Flying Blind: Over the Peak, or Into the Side of the Mountain...

Have you ever watched professional golf?

I mean REALLY watched it? It's amazing all the subtleties you can pick up when you really watch the pro's competing at the top of the game! You'll see silent prayers being muttered...little last minute twists of the grip...adjustments in the feet that are so small that they wouldn't register a single pop if they had been made on a sheet of bubble wrap.

You know what you DON'T see however? You don't see any of the pro's line their ball up backwards. You don't see them spin around in a circle 20 times before taking a swing, and you certainly don't see them blindfold themselves before they putt.

All too often though, I see people do this to themselves when they exhibit at trade shows, and let me assure you, the results can be just as disastrous (though, admittedly, no where near as amusing).

I'm sure that at some point, you've had at least one armchair self help guru tell you that you can't hit a target you aren't aiming for, right? That you have to SEE the victory if you have any chance of REACHING it? It's one of those pieces of advice that people think is pretty deep when they are giving it, and think is blatantly obvious when they are on the receiving end.

Strangely though, as obvious as it might seem, it's all too often ignored when the time comes to put the advice to practical use.

I can't tell you how many people have told me that their trade shows haven't been working for them. "All the money we spend, and pffft! Nothing...". Or maybe the ever popular "We never get enough out of them. I don't even know why we go year after year"...I've heard them all...good grief, how I have heard them all...

I used to clam up when people told me that. I'd get shy, smile sheepishly, and offer a fumbling apology on behalf of all of the millions of us who's livelihoods are tied to the convention industry, as if I had been part of some great scheme to defraud them of time and money.

Things changed a few years ago. After a client had told me about a disappointing show, I asked him what goals he had set for the show.

"Just to get a decent amount of new business" he replied.

"Ah, always something to look for...what would you say would be decent?"

"Oh, I don't know. Enough to make it worthwhile" he answered.

" What counts as worthwhile?"

"Well...(sniff)...it's one of those things we'd have to look at in relation to how much we spent to be there" was the somewhat less confident answer.

" Gotcha. So, for every dollar you spent, you had a number in mind of how many dollars you had to bring in for your Return On Investment".

"Well, sort of".

"If you don't mind my asking, how many dollars was that number?"

"Uh...you know, ten could be good..." He offered, almost immediately giving me a look that almost begged me for acceptance of this obviously arbitrary figure.

Trade shows aren't generally cheap. If you are looking for "Cheap" with your marketing, head down to your local library and pound out some homemade fliers to pass out to folks on the street. Generally, you can probably print 100 black and white fliers for about $10. The return on investment with fliers is historically terrible, but hey, if all that matters is cheap, they certainly fit the bill.

If, however, you are looking for EFFECTIVE, and for ROI, trade shows and events DO work...if you do them the right way. The marketing pro's of the world know all about ROI. ROI, or Return On Investment is the truest way to decide what "works" and what doesn't. In it's purest form, it shows you how many dollars are earned for every dollar spent, and the true beauty is in how absolute it is.

The problem with most unsuccessful trade show efforts...or any other marketing efforts really, is that we don't set goals for what we are trying to accomplish with them. Wanting to "get a lot of new business" isn't a goal. It's a wish. Wanting to "make 50 new post show appointments" however, IS a goal. It's specific, and it's measurable.

Other examples of (trade show) GOALS:

" I want to generate $_______ of new sales of my ________line of products as a direct result of doing this show"

"I'm going to officially launch by new branding campaign at this show"

" I'm going to meet _________ from the _________ company at this show and set an appointment with her"

What makes goals a far better measuring stick than wishes, is that you CAN measure the results of a specific goal. If you go to a bank and ask to withdraw $50, it's pretty easy to count what they give you and see if it's what you wanted. If you go to a bank and ask for "a whole buncha' dollars", chances are you aren't going to be thrilled with how the transaction goes (and, neither will the teller I imagine...).

Specific goals set far enough in advance of your show will have a far better chance of coming true because they give you the chance to plan your efforts, budgets, and schedules to reach those stated goals. When everyone on your team knows what is expected of them and of their efforts, they can work as a well oiled machine, which is impossible to do when you are flying blind.

So, before you spend another dollar on your marketing efforts, stop and ask yourself these questions:

1.) What are my specific goals for this effort?

2.) What ROI am I looking for in my marketing?

3.) How will I measure where I stand on my goals?

4.) What do I need to do BEFORE I start my campaign/show, to increase my chances of success?

5.) What is the time frame I am setting for my goals?

