iPads at Trade Shows: The New ROI Enhancer

The Apple iPad has revolutionized exhibitor participation in trade shows. Its portability, size, and functionality make it the perfect device for sharing information and communicating on the exhibition floor. Here are some specific uses for iPads that enhance the opportunities for exhibiting companies: Written By Roger Lewis

Product demos:

Booth staffers can demonstrate products, share video, refer to specification sheets, and show photos using the iPad. They can address issues, solve problems, answer specific questions, access pricing information, and work collaboratively with customers and prospects on site.
Lead retrieval: A number of lead retrieval companies have extended their platforms to mobile devices such as the iPad allowing booth personnel to perform a variety of tasks: scan attendee badges, complete surveys, and move quickly through the qualifying process.

Surveys:

The iPad is a perfect tool for collecting data and qualifying attendees on the trade show floor. It converts every face-to-face engagement during the event into an opportunity to learn more about customer needs and obtain contact information for post-show follow-up.
Electronic literature: Using the iPad, exhibitors can send product information, pricing, even proposals to customers via email from the show floor.

Social Marketing:

Exhibitors can upload photos in real-time to Flickr, Facebook, Twitter or the company blog to keep their social media channels updated and attract visitors to the booth.
Reporting: Booth staffers can use iPads to view reports, analyze dashboards with real-time data, and forward information to the home office on the number of leads captured or amount of literature emailed to prospects. Leads can be processed immediately instead of post-show.
Remote Control:

Some exhibitors use iPads to control external media devices (much like a remote control for your television) such as kiosks and video screens. Based on the needs of the attendee, exhibitors can select the content—product demo, streaming video, Skype transmission, Twitter feed—and the specific screen (inside the booth) on which to display it.
More companies are taking advantage of the iPad’s user-friendly interface, compact size, and powerful applications to enhance business processes and increase their return on investment in trade shows.

How are you using iPads at your events?

(Definition from wikipedia)

QR Code (abbreviated from Quick Response Code) is the trademark for a type of matrix barcode (or two-dimensional code) first designed for the automotive industry. More recently, the system has become popular outside the industry due to its fast readability and large storage capacity compared to standard UPC barcodes. The code consists of black modules (square dots) arranged in a square pattern on a white background. The information encoded can be made up of four standardized kinds (“modes”) of data (numeric, alphanumeric, byte/binary, Kanji), or through supported extensions, virtually any kind of data.

How to Use QR Codes:

Tim Patterson gives his 13 Favorite Ways to use QR Codes at your next Trade Show or Special Event:

1. Download a White paper or other digital bonus
2. Signage for presentations to access related additional information
3. Live chat: QR Code places a call to someone in your company that can answer a question.
4. Promote your email newsletter with a quick signup on a smart phone.
5. Facebook page “like” us!
6. Use QR Code in your follow up with prospects and leads
7. Invite people to watch a short video demo or testimonial on YouTube on their smartphone.
8. Set up a Scavenger Hunt starting with a QR Code. Make sure you have a good prize at the end to get people engaged.
9. Give a discount or giveaway by scanning a QR Code.
10. While QR Codes on t-shirts are not always easy to scan, if everyone in your booth wore a t-shirt with a QR Code, it would certainly attract attention! And think of how much fun it would be to have guests scan the codes. Make sure to have a flat version of the code in the booth in case someone’s phone doesn’t scan well.
11. Link to your Twitter account and ask them to follow you.
12. Set up a phone number in your QR Code. By scanning, a person’s smart phone will automatically make a call.
13. You can also set up a QR Code to send a text (SMS) message. This might be a request to get on a text message marketing list to receive discount alerts via SMS, for instance.

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What to keep in mind:

• Give value and tell people what they’ll get when they scan the code. People won’t scan if they don’t sense something valuable at the other end. Scanning a QR code is not always quick and easy

• Speaking of quick and easy, be sure to make the QR Code large enough and with enough contrast (black on white is best), so that it’s easy to scan

• Optimize your landing page for the smartphone

• Test it before you launch it

Need a hand creating a QR Code or have questions on how to make a QR Code, how to use a QR Code, how to scan a QR Code or any other questions on integrating technology into your next marketing campaign, trade show, or event – give us a call, we would love to help!

