Crafting a clear and concise position for your company so that trade shows are effective. That was the key to this session. But I’m not sure it flowed as easily as it should have.
There was a bit of disconnect in the flow from setting up the positioning statement to extracting the messages for use in the exhibit, but I’m sure it will come to me as I re-read my notes. However, Marilyn Kroner’s (Kroner Communications, Boulder, CO) did make a great effort in mapping her process. Read More...
Be consistent. And tough. And clear.
Those were Katharine Chestnut’s messages in this session on show measurement. This theme was almost overworked at Exhibitor’s, but it really has to be discussed and to the level and detail that it was. Ms Chestnut brings a freshness and warmth to this (and her other) topic because of her presentation style. The dry humor and engagement with the group really works. Read More...
The process of conceiving, designing and producing a trade show exhibit can be complicated and daunting. Jim Anderson, founder and principal in Steelhead Productions in Washington State, outlined the process he has used for years in this class.
Jim was the most professorial presenter I had seen (though I am sure there are others) at Exhibitor’s. Thorough and complete, his explanation of the process and examples helped the large group on this last day and kept us engaged. He talked about how you take the Big Idea (combining specific objectives with corporate culture and image) and match it to Function and Design and how it will interact with The Human Element in and shape the space. During this journey, he weaves in the reality of budgets (he provides a small-medium-large estimation with examples) and investment (how long should/will it last?) with creativity (how to choose and engage a designer). Jim is also a big believer in lighting as a tool of engagement and his designs (and budgets) reflect that. Read More...
Technology is transforming trade shows and events…..okay, now I’ve stated the obvious.
However, I didn’t realize in how many ways until I listened to Corbin Ball’s presentation. His reverse Top 10 format was a good way to get to the point. But, I tell ya, I felt like I was under an avalanche of information. But, such is technological change. Read More...
You wouldn’t think a revolutionary marketing idea would come from our government, especially the armed services. However, when a marketing mind meets the structure and process of the US Army, interesting things happen.
Colonel Casey Wardynski had a problem. He had to improve his recruiting results. Before, Army recruiting was process over results and activity over productivity. Now, since the Colonel has partnered with Fish Software and his event production company to produce the VAE (the Virtual Army Experience), the US Army can not only reach out to their target market, they have measurable results on which to direct their program and report to their superiors–credible information. Read More...
Trade Show Bob is now one of my heroes.
This Everyman, while he took a bit to get warmed up, did get rolling and imparted some important information: ignore those people you don’t need to talk with and get the right people from your company talking to the right, targeted prospects and clients. Read More...
It’s nice to be the guest. We’ve had some good times with gracious hosts at Exhibitor’s Show this year. And when you’re being hosted by the best people in the world who know how to do this, even better.
MG Design put on a really nice evening for guests, clients and staff at a Vegas cooking school. Bussed to the site, we were treated to wine and a full-course Italian meal that we helped prepare. A nice evening with great people. Thank you Liese, Gail, Marci, Kris and the whole MG team for including us in a very nice and professional evening. Read More...
Katharine Chestnut, you came along at the right time of day.
I was tired, in need of sugar or caffeine. Or sleep. And there you were, talking about integrated marketing communications as if you were describing your garden. Cool. You do have a garden, don’t you? Read More...
Plan carefully. Execute aggressively. Follow up thoroughly.
There we are–back to thinking in threes. Marc Goldberg’s presentation on exhibiting strategically left me with those three thoughts. Good stuff to remember. Actually, memories to be brought back. Read More...
Ok, now we’re getting somewhere. I’ve read Barry Siskind’s books, but never had seen him in action. He is a dynamic speaker (with dry, B&W slides) with great information. Actually, the earlier presentation by Ian set me up really well for this session.
Barry was clear and quick on his feet. His basic thesis is that you need to establish a baseline, a benchmark for the year for your trade show program. All of your work in measurement needs to be set against firm business objectives. This guy thinks in threes (I like that, you know) and his first three are about balance between resources:
He also cites three basic questions you, as an exhibitor, should ask yourself:
Once you can answer these (or come close or work toward answering), you come closer to a sharp focus. Two steps:
This ream of information leads to two areas to measure:
What I really came away with from this seminar is this formula that Barry called “doing the math”:
a. Take a total show population of 5000
b. Determine the percentage who fit the profile of the client you want to reach (10%)
c. Take the average time spent with prospects (typically 10 minutes or 6 per hour)
d. What are the active hours of the show (assume 20 for this example) Read More...
I have over 20 years experience in marketing, communications and trade shows. I'm the New Business Development Manager for Zachry Associates www.zachyinc.com and a relentless networker. I am available for speaking arrangements.
