When you head to a trade show exhibit, your display booth becomes your portable office for the time that you are there. From your table, you will be meeting new prospective clients, connecting with different vendors and business professionals, showing off your products and services, and making new qualified sales leads. Therefore, it is very important that you make your portable office intriguing so that it will attract visitors throughout the event.

While a great big exhibit and eye-catching graphics are essential for a good trade show booth, there is one thing that can bump up your display from good to great: trade show accessories.

The right trade show accessories can make the difference between an exhibit that is ordinary and an exhibit that is simply irresistible to show attendees. Whether it’s through an eye-catching banner stand, a thoughtfully placed graphic logo, or a innovative exhibit set up, your trade booth accessories both invite visitors to stop and learn about your company, and also help you present and sell your products at an event.

However, quality trade show accessories do not need to cost your company a fortune either. A well-planned, inexpensive set-up with a few prominently placed accessories can make a big impact on potential clients and leads.

Here are just a few trade show accessories that will keep your company well within its show budget, and will also grab the attention of visitors walking past your booth:

Table Drapes

Adding a table drape to your exhibit (also known as trade show throws or trade show table covers) is a simple, yet effective way to take your trade booth from dull and unattractive to polished and professional. These table drapes are a great way to cover up unsightly tables that throw off the overall look of your exhibit. Keeping your entire color scheme and display in sync also helps to give your trade show booth an elegant appearance.

Table drapes come in a variety of colors and sizes, and can even be customized to include your logo or company name. If you are looking for something that stands out just a little more, many of these accessories offer the feature of a full color image on the front or entirety of the drape.

Literature Racks

Many companies will spend hundreds and thousands of dollars printing up marketing materials and literature in order to supply their business information to trade show attendees on the go. However, once they get to their exhibit, they simply plop their literature down on their table, leaving it looking unorganized and unprofessional.

Instead, consider placing your important magazines, catalogs and brochures on organized, stylish literature racks during your trade show. These portable, lightweight units are not only a great way to organize all of your documents in a clean, structured way, but they also allow attendees to get all of their information in one place, creating an optimal information hub where you can connect with potential leads.

It is simple for companies to put together a well-organized, professional trade show display or presentation when they have the right type of accessories. Including these helpful add-ons into your exhibit will not only grab the attention of attendees,  but they will also ensure that you move your exhibit from the category of ordinary to simply irresistible.

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When it comes to trade show exhibits and displays, there is no shortage of custom banners and booths available to help your company stand out among the rest. Whether you are looking to have your exhibit booth be recognized from across the trade show floor, or you want a subtle, but valuable marketing banner that draws in potential leads, there is a wide variety of trade show displays that would work well for you.

However, in this day and age, not every business has the means to purchase a high-tech, state of the art display booth for their trade show event, which is fine. The success of your trade show is not measured by how big your exhibit is, or how many people glanced past your table as they walked by. The most important thing that you should focus on at your next trade show is making connections and spreading the word of your products and services. 

Luckily, there are many inexpensive, yet effective ways of reaching out to trade show attendees and sharing your marketing message without breaking the bank. Table top displays, for instance, are becoming increasingly popular among trade show exhibitors because they are inexpensive and simple to display, while still proving to be a solid return on investment through generated leads.

To help you learn more about the many features and benefits of table top displays for your next trade show event, we have put together some of the basic reasons why this accessory will help you to stand out among other exhibitors:

Easy To Transport and Assemble

One of the largest reasons why many businesses are opting to use table top displays at their trade show events is because they are light in weight and simple to break down and set up. In fact, most of these displays are designed specifically with travel in mind so that companies can use their table top display to make a business pitch at one place in the morning, then easily pack up and go to another event with the display that same afternoon.

Completely Customizable

Like with nearly any other trade show accessory, table top displays come in a wide variety of shapes, sizes and colors so that you can completely customize your display based on your companies needs and goals. Many also allow you to add your company logo or graphics to the fabric itself, adding a custom touch that will help you grab the attention of attendees.