It’s probably obvious that I have had tradeshows on the brain lately. But it is also no secret that I am a big fan of them. When done right, exhibiting at a tradeshow can deliver a lot of bang for your buck.
If you have decided to take the plunge and exhibit at a show, I have a few tips to help you cut costs and keep your budget manageable.
So I present 5 Ways to NOT Waste Money When Exhibiting at a Tradeshow:

1. Always negotiate everything.
When you first contact the show organizer, they will quote you various prices for different-sized booths. For instance, the smallest one available may be a 10×10 (10 feet deep and 10 feet long) than 10×20 (10 feet deep and 20 feet long), etc. Consider these prices to be an opening bid. When it comes to costs and fees at a tradeshow, almost everything is negotiable, especially in an economy like this one.
If you have a new business and this is going to be your first time exhibiting, let them know that you are just starting out. Remember, if you exhibit and have a successful show, you will probably be back the following year. They know this and it is in their best interest to get you in the door the first time. So make sure you haggle.

2. Forget the candy, pens, bags, USB drives and other promotional swag.
A lot of people feel they need to have something to give away at a show to “draw people in.” I don’t believe in this theory of promotion. Having these items will usually just attract the wrong crowd. Make sure people are taking things for the right reason. For example, if you have a piece of software you want to distribute, you might have considered handing out a USB drive containing a trial or demo. But people will take them for the drive with no intention of trying out your product. Handing out a CD with the software is a much cheaper option, and helps to ensure that the people who bother to take it will try it out.
Supplying an entire show’s worth of attendees with free pens or gifts for their kids isn’t why you are there exhibiting. Save your money.

3. Forget the fancy lead machines. Buy a business card scanner.
At most tradeshows, they will have a lead scanner available for rent. The machine can scan an attendee’s badge and give you a copy of their information. Unlike most show add-ons, I highly suggest you get one. Many attendees won’t have enough business cards to hand out to everyone they meet, and they are much more likely to hand over their badge for a quick scan. But there are usually different types of scanners available. The cheapest will probably just scan badges and print out contact information on a roll of paper. The much more expensive scanner with come with the ability to download to a USB drive or download from a website after the show.
Go for the cheapest option, then buy a business card scanner. After the show, you can just run the papers through the card scanner and grab each contact’s details. You’ll also then have a business card scanner to use for your business (a very handy tool). By scanning the information yourself, you can save literally hundreds of dollars.

4. Use appointment cards. Just like your dentist.
As we have discussed, having a plan for following up after a show is crucial. One option is to set followup appointments with attendees right at the show.
Before the show, have some appointment cards printed that have a place to enter a specific date and time, like the ones that doctors and dentists use. You can have these printed online cheaply (search for “Appointment Cards”). Then at the show, as you get an attendee’s information, ask them when a good time to followup would be and try to get them to agree to a specific date and time. Fill out that appointment onto the card then hand it to them as a reminder. (Don’t forget to jot it down yourself!) This will make post-show followup much easier for the both of you.

5. Forget the booth babes.
If I wasn’t a fan of handing out candy, then I’m probably not going to be an advocate of eye candy either. Having models or actors at your booth are expensive and draw the wrong type of attention. By all means, feel free to staff your booth with attractive people, but everyone working in the booth should be taken seriously. Having a model there just to draw attention rarely leads to sales. And sometimes it just makes you look desperate, like the water filtration system company we saw at the restaurant show who had an actor dressed up as Austin Powers at their booth (“Yeah baby, clean water. Groovy.”). There are some exceptions to this rule for certain consumer trade shows (scantily clad women at Comic-con are always a big hit) but if you are targeting industry professionals, leave the ladies at home.
When done on a budget, tradeshows are a great way to build your business. But that budget can spiral out of control if you aren’t careful. Forget the distractions, follow these rules, and you will set yourself up for a successful show experience.

