1. Trade Shows …an overview by Bob Thomas Exhibit and Event Management

2. HISTORY Middle Ages - Markets - Fairs - Festivals Modern Day - Trade Shows - Public Shows - Private Shows

3. WHAT ABOUT BOB? 20 Years at Battelle (13 in Trade Shows) 13 Years Self Employed Over 700 trade shows in 26 years Conference Management Special Events, Corporate Events Exhibit Sales, Floor Management Presented, Taught, Consulted, Wrote

4. A DIFFERENT KIND OF MARKETING Face to face marketing & sales Three dimensional marketing 24/7 marketing/on stage Prequalified customers come to YOU! B2B Sales opportunities as well Cheaper than field calls (per lead)

5. TRADE SHOW

6. CORPORATE EVENTS

7. ASSOCIATION SHOW

8. PRIVATE/CORPORATE SHOW

9. PUBLIC SHOWS

10. SHOW PRODUCERS (who puts on the shows) Magazine and Newspaper Publishers Trade & Non-Profit Associations Universities, School Groups Cities, Communities, Governments Large and Small Companies Private Individuals or Investors

11. The Cost of Exhibiting Beyond the cost of the exhibit structure Exhibit Space, Selection Process Furnishings, Carpet, Drapery Shipping (storage to show and back) Freight Handling (on-site) Utilities (electric, internet, water, air) Graphics (flat art, hanging signs) Electronics (AV, PC, Theatrical Lights)

12. On-Site Rules Small Booth Setup is Typically OK Large Exhibit Builds = Union Labor Time, numbers, tools, ladders, AV, etc Exhibitor Appointed Contractors Utility Connections, Your Gear Boxes, Freight, Thresholds, and Labor Setup & Dismantle Times/Restrictions

13. Who You Get to Deal With Association or Show Management Housing Bureau General Services Contractors Event Center (cleaning, utilities, F&B) ISP or Wi-Fi Provider (Smart City) Unions (carpenters, teamsters, expos) Shipping/Freight (LTL, Van, Overnight)

14. Exhibit Rules & Guidelines IAEE Construction Rules –Sightlines, Height, Setbacks, Standards Double Deck, Canopies, Columns –Fire Watch, Alarms, Sprinklers Hanging Signs (overhead) –Engineering Sign Off LVCC Halogen Lights Local Fire Marshal Quirks

15. EXHIBITS AND DISPLAYS TYPES Inline Island Portable Custom Tabletop Pavilion

16. INLINE PORTABLE

17. TABLETOP

18. PANEL SYSTEM

19. CUSTOM ISLAND

20. EXHIBIT FUNCTION Exhibit property can provide many functions: An easel for graphic messages & AV Backdrop to hold and display product Color, lighting, mood, & theme setting Divide space for different functions

21. GRAPHICS & BRANDING Tertiary messaging (name, product, tools) Billboard style – 3 to 5 seconds KISS – this is sales on the run! Branding is job #1 Branding beyond the booth Sell before you get to the floor

22. HOW TO ATTRACT Lighting – there’s nothing better Color – gray flowers don’t get the bees Open atmosphere invites them in Movement and activity attract attention Food sells! Cookies, popcorn, bread… Make your images POP! ID your staff (shirt, hat, scarf, badge)

23. MARKETING PLAN Know what your customer wants/needs Tools for your Sales Staff Billboard style displays Target specific to attendees Train staff to sell in TS environment Keep it simple, something will go wrong

24. MORE RESOURCES Exhibitor Magazine ExhibitorOnline.com IAEE IAEE.com Assn of Exhibitions and Events EDPA EDPA.com Designers & Producers Trade Show Week TradeShowWeek.com Meetings & Conventions Mag MCMagcom Trade Show News Network TSNN.com PCMA PCMA.org Convention Mgmt Assn Exhibit & Event Mgt ExhibitManagement.com