Looking at 2010 with Sandra Braun

Sandra Braun is more than just one of the most respected women in the trade show industry- she is a good friend. As a dedicated and experienced member of the Nth Degree team, Sandra has traversed one end of the country to the next, experiencing first hand every major show you can name…and several more to booth. Nth Degree is a trusted name in event installation and dismantling services, as well as a premiere name in program management, and a big part of the shine on the Nth Degree brand is a direct result of Sandra. Nth Degree and Ohio Displays have partnered time and time again through out the years, and we consider her to be part of our (sometimes dysfunctional) little family.

I asked Sandra to answer a few questions for this weeks article because I respect her opinion, and think that everyone can benefit from her thoughts. If you would like to talk to Sandra personally with any questions though, please feel free to contact her at sbraun@nthdegree.com .


RYAN: You’ve been with Nth Degree through both the ups and downs in the economy…how has this recession changed the way you see SMART exhibitors doing business before the show?


SANDRA: Absolutely – the industry and the way event managers are preparing for shows is so much different now. First of all, exhibitors are much more strategic in evaluating and measuring the shows they attend. At one time, it seemed as if people went to shows because their competitors did and they didn’t want to look weak. Making sure companies are going to the right shows and targeting the prospects/customers they want to see is more of the focus lately. From an attendance standpoint, companies aren’t sending 5 people to a show as they used to. Feedback I’m hearing is that there aren’t as many “tourists: walking the floors, but the RIGHT people sure are.


RYAN: The RIGHT people…that’s the key, isn’t it? Have you noticed people starting to re-up their shows again now that the dust is settling, or are they still playing possum?

SANDRA: I Definitely think people are taking baby steps to add more shows, space, etc . . . but let me reiterate, it is slowly!

RYAN: Well, there was a lot of fear out there…it’s a lot to come back from. I know that I personally have noticed a lot of new cities starting to pop up on schedules…cities that were always considered “secondary cities” are starting to pick up speed….have you noticed that?

SANDRA: I have noticed quite a few secondary cities as well. Show organizers and exhibitors are looking for better solutions from a cost standpoint and a draw for attendees. Definitely more action these days in Indy, Columbus, San Antonio, Phoenix, etc.

RYAN: If you were going to suggest three cities that are good tryout grounds that new or smaller exhibitors should consider going into, what would they be??

SANDRA: Seattle, Phoenix, San Antonio . . . easy cities to work in, not to many union issues, fun cities.

RYAN: To all the mid size companies out there that are venturing into larger exhibits spaces for the first time…what are areas that you would suggest to make the most out of limited budgets?

SANDRA: I would suggest that exhibitors still focus on the company goals of the show . . . messaging, pre-show marketing, etc. A larger space isn’t the solution to drawing an audience. If it was me, I would rather my marketing dollars go towards making sure I am conveying the right message and getting the attendees that I’m targeting.

RYAN: One last question...you've seen the good and the bad of what people do at their shows...what should people be careful to avoid?

Sandra: A lot of it comes from being unfocused..Don’t just go to a show to be there – be prepared. Do your homework . . . who do you want to target for current customers/prospects? What message do you want to convey? and in that regard, market your booth w/ signage, giveaways – anything that touches the customers.

Lastly, don't make assumptions when you staff your booth. Make sure you send the right staff – not just sales people but OPS, Techs , and basically any other people that touch the product & can talk in detail with potential customers.

When Life Gives You Lemons...

When I first started writing this blog…and then again when I began sending out the sister E-zine, I made a promise to each and every one of you that you would never have to sit through a thinly veiled sales pitch on these pages. It has been, and it continues to be, a very important promise for me to keep, and one that has played a part of what items I publish, and what items never see the light of day. Today’s article will no doubt be considered as a “walking the line” piece. I understand fully why some people will see this piece as somewhat self serving, but in reality, it’s being written to address one of the biggest reoccurring problems that I run into on a daily basis: Exhibit “lemons”.

Most of you who read my articles know that I am the fourth generation of my family with Ohio Displays Inc, a 92 year old designer, builder, and supplier of quality trade show exhibits and exhibiting items, as well as a full service event consultant. We were privileged enough to help create the trade show industry, and have always made it our reputation off of creating the highest quality exhibits possible- it’s what our clients demanded…what they deserved…and what we delivered.

A funny thing happened in the 80’s though…the industry started to turn itself inside out to match the new faster pace of the world. New cities dotted the exhibiting landscape….cities like Orlando and Nashville replaced old staple cities like New York and Los Angeles as the most desirable locations to host a show. Exhibits that were quick and easy replaced exhibits that were built for strength and comfort. Rising gas prices demanded “ship-it-yourself” solutions, and Velcro made everyone into a designer (even the folks who should never even design a garage sale flier). In this new world of instant satisfaction and increased budgetary awareness, the modern “System Exhibit” was born.

