Articles by: rogersweb
OSI Tough and Henkel Loctite at JLC Live in Providence, RI
Check out OSI Tough and Henkel Loctite at JLC Live in Providence, RI!!
Allied Air Double Rotating Hanging Sign at CMPX 2016 in Toronto
Check out the double rotating hanging sign Allied Air is using in their booth at CMPX 2016 in Toronto!
The Rogers Company introduces HyperLeads
The Rogers Company is pleased to offer one of the most innovative, intuitive and mobile real-time lead management programs available today for the trade show and event industries. HyperLeads is a simple, yet powerful way to tell your company’s story, provide information to your attendees, and qualify leads within moments of meeting your potential clients.
Learn how HyperLeads can transform the way you collect leads, deliver collateral, track leads, and follow-up with your sales teams, using tools that will help you calculate the ROI from your trade show or event.
Contact us today for more information!
JB’s Space: Tips for Cutting Costs at Your Next Trade Show
Planning for a trade show takes organizational skills, patience, and persistence. It’s kind of like planning a wedding except there’s no cake and rarely is there dancing. And like weddings, exhibiting at a trade show can also be expensive, even more so if you don’t plan ahead.
For your consideration, here are 15 tips for cutting costs at your next trade show.
1) Whether you already own a display or are planning on building a new one, the sooner you meet with your exhibit house the better. Typically the cost of a new exhibit or refurbishing an existing booth is one of the biggest, if not the biggest portion of your trade show budget. So knowing what it will cost to build or update your exhibit will go a long way in determining your overall budget.
2) Once you have decided what your booth will consist of, try to make as few changes as possible thereafter. The cost of making changes to an exhibit while it is under construction tends to be more expensive than incorporating what you want during the design process.
3) Often times artwork for booth graphics is the last thing that companies provide to their vendors. But waiting until the last minute can also result in rush charges and mistakes that require reprinting; so create your graphic files early enough that you don’t have to worry about this.
4) There are a number of ways to save money on graphic production as well. There are many more printing options today than there used to be. Traditional ink-jet laminated prints or “lambda” prints offer great registration, but if you don’t need graphics that are of “photographic” quality, then direct-to-substrate printing is a lower cost, yet good quality alternative. If you have multiple graphics, having all your artwork ready at the same time may also allow your printer to “group” several images at once thus saving both material and set-up costs.
5) Ask whoever is arranging transportation for your booth properties to and from the show to get several bids, but make sure that the carrier you select properly classifies the freight, provides air-ride trailers to avoid damaging your booth properties, and has experience with transporting materials to trade shows. If they don’t you could be facing detention or “wait” charges because the carrier didn’t build this into their price. Worse still, trade show freight is extremely time sensitive and not having your freight to the show or the advance warehouse on time will cost you a lot of extra money.
6) When making freight arrangements work with experts who know the industry. Many exhibitors only worry about getting their properties to the show, but if post-show pick-up arrangements aren’t clearly defined the carrier may not be there when the freight is ready to be picked up, in which case the General Services Contractor may “force” the freight off the floor and move it back to the advanced warehouse until you send in a carrier to pick it up. The cost for this is nothing short of overwhelming and completely avoidable.
7) Whether you handle the show site services or your exhibit house does, always check the show rules to compare the total cost of going to the advance warehouse versus going direct-to-show. Many times the direct-to-show rate might be lower, but there are other cost considerations. For example the drayage rate might be higher for direct-to-show shipments. Some shows also have “targeted move-in” dates so have your experts look into this as well.
8) Drayage (material handling fee) is very costly – it’s just a fact of exhibiting. Drayage rates are determined by weight. A typical drayage rate might be $70/CWT (per hundred weight) or $0.70 per pound, so if you have 10,000 pounds of freight going to the show your drayage cost would be $7,000! So when it comes to weight, consider reducing the amount of printed collateral or product that you bring to the show. Also ask your experts if the show offers drayage discounts on your products versus your exhibit properties. Even shipping a pallet of water for show attendees who visit your booth is going to add to your drayage bill. This is something you should also take into consideration when designing your booth. Add impact – not weight if at all possible. Fabric structures, high impact graphics and feature lighting can give your exhibit the “pop” you’re looking for while saving you thousands of dollars in drayage costs. Another option is showing a video of your products instead of bringing them to the show. With interactive touch screens and today’s software technology, you can give virtual demonstrations which will impress your audience perhaps even more so than having a big piece of equipment in your booth. Finally, keep in mind that most shows charge drayage for both the move-in and the move-out, so anything you bring to the show that isn’t given away during the show, is coming back and you’ll be paying both for drayage and freight to move it off the show floor.
9) Depending on the size and configuration of your exhibit, the cost to install and dismantle your booth can be one of your bigger budget expenses. Check with your supplier to make sure that any discounts they receive are being passed on to you. Keep in mind cheaper isn’t necessarily better. The quality of labor and their knowledge of the booth are extremely important. If your labor team is able to leverage their knowledge and skills the set up might go faster than if you were to use a lower cost I&D company or show supplied labor. Moreover, some I&D companies and many times, show labor, will charge a supervision fee that might be as much as 30% of the total labor cost; so ask your supplier if they are able to reduce or eliminate supervision fees.
10) Virtually all trade shows offer discounts on many of the services that you order from the show. These could include: furniture rental, carpet, booth cleaning, guard services, internet, electrical, floral, A/V, lead retrieval, water, and even compressed air. Making sure that you or your exhibit house places your orders on time in order to receive the show discounts will save you a lot of money.
11) Where carpet is concerned, if your booth space is larger than a 10’x10’ it’s cheaper to rent or buy carpet from an outside supplier than ordering it from the show general services contractor. There are many companies that specialize in carpet strictly for trade shows, which often times includes professional installation at show site. You can either investigate these suppliers yourself or ask your exhibit house to do it for you.
12) Frequently trade show organizers make deals with local hotels for blocks of rooms for exhibitors or attendees that are substantially lower than normal rates. In addition, these same hotels often offer shuttle services to and from the convention center that will not only save you the cost of a car rental but parking as well.
13) You can also potentially save travel expenses by booking your flights early and attending any networking or parties offered by the show because they usually include free food!
14) Get a head start on saving money for next year. Many shows offer significant discounts for signing up early for next year’s show immediately following this year’s.
15) And finally, the only thing that will make your boss happier than a perfectly executed trade show is one that also comes in under budget!
That’s JB’s Space for now. Thanks for visiting.
Automation & Power World 2015
ABB's Automation & Power World (APW) show is underway at the George R. Brown Convention Center in Houston, TX. The Rogers Company has had the honor of partnering with ABB on the production of this event and its predecessor, Automation World for the last 10 years. APW has grown over the last decade from an event that was held in hotel ballrooms to a private trade show that utilizes 150,000 sqft of convention hall space in order to accommodate ABB Group’s broad global capabilities within their thirty-five business units. ABB provides equipment and services for a diverse range of industries including robotics, oil and gas, power generation, life sciences, solar power and transportation – just to mention a few. The event is expected to draw up to 8,000 attendees from all over the world, which will shatter the previous attendance record.
Here are a few pictures from the show floor!
The Rogers Company 70th Anniversary Contest
The Rogers Company is proud to announce a major milestone in 2015 as we celebrate our Platinum, 70th anniversary. The company was founded in 1945, shortly after the end of World War II by industry icon, Van Rogers, a scenic artist who worked for a time at Walt Disney Studios in Hollywood. Our founder became a true force within the trade show industry, easily recognized by his iconic ten-gallon Stetson hat and waxed mustache. And while waxed mustaches have come and gone, we thought it would be fun to have a contest centered around life in 1945 versus today.
Beginning in a just few days we will be posting some interesting statistics on our social media sites which will compare 1945 to 2015 - just to give folks a sense of how much things have changed over the last 70 years.
We will first post our question and those who post an answer, regardless of whether the answer is right or wrong, will automatically be entered into a drawing to win a $100 Amazon gift card.
The answers to each question will be posted the following day so you can keep score if you like. The winner of the Amazon Gift Card will be announced in April.
Be prepared to be surprised as some of the comparisons may shock you!
If you are not following us on any of our social media pages start today so you don't miss out on the contest!
Twitter - The Rogers Company Page
Facebook - The Rogers Company Page
JB’s Space: How to Target the Right VIP at your Trade Show
While trade shows remain one of the best marketing tools available, it’s not just a matter of repeating the famous line from the movie, Field of Dreams, “If you build it, they will come.” Having an awesome exhibit will help attract visitors to your booth, but if you’re looking for a specific VIP or VIP’s to visit you at the show, you may have to do more in the way of pre-show marketing in order to attract those key prospects.
With today’s marketing automation programs, a company can target specific trade show attendees before, during, and after the event.
While not really that new, marketing automation software is now one of the fastest growing marketing trends available. Marketing automation programs help marketers to more effectively market across multiple channels including email campaigns and social media.
However, these programs do a lot more than just reaching out to existing and potential clients. They can also assist marketers in determining some other key demographics about their prospective clients including their interests, buying habits and “hot-buttons”.
There are a number of programs out there that will do this including: Act-On, HubSpot. Swiftpage, and Eloqua – among others.
The idea is to create a comprehensive strategy with tactical initiatives and great content to get the best results. Here are a few steps that will help you develop your game plan.
