Remember the Ultimate Goals

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2 Remember the Ultimate Goals In the previous installment of the Trade Show 101 White Paper Series, Hitting the Mark: Setting Effectual Goals and Objectives, we explored five of the most common goals established for effectively monitoring and evaluating the success of trade shows. While one could conceivably come up with a long list of possible goals exhibitors could have at trade shows, the five goals outlined below tend to be the most common: Increasing sales (new customer acquisition or up selling current customers) Increasing customer share Launching new products or services Branding, positioning and/or image branding Growing your database A common misconception promoted by the exhibit industry is that your trade show exhibit s main purpose is to stop traffic on the show floor. Once again we must examine the validity of this statement by looking through the filter of goals. This statement might be perfectly valid if every attendee walking the floor was part of your target audience. The reality for most exhibitors today is quite different, where on average less than 40 percent of attendees are part of your target audience. In this instance your exhibit needs to be designed to act as a filter for non-buyers by effectively informing your audience about who you are, what you do and what you do best. The fact is that the exhibit is but one important facet of an effective trade show strategy. When combined with pre-show, at show and post-show activities, your exhibit can help you achieve your trade show goals, but the process can t be started until those goals are clearly defined.

3 Picking the Right Exhibit Budget You ve set your goals, now you need to build a new exhibit. How much should you spend and what percentage of your overall budget should it consume. Once again, you must look back at your goals, but this time framed by your position in the marketplace and the way you want to be perceived by your target. For example, as an industry leader your need to have the most noticeable exhibit on the floor might be very different than the startup looking to make a name for themselves. A strong design can significantly elevate your credibility on the show floor, but the cost and type of structure must be weighed after carefully examining the other marketing tactics and services you need to employ. Things to consider when creating your budget: space rental exhibit expenses shipping and storing show services personnel advertising and promotion travel and entertainment Scalability You should consider scalability when selecting an exhibit if you ll need a variety of sizes at a number of shows or if you ll always have the same space requirements except for at that one big show. Scalability can help determine which exhibit is right for your needs and whether you should buy or rent. Keep in mind, many exhibits, such as The Trade Group s Metalli line, allows you to rent additional components to enhance your existing Metalli booth in order to scale your exhibit when needed. This type of scalability can drastically cut down on costs while increasing flexibility within your overall trade show strategy.

4 Selecting Exhibit Types There are many different types of exhibits, from pop-ups to custom exhibits, and you should base your decision on your specific goals and your budget. An exhibit of any type should, through structure and graphics, be a metaphor for your company values and convey your firm s main value proposition. Depending on your goals, the scale and complexity of your exhibit can be varied and can even change from show to show. Most Economical The least expensive exhibits include lightweight portables, traditional tabletop systems, pop-ups and banner stands. These displays rely almost exclusively on an effective graphic to deliver your brand experience and message to your target. Thus it is imperative that your design is on the mark. Due to their inherent properties of low weight and easy setup (low labor costs) these types of displays can be part of an effective trade show strategy, allowing companies additional funds for pre-show activities to ensure buyers come to the exhibit. Middle of the Road Often referred to as modular exhibits, this segment is becoming increasingly popular with companies that wish to have the dynamic presence of a custom solution while leveraging the lower operating costs of a modular. Modular exhibits tend to cost slightly less than traditional custom displays, and the ongoing savings on labor, freight, drayage and storage can be significant. Modulars can be a great solution for companies whose goals include improving presence (through a dynamic structure), while providing enough cost savings to implement other effective at-show strategies to improve leads. Modular systems include laminate panel systems, truss and metal-based systems. Many are designed to fit in multiple booth sizes, and some are re-configurable. Hybrid designs can be pop-ups with additional elements added on to create a true exhibit system. You get full demo kiosks with CPU storage, LCD monitor support, wire management and custom lighting, all in a compact stylish package with no modifications necessary to your existing frame. Truss is a lightweight architectural product that compacts easily and provides a low-cost way to add height and space definition to a booth space. Lighting and

