Getting involved in a trade show is a fantastic opportunity for your company to showcase your latest services and products to your core demographic, as well as network within your own industry. However, it’s a very competitive market. To ensure that you walk away with more quality leads than your competitors, we’ve run through our interactive and creative ideas for your exhibition stand below.

Keeping your visitor’s attention goes beyond the initial graphical impact of your exhibition stand; you’ll also want to provide a well-thought out experience. People inherently enjoy being entertained. Before you decide on a concept to implement to keep them engaged on your exhibition stand, you’ll want to think about the context.

Your timeframe to capture their attention won’t be long, so you’ll want it to be simple and engaging enough to keep it. Visitors are also likely to have been walking around for long lengths of time, and thus their focus may be lapsing. The best executions of interactive ideas are within an exhibiting solution that can build in these features from the get-go to create seamless functionality.

Gamification

Games are fun and a great way of drawing in an audience! “You’ll want the game to increase footfall to your exhibition stand, but it’s also important that they remember your brand and what they discussed on the stand. Not just the game!” says Design Consultant, Emma Battman.

To keep on-brand, it’s important that the game relates in some way to your product/services. Totum Sport, a brand that sells hydration sports supplements to make you run faster and hit harder, integrated a “reaction game” live on their exhibition stand. The graphics surrounding the game highlighted this feature, and was tactfully placed near an illuminate product display.

Competitions

Everyone loves a giveaway, and although they’re a common tactic when it comes to exhibiting, they’re still beneficial to draw attention to your exhibition stand and provide an ample opportunity for your social media coverage.

A Prestige Events System exhibition stand can fully accommodate a space to drop a business card, and provide a graphical element around the slot to shout about the competition. “WIN a bottle of champagne”, stylised with an arrow into the drop point or you could even engage further and add a sweepstake element, “guess how many corks in the champagne bottle”. A tactic that Searcy’s used at Square Meal Venues & Events Live 2017 – and bagged exhibition stand of the show!

Create a workplace, coffee and touchdown area

The average trade show attendee spends 5.5 hours at an exhibition, and most of them will thoroughly explore the venue. Think of the strain on their feet! A sit-down area provides a comfortable space on your exhibition stand for any visitor.

They’ll get the comfort of a cushioned seat and maybe even a warm cup of coffee and you’ll get the opportunity to strike up a conversation.  Our client, YourZone45, had huge success with implementing an informal seating area to their layout; the structure was purpose-built to accommodate the lounging zone and made use of the extra space for brochure displays.

“There are some fantastic pieces available for hire at events from Concept Furniture!” Account Manager, Amelia Dyer says. “Annette Kelsall has provided furniture for many of our exhibition stands over the years and boast a great range on their website.”

Knowledge share

Live demos on your exhibition stand are a sure-fire way to grab people’s attention, whilst keeping in mind your show objective. If you work in a sector that boasts interesting products, be sure to build your exhibition stand to accommodate it, whether it’s a car, a big ol’ boat engine or a bunch of mountain bikes!

If you’re hosting a product demo, be sure to choose a presenter that will be able to confidently run sessions and naturally incorporate audience interaction to draw more people around your stand.

Interactive screens

Using the robust and reliable Prestige Events System, TV screens can be fixed at a lower height for the integration of touch screen games. Semi-circle plinths can also be placed underneath regular screens to house a PC and a mouse and keyboard to successfully and comfortably run material relevant to your audience, whether it’s a game or a demo.

As well as various TV screens, Tesco Labs also invests in a slew of brackets attached to their counterfixes, or inside showcases, to mount an iPad. Perfect for showing literature, taking product orders and providing a more immersive experience!

All of these features demonstrate a good use of space and can be implemented into your exhibition stand from the very beginning concept. By creating something from the get-go, the graphical element of your exhibition stand can be designed to fit the purpose. Want to lead your visitors to a specific point within your stand? Let the photo-flooring take them there. Coupled with good furniture choice, and interactive ideas, you’ll not only catch the attention of your visitors but, more importantly, you’ll keep it.

The Quadrant2Design team have designed and built all types of shapes and sizes of exhibition stands, and are well-equipped to support your smaller exhibition stand design with a free design proposal, drop us an email at [email protected] or call us on 01202 723500 for more information.

by Logan Harrington

This article originally appeared on the Quadrant2Design website.

It can be one of the biggest challenges and a vital part of any business marketing and sales strategy, how can you generate genuine leads for your business and stand out from the crowd?

Whilst there are countless ways in which to get started, using branded promotional merchandise has a proven track record for creating successful return on investment for your business or organisation.

Whether a start-up, corporate firm or charity organisation, promotional products can do wonders for your business and you will be amazed by the huge range available to choose from – with everything from old-school favourites like mugs, pens and t-shirts to more unusual items like payment fobs, wireless speakers and even drones!

