How to Have a Successful Show

IAAPA Attractions Expo Exhibitor Webinar How to Have a Successful Show August 12, 2015 REDEMPTION MERCHANDISING STRATEGIES INTERNATIONAL ASSOCIATI...
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IAAPA Attractions Expo Exhibitor Webinar

How to Have a Successful Show August 12, 2015

REDEMPTION MERCHANDISING STRATEGIES

INTERNATIONAL ASSOCIATION OF AMUSEMENT PARKS AND ATTRACTIONS WEBINAR DISCLAIMER IAAPA makes no representations or warranties about the accuracy or suitability of any information in the webinars and related materials; all such content is provided on an “as is” basis. IAAPA HEREBY DISCLAIMS ALL WARRANTIES REGARDING THE CONTENTS OF THESE MATERIALS, INCLUDING WITHOUT LIMITATION ALL WARRANTIES OF TITLE, NON-INFRINGEMENT, MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE. IAAPA hereby disclaims all liability for any claims, losses, or damages in connection with use or application of these materials. IAAPA does not guarantee, warrant or endorse the products or services of any firm, organization or person. The information contained in these webinars and related materials has been prepared, compiled or provided by IAAPA as a service to its members and is not intended to constitute legal advice or the rendering of legal, consulting or other professional services of any kind. Users of these materials should not in any manner rely upon or construe the information or resource materials in these materials as legal or other professional advice, and should not act or fail to act based upon the information in these materials without seeking the services of a competent legal or other professional.

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Registrants can earn 1 credit hour towards IAAPA Certification by participating in this webinar

Details can be found at:

www.IAAPA.org/certification REDEMPTION MERCHANDISING STRATEGIES

Presenters Stacey Mills, CMP, CEM Director, Conference & Trade Show Operations International Association of Amusement Parks and Attractions (IAAPA) • 20 Years Convention Industry • 5th IAAPA Attractions Expo • Expertise Trade Show Operations

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Presenters Julie M. Sullivan, CMP, CEM Manager, Exhibit Sales International Association of Amusement Parks and Attractions (IAAPA)

 Exhibit Sales contact for IAAPA’s three global tradeshows:  IAAPA Attractions Expo  Asian Attractions Expo  Euro Attractions Expo

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Agenda • • • • • • • •

Ways to Market & Promote your Organization – for FREE! Sponsorship & Adverting Opportunities Exhibitor Guest Program Exhibitor Profile Listings Attendee Lists Intellectual Property Policy Networking Events Best Show Practices

• • • • • •

Required Documents Display Guidelines Ordering Services Shipping & On-Site Handling Registration Tips from the Experts

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FREE Exposure for Exhibitors

Now that you have made your initial investment in purchasing a booth, be sure to take advantage of these FREE opportunities to maximize your organization’s exposure at the show: • • • • •

Schedule Press Conferences. Feature your new products in “What’s New on the Show Floor” webpage. Be included in IAAPA’s press release previewing new products debuting at IAAPA Attractions Expo. Submit a 30-second video pitch. Enter your organization for the Exhibitor Awards for Best Exhibit and Best Product! REDEMPTION MERCHANDISING STRATEGIES

Media, Media Lists, Media Kits, and Hosting a Press Conference • Don’t know where to start? • Don’t know what will be most effective for your organization?

IAAPA has put together a specific guide for exhibitors on how to promote your company through the media. Link to IAAPA Attractions Expo Media Exposure Guide: http://www.iaapa.org/expos/iaapa-attractionsexpo/press-office/exhibitors Contact [email protected] for more info and request a pre-registered media list. To submit new product info for What’s New On the Show Floor, go to www.IAAPA.org/WhatsNewTSF Go to www.IAAPA.org/PCRequest to submit your request to schedule a Press Conference. Note: Deadline: For product and press announcements is 9/01/15. Media lists are released on or after 10/01/15.

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Media Exposure Program - Make your Presence Known

Link to IAAPA Attractions Expo Media Exposure Guide: http://www.iaapa.org/expos/iaapa-attractions-expo/press-office/exhibitors

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Exhibitor Awards – Enter to Win For FREE

Deadline Extended – Be sure to Enter!

Link to Exhibitor Awards: http://www.iaapa.org/expos/iaapa-attractions-expo/exhibit-sponsor/exhibitor-awards

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Trade Show Vendor Tours – FREE Exposure for Selected Exhibitors • IAAPA will take groups of attendees to participating exhibitors on the show floor. • The tours are scheduled during expo show floor hours.

