Armory Show – March 7

The Displayers have been recommended by MMPI (Merchandise Mart Properties) to Gagosian Gallery and Various Small Fires and Liz Magic Laser to develop exhibits for The 2013 Armory Show.  In past years The Displayers work at The Armory Show have included Julian Opie’s Automobiles that graced the entrance of the show that can be seen in the Artist Edition section of our website.

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The Armory Show, a leading international contemporary and modern art fair and one of the most important annual art events in New York, takes place every March on Piers 92 & 94 in central Manhattan. The Armory Show is devoted to showcasing the most important artworks of the 20th and 21st centuries. In its fifteen years the fair has become an international institution, combining a selection of the world’s leading galleries with an exceptional program of arts events and exhibitions throughout New York during the celebrated Armory Arts Week.

 

Dates and times:

Pier 92 & 94 – Twelfth Avenue at 55th Street New York City

The Armory Show 2013 Opening Day takes place Wednesday, March 6th for invited guests.

Public Hours:

Thursday, March 7th – Saturday, March 9th, 12pm to 7 pm
Sunday, March 10th, 12pm to 7 pm

 

Directions:

Piers 92 & 94 are located on Manhattan’s west side on the Hudson River (Twelfth Avenue) at 55th Street in the Passenger Ship Terminal complex. The piers are easily accessible by public transportation, taxi, and private vehicle. The nearest subway stop is four cross-town blocks east at 50th Street and Eighth Avenue.

Shuttle Bus Service:

Shuttles are available between The Armory Show on Piers 92 & 94 and VOLTA NY on 34th Street near Fifth Avenue.

Mass Transit:

Piers 92 & 94 can be reached by public transportation via the Eighth Avenue subway, E or C trains to 50th Street, then via M50 bus line. The M50 bus runs west on 49th Street (to the pier) and east on 50th Street (from the pier) connecting at Eighth Avenue (E or C subway) and at Seventh Avenue (1 or 9 subway). Also, bus lines M16 and M42 provide service to 42nd Street and Twelfth Avenue. For subway and bus information and schedules, call (718) 330-1234

By Car:

From the Lincoln Tunnel, take 42nd Street west to Twelfth Avenue. Continue north on Twelfth Avenue to Piers 92 & 94 (at the Passenger Ship Terminal). From the Queens-Midtown Tunnel, go west via 34th Street to Twelfth Avenue. Continue north to the piers (at the Passenger Ship Terminal). Access to the piers for private cars is available via 55th Street and Twelfth Avenue. All vehicles should follow signs for the Passenger Ship Terminal parking.

 

 

History of The Armory Show:

The Armory Show, housed in Piers 92 and 94 along the Hudson River on Manhattan’s west side, is the largest art fair in New York and one of the principal annual art events in the international art market calendar. Visited by tens of thousands of people each March, the Armory has for almost two decades been the showpiece for some of the world’s most important modern and contemporary art galleries. Canonical names from Picasso to Pollock have all been presented at the fair, as have, in equal measure, some of the most cutting edge artists of a younger generation. Organized by The Armory Show, Armory Arts Week has emerged as one of liveliest moments in New York’s already rich cultural calendar, with a number of smaller art fairs temporarily alighting throughout the city and the major museums staging their marquee exhibitions to coincide with the fair.

 

Founded in 1994 by dealers Colin de Land, Pat Hearn, Matthew Marks, and Paul Morris as the Gramercy International Art Fair, named after its initial location in the legendary Gramercy Park Hotel, The Armory Show acquired its new title in 1999 following the fair’s migration to the 69th Regiment Armory on Lexington Avenue. The name was an homage to the legendary 1913 exhibition of the same name that also took place in this building, which famously showcased works by avant-garde European artists never previously seen on American soil side-by-side with their American counterparts. This original Armory Show is widely credited for bringing Modern art to New York, and its eclectic and unorthodox mix of genres, juxtaposing Vincent van Gogh alongside Marcel Duchamp and Edward Hopper, has been a source of inspiration for ensuing decades and continues to linger today, 100 years later.

 

While its location at the 69th Regiment Armory was only temporary, the current Armory Show was inspired by the idea of bringing new art from all over the globe together under one roof. The fair moved to the west side piers in 2001, initially on Piers 88 and 90. Like the fair’s previous locations, the piers feature prominently in New York City history, and are also a characteristic part of its visual make-up, with their finger-like structures poking out from Manhattan on popular bird’s eye view maps of the island.

 

The piers are numbered according to their original position amongst over a hundred similarly sized piers from the south tip of the island to the Upper West Side. Located between 52nd Street and 55th Street on Twelfth Avenue. The Armory’s piers are on the edge of midtown, with it’s characteristic skyline and flashy neon signs hovering just a few blocks away.

 

The piers are visual reminders of a significant time in New York’s past, when the Hudson River was central to the city’s transportation infrastructure. Wider than the East River, and connected to timber, coal, livestock, and other natural resources from upstate New York, the waterway carried steamboats and ferries to a budding metropolis long before cars became mainstream. Passengers and cargo were off-loaded at the various piers, which further connected the surrounding area by rail—the Highline, now a public park, extended from the riverfront to the Meatpacking District and SoHo.

 

As the emergent auto industry gradually diminished the reliance on rail and waterways by mid-century, traffic to west Manhattan thinned. Businesses at the piers closed down and many were left to decay. Their desolate, frail structures could be dangerous territory to frequent, but also offered temporary homes to various artist projects, the most illustrious, perhaps, being Gordon Matta-Clark’s iconic Day’s End on Pier 52 from 1974. As with his characteristic building cuts, the artist, to use his own words, took “a decaying sad reminder of a previous industrial era and renovated it.” While the police were quick to put an end to the huge, gaping hole cut in the far wall of the abandoned pier, thus letting in air, light, and reflections cast by the Hudson’s sparkling water, the intervention stood as a visionary effort to revive the west side waterfront, which was ahead of its time by over thirty years.

 

In the last decade, significant cultural redevelopment of the area has been underway. The Hudson River Park, extending from Battery Park to 59th Street, is the largest park to be created in Manhattan since Central Park (completed in 1873), and provides home to a marina, sports complex, driving range, canoeing club, and many other popular year-round attractions. The remaining piers closest to the Armory still serve as a hub for ocean-bound ships and cruise liners (with the New York Passenger Terminal handling over one million travelers every year), as well as The Intrepid, the Second World War aircraft carrier, which now houses a museum.

 

Set within the city’s ever-changing urban landscape, The Armory Show on Piers 92 and 94 has become an integral part of the cultural redevelopment of Manhattan’s west side. As both a leading international art fair and a New York institution, it continues to evolve as a site for discovery and for supporting the great galleries and artists of our time.

 

Merchandise Mart Properties, Inc.

Overview of Merchandise Mart Properties, Inc. Merchandise Mart Properties, Inc. (MMPI), a division of Vornado Realty Trust, is a leading owner and operator of integrated showroom and office buildings, as well as trade show facilities, bringing buyers and sellers together through market events, trade and consumer events and conferences. As both a property manager and trade show producer, MMPI has been North America’s market maker for the industries it serves, bringing together wholesalers, retailers and consumers for more than 65 years.

 

Architectural Digest Home Design Show – 2013

The Displayers has participated in the development of the Architectural Digest Home Design Show since its inception 12 years ago, working with Architectural Digest and MMPI (Merchandise Mart Properties) to develop elements of the show including the entrance, signage, the AD 100 Area, lounge and other sponsorship areas including Lincoln’s installation.

