Blog
Cooking with Rogers – Broccoli Buzz Salad
Broccoli Buzz Salad
Ingredients
Salad Ingredients
1 bunch of broccoli
1/2 cup of dried cranberries
1/2 cup of cashews
1/2 cup of cheddar cheese
3-4 strips of cooked and crumbled bacon (or more to your liking…bacon makes everything good!!!)
Dressing Ingredients
1/2 cup Hellman’s mayo
1/4 cup white sugar
2 Tablespoons white vinegar
Directions
Cut washed broccoli into bite sized pieces.
Add the craisins, cashews, cheddar cheese and crumbled bacon.
Whisk all dressing ingredients together and then pour over salad ingredients. Be sure to mix well.
Most of the time I make this the night before so the flavors have time to blend.
You can create your own ‘buzz’ with this recipe by exchanging the dried cranberries for golden raisins, or the cashews for sunflower seeds or your favorite nuts.
Create more 'buzz' at your next trade show
Let Rogers help you create ‘buzz’ to attract more attention to your booth at your next show with –
Rent a Popcorn Machine
The aroma of the freshly popped corn will certainly attract visitors – maybe even have people frantically searching for where the aroma is coming from.
Strong Graphics and Large Signage
To make the display area stand out in the exhibition hall, use strong, colorful graphics and large signage. Consider using tall hanging display signs that extends over the booth area to help people locate and identify the booth. Unique hanging sign shapes also attract attention.
Feature Live Demonstrations
Showcase live product demonstrations that engage booth visitors and create awareness for your product and its distinctive advantages.
Contact us today so we can help you 'buzz' up your booth!
Cooking with Rogers – Jalapeno Popper Dip & How to Heat Up Your Trade Show Booth
Jalapeno Popper Dip
Ingredients
8 Fresh Jalapeno Peppers
2 Packages of Cream Cheese (8oz each)
1 Cup of mayonnaise
1 Cup of Shredded Cheddar Cheese
1 Cup of Shredded Mozzarella Cheese
1 Cup of crushed Ritz Crackers Tablespoon of Melted Butter
1 Bag of Tortilla Chips or Fresh Vegetables
8 Strips cooked and crumbled Bacon - Optional
1 Jar of Blackberry Jelly - Optional
Directions
- Chop jalapenos into small pieces, make sure to wear gloves unless you enjoy burning sensation everywhere you touch long after you have made your dip. If you like it HOT leave in the seeds, if you like it medium leave half the seeds, if you like it mild leave out the seeds.
- Take about half a sleeve of Ritz crackers and crunch into small pieces, add to melted butter and mix up. Set aside for topping.
- Next, In a large bowl, beat the cream cheese, mayonnaise, cheddar cheese, mozzarella cheese, chopped jalapenos and Optional Bacon crumbles. Once blended, spoon into large baking dish. Add the buttered Ritz cracker mix to the top, spread evenly. Bake at 350 for 30 minutes. Serve with tortilla chips or vegetables.
- To add a little sweet to your heat, pour the Blackberry Jelly into a serving dish and set out with a spoon next to the dip. Guests can drizzle the jelly on top of their dip to make it a tasty hot and sweet treat!
How to Heat Up your Trade Show Booth
We know how important it is to get the correct message across to the right people. You sometimes only have one chance when you are exhibiting at a trade show. Here are a couple ways to heat up your trade show booth to keep people in your booth longer and make them want to learn more!
Mild Heat $
Bring cell phone charging stations into your booth. Help your attendees recharge while having 100% of their attention while they wait! You can purchase a unit for around $200 and they can be used over and over again at every show.
Medium Heat $$
Add LED up-lighting to your booth. It will create a dramatic new look without adding a lot of cost.
Something so simple can really turn up the heat. LED lights can be rented from our extensive rental inventory.Hot
Major Heat $$$
Add a dynamic touch screen presentation that has content to wow your attendees and deliver literature and brochures with the swipe of a finger. Technology has a way of creating buzz without buying an entire new exhibit. Touch screens can be rented for a show so no need to commit to this type of technology for every show. We have several partners that can create a dynamic presentation on any budget. The presentation is yours to keep, so you can use it from show to show.
Sweeten it Up
If you want to sweeten things up, check out what hospitality items are offered at your show. Who doesn't love a cup of coffee and a danish.
Contact us today so we can help you add a little heat to your booth!
JB’s Space: Going Global
When I first joined the trade show and exhibit industry mid-way through 2001, I was told that this was a “regional” industry. Meaning that companies liked to do business with a local exhibit house in close proximity to their own location so that they could easily drive to the supplier’s location and watch their booth being built. The internet of course, was in existence at that time, as were webcams, but few companies used that technology when it came to previewing their display. A face to face visit was considered essential to ensuring that the booth was being built to the client’s specifications and requirements. It goes without saying, but today’s technology has basically rendered that thinking obsolete.
So at that time the vast majority of our clients were within 100 miles of our offices and factory. After 9/11 we saw everything change. Immediately following the tragedy of 9/11 companies either temporarily curtailed their trade show programs or shut them down entirely. Many of us at that time worried that trade shows would become a thing of the past, replaced by “virtual trade shows” and company websites. So instead of people walking the show floor, shaking hands with other attendees and exhibitors while exchanging business cards, people would now be sitting in front of their computers watching and interacting electronically by means of a virtual trade show that didn't require a convention center or an exhibit for that matter.
For those of us who still believe that meeting people face to face at trade shows and events and being able to read their body language, hear their comments and get a sense of who they are without an electronic interface, it is a huge relief that there were millions of other people both in this country and overseas who felt the same way. So instead of simply prospecting in our own “backyard” we decided that the internet was a tool that would allow us to pursue clients who were not only out of our immediate territory but in some instances, outside the country as well.
We were quite fortunate to have found new clients outside of our region who were comfortable having designs and photographs sent to them via the net. Clients who didn’t need to be here physically to see evidence that construction on their new exhibit was proceeding on schedule and on design. That was the first step. What happened thereafter was not what we expected and certainly not something that we foresaw almost 13 years ago.
Everyone knows that today the world’s economy has gone global. What happens in Europe and the UK affects us here in the States. The same is true with China, Korea, India, Mexico and many other countries as well. The old saying of, “If America sneezes the rest of the world catches a cold,” has never been more true. We learned this lesson again after the 2008 economic meltdown as our housing crisis and all that it entailed became a contagion that spread throughout the world. Then again in 2012 we all held our breath as Europe fought the potential bankruptcies of Portugal, Italy, and Greece – among others.
