The Times, They Are a’ Changin’...

It’s not exactly Indy trying to make it out unscathed from the dark and ominous temple, but getting out of some Convention Centers in one piece isn’t all that far off.

Ever had to bribe a surly dock worker to unload your freight?

Have you ever been shocked to discover that the general contractor put your freight on their truck even after you expressly told them that you already had a pre-paid freight company coming to pick it up?

Perhaps you’ve felt your ears getting a little hot after some burly ‘gent on a golf cart screams at you for plugging in your own product to the electric socket you just paid $200 to “rent” for the next 48 hours.

I know I’ve certainly been there a time or two, and I’m willing to bet, you unconsciously nodded at a couple of those examples as well. Those are just a small sampling of some of the MANY complaints I have heard (and often experienced) over the years, and those complaints factor heavily into why so many cities have lost the trade shows that they have taken for granted for decades.

Have faith true believers, because believe it or not, the times- they are a’changin’!

Cities like Chicago have enacted new rules to protect exhibitors from overly hostile and expensive show “service” providers, while the so-called “Secondary Cities” across the country are picking up the shows that the big-boys chased away.

As such, I’d like to list my five favorite cities to exhibit in. These are the cities that have made a conscious decision not to kill the golden goose. The cities I've chosen were picked based on :

a.) Ease of working in the show halls

b.) Ability to draw large crowds

c.) Value per dollar spent

d.) Business friendly environment

e.) Things-to-do-after-the-show

Some of these cities are long time favorites that have always stood apart from their peers, and some of them have undergone big changes in recent years.

5.) Nashville, TN – Nashville is an interesting city. They have a downtown convention center, an even more popular privately held secondary hall (Gaylord Opryland), and a soon-to-open Medical Mart of their own, not to mention a thriving tourism industry built (in no small part) around being the country music capital of the world, and yet they still maintain the small town charm that they are famous for. Labor rates are lower than most of their big city counter-parts, the vast majority of the people you will work with are extremely friendly and accommodating, and there’s plenty to keep your spouse and children entertained whether they like country music or not.

Quick Tip: Opryland and the Grand Ole Opry are two different destinations, and separated by nearly a half hour drive. If you are meeting clients, friends, or family at one of these hot spots, make sure everyone is on the same page!

4.) Denver, CO – While Nashville is sort of a small city (comparably) with a big city story to tell, Denver is the exact opposite- It’s a big city (and growing!) with a small city experience. One of the undisputed success stories of the shift away from the “major halls” to “Secondary Cities”, Denver features a beautiful midsize facility conveniently located in the heart of the downtown bustle. Decked out with most every modern amenity you could ask for, this growing hub of the new event world has prices that haven’t quite caught up with their new popularity yet, and a “Thanks for being here” attitude to go with it. Possibly best, there are several great hotels, restaurants, and local hotpots within walking distance which keeps attendees near by before, during, and after the show, therefore increasing your time in front of your potential customers!

Quick Tip: The city is easily 40 minutes from the airport, so make sure you factor that into your schedule…and your budget!

3.) San Antonio, TX- San Antonio is arguably the most beautiful city in Texas, and considering the size of the Lone Star State, that says something. A whimsical blend of Colonial Mexican and Modern America, the city has somehow gone underutilized by show planners, much to their detriment. The Henry B Gonzalez Convention Center is located directly OVER their famed River Walk, and only 2 blocks from the Alamo, and it’s easily one of the most picturesque event locations you will ever come across. Because so few major conventions have found their way to this somewhat hidden gem, the handful that have find a fantastic staff and business friendly atmosphere waiting for them at a much lower cost than they would ever expect. I don’t know if it’s the hot Texas sun or the beautiful views overlooking the romantic River Walk, but crowds come early and stay late during trade shows, and I haven’t seen many unhappy exhibitors during tear down.