• Each exhibitor will have 7 -10 minutes to make a presentation on their products and services. • Exhibitors will receive the registered attendee list in an MS Excel file format within a week after the show: ideal for email blasts, mail merges and customer follow up. • Exhibitors can participate in the Trade Show Vendor Tour for FREE. * No formal deadline – Applications will be accepted until tours are full.

6 Categories     

Food & Beverage Suppliers Lazer Tag Suppliers Participatory Play Suppliers Show Production and Entertainment Suppliers Water Park Suppliers

Link to Trade Show Vendor Tours: http://www.iaapa.org/expos/iaapa-attractions-expo/exhibit-sponsor/trade-show-vendor-tours REDEMPTION MERCHANDISING STRATEGIES

Feature your Presence on the Show App Maximizing your Exhibitor Booth Profile gives attendees access to your organization's information, press releases, products, etc. on the Show App.

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Additional Exposure - Sponsorships

For More Info: http://www.iaapa.org/expos/iaapa-attractions-expo/exhibit-sponsor/sponsorship

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Additional Exposure - Advertise your Presence at the Show

     

Funworld Magazine Ads Show Program Ads Trade Show Daily Ads Banner Advertisements Digital Advertising Discounted Ad Bundling

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Registering Guests under the Exhibitor Guest Program

 Invite your customers to attend - for FREE!  The Exhibitor Guest Program ensures your customers and prospects can attend the show as your guest—for free.  Provide a personalized benefit to customers, increase your visibility, and strengthen your relationships. Persons registering with an Exhibitor Guest Registration Code will receive free admission to the trade show floor (Tuesday – Friday) when they register online by Friday, November 13.

 After November 13, the cost is US$119 which is the lowest of all registration rates. IAAPA Members will also have access to the education program for free.

 The Exhibitor Guest Program is available to exhibitors once their exhibit space is FULLY PAID. Exhibitor Guest Registration will open at the end of August, 2015.  Exhibitors can invite an unlimited number of customers and prospects to attend. Typically only about 50% of invited guests use the invitation so IAAPA encourages exhibitors to invite anyone who could benefit from attending.

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Making the Most of Your Exhibitor Booth Profile

Basic Version of Exhibitor Booth Profile  Includes 4 Product Categories

To access you Exhibitor Booth Profile, go to: http://www.iaapa.org/expos/iaapa-attractions-expo/exhibit-sponsor/online-booth-profile

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Making the Most of Your Exhibitor Booth Profile Digital Booth Upgrade Details:  Full Color Logo on your profile.  Enhanced booth profile icon on your booth on the online floor plan.  1,000 character online company description (basic is only 500 character maximum).  2 additional IAAPA product Category selections.  Feature 2 press releases.  Highlight 2 of your top products.  Promote 2 on-site show specials.

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Updating your Digital Booth Profile

 Password is your Company ID #

Digital Booth Profile Deadline is October 1 for the Show Program.

To access you Exhibitor Booth Profile, go to: http://www.iaapa.org/expos/iaapa-attractions-expo/exhibit-sponsor/online-booth-profile

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Updating your Digital Booth Profile

 Click on Edit Booth Info.

To access you Exhibitor Booth Profile, go to: http://www.iaapa.org/expos/iaapa-attractions-expo/exhibit-sponsor/online-booth-profile REDEMPTION MERCHANDISING STRATEGIES

Updating your Digital Booth Profile – eBooth Promotions Widget

 It’s FREE.  Access it under your Exhibitor Booth Profile Selections.

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Updating Your Booth Profile – eBooth Promotion Widget

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Attendee List IAAPA does not sell, offer, or give out IAAPA Attractions Expo attendee lists to exhibitors or attendees. The only exceptions to this rule include the following:  Platinum Sponsors receive a one time pre-show attendee list.  Gold Sponsors receive a one time post show attendee list.  Selected exhibitors in Trade Show Floor Vendor Tour(s) will receive a one-time attendee list of their specific product category group only.

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Intellectual Property Policy and Violations IAAPA has a formal Intellectual Property Policy regarding intellectual property for companies who:  Purchase Exhibit Space for any IAAPA Tradeshow.  Purchase Sponsorships for any IAAPA Event.  Purchase Advertising for any IAAPA publication(s).  

This policy requires the purchasing company to attest that it owns or has rights to sell the product and in the event of a dispute will abide by a binding arbitration process. Intellectual Property or “IP” may consist of patents, trademarks, or copyrights, whether registered or not in any country, as well as names, logos, titles, designs, decorations, etc.

If you believe there has been a IP violation, please file your complaint with the IAAPA Exhibit Sales Office located on the show floor directly behind IAAPA Central.

