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Reade This

Reade This: Holiday Edition - Because it’ s the season for giving...
Dan Reade
December 22, 2009

Zone 5 is using its creative talents to help others.

More than ever, people across the country and world need support. For some, just to make it through another day.

Fortunately, we are all in a position to help. Do something. Anything.

Zone 5 asked its employees for a wish - one hope for making things better, safer ... livable.

Then, we created. Art directors, production managers and AEs alike turned these wishes into personal expressions of support.

Visit www.zone5.com/causewecare and view the designs and wishes featured in our giving gallery. Then simply click on your favorite.

The three charities with the most support will receive a donation from Zone 5.

Because I’m an artist in my own right …

I designed a wish. And just so you know, I didn’t totally abandon the tradeshow & exhibiting theme this month. For my wish, I decided to create a graphic designed for a light box.  Not just any light box – I’m thinking BIG – I’m thinking airport big.

Does the message work with the medium? I think so. Take a look and let me know if you agree – www.zone5.com/causewecare.

And no, you don’t have to vote for my wish. But boy, that sure would be nice.

Happy holidays. See you in 2010!

For more tips or information on Zone 5’s large format services, contact me at dan.reade@zone5.com or 242.7031.

Be sure to check my blog every month for more useful tips. Click here if you’d like to receive updates automatically.

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Reade This: Pop Up Booths - A Race Against The Clock
Dan Reade
November 4, 2009

You're running late.

The trade show floor opens in an hour and you’re still not at the venue. Your best estimate gets you there with 15 minutes for booth set up. Can it be done? Absolutely.

And to show you how easy (and fast) it can be, I taped myself in action in a race against the clock.  Check out this video and then relax ... most likely, you'll never have to do a set up this quickly.  But it's good to know you can.

Want to learn more about booths? Reade More.

For more tips or information on Zone 5’s large format services, contact me at dan.reade@zone5.com or 242.7031.

Be sure to check my blog on the 5th of every month for more useful tips.  Click here if you’d like to receive updates automatically.

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Reade This: Marrying Your Booth To Your Brand
Dan Reade
October 15, 2009

So I’m officially hitched. Vows have been made and I’m in it for the long haul.

Are you committed, too? Have you registered for your next trade show? If so, here’s a bit of advice to help ensure a happy engagement.

Before they reach the show floor, you have a number of opportunities to make attendees aware of your brand -- brochures, catalogs, pre-show mailings, and social marketing are all effective tools (when used appropriately.) So what happens when they get to the show? More awareness.  Simply stated, you will promote your brand through your exhibit. To do that effectively, your booth must marry your brand.

Your brand is your promise.  To be credible, your promise must be consistent. Therefore, your brand must be consistent. How do you ensure this happens? By following (and possibly creating) a brand standards guide. Comprised of fundamental components such as your logo, color palette, image and element gallery, and messaging strategies, your guide is integral to delivering a consistent, powerful, and most importantly, memorable impression.

Whether you're using banner stands or a 10’ popup booth, a consistent brand is the key to all steps of the selling cycle. The introduction, subsequent recognition and desired long-term relationship are all supported by a consistent brand promise.

And remember, the first impression is the lasting impression. Often, a simple design can be more effective than a complex or cluttered message. (Time for my gratuitous pitch…) Working with a professional full-service marketing agency (such as Zone 5) offers access to specialists devoted to key factors, such as strategy, messaging, design and fabrication – leaving you with the most perfect marriage of booth and brand.

Good luck!

For more tips or information on Zone 5’s large format services, contact me at dan.reade@zone5.com or 242.7031.
Be sure to check my blog on the 5th of every month for more useful tips.  Subscribe here if you’d like to receive updates automatically.

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Reade This: Tradeshow marketing: Ideas to generate interest and sales.
Dan Reade
September 8, 2009

Okay, so your booth is packed and you’re ready for the next trade show.  You have an exciting new product launch and you’re psyched to show it off.

Congrats! – You’re ahead of the game.

Wait. Did you really prepare for the show?

A lot of people forget the primary objective for attending a show is to create prequalified sales leads and connect with as many customers as possible.  This group represents one of your most valuable resources for increasing the ROI of your trade show efforts.

