Ever wonder what certain words mean in your exhibitor packet. We’ve got a list to help you get through all the extra jargon.
For anyone who attends trade show locally or across the globe you know that the terms listed in your Exhibitor Packet can be extremely confusing especially if you are a new to trade shows. Words like A/V, drayage, cherry picker, I&D and CWT– what do they all mean
Although it doesn’t seem like you need to know the meaning of all trade show terms, these are all an important part of the process leading up to, during and even after the show.
Although it may seem like the most important part is of course your trade show display, knowing the difference between an Convention Center and a Pavilion, or a cross aisle booth versus an island booth, can save you time and trouble the day of your trade show event.
Now that you’ve had a chance to familiarize yourself with the most common trade show terms, you might be wondering when trade shows became so complicated! That’s where AffordableDisplays.com swoops in to save the day! We’ve been in the trade show industry for over 25 years and we’ve learned alot. We’ve also produced thousands upon thousands of trade show displays and banner stands within this time so it’s easy for us to explain the ins and outs of a trade show. Explain what to do and what not to do–that’s our job. You’re job is to show up and look amazing!
Read about what the absolute number 1 factor to trade show success is.
Your trade show success is dependant on just one factor — your graphics. And, if executed with proper planning, high resolution imagery, and maybe the help from a professional graphic designer your booth will be the busiest space at the show. The placement, coloring, and logo layout execution is critical to ensure the first impression generates the buzz from attendees throughout your days at a trade show. Keep in mind: studies conducted by the Center for Exhibition Industry Research have found that visitors peruse a display about 3 to 5 seconds before making the decision to walk on or stop to talk. A trade show is the most ideal opportunity for businesses to personally interact with their exact targeted market making the graphics of your trade show display the #1 success factor in hitting it big.
3 Reasons Why A Branded Booth Space Is So Important
Reason #1
Who cares?
Do you think attendees really care about what your trade show booth graphics look like? One might say absolutely because at the end of the day your branded graphics will make the difference whether attendees will WANT to take the time to stop and listen to what your booth staff has to say.
Reason #2
No one wants the question mark face.
It’s a very common facial expression given when attendees glance over at your booth space, then glance at you, then glance back towards your booth space ultimately just not being able to connect the dots and ‘Get It’ aka get your point and purpose of your brand. You don’t want this face to happen!
Reason #3
How’s about a big plate of embarrassment!
That’s what you’ll be handed time and time again during the show. If attendees aren’t caring enough to stop or when they wind up with a big question mark face the outcome will be the booth staff standing around just plain old embarrassed at how the branded booth space behind them is being presented. You don’t want this either!
3 Simple How To’s to Tackle Your Booth Space Graphics
How To #1 Keep It Simple.
The key to creating the most effective and attractive display layout is to just keep it simple. Create your graphics around one central idea, USP, core service tagline or concept. This way you can keep the text to a minimum making the entire concept easier to comprehend within the 3-5 seconds.
How To #2 Logo and Layout.
First and foremost your business’s logo and branding should be placed front and center. The addition of your tagline or slogan should be placed near the logo to physically connect the two together. Plus, ALWAYS put your web address. It’s much easier to remember than any phone number or physical address.
Readability factor #1 Attendees read from left to right. Readability factor #2 The average eye can read 1” of text height for every 10ft they are standing away.
How To #3 High Color Graphics.
3D Eye-catching, life size, full of color graphics is the difference between a strongly communicated brand and a weak one. Branding and coloring is what will ignite the eyes and brain connection to force attendees to stop and take notice of your trade show display space. Our biggest tip is to ensure you’ve chosen graphics that are high resolution to truly gain the impact you are striving for. High resolution imagery will carry your brand and take it beyond actual words.
A positive attitude will be remembered better than a negative one.
Put your game face on because attitude is everything when you want to be remembered at a trade show. Improving your image and demeanour is the reason why your attitude at a trade show makes the overall feel of your booth space memorable.
