2. intro:
2012 International Home + Housewares Show
MARKETING PLANNER
Planning an Housewares show can be a
daunting task especially if it’s your first time.
Juggling budgets, logistics, exhibits, demos,
and pre-show promotion can be
overwhelming task for even experienced
trade show managers.
Use our Housewares 2012 MARKETING
PLANNER as cliff notes to help you plan an
effective IMTS 2012 show.
3. Housewares Show Planning Guide:
2012 International Home & Housewares Show: March 10-13
Booth & Exhibit
who is in charge of the show
who is in charge of move in - move out
who is in charge shipping
who is in charge of the demonstrations
who will make the hotel/travel arrangements
who is in charge of the sales leads
who will work the exhibit
Booth & Exhibit
what is your show budget & what is included
booth size
booth type (inline-island-peninsula)
booth space payment dates
will you rent, build or use an existing exhibit
who is your exhbit company
Services & Logistics
pre-show service ordering dates
name of trucking company used
show move in date
show move out date
Machines & Demos
what products/equipment will be exhibited
what are the machine demonstrations
what services & materials are needed for the demos
Most Important
how will we draw exhibitors into our exhibit?
4. Keep a track on your Housewares expenses
Item Cost
floor space
show services
FocusOne – electrical-plumbing
exhibit company
transportation
hospitality
6. Understanding the trade show lingo
Trade Show Terms
Convention Center is where the trade show takes place. IMTS 2012 will be held at Chicago’s
McCormick Place .
Trade Show Association promotes the trade show, rents out the convention centers, hires the
show contractors, and decides on the cost of the exhibit space and hotel rates. The Association For
Manufacturing Technology (AMT) is the association for IMTS.
General Show Contractor is the company who manages trade show, including leasing the
exposition facility, hiring official contractors, and promoting the show. Freeman is show contractor for
IMTS 2012.
Exhibitor Appointed Contractor is hired by an exhibitor to perform trade show services
independently of show management appointed contractors. Dimension Craft is an exhibitor appointed
contractor who builds, ships installs & dismantles exhibits.
Shipping is the cost to bring your exhibit and exhibited material to the convention center’s loading docs.
Drayage (material handling) is the cost to bring your exhibit from the convention center’s loading
docs to your booth space. The charge is normally based the weight cartons skids, and crates.
Bill of Lading is an official document between the shipper and the carrier listing the items being
shipped. Most shows contractors will only issue your bill of lading once all your show expenses have been
paid.
7. Understanding the trade show lingo
Trade Show Services
Electricians will install and dismantle anything electrical. Be sure to provide an electrical layout
plan when submitting your electrical request. This will speed up the electrical set up process and save
you money. If exhibiting machinery for shows like IMTS or FABTECH, it's a good idea to leave the
machine locks in your booth (oppose to storage) so you can lock up your equipment immediately after
the show ends. Pre-wiring your equipment and providing quick disconnects can also save on your
electrical cost.
Plumbers will provide the installation and dismantling of water, air, gas lines to your equipment
and exhibit. If your exhibit requires plumbing, be sure to provide a location layout, and valve fitting
sizes when submitting your plan.
Riggers will uncrate/unskid, crate/skid and position your machinery and exhibit. You can save on
rigging cost by uncrating your equipment before the show. If exhibiting machinery, it's a good idea to
mark the location of your equipment on the visqueen carpet covering before the move in. This will
help the riggers spot your equipment.
Carpenters will install and dismantle your trade show exhibit.
Decorators will assemble (non-electrical, non-structural) overhead signs, and draping. Exhibitors
can now mount their own signs to their exhibit walls. Be sure to bring in some Velcro when packing for
a show if you plan on doing it yourself.
8. 1. not understanding drayage
2. not confirming ordered services ahead of time
3. showing bad body language
4. loosing your cool at an employee or show official
5. last second to make move out arrangements
6. not ordering carpet padding
7. wearing new shoes
8. poor exhibit lighting
9. cluttered or low quality graphics
10. handing out mindless give-aways
9. Pack these Housewares Items
1. velcro
2. first aid kit
3. electrical extension cords and power strips
4. cleaning supplies: Windex, paper towel, small vacuum
5. phone charger
6. business cards
7. tool kit
8. breathe mints
9. bottled water
10. promotional hand outs
10. Secrets for a 1. Delegate
Don’t do everything yourself. Rely on your trade show exhibit company for your exhibit
Stress Free transportation, installation/dismantling, service ordering and fellow employees for
setting up product demos, hospitality events and lead management.
Housewares 2. Confirm your services ahead of time.
