by Eli Logan Longview Texas
While researching additional topics for this blog, I came across this article by Mike Thimmesch, Director of Customer Engagement for Skyline Exhibits titled “37 Things a Trade Show Booth Does.” As a previous exhibitor , some of the items looked familiar. A trade show booth generates leads, welcomes customers and displays your products.
And then I saw the ideas that were really genius. Not only because they were outside-the-box ideas on how to use your exhibit space, but because they’re simple, effective and best of all, inexpensive:
- Host a press conference
- Host a presentation
- Provide meeting space
- Advance the buying cycle
There’s a theme in those four points. They all represent ways exhibitors can repurpose space in which they’ve already invested to boost their ROI at trade shows.
There’s only one problem.
It’s just a third of the picture; actions you can take during the show to boost your return on your trade show investment. It represents the middle of any exhibitor’s success story.
So why not start at the beginning? An exhibitor’s success begins before the first day of the show, with pre-marketing efforts designed to create excitement for your space and drive your customers to your booth.
An exhibitor’s efforts towards having a successful trade show exhibit also continue long after the last day of the show as leads are developed, new business relationships are being built and your company continues building brand awareness.
So can you be successful by focusing your efforts towards one third of the picture? By developing just the beginning, middle or end of the story? Absolutely; there are thousands of exhibitors who experience marginal trade show results every year by implementing this strategy.
But there are a few who understand that without all three parts, the success story is incomplete. So they invest in their trade show presence before, during and after the show. And they experience sales and success from participating in trade shows that the aforementioned companies only dream of.
Here, you’ll find tips, ideas and other information on how to engage your customers prior to the show, drive traffic to your booth, make the most of your space during the show and keep your customers and potential customers engaged long after the show is over.
Best of all, the ideas will be inexpensive (or free) and quick and easy to implement.
The number of companies participating in trade shows increases each year. While sales objectives are most common, trade shows also may be behavior, product, distribution, or marketing oriented. Booth exhibitions are viable and cost-effective sales tools to:
- Achieve new customers, in order to grow and increase profits.
- Introduce new products. Most of the visitors come to see what’s new.
- Target a select group of visitors.
- Allow your staff to interface with the public.
- Perform informal market research.
- Educate the public about what your company and your industry do.
- Enhance your company’s image.
- Assess competition and the overall business climate.
Trade shows generate sales leads at a lower cost per contact than a typical sales call. Research shows industrial sales calls costing $252 to reach a prospect, with 4.6 follow-up calls necessary to book an order = $1,158. At a trade show, you would spend $133 to reach a prospect, with .8 follow-up calls necessary to book an order = $334.
Exhibits can be designed to appeal to all the senses: sight, sound, touch, smell, and taste. Research shows that 75 percent of what show visitors recall after expos is what company representatives told them.
Exhibiting in business-to-business shows requires different skills and approaches. The objective should be qualifying prospects, rather than selling. One meets more business prospects in a faster period of time at a trade show.
Today’s customers are becoming increasingly complex and more difficult to identify. They are knowledgeable, sophisticated, and have increased expectations about what they want. Customers are now under more pressure to act immediately.
What to Do Before the Show
- Determine your correct mission for participating.
- Evaluate each trade show for what it contributes to your sales objectives.
- Determine who you want as key prospects.
- Delineate other categories of visitors, and develop a strategy for maximizing your time with key prospects.
- Develop action plans for accomplishing your goals and getting the right people to visit with your company at the show.
- Be sure that booth personnel understand what they are responsible for…and what they are selling. Untrained staff can lose qualified prospects and leads.
- Employ professional counsel to format your exhibit, thus maximizing your investment.
- Keep labor costs to a minimum.
- Be sure that every member of your company is aware of the exhibit. Encourage all to invite prospects and to attend themselves, even if not involved in exhibiting.
- Market your presence at the show in advance via mailings, distribution of VIP tickets, and inclusion of your booth in advertising. Invite your current clients to visit your booth. Most attendees go to the shows in response to invitations to visit specific exhibitors.
- Notify your trade media that you will participate. Engage public relations professionals to publicize your involvement.
- Work closely with the show’s management. They, too, are interested in the same audiences as you: attendees and the media. Invite the board of the sponsoring organization to visit your booth.
