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This is a direct pickup from my friend Julia O’connor in her book ‘THE TRADE SHOW READER’.

‘L’ stands for LISTEN. While you’re at a show listen for anything new and how it is mentioned, new products, new services, new personnel, new companies(competiton), new direction for those companies or others….just about anything new - keep you antenna up. If the facts on any of these criteria surface a mimimum of three times at the show; make sure you don’t leave the show without knowing everything about that certain something that’s new. You may have already picked up on this tidbit before the show but now this information is being confirmed. Know ALL about it and pass it along to everyone else in your sales team.

ALSO, listen to your visitors and understand their reason(s) for coming to the show and their wants, needs and desires AND concerns about the show itself, the economy, the industry and its direction [mergers and acqusitions, major issues and any politics behind those issues]. This information may effect your business (either now or later) and there’s no time to learn about them than the present!

‘A’ stands for ASK. Ask what you need to know about the show and ask all the other members of your sales team what they want to know about the show. Then make sure everybody has the same amount of information as everybody else. It won’t hurt to ask other persons in your company what they would like to know about the show and provide this crutial information both before and after the show.

Next, ask about trends. You heard it right; trends. Ask those who visit your space as well as other exhibitors; even featured speakers at the show. You can’t possibly know everything about your industry and you especially can’t forcast what is coming without some wisdom and good conversation with others who know about things you don’t. When you uncover these new trends, it becomes your responsibility to understand them as thoroughly as possible and pass them along as far up your corporate ladder as possible - either in a written report or not (believe me writtenis better).

‘W” stands for WRITE IT DOWN. Don’t trust the fact you’ll remember all you hear. Write it down - NOW! Write on a lead card, your little black book or whatever is available, but write it down. Then put it in the form of a confidential report and send it around for internal distribution only. This will probably be new information for others in your company who did not go to the show and their spin on what you write may be invaluable in triggering a positive action for your company. It’s smart marketing that dictates smart business.

Remember this is the L-A-W and it may be up to you to be the new sherriff in town.

The most freqently asked questions I’m asked probably every time I receive a trade show graphics order are: If I place an order with you today, when can I receive the graphics? AND How do I design the graphics if I choose to do the graphic design myself?

Well in both of these questions, there are very straightforward answers. The answer to the first question is: You can receive your trade show graphics panels within ten (10) business days BUT most of the time it’s more like six to eight business days. AND you will receive your trade show banner stand graphics within eight (8) business days.

Here’s how the trade show graphics panels process works: 1) your files are sent via FTP to our source/Custom Color Corporation in Kansas City [NOTE: All of the portocols to send graphics files via FTP are found on my site -www.showstopperexhibits.com @graphics>FTP upload instructions]. Your graphics files are inspected upon receipt (usually the next business day) and deemed acceptable or not. [NOTE again: If the files are in any way corrupted, you will be notified and advised of the problem to make any and all necessary corrections to the files]. If the graphics files are deemed acceptable, then Custom Color will prepare the files and email you a proof. It is your responsibility to review the proof and either accept of reject the proof via return email as soon as you can conveniently do so; preferably the SAME DAY as you receive the proof. [NOTE again: If, for any reason, you are unable to approve the proof in a timely manner then your order MAY be taken out of the queue of orders at Custom Color and could be delayed by a much as a day or two depending on the work load at Custom Color at the time].

Here is an important point, IF you provide Showstopper with an ‘in hands’ delivery date for your order at the time the order is placed; our record is 100% on time fulfillment. BUT, if Showstopper experiences delays in receiving the approval of the proof on the SAME DAY the proof is provided, then the delivery of your order MAY NEED to be delivered on a two-day EXPRESS or OVERNIGHT basis and this amount will be added to the order. (In all instances you will be notified of the delivery method and date.)

The process for ordering trade show banner stand graphics is as follows: The files are sent via FTP to S & S Displays. Upon receipt S & S will inspect the files to see if they are acceptable or not. If so, the files will be processed and you will be emailed a proof; again it is your responsibility to approve or not the SAME DAY. If the proof is NOT acceptable to you, then consulatation with the digital department at S & S via email should be initiated by you to correct any problem you deem necessary. Once the proof has been approved, the graphics order will be printed, loaded into the banner stand and sent to you FedEx Ground (unless otherwise stipulated).