About Mark Webster
I’m a designer and marketer who has spent my career helping brands & organizations get the biggest bang for their marketing buck. I believe that with a creative approach, anyone can do big things on small budgets.  For more marketing tips from Mark, check out http://www.websterism.com/

When done properly, giveaways can icrease booth traffic by 50%, provide targeted leads and increase brand and product recognition post-show, long after the tradeshow is over. Just make sure you use them wisely and you will have marketing dollars well spent~ Gary Porter

A trade show promotional item given away at your booth can help draw traffic, create recall after the show, and provide contact information in a unique, memorable way to prospects.
At first glance, an event’s crowded exhibition hall seems like a treasure trove for prospecting, generating viable new leads and driving product sales for your organization.  Yet, considering all the distractions of the show and your competition in the industry vying for the attention of conference attendees, interest-grabbers in the form of unique promotional items can help draw more people to your display booth.  With increased booth traffic, you will have the opportunity to meet and pre-qualify more prospects. And with a greater prospect pool, you will likely yield a greater number of viable leads and new customers.

According to Incomm Center for Trade Show Research and Sales Training, event attendees are 52% more likely to stop by your exhibit if you have appealing promotional items to give them.

As a result, awareness and interest in your exhibit and product line increase — and you enhance potential for greater sales performance. So, what kind of promotional products are most effective?
Whether you choose items such as imprinted golf shirts, t-shirts, tote bags, personalized pens, USB drives, promotional mugs, or ice scrapers, make sure your giveaways reflect your company image and have relevance to your prospect.  The key to choosing the right promotional item or giveaway is to find something that your target audience will find useful once they return to their home or office.  Be careful with items that have a mass appeal and don’t directly relate to your brand or message as they not only disappear fast, but do not provide the opportunity to generate a quality lead or long term brand message for your company.

Here are important considerations to help you choose your giveaway.

• Does the item complement your company and product image?
• Do the giveaways you want to purchase match your budget?
• Are you able to easily imprint your key contact information and message on the trade show promotional item?
• Will you be able to get your shipment in time for the event?
• Is your giveaway unique and different from others you’ve seen?
• Is the item something your target customer would like to have?

Effective Use of Giveaways

How you distribute your trade show promotional item makes a difference in its perceived value and marketing effectiveness. For example, do not stack your entire supply of giveaways on your booth table for just anyone to take.
This potentially diminishes the value of your “gift” to show attendees. Rather, personally and selectively hand out giveaways to visitors with whom you speak and who represent potential clients.  Make it a trade for contact information in exchange for your unique tradeshow give away.  This will further help qualify prospects and assist with your event follow-up marketing initiatives.
Through thoughtful distribution of advertising specialties your product will be more memorable to your prospect and serves as a way to show your appreciation for the visiting your booth.//

Like a tour guide in a foreign country, your job at a trade show is to determine what your customers want to discover, what interests or needs they have and how to interpret your language. It’s about answering their questions, and providing not only the pre-planned stops, but the unexpected gems that leave the “tour” memorable. Acting in this role requires more than showcasing your product or your booth. It places you in the position of becoming a strategic business partner, guiding your customers to the right solution that provides them and you with the greatest value.

Step 1: Listen and ask questions
Take a different approach. Don’t pitch. Instead, listen. Consider a consultative role in learning about that potential customer’s business and its needs. Ask insightful questions to identify the root of the issues the customer is struggling with, or help clarify an opportunity that the customer is considering. Before you hand out pens or Post-it Note®, take notes of your own.

Step 2: Think creatively
Try and connect the dots from what you are hearing the customer say with a potential solution. If you have a pre-packaged product, you are going to need to think beyond the wrapper, or work to meet another need that you have identified, such as shorter delivery cycles, just-in-time inventory or small shipping units.

Step 3: Work collaboratively
Customers often respond positively to being a part of the solution. While you have their attention, bring your ideas to the table, literally. Encourage customers to sit with you and flesh out how best to meet their needs. Develop a course of action that leaves both parties feeling as if a relationship has begun and next steps identified.

Step 4: Close the loop
Before the customer exits, recap the plan to ensure you are both on the same page and confirm the established next meeting. If you have action steps from your collaboration, provide the customer with a clear timeline of when those will be completed and when you intend to follow up.

Step 5: Follow up
Your follow-up as a strategic business partner is the “proof in the pudding” or the “rubber hitting the road.” No matter which cliché you prefer, your consultative approach doesn’t end on the trade show floor. It continues by developing a long-term, solution-based relationship with your customers.

Looking beyond the sale to a long-term partnership—one that is collaborative and strategic—may be just the new approach for your next trade show.

