Trade Show Marketing

It's not about Us...
It's about Them!

Setting objectives, pre-show promotion, staff training and lead follow-up have always been the foundation blocks for a successful exhibitor experience. After all, it's that maximum return on investment that we all look to obtain to justify our budgets. I am in complete agreement that these four building blocks are essential for a successful show. However, I wonder if anything would change if we were to include what they, our visitors, need from our effort.

Are their expectations in line with our objectives? Do we really care about what they need or are we more concerned with we want?

If our prospects, suspects and existing clients don't leave our exhibit with their expectations fulfilled, i.e., the information they need to make informed decisions about our products and services; we aren't doing our job. We will not achieve our ROI objectives and sooner or later we will be in the position of trying to justify our use of shows as a viable marketing tool.

Why do some many exhibitors find themselves in a position that is often at odds with the needs and wants of attendees? Could the corporate ego be misdirected?

We all know that the reason visitors attend a show is to obtain information about how to use new products to solve problems. Each time some one or some group conducts research on why people go to shows, "to get information" is the number one reason for attending.

Astute exhibitors also know that providing information is critical for success. But how often do we get sidetracked into providing information we want to give rather than what they want to receive.

When was the last time you asked your clients what they wanted from your show presence? I'd be willing to bet that in the planning process this is overlooked by most exhibiting companies. I'd also be willing to bet that most of your clients would be pleased if you asked and could offer concrete suggestions to improve your show effort.

If you're willing to invest yourself in this type of exercise, here are some areas to investigate:

• Booth size — was your exhibit large enough? Were visitors comfortable, or did they feel cramped and squeezed? Did they feel a need to leave to make way for others? Was it large enough to carry on a conversation of a private nature?
   
• Appearance — Were your graphics effective? Was your theme in keeping with their image of your company?
   
• Pre-show promotion — Did you give them a taste of what they wanted or what you wanted them to have. Ask their opinions about pre-show mailers and incentives to visit your exhibit.
   
• Objectives — Were your objectives in sync with their needs? I know of a company that was totally hyped about introducing a new product at a show. All planning and promotion revolved around the introduction. However, they were disappointed when visitors to the exhibit wanted to discuss problems with the existing product. Neither the exhibitor nor the visitor left satisfied.
   
• Staff effectiveness and follow-up — Don't be afraid to ask, how were you treated? Was our staff helpful? Did we follow-up on our commitments to you?

A sincere effort to determine what your potential visitors want and need from your show will go a long way toward insuring that you meet their needs. When it comes to the bottom line — it's all about them!