Tag Trade Show Marketing Archives - Moening Presentation Group

Innovating for Safety: Returning to Exhibits and Presentations

If 2020 has taught us anything, it’s the importance of flexibility and innovation. As Covid-19 continues to challenge marketers, we’re talking with our clients about how they can adapt to safely exhibit and sponsor events at meetings and conventions once again.

The reality is that Covid will be with us for some time. And while digital events have been a great pivot for these early months, we’ve heard and experienced a “pent-up demand for a return to live events.”

Those were the words used by Cathy Breden, CEO of the Center for Event Industry Research, at the Together Again Expo in Orlando as she described the consumer sentiment surveys she’s been reviewing.

“Exhibitors have told us they’ve lost leads and sales opportunities, not having the ability to build brand awareness they’re accustomed to at live events, and a difficult time in maintaining and building the types of relationships with current customers and prospects (that they could face-to-face). And of course many companies launch new products into the world at live events.”

Every business is different. Companies must make the call whether to attend and/or exhibit at conventions and meetings. In many cases, those decisions are driven by things like travel restrictions to and from destinations, as well as quarantine requirements upon return home.

But it can be done. And we are excited about the creativity and commitment to safety shown throughout the industry. When it comes to individual exhibits and presentations, the experts on our team are planning to:

Cut Down on Crowds – Reducing capacity within tradeshow booths is vital, and organizations like the Global Biorisk Advisory Council have issued guidelines to help ensure each person can have 6 feet of space around them at all times. At MPG, we’re reviewing current booth layouts and expectations to determine how best to keep visitor count at the “sweet spot” of reaching as many as possible while maintaining social distancing.

Make Traffic One-Way – MPG has always advocated experiences that have a distinct journey, including a well-defined beginning and end guided by friendly ambassadors who keep things flowing smoothly. Traffic control and pulsing is one of our areas of expertise, and we anticipate utilizing it even more in the coming year.

Design for Distancing – Overt and subtle cues help visitors stay in their own zones. Seats in our presentation theaters will be spaced six feet apart. Furniture can be placed strategically to encourage distancing. And touches like drapes, plants and lighting can help create a warm, welcoming atmosphere.

Go Touchless – At a time when touchscreens, games and other high-touch interactives could help spread disease, live presentations are going to shine. They’re a great way to deliver a complete message and engage your audience safely and succinctly. At the end of the experience, rather than handing out sample bags, consider giving a code visitors can enter digitally to get samples sent to them.

Give Branded Masks and Safety Swag – Our MPG team sees this as an opportunity for our clients to transform their visitors into walking advertisements.

Dividers, Partitions and Shields, Oh My! – In areas where people will be in close contact, we’ll use transparent partitions to provide extra barriers. We also are considering a transparent panel between our presenters and audiences.

Re-imagine Panels and Presentations – Space chairs and podiums six feet apart. Instead of a shared mic, use individual mics or a boom. Participants should wear masks unless they’re speaking. And instead of a large panel, consider pre-recording the conversation on a platform like Zoom, then playing it back live.

Sanitize and Sanitize Again – While each venue should have services and guidelines for disinfecting surfaces and air, plan and stock up for your own cleaning protocols as well. At MPG, we already know we’ll be disinfecting our presentation theaters after every show. It not only reduces germs, it provides an added sense of confidence that we’re taking care of every detail to help keep visitors safe.

For the time being, these are “the new norms of face-to-face engagements.” But with a few modifications, we can still provide a great experience. To discuss how you can create a safer exhibit at your next convention or meeting, contact us.

Together Again: What Re-Opening Live Events Could Look Like

Last week we did something we haven’t done since February—we attended an in-person convention. It felt wonderful and a bit odd. In the five months since Covid-19 forced the cancelation of live events around the world, we’ve grown used to experiencing them virtually. But screen fatigue has shown us that nothing can replace face-to-face interaction, and we’ve eagerly awaited the time when we could all be together again.