 

Architectural Digest and MMPI have recommended The Displayers to exhibitors including: 

Artistic Tile | Cortina Leather | Dennis Miller Associates | Ethan Allen | Exquisite Surfaces | Holly Hunt | KitchenAid | Lefroy Brooks | MauraStarr | Moore & Giles | Scalamandre | OrientNJ | Stamberg Aferiat Architecture | Stark Carpet

 

The Displayers management and exhibit installation services to many of the shows exhibitors in addition to exhibit design, construction, graphics, shipping, storage and maintenance.

 

We hope the below information is helpful, and if assistance is needed, we are happy to help or provide guidance.  We invite your questions.

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Overview

We are excited to welcome you to the 12th annual Architectural Digest Home Design Show. Here you’ll explore the latest ideas and products for the home — from furniture and lighting to kitchens and baths. Whether starting from scratch or searching for that single object to finish a room, the Show promises to introduce you to something you simply have to bring home.

 

Show Hours and Admission

March 21-24, 2013

  • Thursday: 11AM – 7PM  – (Open to Trade and Preview Guests)
  • Friday & Saturday: 11AM – 7PM – (Open to the Public)
  • Sunday: 10AM – 6PM  – (Open to the Public)

We are thrilled to announce that DINING BY DESIGN New York 2013, the premier fundraising event for DIFFA: Design Industries Foundation Fighting AIDS, will be located adjacent to the Architectural Digest Home Design Show at Pier 94. Be sure to experience this spectacle of table environments created in a variety of magnificent styles.  This portion of the show will be closed to the public on Thursday at 3:00 p.m. and on Saturday at 4:00 p.m.

SHOP.BE INSPIRED.CELEBRATE DESIGN.

A world of design inspiration awaits at the 12th annual Architectural Digest Home Design Show. Explore the latest products for the home. Shop from new and established brands. Get inspired by new ideas and insight from top talents in the industry.

  • Exhibits from 420+ exhibitors with over 500 premium brands
  • Keynote Presentation by Margaret Russell, Architectural Digest Editor in Chief
  • Design seminars presented by The New York Times
  • Culinary demonstrations and tastings
  • 40+ amazing table installations at DIFFA’s DINING BY DESIGN NY

 

About the AD Show:

When and where will the 2013 Show take place?
The 2013 Show will take place March 21-24th, 2013 at Pier 94 in New York City (55th and West Side Highway).

How many people can we expect to attend the Show in 2013?
The Show has been growing in both attendance and exhibitor base for the past several years. In 2012, over 43,800 attendees visited the Show.

Who attends the AD Show?
The AD Show draws a mix of the design trade (architects, interior designers and decorators, showroom principals, buyers) and the high end consumer/homeowner. Although the Show draws an international audience, most of the attendees are from the United States, specifically the Northeast region and the east coast.

Is the Show open to both the design trade and the public?
Yes. The AD Show is open to the design trade (architects, interior designers and decorators, showroom principals, buyers) and the high end consumer/homeowner. Thursday is open only to the design trade (and VIP consumer guests) while Friday, Saturday, and Sunday are open to the trade and the public.

 

Move in / Move out:

 

What are the days and times for set-up & moving out?

Set-up will take place:

• Tuesday, March 19, 8 a.m.-6 p.m.

• Wednesday, March 20, 8 a.m.-5 p.m..

 

All Exhibitors must be moved out by Monday, March 25th. Additional details will be included in the Exhibitor Manual

 

 

About Us

Management Team

MMPI is one of the largest trade show producers in the country. Our competent staff is fully capable of all aspects of trade show management.

 

Mark Falanga
President
Susan McCullough
Senior Vice President

General Information

Merchandise Mart Properties, Inc.
7 West 34th Street
Suite 1027
New York, NY 10001
212.644.0833

 

Driving Directions

How to get to Pier 94:
55th Street and the West Side Highway
New York, NY 10019

From the North (Westchester, Connecticut, Massachusetts):
95 South (via the Cross-Bronx Expressway) to the George Washington Bridge. At approach to bridge, bear right to lower level. Exit at the last exit in New York-Parkway South-9A. Follow Parkway South (Henry Hudson Parkway/West Side Highway) to 54th Street. Turn right. Go one block to entrance and turn right.

Saw Mill River Parkway/Henry Hudson Parkway/Route 9A:
Follow 9A South to 55th Street. Turn Left. Go one block to entrance and turn right.

New York State Thruway/Major Deegan Expressway/Route 87:
Major Deegan Expressway to George Washington Bridge exit. Stay in the right lane towards lower level. Exit at the last exit in New York Parkway South 9A. Follow Parkway South (Henry Hudson Parkway/West Side Highway) to 55th Street. Turn left. Go one block to entrance and turn right.

From the South (New Jersey, Delaware, Pennsylvania, Etc.):
95 North to the New Jersey Turnpike, Exit at the Lincoln Tunnel. When exiting the tunnel, bear left. Follow signs for uptown or northbound to 55th Street. Turn left onto 55th Street until you reach 11th Avenue and turn left.

George Washington Bridge to Parkway South:
9A. At 55th Street, turn right. Go one block to Pier 94 New York entrance.

From Queens and Long Island:
Queens -Midtown Tunnel: Take Southbound or Downtown exit to 34th Street and turn right on 12th Avenue to 55th Street where you turn left.

Queensboro/59th Street Bridge:
Take 60/61st Street Exit. Go to 5th Avenue alongside Central Park to 59th Street. Turn right onto 59th Street to 12th Avenue and turn left. Go five blocks to the 55th Street and turn right.

From Staten Island:
Verrazano – Narrows Bridge eastbound to the Gowanus Expressway, to the Brooklyn Battery Tunnel. Exit westbound to the West Side Highway/12th Avenue. At 55th Street, turn left. Go one block to entrance.

By Public Transportation

Piers 92/94 can be reached by NYC Transit Authority via 8th Avenue subway, E or C trains to 50th street, then via M50 Bus line (please note that the M50 Bus does not run on the weekends). Also, bus lines M16 and M42 provide service to 42nd Street and 12 Avenue. For subway and bus information and schedules, call (718) 330-1234.

NYC x Design

Christine Quinn on Tapping New York’s Vein of Design

New York Times – Currents | Events / By JULIE LASKY / Published: February 13, 2013

After months of vigorous planning, New York will have a 12-day celebration of design this spring extending over all five boroughs. NYC x Design will run from May 10 to 21, to coincide with the International Contemporary Furniture Fair at the Jacob K. Javits Convention Center and Frieze New York art fair on Randalls Island. Pronounced “NYC by Design” and interdisciplinary in scope, it will present the work of local designers and architects in museum exhibitions, conferences, studio tours, showroom displays, pop-up stores, art installations and a design film festival.

Tony Cenicola/The New York Times NYTCREDIT: Tony Cenicola/The New York Times

The goal is greater visibility for an industry with untapped economic potential, said City Council Speaker Christine C. Quinn (left), whose office is leading the project with a steering committee of more than 30 design leaders from business, civic and cultural groups. “We have more designers in New York City than any other U.S. city, but we do a terrible job promoting them in their totality,” she said.

Ideally, the festival would seed itself over time and multiply the number of New York design jobs, she said. In the future, “if we’re doing it right, there’s more set designers in Brooklyn and Queens, more furniture designers in Brooklyn and more jewelry designers in the South Bronx and Lower East Side.”

Festival events can be found at NYCxDesign.com, a Web site that was introduced this week. The program will continue to be updated.

