Trade Show Marketing

Trade Shows...  More Than a Booth!
Getting Attention From Attendees!

Many years ago, my father told me that if I wanted to succeed, I'd have to work more than the average 40 hours per week. He told me it would take extra effort to stand out from the crowd. He was right.

The same premise holds true for companies wanting to be a major draw at a trade show. The job does not stop with completion of the booth. A booth is only a beginning. It's merely a place for you and your staff to hang your hat. Nothing out of the ordinary. If you expect more than the minimum result, you have to be prepared to go the extra mile.

Sometimes it's amazing how short-sighted we are when it comes to marketing. Take the case of two companies in the same industry attending the same show. One has great results while the other grouses about a lousy show. Both had attractive exhibits. Both had good locations. Both had needed products. Why the difference?

The company with the great results went the extra mile. They worked at expanding their trade show effort by doing the extra things that contribute to a successful show, while the grouser did only what was necessary.

Many times the extra elements are small and seen only by those that count - the client. Here are a few examples of small extras that will generate traffic and recognition:

Pre-registration. Many shows are eager to have attendees pre-register. Many will imprint the registration forms with your company name. Send them to your clients to complete for advanced registration. For even more clout, your may want to get badges for them. No one likes to stand in registration lines. You will be a hero and increase your booth traffic at the same time. Most will come to your booth to say thanks.

Private showings for clients. Chances are that you will eat breakfast and so will your clients. Take them to breakfast. Have a product preview. Make it an invitation-only affair. It makes clients feel special and you get some undivided attention.

Transportation. Most shows are a madhouse at the end of the day. Getting transportation from the show location to hotels can be a frustrating experience. You may want to consider hiring a bus exclusively for your clients. There is a catch - passes for your bus can only be obtained from your exhibit staff. Another reason for people to come to you. More undivided attention.

Shipping show materials. Offer to ship materials from the show back to client offices. Send an address label to clients. Ask them to bring the material they have collected at the show to your booth and you will ship it home for them. Make sure your name is imprinted on the box - reminding people once again who you are and what you have done for them. Undivided attention.

Remember... extra effort equals undivided attention... and better results.