At Ohio Displays, we have always considered ourselves to be first and foremost a provider of customized exhibiting solutions, but in this new world of “off the shelf” exhibits we expanded our reach. The problem that we ran into time and time again though , was that kits were – for the most part- designed to be cheap first and foremost. How do you make something “cheap” and still make a profit? You make sure that the parts you use to create it are even cheaper than cheap…and that’s what a lot of manufacturers did.

That’s not to say that every kit out there is a poor quality exhibit. Quite the opposite- there are a number of high quality kits available on the market. These are kits that will stand the test of time, and are built by people who stand behind their products. You’ll know these manufacturers because a quick online search will show you that they- and their products have been around for awhile. We've been particularly happy with Nimlok, Orbus, and Classic through out the years...More on that in a bit…

While “sell it cheap and apologize later” was the growing practice of the day, we (Ohio Displays)- like most other quality focused exhibit houses- quickly realized how bad this practice was for the industry as a whole. Because of how cheap a lot of these “bulk” kits could be purchased by less reputable companies, and then quickly resold to an unsuspecting public, the market was quickly saturated with these shoddy exhibits that fell apart after their first use. For the most part, people who purchased these bargain exhibits were new to the world of trade shows, and have never used a quality exhibit before, so their only point of reference were these “disposable” exhibits. To these folks, exhibiting means that you assumed your exhibit was going to collapse around your ears, and that it didn’t matter what your booth looked like, because they all look the same, right?

Then something happened that made a terrible situation infinitely worse… the Internet let the con men of the industry peddle these lemons anonymously. Suddenly there were no repercussions when things inevitably went back…there were names, no faces, and no addresses…not even an apology. People who purchased these garage sale quality kits were left holding the bag…the only way to recoup their expensive losses would be to try selling these exhibits to some other unsuspecting company online and then hoping for the least amount of ill will and bad publicity when the cycle repeated itself.

At this point though, what can YOU do to keep from ending up with one of these exhibits (or, what can you do if you already have one)? There are a few warning signs to look for, and steps you can take to protect yourself from getting caught with one of these money pits.

1. As the old saying goes, “If it’s too good to be true, it probably is”. Use common sense when you price out your exhibit. Decide what features you want based on what is important to your overall goals. Do some research on what reputable companies price their exhibits at, or speak to other companies that have already purchased similar exhibits. I won’t lie, the better quality exhibits will have a slightly higher price to begin with, but the overall costs of ownership will always be lower. Like Zig Ziglar said “It’s better to pay a little more than you planned, than to pay less than you SHOULD have”.

2. There are hundreds if not thousands of online shops set up that sell exhibits and accessories. Usually they are either “Pop-Up” style exhibits or they are banner stands, though there are exceptions to that. Exhibits are, to me, not exactly an impulse item. If you shop for them online, you are making them into a commodity…albeit a pricey commodity, and that’s what a lot of the “fly-by-night, here-today-gone-tomorrow” shops are hoping for. Don’t just research the exhibit before you purchase- examine the merchant. Can you find an actual address? A name of a representative who can answer questions before and after the transaction? Do they also have a show room where you can check out their exhibits before you purchase? If not- RUN AWAY!

3. A good Pop-Up will feature metal cross bars, magnet channel bars, and a high quality fabric that doesn’t pick apart when you pull Velcro off of it. It won’t wobble excessively once you have the fabric or graphic panels on it (a very slight wobble when jostled is fine), and the graphics will be a scratch resistant matte material. A fine quality 10’ x 10’ pop up with fabric panels will generally start at around $1000, and a “premium” will generally start around the $1200 point (new).

4. A good banner stand is usually retractable. The graphic should be printed on a thick canvas-type material, or a specialty vinyl. The banner should pull smoothly in and out of the base, and not catch. The top strip should span the entire top of the graphic, and the sides of the graphic should not curl excessively (there will always be a small amount of curling over time).

5. Ask your rep- before you purchase- how difficult it would be to get replacement parts if necessary, and ask for specifics. Most of the “disposable” exhibits don’t have replacement parts because they aren’t designed to be repaired…they are designed to be thrown away.

6. If you have what you THINK is a “lemon” exhibit, never be afraid to bring your concerns to your rep’s attention. If you don’t have a rep…well, that’s not a good sign.

7. Most reputable exhibit houses are happy to look at your existing exhibit and give a candid evaluation of what you have. Sometimes they can point out where you can go to get it repaired or replaced at no charge, and if not, they can probably walk you through the other options you have.

