Trade Shows Work!

Trade Shows Trade Shows Work!Work! A Special Publication from EPI-Colorspace - Your One-Stop Resource for Trade Show Exhibits

www.epicolorspace.com

301.206.5472

One scan takes you to a one-stop resource for all

your graphics needs.

Trade Shows Work! 1

Contents 5 Why Tradeshows

Are So Important

7 The Importance of Tradeshows by Michael Browne

13 Why Tradeshows Really Work by Bob McGlincy

9 Trade Show Exhibiting in a Challenging Economy by Peter LoCascio

17 Have a Plan As President Reagan once said, “Where we’re going we won’t need roads.”

18 Our ‘Fridge

23 Contributors 36

Have a Plan....

You Can Have a Better Booth

2 Trade Shows Work!

8435 Helgerman Court Gaithersburg, Maryland 20877

Editor-in-Chief

Joseph E. Criscuoli

301-206-5472

www.epicolorspace.com

[email protected]

EPI-Colorspace

EPI-Colorspace

EPIColorspace

Your Future is Now.

F rom time to time our clients turn to us for guidance about what is hot, neat, effective and trustworthy within the arena of marketing communications. Staying in touch with our clients, in any type of economy, allows us do the job we do best - offering

advice and counsel on how best to achieve their corporate goals and market themselves. As we reach out to new prospects, we sometimes hear requests for a reason or rationale to support an initiative involving trade show exhibits. And in other cases we hear the same request associated with an internal struggle over the continuation of involvement with trade shows. It’s because of these two paragraphs that we bring you this magazine. Frankly, participating in a trade show (if it is done right) can be just what your company, association or organization needs to wave the flag, meet clients both old and new, and expand your prospect base more quickly than perhaps any other recommendation we could make. But, don’t take our word for it. We went out and contacted three very talented and distinguished professionals and asked them for their permission to present their views on the subject. And they eagerly and graciously gave us the green light. Yes, there’s also some propaganda here. Well, from time to time we need to tell you how we can help you, right? What you will find here is the ammunition you need - and we are most pleased to be able to bring it to you in a format we think you’ll enjoy. So, turn a page and let’s get down to learning why “Tradeshows Work!” And when you are ready, EPI-Colorspace will be ready to help.

Enjoy the read,

TRADE SHOWS WORK! Published By

editor’s desk

Trade Shows Work! 3

Your Exhibit Booth CAN Grow and Change with Your Needs...

exhibit profile Client: Maryland-based Software Applications Company

Challenge: First 20’ x 20’ trade show exhibit for this client. Need for an open air feel and a semi-private theater area. Attract attention away from competing firms in close proximity.

Solution: Creative design of exhibit graphics. Rental of 20’ x 20’ exhibit hardware

featuring sizable overhead graphics and multiple flat-panel displays attached to exhibit structure.

“Joe Criscuoli and Pete McGuire at EPI-Colorspace have been absolute lifesavers for me when it comes to trade show planning and execution! They designed and built our first 20’ x 20’ booth for us; I now rely on them for every aspect of booth management – from updates and design work to storage and shipping. It’s been like adding another person to our events team! They’re knowledgeable, pro-fessional and timely in re-sponding to our needs and giving us the results we’re looking for. The level of ser-vice and quality of work that we consistently receive from EPI-Colorspace is second to none!” Michelle Spitzer Marketing Manager Protech Associates, Inc.

4 Trade Shows Work!

EXHIBITS

Why Why TradeshowsTradeshows Are So Are So Important. Important.

A Concise List You Can Use.A Concise List You Can Use.

T here are many reasons why tradeshows have been effective for companies of all sizes for the past 80 years. Face-to-face marketing accelerates the sales cycle and

still represents the best dollar-for-dollar value versus other competing media/marketing vehicles.

20 Reasons Why Tradeshows Work for the Exhibitor:

Tradeshows provide Exhibitors with the opportunity to meet clients and prospects & decision makers face-to-face to:

1. Generate leads and drive incremental sales 2. Solidify relationships with current customers 3. Establish relationships with prospects, key target

markets and the media 4. Shorten the sales cycle 5. Introduce and promote new products to a new or

existing market 6. Enhance brand and product visibility 7. Educate and demonstrate new uses for existing

products 8. Obtain feedback on new and existing products 9. Learn the latest industry trends 10. Gain competitors insight 11. Conduct competitor and market research 12. Network with key industry contacts and key

opinion leaders 13. Learn more about the industry they support 14. Have a presence in the industry 15. Gain exposure in new markets 16. Find personnel to grow your company 17. Build sales force moral and foster camaraderie 18. Demonstrate your commitment to a marketplace

and to your clients 19. Identify new business opportunities 20. Reinforce and test marketing strategies

