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www.allactiontrade.com … b2b .. Trade shows, Exhibitions

admin — Sat, 30 May 2009 21:28:26 +0000

go >> http://www.allactiontrade.com

Products & Services of Largest B2B trade portal, allactiontrade.com. Various Sections of www.AllActionTrade.com like, b2b trade offers, global trade leads, b2b auctions, b2b exhibitions, b2b forums, etc.

Allactiontrade.com is an online business-to-business services provider to the global buyers and suppliers. Buyers and sellers can promote their products and services to their domestic, national and international markets and at the same time source buyers and sellers for their respective products. Allactiontrade.com provides user-friendly platform for exporters and manufacturers to find buyers for their products in America, Europe and other parts of the world. Thousands of buyers worldwide use Allactiontrade.com as their sourcing center.

Auctions: Allow manufacturers and exporters to post their excess inventories for buyers to bid against. Many buyers are looking for good bargain always and this is the best way to get rid of your excess stock. Go to Auction>> http://www.allactiontrade.com/auctions

Trade Offers: Members can post, view and instantly respond to buy, sell, and business opportunities offers. This is one of the best tools to reach millions of potential customers worldwide. Members can receive trade leads updates via e-mail with Allactiontrade.com Trade Alert Service. Go to Trade Offers>> http://www.allactiontrade.com/tradeoffers/

Company Directories: Allows companies to list their company, profile, and contact details in online directory of companies classified by trade categories and subcategories. This allows members to find buyers or suppliers for specific products. Go to Directories>>http://www.allactiontrade.com/directories/

Trade plus: Allows customers and members to build instant websites for their company with a choice of templates and personalised sub domain to give them a unique web presence. Credit Rating, Credit Report, Report History etc. are some of the features we have added in Tplus Go to Tplus>> http://www.allactiontrade.com/tools/tplus/

Business Credit Report In today’s volatile business atmosphere, you need to identify and verify your trading partners. Be able to identify your trading partner’s financial strength, payment history, and credibility. Go to Credit Report>> http://www.allactiontrade.com/tools/credit_report/

Company Showrooms: Allows members to post their products descriptions, prices and photos for potential buyers to access. Go to Showroom>> http://www.allactiontrade.com/showrooms/

Forums: Allows members to exchange views, reports and other information of specific products or services. This helps companies and their employees to be more informed of their products and services. Go to Forums>> http://www.allactiontrade.com/forums/

Exhibitions: Provides complete information on upcoming exhibitions worldwide according to trade categories and countries. Go to Exhibition>> http://www.allactiontrade.com/tradeinfo/exhibitions/

Trade Sites: Allows customers and members to build instant websites for their company consisting of up to 25 products catalogs, company profile, contact information, products and services. Go to Trade Sites>> http://www.allactiontrade.com/tradesites/

Members Profile: Allows members to search, sort, and manage their online trading activities in one centralized location. Update your Profile>> http://www.allactiontrade.com/profile/

Yellowpages: Find buyer and supplier in your city

Many more categories are there for the visitors/customers of allactiontrade.com Please visit Us: http://www.allactiontrade.com

We are also interested in business Link Exchange with the business of the same kind like B2b trade portals, b2b sites.

You can visit our partners section for the list of Global partners: http://www.allactiontrade.com/affiliates/partners.asp

Allactiontrade is seeking partnership or affiliation in the following: # Banner Exchange Program # Co-branded Search Box Exchange # Affiliate Programs

For linking your site with us, please vbisit us at: http://www.allactiontrade.com/affiliates/linktous.asp

for more information.

This information is posted by : Niraj Kumar jha for http://www.allactiontrade.com WebMaster Team

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About the Author

niraj
http://www.allactiontrade.com
Largest B2B Marketplace for B2B Trade Offers, B2B Trade Leads and B2B Trade Portal for International Trade Leads, Import Export Trade Leads, B2B Auctions, b2b forums, Buy & sell, Buyers Sellers, Trade Shows, Suppliers, Import-Export Trade Leads, B2B Trade portal, Business Directory, Product Showrooms, B2B Forums, Trade Exhibitions

What Has Networking Got To Do With Joint Ventures?

admin — Fri, 29 May 2009 09:28:26 +0000

What has networking got to do with joint ventures? “PLENTY” is the short answer to this question.

Networking is a very important element of joint venture marketing because the more you network, the more you meet potential partners and build relationships that lead to profitable joint ventures.

Your network of business associates, vendors, family and friends, plays a big part when it comes to implementing your joint venture marketing strategy. This is because the most successful partnerships are with people you know, like and trust, and vice versa.