For the full version of the IAAPA Intellectual Property Program and Policy, please visit: http://www.iaapa.org/expos/resources/intellectual-property-policy-and-procedures

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Networking Events Networking events are essential for exhibitors!  Networking events are the best way to interact and gain prospective clients.  Have plenty of business cards on hand (be sure to include your booth number on your cards).  Keep moving around and introduce yourself to as many networking event attendees as possible. Always be sure to exchange cards.  Spread your team around the event – the reason for attending is to mingle and spread the word about your organization.

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Networking Events Schedule at a Glance Sunday, November 15, 2015

Wednesday, November 18, 2015

• • •

• • •

IAAPA Charity Golf Tournament IAAPA Motorcycle Ride IAAPA Institutes

GM & Owner’s Breakfast IAAPA Brass Ring Awards Receptions, Socials, and Client Dinners

Monday, November 16, 2015

Thursday, November 19, 2015

• • • •

• • • •

Education Sessions First Time Exhibitor Meet and Greet Museum & Science Center Reception Water Park Networking Event

IAAPA 5K/1K Fun Run and Walk Asian Pacific Breakfast Canadian Breakfast IAAPA Celebrates – I-Drive 360

Tuesday, November 17, 2015

Friday, November 20, 2015

• • •



Kickoff Event Opening Reception Young Professionals Reception

Last Day of the Trade Show

For a link to the master schedule: http://s15.a2zinc.net/clients/IAAPA/iaapa15/public/Sessions.aspx?View=Sessions_summary&ID=1036&sortMenu=118000

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Other Networking Opportunities  Attend Education Sessions.  Introduce yourself to IAAPA Representatives.  Get to know your fellow exhibitors.  Stay visible, mingle, and introduce yourself.  Attend breakfasts each morning.  Invite prospective clients to dinner.

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Best Practices for Exhibitors and Booth Staff:

Do’s:

Don’ts:

 Dress professionally and to impress.  Be aware of multi-culture etiquette.  Be approachable, give eye contact, and SMILE!  Be aware of booth set-up deadline! Mon., Nov. 16 at 5 p.m.  Staff should be knowledgeable about products.  Keep your booth organized and clean.  Invest in lead retrieval to collect valuable prospect information.

 Don’t eat or drink at your booth.  Don’t stand in your booth looking unapproachable by texting, talking on the phone, or working on your laptop.  Don’t leave your booth unattended.  Don’t underestimate the appearance of a prospect.  Don’t ship too many marketing and product pieces. Many attendees will gladly email you for materials later.

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Best Practices for Exhibitors and Booth Staff:  Have plenty of business cards with you at all times.  Pace yourself – it is a long week!  Wear comfortable shoes – always have a spare pair to change into.  Stay hydrated.  Get as much rest as possible.  Take regular breaks.  Bring layers of clothing with you if possible.  Be sure to eat healthy foods.  Remember that you can always take a much needed break in the Exhibitor Lounge located behind IAAPA Central.

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Do’s and Don’ts on the Trade Show Floor Practices not allowed on the floor:    

Cash and Carry Suitcasing Outboarding Obscuring aisles with staff, signs, or product.  No photographs or video taping without exhibitor approval.  Name badges are not transferrable.

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Post Show To Do List What’s the magical recipe to success?  Organize your leads from lead retrieval.  Add other contacts from your networking events.  Send a note to everyone that visited your booth and be sure to add your digital brochure and request a follow up from them.  Get your contract in for IAAPA Attractions Expo 2016 if you didn’t drop it off at the Sales Office on Show Site.

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Exhibitor Services Guide • What is it? • How to navigate • 8 Sections • Step-by-Step Guide www.IAAPA.org/IAEServicesGuide

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Key Documents in Guide • • • • • • •

Deadlines / To Do List Schedule Key Show Information Show Rules/Violations Booth Type/Layout Guidelines Freight Movement – Shipping Registration – Staff & Guests

Required Documents • Insurance Certificate (Aug. 28) • Booth Layout/Design (Sept. 18) • Safety Form (Sept. 25) REDEMPTION MERCHANDISING STRATEGIES

Insurance • • • •

Standard/Static Booth Audience Participation / Fire, Cooking, Etc. Additionally Insured Wording Full Show Dates: Nov. 12-22, 2015

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Booth Layout • 20’x20’ Booth + • Inflatables • Multi-Level & Covered Exhibits • Height Limits • Signage Guidelines • Set-back Guidelines

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Height Guidelines • Linear (10’ wide) – 8’ back, 4’ front

• Perimeter (10’ wide, nothing behind) – 12’ back, 4’ front

• Peninsula (20’x20’ +, backs to Linear booths) – 20’ throughout, except back 5’x5’ sections

• Split Island (20’x20’ +, backs to another 20’x20’ +) – 20’ throughout

• Island (aisle 4 sides) – 20’ throughout

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Signage Regulations • • • • •

