Seven Ways To Put Show Biz Into Your Tradeshow by Susan Friedmann
Seven Ways To Put Show Biz Into Your Tradeshowchessgenius 2.1crack
by Susan Friedmann
The best way to attract and mobilize more customers to attend your trade show
is to bring a "show biz" mentality to all your marketing and at-show
strategies. After all, you are in show business. In today's marketplace,
consumers are drawn by glitter and excitement but turned off by humdrum events.
If you put on a dull show you will generate little interest. Following are seven
ways to put more show biz into your exposition.
Think like Disney.
There was never a greater promoter than Walt Disney. Everything he touched
turned exciting, colorful, and was bursting with energy. The Disney legacy
continues as the Disney Corporation dazzles and entertains millions with its
products, parks, and superb customer service.
What does Disney do that every trade show organizer should emulate? Disney
injects a show business mentality into everything it does by creating an image
that makes people smile and lets them know they're in for a first-class
experience. Disney employees undergo rigorous customer service training and are
famous for their courtesy, cheerfulness, and problem-solving skills.
So when planning your pre-show marketing strategies, remember to think like
Disney. Everything you do to promote and implement your show must be
first-class, creative, and professional. Train your show employees to provide
enthusiastic and helpful customer service. Unpleasant experiences with trade
show employees can ruin the show biz experience you've worked hard to create.
Make your trade shows interactive.
When people manipulate objects they often form an attachment to them. They get
an idea of how the products work and are more excited about the possibility of
buying them. Thus, advise your exhibitors to set up audio-visual displays that
attendees can easily operate -- they will feel like they are part of the show
experience as they connect with your products.
Put the Internet to work for you.
You can interact with potential exhibitors and attendees through the Internet,
both in your pre-show marketing and during the show. Experts believe that
virtually all trade shows will incorporate the Internet into their marketing
strategies in the near future.
At the very least, you should have a professionally designed Web site that
provides information about your show, allowing consumers to easily find out as
much about your event as possible. Today's techno-savvy consumers are instantly
turned off by Web sites that aren't interesting, easy to access, and
Make your shows unforgettable experiences.
"If meetings are really going to change our lives, meeting professionals
need to begin to shape memorable events," said Jim Gilmour, author of The
Experience Economy: Work is Theatre & Every Business is a Stage.
"Successful meetings must create emotionally based experiences for
attendees," Gilmour said.
How do you generate such an experience? Again, think Disney. Capture the
imaginations of attendees by providing a wealth of sights, sounds, aromas, and
entertainment, along with a high degree of interactivity.
Make your trade shows fun.
Live entertainment, educational seminars, clowns, puppeteers, and magicians are
just a few of the tools you can use to make your show fun and informative.
Advise your exhibitors not to rely on their products alone to sell the show biz
experience. Booths filled with inanimate objects are boring and won't capture
the attention of your audience. However, if you support your exhibitors by
injecting a little excitement into the show, you'll have attendees in the palm
of your hand.
Provide lots of comfortable space.
Make sure you have enough space at your show, both on the exhibition floor and
in the booths, to comfortably accommodate your guests. Don't try to cram as many
booths as possible into the space allotted. A cramped show environment does not
allow attendees free rein to wander comfortably, and harried, crowded consumers
don't make good customers.
Help your exhibitors design their booths so they don't sacrifice comfort for
hardware. Booths that are crowded with display items make it difficult for
consumers to focus their attention on each item. Advise your exhibitors to set
up their booths so that attendees can see everything clearly in an uncluttered
space. Booths should provide good lighting, easy-to-read signage, and
attention-grabbing graphics. Consider publishing a brief pamphlet of booth
design tips and distribute it to exhibitors.
Inject show biz excitement into your advertising and public relations.
Without resorting to hyperbole, your advertising should reflect the excitement,
creativity, and flavor of your event. Observe how the producers of movies and
Broadway musicals advertise their shows and incorporate as many of those
elements as are feasible in your own advertising. Every ad you place should
showcase the opportunities that your show offers.
Train your most trusted show employees to lead the media to the most engaging
exhibits. Have a staff member on hand at all times who can articulately tell
reporters about your event and what makes it unique.
Remember you are in show biz, and you must create and promote an event that is
as exciting and dramatic as a great movie or play. Your exhibition space is your
stage. In order to generate interest, you must put on a performance that will
keep attendees riveted to your exhibits and eager to come back for the sequel!
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author:
“Meeting & Event Planning for Dummies,” working with companies to
improve their meeting and event success through coaching, consulting and
training. Go to http://www.thetradeshowcoach.com
to sign up for a free copy of ExhibitSmart Tips of the Week.