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Showing posts with label exhibit news. Show all posts
Showing posts with label exhibit news. Show all posts

6/30/14

5 Reasons Going Digital Can Help You Be More Green at Your Next Show

In the spirit of Earth Day, I wanted to touch upon how digital/social media can be an effective way to lower your shows carbon footprint. Printed materials have always been the hallmark of doing business when face-to-face at a show, but more times than not, companies print more than is needed. The result, it will be thrown out at the end of the day. The way to remedy this waste of paper would be to have your company starts to convert some of your physical promotions into digital ones. This change would not only allow you to increase your opportunities to be found, but also help the environment in the process.

Below are some reasons and examples why going digital is good for the environment, your business and your show.

1. Less Materials Made - Less Thrown Away
Most booths at a show generally have some type of handout to give attendees and media when they stop by. They can be news releases, brochures, sell/spec sheets or just a flyer, all of which are helpful, but will eventually find their way to the nearest waste basket. By publishing some of this information online, either by emailing a link out to your customers before the show starts or you can take down information of customers/attendees stopping by your booth and followup with them after the show.

2. Digital is quicker to produce and is infinite and evergreen
Creating digital and social media is generally a quicker process than designing print materials. One of the hardest things to do for a show is estimating how many of flyers/handouts you need so that you don’t run out. Result, you generally end up with extra inventory, which is also a company expense. With digital content, your scale is infinite because creating it once is enough for everyone to be able to share and socialize it with as many people as you want. Also, if you make a mistake, you can easily update it.
3. Print, Pack, Ship — Unpack, Pack, Ship
We all know this scenario. There are many printed materials that you can now make digital. While you may feel this will decrease your footprint, just think of the financial savings, and “no back pain”, by having less to ship and handout.
4. Tracking your marketing materials
You can add a link or QR code on your printed materials which will allow you to know when someone used it, and when they did that specific action. However, if your materials are digital, you can know how they got to your site, how long they were there, what they clicked on, and what other pages they visited. When your information is digital, you can get a lot more information about a customer/attendee, while allowing them to also get more information about your company.
5. Less to carry for the attendees and media
We are seeing a growing trend with show organizers who want to be able to send everyone attending the show more information before it starts. Some of our show partners have moved away from printed show directories and press kits in favor of mobile apps and using an online newsroom as they are easier to produce, create less waste, provide a better experience and can cost less.

Trace Cohen is the Co-founder of Launch.it, the only Event News Management Platform for expos, tradeshows and events to increase their social engagement, buzz and revenue with their exhibitor and show news by creating a Digital Media Center for them. 

6/2/14

3 Rules to Set for Trade Show Booth Staffers

Great article about staff in an exhibition, by Lew Hoff

»Unlike most other forms of marketing, exhibiting at a trade show gives businesses the invaluable opportunity to have face-to-face interactions with prospects. Exhibitors need to develop their
event plan with this unique advantage in mind.


If booth staffers are highly skilled and well-trained, they could be able to develop key business relationships and build strong lead capture lists. To maximize the chances of those outcomes, exhibitors should establish these three ground rules for their trade show staff members:

1) Don’t let staff member’s text

Mobile devices can be excellent trade show tools. Exhibitors that use mobile trade show apps make their lead generation processes much simpler and better organized. However, staff managers should make sure that booth staffers are using their phones for trade show purposes, not personal ones. As EventSpeak recently pointed out, booth staffers who are glued to their smartphones or tablets during the conference often come off as disinterested and rude. If attendees see staff member’s texting, they may decide to pass on that exhibit and move on to one with more engaging booth staffers.

2) Stay energetic at all times

Staff members should strive to remain highly enthusiastic throughout the event. By the end of the trade show, booth staffers may be exhausted from hours of standing around on the floor. This is when staff managers should encourage them to stay energetic.

One helpful way to keep booth staffers lively is to have them engaged in games or activities with attendees. Not only will this make things more exciting for booth staffers, it will give attendees a more memorable experience.

