AND SOME FREE–ASSOCIATION
By Paul Bridson
DEALING WITH show services is probably one of the least attractive aspects of exhibiting, yet it’s a real necessity. Lean on your exhibit house for more info regarding these issues. It's our job to stay current on how things are done!
1. Read the exhibitor service manual
The exhibitor service manual is the official guide to everything the exhibitor needs to know about the show: all the relevant information, rules and regulations, service forms, registration, show promotions, contractor and shipping information. Remember to observe all deadlines.
2. Know what services you need
Know which products you are planning to demonstrate and display, and what utilities are required (and how much), make decisions on carpeting, furniture, colour schemes, cleaning and security services. Services ordered on the show floor could result in 50% additional costs!
3. Understand the floor plan
Carefully evaluate your display layout on the floor plan in relation to traffic flow and how your display will be effected. Understand every marking, however small and insignificant, as it indicates ceiling heights, pillar locations, etc.
4. Identify utility sources
Always order more utilities than you think you’ll need so your products perform at their optimum level. Call the electrical department to find out how much power to order and where the utility ports are located in relation to your space. Display your products where they are least affected by unsightly wires or pipes. Always order more utilities than you think you’ll need so your products perform at their optimum level.
5. Understand drayage
Drayage involves delivering your display materials to the assigned space, removing empty crates, returning the crates at the end of the show and delivering the re-crated materials to the carrier loading dock. To save money,consolidate all shipments and ship one time.
6. Have enough carpeting
Make sure all your utilities are installed before laying the carpet to avoid the frustration of having to cut the carpet for electrical outlets. Order enough carpet to cover the bare concrete strip between the display and the aisle.
7. Allow extra time for customs
If your company is shipping products to overseas locations, allow extra time for various customs clearance procedures. Items will need the correct documentationand will often need to be physically inspected. Always use a customhouse broker or freight forwarder to coordinate all arrangements and keep you informed.
8. Get to know the show services representatives
The show services representatives can be your best friends. They often have the answers to many of your questions or problems. Remember, their job is to help you.
9. Work with union labor (where applicable)
Every city/country is different regarding union rules. Read the service manual carefully to familiarize yourself with what is and is not permissible. Any questions should be directed to show management or the service contractor. Consider hiring your exhibiting display house to provide set-up supervision.
10. Carry all relevant paperwork
Remember to bring copies of all relevant paperwork, especially plans, service orders, tracking numbers for all shipments, as well as important contact names, phone and fax numbers (when the original arrangements were made by another staff member).
By Paul Bridson
SELECTING THE right trade show to attend can make a big difference in the results in terms of measurable success: qualified leads and sales versus money, time and energy spent.
1. Ask Questions
The first questions you should be asking are "who do you want to reach at the show?" and "what do you want to have happen?"
2. Identify shows
There are two groups of shows you should be evaluating: the shows you are presently attending, and the shows you want to consider for future participation. Who is your target market and which shows do they attend?
3. Match your objectives
Selecting the right shows means matching your show exhibiting objectives with the right target audiences, the right timing to meet buyers' purchasing patterns and the ability to show and demonstrate your products/services.
4. Do your homework
When evaluating a shows potential, gather as much information as possible show statistics/demographics and review lists of previous participants. Verify information provided by show management. Speak to past exhibitors and attendees.
5. Visit the Show
Whenever possible, personally visit the show prior to exhibiting to assess its value. Evaluate the supporting events and/or educational seminars around the show.
6. Consider location
When evaluating a shows potential, take geographical location into consideration. Usually 40-60% of attendees come from a 200-mile radius of the show location. Consider your distribution area and target audience.
7. Consider timing
What other events are scheduled for the same time as the show and will they impact attendance?
8. Evaluate opportunities
What other marketing possibilities could the show offer? Are there opportunities for sponsorship, showcasing new offerings or participation in the educational seminars?
9. Play it safe
Be cautious about participating in a first time show. Promotional material may be extremely persuasive, but a show without prior history is a risky venture.
10. Choose your space wisely
Every trade show is unique and there are many variables affecting direction, volume and quality of traffic past your display. Be familiar with the floor plan and how your trade show booth fits. Consider how close you want to be to the main attractions, industry leaders, competitors, restrooms, food stations, entrances, exits, escalators/elevators/lifts, windows or seminar sites. Avoid obstructing columns, low ceilings, dead-end aisles, loading docks and freight doors, dark/poorly lit spaces, ceiling water pipes, late set-up areas or "black spots" on the floor plan
By Kelly Sargent
I DON'T know about you, but I'm constantly trying to will-power my way through life. It's a heck of a lot of work!
No one would sensibly argue in favor of abandoning the use of reason and our executive functioning skills that include mental control and self-regulation, but Northeastern University psychology professor David DeSteno believes that harnessing the power of gratitude, compassion and pride will lead to greater success in life than force of will alone.
The below article based on his book, Emotional Success, is from The Atlantic.
Better Than Willpower
A new book argues that reason and perseverance aren’t enough. Instead, three emotions are the secret to getting things done.
By Olga Khazan
January 18, 2018
Willpower, reason, and executive-functioning skills all seem like ingredients in the recipe for success. So why, then, have so many of us already abandoned our New Year’s resolutions, and it’s not even February yet?
According to Emotional Success, a new book by the Northeastern University psychology professor David DeSteno, it’s because we’re going about pursuing our goals in the wrong way.
Instead of putting our noses ever closer to the grindstone, he advocates relying on so-called social emotions—gratitude, compassion, and pride—to get things done. These emotions, he says, naturally encourage self-control and patience.
They do so by combating people’s tendency to value the present over the future. When we feel grateful, compassionate toward ourselves and others, and proud of our abilities, the struggle to work hard for future rewards becomes, well, less of a struggle.
Click here to read the entire article from The Atlantic.
Paul Bridson and Kelly Sargent
We've been helping companies achieve lofty goals for over twenty years now. Here's the benefit of our experience!