The great thing about trade shows is that you can look like a million bucks without having to spend it.
I recently had an exhibitor who was looking to make a splash at Graph Expo, but normally only exhibits in a 10′ x 20′ space. They had a limited budget, but because this was going to be their attempt to create a buzz about their product they were willing to invest a bit more than usual on the space, but did not want to invest in a new exhibit. I suggested a rental option. I know a few of you reading this are rolling your eyes having seen some of the rental options offered to you from the show, but Skyline Metro Chicago has trade show exhibit rental kits as well as customizable rental options that are approached the same way a purchase is. Skyline offered them a 20′ x 20′ rental solution with turnkey Installation and Dismantling Services, as well as managing their show book, coming in right on their tight budget. The show was such a success that they are now attending the Canadian version of Graph Expo with the same exhibit, with the hardware coming directly out of our Canadian Service Center to minimize freight costs, and the graphics sent to match up with the hardware. They took a chance and it paid off, without having to break the bank!

Remember you have to be able to examine all the possibilities even if you own an exhibit.
I also have a client that owns a 20′ x 30′ Skyline exhibit and was considering exhibiting at a show in China. After careful analysis of the costs of shipping the exhibit over and the customs charges, the decision was made to rent the exhibit from Skyline’s Shanghai Service Center and send just the graphics over. Skyline managed the trade show exhibit rental, the logistics, the showbook, and the Installation and Dismantling for the client to make this a turnkey event. The exhibitor ended up saving money and was able to have the same display across the world as they did in the US.

Exhibit rental, not just for trade shows.
The last rental example is for a client of mine that was releasing a line of new products. The press event was a one day event with about 100 members of the media scheduled to attend. The event was being held in a ballroom in a Las Vegas hotel, and needed to incorporate not only rental properties, but also Installation and Dismantling, audio visual equipment, a large projection screen, wireless microphones, teleprompters and coordinated moving spot lights for each of the 30 products. Skyline Metro Chicago was able to utilize our Las Vegas Service Center for the rental materials to save money on the freight costs, as well as coordinate the logistics and the Install and Dismantle in under 2 Days. The event was a major success and has been written up in many major publications.

When it comes to trade show exhibit rental, here are a few things to consider:
- If you are exhibiting in the US and have three or less trade shows you might consider renting a display, as the cost of renting a display is usually about a third of the cost of the purchase.

- If you are trying to launch a new product or have a specific target audience gathering for that one show, or private event, you should consider a rental exhibit.

Visit our website for more on Skyline Metro Chicago’s rental options.

Like I always say, it’s all about the details!

Although it’s not polite to brag - sometimes even we have to toot our own horn. Skyline has just come out with an outstanding new product called the Exalt Banner Stand. It boasts a unique curved, retractable design. With the simple flick of levers, Exalt converts from linear to curved. Three units can be connected together for an effective 10′ display. It can be designed for use as a full banner stand that converts to a linear tabletop display. Exalt’s Graphic Exchange System allows you to update or change your graphic to target specific audiences without investing in new hardware.

Some of the coolest features of this banner stand are that it packs up small and sets up easy. One banner stand unit packs neatly in a lightweight, protective carrying case for easy transport. A complete unit with soft-sided case weighs about 10 lbs. (4.5 kg). Its support pole sections are shockcorded for easy assembly and the graphic panel is housed within the banner stand base. Simply extend the spring-loaded graphic and connect to the support pole.

Check out our website for even more information on the new Exalt banner stand.

This week’s entry is a simple matrix to help Trade Show Coordinators and Marketing Managers show quantitative evidence of their tradeshow performance. This is helpful when it comes time to get your budgets together or defend the budgets you already have. This also will allow you to measure the trade shows’ performance immediately following the show!

If you get some basic information from the Sales Manager you can predict the amount of revenue generated by a trade show. The info you need from the Sales Manager is a closing ratio and average sale.

What percentage of qualified leads from any source turn into sales?

What is the average sale from those leads?

Plug those 2 numbers into this matrix and at the end of the show you can predict your success.

Total Cost of Show divided by the number of qualified leads (I would recommend using only A and B leads, the top 2 tiers, and not the C leads) = Cost per Lead

Number of qualified leads x closing ratio = total sales from the show.

Total sales from the show x average sale = total revenue generated from the show.

Total revenue generated - Total cost of show = Profitable Exhibiting!