So if anyone ever doubted how intertwined the world is economically, the last 6 years alone have proven how interconnected we all are. We are reminded of this every day at The Rogers Company. Why? Very simply because we went from serving clients who were solely in our neck-of-the-woods to working with companies in other States and now to servicing companies who are either headquartered overseas and have U.S. subsidiaries and/or foreign companies who do business in the States but have no offices or factories here. In addition, we have developed partners in other parts of the world who assist our clients with their overseas trade shows as well.
For us “going global” has meant that we now work with companies all across the planet. We are extremely privileged to have clients from the following countries: Switzerland (1 client), France (2), Germany (5), Italy (1), Spain (2), Netherlands (1), Sweden (1), Belgium (1), China (2), Greece (1), Japan (1), UK (1), India (1), Israel (1).
So in the end, where developed nations are concerned, the world hasn't “shrunk” instead its evolved to the point that we are them and they are us and no matter where you’re domiciled the opportunities to “go global” are endless.
That's JB's Space for now. Thanks for visiting.
Instagram for Trade Show Promotion
Trade shows are all about the visual – innovative booth designs, eye-catching graphics, colorful lighting, creative demonstrations- all meant to entice visitors to your booth. This is exactly why Instagram should be part of your next trade show appearance. So, what exactly is Instagram? Instagram is a mobile app for photo sharing.
It uses filters to transform images into beautiful, vintage-like photographs. It was recently acquired by Facebook and has since morphed into a popular social platform. Users take pictures, choose filters and then post the images to their Instagram feed. Many share Instagram photos on other social websites including Facebook, Twitter, Pinterest, etc. Similar to Twitter, the app uses #hashtags to help users search for specific images. How can your organization use Instagram for trade show promotion? Here are a few Instagram marketing ideas to get you started:
- Create a real-time experience for those unable to attend. Snap photos of different demonstrations, distinctive displays or notable presentations. Take followers on a virtual tour of the trade show event.
- Showcase your products and services. Before the trade show, take pictures of new products, lesser known products, promotional materials, etc. to give consumers a glimpse of what to expect. While you’re at it, why not provide a sneak peak of your trade show exhibit?
- Share photos that highlight local attractions and things-to-do in the city where the trade show is located.
- Add images from behind the scenes. Show off all the hard work (and fun) that goes into setting up and preparing for the trade show. Many don’t experience this aspect, so give them a backstage pass to the action.
- Show-off your employees. Add a human element by introducing your trade show booth staff. Share a little tidbit of information about each team member in the caption.
Tell your social media followers how to find your brand on Instagram. Share your favorite images on social networks. Feature Instagram photos (and account link) in email newsletters, blog articles and on your website.
Contact The Rogers Company to learn more about integrating the latest social media techniques in your trade show marketing strategy. Make your next trade show a success with our trade show marketing consultation and planning services.
7 Awesome iPad Apps for Trade Shows
Engage trade show booth visitors by integrating iPad technology into your next exhibit. The use of iPads in trade show exhibits is on the rise – and with good reason. This easy-to-use tablet can showcase videos, new products and demonstrations in a digital and interactive format. Trade show attendees can freely navigate the content and select material based on their unique interests. Not only will these tablets attract the attention of prospects, iPads make it easier than ever to collect leads and custom-tailor your trade show marketing.
The Apple iPad is a portable, Wi-Fi connectable tablet device that offers 11-12 hours of continuous video playback. The Wi-Fi-only 16 GB iPad 2 usually costs around $399. A 16 GB iPad 2 with 3G capability currently sells for $529 on Apple’s website. 32 GB versions are also available.
Wondering what the iPad can do for your next trade show? How about:
- Effortless lead retrieval
- Instant data collection
- Create quick and simple surveys
- Showcase videos and photos
- Interactive games & giveaways
- Demonstrate new products
- Provide relevant product and sales information
Intrigue attendees and drive sales with helpful trade show apps for iPad. The following iPad apps for trade shows will enhance the experience for visitors and booth staff.
QuickTapSurvey
Build targeted customer profiles with this iPad survey app. It’s ideal for market research, instant consumer feedback, lead capture, marketing, face to face and kiosk data collection. It’s designed to create fast, simple and engaging surveys for booth visitors.
iLeadsCapture sales leads by entering a badge number or scanning a QR code. Leads are backed up and synced on a secure website. iLeads works with or without an internet connection to help trade show exhibitors identify the best prospects.
iPrizeWheel
Transforms your iPad into a portable game wheel. Use an HDMI output to hook up the iPrizeWheel to an HDTV to build even more excitement around your exhibit. Visitors play a Wheel of Fortune-style game with realistic sound effects and spin motion. Customize the wheel to fit your brand’s image and colors. The premium version features data collecting tools that capture names, addresses, phone numbers and email.
AirVideo
Videos are a powerful attention-grabbing tool. Access and stream your video library anywhere with AirVideo. iPads are smart, but they can’t play certain video formats.
AirVideo stores videos inside your iPad instead of converting and streaming the files. AirVideo supports video formats including AVI, DivX, MKV and a whole lot more without taking up your valuable iPad hard drive space.
UStream Live Broadcaster
Engage a global audience of prospects and social media followers that aren’t able to attend the trade show with live streaming video. UStream enables exhibitors to stream the trade show right from their booth.
FatStax
Sync and store hundreds of PDF files, videos, PowerPoint, Word documents, etc. Trade show booth staff can easily find and send product information to interested customers. It can be used with or without an internet connection. Brand with your own icon, logo, colors and welcome page.
Dropbox
Develop and access an entire library of trade show materials such as brochures, product sheets, photos, videos and more. Information can be shared with consumers from within the app.
Take proper precautions before making the iPad part of your next exhibit. Be sure your booth staff is trained on using the iPad beforehand. While at the show, turn off the iPad time lock to prevent it from entering sleep mode while showing videos. iPad’s have long battery lives, but keep power strips and chargers on hand just in case. Finally, understand that you can’t rely on Wi-Fi. Thousands of trade show attendees will be accessing Wi-Fi which can cause it to slow or even crash. Fortunately there are other internet options on the show floor. You can rent a wireless network and router from the show, turn a cell phone in your booth into a hotspot or add a 3G network to your devices. We’ve personally found turning a cell phone into hotspot to be the cheapest and best alternative for Wi-Fi.
