New Marketing Manager & Exhibit Design article

The New Marketing Manager & Exhibit Design - trade show article

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The New Marketing Manager & Exhibit Design
By Julia O'Connor

The question is - Our new marketing manager just spent
$65,000 for a new trade show exhibit. She loves it, but it
doesn't seem to draw people in. Are there lessons here for
us?

There are different scenarios but the main problem is -
there is a new Marketing Manager. New broom sweeps
clean. Wants to start all over. It does not work. What
went wrong?"
T
here are five basic concepts to understand before changing
exhibit designs.

1) DO THE MARKETING PLAN BEFORE DESIGNING THE
BOOTH….

Remember - Form Follows Function. Sometimes new
managers come with great ideas, sometimes more time
would have allowed a better integration of exhibit form with
marketing message. Do a marketing plan for Each Show.

WHY? Because each show will draw different attendees
with different expectations and you need to focus on the
attendee, not your ego. All marketing messages must be
integrated, so a new exhibit with an old message - or vice
versa - is jarring to your audience.

2) NEVER DESIGN ANYTHING IN A VACUUM….

Let the folks who are going to work the booth have input.
Experience on the floor is invaluable when upgrading or
designing a new exhibit.

WHY? They know the problems with lack of storage space,
lost keys, theft, crowded demo areas, poor lighting,
off-message graphics, difficult set-up, and shipping
disasters.

3) IT'S TOUGH TO BE A MISSIONARY….

Way-out designs may scare away prospects because you
do not look like "their" type of company. Sure it’s fun to
explode on the floor with something really fantastic, but
unless the exhibit matches the image the attendee has of
the company, unless it is on-message, then some potential
clients will shy away.

WHY? There is a psychology to the trade show and
attendees – whether first time or experienced – come with
desires of comfort. Trade shows are quick, intense and
sometimes overwhelming in assaults on the senses.
Attendees do not want to spend time and the psychic energy
to figure out strange exhibits.

4) DO NOT USE AN EXHIBIT WITH A POOR FLOOR
PLAN….

Have you ever been to an exhibit where entering was part of
the mystery? Or where to go next, or the demo stations are
in a secret place, or you just can’t find people to answer your
questions? Never design an exhibit that is a maze or barrier
to people.

WHY? Most people will not take time to figure out something
new. They want the option to get in, get out or linger at their
leisure. Note – the demo and conference areas require
privacy. The most important aspect of a good exhibit is Good
Signage. Clear. Easy to read and multi-lingual when to your
advantage. Especially important in today's necessity for ADA
and diversity awareness.

5) MAYBE IT'S NOT THE NEW DESIGN….

There are many reasons a new exhibit does not live up to
dreams. One of the most obvious, yet overlooked, is the
staff. Do you send the same folks? Are they tired, resentful,
bored, boring? Enthusiasm - before and during the show -
can overcome many design flaws.

WHY? You must view each show as a new show and that
requires a new outlook each time. The fresher and better
selected the staff, the better the message. The Center for
Exhibition Industry Research – www.CEIR.org – estimates
that 85% of the reason for a sale is the staff in the booth. An
exhibit only draws people to your space. It’s the staff that
makes or breaks the introduction, discussion, follow-up and
sale.

Spiff up your whole presentation with training before each
show to help you make better design and staffing decisions.

Julia O'Connor - Speaker, Author, Consultant - writes
about practical aspects of trade shows. As president of
Trade Show Training, inc,, now celebrating its 10th
year, she works with companies in a variety of
industries to improve their bottom line and marketing
opportunities at trade shows.

Julia is an expert in the psychology of the trade show
environment and uses this expertise in sales training
and management seminars. Contact her at
804-355-7800 or check the site
http://www.TradeShowTraining.com

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