Tips for the virgin exhibitor

So, you’ve finally taken the leap and decided to exhibit your product designs, but you’re worried about copycats lurking at the exhibition waiting to pounce on your prized creations. Here are a few helpful pointers to help you navigate your way through the intellectual property dilemma many designers face during exhibitions.

Design protection

Is your design something new which has never been revealed to the public anywhere in the world? If so, it may qualify for design protection and we would strongly recommend that you consider applying for a design registration prior to exhibiting your products. Don’t worry, if you’re pressed for time and will be exhibiting, say, tomorrow, you can still apply for a design registration six months from the date that you first revealed your design products.

The name of your products, ie. your brand, or even your business name may be quite distinctive. Brand names, especially those that are catchy and inventive, are likely to be remembered by attendees once they have left an exhibition. Your potential customers will research your business and products online. Therefore, you need to consider registration of domain names that correspond with your business name and brands and thereafter set-up a website.

Ensure that any documents you have that prove your intellectual property rights are easily accessible. Having a long paper trail can help resolve any potential disputes easily and cost effectively. For example, your design may be automatically protected by copyright. Therefore, you need to ensure that you date and save any designs that you originally create on paper.

Strict policies

Have a strict “NO PHOTOGRAPHS POLICY” at your stand. Put up a big sign saying “NO PHOTOGRAPHS” and try to implement this at all times. No exceptions. A quick photograph using a cell phone camera can be sent around the world in an instant. If you have a website on which pictures of your products are available, it is advisable to use watermarks and copyright notices to deter any would be copycats.

Lastly, make lots of money at the exhibition and enjoy the fruits of your creativity!

Adams & Adams is the official legal advisor to the Design Indaba and sponsor of the Design Indaba Expo Innovation Award.

By Sajidha Gamieldien

Sajidha Gamieldien is a Senior Associate at Intellectual Property law firm Adams & Adams. Her practice areas include trade mark prosecution: local and foreign trade mark searches, filings and prosecution; litigation relating to trade marks, passing-off, unlawful competition, advertising complaints and company and close corporation name objections.

Via: Bizcommunity

Have a Little Fun at your next Trade Show

Trade shows are a very serious thing for which businesses will invest massive amounts of money in in an attempt to raise their profiles and earn more custom. Trade shows can often be extremely competitive places, in which business will focus on things like ROI and ROO (Business speak for Return on Investment and Return on Objectives).  This means that businesses can often forget about something else: fun. Trade shows can often be all work and no play and All work and no play makes Jack a dull boy.

Trade shows and exhibitions don’t have to follow the norm.

Trade shows are all about meeting people. People are not robots. People need, and want, to have fun. If you and your business are seen to be having fun at a trade show or on your exhibition stands, you’re much more likely to attract people because you break the often tedious “just there to sell” atmosphere of a trade show.

But how can you be fun at a trade show? Well, there are many ways, from rewarding your team members who are the funniest, to counting games, and beyond. If you want to get serious about having fun (not too serious though, as nothing is worse than contrived fun) take a look at these suggestions*:

• Friendly bets amongst your staff – Before you go to the trade show get your staff together to put down some friendly bets regarding certain things that might happen while you’re there. For example, there is always one colour that is popular for exhibition stands. This could be something like Neon Pink, Purple, and Blue, whatever. Have all of your staff pick the colour they think will be most popular, and the person who picked the colour with the fewest stands buys dinner that night.

• Have some sort of physical fun activity in your booth, even if it’s completely unrelated to what you do. Wii games or Xbox Kinect are fabulous tools for trade shows. People can come along, try their hand at virtual boxing with their colleagues and then have a quick chat with you where you can mention what you actually do. Exercise also makes people feel very positive, so you’re probably more likely to make that sale as well.  Plus, if you ever get bored, have a few rounds yourself!

• Check out the city for any local businesses that do something cool. This could be something like go-karting, or even something extreme like sky-diving. Reward your team with something like this at the end of the trade show. Then, even if you’re not technically being fun at the trade show, you are going to be having fun. Have this reward planned regardless of how your team performs at the show. It will help your team relax, and feel freer talking to potential customers. Providing a relaxed atmosphere will make them more comfortable, and more likely to make a sale.

So there you go, some simple ways to have a bit more fun at the next trade show you attend. Before long, people will be asking to come along!

