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 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

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 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

Display Structure – Inner Walls

- Slat Wall- Panel Wall- Grid Wall- Etc.

Shelving & Display StandsSources Can Include:- Ikea- Pier 1- Home Depot

EasyPedestal.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

Fire Retardant Fabrics:- fr RoseBrand.com

Spray On Fire Retardant :- Safe-T-Guard, $40/gal.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 BuyShow Kit- $155 to rent

Your Kit- High End $75 - $100 ea- Low End $5-25 ea

Electric & Lights - Options-High End $75 - $100 end Low End $10-25 ea

Electric & Lights – Track Style

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

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