Contact The Rogers Company to learn more about integrating the latest social media techniques into your trade show marketing strategy. The Rogers Company is a full service trade show and event implementation partner providing turnkey services and support for corporate clients throughout the country. Make your next trade show a success with our trade show marketing consultation and planning services.
Pinterest for Trade Shows
Pinterest is one of the most popular social networks in the U.S. If you aren’t overly familiar with Pinterest, it’s a social network for sharing photography and videos. According to Pinterest, the site is designed to let you “organize and share all the beautiful things you find on the web.”
Users post (pin) images and videos to interactive virtual bulletin boards (pinboards) that focus on shared passions, inspirational themes, items they wish to purchase and more. Believe it or not, this social bookmarking site is responsible for driving more traffic to company websites than YouTube, LinkedIn and Google+ combined. Tons of brands and companies are taking advantage of Pinterest for their promotional and branding efforts, so why not use it to bolster excitement for your upcoming trade show? If employed correctly, Pinterest can be a valuable component of your trade show marketing plan.
Here are a few ideas for promoting your next trade show on Pinterest. Pinterest 101 – Getting Started
- Use your company name as your first and last name on your profile. Be sure to include popular keywords in your company description as well as a link to your website.
- Begin following Pinterest users. Many will return the favor and follow your account. Interact with pinners through comments, likes and repins (adding their photo to your board).
- Add a link back to your website, trade show website or company blog for each image posted. These will drive traffic back to your website or the trade show website.
- Connect Facebook and Twitter accounts to Pinterest.
- Use keywords in image descriptions so they are easily searchable.
Pinterest for Pre-Trade Show Marketing
- Announce your Pinterest presence on your company blog, social media networks and newsletters.
- Start creating pinboards. Create a board that tells the story of your company and values. Design lifestyle pinboards with photos that symbolize your brand’s message or inspirational collages. Consider product pinboards or pinboards filled with photos of corporate events, fun employee pictures, etc. Use images to tell client stories. Develop a pinboard including photos of your company preparing for the trade show. Don’t be afraid to weave humor into your boards. The possibilities are endless.
- Crowdsource. Ask users to pin images to your boards or create their own pinboards. These boards can showcase an upcoming trade show, unique uses for your products, reinforce your brand message, follow a chosen theme, etc. Get creative.
- Construct boards with images from past trade shows and encourage previous participants to add their images to your boards.
- Upload trade show related YouTube videos to your Pinterest boards.
- Once trade show plans are in place, invite pinners to post photos of their favorite places and things to do in the city where the trade show is happening.
Using Pinterest During the Trade Show
- Let users live vicariously through your company. Post daily photos of the trade show venue, staff photos, booths, presentations, photos of employees enjoying local spots in the city where the trade show is held, etc.
- Make your pinboards a collaborative effort. Tell visitors and trade show attendees about your Pinterest site. Invite them to pin their event photos and videos to your boards.
- Share Pinterest photos on Twitter using the specific trade show hashtag.
Pinterest for Post-Trade Show Marketing
- Create pinboards for your latest trade show and add your favorite images.
- Encourage trade show attendees to share their photos. Repin & comment on event photos posted by others.
- Include Pinterest photos in your company blog, social network posts and email blasts.
- Remain active in the Pinterest community by following other users, repinning appropriate images to your boards, commenting on images, etc. Make it a point to post regularly.
- Pin regularly to drive steady traffic to your website. Add images from your website or blog and the images will be hyperlinked back to your company site.
Pinterest isn’t just an amusing and creative social network full of dynamic images. It’s an outstanding marketing tool. By sharing images, utilizing crowdsourcing tactics and interacting with users, Pinterest presents a unique way to connect with your audience. Sign up for Pinterest and take advantage of an excellent opportunity to promote your next trade show event and your organization. Check out these other ways companies are using Pinterest - http://www.socialmediadelivered.com/2012/03/14/top-20-companies-on-pinterest-from-social-media-delivered/
Mobile Scavenger Hunts for Trade Shows
Mobile scavenger hunts are a powerful strategy to encourage trade show attendees to network with exhibitors, seek out additional information on participating organizations and spend more time on the show floor. Implementing a mobile scavenger hunt is surprisingly uncomplicated thanks to a variety of useful mobile apps. Not to mention, these interactive games greatly benefit both trade show organizers and trade show vendors.
Benefits of Mobile Trade Show Scavenger Hunts for Organizers
Mobile scavenger hunts entice participants with a state-of-the art interactive learning experience. Any attendee with a mobile device can participate! Organizers can mold the hunt to align with the event’s primary goals and objectives. Mobile scavenger hunts boost engagement between attendees and exhibitors, increase trade show display traffic and expand sponsorship opportunities and revenue.
Benefits of Mobile Trade Show Scavenger Hunts for Vendors
Trade show treasure and scavenger hunts are an excellent way to showcase your company and achieve your event goals. Enthusiastic attendees will visit your booth to inquire about your products and services. Scavenger hunts offer increased opportunities for quality lead generation and help promote brand awareness. Participants have access to company information before, during and after the trade show on their mobile device. Mobile scavenger hunts are designed so trade show attendees will seek out exhibitors and visit displays to retrieve more information about participating companies. Scavenger hunt clues can be hidden inside trade show displays, product literature, banners, or revealed during a conversation with a trade show booth staffer. Clues and answers can also be disclosed during a presentation by a keynote speaker or obtained by scanning QR (quick response) codes. If utilizing QR codes for the scavenger hunt, a unique QR code is necessary for each challenge. These versatile codes make it easy to pose a question, provide a new challenge, direct attendees to a company website where the answer is located, etc. The options are limitless. Keep in mind that some attendees may not be familiar with QR codes, so it’s best to include instructions near the codes.
Mobile Scavenger Hunt Apps for Trade Shows
Designing a mobile scavenger hunt for a trade show is simple thanks to an array of mobile trade show apps. The following trade show mobile apps can assist with development and implementation of a trade show scavenger hunt. Essentially, they have everything you need to host a mobile scavenger hunt.
Scavify uses challenges and rewards to drive traffic and encourage interaction at the show.
Duelbox integrates trivia, engagement and brand building for a fun user experience.
Eventzee adds quizzes and team building to the scavenger hunt experience.
No matter which solution you choose, mobile scavenger hunts are a great way to bring added excitement to your next trade show or event. The experts at Rogers can help you to integrate your booth properties into your scavenger hunt experience. Reach out to us below for display ideas to support your trade show gamification.
