Free Trade Show White Papers

Our list of Trade Show White Papers can help you better understand and adapt to exhibiting trends.

The Skyline-sponsored White Papers help you better understand and adapt to market forces and significant trends affecting your trade show program.  Just click on the links below to request your free copy of these insightful white papers.

Exhibition Outlook & Trends in 4 Key Industries:
These four 16-page White Papers provide insight for each industry on the primary challenges facing these exhibitors, and the key themes for success in their changing trade show environment.

Industrial and Manufacturing Request White Paper
Medical and Healthcare Request White Paper
Information Technology Request White Paper
Professional and Business Services Request White Paper

Successful Exhibiting Strategies In Uncertain Times
This new 16-page White Paper gives you a fresh perspective on how you can go beyond just surviving to thrive in these challenging economic times. The answer to surviving this potential downturn is not to avoid exhibiting altogether, but instead to exhibit smarter. Request White Paper

What’s Working In Exhibiting
Discover how your peers are succeeding now with this new 32-page White Paper from Skyline Exhibits and Tradeshow Week Magazine.  The report reveals effective strategies and tactics exhibitors are using today to boost their results and stretch their budgets, with proven advice about Show Selection, Budgeting, Measuring Results, Lead Management, Exhibit Design, Booth Staffing, and Promotions.  Request White Paper

The Trend to Custom Modular Exhibits
This White Paper provides strong evidence that there is a continuing shift towards custom modular exhibits, because custom modular exhibits help lower operating costs and provide greater flexibility. Request White Paper

An Inconvenient Booth: Report on Green Exhibiting
What do people think is “Green exhibiting?” How willing are exhibitors to consider Green exhibiting options? What keeps them from doing so? To help answer those questions and more, Skyline gladly helped sponsor an extensive new research study on Green exhibiting. Request White Paper

International Exhibiting Trends & Outlook
This 24-page report provides experienced advice for U.S. exhibitors exhibiting at foreign events, U.S. exhibitors in U.S. events marketing to foreign attendees, and foreign exhibitors coming to U.S. events. Request White Paper

The Chicago Auto Show & Pepsi have created a unique marketing campaign for the upcoming event. This could be called tangible marketing, getting people involved is a way to keep them interested. Companies use Trade Show Displays in this manner all the time, creating an inviting experience for attendee’s, creating a layout where equipment, product and services can be tested and seen.

CHICAGO, Oct. 27 /PRNewswire/ — In a consumer promotion gear heads will love, the Chicago Auto Show has teamed up with Pepsi to give a $5 discount for weekday tickets to the nation’s biggest automotive exposition. More than 20 million cans of Pepsi will be stocked into greater Chicagoland, and selected Indiana and Wisconsin retailers bearing a promotional “coupon” entitling the bearer to enter the show on weekdays only with a $5 discount off the full admission price. “This is huge for auto show fans,” said Chicago Auto Show Chairman Mark Scarpelli. “Not only will they get a nice discount ticket for the show, but they’ll also get to enjoy a Pepsi — and you’ve got to love that!”

The promotion is quite simple, according to the show’s general manager, Jerry Cizek of the Chicago Automobile Trade Association, producer of the show. “Just bring a Pepsi can with the Chicago Auto Show ‘promotion coupon’ printed on it to McCormick Place and head for the ticket redemption booth,” said Cizek. “Each marked can is good for one discount ticket on our weekdays. Our ticket takers will exchange the can — which will be recycled — and give the bearer a ticket for half off the regular $10 admission price.”

The specially marked cans of Pepsi are valid for discounted show admission Feb. 13 and Feb. 16-20 only. Customers can find them in Pepsi retailers in the Upper Midwest Division of PepsiAmericas, that includes Chicagoland, plus Aurora, Elk Grove and Kankakee, Ill.; Munster, Ind.; and Milwaukee, Beloit, Oshkosh, Kenosha and Beaver Dam, Wisc. The 2009 Chicago Auto Show will open to the public Feb. 13-22, 2009 daily at McCormick Place. Show hours are 10 a.m. to 10 p.m. Feb. 13-21; and 10 a.m. to 8 p.m. on Feb. 22. More than 1,000 new production, concept and specialtyvehicles will be on display.

By taking full advantage of your trade show exhibit space you can reach corporate marketers, establish your position and brand to the B2B Market.  When you are looking to market your companies products and brand, there is ample opportunity at B2B Trade Shows, beginning a sales process with a large base of future customers.

New product launches at B2B Trade Shows can be successful and create impact for your companies future growth and help in your long term marketing goals.  Focus on the message you are looking to create, establish your objective’s early and entice your audience with pre-show mailers & sneak previews.

One of your main objectives in B2B Marketing is generating leads, keeping well documented information and defining your lead management plans with your sales team will help in the follow through of your sales effort.  With online trade show management software, your information can be maintained easily and reliably and is at your fingertips for reporting cost per lead, follow up, budgeting & inventory management twenty four hours a day.

B2B trade shows are a major source for word of mouth marketing, and many of the attendee’s have great influence on their peers, bringing back solutions and strategies.  With proper trade show management, strategy & event planning, your name could be one that solution.