The answer to the second question, ‘How do I design the graphics if I choose to design them myself? is: On practically every product page on my site you will see an icon with a lady looking out from behind a computer monitor and asking the question ‘Designing the Graphics yourself? Please Read these Helpful Tips.’ This simple instruction page should provide every shred of information you need to prepare the graphics files for sending via FTP to the appropriate vendor for printing and timely delivery back to you. [NOTE: For all trade show DISPLAY graphics orders, these are to be sent to Custom Color Corporation. For all BANNER STAND orders, these should be sent to s & S Displays. In both instances the protocols are found on my site graphics>FTP upload instrucions.

Hopefully these explanation are helpful and answer these particular ‘Most Frequently Asked questions’ more fully. And hopefully you will now be able to design and order your graphics seamlessly without any hesitation regarding design and/or delivery time.

Okay, let’s say you’re bummed about the low turnout AND the response of those who actually attended your last trade show and, right or wrong, you’ve decided to cut back on your trade show participation this year. I’ll hold my judgment on that decision until later but here is the short answer on whether or not you should go to the next Trade Show. GO.

Without reservation the answer is you and your organization should continue to participate in those trade shows that are integral to your industry. First, it’s not always about you, your industry can use the support as well. “To heck with the industry, I’m simply responding to the economy and the market conditions”, might be your response. But think about that sentiment for a minute. If everybody did that and withheld attending the next show, sooner or later the industry would be diminished and this would hurt business for everyone.

Next, your attendance and participation allows those who do attend to gravitate toward your products and services and away from the competition that doesn’t attend. Also, your organization’s presence at trade shows means you have ‘a story to tell’ about your products and services. By that I mean you have features and benefits about each and every product that needs to be extolled to not only prospects and suspects but to your existing customer base as well (you can’t tell this story to often).

Moreover, your organization’s presence at trade shows says, “We are a ‘going’ entity in the industry”; we are a competitor existing in this industry because we have products and services the marketplace wants. AND we’re here to see these products and services are demanded by your customers through you, our distributors/our customers.

Finally, your organization’s presence at your next trade show means you have committed your resources in time (the actual attendance time at the show), talent (your personnel who are manning the booth) and budget (financial resources for the space and the overhead to support the space at the show) to further your business. To do less, by deciding NOT to attend is not respecting that commitment. In the good years and the bad years, your organization can profit most by attending and participating in your industry’s next trade show.

(For inexpensive ways to make your trade show more profitable and allow your pros-pects, suspects and customers to profit from the experience, call me @ (888) 547-0377).

Walk around any consumer or trade show and you will be able to collect a bag full of advertising specialties or giveaway items all designed to promote.

But look a little more closely. How many really do an effective job? How clearly do they get a message across? Is the message sufficiently visible? Is the giveaway useful or unique enough that you would want to keep and use it? All these questions, and more, need to be considered before jumping into the giveaway game.

Everyone enjoys receiving a gift, even if it is just a little something. Gift giving creates a favorable impression. It can build goodwill, be an incentive, communicate a message and create awareness.

When thinking about advertising specialties for your next show, consider the following 10 questions:

1. What do you want to achieve by giving away a premium item?
Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition. It is important not only that the message have an impact, but also the premium itself.

2. How will you select your premium item?
There is a multitude of different items you could consider as a premium. However, which one will best suit your purpose? To select the right item, you need to decide your objective. Do you want it to enhance a theme, convey a specific message or educate your target audience? A clear purpose should help make your selection process easier. A promotional specialist can also help you make an effective selection. Remember that your company image is reflected in whatever you choose to give away.

3. Who do you want to receive your premium?
Having a clear objective for your premium item will also help you decide who should receive it. You may consider having different gifts for different types of visitors. You might have different quality gifts for your key customers, prospects and general passers by.

4. How does your giveaway tie into your marketing theme?
Is there an item that naturally complements your marketing message? Have the message imprinted on the item and make sure that your company name, logo and phone number appear clearly. An important aspect of any gift is to remember who it was from long after the fact.

