Trade shows are gaining momentum this year. With each show, companies are engaging their customers in positive ways that build a community and solidify relationships. And, making in-booth sales has become so much easier with cloud-based technologies. So why is it that measuring ROI from your trade show is often misunderstood? Because we often forget to add the value of each impression made at the show.

Meeting Your Goals

Each show you appear at should have several main goals. Sales and branding are typically the big ones. These goals are determined prior to the show because they need to align with your organization’s goals. There are numbers-based goals that focus on sales and costs. These are easy to quantify, as well as the ROI for the event. But, the value associated with communication related objectives, such as rebranding, will come from your current advertising costs, which makes it possible to calculate ROI related to your communication efforts.

Exposure and Impressions

You can calculate the value of each impression made at a trade show based on the average cost per impression from your advertising. If you spend $100,000 on advertising each year and reach 10,000 people, then your cost per impression is $10. Now, if there were 15,000 trade show attendees, then your value of those impressions is $150,000, or $15 per impression.

Calculating ROI

To determine the return on the show, you need to the actual and potential revenue from the show. Many of those leads are still in the sales funnel, so don’t forget about them. Then, add the value of total impressions made. The investment in the show can be calculated when the final trade show expenses come in:

ROI = (RETURN – INVESTMENT)

INVESTMENT

Remember, your return also has the total value of those impressions. So, when you include them, you’ll quickly see how your ROI can increase substantially.

If you’re looking to make some great impressions with potential customers, the ADM Two staff are experts on display design and fabrication, so give us a call at (813) 887-1960. No matter where your event takes place, one of our knowledgeable staff can assist you with your trade show needs. Also, check out some of our other articles to get more information on trade show booth layout and trade show graphics.

Staff, Trade Show

Four Roles for Trade Show Booth Staff

2018-03-19 Susan Canonico

It takes months to plan a trade show, especially if it’s your first time. Industry experts suggest that the process starts 3 – 6 months in advance. This includes setting objectives and strategy, as well as the roles for everyone involved.

Not every member of your team will be at the trade show, so the ones that are going to be there need to have clearly defined roles. Their roles will present your brand in the most effective way through messages that compel attendees to learn more about your products and services.

Everyone Should Know their Roles

Prior to the show, all presentations and pitches should be practiced, and employees need to be trained or reminded of proper booth etiquette. Everyone should have access to a schedule that tells them what their role is and when.

There are four main roles in a trade show booth: Crowd Gatherers, Hosts, Presenters, and Lead Gatherers. Each role is critical to your success.

Crowd Gatherers

In order to engage attendees outside the booth, crowd gatherers ask qualifying questions to gauge interest. They are best positioned in the aisles near your booth to increase attention, especially with people who may not have noticed your booth.

Hosts

More than just a greeter, the host is often the first person who attendees interact with. They are brand ambassadors who scan show badges, hand out materials, and direct attendees toward their areas of interest.

Presenters

As a skilled public speaker, your presenter gives in-booth presentations and demonstrations. Their job is to engage with attendees enough to drive interest and sales.

Lead Gatherers

This role requires booth staff to ask more sales-focused questions to qualify leads for the salespeople. They need to be able to capture lead data and pass it on quickly. They are steeped in product knowledge and may be able to answer some technical questions.

For each trade show, you should know the flow of traffic, so positioning everyone will be more efficient. It’s best to see each role from the attendee’s perspective. Their first impression of your company is the design and layout of the booth, so it needs to be inviting and informative from a distance. ADM Two staff are experts on display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your display, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layout, trade show graphics, and etiquette.

Blog (Exhibit Insight), Design, Interactive Displays, Technology, Trade Show

Consider Your Audience

2017-12-22 Susan Canonico

To get the most return on your tradeshow investment, you need to connect with the audience. How you connect with them begins with knowing who they are and what they like.

Tradeshow Demographics

Almost every tradeshow can provide some background on the attendees. These audience profiles are typically posted to the websites and may include:

Profession
Job level
Age
Income

There may be more information available on the audience. This may cost extra, but it’s worth it, especially if you are exhibiting for the first time.

The General Audience

There are certain generalizations you can make about the audience and what they like or dislike. Younger audiences are much more likely to engage with technology (although this is quickly changing). For example, Millennials are considered to be “digital natives.” Their entire life has been surrounded by technology. They will also give personal information more freely.

Older audiences use technology a little differently. They are attracted to easy navigation, a compelling story, and no frills. They are also more apt to engage face-to-face, investigate, then follow up through email.