10 Reasons Why Tradeshows Work for the Attendee:

Tradeshows provide Attendees with a unique and important opportunity to:

1. Purchase products at discounted prices 2. Conduct research to ensure you make the best

purchase decision 3. Establish relationships with key vendors 4. Learn latest industry trends and technologies 5. Gain insight into what others in your industry

are purchasing and why 6. Learn from industry key opinion leaders 7. Discover new products 8. Compare competitive products side by side 9. Meet the people only known previously via

phone/email 10. Have the chance to use a product before pur-

chase When evaluating whether or not your company should exhibit at a particular tradeshow, consider how your presence - or your absence - at important trade shows affects your business. An attempt to save a few dollars today could compromise your brand, your market share, and even the health of your business tomorrow. Need more? Please “read on” for additional information from a few learned exhibit professionals. And when the time comes to plan your next exhibit, turn to the exhibit professionals at EPI-Colorspace.

Trade Shows Work! 5

Not all Banner Stands are Created Equal

No one offers a larger selection of Banner Stands than EPI-Colorspace. For every need and for every budget, we have the stand you need. And combined with our in-house imaging and design department, you can be equipped and ready to go in a matter of days. Why not give us a call and let us show you what’s possible, practical, reliable and ready to walk out the door.

301-206-5472

6 Trade Shows Work!

W hile some business owners and executives may grumble that they don’t have the time or simply don’t see the benefits of attending trade

shows, there is plenty of support to the contrary. According to surveys from leading business trade publications and organizations, participation in trade shows and other in-person events is critical for producing profits, maintaining clients and develop-ing new business. Forbes, for instance, surveyed 750 business executives last year and found they “over-whelmingly agree that face-to-face meetings are not just preferable but necessary for building deeper, more profitable bonds with clients and business partners and maintaining productive relation-ships with co-workers.” An over-whelming 84 percent of these executives prefer in-person meetings to technology-enabled meetings, noting they are better for persuasion, leadership, engagement, accountability and decision-making. The magazine concluded that technology cannot substitute for in-person meetings when it comes to closing important business deals. An article in the Wall Street Journal noted that especially during tough economic times, “participating in trade shows is one of the smartest things a business owner can do.” According to the newspaper, trade shows provide critical exposure to potential buyers and are essential for learning about unfamiliar markets, building personal relationships

and getting an up-close look at the competition. And in “The Oxford Economics Study: The Return on Investment Business Travel,” 700 corporate executives and 500 business travelers surveyed estimate that 28 percent of current business would be lost without in-person meetings. Over half also stated that 5 to 20 percent of their company’s new customers were the result of trade show participation. And for the growing number of Americans working at home in their own small businesses, it’s important to get out there and meet suppliers that you other-wise might not see. Without a brick-and-mortar of-fice, you have to be more proactive in maintaining

your connections to whatever in-dustry it is that you're in. Of course, you have to be particular about which shows to attend and how best to capitalize on them. A study released earlier this year by Destination Marketing Association International revealed that 1.8 million meetings, trade shows, conventions, incentive events and other meetings take place across the country each year. Of these, 1.3 million are classified as corporate or business meetings; 270,000 are

conventions, conferences or congresses; and 11,000 are trade shows and 66,000 are incentive meetings. That's a lot of meetings! Still, in an economy mired in recession, it may be time to go back to business the old-fashioned way: face to face.

“Technology cannot substitute for in-person meetings when it comes to closing important business deals.”

The Importance of Trade Shows

by Michael Browne

This

arti

cle

orig

inal

ly ra

n ap

pear

ed th

e w

ebsi

te w

ww

.trav

elag

entc

entra

l.com

/hom

e-ba

sed

Trade Shows Work! 7

A Smaller Exhibit... But No Less Exciting.

For many years, the only solutions available for tabletop exhibits were folding panel systems and a smaller version of the standard pop-up. Most times, tabletop exhibits came in two flavors...not too large, and not very exciting. But, at EPI-Colorspace, we’ve changed all that. When we developed and introduced the AluminEx brand, we made sure that tabletop exhibitors could access the same creative and eye-catching displays that we offer for exhibits of other sizes. And, because AluminEx is by its very nature flexible, modular, easy to set-up and to add onto, tabletops have ceased to be a dead-end in terms of booth size. From your tabletop exhibit we can build to an inline or island booth of any size. If you’d like a tabletop exhibit that will blow the socks off your competition, and make a lasting impression on your target audience, please give us a call and let us show you what AluminEx can do for even the smallest exhibits.