In order to put your plan together you first need to start with knowing your target audience and who the decision makers are. Is your objective to reach “C” level executives, design engineers, supply chain managers or someone else? Knowing this in advance will help you in developing the right content for the audience you’re seeking to reach.
All of this takes time so plan your Marketing Automation campaign months ahead of your trade show so that you can roll it out in time to garner the attention of the right people.
Marketing Automation programs include specific calls to action and must contain information that is most likely of interest to your target audience. Depending on whom the person is this may be a series of white papers, new product announcements, or even an invitation to attend a private trade show reception.
Create at least three or four emails to send to attendees well before the show, continuing right up to within a week or two of the show’s opening. These emails can be part of a Marketing Automation lead nurturing campaign that includes specific decision steps, calls to action, and forms to capture additional information about your prospects and other trade show attendees.
In addition, you can utilize Marketing Automation to group potential buyers into segments based on behavior. This can be anything from what websites they visit, to form submissions, or what other trade shows they attend.
Segments can be created to include job title, company information and other variables so that the emails that you send are targeting the appropriate person.
Another way to gain the attention and perhaps the contact information of key decision makers is to create a Google ad campaign that promotes resources which offer solutions for your prospects. For example, hold a webinar, create an instructional video or promote a booth activity that will be of keen interest to your potential clients. Within your ad campaign be sure to use keywords that are relevant to the show and what you’re offering.
It’s all about creating the right content. If you do this and combine it with the power of Marketing Automation not only will you attract the right visitors to your booth but you’ll be building a database of information that you can use for post-show follow-up and future trade shows as well.
That’s JB’s Space for now. Thanks for visiting.
JB’s Space: Trade Show Swag Strategy
What’s the best ROI for a piece of trade show swag? We used to call things like this “tchotchke” – loosely defined as, “… a small bauble or miscellaneous item”, but today it’s called “swag”. So when considering the value of the swag, some people measure the return on investment with branding, others with how often someone uses the swag, and some might have a call to action with a phone number or web page that users can go to get a special offer.
The idea is to not just give something away, but to use the opportunity to create a possible lead today or in the future, and to provide a prospect with something with which they’ll remember your brand. In most cases it takes planning and time for the call to action to work. The fact that someone made it to your trade show booth and picked up the swag at least offers an on-going opportunity to promote your brand.
Some organizations look at the overall trade show and trade show booth theme and try to include a giveaway that is related to that theme. An example might be a golf theme with a putting green in the booth and the giveaway being golf tees, golf balls, or a golf hat with your branded logo.
Business or Consumer
There is a huge difference between B2B and B2C trade shows. The key is to look at the demographics of who you want to target and then provide something of value to that person. An example would be that an influencer in the B2B space may value something that is functional or that would look good on their desk.
A consumer may want something that they can use when not working, like a shirt, pens, coasters, or Frisbee.
Business Trade Show Swag
For business oriented trade shows an argument can be made to offer something that is related to the products or services that the company offers.
Examples include product samples, mouse pads, or jump drives – all with your branded company logo on them.
Many business trade shows take place during the week and take attendees away from their families. It may be useful to offer a giveaway that the attendee can take home to their children or spouse. Examples include branded stuffed animals, toys, or a gift card. to their favorite smoothy place.
Budget
As in most cases it all comes down to budget and time. Giveaway items can range from $0.50 to $10 or more, so projecting how many booth attendees you expect (perhaps from previous shows) will help you determine your budget. The goal would be to bring just enough swag to give away so that your marketing team does not have to ship anything back. No marketing team wants a closet full of unused swag.
Bottom line: Consider a giveaway during your trade show booth planning process. Do not wait until the last minute. Make sure that the giveaway compliments your brand and your overall trade show theme. Consider the purpose of the swag, is it a way to generate leads, does it have a call to action? Is it unique and memorable –something that will help keep your brand top-of-mind? If so, then you know you’ve made the right choice.
Plan Ahead: A Trade Show Checklist
One of the most important components in planning for an upcoming trade show is your preparation. The simplest method to ensure that you are prepared is to use a good old-fashioned checklist. This will ensure that even the smallest detail is remembered, and that crucial deadlines are met. There are many on-line resources to help you create just such a list. Here are some recommendations to get you started.
Create a binder where you can organize all documents and forms that have been completed. A hard copy is always good to have for traveling to the show. You should always keep an electronic copy of your paperwork as well. This binder may include any contracts/agreements for the show, contact information for show staff and company staff that is planning and/or attending the show, travel information, if applicable, and the actual checklist and timeline you need to follow.
We recommend that you assign the items/tasks to a timeline, as well. This will be something that is specific to your company and to the team that you have in place to organize the trade show.
Below is a general list that will get you started on your path to the trade show. Please note, this list is for companies who already have an exhibit. In the future we will publish a checklist for specifying, designing and fabricating your trade show exhibit.
Also, any place where you see the initials “TRC”, means that this is something that The Rogers Company can do for you, on behalf of your company.
1) Pre-Show Planning
* Please note that some of the items shown below have deadlines for ordering so that you can receive the show discount for these services.
Contract with Show Management for booth space and pay deposit
Review show rules and deadlines – TRC
Submit EAC (Exhibitor Appointed Contractor) Form to the show’s General Services Contractor (GSC) – TRC
Contact your exhibit house for floor plans, list of equipment needed to install your booth – TRC
Order electrical/utility/internet orders to the show’s GSC – TRC
Order any specialized lighting from the show GSC – TRC
Order carpet, rental furniture, bag and/or coat racks – TRC
Order wastebaskets, booth cleaning service – TRC
Order catering, if needed – TRC
Order lead retrieval, audio visual, floral, guard service, if needed – TRC
Submit drawings for booth approval to the GSC for any special handling, or rigging, such as hanging signs – TRC
Submit order form for material handling/drayage – TRC
Get permission for anything that might not be within show rules, such as large signs – TRC• Order flower/plant – TRC
Order AV equipment – TRC
Make inbound and outbound shipping arrangements for your booth and other materials, based on either advance drayage dates, or targeted move-in dates – TRC
Schedule your Installation & Dismantle labor based on the show dates for same – TRC
Arrange for booth “talent”, if needed – TRC
2) Advertising and Promotional Activities
Place website ads on show website, major sponsor sites, and your own company site
Investigate sponsorship opportunities at the trade show venue, as each show will have different opportunities based on the city location and show management
Send pre-show email to attendee list
Run ads on trade websites and/or national trade magazine(s) the month of the event
Explore other off-premise promotional opportunities, such as hospitality events
Send post-show emails to everyone who visited your booth
Have a post-show plan in place to follow-up on show leads immediately following the show
Create a social media campaign to all your followers to know what shows you are attending, what booth actives you will have, what new products you will be showing, what speakers you will have and what they are presenting, or even what your in booth giveaways are. You want to create a buzz for attendees to visit your booth.
3) Pre-Show Prep
Make transportation, lodging and airline reservations for your staff
Reserve any additional rooms at the hotel or convention center needed for meeting space or special events
Order branded apparel or any special clothing to be worn at the show
Order booth giveaways, prizes, gifts
Create in-booth demonstrations and/or presentations
Schedule pre-show staff training meetings and rehearsals
Send reminders to upper management via meeting agendas and/or itineraries
Designate a staff member to document pre-show, at-show and post-show activities, and handle all social media posts
Order show badges
4) Marketing Materials
Make sure you have content for your Audio/Visual equipment to play during the show
USB drives
Create a digital library for presentations and real-time lead fulfillment – TRC
New product brochures
White papers
Data sheets
Catalogs & price lists
Branded lanyards for your booth staff
Bring 3×5 note cards to staple business cards to in case lead retrieval devices go down
Business cards (take plenty!)
5) Tools/Cleaning Supplies
Screwdrivers (phillips and slotted)
Hammer
Utility knives
Needle-nose pliers
Measuring tape
Spare batteries
Super-glue
Velcro
Sharpies
Hole punch
Stapler and staples
Paper clips
“While-you-were-out” message pads
Post-it Notes
Candy bowl
Spare extension cord or power strip
Electrical tape and duct tape
Glass cleaner/paper towels
Rubbing alcohol
Monitor screen cleaner/microfiber cloths
6) Personal Items/First Aid
Band-aids
Hand sanitizer
Safety pins
Aspirin/Tylenol etc.
Antacid
Cough drops
Sewing kit
Breath mints
We know this is quite a list, but let us here at The Rogers Company be your show service experts and help take some of this off your plate. We have an experienced team of show service coordinators that can make this process seamless for you and your company. We will prepare a show service estimate, submit and order all required show service items, and audit all your post show invoices. We can even help you come up with a marketing strategy for pre-show, during show, and post-show.
Lastly, as a reward to all that will have worked so hard on this endeavor, plan a night out for the team involved. All work and no play makes anyone dull! This will ensure that your staff knows that their dedication, hard work and stellar performance, is greatly appreciated. If you have your trade show path paved with this level of detail, you are sure to have an experience that is not only successful, but relatively stress free. Best wishes in your trade show adventure, and I will leave you with one final thought…
“You’ve got to think about the big things while you are doing the small things, so that all of the small things go in the right direction.” -Alvin Toffler, Writer and Futurist
Download this article below!
JBs Space: What’s a True Partnership?
