For all of you road weary business traveler’s out there I’ve a funny story for you. Picture this scenario in your head for a moment if you can.

It’s 2:00 p.m. and you’ve just checked in to ORD as you’re about to begin an overnight trip that starts with a simple connection in ATL. The first question you ask yourself is “check my bag or carry on?”

If you’re like me and hate to be that guy trying shove a roller bag into an undersized overhead compartment AND genuinely believe it slows down the boarding process, then maybe you opt to check your bag.

OK, done. Now you can focus on the next hurdle. Security check.

Fortunately for you, the line is moving along and you quickly move through clear security. You stop by the news stand for a bottle of water and a paper and head to the gate.

“This is going to be a great trip,” you’re probably thinking to yourself now. That’s when you hear it.

Letdown number one.

“Ladies and gentleman waiting to board the flight to Atlanta there’s been a slight delay in our departure due to the fact that the first class toilet has backed up into the cabin,” says the gate attendant.

Oh SH#*! Literally.

Snap back to reality. This is exactly how my trip started this past week. I mean, is it me, or has traveling always been this trying?

And my story doesn’t end with the stinky plane either. I wasn’t going to wait another hour only to have Delta tell me that the flight was canceled, especially not when I had an 8:30 a.m. meeting the following morning and only one flight out of ATL that would get me there in time.

I was lucky enough to snatch the last possible seat on the 4:15 p.m. flight out of ORD. Temporary relief, phew!

After a quick connection in ATL I finally make it to my final destination for the night. Everything is going to be all good now. Right?

Wrong.

Letdown number two.

Remember that bag I checked in Chicago? Yeah, well let’s just say that somewhere between overflowed toilets and last-minute changes to flight plans, my bag went AWOL.

Oh, and my friends at Avis screwed up my rental car reservation so no car either.

Letdown number three.

So at 11:00 p.m. guess where my cabbie and I head?

To the closet Wal-Mart so that I could buy essentials for tomorrow’s meeting. That includes everything from toothpaste, shaving kit, and dress clothes, too.

On the bright side, I never thought $8 dress pants and a $10 button-down could look so good! A little scratchy, though.

Finally, I rest my head on the luxurious pillows of the local Sleep Inn, the fine hotel establishment at which I slept that evening. Before I fell asleep I decide that the sooner I could distance myself from the trip the better.

To make a long story short, me and my $18 Wal-Mart outfit made a killer presentation the next day and the client got a big kick out of my somewhat embarrassing story. Plus, my missing bag greeted me when I got back to Chicago.

So in the end no real damage incurred but I learned a valuable lesson that day: carry-on your bags at all cost.

Something has be weighing on me the past few weeks. Like a knot in the stomach. I’ve been afraid to either admit it, or say it out loud, but a recent post by Dave Lutz at TSNN has given me the strength to come out with it.

Tradeshows kinda Suck.

Yesterday, I was re-reading HubSpot’s Social Media & Business Marketing eBook, and I came across something that startled me.

Ouch. Sandwiched between Telemarketing and Direct Mail in the pit of Interruption based marketing. Is this truly how marketers view tradeshows?

I’m realizing, it’s a broken system we’re in. I’ve been afraid to say it, but if the industry is to survive, this image needs to change. I have increasing conversations with exhibitors that reflect these flaws. I’ve heard this one over and over, “We’re only exhibiting at this show because our competitors are.” Really? Have we watered down and stripped the value of tradeshows so much to the point that the vision of tradeshows, being exposed to hundreds, if not thousands of qualified customers and prospects, has become a mirage to exhibitors? What happens when someone takes a stand and refuses to exhibit? Take the competitor out of the equation, and chances are you’ve lost this exhibitor as well. Let the dominos fall.

The value is fading.

Though I try, I can’t get past the idea that tradeshows are viewed as Interruption based marketing. We’re in the middle of a major shift in which Permission based marketing and advertising is dominating our culture.

Most of us have viewed the famous “Did you Know” video series, which supports this shift away from traditional marketing:

• In 2009, traditional advertising saw a steep decline:
  • Newspaper: -18.7%
  • TV: -10.1%
  • Radio: -11.7%
  • Magazine: -14.8%

While none of these numbers may be directly reflecting of tradeshow industry, the fact is traditional marketing is dying. Stack that up against statistics that show a 2.9% decrease in March, 1.4% decrease in April and 4.0% decrease in May for meeting and convention totals, it makes me believe the proverbial elephant has just entered to room…with friends.

We have a problem.

Regardless, I firmly believe there is an unending value in face to face meetings. A value that can’t be replaced by technology but instead is rooted in our humanistic need for that handshake or look in the eye that helps establish the trust we need to develop and sustain business. I don’t believe the current trends and views on tradeshows are because of a flawed vision for the industry, I believe it’s simply failed execution and lacking adaptation.