It is the expertise and professional demeanor of booth staffers that people will remember the most, despite all of your display magic. Remember to sound fresh and excited when talking to each prospective client – every interaction is a chance to make sales and generate leads.
Most of all, project confidence to show that you really believe and are excited about your product. Your enthusiasm will be contagious!
Reasons to recycle, reuse and refurbish your existing trade show display.
Change is inevitable – logos, marketing, products — and that sometimes means an upgrade for your trade show booth. So, how do you decide what to do with your old booth when it’s time to upgrade but still want to consider eco-friendly principles?
The earth-friendly principles of Reduce, Reuse and Recycle also apply to trade show booths just as much as they do elsewhere. We’ll also add another term to the list: Refurbish.
Here a few reasons to recycle, reuse and refurbish your existing trade show display. Don’t throw your old trade show display into a land fill just yet. There still may be hope.
Reduce
Reducing your trade show booth’s impact on the environment can be accomplished by investing in better quality, longer-lasting and lighter booth materials that don’t have to be replaced as often and don’t cost as much to ship. Some environmentally friendly materials are available for pop-up displays, fabric panel displays and eco-friendly printing media for banner stands. And when you choose these materials, you’ll reduce your overall trade show booth impact on mother nature.
Reuse
When you design your trade show booth, consider ways to make it reusable. For example, if you can use the same graphic to represent more than one product or use it to attend more than one trade show, you’ve extended the life and usability of that booth without incurring additional expense.
Recycle
Of course, there will be times when you really have to start from scratch, and this gives you the opportunity to get creative. Consider donating the booth to a nonprofit, a school, church or company that may not otherwise have the funds to afford such an item.
Refurbish
There are times when the expense of a new trade show booth is not necessary. Maybe all that’s needed is a well planned out remodeling effort. If your booth is looking a little, shall we say, used and abused, Affordable Exhibit Displays can update your graphics, resurface fabric panels and add new elements of your booth that give it a renewed, fresh look for your upcoming trade show season.
Remember, keeping your booth in tip top shape doesn’t mean you have to sacrifice the environment. Plus, following practices that help the environment may also save money for your company in both now and later.
Trade show are a great venue to obtain brand awareness.
Reasons for Exhibiting
Top 10 reasons for exhibiting at trade shows include:
1. Gathering sales leads.
2. Generating actual sales at the show.
3. Reaching a specific audience for your product or service.
4. Promoting your image and enhancing your visibility.
5. Establishing a presence in the marketplace.
6. Improving the efficacy of your trade show marketing plan.
7. Personally meeting your clients, competitors, and suppliers/vendors.
8. Prospecting new clients.
9. Unveiling new products or services.
10. Educating your target audience.
One more thing to remember: trade shows are a great venue for generating PR for your company.
Usually, the editors and journalists who cover your industry will attend all the industry trade shows. If you exhibit and capture their attention, you may find your company and its products featured in their publications. That will generate additional sales leads. Just keep your eyes open for the trade show badges that say “PRESS” and when they come by, be sure to IMPRESS them.
Lastly, don’t forget to keep your trade show display image fresh each time you attend. It’s important to be one step ahead on the competition who may just be your exhibiting neighbor.
Spark and inspire trade show attendees to stop and visit your booth.
YOUR MAIN GOAL: APPEAL TO YOUR CUSTOMERS’ NEEDS AND WANTS in a message that is short and to the point. At a trade show you have 3 SECONDS… that’s it. That is all the time you have to spark the passers-by and inspire them to ask questions that convert into sales.
Here are some simple tips and tricks that may ignite the creative side in you allowing your company to display its best image.
1. BIG letters?
A rule of thumb is the average eyesight can read approx. 1″ of text for every 10′ they are standing away.
2. Should you use photos or illustrations? Photos are always preferred over illustrations. Photos are more credible, easily understood and have a bigger impact with the consumer. Take your own photos or for generic photos use high quality stock photography.