“Partnership” has become a throw-away word these days. Years ago, before working in the exhibit industry, I worked for a consumer products company. In my position I worked with a lot of plastic injection molders since our products were largely made of various types of molded plastics. A number of our vendors were also big suppliers to the automotive industry, in particular the US automotive manufacturers. The owners of those companies would talk to me about their “partnerships” with the “Big Three”. How they were invited to participate in “Vendor Days” and quality symposiums. Some of them were considered “tier-one” suppliers; others won vendor-of-the-year awards or were given plaques for superior quality. They were called “partners”, so in theory these business owners really thought they were partners with these huge corporations.
What most of them unfortunately learned later-on, was that this partnership was really a one-way street. Yes they got the business and yes they got their plaques and certificates, but in the end what they really got was dictated to. Many of them told me that they would be given a three year contract and that each year after the initial year they were REQUIRED to lower their price, regardless of material increases, regardless of labor increases, regardless of energy cost increases. They were basically told that in order to remain a “partner” they had to improve efficiencies each year and pass those savings (real or not) on to the customer. So the partnership was really not a partnership at all but rather a typical old-fashioned vendor-customer relationship where no matter how much circumstances had changed for the vendor the customer was really calling all the shots.
Eventually the pricing pressure and the lack of a real partnership drove a lot of these injection molders literally out of business. Others simply decided to stop selling to the car-makers because they were basically shipping dollars out the door with every truckload of parts. This isn't a partnership. This is a dictatorship. True partnerships are win-win, and this was “win” (for the customer) and “lose” (for the vendor).
A true partnership starts with the understanding that both sides have needs. A true partnership allows one party to share those needs with the other and to have those needs understood and incorporated into an agreement that very simply allows both parties to make money. There is this misguided sentiment that even if a company loses money on every order, they can “make it up in volume”. All this philosophy does is allow a company to go out of business faster – but with a nice résumé – to serve as its epitaph.
I still believe in partnerships, but in this world I wonder how many other people actually embrace this concept? True partnerships require a level of transparency and an even deeper level of trust.
A great vendor partner looks for ways to save their clients money. They provide free stuff – advice, ideas, samples, and prototypes. They don’t take advantage of last minute orders by tacking on rush charges when they themselves aren't incurring any extra cost.
Meanwhile, a great client partner recognizes the value a great vendor adds to their business. They have a sense of loyalty, share sensitive information and demonstrate their trust by living up to their end of the bargain. I wish we lived in a world where the term “fair profit” was more clearly defined and agreed upon. But since we don’t, we have to rely on partnerships that live up to the real meaning of the word. In the end, in a true partnership, both parties share the risk and both parties share the reward.
And as Henry Ford once said, “The reward for a job well done is the opportunity… for more work.”
That’s JB’s space for now. Thanks for visiting.
JB’s Space: How Marketing Saved America
Full disclosure, I am a political junkie. I read articles from every publication from Bloomberg and Reuters to Salon.com. I even read the Drudge Report and the Huffington Post. So I’m fairly well versed in the political tenor of both the left and the right. There’s no question that our country remains deeply divided politically but my reason for writing this isn’t to say that one side is “right” and the other “wrong’. Moreover, this is not a political post. Instead I want to posit a belief that I have that I have never heard expressed anywhere up till now.
As much as I hate to do this, let’s go back to late 2008 when the economy was melting. I remember shortly after the collapse of Lehman Brothers when the presidential race suddenly became overshadowed by the economic collapse. Within just a few days of the markets crashing and those huge financial institutions going under or changing hands such as Washington Mutual, Bear Sterns and the previously aforementioned Lehman Brothers, companies started cutting staff like it was harvest time in the Heartland. Approximately 9 million jobs were lost as well as many trillions in individual wealth.
I remember driving at that time from our home in Cleveland to visit some friends in Nashville. I have never seen so little truck traffic in my life, not even over a holiday. The roads were simply devoid of semi’s and most other traffic as well. I felt like I was in a movie watching the end of civilization as I knew it. I know that sounds extreme but that’s how fast everything seemed to going downhill. It was very scary and I’m sure many of you will remember how low you felt about things at that time as well.
Politically the left was blaming the banks for bundling “toxic” mortgages into financial instruments that could be bought and sold between banks like any other commercial paper. The right blamed the laws that were passed years ago making home ownership possible for people who really couldn’t afford to buy one.
Everyone was busy pointing fingers yet out this chaos came some attempts at solving the crisis and pulling the country out of the worst economic decline since the Great Depression. The 800 billion dollar stimulus program, TARP (Troubled Assets Recovery Program), and HARP (Home Affordable Refinance Program) are all examples of how Washington and the Fed tried to jump-start the economy and keep things from getting worse.
You can argue until the cows come home as to the efficacy of these programs and how much they actually did to improve things, but I’m here to tell you that in my mind, while these programs may or may not have helped, two things certainly did – marketing and our love of shopping!
Americans love to shop. The first few weeks after the crash the mall parking lots were nearly empty, but long before the stimulus bill was passed and the “band-aids” applied, I saw the parking lots filling up at malls everywhere. As much as Americans love to shop, we love shopping for bargains even more. Unlike the aftermath of 9/11 where companies hunkered down while slashing their marketing budgets, the same was not true after the 2008 melt-down. Instead companies saw opportunities to increase market share by appealing to consumers in a way everyone could relate to.
First there were the ads where retailers, car dealers and others were advertising their own “bailout” sales or “stimulus” deals. Prices dropped on nearly everything, including gasoline, and people started buying again. Even here at The Rogers Company, we proactively reduced all of our storage charges saving our clients tens of thousands of dollars. Our hope, of course, was that they would use some of these savings to maintain their trade show programs and marketing efforts. Fortunately for us, our strategy proved effective, and we found that many of our clients saw the poor economy as an opportunity instead of a dead-end.
Sure, our sales were down in 2009 (along with most companies), but it didn’t take long for that to change. Savvy businesses realized that 70% of our GDP is driven by consumer spending. Companies figured that if they mounted aggressive marketing campaigns that focused on value, innovation and superior customer service then people would buy and the economy would come back. And they were right.
Companies didn’t shut down their R&D departments. Instead they remembered that Marketing isn’t just advertising. It’s product development too. The three “P’s” of marketing (product, placement and promotion) start with the PRODUCT. Find a need and fill it or develop a product that fills a need that most of us didn’t even realize we had. And as hungry consumers we continued to beat paths to these better mousetraps. If you disagree think of Apple and when they introduced the iPhone and iPad - all during the last “economically challenged” seven years.
So while the political pundits argue about what government program helped turn the economy around, you can turn a deaf ear to them.
Here is the unvarnished truth: it was us, people who love to shop and who were driven to do so by brilliant marketing campaigns and tremendous product innovation. It wasn’t the government. It wasn’t policy. It was the overwhelming need of Americans to continue with their favorite pastime – shopping – and the bright marketers, talented engineers and visionary corporate leaders who said, “We aren’t going to stop doing what we do. A challenge is simply an opportunity dressed in work clothes and staying aggressive will do more that just help us, it will help heal the country”.
So don’t let anyone fool you – it was marketing that saved America, and thank goodness for that.
That's JB's Space for now. Thanks for visiting.
JB’s Space: Experiential Trade Show Marketing
Have you ever test driven a car that looks awesome from the outside, but once you get inside and drive the car you find out that its ergonomics are bad, it handles poorly, and it’s noisy to boot? On the flip-side, have you ever driven a car that’s boring on the outside, but is so well equipped and fun to drive that you couldn’t care less how it looks?
Well, this example carries over to the trade show and exhibit industry. As a company who builds displays, we are always concerned about the “architecture” of the booth. How does it look? Is it functional? Is it a good value for its intended purpose? But today more than ever, we remind our clients that it’s not just the booth – it’s also what’s happening in the booth.
The expectations for trade show exhibits today have risen dramatically from days past. Passive displays have given way to experiential and interactive exhibits, using concepts ranging from live social media feeds, immersive theater, digital libraries and custom gaming, to giveaways and live-streaming product demonstrations. Using any one, or several of these, will attract more visitors and help make your brand and your booth more memorable.
To achieve this goal, we recommend that you strive to stimulate all five senses when planning your display. Layering the experiences will leave a deeper, more memorable impression.
If you are displaying a product, utilize hands on demonstrations, invite volunteers to participate and be sure that the person doing the demo is engaging, articulate, a quick thinker and possesses a witty sense of humor. If you are presenting a service, or perhaps a piece of equipment that is too big (and costly) to bring to the trade show, then use interactive touch screens that can illustrate your process and the benefits of utilizing your product or service.
For either scenario, be sure to have something extraordinary – extraordinarily useful, extraordinarily hilarious, extraordinarily large, extraordinarily shareable! Something that visitors will absolutely have to stop and take a picture of to share on Facebook, Twitter or Instagram. Make sure that your staff is starting conversations with guests and inviting them to connect on LinkedIn before they leave the area. The LinkedIn mobile app, Mashable, can make this quick and easy.
Although it doesn’t fall under “cutting edge technology”, serving a snack with a memorable scent such as freshly baked pizza or cookies will surely leave an impression as well. Another way to get your visitors involved is to incorporate a game that offers information on your product or service. Make sure that your prizes have your company logo and contact information on them.
