Tips When Attending Trade Shows

Trade shows can be an excellent opportunity for you and your business, whether you are an entrepreneur or you’re representing the company you work for. Thousands of people set up trade show booths and trade show displays across the country at a huge variety of industry events. However, many people don’t know how to take advantage of the opportunities a trade show offers. Some plan on simply attending, setting up their trade show booth, and then staying there all day hoping to attract new business.

Manning a trade show display is only part of the reason you should be attending a trade show. The other vendors at a trade show can provide you with a wealth of new information and contacts in your industry; all accessible in the same room on the same day—this is the unparalleled attraction of a trade show for your business.

If you plan to attend a trade show, make sure you are not the only person there representing your company, even if you are a small business owner with few employees or a sole proprietorship. You will need at least one person to staff your trade show booth, and another to walk the floor taking in the other trade show displays.

If necessary, get your spouse or a good friend to come with you and give them a crash course on how to handle your trade show booth while you check out the other vendors – and only do so when it is slow so you don’t miss important business opportunities. When you make reservations for the hotel you will stay at during the show, try to find a room as close as possible to the actual location—preferably within walking distance. That way, you won’t have to bring anything with you to the venue other than the materials for your trade show display.

Before you attend a trade show, go over the list of vendors who plan to put up trade show booths. Make lists of the vendors you must see, the vendors you would like to see, and those you can live without seeing. You may even be able to schedule appointments with your top priority vendors.

Research the companies and determine ahead of time what you would like to find out from each trade show display and what your goals are regarding each vendor: are they competition, or a potential contact? If they are a potential contact, how would they specifically benefit your company? Have questions ready to ask vendors to save yourself time walking the floor.

Another good time saving strategy is to obtain a map and a directory of the trade show when you arrive on location, before the show begins. Use the map to plan your route, and check your prioritized list of vendors against the directory to find out whether any vendors have been added or dropped out.

During the trade show, be active in your quest for information. Don’t feel bad about passing by trade show booths that don’t interest you. Like you, they are attending the trade show to generate new business, and they don’t want to waste time talking to someone who isn’t a potential customer.

Visit your targeted trade show displays, engage in a dialogue with the vendors, and ask questions. If the trade show booth offers handouts, samples or other materials, take only those you actually want to find out more about. It can be difficult to tote a loose stack of glossy brochures, catalogs, and bulky product samples around a busy trade show floor.

If possible, arm yourself with an empty briefcase or duffel bag to stow materials. Use your time wisely to gather intelligence on your competition and make new industry contacts that will benefit your company.

When the trade show ends, especially if it is a multiple-day event, take the time to make notes and organize the materials you gathered before you leave the event. If you need to mail reports, brochures or other materials to your colleagues, prepare the mailings right away while “who gets what” is still fresh in your mind.

Make sure to store your trade show display safely so nothing is damaged and you can find everything you need the following day. When you return from the trade show, remember to follow up with the contacts you have made—and start preparing for next year’s trade show!

Introduction to Trade Show Exhibits

When you are planning for your next trade show exhibit you should look back to when you were only browsing the many different booths, exhibits, and displays. Remember what type of exhibits got your attention. Your presentation should also draw the crowd.

Before you just rush out and purchase displays for your trade show exhibition you must take into consideration many different aspects of how you desire your presentation to look and feel. You know you want it to speak to the potential customers that are passing by and hopefully bring them over so you can speak with them. Your exhibit must get their attention so will they walk over, and then you can get their undivided attention.

You must first decide which type of exhibit will be the best to present your products, services and your company image. You should also consider your budget. No matter what your budget you can find the perfect trade show exhibits that will convey your message with the image that you want others to see.

The size of your trade show exhibit can either make or break you. If you have one to large, the exhibit will be overwhelming and if you choose one to small it will look overcrowded and cluttered. The most common sizes for trade show exhibits are 10 feet by 10 feet, 20 feet by 20 feet, and 10 feet by 20 feet. Within this size limitation, you must also choose from pop-up designs, panels or complete Truss trade show display booths.

In the 10 feet by 10 feet size, you can find some great displays in various styles and designs. With the Clever 10 foot panel, you can choose from Backlit Header, lights, the color that you prefer for the lower panel and a different one for the upper panel. The benefits of using these panels are that they are sturdy and durable but very lightweight and easy to transport. The average weight of these panels is around 130 pounds.  The Genius I 10 foot panel you can also choose whether you want lights, the counter base color, Counter Laminate Color, the color of the lower panel and the upper panel. The features of this type of panel is that it is a folding panel display system, has 6 upper hinged panels, 6 lower hinged panels, 1 backlit header and lights, 1 alcove counter top and 1 alcove counter base. This wonderful panel is very impressive for all types of displays and normally weighs around 200 pounds.

