E&E Exhibit Solutions Idea Express Newsletter header
April 2013

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InTouch Technology
Amazing Way to Involve Trade Show Attendees

 

 inTouch Technology


CEIR Examines the State of the Exhibition Industry for 2013

   

In an article published last month by the CEIR, they examine how the fiscal cliff and the debt ceiling are impacting businesses and their participation in trade show exhibitions.

 

"...the exhibition industry continues to move forward. Early first-quarter, anecdotal data suggests it may be as strong as Q1 2011 which grew 3.9% YoY. A large number of building and constructions exhibitions are held in Q1 and all reported improving numbers as both residential and commercial building continue to recover. Whatever the outcome it is likely to be positive and the question will be can we continue the momentum?"

 

Although early indicators appear to be positive, what should exhibit organizers and marketing professionals do in 2013 to ensure a strong trade show experience?

 

"Organizers should capitalize on the situation pointing out the value and advantages offered by face-to-face and providing additional marketing opportunities for companies to meet and reach clients and prospective clients at their events."

 

To read the complete article, visit the CEIR blog "After avoiding the cliff, now what?"


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The Number One Trade Show Expense

   

 

 

We are often asked how much a business should expect to spend when participating in a trade show from the trade show exhibit designs to the cost of travel, marketing materials and booth space rental.

 

But there is one expense so great that if not properly prepared for can be like flushing the cost of your booth down the proverbial commode.

 

That expense?

 

Your staff.

 

If your staff isn't prepared, well trained, and excited about the trade show experience, you might as well just set up an unmanned table and hope someone picks up a brochure.

 

So how do you ensure your staff will make the most out of the two, three or four days of your upcoming trade show event?

 

Training. Will the staff be trained, not only on product knowledge, features/advantages/benefits of your top selling inventory, but are they comfortable interacting with the participants? You can have a knowledgeable sales associate, but if they just sit on a chair in the back of the booth, they aren't making the most of every face-to-face interaction.

 

Consider conducting role play experiments, having the staff discuss different scenarios and how they might turn a casual attendee into an engaged prospect. Help them to be prepared for the opportunities a well-attended trade show provides.

 

 

Motivation. Employees who understand the benefit of participating in the trade show are more motivated to be successful. In some cases, that may mean developing an incentive program but it also means educating them to the benefits of face-to-face interactions. How many road trips and pounding the pavement sales calls would they have to make to equal the number of conversations they can have in the concentrated time of a 3 to 4 day trade show? How will those leads impact their future income? Make sure your trade show staff has bought into the benefits of participating in the trade show; both for the company but also for their own pocket book.

 

Support. Have you provided the latest in technology; not only of your company products, but also for the staff to capture prospect information? Whether that be an iPad with the new mobile iPad trade show app or the online capability of enhancing their sales presentations with the InTouch interactive table technology; make sure your staff has what they need to be successful.

 

 

There are a multitude of details required for a successful trade show, not the least of which is a customized trade show display that effectively represents your company brand. But the most important element of your trade show is the staff that represents your company. Make sure they are prepared for success.

 

 

 


Ask An Expert

Why should I attend a trade show? What are the objectives served by attending and/or participating in a trade show event?

  

 

According to the Center for Exhibition Industry Research, there were over 14,000 trade shows and conferences in the U.S. in 2005. Whatever industry you may specialize in, there's a trade show, conference or expo just for you.

 

Check out the Convention Center Information page to see what trade show convention centers are the most popular.

 

Exhibiting with trade show booths puts you face-to-face with hundreds and sometimes thousands of qualified attendees. Many of those attendees use their industries' big trade shows to research products and services before a purchase. An industry study found 83% of attendees have some type of buying power.

For an exhibitor, these attendees are a good source of new leads and even show floor sales. Twenty-two percent of sales and marketing executives say trade shows are the top-producer of leads among all their marketing programs. In addition, the costs of generating and closing a qualified lead via exhibiting with trade show booths is less than that of generating and closing a field lead, according to the CEIR Study on Economics of Exhibiting.  



News from E&E Exhibit Solutions
  

InTouch Interactive Touchscreen Table Changes Trade Show Sales Approach

 

iPad Mobile Apps for Trade Shows

 

How Trade Shows Provide Sales Growth Opportunities.

 

4 Must Haves for a Successful Trade Show

 

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