5. What is your budget?
The price range for premium items is enormous. Quality, quantity and special orders, all impact the price. Establish a budget as part of your exhibit marketing plan. Consider ordering the same item for several different shows. The greater the quantity of your order, the lower the individual unit price.

6. What must visitors do to qualify for a gift item?
There are several ways to use your premium effectively: a reward for visitors participating in a demonstration, presentation or contest; a token of your appreciation when visitors have given you qualifying information about their specific needs; or as a thank you for stopping at the booth. Avoid leaving items out for anyone to take. This diminishes value and has little or no memorability factor.

7. Will your giveaway directly help your future sales?
Consider handing out a discount coupon or a gift certificate that requires future contact with your company for redemption. Consider premiums that will help generate frequent visits to customers and prospects, such as calling you for free refills.

8. How does your premium item complement your exhibiting goals?
Premiums can be used to pre-qualify your prospects. One company uses playing cards. Prior to the show, they send “kings” to their key customers, “queens” to suppliers, “jacks” to new or hot prospects. They request that the cards are brought to the booth in exchange for a special gift. When the cards are presented, the booth staff already knows certain information about the visitor. They can then act on their previous knowledge and use time with the visitor more productively.

9. How will you inform your target audience about you giveaway item?
A sufficiently novel or useful giveaway can actively help to draw prospects to your booth. So make sure your prospects know about it. Send a “tickler” invitation with details of the giveaway, or create a two-piece premium, sending one part out to key prospects prior to the show and telling them to collect the other half at your booth.

10. How will you measure the effectiveness of your premium?
Establish a tracking mechanism to measure the success of your giveaway. If it is a redemption item, code it so that you know it resulted from the show. Post-show follow-up could include a question about the premium - did visitors remember receiving it and how useful was the item. After the show, critique your giveaway with your exhibit team: Did it draw specific prospects to the booth? Was it eye-catching enough to persuade passers by to stop? Did your customers find it useful? Did it project the right corporate image?
There are plenty of exciting premiums for you to choose from so that you can avoid the usual pens, pencils and key chains. Make your premium work for you and it will be money well invested.

Trying to do something noteworthy at your latest trade show but your budget doesn’t support it? Here is a case study supplied by Marketing Sherpas to get you started.

Do you yearn to dominate your industry’s biggest trade show, but just don’t have the budget for a giant booth or flashy party? You’re going to love the Case Study below. You’ll see how a trade organization with a “meager” booth got mega attention from both press and attendees at CES by flooding the show floor with 300 identically dressed models, carefully scripted to murmur one word under their breath. Includes lots of useful details on logistics, plus links to photos and resources:

CHALLENGE
“We couldn’t afford a big trade show display, we just couldn’t,” said Eric Schneider Marketing Manager Bluetooth Special Interest Group. “We’re a trade association operating on a modest budget.”

This January, 192,000 mass retailers and technology engineers and developers, attended the Consumer Electronics Show (CES) in Las Vegas. There were so many booths that the entire Convention Center was filled, plus there were overflow booths located in tents pitched outside and in the halls of the nearby Hilton.

The hundreds of exhibitors included heavy-hitters such as Microsoft, Sony, Dell, Verizon, Intel, and HP. “I’d heard tall tales about CES,” says Schneider, “but everything was bigger and more outrageous than I could have ever imaged. Some companies put millions of dollars into their booths.”

Despite the fact that Bluetooth’s floor space was “meager,” Schneider’s goal was get buzz throughout the show.

Over the previous 12 months, Bluetooth’s technology had reached critical mass in terms of 3,000 manufacturers incorporating it in their products. But, the brand was hardly known by the outside world — especially amongst retailers.

CES was the perfect platform to launch the brand to the rest of the consumer electronics world … if Bluetooth could get anyone to pay attention.

CAMPAIGN
Schneider and his agency turned to a scene in the 1999 film ‘The Thomas Crown Affair’ for inspiration — where an art thief distracts police attention by flooding a large museum with dozens of look-alike bowler hat-wearing businessmen.

If Bluetooth could fill the Convention Center with hundreds of identical models in matching outfits, it could make a similar impression. In effect the entire show floor would become Bluetooth’s booth.

