A few years ago Second Life was all the rage and you didn’t have to squint too far into the future to see how this could impact the Trade  Show Industry.  If you don’t know about Second Life here’s a quick recap:  it’s a virtual world where you can create a character, wander around, and interact with other characters in real time online.  You can buy houses, drive cars and even attend book signings and theatre performances.

Companies started to truly invest in this as well.  Microsoft and IBM both had a store and seminar space as did thousands of other corporations large and small.    So if you could walk through this virtual world, look at objects, and talk to people, why not have a trade show.

Susan Friedman cites the 6 advantage of Virtual Trade Shows, and Forbes recently ran an article on How to Tackle a Virtual Trade Show and Nine Steps for Tackling A Virtual Trade Show, but we’re not convinced.   Why?  Facebook and LInkedIn.  These are powerful ways of connecting people and interacting in a way that’s much more comfortable and intuitive.  Much of the hype around Second Life calmed down as other social media sites that were far more accessible came to the fore.  And it wasn’t that it was just easier to use.  It’s that these sites allowed us to be ourselves more easily rather than who we’d like to be.  Fantasies are great and Second Life certainly let’s people indulge them, but the Internet has always grown organically around the mundane aspects of every day life.

Social media sites like LinkedIn and Facebook are also easy to use and intuitive.  You can interact when and if you like.  Asking folks to control an avatar in real-time is kind of like going to a costume party:  it’s fun at first and then really awkward.

And here’s a news flash: the virtual trade show is already here:  it’s called Google.  You can search for just about every type of equipment and technology, research what others have to say about it and get just about all the information that you need to make a buying decision.  In fact, a real honest to goodness trade show might be the apex of this buying process where buying decisions are merely verified.  Smart companies are focusing on their social media strategy so that they can tap into all the searches happening on Google.  Using these types of sites they can connect with customers, analyze needs, and begin a relationship before a booth is even designed.

There is some room in cyberspace for the development of virtual trade shows.  But rather than avatar representatives manning booths in the digital realm, it will probably look more like a hybrid of Google, Facebook, and LinkedIn.  Throw Twitter in there for good measure.

These types of sites make linking information with people easy and that’s the reason we go to trade shows in the first place.  So before you suit up your avatar, look at Google, LinkedIn and Facebook and make sure you’re using these tools to their full extent.

The HIMSS (Healthcare Information and Management Systems Society) Conference is a major event for companies serving the Healthcare IT market. This is a rapidly growing market, but not one with complete immunity to economic ups and downs. It’s always interesting to compare two different perspectives on the same show. In the two examples below, two exhibitors offer valuable insight into what is and isn’t working for them at the show.

Chris Madjerich from Lexi Comp (Click to view) talks about how the company is using the show to break into a new market. HIMSS is one of three trade shows they attend to accommodate the other markets the company serves. He is approaching the show as an essential cog in the company’s marketing engine.

Ted Larkin from Dolbey (Click to view)saw HIMSS attendance being split between two halls. It’s a shear attendance evaluation which is subjective, but insightful.

These perspectives are valuable, and truthfully we all approach trade show using some of both. We want the show and the show organizers to work for us, bringing volumes of potential leads. We also recognize that showing up to a trade show is only the first step in making it successful.

More than anything else, this is a lesson to show organizers. Yes, exhibitors want traffic, but they won’t be fooled by shear numbers. They need to feel it in their booth. But don’t ignore the fact that exhibitors also have larger scale marketing initiatives that need to be addressed as well.  That may include other shows covering completely different markets.

Email marketing is tough.  We all know the amount of email we get on an everyday basis so the idea of contributing to the clutter makes us all shiver.  There’s also a good deal of doubt about whether or not it actually works.

Unfortunately, advice and what works and what doesn’t is equally hard to find.  Not that people aren’t writing about it.  Far from it.  Email marketing is a huge topic online and free advice is easy to get.  But Marketing Sherpa reviewed and judged hundreds of email campaigns and announced winners in various categories.

Every category has a winner and two or three runners-up.  There are pdf’s to download that give a summary and then image of the actually email campaign.

What works?