If you prefer a larger size like the 20 feet by 20 feet, you should like at the features that are included with pop-up displays and Truss display booths. The best pop-up display of this size is the Trilogy 20′ x 20′ Island Pop up Trade Show Display. The features of this unique display are that it is in actuality three trade show booths in one. It has the 10-foot wide back-to-back exhibiting area that creates a triangular or star shape. If gives you the ability to present your products or different aspects of your company all the way around the display. You will also be able to choose the color and fabric that you desire along with a case to counter conversion kit and the colors and fabrics of this kit, lights, shelf package, Backlit Header Package and Reconfiguration Panels. 20 feet by 20 feet Truss booths come in a few unique styles such as the Cassiopeia, which features a steel construction; high shine silver color, 4 tabletops, and the ability to assemble with just four screwdrivers that are included. The Centaurus features the same quality steel construction, the high shine silver color, 24 silver spotlights, and the ability to add tabletops in either light wood or silver in color. The Neptune is sure to grab attention with features like a modular system that is quick and easy to assemble. The Jupiter is another modern and innovative display which gives you great features such as high shine silver color, quality steel construction, 6 tabletops in either light wood or silver, 8 silver spot lights, and easy to assemble with screw drivers that are included. The Vega is similar to other Truss booths but is an eye catching and appealing booth with options for tabletops, colors, and design.

The 10 feet by 20 feet size of displays gives you styles and designs to choose from such as pop-display’s, panels, and Truss booths. All of these also have many unique styles and designs that are sure to aid you in presenting your products, your company, or your services in a manner that is not only unique, stylish and original, but with prices within your budget.

Tips When Displaying at Trade Shows

Almost all products being sold in the market today have already been sold before by their competitors but what makes other products a hit despite their being new in the market? Most entrepreneurs say it is a matter of marketing your products to your target market.

Marketing can be done in various ways depending on the expertise of the marketer. However, one common way to market a new product is through participation in trade shows. Trade shows are held at any time of the year and they do attract buyers and prospective customers.

There are general trade shows but you can choose from niche trade shows depending on your area of business. Companies join trade shows not so much for actual selling but most importantly for showing off their products and for the possibility of getting bulk orders during the trade show.

A company or a sole proprietor planning to join a trade show should take note of the following:

1. Able personnel to man the trade show booth. A trade show is not just an ordinary selling venue but it is a venue where prospective clients abound so make sure that you send your best personnel to man the booth. Some companies take trade shows for granted and allow inept personnel to watch the booth. The people who are put in charge of your trade show booth can make or break your product. A good staff with public relations skill can attract more clients to your products. It is also important to instruct your booth personnel to dress properly depending on the venue of the trade show. Business attire will always be safe.

2. Invite visitors to your booth. The booth personnel must be trained and instructed to invite visitors to the booth. Most visitors walk away from trade show booth when they see the staff busy with their own thing. Tell your staff the main reason why they were assigned to the trade show and that is to get as many visitors to see your products. Booth personnel should be able to answer questions from the visitors because the visitors may already be potential customers. A booth demo will catch the attention of visitors especially if the demo is useful to them.

3. Prepare your brochures, leaflets and business cards and make sure you do not run out of them.  Always expect plenty of people to visit trade shows so never be caught without your marketing tools. Imagine if a potential client asks for your brochure or your card and then you cannot give him anything just because you did not prepare for an influx of people. It is better to have plenty of left over marketing materials after the show rather than miss the opportunity of showing off what you have to offer.

4. Keep a visitors’ book. Most companies who join trade shows require visitors who get their free marketing materials to sign up in a guestbook. However, only a few of these companies will communicate with the people who signed in their guestbook. Be creative and use the guestbook as a sourcebook for potential clients. The people who visited your booth and who got your materials are definitely interested in your products or else they will not even glance at your booth. Why not take advantage of their contact information?  Mail them a thank you letter along with more information about the product and where they can buy the products.

5. Promote your products but do not be too pushy. Visitors are often turned off by very eager booth personnel who call out to the visitors using their loudest voice. No one would want to visit your booth if your personnel are boisterous. Allow the visitors to go inside your booth and look at the items you have on display but always keep a welcoming smile. Entertain their questions and try to respond to them accordingly. Never shout your words of welcome to the visitors since they might feel defensive all of a sudden and decide against looking at your products.

Anatomy Of A Successful Trade Show Exhibit

A trade show, also known as a merchandise show or market week, is an exhibition or a business gathering organized by companies that showcase and demonstrate their new products and services and also their latest offerings. Trade shows also provide opportunities for companies to meet their customers, to learn new trends and to identify new prospects.