3) Stick to a plan

Exhibitors should have an event checklist planned for every trade show that outlines specific objectives for booth staffers. Whether exhibitors want sales orders, qualified leads or increased product awareness, they should be sure that staff members stick to a focused strategy and meet their benchmarks.«

For more useful exhibitor info, download, the 7 Deadly Sins of Tradeshow Exhibiting (And How to Avoid Them).

About Autor: Lew Hoff 
President at Bartizan, Lew has spent the last 40-plus years focusing on bringing buyers and sellers together, face-to-face.

4/22/14

Tips on Multi-year, Multi-event Attendee Engagement

At the recent IAEE DC Chapter’s luncheon meeting, a2z’s vice president of Professional Services, Angi Carr, shared some important strategies for multi-year and multi-event attendee engagement.


  1. Know what engages and re-engages your attendees
    Events are not just about products, services and education. In fact, they are mostly about people. To know what draws your audience, focus on what’s important to them, and what brings them to your event.  
  2. Provide smart, integrated tools
    Provide solutions that are easy to navigate and fast to use. Technology should be there not to awe, but to help your attendees achieve their event goals.
     
  3. Use the power of data analysis
    Mine your website and mobile app analytics to figure out what engaged your audience the most. Understand the behavior and demographics of the people who are viewing and engaging with your content.
     
  4. Leverage email automation and surveys
    Use the power of marketing automation to execute a well-planned email-based promotional campaigns and surveys. Review and compare the campaign reports to gauge the audience engagement level.
     
  5. Let your event app & website live post-show
    Many event websites go to almost zero content immediately after the event is over. A simple thank you message is not the right way to thank event participants for staying invested in your brand. Continue to display and grow your videos, photos, blog posts, event highlights and survey results from the previous event even as you build content for the upcoming one. Invite attendees to view, comment and share your content with their peers.
Nishita Jain, Director of Digital Marketing, a2z, Inc. - See more at: http://techcorner.tsnn.com/content/tips-multi-year-multi-event-attendee-engagement#sthash.wtiKj64H.dpuf
Nishita Jain, Director of Digital Marketing, a2z, Inc. - See more at: http://techcorner.tsnn.com/content/tips-multi-year-multi-event-attendee-engagement#sthash.wtiKj64H.dpuf

 
At the recent IAEE DC Chapter’s luncheon meeting, a2z’s vice president of Professional Services, Angi Carr, shared some important strategies for multi-year and multi-event attendee engagement. Here are the key insights from her presentation:
  1. Know what engages and re-engages your attendees
    Events are not just about products, services and education. In fact, they are mostly about people. To know what draws your audience, focus on what’s important to them, and what brings them to your event.
     
  2. Provide smart, integrated tools
    Provide solutions that are easy to navigate and fast to use. Technology should be there not to awe, but to help your attendees achieve their event goals.
     
  3. Use the power of data analysis
    Mine your website and mobile app analytics to figure out what engaged your audience the most. Understand the behavior and demographics of the people who are viewing and engaging with your content.
     
  4. Leverage email automation and surveys
    Use the power of marketing automation to execute a well-planned email-based promotional campaigns and surveys. Review and compare the campaign reports to gauge the audience engagement level.
     
  5. Let your event app & website live post-show
    Many event websites go to almost zero content immediately after the event is over. A simple thank you message is not the right way to thank event participants for staying invested in your brand. Continue to display and grow your videos, photos, blog posts, event highlights and survey results from the previous event even as you build content for the upcoming one. Invite attendees to view, comment and share your content with their peers.
- See more at: http://techcorner.tsnn.com/content/tips-multi-year-multi-event-attendee-engagement#sthash.wtiKj64H.dpuf
At the recent IAEE DC Chapter’s luncheon meeting, a2z’s vice president of Professional Services, Angi Carr, shared some important strategies for multi-year and multi-event attendee engagement. Here are the key insights from her presentation:
  1. Know what engages and re-engages your attendees
    Events are not just about products, services and education. In fact, they are mostly about people. To know what draws your audience, focus on what’s important to them, and what brings them to your event.
     
