Ruth In The Booth

Meet expectations: Choose the right show

2012-01-24T08:02:00.000-08:00

Meet expectations: Choose the right show

On January 2^nd, it was 80 degrees in Pasadena, California for the Rose Parade and Rose Bowl. It is said that an influx of people pack up their belongings and move to the land of sunshine after attending these events or watching them on TV. Based on a single beautiful warm sunny day they make the assumption that their life will be better by moving to Southern California.

Making the decision to exhibit at a show should be based on more than a first impression from learning the total number of people who attend that show. It is important to know who is actually visiting the show: are they your customers, and especially the potentially profitable ones?

These are some of the considerations in making this determination:

Attendee demographics
Exhibitor attendance
Buying season of your customers
Conflicting shows
Trends and market growth in your industry
Your past experience
Show costs

Ruth Failer, Bronze level, CTSM

If your objective is to have a positive Return on Investment from trade shows, then choose your show based on solid information. Extensive research before the show can save you from pouring resources into a show that will not reap rewards.

Ruth Failer to Present 'Selling Without Spewing' Educational Session at EXHIBITOR2012 - Exhibitor News Network (ENN)

2012-01-20T16:37:00.000-08:00

Press Release: EXHIBITOR News Network

Ruth Failer to Present 'Selling Without Spewing' Educational Session at EXHIBITOR2012 -

News from CEIR: Attendance is the key factor in choosing a show.

2011-11-29T09:30:00.000-08:00

NEW CEIR RESEARCH ON EXHIBITION TRENDS – Fourth Fact Sheet Released
Factors that Drive the Decision to Exhibit

DALLAS, 29 November 2011 – The fourth fact sheet released in the new study series reveals that attendance quality of an exhibition is the most prevalent factor driving the decision to exhibit (84 percent).

Study findings also uncover that favorable ROI (54 percent) and positive past performance (50 percent) are the next most common factors considered when deciding whether to participate in an event.

"Results to this study indicate that an exhibition's reputation for delivering quality attendance is the most influential factor in persuading a company to exhibit," notes CEIR Research Director Nancy Drapeau, PRC. "In a business climate where resources are scarce, exhibition organizers are wise to allocate some of these resources to audience acquisition and retention efforts. Bringing the right audience to exhibitors and the right content to attendees that keeps them coming back positions an event for stability and growth."

Background on the Study
On 10 November 2011, The Center for Exhibitions Industry Research announced the release of results from The 2011 Changing Environment of Exhibitions Study which explores how the exhibition industry is evolving and provides key market insights on opportunities and threats.

Findings document the current and planned use of the full array of available marketing, communications and sales tactics; positioning of business-to-business exhibitions in this mix; current high priority marketing and sales objectives and perceived value of using business-to-business exhibitions to achieve them; as well as the factors that drive the decision to exhibit or pull out of an exhibition.

This document, Factors that Drive the Decision to Exhibit, is the fourth of 10 separate fact sheets that will be released with actionable suggestions on how organizers and exhibitors can use the results to enhance their business objectives.

CEIR's online research library available at www.ceir.org offers industry professionals an array of tools to assist in the planning and marketing of exhibitions for organizers, exhibitors and suppliers. Industry trend data is also a trusted source for press, consultants and the financial community.

This initiative is funded by grants from the Exhibition Industry Research and the MPI Foundation, CEIR.

Methodology: The data for this study was obtained from an online survey of marketing executives across industry sectors who are involved in marketing and promotions decisions, including deciding whether to exhibit at exhibitions. Target companies included those that exhibited in at least one business-to-business exhibition in the past two years. A total of 298 executives participated from a sample of 14,636, for a response rate of 2.1 percent.

For more information on this report series, contact Nancy Drapeau, PRC, Research Director of CEIR at ndrapeau@ceir.org or +1 (207) 332-9839.

About CEIR
CEIR serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, visit www.ceir.org.

Media Contact:
Susan Brower, CMM, CCP
sbrower@ceir.org
+1 (972) 687-9207

Happy Thanksgiving

2011-11-22T20:12:00.000-08:00

Ruth Failer

Warmest wishes for a wonderful Thanksgiving.

May the upcoming holiday season prove to bring you much joy.
I am blessed to have met you, it has been a pleasure to have worked with you.

There is nothing greater than watching the success of others,

All of my best. Always.

Dedicated to your success,
Ruth

Trade Shows are Scary

2011-10-26T00:00:00.000-07:00

What would you do if you exhibited at a two day trade show and at the end of the first day the show organizer said "pack it up and go home we can't afford to pay the show maintenance staff"?

Would you ever exhibit at any future event the show organizer produced?

How does one keep from that happening again?

An article I thought you might enjoy as much as I did.