People don’t go to trade shows to see the same old things they already know about and understand. It’s all about new, better, easier, faster and maybe more profitable.

The most noticeable and maybe the most discussed change in the displays filling the 100,000-square-foot Exhibition Hall fits none of the previously listed categories except for “new”: half a dozen GEA signs hanging over what has long been the WestfaliaSurge dairy equipment display.

The farming community is often considered a bit slow to accept change, and the worldwide adoption of the GEA moniker to the WestfaliaSurge brand is causing much discussion. The fact is, GEA, headquartered in Bochum, Germany, owns the Naperville, Ill., milking equipment operation (old-timers knew it as Surge) along with some 250 companies in 50 countries in an effort to meet the demands of world competition.                                                  John F. Oncken

Exhibiting at trade shows is great for new product launches and services.  It is the “new”  that we as a society are always looking for.  It is this very reason that your trade show display should be kept up to date, fresh & broadcasting a clear message.  If you continue to use the same trade show display year in & year out, no matter where you are exhibiting; Chicago, New York, Las Vegas or Orlando, you want to give your audience something different & unique to look at, a unique trade show display can attract visitors from the past more quickly if it has new elements to it.

Custom Modular Trade Show Displays are versatile exhibit solutions with a variety of components, accessories & features that are easily changeable and can offer a lightweight, yet compelling & inviting environment for prospective clients.

Exhibit Halls are a buzz with people looking for solutions and innovative ideas that will help their business and their productivity.  Your trade show booth should send them a clear message of how your products and services will enhance their business plan and goals.

Trends change over night, and keeping an eye on your trade show strategy can be beneficial. Determine which elements of your trade show marketing have worked best for you and focus on building around those elements of your trade show marketing.  If your trade show display has many visitors, but you feel your leads are not as significant as you had hoped, you may need to concentrate on your booth staffing and your presentation.

Being able to measure the results of your trade show management and marketing is essential in moving forward with a good strategy. It’s essential to have a plan in place for reporting and viewing good results as well as bad results, this way you can pin point the best direction to take for future trade shows. With an online trade show event management program you can have information & reports at your finger tips.

By reviewing your trade show management & marketing frequently you are able to make adjustments accordingly and alter your game plan. Looking ahead at your budget for the next year, you can use up to date data and this will give you a strong foundation for your upcoming trade show season.

Keeping with the ‘green’ theme, the AHR EXPO will produce much of its promotional materials in
digital format and make them available online, thus eliminating thousands of sheets of paper. Hosting the 2009 AHR EXPO at Chicago’s McCormick Place also reflects the Show’s ‘green’ commitment.
McCormick Place utilizes many recycled and environmentally friendly products. These include 100%
recycled paper products in restroom facilities, cold beverage cups made of PLA (Poly Lactic Acid-resin
derived from natural corn starches that are 100% annually renewable and fully compostable), flatware in dining areas made of compostable potato starch, and all packaged food boxes are 100% compostable, including the lunch box, napkins, cookie bag, flatware, sandwich and salad containers.

Much of the focus at AHR this year is the “green theme”, it is difficult to say if or when Green will become the standard in exhibit products and services.  Tradetec Skyline offers several solutions to Green Exhibiting when it comes to your overall trade show display design.  Comprehensive solutions for Green Exhibiting starting with Graphics Solutions that have eliminated printing errors by 80%, creating less waste. Painting Procedures that no longer need harmful solvents for clean up as well as shipping consolidation.

With custom lightweight modular trade show displays, and environmentally friendly manufacturing Tradetec Skyline can start you on the road to Green Exhibiting.

AHR Expo & Trade Show – Chicago McCormick Place – January 26th-29th, 2009
ASHRAE Expo & Trade Show runs concurrently along with AHR Expo & Trade Show – January 24th – 28th, 2009

A few simple tips to creating a successful trade show program can help with your investment and the outcome of your exhibiting experience:

1. Why are you exhibiting ?
2. Who will your target audience be at this trade show?
3. What is the message you want to give to your trade show audience?
4. What is your goal for this particular trade show?

Outlining your exhibiting plans before hand, will help you accomplish your goals and can help define your trade show display to speak your message loud and clear on the trade show floor.

5. Is this a new company, concept, product or service?
6. How does this trade show integrate with your overall marketing strategies?
7. What sales volume are you expecting through this trade show?
8. Describe your products/services in terms of: Application, Benefits, Relative Price?
9. What is your competitive advantage?
10. What will stand out about your product and how can you incorporate that in your trade show display?
11. Who are your competitors and what trade shows are they attending?
12. What advantage does your product offer over your competitors?
13. What keywords best describe your product/service?
14.  What can you use to gain attention within your trade show display?
15. How will your visitors interact with your trade show booth staff?
16. Can you give an education demonstration to your audience with in your exhibit booth?

Trade Shows are one of the best venue’s for new product launches, giving you an avenue to define your place in the market in front of a large audience.  Preparation for new product launches can be incorporated into your trade show planning with pre-show mailers, emails & teasers.  With the strategies & trade show tips above, you can start your trade show planning with a stronger foundation for success.