5 audio-visual elements are easily integrated, as are banners and lightweight graphics. Most Expensive Custom exhibits are perhaps the most expensive of all designs and are perfect for companies with large trade show budgets, companies who want to make a big splash at a special show or companies who can justify the ongoing operational costs associated with custom exhibits. When it comes to designing custom exhibits, the cost can range from moderate to extreme. They can be configured to meet your specific needs and help reach your goals for each show. Custom exhibits are the best way to ensure that your exhibit will differentiate itself from other exhibits. Tension fabric is a lightweight product that can provide massive, organic shapes and images that can be easily integrated into both custom and modular designs. While tension fabric requires a more significant investment up front, it provides long-term operating cost savings due to its low weight and compact packaging. Rental Rentals can be an excellent option for exhibitors whose goals and budgets don t allow for exhibit purchases. Exhibitors with a limited number of shows on their schedule might also consider renting as the cost savings realized can be put toward marketing efforts that will maximize results. Some of the other advantages of renting include: Having the ability to change designs from show to show to better cater to the demo graphics of the current event Being able to exhibit at multiple shows at the same time without having the overhead of owning multiple exhibits Being able to make a splash at the big show without having to make a splash in your budget Considering exhibit rentals as an expense as opposed to a capital expenditure

6 Exhibit Design Elements of Design After determining what type of exhibit best fits your needs based on your overall trade show objectives, you can begin to develop the structural and branding presence of the exhibit. It is important to remember that both graphics (message delivery and attendee filter) and structure (presence, leadership position and credibility) must support your goals. Structure When contemplating the structure of your exhibit, imagine the ergonomic flow you want to have. Ask yourself a few questions: How do you want people to walk through your exhibit? Do you have monitors? If so, are they appropriately located throughout the exhibit? Is there a certain spot where important conversations can take place? Is it located away from the traffic, clutter and noise? Next, think about the best layout for your exhibit. Start by thinking about your goals. If your goal is lead capture, make sure all interactive kiosks or other lead capture devices (including people) are appropriately placed throughout the exhibit. Make sure they are easily accessible, attractive and enticing and don t cause a traffic jam or other obstacle. If your goal is to meet with prospects and you need space to do so, consider using conference rooms so you will have room to sit and have a quiet conversation with prospects during the show.

7 Graphics Graphics are the most important element of small portable structures and play an important role in exhibits of any size. In smaller spaces you are limited in structural elements that can help support your brand. If you are one of dozens of pop-up displays on the floor, the only thing to differentiate you is your graphics. Ultimately, you want your exhibit to convey who you are, what you do and what you do best. Graphics should immediately convey your primary value proposition. Avoid the common mistake of trying to have your booth say everything about your company. You must distill your message down to the one or two values that will resonate with your target audience. In addition, graphics can be used to help filter out non-buyers by clearly stating what you do. Remember that high traffic is only effective if it is the right traffic. The Meaning of Colors Blue: truth, serenity, loyal, cool, sense of well-being, soothing Green: nature, solid, harmony, balance, hope, stability, peace Red: dangerous, strong, aggressive, exciting, energetic Black: elegance, power, individuality, intimidating, sophisticated Yellow: bright, optimistic, greedy, envious, cheerful, intellectual Orange: stimulating, energetic, warmth, happiness Brown: solid, nature, conservative Purple: spiritual, love, truth, justice White: brightness, clarity, purity, cleanliness Gray: neutral, modest, unobtrusive Gold: majesty, glory, pride Pastels: soothing, soft, sweet, gentle, romantic Barry Siskind s Powerful Exhibit Marketing In large structures, the role of graphics will be dictated by the goals you ve set. For example, a company with an industry leadership position might choose graphics that are more informational in nature and that convey imagery of strength and competence, whereas a startup might use huge graphic walls to make a statement that announces their arrival. Colors and illumination also play an important role in graphics. Illuminating your graphics(backlighting) has been proven to increase both initial awareness and retention. Use color to focus on your product, not your display. Use the display to help you draw attention to your product. If your corporate colors are easily identified, use them to catch prospects attention and let them know who you are. Utilize graphics that work well with your colors. The right graphics can catch the attention of prospects while also conveying who you are and what your company, product or service is all about. Finally, make sure that the colors and graphics you choose align with your brand and your other branding efforts. Each component should work seamlessly with the others.

8 Add-ons People often ignore the minor details. Focusing on the small stuff can transform your exhibit and make you stand out in a crowded hall. Consider the following add-ons to take your exhibit to the next level. Flooring The floor is an often overlooked element in creating a brand experience. Today s flooring comes in various materials (carpet, flex floor, raised floor and tile) that can incorporate four-color digital images and logo inlays that effectively double your branded area. Lighting Lighting is a great way to highlight or showcase certain areas or things. Lighting can accentuate graphics and give visitors visual clues about how the exhibit flows. Like the floor, lighting is an important aspect of exhibit design that can dramatically improve your display. Technology The most effective trade show displays have something in common they give visitors an experience. They demonstrate, educate and/or entertain. Customers remember these experiences because the same information was transmitted to different parts of the brain through alternate means (imagery, sound and text), making the experience easier to recall at a later time. Effectively utilizing technology will help you create a memorable experience for prospects in your booth.