  2. Provide smart, integrated tools
    Provide solutions that are easy to navigate and fast to use. Technology should be there not to awe, but to help your attendees achieve their event goals.
     
  3. Use the power of data analysis
    Mine your website and mobile app analytics to figure out what engaged your audience the most. Understand the behavior and demographics of the people who are viewing and engaging with your content.
     
  4. Leverage email automation and surveys
    Use the power of marketing automation to execute a well-planned email-based promotional campaigns and surveys. Review and compare the campaign reports to gauge the audience engagement level.
     
  5. Let your event app & website live post-show
    Many event websites go to almost zero content immediately after the event is over. A simple thank you message is not the right way to thank event participants for staying invested in your brand. Continue to display and grow your videos, photos, blog posts, event highlights and survey results from the previous event even as you build content for the upcoming one. Invite attendees to view, comment and share your content with their peers.
- See more at: http://techcorner.tsnn.com/content/tips-multi-year-multi-event-attendee-engagement#sthash.wtiKj64H.dpuf
At the recent IAEE DC Chapter’s luncheon meeting, a2z’s vice president of Professional Services, Angi Carr, shared some important strategies for multi-year and multi-event attendee engagement. Here are the key insights from her presentation:
  1. Know what engages and re-engages your attendees
    Events are not just about products, services and education. In fact, they are mostly about people. To know what draws your audience, focus on what’s important to them, and what brings them to your event.
     
  2. Provide smart, integrated tools
    Provide solutions that are easy to navigate and fast to use. Technology should be there not to awe, but to help your attendees achieve their event goals.
     
  3. Use the power of data analysis
    Mine your website and mobile app analytics to figure out what engaged your audience the most. Understand the behavior and demographics of the people who are viewing and engaging with your content.
     
  4. Leverage email automation and surveys
    Use the power of marketing automation to execute a well-planned email-based promotional campaigns and surveys. Review and compare the campaign reports to gauge the audience engagement level.
     
  5. Let your event app & website live post-show
    Many event websites go to almost zero content immediately after the event is over. A simple thank you message is not the right way to thank event participants for staying invested in your brand. Continue to display and grow your videos, photos, blog posts, event highlights and survey results from the previous event even as you build content for the upcoming one. Invite attendees to view, comment and share your content with their peers.
- See more at: http://techcorner.tsnn.com/content/tips-multi-year-multi-event-attendee-engagement#sthash.wtiKj64H.dpuf
At the recent IAEE DC Chapter’s luncheon meeting, a2z’s vice president of Professional Services, Angi Carr, shared some important strategies for multi-year and multi-event attendee engagement. Here are the key insights from her presentation:
  1. Know what engages and re-engages your attendees
    Events are not just about products, services and education. In fact, they are mostly about people. To know what draws your audience, focus on what’s important to them, and what brings them to your event.
     
  2. Provide smart, integrated tools
    Provide solutions that are easy to navigate and fast to use. Technology should be there not to awe, but to help your attendees achieve their event goals.
     
  3. Use the power of data analysis
    Mine your website and mobile app analytics to figure out what engaged your audience the most. Understand the behavior and demographics of the people who are viewing and engaging with your content.
     
  4. Leverage email automation and surveys
    Use the power of marketing automation to execute a well-planned email-based promotional campaigns and surveys. Review and compare the campaign reports to gauge the audience engagement level.
     
  5. Let your event app & website live post-show
    Many event websites go to almost zero content immediately after the event is over. A simple thank you message is not the right way to thank event participants for staying invested in your brand. Continue to display and grow your videos, photos, blog posts, event highlights and survey results from the previous event even as you build content for the upcoming one. Invite attendees to view, comment and share your content with their peers.
- See more at: http://techcorner.tsnn.com/content/tips-multi-year-multi-event-attendee-engagement#sthash.wtiKj64H.dpuf

4/8/14

11 Tips for International Exhibiting

Performing a show in another country on a project of great complexity, but that market is where are the best oportunities to grow your business.