Professionals Are People, Too

While looking at the audience profile, remember that professionals are people, just like everyone else. An interesting booth will generate more interest and spread awareness about your brand.

Interactivity is a great way for everyone to experience your brand in a fun and challenging way. Another thing to think about is where your booth is located. If your booth is in an odd location, then play to the strengths of being unique. For example, you’re in the middle of the showroom, try offering visitors water and snacks to help them get to the finish.

ocean optics hybrid trade show booth demo_small

This Ocean Optics trade show booth had several stations with demonstrations and interactive sessions. It was pretty incredible and fascinating!

Make It Memorable

For anyone attending the same show, year-after-year, it can feel monotonous. Making your booth an experience, and not just an information depot, can leave your audience with memorable impressions about your brand. This is very important for brand recall and positive associations.

If you’re looking to exhibit your business at a trade show, the ADM Two staff are experts on display design and fabrication. Give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your tradeshow needs, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layout, trade show graphics, and etiquette.

Blog (Exhibit Insight), Museum Exhibit, Press Releases

ADM Two to Fabricate Main Gallery Exhibits for Dunedin History Museum

2017-08-15 Susan Canonico

Dunedin, Fla. (July 8, 2017) – ADM Two Exhibits & Displays will work alongside Pattie Smith at Frina Design to fabricate the exhibits for the interior of the main galleries for the Dunedin History Museum.

The new exhibit will feature various topics including the history of Dunedin and its initial settlement and heritage, history of Caladesi and Honeymoon Islands, Clark Mills Sailing Prams, Citrus Groves and railroad.

“This is the first time in over twenty years that the Museum has made major changes to these galleries in order to best present the history of Dunedin. It’s an important step,” says Dunedin History Museum director, Vincent Luisi.

About ADM Two

ADM Two was founded in 1987, and since then has emerged as a respected leader in exhibit design and fabrication. Serving an expansive range of clients throughout the museum, trade show, corporate, and retail industries, ADM Two continues to foster the deep appreciation for innovation and craftsmanship that the organization was founded on. For more information, visit www.admtwo.com.

About Dunedin History Museum

The mission of the Dunedin History Museum is to enrich community pride by sharing Dunedin’s legacy and heritage, to collect and preserve the historical artifacts and documents of Dunedin, and to foster quality intergenerational learning and historical exhibits. The Dunedin History Museum maintains its collections and exhibits conforming to the American Alliance of Museum standards. To learn more, visit www.dunedinmuseum.org.

ADM Two Case Study, Blog (Exhibit Insight), Trade Show

Case Study: Madico Trade Show Product Kiosk

2017-06-01 Susan Canonico

Every project comes with a challenge, and the challenge in the case of Madico was time, space and budget. We were to design their 2016 SEMA Las Vegas trade show product kiosk with a very quick turnaround time, which is something we are especially good at. They also needed something super portable and simple to assemble with interchangeable graphic areas.

The Madico team took a really smart, forward-thinking approach to this product kiosk. They asked us to design something that would last for years, not just a one and done display for the SEMA Las Vegas show. In essence, this trade show product kiosk needed to have a lot of space for interchangeable graphics, plus we wanted places to showcase company branding as well as product segments. We created an area for photos and a reading rail for additional, easy to read details on the products. We kept the base open for a lighter feel, and alternated the laminate color to add some texture. Despite the amount of information we presented on the panels in the booth, it does not feel cluttered and the information is easy to identify and find. This was something we paid particular attention to in the design process.

The booth has an impressive stance considering how compact and efficiently packed it is. We made sure that there aren’t a lot of extra parts and assembly was simple. As far as the time constraint went, we selected certain materials and finishes that were readily available, but still met the brand guidelines, so we could meet the deadline. This is something we often do – we have a list of materials that allow us to shorten our production time, which is very helpful.

Nancy Trant, the Marketing Coordinator that we worked with on the project, said “ADM2 was able to make our custom displays under budget and on time for our show in Vegas. Shannon and her team were able to quickly work with us on this project even though we were running close on time (certain product details took a while to decide internally so we didn’t approach ADM until those things were worked out). The quality of the displays was outstanding and they looked very nice on the show floor. We received several compliments from our staff and customers at the show.”

Madico is an innovative company specializing in film products, including highly engineered, multilayer films for energy, automotive, safety, security, and architectural applications. Their highly adaptable product portfolios have allowed them to serve a multitude of diverse customers for over 100 years. This innovation and flexibility was something that we conveyed in their versatile trade show product kiosk. We really enjoyed working on this project and look forward to working with Nancy and the Madico team again in the future.

