Making News
(Nov. 28, 2007)
MAKING THE MOST OF YOUR TRADESHOW PRESENCE
How to Achieve the Greatest ROI During the Industry’s Most Popular Events
The 2008 tradeshow circuit is coming up quicker than you may think. With two of the industry’s largest and most well-respected shows just ahead of us - IBS and K/BIS - it’s best to stay ahead of the pack and on top of your game to ensure that your investment yields impressive returns.
Below are our top 10 tips to add impact to your tradeshow experience while grabbing the attention away from the competition!
1. Strategically choose the location of your booth
Looking at the floor plan doesn’t mean closing your eyes, pointing and hoping for the best. Consider major aisles or entry points. And, contrary to popular believing, staying up front isn’t necessarily the best location; while that area often sees the most congestion, in reality, congestion doesn’t always translate into booth traffic.
2. Select an accurate booth size
Contemplate an island (typically 20x20) for exposure on all four sides. If a 10x10 is within the budget, a corner spot will double the exposure. Attendees should be drawn to your booth at all angles.
3. Build your booth with innovation in mind
Design and graphics should represent comprehensive campaign themes that grab attendees’ attention and keeps them there. Experts point out that people look up and down. Your company will stand out if you meet their eyes there. Another note - stationary product displays are a thing of the past. Research shows that people want to both see and touch your products, so consider interactive displays that put the products right in their hands.
4. Keep your booth current
People aren’t going to come back to the same old thing year after year. It pays to modernize your booth every few years. Also keep in mind that modular designs can be re-purposed into assorted configurations for regional shows. You don’t have to start from scratch to make it work.
5. Highlight your company’s unique selling proposition
What makes you better than your competitors? Is it innovation, ease of use, durability, cost? Whatever your competitive advantage, make it resonate with booth visitors. Don’t be shy in telling attendees what single reason makes your company stand out from the rest. On that note, if your booth workers aren’t trained properly, how are they going to inform others about your company? We all know the saying, “first impressions make lasting results.” Ensure your staff can convey the latest company and product knowledge.
6. Make appointments ahead of time
Ensure peace of mind by setting up specific times to meet with key people, and do it in advance. Not only does this mean you’ve secured beneficial business meetings, but also allows for focused and organized days. You won’t get sidetracked or miss speaking with a vital prospect by talking to tire kickers. And don’t forget to send out thank you notes as soon as possible!
7. Bring in a celebrity
We’re not talking about Brad Pitt here, but someone with industry knowledge. Is your latest product created by a well-known designer? Did an author just incorporate the very idea behind your company into her latest book? Employing a celebrity can create terrific booth buzz, simultaneously promoting your company’s products and services. To capitalize on the appearance, promote it prior to the show along with advance scheduling of at-show appearances.
A few years ago, VitrA USA (one of our Clients) hired Ross Lovegrove and Matteo Thun (designers of its well-known Istanbul bathroom collection and Water Jewels sink collection) to appear at its booth. The show attendees, along with the media, were enthralled with their arrival, obviously creating quite a scene at VitrA’s booth. The media exposure alone paid dividends!
8. Initiate show specials and giveaways
Impress show attendees with your originality while at the same time capturing essential database contacts. Last year at K/BIS, Hansa, (another one of our Clients) had an acrobatic act at the back of its booth, along with a champagne toast and Swiss chocolates.
9. Maximize show resources and materials
Take advantage of what the show has to offer exhibitors. You can request a pre-registered attendee list, (which also includes the media) and if you look at its Web site, there a multitude of sponsorship opportunities that will give you increased show exposure. In addition, creating printed company and product brochures are always great to hand-out to show attendees who want to grab information now and read later. But don’t forget to design with ingenuity in mind; if it’s just another flyer or brochure, it will go right in the trash.
10. Offer compelling editorial materials and set appointments
The same thing rings true with press materials. Keep a bunch of press kits at your booth and place them right into the hands of the media. If they don’t have time for an interview, at least they’ll have information for later. Moreover, there’s a press room at every tradeshow that allows you to include your editorial materials. This room even provides a shipping area so the media can send boxes of press materials back to their offices. At-show media appointments and interviews are also crucial to increasing brand exposure. Schedule these in advance to secure earned media placements in publications’ show issues and wrap-ups.
Of course PR firms and advertising agencies know how to best position your offering to the media while ensuring your booth’s graphics draw the most attendee attention. Understanding how to best benefit from your exhibition at industry tradeshows allows you to guarantee positive results for your brand. Do your homework...the tradeoff is well worth it.
Want additional information about K&A’s targeted tradeshow programs? Email Steve Kleber at sk@kleberandassociates.com.
© copyright 2007 Kleber and Associates, all rights reserved.sign up for our e-newsletter | contact us | site
design 