Never before in the history of mankind, have people been susceptible to so many attempts to get their attention, all the while, trying to get them to take some kind of action that is favorable to the advertiser.

If you happen to be one of those businesses who are affected by this situation, you probably are not even aware of it! Why is that? Failure to accurately assess all of the different potential audiences. Well, when a start-up company first hits the ground running, they always have a list of class A target customers to go after. However, this group will probably already know who they are and be expecting them to come calling. It is the B and the C group that may not be aware of the presence of the new vendor, which is why cementing your identity in their minds is so important. They may not even know who you are yet, plus they do not make up a huge percentage of the market, but they can probably switch vendors easier than the A group. Which in the first year of operation, is business that you will need and most likely be able to take a portion of.

Successful advertising professionals know that in order to promote a company successfully you have to deliver to the customer a precise and targeted message within moments of first contact; and make that message compelling so as to inspire the target audience to want more information or take a specific action. Trade shows offer a unique arena where you can not only show your products to all the visitors to your booth, but you can also see what your competition is showing at the same time.

It is at this point in the game where the true marketing heroes appear and take their rightful place in the game while leaving their competition a long night of interrupted sleep trying to understand what just happened. And unfortunately, it may be a long time for the stars to line up again in a manner suitable to make a comeback. Whatever claim to fame your product brings you will be severely diminished if not promoted with the help of a properly thought out trade show booth to capture and communicate your message.

With the transfer of all the companies marketing and sales staff to the show site, you now have to look at your booth as the center of your universe for the next few days, plus in a very practical way, it has become the real face of the company and the flaws and deficiencies will be noticed.

Your job is to secure the services of a professional company in the trade show industry, who as an exhibit builder can translate your products and services into a presentation that will not only put your company in a favorable light, but also sell the marketability of your products to the end users.

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The pace at which we are bombarded with messages each day is unprecedented; which begs the question about which messages get through and how do you create a message that resonates with your target audience.

Should your company be one of the many that are affected by this, you may not even know that it is happening! Why is that? Failure to accurately assess all of the different potential audiences. In the process of starting a new business and creating a product line and wearing 10 other hats, it is all too easy for the entrepreneur to assume that the rest of the market knows what he knows, and this is when mental oversights take place.

Combined with your companies advertising professionals, your trade show team is responsible to create a buzz in the marketplace and having an opportunity at the show to be viewed almost side by side with your competition, create a first impression that will eventually eat into the competitions customer base. Trade show venues offer you the opportunity to see your customer base, and prospects, eyeball to eyeball, and launch new relationships that will last a lifetime is nurtured properly.

The planning of the game that is about to unfold on the show floor, is where you must excel, or your company will become the road kill in the quest to dominate, not just compete, in the challenge of a lifetime. Therefore, to rise to the top in the trade show world, combining all the elements of good marketing is essential and the combination everything around a trade show booth will be the ingredients that take you to the top at your trade show.

Since businesses use trade show booths as their headquarters during a trade show event, everything about your trade show booths must be designed to further the marketing of the company. Exhibits that are designed and manufactured through professional services is the way to go for any company that wants to promote their goods and services in the most efficient manner possible.

Companies that are members of the Exhibit Designers and Producers Association, have the knowledge and the ability to take your companys products or services and display them in a manner that will surely get the attention of those walking by and sell your prospects on the virtues of your business in the marketplace.

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The core group of employees are often brought on based on future incentives which would probably include stock options, outright gifts of stock etc. Everyone, including the executive team, will often have to forgo normal perks like health insurance until the company turns the financial corner.

One of the ways a young company can promote itself is to connect with its customer base; and one of the best networking activities you can engage in, is the participation in trade shows. With participation in a Trade Show, your products can have immediate exposure to a broad range of potential clients. Within a few weeks, you can conceivably be driving new business to your door.

To make it all happen and to be effective, you must be sure that the message your booth sends resonates with the show audience. Now this is the difficult part; do not try and go it alone without utilizing the skill of a professional trade show design firm and exhibit builder. We all know that everyone that exhibits in a trade show must make a conscious decision on how they present themselves through the purchase of a trade show exhibit. Although these trade show booths have many similarities, ultimately you will select one which you feel best communicates your brand to those who walk by your booth. One thing is certain when it comes to your exhibit; Whatever effort you make to craft a professional message through the direction of a trade show professional will be well worth the time and money you spend.

For brand new businesses this is this is something to pay attention to. Their participation in a particular trade show may be the first time that the company is being presented to the business world at large. The eyes of the entire market will be on you if you promote yourself properly. Choose wisely the people who will assist you in marketing your business for the first time and you will someday look back and know you made a great decision.

