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Secrets of Running
a Successful Trade Show Booth:
18 Case Studies from the Frontlines, Guiding Principles, and Specific Techniques
by Jim LeVine, Ph.D. and Beth-Ann Kozlovich
PLUS
Putting it Together: How to Create a Successful Trade Show Booth Operating Plan—A Companion Workbook
by Jim LeVine, Ph.D. and Beth-Ann Kozlovich
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How Much Trade Show Success Are You Missing?
Most trade shows contain a wealth of missed opportunities: Unbelievably, some booths are laid out so they actually repel customers. Inconceivably, some booth staffs fumble opportunities so badly, it appears that they are trying to fail, and incredibly, some booth time is so misspent that it makes you wonder about the professional quality of any of its products or services.
For such exhibitors, leads are routinely missed, lost, and mishandled; lavish amounts of money are frequently spent in unnecessary extravagance; and many qualified, interested prospects go begging for competent exhibitors. If you've been to a trade show recently, this is probably still fresh in your memory. You know what were talking about.
On the other hand, you've probably also noticed that there are always a certain minority of booth exhibitors who do extraordinarily well: their booths are swarming with eager prospects, and their aisle spaces are packed with bright optimistic faces lined up to have a look at the exciting offerings, and their customers seem to spill over with exuberant amusement.
So here's a silly question: Which exhibitor would you rather be? The successful one, of course.
And now here's a more difficult question: Which exhibitor in this example ARE you, really . . . the exhibitor missing too many opportunities, or the one beset by overwhelming success?
Want to Know How to Make Your Next Trade Show Experience the Most Successful Ever?
If you do, here's help. Real help. It’s from people who know, who’ve been there, made mistakes, corrected them and been successful. We've captured the secrets of trade show booth success – secrets that will help even the most experienced of trade show exhibitors do better. Sometimes, a little tweaking, a small change, can be all you need to make your booth better, yield greater results. The tough part is figuring out what that change should be. Any if you're relatively new to trade shows, do you truly want to just wing it and figure it out by yourself? Why not start out right?
You may be thinking that if trade shows contain so many missed opportunities, are trade shows a venue worthy of your participation, time, effort, and money for your organization or business to find new customers, clients, and contacts.
You bet they are. The trade shows is a sales, marketing and outreach venue like no other, offering a unique and very human opportunity: direct face-to-face contact between providers and consumers of programs, products, and services. Conducted successfully, trade show marketing is a very effective method of communicating, and in far greater depth than many comparable mediums what providers can provide and what consumers want to find.
We often hear that success is part skill, and part just plain luck – so how much luck is involved in doing well at a trade show? Luck plays a very small role in the successful operation of a trade show booth. Operating a successful trade show booth comes down to planning, practice, and experience; and as with so many other skills, most people are not born with this knowledge, so they require training. Not very sexy, but it’s the plain truth. Of course, having the right potential client come to the trade show at just the right time, is also good, and a boon when it happens. You just can't count on that, though. What you CAN count on is you and your staff doing the best job possible, because you've been well trained, and you've put the time in to creating a workable, managed trade show booth plan.
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So Who Are You?
Back to the difficult question: Who are you in trade shows terms?
- Trade show veteran?
- Trade show rookie?
- Trade show newbe?
- Trade show first timer?
- Trade show curious?
- Trade show wannabe?
- Trade show skeptical?
- Trade show disappointed?
- Trade show opponent?
- Trade show avoider?
Don't read further unless you fall in one or more of these 10 categories, but you are in any one of these categories, you need some help; If you are in more than one of these categories, you need more help you: and if you're in three or more of these categories, you really need help to improve your performance and make your trade show experience fun, fruitful and fabulous.
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We're Your Pilot to Trade Show Success
Trade shows are our livelihood: We operate a trade show as its promoters, owners, and investors. Plus, we've regularly been involved with trade shows as exhibitors, observers, and consumers. We attend as many trade shows as possible, regularly evaluate their performance.
We currently own, operate, and promote the Keiki Resources Fair in Honolulu, Hawaii through our company—Childhood Resources. (Keiki means child in the Hawaiian language)
 Childhood Resources annually presents the Keiki Resources Fair, and for a long time, we've realized that there is a great disparity between those in the know, who succeed demonstrably at our Fairs, and those who flounder. We've seen it. We can show you those differences, giving even the most experienced exhibitor or skeptical observer ideas, tips, and confidence to make your next trade show booth experience a more successful one.