ADM Two staff are experts on many types of display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your trade show needs, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layout, trade show graphics, and etiquette.

Blog (Exhibit Insight)

ADM Two Exhibits and Displays Celebrates 30th Anniversary

2017-03-17 Susan Canonico

Tampa, Fla. (March 15, 2017) – ADM Two Exhibits & Displays will celebrate 30 years of designing and fabricating custom, hybrid, and rental trade show booths, museum exhibits, and corporate interior spaces and signage.

Being a family-owned business with lifetime employees, this 30^th Anniversary holds special meaning for many at the ADM Two warehouse. Some of the staff has seen the evolution of the company from the first ADM up until now, as Susan Canonico officially took the reins in 2012 from her father, Ray Butterfield and grew ADM Two to what it is today.

“We are so proud of our work and this anniversary, we want to take the time to share some memories of our staff, our work, and our history this year,” said Susan Canonico, CEO of ADM Two. “We will be sharing photos and stories on social media, our newsletter, and our website all year long.”

About ADM Two

ADM Two was founded in 1987, and since then has emerged as a respected leader in exhibit design and fabrication. Serving an expansive range of clients throughout the museum, tradeshow, corporate, and retail industries, ADM Two continues to foster the deep appreciation for innovation and craftsmanship that the organization was founded on. For more information, visit www.admtwo.com.

Blog (Exhibit Insight)

ADM Two 30th Anniversary Tribute

2017-03-17 Susan Canonico

Thirty years ago today, my father, Ray Butterfield, had already set out on his journey to open a full service exhibit house. March 17th marks the date of his official corporate filing within the state of Florida.

Ray Started his business in our small garage and it grew from one small building to the next. Exhibits were built a bit differently back then – primarily wood, laminate and paint. There was no such thing as CNC machines and SEG printed fabrics. In the late 1980’s, with my mother aboard as CFO, he moved to 5454 W. Crenshaw St where he would fabricate his first two story exhibit for Nutmeg Mills (now VF Corporation). The following years would include much growth and innovation, many craftsmen, designers and account executives. As an immigrant from the UK he was creating his own american dream!

Over the years he would create many projects for such companies as Nokia, Raytheon and Harbor Brach Oceanographic institute. He branched out into museum interior and gallery construction. This would lead to a whole different kind of client base, museum clients included The Government House in St. Augustine, Tampa Museum of Art and St. Petersburg Museum of History.

I joined the company in 1991 to work alongside my mother and father. I never had some grand vision of taking over the business; I just simply enjoyed working with them. Shannon Bennett joined us a year later and the ADM family was complete. Years flew by and we continued to grow and develop innovative 3D experiences. I don’t think we ever thought we would still be here! And now we’re in a 40,000 square foot facility servicing long term clients back on Crenshaw Street!

Please join us in celebrating our 30th anniversary and honoring our founder, Ray Butterfield. He has inspired us all to keep working and never give up!

Blog (Exhibit Insight), Staff, Trade Show

Trade Show Follow Through

2017-02-08 Susan Canonico

Good trade show follow through means meeting after the show to review with your colleagues.

The show is over. Everything is in storage, ready for the next event, and you’re back at the office. Now, it’s time to get your return on investment. You’ll need a good trade show follow through plan. Start with organizing all of the contacts and personal information, or notes taken during the show. These may have already been entered into your CRM. If you don’t have a database, then use a spreadsheet. Either way, it’s time to get in touch with these folks.

Here are 8 steps to follow through with all of your contacts and leads.

Bring everyone together: Each team member has information, too. It’s time to pool together their information. This is where you can assign order of importance for each lead. Timing is important, so don’t let those hot leads cool off.
Divvy up the work: A team meeting will get everyone on the same page and make the load manageable.
Practice your pitch: The sales pitch after a show should be easy to remember, quickly delivered and friendly. It also needs to be passed on and rehearsed.
Continue the conversation: Give them a call and try to reconnect, using the personal and professional notes from the show.
Connect on social media: Connections with show attendees grows your market reach and provides new-quality leads.
Marketing activities: One way to grab attention is to send e-newsletters with interesting content. This may include statistics on the trade show, who was in attendance, and anything that happened while there. You can sneak in a product announcement in there, as well.
Be respectful. There are ways to make negative impressions, such as being pushy and rude. Stay positive and maintain a respectful approach to garnering attention. Be respectful and be persistent, not aggressive.
Debriefing meeting: Sharing the success, shortcomings, and failures is a great way to improve for the next show. The only way to do this is to be honest and mission focused, leaving personal issues aside for the sake of the bigger picture.

