ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
Present
First-Time ABC Kids Expo
Exhibitor Web-Briefing
How to Have a Positive and Productive
Exhibiting Experience
Custom
Participant Learning Objectives
This briefing will...
1. Provide new exhibiting companies with
important information about ABC Kids
Expo, our attendees, and the ins and outs
of exhibiting.
2. Inform about important resources and
support available from ABC Kids Expo.
3. Present 10 strategic keys to executing a
more successful exhibit.
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
1
ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
About ABC Kids Expo
ABC Kids Expo (All Baby & Child), founded in March, 2003, is a partnership between
independent specialty stores and the manufacturers who support them. Our goal is to
promote the continued growth and prosperity of independent retailers and
manufacturers in the juvenile products industry.
The main objective and purpose of the corporation is to act as a business league that
helps organize and produce trade shows to be held for the benefit of juvenile products
manufacturers, specialty store retailers, distributors and manufacturers' representatives
of juvenile products. With more than 1000 exhibitors utilizing 3,000 booths in nearly
one million square feet of exhibit space, it is among the fastest growing trade shows in
the nation.
About ABC Kids Expo 2014
• Ranks 57 out of the 100 largest trade shows in North America
• 1000+ exhibiting companies
• 1,000,000+ net square feet of show floor exhibits
• 14,000+ attendees from over 61 countries attended in 2013
• Trade Show Executive’s Fastest 50
- Ranked #2 by Number of Exhibitors
- Ranked #5 by Attendance
- Ranked #18 by Net Square Feet
- Biggest Turnaround in 2013
• Baby & Children’s
- Readers Favorite Award: Voted #1 for Market/Trade Shows
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
2
ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
ABC Kids Expo Attendees
What Do Attendees Want?

To find the latest innovations, products, and trends.

Focused, relevant, and informative pre-show communications to help them plan their visit and
experience.

Information and interactions on-site that allow them to better understand and easily compare
products and services.

Interactive displays and presentations showing products in action and demonstrating capability
and performance.
How Do Attendees Behave?

Tend to plan ahead, set agendas and visit booths with products/services that support their current
and future interests and needs.

Look forward to hands-on interactive experiences.

Have a low tolerance for promotions and exhibits that are all sizzle, no substance.

Participate in activities and education like the New Product Showcase, Inventor’s Showcase,
Modern Child, Naturally Kids and Maternity Square.
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
3
ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
Pre-Marketing Your Exhibit is Critical!
Marketing Opportunities
Free:
• Company listing including one
product display panel, logo, and
press release on the Virtual Show
(online directory and floor plan).
• Company listing in printed Show
Directory and printed floor plan.
• FREE access to pre-registered
press in Media Center.
• Participation in the Runway
Show for exhibitors in Maternity
Square.
• Free access to deliver thumb
drives with exhibitor information
pre-loaded to the Media Center.
• Free access to confirmed buyers,
confirmed representatives, and
confirmed media by Excel
downloadable spreadsheets
(with confirmed exhibitor login).
First time
exhibitors receive
a 50% discount off
of the half page ad
in the Show
Directory!
Paid Advertising/Marketing:
Pre-Show:
•
Virtual Show Upgrades for Featured
Exhibitor Listings, Product Category
Sponsor, Banner Packages, and Exclusive
Splash Banner
•
T.E.A.M. Mailer (Pre-Show Mailer)
•
Attendee eNewsletter Campaign
At Show:
•
Show Directory, Addendum and Floor Plan
Map Ads
•
The Center (literature pocket distribution),
Backlit Marquis Panels, Kick Panels, and
Exclusive Media Wrap
•
Tote Bag Insert
•
Floor Logo Adhesives, Window & Door Clings
•
ABCtv Commercial Broadcast
•
New Product Showcase
•
Made in USA Showcase
•
Runway Show
Post-Show:
•
The Virtual Show upgrades for Featured
Exhibitor Listings, Product Category
Sponsor, Banner Packages, and Exclusive
Splash Banner
Paid Sponsorship:
Pavilions/Special Exhibits:
New Product Showcase, Media
Center, Made in the USA Showcase,
Naturally Kids Park
Special Events:
New Product Showcase Reception,
Made in the U.S.A. Showcase and
ABC Invention Connection
Breakfast Reception, ABC Opening
Networking Reception, Runway
Show – The Live Event!
Refreshments
Show Floor/Convention Center:
Tote Bags, Badge Holders,
Lanyards, Mobile App, Massage
Garden, Cyber Café, Beer Garden,
Margarita Garden, Photo Booth,
Column Wraps, Recycle Bins,
Stroller Test Track, Attendee
Shuttles, Product Locators, ABCtv
Charging Stations, Escalator
Graphics, Registration Counter
Inserts (kick panels), Mother’s
Nursing Rooms
For questions or help, please contact:
DeAnna Nowlin
[email protected]
(210) 691-4848 x103
Exhibitor Login


