Sky News - September 2008
Dear Exhibitors,
Welcome to the September 2008 edition of Sky News. Topics covered in this month’s edition include:
Skyline News
Project of the Month – USC
Exhibition Tips & Tricks
Eye Power
Upcoming Exhibitions, Trade Shows and Events
If you have any feedback about Sky News or need further information about Skyline products and services, please phone us on 1800 077 419 or email us. We welcome any questions or suggestions you may have!
Skyline News
Commerce Queensland Trade Show
Skyline Displays will be exhibiting at the Commerce Queensland Gold Coast Branch Trade Show this Friday, 5th September at the Southport Sharks Functions Centre.
The trade show is open from 9am until 3pm.. If you can make it to the trade show, stop in and say hello to Sam and Adam at the Skyline booth.
Eye Power News
Eye Power is coming up in Brisbane, Sydney and on the Gold Coast. Don’t miss out on the next event near you, register today!
Staff Movements
Fond Farewell
Brett Duckett will be resigning his position within our Queensland Sales Team to take up a position with Skyline in Dubai. Brett finishes at Skyline on the 26th September.
There is little doubt that Brett’s influence on Skyline has been enormous in his 3 ¾ years with us. He has rewritten the record books in relation to sales achievement and coupled this achievement with a profound interest in fostering the success of the sales team and the company in general.
Brett will be missed but we all wish him the best of luck in the future.
Welcome Kraig
It is with great excitement that we announce Kraig Winfield will be joining us to fill the position being vacated by Brett Duckett.
Kraig has previously worked for Symbion/Mayne Health and Bullivant’s. Kraig was with Symbion for eight years before spending a year and a half at City Beach. Kraig brings a wealth of sales, exhibition and marketing experience with him into his new role as Project Manager at Skyline. Welcome Kraig.
Project of the Month
University of the Sunshine Coast
The annual TSXPO is a critical event for tertiary student recruitment. Sunshine Coast University (SCU) needed to create an open stand for this event to allow for the high traffic flow but also allow sufficient space to store their brochures.
AV integration was required throughout the stand, as were literature shelves to display the various faculties material. A 360 degree tower was incorporated into the floor pan to provide large format branding impact that was visible throughout the exhibition venue.
The Skyline Skytruss and Inliten Exhibit provided the perfect solution for SCU to meet their TSXPO objectives.
Contact Skyline today to discuss and design and exhibit to meet your unique trade show objectives.
To view more Skyline exhibit designs visit our online portfolio.
Exhibition Tips and Tricks
Building Your Case for Next Year
First, set up a plan that includes all of the shows and events in which you must participate along with those that you feel your company should participate. Use a spreadsheet to capture all the essential cost details pertaining to each show. If you need help in this area, email us to receive a copy of the Eye Power budget worksheet.
Second, gather all the results you’ve measured from your past year shows to project expected results and prioritize the individual shows in your plan for the coming year. Warning: you can only do this if you have set goals and measurable objectives for shows, and recorded the results as each show was completed. You then have the means to justify your new budget. It also allows you the flexibility to cut back plans without damaging the most powerful elements. Bottom line: you have the confidence and ability to easily cope with uncertainties in budget direction.
Let’s look at a simplified example to see how this process works. Suppose that you set a goal of qualifying 150 sales-ready leads from a major national show. Your actual lead count is 165. For a second show you set a goal of 120 leads, and you gather 108 leads. The results are shown in the table below. Before you conclude that the first show deserves all your attention, you need to determine the ROI for both shows based on ultimate outcome of the leads.
Table 1. Show Performance Based on Lead Goals
Goals |
Actual Leads |
% Achieved |
|
| Show 1 | 150 |
165 |
110% |
| Show 2 | 120 |
108 |
90% |
Let’s look at a simplified example to see how this process works. Suppose that you set a goal of qualifying 150 sales-ready leads from a major national show. Your actual lead count is 165. For a second show you set a goal of 120 leads, and you gather 108 leads. The results are shown in the table below. Before you conclude that the first show deserves all your attention, you need to determine the ROI for both shows based on ultimate outcome of the leads.