To draw visitors to your booth, utilize proximity marketing. Using a Wi-Fi signal, content that is similar to a mobile app will appear automatically on a potential client’s mobile device. You may invite guests to on-site events, or to take advantage of special promotions only offered at the trade show.
To include an audience that may not be able to attend the trade show, use real-time updates. Designate one team member to be the social media go-to person. Post useful information, pictures and graphics on Facebook, LinkedIn or Twitter, such as event information, innovative industry information, alerts as to when you will be giving demonstrations, and a compelling reason to come, observe and participate.
By ensuring that your guests interact with your brand in a memorable fashion, they will be much more likely to remember you and what your organization can do for them. Strive to be an innovator using all of the tools available to you. By appealing to all of the senses via technology, demonstrations, social media, “booth-swag” and most importantly, top notch staffing, you can dramatically increase your brand cache and your trade show return on investment.
That's JB's Space for now. Thanks for visiting.
Cooking with Rogers – Crockpot Pulled Pork & Stress Free Show Services
Crockpot Pulled Pork
Ingredients
5-7 lbs. pork shoulder or Boston butt roast
1 red onion
1 12oz can of ginger ale or sprite
1 tbsp. season salt
2 bottles of your favorite bbq sauce
3 cups of water
Directions:
Take pork out of package and place in crockpot (fatty side down)Sprinkle season salt on top of pork. Slice onion and put on top of pork. Pour can of ginger ale and water in the crock pot. Cook on low for 8-10 hours
When pork is finished, take out of crockpot and place on a cutting board. Empty juices from the crockpot (do not rinse out). Pull the pork with two forks and put back in crockpot. Add 1-2 bottles of your favorite bbq sauce depending on how saucy you like it. ENJOY!
Pulling your hair out trying to understand show services?
Are you pulling your hair out trying to understand show services? Leave the pulling for the pork. Did you know that not only do we build custom displays, produce custom rentals, produce graphics and sell portables, but we also do turnkey show site services? Our experienced show service coordinators are here to help you with all your needs on the show floor. Carpet? Covered. Electric? Installed. I&D? It’s up. Furniture? Have a seat, we've got this!
Show Rules & Regulations
Every trade show and every convention center has different rules and regulations. It’s our job to read the show manual to ensure that your exhibit meets the regulations. If we are designing a booth for you then this critical information is passed on to our designers in order to make sure we’re in spec.
Discount Dates
Every trade show offers early discount dates for everything from electrical and rigging to ordering show furniture. We make it a priority to have everything ordered for you before the discount deadline to ensure that you get the lowest price possible.
Show Decorators
Our show service coordinators aid in planning every aspect of your booth from the time it leaves the warehouse to the time it leaves the show floor. When does the exhibit have to be at the show? Is advanced drayage better than going direct to show? What’s the targeted move-in? What time should the sign be hung? You have better things to worry about – Let us take care of all the major and minor details.
No Indigestion
And the best part of all this is we complete all the forms, place all the orders, and then audit all the charges after the show to make sure you received top quality products and services at a reasonable price.
Contact us today so we can help you have stress free show services!
Cooking with Rogers – Broccoli Buzz Salad
Broccoli Buzz Salad
Ingredients
Salad Ingredients
1 bunch of broccoli
1/2 cup of dried cranberries
1/2 cup of cashews
1/2 cup of cheddar cheese
3-4 strips of cooked and crumbled bacon (or more to your liking…bacon makes everything good!!!)
Dressing Ingredients
1/2 cup Hellman’s mayo
1/4 cup white sugar
2 Tablespoons white vinegar
Directions
Cut washed broccoli into bite sized pieces.
Add the craisins, cashews, cheddar cheese and crumbled bacon.
Whisk all dressing ingredients together and then pour over salad ingredients. Be sure to mix well.
Most of the time I make this the night before so the flavors have time to blend.
You can create your own ‘buzz’ with this recipe by exchanging the dried cranberries for golden raisins, or the cashews for sunflower seeds or your favorite nuts.
Create more 'buzz' at your next trade show
Let Rogers help you create ‘buzz’ to attract more attention to your booth at your next show with –
Rent a Popcorn Machine
The aroma of the freshly popped corn will certainly attract visitors – maybe even have people frantically searching for where the aroma is coming from.
Strong Graphics and Large Signage
To make the display area stand out in the exhibition hall, use strong, colorful graphics and large signage. Consider using tall hanging display signs that extends over the booth area to help people locate and identify the booth. Unique hanging sign shapes also attract attention.
Feature Live Demonstrations
Showcase live product demonstrations that engage booth visitors and create awareness for your product and its distinctive advantages.
Contact us today so we can help you 'buzz' up your booth!
Cooking with Rogers – Jalapeno Popper Dip & How to Heat Up Your Trade Show Booth
Jalapeno Popper Dip
Ingredients
8 Fresh Jalapeno Peppers
2 Packages of Cream Cheese (8oz each)
1 Cup of mayonnaise
1 Cup of Shredded Cheddar Cheese
1 Cup of Shredded Mozzarella Cheese
1 Cup of crushed Ritz Crackers Tablespoon of Melted Butter
1 Bag of Tortilla Chips or Fresh Vegetables
8 Strips cooked and crumbled Bacon - Optional
1 Jar of Blackberry Jelly - Optional
Directions
- Chop jalapenos into small pieces, make sure to wear gloves unless you enjoy burning sensation everywhere you touch long after you have made your dip. If you like it HOT leave in the seeds, if you like it medium leave half the seeds, if you like it mild leave out the seeds.
- Take about half a sleeve of Ritz crackers and crunch into small pieces, add to melted butter and mix up. Set aside for topping.
- Next, In a large bowl, beat the cream cheese, mayonnaise, cheddar cheese, mozzarella cheese, chopped jalapenos and Optional Bacon crumbles. Once blended, spoon into large baking dish. Add the buttered Ritz cracker mix to the top, spread evenly. Bake at 350 for 30 minutes. Serve with tortilla chips or vegetables.
- To add a little sweet to your heat, pour the Blackberry Jelly into a serving dish and set out with a spoon next to the dip. Guests can drizzle the jelly on top of their dip to make it a tasty hot and sweet treat!
How to Heat Up your Trade Show Booth
We know how important it is to get the correct message across to the right people. You sometimes only have one chance when you are exhibiting at a trade show. Here are a couple ways to heat up your trade show booth to keep people in your booth longer and make them want to learn more!
Mild Heat $
Bring cell phone charging stations into your booth. Help your attendees recharge while having 100% of their attention while they wait! You can purchase a unit for around $200 and they can be used over and over again at every show.
Medium Heat $$
Add LED up-lighting to your booth. It will create a dramatic new look without adding a lot of cost.
Something so simple can really turn up the heat. LED lights can be rented from our extensive rental inventory.Hot
Major Heat $$$
Add a dynamic touch screen presentation that has content to wow your attendees and deliver literature and brochures with the swipe of a finger. Technology has a way of creating buzz without buying an entire new exhibit. Touch screens can be rented for a show so no need to commit to this type of technology for every show. We have several partners that can create a dynamic presentation on any budget. The presentation is yours to keep, so you can use it from show to show.
Sweeten it Up
If you want to sweeten things up, check out what hospitality items are offered at your show. Who doesn't love a cup of coffee and a danish.
Contact us today so we can help you add a little heat to your booth!
JB’s Space: Going Global
When I first joined the trade show and exhibit industry mid-way through 2001, I was told that this was a “regional” industry. Meaning that companies liked to do business with a local exhibit house in close proximity to their own location so that they could easily drive to the supplier’s location and watch their booth being built. The internet of course, was in existence at that time, as were webcams, but few companies used that technology when it came to previewing their display. A face to face visit was considered essential to ensuring that the booth was being built to the client’s specifications and requirements. It goes without saying, but today’s technology has basically rendered that thinking obsolete.
So at that time the vast majority of our clients were within 100 miles of our offices and factory. After 9/11 we saw everything change. Immediately following the tragedy of 9/11 companies either temporarily curtailed their trade show programs or shut them down entirely. Many of us at that time worried that trade shows would become a thing of the past, replaced by “virtual trade shows” and company websites. So instead of people walking the show floor, shaking hands with other attendees and exhibitors while exchanging business cards, people would now be sitting in front of their computers watching and interacting electronically by means of a virtual trade show that didn't require a convention center or an exhibit for that matter.
For those of us who still believe that meeting people face to face at trade shows and events and being able to read their body language, hear their comments and get a sense of who they are without an electronic interface, it is a huge relief that there were millions of other people both in this country and overseas who felt the same way. So instead of simply prospecting in our own “backyard” we decided that the internet was a tool that would allow us to pursue clients who were not only out of our immediate territory but in some instances, outside the country as well.
We were quite fortunate to have found new clients outside of our region who were comfortable having designs and photographs sent to them via the net. Clients who didn’t need to be here physically to see evidence that construction on their new exhibit was proceeding on schedule and on design. That was the first step. What happened thereafter was not what we expected and certainly not something that we foresaw almost 13 years ago.
Everyone knows that today the world’s economy has gone global. What happens in Europe and the UK affects us here in the States. The same is true with China, Korea, India, Mexico and many other countries as well. The old saying of, “If America sneezes the rest of the world catches a cold,” has never been more true. We learned this lesson again after the 2008 economic meltdown as our housing crisis and all that it entailed became a contagion that spread throughout the world. Then again in 2012 we all held our breath as Europe fought the potential bankruptcies of Portugal, Italy, and Greece – among others.
