Whether you just graduated from college or have been in your career for many years, we are taking you back to the classroom for: Trade Show 101, the trade show basics class! In the trade show industry, there is always something new to learn. Trends are always changing, shows are growing and evolving, and what worked last year might not work this year. Keep reading to learn the trade show basics!
What is a Trade Show and Why Exhibit?
Trade shows, sometimes called expos, are a way for companies from a specific industry to showcase and demonstrate their products and services. Trade shows have multiple functions including networking, education, brand awareness, and even company announcements. Companies who participate in trade shows often exhibit so they can showcase their brand and interact with attendees.
Trade shows are often seen as a big investment, but there are many reasons why it’s beneficial to exhibit. Being visible on the show floor increases your brand awareness and helps you stand out from competitors. Secondly, over 80% of the attendees have purchasing power! Trade shows are a great way to get qualified leads with studies showing an average of one qualified lead per seven engaged trade show attendees. It’s a very effective marketing strategy!
How to Choose the Right Show(s)
With thousands of trade shows happening annually, it can be difficult to know which shows you should be exhibiting at. Fortunately, there are tools that simplify the search! Exhibitor Online has one of the biggest trade show calendars available for you to search by industry, location, and month.
Choosing the right shows can depend on multiple factors.
- What are my goals and objectives?
- Will going to this show allow me to accomplish my goals?
- Do I have enough time?
- Usually, we recommend starting to plan three to five months out.
- How much will it cost?
- Does it fit within your budget?
- Who will attend this show?
- Is your target audience there?
Booth Types
There are two main types of trade show exhibits, custom modular and portable.
Custom Modular Exhibits are highly versatile displays that are structural, scalable, and tailored to fit your needs. They create an engaging and cohesive environment that captivates your audience from all angles. Being modular also allows it to be reused and rebuilt in whatever size or shape you want. The best part? Custom modular exhibits can be rented, offering a flexible and cost-effective way to make an impact without the long-term commitment of owning and managing your own display.
Portable displays are lightweight and easier to set up, tear down, and ship. Portables are the perfect choice if you participate in multiple smaller events throughout the year. These can range from a retractable banner stand to a 10×10 foot snap tube backwall! Check out more examples here.
Timelines
At OnePoint, we have the capabilities to work with nearly any. However, we recommend starting to plan bigger shows three to five months in advance.
In month 1, we host a Discovery Meeting where we learn your needs and wants so that we can start designing your exhibit. Within this month, we will also present the design to you and tweak it if needed.
In month 2, we finalize the exhibit design renders. We then get sign-off from you to start creating.
In month 3, we will create or receive print-ready art files and order your graphics.
In month 4, we mock-up your booth in our Grand Rapids, MI facility to ensure that it looks great and all the parts and pieces are there. We then ship your exhibit to the Advance Warehouse!
In month 5, this is when the installation of your booth happens at show site. We coordinate with our trusted I&D partners to ensure your booth is installed properly and on time.
Pre-Show Marketing and Lead Follow up
You’ve now chosen what exhibit to invest in and what shows you want to exhibit at. But now what? Marketing your presence at the show can create buzz and provide prospects with a reason to seek your booth out. There are many ways to market your presence at a show.
- Emails
- Social media
- Paid Ads
- The Trade Shows’ website and email
- Show Sponsorship
- Word of mouth
What about at the show?
- Take pictures and videos to use in your marketing
- Be active in your booth and engage with attendees
- Hand out printed items or branded swag
- Collect the information of leads and prospects and store it electronically or in a safe place
Now, you’re back home and ready to nurture your leads. Attendees are presented with a lot of brands at trade shows, don’t let yours slip their mind. Try and connect with your new prospects within 24 hours of meeting them.
- Send out emails to your new prospects and leads
- Post on social media about how your show went
- Continue to nurture those prospects to strengthen brand awareness and remain top-of-mind.
Budgeting
Budgeting for your trade show can depend on a variety of factors. What size and type of space do you have? Where is the show and when does it install and dismantle? Do you own your exhibit, or rent? How many employees are you sending? Regardless, here are some percentages to get a rough estimate.
Design: 5% of your budget. This goes towards designing your exhibit and creating your graphics.
Booth Space: 23% of your trade show budget. This is the physical booth space you rent in the trade show hall.
Shipping: 11% of your trade show budget. This can vary depending on the weight and number of your crates, and how far away your show is.
Storage and Asset Management: 7% of your trade show budget. Having an exhibit house like OnePoint store and keep track of your trade show assets can allow you to focus on what you do best.
Show Services: 18% of your trade show budget. This goes towards any service you need on the show floor, such as I&D, material handling, flooring, furniture, cleaning, and electrical.
Promo: 7% of your trade show budget. This goes towards any pre-show and post-show marketing like printed materials and giveaway items.
Travel: 11% of your trade show budget. This depends on where the show is located and how many employees you are sending. It’s common practice to have one staff member per 50 square feet of your booth.
Exhibit: 16% of your trade show budget. This is your exhibit cost. This price will vary depending on whether you rent or own your exhibit, the size of your space, and the level of impression you want to leave.
Other: 2% of your trade show budget. This is in the budget, so you have a catch-all for any last-minute expenses.
Congrats!
You’ve officially survived Trade Show 101: Trade show basics. Consider yourself one step closer to mastering the trade show basics. Trade shows move fast, but with the right strategy (and partner), you can stand out and increase ROI. If you’re ready to bring your next exhibit to life, contact us today and we can help you create a show-stopping booth.
