Trade Shows: What cancellations tell us about their importance!
Stop wasting time at trade shows!
As many of our clients are manufacturers with supply chain partners, trade shows are the golden opportunity to directly connect with end-customers, a rarity that’s not to be missed.
While manufacturers naturally focus on selling, it’s the understanding of why customers want to buy that truly ignites the flames of creative marketing endeavour.
In this elevated state of mind, with a whirlwind of ideas swirling, I embark on a stroll through the rest of the show for a breather.
And it’s here where I’m dragged back to earth as I see lacklustre stands and exhibitors who seem preoccupied, fuelling the argument that trade shows might have lost their edge and have had their day!
Steer clear of performance killers: Let’s skip the typical dos and don’ts you can easily find through a Google search. Instead, allow me to share my personal pet peeves, which undeniably hinder exceptional performance at trade shows:
Condense your message – stand graphics are glimpsed, not studied!
Treat them like cross-track posters at a busy train station. A punchy headline, an engaging image, succinct bullet points, and a clear call-to-action… that’s the winning formula.
Why?… I’ve yet to hear of any exhibitor that rewards its stand staff for giving away the least number of brochures or catalogues at the show.
Sure, brochures cost money, catalogues more so, but these are the bait that encourage visitors to the stand.
Display them prominently at the front of the stand, in a nice display and within eye-shot.
You think? This is old-school I know. Maybe it’s a hierarchical thing, a show of authority, or the person is just bored. All I know is this: Open Arms, Open Conversations. A more natural and inviting posture fosters engagement and dialogue, and who knows, might invite a follow-up call after the show.
How dare a prospective customer come onto the stand while you are having a catchup with colleagues! The next two are equally as bad…
Of course, you need to get emails and take business calls but do this away from the stand.
Remember, conversing with trade show attendees is akin to a face-to-face encounter at the trade counter. It’s all about building trust and rapport. A positive first impression sets the stage for meaningful conversations.
So, don that welcoming smile and inquire how you can be of assistance!
Need help with your 2024 plans? Happy to take time out from a client stand to talk over a coffee at one of the remaining 2023 trade shows:
Decorex International, Olympia London – 8-11th October
Independent Hotel Show, Olympia London – 16-17th October
ELEX Sandown, Sandown Park – 2-3rd November
Please just email me to arrange a date/time!