Displayit.com's Blog - Trade Show Displays, Booths, & Exhibits

Meet Your Trade Show Heroes!

At Displayit, we're quite proud of our staff. Each one of us takes great pride in offering our clients the very best service in the industry, and each unique individual brings something special to our team.

We really wanted to showcase each person's strengths, so, with that in mind, we've revamped our Displayit staff page. We had a lot of fun during the photo shoot (and coming up with everyone's nickname, too). Click the link to learn more about the people who will be involved in your Displayit experience. And to meet each team member's "alter ego," hover your cursor over his or her picture! 

 

Are You Ready for Trade Show Success?

I'm very excited to announce the launch of Displayit's all-new Trade Show Success Training Program. The Trade Show Success Training Program is a two-part webinar course, designed to help your trade show marketing program be the best that it can be.

We've dealt with many exhibitors who lack the resources and/or training necessary for maximizing the benefits of trade show marketing. For the past 16 years, we've been focused on helping our clients create affordable and effective trade show displays. In 2012, we're pledging to do even more for our clients, and we want to start by giving you the tools you need to make your exhibiting program effective, profitable, and fun!

 

What We'll Cover:

• Preparing a realistic trade show budget 
• Purchasing a cost-effective display that's perfectly suited for you 
• Creating effective messaging and graphics
• Exhibit industry insider secrets

 

What's Included:

• A  5% merchandise discount, valid for a full 12 months after completion of the training program
• An official Trade Show Success Training Program binder and training manual, complete with planning and budgeting guides
• Slideshow presentation and planning worksheets
• Access to your own dedicated Displayit account manager, who will help you execute your marketing plan

 

The Cost and Our Money-Back Guarantee

The Trade Show Success course costs $299. I truly believe you'll benefit from this program, and I'm willing to back it up with a money-back guarantee: once you've completed the training program, if you feel the course wasn't fully worth the investment of your time or money, I'll refund the entire purchase price. You'll get to keep all of the training materials; the only thing you'll forfeit is your 5% Displayit discount.

 

If you'd like to discuss the program in greater detail, one of our team members will be happy to assist you. Click the following link to talk to a Displayit account manager.

And if you're not quite ready to sign up for the program, we've created a free, 5-part e-mail series that includes a few of the basics I cover in the program. Learn more about our 5-part e-mail series by following the link. There's no obligation, and you really have nothing to lose.

I hope to see you in one of our webinar sessions very soon. Here's to your trade show success!

Trade Show Word of the Day: Infringement

Infringement, as defined by EXHIBITOR Magazine, is "an exhibitor's unauthorized use of floor space outside the leased booth area." Basically, this means that any of your company's booth representatives, including product demonstrators, must remain within the boundaries of your company's exhibit space during the show. If any of your booth representatives block the aisles or restrict access to other exhibitors' booths, then you will be penalized by show management.

Infringement clauses are often outlined in the show's exhibitor rules and regulations (which can be found in your exhibitors' handbook), as well as in your trade show booth contract. If there's any confusion, ask questions ahead of time to avoid unnecessary fees or suspensions.

 

 

What's the EDPA, and Why is Displayit a Member?

In keeping with our mission statement, we seek to provide outstanding customer service by ensuring our team members are up-to-date on product knowledge, current industry trends, and best practices. You may have seen the "EDPA member" logo on our homepage and wondered what it stands for. EDPA is short for Exhibit Designers and Producers Association. The EDPA currently has over 400 corporate members, representing 18 countries worldwide. The EDPA's corporate members are involved in various segments of the exhibiting industry, including trade show display designers and manufacturers, systems marketers, and show contractors.

Since its founding in 1954, the EDPA has provided its members (as well as the exhibiting and event industries) with educational programs and networking opportunities. Having access to our industry's top leaders gives us the tools we need to provide you with the service you deserve. Displayit is a member of the EDPA's Southeast Chapter.

To learn more about the EDPA, visit their website at www.edpa.com. 

