Cypress HCM’s Post

An achilles heel of good tradeshow booth execution is a lack of alignment among booth staff and company team members... Several years ago, I had a friend 👨💼 come in town for a conference. He is a Sr sales rep for a big software company. This company was exhibiting and between space, booth, travel, etc, probably spent around $200,000. I took him to dinner and asked how the show was going. He essentially told me he didn't really know what was going on, and they just flew him in to be on the floor. $200,000 seems like a lot of money to me, as well as a lot of effort, to have a Sr sales rep have zero clue what is going on. He was 1 of 4 reps there and none of the reps were briefed. As a team, its hard to run a successful play without the players knowing the play. My point. Booth staff and team staff alignment is KEY to tradeshow success. Knowing the basics, like the schedule of events and process for leads is a must. But if you are looking to dominate a tradeshow and capitalize on the investment, here is what alignment looks like... Keep in mind, this can all be put into a 1-2 page document for all to review and study. Event team should be developing this with sales and MKG input. 1️⃣ Everyone involved has a clear understanding of WHY you are there and what the specific goals and target objectives are. 2️⃣ Customer, everyone has to have a clear picture of the customer profile that is there. Who is here? Who do we want to talk to? What role do they play in our pipeline development and relationship with customer? 3️⃣ What is the weeks strategy? Examples are, do you have a theme and why that theme? How does it tie into the pitch or offering? What is the plan to produce results at this show and what is everyone's part in it? 4️⃣ Engagements and offerings. What kind of engagements, offerings, activities and offsite activations is your company running, and why should people attend them? How does the raffle work? How do they participate? All staff needs to know this, and be armed with the ability to invite, set appts, and clearly explain what's going on to someone. 5️⃣ I highly suggest morning huddles before the day starts and evening huddles as the day ends. Talk, share, brief each other, and get ready for what's next. Stay in tune and on the same page for the entire show. 6️⃣ What is the narrative and story you are telling and promoting? Everyone should know this and be able to talk on it. Have scripts, develop talking points that everyone can use. 7️⃣ Everyone in your booth should know how to explore and qualify someone in conversation. Give them questions 8️⃣ What does life look like after this 3-4 day whirlwind? Have a follow up process with goals outlined so everyone knows what's next. Knowing what's next gives confidence to what you are doing currently. 💡 Have a why, have goals, create a plan, craft a strategy. Make sure everyone understands all of the above and how they contribute to success.

Designing and deploying a new tradeshow booth? Here are the questions the event manager/marketer must have answers to... As the event manager/marketer, you typically lead the charge working with a company on designing a new tradeshow booth. Hopefully you are crafting an approach and strategy with them first, but that's another post for another day. You don't need to know everything, but you need to know some things. You also have to be willing to say you don't know, and go find the answers from stakeholders. Here are important questions that drive successful tradeshow booth design. If you don't get asked these, then find another partner, and if you don't have the answers to these, its okay, just go seek them out. ❓ What are 3 things you want to accomplish or gain that would deem this tradeshow successful? How can you track these? ❓ Who specifically is your audience at this show and do you have multiple? ❓ Can you describe your interactions with customers at this event in your booth? Be detailed, whats going on in the booth and off the show floor? ❓ What problem do you solve for your customer? ❓ What is your value proposition or what makes you different than competitors? ❓ What are your biggest pain points at your tradeshows right now and why are they an issue to you? ❓ What is the single message you want attendees to leave your booth experience knowing? ❓ I am an ideal customer. I show up to your booth randomly or by appointment, what happens next? What's my experience look like step by step? ❓ What makes your brand unique or what is important to the identity of your brand? Many companies can be creative. Many companies can sketch beautiful things. Beautiful doesn't = effective tradeshow marketing. But having the answers to the above questions creates a road map to ideas and concepts for a design that sets you up to succeed. Who are we engaging? Why are we engaging them? and how can we most effectively engage with them? Now you can create a space that best allows you to accomplish your goals.

Do you do tradeshows? Do you ship equipment to those tradeshows? If so, we can help. Not only do we have a clean, secure warehouse to store your tradeshow equipment, our long expertise working with electronic equipment provides a few key features: 1. Warehouse & Shipping Services. We coordinate with you to make sure equipment arrives on time and is received when it's shipped back, post show. 2. Inspection & Repair. Upon receipt of your equipment, we'll examine it and make sure everything's in working order, all the cables and remotes are properly stored with your devices. 3. Updates. Should your equipment require software updates we'll make sure those are all complete before sending the equipment to your next tradeshow. We'll also thoroughly test everything before it's shipped. Does your tradeshow equipment process need a boost? DM me, let's talk. #showsampleloan #tradeshowequipment.

Six Questions to Ask When Purchasing a New Tradeshow Display Purchasing a tradeshow display is one of the first steps you will take when deciding to attend shows. And many companies and marketing teams purchase these frequently. But how do you know what you should buy? And how much should you spend? Choosing the correct display will make your exhibit experience smooth and stress-free. Choose the wrong display, and not only will it add stress and difficulty, but you may also re-invest in a new asset sooner than you want. Here are some questions that you ask yourself and seek answers to when purchasing a new tradeshow display: 1.     Who will be setting up the display? There are many styles of displays out there, and some are easier to set up than others. A large island booth is usually much more complex and time-consuming to set up, but there can be varying levels of set up complexity, even in smaller spaces. It’s essential to be honest about the skill level and capability of the people setting up the display. If you or your team is setting this up, we recommend you ask lots of questions about how hard the display is to set up and how long it should take. Ask for videos and instruction manuals before committing to the purchase. Above all, ensure you don’t purchase something beyond the team's capabilities and capacity. You can always hire professional I&D providers; however, to avoid this problem entirely, just be sure to get a feel for what that cost might look like. Choosing a new display can be daunting, but when you ask the right questions, it can be pretty simple to narrow down your choices to a short list of potential candidates. Picking the display that works for you and your situation will ultimately make your life easier and stress-free. Choose wisely; you won’t regret it! Keep following @SkylineExhibitsAlberta for the next tip in the series! Want to learn more? Check out https://lnkd.in/gFiQHMsU for free tips and exhibitor education.

Managing tradeshows is a nightmare for most companies, especially when you are small. I recommend outsourcing all of it as long as you can. I hired a part-time event manager for $30/hr. You can offshore this at $10/hr (I just had a relationship). Have them manage: 1) Research - Find all tradeshows that are valuable to your org. 2) Vetting - Gather all the important details to vet out the tradeshow for your approval 3) Logistics - Manage travel and shipping of all booth materials or use 3pl (recommended) 4) Coordination - work with the tradeshow staff, marketing, and salespeople to ensure all teams have what they need. At my last company, I was doing 2-3 tradeshows/week. My event manager worked around 15 hours/week. It was the best $1,800 I spent per month to run our entire events strategy which drove $50m+ in revenue. No one on our team had to touch anything above except the event manager.

VIDEO ALERT -- Your booth doesn't have to be over the top to get their attention. However, you don't want to blend in on the tradeshow floor to the point where no one stops by… Watch Robert's latest video on Tradeshow Booth Fails to see what to do and what NOT to do for your next tradeshow booth.

Trade show season is just around the corner! Check out a few of my favorite tips to make your next event a success. #tradeshowtips #marketing #branding #merch

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Discover the key strategies for ensuring your trade show booth arrives on time and in top condition. Learn more in the latest post on the ArcBest blog now!