So here are 11 tips, provided by Senior Account Executive Leslie Hopkins and Project Manager Julie Comfort of Skyline Houston, and Director of Development Philip Foust of Skyline Exhibits and Events, who have traveled around the world with their clients:

1.    When exhibiting abroad, you need more of everything: more time, more money, and more planning.
2.    It may sound obvious, but take the time to research before you go – about the country, the city, the people, and the show regulations.
3.    Learn about cultural differences, which transfer to how local attendees do trade shows differently.  What is considered polite and “politically correct” changes from country to country.
4.    Different cultures need different common phrases, even when you are communicating in English.  When emailing outside of the United States, it’s better to write “can you please?” instead of “will you please …”


5.    You have to remain flexible, even more so than domestically.
6.    Have cash in pocket!!  You find out that in some places you can’t use credit cards, but have to pay in cash, such as in Rome, where you pay cash to get electric.  Have cash for emergencies.
7.    You must let go of your usual expectations.  For example, there are no plug-in extension cords in Brazil– instead they wrap raw wire with tape!
8.    The exhibition venues can be so different – such as halls in the Middle East not having enough air conditioning.
9.    Getting a trade show exhibit through customs can be daunting.  Better to rent locally if you have a trusted source in country.
10.    Contact your cell phone carrier in advance and ask if you can use your phone overseas, and ask for one month international services.  But ask how much the calls, data, and texts will cost so there are no surprises.
11.    If your products or equipment are heavy and you need to ship them to the show, plan far ahead so you can ship earlier and cheaper by boat.  And yes, international shipping is harder.

The world is very large and there are many opportunities on the planet, so do not hesitate, take the risk there are big markets waiting for you.

4/3/14

Attract Traffic To Your Booth - Trade Show Exhibit

How do you can attract more traffic to your booth at your next event?, Here we give you some tips to help you achieve the attention of your target.

It goes without saying that the placement of your booth along with high impact large format digital graphics, quality trade show displays and knowledgeable staff are key to successfully attracting prospects. 

  Here some ideas:
  • Ice cold beverages
  • Great chotchkies; pencils, magnets, stress balls
  • Professional models, Presenters and Celebrites
  • Whack-a-mole game
  • Drawing for fabulous prizes (must be present to win)
  • Bowling alley (kid you not!)
  • Free Wi-Fi with computers
  • Video on a loop
  • Alcohol (seems like there might be a down side to this)
  • Chocolate fountain
  • Magician doing tricks
  • Chair massage
  • Remote-controlled robot offering candy
  • Live animals (love this one - as opposed to...)
  • Comfortable seating so people can "take a load off"
  • Automatic winning "lottery" tickets so people win something on the spot (perhaps one of the live animals?)
  • An activity - one company that sold essential oils allowed you to mix your own body scrub
  • Having a double layer of carpet (check out our trade show flooring options) is cushy to the feet and people just might stay longer
  • Something interactive: Touch screen Interactive Table, sign up, drop in business card, fill out survey, throw a ring on a bottle

2/14/14

Illuminated displays for 2014 from Walls + Forms

Walls + Forms Inc., a manufacturer of display products for the retail, banking and tradeshow industry, expanded its SignWare family with Lights Alive illuminated displays and VersaFlex framing systems. The framing system allows for the production of high quality light boxes at a budget price. The frame can also be used for wall-mounted or counter top poster displays.

 Lights Alive and Versaflex illuminated display systems are made from a wide variety of materials and can be customized to client specifications. Versatile and cost-effective backlit floor stand displays are simple in design to easily match any store decor or corporate color scheme in marble, granite, woodgrain or any material needed.