8 Trade Shows Work!

F ew businesses have been left unscathed by the economic turmoil, and it can be

difficult for new growth. Prioritization of marketing budgets are an absolute must. There is no doubt that the current financial meltdown has caused a serious need for marketing and sales functions in most corporations to be reevaluated, modified, and readjusted. Most all tactics within a firm's marketing mix will need to be evaluated to determine which are the most effective in stimulating sales and closing business. Trade show exhibiting is one of the most expensive and time consuming activities in the marketing/sales mix, and it often finds itself on the top of the list of the cost-cutting chopping block. Because trade show exhibiting expenses include the immediate outlay of cash for exhibit space, exhibit materials, shipping, labor, transportation, travel, hotel expenses and daily expenses for those who work the booth, it is often easy to see where accounting-driven corporate management seeking to save money might decide that trade show exhibiting during tough financial times is just not worth it. Before that important decision is made, however, consider just how your presence — or absence — at important trade shows affects your business. Trying to save a few dollars today could compromise business tomorrow.

Consider this: If you drop out of a trade show that you have exhibited in before, what will your competitors say to your prospects and customers about your absence? The fact that you are not on the exhibit floor will provide your competitors with an excellent opportunity to simply and effectively cast doubt about your financial health and, more importantly, your ability to continue to sell and service your products. The exchange between your prospects and customers with your competitor could sound something like this: "Gee, I don't know where they are. Maybe they're in serious financial difficulty and can't afford to exhibit. But not to worry, because we're here and ready to serve your every need." So before your company decides to drop out of any trade show, here are a few suggestions that will keep your customers, prospects, and competitors on the same page and make the most of the oppor-tunities available to you on the show floor. Reduce the size of your exhibit space. As long as you are on the exhibit floor, your people are available to conduct business as usual. If a question arises about the size of your booth — if in fact it is smaller compared to previous years — you can simply say that serving prospects' and custom-ers' needs during these challenging economic times is more important than having a fancy exhibit.

(continued on page 10)

TRADE SHOW EXHIBITING

IN A IN A CHALLENGING CHALLENGING

ECONOMYECONOMY by Peter LoCascio

Trade Shows Work! 9

Trade Show Exhibiting In A Challenging Economy (continued from page 9) Use simple exhibit materials. Today's lightweight, easy-to-set-up-and dismantle exhibit materials provide the cost-conscious exhibitor with many opportunities to cut costs and maintain an excellent trade shows presence. When compared to cus-tom exhibits, modular exhibit materials offer dramatic cost savings and provide a simple backdrop for creating a professional exhibit envi-ronment from which to conduct busi-ness. Recommended: Pop up booths or banner displays. Rent Exhibit Materials. Research local vendors to find an exhibit builder who will rent you an exhibit, including labor to transport it to and from the show and installation and dismantling services — all for one quoted price. Product could be shipped to the exhibit house and all materials could be delivered to the show for installation by workers who know the hall and what it takes to get in and out with few problems. Man the Booth with Local People. Instead of flying people from all over the country into the show city, try to man the booth with local sales, service, and/or office personnel. This will not only save money, but it will also give selected people an opportunity to represent the company in the exciting and often educational environment that trade shows offer. Look at National Shows More on a Local Basis. When money is tight, you can expect fewer prospects and customers to travel long dis-tances to attend a trade show. But as an exhibitor, you'll likely see more local attendees, so adjust your goals and objectives to maximize those opportuni-ties. Show Special Non-Product Benefit Offerings. While product is king, there are many non-product

offerings that add value to a sale during tough eco-nomic times. Discounted or free extended warran-ties, free technical support, free product updates, a 30-day money-back guarantee, generous low-

interest payment plans, free ship-ping, innovative trade-in allowances, lease option to own programs, and discounted service contracts are but a few ideas to add value to an ex-hibitor's trade show presentation. Immediate and Effective Sales Lead Follow-Up. New business is tough to get, so every opportunity an exhibitor has to favorably impress a prospect/customer and obtain the sale is magnified. Now is the time to focus on providing excellent after-show customer service. Sales lead man-agement is critical in responding to a prospect's request for more product/service information, and the exhibitor who can effectively meet the chal-lenges will get the sale. The Press. The trade and consumer press will continue to attend trade shows seeking news, new products, and stories associated with the industry and exhibitors. Successful exhibitors always have complete press kits to hand out, and they always pre-arrange interviews with editors attending the show to foster post-show coverage, ensuring that their products, services and news are accurately reported. Conclusion Tough economic times can't last

forever. Those exhibitors who now focus on servic-ing prospect and customer needs while adjusting their trade show exhibit programs to meet new eco-nomic challenges will survive. And not only that: they'll also emerge stronger and more successful than those who fail to see the light at the end of the tunnel.

