Bay Area Trade show display, Event Marketing

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Do tradeshows set the tone of the economy?

Marketing & tradeshows mean one thing, spending. It’s a pretty easy formula to understand and an econ 101 basic rule, if there is no spending there is no growth. As we slowly recover from our most recent “downturn,” tradeshows are definitely a good gauge to predict if we are heading in the red or black.

In the start of our “recession,” fear was publicly spreading in 2008, however in the tradeshow world marketing budgets were already set, spent, and committed for the year. The tradeshow world in 2008 was still ok. As budgets for 2009 were being determined, there was a complete shift. Companies were trimming off the fat, and marketing was first in line. Exhibitors locked in spaces back in 2008 however since budgets were drastically cut all around there were only 4 options marketing teams had to decide from, 1) chose and continue to spend to exhibit, 2) cancel attendance 3) if cancellation was not an option, negotiate with associations to a smaller exhibit space or 4) take the “no show approach” and forfeit space deposits all together to avoid having to spend the remaining cost to actually exhibit. Options #2, #3, & #4 were the most popular. Tradeshows looked like a ghost town, attendees were not traveling, and Las Vegas, the tradeshow capital, was hit hard. It was obvious our economy was not in a good place.

As 2010 came around, the “no show” approach created a negative impression. If you were not at a tradeshow, a company was perceived as not doing well. Marketing teams had to break the stereotype as the “no show” approach was hurting their brand more than sitting back and not spending marketing dollars. Exibiting was back up, but this time marketing teams were more cautious on spending.

Now as we are into the half of 2011, it certainly has been a better place for marketing. Attendance is stable and the quality that is out there is much better. For exhibitors, trimming the fat was good, as it weeded out low potential and brought in more quality prospects.

The tradeshow world is planned 6-12 months in advance and sometimes is the first to know how active companies will be. It certainly sets the tone of what to expect.

For ideas for your next show feel free to email me at jlorias@skybay.com

Filed under: Jessica's Blog, News, Show Tips | 1 Comment »

Feb

Jessica’s Blog: Back to Basics

There is a common ground amongst exhibitors in the trade show world, to out do one another. Your top marketing teams have come up with many ways to achieve this, has it reach its hiatus? Is there anything left that has not already been possibly done at a trade show? It reverts us back to the marketing basics.

Here are some of the top trade show myths:

” The Chachki”

promotional item

Yes, the are characterized as a gimmick, but as we revert back to basics, who doesn’t like free stuff? And yes, you are right, majority of the time it will not be put to use by your target individual, and typically land in the hands of children or spouses as a gift back from prospects business trip. I say no to key chains, but yes to the branded cell phone accessory, which can initiate an awesome conversation.

“The Brochure”

brochures2

This is a subject that will always be up for debate and fall in the “grey” area. We all know the chances of literature from a trade show being read are slim to none, but can you really afford having a prospect walk away empty handed? I always say you can not eliminate chance. That custom printed folder with case studies, testimonials, data sheets, and press releases may be found by your prospect the morning back to the office, while unpacking their luggage. If the stars are really working with you, it can luckily make it back to the office and read? Who says it can’t happen???

“Entertainment”

magician

It’s safe to say the booth magician and jugglers are long gone, but entertainment is definitely a must. No offense to you sales staff, but not every booth at a convention can just be loaded with salespeople. Opt for interactive activities, I.E. photo booth, Wii/Xbox, anything celebrity related, or probably the new standard of entertainment, a lounge with dj/music/or visuals.

There is so much more to cover in this topic. Keep an eye out for the next chapter, Back to Basics II.

For ideas for your next show feel free to email me at jlorias@skybay.com

Filed under: Creative Marketing, Jessica's Blog, Show Tips | No Comments »

Jun

Jessica’s Blog: The Ipad. The next trade show tool

In 2008 apple unveiled its first generation iphone at Macworld. It was the big buzz of the show. The same year the biggest tradeshow give away was the iphone. Every industry found it as the hottest thing, it even beat golf clubs.

Today, two years later, 2 more generations of the iphone have been released and a new addition, the ipad. I have never owned an iphone but after all the buzz I decided to purchase my first apple product (ipad) on its release day. Here I am two months later no longer traveling to shows with my netbook . It is much more convenient, screen resolution is soft to the eye for long reading on flights, and battery life is surprisingly long lasting.

I realized this ipad would be the revolution for tradeshows. Imagine visiting an exhibit and being portable enough to run demos from the palm of your hand, an impressive one at that. It can be passed around as a team sales tool. Tradeshows are geared around to the 5 senses and the feeling of touch goes a long way. It gives the user a sense of personal experience that you want them to remember.

The only challenge that you may run into is the format of your demo. The type of demo you currently have may not be responsive. Please make sure your developer is aware its use on the ipad.

For more ipad tips you can contact me directly at Skyline Exhibits – jlorias@skybay.com

Filed under: Jessica's Blog, News, Show Tips | No Comments »