EXHIBITOR magazine - Article: Deadly Intentions, November 2010

Theme displays can be a very dangerous strategy at trade shows given the possibility of a flop causing a company a real loss of market share. But sometimes it works beyond expectations.  I think this is the case with the  PayLock LLC exhibit at the International Parking Institute Conference & Expo published in a case study by Linda Armstrong.

It's best when she tells the story.  The real test if it works is when attendees love it and competitors complain.

EXHIBITOR magazine - Article: Deadly Intentions, November 2010

Are Social Media and Trade Shows on a collision course or are they heading down the aisle?

Several months ago I would not have even thought about this question much less thought about it enough to actually do some research.  I was not so much surprised by the results as I was the speed in which the question and answer became obvious.

I attended the ARM Tech conference (#ARMTechcon) in Santa Clara today and if you are not familiar with ARM technology then all you have to do is look at the smart phone you have in your hand and any one of a thousand intelligent electronic products to see what these people do.  They make and program the brains in many intelligent product applications that impact our lives every day.  I point this out because as far as Geek shows go this is about as close as it comes to the alpha point of all geeks (at least those that go out in public).

What struck me right off were the signs all around promoting the use of mobile devices from completing your registration, to joining the Twitter Scavenger Hunt and Tweetup for prizes to be held during the show.  Remember these are the engineers who make the things that control the world not Bloggers, or 2.0 web people or Internet touchy feely types these are HARDWARE engineers working at the machine level.

So to me, after attending Blog World and 100’s of other Internet shows were everything at the show is about social media this show actually used it for what it is and not a product to be promoted.  The difference the was clear when next door Enterprise 2.0 was having its conference with the hall ways full of signs all about enterprise and business learning how to use social media, in other words promoting Social media as a thing.  While back at the ARM Expo the engineers were actually using it at their trade show for the attendees in an organized way.  So what if it was for a scavenger hunt it was still interesting to me as a trade show guy for several reasons which have nothing to do with Social media the thing but the application.

The “Scavenger Hunt” is a two day event with a “Pre-Competition Tweetup” located in the Expo Hall theatre from 5:30 to 6:30 to “Meet your competition, get your phone set , beer party…” get together today (#ARM_Hunt).  Tomorrow the actual hunt will be from 1 to 2 in the Expo hall.  Having a contest on the trade show floor so attendees go around to sponsoring booths is nothing new.  It is a good idea in smaller shows where the attendees are very similar in backgrounds and interests.

The twist on this one is to use Twitter to communicate to people who are all within sight of each other in such a way that the contest rules are not visible to anyone not participating.   No better way to create interest than to make it seem as if the information is special or exclusive.  The very nature of a scavenger hunt makes it noticeable by casual observers which create interest and the circle repeats.

This may be no big deal to those of you who spend more than 20 minutes a day on Twitter but it introduces an interesting element in the trade show marketing mix.  For example, is this only available to “sponsors” at the show or can any exhibitor participate just by joining in with a Tweet offering a contest of their own.  Is this a way for the show organizers to make more money from sponsors or is this a useful tool for exhibitors and attendees?

Regardless, I now see Social Media as much a tool for trade shows as the banner stand.  The questions going forward for exhibitors is this something they should put into their trades show assets or just leave it with the marketing and sales department, thus making it independent of the show floor?

Somehow I think asking the question is a little rhetorical.

Pop-ups Traditional and New

The Pop-ups’ name comes from the easy way they setup.  The 10 foot frames literally pop-up from a compact 13” wide by 36” long to a 10 feet (98” to 117”) wide X 8 feet high (88” to 94”) unit.  The sizes
of any particular unit may vary by manufacturer but only within 3 to 4 inches in width or height.
Pop-ups range in size from simple table top design to 10 feet wide by 12 feet tall (the 12 foot high model is not
allowed in most linear booths on the show floor).  For the purpose of this writing the Pop-ups are divided into two general categories; the traditional Pop-up and the new Fabric Pop-ups.  While the basic frames are
similar there are significant differences, which will be discussed below. 
Short Version Comparison of Traditional to New Fabric pop-ups:
The traditional pop-up is defined by having a series of panels, either Velcro receptive fabric or mural graphic
panels held in place by individual channel bars.  The process to set it up takes
several steps, which include the following: take the frame from the case pop it
up, take out the channel bars then attach them to the frame, next remove the
panels from the case and align them on the channel bars, and when that is
completed attach the lights.  The process can take from 15 minutes (if you have
done it before) to 30 minutes working alone or longer if it is the first time. 
The average weight for a complete 10 foot wide unit including case is around 90
pounds.  Cost range from sub $800 for basic no graphic unit (with cheap
materials) to $4000 plus with full mural graphic panels.  The price is not
always a measure of the quality with these units so shop around or trust your
vendor.  The most common/popular is the curved 10 foot wide
frame.
The new fabric pop-up has the same basic frame that pop-up the same way as the traditional unit but after that it is a different process.  With the fabric pop-up, the graphic is a fabric
material (hence the name I give the unit), which stays attached to the frame
when the unit is both up and stored.  The set-up process for this unit starts by
taking the frame (with graphic attached) out of the bag and popping it up,
secure the end caps (if you have those) check the hooks that lock the frame,
attach lights and you are done.  The process can take from 2 to 3 minutes start
to finish even for a first time users.  Some units can be completely set up in
less than a minute, with take down about the same time.  There is nothing that
gives you a 8 to 10 foot full graphic backwall that is faster or easier to set
up.  The weight of these units in the 8 foot and 10 foot sizes range from 35
pounds to 45 pounds depending on shipping case (optional on these units standard
on traditional pop-ups).  The price for a full mural graphic units ranges from
$1400 to $3000 depending on options.  The most common/popular is the straight
frame with 8 and 10 foot about equal.

Which one is the best for you depends on your long term need, both have certain advantages of the other for example the case for the traditional pop-up can be converted to a podium at the show
(usually a low cost option) and the Velcro receptive fabric allows for
detachable graphic not available in the new fabric pop-ups.  The big advantage
for the new fabric pop-up is the light weight and ease of set-up.  The new
advancements in fabric printing have closed the gap on the high impact graphic
for the fabrics compared to the mural panels, which have the advantage of
looking more photographic.
 
For more details see the following long version comparisons.
Read More

What kind of buyer are you or what type of vendor should you look for?

Finding the right vendor for your trade show needs can make
the difference between a confidence successful event and a frustrating,
stressful, and possible failed effort. Choosing the wrong type of vendor is like having the wrong size shoes, may look good but it could also be painful.

Buyers for trade show exhibits, and other related marketing materials fall into three groups.  The names may not be technically correct but the segments are correct.  This divides the market by vendor selection and not product selection.  

The three categories for this marketing paper are; Purpose, Want, and Need.  No buyer will be in one category all the time but will likely follow the pattern of their group for the major purchases.

Why know this?  As a buyer it can save you time and research for the types of vendors who offer the
best services for you.  Also it can save you a lot of money and frustration. 

If you are a vendor this may help you understand why some of your marketing and sales efforts work while others seem to miss the target.  Also why with some clients you just cannot seems to do anything right (in the clients eyes) leaving all parties unhappy.