Join your peers on Thursday, September 11 for some trade show 101. Each of the four classes are 90 minutes long, with a 30-minute break in-between. Attend one, attend a few! All seminars will be taught by exhibit management Veteran Candy Adams, a.k.a. “The Booth Mom."

Attendees can also sign up for a free Friday consultation from Candy during the show! Classes are in the regular seminar room, S310.

Please email me with any questions: vvasil@surfexpo.com

Here's the course schedule:

9am -101 Cost-Cutting Tips

With exhibiting costs consistently rising and marketing budgets being pinched, how can you reduce your exhibiting costs without your booth visitors noticing that you’ve cut corners?  In this fast-paced session, you’ll receive 101 time-proven tips and tricks (and maybe a few more!) that will save you money on all aspects of your show preparation and on-site services.
Learn how to save money on:
 Exhibit design and refurbishment.
 Storage.
 Insurance.
 Promotions.
 Specialized exhibit transportation.
 Material handling.
 Electrical service.
 Telecommunications.
 Carpet and furnishings purchase or rental.
 On-site supplies.
 Installation and dismantle.
 Staff training.
 Travel.

You’ll also receive a comprehensive Excel budget template to track your show expenses and show your cost-savings that includes industry averages on the major areas of spending on trade shows. 

11am - Boothmanship 101

Is your exhibit staff your secret weapon or weakest link?  Have you prepared them to be ready and comfortable talking with your customers, prospects and suspects who’ll be visiting your exhibit? 

Industry studies prove that the most memorable part of your exhibit is your staff! Trade shows ARE show business, so you need to prepare your exhibit staff with a rehearsal before the show so they’ll give an Oscar-worthy performance to each and every visitor! In this session, you’ll receive info on:
 The 5 steps to engage booth visitors.
 The 4 parts of an elevator speech for your staff. 
 The 2 words to use to phrase questions to qualify any visitor to your exhibit.
 The 5 critical questions to ask attendees that turn a contact into a sales lead.
 The top 10 “bad boothmanship” pet peeves that drive your booth visitors crazy.
 The #1 question your exhibit staff doesn’t ask when taking a lead.
 Tips on dismissing visitors once your interaction is over.
 Comprehensive checklists of what to cover in your pre-show orientation meeting in your booth and “company-confidential” off-site exhibit staff meeting.

Hill Group’s certified exhibit staff trainer, Candy Adams, a.k.a. “The Booth Mom,” shares her expertise to help you prepare your staff for a standing ovation while increasing your show ROI!

1pm - Top Ten Tips for Trade Show Success

What sets apart a ho-hum exhibit program from one that helps you reach your goals and objectives of high-quality leads, positive press, lots of face-to-face audience interaction and great branding?  It’s all in identifying your goals and planning ahead to meet them!

Most exhibit managers spend the majority of their time on the show logistics.  Even though that’s important, it’s not what will make a difference when the show’s over and the boss asks, “How’d we do?” In this fast-paced class, participants will learn:
 The six P’s of a successful exhibit: How to plan, profile, prepare, promote, prospect and persevere.
 The three things to put on your graphics to stop prospects in their tracks.
 The five steps of engaging show attendees.
 Ten “boothmanship” tips to make your staff look professional.
 What to pack that you will need at the show.

3pm - Economic but Still Effective Exhibiting:  Strategies to Cut Exhibiting Costs

If you’re feeling the budget squeeze based on our current economy, you may need to take a step back and consider what you’re spending that really adds value to your program (the meat) and cut out the excess that doesn’t give you bang for your buck (the fat).  In this interactive session with lots of group participation, moderated by Candy Adams, exhibit management veteran, you’ll learn how to:
 Use a detailed trade show budget as an overall guide to cutting costs so you know exactly what your costs and expenditures are. 
 Know exactly why you're exhibiting, what your specific objectives are, how to measure them, and what it will take to attain them.
 Set consistent evaluation criteria for the shows you attend including attendee profiles, the show's targeted marketplace, your sales force's opinion, what other companies are participating, conference topics, projected visitor attendance, and projected expenses.
 Determine the right size exhibit to meet your goals and objectives.
 Compute the right size staff based on your estimated number of targeted attendees.
 Evaluate the weight and size of your exhibit properties and supplies and how they impact shipping costs, drayage charges, and the cost of storage.
 Plan ahead and order early to get contractor discounts to help reduce costs for both show services and show labor.
 Manage your exhibit staff’s travel expenses to help contain indirect show costs.
 Learn from your peers, vendors and show management.
Each class is 90 minutes, with a 30 minute break in-between.
All seminars will be taught by exhibit management Veteran Candy Adams, a.k.a. “The Booth Mom." Attendees can also sign up for a free Friday consultation from Candy during the show!

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