The logistics team for the campaign codenamed ‘Operation Blueshock’ swung into action right after Labor Day. There were seven major steps:

Step #1. Getting permission
If you’re planning to do anything unusual at a trade show, first you must get permission from show organizers. The Blueshock team didn’t want to lessen their impact by spoiling the surprise, so they described the campaign very broadly to show organizers. “Can we have a couple of 100 employees give out cards at the show?”

They also contacted about 20 different staffers at the Convention Center itself to make sure that every level of security and management were ok with them flooding entryways with several hundred models en masse.

Step #2. On-site visit
Although they had been planning from show floor maps, the team invested in an on-site visit to spec out the situation in reality. So in November, they flew in to attend COMDEX (another big show in the same space.)

They paid extra attention to how traffic used various entrances, noting which were likely to become clogged and which were fairly open. Even though Convention Center security management was on board with the campaign, the team knew that news might not trickle down to every single security guard at the show itself.

They didn’t want the fate of the entire campaign to rest in the hands of a guard who might slow or stop the models from entering the floor en masse. So, they decided split the models into large teams and to use several different entrances at once.

Step #3. Costuming
Obviously it was critical that the models stand out from the attendees. “We didn’t want to do a typical booth babe,” says Schneider. “People who go to CES tend to dress down, so we decided to stand out with formal wear.”

Formal wear as in black tuxedos with blue pocket handkerchiefs for the male models and classic black cocktail dresses with blue clutch bags for the women. The women’s hair was pulled back, and both sexes wore matching wrap-around sunglasses to help them maintain composure and avoid eye contact as they marched through the hall.

“In contrast to smiling booth staffers, our models were serious, almost robotic. They stood out, they were on an important mission. It was very Matrix-like in a lot of ways.”

Where do you get 150-matching tuxedos? The team called dozens of sources months before the show and finally ended up shipping them in from Texas. The 150-matching dresses for the female models also came from Texas, in this case a bridal retailer was able to help out.

Note: While women’s dresses were fairly easy to fit — they only come in a limited number of sizes and bridal-outfitters always leave extra cloth for alterations — tuxedos have “about five different moving parts” so getting the right size for each model can be very difficult.

Step #4. Hiring models
Hiring 300 models for a show in Vegas was also a challenge. Eight of the ten agencies the team called said it would be close to impossible. The team checked the references of the two agencies that showed no hesitation, and picked the best. (Link below.)

As each model was hired, the agency made them sign an NDA (non-disclosure agreement) so they wouldn’t tell anyone about the campaign beforehand. Plus the agency identified the most responsible professionals as potential team leaders for the groups as they walked the show floor.

The agency also carefully measured models for outfits. This was critical because when you call in “blind” orders for formal wear (orders for which the tailor has not met the wearer), there’s usually an average 70% failure rate. With the agency’s help, this campaign only had a 30% failure rate, and the majority of problems were relatively minor.

So, you’ve decided on the trade show display you think will best represent your company. After deciding on the model, the trade show graphics you select are the next most important element to help you really stand out at a trade show.

Just as you want your trade show display materials to be as professional as possible, you want your graphic images to be bold, clean and powerful. The steps to achieving this are quite simple but require a good marketing foundation, some creativity to develop eye-catching graphics, and a thorough understanding of how to prepare those graphics for use in your display.

Here, we are going to focus on the last step – gathering information and preparing your graphic for submission to the trade show display company’s production department. Everyone has a different procedure, which makes it essential you work directly with the company from which you purchased your display. Make sure you learn the specifics of each step of the design process, from submitting your graphic files to receiving a proof/sample of how the final product will look.

Below are some details to keep in mind before you call, so you can help make the process as seamless as possible:

Minimum size – The files must be appropriately sized in order for the trade show graphics to work. If your image is too small, or the resolution of your photography is too low, blowing it up to a size that will fit your trade show display and accessories will result in a distorted or blurry image. Ask for the smallest and largest acceptable dimensions for your graphic images to avoid needless design steps with the design department.

Lambda or Ink Jet - Lambda graphics produce higher resolution than ink jet graphics, but at a higher price. If you furnish graphics files that are a minimum of 400 dpi, you may be able to get finished graphics that are more than four times that size. If your budget is limited, ink jet graphics may be a better option.