Rather than just telling you about these ideas, though, we believe that you will learn more by seeing these ideas in action. We've interviewed, analyzed, and written our findings about our exhibitors. All of the case studies are real businesses, nonprofit organizations and individual practitioners and service providers. Some of the exhibitors are well seasoned and experienced; others are novices. Each was selected because each had found a way to attract people, and their booths remained busy, while other participants were left struggling.
What You Will Learn from these Insightful Case Studies:
Don't think that because a particular case study is not in your "field" that you can't learn from it and apply its principles and secrets. Regardless of your business, program, service, product or organization, reviewing these case studies will give you direct insights and practical advice, guiding principles and specific techniques to get you the trade show results you want. Some ideas are so simple, you make have overlooked them. Other ideas require development through practice, or specific personality types to enhance your success. And while you may not become an instant trade show booth expert overnight, you'll be inspired to achieve greater levels of creativity and performance with each trade show, and each addition of a particular idea. In reality, our expectation is that the knowledge you will gain will significantly boost bottom line profits, giving you a new appreciation of the power of attending trade shows.
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In Secrets of Running a Successful Trade Show Booth: 18 Case Studies from the Front Lines, Guiding Principles, and Specific Techniques, you'll discover:
- Over 30 ways to lure potential customers to stop at your booth so that you can engage them in productive dialogue.
- The one most important thing you need to do before every trade show
- 16 ways to behave and not to behave when in your booth
- 15 tips on how to and not to engage your prospects once in the booth
- 19 items that should be on your preshow checklist
- 15 things you need to be ready for to avoid disaster
- Answers to this question: how much is too much to spend on a booth?
- 7 major points to consider in laying out your booth
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How Much Do These Case Studies Cost?
Is there an idea or two in these cases studies worth their weight in gold – equivalent to thousands of dollars of new business? You bet there are. You can begin discovering this information for as little as $4.97 for each case study (PDF).
Introductory Individual Case Studies Offer
To order individual case studies from Secrets of Running a Successful Trade Show Booth: 18 Case Studies from the Frontlines, Guiding Principles, and Specific Techniques by Dr. Jim LeVine and Beth-Ann Kozlovich, you may order individually from the following list for just $4.97 each PDF. (see bottom of page)
Case Study 1:
About Barbara Luksch of Hawaii Covering Kids, How to keep them swarming around your booth: Attract their attention then slip them something great. 6 pages.
Case Study 2:
About Susie Rodenkirchen, The Dolphin Institute and the Kewalo Basin Marine Mammal Laboratory, University of Hawaii, How to get families to jump through hoops to learn about ocean mammal science: It’s all about attitude! 6 pages.
Case Study 3:
About Irene and Tad Dator of Avon, How to differentiate a booth featuring a mass marketed product; Or, if there are several Avon booths, how come this one has them lining up for hours?: Sometimes the answer is simple: good people, good fun. 7 pages.
Case Study 4:
About Mary Marasovich of Oahu Speech and Language Pathology, How to work outside the box and bring continuous crowds: It’s easy if you can work a crowd. 6 pages.
Case Study 5:
About Dr. Earle Okamura of Dr. Earle Okamura, Optometry, How to get parents to wait for childhood vision screenings: Just work the line. 5 pages.
Case Study 6:
About Sensei Debra K. Lewis of Japan International Karate-Ki Center, How to attract attention with dignity: Stand tall in a large disciplined group and grunt at the top of your lungs; then demonstrate a family-friendly way of life. 6 pages.
Case Study 7:
About Kathy Ramos Bentley of Parents Inc., How to occupy kids, so parents can listen: Immerse them in the tools of their trade. 7 pages.
Case Study 8:
About Lisa Zakar of Lisa Rose Doll House, How to turn tea and manners into a dream booth: Give girls the opportunity to dress up to the nines. 6 pages.
Case Study 9:
About optometrist Dr. Peili Lin of Honolulu Vision Center, How to make big crowds from tiny flashlights and finger puppets. Deliver information packed with lots of laughs. 7 pages.
Case Study 10:
About Dr. Arthur Wallace Harvey and Miki May of Sounding Joy Music Therapy, Inc., How to attract a crowd by not talking at all: Create a blanket of calm. 7 pages.
Case Study 11:
About Leroy Akimoto of Woodcraft Hawaii, How to recapture one of childhood’s joys is the key to crowds. Or as Big Dave says, "All good things begin in the imagination." 6 pages.
Case Study 12:
About Sonia Soles of the Hawaii Nature Center, How to come inside to attract families outdoors: It’s all in the hands-on. 6 pages.
