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what is a trade show manager​

What Is the Role of a Trade Show Manager?

Written on . Posted in Trade Show.

If you’re an entrepreneur, consider exhibiting at a trade show to showcase your products and services. A trade show manager running the show from behind the scenes ensures everything runs smoothly during the exhibition. So, what is a trade show manager exactly?

Oser Communications Group, one of the top trade show publications, explains what trade show managers do in the guide below.

What To Expect at a Tradeshow?

It helps first to know what happens at trade shows before learning the answer to “What is a trade show manager? A trade show is a business showcase where companies can display their products and services while networking with other professionals in their industry. Although the primary focus of this kind of event is networking, attendees can still explore various innovations and learn about relevant services.

Trade shows may include seminars and workshops to provide industry insights to attendees. The many live demonstrations that take place at these events make them both interactive and engaging for guests.

What a Trade Show Manager Does

What is a trade show manager? The manager is the person responsible for organizing and managing the execution of the trade show. A significant aspect of this role involves ensuring the event aligns with the organization’s sales and marketing objectives.

An effective trade show manager knows how to represent their business, thus enhancing the brand’s visibility. Their expertise and networking abilities help foster productive and engaging environments where professionals can connect with each other and meet potential clients.

Typical Trade Show Manager Duties

The responsibilities of a trade show manager include:

  • Coordinating trade show planning from start to finish
  • Managing the budget for the trade show, including negotiating with vendors
  • Partnering with marketing teams to create and execute promotional strategies to maximize brand exposure
  • Recruiting and training staff for trade show execution, ensuring a clear definition of roles and expectations
  • Utilizing technology solutions to streamline everything from attendee tracking to guest registration
  • Conducting post-event assessments to determine the show’s effectiveness for lead generation, engagement, and ROI

Required Skills for Trade Show Management

Besides knowing how to organize a booth and manage a budget, trade show managers should have the following skills to do their jobs effectively:

  • Audience engagement: Managers must know how to encourage crowd participation using interactive experiences and social media content.
  • Event planning: Managers play a crucial role in organizing the trade show from start to finish, which includes coordinating with vendors, managing time effectively, and securing suitable venues.
  • Marketing: Unique visuals and compelling narratives can target specific audiences, boost the trade show’s visibility, and drive engagement.

Learn More About Trade Show Management

What is a trade show manager? The responsibilities of a trade show manager encompass several key duties and tasks that contribute to the success of exhibitions. As an exhibitor, you and your booth staff can increase the likelihood that your trade show appearance will be worthwhile.

As one of the leading trade show publications, Oser Communications Group understands the responsibilities of trade show managers and recognizes their integral role in trade show operations. For more information, contact Oser Communications Group at (520) 721-1300.

understanding trade show attendee behavior

A Guide to Understanding Trade Show Attendee Behavior

Written on . Posted in Trade Show.

Most cultures can interpret a smile and a nod to mean agreement, despite language barriers, because we share certain behaviors and habits. Take these universal attributes a step further!

Collective psychology can help you plan your trade show advertising and activities by analyzing trade show attendee behavior. Start recognizing who visits your booth, why they’re interested, and how they got there to build a customized trade show strategy.

To start, the following three principles can have a significant impact on visitor traffic.

The Path of Least Resistance

People prefer to travel from one place to another without being obstructed by anything. We’re less likely to put in the effort to get to a location the more difficult it is to get there.

Remember this for booth positioning. Avoid choosing spots near the back or out of the way in a trade show.

Instead, prioritize prime locations that are easy to get to. Consider spots near the entrance, intersections, or the booths of industry frontrunners. They may cost a bit more, but you can prepare for the expense with a detailed budgeting plan.

Judgement Is Normal

Though we don’t like to admit it, we judge people, places, and things by their appearance. Every trade show attendee who sees your booth does the same thing. Acknowledging this can help you create a display that catches their attention.

For example, consider color psychology. Various cultures associate colors with states of mind.