 *they may not be considered professional, and you are responsible for your own actions!

Via: http://www.getthefive.com

What you need to know about trade show visitors

I found this excellent article on Kathy Gheens Blog in the US

These are things all exhibiting companies need to take into account about Trade Show visitors (amongst Others). It is aimed at the American market, but most of it rings true in South Africa too

Look at there at the show floor. Check out the attendees. They look ordinary enough — but they have secrets. Dirty little secrets that they’d never tell anyone, not even under duress.

Successful selling at trade shows depends upon two things. One is your products and personnel: How good are your products and services, and how well do your people represent them. The second has nothing to do with you at all. It has everything to do with secrets.

Not all attendees are the same, and not every buyer on the floor shares these secrets. But most do, whether they’d like to admit it or not. These secrets are strong unifying factors that influence their buying decisions. If you, as a smart and savvy trade show exhibitor, know what these secrets are and tailor your exhibit appropriately, you’ll come away with higher sales numbers every time.

If you could hear your attendee’s deepest, most secret thoughts, they might go something like this:

Secret #1: We’re impatient

Let’s be real here. The boss just shipped me to Orlando from the middle of a Buffalo blizzard. The last thing I want to do is spend the entire day putzing around looking at new attachments for our Widget making machine. If you show me what I want, at a reasonable price, I’m gonna close the deal in a hurry and go hit the beach.

What this means to you: Understanding your buyer is crucial. When you know what your target audience needs, wants, and expects, it’s easier to provide it for them. Added incentives and special savings only sweetens the pot, especially for the attendee who wants to get the business part of the business trip out of the way.

Secret #2: We’re lazy

Sure, it sounds like a great deal. But to get that price, I’ve got to go log onto the web, go to the website, enter a code, fill out a questionnaire, and then go through the purchasing process? Forget that! I’ll go over here to Vendor Z. I might pay a few dollars more, but I won’t have to jump through any hoops.

What this means to you: If you’re going to offer a show special or promotion, focus on making it user-friendly. Buyers are willing to pay more to avoid what they perceive as ‘too much’ work. Each market has a different threshold point, and this varies with how much potential savings you’re offering. Customers are willing to give more when they are getting more in return.

Secret #3: We’re Egotistical

You might not realize this, but I’m the smartest person here. And the tallest. And the best looking. I’m so gosh-darned amazing, actually, that you’ll find yourself compelled to give me awesome deals.

What this means to you: It’s important to give your buyers recognition. “Bonus Buys” — windfall items ‘spontaneously’ thrown in when a purchase is made — is a fantastic way to do this. Offer discounted prices on the floor model, for the ‘serious buyers only’. Exclusivity sells.

Don’t start the recognition at the trade show. Reach out to your clients before hand via e-mail and direct mail marketing, letting them know what special deals can be had at your booth. A little extra effort goes a long way.

Secret #4: We hate math

Ok, I don’t want to look like an idiot here. But there’s $25 off of Widget A, 15% off Widget A-1, and a $500 rebate if I buy now. Exactly how much is that? Is that a good deal? I hate percentages…

What this means for you: Remember the KISS acronym, especially when promoting discounts and sale prices at a tradeshow. You want to Keep It Super Simple! Rather than listing a complex set of discounts, focus on the total savings. Have printed price sheets where your booth staffers can highlight appropriate discounted prices and write in the total savings.

Secret #5: We liked to be pushed

I see that this price is only good for a limited time. I’ve read it on the sign. You’ve told me during the sales presentation. I know and understand that there’s a deadline.

And you know what? Chances are I’m going to forget. And when I discover that I missed out on saving hundreds of dollars, I am going to be miffed.

What this means for you: People have to experience a piece of information six times before they remember it — and that’s in normal, everyday circumstances, not the hustle and bustle of the show floor. Remind your booth staffers to mention the deadline often. Make note of it on any follow-up correspondence, and send a reminder notice to likely prospects. The reminder nudge will spur sales.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”,

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See what Trade Show solutions HOTT3D can provide you with: http://hott.co.za/exhibition-stands/

Or speak to us today: http://hott.co.za/contact-us/

Protection for Product Designers at Exhibitions & Trade Shows

Designers, wishing to exhibit their product designs, are often worried about copycats lurking at the exhibition waiting to pounce on prized creations. Here are a few helpful pointers to help navigate the way through the intellectual property dilemma many designers face during exhibitions.

