We all know that material handling is the black hole of your trade show budget but I would like to point out some things that you can do to avoid some of the overtime/special handling charges that make so many of us go over budget on our drayage.

1. The first important thing to remember is sending in small packages one by one will result in a $35 to $50 charge per package. It is better to let the packages accumulate and send in an entire skid. If you have 7 to 10 boxes of product that you stager into the warehouse you may pay as much as $350.00 total for these packages as opposed to $200.00 for the entire skid.
2. The next big thing to pay attention is your target time. There are some shows out there that will offer free drayage up to a certain weight if you adhere to the target time that they provide. Sending in your materials before or after your assigned target time will result in extra charges. Read the fine print sometimes even sending anything into the warehouse will also result in charges.
3. If you can avoid shipping anything in or out of the show on a weekend I would recommend doing so. This will incur overtime charges on top of the direct to showsite price you are already paying. Some general contractors are even charging double time on the outbound for shows that are held in a hotel and break on a weekend. The cost for this could be as much as your standard direct to showsite rate and could cause your material handling budget to double.
4. My final tip is to pay attention to what you are exactly shipping in. If you think you may not use something do not send it in. Too many times I have heard lets just send the whole crate instead of just one counter in case I decide I want to use more than one – chances are you will not use the extra piece so why pay for it.

If your in the events industry then you most likely find yourself traveling several times through the year.  I do a good job of eating healthy while at home, eating foods with substantial nutritional value but when traveling it is a bit more difficult.  There are several things to take into account when traveling such as the new environment (heat, cold), food availability and lifestyle changes; these can effect your choices while on the road.  Here are a few tips that I find helpful while traveling:

• Bring your own food with you so that you do not have to rely on fast food and or deli’s.
• If you have access to a kitchen while on your trip then take the time to make a grocery run, cook/grill when you can.  (I know this is a tough one and is most likely not a viable option)
• Choose your restaurant carefully and early, do not wait until your hungry to decide.
• Most every restaurant has some healthy choices or you can make them healthy.  When ordering do not hesitate to ask questions about how the food is prepared and if need be request some substitutions.
• Avoid excess low nutrient / high calorie foods such as soda, fries, garlic bread, cheese sticks (this last one is a reminder to me)
• Go = Grilled and No go = Fried

That being said, enjoy what the location has to offer!  I was just in San Diego last week and over the course of 4 days I had 7 different types of fish, it was fantastic.  I would suggest the Tin Fish sea bass tacos if you find yourself near the SD Convention Center, sure does beat the roach coach.

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.

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?

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 hate cars. As much as I rely on them to get me around, I despise the care that’s needed to keep them running. I’m automotive illiterate. My dad showed me how to change a tire, change the oil and other basics for car maintenance, but I quickly learned as an adult that opening my wallet keeps my hands clean from dirt and grime. Even still, I tend to avoid an auto mechanic like a pack of rabid raccoons.

Recently, I had been in need of brakes from my car, but as my quest was to avoid the automotive dentist, I put it off and put it off….until I noticed a nasty grinding and squeaking sound from my car. It was unavoidable now. My presence was known for miles with the hideous sound and making the issue an afterthought had now become the first thing attributed with me on the road.

Tradeshow exhibitors often fall vicim to this routine. From exhibit planning, service orders, shipping, graphics and more, there’s a number of items, intentional or not, that are often overlooked. Some exhibitors accept this as part of the process. They sacrifice here to ensure their resources are spent over there. This stigma is simply bogus and the battle for tradeshow sanity can be won if you commit to the battlefront with a proper strategy. Avoid your small oversights and negligence to grow into a nasty representation of your exhibit brand.

Have a Service Team – If you’re a event marketer for your company, nothing would be better of your time than to do that. The saddest thing to see is a marketing strategy that has been killed because of the hours a company has spent simply getting to an event. Enlist members from your company to handle the logistics and services, while you can focus on making your event a success.

Exhaust your Resources - Are you working with an exhibit company? If so, let them take some of the pressure from you and your team. Many exhibit companies will coordinate service logistics and many have ties to best management practices. Is your event in New York but you live in Phoenix? Ask your exhibit company to assist with recommendations for carriers and local labor if you’re in unfamiliar territory. Often times their knowledge and relationships with these service providers means cost savings for you.

Detail your Shipments – There’s one undebatable waste of dollars – Time. Your time, employee’s time, laborer’s time is not meant to be utilized tracking down your newly printed set of brochures on a floor of crates a boxes. Take the time to itemize every box as to its content, and develop a system to easily identify items for quick and easy access. If you’re missing a critical component for your exhibit success, that success may take a vacation.

