IMTS 2014 Marketing PlannerP.J Naughton

IMTS 2014 MARKETING PLANNER

Planning an IMTS show is no easy task. Juggling budgets, logistics, exhibit planning, demos, and pre-show promotion can be an overwhelming task for even for experienced trade show managers.

Use the IMTS 2014 MAREKTING PLANNER to help you plan an effective IMTS show.

Think of the planner as your IMTS Cliff Notes

IMTS Planning Guide: Must KnowsShow Dates: September 8 -13, 2014

Booth & Exhibit who is in charge of the show who is in charge of move in - move out who is in charge shipping who is in charge of the demonstrations who will make the hotel/travel arrangements who is in charge of the sales leads who will work the exhibit Booth & Exhibit what is your show budget & what is included booth size booth type (inline-island-peninsula) booth payment dateswill you rent, build or use an existing exhibit who is your exhbit company Services & Logistics pre-show service ordering dates name of trucking company used show move in date show move out date Machines & Demos what equipment will be exhibited what are the machine demonstrations what services & materials are needed for the demos

Most Important how will we draw exhibitors into our exhibit?

Be sure to keep a budget on your IMTS expenses

Item costfloor space

general contractor

show utilities

exhibit

machinery transportation

pre-show promotion

hospitality

hotels - air fares

demo materials

McCormick Place IMTS HallsEast and West Buildings: 9:00 a.m. - 5:00 p.m.North and South Buildings: 10:00 a.m. - 6:00 p.m.

IMTS Hotels

Trade Show Terms

Shipping is the cost to bring your exhibit and exhibited material to the convention center’s loading docs.

Exhibitor Appointed Contractor is hired by an exhibitor to perform trade show services independently of show management appointed contractors. Dimension Craft is an exhibitor appointed contractor who builds, ships installs & dismantles exhibits.

Trade Show Association promotes the trade show, rents out the convention centers, hires the show contractors, and decides on the cost of the exhibit space and hotel rates. The Association For Manufacturing Technology (AMT) is the association for IMTS.

General Show Contractor is the company who manages trade show, including leasing the exposition facility, hiring official contractors, and promoting the show. Freeman is show contractor for IMTS 2012.

Understanding the trade show lingo

Drayage (material handling) is the cost to bring your exhibit from the convention center’s loading docs to your booth space. The charge is normally based the weight cartons skids, and crates.

Convention Center is where the trade show takes place. IMTS 2012 will be held at Chicago’s McCormick Place .

Bill of Lading is an official document between the shipper and the carrier listing the items being shipped. Most shows contractors will only issue your bill of lading once all your show expenses have been paid.

Trade Show ServicesElectricians will install and dismantle anything electrical. Be sure to provide an electrical layout plan when submitting your electrical request. This will speed up the electrical set up process and save you money. If exhibiting machinery for shows like IMTS or FABTECH, it's a good idea to leave the machine locks in your booth (oppose to storage) so you can lock up your equipment immediately after the show ends. Pre-wiring your equipment and providing quick disconnects can also save on your electrical cost.

Plumbers will provide the installation and dismantling of water, air, gas lines to your equipment and exhibit. If your exhibit requires plumbing, be sure to provide a location layout, and valve fitting sizes when submitting your plan.

Understanding the trade show lingo

Decorators will assemble (non-electrical, non-structural) overhead signs, and draping. Exhibitors can now mount their own signs to their exhibit walls. Be sure to bring in some Velcro when packing for a show if you plan on doing it yourself.

Riggers will uncrate/unskid, crate/skid and position your machinery and exhibit. You can save on rigging cost by uncrating your equipment before the show. If exhibiting machinery, it's a good idea to mark the location of your equipment on the visqueen carpet covering before the move in. This will help the riggers spot your equipment.

Carpenters will install and dismantle your trade show exhibit.

1. not understanding drayage2. not confirming ordered services ahead of time3. showing bad body language4. loosing your cool at a fellow employee or show official5. waiting until the last second to make move out arrangements6. not ordering carpet padding7. wearing new shoes8. poor exhibit lighting9. cluttered or low quality graphics10. handing out mindless give-aways

Trade Show

1. velcro

2. first aid kit

3. electrical extension cords and power strips

4. cleaning supplies: Windex, paper towel, small vacuum

5. phone charger

6. business cards

7. tool kit

8. breathe mints

9. bottled water

10. promotional hand outsto pack these items

Trade show events can be fun and exciting but also very stressful especially with larger custom or rental exhibits that display equipment and machinery. Long days on your feet, late night dinners, and lack of sleep can create stress. You can reduce your trade show stress by reading the following the advice.