Color Match – Your version of royal blue may not be the same as the trade show graphic designers’ version of royal blue. And asking to see an electronic sample can be tricky, because the different settings on different computer monitors can distort the color’s appearance – and the same goes for printouts as well. Because of this, many designers use CMYK or RGB color models as standardized guidelines for choosing universal colors. Find out which ones your design team follows and choose a color that best represents your company from there.

Fonts – It is recommended you include the font files for the different types of fonts used in your trade show display graphic images, especially if your graphic combines actual text files with graphic files to create one graphical element or file.

Format – Should your trade show graphic be submitted as an Adobe Illustrator, Photoshop, Quark Xpress or InDesign file? Does the design department prefer a .tif, .pdf, .eps file or some other file format? Also, should you submit your materials on a CD, DVD, ZIP disc or upload it to a FTP site?

Production Time – Begin your submission timeline by backtracking from the time you expect to receive the completed trade show display. Ask your customer service rep how long it will take the company to complete the trade show graphic production to determine when you should expect delivery. Don’t make the schedule too tight … you want to leave some wiggle room for yourself and the designers in case there are any obstacles or last-minute details to be worked out.

Your trade show display introduces your company to visitors and prospective clients before they ever meet anyone from your company. The graphics are the most important part of creating that first impression, and can make or break your image.

By discussing your graphics concept(s) with your customer service rep at the very beginning, you can streamline the process to ensure your trade show graphic images will be the most compelling they can be. Follow these preliminary guidelines to save yourself and the graphic design team time and frustration.

Showstopper Exhibits has found great success in offering customers the Promoter – the 10’ Serpentine Pop-Up trade show display that provides exhibitors with a unique ‘look’ as well as a totally new perspective on graphics.

Because of its serpentine design, dozens of different companies have found the Premier the perfect solution for presenting their organization’s capabilities in a graphics format seldom seen on the trade show floor. They have found the concave side (or the left facing side) perfect for their photographic graphics presentation and the convex side (right facing side) equally perfect for presenting the features and benefits (or text portion) of the graphics. For example, one manufacturing customer made the entire background of the display a photograph of a new product they were introducing with the most important part of the product shown in the concave side and then made convex side the information side with a few key bullets on the features and benefits of the products.

Lots of traffic and lots of leads and isn’t that what a trade show is all about? For the seasoned or the first-time-out exhibitor, make Showstopper Exhibits your Pop-Up trade show display headquarters. Showstopper Exhibits offers dozens of choices for Pop-Up trade show displays, banner stands and trade show graphics as well as literature stands and other essential equipment for your trade show booth. We offer free counsel and have over twenty years trade show display experience to reinforce what we advise. Let us make your next trade show a Showstopper. Call (888) 547-0377 or check out www.showstopperexhibits.com. Ask for Jim Deady (Day-de) or email him @ jim@deady.com

Let’s face it; this debate has been going on forever. Let me simply state my position and anyone who wishes can throw darts at it. If your budget allows it and the show itself dictates it, a 20-foot display is far better than a 10-foot display any day.

Now, how can I say that without sounding self serving? First, for all those who have displayed for years in a 10-foot space … How many people can you squeeze into a 10-foot space? Let’s just say you and your sales manager OR you and another salesperson are manning your booth. In walks a prospect/suspect and then on the heels of that another prospect/suspect enters the booth and you’re both talking to your prospective customers simultaneously. There is absolutely no more room in your 10-foot booth to squeeze in another living soul. Get the picture?

Compound this scenario with a show that has drawn capacity crowds. If the show floor is crowded and those traversing the aisles see you and your colleague engaged, they are likely going to walk right on by. Do they come back? Maybe. But in the meantime if they pass your competition’s space and it’s not crowded, aren’t they going to head to that booth instead?

Suppose you have a new product to introduce. Wouldn’t it be best to showcase this sensational can’t-do-without-it item in a 10-foot space or a 20-foot space? Just asking.

A 20-foot display has presence and can command far more attention than a 10-foot display, not to mention what you can do with the graphics space on the display itself.