The good news is that I believe tradeshow CAN be permission based. Tools like Social Media, videos, blogging and community building are PERFECT for tradeshows. Relationships can now be formed before an event and sustained infinitely beyond it. Instead of being that guy, who looks like a lost puppy dog, waiting for attendees to clammer over his newest product brochure, we can develop networks and communities that support a field of business and use tradeshows and face to face environments simply to extend beyond it. To deepen and solidify those relationships.

Whatever the strategy, another thing needs to change: Universal value. If organizers are the only ones benefitting from tradeshows, why bother? How much long can we leave exhibitors, attendees and sponsors in the dark and expect them to put up with it? A four-sided partnership needs to be developed between these parties and structured to ensure benefit to all. Without one of these “gears” in the machine, the entire thing ceases to work.

Lara McCulloch recently illustrated how the events industry, as a whole, is shifting. She states, “The events industry is changing and our silos are breaking down.” Conference planners, meeting speakers, tradeshow vendors, are slowly being woven together in a world that is shrinking with tools like Social Media. This gives us the power to collectively adapt and make the changes necessary to better our industry. The question is – Are we ready for the task?

Stand together, or die alone.

On the heels of the Fall closing of WSA 2010, comes news of Xsensible winning best exhibit for the under 800 square foot category. This 20′ x 20′ island exhibit was designed and built by Echelon Design specifically for both Spring and Fall WSA exhibitions.

Were you at WSA this year? Please share your photos and/or stories with us!

Below are just a few of the award winning photos of the Xsensible exhibit.

Earlier this summer the Illinois General Assembly passed the Labor Reform Bill, a new law establishing an 18-month period to develop and implement reforms that will result in lower costs for exhibitors.  I know you’re probably rolling your eyes now but the new law opens to the doors to some pretty significant changes in the way trade shows will operate in the future.  What does boil down to for you, the exhibitor?

• New labor work rules that reduce crew sizes, require less overtime pay.
• Exhibitors OK to do their own work, regardless of booth size.
• Restructuring capital debt to allow the MPEA to further lower costs for customers.
• Allowing shows to select outside electrical and food service contractors.
• Auditing contracts to ensure savings are passed on to customers.

Source: http://meetinchicago.typepad.com/chicagomeetingmatters/2010/05/historic-legislation-to-cut-costs-and-keep-mccormick-place-competitive-becomes-law.html

Earlier this year, I shared a few iPhone Apps that would be perfect for the tradeshow environment. With the introduction of the iPad, many immediately saw the value of this niche product for the event world. With a few months for a library of exclusively design apps to accumulate, I’ve decided to follow up with a list of my favorite applications.

Why the iPad is perfect for tradeshows:

The iPad goes where your laptop can’t and it’s size is advantageous over the iPhone. It’s the perfect “in-between” device for both attendees and exhibitors to be productive and share information with each other. The brilliant and beautiful screen display is perfect for demos and presentations and it’s speed and integration with other progressive products and software makes it an impossible display to ignore.

bCards Pro ($1.99)

Most business cards are thrown away within the first 24 hours of exchange. Many of those are due to the inconvenience of manual data transfer. Business cards scanners are great for obtaining your attendee info, but nearly as important is ensuring YOUR info lands in your attendee’s address book.

bCards Pro will send your contact info, in a vCard format, via email or Wifi transfer directly to your attendees smartphone – instantly. Be creative – leave a personalized note in your contact details or a friendly ‘thank you’ for the time they spent with you.

(also available for iPhone)

Simple Job Proposal ($4.99)

So you’re nearing that deal on the tradeshow floor. Using Simple Job Proposal, you can create a customized proposal for your customer, on the spot. Using an iPad stylus, you can even pull signatures into your proposal. No need to print documents. No need to fax a copy. Simply email the document to your customer and end the paper trail before they leave your exhibit.

Dropbox (Free)

One of my personal favorites, Dropbox is leading the way in cloud based storage and document management. With your free account, you can view and manage photos, videos, documents and presentations from your iPad. Furthermore, your Dropbox account allows you to synchronize between your computer and other mobile devices.

Developing a directory of tradeshow collateral with Dropbox makes sharing brochures, product specification sheets, presentations, photos, demos, videos, etc. extremely convenient. You’ll also free yourself from the expenses of printing and shipping materials, which can be easily shared with anyone right from within the app.

(also available for iPhone)

Conference Pad ($4.99)

A large advantage with the iPad is the high versatility with a fairly competitive cost. If you’re giving a presentation at a tradeshow, you can simultaneously control your demo on any number of iPads, iPhone or iPod touches. By passing out devices to attendees or strategically placing them throughout your exhibit or conference, you can deconstruct the projection screen and customize your presentation around your environment. All devices respond as you do – slide changing, pinching and zooming, even a laser pointer function – all adds a touch of user interaction.