By Candy Adams//

Looking to purchase a portable exhibit, but not sure where to start?  Here’s a guide to the four basic types of portables available.

Rookies and budget-conscious exhibitors alike often make their trade show debuts with portable exhibits. Their thinking: Start small and work your way up. There’s nothing wrong with that philosophy, as long as you have a strong marketing plan and realistic expectations for the outcomes. Case in point, you’re probably not going to make much of a lasting impression on attendees at a huge show like, say, the International Consumer Electronics Show with a modest portable exhibit — especially if you’re new to the scene. However, that portable property might at least introduce your company to attendees.

To help ensure your success, then, you need to understand the world of portable exhibits. Let’s start with the basics — what, exactly, are portable exhibits? They’re exhibit properties that are generally small enough to be transported in a car, as airline baggage, or by a small-package carrier such as FedEx Corp. And since portable exhibits are lightweight (typically weighing less than 100 pounds), they can usually be moved into the exhibit hall by the exhibitor, rather than by the show’s material-handling personnel.

Furthermore, portables generally don’t require hand tools for assembly, and take about 30 minutes or less to put together. In other words, a portable exhibit can be picked up, carried, lugged, pushed, shoved, or dragged onto the trade show floor and to your booth space by a single exhibitor. (But before you go dragging any old thing onto the floor, note that this general definition is subject to the rules of the show’s venue and its labor unions.)

Of course, determining the right portable for your program depends on a slew of variables, including your budget and exhibiting needs, whether your staff is going to set up the display or you’re going to hire an I&D crew, how you plan to transport it (hand carry versus shipping), and the brand image you want to project to attendees. With those variables in mind, here’s a rundown of the four different types of portables available.

Pop-Up Exhibits
Pop-up exhibits are the most common type of portable exhibit and comprise a collapsible, lightweight framework truss (usually a combination of aluminum and plastic) that literally pops up to form a curved or straight back wall. The structure is then covered with hook-and-loop-compatible fabric, magnetic wall panels, or stretch-fabric “pillowcases” that simply drape over the pop-up’s frame.

Pop-up exhibits are generally sold in 8-foot and 10-foot widths. When determining which size to purchase, consider the size of the pipe and drape that might border your booth space at the show. For example, you may have a 10-by-10-foot space, but the pipe and drape take up a few inches of that real estate. I learned that lesson the hard way when the 10-foot-wide pop-up I brought to a show didn’t quite fit inside my 10-foot-wide space because the pipe and drape took up about 3 inches.

Pop-up exhibits feature a range of optional accessories, including conversion kits to transform your shipping case into a counter, wall-washer or spot stem lights to illuminate exhibit graphics, connector kits to link multiple pop-up exhibits into a single in-line back wall, and upgraded shipping cases with additional padding and sections to protect your exhibit, graphics, and accessories.

Considering the accessories and functionality of pop-ups, they’re an inexpensive alternative to custom exhibits. However, the lightweight aluminum frame that supports most pop-ups is susceptible to bending during setup and teardown. So check the strength of the frame and determine whether the warranty covers replacement and repair before you buy.

Despite the general fragility of the frame (and the fact that many pop-ups aren’t designed to support anything hanging off the back wall) pop-ups are quite versatile. For example, fabric wall panels are compatible with hook-and-loop fasteners, making it easy to switch out graphics. Also, since pop-ups are lightweight, easy to transport, and a snap to set up, you’ll likely save big money on shipping, material handling, and I&D.

Banner Stands
Banner stands are a type of portable display comprising a metal base housing one or more roll-up tension graphics suspended from a segmented pole. Picture an upside-down window shade that retracts into a small metal base that sits on the floor, with a thin rod or X-frame that keeps the banner taut when it’s extended. Some types of banner stands feature a T-shaped base and stretcher bars at the top and bottom of the banner (or an X-shaped frame on the back) to hold the banner in place. The graphic banners are typically 30- to 36-inches wide and can telescope to various heights, from 3 to 8 feet, depending on whether the stand sits on the floor or a tabletop.

Banner stands are petite enough to be stored at your office, and shipping costs are minimal since they can be shipped in a small case. Banner stands are also a great solution if the size of your booth space fluctuates from show to show, as you can place multiple banner stands side-by-side to create a custom back wall in an in-line exhibit space, or use individual banner stands as freestanding displays within a larger booth space.