“Trade show exhibiting is

often at the top of the list for

the cost-cutting chopping block.”

10 Trade Shows Work!

Available Now... The Display Guide is packed with innovative ideas designed to help you to stretch your budget. Give me a call and I’ll send you a copy absolutely FREE.

Published by EPI-Colorspace, 8435 Helgerman Court, Gaithersburg, MD 20877 © 2012, All Rights Reserved, EPI-Colorspace

301.206.5472 [email protected]

Imagination + Innovation in Graphics

Convenient. Comprehensive. Creative.

Joseph E. Criscuoli Vice President,

Marketing & Public Relations

Full-Fabric Fully-covered in fabric, the graphics for this Pop-Up attach with Velcro. Graphic Panels Four full panels of graphics attach directly to the booth with magnets. Your logo graphic attaches to the Podium with Velcro. Edge-to-Edge The fabric endcaps are replaced with graphics, further reducing the shipping weight and extending the visual to complete the mural. Full Graphics A complete graphics treatment. The 4 main panels, 2 endcaps, and the podium wrap are all high-res graphics.

TRADE SHOW TIP

Choosing Your Pop-Up Configuration

Trade Shows Work! 11

“I choose to work with EPI-Colorspace because their

employees are attentive and experts in the industry. It also doesn’t hurt that the work they produce is second to none.”

- D. M., Marketing Coordinator


Looking for NEW Marketing Solutions? Looking for NEW Marketing Solutions? Let us show you (just some of) what we can do for you!

Fast turn? Not a Problem! When speed and accuracy are required, there’s only one team to call.

CALL TODAY CALL TODAY for a FREE Consultation and Proposal!

Corporate Identity

Exhibits & Kiosks

Lobby Displays

Banner Stands

Your Success. Our #1

Priority.

Joe Criscuoli Vice President


Tradeshows are a unique three-dimensional environ-ment, combining elements of marketing, advertising and sales. They bring targeted buyers and sellers together in one place and at one time. Tradeshows magically transform an empty conven-tion center into a magnificent marketing extrava-ganza, a business carnival pulsating with energy and excitement. Take a moment, if you will, and imag-ine such a place. Walk down any aisle of any tradeshow in any city. The show might be in Vegas, Chicago, Boston, Paris, Singapore, or anywhere . The location doesn’t matter. The question is: What do you see? Chances are, you see the same thing in every city. You see exhibits and people, and a lot of activity. Now think about the expense of putting on such a show and the costs of exhibiting or attending. Have you ever paused and wondered: Why do companies do this? The reason exhibitors exhibit are many and varied. On one level, it is exactly what you might conclude from walking the show floor. Exhibitors exhibit for branding and name recognition, to see and be seen, to view marketplace and evaluate the competition. Ultimately, the goal is to gather leads, take orders and close sales. On this level, tradeshows make sense because they offer both immediate and de-ferred sales opportunities. But there is a more funda-mental reason exhibitors exhibitÉmoney matters. Companies exhibit because tradeshows will improve

market share and will increase ROI (Return On In-vestment). Tradeshows are arguably the single most effective marketing medium that exists today. Here’s why: It costs substantially less to close a sale from a

tradeshow lead ($705) than it does to close a sale in the field ($1,140).

Tradeshows accelerate sales efficiencies by reaching potential buyers 7-8 times quicker than through normal field sales techniques.

Tradeshows save time. 50% of tradeshow leads do not require a sales call to close.

Tradeshows reach unknown prospects. Approxi-mately 77% of exhibit visitors have not been called on by a company representative in the past 12 months.

Tradeshows draw quality audiences. Approxi-mately 84% of all attendees have “buying influ-ence,” and over 60% plan to purchase a product. Moreover, the audiences are industry-specific.

Clearly, tradeshows work, and it makes dollars and sense for exhibitors to exhibit. To quote Doug Ducate of the Center for Exhibition Industry Re-search, tradeshows, as a rule thumb, require “half the time, half the cost, and half the effort,” when compared with traditional sales methods. Moreover, tradeshows thrive because it makes sense for atten-dees to attend conventions. Without attendees there would be no reason to exhibit at a show. Fortu-nately, there are at least four reasons why conven-tions benefit attendees. (cont. on pg. 14)

Dollars & Sense: Dollars & Sense:

Why Tradeshows Really Work

Article from “Exhibit City News” by Bob McGlincy


Why Tradeshows Really Work (cont. from page 13)

SUBSCRIBE to Our FREE Monthly E-Newsletter

One Page. A Quick Read. It brings you the latest and the greatest. Plenty of Ideas. Plenty of Links.