Exhibiting the Product or Service
- Graphically describe and show what you do. Don’t expect the product to show itself. Don’t expect people to know about you already. This is a fresh opportunity for you to communicate.
- Keep your focus upon your products, rather than pretentious displays.
- Keep the booth simple, clean, and organized.
- Give facts and simple explanations of your products. Since many visitors may be unfamiliar, don’t assume they know what you do.
- Ask questions and listen. Don’t concentrate on giving a sales pitch.
- Good lighting, decoration, and booth dress are always relevant to the product.
- Show a maximum number of products.
- A good demonstration convinces visitors that your product is all you claim it is.
- Show what the product can do for them and what it has done for others.
- Give samples, if possible.
- Encourage audience participation.
- Distribute professionally produced, factual literature, or don’t give out any literature at all.
- Use video as interactive demonstration elements, augmented by signage.
- Collect business cards as the basis for follow-up activities.
- Make appointments to have in-depth presentations to serious prospects.
- Trade show selling requires high energy levels. Booth people must be pro-active, greet all prospects and learn how to qualify.
- Approach large numbers of people within short periods of time, determining how to best process each contact.
Research shows that trade show booths that have dishes of candy tend to draw twice the number of visitors than those without candy. Keep in mind that the value of premium giveaways lies in lasting impressions and increased name identification and paves the way for faster follow-ups with prospects.
Tips for Booth ExhibitPersonnel
- Booth personnel must be equipped to give precise, detailed information on your product.
- Train booth attendants for show duty. If possible, stage a dress rehearsal. Follow procedures for literature distribution, trash cleanup, conversation, and public demeanor.
- Work out approach statements in advance. Have “talking points” in writing. Follow a step-by-step process.
- Staff with a technical representative, as well as a greeter. You can never have enough well-trained people at the show.
- Avoid the high-pressure approach.
- Do not smoke, drink, or eat in the booth.
- Booth personnel should look and act the part. Stand up straight. Keep your hands out of your pockets. Use approachable body language. Do not sit down unless you are with a client.
- Dress conservatively.
- Keep small talk with other booth personnel to a minimum.
- Arrange and follow duty schedules. Keep staff alert and on their toes.
- Make booth visitors feel welcome at all times.
Lead collection and follow-ups must be treated seriously. After the show is over, don’t forget to follow through on details, promises, and intentions:
- Send follow-up letters to each visitor who left a business card.
- Send out requested additional materials within one week of the show.
- Set a lead follow-up program, since early response is vital. Follow up on sales leads for at least two years after the show.
- Evaluate your results.
Your company’s commitment to participate in trade shows represents a big step. You should always want to improve the exhibit each time, thus insuring a return on the investment. The process of strategizing your exhibit relates directly to your company’s promotional and business development philosophy. This process inevitably makes every company’s marketing position much stronger.
Freebies Aren’t Free-How to Take a Questionable Trade Show Expense and Make Them Work for You
by Eli Logan
Freebies. Promotional items. Tchotchkes. Whatever the handle, they’re a hotly contested subject in the trade show industry.
Freebies that are truly free to anyone walking the floor can cost exhibitors a lot of money and provide little return. That’s why, as trade show organizers and producers, we have a policy in place to discourage attendees from trick-or-treating. But for other trade shows and conferences that don’t have something similar in place, use the tips below to turn what can be a waste of money into a tool to gather more business cards and build your customer base:
Invest in giveaway items that have staying power (pens, jump drives or anything that’s particularly useful for your target customer base).
Don’t leave them at the front of your booth where they can be swiped by anyone. If the person grabbing twenty pens from your booth space isn’t a qualified prospect, you’re throwing money allocated to your trade show budget down the drain. The next time an unqualified prospect takes handfuls of giveaways, visualize that amount as improvements to your display, more money towards entertaining customers or a larger trade show advertising budget.
“Good point. I moved them to the back of my booth. Now what?” They’re already drawing attendees into your space where you can ask questions, identify their needs and qualify their purchasing authority. Continue to make those items work for you. If you have a potential customer in your booth, ask them to do something in order to receive a freebie; watch a product demo, fill out a short survey, anything that provides insight into how you can communicate with and develop that customer.
Do you have any giveaway items that are popular with a target customer base? Or additional ideas on how to use promotional items to gain an audience with a potential customer? Leave your suggestions in the comments.
