How Small Exhibits Can Cut Through The Noise At Trade Shows

Contrary to popular belief, your success at a trade show has less to do with the size of your exhibit and more to do with whether or not you can make the most of your participation. Are you able to select the right tools, the ones that can attract the visitors and keep them engaged for long? How good you are at identifying your targets, i.e. the audience and the business objectives for the show? Because if you do know the drill, you can in fact make a mark, without letting the size of your exhibit stand in your way.

Nailing A Trade Show Irrespective Of Exhibit’s Size

Get Your Facts Straight

1. Start off with a little introspection. The more you know about your own company, the better are your chances of slaying the competition. What have been some of your biggest challenges, what is that differentiates you from the competition, are your market aspirations realistic, and if yes, have you been achieving what you aspire for? It’s also imperative for you to zero in on your customers (or attendees for the show) and have a clear understanding of what they want.

2. Move on to numbers. Will the show you are about to participate in help you reach out to the demographics of your choice? How many of the attendees would actually have the purchasing power?

– If you have already participated in the show in the past, did you get the results you were aiming for? How many leads did you generate? Were there any press mentions, and if so, how many?

– Do you have a record of the time spent with the attendees?

– Did you actually save money by participating in the show? Would in-field sales calls have cost you more?

– What about brand image augmentation? Was there any progress there?

3. Cost-analysis can go a long way in determining whether or not the show would be a success for you.

– Determine how your budget is being allocated

– Do you think you could better meet the objectives by adjusting the said allocations? If yes, do get the management to take notice.

The idea is to ensure that the show is the right platform for you to be at, to begin with.

Treat Each Show Differently

Understand what each show can help you achieve and what kind of an attendee makeup they have. For instance, if a show is attended by the who’s who of the industry, you may have to cut corners and give up on other promotional activities, and rather focus on getting the key players to visit your exhibit. If the show has not really helped you with brand awareness in the past, you may reconsider your budget, and channelize your energies towards awareness-building activities.

Remember that every show is different, in terms of the attendees it draws, the costs it warrants, and the benefits it is supposed to deliver. Therefore, it’s important that your budget allocation changes in line with the show you are planning to exhibit at. Also, you must make up for the lack of adequate space. Consider establishing a speaker program or opting for some off-floor activities – anything and everything that ensures your exhibit doesn’t go unnoticed.

Here’s What You Should Know About FIDAE 2018

FIDAE, being the most important aerospace, defense and security exhibition in Latin America, is always bustling with activity. 2018, of course, would be no exception.

Key Focal Areas At FIDAE 2018

Civil Aviation – Commercial

By providing the world’s leading exponents with a suitable platform to showcase their advancements and the newest technologies, FIDAE has been playing quite an instrumental role in bringing the civil aviation / commercial sector to the fore. 2018 would witness some of the leading companies using the opportunity to meet & greet top executives from all over the world – executives with the decision-making power!


FIDAE is where companies from across the globe come together and showcase their advancements in land, air and naval defence. With key representatives of the armed forces and important delegations, national as well as international, attending the 2018 Edition, just like they always do, defence would certainly get the attention it deserves.

Homeland Security

With the issue of the internal security of nations taking the center stage worldwide and not just in the region, the sector has risen to prominence, and rightly so. FIDAE 2018 would be attended by the police forces and armies of various countries, and whether they are here as exhibitors or delgations, they’d all have a common objective – finding demand and supply in one place.

Aircraft Maintenance

Companies that undertake aircraft maintenance could take full advantage of FIDAE 2018 by showcasing their technological advancements to those who matter, i.e. important executives from all over the world, who are likely to attend the show.

Equipment & Airport Services / Airport Infrastructure

The global air transport is growing, so much so that it has now put a spotlight on airport infrastructure, creating or rather underlining the need for its improvement. FIDAE, being the important platform that it is, addresses the said need by laying the foundation for commercial ties, giving those involved the opportunity to fulfil their objectives.  