Let’s look at another scenario. You’re introducing a new product which needs an explanation beyond the typical sales speech. In a 20-foot space, you can provide table and chairs to discuss the fine points. If this new product has features and benefits that lend themselves to a video presentation, then part of the 20-foot space can be set up arena- or classroom-style with a podium and seats, as well as a large screen and projection unit.

The 20-foot foot display also offers a greater graphics display. With twice the space to develop a compelling graphic, your impact quotient goes up exponentially. See where I’m going?

Call (888) 547-0377 OR go to www.showstopperexhibits.com and use the chat line. I’m Jim Deady (Day-de) and I’ve had Showstopper Exhibits since 1983, helping organizations and individuals get the most out of their trade show anytime, every time.

This debate may never end but I can try (after all I’ve never shied away from a good exchange). Lambda can supply you with graphics that equate to more than 2,000 dpi when files are provided that equate to 400 dpi at the starting size. This is simply because the Lambda process is a continuous tone process and can be characterized as being as technologically close to photography as you can get at this time. I think I’m on firm ground so far.

Ink Jet, on the other hand, can provide dpi from around 1,200 to 1,600-1,700, depending on the output of the printer. No matter how you slice it or dice it, the difference is considerable because the dots for Ink Jet are larger and I’ll leave it at that.

Now the fidelity of the graphics from the Lambda process may not be the ultimate objective for everyone. Many in charge of their company’s trade show display image may simply want to achieve the lowest cost at a shortest turn-around time. Now you can achieve Lambda at Ink Jet prices and it’s a win/win for everybody.

For your next trade show graphics order, consider www.showstopperexhibits.com and you’ll be pleasantly surprised at the below wholesale prices for Lambda Graphics OR call Jim Deady (Day-de) at (888) 547-0377 for a quick quote and/or design tips/help. Lambda vs. Ink Jet is ultimately your choice but for quality, speed AND price you’ll be delighted with the service from Showstopper Exhibits.

You’ve been to trade shows and have seen the face of a display with literally dozens of 8- by 10-inch photographs or small text signs. Believe me, this is NOT the way to graphically display your goods and services. Detachables or Individual Graphics need to be much larger, bolder and limited to no more than four or five, at most. And these should be a minimum of 20″ x 30″ in size. Think about it: when you saw the display with dozens of small photographs on it, did it entice you to look at what they were, or did
you walk on by? Chances are you walked right on by.

Graphic Mural for your Display

The case for Graphic Murals is a strong one. A Pop-Up display is nothing more than a carrier of your message to your target market. And the face of your display can be a compelling billboard or a dog; whichever you choose.

The ingredients for an effective graphic mural are: Your Logo and name as bold as possible at the top of the mural, an absolutely “knock your socks off” photograph for your background [must be germane to your industry] AND a features and benefits panel on the right facing side of the mural.

NOTE: A features and benefits panel is three, perhaps four, bulleted features that highlight the capabilities of your organization, followed by no more than five or six words that turn that feature into a benefit to the prospect, suspect or customer attending the show.

Example: Efficient (Feature) - Delivered within 24 Hours (Benefit). This features and benefit panel text formula should be on a vertical rectangle (preferably 20″-25″ wide by 40″-45″ high and have a screened background to set it off from rest of the mural). It should be positioned ergonomically so any visitor to your trade show display can read it in two minutes or less without straining to see the uppermost or lowest portion.

So what if I want to change my message for different shows?

Great Question and here’s the answer. When designing the Graphic Mural, leave what are called ‘windows’ or ‘blank spaces’ on the face of the mural (don’t worry if the blank spaces cross over the panel separations). The position of these ‘windows’ can be wherever you desire but should probably not be more than two or three at most. A high preponderance of companies who use ‘windows’ use them for the features and benefits panels and let that be that. Others use them for the F & B Panel AND another space on the left facing side of the mural to highlight a new product or service.

Then, when using ‘windows’ you simply develop a new graphic the same size as the ‘window’ and affix female or loop Velcro tape to the face of the display around the periphery of the ‘window’ and affix male or hook Velcro tape around the back edge of the new graphic and marry the two.

This is how the ‘big boys’ look professional, crisp and relevant at every show and save money doing it. Detachables or Graphic Murals? Graphic Murals get my vote every time. Remember the exhibitor who gets the most visitors and understands the needs of each - WINS!