Measuring just 3.5 inches deep and available in a range of sizes, it can be free-standing, or hang from the ceiling or on the wall. The double-sided light box enables clients to have illuminated logos on side panels, an exclusive for this system to attract attention from all angles. A single-sided contour finish lightbox design appears as if it is floating on the wall.

Offering a full 360 degree viewing, the Lights Alive Ceiling Mounted Light Thief the unit steals existing light from the ceiling fixture. Easy mounting brackets attach to the light panel surround. Acrylic end caps can be printed with logos or advertising message. Now available in four sizes, the unit can fit standard 2 by 4 feet ceiling light panels.

The Versaflex modular frame system can be modified for applications such as single and double-sided ceiling-hung menu boards, wall-mounted menu boards, free-standing menu boards and more. All using the same high quality aluminum framing, printed images can be used in a variety of ways including as a lightbox; light thief; floor stand; poster frame; or as a single or double sided ceiling-hung menu board, wall-mounted menu board or free-standing menu board. From a lightbox that looks like it’s floating on the wall to a multi-sided product floor display, the system is unique in both cost effectiveness and in-store impact.

2/12/14

Las Vegas Business Travelers Attendance Reaches 5-year High

The recessionary times are firmly in the rearview mirror in Las Vegas, with the most business travelers in the past five years having attended meetings and conventions in the city.

According to the 2013 year-end Las Vegas Convention & Visitors Authority’s Executive Summary, Las Vegas welcomed nearly 40 million visitors in 2013 and reached a five-year high in two key indicators for the meetings and convention industry:


• The meetings and convention industry reached a five-year high, with 5.1 million delegates attending a convention, trade show or meeting in 2013, reflecting a 3.3 percent increase, compared with last year's total of 4.9 million and the highest convention attendance since 2008.

• Las Vegas hosted 22,027 meetings, trade shows or conventions in 2013, up 1.9 percent from the 2012 total of 21,615. The 2013 total also is the highest number of meetings and conventions held in Las Vegas since 2008.

"We are encouraged to see positive signs of continued growth for Nevada's leading economic engine, particularly in the meetings and convention industry," said Rossi Ralenkotter, president and CEO of the LVCVA.

He added, "We will continue building on our momentum in the coming year, and we expect to welcome more visitors to Las Vegas than ever before when several much anticipated resorts and attractions debut in 2014."

Overall visitor volume last year also saw some positive numbers, with 39.67 million annual visitors, the second highest visitation total ever.

2/7/14

IAEE accepting nominations for its newest award

The IAEE International Excellence Award recognizes an individual and/or organization that has made exceptional strides in creating, launching and managing an international event in the exhibitions and events industry on an international scale.

 “In 2013, IAEE covered significant ground in expanding our international reach,” said David DuBois, president and CEO, IAEE. “It became obvious fairly quickly that we have strong advocates across the globe – not just on IAEE’s behalf but for the exhibitions and events industry as a whole – and we are eager to recognize and encourage their efforts.”

Qualifications for this award include demonstrating significant development and/or improvement in the following areas:
  • Exhibitor and attendee growth at an international show(s)
  • Expansion of education opportunities in a particular region
  • Industry advocacy across international borders
  • Promotion of IAEE’s programs and presence on an international level
The recipient of the IAEE International Excellence Award will be honored during IMEX Frankfurt, to be held May 20-22 in Frankfurt, Germany. Nominations for this award must be received by March 10.
To nominate an individual, visit http://www.iaee.com/awards-and-recognition/international-excellence.
To learn more about the IAEE awards program, visit http://www.iaee.com/awards-and-recognition/iaee-awards.

2/5/14

UFI Survey Indicates Global Trade Show Growth in 2013

UFI, the Global Association of the Exhibition Industry’s recently released 12th Global Barometer survey has some good news to end 2013, with the results indicating overall growth still occurring for most companies worldwide.

Taking into account the results for the past five years, the survey also indicated that a majority of companies in all regions had an increase of their turnover since at least 2011. In addition, approximately one company out of two had an increase of more than 10 percent for 2013.

