What makes trade shows work?

... From Biz2Biz NWA June/July 2009

Face-to-Face Marketing: The 3-D Experience

By Ken Abernathy/ Big Hats Consulting/ Springdale

During the current economic downturn many companies are debating the value of their marketing efforts and making tough decisions on what brings the best return on the dollars spent. With that in mind how do you make an informed decision about face- to- face marketing like events and trade shows?

Trade shows and exhibitions work because they are face-to-face. They provide an opportunity to speed up the selling cycle by matching attendees’ needs with our ability to fill those needs. They also allow us to demonstrate our passion and commitment to give those attendees the best product or service available.

Shows work because adults are visual learners, and events and trade shows are a visual medium with exhibits, graphics, demonstrations, collateral media, promotional products and literature. People are experiential and trade shows can let even the smallest of companies create a great experience.

During my seminars I like to compare a trade show to a shopping mall or a 3-D magazine. Trade shows are no more than temporary malls with targeted shoppers all looking for your products or services all under one roof. Have you ever spent hours, days or weeks trying to design that perfect magazine ad all the time hoping that it attracts attention? A trade show floor is a lot like a flat piece of paper that allows you to have a 3-D ad and interact with prospective clients and say all the things face –to- face that you could never print.

Face-to-face is about human interaction and conversation that will give us a feel for the other person or a company that other forms of advertising never will.

With that in mind, consider these tips when participating in your 3-D experience:

1. Build strategy. Plan your exhibit and approach right down to the eye-catching, eye-candy details. Think of your booth as bait for fishing in the aisles.

2. Go big. Use simple, professional, well-designed signage that zooms right in on what you do.

3. Location, location, location. Choose you spot carefully. A corner, island, peninsula or near the water cooler offer good traffic flow and visibility.

4. Get up network. Remove the chairs from your booth so you won’t be tempted to sit. Instead, leave the booth to a colleague and network the room when you have a slow period. Make quality (not quantity) contacts and be sure to follow up.

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