9 Leveraging Technology You should design your exhibit to maximize the multimedia and/or RFID (radio frequency identification) that you use. These technologies are discussed in the following pages. In an overcrowded exhibit hall, nothing is more difficult than grabbing the eye and attention of potential customers. Using imagery, sound and/or text as stand-alone elements can be effective, but nothing can capture the eye more effectively than a skillful combination of all three. The secret is to make sure your multimedia program is a high-impact communication that effectively relays information while still being cost effective. While you can always add technology into your exhibit later, if you don t design it with the possibility of integrating technology at a later time in mind, you won t be getting the maximum potential from the exhibit. Using technology such as multimedia/immersive media, RFID and lead tracking systems in your exhibit can help you create an interactive and engaging environment while effectively communicating your message. These technologies allow you to filter out unqualified leads and bring in the prospects you want to meet with. Multimedia / Immersive Media One of the biggest complaints about multimedia programs is that they are confusing or hard to follow. Because special effects are easy to create, many producers go overboard with them. The message is often overwhelmed by too much color, text and sound. It s more important to engage your audience with thought-provoking content. Use multimedia when the integration of animation, text, graphics, video and sound will best convey your message or give your company a strong, polished image. Use multimedia to include information that is not accessible in any other medium. An advertisement on CD that is merely a reproduction of the print ad is likely to leave prospective customers feeling cheated.

10 However, if your budget means you have to get by without an all-out multimedia program, go with hypermedia (hypermedia is a term used for hypertext which is not constrained to be text it can include graphics, video and sound). If an elaborate multimedia program is going to pinch your budget too much, you can always create effective communication tools with hypermedia software. Hypermedia software affords you the ability to still include graphics and sound effects, but at a fraction of the cost of producing a multimedia program. RFID Take advantage of one of the fastest growing technology trends by integrating multimedia with RFID technology. Imagine this scenario: As your prospect, Mr. Smith, approaches an RF-enabled booth, he is detected from up to 100 feet away. Once detected, a text message is sent to the salesperson assigned to him ( Please be looking for Mr. Smith ). As he comes within 30 feet of the exhibit, a screen presents a personalized welcome message. For example, when Mr. Smith walks up to a kiosk about faucets at the Builder Expo, the kiosk knows whether he is a plumber, architect, home-builder, wholesaler or retailer based on pre-show data. The kiosk will then deliver value propositions about the line of faucets that are relevant to Mr. Smith. As an exhibitor, you will have the ability to track traffic patterns and determine product interests by measuring which areas of the exhibit were visited by whom. You can also use RFID to create animated displays that detect when an item is lifted and launch specific messages about that item. The display can also measure how many times a product was lifted and how much time it spent off the shelf. Conclusion At the end of the day, the design possibilities available to exhibitors are endless. Depending on your goals, you can exhibit successfully with anything from a pop-up display to a custom exhibit outfitted with leading-edge technology. Just remember that not all exhibits will yield the same results. Understand what you are trying to accomplish before you begin designing your exhibit and you will see an immediate impact at your next show.

11 Let The Trade Group Help The Trade Group has been helping exhibitors plan and execute successful trade shows for over 20 years. If you have any questions or would like to further discuss exhibit design or trade show strategy, give us a call at Our consultants are the most experienced consultants in the industry and would welcome the opportunity to talk with you about any of your trade show needs. The Trade Group Trade Show 101 White Paper Series This white paper, Designing Exhibits to Support Trade Show Goals, is the second in a series of white papers that The Trade Group will be publishing over the course of the year. The purpose of the Trade Show 101 White Paper Series is to provide our marketing community with valuable knowledge and expertise that will ultimately help exhibitors maximize their potential at their next event. The series explores exhibitors challenges and provides valuable advice on how to overcome them. Each white paper will focus on a different and unique challenge ranging from setting effective goals and objectives, to pre-show marketing, to measurement and ROI. About The Trade Group The Trade Group is among the Southwest s largest providers of exhibit products and services for trade shows, conventions and other business events. Founded in 1986, The Trade Group has delivered more than 40,000 exhibits to more than 15,000 customers. The Trade Group occupies 100,000 square feet in Dallas, San Antonio, Austin, Oklahoma City and Las Vegas. The company s reputation is built on obsessive customer service and creativity.