Peninsula, Split Island, and Island ONLY Set-back 10’ neighbor booths Max height 25’ from top OCCC exclusive rigging Supported signs follow height limit for booth type

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Variances to Show Rules • • • • •

For Product Only Complete Variance Request Form Send Booth Layout/Design Option to contact neighbors in some cases Deadline Sept. 4

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Audience Participation Safety Form • Static – No Devices in Booth • Static – Devices, but Display Only • Dynamic – Audience Participation

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Booth Needs • What Is / Is Not Included • Floor Covering / Carpet • Packages 10’x10’-20’ Booths

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Exhibitor Appointed Contractor • Non-Official Vendor • Register through EAC Registration Site • Submit Insurance Certificate • Exhibitor Must Approve • Wristbands On-Site

https://registration.experientevent.com/showIAA151/Default_EAC.aspx

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Service Options • • • • • •

Furniture, Custom Rentals Lead Retrieval Utilities (electrical, water, compressed air, internet) Floral, Photography, Hostesses, Security Labor, Cleaning, Catering Save $: Order Early & Through Official Contractors

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Getting to the Show • Hand Carry • Driving to the Loading Dock • Shipping What is Freight Handling?

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Hand Carry by Exhibitor • Privately Own Vehicle • No Carts, Dollies, Motorized Vehicles • Permanent Full Time Staff • Moved by One Person • Cartload POV Express

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Driving to Loading Dock • Marshalling Yard • Mobile Units • Freight Handling Fees

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Shipping Advanced Warehouse • Special Handling Charges • Accepted Oct. 13 – Nov. 5 • Materials in Booth When Arrive Direct to Show Site • Accepted Move-in Only • Small Packages Shipments • Overtime Charges

• Both Pay Freight Handling: See Section 5 for Pricing

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Shipping Arrangements • • • •

Freeman Transportation Complete International Freight Forwarder/Customs Broker Refrigerated/Frozen Storage Material Handling Form for Move-out

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Exhibitor Set-up • Targeted Move-in • General Move-in • Move-in Deadline 5pm, Monday, Nov. 16 • • • •

No one under the age of 18 Wristbands Special Time Work Permit Exhibitor-Appointed Contractor Registration

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Show Schedule • Exhibitor Access Hours • Meeting Rooms for Rental • Booth Staffed During Open Hours • Booth Intact Until Show Closes

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Exhibitor Registration • • • • • • •

Badges for On-Site Booth Staff Purchase Tickets Networking & Special Events Shipping or Pick-up On-Site Visa Invitation Letters Wristbands Collecting Badges/Holders Fines for Buyers Registered with Exhibitor Badges

https://registration3.experientevent.com/showIAA151/?flo wcode=exhibitor

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Exhibitor Guest Invitations • • • • •

Current and Prospective Customers Additional Staff Badges Allotment Based on Booth Size Traffic Boost® Option Badges Collected by Guest On-Site: Picture ID and Business Card Required • Access Open Show Hours Only • Deadline for Complimentary: Nov. 13 • Booth Must be Fully Paid

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On-Site Needs • • • • • • •

Housing Parking at OCCC Wireless Internet Locations Food Concessions Exhibitor Services Area Give Kids the World Donations IAAPA Resources – – – – –

Intellectual Property Staff Security & First Aid Floor Managers Safety Inspectors Sales Office

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Trade Show Tips from the Experts • • • • • • • • • • •

Read Entire Exhibitor Services Guide Be Prepared for Set-up, Don’t Wing It Attend Networking Events Use the Deadlines Calendar: Order Early to Save $ Have Water in Your Booth Consider 2 levels of giveaways During move-in, dress for hot weather and a “construction zone” Bring a sweater or jacket during show days Take Advantage of Early Bird Discounts from vendors Only ship what is necessary Wear comfortable shoes REDEMPTION MERCHANDISING STRATEGIES

Trade Show Tips from Experts (continued) • • • • • • • • • •

Don’t block the entrance of your booth with a table Speak to every person walking by your booth Schedule appointments with customers in advance Do not eat in your booth Avoid talking on the phone/working on your laptop during show hours Use a device like Lead Retrieval to be able to follow-up with prospects post-show Always look smart, approachable and stay focused Consider hotel location: parking costs at OCCC Be professional, prepared, and rested Ask questions if you are unsure!

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Resources & Questions Exhibitor Bulletin E-mails (every 2-4 weeks) Exhibitor Services Guide: www.IAAPA.org/IAEServicesGuide [email protected] or [email protected] +1 703/836-4800

THANK YOU! QUESTIONS?

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