Start a Sustainable Revolution in your Company!

More vital than ever and currently a hot topic the world over, offering sustainable and environmentally friendly branded products are a sure way to get your customers on board. Not only will it show that your business cares about the planet, they are also brandable promotional gifts that will be used again and again as your clients get to do their bit for the environment with ease.

A fantastic example is the innovative PLA coffee cup or plant cup – this sturdy and practical tumbler is made from 100% biodegradable plant materials including corn, cassava, sugar cane and sugar beet and has a 0% petroleum content – it’s even microwave and dishwasher safe to boot!

Why not keep your clients dry and their conscience clear, with a customisable umbrella made from 100% recycled materials or, back in the office, there are hundreds of options out there for sustainably-made stationery which will always come in handy.

Go Postal!

According to a recent survey, 82% of people said that they went on to purchase a product or service from a company that gave them a free promotional gift – that’s a fabulous return on investment!

So, avoid the email spam filters and send out a promotional item in the post – something tactile, light and cost-effective such as phone holders, web cam covers and screen cloths work a treat and prove useful items that your clients are likely to keep handy. What’s more, every time they use that item they will be reminded of your business – it’s win-win for everyone!

Stand Out from the Crowd

So you’ve heard of giving out pens or mugs to promote your business. Let’s face it, most businesses do it – so why not think outside the box with some more unusual business gift ideas which will get your clients talking. One super-useful item that’s a hit in Scandinavia and Iceland is a Buff Snood; a seamless multifunctional material that can be worn as a scarf, hat, hair band, mask, balaclava or Alice band – it’s great fun as well as being pretty handy. Or why not try a Tangle or Puzzle Cube – times have moved on single the fidget spinner craze – so treat your clients to a new novelty and promote your brand while you’re at it!

Keep it Useful

One of the most important things to remember when choosing a new promotional item is to choose something that your clients are likely to use and be genuinely interested in. Offer them something that they will want to keep in their drawer, car or bag for months to come and remember; every time they use it, the more they will become aware of your company and the more likely you are to get business from them. Items like stationery, car air fresheners and ice scrapers as well as USBs and card holders are all great options when researching your next marketing venture.

Industry Specific

Choose something thoughtful. For example, a hard-hat pencil sharpener for the construction industry or a nail file for a beautician. So, always think about your end user and your customer base and try to aim to keep it specific to that industry where possible. If you have a very wide client or customer base then choose items which are likely to be useful for everyone – such as mugs, pens or notebooks as they will still show of your logo and are likely to be used on a day-to-day basis. Just like in any element of marketing strategy, always keep your target audience in mind!

With the new website update online this week, Especial Effects are happy to show off what we have been up to over the last few months creating A riot for the new feature film “Baghdad in my shadow 2018” Director: Samir and writers Samir, Furat al Jamil

if you have any pyrotechnic, explosive, smoke, fire, water effects or electronic gadgets  need making then why not give us a call for a quote

Phil Anderson

Especial effects co

0700433332

[email protected]

—
The Especial Effects Company 86 Woodhurst ave Pettswood Kent BR51AT www.specialeffects.uk.com [email protected] Tel: 07000 433332

Content marketing is not to so much about promoting the brand but more about stimulating interest in its products or services. Social media is an integral part of that. High quality content engages consumers and grows your customer base directly where as above the line advertising promotes brands, products and services through mass media.

I’m involved in creating storyboards for content and production agencies more now than ever before and can only see a rise in this activity. Exciting times ahead.

– Steve Langlois, Drawn in Ink

For more on Drawn In Ink’s work, visit drawninink.com

Storyboards & Concept Art – Central London

By Jennifer Hall, Lead Forensics

Return on Investment is at the heart of every B2B marketer; any new venture undertaken has ROI as its key driver and ultimate judge in the measuring of its success. This month, we’re keen to focus on that important ROI, and how we as marketers encounter it and use it to further our methods. It’s time to crunch the figures and know where every piece of your marketing stands.

There are plenty of ways to measure ROI, differing from company to company and practice to practice; but some techniques ring true for us all. This blog looks to how we can best practice our use of ROI- why it is so important to the B2B marketing mix and what we should be doing to make the most of the results we gain.

What does ROI mean to you?

Just as every company measures ROI differently, every marketer can gain something different from the result. The ROI Institute describes ROI as comparing “program benefits to cost”, and when measured and used correctly, it “shows not only the success of a particular project, program or solution, bust also provides detail into how the project can be revised to add additional value.”