Quick Tip: The San Antonio sun can be unforgiving in the summer, and convention centers can be notoriously under-cooled during set up days. Don’t even think about setting up unless you bring something cool to drink…and to wear!

2.) San Diego, CA – From the moment you land at the San Diego International Airport (a mere 5 minute drive from the San Diego Convention Center), you can feel there is something special about this city. Ranking in at the nation’s 8^th largest city (by population), San Diego is a lot like San Antonio, but with a California flair. The convention center, opened for it’s first event in 1989, but doubled in size in 2001 (and is contemplating a third phase expansion, adding nearly 33%!) making it a beautiful, large, and thoroughly modern facility, and a big favorite for some of the nation’s most cutting edge industry events. Located on the shore of picturesque San Diego Bay, and surrounded by several big name hotels, a bustling tourist marina, Petco Park (home of the Padre’s), the famous Gas Lamp District, and more than a few world famous restaurants, there’s quite a bit to draw people to this city for nearly any and every show. Yes, you DO pay California prices to exhibit here, but it’s really not hard to get your money’s worth. Quick tip- Make sure to visit Old Town before you leave if you a fan of authentic Mexican food, or are just a big history buff!

1.) Orlando, Fl: Whether you love “The Mouse” or hate him, there is no denying the effect that Walt Disney World (and later Sea World and Universal Orlando) have had on this formerly sleepy winter escape/cow pasture. The Orange County Convention Center is a sprawling complex covering both sides of the oft’ traveled International Drive, and the second largest convention hall in the country. At 2.05 million square feet (that’s just the exhibiting space!), only Chicago’s McCormick Place is larger. The funny thing about Orlando though is that it never did pick up the Big City attitude that most other mega convention towns did. The result? A business friendly environment with one of the worlds most experienced event crews, and a city who knows that keeping everyone happy is the key to their continued success. At the end of the day, Orlando (or, more truthfully, the Lake Buena Vista area) keeps the streets clean, the prices reasonable, and the attendees plentiful, to say nothing of the cotton candy, mouse-ears, and magic wands.

Quick tip- Though the Orange County Convention Center is certainly the king of the halls in Orlando, secondary halls like Rosen Shingle Creek, The Marriott World Center, The Walt Disney Coronado, and the Walt Disney World Swan/Dolphin are all world class facilities- don’t shy away from these great locations!

What are your favorite cities to either exhibit or attend shows in ? Let me know!

ryan@ohiodisplays.com

www.ohiodisplays.com / www.odiworks.com

Apps: The New Four Letter Word.

Not all that long ago, I saw my first Blue Tooth while waiting to board a plane. I can't remember if it was in Philly, or Denver, or Memphis. What I DO remember though, was the effect that it had on me. One part awe, two parts confusion, and on part revulsion.

Just what the world needed- one more way for uppity morons to identify themselves to the rest of the world! I mean, just look at this guy...sitting in a hot airport...fancy Italian suit, comically over-sized energy drink in one hand, the latest copy of GQ in the other, and all the while he's loudly holding up one side of what appeared to be a very one sided conversation. The only clue available that he wasn't speaking to dead relatives, invisible gremlins, or some sort of deity, was the black eraser shaped piece of plastic dangling off of his ear like a business world version of "Something About Mary".

"I'd rather die..." I muttered to myself self righteously as I went back to browsing the free copy of USA Today that the good folks at the SpringHill Suites had laid outside my door that morning.

That was, of course, then. This? This is now, just a few crow-eating years later.

The Blue Tooth? Oh yeah...I have one...somewhere. I went through that stage (I didn't choose to die instead, by the way), and have since moved on to the newest tech toys. You'll know me when you see me...I'm the guy at the airport gate with his little white I-Pod headphones hanging from his head, laptop on his lap, Smart phone in one hand, and Droid tablet in the other. Oh, and the over-sized energy drink? Yeah, that's mine to. Just one more way for this uppity moron to identify himself to the rest of the world.

