Reflections from a trade show…
We recently participated in a trade show with a client. There were plenty of business representatives who did a great job at branding their companies, engaging passerbyers, and making good use of their resources. Some others, we noticed, stood still handing out product samples, un-engaging, almost waiting for a miracle to happen.
As we walked the aisles of the convention center, we noticed the significant amount of exhibitors distributing product samples. Perfect sense?
As with every trade-show, there were patrons who were there to learn about the latest trends in their industry, and patrons who were there to grab whatever was given out at no cost. As a matter of fact, some of them sounded a bit desperate for free stuff. We might have heard “let me take this,” followed by “what is it?” too many times.
We took some time to observe the endless interactions, and to observe which booths were doing well and attracted the attention of the visitors. As expected, it all boiled down to strategy, and face to face interaction.
Those booths that had a strong brand presence, used interactive promotional tactics that captured the visitor’s information and who did not simply give products away, but engaged their visitors were extremely busy. And we are sure that they are now enjoying a good return on their investment. They came in with a plan and conquered.
Having a presence at a trade show will not automatically grant good fortune, and neither will giving away endless amounts of free samples. A dynamic, professionally-mounted and managed booth, part of a good strategy, can bring endless benefits to a business… If only more exhibitors realized this.