 

Link to The New York Times Article

The Javits Center Information

The Javits Center is host to many leading conventions, trade shows, consumer shows and special events. There is no better world stage than the Javits Center on which to produce, exhibit or attend an event.

Whatever brings you here, we are committed to making your experience truly rewarding. And as a destination city, nothing quite compares to New York City as the finance, entertainment, publishing and fashion capital of  the world.

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Directions to The Javits Center

By Car 
By Truck

Getting to the Javits Center couldn’t be easier. To get here, just follow these simple directions.

By Car

While there is no parking at the javits Center are many parking garages throughout the Javits Center vicinity. See parking for locations and phone numbers of convenient parking near us. We are located on 11th Avenue between 34th and 39th Streets.

From the North (Westchester, Connecticut, Massachusetts)
95 South (via the Cross-Bronx Expressway) to the George Washington Bridge. At approach to bridge, bear right to lower level. Exit at the last exit in New York–Parkway South–9A. Follow Parkway South (Henry Hudson Parkway/West Side Highway) to 42nd Street. Turn left. Go one block to 11th Avenue and turn right.

Saw Mill River Parkway/Henry Hudson Parkway/Route 9A: Follow 9A South to 42nd Street. Turn Left. Go one block to 11th Avenue and turn right.

New York State Thruway/Major Deegan Expressway/Route 87: Major Deegan Expressway to George Washington Bridge exit. Stay in right lane towards lower level. Exit at the last exit in New York–Parkway South–9A. Follow Parkway South (Henry Hudson Parkway/West Side Highway) to 42nd Street. Turn left. Go one block to 11th Avenue and turn right.

From the South (New Jersey, Delaware, Pennsylvania, etc.)
95 North to the New Jersey Turnpike. Exit at the Lincoln Tunnel. When exiting the tunnel, bear left. Follow signs for uptown or northbound to 42nd Street. Turn left onto 42nd Street until you reach 11th Avenue and turn left.

George Washington Bridge to Parkway South– 9A. At 42nd Street, turn left. Go one block to 11th Avenue and turn right.

From Queens and Long Island
Queens-Midtown Tunnel: Take Southbound or Downtown exit to 34th Street and turn right. Go west and turn right on 11th Avenue.

Queensboro/59th Street Bridge: Take 60/61st Street Exit. Go to 5th Avenue alongside Central Park to 59th Street. Turn right onto 59th Street to 7th Avenue and turn left. Go two blocks to 57th Street and turn right. Follow 57th Street to 11th Avenue and turn left. The Center is between 34th and 38th streets.

From Staten Island
Verrazano-Narrows Bridge eastbound to the Gowanus Expressway, to the Brooklyn Battery Tunnel. Exit westbound to the West Side Highway/12th Avenue. At 34th Street, turn right. Go one block to 11th Avenue and take a left.

By Truck

Trucks higher than 12 ft. 6 in. will not clear tunnels. They must use a bridge.  Also remember that no trucks are allowed on parkways.

 

From North
95 South (via the Cross Bronx-Expressway): Exit at Amsterdam Avenue and cross the University Avenue Bridge to 181st Street. Turn left onto Broadway. (see Street Directions below)

87 South (via the Major Deegan Expressway): Exit at 155th Street/Macombs Dam Bridge. Continue west on 155th Street to Broadway where you turn left. (see Street Directions below)

Triborough Bridge: To Manhattan. Exit at 125th Street. Go west to Broadway and turn left. (see Street Directions below)

Street Directions: Continue on Broadway to the intersection of Broadway, West 65th Street and Columbus Avenue. Bear right onto Columbus. This becomes 9th Avenue at 59th Street. Stay on 9th Avenue to 34th Street. Follow westbound signs to 11th Avenue.

12’ 6” and under:
From Long Island–Route 495 (Long Island Expressway): To Queens Midtown Tunnel. Take southbound or downtown exit to 34th Street and turn right. Follow westbound signs to 11th Avenue.

From Staten Island and Brooklyn:
From the Verrazanno Narrows Bridge, take the Gowanus Expressway to the Brooklyn Battery Tunnel. Follow westbound signs to 11th Avenue.

Over 12’ 6”:
Manhattan Bridge: Follow westbound signs to 11th Avenue.

New Jersey Approach:
See directions from George Washington Bridge.

Public Transportation

Please keep in mind that the public transportation fare is $2.25. The subways accept MetroCards. Buses accept MetroCards and exact change fares. With MetroCards you can transfer from subway to bus and bus to subway for one fare. MetroCards are available at local stores.

Buses

M34:
Runs east/west on 34th Street. Stops on 11th Avenue outside the Javits Center and at Penn Station.
M42:
Runs east/west on 42nd street. The closest stop to the Javits Center is 42nd Street and 11th Avenue.

Port Authority
New Jersey Transit and other buses arrive at the Port Authority terminal at 42nd Street between 8th and 9th Avenues. The M42 bus will bring you from there to the Javits Center.

Trains/Subway
The following trains stop at 34th Street/Penn Station:

  • Amtrak
  • New Jersey Transit
  • The Long Island Rail Road
  • 8th Avenue Subway:
  • 7th Avenue Subway:
  • 6th Avenue Subway:

The following trains stop at 42nd Street/Times Square (Broadway):

  • 8th Avenue:
  • 7th Avenue:
  • 6th Avenue:

The following trains stop at Grand Central Station at 42nd Street at Lexington

  • Lexington Avenue Subway:
  • Metro North Railroad

For further information, call MTA Travel info: 718.330.1234

Ferry Service

The NY Waterway operates a ferry from Weehawken, NJ. In just 8 minutes the ferry takes you across the Hudson River to 39th Street and 12th Avenue, just one block from the Javits Center. Just park at the convenient lot adjacent to the ferry terminal in Weehawken and take a ferry which leaves every 10 – 15 minutes during peak hours.

Call 1-800-53-FERRY for schedule and information

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2013 Calendar

American International Toy Fair ▪ February 10, 2013 – February 13, 2013 – www2.toyassociation.org

THE VOICE Casting ▪ February 16, 2013 – February 17, 2013 – http://www.nbcthevoice.com/

MMA World Expo ▪ February 16, 2013 – February 17, 2013 – http://www.mmaworldexpo.com/

CURVENY ▪ February 24, 2013 – February 26, 2013 – http://www.curvexpo.com

JA New York Winter Show ▪ February 24, 2013 – February 26, 2013 – http://www.nationaljeweler.com

Fashion Coterie ▪ February 24, 2013 – February 26, 2013 – http://www.enkshows.com/coterie/

Sole Commerce ▪ February 24, 2013 – February 26, 2013 – http://www.enkshows.com/coterie/

MODA Manhattan ▪ February 24, 2013 – February 26, 2013 – http://www.modamanhattan.com

The Accessories Show  ▪ February 24, 2013 – February 26, 2013 – http://www.accessoriestheshow.com

FAME ▪ February 24, 2013 – February 26, 2013 – http://www.fameshows.com

New York Wine Show ▪ March 1, 2013 – March 3, 2013 – http://www.wine-expos.com

International Restaurant & Food Service Show of New York ▪ March 3, 2013 – March 5, 2013 – http://www.internationalrestaurantny.com/

American Diabetes Association Diabetes Expo ▪ March 8, 2013 – March 9, 2013 – http://www.diabetes.org/in-my-community/expo/2013/new-york-expo-2013

Coffee Fest New York ▪ March 8, 2013 – March 11, 2013  http://www.coffeefest.com/

New York City First Robotics Competition ▪ March 8, 2013 – March 10, 2013 – http://www.nycfirst.org

