| “Make visible what, without you, might perhaps never have been seen.”
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Robert Bresson |
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| Thoughts on Branding |
Marketing is building a brand in the mind of the prospect. And branding is the buzzword heard all over the tradeshow floor. Who does it right? – not many! Branding is the heart of a business because it’s about who you are and how you are recognized. Consensus opinion is that successful branding is keeping a consistent message in all of your marketing communications – from your business cards, to your print pieces, to your exhibit graphics, etc. Of course, this is a simplified version that moves on
to larger companies that involve research staffs spending incredible amounts of investigation time. The strength of any size company is their personal knowledge of their position in the marketplace and the largest chance for disappointment is using your “best guess” theories based on personal experience and not that of your customers.
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How to Quit a Show
Sometimes the show you have been exhibiting at for the last 10 years just is not giving you the return on your investment that it once did. Or, maybe there is a better-suited show for you and no money in your budget to do it. For whatever reason you can quit a show that you have participated in for years with no effect whatsoever – if you work smart. Move the money you would have spent to a new show and let your clients know now. Add a new advertising campaign, a mail piece, or hire a P.R. firm to heighten your visibility within your industry.
Be up front and honest with your customers and prospects – that from your experience this particular show is not meeting your needs and you would much rather give your customers added value rather than spending money at this show. This turns your not being there to a benefit to your client.
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Gifts In Kind,
International
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 Now, you can easily donate the products you bring to your show rather than having to repack and ship them back to your warehouse - and receive a tax benefit. Join companies such as Dell, Avon, The Gap, IBM, HP and Walt Disney in support of Gifts In Kind International, the 3rd largest charity in the United States, dedicated to providing quality products and services nonprofits need to continue improving lives and communities around the world. In 2003 alone, Gifts In Kind International and its 450-plus global affiliates distributed nearly $800 million in quality products to a network of more than 200,000 charitable nonprofits around the world.
Business and trade association partnerships with Gifts In Kind, including tradeshows with the Toy Industry Association, the National School Supply and Equipment Association and the International Sanitary Supply Association, provide a full range of donation management services to members - at no cost. In addition to tradeshows, Gifts In Kind will pick up donated inventory from any point in a company's supply chain, including manufacturing facilities, distribution centers, third-party service providers, retail locations, headquarters, catalog shoots, etc.
Donor benefits include: a tax deduction of up to twice cost; immediate reduction of reverse logistics costs; uninterrupted market brand positioning and product distribution; support for the communities where donor companies do business; environmentally sound alternative to product disposal; and positive public recognition.
For more information about Gifts In Kind's association services, contact Liz Dunn, Business Association Development, at (703) 562-1210 or ldunn@giftsinkind.org.
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Speaking at your industry tradeshow will earn increased visibility and media coverage, along with unbelievable tradeshow booth visitation. One of the easiest ways to gain credibility is to participate as actively as possible in your trade shows. Keep in mind, the larger the tradeshow, the more competitive the speaking application process.
Coordinating possible speaking opportunities takes great effort and requires a long lead-time. In most instances, you must be in contact with your show organizers at least nine to ten months prior to your show. First, contact the organizers to find out their needs and application requirements for possible speakers or panel participants.
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The key to your successful participation is similar to pitching to the news media. Your presentation has to teach something to someone, and not just be a commercial for your company. You must be aware of your audience, you must have a compelling topic, and you must be ready and willing to pass on your knowledge and experience of the industry. Give the audience the satisfaction of having really learned something from your presentation, and show organizers will want to have you as a presenter at their next show. Additionally, the visitation to your show by attendees will multiply exponentially.
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In hopes of luring our readership to our newly redesigned website www.AbsoluteExhibits.com - we are offering a contest - with 5 winners revealed on October 28, 2004 - just sign-up for our drawing and check the front page of our website on that day! Click Here
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| Rethinking Tradeshow Literature |
First there is the frenzy in your office – we know this because we have done it, too – design new literature minutes before a show. Then there is the overtime and rush charges to get it printed and to the show. Do not forget the extra drayage bills for all of those boxes of brochures, fliers, and other sales collateral. Now you are at the show – what do you do with all of this stuff? Consider these thoughts and act accordingly:
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1. If a prospect leaves every booth on just your aisle alone with some type of literature – what is the chance that by aisle 4 most of that will go in a trash can and not even make it out the convention hall door?
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2. What happens if the literature actually makes it back to the hotel room or better yet, their office, and when they review it the prospective customer gets lost in the text and decides he just cannot find “just what he needs?” Simply never hand out an entire product catalogue at a show. Take the opportunity after the show to talk with the client and then send appropriate materials.
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3. Let prospective clients quickly thumb through your literature and take a literature order – just a quickly filled in card or a card reader swipe and an indication to send particular catalogues after the show.
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4. Have special show literature – something small and manageable – and of course, enticing, as a quick reminder of your highlighted show products and a toll-free number to call you.
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5. Ask your father, girlfriend, best friend, teammate to read your literature and tell you what you do, what you are selling, and how to contact you. Strangers are even a better test audience.
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