Another Expo, Another Show!

“Another Expo, Another Show!”

Presented by Crux Creative

How to Make Your Trade Show Exhibit a Smash Hit!

www.cruxcreative.com


Act One– Writing the Play

Define your goals:• To get the latest news and trends about your industry

• To meet and strengthen vendor contacts

• To deepen and expand peer contacts

• To increase your customer base

• To raise awareness of your brand


Next steps:• Make exhibiting at shows a key element of your marketing efforts

for the year.

• Determine which shows will give you the best ROI for your budget.

• Develop a creative strategy to guide you throughout the process

of building your exhibit.


Tips from Mojo!

• Plan ahead so you have enough time to design, build and rehearse

your exhibit so it’s a credit to your brand.

• Include ALL forms of media in your communications plan

– including social media.

• Remember, trade shows present your brand directly to your best market.

So make sure your staff is properly trained to make the most of

this opportunity.



Act Two– Building the Set

Things to consider• Showing people what you do is more effective than telling them.

• An attractive, well-lit, well-branded exhibit will attract more people –

and sales.

• Your staff should be able to talk with visitors easily and comfortably

– at the booth, in workshops and after hour events. Give them the

information and coaching they need to help them do so.


• Displays should always reflect:

- your brand message and key sales points

- show theme

- special interests of your target market.

• All elements of your exhibit should reinforce your theme and deliver

on your brand message.

• Booths should be relatively easy to install and dismantle or you

should budget for professional assistance.


Exhibits & Graphics

Tips from Mojo!

• Strong colorful visuals attract people and promote conversation.

• Booth lighting should be comfortable and easy on the eyes.

• Your booth should have surface space to write on and enough

storage space.

• Providing seats for staff and visitors encourages conversation.



Act Three– Attracting an Audience

Use a media mix of mass and personalized communications including…


Print Ads and Direct MailDirect Response: Business-to-Business Announcement Postcard - NIC

Client: MB Financial Bank – Franchise Lending

Objective: To attract prospects to MB booth at various regional franchise conferences.

Strategy: To create a generic announcement that positions MB Financial Bank as a strong financial partner for franchise owners in various industries.

Media: Postcard sent to conference attendees a week before an event.

Results: Client loved the concept and has been using it for every event.

Posts in Social Media

Social Media Ads

Tips from Mojo!

• Make sure all your communications:

- reflect your brand and strategy

- tell people where to find you

- mention a benefit (gift, discount, activity, etc.) for stopping by.

• Start posting in social media two weeks before the exhibit event.

• Send out pre-show emails and/or postcards two weeks

before the event.



Act Four– The Performance

Rehearsal – at the office• Review schedules of booth personnel, dress code, individual goals, etc.

• Discuss talking points about the brand, products, etc.

• Practice setting up equipment.

• Develop patter for activities.

• Role play customer situations.


Activities

Giveaways

Food

Badges or Uniform

Booth Staff Training

Curtain Going Up!• Set up booth, dress for success, attach your badge.

• Review cheat sheets with talking points, schedules, etc.

• Take photos of set-up and exhibit.

• Keep business cards close at hand.

• Set up one place to store visitors’ cards or scan badges.

• Walk around the floor to see other exhibitors.


Installation, Setup& Dismantle

Cheat Sheets with Talking Points, Offers and Major Clients

Tips from Mojo!

• Fun activities make people remember you.

• Giveaways that are used make your brand more visible after the show.

• Unusual items and activities draw people to the booth.

• Offering food makes people feel nurtured.

• When you make visitors feel welcome at the booth, they’ll want to see

you again AFTER the show.


www.cruxcreative.comwww.cruxcreative.com

Act Five– Follow-up

for the Reviews

After the show is over –• Send emails and thank you notes to everyone – including event planners.

• Write blogs and social media posts about the event.

• Review performance internally with everyone. Discuss what went well

and what you would like to improve.

• Prepare business presentations for appropriate contacts.


Tips from Mojo!

• Remember – the follow-up is where the ROI is!

• Reinforce the good impressions of your brand. Leave something behind.

• Ask how customers liked the show. You may learn how to make the

next one better.

• Try to build long term relationships as well as make an immediate sale.


Thank You!


Another Expo, Another Show!

Marketing

brand message

social media ads

exhibit event

booth staff training

forms of media

booth lighting

media mix of mass

wellbranded exhibit