Trade shows aren’t simply events … they’re like final exams where exhibitors are put to the test on what works and what doesn’t.
And nobody should be thrown into that situation without being fully prepared.
That’s why exhibitor education is critical.
Several years ago, I took a stand and penned “The Exhibitor Education Manifesto.” It explains what exhibitor education is and isn’t, plus why it matters … for more than just exhibitors. (Here’s the link where you can download this free PDF.)
I wrote it in response to a report from the Center for Exhibition Industry Research (CEIR) on how the exhibit dollar was spent. It stated that less than 1% went towards training the staff. Even though other studies show a well-prepared, well-trained booth staff means significantly better results!
Earlier this year, CEIR released an updated report, and guess what? It’s still less than 1%!
Look, I get it …
Exhibitors today spend about 40% of their budget just to rent a square of bare concrete. Add in items like show services, travel, shipping, drayage … and poof! About 70% of the budget has vanished – all spent on things that have basically zero chance of increasing your ROI.
Costs are climbing and you can’t control most of them.
But you can control how prepared you and your team are before you ever set foot on the show floor.
Sure, your booth might look amazing, but if you fail to create a way to attract the right audience, or your staff sits around with their faces in their phones, you might as well have lit all those dollars on fire.
Spending $25,000, 50,000 or $150,000 on these “fixed costs,” but $0 making sure your team actually captures qualified leads that turn into sales? That’s not a marketing channel, that’s an expensive field trip!
Well-educated exhibitors consistently outperform those who aren’t and give you a competitive advantage on the show floor. Teach them how to shift their focus from simply scanning badges to creating sales opportunities.
And it’s not just the booth staff … let’s talk about the need to prove your exhibit ROI.
Most exhibitors approach this completely backwards.
You can’t expect to show a return on your exhibiting investment unless you’ve spent time up front figuring out WHY you’re going, WHO you’re marketing to (and no, it’s not everyone at the show), and HOW you will define success.
That means before you ever reserve that booth space …
Design that amazing new display …
Order those giveaways …
or book flights & hotel rooms for all your staff …
You’ve got to have a strategy that ties it all together.
That doesn’t happen by accident.
I’ve spent most of my career teaching exhibitors how to maximize their results by spending smart on the things that make a difference.
My award-winning book, Build a Better Trade Show Image, has been the go-to resource for exhibitors seeking practical, actionable advice for more than two decades. (And it’s been updated for the post-pandemic world.)
With fall on the horizon, now is the perfect time to go “Back to School” & sharpen those trade show skills!
Get ready for a variety of education tools coming your way throughout the month of September.
Because you’re never too old or too experienced for exhibitor education!
And we’re not talking abstract theory or basic scripts … practical, easily-implemented strategies and systems that factor in your often-messy real-world situation.
Stop making things up as you go, doing the same things show after show.
If you want to be seen as a valued partner in your organization – rather than a series of expenses – be sure to follow me on LinkedIn & bookmark this link: ExhibitMarketersCafe.com/school to see all the resources coming your way!
Are you a show organizer or industry vendor looking for ways to support & add value for your clients?
Contact me & let’s brainstorm how we can team up to help more exhibitors succeed!
