I’ve been to lots of trade shows, and having just returned from a really large B2B show, focused on technology, I thought the Star Wars Cantina an apt metaphor for the area of the show floor where the smaller booths were concentrated.
Like the creatures in the cantina in the first (or 4th) movie, the trade shows booth all looked very foreign and unusual. Many spoke languages I did not understand (tech talk) and I wasn’t sure if they were something I should approach with caution or not.
I wish I had a camera with me so that I could visually show what I am talking about. Every booth had lots of words (that said nothing of value) or very few words that had little meaning. And the giveaways – I know there are a lot of specialty advertising logo type items out there – I just wish the exhibitors had saved their money for something worthwhile.
My point in all this is that B2B tradeshows are really valuable for small business in their marketing mix. The more the show applies to the market you serve, the better it is. BUT, you have got to invest in the messaging for your booth that will work for you. Can people read your signage and understand what you do / offer in less that 5 seconds? If not, then you need to say less and say it better and more prominently.
Are you giving something away at your booth? If so, what is the goal of the giveaway? Is it a) to attract people to come to the booth to start with or b) something for them to take home and remember you by. If the answer is a) – then use something valuable and collect cards with useful information for a hourly or daily drawing. You don’t want the names of the people that just want the trinkets and trash anyway. If the answer is b) – giveaway something that will stick with the person you gave it to, and not become a child or pet toy.
More to come on this topic. Your comments are always welcomed and encouraged.
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