And the customization options don’t stop there. Some banner-stand bases hold removable and/or multiple cartridges, giving you the ability to swap out graphics as needed. Plus, banner stands can be either single sided or double sided, and some offer motorized scrolling of multiple graphic banners, creating a more dynamic display. Optional accessories include lighting, literature racks, and shelves that fasten to the base of the banner stand. What’s more, banner stands are one of the most flexible and lightweight portables available. You can basically create an entire exhibit using them, by simply placing multiple banner stands next to one another.

Modular Exhibits
Featuring interchangeable rigid or flexible panels and connectors, modular exhibits can be reconfigured into different exhibit shapes and sizes. I think of them as Erector Sets for exhibitors. The panels are constructed of lightweight materials, e.g., aluminum, metal composites, corrugated cardboard, foam, hard plastic, or a combination thereof.

In addition to being lightweight, modular exhibits can be used to create a variety of exhibit components, from back walls and freestanding product-display towers to counters and even kiosks. Modular exhibits are fantastic for companies that frequently have different booth sizes at different shows, as converting a 10-by-10 to a 10-by-20-foot exhibit — or even a 10-by-30-foot exhibit — is relatively simple. (Of course, use anything larger than a 10-by-10 and you’re moving out of the portables category, since such exhibits will require additional setup time — and potentially labor — and weigh well over that 100-pound limit.)

What’s more, many modular structures also allow exhibitors to easily reconfigure elements to change the look and feel of the space, or to simply switch out damaged components with replacement pieces on the fly. I even had one modular system with panels that were gray on one side and blue on the other side, essentially giving me two exhibits for the price of one.

Fabric Options
One of the more recent — and innovative — variations on the portable exhibit comes in the form of fabric structures. There are two basic types of fabric structures currently making waves. The first comprises 8-by-9-foot panels of wrinkle-resistant, tensioned fabric stretched over an aluminum frame, and typically zipped into place. As with all portable options, flexibility is key, and tensioned-fabric exhibits don’t disappoint. Using frames and even truss systems, you can create virtually any shape, from regular old square panels for back walls to 3-D cubes and circles to add visual interest.

The second type features fabric panels that hang from the existing pipe used in most linear exhibits (picture a bed sheet attached to the frame by rope loops on each of its four corners). Because the fabric doesn’t hang taut from the pipe, it’s important that you choose high-quality, wrinkle-resistant fabric. These simple fabric panels create back walls that are undeniably basic, but look a lot better than exposed pipe and drape.

Generally weighing less than 5 pounds and folding up neatly into their own bags, these inexpensive fabric options are the ultimate portable exhibits. However, hand tools may be required to assemble some tensioned-fabric structures, which means you may have to hire labor.

Size Matters
Whether you choose a fabric structure, pop-up, banner stand, or modular system, the physical weight of the exhibit dictates its portability, so buyer beware. I’ve seen wheeled molded-plastic exhibit cases large enough to hold 3-by-4-foot panels for an 8-by-10-foot back wall that weighed in at around 100 pounds and were billed as portable. But the term “portable” becomes a misnomer after you’ve schlepped these allegedly portable cases across any distance. So when you’re shopping for your next portable exhibit, keep the old adage in mind — good things do come in small packages.

By Candy Adams, CTSM, CME, CEM, CMP, CMM,
Candy is an independent exhibit-management consultant, trainer, speaker, writer, and an Exhibitor conference faculty member.

With our custom-made fabric table skirts, covers and runners, you choose what areas of the tablecover you want custom dyed with your logo or message, and we permanently dye the content directly into easy-care, flame-retardant 100% polyester knit fabric – the image quality is stunning and it’s completely machine washable! Choose from standard sizes, or we can make these covers to fit any size table you require. We offer stretch fit tension, fitted or drape styles; along with 4-sided, 3-sided, 2-sided and 1-sided covers.

// Custom Printed Spandex Stretch Fit Fabric Table Covers
These innovative new spandex table covers are the most visually striking table covers available, turning an ordinary folding table into a work of art! The form fitting stretch fabric hugs the table and creates an artistic, modern display. We’re one of the first companies to produce these contour table covers, and we take it two steps further – we can custom print the entire spandex tablecloth with your logo or graphics; and ours use eco-friendly recycled polyester!