It seems that simplicity, tracking, and follow-up carry the day.  It sounds obvious, but campaigns in various categories have very direct goals either to close sales or to sign up new users.  Or both. The point is, if you don’t have a specific goal, you probably aren’t going to get results.

Most of the campaigns resulted in enviable open rates: 45% – 70%!

It’s worth browsing though to find the type of companies and campaigns that fit your company.  There’s no secret formula here to grab — just designing campaigns based on specific goals.

Download samples from the winner here:  http://www.marketingsherpa.com/article.php?ident=31524

The following memo is from David R. Causton, General Manager, McCormick Place.  The memo outlines some important changes to how work is done at McCormick.  The question is, will it be enough…

On behalf the Metropolitan Pier and Exposition Authority, I am proud to announce that a new day has dawned in the Chicago convention industry. On May 27, 2010, the Illinois General Assembly enacted historic legislation in response to your demands for a sweeping transformation in the way business is conducted on MPEA premises. As a result of this legislation, show management, contractors and exhibitors will realize immediate and long-term benefits, and Chicago will become an even more competitive and attractive destination for conventions, trade shows, expositions and meetings.

While this legislation is effective upon enactment, the implementation process has only just begun. Preliminary preparations have long been underway, and the Authority will soon finalize a full-scale implementation plan in cooperation with its key partners. Certain changes will be implemented promptly. Other changes are wholesale modifications to the way business is conducted on our premises and thus will require a lengthier implementation period. The following examples illustrate the myriad complex tasks now required:

• While the legislation expands the type of work that exhibitors may perform in their booths, it directs the Authority to develop rules and regulations to ensure that these new exhibitor rights are exercised consistent with the training and safety requirements for such work.
• Exhibitors may now unload and load privately owned vehicles using non-motorized hand trucks and dollies in areas designated by MPEA for such purposes. The Authority must evaluate the logistics of this new policy and identify the areas where such unloading and loading may occur safely.
• The legislation establishes new rules governing when show managers and contractors may charge exhibitors for labor services on a straight-time, time-and-one-half or double-time basis and how such services must be billed. The implementation of this provision will require an audit of current wage structures and a new communications piece regarding labor costs and billing practices.
• While the legislation eliminates “stand-by labor” and requires all union stewards to be “working stewards,” it authorizes the Authority to exercise its discretion to determine whether more than one working steward may be necessary depending on the building or show at issue. The Authority will develop protocols for evaluating when more than one working steward may be required.
• The legislation establishes a new Advisory Council to represent the interests of all stakeholders and regularly advise the Authority on critical operations issues. To illustrate, the Authority now has the legal right to determine the work jurisdictions of “show labor” and crew sizes when appropriate on MPEA premises. The Authority may only, however, exercise these rights after consultation with the Advisory Council. For this reason, the Advisory Council will be established as promptly as possible to facilitate a resolution of these important policy considerations.
• At present, MPEA’s FOCUS One is the exclusive provider of electrical services to show managers and exhibitors. By virtue of the legislation, MPEA may no longer serve as the exclusive provider, and customers may now choose either an in-house electrical contractor or an outside electrical contractor approved by the Authority. The Authority will begin to develop a list of approved electrical contractors and modify the FOCUS One model to accommodate this change.
• The legislation requires itemized billing statements for utility services provided by MPEA and establishes pricing guidelines for food and beverage contracts. An audit of current practices and new communications pieces are necessary to implement this change.
• The Authority is solely responsible for administering and enforcing these new legislative requirements and must now establish the necessary governing regulations and enforcement mechanisms, including procedures for audits and contract reviews.

As the above issues and others are resolved, the Authority and its partners will then be required to amend current agreements and substantially revise existing MPEA policies and procedures, including, but not limited to, the following:

• License Agreements
• Registration Agreements
• Right of Entry Agreements
• MPEA Meeting Planners Guides
• Exhibitor Manuals
• MPEA Facility Protection Guidelines
• McCormick Place Exhibitor and Utility Ordering Guides
• Informational Publications on the MPEA Website

Undoubtedly, a great deal of work remains to be accomplished. MPEA and its partners embrace this challenge and reaffirm their commitment to implement this historic legislation in the most expeditious, efficient and communicative manner possible. Until further notice, you should continue to rely on existing agreements, arrangements, practices and policies. In the meantime, the Authority will continue to finalize the full-scale implementation plan and will communicate with you promptly upon its completion.