Space Technology

Looking forward to establish a commercial relationship with world powers in the area of space technology? FIDAE 2018 is where you need to be. Countries engaged in space projects consider FIDAE to be the go-to trade show, and that’s because it is here that they get to explore the commercial opportunities in the region – opportunities that open the door to future business.

Air Show At FIDAE 2018

FIDAE 2018 has something for everyone, including families. During the weekend, the families can go and check out the highly coveted, one-of-a-kind Air Show, where they would be witnessing a host of land and air attractions. Do acrobatic squadrons, skydiving and aircrafts pique your interest? If that’s a yes, you have to be here.

When all is said and done, there’s no reason for you to not to be at FIDAE 2018, The International Air and Space Fair, which has grown to become the main business platform of the region.  3-8 April 2018: mark the dates!

Things To Look Forward To At Farnborough International Airshow 2018!

The Farnborough International Airshow needs no introduction. Not many other shows bring together the most diverse range of exhibitors from core sectors of the aerospace industry, making the FIA stand out, and rightly so. That being said, there’s more to this airshow than meets the eye. With key global influencers, thought leadership and knowledge exchange, what the exhibitors always get is the best value and experience for their business. 2018 will be no different.

Here’s What The Farnborough International Airshow Has In Store For You

Aerospace 4.0: Been looking for a platform to showcase advanced digital technologies to the world? Look no more. The dedicated Aerospace 4.0. Zone at FIA 2018 is where you need to be. Whether you are contemplating exhibiting cloud computing or would rather put autonomous robots up for display, here’s where you would get your chance to bring the evolution of the aerospace industry to the fore.

Cargo Village: Whether you are a forwarding agent, an airline, a cargo handling company, or a charter broker, if you are a part of the air cargo supply chain, this is where you should be. That’s because you would get to showcase your capabilities and more importantly, could carry out demonstrations to increase visibility. There’ll be a conference program as well to better acquaint you with the future of cargo and cargo tech.

The Innovation Zone: What if you were to find a networking and knowledge transfer hub right at the heart of FIA 2018? Intriguing, right? Well, that’s exactly what the Innovation Zone is expected to be. If you are one of the research & technology and skills providers, looking forward to showcase the latest technological advances, you just can’t give the Innovation Zone a miss. The best part is that while you are here, you would also get the opportunity to rub shoulders with with businesses, government and academia from all over the globe.

Meet The Buyer Programme: As a supplier or an exhibitor, wouldn’t you want to meet face-to-face with targeted buyers? If so, this is the programme for you. After all, this is where you would meet with the global decision makers and develop business relations. Didn’t get the chance to make an appointment? Worry not! And did you know that more than 1600 meetings took place during FIA 2016? Now you do!

Live Product Demo Area & Spotlight Exhibitors: The Farnborough International Airshow 2018 will witness the introduction of the Live Product Demo Area, where cinematic footage, live demonstrations and specialist role play actors will come together to offer what could be called a unique selling platform to the targeted industry. The area would comprise three essential elements: video clips, a mock ‘air force command centre’, and guided tours for military delegations, invited guests and exhibition visitors, so that they get to watch the live demonstrations. And that’s not all. You could be one of the spotlight exhibitors at FIA 2018, provided you are thinking of debuting any of the revolutionary and groundbreaking technologies at the airshow.

Space, Civil, Military, Manufacturing Technology, Rotary and MRO – do they ring a bell? Because if they do, Farnborough International Airshow 2018 is the show for you. 16-22 July 2018: save the dates!

How Strategic Planning Could Lead To Better Trade Shows

Putting up a good show is no joke. You have to don several hats to pull off one – apart from being a storyteller and a tech-savvy marketer, you also have to be a strategist, and unless you become one, it would be difficult for you to weave your brand story through your entire marketing mix, which in turn will affect the show’s performance.

Strategic Planning For Your Next Trade Show

1. Put your objectives on paper: What your organization wants to achieve in general may not be the same as what they seek from the show. Don’t mistake one for the other. Identify your objectives for the show and write them down. Also, figure out what the audience expects from the show you are participating in, and make a note. Make sure that the team you put together for the show has a clear understanding of the objectives.


