For a display solution for many uses, contact Skyline at: www.skyline.com.au/contact

To learn more about how to engage and retain high-value prospects and convert leads to sales, you should attend Eye Power. The next seminar will be held on 23rd May 2018 in the Skyline Showroom, Eagle Farm QLD. Learn more or register at www.skyline.com.au/eyepower.

Source: Pipelinersales Inc. (2013)

A big thank you to all who attended and to everyone who helped make the event a success.

Our next Eye Power event is scheduled for 23rd May 2018. Don’t miss out! Learn more or register at www.skyline.com.au/eyepower/

It’s not too late to register for Eye Power! This event is a must for anyone who participates in trade shows, exhibitions, and conferences. The half day seminar will be held in Skyline’s Eagle Farm Showroom TOMORROW from 9am.

Topics covered include:

• Objective-driven, Measurable Results
• Product and Service Focus
• Show and Space Selection
• Industry Insider Tips
• Exhibit Design Dynamics
• and much more…

To register for this FREE event, simply visit: www.skyline.com.au/eyepower.

If you are new to exhibiting or are looking to increase your event marketing ROI, you should attend Skyline‘s Eye Power Exhibitor Education Seminar. The next event will be presented free of charge in Skyline’s Eagle Farm showroom on 21st February 2018. To learn more or to register go to www.skyline.com.au/eyepower.

Source: QuickTapSurvey, 2018

Need a custom solution that shows off your brand? Go to: www.skyline.com.au/product-category/custom-modular-displays

Skyline’s Trade Show Tips for New Exhibitors resource provides you with the tools you need to get started in all these areas. Most of all, it provides you with a base level of expectations you can take to heart about the challenges and potential to succeed at trade shows.

This book contains 25 articles covering:

• logistics
• booth staff selection, training, and staffing
• exhibit design
• pre-show and at-show promotions
• lead management
• measurement

These insights will allow you to shorten your learning curve and feel more comfortable, even at the beginning of your trade show journey.

Request your Free Copy.

One thing I hear all too often from new and experienced exhibitors alike is, “I have to use the show supplier at that event.”

In Australia this is simply not true.

A “Preferred Show Supplier” is the company contracted by the show organiser to supply the shell scheme booth structures and other infrastructure and equipment for the event organiser. In turn, for the supply of these goods and services they are listed as the preferred supplier for the event. As preferred supplier they are listed on all show collateral, are given the opportunity to include their information in the exhibitor manual and are provided a list of exhibitors for sales prospecting.

In my experience and that of many of my clients, some preferred show suppliers will go to great lengths to perpetuate the myth to all exhibitors that you must use them for services at a particular event. These services usually include; furniture, flooring, audio visual, rigging and of course exhibition stand display packages.

It is important to know that you are free to choose any supplier/suppliers that you think work best for your requirements and budget.

Many exhibitors use preferred supplier for the ease and convenience. In the most basic form of supply, you simply need to fill out the order forms in your exhibitor manual and the equipment you have ordered will be delivered to your stand by the time you arrive at the event.

Now that might sound pretty good. Really easy, right? Here are some reasons why you might choose to look beyond the preferred show supplier for your events:

1. You want to look different from the other exhibitors

Most preferred show supplier’s (PSS) tend to offer packages that you select from a catalogue. The most common element that changes from exhibitor to exhibitor is the brand and messaging on the stand. So aside from your unique logo, imagery and message you can look very similar to your neighbour i.e. the hardware components are identical, the architectural shape and layout are the same or very similar and the size and shape of the graphics and branded signage areas are the same. So to many visitors you have the same booth as your neighbour and possible competitor, and your signage is just a little different.

2. You attend multiple events

If you are an exhibitor attending multiple events per annum and are looking for an exhibition booth display package that can be used at all events – the PSS route may not be best one for you. Show suppliers can change from event to event, so you will most likely be using different suppliers throughout the year. From a budget perspective, with a PSS your booth outlay for each event will be similar. With Skyline your cost per show can decrease as your expenses are amortised across your event program. This is done by designing an adaptable exhibition booth solution that can be used across your entire event schedule.

