Trade Show Terminology to Know Before You Show

When you’re first dipping your toes in the world of trade show marketing, it might seem like the show coordinators, vendors, and other parties involved, are speaking a completely different language. And in a way they are since trade show terminology includes its own phrases, acronyms, and nuances, all similar to event planning terminology. To help you navigate trade show terminology, here are 10 of the most common words and phrases you might hear, so you can speak the same language and succeed in your role as a trade show exhibitor.   Types of Booth Space When you’re planning out trade show booth ideas, it’s important to figure out where your display will go and what the surrounding area looks like. Here are three terms that succinctly tell you a lot about your exhibit space: End cap: You’ll have aisles on three sides of your space.In-line display: Your area will face one or two aisles in a line. Island exhibit: As it sounds, this type of space is surrounded on all four sides by aisles. Aesthetics Terms Whether you hire someone to handle the design of your booth or keep it in-house, you still should know what each display piece is called. This ensures that you and any of your vendors or contractors are using the same language to talk about the same parts. Backlighting: This one is pretty straightforward, and it means you have lighting that comes from the back of the display which can create a really standout effect on your graphics. Banner stand: This is typically made from vinyl or fabric, and is a free-standing display.Header: This refers to the sign or image at the top of an exhibit. Exhibitor Information There are usually a lot of details and paperwork that come your way when you’re preparing to exhibit at a show, and it can get confusing to sort out the important parts from the extraneous parts. Here are two terms worth paying attention to: Service kit: This is often called an Exhibitor Kit, and it’s basically an overview of all the information you will need leading up to the show. Show services: While it varies from show to show, the “show services” company you’re directed to will typically help you order your flooring and furniture for your booth, and anything else you might need to complement the display you’re bringing. Logistical Terms If you’ve ever seen an empty trade show hall before the booths are set up, it can be incredible to watch the flurry...

Location, Location, Location: How to Make Smarter Choices About Your Trade Show Booth Location

Location is everything. And while you can still make do at your next trade show if your location isn’t ideal, a solid trade show booth location can make a world of difference in the quality, and number, of leads that come your way. Here are some trade show booth best practices that will help you figure out which area of the exhibit hall is optimal for you as well as what to look for and avoid when making that all-important location selection. General Location Selection Tips Here’s a little known fun fact: Most people turn to their right when walking into a store, and the same is true for trade shows. If you can select a booth location that will be directly to the right upon entrance to the exhibit hall, you’ve picked a good spot. Next, think about where people congregate, which is typically in the center of the floor. So try drawing a triangle on the floor and then looking for a spot somewhere in the middle of it. Also, find out where the food and drink service will be offered. It’s always a good idea to be proximal to these popular areas, as they’re guaranteed to get a lot of foot traffic. Remember to consider the size of the space you need. A good rule of thumb is to have one booth staffer for every 50 square feet of space, so make sure you’re getting ample dimensions that you can properly staff and design. Too big or too small can weaken the impact of an otherwise well-designed booth. Choose Trade Show Booth Locations With: High-traffic areas; but try to be a bit removed so you’re not totally lost in the thick of things. Space that meets your budget, staffing, and booth design needs. Consider your ideal audience, and which other exhibitors’ booth they may be attracted to. Being near the traffic route of another company or two that are sure to draw in your ideal customer can help you get more visitors too. Avoid: Being near your competitors’ booths. Dead-end or small, crowded aisles. Being next to booths that usually have big, loud or attention-getting displays or machinery.   Even if you don’t get the booth location of your dreams, the best booth ideas for trade show excellence can still shine when executed well. So make sure your design and display are top-notch, no matter your location; and always plan ahead and be thoughtful when selecting the booth site you want. It really can make a...

3 Ways Trade Show Marketing Creates a Profitable Customer Base for Your Business

You might’ve heard that trade show marketing is a great tool to have in your marketing arsenal – and that’s absolutely true. But exhibiting at trade shows is not only a good way to create general brand awareness; it can also be a highly effective way to curate a profitable customer base for your business. If you’re looking for trade show booth ideas to attract visitors or trade show tips and tricks, here are some things to keep in mind so you can build that customer base while making an impression on trade show attendees. 1. Attendees Are Already at the Purchasing Stage of the Funnel. One of the best things about trade show attendees is that the majority of them are there in order to get inspired, learn about new products, and make new connections. That means they’re actually seeking out information and, for lack of a better term, sales pitches. You have a perfect opportunity, then, to be the answer they may not even know they needed. When you work on your trade show messaging and pre-show marketing, think about all of the attendees as potential customers. They’re already going to be there with the mindset of finding solutions to their problems This is how you can present yourself as a real and timely solution. This also tells you that many of the people you’ll be speaking with may be ready to buy – on the spot. Make sure you’ve set up your booth so that a willing buyer is able to quickly and smoothly complete a purchase if they decide to do so. The last thing you want to do is accidentally inhibit a sale because you weren’t expecting one to take place. 2. You Get the Opportunity to Interact Face-To-Face. It’s not often that you get to make eye contact and shake hands with the target audience for your products or services; but at trade shows, you do.  Keep in mind, however, that these perfectly primed prospects aren’t going to magically end up at your booth, ready to lend you their ear. You have to do some work to get them to your display too. One of the best things you can do is hire an outgoing sales team who is willing to seek out people in the crowds to stop by and visit your booth. And once they do, the rest of your team needs to be trained to answer their questions and be a friendly representation of your business. 3. Meaningful Conversations Can...