20th Original GLBT Expo ▪ March 9, 2013 – March 10, 2013 – http://www.originalglbtexpo.com/

Children’s Club ▪ March 10, 2013 – March 12, 2013 – http://www.enkshows.com/

World Floral Exposition Expo ▪ March 13, 2013 – March 15, 2013 – http://www.hppexhibitions.com/floriculture/2013/nyc/

20th Original GLBT Expo ▪ March 9, 2013 – March 10, 2013

Children’s Club ▪ March 10, 2013 – March 12, 2013

World Floral Exposition Expo ▪ March 13, 2013 – March 15, 2013

ADVANCE Job Fair for Healthcare Professionals ▪ March 14, 2013 – March 14, 2013

International Vision Expo ▪ March 15, 2013 – March 17, 2013

New York International Automobile Show ▪ March 29, 2013 – April 7, 2013

American Society for Aesthetic Plastic Surgery Annual Meeting ▪ April 13, 2013 – April 15,

Amazon Web Services User Summit ▪ April 18, 2013 – April 18

Interphex ▪ April 23, 2013 – April 25, 2013

Buildings New York ▪ April 24, 2013 – April 25, 2013

College Fair (NACAC) ▪ April 28, 2013 – April 28

Advanced Energy ▪ April 30, 2013 – May 1

SUPPLYSIDE MARKETPLACE 2013 ▪ April 30, 2013 – May 2, 2013

Moda Manhattan ▪ May 5, 2013 – May 7

Accessories The Show ▪ May 5, 2013 – May 7

FAME ▪ May 5, 2013 – May 7

ASIS New York City Chapter Trade Show ▪ May 8, 2013 – May 9

Robin Hood Dinner Dance ▪ May 13, 2013 – May 13, 2013

International Contemporary Furniture Fair ▪ May 18, 2013 – May 21

Love Fellowship Tabernacle Services ▪ May 18, 2013 – May 19

National Stationery Show ▪ May 19, 2013 – May 22

Supply Side ▪ May 19, 2013 – May 22

Surtex ▪ May 19, 2013 – May 22

BookExpo America ▪ May 30, 2013 – June 1

Cloud Computing Expo ▪ June 10, 2013 – June 13,

International Franchise Expo ▪ June 20, 2013 – June 22

International Fancy Food Confection Show ▪ June 30, 2013 – July 2

Texworld USA ▪ July 16, 2013 – July 18

Home Textiles Sourcing Expo ▪ July 16, 2013 – July 18

International Apparel Sourcing Show ▪ July 16, 2013 – July 18

MRKET ▪ July 21, 2013 – July 23

Vanguard ▪ July 21, 2013 – July 23

JA Summer Show ▪ July 28, 2013 – July 30

Fashion 2 Go ▪ August 4, 2013 – August 6

Accessorie Circuit Intermezzo Collections ▪ August 4, 2013 – August 6

CURVENY ▪ August 4, 2013 – August 6

Accessories The Show ▪ August 4, 2013 – August 6

Moda Manhattan ▪ August 4, 2013 – August 6

FAME ▪ August 4, 2013 – August 6

IT Roadmap Conference and Expo ▪ August 7, 2013 – August 7

NY International Gift Fair ▪ August 17, 2013 – August 21

Value + Variety Expo ▪ September 8, 2013 – September 10

2013 Holiday Buying Show for Bars Restaurants and Retail ▪ September 9, 2013 – September 10

MODA Manhattan ▪ September 22, 2013 – September 24

AccessoriesTheShow ▪ September 22, 2013 – September 24

FAME ▪ September 22, 2013 – September 24

Meet the Breeds ▪ September 28, 2013 – September 29

Children’s Club ▪ October 6, 2013 – October 8

Audio Engineering Society ▪ October 18, 2013 – October 20

New York Business Expo and Conference ▪ October 25, 2013 – October 25

I Can Do It! ▪ October 26, 2013 – October 27

JA Special Delivery ▪ October 27, 2013 – October 29

ADVANCE Job Fair for Health Professionals ▪ October 30,

Chartered Financial Analyst Exam ▪ December 7, 2013

The 2013 CHEM SHOW ▪ December 10, 2013 – December 12

How To Commandeer a Tradeshow

Don’t have $35,000 for trade-show real estate? No problem! These guerrilla marketing tips will get you noticed anyway.

Here’s a typical scenario faced by many young companies: You want to raise awareness of your company at an upcoming industry trade show, but you don’t have much money to spend. You know that participating in the tradeshow is the most effective option, but you can afford neither the high cost of booth space nor the booth needed to fill it.  Nonetheless, it is critical for your young company to join the fray and get in front of potential customers, partners and investors. So, what can be done?

In this situation, guerilla marketing can be a great strategy. All it takes is creativity and the ability to pull a stunt or two. No problem, right? Let’s get going.

1.    Understand the geography

Before the show, visit the main venues and surrounding hotels.  Figure out where people will walk, pick up buses, catch cabs, have lunch and meet for drinks. You’re trying to find the best locations for maximum visibility.

During this initial reconnaissance, make friends.  Meet the bell captain in the hotels that are nearby but aren’t part of the official show, say hello to the head of housekeeping and talk with the bar staff at local watering holes.  These folks are integral players in the guerilla marketing game and can often make or break your campaign.

2.    Know which assets the show controls and which it doesn’t

Think about all potential “logo real estate” around the show and find out what real estate you can take over that the show is not already using. Look at hotel key cards for non-show hotels ($250 plus the cards). Ask your new friends crucial questions: would the housekeeping, bar or bell staff don a free t-shirt, hat or button with your logo?  Do any of the hotels have in-room programming and can you be included?  A fundraising mantra comes into play here: If you don’t ask, the answer is always no.

Important note: stay clear of the things that are the purview of the trade show itself. You don’t want to get yourself blacklisted from future shows. You just want to take advantage of the larger ecosystem around a show to get some visibility for your company. There is a lot of room for everyone around a big event.

3.     Play the numbers game, to increase your chances of success

Sadly, despite your research, some of the gambits you use to sneak your way into the minds of potential customers will be spotted and removed immediately.  But others will succeed, as the hotel staff will naturally assume someone else authorized you to replace the hotel’s normal coasters in the bar with your logoed ones.  All it really took was a tip to the bartender ($50) and customized coasters ($125).  Try putting large buttons on the hotel maids ($100 tip/$100 buttons) and t-shirts on the bell staff ($200 tips/$150 t-shirts). Find the popular bars and tape posters in the bathroom stalls ($150) or put logoed toiletry baskets in the bathrooms ($250) that will draw attention to your company.

Timing is everything. You want to execute your ploys in close proximity to one another and throughout the run of the show.  As part of the action phase, expect some backlash.  If someone gets mad, apologize and move on. Expect some losses.

4.    Hijack the spotlight

Most tradeshows host large evening events. Think about how you can maximize this off-site exposure opportunity. Give out hats to the local taxi cab drivers who will be transporting party goers and offer a $100 prize to any driver seen wearing one.

Another idea is to hire a college drama group to stage a mock protest or a Flash Mob near the taxi and bus lines to highlight your product (as little as $300). Avoid impeding traffic flow and stick to public streets and you likely won’t run into any problems.

Celebrity impersonators wearing your logoed item and a photographer can attract a lot of attention. Be sure to capture the contact information from those who pose with your stars, so you can send the picture to them and begin building a more meaningful relationship. This is a perfect thing in Vegas.