Don’t Sacrifice Quality for Quantity - Be wise with your budget. Having a large 50×50 island is nice, but does little good if you’ve sacrificed accurate brand representation to get in that space. Instead, construct a vision for your brand and identify it through all levels of representation; exhibit structure, graphics, colors, lighting, etc. Let your brand dictate the space and not the other way around.

Chances are, you’ve been successful in building an image, a brand around your company. People associate your company’s name with an identity, be it quality, service, professionalism, etc. Afterthoughts are little gremlins who  attack those attributes and even the littlest one can overshadow the most firm strategy. Destroy those gremlins with proper planning and systematic execution.

Trade show value and ROI comes after the event in the follow up – that’s where sales will come from.  But, most vendors fail in this area, 80% of trade show leads never receive a post show follow up, those followed-up on typically fall off the map after being sent the first and only email.  Think about it…..  We’ve invested significant time exhibiting at the event so that we can gain leads and prospects invested their time in visiting with us.  We owe it to every one involved to follow-up immediately.

Immediate follow-up is a must, “get it while its hot” as they say.  Plan ahead for follow-up, maybe it would have been appropriate to put a section for this in the pre-show planning.  I think that it is important to set actions for each type of lead, such as a customized email followed by a timely phone call for qualified leads, an email from the president for session attendees, an email blast from the marketing team for any unqualified attendee, etc.  Show generated leads are not cheap, $1,400 if you use the example given in part 1, so work all levels of communication while pushing for the sale, in person meeting and or demo.

Follow-up boils down to this……  Just do it!  We can come up with many reasons not to follow through with this step, “they dont want to be bothered”, “so much work piled up on my desk while I was gone”, “I dont even know where to start”.  Fact is that they are waiting for your out reach so set all of these fabricated reasons aside and do it!

At some point you will be able to call the trade show process complete and measure your results against your initial objectives.  This is when you have exhausted all leads and closed all the business that has resulted directly from the trade show itself.  If you kept good records of this activity, you should now be able to evaluate the success of this particular show.  After all, if you are going to put this much work and money into anything, don’t you want to make sure that it’s worth it?

Although ROI is one of the ways to measure your success, you should always consider the other benefits as well.  These benefits can include establishing your brand, community awareness, educating the public and building new relationships and alliances with other companies.  You will have to do your own analysis on these non-monetary benefits.

Best of luck with your upcoming shows!

Ok, you are prepared for the show and have addressed everything discussed in Trade Show Success Strategies ~ Pre-Show.  Opening day is just a few hours away and the question to ask is how do you make the most of your time on the floor?  How can we help insure that a desired ROI is obtainable?

It starts with YOU!

•80% of what a prospect remembers about a company is based on staff behavior and attitude
•YOU are one of the primary reasons why people will visit the booth
•64% of prospect’s impression is formed within 4 seconds
•YOU only get one shot at a first impression

Trade shows are unique sales environments in which everyone must be on top of their game.

•They are very expensive
•There are many distractions, anything from the neighbors circus act to the other neighbors “booth babes” can take your mind off the task at hand
•There is intense competition, you are surrounded by exhibitors trying to pull attendees away and into their booth..  Some of those are even your competitiors
•80% lookers vs. 20% real buyers
•You have limited time with prospects; 5-7 minutes
•They also provide a unique opportunity to beat the competition

How do you succeed in this unique environment?  Follow a 6 step process:

Step #1:  Attract & Approach

•Most attendees will not stop unless you approach them
•Use body language, appear approachable
•Attendees will not wait for you

Here are some interesting numbers for you.  6% of attendees will leave in 10 seconds, 11% leave in 30 seconds, 41% leave within the first minute if not approached.

Step #2: Qualify

•Know your audience
•Get the prospect to talk
•Respectfully dismiss unqualified prospects

Step #3 Present

•Rehears your presentation prior to the show
•Bond with the prospect and peak his or her interest in your companywill typically tune out
•Get to the point quickly, if you dont connect within the first 90 seconds the prospect

Step #4 Agree & Release

•Summarize your conversation
•Reconfirm prospects information
•Agree on specific next steps (followup call or meeting)
•Release and engage next prospect

Step #5 Document

•Capture good data (quality rather than quantity is the rule)
•Record key information, capture something personal about the prospect
•This may sound elementary but write clearly, accuracy is key

Step #6 Follow-up

I will dedicate the third part of this three part series to the “Follow-up” as I feel that this is all too often the weakest link in the process.

This is a process that will, without a doubt, put you on track for success in a trade show environment.  Remember that to begin new relationships, you must first engage and create a positive impression.   Being mindful of the fact that people need to trust you before they do business with you, be approachable, and listening more than you talk will help you do exactly that.