Show Off Your Products And Services

The main purpose of any type of trade show graphic or display is to gain attention from potential clients and leads. Luckily, table top displays consistently communicate an effective message to attendees that will help to get your products and services into the spotlight. Also, because these displays are so versatile, you can easily reconfigure your graphics and marketing message with each trade show, creating a specific display for each audience you are trying to reach.

If you are looking to learn more about the many benefits and features of table top displays, as well as any other type of custom trade show exhibit, be sure to contact The Trade Group today. We can help to create a booth display that not only showcases your companies services and products, but also grabs the attention of both the exhibitors and attendees at your next trade show.

Once you arrive at a trade show event, your main objective is to connect with attendees, separate the mildly interested from the qualified leads, then exchange helpful resources and contact information so that you can form meetings after the event. Unfortunately, connecting with an attendee that is actually a qualified lead is not as simple as it sounds.

In order to reach a consumer at a trade show event that may actually turn out to be a customer in the future, you must first weed through a lot of uninterested attendees. Unfortunately, this is quite a long process that could end up in a lot wasted time and effort throughout an entire event.

If only there was a way to identify attendees that were potential leads versus ones who simply want free giveaways and merchandise before you head to the event; That way, you would spend a lot more time connecting with qualified consumers rather than pitching to those who were uninterested in your products and services.

Luckily, there are several ways in which you can connect with trade show attendees and start conversations with them before you even hit the trade show floor―social networking sites. Certain websites such as LinkedIn and Twitter are great resources for forming business to business connections before a trade show event. Here are just a few ways in which you can utilize both of these resources:

LinkedIn

While LinkedIn is a great tool for forming business relationships and connecting with those in your professional network, it also has several helpful features for any company who is presenting at a trade show event.

One of the most useful of these features is the Events tool. Located under the “More” drop down menu on your main LinkedIn page, this feature allows you to search through trade shows events based on location or industry. Once you have selected a trade show, you then are able to see all of the people who plan on attending and the various companies and industries they represent.

From that page, you are able to connect with those RSVP’d in order to form relationships before the show, set up face-to-face meetings, and send over any pre-show material that may be helpful to securing a potential lead. This can help you to form a business connection before the trade show itself and may lead to ongoing business relationships in the future.

Twitter

Many popular trade shows have created hashtags for Twitter that are related to their event (#2011GlobalMarketing Show or #ABCIndustryEvent2011). These hashtags are a way to “tag” all Tweets that have to do with a certain trade show and can be used by anyone who is related to the event. Therefore, searching these tags on Twitter is a great way to indentify people who are planning on attending an event or even presenting at them.

Once you have identified those who use the hashtag and are attending your trade show, you can start to follow them for a better insight into their interests and company. You can also send them direct messages asking to connect once you are at the event.

Social networking is a great way to connect with consumers and trade show attendees before the actual event. Forming these connections and leads beforehand will not only help to give you an edge above your competition, but they will also ensure that you spend your quality time forming connections with qualified leads rather than those who may not be interested in your products. Be sure to utilize these tips mentioned above in order to make solid connections that will last long after the trade show has ended.

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We here at The Trade Group always enjoy sharing tips and tricks with companies in order to help them grow and succeed in their trade show environment. A successful trade show event can not only mean increased sales and clients for your company, but it can also be a personal success for all of your employees that lent a hand throughout the event, as well as the beginning of a long, professional relationship with the leads that you generate.

However, this month, in addition to helping you grow and succeed at your 2012 trade shows, we also want to encourage all of our readers to take a second  and think about the wonderful health and happiness of their staffers, clients and potential leads.

Throughout the month of February, in honor of National Heart Awareness Month, we are doing our best to spread the word of how altering certain lifestyle choices and day-to-day health changes can keep the heart healthy and strong.

According to many studies, heart attacks are still the leading cause of premature death in North America. For women in particular, it is an even higher risk with 8.6 million American women currently living with heart disease. For both men and women, the biggest factors that contribute to heart disease are high blood pressure, smoking, high cholesterol, family history and age. However, many people do not understand how simple it can be to lower your risk of heart disease.