Table 2. Show Performance Based on ROI
Show 1 |
Show 2 |
|
| Leads | 165 |
108 |
| Close Rate | 15% |
20% |
| Sales | 25 |
22 |
| Avg. Purchase | $6,000 |
$15,000 |
| Total Sales | $148,500 |
$324,000 |
| Show Costs | $12,000 |
$12,000 |
| ROI | 12.4 to 1 |
27.0 to 1 |
You can apply this kind of information to all of your shows in your schedule for next year. When it is done you will have a ranking system that will allow you to determine which shows are more valuable and where to cut if you are required to reduce your event budget. This is how you can be sure that you are preserving the most power in your plan. It is far superior to simply cutting xx% from every show’s budget.
In addition, you need to be prepared to discuss the importance of non-measurable goals to your company. There are some reasons that you want to have presence at an event that cannot be precisely measured.
You can also use the ROI information to compare the benefits to your company of exhibiting at an event verses running that quarter-page ad in a popular trade magazine. The better prepared you are for serious discussion, the better you can help your company make the most out of its marketing budget. It all comes back to measurement. So, how do you have a great year, next year? Commit to disciplined event measurement now.
To learn more exhibition tips and tricks attend Skyline’s Eye Power seminar. For further details on upcoming events, see below or visit: www.skyline.com.au/eyepower/
Eye Power
Upcoming Eye Power events include:
Brisbane –Wednesday, 10th September 2008
Sydney –Wednesday, 24th September 2008
Gold Coast –Tuesday, 7th October 2008
Get the most up-to-date Skyline Eye Power information.
Upcoming Events
Heritage Building Society Agshow
www.agshow.com.au
02 September 2008 – 04 September 2008
Toowoomba Showgrounds, QLD
Global Careers Expo
www.globalcareerexpo.com.au
04 September 2008 – 05 September 2008
University of Technology, Sydney
Royal Adelaide Show
www.adelaideshowground.com.au
05 September 2008 – 13 September 2008
Royal Adelaide Showgrounds
The Complete Home Show
www.thecompletehomeshow.com.au
12 September 2008 – 14 September 2008
Hordern Pavillion & Royal Hall of Industries, Moore Park
The Investment & Property Expo
www.investmentexpo.com.au
12 September 2008 – 14 September 2008
Brisbane Convention & Exhibition Centre
Franchising & Business Opportunities Expo
www.franchisingexpo.com.au
12 September 2008 – 14 September 2008
Brisbane Convention & Exhibition Centre
Melbourne Retirement & Lifestyle Expo
www.emsaust.com.au
12 September 2008 – 14 September 2008
Caulfield Racecourse, Melbourne
Fashion Exposed
www.fashionexposed.com
14 September 2008 – 16 September 2008
Melbourne Exhibition Centre
BSM Expo Incorporating Ausclean
www.bsmexpo.com.au
14 September 2008 – 16 September 2008
Melbourne Exhibition Centre
The Autobarn National Conference & Trade Fair
www.foxevents.com.au
14 September 2008 – 19 September 2008
Conrad Jupiters Casino, Gold Coast
Security in Government (SIG 2008)
www.ag.gov.au/www/agd/agd.nsf/
16 September 2008 – 18 September 2008
National Convention Centre, Canberra
Country Week Expo
www.countryweek.com.au
19 September 2008 – 21 September 2008
Brisbane Convention & Exhibition Centre
Reed Gift Fairs Sydney
www.reedgiftfairs.com.au
20 September 2008 – 23 September 2008
Sydney Convention & Exhibition Centre
The World Sustainable Building Conference
www.sb08melbourne.org
21 September 2008 – 25 September 2008
Melbourne Exhibition Centre
ComBio 2008
www.asbmb.org.au/combio2008/
21 September 2008 – 25 September 2008
National Convention Centre, Canberra
Fine Food Australia
www.foodaustralia.com.au
22 September 2008 – 25 September 2008
Melbourne Exhibition Centre
Careerone Jobfest
www.KymJonesExhibitions.com.au
23 September 2008
Royal Adelaide Showgrounds
Henty Machinery Field Days
www.hmfd.com
23 September 2008 – 25 September 2008
Henty Site, NSW
Laser & Cosmetic Medicine Conference
www.dcconferences.com.au/lcmc2008/
27 September 2008 – 28 September 2008
Surfers Paradise Marriott Hotel, Gold Coast
Chemeca 2008
www.chemeca2008.com
28 September 2008 – 01 October 2008
Newcastle City Hall