Tradeshow and Exhibit Thoughtleaders
Susan Friedmann's Articles
Seven Ways to Put Show Biz
in Your Tradeshow
|The best way to attract and mobilize
more customers to attend your trade show is to bring a "show biz"
mentality to all your marketing and at-show strategies. After all, you
are in show business. In today's marketplace, consumers are drawn by
glitter and excitement but turned off by humdrum events. If you put on a
dull show you will generate little interest. Following are seven ways to
put more show biz into your exposition.
Think like Disney.
So when planning your pre-show marketing strategies, remember to think like Disney. Everything you do to promote and implement your show must be first-class, creative, and professional. Train your show employees to provide enthusiastic and helpful customer service. Unpleasant experiences with trade show employees can ruin the show biz experience you've worked hard to create.Make your trade shows interactive.
When people manipulate objects they often form an attachment to them. They get an idea of how the products work and are more excited about the possibility of buying them. Thus, advise your exhibitors to set up audio-visual displays that attendees can easily operate -- they will feel like they are part of the show experience as they connect with your products.
Put the Internet to work for you.
Make your shows unforgettable
Make your trade shows fun.
Make sure you have enough space at your show, both on the exhibition floor and in the booths, to comfortably accommodate your guests. Don't try to cram as many booths as possible into the space allotted. A cramped show environment does not allow attendees free rein to wander comfortably, and harried, crowded consumers don't make good customers.
Help your exhibitors design their booths so they don't sacrifice comfort for hardware. Booths that are crowded with display items make it difficult for consumers to focus their attention on each item. Advise your exhibitors to set up their booths so that attendees can see everything clearly in an uncluttered space. Booths should provide good lighting, easy-to-read signage, and attention-grabbing graphics. Consider publishing a brief pamphlet of booth design tips and distribute it to exhibitors.Inject show biz excitement into your advertising and public relations.
Without resorting to hyperbole, your advertising should reflect the excitement, creativity, and flavor of your event. Observe how the producers of movies and Broadway musicals advertise their shows and incorporate as many of those elements as are feasible in your own advertising. Every ad you place should showcase the opportunities that your show offers.
Train your most trusted show employees to lead the media to the most engaging exhibits. Have a staff member on hand at all times who can articulately tell reporters about your event and what makes it unique.Remember you are in show biz, and you must create and promote an event that is as exciting and dramatic as a great movie or play. Your exhibition space is your stage. In order to generate interest, you must put on a performance that will keep attendees riveted to your exhibits and eager to come back for the sequel!
© by Susan Friedmann