Some of life’s best lessons draw from unexpected and chance encounters. This weekend I enjoyed the annual Kettle Moraine Jazz Fest in West Bend, Wisconsin (kudos to the West Bend Sunrise Rotary Foundation and their sponsors on the causes they support and the unique festival they put together). The closing performance of the festival was a well-known group, albeit not as appreciated by purist smooth jazz aficionados, Big Bad Voodoo Daddy who put on a fantastic show. In addition to inspiring my wife and I to dance a little in the aisles, they also managed to teach me a few things which seem fitting to note for anyone striving to be their best:

1. FOLLOW YOUR PASSION. If you don’t love what you do, it’s hard to imagine you could be as successful or as happy in your career otherwise. Big Bad Voodoo Daddy (BBVD) tours with their original seven members (along with two more) and have been sharing their talent with the world and one another for over 18 years. They continue to enjoy themselves on stage and it shows. Do you bring that same level of enthusiasm to your job each day?

Big Bad Voodoo Daddy at the Kettle Moraine Jazz Fest, West Bend, WI

2. DON’T BE AFRAID TO ZIG WHEN THE REST OF THE WORLD ZAGS.

Glen "The Kid" Marhevka playing his Bach trumpet, courtesy of Conn-Selmer, Inc.

Big band music was not well popularized in the early 1990s. Forging a swing-revival group was a brave thing to do back in 1993. Despite only isolated instances of hit songs by others, Scotty Morris and his band pushed forward and developed a following. To date they’ve toured globally, performed at the Super Bowl Halftime Show, recorded from the legendary Capitol Studios and have become the mainstream poster-children of well-dressed swing revivalists. Pushing your craft forward in life mandates a certain degree of risk. If you want to become a leader, don’t be afraid to take it from time to time.

3. BE YOURSELF INSTEAD OF TRYING TO BE EVERYTHING TO EVERYONE. Not everyone appreciates the music that Big Bad Voodoo Daddy plays, and that’s okay with them. They’ve performed some recent works to more of a dixieland jazz style at times (which makes for a great listen), but they’ve never tried to sell out and shape their music for the latest trend. I don’t expect to hear them playing acoustic guitar on  Sirius XM The Coffee House anytime soon. That’s okay by me. I listen to them for who they are, not who I want them to be. The same holds true in the business world. Be genuine. Don’t try to shape your own or someone else’s image into someone they aren’t. It won’t result in memorable success for either party.

4. KEEP IT PERSONAL. BE ACCESSIBLE.

The BBVD guys take time to greet their fans

After the show, all of the members of BBVD took the time to personally shake hands, sign autographs, and pose for photos with their fans. I’ve always known them to do this, even at this venue which marked the close of an 11 day tour and they had an early flight home the next day. That speaks volumes for their generosity to their fans. I’m disenfranchised with another band I have seen in concert repeatedly. Witnessing them in a small venue, this unnamed trio eagerly pimped merchandise and charged a premium for signed copies of CDs, only to disappear to their green room after the show. In contrast, I’m guaranteed to buy Big Bad Voodoo Daddy’s next work as soon as it’s released. (The sneak previews they played at Kettle Moraine Jazz Fest sound great!) In modern business, it is abundantly clear that we are social creatures and need to connect off-stage to build relationships with the world. The public we encounter just might prove to be our most valued source of input.

[One final anecdote and a stunning example of a consummate professional making himself accessible: While posing for the photo with the band, my wife expressed our personal appreciation for their work. She mentioned we had used one of their songs as the first dance at our wedding, and upon inquiry we revealed which song specifically. After the crowd had passed and the photos and autograph session was complete, we were blown away when Scotty Morris approached us away from the group and relayed some truly personal details about where and how the song was inspired. What a way to establish a connection and win some fans for life! I can only dream to make my professional encounters as endearing as this.]

Scotty Morris (3rd from left) next to my wife while posing for photos

Well played, Big Bad Voodoo Daddy! I tip my fedora hat to you for a great show and the unexpected inspiration. And of course the sound is that much sweeter knowing that many of you play on Conn-Selmer, Inc. instruments!

If you haven’t heard of ISPO – The International Sports Business Network, it is one of the largest sports industry shows in the world.  Held in Munich it takes up 14 show halls in the new Munich Trade Fair Centre.  ISPO draws exhibitors and attendees from all corners of the sports and fitness industry; from action and traditional sport to home fitness and everything between.

Echelon Design had the opportunity to work with Bowflex in their efforts to launch a new international marketing plan.  Traditionally, Bowflex has been very successful in selling their machines through the use of infomercials here in the US.  Evidently, we (Americans) are the only people in the world to buy products that are sold on TV, Europeans would require the products to be placed in traditional “big box” retail stores and ISPO was the perfect platform for such an initiative.  Echelon was asked to design an environment that showcased the TreadClimber and Select Tech product lines that could be leveraged to generate key international partnerships with select “big box” retail stores.

ISPO was held February 6-9 and I would say that the results speak for themselves.  During those three days, Bowflex wrote immediate orders that put them at nearly 500% ROI (they did not expect to write orders at the show).  Needless to say, Bowflex has a great product line and a well known name; Echelon was thrilled to be a part of a fresh marketing and looks forward to helping extend that brand as they continue to break into the European market.

Below is an overall view of the design concept and a quick photo that was taken during setup.

Earlier this year, Echelon Design sponsored a report that was tabulated by Exhibitor Media Group which outlined the current trends of social media in trade show and event marketing. In June, we released a white paper that highlighted a number of industry expert opinions on these ideas. Today, we’re releasing our first infographic, which is an interesting blend of these findings.

This guide is designed for anyone who is new to social media or looking to apply social media to their trade show or event marketing strategy. It provides an quick and interesting look at some of the most widely used tools and their application and effectiveness in today’s event world. Please enjoy and share your comments with us!

[click the image to view full size]

Social Media in the New Event World Infographic

Label Expo 2010 was a great show for us and our clients.  Echelon had four projects at the show – Actega, Mark Andy, CEI and Lederle/Print Products.  In the case of CEI and Lederle/Print Products both clients approached us after they had contracted split island booths, just so happened that they were splitting the island with each other.  They shared common needs out of their booth, like, show mandated solid back walls, areas for large branded graphics, lighting, conference areas, storage and as much floor space as possible.  Each design opportunity presents a group of challenges and sometimes we get to use those challenges to our advantage.  We were able to execute all of their outlined needs and propose an interesting solution for storage, a shared closet structure splitting the spaces.  Not only do they both have a 4′ x 10′ storage closet but by sharing a closet structure it cut the following cost in half – structure rental, material handling, shipping, and labor while providing excellent graphic areas and meets the show requirement of a solid back wall.

Sometimes its the small and creative ideas that helps exhibitors who are working with a fairly strict budget stay on target.  All four exhibitors have contracted for the next show, were very happy with their experience with Echelon and the activity at Label Expo 2010, doesnt hurt that all of their display machines were sold by day two!

CEI 20'x36"

Lederle-Print Products 20'x30'

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.

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?

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.

Great read from the Institute for Study of Business Markets (ISBM) on the life cycle of a sales lead after it’s generated by a marketing department.  According to their findings, nearly 70% of leads fall into the “black hole” where they’re simply not pursued by the sales force at all.  The reason for this is generally associated with several varying factors competing with sales reps time, ability to cultivate new relationships, etc.

The question you have to ask yourself as a marketer is are your trade show leads getting sucked into a black hole, and if so, why?

Courtesy of AMA’s Marketing Power News.