(image is not same as mentioned in blog)

The other week I was at a trade show with one of our client who was exhibiting. As I walked around this show looking at different exhibitor strategies I had an experience that I think every trade show exhibitor should hear and think about.
I stopped at one exhibit booth that had a trade show model to see the company’s strategy on using the booth model. We had some brief small talk and we took a picture using a “beach back drop.”  All the while I was waiting for her to ask me, “What do you do?” or “Do you use these services?” or “let me introduce you to one of our sales reps.” IT NEVER HAPPENED! I wasn’t even approached by one of the sales reps in their exhibit booth.

Eventually, I asked the model what the company did, and she had no idea! She just laughed and said, “I don’t know what they do, but those are the sales guys over there (she pointed to the huddled sales reps on the other side of the booth)! “They could tell you what we do,” she said. There was a pause and I simply walked away. What a waste of marketing dollars!

Is having a trade show exhibit booth model or “booth babe” as some call it an effective approach to trade show lead generation? YES! You can get a very good return on certain “lead generators”
whether it be, models or other types of talent. However, when a lead generator, such as the booth model in this case, doesn’t have a purpose or a system in place, it is just a giant waste of money.

Five tips to ensure a Trade Show Booth Lead Generator (exhibit model or other talent) is part of an effective lead generation strategy.

1.  The lead generator should know what the company does. They don’t need to have detailed specifics, but they need to have a general understanding.
2.  They need to know the elevator pitch.
3.  Have them ask the attendee what they are do and if they use what the company offers.
4.  The sales reps should be on alert and watching the lead generator when they are interacting with a potential lead, slowly move over and listen in for a jump-in point.
5.  If the sales reps are busy, the lead generator should walk the person into the booth to gain their contact info or hand them information on the company. During this time hopefully a sales rep will free up so they can come over and answer questions.

How can I save my trade show budget?  As budgets are parsed, there has been a lot of talk about how drayage costs kill trade show budgets.  Maxine Golding sited a specific example in Exhibiting Transparency where 1/3 of a $4 million trade show budget was spent on drayage and installation & dismantle (I&D).  That is over $1.3 million spent on something that does not generate income for your company.  Beg the question.

Are your custom exhibits designed with weight in mind?  Drayage is calculated by hundred weight (CWT).  As part of your trade show strategy, don’t ship smaller boxes because two at 50 lbs will cost double of one at 100 lbs.  Put your trade show exhibit booth on a diet, and you’ll save money on your budget immediately.  That’s pay dirt.

Did you know that you don’t have to use the show management’s I&D service?  (It’s in your show manual.  I know it’s thick, so we will even fill it out for you.)  The Moran Group has a seasoned lead man that manages the I&D of your exhibition displays.  As part of the process, this lead man reports any design improvements that could improve I&D efficiency.  That’s pay dirt.

Here are 10 Tips for Freight & Drayage at Trade Shows.

Share with us the ways you have cut drayage and I&D costs.

Are you thinking about pulling out of a trade show or drastically cutting your trade show budget?  Do you feel like there are no other options?  Mark Wilson, VP-Corporate Marketing at Sybase had this to say:

One of the many casualties of this market has been the conference and trade show industry. …this industry had better get creative quickly.

…Despite the tightening of overall budgets and cutbacks in travel, ensuring customers and industry players are current on your offerings and well-trained on your products is of paramount importance regardless of an up or down economy.

As a trade show exhibit booth designer, here are some of the creative ways we help to keep you in front of your customers:

- Outsourced construction reduces bloated overhead costs.  It also allows us to use our expertise in choosing the right manufacturer for your custom exhibits or portable trade show displays.
- Outsourced storage reduces bloated overhead costs.  We now focus on what is best for your trade show strategy.
- Reducing your trade show budget by 15% – 20% by nearly eliminating overhead cost.
- Trade show display designs don’t just look good.  They are customized for your specific trade show strategy needs.
- A booth rental eliminates exhibit storage and maintenance costs.
- Satellite support staff available globally and virtually.
- Strategic partners that design and implement adjustments to your trade show strategy with a proven 50% – 600% increase in your qualified leads.
- Creative imaginations that make your exhibit displays stand out while protecting your buget.

What would it mean to your trade show marketing program if you could cut your budget by 15% – 20% today, and increase your qualified leads by 50% – 600%?  Would that keep you from pulling out of a show, and in front of your customers and prospects?

Don’t be a trade show casualty. Rationalizing poor trade show results MUST STOP!  Share with us the creative things that you are doing to avoid being a trade show casualty.