In today’s environment, there is a lot of talk about going green, but who is really undertaking it?  In a recent conversation with Scott Young, the Director of Boxman Studios Trade Show Division, we discussed their passion for our environment and how it translates into booth design.  They have a compelling story to tell in that they are “the only company on the planet to design, develop and deploy brand immersion experiences created from decommissioned shipping containers.”

Shipping Containers?

Their website has this information:

Boxman Studios is a North Carolina-based company that re-purposes decommissioned shipping containers – rendered irrelevant, rusting away – and turns them into mobile, hip and environmentally friendly venues that are completely customizable and perfectly suited for everything – including trade show booths.

They’ve crossed vast oceans.

Traversed massive continents.

They can withstand the harshest elements.

And in our hands, they become the ideal setting for hosting parties, seating spectators, serving food, providing shelter, working, living, playing…

Just add people.

Let’s take a look at what a booth might look like.  Scott supplied me with a couple of photos taken from PRI 2010, a performance racing show.

I have asked Scott, what is the reaction from prospects when you start talking about your solution?  He shares that those companies who want to tell a “green” story and convey their company’s social responsibilities can do so by using one of the many designs.  They can weave into their own booth story the desire to have a minimal impact on the environment and visibly demonstrate it.  Also, for some exhibitors, it allows them to upgrade their footprint on the floor to an island location and still be within their budgets.

If you have any questions about what they have to offer, their website is: http://boxmanstudios.com/ or follow them on Twitter @boxmanstudios.  If you want to contact Scott directly, his email is syoung [at] boxmanstudios [dot] com.

This is a question almost every organization is asking: are trade shows the best use of my marketing dollars?  For some, the answer is a resounding YES, while others are quite the opposite.  In the recently released Center for Exhibition Industry Research (CEIR) report, The Changing Environment of Exhibitions, there are some data points which suggest a positive spin on trade shows.

The findings from this study explore 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.

One of the key findings from the study is:

“Ninety-nine percent of executives identify what they consider to be the key value proposition of business-to-business exhibitions.”

I have not seen that high of a statistic for years!  Ninety-nine percent find trade shows hold a unique value.  So it might appear that it is not time to skip an exhibition, unless you are not prepared or the show is drawing the wrong audience.

Another significant research point is found in this chart.

The material in this report is exciting.  If you would like to obtain a copy, please click here.  Now, if you are a member if IAEE, the report is free.

Optimism for trade show growth is finding itself front and center as 2012 unfolds.  The numbers form CES 2012 are indicating a record breaking crowd of 153,000 were in attendance.  The official audited numbers will be released later, but early indication is that it was a terrific show.  Congratulation CES!!

BtoB Magazine reported in late 2011 the following information:

What is your firm doing with the event marketing tactic? Are you expanding it or staying the same?  Please let us know.

Yesterday, I received a note from Keith Reznick, President of Creative Training Solutions, about my earlier blog post which included a video by Francis Friedman of Time & Place Strategies, discussing bringing A- Team to your trade show booth.  In his correspondence, he was applauding Francis for his straight forward conversation about the vital importance of who is in the booth.  Then he shared a video response to that post which you can watch it below.

It is a power pack three minutes where he provides a great analogy for the need to have your booth personnel trained and shares the critical three questions.  Listen in:

Keith’s Three Questions

1. Tell me about your company?
2. What’s new?
3. Why would we pick your company from all of the other exhibitors here at the show?

What comments do you for me, Keith or Francis?  I look forward to our dialogue on this critical topic.

All eyes are on CES this week as they prepare for their annual show. The  2,700 exhibitors are setting up their booths in anticipation of the 140,000 + attendees who will be in attendance.  They are hoping to snag their fair share of press and visitors.

Yesterday, Forbes online publication has an article written by Consumer Electronics Association President and CEO Gary Shapiro titled: Want Innovation? Go to a Tradeshow.  He outlines the imperative for face-to-face that takes place at a show:

They come to test the mettle of the people with whom they are doing business, to shake their hands, look in their eyes, and assess whether a company’s product matches a company’s hype. Perhaps most important, they come because relationships matter in business and, despite the worldwide reach of the Internet, a relationship cannot only be electronic. It must be personal.

