Providing Direction For Your Marketing

Common Sense Convention Marketing

By Rob • October 26, 2011 • Filed in: Marketing Communications, Tactical Marketing

I spent the last few days at a convention which included a small tabletop display area.  There were about 10-12 vendors using a variety of methods to display their products or services.

One had a 10×10 back drop display of their logo and company name.  A couple others had their product on display  – freezers for grocery stores and convenience stores.  Others had videos running on 30 inch monitors or on laptops.  Some just set up their table, put out some literature and promotional items and returned a few times a day to check on the table, deciding it was not a good use of time to have someone staff the table.

None of the presentations were particularly good, it was a small show and the traffic was very light so this was not a major concern, but I still could not help but think how these presentations could have been better with just a little more thought before hand.

One of the vendors had a very innovative product but their video did not clearly articulate what it did and what the value was to the customer.  It was filled with some buzz words like sustainable and green but beyond that it was devoid of much value.

Their product was one in which a narrated video showing actual equipment in action would have been spot on.  This coupled with features and benefits minus the jargon would have been a home run.  This could have easily been done within a 90-120 second piece.

So what was my take away?  Here are some suggestions I plan to use for my next convention or trade show.  I think you should to.

  1. Use video effectively – show your product in action or if you are service based use video testimonials,corporate overview videos or tips and tricks.
  2. Clearly state features and benefits of your product or service on literature and signage.
  3. Use pictures this gives prospects an immediate frame of reference.
  4. Make sure your booth/table clearly communicates who you are and what you do.  A company name and logo on a sign or backdrop does not tell your prospects what you do or what your value proposition is.
  5. Chat with your booth neighbors, you never know what you might learn.



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