That's sort of the world we live in now though isn't it? I can't remember the last time I was able to travel without dragging along 35 adapters and plugs to keep all of the little gadgets powered up. Well...I'm happy to say, it's all changing again. I'm finally able to simplify, and yet maintain (heck, even improve) my productivity... and I have 4 little letters to thank for it: "APPS".

I recently purchased a Samsung Galaxy tablet. For those of you who aren't familiar with the huge tablet craze, the Reader's Digest version is this: Tablets fill the world between the "smart phone" and the "laptop". A rapidly expanding industry originally set into motion by the launch of the I-Pad, tablet computers are quickly becoming the must-have productivity tool for every self respecting business person, techie, or coffee shop hipster. I tend to fall -in some part- into all three categories, so of course I had to have one, and I can truly say it's changed the way I do things. If you do trade shows and/or live events, you should have a tablet computer too.

With one small devise, usually about the size of a steno pad, you can harness the power of a laptop, a cell phone, a media player, a camera, a video recorder, an audio recorder, and a pad-n'-pen. What's more, by using the right apps (small downloadable pieces of software readily available , and often for free), you can make your tablet do things you always wished you could but never had the tech to. Bump into a potential new client but don't have your business card, literature, or a pen on you? No problem! Push a button to scan his/her card into your address book using your camera. Push another button to beam (send through the air) your newest literature to their tablet/phone/email. Push another button and dictate your follow up to your tablet like a digital recorder.

Like I said, having a tablet computer has changed the way that business is being done, so for those of you who already have one, and all the rest of you that are GOING to get one (that should be the rest of you by the way), here are my top 5 pics for apps (Apple and Android compatible) you MUST have before attending or exhibiting at your next event:

1. Square - If you plan on taking orders at your show, this is a great way to save some money. Square allows you to accept and process credit cards directly on your tablet or smart phone. They will even send you (for free) a small square device (about 2" squared) that you can use to swipe cards. There is a small fee per transaction, but it's inline with what most processors are charging, and better yet, you don't have to pay for a secure line and terminal to be run to your booth!

2. DropBox- Drop box is a program that you install on your tab/smart phone as well as on your computers. It then allows you to drag-n-drop files into your "Drop Box". Once there, you can access that file or document from any of your other computers/smartphones/tabs. Before I go to any event, I make sure that my most updated literature is in my drop box, as are any order forms or spec sheets that I might end up needing. It's saved me quite a few last minute trips to the office!

3. FourSquare- People are pretty divided over FourSquare. This is an app that lets you "check in" at various places. When you "Check in", the app updates your Facebook/Twitter accounts to show that you are wherever you checked in at. A lot of people don't use the app because they say it invites burglars to rob you while you aren't home ( which would require burglars to stalk you online to find this info, but regardless...). Now, I've never been robbed because of an APP, but I have picked up new business because of one. To best use FourSquare at a show/event, go to your booth space and launch the app. From the "Places" menu, simply choose "Add A Place". FourSquare will ask you to name the place. Then you just pop in your company name, show name and booth number, and hit save. This will allow other FourSquare users to find you and your booth. Even better, "check in" to the show venue itself. This will allow you to see what other FourSquare users are already in the venue with you, and give you a great opening to start a conversation...and invite them to you booth!

4. News and Weather- This is one of those apps that people completely over look.. to their own detriment. On the surface, it's simply what it sounds like- a news and weather forecast delivery app. Upon closer view however, you'll notice that be playing with the settings, you can choose what KIND of news it delivers. For instance- going to the upcoming ConExpo in Las Vegas? Add "ConExpo" to your custom topics list. Do you sell widgets? Add "Widgets" to your custom topics list. Want to see what the world really thinks about YOU? Type your company name in as a custom topic. Every time you hit "refresh" , the the News and Weather app will send you the most recent news articles, collected from every corner of the web!

