I ran across a great example of this a couple years back at the National Restaurant Association Show in Chicago. The demo was staged in a small (10x20) booth space, tucked away among several larger, more impressive (and expensive) exhibits. Yet, it was constantly full of people, and quickly became a big part of the "buzz" around the Exhibit Hall.
Since a picture is worth a thousand words, here's a look at the "Dissolve-A-Way Derby".
Participants lined up and shot huge water guns at plastic storage tubs on a wall about 5 feet away. Exactly like the old carnival game where you shoot water guns at the clown's mouth to be the first to pop the balloon. The Dissolve-A-Way Derby's objective: completely obliterate a small label affixed to the storage bin.
Why a small label on a storage bin? (Here's the brilliant part) The company makes an adhesive and paper that will easily dissolve in water, like when washing the bin in a dishwasher. This is a remarkable breakthrough for restaurant owner/operators who must label their product stored in bins like these to assure freshness and proper product usage and rotation. However, as you use the bin over and over, most adhesives will build up an ugly residue, a mixture of adhesive, paper, and grime which takes time and effort to remove, stealing valuable productivity away from other tasks.
This message was delivered exactly and memorably to these participants who had fun at the same time. They also connected the company's message to the fun they used to have as kids at the carnival.
What is the key to coming up with demo this good? I think it starts with a thorough understanding of your product/service and the benefit it delivers.
Another reason this particular demo was so effective: a good number of the trade show attendees were either influencers or buyers of their product. Theirs was not a "find the needle in the haystack" kind of situation.
The next time you see a carnival-type game being deployed in an exhibit, see if the brand message is woven as cleverly and completely as it was done here. Chances are, it will merely be a game for its own sake, attracting mainly sales people from adjoining exhibits.
If you can make your demos as dynamic as the Dissolve-A-Way Derby, you can soak your competition, and soak up some buzz from the Exhibit Hall as well.
TSB
BLOG BONUS: I'm adding a new feature to my blog. At the end of each post, I'll include a little "dessert" under the heading "Bob's Best Bites" about all the great places I've found to eat in the convention cities I've visited (hey, it's my blog, so I get to decide what's good and what isn't, but feel free to argue and comment). I'll link this to the city mentioned in my blog post, if possible. So, here goes ... your first helping of Bob's Best Bites.
Bob's Best Bites
Today's bite is The Wiener Circle in Chicago. That's me sitting at The Wiener Circle in the picture at right. It's located on the north side at about Clark & Wrightwood. It's just one of many Chicago hot dog joints, serving up greasy food with no apologies. Their dogs are done in the traditional Chicago style, with the steamed poppy seed bun, sport peppers, celery salt, and that wonderful neon green relish that looks so completely fake - but is awesome. Their fries are also hand cut from fresh potatoes, and can be smothered in a gooey cheese sauce that gets all over your fingers. However, if you really want to know what sets the Wiener Circle apart from all other hot dog stands, then Google it, and you'll understand why this place is so unique. Bon appetit.
Trade Show Bob can be reached toll free at 1888-9-ASK-TSB.
This actually comes from good friend and colleague Candy Adams. We're apparently having a few problems posting comments. Candy says, ...
ReplyDelete"My favorite on-the-road dive is The Ugly Dog Saloon in New Orleans -- about a 5-minute walk from Morial Center. (My labor crew took me there for lunch years ago and I've been going back ever since!) Just thinking about it makes me hungry for their pulled pork and BBQ sauce! They've got a great covered outside patio, and yes, the walls are covered with framed pictures of ugly dogs!"
What a creative demo idea! That's one that will surely be remembered for years to come.
ReplyDeleteWhat could be finer that a true Chicago Dog?! ...served up in a 100-year-old establishment!
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Trade shows are actually a great platform for showcasing the businesses. If we give the attractive demo about our business, then we can attract more people towards our business. It's the best way to deliver our products or services to our customers. In this way we can generate the potential customers to our business.
ReplyDeleteDissolve-A-Way Derby's demo idea was brillent! An interactive exhibit can be difficult to create but this was truly genius.
ReplyDeleteLove the pic. Trade Show is great experience. I hope every people will have the ability to share such experience. Nice story.
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