From the exhibits, graphics, electrical, Audio/Visual, to logistics and more, The Rogers Company helped ABB bring Automation & Power World to life.

“The Rogers Company is honored to have been selected again to work with ABB on this awesome event. This private trade show is truly a partnership between ABB and Rogers requiring over six months of planning and thousands of hours of collaboration between our two companies.” said Jeffrey Blackwell, President of The Rogers Company.

The APW-11 exhibit floor was 72,000 square feet and included 45 exhibits and 2 “mega booths” which were a combination of 14 different business unit displays. Over 4,200 event attendees were also offered 5 training theaters, over 150 monitor displays, hands-on technical training opportunities and educational sessions relating to ABB products and services.

We’ll be posting videos from ABB  Automation & Power World throughout May.  Here is the first:

Allen writes that:

While the healthcare convention marketing industry is still fundamentally sound, it appears that budgetary pressures are the “new normal,” and results measurement will become increasingly important to help exhibitors make better investment decisions and justify their convention marketing programs.

The survey was taken in December 2010 so it’s fresh data.  According to the survey:

37% of HCEA’s healthcare exhibitor members expect decreases in their convention marketing budgets in 2011, while 18% expect increases.

Other key results of the survey include:

• Roughly two-fifths (40%) of members plans to decrease the size of their exhibits by an average of 17%.

• Almost a third of members (33%) plan to decrease the total number of conventions they participate in for 2011, while 29% plan an increase.

• Two-fifths (40%) of members plan to increase their participation in regional and local events.

• About a third of convention marketing members plan to decrease certain sponsorships and promotions.

The survey also assessed the perceived importance of critical issues faced by healthcare exhibit marketers including:

• legal and regulatory compliance – 97% ranked this with high importance (as compared to 82% in 2010)

• cost containment – 82% ranked this high importance (as compared to 94% in 2010)

• booth traffic generation – 79% ranked this as highly important (as compared to 94% in 2010)

• ROI/ROO – 72% rated this as being highly important (as compared to 78% in 2010)

You can read Allen’s full article at the EIC blog here.

Moving images have become a staple of trade show exhibits. Flat screen and projections give exhibitors and designers more options for dynamic displays.  But there is still one challenge when it comes to presenting animation, films, and presentation:  screens still must be, more or less, flat.  Technologies like the flexible LED screen, available from Tallen, are potentials game changers, however,  by allowing for designs to incorporate screen around rounded surfaces.

It makes us think of all the flexible shapes that have become popular in designs. Tension fabric, for example, allows for long, swooping designs that appear more organic than solid.  A flexible LED screen could be used to meld into a design and show images that could flow into a design rather than just be displayed on it.

As trade show audiences become more accustomed to technologies (think large screen televisions, high definition screens, and hand held devices in just about every home) the ‘wow’ factor target is constantly moving.    This type of technology is a next step to achieving greater interactivity and designs that draw the eye.

Of course, the very nature of this video shows that great technology with no design is a little flat.  Just showing a movie clip on a flexible screen  turns this great piece of technology into a one-off gimmick.  But incorporating flexible LED screens into a studied design could create a truly amazing display.

What do you think?  Any great design ideas for flexible LEDs?

View more flexible screen technology here:

http://www.youtube.com/watch?v=0OUXLghysIw

http://www.youtube.com/watch?v=WXdbmonlKng

http://www.youtube.com/watch?v=xr02l28a8Ro

If Consumer Reports can put together comparative product info on products that cost as little as $50, why can’t the trade show industry, with exhibitors who budget in the millions for some shows, have a system that allow our customers to gain comparative market info prior to making their buying decisions?

After all, advertisers/marketers are accustomed to this type of information. Lacking verifiable market data on trade shows one can appreciate why a good percentage of senior marketing executives are more trusting of their television advertising spends than they are of trade show spends. I believe it’s well past the time that this dynamic is changed.

He’s got a point.  And a method.  The post goes on to outline the type of indices that would be used to show the true value of the show.

1. Marketing Index

This index would give exhibitors a broad-based rule of thumb that would let them know the general marketing reach of show participation. And, I believe, this number would be relatively easy to generate.
Marketing Index = Total Verified Buyers / Avg. Total Costs per booth

2. Sales Index

This Index would give exhibitors very specific information on the value of exhibiting based upon sales generated at the show. While more challenging to generate this number, it would be a far more compelling yardstick.

Sales Index = Total Sales / Avg. Total Costs per booth

No doubt, this kind of information would be valuable.  But will it ever happen in a truly transparent way.  Most of Wurm’s examples (Consumer Reports, pissedconsumer.com) are indeed third party.  But they are groups that can independently purchase and test products.  Trade show organizers would have to audit this information themselves or pay someone to do it.  Motivating them to do that will be difficult.

And an audit simply is not a magic bullet.  Exhibiting at a trade show is like advertising.  An audit report will tell you who you are reaching, but it’s up to you to create an effective ad (or booth) to reach that audience in a meaningful way.

Still, Wurm makes a good point.  Trade show organizers need to provide their exhibitors with better information to help them market smarter.  It may not be a magic bullet but it’s long overdue and it will ultimately help most trade shows (and their exhibitors) succeed.

Read all of Jim Wurm’s post here.

So why do we use these words to describe our activities at trade shows?  These words are passive and not focused on what really sells: solving problems.

All business, in one way or another, is based on solving someone elses problems. Most exhibitors try to solve hypothetical problems that tend to be abstract. Statements like: “This machine could increase your productivity by 25%” are very common at trade shows. It’s a powerful figure but one that doesn’t solve a problem in a tangible way.

What about solving a problem that exists in the here and now? There are no shortage of those in a trade show environment.

Are you selling vacuum packaging equipment? Offer to vacuum pack luggage contents on the last day of the show to save space. Launching a new eco-friendly vehicle? Give rides to local restaurants for lunch. Selling printing equipment? Produce books on demand for the plane ride home. Or maps of the trade show floor.

Trade shows offer a host of problems that need to be solved. Solving these problems may not be your core business, but using your equipment, service or technology to do so, highlights benefits and helps create an emotional connection to your brand.

Think of it this way; many companies offer logo emblazoned bags to carry home promotional items. Just extend that idea to the next level and pick a problem you can solve using your product or service. You’ll get big headline and a great chance to connect with customers on an emotional and intellectual level.