Trade Show Marketing
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Can't Exhibit...
Look at "Other" Show Events

Every once in awhile, companies are faced with the problem of deciding what to do when they have to choose between competing shows. Several options are available:

    1. Go to both shows with smaller exhibits.
    2. Exhibit at one show and ignore the other.
    3. Exhibit at one show and take advantage of "other" events at the second show.
The first two options are pretty much cut and dried and don't require a lot of thought. One the other hand, the third option - taking advantage of "other" events - requires some creative thinking. How can you make a good impression at a trade show without exhibiting?

Many of us think of a trade show as aisle after aisle of companies displaying products or services. While this is the prevailing vision of shows, there are many "other" associated events that can provide a conduit for carrying your message.

Planning for these events requires the same amount (sometimes more) of time and attention as preparing a full-blown exhibit. What do you hope to accomplish? Do you want to:

  • Generate leads
  • Sell products
  • Maintain an image
  • Introduce a new product
These objectives are relatively easy to attain in the normal exhibit atmosphere. In an alternative situation, they require a bit more thought.

Let's look at a couple of situations:

1) Suppose that you need to maintain an image as an industry leader and need a non-exhibit vehicle. If your show is coupled with an educational session (as many are), you might want to sponsor one of the sessions that speaks to your product or service. Most conference organizers are eager for sponsors. Your name will be prominently mentioned to all who attend the session. You may be able to provide each attendee with an information packet. In many instances, you may be able to provide pens, pencils and pads with your logo for participants to take notes.

2) you have an exciting new product - but aren't ready for your competition to learn about it. Consider a Hospitality Suite at one of the major convention hotels. You may have to get permission from show management as they may control activities in the hotel. Use your suite as a perk for preferred clients. Invite them to join you after show hours for a sneak preview. This leaves you free to wander the show floor during the day making contacts.

Other options that can give you visibility are:

  • Providing shuttle service
  • Sponsoring a evening outing
  • Sponsoring a coffee break
These suggestions are intended for those companies who just can't find the time or staff to exhibit.

In all cases, planning for "other" events should be done in concert with show management and the sponsoring organization. In most instances, they will be happy to assist you in selecting the proper venue for your objective.

Above all, never compete with show floor activities and be honest with show management about your objectives.

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