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Malcolm Gladwell in his bestselling book entitled “The Tipping Point”, focuses on a type of person that you may come in contact with in many areas of society called “connectors”. As a group of people, they just have a habit of getting acquainted with just about everyone they see. They revel in exchanging useful information with anyone they come in contact with on a daily basis. It’s just in their nature to be good humored and pass along useful information to others they come in contact with; even if they’ve never met before.

The connector will always be the person who is very inquisitive and generally knows what everyone’s business is. This is a group of people that is worth knowing. Why? Well, since they only seek out valuable information, not gossip, what they know is in demand and they derive value by sharing what they know! Information to them is something to give away free to anyone who needs it; especially if it helps someone. When you attract the attention of connectors, everyone soon knows something about you and your level of sophistication in the competitive arena in which you work. The information that they collect is information that is in demand which is why they become so valuable to others.

The message that you incorporate in your booth each year is designed to resonate with the normal attendees, but now that you’re aware of the existence of connectors and the value they can be to your company, isn’t it worth the time it might to seek them out and introduce yourself?

People who are connectors in your industry, are not likely to be your competitors, which is why they’ll be more than eager to connect you to others that can spread your story. This person will be someone who doesn’t compete with you and perhaps sells some type of add on product in your industry. This individual is almost always a great talker and out of necessity, a great listener. He or she is a human encyclopedia with volumes of great information available to anyone who will listen. Reflect back on an experience with a connector and you’ll realize that a connector has a list of acquaintances that you couldn’t imagine, but he can also look at the market he works in and come up with some amazingly accurate assessments of success for a new product or a new player in the market.

A Connector will always find nice things to say about you if you’ve done something to show him that you’re different than most, and especially if you deserve a break; or maybe talk you up as someone he admires. When a connector is in a group gathering, he’ll quickly take the cue and proudly share your successes with a whole group. In the process of sharing your success with others,he will share your story so convincingly that everyone he tells the story to, immediately tells someone else. The amazing is, what has all of this advertising hasn’t cost you? Maybe buying him or her a drink or dinner every couple of years.

As time passes, the relationship will keep evolving and the word about your company will keep expanding without any effort from you. Because connectors are walking information signs, people ask them for knowledge and information. They will ask his opinion on who the easiest company to work with is at the present time? What they’re really saying when they ask that question is; “I’m not satisfied with my present supplier and I might be ready for a move when the time is right.” Because of his reputation as a knowledgeable source of information, they will trust his opinions.

In an imperfect world it may not always happen this way, but I’ve seen a connector like the one I just described help someone double their distribution without it costing him a penny. I was that person.

When you’re getting ready for your next trade show, don’t forget that the potentially largest customer may never visit your booth at all. He may be another exhibitor just like you, manning the booth a few rows away, but he has the potential to influence a tremendously greater number of people that you are able to simply because of his skill as a connector with other people.
Lowell Nickens is the owner of Shopforexhibits.com and Shopfordisplays.com; both of which offer perhaps the largest inventory of higher quality trade show displays found anywhere on the internet at very competitive prices.

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Working for a start-up company normally requires an all out commitment to the team. For one, there is the necessity of doing things from the ground up so as to construct a business that is self-sufficient and viable in the industry; this often requires employees to wear many hats; at least in the beginning.

There is also the commitment to working outside of the box in terms of earning potential and benefits; there may be a long need to even be paid on a irregular basis till a sufficient level of income is achieved. Lastly, there is the commitment necessary from all team members to market the company to the best of their ability.

One of the ways a young company can market itself is to connect with its customers and perhaps one of the better ways of doing that is through expositions and trade show events. , By participating in Trade Shows you can be seen regardless of your size and express your views, promote their services, and hopefully attract new business.

But in order to do this most effectively, businesses must be sure they are promoting themselves to the best of their ability through trade show exhibits.

We all know that everyone that exhibits in a trade show must make a conscious decision on how they present themselves. Through these trade show booths, businesses compete for the attention of each person walking by their booth. The volume of traffic that comes into ones trade show booth is directly related to the thought given to the design and message displayed in their booth.

For brand new businesses this is paramount. For a start-up company, your participation in a trade show will probably be the first exposure that your potential customers ever have of you, and to your segment of the industry specifically. Therefore it is most important to make the most of the experience by coming to the show with all your marketing elements in place .

Well-designed trade show displays can effectively promote a start-up company and give them the jump start they need to build a solid customer base.

Lowell Nickens is the owner of Shopforexhibits.com and Shopfordisplays.com; both of which offer perhaps the largest inventory of higher quality trade show displays found anywhere on the internet at very competitive prices.

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Be specific when communicating your companies purpose in the marketplace.

Have you ever observed a business – when walking down the aisle at a trade show – and nothing that you see in any of their advertising gives you any hint-initially-about what they do and what products or services they provide? We live in such a fast paced world of marketing that unless you are able to deliver your message – in words or images – within a few seconds, chances are that you have blown your opportunity to communicate with that consumer.