And, best of all, it’s FREE for the asking. ASK TODAY - [email protected]

Get the News from Us.

Tradeshows provide a “feel” for a vendor’s product. No matter how large or unique, products can be viewed, touched, examined and compared. Tradeshows provide a real-time opportunity to evaluate competi-tive products. Simply by walking down an aisle, an attendee can view new technology and speak with sales representatives from competing companies. Tradeshows allow for face-to-face interaction. Unlike cyber-space, conventions are personal and stimulate all five senses. Tradeshows are a learning envi-ronment. For three to five days, conventions are a mini-university dedicated to a specific industry niche, providing informative seminars for attendees and a chance to view cutting edge tech-nology. For both exhibitors and attendees, tradeshows are truly a productive use of time and money. Exhibi-tors exhibit because the people they want to see come to tradeshows. And attendees attend because the people and products they want to see are already at tradeshows. What a dynamic synergy this is! One way to illustrate the effectiveness of trade-shows is to examine a specific show. The

Association of periOperative Registered Nurses (AORN) attracts less than five percent of the num-ber of attendees at Consumer Electronics. . Never-theless, in terms of net square feet, the AORN show

has grown a hotel show to be-come one of the largest 150 shows in the country. It has grown because organizers and medical supply companies began to realize that operating room nurses possess “buying influ-ence.” That is to say, they are the ones recommending purchases and products to surgeons, even though they are often not the ones actually authorizing the pur-chase. Moreover, while it’s diffi-cult to make a sales call in the operating room, it’s easy to dis-play medical instruments, sup-plies and pharmaceuticals on the tradeshow floor. Tradeshows work. They’ve been working in the U.S. for over 100 years. But just because they work

doesn’t mean it’s easy work. Mark Twain once said, “I struck a great disappointment when I discovered you had to dig for gold with a long handled shovel. I thought all you had to do was scoop it up off the ground.” Tradeshows are like that. They can be mined for pure gold, but it takes pre-planning and effort to do it successfully.

“Tradeshows allow for face-to-face interaction.

Unlike cyberspace, conventions are

personal and stimulate all five

senses.”


Let Us Help You with Your Exhibit Details.



Flooring Imprinted

Table Throws

Literature Stands

Podiums & Counters

Seating

Trade Show Gifts


ring me your booths, your graphics, your accessories you hope to use in the future, the wretched refuse and damaged

hardware of your trade show season.

Send these, the bent, the buckled and torn apart to me, for I lift my lamp beside the Inspection Services of EPI-Colorspace!

No matter where you bought it, if you used it in a trade show then EPI-Colorspace can help to keep it in proper working order. Give us a call and we’ll retrieve the item, inspect it, provide a written report and an estimate of what it will take to keep the item on your trade show floor and functional.

One Call Makes it Happen. 301-206-5472


B usiness-to-business marketers actually invest more money on trade shows than any other marketing medium. That's be-cause trade shows give greater access

and influence on buyers that cannot be replicated in anywhere else. The Center for Exhibition Industry Research (CEIR) revealed the following about trade shows: ► 88% of attendees have not been seen by a

member of your company's sales staff in the preceding 12 months

► Seven out of ten attendees plan to buy one or more products

► 76% asked for quotes and 26% signed pur-chase orders (average all shows)

► 72% of show visitors say the show influenced their buying decision

► 87% of attendees will share some of the infor-mation obtained at an exhibition

► 64% of attendees tell at least 6 other people about the event

► 58% attend only the show in which you are ex-hibiting

► 40% are first-time attendees ► It costs 22% less to contact a potential buyer at

a show than it does through traditional field sales calls

However, while trade shows are worthwhile, they are not easy. To get the most out of trade shows, exhibit marketers set measurable objectives, pick good shows, design effective exhibits, and more. Read on to discover the main elements of a successful trade show marketing program.

1 Setting Objectives and Measurable Re-sults. The first step in planning your trade show success is to set effective and realistic trade show objectives and measurements

for them. Effectively planning your show's objec-tives allows the rest of your show to fall into place. Choosing the right measurement tools enables you

to draw the correct conclusions following your trade show performance. The first question to ask is the most basic: Why are you exhibiting? While most go to generate leads and build awareness of their brand or products, many also exhibit to build rela-tionships or introduce new products. Once you know the reason you are exhibiting, set objectives based on them that you can measure - and then measure and report them. Measurable objectives range from simple lead counts (200 leads at the XYZ Show) to Return On Investment goals (Generate $10 in sales for every $1 spent exhibiting at the XYZ Show).

