PPB October 2018

by Terry Ramsay Q A SUPPLIER ASKS: Looking ahead to the upcoming trade show season, I want our company to have a more targeted approach to trade shows as an important piece of our overall marketing plan. What have other suppliers done to increase their visibility, engagement and measurable outcomes from trade shows? Are there strategies that can be borrowed from outside the industry? What pitfalls should be avoided to maximize our investment? A When I counsel a supplier on a trade show strategy, I first start with, “A trade show is called a show for a reason. You are on stage, hoping to ‘info-tain’ the audience.” Just like a Broadway director begins with a good script for all the players, you need to have a plan and a strategy. Sure, you can just pack up your product, flip up your booth and hope the show producers get youmore bodies than last year. But that won’t get youmore ROI. When I begin a plan, I usually start by asking, “What is themainmessage you want to convey? Not fivemessages, or three or two. Just one. Show attendees have hundreds of booths they are passing. They are busy. Focus them .” Then do something dramatic and interactive that drives that message home. Introducing a new product they’ve never seen before? How will you promote it pre- show and build the hoopla? Then, when you get there, how will you spotlight it? Demo it. Enlarge it. Have them try it on. Try it out. Are you debuting a new lightning- fast service? Wear stopwatches and running suits. Show a giant cheetah in your booth they can take selfies with. Whatever it is ... exploit it in every way possible. You Best Practices For Trade Show Exhibitors 12 | OCTOBER 2018 | INNOVATE