2011-10-25T23:35:00.000-07:00

Charge What You're Worth

By Jim Palmer

We’ve all heard the phrase “work smarter, not harder.” Well, I’m here to tell you if you’re not charging what you’re worth, chances are you’re working much harder than you need to be.

We all have God-given talents, but to be a truly successful entrepreneur, it’s important to know what that knowledge is worth. It’s equally important to not let your talents or skills become commonplace, or second nature, over time. This leads to under cutting the value of the service you provide. One thing to always remember – your customer doesn’t know what you know. Your knowledge and expertise are worth something beyond the amount of time it takes you to complete a task. If you find yourself struggling with prices and worrying that you are charging too much, get over it. You are not your customer. Provide incredible value and charge what you want to charge. Charge what you’re worth.

Your knowledge and your skills have real value. Whatever it is you do, do it well, and provide incredible service. Then be certain you are charging what you’re worth. Your expertise and skill are not as commonplace as you may think, especially if you market them correctly.

The key to substantially boosting your profits is to always provide incredible value and world-class customer service, and then charge what your products or services are worth to your customers and clients, and grow your business and your bank account.

Looking for more ways to boost your profits? You can find them all in my latest book: “The Fastest Way to Higher Profits: 19 Im mediate Profit-Enhancing Strategies You Can Use Today.” Your job as a business owner is to start nurturing, developing, and building a strong relationship with your customers. Get your copy, read it now and implement what you learn!

Jim Palmer is known internationally as the 'Newsletter Guru, the go-to resource for smart, effective strategies for maximizing the profitability of customer relationships. Jim is also the acclaimed author of The Magic of Newsletter Marketing - The Secret to More Profits and Customers for Life and Stick Like Glue - How to Create an Everlasting Bond with Your Customers So They Spend More, Stay Longer, and Refer More! Jim is also the creator of the wildly popular No Hassle Newsletters and No Hassle Social Media.

If I Say It One More Time

2011-10-04T23:30:00.000-07:00

Off to the show again—your tenth show this year promoting your newest product. It’s the same product you’ve been talking about every hour of every show for the last few months. After a while you may feel like a robot, repeating the same words with the same tone of voice, over and over. Teachers, trainers and actors have this problem too. How do you make what you have to repeat consistently interesting and engaging?

I will be speaking at EXHIBITOR2012 in March to CTSM candidates, event planners and exhibitors on the topic of Selling without Spewing, a topic I have spoken and written on before. As a first-timer at this conference I was required to attend a speaker’s workshop.

Our instructor Dan Lumpkin said something that will stick in my mind. When he walks out in front of his audience he tells himself that he is presenting a wonderful gift that he knows they will enjoy. His presentations reflect his positive attitude. He has such a following that some people will take any class he teaches just to be in the room with him. If you are going to EXHIBITOR, make one of your classes his.

Step 1: Think of yourself as handing the perfect present to your audience.

Step 2: Change the order of your presentation; talk about the benefits this particular person will find the most interesting first.

Step 3: Meet and connect with your prospect and find out why they are interested in your product. Be sure you understand what their company does and how your product will benefit them.

Step 4: Ask questions and answer your prospect’s questions while discussing your product.

Step 5: Positive thoughts will improve your outlook and your presentations will appear fresh. Use affirmations to reinforce the attitude you want to project.

5 Affirmations to Help with Your Sales Presentations

2011-10-04T23:18:00.000-07:00

Prospects and customers are interested in what I have to say.
I am at my best at this trade show.
My products bring success and fulfillment to those who buy them.
Customers love our products and refer others to my business.
Prospects want the products I have to offer.

IAEE President Addresses Proposed Rules Released Recently by the Office of Government Ethics

2011-09-21T19:29:00.000-07:00

DALLAS, 21 September 2011 - On 15 September the Office of Government Ethics released proposed regulations that would prohibit most federal government employees from attending essential trade events of the industries they are charged with regulating including most of the nation's 10,000 annual exhibitions. Steven Hacker, FSAE, CAE, president of the International Association of Exhibitions and Events (IAEE), the trade group that represents organizers, facilities, suppliers and exhibitors of exhibitions and events in 58 nations has issued the following statement today:

"The proposed rules released recently by the Office of Government Ethics represent the latest and the most serious assault on American business, large and small, businesses that must be permitted to power and grow the U.S. economy. This reckless intrusion into commerce, if adopted, would further isolate regulators from the industries they must understand. The learning and communications that routinely take place during trade events are among the most important ways that government officials and business leaders can exchange views and ideas.

The very predictable results of this kind of Orwellian measure is to ensure that the U.S. economy will continue to be mired in uncertainty and fear that will only prolong the destructive levels of unemployment and economic malaise that have characterized the last three years.

All responsible leaders of the business community, for profit companies as well as not for profit associations, must view this latest attack by the federal government on business as a call to arms. We must come together to reject this absurd and potentially harmful set of rules or we will have only ourselves to blame."

