| Message
From The President |
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Re-Modeling Your
Exhibit Program
Construction is finally underway
on AEMs new office building. Re-modeling your house or business can be
an overwhelming task without timely planning and organization. What about
reorganizing your trade show marketing program? Strategically, trade shows
provide high-level face to face marketing. Since, on average, 88% of attendees
have not been visited by sales representatives of exhibiting companies,
trade shows provide an avenue for new sales. These attendees have a net
buying influence of 89%. So the key for success is an operational plan
which will access these prospects.
As discussed below, the operational
plan covers multiple areas and their subset components. From show selection
to lead follow-up, the operational plan represents an integrated approach
to successful trade show marketing. So while you are re-evaluating your
trade show program, plan ahead for success and let us at Advanced Exhibit
Methods know how we can help.
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| Feature
Article: The Recipe for Profitable Exhibiting |
Exhibiting at tradeshows
and events is a simple concept that requires a complex set of activities
to make it a successful method of  marketing,
promotion and sales. Such strategic planning is much like preparing a fine
meal.
A proven method to organize
your exhibiting opportunities is to create an Exhibit Plan. What is an
Exhibit Plan? It is a written document that lists all the reasons for participating
in tradeshows and events. However, do not make this plan so complex that
you become overwhelmed. Think of it more as a Recipe.
Your recipe should consist
of two primary components:
I. First is the Strategic
Plan, which defines the mission of your exhibiting efforts as they
contribute to your company's long-term growth. This plan is often referred
to as the Road Map. It should establish the direction you want to go with
your exhibit program and define your purpose for exhibiting. This plan
should clarify what you can accomplish through exhibiting that you cannot
accomplish through other forms of sales and marketing and what you can
accomplish more cost effectively by exhibiting.
II. Second is the
Operational
Plan and it will define the operations for each show. It is a working
document that will provide guidance in six specific areas. Think of this
as the ingredients required to make your exhibit program good.
The six areas include:
1.) Show Audience
2.) Show Goals
3.) Preliminary Plan
4.) Booth Selection
5.) Promotions
6.) Budgets
To get started you need to determine
what shows are available for you to participate as an exhibitor. Then evaluate
each of those shows to determine if they are truly a good fit for your
company.
1. Gather Show Audience
Information Gather information about a prospective show audience
to determine if it is a good fit for your company. Following are sources
to consider when gathering information about a show's attendees:
* Demographics of
previous year's shows- Evaluate the demographics of several of the past
year's shows. Is there a trend or change, such as the geographic areas
from which the show draws people from, the job titles of the attendees,
etc?
* Show Prospectus- Who is
the show targeting with their marketing?
* Show Management
* Independent Show Auditors
* Attendee and Exhibitor
Lists
* Competitors- Ask your friendly
competitors about specific shows. Sharing information can be of great value
to both parties.
* Current Customers
2. Show Goals - How many
reasons or goals are there to exhibit at tradeshow events? The answer is
that nobody really knows.
However, in order to help
you focus on specific goals make a list of all the reasons that YOUR company
may want to exhibit. Ask for assistance from your past exhibit staff and
your sales management. The most effective way to use this list is to make
a copy for each show at which you are planning to exhibit. Then circle
all the reasons that may pertain to your company for that specific show.
Next comes the hard part,
yet the most useful. You need to narrow your selection of reasons to exhibit
at any specific show to 3 to 5 if your booth space is 20'x20' or less.
The reason? The more focused you are the more successful you will be in
accomplishing those goals. Too often exhibitors try to accomplish too many
goals at a show and consequently they are less than satisfied with their
show results.
This article will be continued in the next newsletter.
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You may have wondered what
we've been up to since our last newsletter in December. We've been busy
bees!
As mentioned in Richard's
letter above, construction on our new building in Irvine has finally started
in earnest after many delays. Things are progressing quickly now and we
are eager to start planning our Open House. Once complete, we'll have a
state-of-the-art graphics facility, clean new warehouse with plenty of
storage, an exciting showroom with the latest products, conference rooms
and new offices. We'll keep you updated - Watch This Space!
Finally, we've been privileged
to work on several booths with both new and existing clients who have attended
some great shows since the beginning of the year. Each project has been
a rewarding as we take pride in our client's success. We hope to spot light
some of these projects in upcoming Client Profiles in future newsletters.
For now, here's a little sneak peak:
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 When
considering new designs for your tradeshow booth, graphics, literature,
promotional items or even business cards, don't forget to consider color.
