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My Process Expo Blog

7 New Ways To Market Your Exhibit
April 10, 2012
Posted By GES

(Source: http://defyingconvention.ges.com/exhibitions/7-new-ways-to-market-your-exhibit)

Lately, many of our fellow industry professionals have been stressing the importance of planning, implementing and measuring in order to be, “smart trade show pros.” I agree and my experience validates the need to take actionable steps that cover each phase (pre-, at- and post-show) of planning.

That’s why we partnered with Event Marketer magazine on a whitepaper and webinar. We share each step to help you rethink the old while embracing the new with the goal of refocusing your trade show energies. This will help you take advantage of the opportunities created by the industry’s new “reality.”

Our white paper, “7 Steps to Successful Exhibit Campaigns Trends,” explains the key components required at each phase – from setting goals and objectives to developing a campaign brief.

Here are the seven tips included to make your next exhibit campaign successful:

1. Define your audience
2. Build the perfect brainstorm
3. Set goals and objectives
4. Get internal buy-in
5. Build a creative brief
6. Implementation
7. Measure results

Clearly, a new economy demands a new approach and I believe that the ‘build it and they will come’ theory is gone. If you’re hoping for that, you’re rolling the dice because you, the trade show manager, is ultimately going to be held accountable for what the outcome was at the show. Translation: A holistic, integrated approach is really about what you’re going to do to get the right attendees to your booth.

You can find the recording of the webinar here and the white paper here. Don’t forget to check it out (the white paper includes an example campaign timeline for you to use at your next show)!

- Mark Rogers

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A Nice Problem to Have
April 3, 2012
Posted By Andy Drennan

You may have noticed that PROCESS EXPO is slightly behind schedule in launching the general exhibit sales effort, following an early launch at the 2011 show. It's true. In a nutshell, our November launch was so successful, it became apparent that we needed to expand the show floor, which also required changing the dates of the show (Nov 3-6, 2013). As if that weren't enough, our partners at Messe Dusseldorf are also looking to greatly expand the presence of their exhibitors at PROCESS EXPO, creating a little bit of a log jam in designing the show floor even with the additional South Hall!

We've almost got that resolved now and will be going out to all FPSA members in the coming 6-8 weeks with the newly redesigned floor plan. Hang tight! We're almost there and it is sure to be worth the wait.

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The Four Elements of an Effective Food Safety Management System
October 25, 2011
Posted By Karen Manardo, Plex Systems Inc.

Food and beverage processors can easily become overwhelmed as they work to meet challenging customer requirements and government regulations, such as the Food Safety Modernization Act, while minimizing costs.

To meet these demands, processors must develop and execute written food safety plans. They must have systems in place to rapidly identify and track every ingredient for each product through all processing steps: from receipt through processing, packaging, and shipping, to the exact customer location.

In the case of an investigation or product recall, a processor must be able to quickly show documentation of each processing step performed, not only within its own organization but also at least one step back and one step forward in its supply chain.

There’s never been a greater need for a comprehensive food safety management system (FSMS).

The Four Key Elements of FSMS

A complete FSMS enables the processor to meet all of its customer and government demands with minimal business disruption and for a manageable cost. An effective FSMS includes four components:

  1. HACCP plans
  2. Manufacturing Operations Management (MOM)
  3. Instant traceability and recall management
  4. Single-source ERP

A complete FSMS gives food processors peace of mind. They can rest easy knowing that they have a solid foundation to face not only today’s challenges, but whatever comes next in regulatory enforcement and customer demands.

To learn the components of these four elements and the kinds of tools and processes that enable them, don’t miss Tom Nessen’s 

Solution Theater presentation at 10 a.m., Booth #568, on Nov. 2 during the Process Expo. Or stop by Plex Systems booth #3642 anytime during the show.

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Bring Your A-Game to the Show – Tradeshow Tips for PROCESS EXPO
September 14, 2011
Posted By Grace Cular Yee

“The most important key to achieving great success is to decide upon your goal and launch, get started, take action, move.” – John Wooden

You’ve signed up for PROCESS EXPO… what’s next? How do you ensure a successful tradeshow experience? We polled some of your fellow exhibitors for their tradeshow tips and tricks. Have you developed your PROCESS EXPO Action Plan? It isn’t too late to get started NOW. You can do it! Don’t leave your tradeshow success to chance.

John Sciabarrasi, REISER - jsciabarrasi@reiser.com

  • Pre-planning in NOT over rated. Being prepared makes for a smooth, well positioned show.
  • Front end installation. Waiting to the end is an invitation for potential problems
  • Communicate with all service providers, well in advance, regarding all logistics and services so they are prepared for your needs

Joy Williams, Multivac - joy.williams@multivac.com

  • Create a survivor kit that includes: First Aid Kit, Medication: Tylenol, Advil and Aleve, Cough Drops, Tums, Chapstick, Breath Mints, Snacks - ex. Energy Bars, Stain Remover, Hand Sanitizer, Sewing Kit, One set of shoe inserts for a man and a woman
  • Bottles of Water (if you have room)
  • I create a show binder that includes all paperwork that pertains to the show
  • I also have a container of cleaning supplies: Sanitizing Wipes, Windex, Paper Towels, Goop Remover, Carpet Cleaner and Brush, Static Remover, Rags, All-Surface Cleaner

Cheryl Bochniewicz, GEA Group –  Cheryl.Bochniewicz@geagroup.com

  • Communicate. Let your customers or potential customers know you will be attending. Promote via e-newsletter, social media, include in print advertising, etc.
  • Take advantage of trade show resources, including complimentary guest passes. Personal invitations go a long way.
  • Make a list. As you complete tasks, check them off so when you get to the show, all runs as smoothly as possible.

Karin Hamrick, Bettcher – marketing@bettcher.com

  • Flowers and Plants are a great way to hide things in your booth (electrical cords, cables or chips/dents on your display). Pre-order a few for better pricing.
  • Plan to be in your booth when your freight arrives! There is a “one time spot” allowance included in your drayage fee, so make efficient use of this at the show.
  • Be sure your exhibit company provides a full inventory of what is contained in the each crate/box/tote shipped to the show. This will keep you from “running around” looking for items during the set-up and dismantle times. Review this list carefully before your items ship to be sure everything has been packed.
  • Your messages (in displays and literature) should not be simply a list of product features. You want your messages to educate prospects about how your products will benefit them.
  • Finalize your list of booth staffers 2 months before the show so they can book air travel early enough to take advantage of discounts.
  • If your booth staffers normally take prospects to dinner at popular restaurants during the show week, book tentative reservations early so no one is scrambling at the last minute for reservations.

Lori Foy, Siemens –  lori.foy@siemens.com

  • Creating a standard playbook template or "survival guide" that states where, when, what.  This helps on not missing a small details.
  • When possible utilize demonstrations for a hands-on experience.
  • Consider hosting a hospitality event based around your needs (ex:  nurture existing relationships or draw in new relationships).

What can YOU add to this list? A tradeshow is made of a lot of little things. 

“It's the little details that are vital. Little things make big things happen.” – John Wooden

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