Trade Shows…an overview

by

Bob ThomasExhibit and Event

Management

HISTORY

• Middle Ages- Markets

- Fairs

- Festivals

• Modern Day- Trade Shows

- Public Shows

- Private Shows

WHAT ABOUT BOB?

• 20 Years at Battelle (13 in Trade Shows)• 13 Years Self Employed• Over 700 trade shows in 26 years• Conference Management• Special Events, Corporate Events• Exhibit Sales, Floor Management• Presented, Taught, Consulted, Wrote

A DIFFERENT KIND OF MARKETING

• Face to face marketing & sales• Three dimensional marketing• 24/7 marketing/on stage• Prequalified customers come to YOU!• B2B Sales opportunities as well• Cheaper than field calls (per lead)

TRADE SHOW

CORPORATE EVENTS

ASSOCIATION SHOW

PRIVATE/CORPORATE SHOW

PUBLIC SHOWS

SHOW PRODUCERS(who puts on the shows)

• Magazine and Newspaper Publishers• Trade & Non-Profit Associations• Universities, School Groups• Cities, Communities, Governments• Large and Small Companies• Private Individuals or Investors

The Cost of ExhibitingBeyond the cost of the exhibit structure

• Exhibit Space, Selection Process• Furnishings, Carpet, Drapery• Shipping (storage to show and back)• Freight Handling (on-site)• Utilities (electric, internet, water, air)• Graphics (flat art, hanging signs)• Electronics (AV, PC, Theatrical Lights)

On-Site Rules

• Small Booth Setup is Typically OK• Large Exhibit Builds = Union Labor• Time, numbers, tools, ladders, AV, etc• Exhibitor Appointed Contractors• Utility Connections, Your Gear• Boxes, Freight, Thresholds, and Labor• Setup & Dismantle Times/Restrictions

Who You Get to Deal With

• Association or Show Management• Housing Bureau• General Services Contractors• Event Center (cleaning, utilities, F&B)• ISP or Wi-Fi Provider (Smart City)• Unions (carpenters, teamsters, expos)• Shipping/Freight (LTL, Van, Overnight)

Exhibit Rules & Guidelines

• IAEE Construction Rules– Sightlines, Height, Setbacks, Standards

• Double Deck, Canopies, Columns– Fire Watch, Alarms, Sprinklers

• Hanging Signs (overhead)– Engineering Sign Off

• LVCC Halogen Lights• Local Fire Marshal Quirks

EXHIBITS AND DISPLAYS

TYPES• Inline• Island• Portable• Custom• Tabletop• Pavilion

INLINE PORTABLE

TABLETOP

PANEL SYSTEM

CUSTOM ISLAND

EXHIBIT FUNCTION

Exhibit property can provide many functions:• An easel for graphic messages & AV• Backdrop to hold and display product• Color, lighting, mood, & theme setting• Divide space for different functions

GRAPHICS & BRANDING

• Tertiary messaging (name, product, tools)• Billboard style – 3 to 5 seconds• KISS – this is sales on the run!• Branding is job #1• Branding beyond the booth• Sell before you get to the floor

HOW TO ATTRACT

• Lighting – there’s nothing better• Color – gray flowers don’t get the bees• Open atmosphere invites them in• Movement and activity attract attention• Food sells! Cookies, popcorn, bread… • Make your images POP!• ID your staff (shirt, hat, scarf, badge)

MARKETING PLAN

• Know what your customer wants/needs• Tools for your Sales Staff• Billboard style displays• Target specific to attendees• Train staff to sell in TS environment• Keep it simple, something will go wrong

MORE RESOURCES

• Exhibitor Magazine ExhibitorOnline.com• IAEE IAEE.com Assn of Exhibitions and Events• EDPA EDPA.com Designers & Producers• Trade Show Week TradeShowWeek.com• Meetings & Conventions Mag MCMagcom• Trade Show News Network TSNN.com• PCMA PCMA.org Convention Mgmt Assn• Exhibit & Event Mgt ExhibitManagement.com