Unfortunately those who are affected most from this situation probably don not have a clue that it is even happening to them!

Great advertising professionals know that in order to successfully define the brand of a company you must deliver a precise and targeted message within moments; and make that message compelling enough to inspire the target audience to seek out more information.

This kind of approach can be seen up close and personal – in great detail – in a trade show environment. This is where the inner workings of marketing genius are revealed and where your competitors are clearly defined. Therefore, to elevate above the competition and be noticed, companies must be sure that their communication succinctly delivers a message that defines them as an organization. And well chosen exhibits can help.

Because companies use trade show displays as their headquarters during a trade show event, everything about your trade show booths must be designed to further the marketing of the company. Exhibits, that are designed and crafted through professional services is the way to go for any company that wants to promote their goods and services in the most sophisticated, compelling, and comprehensive manner possible.

Professional display builders will work with a client to design a booth that encapsulates the message of the business and makes use of all the marketing avenues available to them; the end result is to capture the attention, and ultimately the interest, of the target audience.

Lowell Nickens is the owner of Shopforexhibits.com and Shopfordisplays.com; both of which offer perhaps the largest inventory of higher quality trade show displays found anywhere on the internet at very competitive prices.

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1)Shipping: The rental exhibit should ideally be transported in as few containers as plausible so you don’t get clobbered by both shipping costs as well as show site drayage costs. The positive aspects of renting a system that is predominantly hardware that accommodates graphics, is that instead of shipping laminate panels or walls, you’ll be shipping framework that is covered by fabric which is very economical to ship and very economical on the drayage side as well.

However, you must be conscious of the subtle balance in having a small number of creates verses assuring that the framework of your booth isn’t taken apart into too many small parts. If you do this, you can create a labor disaster.So the goal is to rent a booth which has a framed structure which at the same time can be shipped without tearing it down to a million pieces which will need to be assembled at a later date with very expensive labor. With the cost of handling ranging between 1-$200 per hundred weight to have the union thugs do nothing, isn’t insignificant. Compare the cost of dye sub graphics to the cost of hard walls which you still need to add graphics to them.

2)Set Up Labor: Rental booths which ship as larger sub assembled parts can definitely impact labor costs at show site.Now to illustrate this, if your show happens to be setting up or tearing down on overtime which most of them do, then you’ll be paying as much as 1-$250 per hour for labor and maybe even a supervision fee.Just to illustrate this point, a client recently shared their show service kit with me. The labor at that show in San Francisco was almost $300 per hour If these prices keep going up much longer, we’ll have brain surgeons applying for jobs show labor.

If the exhibit you rent goes together quickly and has minimal parts, you’ll probably come out ahead financially,but if the entire structure is broken down into as many small pieces as possible, then your labor bill will go up even though the cost of the drayage will be the same.

How does the booth electrical service impact your rental show costs? That’s something that I can cover in my next article.

Lowell Nickens is the owner of Shopforexhibits.com and Shopfordisplays.com; both of which offer perhaps the largest inventory of higher quality trade show displays found anywhere on the internet at very competitive pricing.

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For those in the show contracting industry which I was a part of for a period of time, the old adage was always; “why sell something to an exhibitor when you can rent it to him over and over?” The feeling was that you’d have to be out of your mind to sell verses renting. Because of this, companies like Freeman, G.E.S., Champion, and every other show decorator in the U.S. will never sell anything to an exhibitor of greater value than a pencil; which has been a business model that has successfully and I might also add profitably, stood the test of time.

What composes a great booth rental? Unfortunately, display rentals over the years have for the most part looked like a “rental” display, plus there aren’t many moves that you can initiate as a exhibitor that will make you look so ordinary so quickly as looking like you rented your booth. Then, how do you get away from the stigma of having a rented display when that is the only option you have because of circumstances or budget?

Start out by finding a rental booth that is first a graphic and not a hardware package. After all, it’s the hardware package that is seen over and over again, that pretty soon gets etched in the subconscious of show goers and eventually labeling your company’s identities as “one of those rental booths.” However, if the attendee who visits the booth is drawn to the booth by tasteful graphics and interesting visuals; then the hardware never becomes etched in the minds of the visitor and the memorable image is presented.

Getting the most out of any rental booth is going to hinge on producing an impressive set of graphics to support your product, created to get the attention of passersby. Now is the time when you find somebody who is trained in the graphic arts and knows what works and what doesn’t. You must assume that you, as the leader of your business, probably don’t have a clue what works when it comes to creating an effective graphics package, and therefore you have to put your ego aside and let the professionals handle it the first time. At the end of the day, your company’s fortunes and future might depend upon it.

