an well-conceived chess game Of PR and influence... it′s there for you if you plan for it. 

measuring

an exhibition company believe in measuring for return on investment. It is important to some but it does not always change behaviot On the Other hand, an exhibition company LOVE measuring for process improvement because if done correctly, it changes and improves everyone′s game. It makes for better presentations, content, tactics, strategy, teams and ultimately better sales opportunities. 

what an exhibition services providers should do

Speaking Of sales opportunities, one Of the biggest disconnects between Marketing and Sales is who is responsible for sales. - to clarify, it′s Sales. Exhibit programs are marketing functions designed to tee-up oppoflunities by the way Of introductions, education and experience. Nine out Of ten times, Sales closes the deal. SO the next time your exhibit program is scrutinized based on sales stats- be sure to respond with stats Of your own: a measured assessment Of show performance - not closed deals. an exhibition company can help With this. You cant be made responsible for what you can′t control.