It just so happens that Together Again is the name of last week’s expo, organized by a group of intrepid industry pros who wanted to explore and showcase how live events can safely re-open. More than 1000 people gathered at the Orange County Convention Center in Orlando for a day of sessions and exhibits showcasing everything from state-of-the-art disinfecting to design for social distancing. Masks were mandatory. So were temperature checks. We found it hopeful and enlightening.

Why did we attend? Because, frankly, live events are an essential part of our livelihoods and those of others who provide services, goods and talent tied to tourism and conventions. An estimated 6.7 million jobs have been lost in the events industry this year.

But live events also are important to our clients. While everyone has made the “pivot” to digital (Another 3000 people participated in Together Again Expo’s live stream), we are hearing anecdotally and seeing in real time how virtual events can’t replicate the live experience. In a State of the Industry panel, Cathy Breden, CEO of the Center for Exhibition Industry Research, said in all of the consumer sentiment surveys she’s seeing, brands are reporting that they’ve lost leads and sales opportunities, as well as the ability to build awareness and relationships that they were accustomed to at live events.

Time and again during last week’s expo, participants asked the question: Is it too soon? Covid cases are still climbing, so should anyone be gathering for something as big as a convention?

As one panelist put it so eloquently, we are industry leaders, and leaders take risks. Someone has to go first.

Because live events won’t come back all at once, but they will come back. Some parts of the world are already seeing a return. And fighting Covid-19 is a marathon, which means the way we operate will be different for quite a while. We all need to be prepared to usher in the “new normal,” because while we want to get back to gathering and making money, the safety of attendees, exhibitors and staff is the most important consideration of all.

Over and over, this is the message we heard last week: We can do it if we work together.

Our team learned a lot at the Together Again Expo, and it gave us a lot of hope. In the next few days, we’ll be sharing more details and thoughts on safely reopening live events. We also welcome your questions and ideas. If you’d like to chat about how you can safely get together again, then contact us.

in Event Planning / Trade Show Tips by admin 29 Jul 2020 0 comments

Experiential Marketing White Elephants: Turn Challenges Into Gifts With These Tips

Happy holidays from MPG! As the year comes to an end, many of our clients are creating exciting new marketing experiences for 2019. Most projects, however, come with a few white elephants—challenges and line items that no one really enjoys, but everyone has to make the best of.

If that sounds like your next project, check out these tips for transforming some common live marketing white elephants into gifts your audience will love.

Challenge: Old booth or exhibit that generates little traffic

Transformational Tip: Consider adding a live presentation or live demos. Touchscreens and graphics rarely capture or hold attention. But a live person delivering your message creates instant engagement, plus the impression that your space is a “must visit.” Why be static and dull when you can tell a complete story with a personal touch?

Challenge: Highly technical content with lots of jargon

Transformational Tip: Find a theme that allows you to simplify while engaging your audience’s imagination and emotions. If you’re marketing to an audience of subject matter experts, you don’t want to dumb it down. But a layer of storytelling can bring your message to life and make it more memorable.

Challenge: Too much content

Transformational Tip: Spread it out over several mediums. Keeping experiences under five minutes—eight minutes max—keeps people from getting bored. Capture their attention first. Then post content experts nearby, hand out supplemental material, or direct your audience to a website.

Challenge: Too many cooks

Transformational Tip: It’s common to have a lot of stakeholders giving input and approval throughout the creative process. To minimize delays and bottlenecks, create a clear schedule with plenty of time for everyone to weigh in. Then create one point of contact between your internal team and your agencies.

Challenge: Unmotivated team

Transformational Tip: Face-to-face marketing is a specialty. Expecting your sales team to sparkle at a trade show for 8 hours a day may be unrealistic. Professional brand ambassadors, on the other hand, are experts at drawing people in, communicating full messages, and maintaining friendly smiles, even when their feet are killing them.

Do you have a project that could use transforming? Contact us to find out how we can make your message shine.

in Event Planning / Event Production / Exhibit Design and Build / Live Presentations / Trade Show Tips by admin 19 Dec 2018 0 comments

Exhibitors: Avoid These 5 Common Trade Show Mistakes

Image courtesy of imagerymajestic / FreeDigitalPhotos.net

A new trade show exhibit can be a huge investment. The last thing you want is an oversight that could create a less-than-WOW experience for your guests, or stand in the way of ROI.