Popplet ($8.99)

Add an interest and level of interaction with your attendees with creativity from Popplet. This app is a visual idea sharing organizer. Create an idea board based on a topic or question and let your attendees add their own responses to the board. Incorporate photos of attendees or their experiences throughout the event.

(a Lite version is also available)

Are you using the iPad at your tradeshow at events? What creative apps or uses have you come across to utilize this new piece of technology? How do you think it will effect the tradeshow industry in the future?

New York City. The Bright Lights. The Big Apple. A city that has a reputation as being one of the most culturally inspiring places in the world.  It’s also a place that makes even the most hardened exhibitors cringe when they realize they’re headed to the Jacob A Javits center for an event.  Why?  Simply, it’s expensive.

Enter Stuller, Inc. (@stullerinc) a longtime Echelon client that this past week wrapped up with another JA show (@JAShow_NewYork).  It’s their second-to-last stop before winding down their major events for the year.  Our goal for this show was to make this experience as seamless as possible for Stuller.

Here’s how we did it.

I&D: Setting the tone

Labor rates in NYC aren’t as high as every other major convention city.  They’re higher.  Yet, everyone knows this going in.  You don’t fight it.  You work with it.  And if you’re fortunate enough to be working with a good crew like the guys at Nth Degree you can rest better knowing that they’re looking out for the bottom line, too.

• Make sure you give the guys detailed plans such as to create as few as questions about electrical requirements, constructive needs, etc. as possible.
• Delegate effectively.  Tackle the setup in teams so that productivity meets the timeline for setup.
• Jump in where you can but be sure not to jeopardize your labor crews livelihood.  They take their jobs very seriously, as well as they should.  It’s New York City.  Don’t fight it. Work with it.

Product Merchandising

Because Stuller is showcasing nearly 1000 sq ft of jewelry, tools and dealer solutions it’s important that we give their staff as much time as possible to prep the booth for show opening.  This means that no matter when our target move-in begins, we have to give the clients at least half a day for merchandising.  Fortunately, this year we had an extra half-day to install the booth so we were able to more productive in day one of the setup and provide the client ample time to complete their setup.

Dismantle

Stay out of the way.  In some cases, this is the best thing your exhibit company can do to ensure a speedy break down.  Stuller is no exception to this rule.  These guys do half a dozen large shows a year and our ultimately responsible for the safe keeping of their product and tools.  Our presence during JA dismantle is intended to assist the clients with preparation of its tools and products for outbound shipment.  As soon as the client is off the floor, our team goes to work with break down of the exhibit properties.  Again, our goal is not to be a trip hazard for our client.

Parting Words

In no way do I mean to belittle the NYC exhibiting experience.  In fact, it’s one of my favorite places to work in the U.S.  The people.  The energy.  The food.  It all makes for memorable trade show.  But I’m curious to hear what you think.  What’s the best and worse experience you’ve had at a NYC event?

As an Apple fanboy, I’m immersed in the culture of the brand and pay special attention to not only HOW they effectively market, but its effect on their customers and the feelings that are evoked. Much of their success comes from being able to market an element of mystery. Was the iPhone 4 leak truly a “leak”? Either way, it undoubtedly increased the buzz and viral effect around a product that was nothing more than speculation at the time. Every since the launch, Apple hasn’t been able to keep the new  iPhone 4 on the shelf.

However, there’s a balance in which your message needs to be clear and established. The above image was something I captured while driving by a local fast food chain. Is this message clouded in mystery? Yes. It is clear and established? Absolutely not. It could be anything from a hoagie to that nasty peanut butter and Miracle Whip sandwich that my dad ate. The product has been lost in a vague message, and frankly, I’m just not that curious to find out.

Take a look at your exhibit marketing strategy. Are you selling sandwiches? Has your brand been lost in the marketing purgatory of “check out our exhibit” and “our service is superior” messaging? It’s important to spend time effectively transferring your marketing message to an exhibit environment and ensure that a few things are clearly strategized:

Why are you there?

An elementary question, it may seem, but truly ask yourself and your staff WHY you have elected to exhibit at a specific event. Is it to connect with existing customers or to make new ones? Is it to simply maintain a presence in your industry? Is it to develop partnerships and relationships with other exhibitors and attendees? Identifying the WHY is necessary to addressing the WHAT and HOW for your messaging.

Identify your TRUE audience

Had that sandwich been revealed to me more clearly, there’s still a good chance that I wouldn’t have stopped to explore it. It very well may have been that nasty peanut butter and Miracle Whip sandwich. But there’s also a chance, had it  been conveyed to me properly, that it sounded so good that I risked a barrel role out of my car to try it.

We often mistaken EVERYONE as our audience. It’s important to understand that 30,000 attendees are not all potential customers. When you attempt to mass market, you begin to generalize your message to appeal to a larger amount, when in fact you’ve simply watered it down to those who may be your true audience. Understand that your product or service has a narrow, more specific target, and don’t compromise.

