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.

TTSG

The three basics in show planning

From the AAF speech:

There are three things you want to have as the underpinnings of your show program or approach:

1. Strategy
2. Planning
3. Measurement

If you don't have a strategic direction, it's just a space that isn't accomplishing anything. Know why you are going to a show, how it fits into your program and what it can deliver.

If you don't plan, it won't be worth your time and money nor deliver the results you deserve from all of your efforts. Trade shows and events cost maoney and take time. Plan your work and work your plan.

If you don't measure what you've done, then you won't know what to do next time. If you set clear, measurable objectives before you start, then when you are finished, you'll have something tangible that will help you understand and grow your business.

Lesson learned: be strategic, plan your approach and execute and quantify the results.

TTSG

Effectvely using premiums and giveaways

How do I use premiums to my best advantage at a show? Should I have more than one kind?

This was a question posed to me at the AAF-Abilene regional seminar yesterday. The questioner was concerned that have a bowl of giveaways was just playing to the general "lookie-loos" at a show and a waste of money. While she admited that they needed to have those items for the show crowd, was there a better way and how could it benefit their efforts to be at the show.

My advice to her was to consider having three levels of giveaways for her booth visotrs:

1. The general, cheap stuff
2. A step up for warm prospects
3. Something really good for those really important clients

The general, cheap stuff could be a bowl of candy or those sticky bugs with a ribbon with your company name. Something that is cheap and satisfies thaose who want to have something in their bag to take home (these are big at education and school board shows).

A step up is a little nicer gift: coffee mug, coaster, nice pin. Something that you give sto someone who asks a question, completes a survey or generally imparts some information.

The third level, something really good, is kept out of sight and only given to those prospects that really could deliver an order or sale. A nice clock or desk accesory. Maybe you've been expecting them and want to recognize them. At any rate, it shows them you think they are special.

Lesson Learned: scale and plan your giveaways as traffic builders.

TTSG