5. EverNote- This is one of those Apps that is going to be huge. I'm going on record now- I was there first. EverNote is an app that is meant to help you keep track of all the information that you come across on a typical busy day. Whether that means typing in an idea when it hits you, adding a photo of something that inspires you, or clipping an article to read later, EverNote is a great way to collect all the pertinent information that you don't have time to process right this moment. Even better, you can sort all of these items by custom tags you add to them, and organize them by notebooks. It's great for being on the road as you can build a notebook for each trip, and then add receipts, itineraries, notes, photos, videos, lists...really, anything!

There are, of course, dozens of other apps that are available which can help you make the most out of your time on the show floor, but these 5 are the ones that have the quickest learning curve-to-benefit ratio, and all are (to a degree) free programs.

If you don't have a tablet yet, look into getting one. Get a GOOD one. Do your homework, and make sure that you know what it is you want from your purchase. We might not always like how fast technology is moving, but our only two options are to keep up, or fall behind.

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.

And...You're Outta There!

I kicked around how to approach this week....I could take the easy way out and do a fluff piece themed to the holiday...or maybe write a piece about how happy everyone is to get 2009 safely behind us...Those seemed like pretty obvious answers. The more I thought about it though, the more I realized that the people who read this blog don't want "obvious". "Obvious" is , in this case, just another word for "unnecessary"- which is, in itself, another way of saying "a waste of time". That being said, I'd like to take a few moments to go over a topic that is often overlooked by exhibitors to their own detriment: Toxic Staffers in the booth.



Trade shows are unchallenged in their ability to match potential customers (or, as John Patterson of the National Cash Register called them -"Probable Purchasers") with your product at a time when they are most interested in buying. Corporations around the world spend millions of dollars each year to best capitalize on the abundant opportunities that are available at trade shows, and yet, all too often, people seem to forget the biggest truth about sales- People buy people first, and products second. It doesn't matter how good your product is if the person that you choose to represent you is about as pleasant as a punch in the teeth. In honor of these Misfits of the Mezzanine...these Creeps of the Convention Center, I bring you "The 5 People You Can't Afford to Have Staffing Your Booth".



1. The "Screamer"

Wanted For: Scaring away potential clients

Description: Often seen lunging at everyone who makes eye contact, frantically screaming at people to stop into their booth, handing out expensive literature and give aways to uninterested passer's by, and aggressively chasing anything that moves...usually as they quickly move away.


If you find the Screamer working in your booth: Above all else, stay calm...someone has to. Screamers are usually well intentioned, but clumsy (and over caffeinated). Remind the "Screamer" that there is no need to chase people at a trade show- Interested parties don't need to be roped like cattle...and usually don't appreciate such aggression. Have the "Screamer" treat convention goers as he or she would prefer to be treated if he or she were entering a automobile dealers showroom. If the "Screamer" continues to scare away potential clients, assign the "Screamer" to the inside of the booth where they can do the least harm, while still answering questions from the people who have already entered the booth on their own.





2. The "Squatter"

Wanted for: Illegal parking, Loitering, theft of company time and resources.

Description: Can almost always be found sitting behind a table at their own booth looking completely detached and/or uninterested in being at the show or talking to anyone. May appear to be dead or unconscious due to complete lack of energy or movement throughout entire event. Often found alongside a fish bowl full of show give aways that never seem to actually be given away. Subject should be considered lazy and a waste of company money.

If you find the Squatter working in your booth: There is, unfortunately, not a whole lot that you can do about the "Squatter" other than trying to lead by example. The sad fact is that some people just have it, and some people just don't. If you must rely on the "Squatter" as part of your efforts, immediately remove all chairs/stools and tables that aren't absolutely necessary, and make plans to have someone else staff the booth next time.





3. The "Drunken Uncle"

Wanted for: Public Indecency, Public Intoxication, DcaWI (Driving Customers Away While Intoxicated), Lewd and Lascivious Behavior

Description: The "Drunken Uncle", when not seen making strange, off color, and rambling toasts at weddings, will often often appear staffing trade show booths. The "Drunken Uncle" is recognizable by his inappropriate and often offensive jokes, stories, and behavior while supposedly representing his company.