“While we shall remain cautious about the development of the global economic situation, the exhibition media continues to demonstrate its strength with growth over the last four years,” said Paul Woodward, UFI managing director. He added, “The industry remains remarkably dynamic with a majority of companies positively embracing the challenges of new ranges of activity or geographical development.”

These results are in line with the U.S.-based Center for Exhibition Industry Research that indicated slight overall growth for the industry last year, but slowing compared with the previous year. Asia and the Americas still remain particularly strong, with seven and eight out of 10 companies showing increases this past year, though the second half of 2014 is more conservative in the U.S., with four out of 10 companies expecting increases.

In the Middle East, Africa and Europe last year, six out of 10 companies also saw upticks in growth.
Still, 63 percent of the respondents responded that the impact of the “economic crisis” on their business is not yet over and most of them expect that it won’t be until 2015.

In the meantime, most companies are planning new strategic developments, with 75 percent planning new activities in either the classic range of exhibition activities (venue/organizer/services) or in live or virtual events (or both) and 49 percent planning to expand exhibition operations to new countries.

The 12th Global Barometer survey was conducted in December 2013 and was answered by 178 companies from 57 countries. Full results of the 12th Global Barometer Survey can be complimentarily downloaded at www.ufi.org/research.


1/31/14

More Than 7,500 Attendees Expected at MEDICAL FAIR INDIA

After its most successful staging ever in 2013, there is a positive outlook for the 20th MEDICAL FAIR INDIA – India’s No. 1 Trade Fair for Hospitals, Health Centers and Clinics, to be held March 14-16 at the Bombay Convention & Exhibition Centre.

The organizers Messe Düsseldorf and its subsidiary Messe Düsseldorf India Pvt. Ltd. expect some 400 exhibitors from 21 countries and more than 7,500 trade
visitors to attend.

The trade fair has the support of important local partners and associations, including three renowned Indian associations: the Association of Diagnostic Manufacturers of India (ADMI), the Medical Surgical and Healthcare Industry Trade Association (MSAHITA) and the Association of Medical Consultants (AMC).


Two factors are responsible for the growing success of MEDICAL FAIR INDIA: The close cooperation with MEDICA (the world’s largest medical trade fair held annually in Düsseldorf, Germany) and the fact that the Indian health care sector is one of the fastest-growing service sectors, according to show organizers.


The sector already contributes 6 percent to the Gross National Product, according to the Indo-German Chamber of Commerce.

Studies show that the Indian health care market will grow to US$ 100 million by 2015 and the growth rate is expected to amount to 20% annually.

MEDICAL FAIR INDIA is held every year alternately in Mumbai or New Delhi, presenting the latest developments for the medical sector, ranging from medical, diagnostics and laboratory equipment to pathology and physiotherapy technology as well as hospital/clinic furnishings and communication/information technology.

A special feature at MEDICAL FAIR INDIA 2014 will be the U.S. Pavilion, organized for the second time by Messe Düsseldorf North America.

This U.S. Pavilion provides a cost-effective means for companies to enter into or to expand their business in the lucrative Indian marketplace, according to show organizers.

The all-inclusive turnkey package includes a fully furnished booth, access to the pavilion’s exhibitor lounge area with daily snack and beverage service and the on-site services of a project manager.

In addition to its continuing rise in exhibition space, exhibitor and visitor numbers, MEDICAL FAIR INDIA has also succeeded in further expanding its well-established position as the most important international medical event for the Indian market over the past few years.

To honor this achievement, the trade fair received the Health Care Award 2013 from MEDGATE TODAY, India’s largest medical and health magazine. MEDICAL FAIR INDIA was the first medical trade fair to receive this award. 

1/29/14

North American International Auto Show Charity Preview Draws 13,791 Attendees, Raises $4.8 Million

Glittering gowns, tuxes galore, flutes of champagne and massive exhibits filled with the latest cars were just a few of the many highlights at this year’s North American International Auto Show’s Charity Preview Jan. 17 at Detroit’s Cobo Center.