So if anyone ever doubted how intertwined the world is economically, the last 6 years alone have proven how interconnected we all are. We are reminded of this every day at The Rogers Company. Why? Very simply because we went from serving clients who were solely in our neck-of-the-woods to working with companies in other States and now to servicing companies who are either headquartered overseas and have U.S. subsidiaries and/or foreign companies who do business in the States but have no offices or factories here. In addition, we have developed partners in other parts of the world who assist our clients with their overseas trade shows as well.
For us “going global” has meant that we now work with companies all across the planet. We are extremely privileged to have clients from the following countries: Switzerland (1 client), France (2), Germany (5), Italy (1), Spain (2), Netherlands (1), Sweden (1), Belgium (1), China (2), Greece (1), Japan (1), UK (1), India (1), Israel (1).
So in the end, where developed nations are concerned, the world hasn't “shrunk” instead its evolved to the point that we are them and they are us and no matter where you’re domiciled the opportunities to “go global” are endless.
That's JB's Space for now. Thanks for visiting.
Instagram for Trade Show Promotion
Trade shows are all about the visual – innovative booth designs, eye-catching graphics, colorful lighting, creative demonstrations- all meant to entice visitors to your booth. This is exactly why Instagram should be part of your next trade show appearance. So, what exactly is Instagram? Instagram is a mobile app for photo sharing.
It uses filters to transform images into beautiful, vintage-like photographs. It was recently acquired by Facebook and has since morphed into a popular social platform. Users take pictures, choose filters and then post the images to their Instagram feed. Many share Instagram photos on other social websites including Facebook, Twitter, Pinterest, etc. Similar to Twitter, the app uses #hashtags to help users search for specific images. How can your organization use Instagram for trade show promotion? Here are a few Instagram marketing ideas to get you started:
- Create a real-time experience for those unable to attend. Snap photos of different demonstrations, distinctive displays or notable presentations. Take followers on a virtual tour of the trade show event.
- Showcase your products and services. Before the trade show, take pictures of new products, lesser known products, promotional materials, etc. to give consumers a glimpse of what to expect. While you’re at it, why not provide a sneak peak of your trade show exhibit?
- Share photos that highlight local attractions and things-to-do in the city where the trade show is located.
- Add images from behind the scenes. Show off all the hard work (and fun) that goes into setting up and preparing for the trade show. Many don’t experience this aspect, so give them a backstage pass to the action.
- Show-off your employees. Add a human element by introducing your trade show booth staff. Share a little tidbit of information about each team member in the caption.
Tell your social media followers how to find your brand on Instagram. Share your favorite images on social networks. Feature Instagram photos (and account link) in email newsletters, blog articles and on your website.
Contact The Rogers Company to learn more about integrating the latest social media techniques in your trade show marketing strategy. Make your next trade show a success with our trade show marketing consultation and planning services.
7 Awesome iPad Apps for Trade Shows
Engage trade show booth visitors by integrating iPad technology into your next exhibit. The use of iPads in trade show exhibits is on the rise – and with good reason. This easy-to-use tablet can showcase videos, new products and demonstrations in a digital and interactive format. Trade show attendees can freely navigate the content and select material based on their unique interests. Not only will these tablets attract the attention of prospects, iPads make it easier than ever to collect leads and custom-tailor your trade show marketing.
The Apple iPad is a portable, Wi-Fi connectable tablet device that offers 11-12 hours of continuous video playback. The Wi-Fi-only 16 GB iPad 2 usually costs around $399. A 16 GB iPad 2 with 3G capability currently sells for $529 on Apple’s website. 32 GB versions are also available.
Wondering what the iPad can do for your next trade show? How about:
- Effortless lead retrieval
- Instant data collection
- Create quick and simple surveys
- Showcase videos and photos
- Interactive games & giveaways
- Demonstrate new products
- Provide relevant product and sales information
Intrigue attendees and drive sales with helpful trade show apps for iPad. The following iPad apps for trade shows will enhance the experience for visitors and booth staff.
QuickTapSurvey
Build targeted customer profiles with this iPad survey app. It’s ideal for market research, instant consumer feedback, lead capture, marketing, face to face and kiosk data collection. It’s designed to create fast, simple and engaging surveys for booth visitors.
iLeadsCapture sales leads by entering a badge number or scanning a QR code. Leads are backed up and synced on a secure website. iLeads works with or without an internet connection to help trade show exhibitors identify the best prospects.
iPrizeWheel
Transforms your iPad into a portable game wheel. Use an HDMI output to hook up the iPrizeWheel to an HDTV to build even more excitement around your exhibit. Visitors play a Wheel of Fortune-style game with realistic sound effects and spin motion. Customize the wheel to fit your brand’s image and colors. The premium version features data collecting tools that capture names, addresses, phone numbers and email.
AirVideo
Videos are a powerful attention-grabbing tool. Access and stream your video library anywhere with AirVideo. iPads are smart, but they can’t play certain video formats.
AirVideo stores videos inside your iPad instead of converting and streaming the files. AirVideo supports video formats including AVI, DivX, MKV and a whole lot more without taking up your valuable iPad hard drive space.
UStream Live Broadcaster
Engage a global audience of prospects and social media followers that aren’t able to attend the trade show with live streaming video. UStream enables exhibitors to stream the trade show right from their booth.
FatStax
Sync and store hundreds of PDF files, videos, PowerPoint, Word documents, etc. Trade show booth staff can easily find and send product information to interested customers. It can be used with or without an internet connection. Brand with your own icon, logo, colors and welcome page.
Dropbox
Develop and access an entire library of trade show materials such as brochures, product sheets, photos, videos and more. Information can be shared with consumers from within the app.
Take proper precautions before making the iPad part of your next exhibit. Be sure your booth staff is trained on using the iPad beforehand. While at the show, turn off the iPad time lock to prevent it from entering sleep mode while showing videos. iPad’s have long battery lives, but keep power strips and chargers on hand just in case. Finally, understand that you can’t rely on Wi-Fi. Thousands of trade show attendees will be accessing Wi-Fi which can cause it to slow or even crash. Fortunately there are other internet options on the show floor. You can rent a wireless network and router from the show, turn a cell phone in your booth into a hotspot or add a 3G network to your devices. We’ve personally found turning a cell phone into hotspot to be the cheapest and best alternative for Wi-Fi.
Contact The Rogers Company to learn more about integrating the latest social media techniques into your trade show marketing strategy. The Rogers Company is a full service trade show and event implementation partner providing turnkey services and support for corporate clients throughout the country. Make your next trade show a success with our trade show marketing consultation and planning services.
Pinterest for Trade Shows
Pinterest is one of the most popular social networks in the U.S. If you aren’t overly familiar with Pinterest, it’s a social network for sharing photography and videos. According to Pinterest, the site is designed to let you “organize and share all the beautiful things you find on the web.”
Users post (pin) images and videos to interactive virtual bulletin boards (pinboards) that focus on shared passions, inspirational themes, items they wish to purchase and more. Believe it or not, this social bookmarking site is responsible for driving more traffic to company websites than YouTube, LinkedIn and Google+ combined. Tons of brands and companies are taking advantage of Pinterest for their promotional and branding efforts, so why not use it to bolster excitement for your upcoming trade show? If employed correctly, Pinterest can be a valuable component of your trade show marketing plan.
Here are a few ideas for promoting your next trade show on Pinterest. Pinterest 101 – Getting Started
- Use your company name as your first and last name on your profile. Be sure to include popular keywords in your company description as well as a link to your website.
- Begin following Pinterest users. Many will return the favor and follow your account. Interact with pinners through comments, likes and repins (adding their photo to your board).
- Add a link back to your website, trade show website or company blog for each image posted. These will drive traffic back to your website or the trade show website.
- Connect Facebook and Twitter accounts to Pinterest.
- Use keywords in image descriptions so they are easily searchable.
Pinterest for Pre-Trade Show Marketing
- Announce your Pinterest presence on your company blog, social media networks and newsletters.
- Start creating pinboards. Create a board that tells the story of your company and values. Design lifestyle pinboards with photos that symbolize your brand’s message or inspirational collages. Consider product pinboards or pinboards filled with photos of corporate events, fun employee pictures, etc. Use images to tell client stories. Develop a pinboard including photos of your company preparing for the trade show. Don’t be afraid to weave humor into your boards. The possibilities are endless.
- Crowdsource. Ask users to pin images to your boards or create their own pinboards. These boards can showcase an upcoming trade show, unique uses for your products, reinforce your brand message, follow a chosen theme, etc. Get creative.
- Construct boards with images from past trade shows and encourage previous participants to add their images to your boards.
- Upload trade show related YouTube videos to your Pinterest boards.
- Once trade show plans are in place, invite pinners to post photos of their favorite places and things to do in the city where the trade show is happening.
Using Pinterest During the Trade Show
- Let users live vicariously through your company. Post daily photos of the trade show venue, staff photos, booths, presentations, photos of employees enjoying local spots in the city where the trade show is held, etc.
- Make your pinboards a collaborative effort. Tell visitors and trade show attendees about your Pinterest site. Invite them to pin their event photos and videos to your boards.
