Guaranteed most if not all of your clients exhibit at some sort of event to grow sales and awareness, as well as to continue brand building efforts. It can be one of the thousands of B2B international, national and/or regional shows, more local consumer events (eg, boat shows, car shows, home improvement, garden), or community events, such as county fairs and annual town days.
Face-to-face interaction via gatherings has long been a key part of any business’ marketing endeavors. And one of the primary aspects immediately associated with those who attend is “free stuff!”
According to Spin Go Event Management, survey results about why companies exhibit at tradeshows yielded the following stats:
88% want to raise awareness of the company and its brand.
72% focus on obtaining leads from new buyers and prospects.
65% say they want to meet with current clients – it is easier at a tradeshow to personally strengthen relationships.
Further, according to the survey, the most important objectives involve managing and nurturing relationships as well as encouraging engagement with the brand and the corporate culture.
Another way to view it, according to Spin Go Event Management, is the savings – the average cost to meet with a prospective client or customer at that person’s office is $259, the average cost to meet him or her at an expo booth is $142.
The goals for attendees primarily are to investigate new products, technology, and services (92%). And more than two-thirds of tradeshow attendees say they find at least one new vendor or supplier to do business with.
When you think that attendees don’t get to roam many shows in their industry – only 45% go to one a year – and nearly 80% have the authority to purchase, according to Spin Go, the necessity to try to attract not only their attention but their nod of approval becomes the enduring primary goal.
Lastly, Spin Go’s research shows that four out of five attendees are potential customers of your exhibiting client and they spend nearly 8.5 hours perusing exhibits. And this is where you come in handy – because first impressions often attract or repel.
Carrie Lewis, marketing and communications manager, BIC Graphic North America, relates that for your exhibiting clients want to be remembered after an expo is over, they should spend the effort to create a positive and immersive experience, which primarily encompasses booth design, staff, and promotional items that leave the recipient with a favorable impression.
“While an eye-catching booth design may attract attention, promotional items can draw visitors into an exhibitor’s space and keep them there for a conversation – hopefully, one that leads to sales. High-quality promotional items will attract people to an exhibitor’s booth and set them apart from their competitors on the crowded show floor,” she comments.
Although the goals and the mechanisms of exhibiting and attending trade and consumer fairs remain static since their inception, there are newer challenges and ways that business is performed.
Larger corporations likely work with professional exhibit designers, as some name-brand companies spend millions per year. Your clients, however, can likely use your expertise in assisting them to create a memorable experience not only for themselves but for every attendee who wanders over to the booth.
For example, says Jerry Mrozak, national sales manager, Visual Textile Resource, start with finding out the venue the exhibit is for, the square footage of the space, if the space is an aisle, corner, or island. Does the client need the exhibit to be more visual and is there also the need for the exhibit to display product samples? Is the client looking for something more portable and flexible that one person can manage the build and teardown, or does he or she want something more substantial?
Mrozak recommends distributors focus on portable exhibits that are easy to understand also easy to set up and transport. A custom pop up, retractable banner and stand sets, adjustable backdrops, exhibit tubing that graphics can cover, and the complementing custom table covers are widely used by small businesses, colleges, schools, sports teams, radio stations, as well as larger brands that exhibit at smaller venues like community fairs. “I’ve been to numerous state and county fairs and I was amazed at the number of portable exhibits in the various buildings for crafts, better living products, insurance sales, home improvement products, cosmetics, he relates.
Pam Pennington, vice president strategic partnerships for Aprons, Etc., opines, “It’s important for a distributor to understand the client’s tradeshow goals and markets. Do they do the same set up each show or meeting – and should they do the same set up for each show? Often you can customize display items to create more interest to the shows targeted attendees.
First timers need to be coached to understand economics, she adds. For example, sometimes displays products can be purchased for comparable prices to renting, such as a custom table cover instead of a typical skirted table wrap. Additionally, any event where a client exhibits (from international to local), provide your client with a written plan of when orders and artwork are due and emphasize that costs are added for rushing production and shipping. “Some first-time exhibitors don’t realize that deadlines for materials to arrive for a show are often much earlier than the show start date,” she says.
Booth Considerations
Mrozak observes that it’s “a clear reality that people are not as focused on one activity at any moment in their lives as most are monitoring social media activity, checking e-mails, constantly texting. Attendees at trade shows are walking the aisles with their cell phones in hand, up to their ear, texting as they walk.”