There is never any reason that you should ever be disappointed in an exhibit that you have properly researched, but there are- unfortunately- plenty of landmines to avoid. Your best defense is education. Do your homework, buy from reputable suppliers, and above all make sure that you buy the RIGHT exhibit that matches your goals.

When Bad Graphics Attack!

Do you remember those "Magic Eye" posters that were so big in the mid-90's? They started off being sold at kiosks in every mall across America (and hey, remember malls?), and before you knew it, they were on T-shirts, magazines, books, and screen savers everywhere. For those of you who either missed the 90's, or have conveniently blocked out the memories of eye-strain and migraines, these posters were colorful blurs that would suddenly "morph" into some sort of coherent image or message if you stared at them long enough...well...stared long enough and were willing to endure potential ocular distention. Don't get me wrong- we ALL tried it, and if you were one of the people who got the messages to come into focus, you probably thought it was pretty cool...at first...but after awhile what happened? We all gave up. It just wasn't worth standing in the line of traffic at the malls while people dodged you (or slammed into you) just so you could try to get the message on these posters to "pop". You got tired of the hassle, you stopped looking, and you kept walking. One look at some of the graphics I have seen at recent trade shows though tells me that the lesson of the "Magic Eye" wasn't learned- If people have to stop and decipher what's really there, they'll just keep walking past.

How many times have we all heard about the magic marketing number of three? It will take three times to hear a message before someone might possibly act. The human brain can handle no more than three bullet points to a message at a time. You've got no more than 3 days to follow up with someone before they forget you. Heck, even the Stooges, the Musketeers, and Amigo's knew that the number 3 had power. Use that power when you design your graphics. Find no more than three messages for your graphics. Keep it simple, or I promise you, you'll scare people away.

I can hear people now though- "But Ryan, My graphics have to educate people as to what it is I do, and how it will help them!". Wrong! Your graphics aren't there to educate- your graphics are there to ENTICE. The most effective graphics are the ones that arouse curiosity, and that engage interest. Educating takes time, and you don't have that kind of time when someone is passing your booth. If someone has to stop to read the 12 reasons why your company understands their needs, then you have already proven that you don't understand their biggest need at a trade show- to get the information they want quickly and painlessly.

There is an old golf saying: "Drive for show, and putt for dough". That's the rule you want to follow here. Your graphics are the "drive" part of that equation. That's going to be the "Wow!" factor that knocks their socks off and guarantee's that they are paying attention. Your literature is the "putt" end of things. This is where you list your bullet points...this is where you educate. Graphics ...when well done...will put them in your booth so that you can put your literature in their hands. It's a symbiotic relationship between graphics and literature- you'll never get the full benefit from one without doing the other correctly as well.

Let me give you a few pieces of advice on what works with booth graphics, and what doesn't. Some of these things are common sense (or at least should be) and some are a bit more from left field:

1.) All photos files must be the right size. I can't tell you how many times people have come to me and asked me to blow up a tiny image that they used for their literature or print ad. It just won't work. It will look exactly like those Magic Eye posters we just talked about- blurry, pixelated, and fit more for a mall than a business gathering.

2.) If you are going to have text (other than your company name) on your graphics, limit it. Don't list everything you make, don't write long paragraphs, and if you can keep your text on ONE panel, you'll be thankful you did when you don't have to line two panels up perfectly on the show to keep all the text (or worse...a picture of a face) from getting lopsided if the floor is uneven.

3.) For the love of Saint Marketino (Patron Saint of marketing driven profit), don't Velcro pieces you made on your home printer to a backdrop in place of a "real" graphic. I know money and time are issues for everyone, but a homemade printer graphic is the equivalent of wearing a swim suit to church (and what would Saint Marketino have to say about that?).

4.) One theme per exhibit. ONE. You can have multiple divisions, you can have multiple products, heck, you have multiple personalities if you want, but leave them all off your graphics. Choose a theme for your graphics and stick to it.

5.) Keep the pertinent information ABOVE counter level. It's one of those things that people tend not to think about until it's to late, and it will kill your exhibit. Chances are there will be a table or a counter somewhere in your booth, and I assume you want to have people in your booth as well. Make sure that your logo and the other most important elements of your graphics are high enough that they can still be seen in a full booth.

Well, there you have my rules for trade show graphics. It's up to you to add your own creativity to the mix to make it all work, but I will promise you this- If you follow these rules, you will get compliments for your exhibit, you will get more people stopping, and you will get more value per dollar than you have ever gotten out of your exhibit before.

If you would like some additional ideas on how to make the most out of your graphics or other free ideas on how to drive higher profits from your trade show program, add me on twitter at www.twitter.com/odiryan or email me at Ryan@ohiodisplays.com .