 |
 |
 |
 |
 |
RBS WorldPay's WOW factor
A new angle on banner stands
Attract the right prospects
Staff Spotlight: Leslie Smith
Tech Tip: Kill-a-Watt
When top management supports the company at trade show activities and demonstrates that support by attending the show, helping in the booth, taking part in training programs, pre-show and post-show activities, their enthusiasm is contagious. Booth staff quickly realize the seriousness of the company’s investment which results in a more focused and committed team effort. Remember to give them a specific function on the show floor, for example, meeting and greeting key customers. Otherwise they are likely to just stand around and talk to the staffers.
D&M Marketing Coordinator Leslie Smith’s favorite way to relieve stress is to spend a little time in her jewelry studio crafting pieces from sterling silver, semi-precious stones, freshwater pearls and crystal. “I love the contrast between the rough fabrication process, using fire, power tools and acids to the delicate, sparkly final product.” says Leslie of her favorite hobby.
Leslie sells her jewelry through her online store on Etsy, a marketplace for hand-made items, and at a few select boutiques in Louisville.
Do you worry about ordering too little electricity for a show to power all of your lighting and equipment? Do you over-order just to play it safe and wind up wasting money?
The Kill-a-Watt is a handy little gadget that can help 
take guesswork out of ordering your electricity. You simply plug in each of your lights, AV equipment etc., and the Kill-a-Watt will give tell you how much electricity it draws. Simply add up the amount each item uses and you have your total electricity usage. Remember that you can only use 80% of what you order, so divide by 0.80 to determine how much you should order.
Of course, if Deckel & Moneypenny orders show services for all your exhibits, you won’t be needing a Kill-a-Watt.
"That WOW factor." This was one of the top requirements for an exhibit to help launch the re-branding of RBS Lynk to RBS WorldPay. As an industry leader in electronic payment processing, RBS WorldPay needed the new exhibit to help communicate strength, energy, vitality and attract visitors to their booth.
“D&M’s willingness to make it happen made the development process painless.” said Holly Personius, Sr. Marketing Specialist. Using a combination of system and customized components, D&M created an exhibit with a unique look which is functional and flexible.
Overall branding appears on header beams and a curved tension fabric structure, all in Royal Bank of Scotland blue. The fabric graphic panels on the sides can be changed according to the specific audience for each show. The columns incorporate large, vertically-mounted flat-screen monitors to allow RBS WorldPay to update and customize messaging for each show and add the element of motion to the exhibit.
The 20’ exhibit reconfigures into two 10’ inline exhibits with the addition of a few extra components.
While banner stands can be an excellent tool for face-to-face marketing, portable and easy to use, they are also somewhat commonplace. The trade show floor is full of exhibitors all competing for attendees’ attention so a stand-out exhibit can give you an edge.
iPay Technologies, an online bill pay provider based in Elizabethtown Kentucky, wanted an exhibit solution that would draw attention, but maintain the convenience of a banner stand. They found their edge with the XPlus, a pop-up exhibit from Nomadic. Available in sizes up to 10’ wide, the XCalibur model is about the width and height of an average banner stand, but the tension graphic panels create dramatic shapes, giving it an exciting, different look. The graphic panels can be configured in a variety of ways, layered on top of each other, or even be double-sided. The panels can be easily changed out allowing you to target the message for different audiences easily and economically without having to purchase additional hardware.
The graphics stay in place on the frame, allowing iPay to setup in seconds. The frame can also support lighting and shelving for up to 50 pounds, and because it is a Nomadic, it comes with a Lifetime No Questions Asked Warranty.
Attractions like giveaways, games or entertainment will help you increase booth traffic, but will they help you accomplish the goals you’ve set for the show?
If your target audience is broad, or you’re just trying to increase brand awareness, you’ll want something that will draw large crowds, but be sure it will convey your message. If you have people lined up down the aisle to meet the celebrity you’ve hired, but they never come into your booth or speak with staff, have you communicated your message? Take advantage of the time the visitor spends in line by having booth personnel qualify them, gather their lead information and communicate your company’s message.
If your goal is to generate qualified leads or make sales at the show, you probably only want to talk to a particular segment of the attendees. You can still use the same methods as for a broad audience, but restrict access by issuing tickets before the show, or inviting attendees based on answers to qualifying questions. Restricted access can also increase the perceived value of your attraction, making it more likely those invited will stop by the booth.
If your audience is well-defined, and you have a good understanding what appeals to them, gear your attraction toward their interests, or offer a solution to their biggest problem.
- Lord Chesterfield (1694-1773) British Statesman, Diplomat and Wit