3. How many words should be used?
Keep it under 10 words or less and no more than 5 lines. Lead with your strongest benefit first then the next relevant benefits to follow. For example, if you have 30-year warranty and no one else does, shout it out.
Two simple tips to follow:
• A single sentence, phrase, or word
• Use concrete facts that are a benefit – what makes you different
Most importantly, keep to your branding guidelines and keep all text within the top half of the display design.
Final note: by clearly communicating your company information in as few words as possible will benefit you in the end. Showing large, high quality photo(s) & colors will promote your products and make it easier for people to remember you.
Take a look at our online trade show display portfolio to see what others have done by Affordable Exhibit Displays or ask our graphic design team for help in designing your new trade show display.
Take this one simple step to make sure you don’t forget the trade show lessons.
You might be thinking “how can one trade show tip help with my success?”. Well it’s true – we have just one tip to help spark ideas for the next trade show.
Write down any lessons learned. This way at the next show you won’t make the same mistake a second or even third time. Review the list prior to your next trade event since it’s easy to forget once you’ve left.
So simple, yet so effective. Try it and make the next trade show a success with this learned tip.
Let us know if you’ve got any lessons you’ve learned along the way.
Exhibitions, trade shows, expos, conventions, conferences. Whatever you call them each one is vital to any brands marketing campaigns.
Exhibitions, trade shows, expos, conventions, conferences, symposiums, job fairs, career fairs, are the many names to describe face-to-face marketing venues that every brand should be involved in. Whatever you call them each one is vital to any brand marketing campaigns. Read 22 statistics on why trade shows still outperform other marketing medias.
1.91% of attendees rank trade shows as “extremely useful” as a source for product purchasing information.
Source: Simmons Market Research Bureau
2.The vast majority (87%) of survey respondents state that national exhibitions are an “extremely useful” source of needed purchasing.
Source: Center for Exhibition Industry Research 2004 report entitled “Decision Makers Prefer Exhibitions”
3.79% of attendees say that attending shows helps them decide on what products to buy.
Source: Exhibit Surveys, Inc.
4.91% of attendees say that trade shows impact their buying decisions because the competition is in one place allowing for comparison shopping in real time.
Source: EXHIBITOR magazine, 2006
5.91% of attendees tell us they get the most useful buying info from trade shows and events.
Source: Skyline Exhibits, 2006
6.Trade shows are the #1 sales or marketing medium for quickly overcoming objections and accelerating the buying process.
Source: Skyline Exhibits, 2006
7.On average, 77% of all qualified attendees represent a new prospect and potential customer for exhibiting companies. The results from this study have been consistent for the past 20 years.
Source: Center for Exhibition Industry Research report entitled “Exhibitions Attract Market of Visitors with Buying Authority”
8.In 2007, an average of 82% of exhibition attendees reported that they had buying influence for exhibited products.
Source: Center for Exhibition Industry Research report entitled “Exhibitions Attract Market of Visitors with Buying Authority”
9.Approximately two-thirds (63%-70%) of trade show attendees place a high level of importance on face-to-face interaction during the pre-purchasing stages.
Source: CEIR’s six-part study series entitled, “The Role and Value of Face-to-Face Interaction”
10.When asked the question “Which marketing mix components do you find most effective in achieving [specific] objectives?” respondents answered overwhelmingly that exhibitions are more effective than business-to-business advertising, public relations, direct mail and telemarketing.
Source: Center for Exhibition Industry Research Report from research conducted by Deloitte & Touche Consulting Group report titled “Exhibitions Are More Effective in Achieving Sales/Marketing Objectives: The Power of Exhibitions II: Maximizing the Role of Exhibitions in The Total Marketing Mix”
11.76% of attendees rate face-to-face meetings with potential new vendors very or extremely important.