About IAEE
Since 1928, IAEE continues to provide quality and value to its members through leadership, service, education and strong relationships. IAEE is the largest association of the exhibitions and events industry in the world, with a membership of show organizers, exhibitors and exhibition suppliers. Organizers of more than 20,000 exhibitions and buyer-seller events around the world are members of IAEE. Through the 2006 consolidation with the Center for Exhibition Industry Research (CEIR), IAEE delivers valuable industry research reports. IAEE also supports IAEE Services, the IAEE Public Events Council, The International Center for Exhibitor and Event Marketing, and the Exhibition and Event Industry Audit Commission, which are IAEE councils that provide products, programs and information to members. IAEE recognizes its strategic partners: American Airlines, ASP, Inc., Bearcom, Mexico Tourism Board, Orange County Convention Center and Visit Orlando, Vertical Nerve, Inc. and VoiceLogic. Visit www.iaee.com for more information.

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How Do You Get the Best Return on Investment with Giveaways?

2011-09-06T23:33:00.000-07:00

In the Tips of the Trade eNewsletter article “Top 10 Ways to Choose Your Swag,” we discussed the importance of understanding your trade show, your potential clients, and your business values when choosing the best event giveaways. Now that you have boxes of promo items sitting on your warehouse floor, you need to have a plan to make money from them.

The giveaways should not be a surprise to your team. Everyone needs to follow the same procedures when giving out promotional products. Some suggestions for receiving a positive return on your swag investment are:

1. Promote your giveaway in your pre-show marketing.

2. Be sure the giveaway is in exchange for prospect information. Don’t leave them on a table for just anyone to pick them up.

3. Ship promotional items after the show.

4. Offer one giveaway at the show and a coordinating giveaway in a pre- or post-show promotion.

5. Always print your contact information on the premium.

6. Have prospects return a pre-show postcard in exchange for the giveaway.

7. Give the swag as an incentive to listening to a demo or presentation.

8. Buy your premiums in quantity.

Consider bringing in a trade show strategist to consult with your marketing department on the best giveaways for your money. Does your team need a Promo Products Marketing Plan?

Ruth will work with your managers, promotional product vendors or her product resources to make the best giveaway choices and ideal Promo Marketing Plan. If you are in need of creative promotional products, she can put you in touch with her resources.

To receive a copy of our 2x a month eNewsletter click here.

Do You Know Something About Trade Shows?

2011-07-20T08:36:00.000-07:00

Ruth Failer, author-to-be

I am taking on a challenge to write a book that will help exhibitors have successful events. If you attend trade shows as a buyer and would love to give exhibitors and booth staff ideas to make your job as a buyer easier, then tell us what you would suggest for them. What entices you to walk into one possible supplier booth and not another like-company? Why do you hate to walk the show? Why do you love trade shows?

If you are an exhibitor, whether a highly experienced one, or a newbie, please get back to me with your feedback too. I am sure you have something that you always remember to do or take with you because if you didn’t, it would be costly or time consuming. Do you have a trade show story that impresses upon the need to be prepared that you think would help others? Do you have a special shortcut, form or list that makes it easier?

I currently have about 300 tips and would like to have another one hundred; some of you have seen the tips (and even commented on them) in previous newsletters and in articles throughout the industry. If you provide me with a tip, story, or shortcut that I don’t already have and I use it in the book I will send you a free autographed copy of my published book! Make your comment here, or send it to me personally. Be sure to include your name and contact information.

Email: Ruth@BestTipsOfTheTrade.com. Don't forget to LIKE Tips of the Trade on Facebook.

http://myemail.constantcontact.com/SBDC---10-Tips-for-Successful-Negotiations---July-2011.html?soid=1101407818535&aid=Dg4gNhYeOEo

2011-07-06T09:53:00.000-07:00

Click on this link from the SBDC for great tips to help you sell and buy in all types of situations. Just a taste of what you will see:

Whether it's an office lease, sales terms or a contract, negotiating is part of every small business owner's life. But unless your former work experience was in sales, you may not feel confident in your negotiating skills. Here are 10 tips to help you improve.

1. Know your goals. Before beginning any negotiation, determine the outcome you want. What is your ultimate goal? Where are you willing to compromise? What is non-negotiable?

2. Do your homework. Learn all you can about the company and individual you'll be negotiating with. This will give you insights into their goals and desires.

3. Aim high. Negotiation inevitably involves compromise, so start by asking for more than you think you can get. You may be pleasantly surprised when the other person agrees to your terms

http://myemail.constantcontact.com/SBDC---10-Tips-for-Successful-Negotiations---July-2011.html?soid=1101407818535&aid=Dg4gNhYeOEo

Do You Have any Travel Tips to Share?