One of the best ways to decrease your risk of developing heart disease is regular physical activity. Walking not only helps to improve the efficiency of the heart muscle and helps blood to flow faster and freer around the body, but a strong, healthy heart also means no heart attacks. Studies have also shown that walking briskly will reduce coronary heart disease risk in women by 30 to 40%. Becoming more active can also lower your blood pressure by as much as four to nine points.

So, what can you do to lend a hand and help raise awareness of this dangerous disease throughout American Heart Month? Promotional products are a great way for businesses to help raise awareness about heart health. The Trade Group has a large selection of heart-shaped promotional products, such as magnets, bookmarks, paperweights, stuffed animals and highlighters that will help promote American Heart Month, all while getting your name out there to potential clients.

Valentine’s Day is also a great holiday that helps to spread awareness of heart health in February. If you are thinking about sending some of your clients special Valentine’s treats, why not consider some adorably festive heart-shaped treats that Trade Group has to offer. With options such as mints, chocolate, candy hearts and gum, there is no shortage of great promotional products that you can send your clients. Plus, these kinds of items are great for giveaways and promotions all throughout the month of February.

Including these heart-related promotional products into your February promotions will not only help to put your name out there, in front of your potential clients, but it will also show them that you truly care about their health and their wellness during American Heart Month.

For more tips on how to maintain a healthy heart and raise awareness about American Heart Month, be sure to visit the Centers for Disease Control website on heart health. Also, for more information about exciting heart-shaped promotion products for American Heart Month and Valentine’s Day, contact the Trade Group today.

Now that January is coming to a close and we are finally starting to relax again after the chaos and stress of the holiday season, it is time to start thinking about new year’s resolutions and how we can work to improve our business practices in 2012.

It is easy to fall into familiar practices and routines when it comes to the day-to-day actions of our company, but we all have things that we either need to start or stop doing in order to improve the success and productivity of our business. This could be something as simple as changing up our personal habits to become more motivated and successful, or could even be a company-wide change that you vow to work on as a team.

When it comes to new year’s resolutions, there are a few essential trade show activities that fall into the category of things that need improving or bad habits that need to be broken. Like all resolutions, some of these tasks may be difficult or dull, but in the long run they could greatly help to improve your company’s return on investment and leads following your next trade show.

However, it is no secret that new year’s resolutions are easy to start, yet difficult to maintain throughout the year. The key to keeping up with your trade show goals is making sure that they are definable and attainable, and also that they are accompanied by a solid plan on how to achieve that goal. To help you get started with improving your 2012 trade shows, we have put together a few simple resolutions that will help to make your next trade show an overall success.

Get Organized

One of the most popular resolutions on everyone’s list―whether it be a personal goal or a corporate goal―is getting organized. Not only is this a fairly reasonable goal to get you started, but it will also help to improve your success and motivation in many different aspects of your life, including the outcome of your trade show. Organizing all of your business contacts, potential leads and exhibit documents will ensure that each and every event that you are at runs smoothly and goes off without a hitch.

Update Your Exhibit

Every trade show exhibitor tends to fall into a familiar routine with their trade show program and will forget that, over time, a company’s message will eventually begin to change. However, it is important that you remember that every time your company changes the message that they are using, your trade show exhibit should change with it. This includes an updated message on your website, your direct mail, your trade show graphics, your print ads, etc. Having a universal message throughout all of your marketing programs will help to reinforce your goals and will ensure that you are remembered.

Follow Up With Leads

One of the most important aspects of a trade show that often gets neglected is following up on your leads. The easiest way to avoid forgetting this simple step is to have a follow-up campaign already set to launch before you even head out to the trade show, that way your target audience will receive follow-ups almost immediately after the show is over. The Trade Group offers the industry’s most powerful lead management software tool. This tool allows exhibitors to integrate with clients pre-show, at the show and post show. With this tool, you will be able to bring interested clients to your show and sell them on what your company has to offer. You will also be able to keep track of everyone that comes to visit your booth and contact them after the show.

