Most companies approach trade shows the same way. They reserve a booth, order the tchotchkes, pull a backdrop out of storage and ship the banners.
Then hope the right people stop by.
Sometimes that’s exactly the right strategy. But not always.
Recently, I was talking with a client about an upcoming trade show when I reminded him of what we call the tethering problem: being stuck at the booth and limited on maximizing all the opportunities the conference offered.
Having an exhibit at a trade showcan be a strategic way to accomplish your marketing goals—but it isn’t always the best choice. Here are some questions worth asking before you sign the contract for booth space.
1. Are you solving the tethering problem?
When you’re working a booth, you’re tied to it.
It’s harder to get away to attend educational sessions, visit prospects or introduce yourself to people across the exhibit hall. You’re stuck waiting for them to come to you.
Meanwhile your best prospects may be trapped in their own booths just like you are. I remember one client who was so tightly staffed they couldn’t even leave long enough to grab lunch. I ended up bringing them barbecue (which did make me a hero).
Sometimes your highest-value conversations happen away from the booth, so consider how you want those to unfold. You may need a staffing plan that allows you to break away. If you’re flying solo, you’re stuck.
2. Do you really need a trade show booth?
Booth space is only the beginning.
Then come the display, graphics, shipping, furniture, electricity, giveaways, prizes, labor and travel expenses. Before long you’ve invested a significant amount of marketing budget.
Brainstorm with your team on this simple question: what are other ways to spend trade show budget that would create the opportunity for more meaningful conversations… and more of them?
3. Can you create your own gathering?
Instead of inviting people to your booth, invite them somewhere they’ll actually want to spend more time.
A hospitality suite, breakfast meeting or evening reception gives you the opportunity to have real conversations without people constantly looking over your shoulder for the next person walking by.
You might also explore co-sponsoring an event with a business that complements yours.
Quality beats quantity.
4. Can you sponsor something people will really remember?
The sponsorship menu may not necessarily be the only source of ideas.
What if you sponsored valet parking with a message about protecting customers’ assets? Or another experience that naturally connects to your brand promise?
The best sponsorships reinforce your brand and its Reasons to Believe. Just slapping your logo on something is a brand faux pas and a big waste of money.
5. Can you make your giveaway something that WOWs?
Too many trade show tchotchkes end up in the hotel trash can because they’re not perceived as high-quality or they’re too much of a hassle to fly home with. You don’t want that association with your brand. Instead, choose something worthwhile that reinforces your unique selling proposition.
What if you:
- Placed doorhangers with packets of aspirin on hotel room doors with a message about eliminating the headache of XYZ.
- Sponsored mini emergency kits with breath mints, lint remover and band-aids to emphasize how you’ll always have their backs?
- Host an experiential activity where attendees make the item they’ll bring home such as a fragrance, T-shirt design or cocktail mix?
A clever idea tied directly to your business will be remembered long after another stress ball is forgotten.
6. Can you play off of someone else’s audience?
You don’t always have to create attention from scratch. Sometimes you can attach yourself to an audience that’s already gathering.
Who’s speaking at the conference?
- Could you sponsor a session and spend five minutes at the beginning welcoming attendees?
- Is there a sponsor opportunity to host a small meet-and-greet reception with the keynote speaker for your invited guests?
- Can you join a panel where your expertise complements the areas covered by other panelists?
7. Can you pitch an idea that isn’t in the sponsorship guide?
Many trade show organizers appreciate creative partners. They want it to be a quality experience for everyone. So if your idea improves the attendee experience, they may be willing to create a custom sponsorship that wasn’t listed in the prospectus.
Pitch your idea. The worst they can do is say is no.
The bottom line if you’re considering exhibiting at a trade show
Trade shows are expensive, so your investment must demonstrate a return on your marketing investment. This deserves more strategic thinking than simply checking the “exhibitor” box because that’s what you’ve always done.
Before you reserve booth space, be sure you can answer: What’s the best way to create meaningful conversations with the people we most want to reach?
The answer may be a booth. Or it may be something else.
MB Piland is a marketing agency helping clients with brand strategy, branding and employer brand development. Want to talk about creating more visibility for your brand? Call Martha direct at 785.969.6203 or
Photo credit: Rodion Kutsaiev on Unsplash.