2011-07-06T01:02:00.000-07:00

Do you have trade show and vacation travel tips?

"Stack the Deck" of Trade Show Attendees in Your Favor

2011-06-22T01:27:00.000-07:00

Ruth Failer, CTSM

I was a juror at a downtown courthouse recently, and had time to think about how that process compares to the business world. I wondered what would happen if the attorneys could call past clients, friends and relatives to be jurors for their cases. Of course in the justice system that’s jury tampering, a major felony. In business, however, relying on your past clients and your connections is not only legal but practically a requirement if you want to stay in business.

The trade show organizer casts a big net when they invite past attendees and people on lists from many industries to the show. You want to “stack the deck” of trade show attendees in your favor, so that the hand you are dealt works for you. Why leave it up to chance that many of the people walking the show will want to know more about your products and services than your competitors’?

Create a pre-show marketing campaign to bring potential buyers to your booth. Be creative and give the recipient a reason to visit you, not just the show.

Tips for a pre-show marketing campaign:

Save time by asking the show organizer for promotional materials
Have an offer on your invitation
Give away quality swag in your booth

It’s a lot more fun to have a busy booth filled with people who are interested in your products and services than to be standing in the aisles waiting for someone to catch your eye as they look up at your booth name. A pre-show marketing plan will help to establish a relationship with your prospects. It will increase your return on trade show investment by bringing customers to your booth. Your cost per lead will drop, those responding to your follow up will increase, and you will have a busy productive booth.

If you would like more ideas and a structured plan for Pre-show marketing, schedule an interactive Pre-Show Marketing workshop with Tips of the Trade. Other engaging workshops are: Qualifying Customers, Fool-proof Follow-up Plan, and Booth Sales Skills. Customized topics or combinations of topics are also available.

Tips to: Follow-up without Checking-in

2011-06-08T01:24:00.000-07:00

Don’t call to just “check-in” with contacts Personalize your phone call with information useful to that customer

Ask for their expertise in solving a problem that can help others

Learn their “pain points” and offer solutions

If you reach voice mail, leave more than your name and number – give them a solid reason to call you back

Ask your prospective customer when you call – do you have a moment to talk?

If the potential customer shows no interest, thank them and move on

Put your contact’s needs first when interrupting their day with your call

To schedule an engaging workshop with more helpful information on getting a response from your follow-up, email: ruth@BestTipsOfTheTrade.com

Marketing and Memorabilia

2011-05-24T19:59:00.000-07:00

I recently attended a summer camp reunion and will admit that during the event I wasn’t thinking about marketing. As I was considering what to write, however, I realized how much marketing was being done and what we can take away from this reunion. To read the complete article about the reunion visit http://app.e2ma.net/app2/campaigns/archived/17123/d443e2e94d71a883cd060639ce9b85ac/ or Facebook.com/Tips Of The Trade.

This is the marketing I noticed:

1. Target Your Audience: Only the campers and counselors who went to the old camp were invited.

2. Name badges: You may have figured out where I was going when I was discussing the name tags. At your business or at a show, it is important that your name tag is visible – no awkward moments with people trying to get to close to read your name or vice-versa. You don’t want to be staring at places you shouldn’t be just to read a person’s name.

3. Re purposing the camp director’s speech to be used for perspective campers. It will also be placed on a special You Tube video site specifically for the Old Camp Alumni.

4. The Legacy Program announced to encourage us (most of us already support the camp) to give money to the camp in our will. The camp will receive funds after the person has died.

5. Social Media will continue to spread the word of this event and will close the gap on the friendships we may have lost. A You tube page has been set up and my guess is that a Facebook page is just around the corner. Great networking opportunities as well.

EXHIBITOR magazine - Article: Research: Trade Show Trends, April 2011

2011-05-20T06:58:00.000-07:00

Trade Show Trends Last year, exhibitors coped with decreasing show attendance by telling themselves the percentage of qualified buyers walking the aisles was up. Check out the results of Exhibit Surveys Inc.'s Trade Show Trends report to see if that hopeful assumption was correct.
EXHIBITOR magazine - Article: Research: Trade Show Trends, April 2011

Do you trust Reviews?

2011-05-11T07:11:00.000-07:00

When I was looking for a place to buy tires, and friend recommended that I check out Yelp.com to see what people had to say about the local tire stores in the area. The reviews were rated well so I gave them a try.
Do you believe the reviews you read on Amazon, Yelp and other sites? Do you believe written or video testimonials from businesses? How much to they weigh in your decision making?

2011-04-28T08:11:00.000-07:00

Ruth Failer and Karen Voelkening-Behegan

Hi Ruth,

I'm just writing to thank you for your wonderful presentation last night.

Our group really enjoyed it, and we all benefited from role-playing exercises and examples you gave us. The lessons we learned will come in very handy for our non-profit, educational organization. Proper questioning and listening techniques are such important communication skills, that it's essential to bring them to everyone's attention.