Of course, many profitable joint ventures have taken place between partners that have not known each other for long, but any “cold” contact you meet would need time to evaluate your character and your business, before committing to a partnership with you. Sometimes this could take a few weeks, and other times it may take up to a year.

Before joining organizations or associations in your markets, do your homework to identify which ones are most likely to produce results aligned with your business goals.
Make sure you keep in close contact with those in your network. Send thank you cards, meet for lunch, make brief phone calls, remember birthdays, and ask them to subscribe to your newsletter.

Here are ten places to start with, on your networking journey to lucrative joint venture

partnerships:

1.Live Seminars and Conferences

2.Breakfast Meeting Groups

3.Trade Shows and Exhibitions

4.Membership Associations

5.Introductions made through your business associates and vendors

6.Online discussion groups and forums within your industry

7.Live Training Courses

8.On Your Travels e.g. on the airplane or train

9.Interactive TeleSeminars and TeleBootcamps

10. Other Networking Events e.g. at business parties

The size and quality of your network determines your income. The more valuable contacts you have in your network, the more lucrative your joint venture projects would be. Build a profitable network, and increasing your net worth would be easier than you think.

Using the Media Effectively

admin — Wed, 27 May 2009 21:28:26 +0000

Using the Media Effectively
by Susan Friedmann

The media has the power to influence your tradeshow efforts whether it be in television, radio or print. Your job is to target your endeavors to create a positive company image and brand awareness of your products/services. How do you do that? Outlined below are 27 important points to help maximize your tradeshow effort.

Before the show

1. Define and select your target audience so that you can tailor your message directly to the needs, concerns and interests of your prospects.

2. Ask show management for a comprehensive media list complete with contact name, address, phone number and email address of all trade, business and local press, radio and TV stations. Also ask them about their media plan for the show.

3. Find out which publications are planning a show edition and their deadline for press releases. Realize that many of the trade journals work several months in advance.

4. Build a working relationship with the press. Get to know the editors and writers. Volunteer to be a resource for them. Ask about particular stories they are working on and consider information you may have to help them.

5. Realize that editors are in interested in timely newsworthy information; industry trends, statistics, new technology or product information; interesting material, such as, do-it-yourself tips, techniques, or strategies; useful advice; human interest stories, including celebrities you have coming to the show.

6. Investigate other media possibilities not covering the show who might still be interested in information. For example, chamber of commerce magazines/newsletters; local and regional business magazines; industry-specific newsletters; cable television or local talk radio programs.

7. Understand the do’s and don’ts of press kits. A press kit should include interesting and timely information; a one-page company bio sheet – corporate structure, executive staff chart, sales figures; complete product information – specs, distribution methods, pricing; good product photos; key contacts. Dont include outdated, false or exaggerated information; photos of your CEO or top executives.

8. Minimize your press kit information so that it is lightweight and easy to fit into a bag or briefcase. If your company is relatively unknown, be creative with your press kit folder, for example bright neon colors or graphics attract attention. Save on fancy, expensive folders as they do not impress the media. Exciting newsworthy information is what they want.

9. Reserve press conferences for major announcements, new product introductions, but only if they are truly new or improved, or general industry trends – what’s hot and what’s not. The media get very upset attending a press conference which is poorly organized and where nothing newsworthy is shared.

10. Post your press kit online to make your company news available to the media, industry experts and consumers before, during and after the event with Online Press Kits from PR Newswire. Online Press Kits increase traffic to your trade show booth and extend your reach far beyond the exhibition floor when you let all important audiences access your press kit information. Your corporate information is always at hand and lives on long after the event.

11. Mail, broadcast fax or e-mail press releases about your product/service focusing on what’s new. For example, highlighting a new application or new market. Wherever possible include statistics. Always have a contact name and number along with your booth location.

12. Arrange interviews with editors several weeks prior to the show. The media will usually decide at the last minute whether or not to attend. Continue to send them updated

information and photos so they remember your company name. Look for specific angles to interest the different media.

13. Have a plan in case a crisis occurs immediately prior to the show, for example, your CEO resigns, or there is a takeover bid for your company. Be prepared with answers to the media’s and visitors’ awkward questions.

14. Use your website to display useful advice as well as promoting your show participation. Make an offer on your website for visitors to collect important information, such as an executive report, when they visit your booth.

During the show

15. Keep the press office well-stocked with your press kits. Also keep some press kits in your booth in case the media stop by.

16. Have a media spokesperson in your booth at all times, even over the lunch hour. Be prepared to explain your product and its importance in easy-to-understand, nontechnical terms.