I have said it before, and will say it again…it’s all about the details!

Prospects cannot see your booth size based on your pre-show mailer. In this area, everyone is equal. Effective pre-show promotions are the ultimate equalizer. The key word there is effective.

Too often pre-show promotions are planned and executed prior to a trade show without asking the most important question very early on in the process: How will results be measured? If you don’t address this right away, how do you know if you are winning or losing?

Also to be considered very early on: it is almost always more effective to include an offer with a promotion. However, you must remember to tailor your promotion around your audience. You can also use postcards and mailers as lead-collection vehicles. By using a direct mail piece that can be mailed or faxed back you can increase your ROI by collecting responses from non-attending prospects who are interested in your particular products and services.

Planning your pre-show promotions well ahead of your next trade show will save you considerable time and money.

Before you go to a tradeshow, you need to make sure that your staff is prepared. I don’t mean dressed to the nines, brushed hair, clean finger nails, and a glowing smile (as important as those are). What I mean is what Candy Adams talked about in this month’s Exhibitor Magazine - Your staff needs to be informed of the corporate perspective before they staff your booth. Before your next show, make sure that everyone in your company is on the same page and try to hit on these topics:

You need to let your booth staff know that what they are doing is important to the company’s success. Try to have someone from the management team express their support of the trade show program and of that specific show.

Let your staff know how much it cost to exhibit last year. People tend to take their jobs more seriously if they see how much the company has invested in them and what they do.

And, most importantly, identify the corporate goals you plan on achieving at the show. Don’t give these to your staff in general terms like “We need more leads this year.” Give them concrete numbers and objectives. Figure out the number of leads you want and split it up between the staff - you could even divide it up by leads per staff, per hour. Your employees will be much more productive when they know exactly what is expected of them.

Keep those lines of communication open in your company. Remember - Communication is KEY.

If you have not made it to one of Skyline Metro Chicago’s free seminars yet you are missing out on a ton of valuable information and tips for improving your Tradeshow ROI. One of the many topics covered recently was Space Selection. There are a few places in the hall that work better than others, and some misconceptions about where to place your exhibit when given the choice of space.

A couple of questions you should ask yourself or the show before selecting a space:

What is the typical traffic pattern?
As the attendees walk in the entrance about 70% of them turn right and head to the end of the hall to begin walking the aisles. This is a typical traffic pattern for a one entrance show.

How much time do exhibitors normally spend on the floor?
This is a great question to ask the association and given the fact that 70% of attendees turn right you should be able to figure out the timeline to reach your exhibit.

Do we want to be in the front of the hall, the middle or the back?
The first thing people think of is that they want to be right in front at the entrance. This is what is know as the Walk Fast Past Zone. Too close to the main entrance and people will walk right by you and get to you as they canvas the show floor. Statistics show that the best place to be is in the middle toward the back. Take your floor plan and draw a triangle from the entrance to the back corners, and try to get into the triangle or as close as possible.

Do we want to be near the necessities - restaurant, telephones, restrooms?
The answer is no. When you are hungry, have to use the restroom, or in need of a telephone, you have something on your mind and it is not business. These areas create traffic patterns, but not the kind that encourage people to stop and do business.

Some other questions to ask…

What kind of lighting is available in the hall are there windows of any kind?

Are there height restrictions in various areas of the hall, such as lower around the periphery? - This is necessary if your exhibit is tall, or has a hanging sign.

Are hanging signs allowed?

Are there obstructions on the floor plan (columns, stairs, dock entrances)? Are they to scale?

What kind of storage is available?

Do you want to be near your competition?

Does the show offer a Pavilion or grouping for the services my company offers?

Get answers to these questions and you can give your company an advantage, and keep the answers for the next time the show is in that venue, and you can get your company a better space when you book it, or ask while you are at the show to book for the next year in a better space!

Remember its all about the details……..

It’s that time again. AMT’s International Manufacturing Technology Show is coming back to town in September 2008. This is one of the biggest tradeshows around and is only held every other year. Here are some quick facts about 2008’s show:

- It runs from September 8 through September 13 2008 at McCormick Place in Chicago.
- In the 27th installation of IMTS, the show will host over 1200 exhibitors in 1.2 million net square feet of space.
- Over 90,000 buyers and sellers from 119 countries are expected to attend.

If you are involved in the manufacturing industry in any way, shape or form…this is the show for you.

For more information on this huge trade show, check out www.imts.com.