Trade shows are not open to the public and can only be attended by company representatives, members of the trade and members of the press. One advantage of holding a trade show is that it shortens the time it takes for companies to look for prospective customers. But the major disadvantage is that customers and prospects pay little attention to the many exhibitors and their products due to the many distractions and the busy atmosphere inherent in trade shows.

Exhibitors can make effective use of trade show displays in trade shows to direct visitors to their main display area. Trade show displays are used to give visitors a better understanding or appreciation of the products or services being marketed. Although exhibitors are only supposed to put their trade show displays within the confines of their designated trade show exhibit area, exhibitors also display items in strategic areas of the fair grounds. Trade show displays often used include banner stands, counters and cabinets, panel display etc. that clearly display the company logo, basic company information and company slogan.

The trade show booth is an important component of the trade show display as it aims to enhance the brand and marketing experience for the visitor. It facilitates valuable direct face-to-face contact between the companies and their prospective customers. The whole booth set-up includes counters kiosks, lighting, flooring, literature racks, banner stands and high impact graphics, with the booth design, the staffing and the handouts the main factors to a successful trade show booth.

Many companies prefer to rent pre-owned trade show exhibits and displays rather than to buy or to create them from scratch to save on the trade show booth construction costs and also on the expense of warehousing the displays after the trade show is over.

Trade shows demand a lot of work and effort, and exhibitors have to plan well in advance so as to make the trade show a success. It is because any successful trade show offers exhibitors with a very valuable opportunity to build relationships face-to-face with their clients and to close lucrative business deals.

The Savannah International Trade & Convention Center was awarded LEED Gold certification for Existing Buildings by the U.S. Green Building Council, making it the first convention center in Georgia and one of a handful of U.S. convention facilities to attain a gold level rating.

LEED (Leadership in Energy and Environmental Design) is a green building rating system for the design, construction, operations and maintenance of sustainable buildings.

“The Savannah International Trade & Convention Center is committed to environmental and social responsibility and has established itself as the first Gold LEED certified convention center in Georgia,” said Sherrie Spinks, SITCC general manager.

She continued, “Not only is being ‘green’ socially responsible and important to our community, it is important to our employees and customers. Many customers request or require that a public facility demonstrate their commitment to the environment. Until this year, we could communicate our commitment to being ‘green’ but we didn’t have any proof. Now we are Gold LEED certified!”

This achievement follows in the environmental footsteps of the SITCC’s sister site, the Georgia World Congress Center in Atlanta, which earned LEED Silver certification in 2014.

Both facilities are managed by the Georgia World Congress Center Authority, with SITCC’s LEED accomplishment coming just three years after the GWCCA began overseeing the 17-year-old, 330,000 square foot facility.

Part of the LEED certification rating system involves validating sustainable best practices already in place at a facility and improving in other areas beyond energy efficiency and carbon emissions reduction, including internal operations and resource consumption.

The SITCC team, along with sustainability consultants and engineers from Sustainable Investment Group (SIG), undertook the LEED EB: O+M certification process more than a year ago with the goal of tackling sustainability from a comprehensive approach.

During the course of nine months, the team focused on sustainable policy implementation, an ASHRAE Level I Energy Audit and various upgrades achieving a 77 ENERGY STAR equivalent score, earning the building 60 points for LEED for EB Gold certification.

“Convention centers sometimes have difficulty comparing operational efficiencies due to the unique nature of the industry – from event frequency to size or type,” explained Tim Trefzer, LEED accredited professional and sustainability manager at GWCCA.

He continued, “The LEED rating system provided us with a baseline for sustainable operations and maintenance and we at GWCCA and the on-site team in Savannah are ecstatic to have met the stringent environmental criteria of a LEED Gold building.”

During the project’s performance period, sustainability statistics at the convention center included:

·      41 percent of building occupants use alternative commuting options

·      32 percent water use reduction

·      ENERGY STAR equivalent score of 77

·      100 percent of energy usage for 2017 and 2018 is offset by Renewable Energy Certificates (wind power offsets)

·      For recent carpet and ceiling tile replacement, 99 percent of materials purchased (at cost) met sustainability criteria of recycled content and low-chemical materials, and 81 percent of debris generated replacement was diverted from landfill and recycled

·      94 percent of janitorial cleaning and paper products purchased meet sustainable criteria

·      Average mercury content of lamps in the building is 84.25 picograms per lumen hour

Going forward, the GWCCA and SITCC staff will remain committed to making continuous operations and maintenance improvements in an ongoing effort to provide high-performing, sustainable work environments.

“I knew we had an amazing team and being environmentally responsible was always a focus, but I didn’t realize we would achieve a Gold certification on our first application,” Spinks said.

She continued, “I am very proud of our team. We will take the lessons we learned through the process and continue to improve our operations, tracking and reporting to continue our commitment to green.”

