By: Susan Friedmann Walk around any trade or consumer show and you will be able to collect a bag full of advertising specialties, or giveaway items all designed to promote. But look a little more closely. How many really do an effective job? How clearly do they get a message across? Is the message sufficiently visible? Is the giveaway useful or unique enough that you would want to keep and use it? All these questions, and more, need to be considered before jumping into the giveaway game.
By: Susan Friedmann It is important to remember that your trade show campaign should be fully integrated into your marketing plan as a whole. Consistency in corporate image is key. Humor can be a great way to convey your marketing message....
By: Andy Marken Today, the tradeshow "business" consumes more than $15,000,000 a year from firms just like yours. You must make certain you are getting maximum return for your investment and minimize wasted time and money.
By: Ceilidh McClurg Budget busters are little known creatures that hide behind legitimate costs and only attack if you are unprepared. The best way to avoid the attack of the budget busters is to plan ahead.
By: Susan Friedmann Training your employees doesnít have to be difficult. Itís just like school: You have to concentrate on the Three Rís. Instead of concentrating on reading, writing, and arthmetic, youíll be talking to your booth staff about Reasons, Responses, and Routes.
By: Susan Friedmann You never get a second chance to make a first impression. Beginning well's means you're half done. Once you've established a rapport with the client, once that positive foundation has been laid, the hard work of negotiating a deal and closing a sale becomes so much easier.
By: Susan Friedmann Since exhibiting is a powerful extension of your companyís advertising, promotion, public relations and sales function, that automatically means it is an excellent way to enhance brand awareness. Everything your company stands for, no matter how large or small, is being exhibited on the show floor. This means there needs to be total consistency, congruity, clarity and focus in every aspect of your exhibiting program, before, during and after the show.
By: Patricia Fripp, CSP, CPAE Having an exhibit at a convention or trade show is a major opportunity to position your company or Association as a real player in your industry. Sure, it costs money, but it can become a major moneymaker for your organization.
By: Andy Marken Across the country the cost of trade show services, including shipping damage, setup, tear-down, and show support have risen dramatically. It's a major concern to every manager.This summary should help you curtail your trade show costs.
By: Rena Klingenberg A well-designed chart can be one of the most persuasive elements of your trade show booth display and literature. It illustrates to your customers why your product is the obvious solution to one of their specific needs. It can communicate major benefits or features more clearly than words can.
By: Susan Friedmann Instead of reacting to the highs and lows of the marketplace, what can you do to maintain a steady balance? Marketing and training are definitely keys to your success. This article examines five benefits and how they relate to your tradeshow participation.
By: Susan Friedmann The trade show floor is full of different types of people with different agendas. Some people have specific goals for attending the show; others do not. As an exhibitor your observation and questioning skills will be your key to determining who may be a viable sales prospect. Familiarize yourself with the various visitor types likely to frequent the tradeshow floor.
By: Andy Marken Some people have put together formulas on the cost-per-person per show. Others try to trace actual sales to contacts made at the show. Others use a mixture plus a strong dose of gut-feel. The latter is probably most typical.
By: Susan Friedmann Look at there at the show floor. Check out the attendees. They look ordinary enough -- but they have secrets. Dirty little secrets that they'd never tell anyone, not even under duress.