17. Keep show management informed of newsworthy information for the show daily, and also in case reporters call in looking for story ideas.

18. Heighten visibility and create positive publicity through sponsorship opportunities.

Various media covering the event may automatically include sponsors names and/or photos, which can often generate coverage that might otherwise not be available.

19. Ask show management about opportunities to conduct presentations, seminars, or workshops. As a speaker, you are perceived as an industry expert. Some conferences request proposals to be submitted many months prior to the event.

20. Have a handout for your presentation with company contact information clearly marked on all pages. Have a page outlining what your company does. During your session offer something for free – a copy of the presentation, a special industry report, checklist, or tip sheet, and have participants come to the booth to collect it.

21. Use newsletters, special reports, audio cassettes, books/booklets, or computer discs/CDS as effective giveaways. These have a high perceived value and are more likely to be kept. Make sure they contain valuable industry-related information.

After the show

22. Send post-show press releases reporting trends, statistics or information on significant newsworthy information/orders that resulted from the show.

23. Collate all publicized articles and media coverage before, during and after the show, and send them to top management and your sales force. Include the best articles in mailings to customers and prospects.

24. Create a state of the industry report based on your observations at the show and send it out or offer it free to prospects/customers responding to a post-show mailing.

25. Send your customers and key prospects an audiocassette tape of your presentation or interesting interviews that took place during the show.

26. Include valuable show information in your company newsletter.

27. Encourage readers to contact you by including an offer and how to get it. For example, you could have readers contact you for a copy of your newsletter, free booklet or free information/report.

Finally, remember that your target audience are information seekers, always on the lookout for advice, ideas and information to help them. Your information must appeal to your target audience’s self-interest while at the time promoting your own.

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 training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

Using Marketing PR to Promote Your Business

admin — Tue, 26 May 2009 09:28:27 +0000

Public Relations is an important marketing tool, and should be considered carefully. It is a way of connecting with your customers, suppliers and distributors. The objectives of Marketing PR are to build awareness, raise your profile and build credibility, and encourage your staff. Here are five Marketing PR methods that you can use to promote your company.

News

It will be your responsibility to develop a concept for a story about your business, to research it fully and to write a press release (if you are not confident in your writing ability, consider passing this task to a copywriter). There needs to be a good relationship between your company, and the editors of your chosen publications. Unless you are trained in Public Relations, it may be wise to seek the services of a PR professional at this point. PR professionals are in the best position for encouraging the media to attend your press conferences and accept your editorials. They understand the needs of editors and reporters, and as a result will be able to sell you appropriately to them.

Publications

There are a number of different types of publication that fall under the umbrella of PR, and can be used separately or in conjunction with each other. Brochures advise customers about the product, its uses, how it works, its benefits, and any extra features. Newsletters and magazines help the build up the company’s image, convey news and special offers, as well as marketing the company in a variety of ways. Articles in local newspapers help to advertise and draw attention to the company and its products. Multimedia methods are the most expensive of the publications, but have the greatest impact. Many companies choose to create videos about themselves and their products, and use them for presentation purposes. Blogs and

the Internet are the cheapest of the publications, and have the greatest coverage, without needing a large budget.

Events

These include seminars, conferences, exhibitions and sponsored events, such as sports or charity. They give an opportunity to advertise your expertise in your field and display all that your company has to offer. Sponsoring events puts you in front of potential clients and can help you to get contacts via networking.

Public Speaking

Give speeches at trade association meetings and clubs. Consider speaking at or hosting a networking event for business professionals or customers. If your company is larger in scale, consider holding speaking events with media professionals. If public speaking is not your thing, consider using the services of a public speaking coach or speechwriter to help build your confidence.

Community Activities

Much the same as sponsoring events, consider contributing money and time to good causes. Remember that it is better to give than to receive, and it will be a great way of marketing yourself at the same time.

When you consider using Marketing PR, ensure that you are clear on your marketing objectives, your messages, your audience, your PR methods, and take care to implement them appropriately. Keep track of your results, to ensure continued success in the future.

About the Author

Michelle Payne-Gale is the owner of Essence (Business & Admin Support Services), specialising in virtual administration, marketing, web design, research & creative support for start-ups and small businesses. Additional articles are available at: http//www.essence-services.co.uk.

She is also involved in the development of http//www.stay-in-antigua.com, a tourism information website for the Caribbean island of Antigua.