Source: Center for Exhibition Industry Research as presented to the Major American Trade Show Organizers January 22, 2003
12.Trade show visitors will tell 6+ people about their experience.
Source: Center for Exhibition Industry Research
13.87% of exhibitors rate face-to-face very or extremely important in marketing to prospects.
Source: Center for Exhibition Industry Research as presented to the Major American Trade Show Organizers January 22, 2003
14.Overall, face-to-face interaction is of high importance to over 60% of attendees along most of the purchasing and customer relationship stages of the continuum.
Source: Center for Exhibition Industry Research
15.97% of all qualified attendees represented a new prospect and potential customer for exhibiting companies.
Source: Exhibit Surveys, Inc.
16.The cost of contacting a prospect in the field is $308, which does not include the cost of identifying that prospect prior to the sales call! The cost per visitor contacted at a trade show is $212!
Source: Simmons Market Research Bureau
17.85% of decision makers say attending trade shows saves their company time and money by bringing vendors together under one roof.
Source: Center for Exhibition Industry Research
18.Trade shows cost 38% less than sales calls for generating a sale.
Source: American Business Media, 2006
19.Trade shows are the #1 business-to-business marketing spend to support sales, beating out specialty publications, internet, promotions and PR respectively.
Source: Market Reality eSurvey
20.The average total cost of closing a sale in the field is $1,080, while the cost of closing a sale to a qualified trade show prospect is $419.
Source: Trade Show Bureau
21.Trade shows allow exhibitors to show their full product range in real life rather than a catalog. Let buyers use all five senses to gain a full appreciation of your product and gain immediate feedback on products.
Source: EXHIBITOR magazine, 2006
22.Trade shows provide valuable insights on your current and new competition.
Source: American Business Media, 2006
22.Trade show booths from Affordable Exhibit Displays, Inc. are able to be transported easily, set up quickly, and viewed with envy by all. Call us today!
Source: Affordable Exhibit Displays, 2011
It’s time to enhance your motivation and awaken the power within.
According to Wikipedia, Motivation is the activation or energy of a goal-oriented behavior. You already know the goal: focus on Trade show exhibit success. So are you actively trying to complete the steps you’ll need in order to achieve your goals. When it comes down to exhibiting in a tradeshow environment all attendees will know what kind of motivation you truly had. So, what can you do to enhance your motivation and awaken the power that will push you toward accomplishing trade show success?
Here are a 7 Motivational Suggestions:
MOTIVATION #1
Set one major goal for the trade show exhibit along with a few minor goals. The minor goals will act as small stepping stones heading towards your major goal. An example of a major goal is: to obtain X amount of new contacts at the show. Your minor goals are the road map to get those X new contacts – a giveaway entry form, a sign-up sheet to your newsletter, promotional product giveaway, product or information mailings.
MOTIVATION #2
Understand that finishing what you start is important. Whatever you start must be finished. Develop the habit of going to the finish line. Keep a running list of goals with dates on completion. Plus, keep it in plain view to look at each day.
MOTIVATION #3
Ask around. Know of someone else attending the show. Pick their brain on what steps they are taking or plan to take. Then mold their advice to fit your needs.
MOTIVATION #4
Don’t procrastinate. Procrastination leads to fewer accomplishments. Need a flyer printed; don’t wait until 2 days before the show.
MOTIVATION #5
Persistence, patience and not giving up despite failure and difficulties keep up the motivation to succeed.
MOTIVATION #6
Constantly affirm to yourself that you can and will succeed.
MOTIVATION #7
Visualize yourself at the show feeling great about the steps you’ve taken. Be proud!
Ask us at Affordable Exhibit Displays how having the right trade show exhibit display can also help your motivation.
There are more uses for a trade show display than you think.
Ever think how many ways you could use your trade show display? They are not just for exhibiting only. Spread your dollars wider, the opportunities for uses are endless. There are many ways to use a trade show display, tabletop display, or banner stand. Here’s a few ideas where else these marketing materials can be used.
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