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Defining Your Trade Show Objectives
Before choosing a trade show, it’s essential to determine your trade show objectives. Identifying trade show objectives will help your company select the best trade shows to appeal to your target audience. A distinct plan will ensure success before, during and after the trade show. Most importantly, well-defined trade show goals can improve your ROI and help your company spend trade show money efficiently. Every business has unique trade show objectives. Be careful not to go overboard. Select one to three goals for each show and measure them closely. Here’s a short list of common trade show objectives to get you started:
- Obtain qualified sales leads
- Generate revenue with new sales
- Increase sales with existing customers
- Introduce a new product or service
- Educate clients and prospects about your products and services
- Branding and building company awareness
- Promote your industry
- Conduct market research
- Recruit new employees and partners
- Gain media exposure or publicity
- Meet new distributors, suppliers and representatives
- Learn about the competition
- Participate in speaking engagements
- Demonstrate and highlight new products or technology
Don’t attend a trade show for the sake of attending a trade show. With clear objectives in place, you’ll be able to select the right trade shows and present relevant information to attendees. This will help ensure your investment pays off by strengthening customer relationships and generating profitable sales leads.
Promoting Trade Shows with Social Media
Social media has the potential to turn your upcoming trade show into a “must-see” event and is an invaluable tool for pre-trade show promotion. It’s also an excellent way to update non-attendees about the latest products, events, news, etc. Social media keeps customers and prospects in the loop so they know what your company has to offer. If you aren’t incorporating social media into your existing pre-show marketing strategy, you are missing a significant opportunity to reach a large audience. Don’t fret if you haven’t established a corporate presence on Facebook, LinkedIn, Twitter, Google+ or YouTube. Start now. Build pages on these sites and work to obtain followers and connections.
The easiest way to grow your social network is through consistent engagement. Reach out to others and they will return the favor. Once established, here are a few pre-show strategies to promote your next trade show event with social media:
Combine social media with traditional pre-trade show promotions Encourage people to follow your company on Facebook, Twitter, etc. on your blog, direct mailers, emails, press releases, etc. Entice them with special promotions, contests and event news. Share blog posts and create event postings on social media.
Promote trade show events on social media networks There’s thousands of ways to successfully promote your trade show event on social media. To begin, discuss the trade show on your company blog, LinkedIn, Facebook and Twitter. Share some insight and quips about the trade show agenda, speakers, topics and industry trends. Engage your audience by asking questions about what they would like to see and encouraging discussions on the latest industry trends. Tweet regularly about the upcoming show and find out if there is a specific trade show (#) hashtag. Locate potential attendees based on their posts and bios and send them personal invites. Ask your staff and sales team to promote the event on their own networks. Word will get around.
Be Seen Don’t be afraid to use videos. Why not create and upload a few noteworthy videos for your company’s YouTube channel? Use the trade show name in the video title so it’s easily searchable. Then, share your videos on your website, blog and across all other social media channels.
Everyone loves a contest Tempt visitors to your trade show booth with giveaways. Urge attendees to follow you on Twitter or “like” you on Facebook for a chance to win a prize at the trade show. It’s wise to give away a few smaller prizes, and then raffle off a more extravagant item (perhaps a new laptop, iPad or tickets to a sporting event). Require participants to visit your trade show display to claim their prize. Social media is a phenomenal and cost-efficient way to leverage your online presence. Companies who engage others and stay active on social media sites can attract a much larger audience and increase brand awareness without spending a ton of cash. It’s a win-win situation. Contact The Rogers Company about the latest social media trends to apply in your next trade show marketing plan.
Using QR Codes in Your Trade Show Marketing Strategy
QR codes are everywhere lately. Since they are a free and fun way to attract prospects, countless brands and companies are adding QR codes to their marketing strategies. Mobile use is skyrocketing and QR codes provide a simple way to tap into the growing mobile market. QR (quick response) codes are small, square-shaped 2D mobile bar codes.
When scanned, the trade show QR code takes the user to a specific landing page. The landing page depends on your campaign goal, but should be employed as a call to action. When used in conjunction with other marketing efforts, QR codes can drive additional traffic to your trade show booth, direct visitors to your website and increase brand awareness. There are a lot of free QR code generators online.
QA Code Strategies for Your Next Trade Show
Trade shows are a great way to get your name out there, but without the right QA code strategies in place, you might be missing out on some key opportunities. Here's how to make sure that doesn't happen!
Pre Trade Show Promotions
QR codes for pre-trade show promotions. Through social media, emails, printed invites, your website, blogs, etc. entice prospects with QR codes letting them know what your company offers. Capture their interest with promotions, contests or a special deal.
Let your readers know there is something in it for them if they scan the code. Provide prospects URL’s for free downloadable QR code scanner or camera apps.
Use QR Codes to Replace Printed Material
Why not use QR codes instead of printed materials. Create a large sign or place QR codes in your trade show booth graphics. While you’re at it, feel free to put QR codes on other promotional materials (stickers, press kits, posters, etc.).
Make it easy for trade show attendees to scan and receive your company news and information via email. What better way to promote your “green” side than eliminating excess paper waste?
Create a Contest
Turn your QR code into a contest. Give away a prize to a lucky winner who scans the QR code. This gives people an incentive to visit your trade show booth and also check out your website. Make sure the prize is worthwhile to prospects so you don’t waste their time and effort.
Promotion through QR Codes
Promote yourself. If you are speaking at a trade show event, see if you can include a QR code in the trade show promotional materials. This gives attendees a way to gain more tips or learn about you and your company.
Social Media Marketing
Use QR codes to grow your social media following. Direct prospects to your social media channels and give them a chance to connect to your brand on a more personal level. Software is available to measure and monitor conversion rates.
Before launching a QR code campaign, set clear goals for integrating QR codes into your trade show exhibit. Determine what you need the QR codes to accomplish, whether it’s driving sales, increasing brand awareness or educating consumers about a product.
Finally, don’t forget to test the QR codes before adding them to your trade show materials. Optimize your content for mobile and see how it looks on various devices. Make sure your codes are easy to scan and trade show booth staff is educated on how to help visitors with the technology. Set up QR code analytics to track and measure your success.
Seven Deadly Exhibiting Sins and How to Avoid Them
Since exhibiting comprises so many different components and functions, it's no wonder that we make blunders trying to remember everything that needs doing. However, some are more lethal than others and as such should be avoided at all costs. The following seven points fall into that category.