Useful Tips for Evaluating Your Meeting Venue Options

admin — Sun, 24 May 2009 21:28:26 +0000

Useful Tips for Evaluating Your Meeting Venue Options
by Susan Friedmann

However, large or small the meeting, location is key. Your environment, formal or informal, helps set the necessary mood and ambiance for the meeting to take place. Think about choosing a comfortable, yet stimulating environment that encourages attendees to concentrate, but beware of making it too cozy and relaxing that they’re likely to fall asleep.

When thinking about the right location, consider the meeting objectives, the length of the meeting and, of course, your budget. Decide how appropriate/necessary/important it is to hold the meeting on or off-site. For example, sometimes a neutral, off-site location is necessary for confidential, top secret discussions.

Different types of locations to consider:

1. Local off-site meeting space
2. Out-of-town off-site meeting space

1. Local off-site meeting space
When it comes to selecting an off-site location, be it a local hotel conference room, a restaurant or other meeting space, your budget will rule and determine the outcome. To play it safe, always inspect the space first-hand before finalizing any decisions. Make sure the space is the right size for the meeting. You want to avoid “maxi-sizing,” that is having a space big enough to seat 200 for a 20-person meeting. You only want to consider venues that are larger enough to handle the event you’re planning. Much will depend on the number of participants and the complexity and/or variety of the program. Will it be formal, informal or both? Do you want a rural or an urban location? Chances are that every event you plan will possibly meet different criteria, and thus have different space requirements.

2. Out-of-town off-site meeting space
This option is usually used for extra special meetings, such as sales meetings, as costs will inevitably be much higher. These kinds of meetings may well last for several days so you want to make sure that all necessary details are well taken care of. If you want to make it high on your colleagues’ popularity poll, consider using a resort facility, as they usually offer various enjoyable relaxation options, golf, swimming, fitness center, etc. A site visit is essential so as to avoid any unexpected surprises.

With this in mind, let’s look at the various venue options available to you:

Trade Show Videos need to be Planned

admin — Sat, 23 May 2009 09:28:26 +0000

At a recent Austech 2005 Expo, it was noticeable that many of the 500 manufacturers who were selling machines, equipment and systems had pre-planned their exhibition marketing.

Around 40% of the exhibitors had a trade show video running. It was inspiring that so many companies understood the power of video to quickly convey how their products work. Made us feel warm and fuzzy inside.

Unfortunately, most of the videos were absolutely appalling.

Why so appalling you ask? Some were bad because they had no idea of the power of production values in giving the right impression to their target market. Others had no strategy whatsoever.

You need a trade show video strategy

A lot of companies believe that playing their marketing video at a trade show is all there is to it.

The main purpose of a marketing video is to create awareness of a product or service. It talks about your point of differentiation, how your product works, how it can be used and it all comes together with believable testimonials. Your company story is conveyed in around 5-8 minutes.

This is perfectly suitable for showing your video in a peaceful and comfortable area – such as an office or boardroom. Where there are usually comfy seats and even surround sound for the ultimate viewing experience.

By comparison, the trade show video has a difficult life. It only has seconds to grab the attention of weary passers-by. It has to make itself heard against the din of the booming PA system. And it has to be interesting enough to hold people’s attention for longer than a couple of seconds, so that messages get understood.

You cannot expect the traditional marketing video to be able to shine under these tough conditions.

So what can you do to make your trade show video survive life in the tough streets of the trade show?

Say it with titles

Expos are noisy places. Do not expect that people will be able to hear or concentrate on what your narrator has to say.

Replace the voiceover with clear titles that explain what is going on. People will be tuning in at different times within the video, so ensure you have titles up at all times. Only communicate six clear messages or less.

Make it upbeat

You only have three seconds or less to grab attention. Use exciting visuals, upbeat music and appealing titles. Don’t have the same shot running for longer than 5 seconds.

Choose music wisely. One video we saw featured loud heavy metal music. Not only

did it sound truly awful, but the video content was mainly made up of happy snaps of staff standing by their equipment. If that wasn’t bad enough, staff at the stand were too busy singing along to greet customers. This company would have done better by not showing their video.

Which brings me to my next point, blurry home cameras and shoddy still pictures make you look cheap. Avoid making it yourself, unless you can make it look like you didn’t. Viewers will be left with an impression of what type of business you are and what to expect when doing business with you by watching your video. A poor quality video will turn people away.

Keep it short

You’d be kidding yourself if you believe that someone will spend seven minutes watching your video – all while standing up.

Keep the video to a length of four minutes or less. Make the area around your television screen inviting.

At Austech, a couple of exhibitors had arranged little alcoves to watch their video. Comfy chairs were set out, as well as a coffee table with mints.