As has been said before, we are truly grateful for your support and diligence in this important endeavor and appreciate your insight and patience as we continue this collaborative venture. The future of Chicago’s convention industry is bright, and the best is yet to come thanks to your dedication and commitment.

There is a lot trade show advice that can be either really obvious or not very helpful.  Every once in a while you come across an idea that is both obvious and really helpful.  And that is what this trade show marketing tip from Tom Adams is.

We all know about the pens and the buttons, the key chains and the posters.  The theory is: let’s give away something with our logo on it and it will be good for brand equity.  And then there are the contests: enter to win a free iPod.  Yes, giveaways have certain brand value, but Tom’s advice is that if you want to snag contact information, give away something that you’d normally sell.  That ensures that only your targeted audience will show interest.  A month of free service or parts or even a full-fledged product as a give away means that it will be worthless to a casual passerby but hugely valuable to your target audience.  It’s a good theory, but anyone put it to practice?

You can read Tom’s blog here: http://tomadams.com/

Anyone have a good give away story?  Bad?  Ugly?  Leave a comment and let us know!

We all know that social media is absolutely essential to your marketing, advertising, and overall communications.   And we all know that it’s essential to trade show marketing, right? Maybe you’re not convinced.   In fact, you shouldn’t be.  Just because everyone is talking about social media, doesn’t mean that it’s particularly useful for trade show strategy.  In fact, there are a few myths out there that may be turning you off to the really useful parts of this very flexible form of communication.

Myth #1: You have to tweet on twitter ALL the time.

Some say every three hours.  Some say more.  But seriously, it’s not that important.  Having a Twitter account can be a great way of connecting with people in your industry, but no one is waiting for your tweet.  Think about a tweet as a sign held up on the side of the highway.  A lot of people are going to see it briefly and then it will be gone.  So tweet away, when you can and when you have something important to say — something that will make your audience click to read more.

Myth #2: Social Media is Casual So Let It All Hang Out

Social media is casual…when you’re talking about what movie you just saw or what your 1 year old just did.  But business is business.  Keep the message focused on business and the benefits your can bring to customers.  A new solution to will reduce inventory costs by 20% just revealed at Pack Expo — that is going to get attention with no bells and whistles.

Myth #3: I Have to Be Entertaining

If you’re in the entertainment field…yes.  Stick to the benefits and include where and when your audience can get more information or talk to you personally.

Myth #4:  My Company Needs a Blog / My Company Doesn’t Need a Blog

Your company needs a flexible form of communication that can be updated from trade shows to keep information relevant.  Blog technology provides that medium, but you don’t need to brand it as a blog.  Just add that element of flexibility to your site and load in information on sales, news, and special events.

Myth #5:  Everyone’s Talking, So Should I

In LinkedIn, online discussion groups, Twitter, blogs…you name it — there are people chattering.  But there is very little actual engagement.  If you read and listen to what customers are looking for in your industry and then if you’re able to actual engage them in a dialogue…you’ve done something very special online.  And that will be reflected in how customers perceive you at trade shows and beyond.  So take time to answer questions online and be specific.  You’ll be found in Google  and rewarded with new relationships and prospects.

The Rogers Company is offering a free E-Book on Maximizing Trade Show ROI. The document covers every gamut of Trade Show ROI from reducing costs to increasing the effectiveness of sales and marketing.

Typically not measuring trade show ROI goes unnoticed when sales are robust and profits are good or if the overall economy is strong. But when the bottom drops out, as it always does, for some reason or another, we’re left with CEO’s, COO’s, CMO’s, and the scariest “C’” of them all – the CFO – asking why the heck you’re spending all this money on trade shows?! What’s the ROI?