3. You want to be the #1 priority to your stand builder/suppliers

When you choose a PSS, you and your company will be one of many clients (it can easily be 1 in 100), the PSS is supplying to for the show. You simply will not be their #1 priority. If you want personalised service and would like to work with a supplier that cares as much about the show outcome as you do, I highly suggest you look beyond the preferred show supplier.

4. You’re Looking for a Graphic or Brand intense Display Package

Want large format and intense images, messaging and branding across your booth? Look beyond the PSS to exhibition display suppliers that create bespoke exhibition stands. They are better placed to create an effective solution tailored to this need.

5. You’re a DIY exhibitor who wants a portable display

PSS’s don’t specialise in this area so it is well worth looking at other suppliers who are experts in portable exhibiting, have a good product offering and can consult with you to find the best display package for you and your companies needs and requirements.

6. You’re a DIY exhibitor that wants to build and dismantle your own stand

This could be because you are a portable exhibitor or you are very hands on and want, and are able, to build your own custom stand to reduce your labour and logistic costs. In this case you can purchase a DIY architectural and perhaps modular display system to manage and build yourself. If this is you, you will need to look beyond the PSS for a viable solution.

7. You are after a bespoke display solution

• You want a unique look?
• You want to create a specific atmosphere, feel or mood?
• You want your exhibition booth to truly represent your brand and what you stand for?
• You don’t want to pick a package out of a catalogue?
• You want something created just for you, your company and your brand?
• You want a solution tailored to your event program, your needs, and your requirements?

If you fall into one of these 7 categories or you would like to, I encourage you to look beyond the preferred show supplier and investigate exhibition industry suppliers that specialise in tailored display solutions. Contact us to discuss how Skyline Displays Australia can help.

About the Author:
Samantha Heyden worked with Skyline from 2002 to 2017. During that time she was responsible for developing marketing strategies, branding and event programs throughout Australia. In 2017 Sam and her husband Glenn had a beautiful little boy and she made the decision not to return to Skyline.

Client:
Trimble Australia
Event:
AusRAIL Plus 2017, Brisbane Convention & Exhibition Centre
Display Solution:
6×6 Metre Inliten Display with Mosaic Counters and Show Services.

Client:
Ellume
Event:
Consumer Electronics Show, Las Vegas, NV
Display Solution:
PictureScape Back Wall Display with Transaction Table.

Client:
Railtrak Systems / Zetica Rail
Event:
AusRAIL Plus 2017, Brisbane Convention & Exhibition Centre
Display Solution:
Stretch Fabric Wall Solution with SkyTruss Arch and Show Services.

Client:
Beca
Display Solution:
Stretch Fabric Wall with Hard Case Converted to Counter.

To find out how Skyline can tailor a display and graphic solution for you, contact the Skyline Sales & Marketing team on 1800 077 419 or email us.

No matter how wonderful your exhibit or promotions, if you have booth staffers who are not paying attention you could lose more brand equity and sales than you realize. Yet they can also do simple things to get you more attention than any exhibit ever could. Below are the nine things staffers can do to get you noticed.

1. DRESS FOR THE OCCASION

Your everyday khaki pants and company polo are OK, but are not going to get anyone to take notice. Yet, coordinating your outfit to your brand or booth theme might stop people. Get solid dress shirts using a bright color in your brand, invest in comfy shoes for staffers that match the booth if they are frequent exhibitors, buy them matching vests. Whatever you do make sure they all know that they should be dressed as if they were attending a special occasion… because they are.