Do what you can to give attendees the opportunity to watch your video. For example, hiding your television screen behind your desk and continually standing in front of it reduces the ability of your video to attract passers-by.

Trade show videos are specialised promotional tools that must be adapted to their unique environment.

This involves re-editing your marketing video. And before you cry, ‘that sounds expensive’. Just remember that all it involves is a re-cut of your footage. As a trade show video is shorter and requires no voiceover, the cost could be as little as 30-40% of the cost of your original marketing presentation.

Trade show success is all about getting noticed and letting people know how you can solve their problem.

Make sure your video builds brand recognition, communicates what you do, gives you credibility and gets people wanting to talk to you. Otherwise, you’re just wasting your marketing dollars.

About The Author

Marie-Claire Ross is the Director of Digicast Productions a full-service, concept-to-completion video production facility specialising in videos that connect with your audience. She can be contacted on 0500 800 234 (Australia wide) or at mc@digicast.com.au. The website is at www.digicast.com.au.

Trade Show Marketing – Getting Prepared for the Big Event

admin — Thu, 21 May 2009 21:28:26 +0000

With the increase in number of tradeshows being held across the world, it has become imperative to check the trade shows credentials before you commit participation. Here are some quick tips on checks to ensure that you are not heading for a dud trade show:

1. Check previous history and years of experience including backing by any large industrial groups: This is the most obvious way to research on the event planners. Trade shows backed by large organizations would have greater availability of resources and marketing skills.

2. Demographics of previous trade shows: Did the last show done by the trade show provider have a decent show of visitors? Is the trade show provider boasting about the numbers on its marketing material or hiding it in some obscure corner for the number crunchers? Did the trade show provider have a professional organization draw up the demographics of the visitors? Do the demographics fit your requirement? Answers to these queries should help you decide if you should use this trade show as a sales and marketing vehicle for your company.

3. If there is a conference, who are the speakers? You should have at least heard of a few of the speakers or their organizations if they are speaking in the conference. A quick check should also be done to see if the speakers also have a booth at the tradeshow. Tradeshow booth providers usually give out speaker slots as an added incentive to exhibitors and you might like to avoid such events as they are not very genuine.

4. What is the timing of the trade show? Is it just time filler for the conference? If this is true, I would suggest that you avoid this trade event like the plague. The event planners are just putting in the booths as time filler and the trade show is not likely to be heavily promoted either. So just dont waste your marketing budget on such as event. You will all notice that such time filler exhibitions usually have very few booths in

the first place and are located outside the exit area of the conference hall to catch the attendees as they dash off towards food and natures call.

5. What is the total number of booths and what is the occupancy rate a few weeks before the show? The thumb rule is that a trade show can have about 5 to 10 percent of empty stands about 2 weeks before the event which eventually gets filled in my last minute confirmations or by sponsors. If the numbers are higher that this, you should check the official reason given by the exhibitors to ensure that you dont end up participating in a show which has too many empty stands.

6. Is the tradeshow provider offering a desperate discount and doing unusual number of follow ups? If you get an offer for a trade show booth which is just too good to believe then it is probably too good to believe. Desperate discounts are offered by event planners as a last ditch attempt to sell all booths as you should only participate is such tradeshows if you have unique reason to do so.

7. Testimonials and repeat number of participants year after year is another good way to check on the trade show. If you see a large number of repeat participants over a number of years, it is a good way to determine the quality of the event.

Quality of location and association with service providers also help in getting to know the seriousness with which the trade show providers approach their work. I hope this article is also read by trade show providers to realize what exhibitors look out for! Patty Stripes is an editor for The Trade Show Booth, check out her latest articles about using a trade show exhibit booth, used trade show display and advantages of a compelling trade show booth design

Trade Show Display Booth – A Marvellous Contact System

admin — Wed, 20 May 2009 09:28:26 +0000

Trade show booths are one of the best direct contact systems with end consumers. The face to face meeting opportunity with customers can provide some excellent results provided you have a good communication strategy in place. Keep in mind that there are at least a hundred other advertisers at the same trade show vying for the attention of the consumer, you have a small window to make an impression on the persons mind. Here are some tried and tested strategies to implement to maximize your on-the-floor communication:

Be crisp: Dont make the mistake of beating around the bush while communicating at the trade show either verbally or visually. No one has the time to listen to a sales person rambling on (and if someone does listen to long sermons at tradeshows, he probably has no where else to go to). You need put across your message selling the product or service in hand in a direct manner. Your booth display should have the message in readable format with meaningful graphics. Meaningless graphics are the biggest turn-offs for the trade show veteran.