How to Cut Costs on Custom Trade Show Displays

August 10, 2017
Kristin Hovde

Kristin Hovde is the Website Manager and Blogger for ]]>Smash Hit Displays]]>, an online trade show display company that has many booths, accessories, and flooring available.

The purpose of using custom displays at trade shows is to draw in as large a number of people as possible to your booth. Nevertheless, a successful display doesn’t come easily, meaning you should equip yourself with information about how to display outstanding exhibits.

Managing expenditure and maximizing profits is a key factor for most businesses and it can be difficult to achieve at times. Purchasing a custom display is one way to get the attention you seek at trade shows and can be an affordable option, depending on the type of display and accessories you choose to add.

But most often, any money a company might make from using a custom exhibit at a trade show can be eaten up by the venue and other show expenses, thus affecting their profitability. For this reason, it is crucial to look for ways to minimize overheads as businesses try to get the most out of using these displays.

Here are some ways you can save your budget without sacrificing how you will look to the audience on the show day.

Purchase or rent lightweight modular displays

When you rent or buy lightweight, portable displays, you will not only reduce the initial cost of your display but you will also reduce the costs of shipping and storage. Again, these displays do not mean that you give up on the branding or look small. These exhibit systems come in different sizes and because they are modular, the same booth can allow for several configurations. With these types of displays, it’s possible to show at different sizes using one scalable unit.

Plan and design outstanding graphics

The key elements that your audience will notice in the first few minutes are the graphics. Always ensure that your exhibits have less text and more eye-catching graphics since most of the people don’t notice the text or they don’t have time to read as they pass by your booth. Your graphics should also be easy to comprehend, especially to your audience. If you have to add several lines of text, ensure that the message is very captivating and that the points are in bullet form so they are precise and easy to understand.

Pay for the minimum space you require and also look for some free upgrades

Large trade shows often get exhibitors registering, only to cancel a few days before the show. With this knowledge, you can plan with your account manager a few weeks leading up to the show to check on the plan of the floor space. If there are any cancellations, it’s possible there will be some empty booths next to yours. The management of the trade show would rather allow you to use the space rather than have their exhibition floor look deserted.

Recycling previous branding materials

You can also recycle some of your custom branding stuff by reusing them for your next event, so make sure you store them safely until the next trade show.

In conclusion, using a custom trade show display that is captivating and able to enhance profitability results in a successful show. These options are designed to help you manage costs while also achieving more success in your trade show program.

MCI Buys Dallas-based Wyndham Jade; Shawn Pierce Tapped to Lead

August 10, 2017
Rachel Wimberly

Rachel Wimberly is president and editor-in-chief of Trade Show News Network. Follow her on Twitter – TSNN_Rachel.

Embracing its strategy to be an end-to-end solutions provider for their existing and potential clients, MCI acquired Dallas-based Wyndham Jade, an event and travel management company specializing in integrated convention housing and registration, site selection, meeting management, incentive programs and business travel management, serving both associations and corporations.

Terms of the deal were not disclosed.

The addition of Wyndham Jade becomes a key component of MCI USA’s Meetings, Conventions and Incentives platform serving both associations and corporations and further accelerates MCI’s focused growth in the United States, according to company officials.

“MCI has closely monitored Wyndham Jade’s evolution as part of our larger dream around MCI’s growth and market strength in the United States,” said MCI Group CEO Sébastien Tondeur.

He added, “With this element of the dream now fulfilled, I’m excited to announce MCI’s intention to further accelerate its buy/build plans in the United States in the near term.”

Sue Trizila, who has worked at Wyndham Jade since 1993 and grew the company from 10 to 100 employees, called the MCI acquisition a “homerun”, adding that it fits “so well in the MCI Americas Group.”

Trizila will move into a long-term executive advisory role within MCI USA.

Shawn Pierce, president of Strategic Event Management, will lead the Wyndham Jade platform from Dallas, integrating its capabilities into MCI USA’s overall association and corporate meetings and events portfolio.

During his 20-plus years’ experience in the event industry, Pierce has built companies and organizational structures by leveraging data driven insights that fuel client-focused results.

Pierce previously served as president of Experient and senior vice president at Hanley Wood.

“MCI is committed to enhancing the strategic and economic impact of our clients’ association and corporate events,” Pierce said.

He added, “In Wyndham Jade, we have added essential tools and proven talents that further enhance MCI’s role and reputation as a global leader.”

Pierce said MCI’s strategy in the U.S. is to be the “premier association solution provider.”

He added that Wyndham Jade’s offerings, including its strong operational team in Dallas, is “a great fit for us.”

Wyndham Jade now operates as Wyndham Jade, an MCI Group company and becomes the newest part of MCI USA.

