Trade shows are more than a grouping of companies that exhibit and demonstrate new products or services to the public. Essentially, trade shows are wild and messy promotional zoos. Within these zoos there are various animals (or companies) with particular promotional demands that often require a necessary follow-up and specific action. Consider all the various types of “animals” within these promotion-driven zoos that congregate; a fairly diversified gathering squawks, growls and howls individual calls, almost simultaneously, creating a cacophonous wave of promotional sound.
Avoiding the nature of the zoo
However, this is disorganized zoo talk and somewhat raucous to the ear. To avoid these high-pitched zoo sounds, one must put certain movements into action. Proper maintenance, care, but more poignant, grooming must be carried out properly, methodically, and well enough for the specific animal to put on less intrusive and overly similar public displays during trade shows. By doing this, the calls of other animals will be softened, which in turn will result in a successfully managed zoo, a more docile – and dare I say it – company-specific animal to attract higher quality foot traffic when It’s time for the fair. .
Preparation: publicity and reel in the media
Strategic planning to showcase a company’s products or services to a target audience at trade shows is essential. Months before the next trade show, get your company’s promotional howl heard in advance. Send a message to your target audience and advertise through any of the following various mediums: local media, trade publications, direct mail, telemarketing, email, sponsorship, etc. Advertising through any and all of these avenues will initiate a huge spike in traffic on the trade show date.
Any form of editorial coverage for a company will also prove extremely beneficial. Real in the media. Stand out in some aspect of the promotional campaign to attract media attention through newsworthy actions; Bring in new aspects of what’s to come at the trade show, with a media hook or pull that will draw reporters in to write and talk. This can be done through press releases and even press conferences.
Sweepstakes Picks: Bark ‘n’ Bite
Most giveaways or promotional items bark more than they bite. Overly flashy and ineffective features are all too familiar when creating and disseminating promotional items at trade shows. Go for less trendy trinkets that only display the company logo. This is medium fast and looks mediocre and unprofessional. Choose an article that is sharp, parallel to the image of the company and the objectives, well, the intended target audience. The idea is to choose an item that bites more than it barks, to show the company’s dominance, but also simply to avoid adding to the already noisy dissonance that runs through most zoo-like trade shows.
Let the noise come to you, in the form of crazy spectators and trade show traffic. Draw in a crowd. Just be sure to reinforce the underlying marketing message used when drawing in the media. Also, avoid the latest junk offerings, despite their initial aesthetic appeal and enjoyment; more often than not, these will end up in the trash or tossed out to random kids to play with.
The mute button was pressed, thank God, and the sounds of the jungle ceased. It seems that the animals have slowed down from their wild and noisy ways. But why? It is due to a positive promotional action, an action that implies an external distinction against the typical “animal” neighbors of trade fairs. Don’t increase the noise, let the noise come to you. In any case, highlight the notes of sophistication and innovation, especially after putting into practice the previous trade show preparation and selection tips.
