Why Don't They Read the Manual?

User-friendly style creates best-selling exhibitor manuals

By Jan Jones and Marge O'Connor

Your exhibitor manual -- you've spent months preparing it, years developing it and countless dollars producing it -- yet you wonder if anyone reads it. And if you're spending excessive amounts of time answering "When can I move in?" and "Do I have to order electricity?," you can stop wondering -- they're not reading it.

But before you label your exhibitors illiterate, perhaps you should take an objective look at your manual. Ask someone in your office, who is unfamiliar with the manual, to find the show hours or height limitations for a peninsula booth. Did they find the sections easily? Did they understand what they read? If the answer to either question is "no," perhaps it's time to improve your manual.

"It's easy for an exhibitor to pick up the phone and ask a question," says Ricky Iovino, Convention Operations Manager for the National Restaurant Association. "But if you make it just as easy to find the answers in the manual, you can keep these calls to a minimum. We try to make the manual an extension of ourselves."

According to Steve Miller, a trade show marketing consultant who works extensively with corporate exhibitors, "Time is the currency of the 1990s. No one is going to actually read a manual cover to cover. But if an exhibitor is provided with a user-friendly manual, which he can quickly and efficiently make use of, he will have a more stress-free show."

A good exhibitor manual should do more than answer questions and provide service forms, however. It should also help exhibitors make efficient use of their time, make the most of their budgets and increase their on-site sales. "Show managers need to take an active part in creating successful exhibitors," says Miller. "We all know it's easier to keep a customer than it is to get a new one."

Evaluation
Determining what's working and what's not working is the first step toward improving your manual.

To uncover industry-wide trends, we polled over 200 show managers, service contractors and facility managers. Each participant was required to list 10 questions their exhibitors routinely ask after receiving the manual -- but prior to move-in. Then, they listed the 10 most common areas of confusion during move-in, show hours and move-out. Respondents also included manual ideas which they thought worked particularly well.

After tabulating the responses, many of which were strikingly similar, we included the information in a workshop conducted at the 1989 NAEM Winter Meeting in New York. There, attendees contributed their own thoughts on specific problem areas, and collectively worked to establish guidelines for improving the validity of exhibitor manuals.

Although there are no pat answers, and every show manager has a unique situation, the ideas we've outlined have been proven effective.

Content
The cardinal rule for creating "readable" exhibitor manuals is -- keep it simple and keep it short. John Vincent, Director of Trade Shows for the National Association of Music Merchants, whose exhibitor manual was selected as one of the best, says, "You must be completely clear and precise; the language should be simple, the paragraphs brief."

To test the language in your manual, ask your service contractor what percentage of your exhibitors balk at receiving invoices for services rendered. If the percentage is high, your manual is probably not precise enough about which services are included in the price of a booth, and which services carry an additional charge.

Jim Cherry, General Manager of the Atlanta office of Andrews-Bartlett Exposition Services, concurs: "Exhibitors, especially first-time exhibitors, are often confused about the services we provide. They don't understand that we charge them for the work we do. They don't know what a bill of lading is. And so many times, they think tables and chairs come with their booth automatically."

It's critical to work with all your suppliers, especially your service contractor, when writing your manual. "Problems do occur," says Jim Caplin, Vice President and General Manager of United Exposition Service Company/Chicago, "when the sponsoring organization includes explanations of the services provided by contractors without first having them reviewed by the individual contractors. When contradictory information is included -- like incorrect dates or times -- you can end up with some very irate exhibitors."

Avoid technical terms when writing your manual. Although you understand what "cwt" means, your exhibitors may not. And some may be too embarrassed to ask -- thinking it's something they should know. Miller recommends writing manuals that a 12-year-old could read. "I'm not saying talk down to them," he emphasizes. "But let there be no question about the meaning of any part of the manual."

Miller also points out that when different people write different sections of the manual, the change in writing style can be confusing. If you can, try to rewrite your contractors' information in your own words. Not only will this increase uniformity, it will reduce the most technical portion of your manual to plain English -- vastly improving the entire work. Allow your contractors to read and edit the new material.

To avoid overwhelming your exhibitors, include only the basic show information and necessary forms. Information that was in your exhibitor prospectus does not necessarily need to be repeated in the manual.

Most show managers agree that an index and/or a comprehensive table of contents is a must. "If exhibitors can find what they're looking for quickly, they won't call me," says Iovino. John Vincent agrees; not only does he have a table of contents in the front of his manual, but most sections also have their own "lead page," which further identifies the material.

Easing the exhibitors' confusion concerning cut-off dates should be another top priority. From registration materials to labor orders and photography requests, the cut-off dates can range from seven to 30 days. Some show managers are finding that one date -- 30 days in advance -- is easier for exhibitors to remember.

If that's impossible, at least try to have one page, in the front of the manual, which lists all the deadline dates in chronological order. If you prefer to use a calendar, make sure the dates are more than obvious.