Headquartered just outside Dallas in the fast-growing city of Plano, with offices in Arizona, Iowa, Georgia and Illinois, Wyndham Jade brings 120 new talents to MCI USA.

“Wyndham Jade is a proven innovator in event technology and logistical execution,” said MCI USA CEO, Tom Gibson.

He added, “Together with MCI’s other recent acquisitions, the synergistic addition of Wyndham Jade enables MCI to serve associations and corporations with an impactful array of strategic and tactical solutions along the entire events value chain.”

GES Scores 12.2 Percent Revenue Jump in Q2

August 9, 2017
Rachel Wimberly

Rachel Wimberly is president and editor-in-chief of Trade Show News Network. Follow her on Twitter – TSNN_Rachel.

GES’ second-quarter revenues were up 12.2 percent to $320.1 million from $285.4 million during the same period the year before.

“GES delivered second-quarter results that surpassed our prior guidance, with a revenue increase of 12 percent year-over-year and an adjusted segment EBITDA margin of 12.5 percent,” said Viad’s president and CEO Steve Moster.

He added, “The upside to guidance was broad-based and fueled by industry growth, solid execution by the GES team and our efforts to position GES as the preferred global, full-service provider for live events with a comprehensive suite of offerings. Our U.S. base same-show revenue growth was better than anticipated at 7.5 percent and we continue to realize strong international revenue growth from new business wins.”

Moster took time to answer some questions about what’s impacting GES’ results right now, the Poken and ON Services acquisitions and where the company is seeing growth.

TSNN: There were a few things noted as reasons for the positive results, one was show rotation – what shows can you point out as having an impact?

Moster: Our largest non-annual event during the quarter was the Paris Air Show.  In addition to positive show rotation, we saw broad-based growth across most shows with strong same-show revenue growth of 7.5 percent in the U.S. and significant new business wins internationally.

TSNN: How has the response been with Poken? Have clients had feedback from attendees as well? 

Moster: Many of our clients are familiar with Poken and have shown interest in activating it at their event.There is also a lot of excitement among our team members about being able to provide this event engagement tool to clients. The pairing of Poken with our existing registration software provides event organizers even more insightful analytics and reporting to drive enhanced event performance. And we are seeing good traction in selling the combined offering.

TSNN:  I saw that U.S. same-show growth still has a strong showing. Where is the spend going? Actual space? Marketing? other services? 

Moster: Our base same-show revenue in the U.S. grew by 7.5 percent which was larger than expected. We’re seeing broad-based growth across events, including increased net square footage and higher spending by exhibiting companies.

TSNN: Any new business you can talk about? I saw mention of international ones?

Moster: Some new wins include:

–           GSMA’s Mobile World Congress America

–           American College of Surgeons’ Clinical Congress

–           ASTRA/Marketplace and Academy

TSNN: How has the acquisition of ON Services impacted overall offerings to GES clients?

Moster: With the addition of ON Services, GES can provide clients and event participants with cutting-edge live event audio visual solutions from conception through execution – from large-scale entertainment experiences and complex general sessions to sporting events, conferences, and exhibitions

TSNN: Where are you seeing the most growth within GES?

Moster: We continue to see solid industry growth. Shows are up across the board, and GES’ ability to provide a full suite of live event services is accelerating our growth.

National Trade Productions Rebrands Its NTP Events Division, Launches Awareness Campaign

August 8, 2017
Lisa Plummer Savas

Lisa Plummer Savas is Content & Marketing Editor for TSNN. 

National Trade Productions has launched a rebrand of its NTP Events client exposition management division that includes a new visual component, vision and mission statement.

The intention behind the rebranding process is threefold: to distinguish NTP Events from its parent company; to develop a distinct identity that accurately reflects the importance of its client management services and to clarify the division’s corporate structure to the exhibitions and events industry, according to Christopher Harar, who took the helm as NTP Events president in February of last year.

“The tagline, ‘We Grow Shows,’ allows NTP Events to focus on growth for our clients through a process refined over 40 years,” Harar explained.

He continued, “The new brand is at the heart of everything NTP Events does and by delivering on our promise, we will continue to enable the prosperity and profitability of our clients and the industries they serve.”

In addition, a new ]]>website]]> has been created to reinforce the division’s process-oriented culture, entrepreneurial spirit and skills geared to help clients to achieve their business goals and objectives. 

While the look of the brand has changed, NTP Events will continue to deliver its established core services of designing, producing and managing events, and has plans to expand its range of products intended to go beyond conventional trade show management.

“National Trade Productions has offered event management services since its inception in 1976,” said Robert Harar, National Trade Productions chairman and CEO.

