Women in Exposition seek the magic to the perfect guest experience

Ask a dozen people what it takes to create the perfect guest experience in an exhibit and you are bound to get as many different answers. About 40 women sought to pinpoint the components of such an experience Tuesday during the Women in Exposition’s meeting held in conjunction with Exhibitor2010 in Las Vegas through March 18.

Hosted by Debra Roth, creative director and CEO of Pink, Inc, the meeting attracted a broad spectrum of participants, from corporate exhibit managers to exhibit house designers and journalists to junior account executives.

“Times are changing and so must the guest experience,” said Michelle Benson, vice president of client services for Momentum Communications. “It is time to accept that attendees are much more savvy today. They do not come to shows for freebies. They want to be entertained, educated and engaged. If you help the attendees (guests), they will help you in return.”

There was a consensus among the crowd that the perfect guest experience does not begin with the exhibiting companies but with the show producer and general contractor who must create a welcoming environment for all. For example, if a show must have an engaging and appropriate theme, there must be pre-show promotion and follow up, lighting and adequate hall temperature and noise levels conducive to conversations.

The following were among the suggestions offered for creating the elusive perfect guest experience.

• Clear messaging about your company, products and services; verbal and visual

• Ask customers how much time they have and adjust your presentation to the guest’s schedule and expectations

• Canned deliveries are out. Ask customers about their needs and concerns then individualize and customize the message for each visitor. Make it about the customer, not about scanning badges.

• A guest’s time is valuable and special, thus he or she should be treated as such.

• A tradeshow exhibit and presentation should offer guests a unique experience, one different from a sales call or Web site presentation. Something they can’t experience elsewhere.

• Train staff from A to Z to be engaging and to know the industry trends and issues, products and services inside and out. If a staff member can’t help a customer, make sure they know who can and direct them to that person.

• Immediately after the show and periodically thereafter, there should be a timely, targeted, pre-show and post-show follow up. A phone call or written note is more effective and memorable than an email. “Remember, what happens in Las Vegas, takes several weeks of follow up,” added Gwen Hill, director of business development for ExhibitForce.com.

(Written by Aleta Walther of Exhibit City News)

Marketing 101: Why Videotaping Your Trade Show Exhibit Matters

As I came across the headline for this article, I couldn’t help but wonder why it was so important to videotape your trade show. However my skepticism had ceased once I had the opportunity to read the article. With the advances in social media involving online communities such a YouTube and Facebook, viral video sharing has experienced a steady increase, in both audience and performers, since it has been introduced. Aside from sharing videos, the article goes on to mention other ways in which this footage can be valuable to any company.

This article explains the benefit of videotaping your trade show exhibit. While trade shows only come around every so often, the video footage lasts forever. It is something prospective clients can view to get a first hand account of your products and/or services at work.

Take a few minutes to read through the article and let us know what you think.

Tradeshows are an ideal place to showcase your products, your services, and your company to new and current customers. A tradeshow is also the perfect environment to capture video content of your booth, preferably in an interesting “news-style” format. Video is fast becoming the media of choice to communicate your tradeshow marketing message after the show has ended. It can help you reach those unable to attend or those who didn’t receive your complete message. Video is also the medium of choice for post-show online ads, email blasts, additions to your website and Social Networking efforts.

Today, customers would rather watch a 2-3 minute video on your product or company than read a multi-page brochure or editorial….and a trade show is a great place to capture the online video content that sells all year long.

Video is the ideal medium for promoting a new product, capturing a trade show exhibit, enhancing a case study, giving the FAQ section on your website more impact, and much more. Plus video can be multi-purposed and is ideal for social networking activities to attract new prospects as well as current customers. Many different businesses are using social networking to attract more customers to their businesses. Tradeshow videos are ideal for social networking because more than ever, people are watching video online and that includes B2B video from a range of companies.

Video is the best way to ‘shake the cage’ on your guerilla marketing effort, or to better explain the advantages of a new technology or product. More and more companies are using video to sell, train, promote, persuade, and build visibility.

Video on the web can be repurposed for greater value, is usually more attention getting, and offers greater message retention. But getting it seen is critical.

Online video has become an essential sales tool for businesses. Yet, very few businesses ever videotape their trade show exhibit, launch new products with video, or use video case studies and video FAQ (Frequently Asked Questions) on their website.

(Article from the Trade Show Marketing website)

Exhibitor 2010: The Future of Trade Shows

FB Displays & Designs Inc. president, Francine Brooks attended this year’s Exhibitor Conference and Exhibition. Francine returns with tales of new, innovative products and high hopes for the future of trade show marketing.

“There are more new products introduced at Exhibitor Show than any other industry events. In addition to meeting key contacts, attendees have the opportunity to network with their peers and share best practices. In light of the current economy, Exhibitor 2010 re-energized everyone involved in trade show marketing,” says Francine.

Exhibitor 2010 took place from March 14^th – 18^th in Las Vegas, NV. The show was not only geared toward those in the trade show industry, but it also proved to be an excellent learning experience for those looking into trade show marketing. There were a variety of very informative seminars such as exhibiting strategies, lead management, show operation, and much more.

The exhibition portion of the show that ran from March 15^th – 17^th provided a very positive outlook for the future of the trade show industry. Hundreds of exhibitors brought out the big guns and put on a mesmerizing show. The new products on display represent a new age that transforms durability, ease of use, and transport into one seamless entity.