What do you want your audience to feel when they look at your materials?
What do the colors you use say about your company? If used carefully,
color can make an impact on your target audience.
Did you know that red
not only conveys traditional thoughts of love, but it also conveys passion
and energy. Blue is often related to
security but it can also mean trust, technology and order. Yellow
can
inspire optimism and hope. Green is
not only for good luck but it can stand for health and renewal. Usually
related to royalty, purple can also
mean spirituality and transformation. Like red, orange
can convey energy but also balance and warmth. Brown
is
reliability, comfort and endurance while black is power, sophistication
and timeless "cool".
"Color is light and light is energy. Scientists
have found that actual physiological changes take place in human beings
when they are exposed to certain colors. Colors can stimulate, excite,
depress, tranquilize, increase appetite and create a feeling of warmth
or coolness. This is known as chromodynamics.
An executive for a paint company received
complaints from workers in a blue office that the office was too cold.
When the offices were painted a warm peach, the sweaters came off even
though the temperature had not changed.
People will actually gamble more and make
riskier bets when seated under a red light as opposed to a blue light.
That's why Las Vegas is the city of red neon... With a little knowledge
of good color relationships, you can make colors work better for you in
your business graphics and other applications. *
"
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NEW
Listing!
10' x 10' Pop Up Exhibit with
Truss Add-On.
10' curve pop up frame &
truss frame kit that includes a truss counter, separate truss table &
top, 3 built-in literature shelves, header bracket, and monitor bracket
for 15" monitor. Includes (4) shipping cases, case to counter converstion
kit and (2) 200w Halogen lights. Note: graphic mural panels and end
caps NOT included.
Asking price: $4,600 or BO
For more information, please
contact:
info@advancedexhibitmethods.com |
 |
10' x 10' Tigermark
Custom Exhibit.
Iridescent mariner burl
gloss laminate. 2 backlit panels, 42" flat screen monitor cutout, 2 custom
podiums with locking storage and keyboard drawer. Shipping cases included.
Used only twice!!!
Asking price: $6,500
For more information, please
contact:
info@advancedexhibitmethods.com |
 |
10' x 20' In-line Exhibit.
Black and burgundy laminate.
Two pedestal counters, area for lit shelves, two backlit panels, 8' pop
up frame, lights, and shipping cases. *Graphics not included in price.
Asking price: $8,000
For more information, please
contact:
info@advancedexhibitmethods.com |
 |
10' x 20' In-line
Exhibit.
Rosewood laminate. Two alcove
counters, backlit header, 2 light boxes, 2 reception counters, and shipping
cases with wheels. Originally purchased for $25,000.
Asking price: $12,000
For more information, please
contact:
info@advancedexhibitmethods.com |
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10' x 20' In-line
Exhibit.
Black fabric, with blue
marble accent panels. Two alcove counters with locking storage, 3 backlit
headers with diffused down lighting, 2 light boxes, custom shelving, and
shipping cases. Originally purchased for $19,000.
Asking price: $9,500
For more information, please
contact:
info@advancedexhibitmethods.com |
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10' x 20' In-line
Exhibit.
Grey Frontrunner fabric
and green marble laminate. Alcove counter, 2 light boxes, attached reception
counter, and two shipping cases.
Asking price: $7,000
For more information, please
contact:
info@advancedexhibitmethods.com |
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For
more 10' and smaller used exhibits for sale, click here.
About
Us
For
Over 20 Years, Advanced Exhibit Methods has Provided Responsive, Comprehensive
Support for Our Exhibitor Clientele:
Exhibit Production
Custom Exhibits
Portable and Modular Exhibits
Showrooms and Presentation
Rooms
Design Services
Exhibit Design
Graphic Design
Showrooms and Interiors
Services
Show Services Orders
and
Management
Asset Management
Shipping
Storage
Repairs
I & D
Consultation
Marketing Support
Pre-show Marketing
Ad Specialties
Promos
Staff Uniforms
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Graphic Production
Prints and Transparencies
Mural Panels
Banners
Dye Sublimation Fabric
Prints
Rental Exhibits
Custom Rentals
Portable and Modular Rentals
Accessory Rentals
Fabric Forms and Lighting
Accessories
Banner Stands
Literature Holders and
Stands
Table Throws
Shipping Cases
Flooring: Carpet,
tiles, raised floors
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www.advancedexhibitmethods.com
to read past newsletters
- click here.
Questions? Comments?
Write to
info@advancedexhibitmethods.com |