He added, “By taking an in-depth look at its goals and objectives, NTP Events is now able to differentiate itself from National Trade Productions and clarify its relationship to the industry.”

In addition to the NTP Events division, National Trade Productions owns and operates proprietary events, including SpaceCom. 

The company also owns CSG Creative, a full-service, strategic marketing and creative agency that provides branding, graphic design and marketing solutions to corporate and association clients.

Three Ways Event Managers Can Promote with Social Media

August 7, 2017
Jonathan Morse

Jonathan Morse is the CEO and founder of ]]>Tripleseat]]>, a web application for restaurants, hotels and unique venues.

What marketing tools do you use to promote your events? Is social media on that list? It should be.

It doesn’t matter how familiar you and your business are with social media. Your audience is using it and that means you need to be there. ]]>Americans check their social media accounts 17 times a day]]>. Having a presence on social media means that your potential event attendees are more likely to see your posts and promotions there.

But with the number of options of social networks, marketing tools, trends and types of content to share, how do you use social media the right way to reach the right prospects? Here are three suggestions that work.

1.     Livestreaming video

Social networks are pushing live video right now, so this is the time to take advantage of it. Live videos shared on Facebook, Instagram, Twitter and LinkedIn get more priority in social media news feeds, which means that the networks alert your followers when you’re live and your broadcast has a better chance of being seen than other organic (non-paid) social media posts from your business account.

And viewers are hooked. ]]>People spend more than three times more time watching a Facebook Live video than a video that is not live]]>. Combine that with the fact that ]]>71% of Facebook users are more likely to make a purchase if someone referred it to them on social media]]>, and you have a perfect formula for increasing event registration.

How can you use livestreaming? Update attendees prior to your event and share the benefits of attending, interview your speakers or plan a Q&A session so attendees can get their questions answered by a live person. You could also livestream part or all of your event to show attendees what’s happening and share that video later on to promote your next event.

2.     Visual content

Every marketing promotion should include visual content. Period. It doesn’t matter if you use photos, videos or graphics. ]]>Content that includes images gets 94% more views than those without]]>.

Promote your event by using visuals such as:

·      Images that include the event name, time, date, location, contact information, and registration link

·      Quotes from your event speakers

·      Relevant tips or statistics

·      Infographics

·      Videos that preview what’s happening at the event

·      Photos of your staff behind the scenes

You don’t have to be a designer or a professional videographer to ]]>create your own visuals]]>. Try free design tools like ]]>Canva]]>, ]]>PicMonkey]]> and ]]>Adobe Spark]]> – they have great templates you can start with or you can use your own colors and branding. For video, use your smartphone camera and edit with apps like ]]>Spark Video]]>, ]]>YouTube’s app]]> or ]]>Title Master]]>. Make sure to use these images on social media, in blog posts and in your email marketing.

3.     Social media ads

Unfortunately, social media isn’t free. The best way to make sure your social media promotions get seen is to purchase ]]>social media ads]]>. You don’t have to spend money on every social network. Just concentrate on the social networks that your audience uses so you can reach the most people. You don’t have to spend a ton of money on your promotions. Each social network will show you estimates of potential reach based on the amount of money you want to spend and the demographics you’re targeting. You could even test with a small amount to see what works and then increase your spend.

Get ready to fill your seats

As social media becomes part of your event marketing plan, it will get easier to plan for it and you’ll be in better shape to attract registrants. Trying just one of these tips will help grow attendance at your next event. Start with the content that works for you, master it and then experiment with another type. 

Boston Convention and Exhibition Center Expansion Plans Get New Life

August 6, 2017
Rachel Wimberly

Rachel Wimberly is president and editor-in-chief of Trade Show News Network. Follow her on Twitter – TSNN_Rachel.

The Massachusetts Convention Center Authority (MCCA) recently issued a design and feasibility Request for Proposal (RFP) for master planning services for the70-acre campus of the Boston Convention and Exhibition Center (BCEC) in South Boston.

“It has been a dynamic and disruptive decade in our industry which has mirrored the dramatic changes that have occurred in South Boston,” said David Gibbons.

He added, “This is an exciting and appropriate time for the Authority to evaluate where we stand in the convention marketplace. We are asking our customers what they need and determining what we can afford in order to position the BCEC for long term success.”

The RFP will task designers to meet the needs of the BCEC’s current and future customers, betterintegrate the BCEC into the South Boston’s proximate neighborhoods, outline a building program that is financially self-sufficient, innovative and minimizes the impact on the environment in order to enhance the MCCA’s competitive advantage in a rapidly evolving convention marketplace.

“Boston is a premier global destination for business and tourism and the BCEC is a key catalyst to create economic activity in the city and across the region,” said John McDonnell, Chairman of the Massachusetts Convention Center Authority.