I hope you enjoyed speaking as much as we enjoyed having you. The way you handled the different unexpected situations that came up was very professional, and I could tell that your presentation was based on a lot of hard work and experience. I will definitely pass on referrals to you whenever I have a chance.

We really appreciate what you did for us, and as the leader of the group, I can gratefully rest assured that your "students" from last night are now in a much better position to properly deliver the message of our organization.

Thank you so much!

Sincerely,

Karen Voelkening-Behegan

Pasadena CA Chapter Leader

Weston A. Price Foundation

For more information on the Weston A. Price Foundation, go to:

http://westonaprice.org/

What others had to say about the communication skills workshop:

http://www.youtube.com/watch?v=FpZOZxSbuug

http://www.youtube.com/watch?v=3qXxUem6S_4

Extend an Invitation to Your Customers

2011-04-13T01:08:00.000-07:00

In a consultation meeting with a client the other day, I was asked why I so strongly recommend she invite her existing customers to the show if she was already doing business with them. She corresponded with her customers on a regular basis and they knew how to get in touch with her if they needed anything. When business managers are trying to spend less money, do less printing, use less energy and maximize return on trade show investment, does it really make sense to add customers you've already won over to the list of prospects you want to attract to the show?

In my answer I asked if she had ever had an extremely satisfied customer stop by her booth to say hello and talk about the virtues of her product. She said yes, and then remembered that a prospect overheard the conversation and became very interested. This kind of on-the-spot word of mouth is some of the best advertising you can get. We then discussed some other great reasons existing customers should always be invited to any show where you plan to have a presence:

- To show them other items they might be interested in that they haven’t already purchased.

- To enlist their help in showing the benefits of your product to any friends or associates they might bring with them.

- To keep your booth active so that others passing by will want to come in and find out what’s going on.

- To keep you and your products at the tops of your customers' minds. They might even tweet about you from your booth.

- To entertain and build a relationship with customers after the show.

When you've built a relationship with the customer, you will find it is much easier to recommend additional products to existing customers than to begin the sales process with a new prospect. Customers are more apt to open up and tell you about their needs when they feel comfortable and have met/spoken with you a few times. A trade show is a great place to continue building rapport with your customers. Remember to add them to your pre-show marketing data base.

According to CEIR 2007 /data: On average, 34% of visitors at exhibitions qualify as “Net Promoters.” This means that they are likely to recommend a product or a particular brand showcased at an exhibition. (CEIR- Center For Exhibition Industry Research)

Sounds like another great reason to invite your existing customers to the show- they just might recommend your products and services to others!

Close-ended Questions: Yes or No? Should you answer a close-ended question with a one- to two-word answer, or is it an opportunity to clarify and explain with a mega-minute explanation?

2011-03-21T12:57:00.000-07:00

Watching a courtroom drama, I notice the prosecutor demands that the defense's witness “just answer the question: yes or no.” In Meatloaf’s song "Paradise by the Dashboard Lights" Ellen Foley sings, “Let me know boy: yes or no?” Trying to get a straight answer might be harder than you think. Let’s put ourselves in the trade show attendee's shoes, walking from booth to booth comparing one product or service to another.

In our scenario, the prospect asks a series of questions at various exhibits in order to find the best products, services and associates for their business. With feet getting tired and belly rumbling, the potential customer has narrowed his choices down to two. The questions are more specific, requiring a yes or no answer. The booth staff salesperson, however, wants to capture the interested person and rambles on and on instead of giving the “yes” or “no” short answer. Head swimming, the potential customer leaves to see if a more direct answer is with the other and hopefully final company.

Keep the answer short when the question calls for it. If you are a sales representative, teacher, or trainer, you may have to practice this. At a meeting filled with trainers, we found it very difficult to do. Make eye contact with the person asking the questions, watch their body language and be aware of their reactions to your conversation. No one ever complained that the salesperson didn’t talk enough.

I would love hear what you think...

contact Ruth to get booth staff ready for their next show tel: 626-254-9369
email: ruth@BestTipsOfTheTrade.com

Learn from Successful Businesses

2011-02-28T20:20:00.000-08:00

Ruth Failer

Do you research your competitors to make adjustments in your business? Consider comparing to businesses unlike yours to inspire you to build a better company. Let’s take a look at the sixth in FORTUNE MAGAZINE’s “100 Best Companies To Work For” 2011. Zappos (Zappos.com) does all of their business online with a fabulous team of call center employees. So how is it that we can compare the Zappos culture and core values to your company and your preparation for trade shows?

According to Jamie Naughton, Speaker of the House for Zappos, there are many steps Zappos takes to be different from the average company. Three of their seven steps to building their brand can be applied to building a trade show plan: Build Your Team, Build Relationships, and Think Long Term.