- Share Pinterest photos on Twitter using the specific trade show hashtag.
Pinterest for Post-Trade Show Marketing
- Create pinboards for your latest trade show and add your favorite images.
- Encourage trade show attendees to share their photos. Repin & comment on event photos posted by others.
- Include Pinterest photos in your company blog, social network posts and email blasts.
- Remain active in the Pinterest community by following other users, repinning appropriate images to your boards, commenting on images, etc. Make it a point to post regularly.
- Pin regularly to drive steady traffic to your website. Add images from your website or blog and the images will be hyperlinked back to your company site.
Pinterest isn’t just an amusing and creative social network full of dynamic images. It’s an outstanding marketing tool. By sharing images, utilizing crowdsourcing tactics and interacting with users, Pinterest presents a unique way to connect with your audience. Sign up for Pinterest and take advantage of an excellent opportunity to promote your next trade show event and your organization. Check out these other ways companies are using Pinterest - http://www.socialmediadelivered.com/2012/03/14/top-20-companies-on-pinterest-from-social-media-delivered/
Mobile Scavenger Hunts for Trade Shows
Mobile scavenger hunts are a powerful strategy to encourage trade show attendees to network with exhibitors, seek out additional information on participating organizations and spend more time on the show floor. Implementing a mobile scavenger hunt is surprisingly uncomplicated thanks to a variety of useful mobile apps. Not to mention, these interactive games greatly benefit both trade show organizers and trade show vendors.
Benefits of Mobile Trade Show Scavenger Hunts for Organizers
Mobile scavenger hunts entice participants with a state-of-the art interactive learning experience. Any attendee with a mobile device can participate! Organizers can mold the hunt to align with the event’s primary goals and objectives. Mobile scavenger hunts boost engagement between attendees and exhibitors, increase trade show display traffic and expand sponsorship opportunities and revenue.
Benefits of Mobile Trade Show Scavenger Hunts for Vendors
Trade show treasure and scavenger hunts are an excellent way to showcase your company and achieve your event goals. Enthusiastic attendees will visit your booth to inquire about your products and services. Scavenger hunts offer increased opportunities for quality lead generation and help promote brand awareness. Participants have access to company information before, during and after the trade show on their mobile device. Mobile scavenger hunts are designed so trade show attendees will seek out exhibitors and visit displays to retrieve more information about participating companies. Scavenger hunt clues can be hidden inside trade show displays, product literature, banners, or revealed during a conversation with a trade show booth staffer. Clues and answers can also be disclosed during a presentation by a keynote speaker or obtained by scanning QR (quick response) codes. If utilizing QR codes for the scavenger hunt, a unique QR code is necessary for each challenge. These versatile codes make it easy to pose a question, provide a new challenge, direct attendees to a company website where the answer is located, etc. The options are limitless. Keep in mind that some attendees may not be familiar with QR codes, so it’s best to include instructions near the codes.
Mobile Scavenger Hunt Apps for Trade Shows
Designing a mobile scavenger hunt for a trade show is simple thanks to an array of mobile trade show apps. The following trade show mobile apps can assist with development and implementation of a trade show scavenger hunt. Essentially, they have everything you need to host a mobile scavenger hunt.
Scavify uses challenges and rewards to drive traffic and encourage interaction at the show.
Duelbox integrates trivia, engagement and brand building for a fun user experience.
Eventzee adds quizzes and team building to the scavenger hunt experience.
No matter which solution you choose, mobile scavenger hunts are a great way to bring added excitement to your next trade show or event. The experts at Rogers can help you to integrate your booth properties into your scavenger hunt experience. Reach out to us below for display ideas to support your trade show gamification.
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Defining Your Trade Show Objectives
Before choosing a trade show, it’s essential to determine your trade show objectives. Identifying trade show objectives will help your company select the best trade shows to appeal to your target audience. A distinct plan will ensure success before, during and after the trade show. Most importantly, well-defined trade show goals can improve your ROI and help your company spend trade show money efficiently. Every business has unique trade show objectives. Be careful not to go overboard. Select one to three goals for each show and measure them closely. Here’s a short list of common trade show objectives to get you started:
- Obtain qualified sales leads
- Generate revenue with new sales
- Increase sales with existing customers
- Introduce a new product or service
- Educate clients and prospects about your products and services
- Branding and building company awareness
- Promote your industry
- Conduct market research
- Recruit new employees and partners
- Gain media exposure or publicity
- Meet new distributors, suppliers and representatives
- Learn about the competition
- Participate in speaking engagements
- Demonstrate and highlight new products or technology
Don’t attend a trade show for the sake of attending a trade show. With clear objectives in place, you’ll be able to select the right trade shows and present relevant information to attendees. This will help ensure your investment pays off by strengthening customer relationships and generating profitable sales leads.
Promoting Trade Shows with Social Media
Social media has the potential to turn your upcoming trade show into a “must-see” event and is an invaluable tool for pre-trade show promotion. It’s also an excellent way to update non-attendees about the latest products, events, news, etc. Social media keeps customers and prospects in the loop so they know what your company has to offer. If you aren’t incorporating social media into your existing pre-show marketing strategy, you are missing a significant opportunity to reach a large audience. Don’t fret if you haven’t established a corporate presence on Facebook, LinkedIn, Twitter, Google+ or YouTube. Start now. Build pages on these sites and work to obtain followers and connections.
The easiest way to grow your social network is through consistent engagement. Reach out to others and they will return the favor. Once established, here are a few pre-show strategies to promote your next trade show event with social media:
Combine social media with traditional pre-trade show promotions Encourage people to follow your company on Facebook, Twitter, etc. on your blog, direct mailers, emails, press releases, etc. Entice them with special promotions, contests and event news. Share blog posts and create event postings on social media.
Promote trade show events on social media networks There’s thousands of ways to successfully promote your trade show event on social media. To begin, discuss the trade show on your company blog, LinkedIn, Facebook and Twitter. Share some insight and quips about the trade show agenda, speakers, topics and industry trends. Engage your audience by asking questions about what they would like to see and encouraging discussions on the latest industry trends. Tweet regularly about the upcoming show and find out if there is a specific trade show (#) hashtag. Locate potential attendees based on their posts and bios and send them personal invites. Ask your staff and sales team to promote the event on their own networks. Word will get around.
Be Seen Don’t be afraid to use videos. Why not create and upload a few noteworthy videos for your company’s YouTube channel? Use the trade show name in the video title so it’s easily searchable. Then, share your videos on your website, blog and across all other social media channels.
Everyone loves a contest Tempt visitors to your trade show booth with giveaways. Urge attendees to follow you on Twitter or “like” you on Facebook for a chance to win a prize at the trade show. It’s wise to give away a few smaller prizes, and then raffle off a more extravagant item (perhaps a new laptop, iPad or tickets to a sporting event). Require participants to visit your trade show display to claim their prize. Social media is a phenomenal and cost-efficient way to leverage your online presence. Companies who engage others and stay active on social media sites can attract a much larger audience and increase brand awareness without spending a ton of cash. It’s a win-win situation. Contact The Rogers Company about the latest social media trends to apply in your next trade show marketing plan.
Using QR Codes in Your Trade Show Marketing Strategy
QR codes are everywhere lately. Since they are a free and fun way to attract prospects, countless brands and companies are adding QR codes to their marketing strategies. Mobile use is skyrocketing and QR codes provide a simple way to tap into the growing mobile market. QR (quick response) codes are small, square-shaped 2D mobile bar codes.
When scanned, the trade show QR code takes the user to a specific landing page. The landing page depends on your campaign goal, but should be employed as a call to action. When used in conjunction with other marketing efforts, QR codes can drive additional traffic to your trade show booth, direct visitors to your website and increase brand awareness. There are a lot of free QR code generators online.
QA Code Strategies for Your Next Trade Show
Trade shows are a great way to get your name out there, but without the right QA code strategies in place, you might be missing out on some key opportunities. Here's how to make sure that doesn't happen!
Pre Trade Show Promotions
QR codes for pre-trade show promotions. Through social media, emails, printed invites, your website, blogs, etc. entice prospects with QR codes letting them know what your company offers. Capture their interest with promotions, contests or a special deal.
Let your readers know there is something in it for them if they scan the code. Provide prospects URL’s for free downloadable QR code scanner or camera apps.
Use QR Codes to Replace Printed Material
Why not use QR codes instead of printed materials. Create a large sign or place QR codes in your trade show booth graphics. While you’re at it, feel free to put QR codes on other promotional materials (stickers, press kits, posters, etc.).
Make it easy for trade show attendees to scan and receive your company news and information via email. What better way to promote your “green” side than eliminating excess paper waste?
Create a Contest
Turn your QR code into a contest. Give away a prize to a lucky winner who scans the QR code. This gives people an incentive to visit your trade show booth and also check out your website. Make sure the prize is worthwhile to prospects so you don’t waste their time and effort.
Promotion through QR Codes
Promote yourself. If you are speaking at a trade show event, see if you can include a QR code in the trade show promotional materials. This gives attendees a way to gain more tips or learn about you and your company.
Social Media Marketing
Use QR codes to grow your social media following. Direct prospects to your social media channels and give them a chance to connect to your brand on a more personal level. Software is available to measure and monitor conversion rates.
