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Trade Show Logistics
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Before After
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Before After
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Topic Overview• Budgeting
• Show Venue Options
• Staffing & Preparations
• Booth Size & Location
• Advertising & Promotions
• The Tool Kit
• Lighting
• Shipping Options
• Order Taking
• Sales Goals (Pre, During and Post Show)
• Budgeting
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$$$ BUT HOW MUCH IS IT GOING TO COST? $$$
• PRE SHOW
– Booth Fee (10x10 w/ corner) $2,250
– Advertising $900
– Postcard Mailing $900
– Display Materials $1,000
– Order Forms (500@ $.30) $150
– Light Kit $250
– Electric Service $130
– Misc. Rental $50
– Transportation $100
– Freight/Shipping $300
• Subtotal $6,045
• DURING/AFTER SHOW
– Hotel @ $175/Night (6 nights)$1,050
– Per Diem @ $45/day x 2 x 6 days $540
– Freight/Shipping $300
• Subtotal $1,590
• BASIC 10 x 10 SHOW TOTAL $7,935
• Additional Booth $2,000
• Additional Travel $800
• ADDITIONAL SHOW TOTAL - $10,735
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So Many Shows, So Much…Money…!
• Smaller/Regional $-10x10 $-Corner Show Mgt
– Orlando $1,375 $250 Urban
– Philadelphia $1,445 no fee Urban
– Seattle $1,765 w/electric Urban
– Chicago/Windy City $1,600 NA Urban
– Boston $1,690 $150 Urban
– Smoky Mtn. (NC) $2,000 $100 Urban
– Los Angeles $2,200 $200 Urban
– San Francisco $2,350 w/lightsUrban
– Dallas $2,575 $325 Dallas Mart
• Bigger/National
– Stationery/NY $2,970 $400 George Little Mgt
– Atlanta $3,547 $375 AmericasMart
– NY NOW $4,000 $450 George Little Mgt
– Natural Prod. Expo $5,250 $380 New Hope Media
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How to Get the Best Trade ShowLocation, Location, Location
• Visit Before You Exhibit– See the place; talk w/ other exhibitors; and …
• Meet the Division Manager– They’re more likely to promote you if they know you
• Create Good Visual Presentation Materials– Good spaces are allocated to well presented product
• Write a Good Letter to put on File– Why you deserve a good location?
• Be Persistent, and Always Polite– Keep checking on availability
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Advertising & Promotion• Post Card Mania, PS Prints, Overnight Prints
– 5,000 postcards & postage for $900
• E-Blast – Constant Contact or custom made
• Fax-Blast – jBlast.com, Faxbb.com
• Shipping Inserts – In-house production
• Out Calling – Combined w/ customer service calls
• Show Directory Ad – Atlanta: $1,200 for 1/4 pg
• Trade Magazine Ad– Gift Shop News, Insight Retailer ($950 for 1/3 pg)
• FTF Marketing– Web Listings & Exhibitor Locator List at the shows
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Basic FTF Booth Aesthetics
- Cover the Show Curtains!- Use a material that complements your product.
- Use Your Company Logo- Skip the standard issue sign by the show.
- Provide for Good Lighting - Make it stand out, and avoid ‘blue halogens’
- Then Put Your FTF Exhibitor Locator Bin Out Front!- Branding and co-promotion is key
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Display Structure – Hard Walls
Particle or Ply Board
4’x8’ sheets =$25 - $40ea
Can display nicely but hard to ship
Foam Core Panels4’x8’ 1/4” sheets = $24ea4’x8’ 1/2” sheets = $34ea
PROS-- Professional appearance- Paintable to any color- Provides strong booth aesthetic
CONS-- Slow to set up, Expensive, Wasteful
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Display Structure – Inner Walls
- Slat Wall- Panel Wall- Grid Wall- Etc.
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Shelving & Display StandsSources Can Include:- Ikea- Pier 1- Home Depot
EasyPedestal.com, $30 – $60 / stand
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Display Structure – Door Panels
Hollow Core Doors
36” x 80” = $25ea
PROS-- Paint & repaint any color- Substantial appearance- Easy for light attachments- Easy for hanging flat items
CONS-- Bulky to ship- Can be damaged
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Display Structure – Flooring
WonderMat.com
Displays2Go.com
$200 for 10x10
PROS-- Fast to put down- Soft under your feet- Provides booth aesthetic
CONS-- Bulky to ship- Additional set up time- Can move on top of carpet
-Fix w/ Carpet Tape
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Display Structure – Curtains
Fire Retardant Fabrics:- fr RoseBrand.com
Spray On Fire Retardant :- Safe-T-Guard, $40/gal.fr DharmaTrading.com
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Display Structure – Pop Ups
PROS-- Fast to set up- Impressive presentation- Communicates story
CONS-- Bulky to ship- Additional set up time- Can move on top of carpet
-Fix w/ Carpet Tape
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Shipping – Freight Carriers
• Yourself!
• UPS Trade Show Freight: 800-988-9889
• Exhibit Transfer Inc. (ETI): 866-749-2150
• Preferred Show Carrier– Show Caravan Between Shows
SAMPLE COST: One 400 lbs Palette fr MA to NY, $350
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Shipping – By Car!Then Get it to The Booth-Loading Dock- Hand carry
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Palette Etiquette – Shrink it Good!
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Shipping – Crate ‘em Up!• Costly to make or buy
• Heavier to ship
• But protects Your Stuff
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Electric & Lights – First the Service
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Electric & Lights – Rent or BuyShow Kit- $155 to rent
Your Kit- High End $75 - $100 ea- Low End $5-25 ea
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Electric & Lights - Options-High End $75 - $100 end Low End $10-25 ea
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Electric & Lights – Track Style
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Taking OrdersiPad/Scanner Systems-Bluealligator.com
-(SalesPresenter)-LettuceApps.com-GoShowIt.com-Handshake-App.com
-$25 - $60/monthBudget-iPad Mini $300-Socket ‘Mobile’ $175
-2 Sets for $950
But Requires Barcodes!
2 part order forms $.30ea
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Collecting Prospect Information
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Collecting Sales Information
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$$$ BUT HOW MUCH IS IT GOING TO COST? $$$
• PRE SHOW
– Booth Fee (10x10 w/ corner) $2,250
– Advertising $900
– Postcard Mailing $900
– Display Materials $1,000
– Order Forms (500@ $.30) $150
– Light Kit $250
– Electric Service $130
– Misc. Rental $50
– Transportation $100
– Freight/Shipping $300
• Subtotal $6,045
• DURING/AFTER SHOW
– Hotel @ $175/Night (6 nights)$1,050
– Per Diem @ $45/day x 2 x 6 days $540
– Freight/Shipping $300
• Subtotal $1,590
• BASIC 10 x 10 SHOW TOTAL $7,935
• Additional Booth $2,000
• Additional Travel $800
• ADDITIONAL SHOW TOTAL - $10,735