He added, “The time is right to evaluate convention related growth opportunities on the BCEC campus to ensure its future success.”

The BCEC originally opened in 2004 and boasts 516,000 square feet of contiguous exhibition space 160,000 square feet of meeting space in 80 meeting rooms and a 40,000 square foot ballroom.

Original expansion plans called for extensive exhibit hall space being added – more than 300,000 square feet, as well as more meeting and ballroom space at a pricetag estimated to be $1 billion, but was put on pause a few years ago.

Besides the possibility of an expansion being reignites, another bright note includes the news in April that Omni Hotels and Resorts has been selected to develop a 1,054 hotel directly across from the BCEC.

UBM’s Tim Cobbold Talks 2017 First-half Earnings Results, Putting ‘Events First’

August 4, 2017
Rachel Wimberly

Rachel Wimberly is president and editor-in-chief of Trade Show News Network. Follow her on Twitter – TSNN_Rachel.

Three years after UBM revealed its ‘Events First’ strategy, the company has shifted its portfolio through a series of acquisitions and the sale of PR Newswire so that now 92 percent of its profits come from the events business.

That strategy continues to pay off, with the recent release of UBM’s 2017 first-half results showing an 18-percent revenue increase to £448.4 million ($585 million), compared with the same period last year, and while events’ revenue growth during the last six months was modest – 2.7 percent – the future looks bright.

“In the first half of the year, the focused implementation of the ‘Events First’ strategy has delivered an acceleration in organic growth and an improved operating margin,” said UBM CEO Tim Cobbold.

He added, “The business is well positioned for stronger organic growth and further margin progression in the second half when we run many of our fastest-growing ‘major’ annual events.”

Cobbold said that UBM is “essentially in the events business now” and the focus going forward is on maximizing performance, such as increasing profit margins.

The acquisition of AllWorld Exhibitions last year (for $485 million), he added, has had a positive impact on the UBM’s overall business and looks to grow even more with the rise of the middle class in Asia.

“We’ve made really excellent progress with the integration (of AllWorld),” Cobbold said. “We paid quite a lot of money for it. Now, it’s all about growth.”

The portfolio in Asia continues to expand as well, with four of AllWorld’s previous biennial shows becoming annuals, as well as launching a new show.

UBM’s overall Asia portfolio performed well in the first half and sectors like food, hospitality and leisure had strong showings. The fashion sector, though, continued to be challenged, especially in the U.S.

“We saw strong growth in mainland China, India, South East Asia and Japan, supported by good growth in Continental Europe and this was more than sufficient to offset the market based challenges of ‘Fashion’ (which was down by 3 percent),” Cobbold said.

The U.S. fashion business, which includes MAGIC Market Week and all its collocated events, was relatively flat in the first half.

“Online is exposing weaknesses in the way established retail works in the U.S.’” Cobbold said.

He pointed to all the brick and mortar store closures. “There is so much more mall space than sales warranted,” he added. Online buying through Amazon also has placed a lot of pressure on buyers who come to the UBM shows, Cobbold said.

Even with the challenges in retail in the U.S., those will be offset in the second half of the year when technology events, notably BlackHat, run, he added.

Cobbold said that the U.S. is the largest and ‘most vibrant’ events market in the world, so they will continue to look for opportunities there.

As far as how the rest of 2017 looks, Cobbold said, “The business is well positioned for stronger organic growth and further margin progression in the second half when we run many of our fastest-growing ‘major’ annual events.”

He added, “Trading will also benefit from the large biennials which take place in the second half of odd years. While conscious of global macro-economic and geopolitical uncertainties, we are confident in the quality of our portfolio and the outlook for the year is therefore unchanged.”

Understanding Trade Show Display Lighting

August 3, 2017
Jeff Andrews

Jeff is an Important Sales Guy for ]]>Production Prints]]> who has been helping exhibitors with their portable, modular and custom trade show displays since 2007.

When setting up your trade show booth, it’s imperative that you make sure that booth is up-to-date and ready to impress. For many, this means bringing laptops, tablets and other devices that require electricity. Many vendors order electricity for their booths for this exact reason. However, some forego utilizing their electricity to its fullest by not making sure they have proper lighting for their booth!

A beam of light on specific signage or a key component of your display can have customers coming over to check you out instead of your competitors. Knowing what types of lighting are available and how to use them optimally will truly make your booth unique.

Types of Trade Show Display Lighting

When looking at lighting options, the main terms to know are “front-lit,” “back-lit” and “spotlighting.”

Front-Lit Lighting

Front-lit lights are perhaps the most common – you might even have some at home! Front-lit lights, such as LED clamp lights, are excellent for banner stands. The clamp allows you to position this light in whatever method you see fit while illuminating your banner or other signage in a nice glow.

