Trade Show Preparation Tactics: A Promotional Zoo
E.S. Cromwell
Trade shows are more than a grouping of companies showcasing and demonstrating new products or services to the public. Essentially, trade shows are wild and messy promotional zoos. Within these zoos are diverse animals (or companies) with particular promotional demands that often call for necessary monitoring and specific action. Take into account all the various types of “animals” within these promo-driven zoos that congregate; a quite diversified gathering caws, grunts and yelps individual calls, almost simultaneously, creating a cacophonous promotional swell of sound.
Avoiding Zoo Nature
This though, is unorganized promotional zoo talk and something shrill-worthy to one’s ear. To avoid these sharp zoo sounds one must take particular motions into action. Proper sustainment, care, but more poignantly, preparation must be conducted properly, methodically and well enough for one’s specific animal to display less intrusive and overly-similar public displays whilst at trade shows. By doing this, a softening of the other animal calls will take place, in turn, yielding in a successfully run zoo, more tame -and dare I say it- effective company-specific animal to draw in higher quality walking traffic come trade show time.
Preparation: Advertise and Reel In Media
Strategically planning to display a companies goods or services to a target audience at trade shows is essential. Months before the next trade show, make your company’s promotional howl be heard ahead of time. Send word to one’s target audience and advertise through any of the following and varied means: local media, trade publications, direct mail, telemarketing, email, sponsorship, etc. Advertising through any and all of these avenues will initiate a great surge of traffic come the trade show date.
Any form of editorial coverage for a company will prove extremely beneficial too. Reel in media. Be outstanding in some respect of the promotional campaign as to draw in media attention through newsworthy actions; bring in new aspects about what’s to come at the trade show, with a hook or media pull reporters will be enticed to write and talk about. This can be done through press releases and even press conferences.
Giveaway Selections: Bark ‘n’ Bite
Most giveaway or promotional items have more bark then bite. Too flashy and ineffective characteristics are all too familiar when promo items are created and disseminated at trade shows. Shoot for less trendy knickknack items that merely or solely display one’s company logo. This is half fast and looks lackluster and unprofessional. Choose an item that is sharp, parallels company image and targets, well, the sought after target audience. Choosing an item that will bite more than bark is the idea, to display company dominance, but also, merely to avoid adding to the already noisy dissonance that spreads through most zoo-like trade shows.
Let the noise come to you, in form of craze from spectators and trade show traffic. Draw in a crowd. Just make sure to reinforce the underlying marketing message utilized in drawing in media. Also, avoid the latest doodad offerings, despite their initial aesthetic appeal and enjoyment; most times, these will end up getting tossed in the garbage or thrown toward random children to play with.
The mute button has been pressed, thank goodness, and jungle sounds have ceased. It seems the animals have slowed their wild and noisy ways. But why? It’s is due to positive promotional action, action involving an outward distinction against typical “animal” trade show neighbors. Don’t add to the noise, let the noise come to you. If anything, call out notes of sophistication and innovation, especially after taking the above trade show preparatory and selection tips into action.
For all your promotional products, just remember, you want to draw in a crowd, so be innovative and fresh.