For example, you can use red to convey a sense of urgency, or blue to project a cooler, more laid-back image. Regardless, your pitch and booth should match the mood you set. Otherwise, attendees might walk away feeling cheated or put-off.

Dynamic Is Good. Noisy Is Not.

Our ancestors were in a tentative spot between prey and predator. Because of this, we have developed motion sensitivity; our eyes are naturally drawn to movement.

Even now, we still tend to watch digital advertisements and videos instead of reading because humans are hardwired for motion detection.

Positively integrate this knowledge into your trade show strategy. Many interactive trade show booths captivate visitors by striking a balance between color, motion, and pathways.

Studies have shown that games, prizes, and other experiential marketing boost attendee engagement. Some booths utilize visual effects to draw visitors’ attention to specific items or information.

Too much movement or excitement can muddy your message, though, so don’t go overboard. Otherwise, visitors may feel like you’re trying to distract them, like turning on random YouTube videos to occupy children.

Emphasize Advertising in Your Trade Show

Understanding trade show attendee behavior takes effort, but you will likely see a higher return on investment (ROI) as a result. Engaging trade show attendees in a positive and memorable way has its perks. Even one positive interaction can sow the seeds for future business opportunities and growth in the industry.

Oser Communications Group monitors various trends in the trade show arena and integrates that knowledge into our advertising strategies. We’re experts in improving booth showings and company development. Call (520) 721-1300 to step up your advertising game today.

ar in trade shows

Four Benefits of Using Augmented Reality at Trade Shows

Written on . Posted in Trade Show.

Trade shows have become more extravagant and detailed as technology develops. But making tech work for you is easier said than done. How can you use augmented reality in trade shows to get the most out of your booth?

Oser Communications Group publications provide top-quality marketing. We have over 60 years of experience watching various industrial giants and newcomers revolutionize themselves. Here are a few benefits we’ve seen from the effective use of AR in this area.

Augmented Reality: Defined

Augmented reality (AR) overlays manufactured sensory information, like visuals or audio, onto real life. Unlike virtual reality (VR), you don’t wear a headset and create a closed, purely digital environment. Instead, you can use apps, consoles, or projections to make something virtual look like it’s physically there.

You may have seen or used AR without realizing it, including:

  • “4D” amusement park rides
  • Holograms at music concerts
  • Using your phone camera to test how furniture would look in a room

Four Ways AR Can Boost Your Booth

Here are four benefits we’ve noticed from using AR in trade shows.

#1. Boost Interaction

If you have the option to just look at something or to interact with it, wouldn’t you choose the latter in most cases?

Interactive product demonstrations could allow someone to take a truck engine apart or compare plumbing materials as though they have them in hand. Using AR in this way fosters curiosity and a deeper interest.

#2. Increase Booth Time

People generally like using their senses. It’s a major way most people learn, so having something visually appealing can attract an inquisitive audience.

Immersive experiences are the bread and butter of AR in trade shows, encouraging people to spend more time at the booths they’re interested in. Virtual product visualization and interactive participation help boost trade show engagement by upping booth appeal.

#3. Lead Quality Enhancement

With more people spending longer periods at the booth, it would be foolish not to make your pitch. Taking a person-first approach, attendees will get a better idea of how your products or services can meet their needs. You can also build rapport while using AR to give better explanations of what you do or make.

After all, warm leads produce better results than cold calls.

#4. Reach More Visitors

The peak of the COVID-19 pandemic made trade shows go digital. VR, AR, and other digital media became, and still are, instrumental components of a trade booth because of digital customers.

With shifts in government rules, we can meet in person again. Even so, you can reach more eyes by developing and maintaining the tools you need for positive digital customer interactions.

Set Your Trade Show Up for Success

Using AR in trade shows is simply a smart thing to do. However, you can’t take advantage of the technology if you don’t know where to build your booth. Advertising and planning can make or break your progress, especially before virtual trade shows.

Let Oser Communications Group promote your trade show! Our editorial staff can fine-tune and present your products or services for success. Call us at (520) 721-1300 to get started today.