// Custom Printed Fabric Table Skirts
Our digitally dyed fabric table skirts (also called table wraps) use a fabric panel that wraps around the perimeter of the table top. We make these flexible skirts in 3-sided and 4-sided models. A tradeshow tableskirt is usually sold as part of a complete table skirt kit which includes the custom printed table skirt, along with a plain standard colour table top throw cover which covers the table top, along with plastic edge clips to hold the tableskirt onto the table.

// Custom Printed Fabric Table Runners for Corporate Events
These digitally dyed custom printed fabric table runners (overlays) are the most economical way of displaying your company logo or messaging on already draped tables used in corporate events. Table runners are a custom dyed fabric strip that runs along part of an already covered table. Often these run over the top edge of the table, covering just a part of the table with your logo or other graphics.

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\\Flash iS Image Stand

Available in 23.625″, 31.5″ or 39.375″wide format

Premium quality manual roll up portable banner system. European inspired frame looks great and has no moving parts to break. 3pc corded frame makes set-up a FLASH!.

The snap rail on Flash iS makes changing graphics a breeze and allows for maximum versatility to accept many banner materials such as Photo Print, Inkjet, Laminated Graphic Panel, No Curl Banner, Vinyl, and Fabric!

Optional Accessories:
- Halogen System Floodlight
- Portable Literature Stand

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Portable banner displays offer sales and marketing professionals a low cost method of making a big impact in a small space.  Popular among non-profit organizations, college and university recruiting, chamber of commerce, board of trade and just about any small to large corporation, Portable banner displays are the fastest growing marketing tool with several styles, sizes and printing materials to choose from.

// Flash F-Series

Flash F-Series is our most popular Retractable Panel System.   Available in 3 Models F33 (33.5″ Wide), F39(39.375″ Wide), and F47 (47″ Wide) -SINGLE OR DOUBLE SIDED, the F-Series can be manufactured with a Photographic Graphic Panel, No Curl Vinyl Banner, or Eco-Friendly Fabric.

The F-Series feature a wide format locking base cartridge and a 3pc corded frame which means less moving parts to bend or break!  Simply slide the F-Series out of it’s padded Nylon Bag, assemble the 3pc corded pole frame, and pull up the banner to attach.  Set-up your F-Series in a Flash!

F-Series offers you a wide variety of sizes for any space or budget – 22″, 33.5″, 39.375″ or 47″ widths with up to 87″ Height available.  Need a tabletop format, simply extend 2 sections of your corded frame and you have a lightweight tabletop system for even more compact event promotion.

Available in Silver Finish

Optional Accessories:
- Halogen System Floodlight
- Portable Literature Stand

Watch the video on our YouTube Channel // F-Series Retractable Panel Systems

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WHEN IMAGE IS EVERYTHING

FLASH Custom engineered modular and custom fabricated solutions communicate stability of your brand, signal industry leadership and stand-up to rigorous show schedules.  Custom exhibits, themed environments, real estate sales centers, retail & restaurant spaces, museum installations and sculptural & interactive displays.

Our designers are talented 3D Enviromental Trade Show specialists to ensure the final performance exceeds your expectations.  We specialty fabricate using millwork, aluminum extrusion, Octanorm, tensioned fabric structures, acrylic, glass, plastics and custom metal fab.  But your success is more than just the structure.  It’s an interactive and integrated approach to your target audience that will captivate and motivate them to take action and increase your business.  It begins with developing a thorough understanding of your unique objectives, audience, and developing a focused approach to get the most of your exhibit environment.   

Successful custom environments not only captivate the consumer, but make a strong connection through proper use of technology.  Trends such as motion capture, triggering, mutli-touch interactive, and social media responsive DOOH (Digital Out Of Home) strategies are replacing the traditional Powerpoint corporate video as they provide an interesting environment that draws your prospects in and create a more memorable experience long after the show.

EXHIBIT MANAGEMENT

Take the stress out of your exhibit process.  Flash Exhibit & Event Solutions offers a full service exhibit program, including storage and warehousing, transportation, installation (set-up) and dismantle (tear-down) of your exhibit components – worldwide.

For more information please contact us today.

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