Trade Show Marketing

Consumer Shows
A Little Fine-Tuning...  But the Basics Still Apply

While attending a conference recently, I was intrigued by a discussion between two of my peers regarding the basics of a successful trade show. In general, I agreed with most of what was said. However, when one of the participants said that consumer shows (i.e., public shows) could not really be considered in the same vein as trade shows (i.e., industry shows), my ears perked up. Although I didn't say anything (unusual for me), the urge to scream, "Oh, no!", was very strong.

Now perhaps the speaker was somewhat correct in noting that the audience for a trade show may differ from a consumer show audience. However, the fact remains that even though the motivation to attend may be different, the objective is the same. Both audiences are looking for a buying decision of some kind. In the case of consumer shows, the purchase may be immediate while the purchasing cycle for trade show products is usually somewhat longer.

What does this mean to the exhibitor? Stick with the basics... but tune them to accommodate the different audience. If you are exhibiting at a consumer show for the first time, you may want to change your approach to pre-show marketing, exhibit design and staff training.

Pre-Show Marketing

Most people respond to invitations. While your may be able to personalize invitations to clients and industry leaders for a trade show, it is difficult to personalize invitations to an audience that you do not know by name. Therefore, you pre-show promotion for a consumer show will depend on the mass media. Use newspaper, radio and television to deliver your message.

Remember to feature a compelling reason to visit your booth specifically. You can increase your chances for success by offering show specials. You may want to offer an autograph or picture of a celebrity who you hire to be part of your show team. Have a drawing for a major prize for those people who fill out registration cards. Remember... don't count on show management to get you traffic. Their job is only to get them in the door. Your job is to get them to your booth.

Exhibit Design

Since you will be experiencing heavier traffic at a consumer show, you will probably want a larger booth. This will allow your staff to work with a greater number of people at one time. If your booth appears too crowded and chaotic, many prospects will pass you by!

Staffing

You will want to train your staff in consumer show selling techniques. You may even want to use a different staff than you use at trade shows. Why? The heavier traffic means more people to talk with, to qualify -- and hopefully to sell -- in a relatively short time. Often those staffers who are used to the slower pace of trade show or showroom selling find it unnerving. A hesitant staffer will not be very productive. People who think well on the feet, have a high energy level, are aggressive and strong closers are best for consumer show duty.

No matter what the situation, the basics of qualifying a prospect remain the same. All successful exhibitors rely on effective pre-show marketing, an inviting exhibit, a well -trained staff. Whether you are exhibiting at a trade show or a consumer show... stick to the basics!