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Trade Shows …an overview by Bob Thomas Exhibit and Event Management

Trade Shows …an overview by Bob Thomas Exhibit and Event Management. HISTORY. Middle Ages - Markets - Fairs - Festivals Modern Day - Trade Shows - Public Shows - Private Shows. WHAT ABOUT BOB?. 20 Years at Battelle (13 in Trade Shows) 13 Years Self Employed

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Trade Shows …an overview by Bob Thomas Exhibit and Event Management

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  1. Trade Shows …an overview by Bob Thomas Exhibit and Event Management

  2. HISTORY • Middle Ages - Markets - Fairs - Festivals • Modern Day - Trade Shows - Public Shows - Private Shows

  3. WHAT ABOUT BOB? • 20 Years at Battelle (13 in Trade Shows) • 13 Years Self Employed • Over 700 trade shows in 26 years • Conference Management • Special Events, Corporate Events • Exhibit Sales, Floor Management • Presented, Taught, Consulted, Wrote

  4. A DIFFERENT KIND OF MARKETING • Face to face marketing & sales • Three dimensional marketing • 24/7 marketing/on stage • Prequalified customers come to YOU! • B2B Sales opportunities as well • Cheaper than field calls (per lead)

  5. TRADE SHOW

  6. CORPORATE EVENTS

  7. ASSOCIATION SHOW

  8. PRIVATE/CORPORATE SHOW

  9. PUBLIC SHOWS

  10. SHOW PRODUCERS(who puts on the shows) • Magazine and Newspaper Publishers • Trade & Non-Profit Associations • Universities, School Groups • Cities, Communities, Governments • Large and Small Companies • Private Individuals or Investors

  11. The Cost of ExhibitingBeyond the cost of the exhibit structure • Exhibit Space, Selection Process • Furnishings, Carpet, Drapery • Shipping (storage to show and back) • Freight Handling (on-site) • Utilities (electric, internet, water, air) • Graphics (flat art, hanging signs) • Electronics (AV, PC, Theatrical Lights)

  12. On-Site Rules • Small Booth Setup is Typically OK • Large Exhibit Builds = Union Labor • Time, numbers, tools, ladders, AV, etc • Exhibitor Appointed Contractors • Utility Connections, Your Gear • Boxes, Freight, Thresholds, and Labor • Setup & Dismantle Times/Restrictions

  13. Who You Get to Deal With • Association or Show Management • Housing Bureau • General Services Contractors • Event Center (cleaning, utilities, F&B) • ISP or Wi-Fi Provider (Smart City) • Unions (carpenters, teamsters, expos) • Shipping/Freight (LTL, Van, Overnight)

  14. Exhibit Rules & Guidelines • IAEE Construction Rules • Sightlines, Height, Setbacks, Standards • Double Deck, Canopies, Columns • Fire Watch, Alarms, Sprinklers • Hanging Signs (overhead) • Engineering Sign Off • LVCC Halogen Lights • Local Fire Marshal Quirks

  15. EXHIBITS AND DISPLAYS TYPES • Inline • Island • Portable • Custom • Tabletop • Pavilion

  16. INLINE PORTABLE

  17. TABLETOP

  18. PANEL SYSTEM

  19. CUSTOM ISLAND

  20. EXHIBIT FUNCTION Exhibit property can provide many functions: • An easel for graphic messages & AV • Backdrop to hold and display product • Color, lighting, mood, & theme setting • Divide space for different functions

  21. GRAPHICS & BRANDING • Tertiary messaging (name, product, tools) • Billboard style – 3 to 5 seconds • KISS – this is sales on the run! • Branding is job #1 • Branding beyond the booth • Sell before you get to the floor

  22. HOW TO ATTRACT • Lighting – there’s nothing better • Color – gray flowers don’t get the bees • Open atmosphere invites them in • Movement and activity attract attention • Food sells! Cookies, popcorn, bread… • Make your images POP! • ID your staff (shirt, hat, scarf, badge)

  23. MARKETING PLAN • Know what your customer wants/needs • Tools for your Sales Staff • Billboard style displays • Target specific to attendees • Train staff to sell in TS environment • Keep it simple, something will go wrong

  24. MORE RESOURCES • Exhibitor Magazine ExhibitorOnline.com • IAEE IAEE.com Assn of Exhibitions and Events • EDPA EDPA.com Designers & Producers • Trade Show Week TradeShowWeek.com • Meetings & Conventions Mag MCMagcom • Trade Show News Network TSNN.com • PCMA PCMA.org Convention Mgmt Assn • Exhibit & Event Mgt ExhibitManagement.com

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