Therefore, he asserts, a display that is creative, colorful, and professional is the best strategy to discuss with your client to cut through and capture the attention of the attendee to take the advantage of that fleeting moment to make a connection, and attract him or her to the booth. “Make the attendees curious visually and engage them as they travel by or they may not look up from their phone long enough to even know you were there,” he says.
Similarly, observes Pennington, today’s tradeshow experience for attendees typically brings sensory and information overload. “It’s very important for the exhibitor to get the best ROI by creating a visually impactful booth that delivers their message quickly,” she says.
Aprons Etc., Pennington explains, advises recommending your exhibitors to start by using the pieces of equipment and furniture already needed in their space, especially for the smallest 8’ or 10’ booths. First, be sure table/s are draped with logoed table covers. Dye sublimation imprinting allows you to use creative and colorful full-color images, including photographic, she says.
If the client has multiple tables, encourage him or her to create several coordinating covers. A customized booth backdrop is another engagement point as it provides the client with a large format sign (instead of the small one provided). The dye-sub print technique, allow for a large version image of a small product or a small image of a product too large to exhibit, Pennington points out. “It can replicate a lifestyle image or list important bullet points,” she suggests. “Additional printed covers for the backdrop frame or table covers can be customized to target a specific target market.”
Finally, Pennington adds, proper lighting is key to catch the eye of the attendees; it can be simple LED clip-on lights or our exhibits such as Apron Etc’s new LED lighted tower displays (from six to 10 feet high) that can be printed on 3-4 sides for multiple approach viewing.
And do not forget the absolutely necessary lanyards. For example, Innovation Line offers its 2/4” width dual attachment silkscreen polyester lanyard in a large array of colors that will match any client logo color. Lanyards to hold badges are overwhelmingly preferred to pinning badges on expensive suits or dress shirts.
The Giveaways
According to Lewis, tradeshow attendees who receive a promotional product at the booth (or in the welcome bag) are more likely to remember the name of the company that provided the free product.
According to promotional products distributor Cathy Houston of the Delta Marketing Group, companies want to now focus on giveaways that “support their overall marketing strategy, connect with their audience and elevate their brand.” Also, she noted, as of 2018, “prospects (at trade shows) are expecting higher-quality giveaways.”
She listed her own favorite unique giveaways: PopSockets phone grips, Smart Wallet silicone pocket, webcam cover, microfiber cloth, luminous USB car charger key strap, and custom Pantone-matched socks.
“Since current lifestyle trends lean towards downsizing, exhibitors will want to focus on items that are useful and memorable,” emphasizes Lewis. “The key is supplying promo items that attendees want to keep versus toss immediately in the bin.”
Just about any promotional product can be used successfully for any client’s exhibit experience. This is where being inventive is an asset. Working with the client to find out what its brand or new product attributes are, how it helps enhance the lives of its own end users, can help create the blueprint to find the perfect promotional product that reflects those attributes in a fun and useful way. When the giveaway is tied closely into the end product or service attributes, the recipient is much more likely to view the exhibitor favorably and remember it when the need for that product or service arises.
And of course, pens are still perennially hot, as are those tasty wrapped treats to give rushing attendees a little more energy.
Find out where your clients plan on hosting a booth and begin to help craft a most successful experience. This may very well lead to other promotions.
CASE STUDIES
Carrie Lewis, Marketing and Communications Manager, BIC Graphic North America: “An educational leaders’ association wanted a bag giveaway for its annual conference that would appeal to teachers and administrators. The bags would be given away at registration and contain documents and schedules for conference events. The organizers chose the KAPSTON™ Pierce Tote-Pack (#15932) tote-pack because it had several storage compartments and a laptop sleeve so attendees could easily carry laptops, documents and other necessities between conference sessions. The versatility the bag offered by being both a tote and backpack also appealed to the broad audience. Attendees were impressed with the high-quality, modern design and functionality of the tote-pack.
“An event organizer was looking for a memorable giveaway for an upcoming data security conference. The organizer chose the 256MB Wrist Band USB 2.0 Flash Drive (#312121) to include with welcome packets to be a useful item for both organizers and attendees. They used these Wrist Band USB Flash Drives as admission bands for the key speakers and workshops. Sessions were color-coded to match a specific wrist band USB color worn by the attendee. Each drive was pre-loaded with the presentation deck from the session as well for attendees to reference after the conclusion of the conference. The wrist band USBs provided multiple solutions during the event while also helping to improve session attendance and participation. They felt the flash drives acted as a reminder after the conclusion of the conference and consequently saw an increase in pre-registrations the following year.”