2. GET OFF THE SCREEN

If your staffers are on their phones, they are not getting what the face to face time they came for at the show. People will walk right by the booth if they feel the staffer is disinterested. If you don’t have the budget to send two staffers to the show so they can take breaks, then explore whether you can get a local employee or hire a crowd gatherer to help the staffer during busy times or cover them for a lunch break. Yet, do use tech wisely with relevant videos, a good lead management app and timely follow up emails after the show.

3. SAVE SNACKS FOR THE PARTY

Eating during the show sends the message that you are not ready to conduct business. Eat before or after the show or find someone to cover you so you can go get a snack or lunch. While you as the host should not be munching away while someone is trying to get your attention, it is very nice to offer your visitor a bottle of water, candy or a much-needed cup of coffee or tea. It can set you apart from your competition and encourage them to stay a little bit longer to tell you about their business needs.

4. TURN ON THE LIGHTS

Lighting can make such a difference not just for your home but also in your booth. Ensure your brand is highlighted by your branding and remove any lights that are not working or better yet see if you can get them fixed. Also, accent lighting on your brand, back lighting on your message or a simple floor lamp in your conference room can create a unique ambiance or feel to help set you apart.

5. WIRE MANAGEMENT

This may seem like a minor issue, but a cluttered mess of wires on the floor is not only a trip hazard it makes your booth look unprofessional. In an in-line or portable space you can get away with just running the wires behind your exhibit but if you are in a peninsula or island exhibit it is a clever idea to invest in wire management clips and plan where the power will come from and investing in having it run under the carpet. You can get the information regarding where the power will come from or even request where you want it by communicating with your show organizer well before the show.

6. KEEPING IT CLEAN – PORTER SERVICE

Just like a cluttered store or a messy house stresses visitors out and makes them less likely to spend time there, a littered booth will do the same. Reminding staffers that it is important to help keep the space tidy will create awareness. Also, it is very worthwhile to ensure the trash is emptied on a regular basis. If you are serving snacks ordering porter service from the show is very worthwhile as they will come to take your trash multiple times per day.

7. MAKE A GOOD FIRST IMPRESSION – GRAPHIC TIPS

Neatness counts. Your potential clients will be looking at your graphics to find out who you are and what you do. Make sure they look good. There are so many times I walk a show where I see wrinkled, poorly installed, loose or even soiled graphics. Most graphics can be steamed and fabric graphics can often be washed or dry cleaned. Spot cleaning can also usually be done with mild soap and water or even baby wipes at times (make sure to bring sample sizes of both in your crates so you can use them to clean your graphics or counters as needed). Check with your vendor regarding graphic care.

8. DON’T FORGET TO SEND INVITATIONS & THANK-YOU CARDS

Make sure your best customers and prospects are invited to visit you at the show. If they don’t know they may not come and you don’t want to be left at the show without anyone for you to talk to or entertain. Also, plan to send either thank you cards or a thank you email to remind your visitors about your conversation and to thank them for taking the time to visit you. Also, make sure that you have fulfilled any promises you made at the show such as sending brochures, following up with samples or setting up appointments.

9. MAKE IT MEMORABLE & FUN!

While you don’t need to create a party atmosphere, you should make sure your booth is one people want to visit. A fun activity that ties to your brand is a fantastic way to do that. It can be as simple as a quiz on a tablet, an opportunity to get hands on with the product or an old-fashioned game that has been customized with some of your brand elements. You could customize Jenga or a bean bag toss with some problems you solve or benefits of your product. Even the overused “spin the wheel” game is better than nothing. Something as simple as a friendly smile and joke can set you and your company apart from your surly neighbor at the show.

Regardless of what you do to get noticed, make sure to always keep your brand and company messaging in mind. How does the outfit, the food or the game you are planning to do tie into it? Can it? How will you communicate all of this in your invitations, at the show and after the show? If you keep these tips in mind you will get some “NICE” results.

About the Author:
Sofia heads up Skyline’s marketing efforts in digital marketing and product innovation. Sofia is an experienced marketing professional with branding, innovation and product commercialization expertise.