Case Study 13:
About Dan Estep of Mr. Dan the Magic Man, How to be the guy all the children want to see: All it takes is a little magic, and to be all for free. 6 pages.
Case Study 14:
About Rebecca Andrew of Ohana Music Together, How to tap into a child’s rhythm of life: Be the Pied Piper. 6 pages.
Case Study 15:
About Jeff Bock of Lokahi Montessori School, How to quickly communicate how your school is different from the rest: Make your booth a miniature classroom. 7 pages.
Case Study 16:
About Beth-Ann Kozlovich of Honolulu Waldorf School, How to make changing displays and insightful conversation engage fairgoers: Just answer the question: What’s Waldorf? 7 pages.
Case Study 17:
About Sharron Ehnes of Parents Without Partners, How to create a busy, happy booth: Have a multi-activity play space for kids—and a place to connect for their single moms or dads. 6 pages.
Case Study 18:
About Dave Livingston of Edward Jones Hawaii, How to get qualified clients to stop by: It isn't a matter of numbers. 6 pages.
Order All for $29.97 and SAVE!
Get the entire set of all 18 case studies Secrets of Running a Successful Booth at a Trade Show: 18 Case Studies from the Frontlines, Guiding Principles, and Specific Techniques by Jim LeVine, Ph.D and Beth-Ann Kozlovich. For $29.97, a $69.49 savings over the set if individually purchased.
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Want Step-By-Step Help Writing Your Own Plan? Get Putting it Together: How to Create a Successful Trade Show Booth Operating Plan: A Companion Workbook to Secrets of Running a Successful Trade Show Booth!
Knowing the secrets, and being inspired to have a successful trade show booth is important, but having a step-by-step guide to help you actually formulate a detailed booth operating plan is another. Trade show veterans show you step-by-step how to do it in Putting it Together: How to Create a Successful Trade Show Booth Operating Plan: A Companion Workbook to Secrets of Running a Successful Trade Show Booth: 18 Case Studies . . .
by Jim LeVine, Ph.D. and Beth-Ann Kozlovich, $34.97 (PDF).
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Bonus Offer!! Order all and SAVE 50%!
To order both the Secrets of Running a Successful Trade Show Booth:
18 Case Studies from the Frontlines, Guiding Principles, and Specific Techniques and the companion workbook, Putting it Together: How to Create a Successful Trade Show Booth Operating Plan and save over 50% over the individual price — that's a $124.43 value for just $59.97.
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And for a Short Time Only
Ten of the Biggest Mistakes . . . a Limited Time Introductory Bonus, Free With Every Order
If you purchase now, we'll include at no extra cost Ten of the Biggest Mistakes You Can Make in Running a Successful Trade Show Booth: Don't Do These Things Ever, Ever, EVER! Invaluable, simple advice, that's worth thousands of dollars in savings to you—FREE!
Select and buy: Individual Case Studies $4.97 each (PDF)
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Secrets of Running a Successful Trade Show Booth: 18 Case Studies from the Frontlines, Guiding Principles, and Specific Techniques
$29.97 (PDF) |
Putting it Together: How to Create a Successful Trade Show Booth Operating Plan: A Companion Workbook to Secrets…
$34.97 (PDF) |
Both Secrets of Running a Successful Trade Show Booth: 18 Case Studies . . . and Putting It Together: How to Create a Successful Trade Show Booth Operating Plan: A Companion Workbook to Secrets…
$59.97 (PDF) |
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PS:
Remember, if you purchase now, we'll include at no extra cost Ten of the Biggest Mistakes You Can Make in Running a Successful Trade Show Booth: Don't Do These Things Ever, Ever, EVER! (PDF)
Envision Your Next Trade Show
You've done everything right, following many of the suggestions you've read in Secrets of Running a Successful Booth at a Trade Show: 18 Case Studies from the Frontlines, Guiding Principles, and Specific Techniques and it's working! Your booth is filled with numerous qualified prospects seeking your counsel about your products organization or services. There is a line of people waiting to see you and your staff. People are telling you they've heard about you everywhere. Neighboring exhibitors are wondering what you're doing to succeed at attracting so many to your booth. Is this what you're seeing?
Remember
Join our mail list for occasion email newsletters to help make your trade show booth successful. Join Our Mailing List
Coaching is Available If You Want More
We offer coaching to get you through, validate your opinions, or bounce ideas around. Email either of us at: unwindology@hawaii.rr.com.
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