#1 Build Relationships – Zappos requires their employees to be interested in their customers, rather than trying to be interesting to them. The relationship between employee and customer is more important than making an immediate sale.

For us at a trade show, when interacting with potential customers, we must listen to their needs and interests, rather than trying to be “cute” and taking over the conversation. If we build the relationship and the rapport, the sale will follow. Chances are very good the customer will be loyal and continue long after the show to do business with you. They are also more apt to refer more customers.

#2 Build Your Team - Zappos hires slowly and fires quickly. Every new hire goes through a six week training program: 5 weeks of culture, core values, customer service, and warehouse training for everyone in their main office.

Build your booth staff team. Help them to understand your show objectives, and the benefits your products and services have for your customer. Train them on the importance of staying in touch with all potential and existing customers.

#3 Think Long Term- Excellent customer service is mandatory. Zappos is understood as a service company that happens to sell clothing, handbags, shoes, accessories, and housewares. 75% of Zappos’ daily business is with repeat customers.

Trade shows are only for a few days, so empower your booth staff to answer questions, and represent your company and you. What happens at the show should not stay at the show; follow up to bring in future sales.

Shake up your industry by applying this top company’s successful practices to your business model. Building relationships, building your team and thinking long term give your booth staff the tools to bring your company culture and customer service attitude to the show.

Visit www.BestTipsOfTheTrade.com/services or email Ruth to schedule a time to get your booth staff ready for their next show.

Trade Show Tip: Create An Experience

2011-02-07T16:51:00.000-08:00

Trade show in Indianapolis, just weeks before the Indy 500 Race.

Create an experience for potential customers entering your booth so when they leave, they will look forward to hearing from you.

Build the expectation before the trade show
Create a theme in your booth
Train booth staff on trade show objectives
Follow through with all promises
Initiate follow-up plan

If you are looking for a speaker at your association meeting, religious organization, or before your next trade show, call on Ruth Failer to assist vendors and exhibitors with preparation strategies to bring more attendees to their booth and your show.

5 Steps for a Busier Booth

2011-01-25T16:12:00.000-08:00

With over 90,000 attendees at the NAMM show you would think all booths would be busy. I am sure that is what everyone thought. If you think your next show will be busy do you cut back on your marketing? Do you spend less time with your booth staff discussing objectives and goals?

Busy, as well as less frequented shows call for serious measures. If most booths at the show are busy and prospects are walking the aisles your booth should be busy as well.

Evaluate your show goals and objectives
Get input and buy-in from your booth representatives
Practice good boothmanship
Be sure your booth reflects the culture of the show
Invite prospects and customers to your booth with pre-show marketing

Get out of your booth and walk the show. see how your booth and booth staff compare with others, including your competitors. All sizes of booths can benefit from this advice.

More Attendees and More Exhibitors at NAMM

2011-01-24T15:14:00.000-08:00

NAMM.org reports:

Carlsbad, CA, January 17, 2011—The National Association of Music Merchants (NAMM) today announced the final registration and exhibitor numbers for the 2011 NAMM Show, the largest and longest-running musical instruments and products trade show in the United States.

At show close, NAMM reported 90,114 registered attendees, a three percent increase from last year and representing a new attendance record for the 109-year-old show. International registration also experienced a two percent increase from last year to 10,400. Another sign of economic recovery in the industry, the association reported 1,417 exhibitors at this year’s show, including 247 new exhibitors.

I would love to ask the exhibitors what it was like to exhibit at a show that had an increase in attendance over last year. Did they market to capture the new attendees walking the show? Did they change their booth to reflect new products or services? An extra 247 exhibitors exhibited for the first time at the NAMM show in 2011. With more competition, did the exhibitors step up their game and focus on prospects and customers?

You won’t believe what I saw….

All of this week I will be posting NAMM reports- check back.

2011-01-05T16:09:00.001-08:00

Can prospects recognize the subject of your booth demo within the first few seconds of introduction? If not, then you have lost the buyer

Booth Staff Training Increases Your ROI

2010-09-30T14:13:00.000-07:00

Trade show staff spends hours and days standing in a booth, sometimes wishing they were somewhere else. It is easy for them to fall into bad habits; talking or texting on their cell phone, eating in the booth, rattling the change in their pockets, or pacing the edge of the booth like an armed guard keeping people out.

Show your staff how important it is to represent your company. Guide them in the best ways to avoid boredom. Motivate them with goals not only for themselves but for the whole team. If they have heard it all before from you, maybe it is time to bring in an expert to inform, encourage and get them to think differently. Booth staff training has been around for a long time, yet it seems only the big companies are taking advantage of it. Why would large companies that everyone recognizes bother to spend the time and money to gather reps from all over to attend training sessions? Because it is that important!

