Trade Show University for Virtual & Live Events Jim Cermak

Should you Exhibit or Attend a new show? This is a question I have gotten so many times from clients over the years, and it’s a great question!
Maybe there’s a big show coming up that has you intrigued, but you’ve never been to it.
Or it’s in an industry you’re interested in but don’t know enough about.
Or maybe you’ve never done a trade show before and think you’re ready to commit.
I’m going to go through 6 areas to consider and research and then I’ll discuss when it makes sense to attend and when it makes sense to exhibit.
Then at the end I’m going to give you some words of wisdom (or maybe warning) if you do decide to simply attend
** DON'T MISS - How to Pick the RIGHT Trade Show! https://youtu.be/ILcbnClb2Xc?si=oh5gok6olXuW-0G4
** FREE 15-Minute Profit Potential Call with Jim! https://tradeshowu.biz/services
Mentioned in this episode:
Subscribe to the new Trade Show University YouTube channel!
Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast.
Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity

Do you experience overwhelm and stress when planning for trade shows? Or maybe you are planning for your very first trade show and you can’t believe the amount of work it is?
You are not alone and I created this episode just for you! Today I am going to share with you 8 tips to help Exhibitors take the overwhelm out of your trade show and event planning!
1. Utilize the show contact. Have your show contact walk you through all you need to know so you don’t get stuck piling through volumes of pages that are not relevant to you.
2. Dedicate a block of time to get it done. These shows are complex and have a million details. If you try to just do a little here and there, you will constantly be spending time trying to figure out what’s been done.
3. Simplify. Don’t overdo it. If you have a lot on your plate and feeling overwhelmed, make things simple for yourself.
4. Double check your deadlines and prioritize. Understand all the important dates you need to get things done, and get them on your calendar. Clarity and planning will give you some peace.
5. Create a checklist of everything you need for events, then pull it up for your next show.
6. Don’t recreate the wheel! Unless you have had some major changes, reuse your banners, backdrops, display pieces, and even marketing materials.
7. Delegate! Figure out all that needs to get done and then divvy up responsibilities.
8. Contact the show producer and schedule a call with them to go over everything you are submitting. Give yourself peace of mind.

NOW...you can breathe!

Which of these did you find helpful that you’re going to try? What other ideas do you have to reduce stress and overwhelm? Drop them in the comments!

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*** MAX Your Leads at the Next Trade Show! ***
-- Check out our YouTube Channel https://www.youtube.com/@tradeshowuniversity
-- Get weekly tips and new info! Sign up for newsletter https://tradeshowu.biz
-- Find the trade show topic you need: https://tradeshowu.biz/episodes
Mentioned in this episode:
Subscribe to the new Trade Show University YouTube channel!
Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast.
Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity

How do you get a 150% increase in qualified leads in one show like one of my clients did? 
I’m not talking about leads like just getting a bunch of business cards in a bowl because you’re giving away an iPad.  I’m talking 100% qualified, want to meet with you leads!
It’s from a little known thing called Tip Stacking. 
In this episode I’m going to show you what Tip Stacking is and how to stack the RIGHT trade show tips which will help you dramatically increase the amount of leads you are getting and absolutely crush your goals!
You mayhave heard of Habit Stacking, from the best selling book Atomic Habits by James Clear, where he says if you change a little bit of many habits, it accumulates into big changes.
So Tip stacking is similar.  It’s about taking several tips and incorporating them into your next show. 
The key is doing the right ones.  The ones that help you reach your show goals – and for most of you, I’m guessing your main goal is all about getting more qualified leads. 
Now you can find hundreds, maybe even thousands of trade show tips out there.  Heck, on my podcast between me and my guests we’ve probably shared 1000.
The tips you want to focus on are Tips that do 3 things – Drive Attendees to your booth, Help you Engage & Qualify those attendees, and Follow up.
We’re going to be focusing on just the first two areas – Driving Traffic, and Engage & Qualify.
Story – Home improvement company.  For years, they would give away a big prize of a home improvement package which had a value of about $5,000.  Tons of people would sign up because hey – who doesn’t want to win that!  Then the company spent tons of time following up with people who have no interest to buy and end up with a handful of qualified leads.
Here’s what we did to get them a 150% increase in qualified leads.
Added lights – engaging the senses.  Drew people in!Typically one person worked the show because they would have one sales person per market.  So we wanted to double their odds by adding a second person.  Added a brand ambassador!Instead of just asking people if they wanted to enter the giveaway, we came up with specific qualifying questions that would pull them in.We added the qualifying question to the entry form!
*** Podcast episodes all about Brand Ambassadors!
*** Trade Show University Episode 153 - Interview with Polaris Brand Promotions: https://tradeshowu.biz/episodes/ep-153-using-brand-ambassadors-to-max-your-leads-roi-al-schuster-stephanie-crawford/
*** Trade Show University Episode 147 - Interview with Expo Stars: https://tradeshowu.biz/episodes/ep-147-selecting-training-the-right-staff-for-your-booth-with-lee-ali/
So we stacked those 4 tips on top of each other and it led to that 150% increase in qualified leads which led to a HUGE sales increase!  And didn’t spend a ton of money!
So just have to make sure they are the right tips you’re stacking!  For example, adding a cool squishy toy giveaway may make people happy, but odds are they aren’t going to become customers because of it.
First thing you need to focus on is driving traffic to your booth.  I know that some techniques and tips work better than others, so I created the Trade Show Booth Traffic Scorecard which has 25 different tips and techniques listed.
9 things you can do BEFORE the show16 DURING the show
But not only that each one has a point value based on how effective it is.  This is based on experience and data!
You don’t have to do all 25!  You just have to focus on the right ones which will make a difference, and the Scorecard will...

