Archive for June, 2010

Five Tips For Cutting Travel-Related Expenses

Sunday, June 27th, 2010

EXHIBITOR Magazine is reporting that up to 33 percent of exhibit managers plan to cut staff travel/lodging expenses in the year ahead. Many exhibit staffs are being charged with doing more with fewer resources. This can increase stress on staff and lower morale — just at the time when you need it most! Here are a five ideas as suggested by EXHIBITOR Magazine and Vector Expo Group to help you better cope with both internal and external pressures for your trade show planning:

1. Staff Education. Make sure the staff understands your policies regarding per diems and expense reports. Work with your staff to make sure that everyone is on board with the rules and will adhere to them. Treat this as a team building exercise so that everyone knows what is expected. You could even provide an incentive for the team to set goals for cost savings. You can also pool your knowledge so that everyone is clued in on baggage handling, overweight fees and other items that can increase your overall expenses.

2. Stop at a grocery store en route to your hotel. You can buy bottled water, snacks and other sundry items for a fraction of the cost that hotels or convention center concessions will charge. If you are supplying items for a number of staff, you can save some significant money this way.

3. Always negotiate hotel rates. If you are booking a block of rooms, you may be able to negotiate a better rate. Also, many hotels align themselves with upcoming conventions and if you plan sufficiently in advance, you can often save money. It is always worth your while to compare the prices for the block of rooms that you would typically reserve to the official trade association rates to make sure you are getting the best deal for your staff.

4. Book your travel to and from shows as early as possible. Last-minute decisions to attend and exhibit at a show can rack up hefty fees on both airline travel and hotels. By planning your trade show travel plans at least six months in advance, you can save significant money and decrease your stress level by not scrambling at the last minute.

5. EXHIBITOR Magazine’s Candy Adams recommends considering alternative forms of transportation such as taking the train or renting a car. With all of the hassle of airline travel (not to mention the security lines, airline fees, transportation to and from the airport, etc.), both of these ideas can provide you with more flexibility, ability to connect online, and usually lower costs.

I would like to know your ideas for how you cut travel-related expenses for your next trade show. Comments welcome!

Notes from the GreenBuildingsNY Show

Thursday, June 17th, 2010

I attended the GreenBuildingsNY Show at Javits in New York today. It was great to see so many companies focusing on sustainable and innovative solutions to building repair, maintenance and many other services. I was curious to see which companies had done a good job of trade show planning and what ideas they were using to attract attention to their exhibits.

Atlas Welding & Boiler Repair’s booth featured a shoe shine station. I talked to James Sarfaty who said they had been doing the shoe shine attraction for nearly ten years and now they are “known” for offering it to customers and prospects. He said it is a great vehicle for getting visitors to sit and chat for awhile — rather than just picking up their literature en route to the next exhibit.

I also talked with Marty Biskup at General Glass International. They make gorgeous etched glass for office buildings and sell mostly to architects and designers. We talked about the importance of having a systematic process in place for attracting and following up on leads. They had a lovely trade show booth design that showed the glass at its best.

My favorite booth was the one I visited last. The product is called Mint-X and it is the first EPA approved rat repellent trash bag. They are attracting attention from municipalities all over the region and are currently working with the New York City Housing Authority, among others. The trash bag actually smells like a mint julep! Very cool.

NewsRadio 880 Small Business Breakfast Hosted by Joe Connolly

Wednesday, June 16th, 2010

I went to the WCBS Small Business Breakfast at the Hilton in Stamford this morning. The breakfast was moderated by the Wall Street Journal’s reporter Joe Connolly. He has a great way of gathering information from a crowd and at times he used us as a 400-person focus group. Example: How many of you are getting meaningful sales from your Twitter strategies? Hardly anyone raised their hands!

I chatted with Joe briefly before the event. He gave me a great piece of advice for my clients: “Don’t send me press releases that contain the word ‘exciting.’ I will stop reading it right then and there.” Good to know, Joe.

The panelists consisted of four successful business leaders including: David Lewis, CEO of OperationsInc, Wendi Caplan-Carroll of Constant Contact NY, Joshua Crandall founder of Clever Commuter, Irv Cohen, President of American International Lifestyles and Mitchell Grossinger Etess, CEO of Mohegan Sun.

One point that was made that bodes well for trade show marketing communications was that, at the end of the day, face-to-face relationships ultimately trump all social media marketing activities. Mitchell Grossinger Etess said that since Mohegan Sun is a “high end” destination, it decided to deal with the recession by instituting across-the-board pay cuts rather than lay off staff. He said this strategy paid off because they were able to maintain their high level of service in the face of a tough economy.

A few other notes of interest: David Lewis said his company uses a referral network to build its business rather than cold calling. Wendi Caplan recommended segmenting your email lists to tailor messages to specific audiences. I loved what Irv Cohen said about using social media marketing to building passionate communities around his company’s heath management offerings.