Don’t spend money on another show without investing in your booth team. It is their job to make your company money. Provide them with the tools to increase your return on investment.
Be sure they are experts in:
Boothmanship
Qualifying their potential customers
Following up on qualified leads

If you have questions about bringing your booth and sales support staff up to your standards, contact me immediately. My schedule fills up quickly and I need advance notice to fit you in.

Ruth's Video Tip for Tradeshow Exhibitors

2010-06-07T16:07:00.000-07:00

CTSM Graduates

2010-03-23T09:59:00.000-07:00

I'm back from EXHIBITOR, the conference and expo for trade show professionals, with my CTSM (Certified Trade Show Marketing) diploma in hand. It was a wonderful celebration. Did you know there are thousands of people in the program but only 280 people thus far who have graduated? It is amazing to be part of such an elite group. this year there were 37 graduates all female! What is the deal with that?
Photo: I am sitting down, third person from left to right.

2010-03-04T20:44:00.000-08:00

Travel Promotion Act is Now Law

DALLAS - 4 March 2010 - President Obama signed the Travel Promotion Act today which represents an enormous victory for the exhibitions, meetings and travel industries. The legislation, led by the lobbying efforts of the U.S. Travel Association and dozens of supporting organizations, including IAEE, took almost three years to pass through Congress.

"All IAEE members who visited Washington D.C., who talked with, wrote and called their Congressional representatives and senators share in this important victory," says IAEE President Steven Hacker, CAE. "Working in tandem with our partners across the industry ensured that our messages were both heard and acted upon. It is now time to go about the work of recapturing international market share for the business travelers who are so important to our domestic trade shows and events."

In the last decade, the U.S. lost substantial ground in the global travel market to other nations. The economic loss to the nation is estimated to be in excess of billions. Now that the Travel Promotion Act is law, the U.S. will have a source of travel promotion support for the first time.

For more information about the Travel Promotion Act, visit ustravel.org

CTSM Results are in!

2010-01-14T10:48:00.000-08:00

I just received this letter from my CSTM Advisor and wanted to share with you...

Hello, Ruth,

Our portfolio review team met yesterday, and I'm excited to be able to tell you that your portfolio has been approved! Since you have already passed your Comprehensive Exam, you have completed all certification requirements. You are our newest Certified Trade Show Marketer, and you may begin using the credentials behind your name (ex: Ruth Fell Failer, CTSM). Happy New Year!

Again, congratulations! I hope you will be able to join us in Las Vegas for the Awards Ceremony and celebratory dinner at EXHIBITOR2010, on Sunday evening, March 14th.

Warm regards,

Jan Nelson, CTSM

CTSM Executive Director

763-498-6538

763-498-6539 (fax)

The CTSM designation (Certified Trade Show Marketer) is awarded by EXHIBITOR in affiliation with Northern Illinois University Outreach and reflects adherence to the highest standards of trade show and event marketing. Less than 1% of all trade show and event marketers have attained this distinction

Work - brings rewards

2009-12-03T12:38:00.000-08:00

I sent in my portfolio this week and anxiously await the approval of my evaluators. Do you know what it takes to have CTSM after your name?

In order to receive the CTSM designation, a person is required to attend 28 classes on trade show and event marketing. It can take years to complete all of the courses. After all classes are completed, you take an inclusive exam at the EXHIBITOR Conference. Not until CTSM exam is passed are you permitted to begin the CTSM Portfolio. The portfolio is a 25-45 page paper touting your experience and what you have learned from the courses. Three people review the portfolio and give it a thumbs-up or down.

Upon passing both stages of the CTSM (Certified Trade Show Marketer) designation, you can be recognized at the EXHIBITOR Conference in March.

The CTSM designation (Certified Trade Show Marketer) is awarded by EXHIBITOR in affiliation with Northern Illinois University Outreach and reflects adherence to the highest standards of trade show and event marketing. Less than 1% of all trade show and event marketers have attained this distinction.

I spent serious time and energy putting this portfolio together and want to thank all those who offered support. I look forward to adding CTSM after my name.

What Smells? The Top 10 Trade Show Odors

2009-08-03T11:27:00.000-07:00

Please enjoy... I asked Mel White if I can reprint this very fun (and truthful) article- hope you like it like I do. -R

What Smells? Pleasant and Unpleasant Tradeshow Odors

Like me, you probably attend two, three, or 30 trade shows or events every year. Trade shows are mesmerizing, not only for their creativity but also for their visual and auditory overstimulation. You are constantly bombarded by images, information, music, voices, and lights. The larger the show, the more the sensory overload. It can be exhausting, but for most of us, it’s exhilarating — especially for those two or three days.

