Trade Shows Trade Shows & Mall & Mall

DisplaysDisplays

January 2013

Introduction.

• The National Member Services Committee has developed a series of National Education Seminars to help our Lodges run more effectively.

• A number of sessions are available ranging from meeting management to public relations.

• Just contact the National office for more information (1-888-843-3557).

Topics of Discussion.

• Benefits of your Lodge exhibiting.

• Developing your display, preparing your volunteers and evaluating the show.

• Differences between a mall display and a trade show.

• “Do’s and Don'ts” when manning a booth.

• Using an exhibitor checklist.

The Trade Show!

• People like to window shop which makes trade shows the perfect place to display your message.

• You can meet potential members - face to face.

• Can be used for member recruitment and fundraising.

• Once you have a display it can be used in banks, real estate offices, medical centres and other professional businesses.

• Contact your Association office. They have a mall display you can use.

Next - the Display.

• Determine objectives of the display and find out space available. Normally is about 8ft x 10ft.

• A display should have a headline, a message and “visual content”.

• Use enlarged photographs to illustrate your primary area of service or benefit of membership.

• The message should explain or clarify the visual content and should be readable while walking slowly past. Restrict the message to 10 seconds (reading time) - 25 to 50 words only!

• The headline catches the attention of the viewer - use fewer than 10 words - the fewer the better.

Organizing the Volunteers.

• Prepare a guide (1 page) and distribute a copy to the volunteers (also tape one to the table at the booth).

• The guide should give:• the reasons why the location was chosen• why the Lodge feels the display is worth the

effort.• a projection of the type of people attending

the show.

• the objectives, e.g. recruiting new members.

• Make sure your volunteers have sufficient background information to answer all questions. A minimal working knowledge should exist.

How Did We Do?

• Everyone working the booth should pay attention to what things were most effective and least effective.

• They should be able to report what visitors talked about most - what were they interested in?

• Encourage the volunteers to write down comments and observations during the show.

• Check out document “Boothmanship Do’s and Don’ts” and “Exhibitor checklist” available from the National office, 1-888-843-3557.

Mall Displays.

• Malls will usually donate space to non profits while there is usually a charge for a trade show booth.

• Mall displays usually are available in larger centres only (small centres don’t have malls) and time should be spent deciding which ones are best.

• Before you approach the mall check out the best spots with the highest traffic (close to food courts is the best).

• Avoid food stores. People loaded with bags offer a poor target group. Set up near stores that reflect your members age group and interests.

• Liability insurance is usually required. Contact the National office 1-888-843-3557. There is Elk group insurance for malls.

Trade Shows.

• Trade shows are much more controlled. Traffic flows in an orderly manner and all booths are uniform.

• In malls you have people arriving from all sides, which is why the mall display should be four sided.

• Think about using a local celebrity to attract attention to your display.

• Determine the security procedures for when the booth is left overnight

• Contact the show organizer early. Sometimes they give free space or special rates for non profits. Early contact also helps get the prime locations.

Recap.

• Pick a location - trade show or mall display

• Organize and prepare the display - headline, message and “visual content”.

• Organize and prepare the volunteers. Make sure they are well informed.

• Evaluate how the display went. Talk to the volunteers. Ask them to jot down their impressions. Work to improve the next one.

Putting it into Action.

• Determine what trade shows are held in your area. Would they be a good place to have a booth?

• Scout around the malls. See which one draws the best traffic and which spot has the highest traffic.

• Organize a committee to handle the design, construction, and staffing of the display.

• Book the display into the mall or trade show.