While your company is starting off, these tips and tricks can make the difference between being remembered and being just another face in the start-up crowd.  Later, when you’re successful and the company has progressed, you’ll have the option of spending $30,000 – $75,000 to do the trade show “properly.” You’ll likely look back on these shenanigans with a private smile.  I still do.

Inc. Magazine – December 12, 2012

NOT THE CORNER OFFICE | Don Rainey

6 Tips to Managing Client Expectations

6 Tips to Managing Client Expectations
Inc. Magazine
Michael A. Olguin
May 7, 2012

These tips will help you build longstanding relationships that can withstand the good times as well as the bad.

So much work goes into winning new business, regardless of the vertical space in which you work; there is the initial prospecting, early conversations, strategic program development, budget consideration, and creation of a deliverables timeline. Unfortunately, all of that work can come to a screeching halt before the ink is dry on the contract when the same amount of time, energy and commitment isn’t placed on managing the client’s expectations after the business is won.

To ensure this is never overlooked, we developed the Super Six: keys to developing excellent client expectations and building longstanding relationships that can withstand good times as well as bumps in the road. After all, it’s easy to keep a client when things are going well; maintaining a client when times are tough is the true test of a relationship. We believe the Super Six will aid in this process:

1. Build a relationship that goes beyond client/vendor I have long maintained that business people like working with people they not only respect, but also personally like. Therefore, we believe that developing a personal relationship goes a long way in building a stronger business relationship. Get to know the client’s family situation, how they spend their free time, where their interests lie and, most importantly, what motivates them on a daily basis. When you understand what makes them tick as a person, you can translate that into your business relationship.

2. Regularly communicate and address problems directly A lack of communication is usually at the root of most problems associated with clients. Any good client relationship will be able to weather setbacks if you are proactive in communicating both good and bad news. When communication is direct and transparent, trust forms and helps to create a foundation for long-lasting relationships.

3. Agree on strategy, goals and timelines Until you and your client agree on strategy, goals and timelines, you are always at risk of them not understanding what success is and how it should be measured. We always suggest creating a scope-of-work document that outlines the program details, budgets and metrics. This will alleviate any confusion over expectations and hopefully eliminate a difficult conversation.

4. Be a  Agree on strategy, goals and timelines When you offer your client advice, direction, input and business counsel, you become a truly valuable partner. This style of open dialogue helps to establish the respect necessary to ensure better project management. Clients hire outsourced marketing services because they want an objective opinion. If you fail at giving that POV, you subject yourself to being a “yes man or woman,” which will ultimately be your undoing.

5. Be a good listener Listening is one of the most misunderstood and least used tools in managing client expectations. Many clients are unsure of what they are trying to accomplish or not very good at articulating it. As such, you must have excellent intuition and listening skills in order to identify key messages being communicated. One of the best ways to compensate for a client who communicates poorly is to repeat what you have heard and ask them to confirm the accuracy of key takeaways, which will ultimately impact expectations.

6. Budget is not a bad word Most relationships will go south very quickly if you are not open and honest about budgets. To start, you must be realistic about setting a clear understanding of the budget required to execute the desired program. Throughout the course of the program, you must have regular dialogue about budgets. If you don’t address the client until you have an issue (i.e., operating over budget), you will not only have an unhappy client, you may also find yourself eating the overages.

At the end of the day, your ability to manage client expectations is going to hinge on how well you choose to communicate. If you leave things up to chance, chances are you and your client will both be disappointed. However, if you take the time to listen, be proactive about communicating openly and address any issues head-on, you will keep client expectations in check and be in a good position to grow your relationship over time.

http://www.inc.com/michael-olguin/6-tips-to-managing-client-expectations.html

Obesity and Other Targets of Children’s Museums

PLAY WITH A PURPOSE   EatSleepPlay at the Children’s Museum of Manhattan is intended to promote children’s health.

CHILDREN’S museums do not usually have exhibitions that involve crawling through a giant digestive system.

A child exits a maze designed to explain the function of the intestines in the digestive process.

But such an installation — along with a play center where visitors learn the power of pedaling, bouncing and jumping and a place to meet superpowered vegetable heroes — is part of a larger effort by the Children’s Museum of Manhattan to help prevent childhood obesity.

While children’s museums are primarily known as activity centers to divert the younger set and to help form future museumgoers, they are increasingly focused on social outreach. “Part of our mission is to provide access,” said Andy Ackerman, executive director of the Children’s Museum of Manhattan. “Social issues, education, health and creativity — it’s all a continuum, and we can connect those domains and reinforce each of them.”

The Port Discovery Children’s Museum in Baltimore has adapted museum exhibits and programming for children with special needs. The Young at Art Museum in Davie, Fla., has an afterschool arts program for homeless students. The Providence Children’s Museum in Rhode Island helps children in foster care find permanent families. And the Children’s Museum of the Arts in Manhattan provides a place for foster-care children to reunite with their birth parents by making art together.

“As resources become more and more scarce, everybody’s looking to children’s museums to fill varying kinds of needs for children and families,” said Janet Rice Elman, executive director of the Association of Children’s Museums in Arlington, Va. “These are places where families can learn through play — from science to early literacy skills to parenting — in settings that are joyful.”

Many of these programs involve collaborations with other organizations that have specific expertise. The Children’s Museum of Manhattan on the Upper West Side, for example, developed its so-called EatSleepPlay effort with the National Institutes of Health and collaborates with the City University of New York on training at-home child-care providers in teaching literacy, math and science.

The Children’s Museum of the Arts in SoHo has joined with Henry Street Settlement’s Urban Family Center to bring free weaving, printmaking and sculpture to children living in transitional housing, culminating with a children’s art exhibition and a reception for families and friends. And the Boston Children’s Museum is joining with Head Start, Boston Public Schools and the City of Boston to prepare students for kindergarten.

“We want to be relevant to our communities,” said Jeri Robinson, the vice president for early childhood and family learning at the Boston museum.

Museums are also developing continuing relationships with outside experts. The Children’s Museum of Manhattan, for example, has worked closely with health advisers like Dr. Judith Owens, director of sleep medicine at the Children’s National Medical Center in Washington. Her research helped the museum develop the sleep section of the EatSleepPlay exhibition,  covering topics like preparing for sleep, what happens during sleep and how much sleep children need.

Rather than serving as just one more recreational option, children’s museums are recasting themselves as essential anchors in their communities — “the hub or the center,” Mr. Ackerman said.

“Educating through the arts,” he added. “That’s how you change behavior.”

The New-York Historical Society is seeking to educate with its new DiMenna Children’s History Museum, which opened last fall. Young visitors learn about prejudice by studying the life story of James McCune Smith, the first African-American to earn a medical degree. They learn about money and credit by visiting the Alexander Hamilton pavilion. “All of the exhibits we’ve developed are focused on teaching a skill or a behavior,” said Louise Mirrer, the president and chief executive.

The museums are also reaching beyond their walls to take their programming more aggressively into underprivileged neighborhoods. The Children’s Museum of Manhattan is replicating its exhibitions in East Harlem’s public housing. It sends two artists to Memorial Sloan-Kettering Cancer Center every week to work with children. And it is running health and literacy programs in the Bronx and New Orleans.

And children’s museums are making a concerted effort to draw specific groups of people who might otherwise not come through their doors. On Mondays, the Children’s Museum of Manhattan is open to children with autism and their families, as well as to school groups. “They need a quiet venue,” Mr. Ackerman said.

The ARTogether program at the Children’s Museum of the Arts brings foster children together with their biological parents to create art, led by a clinically trained, licensed art therapist. The museum recently expanded the effort to include families with children at risk of being placed in foster care. It has hired staff members who speak Mandarin and Cantonese.