Focus on the Attraction

Creativity is a key component to developing an attractive message for your product or service. But don’t get too cute and sacrifice clarity for an attempt at creating an interest. Focus on what makes it great. Maybe “Try our New Spicy Chicken Sandwich” is a bit more specific, but something like “Free Glass of Milk with our New Spicy Chicken Sandwich” raises the attraction without sacrificing the message.

What examples have you seen, in or outside the exhibit world, that have stood out to you as strong, creative and clear messaging?

Las Vegas Convention attendance rose 3.1% in May, according to a recent report from the Las Vegas Convention & Visitors Authority (LVCA). It marks the third consecutive month of increased traffic even though the overall amount of shows and events continues to decline.

Attendance isn’t the only metric that has experienced a recent uptick. Room rates in Vegas are up 2% to just over $98 per night — still a relative bargain for sin city.

Courtesy of TSNN’s blog, http://www.tsnn.com/blog/?p=2628

I recently had a chance to attend the worlds largest hospitality technology show, I had this opportunity thanks to two of Echelon’s newest clients Cetis, Inc. and Intelity who were exhibiting.  Cetis, Inc. is a leader in hospitality and enterprise phones, you can trace their roots back to 1983 (who doesnt love the 80′s).  Intelity is a fairly new technology company that gives guests of the hotel the capability to order any and all services offered by the property through the use of your iPad, iPhone and other devices.  Simply put, you can order room service, valet service, etc all with one touch on your favorite device.

The Cetis exhibit was a custom rental that we designed to be warm and inviting, a place that you might want to sit down and hang out in.  We accomplished this by including a raised conference/meeting area, using rich colors, large fabric identity sails, an architectural wall and a large product display area.

Intelity is also a custom rental, our goal was to attract attendees to the exhibit with the use large story board graphics and highly visible demo areas.  We provided a overhead hanging sign, a conference space on the interior, and six custom kiosks that were used for product demonstrations and provided excellent space for large graphic murals.

I enjoyed working with both teams and was pleased to hear great feedback about the show in general as attendance was up from the 2009 show.

As a student of fine arts, I’ve been subjected to numerous stylistic lessons on drawing, painting and design. From the basic principles of color to aesthetics of element layouts, I’ve been engrained with ideas to enhance pleasure to the eye. Beyond that, artistic expression, boundaries and interpretation are all defined by its creator and how it’s best served to deliver its message to the viewer.

Despite freedom beyond extraordinary limitations, most of us are still boxed in by tradition and habitual conformity. In one particular exercise, our classroom was given an assignment to produce an outdoor landscape, consisting of fields, grasses and trees. Regardless of artistic talent, regardless of instructional enlightenment and regardless of that expressive freedom, a vast majority of students struggled to articulate beyond the idea that grass was to be depicted by skewed lines, trees were to be depicted by a morphed set of circles and sun light was a shape.

Creating an optimal environment for receiving information must first come with a deconstruction and rebuilding of our own principles and habits for what our audiences need. Despite an increasing palette of tools from which to create this channel, we often design around a vanilla box of standards that our habits have allowed us to fall in love with. It’s time to kill habit and blow up that vanilla box. It’s time to represent our grasses as dancing strokes in wind, illustrate trees as a silhouettes of color and sun light as an array of warmth and shade.

Instead of strictly focusing on the message, the channel for delivery is most critical and its design is what will be the ultimate successor. And in order to properly design this channel, we must identify the medium and palette of tools for which our audiences will be receptive. As a sponge for information, I know that not everything that I see, hear, taste, smell or touch will be retained. However, I know that if that channel or environment has entrenched a memory, the message is likely to endure as well.

Identifying your palette is predicated on your message and your audience. Picasso painted “The Old Guitarist” after the death of a close friend and much of his emotion is expressed through the palette in which he used. That message would be muddied had the painting been a watercolor with bright, warm colors. Understand you message, destroy the habitual, traditional palette of delivery and design a new one that better suits your evolving audience.

I’m a big fan of step taking as a metaphor for building success. I’m also a believer that one way to take steps is to envision yourself at the top and take those steps backward. A new friend of mine, Lisa Petrilli, recently wrote about the importance of identifying your vision before you start building. Instead of starting at the beginning and succumbing to the vanilla box, identify what success looks like in your meeting or exhibit space. What does a satisfied attendee look like? What have they taken away? This is not to be defined by comment cards or surveys…this is your message, idealistic and received effectively and pure. Defining this success is the first step, followed by the backward steps. And with each of those, identify the palette of tools that make it possible.

Yield to the cultured routines for developing your canvas of learning. Put habits inside your vanilla box…then burn it to the ground.

(image by Tony the Misfit via Flickr Creative Commons License)