Client: CIT      

Exhibit Size: 20X30

The Booth Details:

This was a rental design for CIT, truly maximizes its trade show booth space.  It utilizes the company’s corporate colors for branding at the trade show.  This exhibit has two work stations at both corners of the booth, as well as the a sitting area.  The large circular CIT sign is attached to the tower as are the two blue half circles.

The Strategy:

This exhibit lead retrieval systems are located at both work stations.  Each system printed out the qualified leads information for CIT sales representatives to take detailed notes to help with the trade show follow-up process.  The exhibit design focused on being open and inviting, while standing out from other exhibits at the trade show.  The sitting area is for sales representatives to sit down with existing and potential customers at the show.  This allowed for relationships to be created and strengthened while showing these leads any of the new products CIT offers.

No gimmicks are to be used in the exhibit, instead the focus was using a pre-show marketing/sales strategy to increase exhibit booth traffic.  Also, after the show an effective follow-up strategy will maximize their results by increasing conversions of the shows leads to sales.

People Placement Strategy:

Additional sales reps are located on the corners that had the most show traffic flow.  This will all depend on where the entrance of the show floor is, and where the presentation halls are, amongst other things.

Exhibit Marketing/Sales Strategy Consulting:

Marketing Strategy:

The creation of an effective pre–show through post-show marketing strategy makes the difference between maximizing the trade show ROI and having an exhibit be a giant waste of marketing dollars.

Exhibit Staff Training & Strategy:

Working a trade show exhibit is different than normal sales procedures.  In order to maximize a trade show’s potential, it is essential to have a well trained staff.  TMG Exhibits trained exhibit booth staff on:

• The best techniques to stop traffic.
• Staff members are then provided with objectives and assigned roles.
• Secrets of how to interacting with qualified leads at a trade show in a way that provides the sales representatives with their full attention while having a sense of comfort.
• Creating an effective follow-up process that the sales representatives approve of and feel will get the best results.
• Providing results that can be tracked and quantified to show the real trade show ROI.

When talking with clients and potential clients I often ask why they are exhibiting at their trade show.  I understand this is an odd question because they will use my services if they are exhibiting, but I want to make sure my clients are exhibiting for the right reasons.  Here are the most helpful questions to ask yourself if you want a successful trade show exhibit:

- Why am I exhibiting at this show?

- Is my target market attending the show?

- Will exhibiting help grow our business?

- I am just exhibiting because I always do…is there anything else I can do to maximize this opportunity?

Does my booth:

- Clearly convey exactly what I do in a way that will solve my target markets problem/pain?

- Allow me to stand out from other exhibits at the show?

- Have a layout that attracts people into the booth rather than repel the potential leads?

- Have an attendee/qualified lead exhibit flow mapped out?

- Contain trade show booth trained exhibit staff with assigned roles and understands their objectives.

Does my strategy include:

- A pre-trade show strategy that will attract qualified leads to our exhibit before the show even begins?

- An at-trade show show strategy that will utilize our unique opportunity to gain brand awareness, roll out a new product, social media opportunities, maximize the number of qualified leads into the booth, which will increase sales?

- A post-trade show follow-up strategy that will yield a high return on investment and successfully get show lead responses and help convert them into sales?

- A trained sales staff that understands the marketing strategy and how to use the social media and other great techniques to increase their lead to sale conversions?

If you answered no to any of these questions or don’t really know what I am talking about here, feel free to contact us for a free exhibitor assessment where we will look at your exhibit design and strategy to provide you with free exhibitor consulting that will help you improve your results and lead to greater success!

Are your exhibit booths aesthetically pleasing?  Are your exhibit designs providing measurable revenues?  The business model at The Moran Group is to provide aesthetically pleasing and functional designs that go hand-in-hand with your overall marketing, sales and trade show strategies.

Seth Godin, author of Purple Cow, posted Return on Design.  In this post he talks about how design can have a negative impact:

If the design actively gets in the way of the story you tell or the utility you deliver, you lose money and share.

Godin also talks about designs that have no impact.  You may have aesthetically pleasing custom exhibits, but they have no effect on sales.

So what is your story?  What is your core message? This is where brand consultants maximize your trade show exhibit booths ROI.  In Stop qualifying leads and start qualifying you, messaging expert, Rita Coco states that we need to

…capture the value from your prospect’s point of view.

…done right, they will have already chosen you… this significantly reduces the time and effort required to close sales.

Godin ends his blog with this, and so will we:

Knowing where you stand and where you’re headed is critical.

…skimping on design is plain foolish.