Pre-show Marketing

When preparing for your next tradeshow, you may want to consider pre-show marketing. As part of a strategic and comprehensive plan, it can be very effective in drawing customers to your booth.

Important to note: Pre-show marketing must be a good fit with your overall marketing plan. Truly, there is no “out-of-the-box” solution I can offer you in this blog, but I can provide a list of ideas to consider:

  • Web marketing
  • Direct mail
  • Press release
  • Email campaign
  • Social media marketing
  • Word of mouth
  • Phone calls
  • Blog!!!

At-the-show Promotion

Your pre-trade show marketing will help get people to your booth. Now what? Plan to complement the effort with promotion at the show itself. Again, the “right” tactic is a unique one.  Here are a few things to consider:

  • Brochures and collateral
  • Product demonstrations
  • Web interaction
  • Video
  • Giveaways or a drawing
  • Ensure a qualified staff is available to answer questions
  • Host a reception
  • Get on the show schedule – position yourself as an expert presenter
  • Social media marketing (“Tweet” from the show!)

Follow Through

It’s pretty simple … you have to follow through on the connections you’ve made or else the lead becomes cold. Sure that could be a phone call or letter, but here are some additional suggestions you might consider:

  • Post-show email campaigns
  • A customized company information packet
  • Personalized handwritten note (some things never go out of style)
  • Social media marketing (“Tweet” after the show!)
  • Blog!!!!

Wrap Up

Again, the right tactics are unique to each client. I offered a few suggestions, but the real solutions are consistent with your company's marketing plan and strategic vision. Need help getting started? I hear there’s a full-service marketing agency that might be able to help … word has it they do awesome large format work. (Yes, that was a shameless plug.)

For more tips or information on Zone 5’s large format services, contact me at dan.reade@zone5.com or 242.7031.
Be sure to check my blog on the 5th of every month for more useful tips.  Subscribe here if you’d like to receive updates automatically.

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Reade This: Location, Location, Location
Dan Reade
August 3, 2009

Tradeshow FloorplanQuick question – How do you determine the best booth location at your next tradeshow?

Quick answer – Pull numbers out of a hat, or try pinning the show’s floorplan on the wall and tossing darts.

Okay, okay – I might be getting carried away, but if you wait ‘til the last minute to register, both of these options may be your last.

This brings me back to my first point.  Book early – prime locations go fast.  Locking in your booth location is like obtaining a prime piece of real estate. This location will help determine your level of success.

So what's the best location for a tradeshow booth?

I’m sure you’re aware of the fact that tradeshows are all about being noticed. You can’t be noticed if you can’t be seen, so search for space with the best visibility. Dead-end aisles and spaces obstructed by columns are the first locations you’ll want to avoid.

Try picking high traffic areas such as main aisles, ends of rows, corner spaces, and well-traveled routes to seminars. Entrances or exits are other areas you’ll want to avoid. Can you say bottlenecking? These may be high traffic areas, however, they are often so crowded that visitors may fail to notice your tradeshow display. This overcrowding makes it challenging for exhibitors to see your booth and for you to initiate conversations.

Additional high traffic areas that are decent locations (but not the best) are those near food services and restrooms. Granted, these are also well-traveled areas, but attendees have their own personal agenda when visiting the concessions or restrooms, and your booth may not rank high on their priority list. Furthermore, you may find attendees loitering in front of your booth as they finish their meal and block other attendees from reaching you.

If it’s a repeat tradeshow and last year’s location was ideal, obtaining the same location will help regular attendees find you. However, don’t assume you will be graced with the same neighbors. Always find out where your competition is located, and when registering, avoid positioning your tradeshow booth too close to them.

Let me emphasize again, register early. Many shows have a pecking order, so waiting too long may make for limited choices. You may have to compromise on your booth location but you can always scope out the perfect location for next year’s show.

And remember, you can still drive traffic to your booth with effective pre-show promotions even if you do not end up with the ideal booth space.

For more tips or information on Zone 5’s large format services, contact me at dan.reade@zone5.com or 242.7031.
Be sure to check my blog on the 5th of every month for more useful tips.  Click here if you’d like to receive updates automatically.

 

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