We’ve seen a lot of successes when it comes to trade show experience design. We’ve also navigated our share of challenges. If you’re considering a new trade show exhibit, then plan to avoid these 5 common mistakes.

1. Not reserving enough space — Sometimes you need to lock in booth space before you have a firm exhibit design and strategy. And space can be a tempting area for cost-cutting. But we have worked too many shows where the booth felt cramped and our clients weren’t able to execute new activities as well as they’d like, simply due to lack of space. And trade shows often have strict rules about experiences spilling into the aisles. When in doubt, go bigger. That extra 10 feet will pay you back in flexibility and a better guest experience.

2. Unclear agency brief — The brief is our Bible, so give it extra attention. Provide clear objectives and criteria for success. Lay out messaging musts. Clearly delineate the roles of any partner agencies. Let us know what assets exist and who’s responsible for providing them. Don’t be afraid to ask your agency for help with the brief. A good brief is vital to creating an outstanding, on-equity experience with maximum efficiency.

3. Not staffing with your A-team — A beautiful trade show booth is just a hollow shell if the people inside it stand like lumps, waiting for attendees to come to them. Even if you’ve hired a company like Moening Presentation Group to craft an amazing experience using professional talent, it all falls flat if your company reps aren’t ready to step up, engage, and close the deal. Trade shows require a special kind of personality and stamina, so be choosy with your internal staff. Or follow the lead of some of our biggest clients and hire professional sales hosts.

4. Not following up on leads — We see this too often: An outstanding experience brings tons of qualified leads to the booth, then those leads languish on a spreadsheet, in someone’s email, or—worse—in a booth crate. Building and creating new relationships is a trade show exhibit’s raison d’etre, so keep up the momentum and reach out to visitors who’ve shown they’re open to hearing from you. Good lead-management programs can help. Or simply assign someone to filter and distribute leads after each show. Then, make sure your team is committed to the all-important follow-through!

5. Not documenting the experience — A video recap is a must-have in your measurement arsenal. It’s all about capturing the excitement for leadership and other stakeholders who couldn’t attend the trade show. Showcase all major aspects of the booth experience, and be sure to interview attendees for raves. Weave in the results you’ve measured to demonstrate ROI, and you’ve got a powerful sales tool that can help ensure your trade show marketing program continues.

MPG followers, what are some common trade show mistakes you’ve encountered?

in Exhibit Design and Build / Trade Show Tips by admin 26 Feb 2013 0 comments

How to Work a Trade Show: 6 Musts for Successful Exhibiting

MPG’s trade show work has given us a lot of insight into what works, what doesn’t, and what companies are doing to keep their trade show exhibits fresh. In our next few posts, we’ll be exploring some trade show best practices and offering ideas for successful trade show marketing.

A friendly professional host can draw people to your trade show booth and help engage them.

You’ve got a beautiful trade show exhibit with a great mix of activities that bring your brand promise to life. Now it’s up to you to bring in the leads. Here are some tips for getting people in your booth, then making the most of the relationships you build there.