Another good "front of the book" item, is a "to do" checklist which includes everything from shipping the booth to ordering badges. Leave space for completion dates to be written in by the exhibitor, and suggest that they copy this list for the on-site booth staff.

To encourage the exhibitor education process, include some tips for exhibitors on show budgeting or preplanning ideas. Innovative show managers are already including source lists for educational videos and materials that will improve an exhibitors show experience. These lists can be obtained from the Trade Show Bureau and the National Association of Exposition Managers.

To get a better idea of how your exhibitors feel about your manual, include a survey form which exhibitors can complete and return. "A good manual is continuously evolving, " says Vincent. "We're always looking for ways to improve the manual. We ask our exhibitors, we look at others' manuals and we gradually make needed improvements."

You might also keep a tally of the questions most asked by exhibitors, and the areas of most confusion on the show floor. Next year's manual can then address those issues more carefully.

The better the content of your exhibitor manual, the less problems you will have both on-site and in advance. And certainly, if you expect a rule to be applied, it should be outlined in the manual. The NRA reproduces the back of their exhibitor contract so exhibitors are reminded of the stipulations to which they've agreed. According to Iovino, "It helps us avoid confusion and misunderstandings. And maybe just as important, if there is a dispute, our manual is our back-up."

Organization
"The organization of a manual is critical," says Miller. "Most exhibitor manuals look like they've been thrown together. The biggest complaint I hear from exhibitors is that the manuals are disorganized, and they don't have time to go through and make sense of them."

Your manual can be packaged in a pocket folder, a spiral bound booklet or a three-ring binder. Surveys indicate most exhibitors prefer the flexibility of a three-ring binder which allows them to add additional papers, forms and receipts.

Categorizing your information into logical sections is the first step. General information, exhibit information and contractor information are the most basic categories, but many shows will require more. Be careful not to go too far, however. If you have more than 10 or 15 sections, try to consolidate. "We fight to keep the number of sections under control," says Iovino.

Using tabs that extend beyond the edge of the pages, your manual is easily divided into comfortable components -- which helps decrease the overwhelming sensation exhibitors experience upon receipt. According to Vincent, "We've tried many different organizational techniques, but find the tab system works the best." Keep the words on each tab to a minimum, and use the largest typeface possible.

Although many manuals are still organized with written information in the front, and forms in the back, this system is slowly being replaced. United's Caplin notes the ease with which exhibitors use the International Machine Tool Show manual: "Their explanations of the contractor-provided services appear first, followed immediately by the order form pertaining to that service. Because an exhibitor does not have to flip from Section 1, where the explanations are found, to Section 5, where the actual order appears, fewer errors are made in ordering the proper services."

Many show managers are also questioning the need for multiple copies of forms, since exhibitors are certainly capable of photocopying their orders. Eliminating the extra copy greatly reduces manual bulk.

Presentation
Although you may think the appearanee of your manual is a rather trivial issue, Vincent warns, "It must be attractive enough to make someone pick it up and to make them think it is something of value." In addition to graphics which illustrate display rules, he coordinates his manual with the show colors.

An eye-appealing manual is easier to read and much more inviting. Try using a large typeface (10-14 point) and sufficient white space to provide a feeling of free-flowing information. Use less words for more emphasis -- instead of long, wordy paragraphs, use phrases and bullets. Use bold type for headlines and to accentuate crucial items. Accent colors and screens help make special topics easier to locate.

Keep important items, such as deadline dates and contact lists, to one page wherever possible, and consider colored paper for these pages.

For his Consumer Electronics Show, Dennis Corcoran uses cartoons on all the tabs in his manual. This lightheartedness takes the edge off an otherwise intimidating volume of papers. Another show manager stamps on the front of the manual "If all else fails, read the instructions."

Apply some of the creativity to your manual that you use on your prospectus -- it's worth the effort.

Production
Although many show managers still send their information to their service contractors for manual production, more and more are turning the table and having all the contractors' forms mailed to them. To keep more control over the entire process, they are then producing and mailing the manuals themselves. Some are even billing their contractors for half the price of production and postage.

However you choose to proceed, make sure that the production of your manual is a consolidated effort. Both you, and your contractors, should have editing powers over the others' material.

If need be, request that service contractors rewrite complicated forms into easier, more palatable versions. After all, if you've just spent weeks making your manual more approachable, you don't want complicated forms sabotaging your work.

Manuals should be mailed first-class, at least 90-120 days in advance. Attempting to save postage by using a less expensive class of mail can have disastrous results -- many corporate mailrooms do not deliver third-class mail internally. You maywant to include a return signature card so you have a record of who received the manual.

Iovino chooses to distribute her manuals via UPS. "That way, we get a receipt of when, and to whom, each piece was delivered. The only bad thing is that you have to have street addresses -- that can drive you crazy sometimes. But you don't want people saying 'we never got the manual.'"