The event not only drew 13,791 attendees to a showfloor packed with the newest models from U.S. and overseas automobile manufacturers, but also $4.8 million was raised for nine area children’s charities.


  The 2014 Charity Preview results represent nearly a $1 million increase in funds raised, compared with 2013, and the highest amount raised since 2008.

"The evening was absolutely electric," said Bob Shuman, chairman, NAIAS 2014. "It was a sea of sequence and black, and the accessories were the smiles of 13,000-plus people celebrating our industry by giving back to the kids in our community."

Charities benefitting from the event include Boys and Girls Clubs of Southeastern Michigan, Boys and Girls Hope Detroit, The Children's Center, The Children's Hospital of Michigan Foundation, The Detroit Auto Dealers Association (DADA) Charitable Foundation Fund, a fund of the Community Foundation for Southeast Michigan, Detroit Institute of Children, Judson Center, March of Dimes Metro Detroit and Detroit PAL.

  Funds raised by the Charity Preview also are utilized for the DADA Charitable Foundation Fund.

Each year, charitable organizations from throughout the region submit proposals for grants from the DADA Charitable Fund to support worthy programs to improve and enhance the lives of children and youth, according to NAIAS officials.

Approximately 10 grants, typically ranging from $10,000 to $50,000, are awarded from the fund annually.

Since 1976, the NAIAS Charity Preview has raised more than $95 million for Southeast Michigan Children's Charities, more than $54 million of which was raised in the last 10 years alone.

Besides showing off the cars, the event also marked its 25th anniversary celebration with a concert featuring singer/songwriter Sheryl Crow and the new Grand Ballroom at Cobo was transformed into a nightclub with live bands, food and cocktails.

The charity preview marked the end of press and industry week at the show and doors opened the following morning to the 1 million attendees expected to check out the cars in the next two weeks.

1/27/14

Start With Why: Inspiring in trade show

If you start with why you will find people (whether they be clients, staff, suppliers or stakeholders) that believe what you believe and you will in turn create loyalty and long-term relationships. So it is only logical to begin thinking how you would start with why to inspire others on the trade show floor.

Branding
If your objective on the trade show floor is to increase brand recognition, ask yourself these questions. Does your custom trade show display communicate why you do what you do? Or does it simply show what you do or how you do it? If you can’t find the why it might be time to review your design to increase your likelihood of inspiring trade show attendees and finding those that believe in the same thing you do.

 Recruitment
Communicate the why of your organization to target the candidates that will be the best fit for your company. Ask your employees why they get out of bed every morning to come to work for you, and then share those stories in your booth through your display, audio visual presentation, and/or your booth staff. This is a great way to factor in why you do what you do.

Product Demonstration
Many exhibitors go to events to showcase or demonstrate product. This is a valid objective, but then your trade show booth is all what and no why. Are you advertising your company and your products as commodities? If you are, your what will shadow your why; think how you can better communicate your why to inspire and lead on the trade show floor.

Educate and Inform
For those going to shows to educate, inform and communicate messages it makes sense to start with why. Tell your audience what you believe, why you began doing what you do, and then the how and what that resulted from the why. Inspire people to join your cause because they also can relate and believe in your why.

Build Networks, Relationships & Alliances
The best relationships result from people coming together due to a common belief or outlook. Clearly communicate your why to target and inspire those people that share your why to start beneficial, loyal and long-term relationships.

About the Author: Samantha Heyden is the Marketing Manager for Skyline Displays Australia and has worked with Skyline since 2002. She has been responsible for developing the
marketing strategies, branding and event programs for Skyline throughout Australia. Working alongside the Skyline Displays Australia Project Management Team, she has also been actively involved with assisting clients in meeting their event marketing objectives and return-on-investment with their Australian trade show displays .