Get Your Team on Board: Hold a pre-show briefing to detail what will be happening in the booth. Preview all activities so team members know what to expect, and make sure all are on the same page with your key messages. We like to do one comprehensive meeting the day before a show opens, then a smaller “check-in” meeting each morning before the crowds arrive.
Prepare ‘Em for the Spotlight: Your people are the face of your company, of course, but trade show days can be long and tiring. You never know when a VIP could catch someone letting down his or her guard. So lay some ground rules to help ensure your team is at its best. For example: No texting, checking email or playing on smart phones, no eating or chewing gum in the booth, and make sure all attendees are greeted with a smile. Designating an out-of-view spot to decompress and staggering lunches and breaks will help keep everyone fresh and on their toes.
Use Professional Hosts and Crowd Gatherers: Marketing at trade shows is a special skill. You may have great company reps but drawing people into your booth might not be their strongest suit. Plus, when things get busy you want your best people closing sales. Professional hosts and crowd gatherers are engaging, approachable and expert at bringing a steady flow of attendees to your booth. A company like Moening Presentation Group can help you hire hosts whose look and demeanor best represent your brand.
Pre-Qualify Attendees: Hundreds of people can go through a trade show booth every day, but not all are what you might consider prime prospects. Some are looking for swag, some are just browsing, and some are family members of attendees. You’ll want a plan to target those who are truly interested in your offerings and prepared to either buy or recommend. Your professional hosts and crowd gatherers offer a great low-tech way to find and send high-interest attendees to your reps. Or you can go high-tech with a digital pre-marketing campaign. Learn more about that here.
Designate an Answer Expert – Arm everyone in your booth with basic talking points so they can handle most attendee questions, but have on-hand one or two super-knowledgeable brand ambassadors or thought leaders to take in-depth queries. Make sure booth personnel know where these folks are at all times. If your go-to person has stepped away, let the attendee know he or she will follow up as soon as possible.
Turn Leads into Relationships –Today’s trade shows are more than a way to showcase your products and services, they’re openers to ongoing relationships. So make sure you’ve put a system in place to keep communicating. If your marketing strategy includes social media, then encouraging Facebook likes is a great way to start. Even better is a program that collects attendees’ contact information and allows them to opt in for further conversations with your team. If you’re curious about how this could work for you, contact us and we’ll fill you in on our suite of solutions.

in Trade Show Tips by admin 10 Jul 2012 0 comments

Successful Trade Show Tips – Be Your Company’s Convention Superstar

Whether you’re just starting to exhibit at trade shows or you’re looking to reinvigorate your existing program, we’ve identified some “must haves” for trade show success. Check out these trade show tips, and let us know if you have any to add!

Let people connect with people at your trade show booth

This interactive presentation for IAMS allowed attendees to connect with a personable and professional brand representative in a booth that provided a welcoming “wow.”

Bring in the experts. It can be tempting to DIY, especially for a smaller trade show exhibit (and you’re probably thinking, “of course, a company that specializes in trade show marketing is going to encourage me to buy their services”). But professional designers and producers will bring the level of quality you need to be competitive—in fact, they could save you money by doing things right the first time. They’ll troubleshoot areas you probably haven’t considered, help with hidden costs and free you up to focus on your attendees.

Let people connect with people. The point of a trade show is bringing people together. Technology can be powerful, but don’t overdo it at your booth; attendees can interact with touchscreens at the supermarket on any given weekday. Instead, take advantage of the face-to-face nature of tradeshows and create opportunities for them to engage with human beings.

Staff strategically. Make sure everyone represents your brand with excellence. Choose only your best, most personable sales reps and thought leaders. Then back them up with professional hosts and presenters who can draw people to the booth and make them feel like VIPs.

See tradeshows as part of the conversation. These days, trade show exhibits aren’t on-off, once-a-year things. They’re a chance to start and continue conversations and relationships. Reach out to attendees before the show and invite them to visit you. Collect their data and track their interests while they’re at your booth. Then follow up and keep them engaged until the next time you meet. MPG is using event digital marketing to help clients do just that.

Be a spy. Make sure to get away from your booth for a little reconnaissance. Check out what your competitors are doing. Look for inspiration from other exhibitors: How are they engaging attendees? Is there anything you could take and make your own? Include your agency and designer in this exercise; it’s never too early to start planning for the next show!

Track ROI. With budgets getting leaner, it’s vital to demonstrate how marketing at trade shows benefits your company’s bottom line. Decide what trade show success means for you—is it number of visitors? Actual sales? Qualified leads? Whatever the benchmarks, track them and follow up. Also, consider investing in a good “sizzle” video to communicate the excitement to higher-ups who couldn’t attend.

in Exhibit Design and Build / Trade Show Tips by admin 14 Jun 2012 0 comments

Trade Show Marketing