So, you've tested the waters in trade show marketing with a do-it-yourself display
booth. You have an exciting product/service. You have a good team. You probably
have some loyal clients that helped you get on the map, right? Still, you
look across the show floor and can tell the image you project could be
well…more impressive.
Regardless
of how frugal you are, when do you know it’s the right time to take the leap
from designing, building and installing your own trade show display to working with
a professional exhibit company to do these things for you? The answer might be easier than you
think. Here are 3 basic
factors to consider to help you make
the evaluation.
1) Competition – If
you’re in an industry where everyone brings a do-it yourself booth, then maybe
you shouldn't spend more.
It might be that projecting a frugal image is the right image to be successful
in your industry. For example, the ASD/AMD show is a show of surplus and
discount import merchandise from kitchen to toys to tools, and everything in
between. Industry leaders present at that show tend to use large,
do-it-yourself trade show displays in an attempt to look both successful and
frugal, and it usually works. By
contrast, if you’re in an industry such as the hi-tech industry, a frugal
do-it-yourself booth can project the image of being
a weak competitor. Overall, it’s
not hard to tell if a strong, successful image is the norm on any show floor,
and this simple evaluation will help you decide if a do-it-yourself booth is
right for you.
2) Synergy –
You’re already investing big money to participate in your trade show. There is
cost of the booth space, the travel, the hotel, food, entertainment and more.
When you develop a complete trade show budget, you realize that your booth is a
smaller portion of your investment, but the one which may have the biggest
impact on how the rest of your investment delivers. Your exhibit design will have an effect on
how confident your staff is on the show floor, and your exhibit design is the
first impression your company gives to attendees, letting your clients know how you're
evolving in the market. If you’re going to invest in the trade show
marketing game, why not play to win?
3) Time –
Once you see the bigger picture, you see each trade show as a three month
event, one that takes time and effort to cultivate interest, differentiate on
the show floor, and finally, convert leads to dollars.
From this perspective, you’ll see benefit in focusing your efforts in sales
marketing and business development before, during and after the trade show. The
day before and the day after the show are great days to schedule meetings, or
meals to toast a new relationship.
Hopefully
this helps you identify if the time is right for you to make the leap to a
high-impact trade show display, designed and executed by a professional exhibit
company. Once you decide, you need only find a good, like-minded exhibit house
to serve as your partner. The exhibit industry is largely an owner-operator
business, as there is little advantage to being a huge company. It’s a custom business, and
buying-power doesn't get much better with size. In fact, overhead is the leading downfall of
bigger trade show companies. So, look for companies with skill, creativity, and
experience, especially in the upper ranks. It's also a good idea to try to find
a company where you feel
comfortable developing a personal
relationship with the owner.
Most exhibit houses grow by word of mouth, so don’t
let the top results in Google be your only measure. Talk with friends to see if they've found a exhibit company they love. Browse portfolios and look for genuine testimonials. Most exhibit
houses will develop a photo-realistic design with a quote, free of charge, in hopes
of winning your business. This is your opportunity to shop a few companies to
evaluate their skill and commitment to quality and service. Don’t hesitate to
discuss materials, fabrication processes, or to
ask for some show floor pictures. Once you've decided on an exhibit house, if it’s a good choice, your experience and your
booth display will only get better, show after show!
Trade
shows are the incubator of the free market and innovation. Trade show marketing
is, in part, gut-feel marketing. Though
the actual sales you receive directly from the show may not justify the
investment, your participation may spark interest that leads to eventual
business. Evaluate your needs objectively, keep egos at bay, and take only
calculated investment risks. You want to show a steady pattern of growth and
improvement on the show floor, so avoid risks that may lead to
downsizing.
Trade
shows are always exciting experiences, and now with this knowledge, you’re armed and dangerous! Always strive to
improve and grow your company and your trade show presence, and remember that
everyone starts somewhere; Bill Gates launched Microsoft in a 10 x 10 booth.
__
Matt LaBruzza is the owner of
Exhibit People, a Las Vegas based Exhibit Company specializing in trade show
display rentals. Exhibit People offers exhibit design, exhibit construction and
trade show services so you need only show up and sell. Visit Exhibit
People’s website at www.exhibitpeople.com,
email Matt at matt@exhibitpeople.com and follow them on Twitter
@exhibitpeople or like their Facebook page.