Show Confirm ahead of time with the show association, show contractor and exhibit hall that
your electrical and plumbing services, card readers, and other services and have been
received. Bring along a hard copy of your ordered services just case there is an unexpected
issue.
3. Have a company a representative in your booth for the move in.
By scheduling a company rep. in your booth during the show move-in, you can avoid many
potential problems. The rep. should also have the cell phone number of your trucker
bringing in the exhibit and displayed products in case there is a delay or issue. Your rep.
can also confirm that electrical, plumbing and carpet has been laid before the exhibit and
equipment arrives. If exhibiting equipment, the rep. can show the riggers where it needs
to be set in the booth.
4. Store items important items in your booth or close by.
For example, if you exhibit machinery, keep a set of tools, and machine locks inside the
booth or in easy access storage. Once the show closes, you can start packing up your
equipment right away without waiting for crates to come back from storage.
5. Don’t wait to the last day of the show to make your move out arrangements
Start making your move out arrangements at least two days before the show ends. The
last day of the show is always chaotic as people are eager pack up and leave the show.
Move out arrangements include paying your show invoices at the convention hall service
desk, obtaining your bill of lading (which is your pass to get out of the show), and
scheduling company personnel to pack up your machinery or exhibited products.
11. 1. Having too much fun
5 Your raspy voice, red eyes and tired look are a sure sign you had too much fun last night.
However, you’ll never be at your best since the only thing you care about is going back to
your hotel room and taking a nap. There is no worse place to be hungover than a trade
show. Take it easy and make it a goal to be back in your hotel room at a reasonable time.
things not to do at the 2. Loosing your cool
Trade shows can be stressful especially for the trade show manager. During the show
Housewares Show someone will ask the trade show manager “why didn’t you do it this way or you should of
done this”. Instead of responding the lyrics from Cee Lo Green’s recent top music hit,
remain calm and let it roll off your back. Knowing ahead of time that someone will probably
get under your skin will make it easier to remain calm.
3. Talking loudly on your cell phone
Think you look important yapping loudly on that cell phone in the middle of the booth?
When attendees come into your booth, make them feel like they are the center of your
attention and talking away on your cell is not the way to do it. If you have to be on you
phone, be discrete by moving to a part of the booth where its less noticeable or consider
text messaging.
4. Bringing people who can’t talk the talk
You need bodies to work your exhibit but bringing in employees who don’t speak the
product lingo is not a good idea. Because an attendee’s time is limited, you may only have
one chance to connect and impress them. Engineers, product managers, and of course
salesman are ideal people to work your trade show event.
5. Having a messy booth
Garbage cans filled to the brim, coffee stained carpet, and soft drink cans scattered around
the exhibit, do not give a good first impression. Make it a point to keep the exhibit clean at
all times, because you never know what the show attendees are thinking.
12. Cool web2.0 Housewares marketing tips
Think all your marketing is done once the show begins? Think again, its just getting started. With today’s 2.0 marketing tools and
the growing popularity of smart phones, you can now also market your products or services during the show. I’m not talking
about handing out trade show bags or expensive on-site advertising but rather these inexpensive 2.0 ideas you can do yourself.
1. Twitter: Tweeting is good way to reach trade show attendees who are not your Twitter followers. Send out
Tweet updates during the show. Be sure to add #showname in your Tweets so they are found in the Twitter real time
search stream. Tweet about your new products, demonstrations, contest or raffles.
2. Facebook: Facebook updates can be used like Twitter but your post reside on your FB wall. Posting Facebook
info to your wall is a good way to engage with your Fans who may or not be at the show. Your FB post will show up on
your followers (Fans) wall post. This why it’s important to build your FaceBook following.
3. QR Tags: If you really want to engage with a show attendee, add a QR tag to a pop up banner or product ID
stand. When a QR tag is scanned by the attendees smart phone, you can link them to a website which could further
explain your exhibited product or bring them to a RFQ page. The attendee can then share the link with fellow co-
workers or their social network. (If you know of any customers with a large social network or blog following, ask them
if they would mind posting some kind words about your product.)
4. Blogs: Blog posting about your show or event can be done before, during and after the show. Your post can
include new product announcements, or your take on the show. Be sure to add/tag the name of the show in your post.
Since blog post are indexed within hours (unlike web pages which can take up to 12 days), many of your blog post can
appear in a search engines while the show is still going on.
5. Adwords: Google Trends show that searches for trade show names ramp up before and during the event and
drops off a cliff when the event is over. Consider running a Google Adwords campaign before and during the show.
Most trade shows names have little adword competition making the keyword affordable. Your advertisement can
announce new products, specials, raffles, contest, and your booth number.
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18. Bob Hetzel Peter Hetzel
Vice President President