Exhibiting Magic: 13 Awesome Quick Trade Show Fixes – Part 2

In the wonderful world of exhibiting, and as the trade show season starts up again don’t you yearn for that magic wand to give a quick magical fix to your tradeshow trials and tribulations.  Wouldn’t it be nice to have attendees motivated to flock to our booths because they wanted to and not because they had to?

The question is, “what magic can you perform on the trade show floor, to help captivate and charm your prospects’ with your products/services?”  The following seven tips are a continuation of last week’s article. I hope they will give you some more irresistible ideas to get those creative juices flowing:

7.    Expect the unexpected
Many of history’s greatest discoverers and inventors happened across their major discovery quite unexpectedly.  Often, they were looking for something else.  Remember Christopher Columbus set out looking for India, and lo and behold, look what he found!  What are the two most unexpected things that might mysteriously happen during your next exhibiting experience?

8.   Put magic into your thinking
When you ask yourself “what if” questions you stretch your thinking and plant the seeds for creative new ideas.  What if ghosts and goblins were to roam the show floor?  What if exhibit booths could fly around the show hall positioning themselves right in front of your major prospects?  What if people wearing special glasses were the only attendees able to see your exhibit display?  What if you tried this exercise?

9.    Slay a dragon
Dragons elicit fears, and fears often stand in the way of you doing new and creative things.  So many exhibitors fear uncharted territory.  You fear the unknown and you fear failure.  Take time to look at those fiendish creatures that hold you back from being and doing all you can before, during and after the show.  What dragons can you slay?

10.   Learn from others
There are countless people and situations you can learn from.  The key is being open and receptive, and in essence, being prepared to be a lifelong learner.  Look to the past and learn from historical figures, borrow ideas from innovators, learn from others’ mistakes, use ideas from the patterns and cycles in nature.  Where can you look for some magical theory?

11.    Transport people to another place
J.K. Rowling performed incredible magic transporting people around the world to the enchanted magical world of wizards, spells and mythical beasts in her Harry Potter series.  In fact there is a wealth of folklore, mythology and history that shimmers beneath the surface of her stories.
How can the magic you dream up transport your exhibiting program to another level?

12.    Go where others fear to tread
When you exercise the courage to do something different, you take a risk.  You have a risk muscle that you keep in shape through regular exercise.  It takes courage, a pioneering spirit and a sense of adventure to overcome the scary stuff and seek out unknown opportunities.  How can you exercise your risk muscle?

13.    Believe in your success
Thomas Edison once said, “The value of an idea lies in the using of it.”  Believe that the creative ideas you conjure up will bring you untold successes.

Now all you need do is wave your magic wand to put them into action.  Which ideas will you start with?

The moral of the article is to never get caught without your wand, as you never know when you might need it!

Susan Friedmann, CSP, The Tradeshow Coach, internationally recognized exhibit marketing expert working with companies to increase their profitability at trade shows. Author: “Riches in Niches: How to Make it BIG in a small Market,” “The Complete Idiot’s Guide to Target Marketing,” “Meeting & Event Planning for Dummies” and many other titles. For more great information on trade show marketing strategies that work, and for a complimentary copy of “Exhibiting Success,” visit http://www.thetradeshowcoach.com. Click to download the “Riches in Niches” app.

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Exhibiting Magic: 13 Awesome Quick Trade Show Fixes – Part 1

In the wonderful world of exhibiting, and as the trade show season starts up again don’t you yearn for that magic wand to give a quick magical fix to your trade show trials and tribulations.  Wouldn’t it be nice to have attendees motivated to flock to our booths because they wanted to and not because they had to?  The question is, “what magic can you perform on the trade show floor, to help captivate and charm your prospects’ with your products/services?”  The following thirteen (auspicious for some), (six this week and seven next week in Part 2) will give you some irresistible ideas to get those creative juices flowing:

1.    Use boundless imagination
Without a shadow of a doubt, imagination and creativity need to permeate from every pore of your exhibit marketing program.  How can you tap into the creativity and imagination that exists in your organization to cast prizewinning spells to enhance your exhibiting program?

2.    Stop being an adult – be childlike
At the core of every attendee is a little child yearning to escape.  What can you do to help them do that?  What can you do that incorporates what we all loved as children – fairy tales, story-telling and make-believe games?  Disney managed it very successfully, and so did J.K. Rowling.  What would a five-year old do to sprinkle some magical pixie dust on to your exhibit marketing program?

3.    Break and bend the rules
To get what you want, you often have to break and bend the rules, especially when it suits your purpose.  Most advances in science, medicine, music, art and design came as a result of someone being prepared to challenge the norm and try a different approach.  What scary rules could you secretly break?

4.    Do what you know
Take something you know and do well and add a little something else to it, and then add something else.  Very soon you will take on the mark of a wizard and transform what you have into something new.  What creative things can you do with what you know, and what resources and solutions are right in front of you?