Conference or Exposition: Why Show Formats Should Influence Setting Trade Show Objectives
by Eli Logan
Last week’s post covered who should be setting trade show objectives and when they should be set. An additional factor that should influence your trade show objectives is the format of the show and how the corresponding focus affects the amount of face-time you’ll get with attendees and new ways to spend it.
For the most part, industry events break down into two formats:
- Conference series with a trade show attached
- Trade shows/ expositions
How the show format factors into setting your trade show objectives:
Trade shows and expositions are focused solely on trade, the debut of new products and facilitating networking between industry professionals. Since attendees of these types of shows do not observe a conference schedule, your booth staff will have time to focus on qualifying serious buyers.
When it comes to exhibiting in trade shows that are attached to conferences, knowing the conference schedule and how it affects attendee traffic will help you set realistic objectives. Your goals will be based on educated projections of how much face time you’ll actually be spending with attendees.
What to consider if you’re exhibiting in a trade show/ exposition:
Are you qualifying attendees based on what stage of the buying process they’re in? According to Exhibit Surveys, 49% of tradeshow attendees surveyed planned to purchase in the next 12 months and 66% rate their booth visits as very or extremely valuable in comparing and evaluating offerings for future purchases.
Potential customers who are in different stages require different types of information to progress through the initial stages and reach a buying decision. Discovering which stages they’re in and tailoring your sales message to them is the key to establishing a relationship early and winning the bid.
How to sell to customers in each stage:
“Communication during the ‘Awareness Stages’ should introduce your prospects to industry trends that point to developing issues and the business value of adopting change. This early consultative approach is crucial: Forrester Research reports that 65% of vendors that create the buying vision during this early stage get the deal.
Communication during the ‘Evaluation Stages’ should:
- Find your unique point of view which can challenge prospect’s assumptions and create more demand
- Create clear points of differentiation between you and your key competitors
Communication during the ‘Decision Stages’ should highlight customer success stories and demonstrate how your customers have achieved successful project implementation and business value.”
What to consider if you’re exhibiting in a trade show attached to a conference:
Is the exhibit hall completely closed to attendees during conference sessions? If so, take the opportunity to find exhibiting companies with whom you can do business and set appointments with them, outside of the venue, during the time the show floor is closed. This way, you’re networking and gaining exposure with qualified leads while attendees are unavailable.
Does the trade show portion of the conference series remain open for attendees who have not paid to attend conferences? This is the most common type of conference series with a trade show attached. Although the show floor is not closed completely, attendee traffic tends to slow while conferences are in session.
When traffic slows, this is a prime opportunity to connect with other exhibitors who represent potential customers or partners. Again, knowing how to maximize these periods where, as an exhibitor, you’re competing with conference tracks for the attention of attendees is crucial to maximizing your investment. By networking with exhibitors, you’re interacting with potential customers regardless of the effect the conference has on the traffic flow.
Knowing the conference schedule will also help you plan the best times to conduct giveaways, announcements, product demonstrations and more. This way, promotions designed to draw a lot of traffic to your booth can happen when the conference schedule allows the maximum amount of attendees on the floor.
How Trade Shows Can Help Launch your Business in New Industries
Are you a small business looking to generate more sales leads? It may be time to get vertical.
“If you’re B2B [organization], you may wish to begin by getting into certain verticals and start reaching out to their associations. Find out which memberships will help you get either free advertising in their buyer’s guide or consideration for advertising directly to the decision makers.”
One of the fastest and most cost-effective ways to break into a new industry and connect directly with decision-makers is to exhibit in industry trade shows. Trade shows allow exhibiting companies to:
Gain face-time with prospects and industry professionals: This article from www.MarketingProfs.com illustrates the value of face-to-face communication in the digital age. “According to a Forbes Insights survey of 760 business executives, face-to-face meetings were preferred in cases that have a fluid decision-making process, requiring the give-and-take typically needed for complex decisions and sales. Among the business attributes and outcomes, face-to-face interaction was most critical for persuasion (91%), decision-making (82%), and candor (78%), the study found.”
Build professional relationships that will last the lifetime of your business: An EventView study reports that “of senior executives in sales and marketing, 62% chose event marketing as the discipline that best accelerates and deepens relationships.”