New year’s resolutions are a great way to set up goals and motivation for your company. Try following up on these three simple trade show resolutions to ensure that your company has a successful, productive trade show season in 2012.

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So when it comes time to investing in new exhibit properties, consider an exhibit rental as an option.

Rental means flexibility.

An exhibit rental’s flexibility lies not only in the wide array of customizable exhibits now available to trade show managers, but also in the scheduling and budgeting process.

1) Consider how you intend to use your exhibit.  

Does your branding change significantly at each exhibition?  A rental provides the ability to change the look and feel of your exhibit often without the expense of purchasing new components.

Will your graphic message change for each show? Without existing graphics to incorporate into your exhibit, altering the rental hardware is a snap.

Will you be exhibiting in a large space for the first time? Renting allows you to “try it before you buy it”. You can determine if the space is effective and what adjustments should be made for the next show.

Note: Our Metalli line of exhibits allows you to purchase an inline configuration and rent the additional components to create an island or simply rent from the ground up.

2) Consider your show schedule.

Do you have overlapping shows? A rental will allow you to attend both shows without the cost of purchasing an entire second exhibit. Are back to back shows only days apart? A rental could alleviate expedited and pricey show-to-show shipping, and allow for moreinstallation and dismantle time.

3) Consider exhibit storage and the exhibit’s ongoing cost of ownership.

How often will you use this exhibit? It may not be cost effective to store and provide ongoing maintenance for an exhibit that’s only used once or twice per year.

4) Finally, consider your financial goals

Would you prefer to budget for an operating expense or a capital investment?   Exhibit rentals are usually considered the former, which might align better with your financial goals than would a capital investment.

A Trade Group representative is available to help you determine if an exhibit rental is right for you.  Whichever option you choose, TTG will provide superior customer service and an exhibit design that exceeds your expectations, helping you to reach that impressive ROI.

One of the main reasons in which many businesses decide to exhibit at trade show events it to show off their products and services to attendees , industry leaders and qualified sales leads, while at the same time bringing in new business for their company. Luckily, there are several different ways that you can accomplish this through your trade show exhibit.

In the last few years, many trade show exhibitors have begun bringing in high-tech digital accessories or complex display graphics to catch the attention of attendees and “wow” them into coming in and checking out their booth. And while technology and eye-catching graphics can help your business to stand out among the other booths, when done correctly, these exhibitor accessories can cost a bit of money. Not to mention, if done incorrectly, they can actually turn attendees off from wanting to visit your booth.

However, these extravagant, costly trade show accessories are not the only way to highlight your products and services at your next trade show event. In fact, something as simple as display lighting is enough to take your booth from dull and unnoticed to exciting and professional.

The lighting of your trade show booth has a huge effect on how visitors will view your products and display. If your booth information is hidden behind shadows, or even worse, obnoxious orange light, trade show attendees are not going to want to spend a lot of time at your booth. However, if you have proper mood-setting lighting that presents your information in a pleasing way, it will catch the attention of those around you.

Here are just a few things you need to know about proper display lighting for your next trade show event:

What Are The Benefits of Trade Show Lighting?

Proper trade show lighting can not only help to enhance your exhibit by attracting attention to your displays and increasing the overall exposure of your booth, but it can also can put attendees in the right frame of mind for your goods and services.

For instance, many studies have shown that drastic brightness or contrasts can cause severe visual irritation and uneasiness―something you definitely do not want attendees feeling when they come to your booth. However, on the other side, professional, well put-together lighting displays can convey a sense of warmth, comfort and security in those in the room.

Trade show lighting is also one of the best ways for highlighting certain aspects of your trade show booth and putting the focus on the products that you think are most important for attendees.

What Type Of Lighting Is Best For Your Booth?

Before you choose the trade show lighting you would like to feature in your booth, you must first ask yourself several questions:

• What area or product in your booth needs to be the main attraction to attendees and potential clients?
• What is the visual message you are hoping to get from your trade show booth?