“You can come to our space and participate alongside other folks who maybe aren’t having the same challenges,” said David Kaplan, the museum’s executive director. “You want to be supportive of families in the program but you want to be empowering them — you don’t want them to rely on you forever. Eventually you want them coming to the museum on their own terms and on their own time.”

In opening a larger space last fall, the Children’s Museum of the Arts hopes to generate more revenue to benefit children at risk, to provide a “nice, safe environment for people to come to,” Mr. Kaplan said.

Not only are children’s museums seeking to educate, they want their visitors to feel comfortable entering cultural institutions for many years to come and to see exhibitions that affirm their own experience. “The audiences who are living here want to be able to come here and see their lives reflected,” said Ms. Robinson of the Boston museum.

In some cases, the exhibits also take the visitors to places they have never been. The museum now features a Japanese silk weaver’s house that was a gift from Kyoto. “Many of our kids will never go to Japan,” Ms. Robinson said. “But they can have an authentic Japanese experience by coming to our house.”

By Robin Pogrebin / Published: March 14, 2012 / on page F2 of the New York Times

MOMA – Pipilotti Rist

The Displayers are very proud to have taken part in this project and grateful to Pipilotti Rist and The Museum of Moderm Art (MOMA) for publicly thanking The Displayers upon the exhibitions plaque.  Pipilotti Rist’s video installation projected upon all walls of the MOMA’s second floor large gallery. Conceived for the public to view the installation from the prospective of artist, the floor was covered with carpeting and a 40′ diameter round couch that from above (and the third floor) looked like the iris of an eye. Upon the walls were (3) organic shaped round enclosures 15′ round designed to house and conceal theater scaled projectors and blend into the video. These enclosures were created from foam, custom carved and engineered to address ventilation, access and mounting of the projectors. The Displayers created these enclosures and couch for this exhibition.
rist_mp.ai rist_mp.ai IMG_1501 a 960

 

A Great Tradeshow Checklist, born of experience

Eric Sink says that tradeshows are like sex: When it’s good it’s really really good, but when it’s bad…  it’s still pretty good.

A lot of tradeshows have been cancelled due to low attendance (which in turn is probably due to slashed travel budgets), but those which remain are that much more interesting.

It’s easy to waste time and money at tradeshows. It’s not just the booth ($2k-$20k) and travel expenses ($1000/day including airline, hotel, rent car, shipping, and buying an extension cable at an outrageously overpriced convention center office supply center), it’s the week of time spent at the show (including travel days) plus weeks of time spent preparing your strategy, crafting your sales pitches, organizing the booth crap, and chewing out the stoned guy at the print shop counter who claims to not see that the “red” in the color swatch is not the same as the “red” in your 6′ x 6′ banner.

Tradeshows are a combination of high-level strategy and low-level minutiae, so a checklist comes in handy.

3-6 months before the tradeshow

  • Have a goal. Although there are many benefits of attending a show, you need a primary goal. A goal helps you make the decisions below and provides a yardstick for whether the tradeshow was “successful,” and therefore whether you should do more. Examples:
    • Make a sale on the tradeshow floor
    • Get at least 20 genuine prospects
    • Talk with 10 industry leaders
    • Find 10 good recruiting prospects
    • Find 3 serious investors.
    • Ask potential customers 3 specific things (market research)
  • Schedule a vendor presentation. Most shows allow vendors to give presentations, sometimes for a fee. Always do this. Even if just 20 people come to your talk, that’s 20 people you get to talk to in depth for 45 minutes — far more valuable than talking to 100 of people at your booth for 5-60 seconds. I frequently get a few sales just from the presentation.
  • Decide on your main message. Just like your home page, you get 3 seconds to convince someone to stop at your booth. You’ll need this message elsewhere (e.g. banner) so you need to decide what it is early on. Remember the goal is to get people to stop, not to explain everything about who you are and what you do! Boil it down to a single, short sentence.
  • Pick your booth. Booths go fast, and location does matter. Booths next to the bathroom are good even though they’re “in the back” because everyone’s going to hit the head. Booths near the front doors are good. Booths nearer to the center of the room are better than the ends. Booths at the ends of isles are good because you have a “corner” which means more traffic and your stuff can spill out over the edge.
  • Design your banner and handouts. Printing takes longer than you think because you’ll need to iterate. I’ve never gotten the result I wanted from a print shop on the first try. Never. The colors on your screen aren’t the colors on their paper. The Pantone® colors you selected for your banner won’t look the same as the samples. The sales guy you see at the counter screws things up. You need time to iterate and complain. And to find the right person:
  • Find the techie in the back of the print shop. The first person you see at the sign shop is typically the sales guy, who knows nothing about Adobe InDesign, DPI, CMYK, vector vs. raster, or anything else important to making your stuff come out properly. Ask for the techie and talk to her directly.
  • Plan on at least 3 people. You need two people at the booth to allow for busy times, to restock items, and to take breaks. Then you need another who can be walking around and going to meetings. Doesn’t have to be a strict separation of powers, just need enough people to do all of the above simultaneously.
  • Finish all the travel arrangements. Airplane tickets, hotels, rent cars. Fares are cheaper and there’s no last-minute surprises with things being full.
  • Decide how your booth will be different. Attendees will see a ton of booths, all essentially identical. A logo, a banner, some “clever” phrase, and 8 adjectives like “fast” and “scalable.” Snore. You have to do something different. It doesn’t have to be amazingly unique, just different.
  • Buy shirts and other swag. With customization (i.e. your logo on a shirt), it can sometimes take a while, so get this done early. At least have a “tradeshow shirt.” It’s the law.

1 month before the tradeshow

  • Postcard mailers work! I know, you thought “print media” was dead. Well not before a tradeshow, and not if you do it right. Best is to offer something cool/expensive at your booth, but only if they bring the postcard to you. This means they keep the postcard handy starting now and even during the tradeshow, which means whatever else you put on there (marketing material) gets seen repeatedly. It also means they seek you out on the tradeshow floor. Then, because you collect the card, you have their contact info (their name, company, and address), so you get to follow up later. Don’t forget to put your booth number on there!  (Another reason to pick the booth early.)
  • Emails probably work. Because you can use the tradeshow’s name in the subject of the email, people will probably read your email blast.
  • Set up meetings. Yes meetings! Tradeshows are a rare chance to get face-time with:
    • Editors of on-line and off-line magazines. Often overlooked, editors are your key to real press. I’ve been published in every major programming magazine; almost all of that I can directly attribute to talking with editors at tradeshows! It works.
    • Bloggers you like, especially if you wish they’d write about you
    • Existing Customers
    • Potential customers currently trialing your stuff
    • Your vendors
    • Your competition
    • Potential partners

    Proactively set meetings. Call/email everyone you can find. It’s easy to use email titles which will be obviously non-spam such as “At [Tradeshow]: Can we chat for 5 minutes?” I try to get at least 5 meetings per day. Organizing dinner and/or drinks after the show is good too.

