Tradeshow Hell

Sorry for the lack of entries this past week, I've been preparing for a tradeshow. I'm sure many of you have done the tradeshow circuit at one time or another. So, I thought I'd pen a few observations from Tradeshow Hell.

Multi-storied exhibits. These are the cool, not-so-small-fortune floor destinations. They are beacons in a drab sea of 10' by 10' gray draped booths. When used correctly, multi-storied exhibits can be highly effective. They attract foot traffic. Kiosks, displays and mini-conference areas help entice and engage prospects. It can be a marketer's dream.

Unfortunately, I've witnessed to many of these types of exhibits poorly utilized. Key staffers can often be spotted hanging out on the upper level chatting and people-watching instead of working the floor. There is something about the upper level that is akin to the cool table in any junior high cafeteria. Save the upper level for prospects. A little special treatment goes a long way.

Unmotivated staff. The faces represented your company at events should at the very least be smiling. Often times they are bored and less than enthusiastic. The easiest way to engage a propect is with a warm smile. It's a simple approach that puts both parties at ease. No one wants to talk to a sourpuss. Least of all a prospect. Build that relationship!

Lack of focus. Your message and exhibit should focus on your core strengths. It is not necessary to showcase every single item your company carries. Clutter does not attract, it overwhelms. Keep it simple. Remember the old adage, less is more.

Poor set-up and breakdown. If you are having your staff set-up and breakdown your exhibit, make sure they are properly trained to do so! Don't throw together a display haphazardly. Set it up correctly. The same goes for breakdown. Exhibits are expensive. Take the time to pack up it up properly. I literally cringe when I see someone mistreating graphic panels.

Complacency is a terrible thing. Treat each and every tradeshow like it's the most important one. Keep your staff motivated. Focus, focus, focus! And lastly, treat your exhibit with a little care and respect. It is your company's image.