Close sales faster and spend less doing it: In addition to exhibiting being one of the most valuable assets for initiating long-lasting relationships, it’s one the most cost-effective methods of lead generation in business. A study published by the Center for Exhibition Industry Research (CEIR) shows that sales cycles that result from trade show leads close faster and cost less to close than outside sales leads; $550 and 1.4 sales calls compared to $997 and 3.6 sales calls, respectively.
Participation in trade shows provides businesses with a smooth transition into a new vertical, with the potential to achieve big results quickly.
Qualify Leads Quickly-Three Questions, 30 Seconds
Exhibit Surveys Inc.’s annual Trade Show Trends report shows that attendees are spending more time shopping the show floor with the intent to buy. Since more and more buyers are spending time shopping on the exhibit floor, identifying and connecting with qualified attendees becomes crucial to maximizing your ROI.
Qualifying attendees is important and if you’re a one or two-person booth team, doing so quickly is a must. Below are some introductory questions that can help you separate the buyer from the visitor and increase the connections you make with potential customers:
What do you do?
This seems pretty elementary, but if it’s asked of a visitor, it has the potential to turn into a long-winded conversation. It can also be an opening for someone trying to sell you something to initiate their pitch. Here are some tips on how to maintain control of your time and disengage politely from booth visitors who do not represent customers:
- When there is an appropriate break in conversation, initiate a hand shake and say, “You have been so gracious with your time; thank you for stopping by. Enjoy the remainder of the show.”
- You can also reference increased activity in your booth: “I’ve enjoyed catching up with you, but it looks like my co-worker might need some help. Enjoy the rest of the show.”
- If one of your customers shows up, tell your visitor: “It looks like my appointment is here. Thank you for stopping by; I enjoyed speaking with you.”
- When it comes to the sales person from another company, remain professional: “Thank you for stopping by with this information; I’m sure it will be useful. Here’s my card. Let’s schedule a time after the show to discuss it.”
If the answer to this question means that the attendee represents a potential customer, continue with questions that can help you build your sales approach.
Who do you use to provide that product/ service/ etc?
Are you happy with the results?
Take notes so that when you’re following up with this potential client after the show is over, you can speak to their needs, further your rapport and build trust. Not only does qualifying customers help you use your time wisely at the show, it can make sure your approach after the show is specific and tailored to your potential customers’ needs.
Making Cuts without Incurring Losses in the Face of the Downturn
There are a lot of options when it comes to becoming more cost-efficient in the wake of the drop in oil prices.
But studies show that companies that take progressive action, a combination of strategic moves implemented across the company, emerge from recessionary conditions stronger than before. Their gains are immediate, more substantial, and longer-lasting than their non-progressive counterparts. Unfortunately, there’s no sure fire formula to follow. It requires consideration of the pros and cons of cuts across departments to determine what type of spending should get the worst of the axe:
Potential Cut One: Payroll
Why it’s Tempting: For most small to medium-sized businesses, it’s the largest expense on the books and cuts result in an immediate boost in cash flow.
Things to Consider before Wielding the Axe: Statistics show that most companies will spend 20% of an employee’s annual salary replacing them. This expense could be especially large if you have highly skilled, technical professionals as a part of your team. Whatever immediate savings are gained by eliminating their position, you’ll spend that (and then some) rehiring that skill set once the market’s recovered.
Progressive Action to Take: If a cut to payroll is absolutely necessary to sustainability, consider cross-training members of your team. If the most skilled members of the team are short on specialized work, they may welcome the opportunity to do something new and remain productive, even if it’s not in a technical capacity.
Potential Cut Two: The Marketing Budget
Why it’s Tempting: Marketing. Advertising. Relationship-building. Branding. It all takes time and repetition to work. When budgets are tight, it’s hard to justify spending on anything that doesn’t provide immediate results. It’s also a victimless crime, so-to-speak: pulling numbers out of a spreadsheet is a lot easier than having to terminate someone.
Things to Consider before Wielding the Axe: Marketing generates leads. No business can survive without it, in one form or another.
Think of the time and money you’ve invested in trying to keep your star customers, find new ones, and build your brand. Deep cuts in the marketing budget means spending the first six months of the recovery trying to re-gain previously acquired ground. Why pay for the same thing twice?
Progressive Action to Take: Establish a reasonable amount that you’re willing to pay, per customer, to acquire them through marketing and advertising. Using a cost-per-prospect system makes spotting ineffective methods of marketing and advertising simple.