  • Promote the show. You want people showing up and going to your booth, especially people who live in the area where attending the show just means getting half a day leave from work. Add a line to everyone’s email signature with the show info and your booth number. If you have a giveaway or something else interesting, say that too.
  • Box of everything. I can’t tell you how many times we’ve been saved by a box of stuff. A small, cheap plastic box from Walmart is fine. You won’t use all the stuff every time, but I guarantee you will use an unpredictable subset every time. The box should contain:
    • pens (multiple, different colors)
    • Sharpie
    • Scotch tape
    • masking tape
    • extension cord
    • electric plug bar
    • post-it notes
    • rubber bands
    • tiny stapler
    • highlighter
    • paper clips
    • scissors
    • all-in-one tool (screwdriver, can opener)
    • medicine (Tylenol, Advil, Motrin, DayQuil)
    • zip-ties
    • Generic business cards (in case anyone runs out)
  • Comfortable shoes. You’ll be standing for much longer than you’re used to; comfortable shoes are a must. Attendees can’t see your shoes so sneakers or clogs might be OK; you can change into your pumps when you leave the booth. You can also bring floor pads designed for people who stand all day, or for a fee most venues can put padding under your booth’s carpeting.

At the tradeshow

  • A/B test your pick-up line. This is no different than your landing pages! A tradeshow is a wonderful place to test attention-grabbers. What gets people to stop? To laugh? To say “OK, fair enough, tell me more?” Test all show long. After the 100th pitch, you’ll know exactly what gets people’s attention — now put that on your home page!
  • Ask questions instead of pitching. Everyone else “pitches at” people; be different and actually have a conversation.  Good conversationalists are genuinely interested in the other person — what do they do, what are they interested in.  If you start chatting they will actually ask you for a pitch as a form of reciprocation.  Then you’ve got permission to “sell,” and they’re truly listening.
  • Don’t ask how they’re doing. Your opening line should engage them with something you specifically have to offer. “Hello, how’s it going” is not interesting or unique. Even just a simple “Are you interested in [thing you do]” is better, although still weak.
  • Ask questions, don’t just transmit. Sure you want to pitch your stuff, but this is a fantastic opportunity for direct market research on your potential customers! Come up with 3-5 questions that you’re going to ask of people who walk by the booth, then ask away. No need to carefully record the results — the big trends will be obvious and the rest is noise.
  • Stand, don’t sit. Sitting looks like you don’t want to be there. It’s uninviting. The head-height differential is psychologically off-putting. I know your feet hurt; stand.
  • Get into the aisle. Just because there’s a table there doesn’t mean you have to stand behind it. Break out of your 10′x10′ prison and engage people in the aisle. Best is to have someone inside the booth to talk to folks who walk up and another in the aisle getting attention and directing folks inward. Especially during high-traffic, just being a barrier in the middle forces people to squeeze by your booth, which gives you a chance to engage. Learn from the guy in the bear suit!
  • Moving pictures rock. When you’re sitting at a bar and there’s a TV behind the person you’re talking to, it’s really hard not to look, right? We tend to look at moving images, especially when they’re bright. So your booth should have a big monitor or better yet a bright projector. Don’t just show a static screenshot or PowerPoint image, and don’t leave it stuck wherever the last demo left off — get a demo movie going and catch some eyes. We did this at Smart Bear and I can’t count the number of times another vendor said “OMG we have to do that next year.”
  • Always be able to demo. Nothing is more sticky than a live demo. Not swag, not brochures, not clever phrases, not raffles. That other stuff is good — both for getting traffic and as a reminder — but you need a demo to make the experience memorable. I prefer demoing on a projector so it’s big and passers-by get hooked as well, but a large monitor works too. Large. Not your laptop screen.
  • Make notes on business cards. You’ll talk to hundreds of people; you’ll never remember what one guy said or what he wants. Always write it down on their business card. If they have one of those silly cards where you can’t make notes (why people, why?), use a post-it from your box-o-stuff to keep notes together with the card.
  • Sales people aren’t enough. Most attendees don’t want to talk to sales people anyway; if they’re interested at all they want to geek out with their peers. Air out some of those folks who typically don’t get to go on sales calls.
  • Build your own happy hour party Rent a room at or near the conference site with wine, beer, and basic food. Pass out invites at the show and on your pre-show mailers. Who can resist free booze and free food? It’s cheaper than you think and you get to pitch people in a relaxed atmosphere. People are willing to talk about your product to reciprocate.
  • Don’t depend on the Internet. Tradeshow Internet is spotty at best. Your demos and note-taking must operate without being online.
  • Use LinkedIn every night. Most people will accept, especially if you add the contact the same day and reference the conference. Take advantage of this opportunity to significantly expand your online network.
  • Walk the floor and talk to everyone. As a fellow vendor, you can commiserate about how the show is going and how it compares to other shows. Try to think of a way your two companies could work together; usually it doesn’t work out but the discussion helps them remember who you are. Try to skip past their salespeople. Meet the founder if she’s there.
  • Note the jokes. People will make fun of you. Actually, if they don’t, maybe that’s a bad sign because they can’t figure out what you do. Usually you get some wise-cracks. That’s interesting, right? Could be a good thing, could be a bad thing.
  • Free food. Works better than almost any other free thing. The more “real” the food is (i.e. not just candy) the better. Cookies are good. Put it at the center of your booth so it’s harder for someone to take without talking.
  • Raffle something. I’m not a fan of raffles as a way to get sales, but I do like them at tradeshows because it gets a crowd to appear at your booth. Crowds make other people think your booth is interesting. We’ve seen people stop by our booth a day after a big crowd saying “I didn’t want to stop yesterday because you guys were swamped, but I guess whatever you’re doing is interesting!” Make sure you have to provide contact info to enter (fill form, scan badge, drop business card). Those leads won’t be particularly qualified but it’s better than nothing.
  • Take names instead of pushing brochures.  Attendees get dozens of pieces of paper pushed into their hands and pre-filled in their tote bags.  Even if yours is clever, funny, and useful, it’s still going to be lost.  Instead of hand-outs, scan their badge or get a business card, and mail them something.  It will be waiting on their desk one morning without all the distraction of a tradeshow.
  • Quality not quantity. It’s cliché, but it’s better to have six solid conversations with people who will buy your software than to give away 200 pieces of branded swag to people who can’t remember who you are.

After the tradeshow

  • Follow up! Attendees are saturated with presentations and vendor pitches, so there’s a 99% chance they’ve forgotten about you. Yes, even if they took your oh-so-memorable swag or your fabulously-designed brochure. It’s up to you to follow up and remind them who you were, and take them up on their offer to get a demo, trial the software, or look at a draft of an article you want published.
  • Apply what you learned about selling. You talked to hundreds of people, pitching a hundred different ways, with mixed results. What did you learn? Some questions to get you started:
    • Which one-liners got people’s attention, and what did people not relate to?
    • How can you incorporate the successful one-liners in your home page?
    • What new AdWords text do you want to try?
    • How should you change your 2-minute demo?
    • What were people saying about your competition? What were your best retorts?
  • Apply what you learned about your software. Having to demo the product 50 times always churns up invaluable product information. Some questions to get your started:
    • What features did people ask about which you already have, but it wasn’t obvious?
    • What features did people keep asking for which you don’t have?
    • What part of your demo seemed to drag because your workflow wasn’t easy enough?
    • What part confused viewers because the interface wasn’t obvious?
    • What terminology made no sense to newbies?
    • What did people hate about your competitors, and how can you maintain that advantage?
    • What did people love about your competitors, and how can you close that gap?

     

A Smart Bear – January 25, 2010

 

Five Ways to Make Your Small Exhibit More Effective

Five Ways to Make Your Small Exhibit More Effective
_______________________________________________________

You’ve got a small booth — 10-by-20 feet — and a budget to match. You’re getting ready to exhibit at one of your biggest shows of the year, an exhibition that’s jam-packed with big booths and big money. How do you get attendees to notice you?