Back-Lit Lighting

Back-lit lights flood the space it occupies, creating an illuminating aura. Tower lightboxes utilize this form of lighting extremely well with their special ladder lighting. Ladder lighting consists of an array of lights that hang inside the tower lightbox itself. This ensures a unique and uniform radiance for your display.


Spotlights provide a blast of light in whatever direction they are facing. For you, this could mean important signage, a key component inside your display or a product itself. While seemingly simple, spotlights come in a wide range of styles and options.

For example, spotlights now contain options for RGB light, meaning you can customize the exact color you want to shine down (or up) at you or your display. Bright colors are well known to attract the eye more so than traditional black and white, so having flashing reds, greens or blues can turn your booth into quite an attractive spectacle!

Within the above categories, the type of luminescence you have within the fixture is equally as important as the kind of light you use. LED lighting is easily the most popular right now for a variety of reasons. On top of taking up less wattage than traditional light (which means you require less electricity for your booth, saving you money overall), LEDs also produce less heat and can be used for all the previously mentioned kinds of lighting. Many consumers are used to halogen bulbs, but they tend to get very hot and are even banned at some convention centers.

Display Types that Work Great for Lighting

While most displays can utilize ample lighting to stand out among the crowd, certain types of displays benefit a bit more than others.

Banner stands, specifically double-sided banner stands, can use clamp lights to ensure that both sides of the display are illuminated and readable, especially if one side is facing away from a major light source. In fact, the combination of banner stands and clamp lights are seen at numerous vendors for indoor events.

Back walls also benefit greatly from lighting, especially if the size of the wall is quite large. One could utilize a spotlight to highlight key information on the back wall or have a lightbox back wall to have your entire display be glowing in a warm, inviting and eye-catching way. Tower lightbox displays also employ this method with excellent results and can help get your brand high in the sky.

Display cases can use lighting in a wide range of creative ways, from having a spotlight straight above the case to having an under glow inside the case, creating a soft luminescence and inviting consumers to come over and check out the details inside.

Lighting Tips for Your Next Trade Show

While the kind of graphics you’ll use at your next event could definitely benefit from lighting of some kind, there are a few tips and tricks to ensure that your booth stays bright. While perhaps not as pertinent for smaller booths, for larger booths with more lighting you should determine the wattage and amperage they will need so you won’t overpay or even worse, underpay and not get the amount needed for the entirety of your event. So, knowing what kinds of wattage your lighting is and planning accordingly is beneficial in this regard.

When it comes to planning, ordering the electricity you will need for your booth well in advance can save you some money. Venues can give vendors special rates for their electricity needs if they order it ahead of time, which could mean more pennies in your pocket for future events or to put towards grander, well-lit displays.

NHG Expo Chooses ConvExx to Manage Scafform Global Expo

August 3, 2017
Lisa Plummer Savas

Lisa Plummer Savas is Content & Marketing Editor for TSNN. 

New Horizons Global Exhibitions is gearing up to launch Scafform Global Expo, set for Nov 7-9 at the Las Vegas Convention Center.

The inaugural event will be held side by side with the new Hydropower & Dams Global Expo and will be managed by ConvExx, a Las Vegas-based, independent trade show management company.

NHG Expo acquired the U.S. and international rights to produce the shows from Istanbul-based DEMOS Exhibitions, producer and owner of trade shows and fairs for Turkey’s construction, geothermal and 3D printing industries, which include the biannual International Scaffolding and Formwork Exhibition (aka Scafform Expo), DOOR, Tunnel Expo, Dams and Hydroelectric Plant Fair, EXPO GEOTHERMAL, 3D Print Expo and Rental Expo.  

In searching for a show management company to run the new show in Las Vegas, the NHG team connected with ConvExx, producer of some of the city’s largest annual trade shows, including the SHOT Show, Mobile Tech Expo and Las Vegas BikeFest.

“We looked for an expert in trade show management, marketing and connections in Las Vegas and met the ConvExx team,” explained Huseyin Aslan, NHG Expo managing director. “We believe the company has the team that will help us build our well-known global brand in the U.S., as well.”

Scafform Global Expo is anticipated to occupy more than 200,000 square feet of exhibit space and attract approximately 10,000-15,000 attendees from across the globe.

The new event will feature manufacturers and service providers of scaffolding and formwork equipment, as well as educational content, demonstrations and an outside display area.

“We are excited to be named as show manager for this trade show,” said Chuck Schwartz, ConvExx chairman.

He continued, “While there are other shows in the construction industry, this will be the first show dedicated exclusively to scaffolding and formwork. The research shows that this is a growing and under-served market that deserves attention.”

For more information about Scafform Global Expo, go ]]>here]]>.