The key word here is reasonable. High-quality, direct, and intimate the interaction (think face-to-face sales and marketing, magazines heavy on editorial, direct mail), costs more per contact. Impersonal communications that are intended for a mass audience (email blasts, newspaper advertising, web banners) should be on the lower end of the scale.
Trade shows are another option that provide the best of both worlds; high-quality, personal interaction on a mass scale. It’s the lowest cost-per-prospect ratio of any marketing medium. So it’s no wonder that sales cycles launched from trade show leads cost less to close and close faster than by traditional methods.
Potential Cut Three: Research and Development
Why it’s Tempting: R&D focuses on long-term improvement and looking at the big picture can seem frivolous when you’re trying to fight off immediate threats.
Things to Consider before Wielding the Axe: Halliburton. The company has invested in upgrades to equipment and improved techniques. As a result, they claim to be able to cut a typical well’s capital spending by a quarter, maintenance by half, labor by a third, and development time by more than half, compared with the previous approach. Once the market recovers, they’ll have an immediate, substantial lead on their competitors and permanently improved model that will continually sharpen their competitive edge.
Increased efficiency in any organization not only leads to better customer service, but the ability to compete fiercely on price without compromising profit margins.
Progressive Action to Take: Establish what you consider to be a reasonable payback period and a reasonable return on investment when it comes to R&D spending. Keeping in mind of course that benefits during the downturn will most likely be modest, but it’s worth it to look ahead and keep your eye on the prize. “In the longer term, underinvestment reduces future production,” Nawaf Al-Sabath, CEO of the Kuwait Foreign Petroleum Exploration Company said in a recent conference in Houston. “What we’re going through is a business cycle; it’s not oil Armageddon.”
Evaluation and an educated combination of cuts and investments across all of these variables will help mitigate risk and help any professional defend their business against a tough market.
Four Ways to Ensure Your Small Trade Show Ad Packs a Big Punch
Open any trade show program and look at the ads. Or, walk the aisles and look at the banners. Depending on the size of the show, you’ll see columns wrapped with ads, escalator handrails featuring logos and event coffee cup sleeves boasting booth numbers. So why do some companies ingeniously make these spaces work, while others end up incurring a huge expense, with little return?
Two things: forethought and copywriting.
But who has time for that? Use the tips below to quickly and easily create ads that will pay for themselves in relevant leads and contribute to an overall return on investment for your trade show booth:
- DON’T assume that recycling existing ads will work: A letter to customers, from the CEO, will work great as an email message towards building a lasting partnership. That doesn’t mean a lengthy message will work as a show ad.
- DO think about the life span of the advertisement: Most trade show advertising opportunities will hold attendees’ attention for a few seconds, over the duration of the show. Give them a reason to act immediately.
Turn that previous email message into: Industry and product insight on tap: meet John Smith, CEO of Our Company, in Booth# 100!
- DON’T forget a call to action: It’s one of the most important parts of any ad, but it’s often forgotten. Even if your objective is to simply promote brand awareness or corporate citizenship, don’t lose the opportunity to invite participants to get to know your organization.
Turn a non-sales centric ad into: THANK YOU to all the participants who helped make this year’s event possible. Go to www.OurCompany.com to learn more about events like this one and other industry resources.
- DO think about what you want the ad to accomplish: The ad should clearly direct attendees to do what you want them to do. ‘See our new product’, ‘Enter to win’, ‘Attend our product demo’, ‘Learn More’, etc.
- DON’T use your company name as the headline: Now that you’re aware of it, you’ll never be able to un-see it. And you will encounter it often; an ad with the company name at the top.
You can’t be too hard on ads that make this mistake; it’s only human nature that we want to talk about ourselves and our achievements, especially if the business is family-owned or built from the ground up. Unfortunately, this phenomenon also applies to buyers. Attendees want to know, “What’s in it for me?” Your headline should answer that question.
- DO ensure your headline translates features into benefits: Harvard Marketing Professor, Theodore Levitt, said, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” Think about how your product or service provides solutions, saves money or increases profit. Whatever that is, a succinct version of it is your headline.
So you’ve translated your value proposition, but your message still doesn’t help you stand out from your competitors? Read Scott McKelvey’s blog on why going beyond the first translation is important and how to do it.