If you find the "Drunken Uncle" working in your booth: The "Drunken Uncle" should be considered alarming and VERY dangerous to your business. The only thing that will scare away potential clients faster than the Screamer is the mouth of the Drunken Uncle. Much like his wedding namesake, he will always embarrass you without realizing that his humor is falling flat. It is suggested that all booth staffers be reminded that the only people it's acceptable to make fun of are themselves, and that if they have to lower their voices or look around before saying something, it's best left unsaid if they value their employment with the company.





4. The "Politician":

Wanted for: Fraud, Making false promises, Assault on your reputation, Bait and Switch

Description: Also runs by the alias of "Mr. Glad Hand", the "Politician" is a master of gaining trust through false promises, mud slinging, and anything else it takes to make the sale, even if that means lying, cheating, and stealing. For the "Politician", the ends always justify the means, and it's always better to apologize after, than risk not getting the sale today.

If you find the "Politician" working in your booth: Immediately seek higher ground- the kind of higher ground that comes with honest and integrity. Lead by example. Promise ONLY what you can deliver, and then OVER deliver. Make it clear that any promises they make to potential clients are expected to be met, and that over promising and under delivering will not be tolerated. Crack down on any negative talk about your competitors the moment you hear any coming from the "Politician", and make it well known in the advance that every member of your team is expected to represent the company well by always taking the highroad. The negative word of mouth that can come from a customer burned by the politician can be devastating for your reputation.

5. The "Tourist":

Wanted for: Misappropriation of marketing funds, Considered to be a severe flight risk.


Description: The "Tourist"will almost always arrive late and/or hungover to his/her booth. If you turn your back, the "Tourist" will most likely drift away to wander the floor in search of give-aways, or worse they might disappear from the event altogether in search of swimming pools, casinos, bars, or amusement parks.


If you find the "Tourist" working in your booth: Make immediate steps to contain them- the "Tourist" is considered to be a flight risk! Besides the obvious waste of resources involved with bringing along a non-participating member of your team, there is also the loss of potential results to consider. The "Tourist" is great at causing hard feelings and strife among the active staff of your booth, who will almost always develop a sense of resentment stemming from a perceived double standard- they do all the work, while the "Tourist" gets an all expenses paid vacation on the company dime. If you don't clamp down on this roaming employee, you risk having a full scale riot on your hands. AVOID THIS AT ALL COSTS!



Set up a pre-event breakfast an hour before the show opens, and make it mandatory to make sure that everyone is ready to start well before the moment that crowds begin arriving. To avoid hangovers, have a set policy in place- anyone showing up to the booth in no condition to work the event (due to over indulgence) is responsible for the cost of their own travel expenses (have everyone agree to this policy before the trip...in writing). There is- unfortunately- very little that can be done to correct the "Tourist" during the event...the best you can do is prevent the situation with clear pre-set rules. If you fail to stop it before it happens, all that is left is to punish AFTER the damage is done.





So, there you have it- the 5 people that you can't afford to have staffing your booth. The cruelest irony though? There is one more person that didn't make the list...and that one person is actually the most dangerous of them all- The "Enabler"...YOU, if you allow yourself to be. None of these characters can operate without being granted permission by YOU. That doesn't mean that you give them your explicit blessing to undermine you efforts and results, but rather that you run the danger of implying that this behavior is acceptable. You do this by not having a well prepared plan of action well in advance of the event. You do this by not setting a positive example to live up to (or worse, by not living up to it yourself). You do it by not being clear with your expectations. You do it by not keeping the interest of the people you have staffing your booth...by not giving them a clear and exciting purpose to take forth and spread to the "Probable Purchasers" walking the hall.

The good news is that by making the conscious decision to reject the role of the enabler, you can almost always guarantee that the 5 characters above won't be making a surprise appearance in your booth.