Using the Right Words to Achieve Trade Show Success

"Better than a thousand hollow words, is one word that brings peace."  ~ Buddha

Never is that quote more true than when you're a customer who's looking for a solution to your problem. Think about the last time you had an urgent problem. When you found yourself desperately sifting through a bunch of hollow messages to find the one that struck a chord with you, the one with the words that let you know that you'd found your solution.

At a trade show, an exhibitor has a very small amount of time to communicate with prospective customers. It's important that the exhibitor chooses the words on her trade show exhibit carefully - to tell buyers that her product or service will bring the buyers the peace they're seeking. And that's why I think this quote illustrates why using the right words is critical in trade show marketing.

 

The Key to Success

Exhibitors who experience repeated trade show success know how to appeal to prospects' emotions, which is a key element of "customer-centric" copy. Choosing the right words for that copy - words that elicit emotional responses from prospective buyers - can have a huge impact on the outcome of an event.

You want to let your prospects know that you understand their frustrations and fears, and you want to let them know that your company is capable of addressing those frustrations and fears head on. When you can create the perception that you're the problem solver, you'll beat the competition every time.

 

Pulling the Trigger

Using "trigger words," (words that compel your prospects to take action) in your message will not only appeal to your customers' emotional needs, the trigger words will also help your message stand out in a sea of hollow words.  

Here are some examples of great trigger words:

• Discover
• Exclusive
• Valuable
• Proven
• Easy
• Thrive
• Brilliant
• Secret
• Hurry
• Painless

 

Use the Right Words for Trade Show Success 

The right trigger words will evoke an emotional response from your target prospects, and that's a great thing! When you're able to connect with your target audience on an emotional level, you'll get great results each and every time. Choose the right words for your trade show message. Use the word(s) that will bring peace to your prospects.  

Do you have a great trigger word? Add on to the list in the comments below. 

4 Huge Errors Exhibitors Make

You've decided to take advantage of the numerous opportunities that trade shows provide. Then the negative feedback starts rolling in: "Trade shows are a waste of time." "We lost thousands of dollars on that show." You start second-guessing whether exhibiting is a good idea after all.

Trade shows are an incredible marketing tool. The keys to success are advanced planning and having the right strategy in place. If you avoid the mistakes that your peers are making on the show floor, you'll prove all the naysayers wrong, and you'll see just how beneficial trade shows can be for your bottom line. 

That said, here are four key mistakes many exhibitors make:

1) Waiting until the last minute to plan. There's an old proverb that says, "He who fails to plan, plans to fail." Never is that adage more true than in the exhibiting world. Ideally, you should begin planning for your event at least a year in advance; four months at the VERY MINIMUM. Boost your trade show ROI by taking advantage of "early bird" discounts and avoiding rush charges.

2) Targeting everyone who attends the event. Believe it or not, not every attendee at an event is a potential customer. Far too many exhibitors waste time talking to people who couldn't care less about what the exhibitor has to offer. Avoid this by identifying your company's ideal prospect, training your booth staff on how to properly qualify those prospects, and honing your marketing strategy to attract those prospects.

3) Too much clutter. On your trade show display, in your booth, everywhere. The most successful exhibitors abide by the "keep it simple" principle. Unclutter your graphics by limiting text. Unclutter your booth space by reducing the amount of sales literature (brochures, fliers, etc.) you bring with you, and by limiting the amount of staffers in your booth.  You want to entice attendees to visit your booth space, not scare them away.       

4) Choosing the wrong exhibiting staff. Make sure that the people who are representing your company are comfortable talking to strangers, and ensure your staffers are well-versed in the product or service that you're showcasing at the event. Nothing turns attendees off like people who appear unfriendly and/or inept.

When you avoid these costly (and oh-so-common) mistakes, you'll be able to tap into the immense marketing power that trade shows have to offer.

Is Your Trade Show Message Too Long-Winded?

What kind of advertising captures your attention these days?

a) Something that's short and concise

b) Long, drawn-out lists, filled with a product's numerous features and benefits

Chances are, you picked choice "a." And if you do any kind of trade show or event marketing, then your sales pitches should resemble choice "a," too. 

Could you describe what your company does in 10 words or less? If you can't, then Susan Friedmann, also known as "The Tradeshow Coach," has a message for you: your sales pitch is too long.     