- Lastly, DON’T assume that there’s one technique or method that will make all of your wildest trade show dreams come true: Don’t place an ad and expect hoards of customers to roll in as a result. Successfully participating in a trade show also means more than just showing up. It takes pre-show marketing, a “game-day strategy” and post-show follow up to accomplish that goal.
Many corporations are overwhelmed by trade show displays because they consider them to be too expensive. But they acknowledge that portable shows can have an enormous benefit to their company, if solely they are in a position to acquire one inside their budget. Companies under financial stress can still discover reasonably priced booths for trade shows. These five ideas can make it occur. Businesses that sell exhibits are in competitors. Each time businesses are in competition, they’ve an incentive to supply decrease costs than the others who offer the identical goods or providers. You can benefit from this by seeing whether one firm can supply more for the same price than its competition. Examine the base value of the exhibit you want, but additionally take under consideration the varied presents that come with it. One would possibly well be more favorable than another. If you’re discovering that cash is tight, consider selecting a smaller exhibit. Small booths nonetheless have a tremendous impact if they are well designed, and they are almost at all times a money saver. If in case you have a choice for a selected sort of exhibit, however can’t afford its largest dimension, consider going a few sizes smaller.
The type will still attract visitors, but your overall funds doesn’t have to increase. For lengthy-term financial savings, many companies discover modular portable shows to be the perfect option. These booths for trade shows are inherently customizable and will be adapted on the spot. They’re essentially the most flexible exhibits available on the market, however they may not be essentially the most cheap to buy initially. If your funds can handle the barely higher expense now, you might be able to keep away from buying extra booths down the road. Establishing a working historical past with one company could be more expensive at first, however might properly result in discounted rates sooner or later. People recognize the value of having a dedicated client; if you’re employed with one designer for some time and then request discounts or decrease costs, they may well settle for. They could even supply them independently. Remember the fact that this is not universally true of all firms, however it’s one thing that’s worth considering.
Although most small businesses won’t buy multiple exhibit at a time, larger organizations can typically save money by shopping for in bulk. Whenever you purchase more than one of something, particularly if it is a fairly giant item, you’re a profit to the company you purchase from. They may effectively throw in additional incentives to thanks in your purchase. That might imply a flat low cost on the opposite exhibits or extra accessories that you do not must pay for. Once more, it will depend on the business. Whenever you observe these tips, you will be doing every part you possibly can to get a great booth at a decrease value. Ensure that you do not sacrifice design for worth, and you may get the identical benefits without paying the upper worth. Chris Harmen writes for Skyline, the main experts on portable shows in Detroit. Skyline makes a speciality of creating profitable booths for trade shows reveals with out going over finances.
A roll up stand is a newer sort of banner holder which makes displaying the corporate emblem a breeze with straightforward setup and mild weight. Gatherings where portable advertising and marketing media is necessary embrace however are not limited only trade show booths, conventions, and public events. These are glorious advertising and marketing alternatives and the prospect to display the company logo and assist brand the company. Nevertheless, the tradition portable show stand, has at all times been considerably heavier than fascinating and sometimes times difficult to arrange correctly. Normally transporting banners might be difficult as journey can go away the banner wanting wrinkled and even born. A torn or disheveled doesn’t convey the right impression for many firms. The newer banner show stand can keep away from that as a result of that often comes with a small protecting carrying case for the graphics. The roll up stand is a new twist on the previous banner stand with its own little carrying pocket and a easy two-step setup. Merely move the legs ahead, pull up the support arm, and attach the graphics as straightforward as that.
This is particularly helpful with a display booth rental, where the hours might be long and difficulty in assembling media show merely makes the day final longer. Whereas it’s to be hoped that most individuals passing by is not going to be looking at the stand, if they did, the rolling stand will convey a superbly professional impression. Furthermore, some stands include accompanying graphics. The person merely specifies the colours and logo and can have them printed to order. Almost each firm worker who has spent hours manning display booths at trade reveals, or public gatherings knows that it’s a small details which make the hours appear longer. A small marketing stand which can be put together in a matter of minutes and disassembled just as rapidly, makes issues go much more easily. As a substitute of fighting to work the wrinkles out of the banner which somehow got rumpled on the journey over, the booth is open and ready on time because the graphics have been protected. While most often the rolling banner stand show is seen at conventions, commerce booths, and gala’s the use is just not restricted to only these venues.