Learn to avoid them and you will increase your chances for a more successful and profitable tradeshow.
Sin #1: Failing to have a proper exhibit marketing plan.
In order to make tradeshows a powerful dimension your company's overall marketing operation, there must be total alignment between the strategic marketing and your exhibit marketing plan. Tradeshows should not be a stand-alone venture. Know and understand exactly what you wish to achieve - increasing market share with existing users; introducing new products/services into existing markets or into new markets; or introducing new products/services into new markets. This is the nucleus on which to build your program, which should include pre-show, at-show and post-show promotional activities. Know whom you want to target and then consider having different promotional programs aimed at the different groups you are interested in attracting.
Sin #2: Failing to set quantifiable exhibiting goals.
Goals, or the purpose for exhibiting, are the essence of the whole tradeshow experience. Knowing what you want to accomplish at a show will help plan every other aspect - your theme, the booth layout and display, graphics, product displays, premiums, literature, etc. Exhibiting goals should complement your corporate marketing objectives and help in accomplishing them. Make sure they can be measured after the show to establish how well you did.
Sin #3: Failing to build brand awareness with your booth.
On the show floor your exhibit makes a strong statement about who your company is, what you do and how you do it. Everything your company stands for, no matter how large or small, is being exhibited on the show floor. This means that there needs to be total consistency, congruity, clarity and focus in every aspect of your exhibiting program, before, during and after the show. The purpose of you exhibit is to attract visitors so that you can achieve your marketing objectives. In addition to being an open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit to your prospect. Opt for large graphics rather than reams of copy. Pictures paint a thousand words while very few attendees will take time to read. Your presentations/demonstrations are a critical part of your exhibit marketing. Create an experience that allows visitors to use as many of their sense as possible. This will help to enhance memorability.
Sin #4: Failing to give visitors an incentive to visit your booth.
Whatever promotional vehicles you use - direct mail, broadcast faxes, advertising, PR, sponsorship, and the Internet, make sure that you give visitors a reason to come and visit you. With a hall overflowing with fascinating products/services, combined with time constraints, people need an incentive to stop at your booth. First and foremost their primary interest is in "what's new!" They are eager to learn about the latest technologies, new applications, or anything that will help save them time and/or money. Even if you don't have a new product/service to introduce, think about a new angle to promote your offerings.
Sin #5: Failing to have giveaways that work.
Tied into giving visitors an incentive to visit your booth is the opportunity to offer a premium item that will entice them to stop. Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition of your company. Developing a dynamite giveaway takes thought and creativity. Consider what your target audience wants, what will help them do their job better, what they can't get elsewhere, what is product/service related and educational. Think about having different gifts for different types of visitors. Use your website to make an offer for visitors to collect important information, such as an executive report, when they visit your booth. Giveaways should be used as a reward or token of for visitors participating in a demonstration, presentation or contest, or as a thank-you for qualifying information about specific needs etc.
Sin #6: Failing to realize that your people are your marketing team.
Enormous time, energy and money are put into organizing show participation - display, graphics, literature, premiums, etc. However, the people chosen to represent the entire image of the organization are often left to fend for themselves. They are just told to show up. Your people are your ambassadors. They represent everything your company stands for, so choose them well. Brief them beforehand and make sure they know: why you are exhibiting; what you are exhibiting and what you expect from them. Exhibit staff training is essential for a unified and professional image. This means making sure that they sell instead of tell; they don't try to do too much; they understand visitor needs; they don't spend too much time with visitors; and finally, they know how to close the interaction with a commitment to follow-up.
Sin #7: Failing to have a proper follow-up plan.
The key to your tradeshow success is wrapped up in the lead-management process. The best time to plan for follow-up is before the show. Show leads often take second place to other management activities that occur after being out of the office for several days. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organized, systematic approach to follow-up. Establish a lead handling system, set time lines for follow-up, use a computerized database for tracking, make sales representatives accountable for leads given to them, and then measure your results.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, working with companies to improve their meeting and event success through coaching, consulting and training. Author: "Meeting & Event Planning for Dummies," and "Riches in Niches: How to Make it BIG in a small Market" (May 2007). Website: www.thetradeshowcoach.com
In addition to custom building branded trade show environments, The Rogers Company is also a full service trade show and event implementation partner providing turnkey services and support for its corporate clients throughout the country.
Planning Successful Pre-Event Promotions
76% of tradeshow attendees know what companies they plan on visiting before they even arrive. Pre-event promotions play an important role in getting on attendees’ “must-see exhibit” list. For successful pre-event promotions that attract attendees’ attention and mindshare, consider the 5 W’s:why, who, what, when, and where. Why? While show organizers build overall event attendance, you obviously want to drive traffic to your booth. But less than 20% of exhibitors actually conduct some form of pre-show promotion. As mentioned above, 76% of attendees come to an exhibition with an agenda. Pre-show promotions get guests to schedule time to visit your booth—research has shown they can increase attendance to an exhibit by up to 33%. (Source: CEIR) Who? A good list is critical. Use these sources to create a list of specific audience segments you want to visit your exhibit.
- The show organizer list is popular since it provides contacts that will actually be at the show. (Be careful with timing your order to get as many names as possible, but don’t wait so long your promotions arrive too late.)
- If attendees return to your show year after year, pull a list of leads from previous events.
- Use your house list of existing clients and best prospects. Even though they may not be attending the show, existing contacts may find value in what you’re doing at the event.
- Explore purchasing names from relevant industry publications or associations, or even a third-party list broker.
What? Use a multi-touch, multi-channel promotion campaign that reinforces your overall marketing message. For best results, include a “call to action” like visiting your booth, downloading educational content from your website, or becoming a follower of your social media efforts. Where?
- Advertise in conference programs or directories, or on billboards, taxi tops, or mobile trucks.
- Use direct mail campaigns. Think beyond postcards, and consider formal invitations, or interesting three-dimensional mailers.
- Instead of traditional email campaigns, use PURLs for even higher response rates.
- Get social. Use the conference hashtag, create Facebook or LinkedIn events, and more.
- Create an event-specific microsite.
- Place web banners on the conference website.
- Sponsor on-site signage, room drops, or hotel keys.