So, you need to sit with your marketing department and ask them all- what does ROI mean to you? Only 28% of marketing leaders think they demonstrate the value of marketing efforts internally- this needs to be the first thing to change. To start with, you’ll need to figure out what “revenue” you’re taking into account as “return”, what time-frame you base the measurement of return from, and the departments through which your ROI stretches- does it stay in marketing or extend to sales and onwards?

Your team needs these answers to accurately use your ROI to measure success and implement improvements. Obviously marketing channels differ, so you’ll need to work together in finding a system that works for everyone.

Understand attribution

However you measure ROI, you need to know where these revenue generating leads came from. Some channels, like social media and print are notoriously hard to attribute correctly, especially when prospects call in, or neglect to mention how they found you when filling in a contact form.

29% of B2B companies have no attribution system, and only 27.6% of companies are using their attribution system for the right reasons. This is fundamental when calculating ROI, as using the wrong attribution model will lead to uncertain investments and problems further down the line. You may do a direct mail campaign and see little ROI, however a few weeks later your PPC goes through the roof. Could this be due to DM campaign informing a huge number of people about your brand, to the point where they searched your company and inquired through PPC? If your attribution model didn’t ask this question of your leads then you may cut your DM budget for next year and wonder why your PPC is down!

Understand your attribution, and then you’ll understand your ROI.

Match the approach to the process

There is no one way to measure ROI- especially in the B2B sector, processes differ, and sales cycles often take time. You need to make it work for your process. Take a weighted approach, where you apply more weight to the leads in the latter stages of the pipeline, and less weight to those that have only just entered it. The simplest way of doing this is to count both the leads currently on their buyer journey as well as those considered a closed deal.

By making this change you’ll not only see what marketing channels and campaigns produce the highest amount of revenue, but you’ll also know what channels provide an acceleration in the sales process. If your approach to ROI measurement doesn’t match your process, then you’ll end up making all the wrong investment decisions!

Start at the end

ROI is the end game- it’s the last figure you’ll note down in a report. This can make it seem like an unreachable entity, so it sparks little motivation; change that mentality by starting your process with that end goal in mind. What is your desired ROI (as a minimum) for a specific campaign? Know this figure, and know how you’ll measure it to work out exactly what you need to achieve it. Your ROI targets then become a palpable number that makes sense to you (and if applicable, your team).

Once you know this- it all gets easier. Now we’re talking a language you can apply easily to your channel, you’ll know straight away if that ROI goal is achievable based on the numbers you’re getting at the moment, and if not, what needs to change so you can get there?

Use this technique to plan ahead- what was successful before? Where were your strongest ROIs and where did your best customers come from? Speak to those customers about their initial interaction with your company, analyse all the figures and use this information to draw up your next campaign.

By using ROI like this, it becomes a strategic guide in planning your future. Set internal goals with the numbers you know, and explain to everyone how they lead to the ROI; you need to see this figure as more than just a measurement for success- it’s a guide to success!

Think for today as well as tomorrow 

When measuring ROI, things can get very deep and a little complicated, especially when you’re branching departments, looking into CLTV (customer life time values) and more! The spreadsheets pile up and you produce a number- but don’t know how to use it.

Instead of thinking about the final number, think about today and how you can set achievable goals. Break them up into short term ROI, and long term ROI targets. In its simplest form within marketing, short term ROI is “how many leads did we gain from that campaign today?” vs long term “how much revenue was generated from the leads gained in that campaign?”. When working with a team, this is a great mentality, then they understand the importance of every stage in marketing and sales, including their own input.

With short term ROI- start small, and build it up. When you start on a new project set short term, simple to track targets. Take the result, make changes, and then set a longer term ROI goal. Continue to refine and improve based on how successfully you move along the ROI journey until you’ve got an incredible system. This means a) you can measure the real return on your investment and b) you’ve perfected your system in the process, so you’re stronger now than before.

Use ROI to team up marketing and sales

We all know the benefits. It’s no surprise to us that companies who have teamed up their sales and marketing are 67% better at closing deals. It makes sense when we know that 95% of B2B buyers choose a solution that provides them with relevant content throughout the buying journey, from marketing right through to the sale.

Sales departments benefit from using content and social media in nurturing a warm lead, so teaming them up with marketing means the investment is shared, and the return hinges on everyone utilizing it. When making decisions about investments for the future, you should incorporate sales into the conversation- what leads sell better and why? They might inform you that your PPC campaigns are bringing in the wrong audience, or your social media produced the best leads they had last year. You simply won’t know enough about what investments are guaranteed to bring revenue results without involving your sales team in the discussion.

ROI is a complex value that carries a level of importance for companies everywhere, so it shouldn’t be just another number you file away in a report. Use your ROI to unlock marketing success by learning from its result and considering it in discussions.

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Free guide –  Effective multi-channel models for marketing and sales has plenty more information in about marketing ROI. If you found this interesting, you should definitely give it a read!