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Main » 2013 » December » 11 » Rut Busters- Changing Your Parajumpers Trade Show Routine
2:06 PM Rut Busters- Changing Your Parajumpers Trade Show Routine |
| Rut Busters: Changing Your Trade Show Routine Routine is comfortable. We like
knowing what we�re going to do, when we�re going to do it, and what we�ll be
wearing while we do it. It�s nice, safe and predictable. There are no surprises,
no unforeseen contingencies, no upsets.There is also no growth, no excitement,
and no spontaniety. Routines can easily become ruts, especially at a trade show.
It�s very easy to do, especially if you always go to the same shows, display in
the same location, use the same graphics and literature, and go through the same
sales spiel. It might seem effective. It�ll definitely be comfortable.It�s also
one of the biggest mistakes you can make. Exhibiting is, by its very nature, is
a constantly evolving art. To be successful, you need to embrace what is new and
exciting. It requires pushing boundaries. If you�re comfortable, you�re not
trying hard enough. Worse, you�re running a very real risk: The risk of boring
trade show attendees with your booth.People have a split second attention span.
If you�re not presenting something new, exciting, and engaging, to draw them in,
most attendees are going to assume they already know what you have to offer and
pass you by. When attendees walk right by your booth without giving it a second
look, that�s the same as having sales dollars flying right out the window.There
are five easy steps to break out of a rut.1) Realize the difference between
branding and routine. Doing the same exact thing the same exact way time after
time after time is NOT branding. Careful and intelligent placement of logos,
consistent use of color, and overall design are all elements of branding. Look
at McDonalds � they have one of the strongest brands on the planet, yet have
changed looks, catch phrases, uniforms and menus over the years.Take a close
look at your branding efforts. Are they serving your marketing message, or are
you simply repeating yourself?2) Step outside your industryGreat ideas come from
unexpected sources. I�ve gotten some of my best exhibit ideas from the retail
world, where they carefully study the impact of color, music, and even
temperature upon shoppers. Examine what motivates people to buy products that
are very different from your own. What makes someone buy a motorcycle? Yogurt?
Sleeping bags? Each of these items requires a different strategy, with many
complex elements Parajumpers. Perhaps
some of these elements would work well in your exhibit.Remember, it�s never a
good idea to simply �cut and paste� elements from one advertising campaign onto
your own. Catchphrases, graphics, and imagery may be copyrighted or proprietary.
You want to expand your business, not enter litigation! Instead, analyze what
makes a particular element work for you, and see how you can adapt it to meet
your own business needs.3) Get a fresh set of eyesHave someone who is in no way
related to the trade show industry or your company look at your exhibit. What do
they notice first? What impression do they get of your company? What emotions do
your graphics evoke? Record their impressions and compare how they measure up to
your marketing objectives.Many times we have looked at our own exhibits so many
times that we don�t �see� them anymore. This fresh set of eyes will be viewing
your booth the same way the attendees do � with no foreknowledge or preconcieved
notions of how the exhibit is �supposed� to look.4) Change up your teamsJust
because Fred, Ethel, Murray and Zane have ALWAYS been your trade show team does
not mean they always have to be. Take a careful look at your staff. Who is
personable and professional, with excellent product knowledge, strong sales
skills, and enthusiasm? Send that person to the trade show. Sending one new
person to a show can create a new dynamic, sending a whole new team guarantees
you�ll get anything but a routine performance.No matter who you send, make sure
that all staff members are trained. Old-hands need to refresh their skills and
rookies need to acquire them!5) Call in wardrobeSomething as simple as changing
clothes can totally alter a booth staff�s performance. If they�ve been wearing
business attire, consider switching to a more casual yet coordinated look. Have
the booth staff break out the suits and ties doudoune parajumpers. You�ll be amazed how differently they
carry themselves and interact with attendees.Uniforms and logo clothing are
particularly appropriate for some industries. For example, shippers world wide
know UPS by their distinctive brown attire. If this is the case with your
company, make sure that the uniform shows up at the trade show. In addition to
your booth staff, make sure the uniform makes an appearance in graphics and
literature to reinforce the image association in attendee�s minds.
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