Trade Show Logistics
Before After
Before After
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
$$$ BUT HOW MUCH IS IT GOING TO COST? $$$ 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 •
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
How to Get the Best Trade Show Location, 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
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
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
Display Structure – Hard Walls Particle or Ply Board 4’x8’ sheets =$25 - $40ea Can display nicely but hard to ship Foam Core Panels 4’x8’ 1/4” sheets = $24ea 4’x8’ 1/2” sheets = $34ea PROS- - Professional appearance - Paintable to any color - Provides strong booth aesthetic CONS- - Slow to set up, Expensive, Wasteful
Display Structure – Inner Walls - Slat Wall - Panel Wall - Grid Wall - Etc.
Shelving & Display Stands Sources Can Include: - Ikea - Pier 1 - Home Depot Easy Pedestal .com , $30 – $60 / stand
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
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
Display Structure – Curtains Spray On Fire Retardant : Fire Retardant Fabrics: - Safe-T-Guard, $40/gal. - fr RoseBrand.com fr DharmaTrading.com
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
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
Shipping – By Car! Then Get it to The Booth -Loading Dock - Hand carry
Palette Etiquette – Shrink it Good!
Shipping – Crate ‘ em Up! • Costly to make or buy • Heavier to ship • But protects Your Stuff
Electric & Lights – First the Service
Electric & Lights – Rent or Buy Your Kit Show Kit - High End $75 - $100 ea - $155 to rent - Low End $5-25 ea
Electric & Lights - Options -High End $75 - $100 end Low End $10-25 ea
Electric & Lights – Track Style
Taking Orders iPad/Scanner Systems -Bluealligator.com -(SalesPresenter) -LettuceApps.com -GoShowIt.com - Handshake-App.com -$25 - $60/month Budget -iPad Mini $300 - Socket ‘Mobile’ $175 -2 Sets for $950 But Requires Barcodes! 2 part order forms $.30ea
Collecting Prospect Information
Collecting Sales Information
$$$ BUT HOW MUCH IS IT GOING TO COST? $$$ 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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