2 Budgeting: Planning Saves You Time and Money. Exhibiting can be complex. A large part of that challenge is identifying how much to budget for related services.

The easiest way to estimate your overall budget for exhibiting at a show is to take the cost to rent the exhibit space, and multiply it by three. So if renting a 10 foot by 10 foot exhibit at a show costs $2,000, then the overall show costs are usually about $6,000. The biggest expenditures after booth space is staffer's travel, hotel, and meal costs, show ser-vices such as installation and dismantle, the cost to build or rent your exhibit, and shipping. A large por-tion of show services costs is called drayage, which is the cost to bring your exhibit and crates from out-side the show hall to your exhibit space. Sometimes it can even be as expensive as the cost to ship your exhibit from your city to the show. The trend for ex-hibitors is towards lighter weight, more custom modular exhibits that lower costs like shipping and drayage. Planning avoids rush charges and lets you figure out how to do the most shows with the fewest exhibit properties.

3 Select The Right Trade Shows. With over 13,000 trade shows, conferences, exposi-tions, private and business-to-business events in North America, featuring 1.5

(cont. on page 20)

The Value of Trade Shows Increases with a Plan...


EPI-Colorspace can make even the simplest 10’ x 20’ space a memorable trade show experience.

A simple, yet elegant podium/counter - perfect for any trade show exhibit.

Our “Fridge”Our “Fridge”

...recent renderings we’d like to share!...recent renderings we’d like to share!

It’s True - we’d love to talk with you about your trade show program, and how we can

make it better, easier and more cost-effective.

A Kiosk like this will allow you to attract attention from four directions!

A 10’ x 10’ space complete with a large plasma monitor, pedestal for demonstra-tions, and pop-up backwall.

In a 10’ x 20’ space especially a peninsula or an island, you can do so much more than what is allowed in a 10’ x 20’ in-line booth.


Call us Today For a FREE Consultation! 301-206-5472

Will YOUR Trade Show Exhibit be the next to be Featured on Our

Fridge

? Call 301-206-5472


Have a Plan (cont. from page 17)

million exhibiting companies vying for the attention of over 80 million attendees, it can be daunting to select where your efforts are best spent. However, there is a method to help you find the best opportu-nities to market your organization at trade shows. To start, select the shows you want to exhibit at only after you have set your trade show objectives. Then dig in to do some serious background re-search. The best bet is to look at the trade shows in your industry and carefully weigh the options. Talk to your fellow employees - what shows have worked in the past? Where do sales people see the customer's needs leaning? Look at who is going to be there. Talk to your current and prospective cus-tomers - is this a show they will be attending? While you may exhibit well at your large industry show, also consider smaller shows that have a higher pro-portion of people likely to be interested in your products or services.

4 Space Selection: Where and How Big? The average trade show has over 400 ex-hibitors, so how do you choose the best booth space for you? Most shows give

space-picking priority to the exhibitors who have been with them the longest. Yet some studies have found that where you are in the show hall has no effect on the amount of audience you receive to your booth. For every veteran exhibitor that re-quires a space in the center of the action, or at the front entrance to the hall, or near their biggest com-petitor, there are veteran exhibitors who flee from the same locations. All the same, the size of your booth space is a very important decision, where you must weigh the need to stand out from your competitors with a large booth, and yet having enough budget to exhibit at all the worthwhile shows for your company.

5 Trade Show Exhibit Design: Make Your Exhibit a Marketing Tool. Why does ex-hibit design matter? Because well-designed trade show booths are so effective at cut-

ting through the trade show clutter and getting your message to your target audience. The average trade show attendee will spend 7 to 8 hours on the floor over a period of 2 to 3 days visiting an average of 25-31 exhibits. This leaves 5 to 15 minutes per visit - just 5 to 15 minutes to make a lasting impres-sion that will give you an edge over the competition. Create an exhibit that works as a true marketing tool. Make sure your exhibit graphics say who you are, what you do, and what is your benefit to pros-pects. When you state those clearly, and with bold

inviting graphics, you'll bring in more visitors - and more qualified visitors. Your exhibit is more than a three-dimensional ad. It's actually a temporary workspace, filled with booth staffers there for hours or days, and visitors there for just a few minutes. Increase productivity by giving them enough space to work in, and by designing around their needs, be it for gathering leads, demonstrating product, meet-ing with key people, or storing their personal items.