Registration for 2009 National Restaurant Association Restaurant, Hotel-Motel Show® and International Wine, Spirits & Beer Event Now Open

Special early online-only pricing offered through December 1, 2008

The National Restaurant Association today announced that attendee registration is now open for its 2009 Restaurant, Hotel-Motel Trade Show and International Wine, Spirits & Beer Event (IWSB). A special online-only discount is available for restaurant and hospitality industry professionals who register before December 1, 2008. NRA Show 2009 will be held May 16-19 at McCormick Place in Chicago, and is the largest industry trade event in the world. IWSB 2009 will be held in conjunction with the NRA Show on Sunday, May 17, and Monday, May 18, and is the only beverage alcohol event exclusively focused on the restaurant and hospitality industry. Attendees may register online at www.restaurant.org/show or www.winespiritsbeer.org.

“If restaurant and hospitality industry professionals could only attend one trade show next year, the NRA Show would be their absolute best choice,” said Lorna Donatone, Convention Chair for NRA Show 2009 and President of School Services, Sodexo, Inc. “The event gathers the best and the brightest of the industry in one place, among 2,200 exhibitors showcasing thousands of products and services. No other industry trade show offers more opportunities or more excitement, and we are pleased to provide special registration prices to committed individuals who want to get a head-start on the next business year.”

General attendees registering for IWSB will automatically be registered for the NRA Show. However, those registering for the NRA Show will not automatically be registered for IWSB; separate qualifications, registration and badges are required for IWSB.

Before December 1, 2008, registration for the NRA Show is $30, and IWSB registration is $85. Between December 2 and April 10, 2009, NRA Show registration is $40 and IWSB registration is $95. After April 10, 2009, registration fees increase to $80 for the NRA Show and $135 for IWSB.
National Restaurant Association members receive free registration for the NRA Show and the value-added discount rate of $55 for IWSB when registering any time.

The NRA Show attracts more than 71,500 industry professionals from 100+ countries and is the premier venue to find new products and services, build relationships and network, learn from experts and peers, as well as explore the latest trends in food and beverage, equipment, training and cooking techniques.

Now in its second year, IWSB is the industry’s first and only professional forum focused exclusively on restaurant and hospitality bar programs. Held in a separate exhibit area of McCormick Place, the event gathers brewers, vintners and distillers, leading beverage experts, beverage alcohol buyers and more in one exclusive area.

Registration for NRA Show 2009 and IWSB 2009 exhibitors and for news media will begin later this fall.

Celebrating its 90th year, the annual National Restaurant Association Restaurant, Hotel-Motel Show is the largest single gathering of restaurant, food service and lodging professionals in the world. The 2009 Show will be held May 16-19, at McCormick Place in Chicago. The event attracts more than 2,200 exhibiting companies and 71,500 attendees and visitors from all 50 states and 100+ countries. For more information, visit the Show Web site at National Restaurant Show

Written by: Sue Hensley

I was thinking about the communication of your message in terms of your Trade Show Exhibit & Displays Design, I could relate this to an article written by Frederic Premji at I Need Motivation, Frederic made a great point on #3 – of 10 Rules to Give Great Customer Service.  Communicate your message effectively …..

Creating a message via trade show graphics, can give you a one-two punch when trying to establish traffic into your trade show booth.  If your company plans on attending several trade shows annually, targeting specific events that you will want to focus your New Product Launches.  Unveiling a new product with powerful high quality trade show graphics and bright colors will draw attention and traffic to your exhibit booth.

Anya Portnik – wrote a great article that fits into a recent post here at Trade Show Tips about Trade Show Lead Follow Up, with several great pointers when you are emailing your prospective customers.

Anya wrote:

As a sales superstar you need to maximize your efforts and your results by utilizing modern means of technology to supplement and support your sales efforts. That’s supplement and support not replace!

A point that I agree with 100%, as stated in Trade Show Lead Follow up, being in front of your prospects, live and in person as you are on the Trade Show Floor, should not stop once the Trade Show Convention or Event is over.  Managing your own trade show services and exhibit can be a tremendous task, with high quality customer service support from an experienced exhibit house, you can free up some time to continue to be in contact with your own customers and prospects.

Lack of Follow Up……

Don’t let your marketing plan fall short when it comes to follow up of trade show leads.  Appealing to trade show audiences and interacting with the trade show attendees is how the doors open for your lead generation.  Competition on the trade show floor has increased and trade show attendees have become more focused when they hit the exhibit hall.

Getting to know your prospects and the concerns they have within the market place will help in your follow up process.  Creating a set of basic questions to put in front of your prospects can help you gain the knowledge of their needs, allowing for a better follow up system after the trade show ends.

Plan for follow up and create a time line before the show even begins, prepare a few hand written thank you notes at the end of the day with a personalized message to your prospects, covering a few pointers on how your product and services can best benefit them.  Many attendee’s will be overwhelmed by the amount of email in their inbox up on the return from the trade show, your personalized note can grab their attention and keep your companies message in front of them, it’s a tangible item, your message and your brand – right there in front of them.

The longer you allow your leads to sit in the follow up cracks, the more likely your competition is to sweep them out.