I'm going to give you 7 things which you should NEVER do at your booth - yet people commit these mistakes at every single trade show or expo! If you can avoid these, or change your habits, you will have more traffic and get more leads than ever!
NEVER do these 7 things:
DON'T Use your phone - makes you unapproachable and seem disinterested in being there to serve the attendeesDON'T Eat  - such a bad look! Not only messy, but can make it look like you don't want to be bothered.DON'T Sit - again, this makes you appear that you don't want to be bothered or are unapproachable. Try removing the chairs from your booth so you have no option but to stand!DON'T Be behind a table - never have a barrier between you and attendees. Have an open booth layout to invite people in!DON'T Stay in booth the whole time - get out and explore all the show has to offer!DON'T Be unprepared - please be prepared so you are best positioned to bring value to the attendees and your company!DON'T Launch into a lengthy pitch before asking questions to the attendee! This is the biggest offense and time-waster. Ask questions and qualify the attendee first before talking about your company, services and products.
Get ready with Professional Coaching help to maximize your Leads, Sales and ROI!
Visit tradeshowu.biz/services to get started with a FREE 15-minute discovery call!
Mentioned in this episode:
Subscribe to the new Trade Show University YouTube channel!
Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast.
Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity
Exhibitor Expert Review - exclusively from Trade Show University
Ready to exhibit at your next Show? Don’t make the mistake of waiting until you get to the show to learn lessons on what you can do better and tweaks you can make for next time. You can do that BEFORE this next show and accelerate your results!
I can help you get locked in for Success with an Expert Review!
• Having a professional set of outside "eyes" is important because You Don't Know what You Don't Know!
• 30+ year Trade Show expert will review:
o Design
o Messaging
o Goals & Metrics
o Engagement Questions
o Attendee journey
• Identify the Gaps and Opportunities you don’t even know exist!
• And get you capturing more Qualified Leads than ever before
• Visit Tradeshowu.biz/services

You got stuck with a bad booth location. Don't tell me you got stuck with a bad booth location. We've all been there for anyone who's exhibited at trade shows, expos, conferences, or events over the years. You probably have been stuck with a quote unquote bad booth location. At some point, you know what I'm talking about.
We're talking about being stuck in the back corner on one of those aisles, that it's all the way off to the sides, or maybe in a secondary hall because they oversold the show.
So what do you do? Do you just give up and take what attendance possibly happens to walk your way? Those attendees that maybe they're lost too. So they finally walk past your booth or do you take control? We're here to show you how to take control.
First you got to do everything you can to avoid getting one of those. So when you're going to pick the show and pick your booth, get with , the show organizer and ask them, where does the traffic flow where the best. Locations that are still available.
Get with them and they will help you to find the best location available. Now let's get into the tips. I've got three things that you're going to do before the show and six things that you're going to do during the show to increase traffic. So here's the first three things that you could do before the show,
📍 number one. Increase your pre show marketing, do more targeted social media, especially into groups on your social platform. Do more email blasts, do more direct mail to your customer and your prospect list. Make sure while you're doing your pre show marketing, you look into the pre show marketing that the show is offering.
Cause guess what? Those, the stuff that you're doing on social and your list, some of those people are not coming to your show. But if it's the pre show marketing that the show is offering a hundred percent, those people at least are intending to be there. So look into what they have available. they may be offering email blasts, advertising.
📍 Number two, schedule meetings at the booth.
I just did a whole episode on filling your calendar. CLICK HERE - FILL YOUR CALENDAR EPISODE
And there's all sorts of ideas about how to schedule meetings at your booth and why that is so, so, so powerful.