2. Make the most of your budget: Budgetary constraints may pull you back, but you need to find a way around. Talk to the management or the board of directors to get more money for the show. Make a case by creating an urgency and pointing to industry benchmarks. If they don’t loosen the noose, prioritize things. Either way, let go of the “that’s how we have been doing it” approach, and address the challenges right away.


3. Step into the audience’s shoes: As mentioned earlier, your strategy for the show should be in tandem with what the audience wants.

– Are they the decision makers? If yes, what could possibly motivate them to decide?

– What is their objective of coming to the show?

– If it’s information that they want, is trade show the only place they head to? Or do they also look for it online?


4. Use insights to your advantage: Have you noticed an increase in the attendance of the show you are about to participate in? Great, right? Well, is the increase rate in sync with the industry’s growth? If that’s a no, the show has been rather underperforming, and might need you to tweak your strategy accordingly. The idea is to get your hands on the available data and make informed decisions. Even if you can only grab hold of the satisfaction surveys and feedbacks, do give them serious thought before you come up with a strategy.


5. Avoid the last-minute chaos: Unless you engage your audience throughout the year, they won’t be turning up at the show. Year-long engagement or the lack thereof could be the difference between success and failure. So if you want to retain and grow your audience, here’s what you need to do:

– Come up with a communications strategy, one that goes down well with the target audience and can pique their interest all through the year

– Maintain your presence and make every attempt to increase brand awareness

– Spark a discussion whenever you can

– Make your audience feel valued


To cut the long story short, you need a good plan, one that not only lets you capture the attention of your audience, but also establish a connection.

Do Away With Stress With A One Year Timeline For Trade Show Planning

Rome wasn’t built in a day; a trade show is no different. You need to put in a great deal of time and effort to be fully prepared. Now that’s not something you could do in a day or two or even a couple of months. And if you were to make an attempt, chances are that there’ll be quite a few last-minute hiccups to cope with, leaving you with nothing but stress.

One-Year Timeline For Trade Show Planning

12 Months To Go

Right in the very beginning, your marketing team should get down to identifying the objectives of participation – what is that your company could use? Some brand awareness? A few extra sales never hurt anyone. How about meeting the prospective customers? Or may be a combination of the three? Once you are clear on the objectives, work backwards to set aside a budget and more importantly forecast the expected ROI.

With 9 Months Left

Time for some action. Get your promotional material ready and think of ways to maximize the reach. Grab a booth space that could help you stand out from the crowd, and while you are at it, do inquire about the exhibit restrictions, if any. Come up with a pre, at and post-show marketing plan, and include anything and everything, right from social media promotions to lead nurturing techniques. Now’s also the right time to get your hands on some booth accessories, which could be just about anything, say a hanging banner or a custom-built exhibit sign.

Just 6 More Months

Get a trade show booth designer on board. Sit with them and finalize the exhibit design so that they could begin with the fabrication at the earliest. Depending on the size of the space and of course the products being marketed, zero in on a design that works for you. Make sure that right from the graphic designs to electrical layouts, everything’s been figured out. Goes without that saying that you need to vet the designer and see if their creative abilities, fabrication options, cost and projected delivery forecasts are in tandem with what’s best for your booth.

The Last 3 Months

Getting the booth built is one thing and having it shipped to the show is another. Complete the paperwork well in time so as to avoid any delay or penalty. Payments, if not already made, should be taken care of right away. Pick your staff and train them on how to man the booth and make the visitors feel welcomed. Changes in the booth design, if any, should be communicated now or they won’t be getting implemented anytime soon.

1 & Only Month

If you have kept up with the process, there’s nothing to worry about, but if you haven’t, well, better luck next time. Plan for your travel and hotel arrangements now, and make sure you are all set for the after-show parties. Reconfirm everything, and don’t leave anything to the last minute. At the show, it should be all about why you are there in the first place – your objectives.

A good trade show booth designer doubles up as a trade show management company, taking the burden off your shoulders, and leaving you with enough time to focus on maximizing your trade show ROI. Choose wisely!