Some great companies, regardless of size, have figured out a way to measure ROI. Whether they’re using some of the methods noted earlier in this e-book, including full utilization of CRM programs or a home-grown program to measure their results, they’re quantifying and they’re spending accordingly. Others don’t have a clue. They just go to trade shows because, as we’ve heard them say, they’re worried that they’d be conspicuous by their absence.

Download the full document by filling out the form below.

At DRUPA 2000, Razor Scooters were all the rage.  Companies gave them away and people zipped past you as your aching feet groaned between Hall 3 and 7.  The Segway has made a few appearances at trade shows as well.  It seems like every few years new technology comes out that bridges the gap between walking great distances and getting into a vehical.

The Honda prototype here seems to do that in the most viable way yet.  The unit is small enough to carry on a plane (although security might be an issue) and seems manueverable enough to blend in with pedestrians actually using their feet.

But is it a viable form of tranportation?  Probably not, at least not in this form.  Is it a great toy?  Heck yeah.  And that may be all that matters.

Don’t discount the carnival effect of trade shows.  Although serious business is conducted on show floors, they are also places to discover new things and interact with people.  A high end toy like this may just be a great way to break the ice with a prospect, but icebreakers are important.

Here’s one idea for using this type of device as a trade show marketing tool:  Loan a few out to attendees with branded versions.  Four or five of these gliding through trade show floors could be enough to attract attention to your brand and drive traffic to even a small booth.  One universal topic at trade shows is aching feet.  And sympathy can go a long way toward earning trust and business.

Got any other ideas?  Let’s hear them!

Van Rogers was definitely a quirky guy from another era.  Sporting a ten gallon hat and a waxed moustache, Rogers was hailed on trade show floors as “The Colonel”.

But Rogers was a visionary in the industry recognizing the need early on for standards and professionalism. He was a founder of the Exhibit Designers & Producers Association (ED&PA) and was involved in the creation of the National Trade Show Exhibitors Association (NTSEA).

In this video, Jeffrey Blackwell speaks about Van Rogers and his impact on the business.

Related video: The Rogers Company Celebrates 65 Years

The Rogers Company is marking an important milestone in the company’s history by celebrating its 65th anniversary in 2010. This makes the designer and builder of trade show exhibits and other branded environments one of the most experienced and well-respected companies in the trade show arena.  You can watch an interview with Jeff Blackwell, president of Rogers by clicking on the image above.

Van Rensselaer Rogers first established Rogers Display Studios, Inc. at the Old Arcade in downtown Cleveland after returning from Hollywood and a stint with Walt Disney. Van Rogers became a true force within the trade show industry, easily recognized with his iconic ten-gallon Stetson hat and waxed mustache. He was a founder of the Exhibit Designers & Producers Association (ED&PA) and was involved in the creation of the National Trade Show Exhibitors Association (NTSEA). In 1972 Van Rogers sold his company to NESCO Inc. which continues to own The Rogers Company today.

[Photo:  Van Rogers poses with Horace Power, a character he created for Reliance Electric]

Rogers is currently headquartered in Mentor, Ohio utilizing a 150,000 sq/ft facility to design and build custom trade show exhibits for companies all over the world. The company also has an extensive rental inventory allowing it to accommodate a wide range of budgets.

“Over the 65 years we’ve been in business, the trade show industry has changed tremendously,” said Jeffrey Blackwell, president of Rogers. “We’ve continuously evolved with the times in terms of technology, materials, design tools, and engineering. The only thing that hasn’t changed is our intense commitment to exceptional customer service.”

Rogers recently launched Return on Exhibiting, a new service to help companies achieve 100% post-show lead follow-up in order to maximize their trade show ROI. Return on Exhibiting represents the company’s core principals and is just the latest expansion of services to better meet the needs of their clients. Blackwell sees the move as a natural extension of Rogers’ service oriented culture.

“We have always provided our clients with complete transparency in terms of their billing and we have also worked with them to ensure they are getting the very best value for their money,” he says. “Today, we’re bringing that service full circle and helping clients maximize their post-show activity and further increase their trade show ROI.” Another Rogers innovation has been the company’s launch of Tradeshowfeed.com in April of 2008. This thought-leadership website serves as an information and exhibitor advocacy resource for the wide range of marketing executives and staff that participate in trade shows.