Trick or Treat!

I love this industry. I really do. Where else can you build your business, meet great new people, expand your view of the world, and all while experiencing some of the greatest cities on Earth? These are the benefits that can only be found through the marketing miracle that is the trade show. How could I NOT love this industry? Heck, I'm pretty sure everyone reading this right now is filled with memories of sunny skies and warm weather as you left the show hall, while your friends and co-workers back home gripe about the ice and snow they were scraping off their cars. The fact that you had just landed that big contract that you have been trying to get for the last couple of years didn't hurt either. Isn't that the reason that everyone loves trade shows? Well...maybe not EVERYONE...there is one group of people that we've all run into at shows that is obviously there for a completely different reason than expanding any relationship or building any business. You know the type. Trick or Treaters.



You've seen them...heck, maybe you've even been them (though I hope not). They're ones who lurk in every trade show...avoiding eye contact and sprinting from booth to booth with an overflowing plastic bag full of pens, jumpdrives, stress balls, paperweights, and the occasional Tshirt. Or perhaps you've seen their evil twin, the "Explorer". So named for their penchant to travel the show floor with a map of exhibitors, asking for stamps or stickers to fill their punch cards, all in the search of the elusive show prize. Maybe free airline tickets, or an I-Phone perhaps? You ask them if you can answer anything...or even better, scan their name tag for future contact, but much like a over-sugared child on the big night, they are already dashing off to the next freebie or stamp of their card without so much as a thank you.



Yes, the Trick or Treaters and the Explorers are a necessary (and potentially costly) annoyance at every show. The only way to completely do away with them would be to ban all show give aways altogether, so that everyone could just focus on business. Am I suggesting that we do that though? Definitely not! That's overkill. The fact is, promotional items DO work...when used correctly. The problem though? Most people don't use them correctly. +



They aren't supposed to be used as bait to get passers by into you booth space. That's counter productive- the whole point of a trade show is that you get qualified buyers who are looking to buy (or at least, looking to learn more). If you use "bait" to lure everyone in, you're just going to get distracted by a hundred and one people with no interest in you or your product distracting you from the people you really need to be talking to. Now, that could possibly work for you I suppose...assuming you are the worlds best sales person, and you can engage, qualify, entice, and close hundreds of people who didn't care a bit about you two minutes ago- all at the same time. I haven't met that sales person yet though...if you know where I can find him or her , please have him or her send a resume to my attention as soon as possible.



So, let's talk about the correct way to use "premiums" (I love that word..."premium"...ironic, seeing as how they are usually cheap pens with just enough ink in them to sign your name on the bill). Premiums are intended to help you build top of mind awareness with potential customers. That's the key right there- with potential customers. Not with anyone and everyone... just with potential customers (or your kids if you forgot a birthday and they have very low standards).



Here's how to do it without looking cheap: Have two classes of give aways- your standards (like the pens or measuring tapes) that you keep on hand as a "Thank You" to all the people who take the time to speak with you, and your "Key Prospect Premiums", which need to be something desirable, and memorable. I've seen people use MP3 players, nice leather bound padfoloios, and laptop accessory kits (all with the exhibitor's company logo branded on them) used. Get a dozen or so...these are the ones you give to your biggest prospects (or better yet- customers!) Keep the smaller items on hand behind you in your booth...make sure they are out of the reach of the Trick -or-Treaters. Place ONE of your "Key Prospect Premiums" within easy eye view of the crowd as they pass by, but not so easy that someone can grab it an go...Look but don't touch is the key here. Got it? Good! Now here's how you play this:

Step 1. Stand (don't sit) near the front of your booth with a SINGLE piece of literature in your hands.

Step 2. Smile and engage with people, but don't lunge at passers by. Definitely feel free to make conversation, but don't beg them to come into the booth, or worse, scream at people. You'll just scare everyone away.

