Trade Shows

1

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

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HISTORY

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

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WHAT ABOUT BOB?

• 20 Years at Battelle (13 in Trade Shows)
• 8 Years Self Employed
• Over 700 trade shows in 21 years
• Chairman of the Board for TSEA
• President of the Ohio Chapter of TSEA
• Presented, Taught, Consulted, Wrote

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A DIFFERENT KIND OF MARKETING

• Face to face marketing sales
• Three dimensional marketing
• Show your entire line, bring the CEO
• Prequalified customers come to YOU!
• B2B Sales opportunities as well
• Cheaper than field calls (per lead)
• Paid Managed by Marketing
• Driven by Sales

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WHY GO?

• Trade shows are expensive time consuming
  why make the effort?
• Exposure, Image, PR
• New Product Annoucement
• See existing clients, Find new ones
• Gather Sales Leads
• Gather intelligence, Poll customers

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TRADE SHOW
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CORPORATE EVENTS
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ASSOCIATION SHOW
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PRIVATE/CORPORATE SHOW
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PUBLIC SHOWS
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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

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IAEM Exhibit Guidelines

• Sightlines (Booth to booth)
• Height Restrictions
• Hanging Signs (overhead)
• Safety and Fire Regulations
• Vehicle use and safety
• Sound, music, and licensing
• Demonstrations limited to space
• Storage of materials, empty containers, etc

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EXHIBITS AND DISPLAYS

• TYPES
• Inline
• Island
• Portable
• Custom
• Tabletop
• Pavilion

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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

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INLINE PORTABLE
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TABLETOP
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PANEL SYSTEM
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CUSTOM ISLAND
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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

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HOW TO ATTRACT

• Lighting theres nothing better
• Color gray flowers dont 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)

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MARKETING PLAN

• Know what your customer wants/needs
• Tertiary Messaging
• Tools for your Sales Staff
• Billboard style displays
• Target specific to attendees
• Train staff to sell in TS environment

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MORE RESOURCES

• Trade Show Exhibitor Association TSEA.org
• Center for Exhibit industry Research CEIR.org
• Exhibitor Magazine ExhibitorOnline.com
• Trade Show Week TradeShowWeek.com
• Skyline Displays Skyline.com
• Trade Show News Network TSNN.com
• Meetings Conventions Mag MCMagcom
• Exhibit Event Mgt ExhibitManagement.com