When? Create a timeline for creating and distributing your pre-event promotions that includes time for brainstorming, production and distribution. Start brainstorming at least three to four months out, so you can start production at least two months prior to the event. Depending on what kind of promotions you’re using, you may start sending the first promotions as early as one month out, with continual touches leading up to the show (a “rolling thunder” effect). Many exhibitors tie anticipated receipt of their direct mail campaign with digital marketing efforts so the campaign is more likely to cut through the clutter. And don’t forget to monitor response rates, open rates and clickthroughs, making adjustments on the fly as needed. By considering the why, who, what, where and when, you’ll create successful pre-event promotions that get attendees to put you on their must-see list—and ultimately create more successful event programs.
For more information on effective pre-event promotions, contact The Rogers Company. In addition to custom building branded trade show environments, The Rogers Company is a full service trade show and event implementation partner providing turnkey services and support for its corporate clients throughout the country.
5 Ways to Take Advantage of Tension Fabric
Tension fabric systems are great. They're lightweight, easy to ship and store, and changing logos, images, and colors is a snap. So why do some booths completely miss the point of this fantastic design tool and building material? Companies who use tension fabric systems tend to recreate the square boxes that they've always called home at trade shows. When we're presented with a versatile technology we tend to see it as a better version of something old but we don't let our imaginations really sore with it. Here are some ways to go above and beyond with tension fabric:
1.) Don't be tempted to think only square. Yes, 90 degree angles are great, and sometimes appropriate, but you don't need to fill your booth with them. Fabric can easily be rounded to create a vast array of shapes. Transporting show attendees to another world is a great way of getting out of the office environment. You don't need to recreate the boxes that we work in everyday. Unique shapes and rounded corners opens minds which can be a great way to interact with customers and prospects.
2.) Let It Soar Tension fabric systems can soar above your booth, attracting attention from far away and creating a cool atmosphere inside. While you may be restricted from hanging signage from the show ceiling, you usually can build fairly high. While double-decker booths used to be the epitome of expense, tension fabric systems can give you the illusion of grandeur without the same expense.
3.) Light It Lighting is often ignored but can be a dramatic element to add to a booth. Lighting can transform your booth continuously throughout the show. Furthermore, you can change lighting easily for different shows. With tension fabric, back lighting can create dramatic elements like glowing walls, free shapes, columns and cubes. Back projections can animate logos and show product images. Again, these are dramatic elements that are very economic and easy to change.
4.) Totally Rely on It Many companies use tension fabric for one or two elements of their booth. Don't' be afraid to totally rely on it for your entire boot design. Decorative elements along with more structural elements like walls and ceilings can be created from tension fabric. Designing your entire booth from tension fabric opens a world of possibilities to you now and in the future.
5.) Fabric is green! The very nature of fabric is environmentally friendly. It requires no trees to be harvested. Fabric is light-weight so that means less fuel is required for transport and in many applications recyclable, light-weight aluminum tubing is used for the structural support. Printed fabrics today are also available that contain only solvent free inks and dyes! So fabric is very green!
Don’t Exhibit, Don’t Demo, Solve a Problem
If you think about the word exhibit, it's really linked to museums. Whether it's art or natural history, an exhibit is something that you go to see, walk through, and then leave. The same thing is true with a demonstration. It's not quite real. It's ONLY a demonstration.
So why do we use these words to describe our activities at trade shows? These words are passive and not focused on what really sells: solving problems.
All business, in one way or another, is based on solving someone elses problems. Most exhibitors try to solve hypothetical problems that tend to be abstract. Statements like: "This machine could increase your productivity by 25%" are very common at trade shows. It's a powerful figure but one that doesn't solve a problem in a tangible way.
What about solving a problem that exists in the here and now? There are no shortage of those in a trade show environment.
Are you selling vacuum packaging equipment? Offer to vacuum pack luggage contents on the last day of the show to save space. Launching a new eco-friendly vehicle? Give rides to local restaurants for lunch. Selling printing equipment? Produce books on demand for the plane ride home. Or maps of the trade show floor.
Trade shows offer a host of problems that need to be solved. Solving these problems may not be your core business, but using your equipment, service or technology to do so, highlights benefits and helps create an emotional connection to your brand.
Think of it this way; many companies offer logo emblazoned bags to carry home promotional items. Just extend that idea to the next level and pick a problem you can solve using your product or service. You'll get big headline and a great chance to connect with customers on an emotional and intellectual level.
In addition to custom building branded trade show environments, The Rogers Company is also a full service trade show and event implementation partner providing turnkey services and support for corporate clients throughout the country. Contact The Rogers Company to learn more about our range of client services including trade show marketing consultation and planning.
Reaching Top Decision Makers at Trade Shows
Reaching top decision makers is usually a major priority for trade show exhibitors. Jeffrey Blackwell, president of The Rogers Company recently contributed to 1-to-1 Media on the topic. His article, Reaching Mr. or Ms. Big outlines ten strategies for achieving this goal.
Reaching Mr. or Ms. Big Blanket Branding is Great, But How Do You Reach the Top Decision-Makers Walking the Trade Show?
Trade shows are a great way to get your brand out there, meet new prospects and customers, and simply have a presence at a long established event. But what about that top decision maker that you'd like to reach: the CEO or the Senior Vice President or the manager that needs to see your product? How do you entice him or her to visit your booth?
If you think that trade shows aren't an appropriate medium for establishing this type of connection, think again. High-level decision makers are incredibly busy, but asking them for 10 minutes of “floor time” is a lower threshold than setting up an initial appointment at Ms. Big’s office that might wind up getting bumped down to a lower level person. Here are some strategies for reaching the select group of high-level decision makers that are essential to building your business:
1.) Be Proactive Use pre-show mailers and/or pre-show invitations to pave the way toward getting Mr. or Ms. Big to come to your booth at the show. Don’t leave it to chance that they might show up or might have heard of your company. Send them something that will motivate them to visit your booth. For some ideas as to what this might be, keep reading.
2.) Two Part Give Away Imagine getting a remote control, but no TV. Or a pair of high-end head sets, but no iPod. Or a golf bag without the clubs. In other words, a valuable gift with a vital missing piece with an attached note promising the rest of the gift at the show. Sounds silly but it works. Direct mail companies are reporting up to 75% response rates from this type of promotion. The threshold for response is pretty low – stop by and get the gift. The gift has to be premium, but this type of marketing is very targeted.