Available online: http://theabcshow.com/confirmed_exhib_login.asp
 Badge Request Form – Deadline August 1st
 Exhibitor Service Kit – Discount Deadline August 14th
 Exhibitor Dashboard – Approve Deadline July 3rd
 Show Specials Form – Deadline August 22nd
 Official Show Daily Information
 Download Data – Excel files containing the current registrations for the confirmed buyers,
sales representatives and media attendees
Pay Careful Attention To:
 Review all sections of the Exhibitor Services Kit.
 Refer to the Deadline Dates.
 Order early to save money.
 Ask your sales representative questions at any time.
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
4
ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
Exhibitor Kit Tips & Pages To Be Aware Of

Discount Deadline: August 14, 2014

Important Dates – Show Information Page 1-2

Discount Booth Order Form – Page 11

Supplied Carpet Order Form – Page 13

Standard Furniture Order Form – Page 24-26

Cartload Service Order Form – Page 45

Fern Transportation Order Form – Page 46

Material Handling Information – Page 48

Shipping Labels – Page 51-54
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
5
ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
Taylor’s Suggestions for First-Time Exhibitors
1. Pay Careful Attention to Deadline Dates
2. Carefully Review the Service Kit: take advantage of ordering services early (discount deadlines)
3. Plan, Prepare and Use Pre-Show Marketing: download and SAVE the attendee list
4. Take Advantage of the ‘FREEBIES’: pre-show marketing resources
5. Utilize Social Media (#abckids14)
6. Manage your Exhibitor Dashboard: review leads & follow up
7. Keep Your Contact Information Current
8. Call your ABC Kids Expo Account Manager with ANY questions
9. Don’t miss important e-mails from ABC, make sure to add our domain name “@theabshow.com”
to your safe senders list. Pertinent information is sent weekly.
ABC Kids Expo Contacts
For registration and Exhibitor Login assistance:
If your company name begins with:
0-9, A-F
Contact: David Rice - (210) 691-4848 Ext.112
E-Mail: [email protected]
G-M
Contact: Taylor Hamman - (210) 691-4848 Ext. 116
E-Mail: [email protected]
N-S
Contact: Judi Sunden - (210) 691-4848 Ext.101
E-Mail: [email protected]
T-Z
Contact: Amanda Francis - (210) 691-4848 Ext.113
E-Mail: [email protected]
For marketing/sponsorship opportunities:
Contact: DeAnna Nowlin - (210) 691-4848 Ext.103
E-Mail: [email protected]
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
6
ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
10 BIG Mistakes First-Time Exhibitors Make
1. Failure to read the Exhibitor Services Kit.
2. Unrealistic _____________________.
3. Failure to set exhibiting goals.
4. Failure to pre-market their exhibit.
5. ________________ exhibit design and/or layout.
6. Not enough thought given to product/service presentation.
7. Improper ____________ behaviors.
8. Taking booth down before show closes.
9. Poor lead follow-up.
10. Lack of time perspective in evaluating show results.
Three Links of the Tradeshow Chain

Not just ___________ days!

At least ____ months!
PRE
AT
POST
Four Critical Exhibiting Success Factors:
1. OUTCOMES: Use Exhibiting by Objectives to support your company marketing and sales
objectives and take advantage of the many opportunities shows present.
2. ATTRACTION: Develop pre and at-show marketing processes to attract enough of the right
people to your exhibit and functions.
3. EXPERIENCE: Deliver a high-quality visitor experience that secures a commitment to a next
action step with qualified visitors.
4. FOLLOW-THROUGH: Follow-up to convert visitor commitments to action, ideally
purchasing, and measure results.
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
7
ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
The 10 Keys
1. Be Clear About What You Are Really Buying:
________________________________________________________
Your ultimate exhibiting RESULTS will come from how well you put your company identity,
staff, and products/services face-to-face with the right people to exchange information that leads
to a commitment to action on the part of the visitor.
Exhibit Interaction Capacity:
Example
Exhibiting Hours
Times Full-Time Exhibit Staff
Total Staff Hours
Times Interactions per/hr/staffer
Exhibit Interaction Capacity
Participant
25
25
x 2
x_________
50
=_________
x 3-5
x_________
150-250
=_________
2. Know Why You Are Exhibiting & Set SMART Goals
Top Four Reasons for Exhibiting:
- Market awareness, presence and visibility
- Branding
- Lead generation and sales
- New product introduction
Your Reasons
_______________________________
_______________________________
_______________________________
Set SMART Goals

Specific, Measurable, Actionable, Realistic, Time-bound

Create _________ action plans for achieving goals.
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
8
ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
3. Invest Enough Resources
The budgeting rule of thumb is to multiply your floor space cost
__________ times to determine your total show budget.
4. Get “In The Mind” and “On The Agenda” of Enough of the Right Attendees
1. Show attendee __________________ have changed.
2. You cannot just rent space, show-up, and ___________the right buyers find you.
3. You MUST use targeted pre and at-show marketing.
 View the Driving Qualified Booth Traffic webinar replay on the Exhibitor Success & ROI Center
website to learn an 8 step marketing/planning process that puts your company “in the mind” and
“on the agenda” of ABC Kids Expo attendees.
5. Make Sure Your Exhibit Communicates Effectively

Have a professional looking exhibit that communicates and supports your brand/identity.