“Visibility, interactivity, and involvement are different in a smaller exhibit, so you need to put more thought into how you focus your event,” says Marc Goldberg, CME, partner and founder of Marketech, an exhibit-staff training and measurement firm based in Westboro, MA, and a veteran small exhibitor. “You can’t outspend other exhibitors, so you have to outsmart them.”

Here’s what Goldberg and other industry experts had to say about making an exhibit larger than life.

1. Promote ‘Til You Drop
A targeted pre-show promotion is key to combating the disadvantage of size.

“Before visitors arrive at a show — unless they already know you — they have no idea whether you are a 10-by-10 or the largest exhibitor on the floor,” Goldberg says. “A two- or three-part promotion program gives the illusion that you are a player that must be seen. That is the objective: Get on your attendee’s ‘must see’ list.”

Does that mean you should send a flyer to every attendee? In most cases, no. Bob Burk, CTSM, marketing-communications manager for Norwalk, CT,-based chemical manufacturer King Industries Inc., explains. “If you’re doing a show with 10,000 attendees, you can’t afford to do a direct mailing to all 10,000 if you’re a small guy, but you can handpick 150 to 200 and target your market with a pre-show mailing,” he says. “We’ve found that very effective.”

At the International Coatings Exposition in Chicago this October, Burk targeted roughly 350, or 10 percent, of the show’s 3,500 pre-registered attendees who fit King Industries’ target audience based on job function. He sent out a direct-mail piece two weeks prior to the show. One hundred twelve attendees brought the flyer to Burk’s booth — a 32-percent return.

To find out which attendees fit your target market, ask show management for its attendance profile. “Most shows do a pretty good job of providing a prospectus that profiles who the attendees are and what their product interests are,” Burk says. “That should give you some clues on where to focus your efforts.”

When it comes to the promotion itself, Goldberg says one plan that works well for small exhibitors is a three-phase promotion. Give attendees a preview of your booth experience with a pre-show promotion, continue that experience in the booth, and then reinforce the experience with a post-show promotion. “This achieves greater memorability,” he says.

Goldberg puts this plan into action in Marketech’s 10-by-10-foot exhibit. Before the show, he typically sends attendees a 3-by-5-inch, four-color postcard printed with the message “Experience the Results.” When attendees visit the booth, they see the same message. After the show, Goldberg sends a 4-by-6-inch, four-color postcard with a photo of the Marketech staff and the message “Experience the Results” repeated again. At EXHIBITOR Show 2004, Marketech landed 36 qualified leads with this promotion — 33-percent more than the 24 qualified leads gathered at the 2003 show.

Keeping costs down is always top of mind with small exhibitors, but when it comes to promotions, Goldberg recommends splurging a bit. “Most exhibitors commit about 6 percent of their trade show budget to promotion. A small exhibitor must commit more,” Goldberg says. “Why? To drive home why a visitor should invest time to visit the exhibit .”

2. Focus Your Graphics
Every exhibitor needs graphics, Goldberg says, but a small exhibitor’s graphics need to be more effective and more attractive than most. “Your message must be clear and memorable to overcome the issue of size,” he says.

Patti Burge, an event-marketing and management consultant, offers some guidelines for catching the attendee’s eye. “Keep booth graphics simple and succinct,” she says. “Text should be benefit-oriented, not feature-oriented. Determine the most succinct way to say what your company or service does. An attendee shouldn’t have to ask, ‘What does this company do?’ More often than not, attendees will just walk by a booth if they can’t tell what the company does.”

3. Do It Yourself — or Find a Way to Do It Cheaper
If you have the time and the know-how, Burk suggests creating your own graphics. “If you’re able to do some of your graphics yourself using the standard computer programs out there, you can save a great deal of money because you don’t have to pay a graphic designer and an advertising house to produce them,” he says.

Kris Thatcher finds innovative ways to produce high-impact exhibit components for less. When the president of trade show consulting and hardware provider Kass Marketing Group LLC, based in Carrollton, TX, needed to rent a round pedestal with a red top for a client’s display, she refused to pay the hefty price quoted by her exhibit house.

“The standard tops were black and ran about $250 to $275,” Thatcher says. “When I inquired about a red top the price nearly doubled. But a trip to my local Plexiglas supplier netted me four, 24-inch red circles for the price of one custom top. My client will lay the red Plexiglas on top of the standard black. With careful packing, we should get several shows out of them.”

Burk discovered he can save on booth carpet by using a non-standard supplier. “Our company’s facility has 12 buildings, and we’re constantly changing our carpet, so it was less expensive to buy from the company that produces our office-building carpet than to go through the exhibit house. We probably saved 50 percent of the cost of other options from exhibit houses — a savings that could be channeled into exhibit-program components with bigger impact.”

4. Design for Change
When Burk designs a booth, he tries to envision a variety of ways he can use it. This ensures that the final booth design will be configurable in a number of different ways, and it allows him to change the look of the booth from show to show and year to year —which makes the exhibit more competitive.

For example, Burk’s current two-story, custom booth was designed with the usual components — cabinets, wall sections, and display pieces — but they can be used in everything from a 10-by-10-foot to a 20-by-40-foot configuration.

“We’re going on eight years with the same booth,” Burk says, “and every year people think it’s a different booth. But it’s the same framework that can be configured in several different ways. Rather than make an investment every two to four years on a new build, we’ve been able to save time and money by planning components to give the old booth a new look each year.”

5. Think Outside the Booth
To stand out in a sea of exhibits, Burk recommends scenery and props. At one of King Industries’ major shows for its Lubricant Additive Division, Burk rented a 1932 Packard, which he parked in the center of his 20-by-20-footspace next to two lead counters and signs that proclaimed the company’s “long-standing affair with the automobile.” Burk’s Packard cost $2,300 less than the company’s regular booth rental, and increased the number of qualified leads by more than 35 percent over the previous year.

Burk recalls one exhibit manager from a seminar he taught at EXHIBITOR Show 2003 who employed this technique with success. She works for a company that manufactures latex gloves for the medical industry, and jazzed up a standard 10-by-10-foot with a huge latex glove. “Rather than throwing up a typical pop-up, she had a big hand made,” Burk says. “This 8-foot-tall hand with a latex glove on it became her entire booth.”

The crafty exhibit manager even went the extra mile and connected her booth structure with her pre-show promotion. “She did a pre-show mailing with five points about her product that corresponded to the five fingers on the glove in the booth,” Burk says.

Sandra Monroe, marketing-communications manager for outdoor power-systems retailer Argus Technologies Ltd. of Burnaby, BC, Canada, builds her booth with product. “For our 20-by-20-foot space, I’ve moved away from sending large booth pieces and I’m using our equipment to design the booth,” Monroe says. “When I started at this company, we shipped a heavy custom booth to our 400 shows. That makes sense if you have small products or services and need something to fill the space. But I realized the booth just took up too much room.”

Monroe’s solution? She tossed the booth and created a walk-through exhibit of the company’s products. “Even though the products are not attractive, they’re what the customers want to see,” she says. “And the money saved on shipping and drayage can be put toward new signage and better lighting.”

Monroe also made her products the foundation for her giveaway, which she combined with a product demo.” One of our products has an air conditioner in the bottom to keep batteries at a cool temperature,” she says. “I put bottled water in the bottom and turned up the air conditioner. This way, we were able to give customers cold water and demo our product at the same time.”

Whether you use one or all of these techniques in your next exhibit, with a little time, thought, and elbow grease, you’ll only be as small as your imagination.

 

By Nicole Brudos Ferrara
Exhibitoronline.com – January 2005