For example, use graphics and text on the display which communicates directly about your products and services. Avoid using generic graphics. If you are not sure of what to put there, take professional help. It is also advised that you get display design done by professional agencies rather than in-house team. This may be a bit more expensive, but if you get a re-usable variety, the costs are going to be well justified.

Know the demographics: Most trade show organizers give information about last years demographics of visitors. These inputs can form an important ingredient in your communication strategy as you get to know the visitors before they visit your booth and prepare your pitch accordingly. Sometimes, it might also be a good idea to break the tradition and have a strategy which might not be so obvious. For example, if you

most of the visitors are the serious management level people, you might like to feature a basketball loop on that trade booth to appeal to their playful mindset rather than a serious looking demo. Such a strategy can make you look different as well as have a great recall value. Your company also wins the image of being a fun company.

Dont compromise on literature: Many organizations begin cost cutting measures at trade show by giving a low quality hand outs. People who frequent trade shows are recognize such companies from a distance. It is advised that you develop cost effective communication material especially for trade shows so that you can save costs without looking cheap. The disadvantage of cheap handouts is that though you can get the satisfaction of giving it out, no one is really going to read it much less file it for later reference.

Fish Bowl still works: Sometimes we may not be able to attend to each and every person who passes the trade show booth. The old fashioned drop your visiting card in the fish bowl for a prize, is still a good communication strategy. The value of contacts via the fish bowl, however, can only be determined by a strong follow up right after the exhibition.

The above mentioned strategies are not unique to any particular kind of trade show and can be implemented easily with any event, for any industry. There are of course a number of other strategies which work wonders in a trade show and we will surely cover it in our next article. Patty Stripes is an editor for The Trade Show Booth, check out her latest articles about using a trade show exhibit booth, used trade show display and advantages of a compelling trade show booth design

Trade Show Budgeting, Part 1

admin — Mon, 18 May 2009 21:28:27 +0000

Setting up a display at a trade show is expensive business. You have to rent the space, create a display, promote it, stock it, and “man” (or better, “woman”) it. Before you decide to get involved, take a serious look at the costs of all of these components to determine if the ROI (return on investment) is sufficient.

Start planning well ahead. You already know this, right? Keep yourself as organized as possible right from the beginning – even before you book your space. You know how carefully todays brides plan their weddings. Months, even years ahead, they start thinking about the church, the reception, the dresses, the flowers, the cake. And of course, the cost. Well, youre the bride. Grab your planning book and start writing down everything you must do to get yourself ready for a successful trade show season – next years.

Even before you decide to go into a show or two you should have a hard look at the costs and expected returns. This is why you create a trade show budget. Whether you admit it or not, everything has a cost, and trade shows are not an exception. Remember that your objective is to make sales, or at least generate opportunities to make sales. So you have to view your costs in that light. Everything should be done with an eye on its potential return.

The Trade Show Budget Preamble

As Ive said, the normal starting point for your campaign the trade show BUDGET. If you work from a budget you have an outside chance of keeping your costs under control. Of course there is a certain amount of hocus pocus involved in budgeting for things like trade show marketing – especially if youve never serioulsy done it before and have no track record to go on. Still, you should give it your best shot. This is not rocket science, and any research or analysis you do will be better than just “winging it” Try using a “brainstorming” process like what follows.

First, ask yourself some BIG questions:

Q1. If I honestly summarize all the costs involved in going to just one show, do I really believe I can recover these costs within a short enough period of time to make it “profitable” (make me more than it costs me)?

A1. Like most promotion and advertising, until youve done it , you have no idea how successful it will be. First you will have to summarize all the costs, and then try to figure out how many sales youre likely to get from this sort of exposure. Well take a stab at running some numbers in the next section, after weve asked a few more questions.

Q2. Do I have any idea which trade shows are more likely to be “profitable”.

A2. There are trade show directories and reports that can tell you about industry-specific shows. Usually they will tell you the number of attendees, and hopefully something about their buying habits. Find the relevant directories, and figure out some method of choosing between shows. (see below)

Q3. Are there obvious ways to enhance my “Conversion Rate” – the number of attendees who buy from me?

A3. Yes, of course. Having an attractive, eye-catching display is a good start. Getting a good
location on the floor will help. Setting up your booth properly will help you “process” the attendees more efficiently. Having a lead-gathering system will help you do more profitable follow up. Giving out memorable hand-outs will enhance your chances of being recognized later on. Training your booth staff could make an important difference.

Ask yourself a few more questions like this to get yourself in the right frame of mind. Then youll be ready to start preparing your trade show budget.