Lowell Nickens is the owner of Shopforexhibits.com and Shopfordisplays.com; both of which offer perhaps the largest inventory of higher quality trade show displays found anywhere on the internet at very competitive prices.

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There are numerous things you learn about when nurturing a business; one of which is the importance of your brand, and the effort you need to expend to cultivate it and promote it. That brand is what you are striving to differentiate in the marketplace from all other competitors.

Let’s say that every year when you go to the annual show, what would be the reasoning of settling for a situation where you could never separate yourself from inferior competitors? Perhaps that is being a little too extreme in illustrating how exhibitors act, however that is what your booth is shaped like as well, isn’t that exactly what has happened?

I am sure you are sincere in wanting your product to stand out in a place of prominence in the market, but going to a trade show and using a pop up exhibit to present the future image of your company is not exactly moving up to the East side, which is not exactly the wisest choice to make. I could give you a list of alternatives, but I need to move on to something else that I feel is even more important.

One other beef of mine must also be stated here which is how some brand managers decide what type of booths they are going to invest in. Above I made the point that the decision on how and where to display and promote your brand is a very important decision,but there are some people out there that when the time comes to make the big decision, they make it based upon their personal convenience; and in one decision that I witnessed, it came down to the size car that his secretary was driving; because she was going to drive it to the exhibit hall and she owned a small YUGO.

Let me just say that there are many decisions on branding and advertising of ones’ products that are made in a very dimly lit room, and without a lot of forethought, but don’t you think, based on the impact a well thought out decision might have that it is worth paying a little more attention to?

Lowell Nickens is the owner of Shopforexhibits.com and Shopfordisplays.com; both of which offer perhaps the largest inventory of higher quality trade show displays found anywhere on the internet at very competitive prices.

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Everywhere you look, you’ll find inside businesses and associations, individuals who are defined as “connectors” by Malcolm Gladwell in his book called “The Tipping Point”. Connectors are a curious lot who feed on social communication, and can’t help wanting to meet everyone they see, and know everything about everyone they get to know. They revel in exchanging useful information with any person they come in contact with on a daily basis. It’s just in their nature to be friendly and exchange useful information to those they connect with; and the less formal the setting the better.

They will be the individual who always seems to know what everyone in an organization is doing and how they’re doing it. They can be an invaluable source of information, which means they are well worth knowing. How come? Because when they see something of value, they don’t keep the information to themselves! They want to help others so will share whatever they know in hopes that it will benefit someone else. When you attract the attention of connectors, everyone soon knows something about you and your level of sophistication in the competitive arena in which you work. The information that they collect is information that is in demand which is why they become so valuable to others.

The message that you incorporate in your booth each year is designed to resonate with the normal attendees, however by just paying attention and being aware that there probably is a connector in the crowd somewhere who is more than willing to assist you in your business, isn’t it worth the time it would take to find him or her?

Men or women who are connectors are more than willing to connect you to people in the industry that can help you because they are not your competitors. Quite often this person is a representative of a line of accessories that supplies everyone in the industry so you don’t have to worry about competing with them. When you find this person, they will be easy to talk with and a great listener. They’ll have more stories that you can possibly listen to. At the end of the day a connector has a list of acquaintances that you couldn’t imagine, but he can also give exacting perspectives on what the prospects are for a new company based on his wealth of information on all the competitors and observations that he’s gathered over many years.

Connectors will get excited over your tiniest successes and brag to others about them; or perhaps brag about you because you’ve impressed him in some manner. In fact, whenever the opportunity arises, he shares your success story with others. In the process of sharing your success with others,he plants a seed in the minds of countless people who tell others. The amazing is, what has all of this advertising hasn’t cost you? Perhaps as little as a couple of beers at the bar telling war stories at the end of a long hard day on the show floor.

Over the years, he identifies with you and your business in ways that you can’t even imagine; all because he just seems to like you and the values that you and your company represent. Since connectors are literally advertisements for your business, people come to them for knowledge and information. They will ask his opinion on who the easiest company to work with is at the present time? What they’re really saying when they ask that question is; “My present supplier has messed up so many orders that I have to begin looking to make a change” Since he has been a trusted resource for so long, anyone he recommends is gold.

In an imperfect world it may not always happen this way, but I’ve seen a connector like the one I just described help someone double their distribution without it costing him a penny. That person was me.

As time approaches to begin getting ready for your next trade show, don’t forget that the potentially largest customer might not ever buy a thing from you. He may be an exhibitor just like you, manning the exhibit a few rows away, but he has the knack to influence a tremendously greater number of people that you are able to simply because of his natural gift as a connector with other people.
Lowell Nickens is the owner of Shopforexhibits.com and Shopfordisplays.com; both of which offer perhaps the largest inventory of higher quality trade show displays found anywhere on the internet at very competitive prices.

Click here for additional information regarding Trade Show Displays.

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