Smaller exhibits can be slam-dunk winners

... From Biz2Biz NWA March 2009

Face to Face Marketing

By Ken Abernathy / Big Hats Consulting / Springdale

As a basketball fan, I have always been involved in the game – as player, coach, or official – and am amazed by the lessons the game can teach us about everyday life. I am reminded of a high school player I use to watch in Dallas where I grew up. The player was “too short” for varsity but proved his merit on the JV team before moving on to varsity. During his senior year, standing only 5’5”, he threw down his first dunk. He beat the odds, played Division One college ball and was drafted to the pros, where he had a 12-year career averaging 10 points and 5 assists per game. In 1986 he won the slam-dunk contest.

That player was Anthony “Spud” Webb. In a game where players are giants, Webb succeeded.
Being a smaller exhibitor at a large trade show can be intimidating. Just like Spud, as long as you are on the same floor you have a chance to compete, win and deliver just as much ROI as exhibitors ten times your size.

How? Here are 10 ways to make the most of a small or tabletop exhibit.

1) Prepare. Know your target audience, prepare your message and interact with as many visitors as possible. Set up a mock exhibit prior to test your materials, lighting and layout.

2) Create One Main Image. Be clear about and communicate what you are and what your company does.

3) Limit Text. Use the billboard rule: if your message takes more than three seconds to read it’s too much. Deliver the message in six to ten words that go with a great graphic. Choose powerful words that convey what’s in it for them. Remember to keep text within the average sightline, about 2’ below the top of the exhibit.

4) Choose the Right Fonts. Fonts should be easy to read. Use your image as art, not the text.

5) Keep it Clean. Keep the booth area clear of clutter, and keep materials organized. Keep literature stands neat and stocked. Remove chairs, extra tables and anything that doesn’t communicate a message.

6) Shed Some Light. Lighting your exhibit properly should be a priority. Floor and table lamps with 100-watt bulbs can do wonders to attract attention and highlight benefits and features.

7) Train Your Staff. Draft a game plan for the event to make sure staff understand your goals for the show, what’s expected of them, and how this will be achieved. Educate them on product, policy and customer service.

8) Promote Before and After. Include pre-and post-show promotion in your game plan. Look for ways in pre-publicity materials and advertising to drive attendees to your booth. Plan for how you will follow up on qualified leads. Incorporate ways attendees “earn” promotional giveaway items by giving you information that helps you achieve your goals. Giveaways cost money, and if you are not using them to reach a goal, you may as well be handing out money.

9) Plan for Extras. Consider adding your own custom table skirt to give your logo more branding opportunity, or shelving for samples and literature. Some tabletop displays allow you to mount a monitor for video demonstrations, infomercials or promotional video and slides. Think about what will give you the on-court advantage and a slam-dunk presentation.

10) Plan for a Win. Set your sights on a successful tradeshow program with winning results, and you’ll discover an effective way to increase sales, gain branding exposure and customer loyalty.

Author/ expert Ken Abernathy is president and CEO of Big Hats Consulting, a full service tradeshow program consulting firm in Northwest Arkansas, and has more than 25 years experience in the tradeshow and event industry. Have a question for Ken? Email: ken@bighatsconsulting.com