Beyond the manual
To complement the manual, show managers send brief exhibitor newsletters, or bulletins, emphasizing crucial information and highlighting important dates. One bulletin a month seems to be the norm, increasing as necessary closer to show time. This need not be a costly endeavor -- a simple post card can be very effective.

Ray Pekowski, President of Nationwide Convention Systems, Inc., provides exhibitors with reassurance that their account is being handled by a "real person" by including a photograph of their Customer Service Representative on an introductory letter. Just prior to the show, a second letter follows with photos of the CSR and the Floor Service Representative.

Exhibitors are often most uncomfortable in the areas of move-in, move-out and shipping. A dedicated telemarketing team can ease exhibitors' uncertainties, and pave the way for a smoother show. A quick call to let exhibitors know the manual is coming can prepare them mentally. A second call a week after the book should have arrived can touch on the highlights of planning, and help exhibitors feel more at ease using the manual. This process also gives exhibitors a contact for further questions. A call from the service contractor might yield additional advance sales as well.

Some associations are now providing audio tapes which "walk" the exhibitor through the manual, highlighting critical instructions and typical problem areas. Since audio tapes can be produced and copied at a nominal expense, this is a cost-effective method of simplifying the manual for exhibitors.

In the same manner, videos can be produced and included with the manual. In addition to the basics, tips on how to exhibit profitably, promotional ideas and instructional guides for using your lead system can all be included. The cost of producing a video is considerably higher than an audio tape, so you'll want to carefully weigh the purpose and value of producing the video. Miller believes it's worth the money. "How many people will throw away video tapes," he asks. "I strongly recommend a video that will help exhibitors read the manual, and answer their most common questions."

Computerized manuals may not be as far-reaching and futuristic as you might think. Exposition Programming Operations, Inc., based in Des Plaines, Illinois, is providing such a service now. The company transfers data from the exhibitor manual onto diskettes which they provide to exhibitors instead of a hard-copy manual. One of the many advantages of this system is the ability of the exhibitor to print out as many copies as needed for the various staff members and suppliers involved in the coordination of their exhibit.

Face the fact that nothing you do will encourage some exhibitors to read their manuals. Veteran exhibitors will glance briefly at the rules and pull out the forms they need. But for the exhibitors who truly need it, especially first-time exhibitors, an easy-to-read exhibitor manual can close the gap between frustration and proficiency. "No one truly masters the manual," says Iovino. "But I certainly couldn't justify the expense if I didn't think it was useful to my exhibitors."

More than a service manual...

Consider all the many items you mail to your exhibitors -- a prospectus, floorplans, newsletters, bulletins, announcements, and the piece de resistance -- your exhibitor manual.

And although the accompanying article has provided an organizational overview for the manual itself, how can you help your exhibitors keep track of the additional material you mail?

We suggest a three-ring binder, divided by tabs into three main sections, and mailed to exhibitors upon confirmation of booth space. Into the first section, the exhibitor inserts the show prospectus and his copy of the confirmed contract. As exhibitor newsletters are received, they are also inserted into this section. The second section contains the show promotion kit, while the third holds the service manual. Each section should be mailed to exhibitors on pre-punched paper, and when completely assembled, the binder should be no more than one inch thick.

We suggest separating the promotion kit from the rest of the manual for two reasons. First, it needs to reach exhibitors earlier than the service manual. Corporations need time to evaluate their marketing options, and budget accordingly. Second, the exhibit manager may not be responsible for the company's marketing efforts. Having the promotion kit separate from the service manual allows it to be passed to the correct person.

If you're not currently providing promotional material to your exhibitors, we strongly urge you to do so. Pre-show promotion not only improves an exhibitor's booth traffic, it also helps you increase overall attendance. One or two brochures from you may not be enough to convince a potential attendee to visit the show. But brochures from you, personal invitations from one exhibitor and advertisements from another, will all combine to assure buyers that your show is the place to be!

To allow exhibitors to integrate their marketing plans with yours, be sure to include your ad schedule, a list of any publications having special pre-show issues, a list of the media you're targeting with press releases, names of the media people covering the show and helpful tips for developing media kits.

Make sure your kit includes descriptions, samples and order forms for all the promotional items you have available, such as free exhibit passes, promotional stickers and envelope stuffers, media mailing labels, complimentary attendance brochures, show logo sheets and advertising specialties. Include information on special ad rates you're offering, and any new product promotions you have planned.

Provide your exhibitors with as much information as possible on working with the media. How do they stage press conferences on-site? How do they decide who their official "spokesperson" will be? Can they utilize the press room? How do they arrange interviews?

Reinforcing the importance of show marketing takes some planning. Plant the concept early and emphasize it often in exhibitor newsletters. Send special promotional tips and "updates." Assign a staff member to call any exhibitor who hasn't ordered promotional material. And have your exhibit sales team reinforce the importance of promotion when they sell the booths.

If we can impress upon exhibitors the relationship between pre-show marketing and on-site success, we will create exhibitors who get positive results from trade shows -- and show managers with higher rates of return exhibitors.