Is your design something new that has never been revealed to the public anywhere in the world? If so, it may qualify for design protection and we would strongly recommend that you consider applying for a design registration prior to exhibiting your products. Do not worry, if you are pressed for time and will be exhibiting soon; you can still apply for a design registration six months from the date that you first reveal your design products.

The name of your products, i.e. your brand or even your business name may be quite distinctive. Brand names, especially those that are catchy and inventive, are likely to be remembered by attendees once they have left an exhibition. Your potential customers will research your business and products online. Therefore, you need to consider registration of domain names that correspond with your business name and brands and thereafter set up a website.

Date and save designs

Ensure that any documents you have that prove your intellectual property rights are easily accessible. Having a long paper trail can help resolve any potential disputes easily and cost effectively. For example, your design may be automatically protected by copyright. Therefore, you need to ensure that you date and save any designs that you originally create on paper.

Have a strict “NO PHOTOGRAPHS POLICY” at your stand. Put up a big sign saying “NO PHOTOGRAPHS” and implement this at all times – no exceptions. A quick photograph using a cellphone camera, can be sent around the world in an instant.

If you have a website, on which pictures of your products are available, it is advisable to use watermarks and copyright notices to deter any would be copycats.

By Sajidha Gamieldien

Sajidha Gamieldien is a Senior Associate at Intellectual Property law firm Adams & Adams. Her practice areas include trade mark prosecution: local and foreign trade mark searches, filings and prosecution; litigation relating to trade marks, passing-off, unlawful competition, advertising complaints and company and close corporation name objections.

About HOTT3D:

HOTT 3D designs, manufactures & builds trade show exhibition stands, expo displays & event infrastructure.  Johannesburg, Cape Town, Durban. South Africa.

Visit us today: hott.co.za

Facebook: Exhibition Stands Cape Town

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8 offbeat (and affordable) ways to get your product noticed at tradeshows

It doesn’t matter what industry you’re looking to rise within (or disrupt) – every startup needs a marketing strategy. Unfortunately, to reach today’s fickle customers and compete against companies who have entire departments dedicated to marketing efforts, it’s going to take more than a combination of status updates, press releases and Google AdWords to make a profitable impact.

Thankfully, the industry tradeshow has become the avenue of choice to reach potential customers and vendors. From Comic-Con to MAGIC to SXSW, businesses can have their products placed in the show’s swag bags and magazines, which end up in the hands of every registered attendee.

I asked a panel of successful young entrepreneurs the following question:

What’s an offbeat strategy for getting your new product into swag bags, mags, etc.?

Here are 8 different ways to get your product distributed as part of a tradeshow’s souvenir showcase or into the pages of a magazine, while still sitting comfortably within your startup’s marketing budget.

1. Be Exclusive

You don’t want your product in every swag bag — you just want it in places that will put it directly into the hands of people likely to talk about it to prospective buyers. So sit down and make a list of the absolute top spots for you to get your product into. Forget the rest and concentrate all your energy on just a handful of opportunities.

– Thursday Bram, Hyper Modern Consulting

2. Pitch Early

Swag bags, magazines, and substantial PR opportunities for new products often have very long lead times. Event coordinators for conferences or editors for print mags often work months in advance of when the event or issue is live, so be sure to get in touch with these decision-makers early and stay in touch often. Take the stress out of the equation by starting the process as soon as possible.

– Doreen Bloch, Poshly Inc.

3. Face Time

Putting a face to a name really helps in building relationships with partners. If it’s feasible, drop by their location for a good old-fashioned handshake and chat. It will go a long way in convincing them to give your product a go, and add credibility to your pitch.

– Michael Tolkin, Merchant Exchange

4. Use Authority

Position yourself as an expert within your industry. Instead of pitching your company to these outlets, pitch yourself as someone who has great expertise and can share advice with the readers of the publication. This will lead to a much higher chance of getting published and will still get your company publicity.

– Zach Cutler, Cutler Group

5. Pay for It

Pay for it, somehow. If you don’t have the capital, one thing that works well is doing trade work. Offer your service to the organization in exchange for getting one of your products into said medium. People love to trade – just make sure your gimmick is creative.