Depending on your answer to either of these questions, you may want lighting that is subtle and inviting to your products, or large-scale lighting that highlights your entire exhibit to those walking buy. Either way, it is important that you get a consultation from a trade show professional to ensure that you get the proper display lighting that works best for you business and marketing message.

The most important aspect of any trade show event is drawing in potential clients and showing off your products and services to qualified leads. One of the most efficient, inexpensive ways of doing this is through professional trade show lighting. Contact The Trade Group today to determine which type of lighting is best for your booth, and what will help your company truly succeed at your next trade show.

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In this day and age, nearly every single trade show exhibitor will include images and graphics into their booth displays, whether it’s through an impressive infographic detailing their products and services, a high-tech banner stand featuring their marking message, or a simple sign with their company logo hanging across their booth. After all, as they say, a picture is worth 1,000 words.

However, if a simple image has the power to attract attendees to your company’s products and services,  just imagine how much impact a one-minute long YouTube video can have on potential leads and the overall success of your company.

In the last few years, there has been an overwhelming  growth in the consumption and sharing of online videos. In fact, YouTube is now the second largest search engine on the web, just behind Google, with over two billion page views per day. That’s nearly double the primetime audience of all major US TV networks combined.

So, how exactly can trade show exhibitors tap into the power of YouTube and use it for their next trade show exhibit?  YouTube Brand Channels provide a great way for your company to look into into new media and reach consumers in a way that you never have before.

Here are just a few reasons why your business should consider incorporating YouTube videos into your next trade show marketing plan:

Share Your Message Before Your Trade Show

YouTube videos are a great way to reach out to trade show attendees and share your products and services before the actual event. By shooting video and posting it before a trade show, you’re allowing potential clients to find out what your company is all about in a way that they previously couldn’t. You can also share a YouTube video by just sending a simple link, making it easier than ever to share your message with pre-registered attendees in a simple email or Facebook post.

Reach Consumers Outside Of The Event

One of the most wonderful aspects of online video is the power that they have to go viral in an instant. Nearly everyone has seen a funny music video or a YouTube clip that has blown up on the internet in just a matter of minutes. While your company’s video may not be the next YouTube sensation, it still has the power to reach millions of viewers with just a simple click or search on a website, allowing you to reach many potential clients that you would have otherwise been unable to.

Demonstrate Your Products

One of the biggest reasons why companies attend trade shows in the first place is to show attendees their products and services in person. However, it can be difficult for attendees to recapture your presentation or product demonstration once they leave the event. With YouTube videos, you can record and upload your presentations to your company channel beforehand, then provide attendees with a QR Code link to your demonstration video for reference once they return home.

Because recording, uploading and sharing videos is now easier than it has ever been before, there is no reason why your company cannot include YouTube videos into your overall marketing plans. By posting videos and recaps of your trade show exhibit, it not only allows your clients and leads to be reminded of your products and services, but it also reminds them of the energy and positivity that your company displayed at your trade show event. In the end, these simple one-minute videos can share thousands of words more than a simple picture could ever achieve.

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Your companies brand image says a lot about their overall products and services. A company that consistently appears in trade publications or industry specific magazines will be looked at as experts in their field. At the same time, a company that has no product models, image examples or information about their services will not be a company that is sought after at their trade show event.

However, business knowledge and industry expertise are not the only things that can establish a positive or negative image about your brand. The overall design and aesthetic of your company is enough for someone to determine whether or not they would like to work with you.

When a company has an eye-catching, bright, interesting booth display at a trade show event, all eyes take notice. People will wonder what company that booth belongs to, what types of products they promote, what their business is all about and even what they might buy from that type of booth. However, if your company heads to a trade show with an old, worn-out booth, chances are attendees are going to walk right past it without giving a second glance.

So, what can you do to ensure that your trade show booth is keeping the attention of potential clients and business leads? There are two different things that you can do to give your company the positive facelift that it needs at its next trade show: buy a new booth or refurbish your old one.