In her article "Get Your Tradeshow Message Across in 10 Words or Less," Friedmann shares valuable trade show marketing insights, emphasizing the importance of simplicity. She writes, "From my experience...I very, very, very rarely hear a message that I truly understand first time around. Most often I’m bombarded with a string of meaningless industry or product jargon..."

If the above comments are an industry expert's observations, then it's got to be what your target audience is experiencing as well. And she's right: too many companies focus on describing every minute detail of their products or services - at the expense of driving away the very people who could benefit from those products or services!

The core of Friedmann's article focuses on perfecting your company's "elevator speech" - so named because your sales pitch really shouldn't last longer than the length of an elevator ride. The whole point of this kind of sales pitch is to be able to capture the attention of your target audience quickly and effectively. A well-crafted elevator speech should be part every trade show marketer's tool kit; a succinct, targeted message will stand out in a sea of aimless, long-winded sales pitches.      

So, I'll ask you again: would you be able to describe what your company does in 10 words or less? If not, then I encourage you to take a look at Friedmann's article and work through the exercises she provides. It's a very valuable lesson in trade show marketing and an investment that's well worth your time. 

Advanced Trade Show Marketing Tactics

You've got the basics down pat, from identifying your target sales prospect to the design of your trade show exhibit. Now that you're a little more sure of yourself in the trade show world, how can you increase your ROI even more? Where should you be focusing your time and resources?

The Trade Show News Network recently featured an article that's loaded with some good trade show marketing tips. Author Mike Thimmesch outlines 6 ways you can improve your trade show marketing program - from exhibiting in vertical shows to incorporating items like iPad displays into your booth.

Click on the link to learn "Six Advanced Trade Show Strategies and Tactics."      

International Exhibiting 101

In the business world, there's nothing quite as exciting - or as daunting - as the prospect of expansion...the thrill of tapping into new markets and opportunities. If your business marketing ventures will be taking you overseas (or even across the border), in the very near future, then below is a must-read article from EXHIBITOR Magazine.

We've stressed the importance of advanced trade show planning many times; never is this more important than when you're stepping into the international exhibiting arena. Author Brian Todd has all the basics covered, from passports, visas, and international shipping to dealing with time zone differences and prepping your booth staff.

Check out "Four Steps to Foreign Exhibiting" by following the link; it's definitely worth the read.

Trade Show Phrase of the Day: Vertical Show

Happy New Year, everyone! Let's begin 2012 with a trade show phrase that really sums up the trade show industry: "vertical show."

The Convention Industry Council defines a vertical show as "an exhibition at which the products or services being displayed represent one element of an industry or profession."

Vendors and attendees who participate in vertical shows make up what's known as a "vertical market." "And what's that?" you ask. In layman's terms, it means that transactions are driven by consumers with very precise, specialized needs. A few general examples of vertical markets include health care, real estate, transportation, and insurance.

As you know, trade shows are usually geared towards a specific group of consumers in a specific industry. Exhibitors focus their marketing efforts on consumers with highly specialized needs. Hence, trade shows are a terrific example of vertical marketing.

Vertical markets (and, by extension, vertical shows) can be highly competitive, since multiple exhibitors will be competing for the same customers. If you're exhibiting at a vertical show, it can be tough to stand out from the rest of the crowd. In order to set yourself apart from your competition, your trade show exhibit should feature crisp, simple graphics, which tell your prospects - in 3 seconds or less -  how your company's product or service will benefit them.

One of the biggest mistakes you can make is to cover your exhibit graphics with text. This will only discourage prospects from visiting your booth; they'll become overwhelmed trying to find your message in a sea of text.

So, what should you do? Take a page from successful exhibitors' playbooks: keep it simple. Limit your design to your company logo, a strong tag line, and brand-related imagery. That's it. Save the extended sales pitches for your booth staff; they can take care of pitching your products and services after the prospect has decided to visit your booth.

If a vertical show is on your company's agenda this year, we'd love to help you with your marketing efforts. Feel free to give us a call, or schedule a consultation with one of our experienced exhibit specialists. Here's to marketing success in the new year!