Trade shows are more than a collection of companies that exhibit and demonstrate new products or services to the public. Essentially, trade shows are wild and messy promotional zoos. Within these zoos there are various animals (or companies) with particular promotional demands that often require the necessary follow-up and specific action. Keep in mind all the various types of “animals” within these promotion-driven zoos that congregate; a rather diverse gathering squawks, growls, and howls individual calls, almost simultaneously, creating a cacophonous surge of promotional sound.

Avoiding the nature of the zoo

However, this is disorganized zoo talk and something shrill to the ear. To avoid these high-pitched zoo sounds, one must put certain movements into action. Proper keeping, care, but more poignant, grooming must be carried out properly, methodically, and well enough for the specific animal to put on less intrusive and overly similar public displays during trade shows. Doing this will soften the calls of other animals, which in turn will result in a more tame, successfully run zoo, and dare I say it, a specific company animal effective in attracting higher quality foot traffic when the time of the fair arrives. .

Preparation: publicity and reel in the media

Strategic planning to showcase a company’s products or services to a target audience at trade shows is essential. Months before the next trade show, make your company’s promotional howl heard in anticipation. Send a message to your target audience and advertise through any of the following various media: local media, trade publications, direct mail, telemarketing, email, sponsorship, etc. Advertising through any and all of these avenues will initiate a large increase in traffic on the date of the trade show.

Any form of editorial coverage for a business will also prove extremely beneficial. Actual in the media. Highlight some aspect of the promotional campaign to attract media attention through newsworthy actions; Bring new insights into what’s to come at the trade show, with a media hook or pull that will entice reporters to write and speak. This can be done through press releases and even press conferences.

Raffle Picks: Bark ‘n’ Bite

Most giveaways or promotional items bark more than they bite. Overly flashy and ineffective features are all too familiar when creating and disseminating promotional items at trade shows. Choose less trendy knick-knacks that only display the company logo. This is medium fast and looks mediocre and unprofessional. Choose an article that is clear, parallel to the image of the company and the objectives, well, the target audience sought. The idea is to choose an item that bites more than barks, to show the company’s dominance, but also, simply to avoid adding to the already loud dissonance that runs through most zoo-like trade shows.

Let the noise come to you, in the form of craziness from spectators and trade show traffic. Draw in a crowd. Just be sure to reinforce the underlying marketing message used when drawing in the media. Also, avoid the latest knick-knack deals, despite their initial aesthetic appeal and enjoyment; more often than not, these will end up in the trash or tossed to random children to play with.

The mute button was pressed, thank goodness, and the jungle sounds ceased. It seems the animals have slowed down from their wild and noisy ways. But why? It is due to a positive promotional action, an action that implies an external distinction compared to the typical “animal” neighbors of trade fairs. Don’t increase the noise, let the noise come to you. If anything, highlight the notes of sophistication and innovation, especially after putting the trade show preparation and selection tips above to work.