1.DelegateDon’t do everything yourself. Rely on your trade show exhibit company for your exhibit transportation, installation/dismantling, service ordering and fellow employees for setting up product demos, hospitality events and lead management. 2. Confirm your services ahead of time.Confirm ahead of time with the show association, show contractor and exhibit hall that your electrical and plumbing services, card readers, and other services and have been received. Bring along a hard copy of your ordered services just case there is an unexpected issue. 3. Have a company a representative in your booth for the move in.By scheduling a company rep. in your booth during the show move-in, you can avoid many potential problems. The rep. should also have the cell phone number of your trucker bringing in the exhibit and displayed products in case there is a delay or issue. Your rep. can also confirm that electrical, plumbing and carpet has been laid before the exhibit and equipment arrives. If exhibiting equipment, the rep. can show the riggers where it needs to be set in the booth. 4. Store items important items in your booth or close by. For example, if you exhibit machinery, keep a set of tools, and machine locks inside the booth or in easy access storage. Once the show closes, you can start packing up your equipment right away without waiting for crates to come back from storage.5. Don’t wait to the last day of the show to make your move out arrangementsStart making your move out arrangements at least two days before the show ends. The last day of the show is always chaotic as people are eager pack up and leave the show. Move out arrangements include paying your show invoices at the convention hall service desk, obtaining your bill of lading (which is your pass to get out of the show), and scheduling company personnel to pack up your machinery or exhibited products.

Secrets for a Stress Free Trade Show

Make sure you avoid the following points when exhibiting at your next trade show.

1. Having too much fun Your raspy voice, red eyes and tired look are a sure sign you had too much fun last night. However, you’ll never be at your best since the only thing you care about is going back to your hotel room and taking a nap. There is no worse place to be hungover than a trade show. Take it easy and make it a goal to be back in your hotel room at a reasonable time. 2. Loosing your coolTrade shows can be stressful especially for the trade show manager. During the show someone will ask the trade show manager “why didn’t you do it this way or you should of done this”. Instead of responding the lyrics from Cee Lo Green’s recent top music hit, remain calm and let it roll off your back. Knowing ahead of time that someone will probably get under your skin will make it easier to remain calm.3. Talking loudly on your cell phoneThink you look important yapping loudly on that cell phone in the middle of the booth. When attendees come into your booth, make them feel like they are the center of your attention and talking away on your cell is not the way to do it. If you have to be on you phone, be discrete by moving to a part of the booth where its less noticeable or consider text messaging.4. Bringing people who can’t talk the talkYou need bodies to work your exhibit but bringing in employees who don’t speak the product lingo is not a good idea. Because an attendees time is limited, you may only have one chance to connect and impress them. Engineers, product managers, and of course salesman are ideal people to work your trade show event.5. Having a messy boothGarbage cans filled to the brim, coffee stained carpet, and soft drink cans scattered around the exhibit, do not give a good first impression. Make it a point to keep the exhibit clean at all times, because you never know what the show attendees are thinking.

5 things

to do at a trade show

Cool web2.0 Marketing TipsThink all your marketing is done once the show begins? Think again, its just getting started. With today’s 2.0 marketing tools and the growing popularity of smart phones, you can now also market your products or services during the show. I’m not talking about handing out trade show bags or expensive on-site advertising but rather these inexpensive 2.0 ideas you can do yourself.

1. Twitter: Tweeting is good way to reach trade show attendees who are not your Twitter followers. Send out Tweet updates during the show. Be sure to add #showname in your Tweets so they are found in the Twitter real time search stream. Tweet about your new products, demonstrations, contest or raffles.2. Facebook: Facebook updates can be used like Twitter but your post reside on your FB wall. Posting FaceBook info to your wall is a good way to engage with your Fans who may or not be at the show . Your FB post will show up on your followers (Fans) wall post. This why it’s important to build your FaceBook following. 3. QR Tags: If you really want to engage with a show attendee, add a QR tag to a pop up banner or product ID stand. When a QR tag is scanned by the attendees smart phone, you can link them to a website which could further explain your exhibited product or bring them to a RFQ page. The attendee can then share the link with fellow co-workers or their social network. (If you know of any customers with a large social network or blog following, ask them if they would mind posting some kind words about your product.)4. Blogs: Blog posting about your show or event can be done before, during and after the show. Your post can include new product announcements, or your take on the show. Be sure to add/tag the name of the show in your post. Since blog post are indexed within hours (unlike web pages which can take up to 12 days), many of your blog post can appear in a search engines while the show is still going on.5. Adwords: Google Trends show that searches for trade show names ramp up before and during the event and drops off a cliff when the event is over. Consider running a Google Adwords campaign before and during the show. Most trade shows names have little adword competition making the keyword affordable. Your advertisement can announce new products, specials, raffles, contest, and your booth number.

P.J NaughtonInternet Marketing Consultant

fusiontechmarketing.compj@fusiontechmarketing.com