Archive for March, 2010

5 Things You Can Test to Improve Your Trade Show Marketing

Wednesday, March 24th, 2010

Want to improve your trade show marketing? Put it to the test.

In direct mail, you can test the list, the format, and the offer. In print ads, you can test the headline, the ad size, and the placement. In internet advertising, you test the pay per click ad, the ad bid, and the landing page. But what can you test in trade show marketing?

You would be surprised at the amount of productive experimentation you can do to refine and improve your trade show marketing. Here are 6 things you can test:

1. Trade Show Selection

This may seem obvious, but you really can choose which shows you keep and which you stop exhibiting at. Last month I met an exhibitor that has for years tracked the sales they get from every show they exhibit at, and only keeps exhibiting at a show if the profits they get from the sales generated are greater than the cost to exhibit at that show. He focused on shows outside his industry that were in the vertical markets of his best clients. That’s a great item you can test.

2. Booth Staffers

Sounds odd to test people rather than a headline or an offer, until you realize that your staff is the headline, offer, and more, rolled up into one. So track how many qualified leads each of your booth staffers bring per hour they staff your booth. You’ll be surprised at what a range of results you get. Then strive to keep the top performers for future shows. (I am assuming that you’ve already given each booth staffer equal training.)

3. Engaging Lines

While veteran booth staffers have their favorite engaging lines, there is no guarantee they will always work. If you exhibit at different vertical market shows, or have a different promotion in your booth, you should encourage your staffers to try various opening lines to engage booth staffers. Huddle with the staff after an hour or two into the show to see which ones are working best, and then ask your booth staffers to all use the winners.

4. Promotions

You can test different promotions at different shows, or even different promotions at the same show. We’ve gone to a show with two different at-show promotions, one fun and one more professional, and tried both simultaneously. After an hour, we stopped using the fun promotion that had been a major hit at a previous show. The more professional promotion did better because it was better tailored for the second show’s specific vertical market. You can also test whether you get more bang for your buck with pre-show or at-show promotions.

5. Exhibit Design

Just as you can try a different message in an ad, you can also try a different image or main benefit statement on your trade show exhibit graphics. If you exhibit at lots of shows, it’s a justifiable expense to get two mural graphic to see which gets the most leads. You just have to count the leads during the times you have the different graphics up. You’re best off switching the graphics for complete show days, or even entire shows. But be aware of a variance in the traffic level in the exhibit hall during those two time periods to make it a fair test. Hint for your test: Try exhibit graphics.

Do you do something not mentioned in this post which boosts your Trade Show Marketing?  Leave a comment and share your knowledge with other exhibitors.

Bring Your A-Game to Your Next Event: 60 Tips in 60 Minutes

Thursday, March 18th, 2010

Join us for a Webinar on March 24 at 11 AM CST

Join us for this fast-paced Webinar that emphasizes exhibiting tips that every booth staff can implement to maximize their trade show experience. Exhibiting veterans and rookies alike will come away with new ideas they can be put to use right away.

Tips include:
• Simple ways to cut expenses,
• How to increase your leads,
• How to keep attendees in your booth longer,
• Appropriate giveaway ideas, and
• Booth etiquette tips.

Title: 60 Tips in 60 Minutes
Date: Wednesday, March 24, 2010
Time: 11:00 AM – 12:00 PM CST

Presented by Xtreme Xhibits’  Senior Account Manager Danny Kent

Attendance at this Webinar, coupled with your exhibitor registration for TexMed 2010, qualifies you for an Apple iPod drawing to be conducted at TexMed on May 1, 2010.

Coming Summer 2010

Wednesday, March 10th, 2010

ARRIVE Banner Stand Case Table & Workstation

ARRIVE Case Table

Click Image to view short demonstration video

Scheduled to be unveiled at EXHIBITOR2010 next week at the Mandalay Bay Convention Center in Las Vegas, Nevada, Skyline’s new ARRIVE case table is sure to grab some attention.  Enabling exhibitors to conveniently consolidate all their exhibiting materials into a single portable case, the ARRIVE system makes mobile exhibiting obtainable for even the most hectic of schedules.

If you’d like to get a sneak peak at this exciting new exhibiting opportunity and more you’ll have to visit Skyline at EXHIBITOR2010.  If you’re unable to attend EXHIBITOR this year,  keep your ear to the ground as Xtreme Xhibits will have this display solution available this summer.

Erickson Air-Crane Takeoff

Wednesday, March 3rd, 2010

Xtreme Xhibits’ own Mark Garvey captured this takeoff at the 2010 Heli-Expo in Houston, TX.

[youtube=http://www.youtube.com/watch?v=YoLLGDcRSBc&hl=en_US&fs=1&rel=0&color1=0x3a3a3a&color2=0x999999]

Notice the black object that comes flying out of nowhere?  Hence someone usually shouting, “Clear the flight deck!”

See more of the awesome machines exhibited at Heli-Expo 2010 by visiting our Flickr album here.

No one was injured during the filming of this, though one hat was lost in the “wash.”  But it was a Redskins cap so… meh.