3.) Educate Your Audience Education is a powerful sales tool. People love to learn stuff – that’s why so many of us watch the DIY or food networks; use your trade show display to both introduce and train attendees on what your product or service can do for them. Use in-booth demonstrations, video presentations, or live presentations. And if your budget can handle it, hire relevant celebrities or spokespeople to appear in your booth. Having a famous expert in your field tout your product in front of a live audience is a great motivator, regardless of whether they’re famous or a key member of your team. You might even consider having your CEO or COO present a high-level talk on the impact your new product or service can have on your client’s business. If you do this, be sure to include it in your pre-show marketing.
4.) Create an Inviting, Comfortable Space A place to sit down and relax is actually rare at a trade show. Having booth space that is comfortable with food and drink available (if trade show organizers allow it) could be a welcome respite from a busy day at the show...and a good time and space for you to connect with "The Bigs."
5.) Sneak Peek Often, companies focus on trade shows as a place to launch new products and services. Suppose you gave decision makers a preview of a product launch that may be a few weeks or months away? This could be anything from a closed, invitation only demonstration to a select group, to a one-on-one presentation. Invitation only previews at trade shows give you the chance to connect at a high-level with a company without having to get past the usual gate keepers.
6.) Hold an In-Booth Party Take advantage of show approved in-booth events such as cocktail hours or breakfast breaks. Send invitations prior to the show but also bring some eye-catching printed invites along to put in the hands of decision makers when you see them at the show.
7.) Know Your VIP’s Create a list of VIPs and make sure that your booth greeters at the reception desk are in charge of that list at all times. This ensures that when a decision maker stops by, they are engaged promptly and concisely. You only have one chance to impress someone at this level.
8.) Let the Benefits Do the Talking Business decision makers always look for benefits. Tell them how your product can save them money or increase market share. Doing your homework with companies also goes a long way. “Dear Mr. Smith: I believe that I can help you increase your line speeds by more than 25%. I would do this by...” Give them some information but always leave things open to discuss further at the show.
9.) Offer Special Event Promotions Force decision makers to decide. 25% off equipment purchased at the show in an exclusive invitation sent directly to your target prior to the show, can be a strong impetuous to buy. A promotional offer, especially one that has an element of exclusivity to it, can help create a personal connection that may be valuable down the road. If you do take orders at the show, both iPhone and Amex have an APPS for automatic credit card purchases. Or make certain that you have order forms on hand for filling out and signing off. This ‘seals the deal’ and gives you instant ROI, (and sometimes and an instant raise from your boss!)
10.) Connect Online Many decision makers are on LinkedIn and other social media sites. Connecting with them there is a great way of getting past the stream of email they get every day. Also, you can connect with them through groups instead of direct contact (which can be a taboo if you don't actually know them). Join groups associated with the trade show or with your industry and then look through the other members. Usually groups in LinkedIn allow you to message other members.
Overall, targeting individuals to come to your booth requires planning, execution, and a real commitment to making it happen. Building long term relationships with these folks will be better for your business today and tomorrow, so it’s vital that Mr. Big or Ms. Big know they’re important to you. Utilizing some of the tips provided here can go a long way toward achieving your objective of building the relationship with key decision-makers that will help propel your business forward.
Interactive Floor Projections – Koi Pond
This is a sample of interactive floor projections: the Water Effect.
Scenes creates custom interactive effects for any kind of event, on the floor as on the wall or screens.
Drayage: An Inside Look at How It Works and How You Can Save (Part II)
Part II of Jeffrey Blackwell, president of The Rogers Company and B.J. Enright, president of TradeshowLogistics offering tips and strategies for saving money exhibiting at a trade show. They also speak about ways the industry can work together to make live events more effective selling and marketing opportunities. They also answer the age old question "What exactly is drayage and why does it cost so much?"
Drayage: An Inside Look at How It Works and How You Can Save (Part I)
Jeffrey Blackwell, president of The Rogers Company and B.J. Enright, president of TradeshowLogistics offer tips and strategies for saving money exhibiting at a trade show. They also speak about ways the industry can work together to make live events more effective selling and marketing opportunities. They also answer the age old question "What exactly is drayage and why does it cost so much?" This is part I of II.
Maximizing Tradeshow ROI
I hear it all the time: Trade shows are a waste of time and money. We stand around, selling our hearts out, and what do we have to show at the end of the day? Nothing.
Well, that's the result you should expect, if you're like most exhibitors, and neglect the most crucial aspect of tradeshow participation: Follow Up.
What happens at the trade show is obviously import to your success, but equally important is what happens after the show ends. This is where most exhibitors drop the ball. Differentiate your company from its peers and wring the full value from your trade show participation. To truly benefit from all the hard work what went into exhibiting, must ensure that appropriate follow-up activities take place.
Follow Up Begins Before the Show
Research tells us that over 80% of leads gathered at trade shows are never followed up. That's a phenomenal number, especially when each lead has the potential to generate profit for your company.
Why do so many leads fall by the wayside?
It's because show leads have a reputation for having no substance – they’re either just cold business cards or similar basic information imprinted on a company lead card. There's nothing there to give already busy professionals a reason to follow up.
Even if the salespeople do follow up, there's only so much they can learn from a business card or bare bone information. For salespeople to view leads as being worthwhile for follow-up, they need quality information.
For this reason, it is vital that before the show you spend time going over the lead collecting process. Clarify exactly what types of information should be recorded on lead cards. Explain the importance of the information you are gathering. Make sure everyone knows exactly how to operate the card readers and use the printouts and lead cards.
Everyone working the show should know exactly what results you want to achieve at the various trade shows you attend. Each show should have its own set of specific, clear, quantifiable, realistic goals.
Develop a Follow Up System
To achieve and perhaps surpass your specific goals, you need a follow up system. The best time to develop your follow up system is during the planning and training stage.
Use this time prior to the show establish how the leads will be handled. For example, select a team member to take responsibility for collecting all "hot" leads at the end of each day and overnight them to the home office for immediate processing. Assign someone at the home office as a “follow-up” manager. This person takes charge of the entire follow-up process and should be someone who does not attend the show. Their job is to carry out the follow-up system that was established before the show.
Timeliness is of essence with all leads, not just the "hot" ones. Obviously you're not going to overnight every single lead back to the home office, but there are steps you can take to ensure you stand out from the crowd of exhibitors.
It is important to send something, such as a letter, email, or broadcast fax, to everyone who came by the booth to thank them and let them know when they can expect to hear from your company again. This should be done within three to five days after the show. Remember, if you don't follow up, your competitors will.
