Monday, September 22, 2008

The well-planned and executed show

Consider that the well-planned and executed trade show does these two things:

1. Enhances all of your other marketing efforts
2. Brings your brand to life

Enhancing other efforts. When your ads, web pages, direct mail, sales collateral, electronic direct marketing, personal selling and publicity all have the same messages woven into them and match your show presence, you are memorable and truly "on message."

Bringing the brand to life. When you create an effective trade show experience, you are creating a unique selling environment. It is equal parts:
  • Interactive (in real time)
  • Human (1-on-1)
  • Immersive (your brand surrounds the buyers)
  • Dimensional (a 3-D space reflecting your brand and that is alive)

Lesson learned: Trade shows and events are THE most dramatic and memorable extension of your brand of all media.


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