1/24/14

Security and safety beyond the show floor

Security at a tradeshow or exhibition isn’t just required on the show floor. Loading docks and hallways also need watchful eyes as exhibitors and attendees pass through a convention center’s halls.
Headed by Lawrence Montoya, facility security at the Sands Expo and Convention Center (Sands Expo) in Las Vegas formed unique partnerships with show security, casino security and local law enforcement agencies.
Separate from Sands Expo’s security, show organizers hire outside security companies to manage the show floor itself. According to Montoya, working closely with other security teams who are regularly hired has helped to establish good relationships between them.

At 2.25 million square feet of exhibition and meeting space, the fifth largest convention center in the U.S. is also connected to two of the most well-known casinos on the Las Vegas Strip. Facility security must work in tandem not only with show security, but also with the heads of security at the Venetian and Palazzo resorts to handle crowds between properties.
Accessible directly from the resorts, casino and hotel guests, and exhibitors and attendees may cross paths in the convention center hallways. Working together, both facility and show security grant entry only to those with proper badges and/or wristbands.
Although rare, one major concern is the lending or selling of attendee badges and wristbands to unauthorized users. Under a Nevada statute, such unlawful admissions to exhibitions can lead to a felony charge or even arrest. Offenders are deemed as trespassing and could be arrested if they return to any Sands property under NRS 207.200.
In cases of emergency, guests may need to be evacuated from one property to another. For efficiency, Sands Expo, Venetian and Palazzo security would unify efforts to facilitate crowd control between properties.
When working with show security, show management is obligated to provide a plan of security to Montoya to ensure both teams work in partnership for the overall safety of exhibitors and attendees. Emergency procedures, including layout, equipment and contacts, are shared and discussed prior to opening day. Before opening the doors, Sands Expo electricians check wires and electrical devices, and test rigging and lighting; convention services vacuum and smooth carpet; and facility security check for unsafe hazards.
Security hired by show management need to abide by Sands Expo’s rules and regulations. Current business and Nevada licenses must be up to date, and guards are to be stationed at any doors used for entry and exit before, during and after the show.
With the exception of a few tradeshows, firearms are strictly prohibited on the show floor. Show management must seek prior approval to have armed security officers. At the annual SHOT show, the largest tradeshow for professionals in the shooting sports, hunting and law enforcement industries, armed guards are a necessity.

 At shows where exhibitors bring their own security to guard valuable products and trade secrets, security team members are even more stringent with their own set of rules and procedures.

Gun-carrying Las Vegas Metropolitan police officers also work with the Sands Expo for traffic control at larger, busier tradeshows. Located less than one block from the Las Vegas Strip and without a front entrance, surrounding streets at the facility can become congested with exhibitors, attendees, hotel and casino guests, tourists and employees from both the convention center and its adjoining resorts.

Show management may be required to hire police officers if occupying at least two exhibit halls and expecting more than 5,000 exhibitors and attendees. Police officers, who must be ordered in pairs, work a minimum of four hours to ease the flow of traffic entering, leaving and passing the facility.

Among other security and safety concerns, accidents and other incidents on the show floor are handled among facility and show security officers. Both security teams file reports, and Sands Expo security handles logistics, such as informing on-site medical staff and arranging transportation to a medical facility if needed.

While licensed security officers monitor the ongoings of the show floor during show hours, Montoya and his facility staff overlook all aspects of the building during move-in, show floor hours and move-out. Maintaining security around the clock includes safeguarding fire exits, perimeter doors, loading docks and ramps, and the front entry way to the facility.

Load-in and load-out are managed by facility security and the decorating companies. Trucks are sent to the staging yard where security guides trucks one by one to ramps at the back of the exhibit halls.
The closing of a tradeshow is usually a cause for celebration, but for some, it spells trouble. Post-show parties, networking events and concerts can be another concern for facility security. According to Montoya, some partygoers occasionally need to be assisted away from the event or even back to their hotel if they become inebriated.

With show dates overlapping and multiple shows running simultaneously, facility security at the Sands Expo work tirelessly to keep tradeshows of all sizes safe and secure for exhibitors and attendees.