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Your PresentersMike Thimmesch Jennifer Snyder
Director of Customer Engagement Marketing Associate
@SkylineExhibits
Hidden Rules…
The more words you put on your trade show display, the fewer times they will be read.
The more words you put on your trade show display, the fewer times they will be read.
Include one of the following:• Statement of benefits• Bullet points of services• Company slogan• Not your entire story
The larger the crowd in your booth, the more other people will want to visit your booth.
Nothing attracts a crowd like a crowd!
What fun things have you done to gather a crowd in your booth?
The person who complains the most about trade shows is usually the one who knows & tries the least.
• They keep going to the same trade shows• They don’t train their booth staffers to engage attendees
• They don’t follow up on their leads• They don’t simplify their exhibit message
The person who complains the most about trade shows is usually the one who knows & tries the least.
The more fun trade show attendees have in your booth during the show, the more serious business you will do after the show.
85% of what attendees remember about your booth is the booth staffers!
The more fun trade show attendees have in your booth during the show, the more serious business you will do after the show.
The effort each booth staffer puts forth increases as the distance between them & their boss decreases.
• Pick the right booth staff• Set goals and lead counts to meet each day• Measure leads per staffer & report to the boss
The effort each booth staffer puts forth increases as the distance between them & their boss decreases.
Your best booth staffers are usually the ones who talk the least and listen the most.
Listen more, talk less!
Your best booth staffers are usually the ones who talk the least and listen the most.
The more years you exhibit at the same show, the more you will have repeat customers visit you in your booth.
The more years you exhibit at the same show, the more you will have repeat customers visit you in your booth.
“Thanks for your business! How are we doing?”
“Have you seen our newest
product?”
“Can you introduce me
to your team?”
The colors of your trade show display will likely be determined by: 1. Your brand colors, 2. The latest design trends, or 3. Your company president’s spouse.
Blue: Professionalism, Trust, Loyalty, Integrity, Stability
White: Simplicity, Goodness, Perfection
Orange: Innovation, Modern Thinking, Enthusiasm, Creativity, Determination
Green: Growth, Harmony, Freshness, Ethical
Red: Energy, Power, Desire, Strength
The colors of your trade show display will likely be determined by: 1. Your brand colors, 2. The latest design trends, or 3. Your company president’s spouse.
The time it takes to design your exhibit increases with the number of decision makers involved.
• Who is the voice of the customer?• Who is the most adept at design and messaging?• Who has the most trade show experience?• Who is ultimately responsible for marketing?
The time it takes to design your exhibit increases with the number of decision makers involved.
The greater the distance a visitor has traveled, the higher the level of hospitality you should provide.
Traveled 10 hours Traveled 14 hoursTraveled 1 hour
The more hours your staffers go out or party at night, the fewer leads they’ll take the next day.
Breakfast is at 8am! See you
there!
The more hours your staffers go out or party at night, the fewer leads they’ll take the next day.
The better‐looking the booth staffer’s shoes, the more likely the staffer will complain about sore feet.
“Comfy feet –check!
Positive attitude – check!”
The better‐looking the booth staffer’s shoes, the more likely the staffer will complain about sore feet.
The longer a booth staffer stretches out their break, the fewer leads they will take they are actually staffing the booth.
Kick the temptation for long breaks and avoiding the booth by:• Scheduled, staggered breaks• Setting goals: 2 quality leads per hour
The longer a booth staffer stretches out their break, the fewer leads they will take they are actually staffing the booth.
The more the trade show leads holder looks like a trash can, the more likely your booth captain will end up screaming.
Leads go here!
The more the trade show leads holder looks like a trash can, the more likely your booth captain will end up screaming.
The bigger the main visual image on your trade show exhibit, the clearer people will understand your message.
This, versus this
The older your trade show display, the less innovative and trustworthy your booth attendees will perceive your company to be.
The older your trade show display, the less innovative and trustworthy your booth attendees will perceive your company to be.
• Out‐of‐date branding?• Tired images?• Off‐message words?• Damaged structure?• Scuffed surfaces?
The more aisle space bordering your booth, the more opportunities your staffers have to engage with attendees.
10’ x 10’ inline = 10’ aisle space10’ x 10’ corner = 20’ aisle space
10’ x 20’ inline = 20’ aisle space10’ x 20’ corner = 30’ or 40’ aisle space
10’ x 40’ inline (400 square feet) = 40’ aisle space20’ x 20’ island (400 square feet) = 80’ aisle space
The more aisle space bordering your booth, the more opportunities your staffers have to engage with attendees.
The faster and more times you follow up on your trade show leads, the greater sales you will generate from that show.
FOLLOW‐UP EFFECT ON SALES48% of sales people never follow up with a prospect
25% of sales people make a second contact and stop
12% of sales people only make three contacts and stop
Only 10% of sales people make more than three contacts
2% of sales are made on first contact
3% of sales are made on the second contact
5% of sales are made on the third contact
10% of sales are made on the forth contact
80% of sales are made on the fifth to twelfth contact
Source: National Sales Executive Association
Your Presenter:
North America’s leading designer and builder of custom modular exhibits and portable displays
Island Exhibits Modular Inline Exhibits Portable Displays
Provider of free trade show education
Live seminars BlogeNewsletter White Papers
Your Presenter:
WindScape® Exhibit System: Improving the Value of Trade ShowsNew WindScape air‐powered exhibit system: light weight, ease, and speed reduces hassles, lowers costs
FREE BOOK: Trade Show Tips For New Exhibitors
25 articles on many key areas for trade show marketing covering:• Logistics• Booth staff selection• Training and staffing• Exhibit design• Pre‐show and at‐show
promotions• Lead management• Measurement of your
program's results
FREE BOOK: Trade Show Tips For Island Exhibitors
26 articles on many key areas for trade show marketing covering:• Logistics• Booth staff selection• Training and staffing• Exhibit design• Pre‐show and at‐show
promotions• Lead management• Measurement of your
program's results
Q&A
Thank You for Attending
Web: Skyline.comTwitter: @SkylineExhibits
Blog: www.skylinetradeshowtips.com