📍 Number three, get involved with sponsorship marketing with the show things that drive people to your booth, things like a bingo card, a scavenger hunt in room marketing, things that will get people that forces them to come to your booth. Also include marketing pieces into the show bags. The giveaway bags that everyone gets include marketing pieces in the show bags that drive people to your booth.

Be blunt, be bold on those pieces and a bonus tip. Don't just drop any old piece, 📍 but be very specific on your piece. Include the booth number and the location. If you're in the back corner or you're in one of the end aisles, tell people, this is where we're at. And more importantly, tell them why should they come and visit you?

Don't just assume that they're going to stop by it because you did some marketing. Tell them. The reason why, so that's the three things you do before the show. Now, here's some ideas for things you could do at the booth during the show. There's six things here. 📍 Number one, engage the senses, add elements of sights and sound.

A spinning prize wheel or even music. If it fits your theme, those sounds can draw people and go, what is going on over there? How about lights? Lights can make a huge difference. When you're going down that aisle of all bunch of 10 by 10 boots, the ones that are lit up are just going to stand out to you.
Try some led lights. Some backlit displays. There's so many options available to you today. How about taste and smell? So my...

Did you know that using a Professional Photographer can help you grow your Leads and your Brand at you next Trade Show?
Proud to have on the Trade Show University podcast LeShayne Maddex, a professional photographer who specializes in events, trade shows and taking headshots! LeShayne has been a full-time photographer for over 10 years, and loves bringing value to her clients and making them look the best.
We Discuss:
How hiring a photographer can be a value add to your trade show - for everyone involved (organizers, vendors, attendees)What would a photographer do at a trade show? What type of photos should you expect to get from a trade show photographer? How can professional photos impact display and marketing pieces?How can headshots be used to drive booth traffic?
LeShayne's Top Tips:
They say a picture is worth 1000 words - having photos from a successful event can help you promote your event in years to come - make sure the tools you have to market are professional, including the photos! Hire someone who has been to trade shows. Be clear on what you are looking for with a photographer, the expectations.
LeShayne's Top Takeaways:
Hiring a professional photographer gives everyone involved in a trade show a "souvenir" - for the planners to use in marketing going forward, for the vendors to show off their presence at your trade show AND their booth, and for attendees to show where they have been to increase education/product knowledge for their own clients.
** SPECIAL OFFER! **
Save 10% Discount on Trade show photography services - just mention Trade Show University
Connect with LeShayne Maddex:
info@LeShayne.comwww.TBHeadshots.comIG: tampabayheadshotsFB: TBHeadshots
Check out our YouTube Channel https://www.youtube.com/@tradeshowuniversity
Get weekly tips and new info! Sign up for newsletter https://tradeshowu.biz
Find the trade show topic you need: https://tradeshowu.biz/episodes
Free 15-minute Discovery Call! Let's talk about your challenges! https://tradeshowu.biz/services
Mentioned in this episode:
Subscribe to the new Trade Show University YouTube channel!
Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast.
Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity
Exhibitor Expert Review - exclusively from Trade Show University
Ready to exhibit at your next Show? Don’t make the mistake of waiting until you get to the show to learn lessons on what you can do better and tweaks you can make for next time. You can do that BEFORE this next show and accelerate your results!
I can help you get locked in for Success with an Expert Review!
• Having a professional set of outside "eyes" is important because You Don't Know what You Don't Know!
• 30+ year Trade Show expert will review:
o Design
o Messaging
o Goals & Metrics
o Engagement...