PPB December 2017

by Terry Ramsay Q A DISTRIBUTOR ASKS: I’m thinking ahead to The PPAI Expo and other trade shows coming up next year, and I’m looking for distributor and supplier feedback on the best pre-show or onsite trade-show promotions for exhibitors. What was the most impressive and unforgettable promotional idea you’ve seen an exhibitor use at a trade show that got people to stop by the booth? A I think the answer is more in the question: What results are you looking to achieve at the show? As a distributor, I share with my clients that giving out 1,000 catalogs or t-shirts does not constitute a successful show—it only demonstrates that you met 1,000 people. You’ll never be all things to all people, so your best bet is to qualify distributors who serve your ideal customers and then design a campaign/booth/activity to get those people to your booth. Yes, of course you’ll display for everyone, and they’ll all benefit from your specific message or product category that is trending, profitable or exclusive, but preparing in advance to connect with your target client and inviting them to your booth (and not by email blast), is engineered success. Go for the 20 percent that’ll bring 80 percent of your business. JAE M. RANG, MAS CEO and Founder JAE Associates PPAI 561178 12 | DECEMBER 2017 | INNOVATE