Charting your costs – the first side of the Trade Show Budget

Begin by assembling the following information (and anything else that seems relevant as you go along):

Find a trade show directory for your industry (online is the best source), or check out the major trade show venues or exhibition companies. They will put you on the right track very quickly
Select the 10 most promising looking shows – based on your “gut feeling” about their potential for your campaign.
Make a chart and list the five or six most relevant bits of information for each of your most promising venues:

- Location,
- Date
- Booth space cost
- Number of attendees
- Geographic area served
- Other space-related costs

Add some columns to your chart where you can list other costs that are location-dependent:

- Travel costs to and from the show
- Additional things to rent or buy at the show (tables, power, etc.)
- Accommodation costs for booth staff
- Shipping costs for booth display(s) and materials
- Vehicle rentals required
etc.
Think about the actual “sales process” and what you will need to have a successful one. Think of these as”one-time” costs, with your objective being to nail things down (or at least project the costs) for your entire show campaign.

- Display booth design and production
- Product literature
- Hand outs
- Staff training
- Show promotion (free passes to clients, etc.)
Estimating Your Sales – the other side of the Trade Show Budget

Now take your best stab at guessing what your Conversion Rate might be. By this I mean the number of buyers per 1000 attendees. If youre a wedding photographer, take a guess at how many bookings you might get. If youre selling widgets ask yourself how many youre likely to sell as a direct result of the campaign.

I know it is next to impossible to get this number right. But you might surprise yourself. And in any event, you need a “target” to justify entering into the campaign in the first place. Dont let yourself fall into the “Im doing this for long term exposure” trap. This is a very expensive, and quite inefficient way to get long term exposure. Go for short term exposure, immediate sales, or at least the opportunity to make immediate follow ups. Focus on what you have to do to get sales NOW. And if you dont think you can pull that off, then dont start a trade show campaign!

Heres a rough and ready

forumla for determining your expected sales:

Sales = TA (Total Attendance) x CR (Conversion Rate)

There is nothing magical about this equation. But if you look at it this way, “CR”, what we call the “conversion rate” is where the action is. Weve already mentioned some of the things you have to do to enhance your CR (conversion Rate): get more people to your booth, present your product in the best light possible, have an attractive display, have persuasive product literature, have noteworthy handouts, have trained and motivated staff, etc., etc.

But here, for budgeting purposes, we simply want to take a wild guess at what your CR might be when all is said and done, or, as they say, “all other things being equal”. For arguments sake, Lets say its 1%. That means that if 1000 people attend the show, youre going
to get 10 sales:

1000 x .01 = 10 Sales

In some cases this would be phenomenal (the wedding photographer). In others, it would be miserable (the widget guy). If nothing else, this should allow you to create a “Target Conversion Rate” (TCR). Once you know what your costs for a specific show are, you simply have to take those costs and figure out how many sales you need in order to recover them.

So lets say you calculate your costs for Show A are $5,000 (including a pro-rated amount for the one-time costs such as the booth). And lets say you can relatively easily calculate your “gross profit” on each sale (gross sale amount minus out-of-pocket). Lets say in the case of the wedding photographer the gross profit margin is 50%, and the average sale is $2500.

(whirrr, buzzzz, click, kaching)

In order to recover his $5000 he will have to get 4 sales:

Breakeven number of sales (BS) = show costs (SC) / Price (P) x Gross Margin (GM)

or BS = SC / P x GM (I chose “BS” for a good reason)

or, in this case:

BS = $5000 / $2500 x .5 = 4

Stated in terms of sales per 1000 attendees, your CR in this case would be .004 or .4%.

Is it reasonable to expect a CR this high. Will you make 4 sales for every 1000 attendees at your typical show? Well that depends, nest-ce pas? If you have 1000 warm and willing blushing-brides-to-be battering down the doors of the show, then perhaps 4 is a conservative estimate. If you have only 200 attendees, would this make your average CR go up or down. That also depends. A smaller show may have fewer exhibitors (less competition), will have a more intimate feel about it, will give you more time with each prospective client. And, of course it will cost considerably less than a bigger show — but probably not all that much less, when all is said and done.

And then the other factors having a bearing on the conversion factor start becoming clear too: the price of your service, the attractiveness of your presentation, the quality of your samples and handouts, etc., etc.

You really need more feedback on this CR thing dont you. It certainly wouldnt hurt to talk to friends and acquaintances who have trade show experience. Ask them about their success rates. Ask them how many actual sales they get from a good show. Ask them if theyve ever calculated their CR — the number of sales per 1000 attendees. And check the online literature for articles about typical conversion rates at trade shows. This is a very important part of creating a trade show budget. I will be compiling some of this information, eventually, and you may find it helpful.