6 Trade Show Promotions = More Traffic. Trade show promotions are the secret weapon of the veteran trade show manager. That's because, when done right, trade

show promotions work so well. Consider these two items: The average trade show has over 400 ex-hibitors, where the average attendee will visit about 21 exhibits, and that average attendee walks into the show with a list of 75% of the exhibits he/she wants to see. That means you have to get on their dance card before the show. You can boost your trade show lead counts by 33% with trade show promotions - even thought they require a much smaller percentage of your budget. So, trade show promotions are money well spent. Pre-show promo-tions are the things you do before the show to make attendees want to visit your booth. At-show promo-tions are the activities and trade show giveaway items you do during the show to bring in more at-tendees into your exhibit. Just be sure to pick pro-motions that bring in your desired target audience, not just anyone at the show. And don't just give things away - get information about prospects in exchange that will help you qualify and prioritize your leads.

7 Train Your Booth Staff So They're Comfortable. 85% of the positive feelings visitors have at shows are due to the staff. Your booth staff is responsible for drawing

in your customers, effectively engaging them and creating leads. Because of this, it is important that you select the most effective staffers that your com-pany has to offer. If they are sales people, you have to train them to adapt their selling style to the trade show floor. If they are not salespeople, guess what - they can still do extremely well, given the proper preparation. Trade show staffing is uncomfortable for almost everyone at first. You will give your booth staffer greater comfort and confidence by training them to understand and follow a 4-step booth staff-ing process: 1. Engage: 30 seconds - Start the process by

stopping attendees. Prepare and practice ques-tions that won't get a yes or no answer.

2. Qualify: 2 minutes - Determine if the prospect is


worth presenting to ... and what to present. 3. Present: 5 to 8 minutes - Demo on just the pros-

pect's needs, not everything you know. Prepare for common objections and questions.

4. Close: 1 minute - Lead card complete? Agree on the next step and go on to the next lead!

8 Lead Management, Not Lead Neglect. Astoundingly, almost 80% of the leads that are generated are never followed, according to CEIR. Rather than sending your new

trade show leads into the abyss, strive to be part of the elite 20% that actually follow up on their leads! We've heard horror stories of exhibits pulled out of storage to prepare for a show - only to find the leads from the previous show still packed with their trade show booth. What a tragedy! Rather than just sending a business card from the prospect on to your field sales reps, provide and train your staffers to use a lead card. It's a half sheet of paper that has check boxes to the most common qualifying ques-tions, and room for notes about what the attendee said in your booth. Your sales representatives will be much more likely to follow up on a lead when they know what to say, and that it's worth the call. Also, think of your first day back from the show as the last day of the show. Have your lead fulfillment packages prepared ahead of time, so you can send your responses right away.

9 Measuring Results Improves Future Performance. Once you return from a trade show it is important to measure its success. Why? Because while trade shows are a

great marketing medium, you still have to prove the value of your individual program. This information can be used to report to management on the effectiveness of the show and to improve exhibit performance for future shows. Success can be measured by simple lead counts, or better yet, by the return on investment, or whatever objectives you set when you started your trade show program. By tracking your results from show to show, you can make informed decisions about which shows to continue, expand, or cut. And when you are armed with data proving the value of your overall trade show program, you can maintain - and even expand - your trade show marketing efforts. And...most important of all,

Partner with EPI-Colorspace to ensure that your trade show exhibit is memorable, your graphics are of the highest quality and within your budget. 10

Need Some Advice Need Some Advice on Your Trade on Your Trade

Show Plan?Show Plan?

Call in a Few Call in a Few Experts.Experts.

We’re ready, willing and able to help you make the important decisions that

will determine whether your trade show efforts will be a boon or a bust.

Unlike others, we’re not here to squander your budget, sell you more

than you need, or peddle what’s going to be more profitable for us.

We’re here to help you to get more bang for your buck, create a winning

program, and be your “go-to” partner.

All you have to do is dial 301-206-5472.




EPI-Colorspace Exhibit Services

Putting the “Value” into “Value-Added Services”

Completing the Package and Ensuring Client Satisfaction

► Inspection ► Repair ► Storage ► Booth Design ► Show Logistics ► Shipping ► Installation ► Dismantling ► On-Site

Supervision ► Client Training

Available with Just One Phone Call! 22 Trade Shows Work!

A TRADESHOWS WORK! PHOTO ESSAY

You You CanCan Have a Better Have a Better Booth...Booth...











There’s lot’s more to see, when you

partner with EPI-Colorspace.

