Trade Shows & Mall Displays

1. Trade Shows & Mall Displays January 2013

2. Introduction. The National Member Services Committee has developed a series of National Education Seminars to help our Lodges run more effectively. A number of sessions are available ranging from meeting management to public relations. Just contact the National office for more information (1-888-843-3557).

3. Topics of Discussion. Benefits of your Lodge exhibiting. Developing your display, preparing your volunteers and evaluating the show. Differences between a mall display and a trade show. “Do’s and Don'ts” when manning a booth. Using an exhibitor checklist.

4. The Trade Show! People like to window shop which makes trade shows the perfect place to display your message. You can meet potential members - face to face. Can be used for member recruitment and fundraising. Once you have a display it can be used in banks, real estate offices, medical centres and other professional businesses. Contact your Association office. They have a mall display you can use.

5. Next - the Display. Determine objectives of the display and find out space available. Normally is about 8ft x 10ft. A display should have a headline, a message and “visual content”. Use enlarged photographs to illustrate your primary area of service or benefit of membership. The message should explain or clarify the visual content and should be readable while walking slowly past. Restrict the message to 10 seconds (reading time) - 25 to 50 words only! The headline catches the attention of the viewer - use fewer than 10 words - the fewer the better.

6. Organizing the Volunteers. Prepare a guide (1 page) and distribute a copy to the volunteers (also tape one to the table at the booth). The guide should give: the reasons why the location was chosen why the Lodge feels the display is worth the effort. a projection of the type of people attending the show. the objectives, e.g. recruiting new members. Make sure your volunteers have sufficient background information to answer all questions. A minimal working knowledge should exist.

7. How Did We Do? Everyone working the booth should pay attention to what things were most effective and least effective. They should be able to report what visitors talked about most - what were they interested in? Encourage the volunteers to write down comments and observations during the show. Check out document “Boothmanship Do’s and Don’ts” and “Exhibitor checklist” available from the National office, 1-888-843-3557.

8. Mall Displays. Malls will usually donate space to non profits while there is usually a charge for a trade show booth. Mall displays usually are available in larger centres only (small centres don’t have malls) and time should be spent deciding which ones are best. Before you approach the mall check out the best spots with the highest traffic (close to food courts is the best). Avoid food stores. People loaded with bags offer a poor target group. Set up near stores that reflect your members age group and interests. Liability insurance is usually required. Contact the National office 1-888-843-3557. There is Elk group insurance for malls.

9. Trade Shows. Trade shows are much more controlled. Traffic flows in an orderly manner and all booths are uniform. In malls you have people arriving from all sides, which is why the mall display should be four sided. Think about using a local celebrity to attract attention to your display. Determine the security procedures for when the booth is left overnight Contact the show organizer early. Sometimes they give free space or special rates for non profits. Early contact also helps get the prime locations.

10. Recap. Pick a location - trade show or mall display Organize and prepare the display - headline, message and “visual content”. Organize and prepare the volunteers. Make sure they are well informed. Evaluate how the display went. Talk to the volunteers. Ask them to jot down their impressions. Work to improve the next one.

11. Putting it into Action. Determine what trade shows are held in your area. Would they be a good place to have a booth? Scout around the malls. See which one draws the best traffic and which spot has the highest traffic. Organize a committee to handle the design, construction, and staffing of the display. Book the display into the mall or trade show.