Putting it together…

For arguments sake, lets say that your the wedding photographer. Your product is competitively priced, your presentation is well put together, and your product is as attractive as the next guys. Is it reasonable to think you will get 4 sales from a show with 1000 attendees?

One would hope so. In fact, lets be a bit more aggressive. Lets target 6 sales. Lets pretend this is the point at which you will consider going through all the hassle of doing the show. Anything less is just too much bother.

That means your TCR (Target Conversion Rate) is 6 / 1000 = .006 (or .6%).

This gives you a rough and ready tool for calculating the profitably-potential of various shows. If Show B will cost you $3000 to enter, and it has only 400 attendees, then the formula works this way:

No of sales expected: .006 x 400 = 2.4 (round down to 2) x $2500 x .5 = $2500 gross profit.

“EEEEHHHHHHH” (Buzzer sound). No good. You need at least $3000.

To hit that number you will need a TCR of .75% (or 7.5 sales per 1000 attendees). Sounds pretty high, doesnt it. Well, youll never know until you try. The quality of the attendees to this show might be higher. There may be other factors too that make you want to weight one show higher than another.

The only way you can know for sure is by trying. That will allow you to establish a track record. If you think the numbers almost add up, then take a stab. Go to a show or two, and when it is over do a careful analysis of your costs and returns. Then you can establish a reliable TCR — a number you can seriously shoot for and expect to reach — and then youre in business. Preparing a trade show budget for next year will be a piece of cake.

And of course, once you do commit to a show or two, your focus has to immediately shift to hitting (and smashing through) that Target Conversion Rate. Design a better display, have more impressive samples and portfolio books, fine tune your product, get some memorable handouts, memorize your sales pitch, take voice lessons, get a hair cut…

When copying or reproducing this article, or parts of this article, please give appropriate credits to Richard Hendershot, www.tradeshow-display-experts.com

Trade Show Tips: Creating your Trade Show Budget

About the Author

Rick Hendershot is marketing manager for www.tradeshow-display-experts.com. The parent company, Canada Display Graphics, has facilities in
Mississauga and Waterloo, Ontario, Canada, and ships trade show displays and custom vinyl banners across North America.

Top 5 Reasons for Buying a Used Trade Show Booth

admin — Sun, 17 May 2009 09:28:26 +0000

Youve done a couple of trade shows, rented a couple of spacesin exhibition halls, and admit it, youre hooked. You love theexcitement of the crowds, of meeting your clients up close andin person. Hey, you dont even mind your aching feet! And youvebeen thinking that youd like to do more trade shows and want abooth of your own.

The trouble is you cant really afford to go all out yet andhave a brand spanking new booth designed. Your bottom line issaying no, but your heart and intuition are saying yes.

Buying a used trade show booth is the answer to your dilemma!Which is also the first reason for buying a used booth. Money!Yes, you can save quite a bit of money by purchasing a used one.Used trade show booths can be big bargains and can be found tofit most any budget, no matter how small.

The second reason you should consider buying a used trade showbooth is that the affordability factor means that the money yousave can be put into other trade show event promotional items.Face it, people not only want free stuff from you at a tradeshow, they expect it. And the more money you can spend on yourpromo items, the better!

A third reason for buying a used trade show booth is that if youplan to do a lot of trade shows, it only makes sense to own yourown booth-for the same reason it makes more sense to buy a housethan to rent an apartment. You make your investment in a usedtrade show booth and its yours to keep

forever-or sell tosomeone else when youre ready to upgrade to a brand new booth.The money youve saved in booth rentals will go a long waytoward your purchase of the booth of your dreams.

Fourth, buying a used trade show booth not only lowers yourfinancial risks, it lowers your stress levels as well!Financially, youve invested only what you can spend, which haspleased your bottom line. And because you own your trade showbooth, you can relax, knowing exactly what you have and nothaving the stress of worrying if the booth rental will be ontime, up to snuff, etc. This means you have more time and energyto put into other important things-like packing great clothes totake with you to the trade show!

Finally, the fifth reason you should consider buying a usedtrade show booth is that it allows you to learn the ups anddowns of trade show events and work out all the bugs in yourtrade show exhibition program without having to make a majorinvestment. This makes it possible to please yourself, youraccountant and your customers, while learning if trade showevents are truly profitable and worth the effort for yourbusiness.

About the author:

Patty Stripes Makes it simple for you to create a compellingpresence in any tradeshow. Learn more about trade showbooths, and get unique tips about popup displays.