Quickly and visually answer three questions in the mind of attendees:
__________ do you do?
__________ should I care?
__________ are you?

Make it easy for visitors to enter and exit your exhibit.

Make it easy for visitors to physically __________ with products and services.
6. Staff & Work the Show Properly

Put effective staffers in your exhibit
-
Friendly and engaging.
-
Proactive versus _________.
-
Knowledgeable.
-
Asks good questions and listens well.
-
Can communicate ____________ and persuasively.
-
Takes good lead information and gains commitment to the next step.
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
9
ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
Staff & Work the Show Properly

Power tips for effectively working the show:
-
Be in your booth and available the entire show.
-
Smile and greet people in the aisle.
-
Effectively engage visitors who enter your booth.
 Know what _______________ you need to ask.
 Be able to deliver a short company story.
 Be able to communicate your product/services messaging in a concise, persuasive
and interactive manner.
 Capture more information from visitors.
 Get a commitment from the visitor to the next action step.
7. Take Quality Leads & Follow-up Effectively

Lead quality is in direct proportion to the clarity of the next step
and visitor’s ___________________ to take that step.

Use a lead capture system.

Follow-up fast or in-line with the visitor request.

Link follow-up back to the visitor request.

Vary follow-up media: email, telephone, in-person, etc.

Determine follow-up plan __________ the show.
8. Measure Results

Don’t just count ___________– count _____________ over time!

Develop a simple and consistent set of performance metrics.
o (CPL) Cost Per Lead
o (CPI) Cost Per Interaction
o Total lead count, quality by priority, potential value
o (ROI) Return On Investment
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
10
ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
Example
Participant
Cost Per Lead (CPL):
Total Show Investment (10x10 in-line $2,000)
Floor space x 3
Divide by # Leads
Cost Per Lead
$6,000
50
$120
$____________
_____________
$____________
Average cost of tradeshow lead: $360
(Source: Exhibit Surveys)
Cost Per Exhibit Interaction (CPI):
Total Show Investment (10x10 in0line $2,000)
Floor space x 3
$6,000
$______________
Divided by # of Exhibit Interactions
150
/______________
Cost Per Exhibit Interaction
$40
=_____________
Average Cost of a Field Sales Call: $596
(Source: CEIR)
Return on Investment HARD Dollar Formula & Example*
Revenue From At/Post Show Sales
Less Cost of Sales (20% Gross Margin)
Gross Margin
Less Show Investment
Net Exhibit Profit
Net Exhibit Profit
Divided by Show Investment
Multiplied by 100
Return on Investment
$
$
$
50,000
40,000
10,000
6,000
4,000
$ 4,000
$ 6,000
x
100
66% ROI
$___________
$___________
$___________
$___________
$___________
$___________
$___________
x 100
___________%
*This example calculation is not a promise of a specific ROI, but simply an
illustration of a method for calculating exhibiting ROI.
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
11
ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
9. Learn from Every Show and Stay Committed

Make time to walk the floor and ____________ successful exhibitors.

Attend educational sessions and social/networking events.

Do a post-show report and identify ___________ learned so you can do even better at your next
show.

Be patient! It takes time to build a masterpiece. Learn, apply, and stay committed and success
will come.
10. Success Rule for Exhibitors New to a Tradeshow

If the people attending ABC Kids Expo influence/make buying decisions for what you sell,

You cannot judge the ultimate ________________ of the show from one attempt.

You must commit to at least ________ consecutive shows,

Applying more of what you learn to each show.
Get Ready for a Positive & Productive
ABC Kids Expo Exhibiting Experience…

ABC Kids Expo is one of your most effective marketing and sales media, when done properly.

ABC Kids Expo gives you the resources, support and access to be as successful as you want to be.

Use what you learned in this briefing and take advantage of all of the knowledge resources on the
Exhibitor Success & ROI Resource Center website.
 Website Link: http://theabcshow.com/exhibitor_tips.asp
Three most important ideas I learned from this session were:
1._______________________________________________________________
2._______________________________________________________________
3._______________________________________________________________
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
12
ABC Kids Expo
First-Time ABC Kids Expo Exhibitor Web-Briefing Workbook
ABC Commitment to Exhibitor Education & Success
 Exhibitor Success & ROI Center
– Live and re-playable webinars
– “How-to” exhibiting article series
– Ask the Tradeshow Expert Email Q&A
 Bookmark, Share and Access at:
http://theabcshow.com/exhibitor_tips.asp
Copyright 2014. ABC Kids Expo and Competitive Edge. All rights reserved.
No portion of this workbook may be reproduced without permission of Competitive Edge.
For questions or permission call 800-700-6174 or 704-814-7355.
13