Step 3. When people step into your booth, don't smother them or throw give aways at them. Smothering them will send them straight into the arms of your competitor, and your give aways have a value- just like you do. Make them earn a give away. How do they earn it? They talk to you!

Step 4. Qualify your visitor by asking good questions about them. You aren't trying to sell them here- you are trying to see if there is a good fit for what you do. If you ask them good questions about themselves, you will not only learn if they are a good prospect, you will also build rapport, and create the necessary engagement to move towards actual relationship. With this information, decide if this person is a good candidate to benefit from your products or services, if they COULD be a good candidate at some point in the near future, or if there is no fit.

Step 5. The next step will go one of three ways...

a.)If this person is NOT a good candidate for your business and will never be a customer, thank them for their time, and give them one of your standard premiums. After all, they earned it by sharing information with you. Don't give them your literature though- if they aren't a good fit, they won't read it, and you'll just be wasting it. At the end of the day, you'll still go through far fewer wasted give aways than normal, simply because most Trick-or-Treaters won't go through the trouble of talking to you to get the give away.

b.)If this person IS a good candidate for your business and is genuinely receptive to talking further about developing a business relationship, get their business card, and then give them one of the "Key Prospect Premiums" with your business card attached- and be "showy" about it. That will get the people who were on the fence about talking to you to stand up and pay more attention...maybe step up to the plate and talk to you themselves. And as for your literature? Chances are, if they are really a good prospect, they have already asked YOU for your literature.

c.) If this person is not a good fit now, but might be in the near future, ask them if they would like some of your literature. If they say yes, give them your literature and business card along with one of your standard give aways. If you can tape the item to the literature, that's even better since they will have to look at your literature again in order to get at the give away.

Step 6: Make a note on the back of each business card that you collect as to what you talked about, what you gave them, and one personal item about each person so you can always remember who was who...and have something to mention during follow up to show that you remember them on an individual basis. As soon as you can, fire off an email to each of these people THE SAME DAY, thanking them for coming by, and promising to be in touch as soon as the show is over.

Step 7: Follow through. If you wait more than a couple of days after the show ends, it will all have been for nothing. Follow up, and follow up quickly!

But what do you do about the Explorers? The ones who are only stopping by to get a punch or a stamp on their explorer card? Well... There are two main schools of thought on the subject. Most of these programs are opt-in for exhibitors. If you like the program and feel it's worth sifting through the Explorers in order to get a little more traffic, then hey- more power to you. Heck, you might even luck into an extra sale that you wouldn't have otherwise gotten. Chances are that's not going to be the case though. If, on the other hand, you don't want to waste time with the Explorers, and you have the option, just opt out of the promotion. Trust me, they won't bother you. If there is one thing that the Explorers are good at, it's knowing where "X" is on their map...and where it's not!

The other two ways to deal with Explorers...this for the folks who aren't given the opt-out option, is too either:

a.) Bring an intern to the show who's entire assignment is to simply stamp the Explorers cards. Put them in the back of the booth, and qualify the people coming into the booth to see if they are there for business, of for the promotional scavenger hunt. If it's for business, follow the steps above, and then personally stamp their card on the way out. If they are just there for the scavenger hunt, send them straight back to the intern to take care of while you go back to selling.

b.) Have someone stand just outside of the booth, in a place that won't disrupt traffic with the stamp. When someone comes into the booth and simply wants a stamp (and nothing else), send them to the person outside of your booth who has the stamp, there by getting them out of your booth so that more qualified and more professional people can come in.

Now, I should mention that some people believe in their heart of hearts that the best way to build business at a trade show is through cheap give aways (or worse...expensive give aways!). They'll go to their graves swearing that the true power of the pen lies in dropping it into a plastic bag with 12 other cheap pens. That's their choice (and their money) to do with as they will. It's been my experience that premiums DO have their place, and that they can help to keep you in front of people, but only when they are earned..and even then, they won't make or break the sale. That's for you to do. Do it well.

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 .