Trade Show Trends and Tribulations

January 25th, 2008 by Bud Hanson

Took a month or so off but firmly back in the blog saddle here in sunny Ormond Beach. I hope everyone enjoyed some down time as I did and are beginning 2008 renewed and refreshed. I begin this post with a challenge to any brand that exhibits at trade shows. Having just spent 4 days (almost 40 hours on the show floor) at the North American Veterinary Conference with an animal health client I came back with a few observations and tribulations (defined as an experience that tests one’s endurance, patience, or faith).

Booths are getting bigger but not necessarily better: It amazes me how much money is spent on the exhibit floor. Two story conference rooms, massive displays, rotating signs, and the like all create a bidding war for attendee attention. But bigger is not always better. The bigger companies are expected to be big but the smaller companies can create memories just as effectively.

I’ll pay you to listen to me: The tactic du jour was to dangle a trinket like a jump drive, book, or i-pod for 15-30 minutes of attendee time listening to a canned presentation. Grant it the audio visuals are polished and presenters are definitely professional but we’re still talking at individuals and not doing a lot of listening or two way dialogue. It amazed me how people would barter their precious time for the smallest of premiums. Interact, engage, and listen.

Graphics are too copy heavy: People will give an exhibit approximately 2-3 seconds when passing down the aisle. Even the speediest of readers will not absorb much more than a short headline. Don’t list bullets that go on forever. Save that for the printed collateral material. Keep it simple.

Create a relaxed inviting atmosphere: The best of booths are open without barriers between aisle traffic and brand ambassadors. They also need to create an environment that is inviting and does not look like a sales showroom. The trade show floor is a very staged and artificial environment that is highly overstimulating and confusing to the senses. Not the best atmosphere to make a decision. It’s debatable what most brands want from these expensive marketing events but at best you should strive to create awareness and conversation. The sales will follow when the attendee is in a buying mode and a more familiar setting such as their office.

Get Creative: The trade show floor often becomes a sea of sameness. I applaud any brand that tries to break out and create something memorable. So often attendees return with a bag of stuff only to pitch 90% of it along with any memories of canned presentations, or conversations. Think about what you want to accomplish and what you want them to remember. You don’t always have to bribe them with tchotchkes - just create an experience - not simply an interaction.

Even in a down economy trade show spending is strong. Trade shows have their limitations but are still very expensive on a per touch basis. More money can be wasted before you know it and then you’re back again next year. Take some serious time to think about what you want them to remember - not what you want them to buy or take.

Posted in trade show marketing | Care to comment?

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