Consistent marketing.
All too often I see booth displays that have one type of message on the
background, another in printed literature, and onsite representatives sharing
another. Face time at booths is precious. A clearly defined message, reinforced
through all booth elements (even the human element!) makes for an
easier-to-remember takeaway for attendees.
Relevant tchotchkes.
I’ve seen it all, from gross stress squish balls to hand-carved
decorative boxes. If you’re going to pass out something, I advise it be related
to your message. Creativity counts, of course. A crystal paperweight to “hold
down your paper until we can help you implement an electronic health record” is
more clever than, say, a pen—after all, in this case the point is to move away
from handwritten documentation. And make attendees "work" for their goodies--a business card or badge scan is an appropriate trade.
Booth rules. You
can tell when a marketing director has a strong hand in setting booth policy.
Staff don’t eat at the booth. Sitting is not permitted while attendees are in
the hall. The booth is never empty during hall hours. Literature is kept neat
and refreshed. Checking e-mail is not permitted while attendees are walking by
(This one is perhaps the most difficult to enforce, but are you receiving e-mail
from your sales staff while they’re manning the booth? You shouldn't).
The right staff.
Not everyone is a people person. The CEO might not be your best representative.
Select outgoing, friendly, well-dressed team members to represent you. The
booth is not the appropriate place for an entry-level assistant unless he/she
is already well versed in your offerings.
These are just a few of my observations during the past 14
years of attending, running, and exhibiting at conferences. Such reminders
might be helpful as you prepare your team for a strong and competitive start to
this spring’s conference rush.