One of the goals for every show is making it a positive experience for visitors to your booth, as well as your employees working there. Maybe it’s time to try something new, like technology and interactivity, to add to your experience. Some of the things on your list after your trade show follow through may take several months, such as additions to the booth or redesign. Plan your next show well in advance and you’ll be able to capitalize on the things you learned.

ADM Two staff are experts on display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your display, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layout, trade show graphics, and etiquette.

Blog (Exhibit Insight), Trade Show

Trade Show Mistakes and How to Fix Them

2016-07-15 Susan Canonico

We all make trade show mistakes at some point in our trade show careers, so we thought it would be helpful to discuss some major trade show mistakes and how to correct them.

Too much text on trade show booth graphics – too much text can be the death of any design, but sometimes it is tempting to place a large amount of text on a trade show booth because it is so large. The assumption is that there is more space that is just waiting for more information, so that trade show attendees really get a sense of what you do, right? Wrong. Bad design can frighten people away, and text heavy design is simply not good. Draw attendees in with great graphics produced by a professional designer who knows trade show booth graphic design.
Hire a trade show booth graphics designer – this is related to the first trade show mistake. Trade show booth graphic design is much different than print or web design. Hiring a graphic designer who knows the rules and has experience creating trade show graphics is essential. They will help guide you in the process and make sure that you make fewer trade show mistakes along the way.

This portable trade show booth design is beautiful, with bright colors and great imagery.

Not enough trade show booth staff training – make sure to give your staff comprehensive trade show training so they know what to expect. This is especially important for those who are new to trade shows. They need to know if their responsibilities include some booth setup, break down, how to communicate to attendees and how to follow up. There may be electronics that they need to know how to operate or certain software that they need to be trained to use. Invest in your staff and it will pay off.
Not investing in up to date technology – especially if you are new to trade shows in your industry or it’s been a while since you’ve attended a trade show, check out some industry publications like Exhibitor Online and Trade Show News Network to get an idea of what technologies companies are using today. There are innovations in everything from LED bendable monitors to lighting to flooring, so checking out what some of the trade show leaders are doing can help you get ideas to update your booth and make sure you don’t look like you’re stuck in the dark ages.

We hope this helps to better prepare you for your next tradeshow. Trade shows are a valuable investment and can create a lasting impression on your prospective clients. ADM Two are experts at trade show booth design and fabrication, so give us a call at (813) 887-1960. One of our knowledgeable staff can assist you with your trade show needs. Also, check out some of our other articles to get more information on trade show booth layout and trade show staffing.

Blog (Exhibit Insight), Design

Design – The Art of Problem Solving

2016-06-07 Susan Canonico

Design is all around us, encompassing everything from office buildings to business cards to software. It is an essential part of life, and because of its ubiquity, there are a lot of opinions about what it is. One of our favorite definitions is from two Canadian academics, Paul Ralph and Yair Wand.

DESIGN: (noun) a specification of an object, manifested by some agent, intended to accomplish goals, in a particular environment, using a set of primitive components, satisfying a set of requirements, subject to some constraints.

We love that this definition manages to cover all of the aspects of design as we know it today, including design of abstract items such as software or mobile applications. We also like to think of it as simply an elegant, user-friendly solution to a given problem.

ADM Two was built upon the foundation of good design. The very name ADM is an acronym for Art-Design-Media. These are not elements that we believe in; they define us, which is why we wanted to give them some special attention.

Our warehouse is huge and you will find, at any given moment, people cutting wood, shaping wood, and packing up our next custom trade show booth or pieces of a corporate renovation. But if you look a little closer, you’ll see that we have a strong hand in the design of 99% of the projects we work on. Design is one of the things we do best.

The experience we have with great design is fundamental to our ability to work through challenging projects. In some cases, intuition can provide the solution to a problem, but most often our experience with a multitude of materials, colors, angles, and even the problems themselves are the keys to success

ADM Two staff are experts on trade show booths, museums, and corporate environments, so give us a call at (813) 887-1960, and one of our knowledgeable staff can assist you with your trade show booth, corporate renovation, or museum construction needs. Also, check out some of our other articles to get more information on trade show booth layout, trade show graphics, and etiquette.

Author: Susan Canonico

Calculating Trade Show ROI Is Easier Than You Think