– Jordan Guernsey, Molding Box

6. Sweet Swap

What do you have that the people giving out the swag bags and mags want? Bartering has been our favorite way to include information about our services to these customers. You can trade your own services or other valuable products in exchange for swag space.

– Nancy T. Nguyen, Sweet T

7. Network In

Personal connections are the answer to getting your foot in the door. That’s why, no matter who you are, you need a strong network. Getting your name or your product in front of the right people is all about who you know and how well you work your connections. Networking is a two-way street.

– Nick Reese, Microbrand Media

8. Customized Swag

If you have the ability to customize your product, you can differentiate yourself from the other products. We had the opportunity to provide product to a charity run by a Greg Jennings, a wide receiver for the Green Bay Packers. Instead of giving each VIP the same package, we sent watches that matched attendees’ college colors! For Aaron Rodgers, the team’s quarterback, we even included a limited-edition watch with the Cal mascot.

– Aaron Schwartz, Modify Watches

Image credit: Jon Jordan

Article via: http://thenextweb.com/entrepreneur/2012/08/01/8-offbeat-and-affordable-ways-to-get-your-product-noticed-at-tradeshows/

When is it a Good Idea to Rent an Exhibition Stand Rather than Buy One?

I read a great article by Stefan Buss of  Nimlok in the UK today on when would it be a good idea to Rent vs Buy an exhibition stand. He makes some very valid points and its well worthwhile the read if you intend to or already do participate in trade shows and exhibitions.

A summary of that article as follows:

1. First Time Exhibitors
2. When Exhibiting once / twice a year
3. When Rebranding Soon
4. Keeping a Fresh Look
5. When Travelling Abroad

Link to the full article is here   http://exhibitionblog.co.uk/2011/02/16/renting-exhibition-stands/

Happy Exhibiting

Liam

www.hott.co.za

www.budgetexhibits.co.za

Exhibiting 101 – Choosing a stand size for your budget.

Choosing a Stand Size for your exhibition stand

This topic is best discussed in conjunction with budget.

1. Budget

Without knowing what your budget is for the entire show effort (stand space, stand construction, graphic design, flights, hotels…) exhibiting will be a excercise in frustration. At first the cost of exhibiting on an event will appear very high. However, divide the cost by visitors and then after the show by sales generated and then it becomes the most cost-effective means to market yourself. By far and away the cheapest aside from “the dregs of marketing techniques”, direct selling.

In order to get your budget right, you need to understand the relationship between the different show costs which will include, but not be limited to

– Stand Space

– Stand construction

– Services (electrics, parking, tips, catering, plumbing…)

– Travel (hotel, visas, subsistence, flights, car hire, subsistence)

– Socializing

Stand Space is by far the most expensive aspect for a local show. Travel a close second and in most cases the stand construction is third.

Many times i have been called and asked for a quote. One of the first questions i ask is what is the budget? Many times i cannot get an answer so i bracket amounts. Are you in the 10-20 category, 20 – 40 category, 40 – 60 category, 60 – 100 category and so on. I have never not had an answer when asking for a budget in this manner. Everyone knows what they can spend, sometimes it just needs to be put into plain numbers.

2. Stand Size

Assuming you aren’t using portable displays for your stand construction…what stand size you choose is directly dependant on your total show budget. Dont book a 6m x 6m stand with the intention of “going huge” when the stand space cost will take 80% of your budget. You will end up with a huge space with little content and will also be eating bread for the duration. A typical 3mx3m space will cost between 8 and 30k depending on the show. Larger stands multiply in 9m2 area spaces (6×3, 6×6, 9×6 and so on).  Stand space and stand construction costs should be similar. If the stand space costs you 30K, you should be spending between 40k and 40k on the stand for an all-inclusive setup, a 60K space between 60k and 80k, a 90k space between 80k and 120k…)

Anyone that participates in exhibitions should work the costs into an annual budget. It’s also always best to allow for  10% contingency on your expected costs to allow for unforseen costs. Allow for new shows that may not have been around when you did your budget. But do research those new shows in-depth before committing.

Should you need advice on strategising an exhibition effort or campaign get in touch with us. We have over 30 years experience in exhibitions in South africa and Southern Africa.

www.hott.co.za

www.budgetexhibits.co.za