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.

The power of the written word...

I was blog surfing last evening, and I came across this quirky little site. Typetalk is the brainchild and project thesis of Amy Papaelias. She is a typeface designer who has created four handwritten fonts that capture the psychological essence of their respective muse.

For example, Sugar and Spice is a very girly print. Just try to type something nasty like, "fuck off, asshole" and you get "go away dummy." The emotional context is the same for both phrases. One is just a lot nicer than the other.

The same can be said for Shy Slacker. This font is based from the point-of-view of a somewhat shy teenage guy. Enter, "Frankly, I don't give a damn" and you get "Frankly, like I don't give a damn, you know."

Amy has an interesting concept worth checking out.

The Great Doritos Social Marketing Experiment

Frito-Lay has taken the social marketing leap, and boy, did they do it in a big, big way! Last year they unveiled the "Crash the Superbowl" campaign that allowed Dorito enthusiasts to create their own :30 commerical to be aired during the big game. The creative was placed in the hands of the consumer. Accolades to Frito-Lay for such a bold social experiment.

I don't know many companies that would place a $2.6 million spot in the hands of the masses. Brave move! The folks at Frito-Lay were expecting somewhere in the range of 200-300 entries. They received well over a thousand. After much viewing, they were able to narrow the field to five. Then they took it a step further. They have allowed the general public to vote which ad gets aired. What an incredible concept!

This video is a compilation of the five final entries, as well as comments from Jason McDonell, Director of Marketing for Frito Lay. Each entry is pretty damn good. (Keep an eye out for the mouse.) What are you waiting for? Grab a bag of Doritos and enjoy!

Follow that Lemming!

Even though this little blog is less than a month old, I have decided to start a new blog. Follow that Lemming! will be my take on the wonderful world of advertising and creative.

While there is certainly a strong link between the worlds of advertising and marketing, I would like to keep the Tenacious Marketer focused on marketing issues. Running two blogs may be a task, but I enjoy a good challenge!

Apple 1984

This is easily one of the most celebrated ads ever produced. Brilliant concept. Visually stunning. Strong copy. Please enjoy.

It's about the channels...

You wouldn't dream of placing a full-page ad for Velveeta cheese in fashion mag Vogue. It simply isn't the proper channel. So why would the geniuses at Ogilvy & Mather think that launching a Dove campaign on YouTube would be a success? Wrong demographic. Wrong channel.

Think more along the lines of iVillage.

MarketingVox has more on this misstep.

Geico's mixed signals...

I don't know about you guys, but I'm a little confused. I have literally watched three different ad campaigns by Geico in a single evening. First, there was Geico's gecko being interviewed on his success as a spokesperson. Then there was the woman who related her sob story while Little Richard translated in celebrity-speak. Finally, there was the sensitive caveman waging a righteous fight against Geico's tongue-in-cheek campaign. A quick view of all three campaigns.

I mean, I get the gist of each campaign.

Gecko: Informative, friendly, approachable
Caveman: Easy-to-use online format
Celebrity: Customer testamonials

So, where is the Martin Agency going here? Each campaign is fun and quirky in and of itself. But, why run all three simultaneously?

Surely, there's some genius amid this madness.