5.    Integrate the weird and wonderful
It’s easy to only look at exhibiting from one perspective especially when you exhibit within one particular industry.  Often, the best ideas come from cutting across different boundaries, for example, how could you integrate weird and wonderful potions, charms, giants, dragons, cauldrons, crystal balls and the like into your offering?  Make a point of looking outside your particular situation for enchanting ideas. Tape into a kid’s brain power.

6.    Plot out what you want to do before you begin
What’s your exhibiting objective, what are you trying to achieve, and what planning do you need to do?  Draw a picture and make a map of where you need to go and the things you need to do.  Using pictures instead of words can add bewitching power and put a very different perspective on your planning process.  It also helps make it fun!

Susan Friedmann, CSP, The Tradeshow Coach, internationally recognized exhibit marketing expert working with companies to increase their profitability at trade shows. Author: “Riches in Niches: How to Make it BIG in a small Market,” “The Complete Idiot’s Guide to Target Marketing,” “Meeting & Event Planning for Dummies” and many other titles. For more great information on trade show marketing strategies that work, and for a complimentary copy of “Exhibiting Success,” visit http://www.thetradeshowcoach.com. Click to download the “Riches in Niches” app.

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Is the New iPad a Good Trade Show Giveaway?

Is the new iPad a good trade show giveaway?

A resounding “yes” if you are Apple or are an Apple supplier. If you’re anyone else, “definitely not.”

Why am I so against this new and exciting addition to the hi-tech market? It’s definitely not because I have anything against the iPad, in fact, quite the opposite.  I’m not sure who wants one more, my husband, or myself!

I’m against this type of high-end giveaway for the simple reason that it attracts all the wrong people to your booth.  It’s magnetic effect lures attendees who, for the most part, are only interested in being a winner, and are often not at all interested in what product or service you have to offer – if they even know what it is.

I’ve just returned from a small, yet highly prestigious show in a niche market, where three out of forty exhibitors were giving away an iPad.  Two of the biggest names in that industry where side-by-side on the show floor, (guess what) giving away the same exact thing. I watched as most of the attendees diligently filled out a card with their key information, and dropped it into a fish bowl saying a little prayer that theirs will be the lucky one.  What did the booth staff do? They just watched, and once in a while, had a brief interaction with the visitor. Not the best scenario!

If you want to do something else, how can you make the best use of giveaways, and what’s the best one for you?

Here are five guidelines for you to follow:

If you want to do something else, how can you make the best use of giveaways, and what’s the best one for you?
Here are five guidelines for you to follow:

1.    Understand the purpose of a giveaway item
The purpose of a giveaway item is to increase your prospect’s memorability of your product or service long after the show is over.  It’s a token of appreciation, a way to thank your prospect for visiting your booth.  It’s like a souvenir you have from a fun vacation. Every time you look at it or use it, you conjure up memories – hopefully good ones!

2.    Fit your giveaway into your exhibiting objective
There are so many quality logo products to consider. However, which one will best suit your purpose?  To select the right item, you need to decide on your objective.  Do you want it to enhance a theme; convey a specific message, create brand awareness, or educate your target audience?   A clear purpose helps make your selection process easier.  Consult a promotional specialist to help you choose an effective solution. Having a clear objective for your premium item makes deciding who receives it, easier. Consider different gifts for different types of visitors – quality gifts for your key customers, and prospects, and something else, if necessary, for general passers by.

3.    Give visitors something to do to qualify for a gift
There are several ways to use your premium effectively.  For example, as a reward for visitors participating in a demonstration, presentation or contest; as a token of your appreciation when visitors give you qualifying information about their specific needs; as a thank you for stopping at the booth.  However, avoid leaving items out for the masses because this lowers the perceived value, and lacks the “all important” memorability factor.

4.    Use the giveaway as a traffic builder
A sufficiently novel or useful giveaway can actively help to draw prospects to your booth.  Make sure your prospects know about it beforehand.  Send a “tickler” invitation, add it to your Facebook page, tweet about it, or use any other social media so that the right people know about it, and will make a point of coming to see you at the show.  Remember to include your booth number.

5.    Measure the effectiveness of your premium
Develop a tracking system to measure the success of your giveaway.  If it’s a redemption item, code it so that you know it resulted from the show.  Post-show follow-up with your booth visitors could include a question about the premium – did they remember receiving it, and how useful was the item.  Critique your giveaway with your exhibit team: Did it draw the right (quality) prospects to the booth? Did your customers find it useful?  Did it project the right corporate image? Remember that your company image is reflected in whatever you choose to give away, so make sure that it’s quality!
What’s the right giveaway that’ll attract qualify prospects?  Anything that’s related to your products or services that will educate, or help your target audience in a positive way!

So, forget the iPad unless you’re Apple!

Susan Friedmann, CSP, The Tradeshow Coach, internationally recognized exhibit marketing expert working with companies to increase their profitability at trade shows. Author: “Riches in Niches: How to Make it BIG in a small Market,” “The Complete Idiot’s Guide to Target Marketing,” “Meeting & Event Planning for Dummies” and many other titles. For more great information on trade show marketing strategies that work, and for a complimentary copy of “Exhibiting Success,” visit http://www.thetradeshowcoach.com. Click to download the “Riches in Niches” app.

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