RUT BUSTERS : CHANGING YOUR TRADE SHOW ROUTINE
By Susan A Friedman
Routine
is comfortable. We like knowing what we’re going to do, when we’re
going to do it, and what we’ll be wearing while we do it. It’s nice,
safe and predictable. There are no surprises, no unforeseen contingencies, no
upsets.
There is also no growth, no excitement, and no spontaniety. Routines can easily
become ruts, especially at a trade show. It’s very easy to do, especially
if you always go to the same shows, display in the same location, use the same
graphics and literature, and go through the same sales spiel. It might seem
effective. It’ll definitely be comfortable.
It’s also one of the biggest mistakes you can make. Exhibiting is, by
its very nature, is a constantly evolving art. To be successful, you need to
embrace what is new and exciting. It requires pushing boundaries.
If you’re comfortable, you’re not trying hard enough. Worse, you’re
running a very real risk: The risk of boring trade show attendees with your
booth.
People
have a split second attention span. If you’re not presenting something
new, exciting, and engaging, to draw them in, most attendees are going to assume
they already know what you have to offer and pass you by. When attendees walk
right by your booth without giving it a second look, that’s the same as
having sales dollars flying right out the window.
There are five easy steps to break out of a rut.
1) Realize the difference between branding and routine.
Doing the same exact thing the same exact way time after time after time is
NOT branding. Careful and intelligent placement of logos, consistent use of
color, and overall design are all elements of branding. Look at McDonalds –
they have one of the strongest brands on the planet, yet have changed looks,
catch phrases, uniforms and menus over the years.
Take a close look at your branding efforts. Are they serving your marketing
message, or are you simply repeating yourself?
2) Step outside your industry
Great ideas come from unexpected sources. I’ve gotten some of my best
exhibit ideas from the retail world, where they carefully study the impact of
color, music, and even temperature upon shoppers. Examine what motivates people
to buy products that are very different from your own. What makes someone buy
a motorcycle? Yogurt? Sleeping bags? Each of these items requires a different
strategy, with many complex elements. Perhaps some of these elements would work
well in your exhibit.
Remember, it’s never a good idea to simply ‘cut and paste’
elements from one advertising campaign onto your own. Catchphrases, graphics,
and imagery may be copyrighted or proprietary. You want to expand your business,
not enter litigation! Instead, analyze what makes a particular element work
for you, and see how you can adapt it to meet your own business needs.
3) Get a fresh set of eyes
Have someone who is in no way related to the trade show industry or your company
look at your exhibit. What do they notice first? What impression do they get
of your company? What emotions do your graphics evoke? Record their impressions
and compare how they measure up to your marketing objectives.
Many times we have looked at our own exhibits so many times that we don’t
‘see’ them anymore. This fresh set of eyes will be viewing your
booth the same way the attendees do – with no foreknowledge or preconcieved
notions of how the exhibit is ‘supposed’ to look.
4) Change up your teams
Just because Fred, Ethel, Murray and Zane have ALWAYS been your trade show team
does not mean they always have to be. Take a careful look at your staff. Who
is personable and professional, with excellent product knowledge, strong sales
skills, and enthusiasm? Send that person to the trade show. Sending one new
person to a show can create a new dynamic, sending a whole new team guarantees
you’ll get anything but a routine performance.
No matter who you send, make sure that all staff members are trained. Old-hands
need to refresh their skills and rookies need to acquire them!
5) Call in wardrobe
Something as simple as changing clothes can totally alter a booth staff’s
performance. If they’ve been wearing business attire, consider switching
to a more casual yet coordinated look. Have the booth staff break out the suits
and ties. You’ll be amazed how differently they carry themselves and interact
with attendees.
Uniforms and logo clothing are particularly appropriate for some industries.
For example, shippers world wide know UPS by their distinctive brown attire.
If this is the case with your company, make sure that the uniform shows up at
the trade show. In addition to your booth staff, make sure the uniform makes
an appearance in graphics and literature to reinforce the image association
in attendee’s minds.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author:
“Meeting & Event Planning for Dummies,” working with companies
to improve their meeting and event success through coaching, consulting and
training. For a free copy of “10 Common Mistakes Exhibitors Make”,
e-mail: article4@thetradeshowcoach.com;
website: www.thetradeshowcoach.com