Call 301-206-5472 and let’s get

started on your

masterpiece.


WANTEDWANTED

In these tough economic times, EPI-Colorspace is constantly looking for referrals to companies and individuals who need to stretch their marketing budget. If you know of someone or a company that fits this description, please feel free to dial 301-206-5472, or send an e-mail to:

[email protected]

net·work·ing [net-wur-king] - noun 1. a supportive system of sharing information and services among individuals and groups having a common interest: Our best clients use networking to help themselves to stay in touch.

EPIEPI--ColorspaceColorspace

......yyourour “One“One--Stop” Stop” Partner for Partner for

Visual Visual Communications.Communications.

On the Internet at On the Internet at www.epicolorspace.comwww.epicolorspace.com

“EPI“EPI--Colorspace”Colorspace”

“EPI“EPI--Colorspace”Colorspace”

VOLUNTEERS NEEDED!! As we enter “Year 6” of offering high-quality graphics for lobby and conference room décor, we are looking for a few adventurous types to ask us to visit and talk

over how you’d really like your lobby and/or conference room to look...and how you want it to work for you. If you’d like to help us to help you, please give Joe Criscuoli a call at 301-206-5472. Thanks!

HELP!

Deadlines Got You Down…? We know. Sometimes graphics can be an ugly business. But you can help yourself to a better night of restful sleep, in the comfort of your own home, when you choose to partner with EPI-Colorspace on your next project. Looking for a quick estimate? A creative idea? An example of how others might already have conquered what gives you palpitations? Why not give me a call at 301-206-5472 and tell me your troubles. Too emotional to speak? Then just wing me an e-mail at [email protected]. It will be my pleasure to lend a hand.


FollowFollow

UsUs ON

YEAH, WE’VE GOT A CASE FOR THAT.


Michael Browne has more than 20 years experi-ence in busi-ness-to-business publishing, with companies

such as Thomson Publishing, Nielsen Business Media, and Questex Communications, where he most recently served as managing editor of Travel Agent magazine. He has written and edited for a number of trade publications, with areas ranging from finance to retail to entertainment and sports. A graduate of Fordham University with a B.A. in Communications, Browne is a native and resident of New York City. www.travelagentcentral.com

Peter LoCascio is a renowned tradeshow consultant with over 35 years of ex-perience im-plementing

trade show sales goals and reaching them. To learn more about Peter, and how his services can benefit your business please visit his website at tradeshowconsultants.com

Bob McGlincy is the Director of Business Management, for Willwork Inc. Exhibit & Event Services. He

also serves on the Board of Directors for the New England Chapter of Meeting Profession-als International and was named "Supplier Meeting Pro-fessional of the Year". He’s written cover articles and columns for Exhibit City News, and has presented at TS2, EACA, T.E.N., and numerous career days and union training events. On behalf of Willwork, he creates labor and technology solutions, for events, tradeshows, and retail initiatives throughout the country. www.willworkinc.com

Contributors

SEE

The graphic in the retractable Sidewinder Banner Stand

emerges from the bottom of the unit. What you see is all graphic - and no hardware. Get the big picture about

Sidewinder Banner Stands, and all the models we offer, when you dial 301-206-5472.

HARDWARE LESS

IS YOUR POP-UP POOPED-OUT? Time to “re-skin” that booth with

the help of EPI-Colorspace!


No, they’re not from Dr. Rorschach... From Wikipedia, the free encyclopedia

They’re called QR codes. A QR code (abbreviation for Quick Response code) is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data. Although initially used for tracking parts in vehicle manufacturing, QR codes now are used in a much broader con-text, including both commercial tracking applications and convenience-oriented applications aimed at mobile phone users (termed mobile tagging). QR codes may be used to display text to the user, to add a vCard contact to the user's device, to open a Uniform Re-source Identifier (URI), or to compose an e-mail or text message. Users can generate and print their own QR codes for others to scan and use by visiting one of several free QR code generating sites. QR codes storing addresses and Uni-form Resource Locators (URLs) may appear in magazines, on signs, buses, business cards, or almost any object about which users might need informa-tion. Users with a camera phone equipped with the correct reader appli-cation can scan the image of the QR code to display text, contact informa-tion, connect to a wireless network, or open a web page in the telephone's browser. And you thought we just wrote about exhibits stuff...

Creative Design

Exhibit Hardware

Exhibit Services

Illustration

Digital Imaging

Expert Finishing

Installations

Photography Point-of-Purchase

Framing

One-Stop Resource

A Perfect Fit...

Documents

Trade Shows Work!