This personal component to International CES – or any trade show, for that matter – is what makes it a living, breathing entity. It’s an experience that requires five senses. Some may scoff and wonder why in the age of technology and the Internet live face-to-face events even exist. Yet they not only persist, they also prosper because people, relationships and first-hand impressions matter. Five-sense interaction beats the Internet for creating a big picture view, allowing serendipitous discovery, developing trust, and evaluating people and products.

Attendees Seek Innovation on the Trade Show Floor

Besides the relationship aspect of a show, a paramount factor is seeing “what’s new.”   At the top of each attendee’s agenda is assessing what innovations are being offered to solve business problems.

CES is helping the smaller, start-up companies who offer many innovative products/services by:

This year, CES added Eureka Park, which will provide almost 100 start-ups a special exhibition at the show. Since 2010 we have tripled the iLounge Pavilion space for third-party accessories and software for Apple’s iPod, iPhone and iPad products to 300 exhibitors.

The Eureka Park is a specialized TechZone exhibit area that provides a unique exhibiting opportunity to launch a new product, service or idea. In partnership with the National Science Foundation, CNET, Startup America and UK Trade & Investment, Eureka Park will be the premier destination at the show where retailers, venture capitalists, manufacturers and other key attendee groups can find the budding entrepreneurs, fledgling start ups and home grown innovation.

This discussion of innovation on the show floor was a topic I discussed with Francis Friedman of Time & Place Strategies at Expo! Expo! in December.  Listen in as Francis shares his opinions on this topic.

In the coming week we will see and hear about CES exhibitors and their many innovations for us.

Question:  How are you creating the innovation factor for your next trade show participation?

Let’s take a look at what CES has done to encourage their exhibitors to use video as a part of the invitation process to see them at CES.  This was the third year for this contest which was titled:Visit Me at CES 2012.

“This video contest is an excellent opportunity for our exhibitors to set themselves apart and connect with attendees prior to the 2012 International CES,” said Karen Chupka, senior vice president, events and conferences, CEA. “Each year this program sees a more diverse and creative mix of exhibitor responses, which exemplifies the innovative spirit of the consumer electronics industry and the growing excitement surrounding the 2012 CES.”

The prize for winning the contest was a video spotlight on CESweb.org.  And five exhibitors were chosen for that via online votes.  Here is the link to see all videos.

One video stuck me as the best one – see below Sonomax Technology entry:

What would your video look like?

My challenge to the exhibitor community is to create a compelling video, no longer than three minutes, and send it out to your entire database of name.  Use this email campaign to get your show message out and drive attendees to your booth.

P.S.

if you have a great invitation video, let me know and we can highlight it here.

There are many reasons exhibitors do not evaluate their trade show efforts.  One reason, the CEO does not believe that marketing can prove itself via numbers.  Yet you want a seat at the revenue table along with your peers.

Graphic from Marketo

In your heart of hearts you know it was a good show.  The sales manager snagged orders galore for the new product.  Favorable press coverage in all the post-show press added to your show impact.  There were no major logistical problems.  So why do you have this uneasy feeling?  Because there are no quantifiable results, no hard data that nails it all down.  The only evaluation of the shows success rests on your well-tuned powers of observation.  Thin stuff, in the battle for budgets and management support.

Accountability – start with one or two shows

Once the decision is made to conduct research on the trade show program, the tendency is to begin with the most expensive show.    But I would suggest to pick one that seemed to be a resounding success and another one that has been deemed marginally effective.  By comparing and contrasting the results from these two different shows, you can gain valuable knowledge as well as ROI numbers.

There is a free ROI analysis tool from Exhibit Surveys, which can be found here.

You will need to answer 14 questions so that the powerful analytic can do its job and produce the ROI on your show.  Some of the questions are simple, like the name and dates of the show.  And there are a couple of questions you will need to contact the show organizer and gather that data, like the net attendance figures.

Below are graphics from the Tool Kit which shows the information that must be gather for it to function correctly.  This is a sample piece.  Skip Cox of Exhibit Surveys formulated this example around Linux World.

Showing management that you might have a 12:1 return on a show would definitely earn you a seat at the revenue table!

If you have any questions, please feel free to contact me at joycemckee [at] letstalktradeshows [dot]com].

Let’s make 2012 the best year ever!!