As this year draws to a close, I often use December to plan my next year. One of the questions that I ask is if I should exhibit or attend certain shows? Here is how I decide if I should exhibit or attend a show if I am on the fence?
If I have attended this show before I will also look back on my reports and notes to see what I thought at the time of the event and if I wanted to attend again.
Always make notes after you exhibit at or attend a show. This will help you remember what was happening and how you felt. A year can be a long time.
Most small businesses do not have the budget to purchase, furnish, and staff a 40 foot by 40 foot booth or larger. We are unable to provide snacks, a comfortable place to lounge, coffee, and tons of giveaways for attendees swag bags. The good news is you can compete with these larger booths and companies.
Here are a couple of hard truths about the big booths with all the free items.
They are lucky if 20% of the people that stop by are people who want their product and have decision making authority.
They have to close more or much larger deals to get to their break even point. More space and more giveaways means more money.
They are throwing all the spaghetti at the wall and seeing what sticks. They are sending out their brand everywhere and hoping to attract the right people.
So how do you compete with the big boys?
Here are some simple ways to ensure your booth and company stands out.
Have a clear goal for the show. Know who your target market is, how you’re going to reach them and how many you want to reach. You need to have laser focus. Qualify people quickly, engage those who you can help and politely move on those you cannot.
Make your booth interesting and inviting. Yes, a 10 x 10 space can be both of these things. Designs a booth that allows people to walk into your space and speak with you. Get them off the aisle and into your space. Have visuals that easily identify your company and why attendees should care. Give your target audience a reason (aka: value) to stop.
Use the press. Send out press releases to the press corps you know will be involved at this show. Put together a list of the industry publications and local news. Give them a reason to stop by your space – i.e. New or unusual product, the cause you are supporting, your why.
Smile and engage the people on the trade show floor. A smile and welcoming attitude will go a long way.
If you follow these simple steps you can compete with the giants at a show.
Now, the caveat is that these steps are simple but not easy.
You will have to put in the work to pick your goals, design your booth, write a press release, and engage with attendees. This will take time and effort but it will increase your return on investment for every show.
I always loved the movie Mary Poppins. I wanted her bag that could seemingly hold anything and you could pull out exactly what you needed. I have created my own version of this with my Trade Show Box. I want to share why I created this and my checklist.
Why you need one:
Trade Shows have a ton of unexpected twists. A roll of duct tape or twine can save your booth.
You can help your neighbors. I always try to make friends with the neighboring booths at a trade show. They can watch your booth if needed or help you in return. A few zip ties or duct tape can pay amazing dividends.
You know you have what you need, when you need it.
How to create one:
Start with a Large Tupperware box that can be sealed. Lids mean you can stack other items on the box and keep the elements out.
Create a checklist that can be customized for each trade show.
Check the box against your checklist before every show. This is crucial because items will get removed or depleted and you will want to make sure you restock.
Creating Your Checklist
Each trade show is unique in what you will need to bring but there is a set of items you should bring to everyone. Download the interactive checklist I have provided below to ensure you have a well stocked Trade Show Box.
Craft/ Paint nights have become a common event across the country and for good reason – they are fun and social.
My mom and I host craft days at least twice a year and wanted to share our tips for success. More people crafting is never a bad thing. The world needs more creativity.
Tip 1: Pick ONE craft type
We do succulent pumpkins and card craft days. We have tried to do a “general” craft day with multiple project options but it never works well. People have a hard time deciding which craft to do, we have to purchase a ton of supplies and have more space ready.
Picking one type of craft allows you to limit the supplies and space that you need to provide your guests and keep everyone crafting, not deciding what to craft.
Tip 2: Your guest list depends on your space
We have estimated that each crafter needs 4 feet of table space to feel comfortable working on their item and their chosen supplies. 3 feet is workable but anything less becomes very cramped.
You will need a space for snacks and drinks, a space for finished pieces, a space for general supplies, and a space for drying items if painting is involved. We assume you need 15 square feet per person at your craft day.
Tip 3: Have samples
If you have the self-professed, non-creatives in the group, a sample and some simple instructions can help to get them moving. I have found that most people in this mindset don’t want to be seen screwing it up. Give them the tools and some basic instructions and watch them go to town. It is great to watch them create and love what they have made.
Tip 4: Enjoy!
Craft days should be fun for you and your guests. Make sure you sit down and create as well. We have found that keeping the guest list small allows us to create more and “host” less. 6-8 people total is our sweet spot but you can test the guest count out yourself.
We love hosting craft days and make gifts for others, centerpieces for the holidays, and great memories. Remember that crafting is not about perfection but about enjoyment and your craft day will go great!
Bonus Tips:
Keep any supplies you don’t use this year in a tote for next year! Fewer costs the next time.
Paper plates, toothpicks and wooden skewers have many uses that have nothing to do with snacks.
Have a snack table that is easily refillable.
Disposable tin pans make great organizers for small items.
Tape a garbage bag next to each space. It will help keep the table cleaner and allow your guests to keep working.
Tape all power cords down to put mats over them.
Take pictures! It is fun to see your progress from year to year.
I have 5 major events planned in September – and I am getting married the first week of October. The next 30 days are going to be busy but I have planned ahead and I have made sure to ask for help where needed.
A run down of the events that I am planning for September
2 Live Q & A webinars
2 Tailgates with an estimated of 350 people at each
1 Trade Show
With this lineup comes a lot of moving parts. I have outsourced the technology on these projects because I know that is not my strength.
Here is how to determine when you need to bring in help.
When the cost of doing it yourself is more than hiring someone.
I looked into buying all of the equipment to do the Live Q & A webinars. To do it professionally, would have cost me at least $2,000 in equipment and then my time in figuring it out. Do not forget to factor in your time, it is precious and the one non-renewable source. I was able to outsource this to a local marketing firm that has a production background for less than my cost. It was a great decision. Our first Live Webinar went perfectly and I was able to focus on the marketing and not the tech.
When you are needed elsewhere.
The tailgates I plan are epic. We are known for the great food and drinks we provide for free to the customers and families. We have hired a professional bartender this year. In the past, we have had open ice chests and I wanted to limit my liability by putting the drinks behind a professional bartender. I am unable to watch the bar the way I was the first year of tailgates. Hiring outside help was the best option.
When you do not have the knowledge.
We are bringing in two TV’s to allow our guests to watch other games during our tailgate. I can plug a TV in and hook it up to a box. I cannot set up two TV’s where there is no power and no cable lines. The vendor that does my tent and chair rentals is providing the service for the TV’s. They have a floater crew that is on sight to help with any issues that arise.
There is no shame in admitting that you need help or hiring people to make your event be great. Build the hiring of outside contractors into your event budget.
