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Performance Indicator 5.04 Explain how businesses can use trade-show/exposition participation to
communicate with targeted audiences
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Types of exhibits found at trade shows
▫ Custom – built from scratch, can have one of a kind, eye catching exhibit. Perfect for
announcing breakthrough product or displaying a company’s dominance
▫ Custom modular – dramatic without the high cost of custom, highly flexible components
▫ Pre-owned - saves your company when facing a time or budget crunch. Cut your exhibit design
time and construction costs by more than half
▫ Portable – easy to install and dismantle, lightweight and portable. Especially suitable option for
the first-time exhibitor and for appearances at smaller, regional shows. Accessories such as
bridges and alcoves can enhance the booth
▫ Rental - can be the perfect solution for an occasional island trade show exhibit; when you need
to supplement your regular exhibit; when you have a trade show booth scheduling conflict; or
when a simultaneous trade show appearance requires you to exhibit at more than one location
at the same time.
Factors that contribute to an exhibit’s visual appeal
▫ Color - The color and tones you choose for your display can help you stand out, as well as
convey your message.
▫ Lighting – spotlight a new product or create a warm inviting atmosphere
▫ Motion – DVD on a large screen, product demos, or moving objects can be effective
▫ Sound – nice music as appropriate or live entertainment can be helpful
▫ Smell - Many exhibitors use popcorn as an enticement. Or smell of cookies or cinnamon buns
Techniques to increase booth traffic
▫ Demonstrations
▫ Contests
▫ Giveaways
Types of displays used in exhibits
▫ Pop-up Displays: Feature a light-weight folding frame covered with magnetic-backed fabric,
vinyl, or plastic panels. Pop-up displays create curved or angled walls for your exhibit area.
▫ Truss Displays: Made of lightweight aluminum and steel tubing for a modern, high-tech look
and flexible utilization. Truss can be configured in a variety of shapes and sizes - and can be used
to construct entire booths, special exhibit features, display walls, islands, entrance ways, and
more.
▫ Panel Displays: Consist of fabric-covered rectangular sections that are connected to make a
wall. They can be readily adapted to different booth sizes and configurations.
▫ Table-Top Displays: Offer a less-expensive exhibiting option for smaller events and feature a
lightweight display that sits on top of a table. These displays usually have three panels with
velcro-attached graphics and headlines that can be easily changed and updated.
▫ Pull-up Stands: Provides a lightweight, easy method to accent your booth. These banner stands
function like a window shade in reverse and can be placed together or in different booth
locations based on your design needs.
Types - Giveaways
▫ Canvas totes
▫ Bottled water, with company info on the label
▫ Pens/pencils
▫ Candy
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Purpose
▫ Help to attract traffic – proven tactic, news travels fast about great giveaways
▫ Create recall after the show
▫ Provide contact information
▫ The more useful your giveaway, the longer they’ll advertise your product
Pre-show marketing activities to attract traffic
▫ 1 – organize a contest – see next slide
▫ 2 – leverage your customers - Create a way for them to speak with attendees on your behalf.
With a little creativity, you can partner with one or more of your customers to design a
presentation that describes how your product helped their business. When visitors hear one of
your customers extolling the virtues of your company and product, they'll often be more
receptive to the message.
▫ 3 – use social proof - Most people feel more comfortable making a decision when they know
others have benefited from making the same choice
▫ 4 – offer useful giveaways – previous slide
▫ 5 – train booth staff - If your employees know how to approach and interact with convention
attendees, they'll be far more effective in qualifying leads
Activities that can be used during a trade show
▫ Live entertainment
▫ Hands-on activities
▫ Games
▫ Prize wheel
▫ Photo booths
▫ Scratch offs
▫ Drawings
▫ AV programs
▫ Food
▫ Cash cube money machine
▫ Treasure chest
Post-show marketing activities
▫ Follow-up immediately - Call the most serious prospects first. Follow-up with all your leads
within 48 hours by email or phone. With qualified prospects arrange a time to meet
▫ Categorize trade show leads – you should have notes about HOT prospects
▫ Evaluate – ask yourself these questions:
• What worked?,
• What didn’t?
• Was the booth functional? in the right location?
• Did I meet the right people?
• What did I learn from my competition?
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Performance Indicator 5.04 Explain considerations used to evaluate whether to participate in trade
shows/expositions
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Reasons for exhibiting at trade shows
▫ Sales
▫ 1. Generate sales leads
2. Close sales
3. Build relationships with prospects
4. Advance the sales cycle
5. Cross-sell existing clients
6. Meet spread-out buying teams at one time
7. Recruit new sales people
8. Recruit new distribution
9. Train new sales people
Marketing communications
▫ 10. Build your brand
11. Re-position your brand
12. Increase awareness
13. Survey market awareness
14. Interview clients
15. Generate publicity
Product marketing
▫ 16. Launch new products
17. Survey attendees about new product ideas
18. Research competitor’s products and messaging
Executive management
▫ 19. Keep up on industry trends
20. Meet with key clients
21. Meet with key business partners
22. Profitably build the business
Factors to consider in selecting a trade show
▫ Target audience
▫ How long the trade show has been held
▫ Number of attendees
▫ Geography
▫ Timing
▫ Cost
▫ Sponsor’s reputation
Sources useful in identifying relevant trade shows
▫ Industry associations
▫ Look in magazines that you/your company advertises in
▫ Web
▫ Directories – some examples include
• BizTradeShows.com
• TradeShowWeek.com
• EventsEye.com
• Tradeshowbiz.com
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