Before launching a QR code campaign, set clear goals for integrating QR codes into your trade show exhibit. Determine what you need the QR codes to accomplish, whether it’s driving sales, increasing brand awareness or educating consumers about a product.
Finally, don’t forget to test the QR codes before adding them to your trade show materials. Optimize your content for mobile and see how it looks on various devices. Make sure your codes are easy to scan and trade show booth staff is educated on how to help visitors with the technology. Set up QR code analytics to track and measure your success.
Calphalon at IHA 2012
Calphalon: This stunning 20’x40’ exhibit was designed and built for Calphalon, Division of Newell Rubbermaid. It debuted to rave reviews at the 2012 International Home + Housewares Show in Chicago, IL. Calphalon’s high quality up-scale cookware was displayed on rich wood grain cabinets and pedestals that featured solid surface counter tops and LED down-lighting. The booth also featured 3D metallic logos, unique magnetic racking for their cutlery display, and an illuminated fabric ceiling which greatly added to the overall cozy and inviting ambiance of the exhibit.
Butler Home Products at IHA 2012
Butler: With so many great products to display, Butler Home Products shined with this exciting, new 20’ x 130’ exhibit in the front of North Hall at the 2012 International Home + Housewares Show in Chicago, IL. The dramatic fabric towers varied in height, the tallest being 24’ and were staggered in such a way so as to allow visibility through the booth while welcoming visitors through the dramatic entrance way. The booth’s bright colors and powerful branding played a starring role as attendees entered the show hall. The light weight fabric towers drew attendees down the center of the exhibit which featured vignette after vignette of Butler’s wide range of products and brands.
Booth at EXHIBITOR2012
On the right you will see our new product we launched at EXHBITOR2012 in the new product showcase. On the left you will see our cause marketing campaign for Dream Foundation, a non-profit organization serving the final dreams of adults facing life-limiting illness. We created a digital gift wrap design station where we had our booth attendees create one-of-a-kind digital wrap paper for the Dream Foundation's Toy Program, that services the children of terminally ill adults.
The Rogers Company booth at EXHIBITOR2012
The Rogers Company Supports Dream Foundation Cause with Campaign Fundraiser
The Campaign: The Rogers Company has partnered with Dream Foundation to help raise funds and awareness of their cause. The generous sponsors listed below, along with matching donations from The Rogers Company have raised $4,000 to date. This is the equivalent of making four dreams come true! Although the initial goal has been raised, the campaign will be open for additional donations throughout 2012.
About Dream Foundation: Dream Foundation is a non-profit organization serving the final dreams of adults facing life-limiting illness. As the premier and largest wish-granting organization for adults, Dream Foundation has been granting peace, happiness and closure at the end of life’s journey for thousands of dreamers every year.
Seven Deadly Exhibiting Sins and How to Avoid Them
Since exhibiting comprises so many different components and functions, it's no wonder that we make blunders trying to remember everything that needs doing. However, some are more lethal than others and as such should be avoided at all costs. The following seven points fall into that category.
Learn to avoid them and you will increase your chances for a more successful and profitable tradeshow.
Sin #1: Failing to have a proper exhibit marketing plan.
In order to make tradeshows a powerful dimension your company's overall marketing operation, there must be total alignment between the strategic marketing and your exhibit marketing plan. Tradeshows should not be a stand-alone venture. Know and understand exactly what you wish to achieve - increasing market share with existing users; introducing new products/services into existing markets or into new markets; or introducing new products/services into new markets. This is the nucleus on which to build your program, which should include pre-show, at-show and post-show promotional activities. Know whom you want to target and then consider having different promotional programs aimed at the different groups you are interested in attracting.
Sin #2: Failing to set quantifiable exhibiting goals.
Goals, or the purpose for exhibiting, are the essence of the whole tradeshow experience. Knowing what you want to accomplish at a show will help plan every other aspect - your theme, the booth layout and display, graphics, product displays, premiums, literature, etc. Exhibiting goals should complement your corporate marketing objectives and help in accomplishing them. Make sure they can be measured after the show to establish how well you did.
Sin #3: Failing to build brand awareness with your booth.
On the show floor your exhibit makes a strong statement about who your company is, what you do and how you do it. Everything your company stands for, no matter how large or small, is being exhibited on the show floor. This means that there needs to be total consistency, congruity, clarity and focus in every aspect of your exhibiting program, before, during and after the show. The purpose of you exhibit is to attract visitors so that you can achieve your marketing objectives. In addition to being an open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit to your prospect. Opt for large graphics rather than reams of copy. Pictures paint a thousand words while very few attendees will take time to read. Your presentations/demonstrations are a critical part of your exhibit marketing. Create an experience that allows visitors to use as many of their sense as possible. This will help to enhance memorability.
Sin #4: Failing to give visitors an incentive to visit your booth.
Whatever promotional vehicles you use - direct mail, broadcast faxes, advertising, PR, sponsorship, and the Internet, make sure that you give visitors a reason to come and visit you. With a hall overflowing with fascinating products/services, combined with time constraints, people need an incentive to stop at your booth. First and foremost their primary interest is in "what's new!" They are eager to learn about the latest technologies, new applications, or anything that will help save them time and/or money. Even if you don't have a new product/service to introduce, think about a new angle to promote your offerings.
Sin #5: Failing to have giveaways that work.
Tied into giving visitors an incentive to visit your booth is the opportunity to offer a premium item that will entice them to stop. Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition of your company. Developing a dynamite giveaway takes thought and creativity. Consider what your target audience wants, what will help them do their job better, what they can't get elsewhere, what is product/service related and educational. Think about having different gifts for different types of visitors. Use your website to make an offer for visitors to collect important information, such as an executive report, when they visit your booth. Giveaways should be used as a reward or token of for visitors participating in a demonstration, presentation or contest, or as a thank-you for qualifying information about specific needs etc.
Sin #6: Failing to realize that your people are your marketing team.
Enormous time, energy and money are put into organizing show participation - display, graphics, literature, premiums, etc. However, the people chosen to represent the entire image of the organization are often left to fend for themselves. They are just told to show up. Your people are your ambassadors. They represent everything your company stands for, so choose them well. Brief them beforehand and make sure they know: why you are exhibiting; what you are exhibiting and what you expect from them. Exhibit staff training is essential for a unified and professional image. This means making sure that they sell instead of tell; they don't try to do too much; they understand visitor needs; they don't spend too much time with visitors; and finally, they know how to close the interaction with a commitment to follow-up.
Sin #7: Failing to have a proper follow-up plan.
The key to your tradeshow success is wrapped up in the lead-management process. The best time to plan for follow-up is before the show. Show leads often take second place to other management activities that occur after being out of the office for several days. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organized, systematic approach to follow-up. Establish a lead handling system, set time lines for follow-up, use a computerized database for tracking, make sales representatives accountable for leads given to them, and then measure your results.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, working with companies to improve their meeting and event success through coaching, consulting and training. Author: "Meeting & Event Planning for Dummies," and "Riches in Niches: How to Make it BIG in a small Market" (May 2007). Website: www.thetradeshowcoach.com
In addition to custom building branded trade show environments, The Rogers Company is also a full service trade show and event implementation partner providing turnkey services and support for its corporate clients throughout the country.
Planning Successful Pre-Event Promotions
76% of tradeshow attendees know what companies they plan on visiting before they even arrive. Pre-event promotions play an important role in getting on attendees’ “must-see exhibit” list. For successful pre-event promotions that attract attendees’ attention and mindshare, consider the 5 W’s:why, who, what, when, and where. Why? While show organizers build overall event attendance, you obviously want to drive traffic to your booth. But less than 20% of exhibitors actually conduct some form of pre-show promotion. As mentioned above, 76% of attendees come to an exhibition with an agenda. Pre-show promotions get guests to schedule time to visit your booth—research has shown they can increase attendance to an exhibit by up to 33%. (Source: CEIR) Who? A good list is critical. Use these sources to create a list of specific audience segments you want to visit your exhibit.
- The show organizer list is popular since it provides contacts that will actually be at the show. (Be careful with timing your order to get as many names as possible, but don’t wait so long your promotions arrive too late.)
- If attendees return to your show year after year, pull a list of leads from previous events.
- Use your house list of existing clients and best prospects. Even though they may not be attending the show, existing contacts may find value in what you’re doing at the event.
- Explore purchasing names from relevant industry publications or associations, or even a third-party list broker.
What? Use a multi-touch, multi-channel promotion campaign that reinforces your overall marketing message. For best results, include a “call to action” like visiting your booth, downloading educational content from your website, or becoming a follower of your social media efforts. Where?
- Advertise in conference programs or directories, or on billboards, taxi tops, or mobile trucks.
- Use direct mail campaigns. Think beyond postcards, and consider formal invitations, or interesting three-dimensional mailers.
- Instead of traditional email campaigns, use PURLs for even higher response rates.
- Get social. Use the conference hashtag, create Facebook or LinkedIn events, and more.
- Create an event-specific microsite.
- Place web banners on the conference website.
- Sponsor on-site signage, room drops, or hotel keys.