It’s tempting to focus on the sights and sounds, but trade shows are about other senses as well, such as taste, touch, and smell. We don’t often think about the familiar “smells” of trade shows, but there are many, which we all recognize as both pleasant and unpleasant. Indulge me for a minute as I explore the olfactory sensations common to most trade shows and events. In other words, what stinks and what doesn’t.

The Top 10 Trade Show Odors:

B.O.: You knew this would be on the list. Go ahead, call me a brainwashed, overly-sanitize consumer of the antiperspirant consortium. I accept that label. But I don’t think I’m alone in being repelled by the acidic pungency of B.O. I can deal with mild, slightly sour B.O. but the clingy stench that leaps from the B.O.’er to your clothing in milli-seconds is totally unacceptable.
Peppermint: Mints are the 6th food group at trade shows. They are everywhere from standard star mints to licorice mints and from packaged promotional mints to over-the-counter mints. Thank goodness for mints. I am especially thankful for Altoids, the nuclear bomb of mints. One Altoids has the power to create a nearly impenetrable minty force field (with one exception – see #10).
Hangover: This smell varies from person to person. On a scale of 1-10, with one being OK and ten being gross, here are three examples:

#1 – Slight musky. This person got home late, had a few too many drinks, and may have been in a smoky bar.
#5 – Vodka sweats. Not only is alcohol still in their bloodstream but they are perspiring booze. Whether you like it or not, you’re sharing every fancy martini they had last night . . . but with a hint of salt.
#10 – Vomit. Enough said.

Propane Fumes: Most forklifts and hi-lifts at convention halls use propane as fuel. The smell isn’t necessarily offensive, particularly if it’s only momentary. It’s the combination of the smell and the heat from the exhaust at a summer show which can be overwhelming. I know they make electric forklifts. With all due respect to Hank Hill and the Strickland Propane Co, I prefer electricity.
Windex: This smell varies depending on the brand and the cleanser, but the unmistakable aroma of cleaning solvents permeates every show hall when the doors officially open. If you’re a germaphobe, it’s the equivalent of crack cocaine.
Fresh Baked Cookies: Fresh-baked chocolate chip cookies have become a trade show staple for many exhibitors. It’s a smart idea, but you have to be willing to feed not only prospective customers but also every other exhibitor within a 500 ft. radius Just writing about it makes me want to drive to the mall and purchase a half-dozen cookies at Mrs. Fields. Yum!
Men’s Cologne/Women’s Perfume: Before anyone corrects me, I know there is some hoity-toity difference between cologne and perfume, but I’m lumping them together anyway. Personally I don’t mind the scent of cologne/perfume, but I emphasize “scent.” It should be subtle. Recall my earlier observation about B.O. This applies to perfume and cologne as well. If your cologne causes someone to visibly wince in pain, then you may want to scale it back a gallon or two.
Feet: Your feet. Not others. Most of us are desk jockeys. We’re not accustomed to walking the show floor or standing for hours. We’re weak. I’m not saying your feet stink, but your may want to add a little talcum powder to your shoes before and after the show EVERY SINGLE DAY. And don’t even think about wearing those socks more than once. Show some mercy.
Carpet and Visqueen Vapors: Visqueen is the plastic covering used to protect carpet from general abuse and tire marks during installation. Both carpet and visqueen give off vapors. New carpet in particular can be vapor intensive. Some folks love that smell. Then again, some folks love the smell of gasoline. I don’t get it frankly.
Bad Breath: Yikes. Combine alcohol, coffee, late nights, and a travel toothbrush and you have the perfect petri dish for bad breath. Mints help to mask the odor, but even mints can’t subdue halitosis that’s become a living, breathing organism. With family you can hand them dental floss, a toothbrush, and Listerine, but with colleagues and strangers you pretty much have to gut it out. I once had a colleague hand a customer three Certs and then smile. I’m not that brazen.

Printed with permission from Mel White, VP of Marketing & Business Development
Classic Exhibits Inc. classicexhibits.com

Get in Front of Your Contacts, Not in Their Face

2009-06-17T20:28:00.000-07:00

TOTT Post Trade Show Tip:

1. Stay in contact with those who need your services now or later

2. The more often your customers and potential customers hear from you the more likely they are to buy from you

3. Repetition allows you to become familiar to your prospects

4. Familiarity builds comfort, comfort brings trust

5. Be a welcome guest not annoying pest - touch your contacts in a variety of ways (phone calls, direct mail, email etc.)

How many times a year do you contact your potential customers and how?

Show Organizers offer advice to exhibitors

2009-06-09T17:16:00.000-07:00

Show Organizers-

If you could offer advice to first time exhibitors exhibiting at your show--what would it be?

Your opinion and feedback is important to exhibitors and their staff. My team is creating training materials from the viewpoint of the show management. What is it that you would like exhibitors to know that would better their opportunities to get a higher return on investment at your show?

Can you offer marketing tips?, sponsorship thoughts?, other expertise?