The Next Step: Accountability
Use contact management database programs to ensure your sales staff get leads that are as complete and useful as possible. Then, after leads are distributed, hold your account representatives responsible for the results.
There should be a written progress report from each salesperson at regular, predetermined intervals. This information can be used to track their performance, sales made, etc.
Some companies use performance in lead follow up as one factor in a salesperson's annual performance review. Knowing that they will be held accountable for results is a powerful motivator.
Measuring results
At the end of the day, management wants to know their money was well spent. Keeping track of your leads will allow you to measure sales directly attributable to your trade show participation. Recording this data will allow you to provide qualitative and quantitative analysis of the show.
For example, you can calculate the return-on-investment to demonstrate to management the effect trade shows have on the bottom line. To measure the cost per trade show lead, simply divide your total show expenditure by the number of leads gathered. To measure the cost per sale, divide the total show expenditure by the number of sales.
Qualitative data, such as types of prospects who visited the booth, dates and times of their visit, products/services of interest, buying intent, and results of any pre-show promotional activity often proves invaluable when planning future show participation.
The key to trade show success is wrapped up in the lead management process. It starts with knowing at the outset what you want to achieve, then continues through establishing a strategy that is user-friendly, and finally the actual follow-up operation leads to bottom-line profitability. With a little forethought and planning the results will speak for themselves.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and tradeshow training. For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail:
ar******@th***************.com
; website: www.thetradeshowcoach.com
Top 7 Reasons Most Advertising Campaigns Fail
7 is kind of an arbitrary number and the use of the word "top" seems a little dubious. Is there an 8th reason that just didn't make the cut. In any case, the site is called top7business.com and I suppose it focuses the discussion. This list cites consumers but we think that it applies to BtoB as well. The fact of the matter is that email campaigns are the same as any kind of advertising: you have to grab attention and hold it and not focus on price.
From the post:
Confusing content. Successful ads don't try to tell everything the advertiser knows in one ad. The best ads are focused around one or two main ideas.
Too much emphasis on price. Most ads are written as if price were the only variable. Consumers always want a good, fair price but have no way of knowing if they got the best price. Consumers don't respond to ads because of price alone.
Unrealistic expectations. Expecting major league results in a time frame that's too short with a budget that's too small. Make sure expectations match up with budget and timing.
Too little frequency, repetition, consistency. Most advertisers stop short because they run out of patience and/or money just at the time when the campaign is about to start working. If you have a good ad, keep using it.
Too much about the product, not enough about the consumer. The most successful ads are about the consumer...why they should buy the product and how they benefit from using the product. Most ads waste too much time and space talking about the product and not enough about the consumer and their needs.
Not memorable. Not meaningful. Not sticky. Consumers can act only on the ads they remember. Most ads we encounter are irrelevant. The best ads break through the mental filters by talking our language, touching our emotions and creating imagery that resonates with the consumer.
Failure to understand and focus on the consumer. Consumers don't have a lot of patience for ads that talk only about the business or the product. No one's listening. No one cares. Speak to consumers about what they're interested in and they will respond.
JB’s Space: What Am I Getting For My Money?
Ever go to the doctor's office feeling like utter road-kill, sit in the waiting room for 45 minutes, see the doctor for five minutes only to have him tell you that you've got a virus and there's nothing he can treat it with and it will just have to run its course? Of course you have. Did you pay the bill? Of course you (or your insurance) did. But then did you ever ask yourself, what did I just get for my money? Of course you have - we all have.
Ever bought a bottle of drain opener and followed the directions to a tee (you even wore the rubber gloves and goggles), dutifully sat-by for the required 30 minutes and then had to call a plumber the following day because the drain was still blocked and you don't own a snake and even if you did you wouldn't know what to do with it? As you write a check to the plumber you silently ask yourself, thinking of the nine bucks you shelled out for the drain cleaner, what did I get for my money?
Did you ever take your wife or a client or whomever to one of those haughty-taughty restaurants where all the food comes covered in silver domes and the waiter(s) simultaneously lift-off the covers only to reveal some kind of grass sticking out from a tiny but colorful lump of food that would make a lovely serving size for your cat or ferret and then wonder, after devouring the whole plate in 3 to 5 small bites - what am I getting for my money?
You get the point. I'm sure we could start a tasty blog with example after example where folks think they're getting little return on their investment. And please don't misunderstand me - not everything in life is an ROI equation. Some things we do solely for the pure joy, pleasure, wonder and catharsis that whatever it is offers us - regardless of the cost. But there are so many areas of our personal and professional lives where this does come into play and some of these things really take away from - if not the joy in life - then the trust we have for others - and that's a bad thing for everyone.
"Buyer beware" is as old as Latin but aren't we supposed to be more enlightened today than our ancestors from 2000 years ago? Shouldn't honor today mean more than just a word within the phrase, "there's no honor among thieves"? Personally I don't like being considered cheap - so I'm not - I think it's a mean spirited way to live. However, I do question what I get for my money - and so should we all.
When I joined this industry, 110 days before 9/11, I didn't know a lot of the terminology ("what the heck is drayage", I asked), let alone what things cost. I quickly learned why something as simple as a cabinet or a kiosk, a graphic or an overhead sign could cost as much as they did. We're a "one-off" industry that requires an iterative process with our clients and staff in order to get to the final product. Behind the craftsman on the shop floor who can build, wire, plumb and then crate for safe transit virtually anything you can think of, there are consultants, designers, engineers, graphic artists and project managers. And what these folks do before any drawing gets to the shop floor requires a whole lot of time and effort as virtually anyone who has staged an event or exhibited at a trade show can tell you.
So while seven years ago I didn't know why an eight foot long reception counter could cost as much as $10,000 - today I do. That being said, even after seven years I'm still a bit bewildered, as I was from the get-go as to what you're getting for your money when it comes to show drayage (material handling fees). For example, $60.00/hundred weight (or sixty cents a pound if you prefer) isn't an unusual rate for a show contractor to charge. For those of you like me who are math challenged, that means if you have a 10,000 pound exhibit you're going to pay $6,000 in drayage. What are they paying those fork-lift drivers anyway?!
I wonder in part because our clients wonder as well, and I really can't explain it to them. I hope one day that we can have as a contributor to our Tradeshowfeed Blog, someone from one of the large show contractors who can help us better understand in the case of one my favorite obscure terms - "drayage", what we are getting for our money.
That's JB's space for now. Thanks for visiting.