When? Create a timeline for creating and distributing your pre-event promotions that includes time for brainstorming, production and distribution. Start brainstorming at least three to four months out, so you can start production at least two months prior to the event. Depending on what kind of promotions you’re using, you may start sending the first promotions as early as one month out, with continual touches leading up to the show (a “rolling thunder” effect). Many exhibitors tie anticipated receipt of their direct mail campaign with digital marketing efforts so the campaign is more likely to cut through the clutter. And don’t forget to monitor response rates, open rates and clickthroughs, making adjustments on the fly as needed. By considering the why, who, what, where and when, you’ll create successful pre-event promotions that get attendees to put you on their must-see list—and ultimately create more successful event programs.
For more information on effective pre-event promotions, contact The Rogers Company. In addition to custom building branded trade show environments, The Rogers Company is a full service trade show and event implementation partner providing turnkey services and support for its corporate clients throughout the country.
5 Ways to Take Advantage of Tension Fabric
Tension fabric systems are great. They're lightweight, easy to ship and store, and changing logos, images, and colors is a snap. So why do some booths completely miss the point of this fantastic design tool and building material? Companies who use tension fabric systems tend to recreate the square boxes that they've always called home at trade shows. When we're presented with a versatile technology we tend to see it as a better version of something old but we don't let our imaginations really sore with it. Here are some ways to go above and beyond with tension fabric:
1.) Don't be tempted to think only square. Yes, 90 degree angles are great, and sometimes appropriate, but you don't need to fill your booth with them. Fabric can easily be rounded to create a vast array of shapes. Transporting show attendees to another world is a great way of getting out of the office environment. You don't need to recreate the boxes that we work in everyday. Unique shapes and rounded corners opens minds which can be a great way to interact with customers and prospects.
2.) Let It Soar Tension fabric systems can soar above your booth, attracting attention from far away and creating a cool atmosphere inside. While you may be restricted from hanging signage from the show ceiling, you usually can build fairly high. While double-decker booths used to be the epitome of expense, tension fabric systems can give you the illusion of grandeur without the same expense.
3.) Light It Lighting is often ignored but can be a dramatic element to add to a booth. Lighting can transform your booth continuously throughout the show. Furthermore, you can change lighting easily for different shows. With tension fabric, back lighting can create dramatic elements like glowing walls, free shapes, columns and cubes. Back projections can animate logos and show product images. Again, these are dramatic elements that are very economic and easy to change.
4.) Totally Rely on It Many companies use tension fabric for one or two elements of their booth. Don't' be afraid to totally rely on it for your entire boot design. Decorative elements along with more structural elements like walls and ceilings can be created from tension fabric. Designing your entire booth from tension fabric opens a world of possibilities to you now and in the future.
5.) Fabric is green! The very nature of fabric is environmentally friendly. It requires no trees to be harvested. Fabric is light-weight so that means less fuel is required for transport and in many applications recyclable, light-weight aluminum tubing is used for the structural support. Printed fabrics today are also available that contain only solvent free inks and dyes! So fabric is very green!
Time Lapse Video of ABBs Annual Private Trade Show
This is a very unique time lapse video which features from beginning to end, the complete show-floor set-up, the show itself and the dismantle of ABB's annual private event, Automation and Power World 2011 held in Orlando, Florida. The Rogers Company acted as the General Contractor and produced and managed the entire event in conjunction with ABB. From the exhibits, graphics, electrical, Audio/Visual, to logistics and more, The Rogers Company helped ABB bring Automation and Power World to life.
To read more about Private Ship Events, check out our Automation and Power World Case Study.
Contact us if you are interested in learning how Rogers can support your next event.
Flexible LED Screen
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?
The Rogers Company has been an award winning designer and manufacturer of branded environments for trade show exhibits, corporate events, lobbies, showrooms and retail environments - essentially any place where communicating your brand is vital.
Don’t Exhibit, Don’t Demo, Solve a Problem
If you think about the word exhibit, it's really linked to museums. Whether it's art or natural history, an exhibit is something that you go to see, walk through, and then leave. The same thing is true with a demonstration. It's not quite real. It's ONLY a demonstration.
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.
In addition to custom building branded trade show environments, The Rogers Company is also a full service trade show and event implementation partner providing turnkey services and support for corporate clients throughout the country. Contact The Rogers Company to learn more about our range of client services including trade show marketing consultation and planning.
Reaching Top Decision Makers at Trade Shows
Reaching top decision makers is usually a major priority for trade show exhibitors. Jeffrey Blackwell, president of The Rogers Company recently contributed to 1-to-1 Media on the topic. His article, Reaching Mr. or Ms. Big outlines ten strategies for achieving this goal.
Reaching Mr. or Ms. Big Blanket Branding is Great, But How Do You Reach the Top Decision-Makers Walking the Trade Show?
Trade shows are a great way to get your brand out there, meet new prospects and customers, and simply have a presence at a long established event. But what about that top decision maker that you'd like to reach: the CEO or the Senior Vice President or the manager that needs to see your product? How do you entice him or her to visit your booth?
If you think that trade shows aren't an appropriate medium for establishing this type of connection, think again. High-level decision makers are incredibly busy, but asking them for 10 minutes of “floor time” is a lower threshold than setting up an initial appointment at Ms. Big’s office that might wind up getting bumped down to a lower level person. Here are some strategies for reaching the select group of high-level decision makers that are essential to building your business:
1.) Be Proactive Use pre-show mailers and/or pre-show invitations to pave the way toward getting Mr. or Ms. Big to come to your booth at the show. Don’t leave it to chance that they might show up or might have heard of your company. Send them something that will motivate them to visit your booth. For some ideas as to what this might be, keep reading.
2.) Two Part Give Away Imagine getting a remote control, but no TV. Or a pair of high-end head sets, but no iPod. Or a golf bag without the clubs. In other words, a valuable gift with a vital missing piece with an attached note promising the rest of the gift at the show. Sounds silly but it works. Direct mail companies are reporting up to 75% response rates from this type of promotion. The threshold for response is pretty low – stop by and get the gift. The gift has to be premium, but this type of marketing is very targeted.
3.) Educate Your Audience Education is a powerful sales tool. People love to learn stuff – that’s why so many of us watch the DIY or food networks; use your trade show display to both introduce and train attendees on what your product or service can do for them. Use in-booth demonstrations, video presentations, or live presentations. And if your budget can handle it, hire relevant celebrities or spokespeople to appear in your booth. Having a famous expert in your field tout your product in front of a live audience is a great motivator, regardless of whether they’re famous or a key member of your team. You might even consider having your CEO or COO present a high-level talk on the impact your new product or service can have on your client’s business. If you do this, be sure to include it in your pre-show marketing.
4.) Create an Inviting, Comfortable Space A place to sit down and relax is actually rare at a trade show. Having booth space that is comfortable with food and drink available (if trade show organizers allow it) could be a welcome respite from a busy day at the show...and a good time and space for you to connect with "The Bigs."
5.) Sneak Peek Often, companies focus on trade shows as a place to launch new products and services. Suppose you gave decision makers a preview of a product launch that may be a few weeks or months away? This could be anything from a closed, invitation only demonstration to a select group, to a one-on-one presentation. Invitation only previews at trade shows give you the chance to connect at a high-level with a company without having to get past the usual gate keepers.
6.) Hold an In-Booth Party Take advantage of show approved in-booth events such as cocktail hours or breakfast breaks. Send invitations prior to the show but also bring some eye-catching printed invites along to put in the hands of decision makers when you see them at the show.
7.) Know Your VIP’s Create a list of VIPs and make sure that your booth greeters at the reception desk are in charge of that list at all times. This ensures that when a decision maker stops by, they are engaged promptly and concisely. You only have one chance to impress someone at this level.
8.) Let the Benefits Do the Talking Business decision makers always look for benefits. Tell them how your product can save them money or increase market share. Doing your homework with companies also goes a long way. “Dear Mr. Smith: I believe that I can help you increase your line speeds by more than 25%. I would do this by...” Give them some information but always leave things open to discuss further at the show.
9.) Offer Special Event Promotions Force decision makers to decide. 25% off equipment purchased at the show in an exclusive invitation sent directly to your target prior to the show, can be a strong impetuous to buy. A promotional offer, especially one that has an element of exclusivity to it, can help create a personal connection that may be valuable down the road. If you do take orders at the show, both iPhone and Amex have an APPS for automatic credit card purchases. Or make certain that you have order forms on hand for filling out and signing off. This ‘seals the deal’ and gives you instant ROI, (and sometimes and an instant raise from your boss!)
10.) Connect Online Many decision makers are on LinkedIn and other social media sites. Connecting with them there is a great way of getting past the stream of email they get every day. Also, you can connect with them through groups instead of direct contact (which can be a taboo if you don't actually know them). Join groups associated with the trade show or with your industry and then look through the other members. Usually groups in LinkedIn allow you to message other members.
Overall, targeting individuals to come to your booth requires planning, execution, and a real commitment to making it happen. Building long term relationships with these folks will be better for your business today and tomorrow, so it’s vital that Mr. Big or Ms. Big know they’re important to you. Utilizing some of the tips provided here can go a long way toward achieving your objective of building the relationship with key decision-makers that will help propel your business forward.
Van Rogers: Trade Show Visionary
Van Rogers was definitely a quirky guy from another era. Sporting a ten gallon hat and a waxed mustache, 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.
The Rogers Company Celebrates 65 Years in Trade Show Design and Building
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.
Watch an interview with Jeff Blackwell, president of Rogers.
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 offers. “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.”