Here are three simple questions you should ask yourself when trying to determine whether or not your business should spruce up its trade booth or simply invest in a new model:

1. How Much Usage Does Our Trade Booth Get?

If your company only attends one or two exhibits each year, it may be more cost efficient to simply revamp your existing display. By refurbishing your current booth, not only will you be improving your graphics and setup, but your entire display will receive a facelift and will be cleaned. This may be all that your booth really needs rather than investing the money needed to buy a whole new display booth, especially when it is going to sit in storage most of the time.

2. What Will Better Reflect Our Image?

If your company is constantly marketing itself to be on top of trends and technology, it may not represent your brand well to have a trade show booth that is dated and out of style. If your display does not currently project your company’s image and brand, it may be time to think about buying a new display that will better represent your company’s reputation.

3. What Will Be More Cost Efficient To The Company?

When it comes down to it, it’s all about comparing the benefits and the costs. If your company rarely attends trade show conventions and receives only a decent amount of leads from each event, it may be more efficient to invest a little amount of money to give your booth a facelift. However, if your company attends numerous amounts of trade shows each and every year and generates the majority of its leads from these events, it may be a better ROI to simply buy a new, upgraded traded booth.

If you still have further questions about the benefits of a new trade show booth vs. refurbishing your old booth, be sure to contact The Trade Group. We will be able to discuss your current needs with you to determine which option will work best for you company.

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Trade shows are a great opportunity for any business or company: they give you a helpful platform to market a new or existing product, they can help to increase your company visibility within the industry, and they allow you to directly connect with your audience in a face-to-face setting.

In addition to helping you grow your network of potential clients and leads, trade shows also allow your business to directly contact the key players in your industry: manufacturers, retailers, distributors and wholesalers.

If done right, a trade show can be a helpful, less expensive way to reach potential customers than your typical marketing efforts such as billboards, newspapers ads and TV spots. However, just like there are several things that you can do to increase the success of your trade show experience, there are also many things that companies often do that hurt their overall return on investment.

Here are the top six do’s and don’ts of trade show events:

1. DO Train Your Booth Staff

Whether you are heading to your first trade show, or you are a veteran to these type of events, it is still important to train your booth staffers. Be sure that they know how to speak with attendees and recognize a qualified lead versus someone who is uninterested in your product. For each event, be sure that your booth staffers are familiar with your companies marketing approaches, your public relations goals, the key VIPs of the industry that will be at the event, etc.

2. DON’T Be Afraid To Ask Questions

Many show attendees and organizers know the ins and outs of the trade show routine and may be able to offer you a wealth of knowledge about demographics, the show’s staff, exhibitor requirements and guidelines, and more. Do not be shy about asking the trade show staff questions as well―they are usually the best source for questions about the convention center.

3. DO Ask Specific, Qualifying Questions

When speaking to attendees, be sure that you are asking qualifying questions that will help you to identify hot prospects that are interested in your services. Some helpful questions include: Where do you work? What is your position there? Are you responsible for bringing new products into your company? What are your company’s current needs?

4. DON’T “Throw Up” on Attendees

Many exhibitors who are attending their first trade show tend to get nervous when talking to attendees and potential clients. This can lead to rambling, throwing out a constant barrage of facts and figures, launching into a much-rehearsed sales pitch, and attendees who are very turned off from your product. Instead, practice the 80/20 rule: Listen 80% of the time and only talk 20% of the time. This will help you focus on your attendees needs and wants.

5. DO Leave Sales Literature In The Box

Many companies tend to print off an enormous amount of sales literature and catalogs to give away at their booth. However, what typically happens is that attendees pick up these packets and handouts to see what they are all about, then they simply drop them in the next trash receptacle they walk by. Instead, keep your booklets and literature in a box under your table, this way when you have a candidate who is seriously interest, you can offer them literature if the situation asks for it.

6. DON’T Forget To Follow Up

The biggest mistake that a trade show exhibitor can make is forgetting to follow up after the event. What is the point in building up a big pile of leads if you aren’t going to send them follow-up information once the show is over? Have a plan in place for contacting interested attendees as soon as you get home from the trade show. This way, you will be fresh in their mind when you extend your information.

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