How to Integrate the Best Emerging Technologies Into Your Event Strategy

When you think about emerging technologies and how to incorporate them into your next trade show, you might immediately think of something grandiose and expensive like virtual reality (VR), but this is hardly the only available technology. Trade shows offer a great opportunity for other types of interactive entertainment such as augmented reality apps. Here’s what to think about when it comes to this technology, trade shows, and your sales goals. 1. Easy and Low Cost. To use VR at your trade show, and to do so effectively, you’d pay a pretty penny. And while sometimes the payoff is worth it, most marketing pros would rather spring for immersive technologies that don’t eat up a good chunk of their entire budget. This is where AR really shines. It’s still an emerging technology and has the cool factor that comes with it, but it’s much more affordable. What’s more, trade show attendees won’t need gear like VR goggles and alcohol wipes; they can simply use their own mobile devices to get the full experience. 2. Not All Augmented Reality Apps Are Created Equally. There are different types of augmented reality apps, but you want to find a provider that can build exactly what you’re looking for. Core-apps is our current favorite, and they can create augmented reality apps that include everything from interactive 3D models to videos, rich-media, landing pages, documents, and more – all visible through the user’s mobile device. By building you a solution that can be easily integrated into an event app itself, you can increase booth visits, prospect engagement, and even revenue. 3. AR Offers You a Slew of Unique Benefits. In addition to grabbing attention, being cost-effective, and convenient, AR apps have even more advantages, including: They can give you the ability to demo your product in real time and actual size, allowing you to move or zoom into the product as needed. They give you the ability to simulate animated 3D models. They offer a way for trade show attendees to save your simulation or information directly on their mobile phone, or request for it to be emailed to them, preventing them from losing important details you’ve given them. So, when will you incorporate AR into your trade show strategy? Start capturing leads and make the most of your next show in 2019 with the next emerging technologies. Contact us to learn more about trade show planning, booths, promotional material, and displays....

Increase Your Open Rate for Your Trade Show Email Marketing with These Tips

There about as many ways to market your company before and after a trade show, as there are different trade shows each year. But one of the most tried and true methods of getting the word out about your booth, and your company in general, is email marketing. And not only is trade show email marketing a cost-effective approach to reaching your audience, but it’s also a great way to create buzz prior to the event and re-engages leads afterward. However, not all emails are created equal. Here are some tips to keep in mind to make this strategy work for you. Quality Over Quantity As with most things in marketing the quality of your emails matters far more than how many you send. In fact, sending too many emails is likely to alienate some prospective customers altogether. Instead, think about the value you can bring to your target audience and how you can bring that value to the forefront in your emails. Consider crafting an invitation to your booth offering prospects either something tangible or of immediate worth when they come by. If you sell software, for example, your email should focus on the benefits your customers get by using your software – not the specific features it has. Here’s a trade show invitation email sample for that scenario: “Hey Lisa! We’d like to invite you to come by booth #123 at the XYZ show next week. We’ve found a way to help other product managers like you solve <this specific problem>, and want to find out if we can help you do the same.” Another piece of this puzzle is to be straightforward in your pre trade show email subject line. It’s tempting to get salesy or fancy when coming up with a compelling subject, but oftentimes it pays to be conversational and honest. Something simple like, “Let’s say hi at XYZ show!” or “We’ve got coffee waiting for you next week,” can actually be a refreshing change from the tired sales pitches attendees are used to getting. Run A/B Tests Whether you use MailChimp, Infusionsoft, Constant Contact, HubSpot, or something else, you most likely have the capability of running A/B tests automatically. This means you’ll craft two versions of the same email, and send out a test batch to a certain number of show attendees. Whichever email version gets more clicks, opens, etc. will then be sent to the remaining attendees on your list. This is a great way to try a couple different subject lines...

Top Trade Show Booth Ideas to Attract Visitors (That Your Competitors Aren’t Doing)

So, you want to get more visitors to your booth at an upcoming conference. But, you’ve tried endless trade show booth ideas in the past and have not seen much in the way of results. After all, there are only so many times you can provide comfort incentives like phone charging stations, standard giveaways, or product demonstrations – and expect prospects to come a-running. Are there any other, more creative, trade show booth ideas to attract visitors? The answer is yes! Here are some we highly recommend giving a try. 1. Appeal to Their Taste Buds. If you haven’t yet tried providing food to passers-by during a trade show, don’t discount the power of this easy way to get noticed. Not only are people often hungry when they have long days at conferences, but they also can be quickly influenced by their sense of smell. Bring in freshly baked chocolate chip cookies, soft pretzels, or an ice cream or popcorn machine – and you’re bound to have a host of new interested visitors making their way to you. 2. Put on a Scavenger Hunt. This is one of the most fun trade show booth games to attract customers. Hand out the first clue to anyone who walks by, and invite them to play along. Hide the subsequent clues around the trade show hall if you can, or if not, use your booth to host the entire hunt. Make sure there’s a prize waiting at the end, and watch as visitors get caught up in the fun. 3. Give Away Tickets to a Party or Event Following the Show, Instead of Doing a Giveaway with Products or Swag. Don’t get us wrong – we like products and swag as much as the next person. But they’re not enough anymore to get someone who is otherwise apathetic about your company to come pay you a visit. Instead, do a little research and find out if there’s a trendy game or event going on near the conference hall that night or the next night. Give away great tickets, and you’ll be sure to meet some new friendly faces who want a shot at winning them! 4. Host a Book Signing with a Thought Leader in the Industry. This, of course, requires some connections and logistics, but if you have both – it’s a win/win! Hosting a thought leader at your booth shows attendees that your company is respected in the industry and worth talking with a sales representative for more information or...