Most companies plan to exhibit at trade shows to do just the opposite. They have objectives like "building brand awareness", or "defending our brand from the competition". They expect that telling their story in the powerful medium of the trade show will assure success. And so it can ... but only if you're careful.
Why are trade shows such a risky place to show your brand?
One reason is strongly related to a basic reason for trade shows' continuing relevance and existence, even in the face of expanding virtual media. Trade shows are in-person, face-to-face events, where your brand is experienced by all the senses of your visitors. Your brand is then compared to your competitor who might be exhibiting right next to you. This allows visitors size up each company in real time and real life. In essence, they get to see who is behind all those brand messages they've been tuning into in other forms of media. They see you, talk to you, watch as you work your exhibit. They interact with you away from the exhibit. They observe you and your competitor.
And they notice everything. At some point during the pre-purchase cycle, your prospect will have narrowed their choices down to a few finalists, and will be looking for confirmation of their final buying decision. In many cases, this will be a tough call. It might come down to how they "feel" about you. Are you believable? Will what you "do" be the same as what you "say"? Are you true to your brand? Or is it all fake? A trade show is a great place to observe this.
Look closely at the exhibit below, and carefully read their brand message from the copy on the exhibit.
OK, got a picture of their brand and message? Definitely one of meticulous quality, scrutinizingly careful planning of every last detail of their product. It's a national calling, no? Beauty in both form and function.
Now, go back and look at the exhibit. Specifically, how they've meticulously attached their graphics to their back wall ... no doubt to add beauty to the brand's form and function ?!?
All their branding work is undone by four spring clamps. Spring clamps, really? Is that the best they could do?
As trade show managers, we must prepare for these kinds of details to be noticed by our prospects. If we CLAIM to be something, we better darn well deliver, or our trade show efforts will only serve to undermine the branding efforts we've worked so hard to create.
The details are everywhere. Typos, bad graphics, poorly trained staff, bad demos, sloppy follow-up. It all signals a lack of attention. Details speak much more powerfully than any marketing-crafted brand message about the true nature of the brand -- and the people behind it.
I'd love to hear from you. Do you have examples like this one, where an entire company's efforts are rendered "fake" because they missed details?
TSB
1-888-9-ASK-TSB
Bob's Best Bites
Today, I'll go back to my home town, San Francisco. There's a million great places to eat. Having grown up there, I tend to favor the old established places that have been in business for decades. One of my favorite spots in North Beach is Capp's Corner located art the corner of Powell and Green St. It's a family style Italian joint that opened in 1963 in a cramped corner bar/restaurant. The food is cheap, plentiful, and amazing. I highly recommend the Osso Buco with Polenta. All dinners come with soup AND salad AND pasta AND veggies, and of course that great San Francisco sourdough french bread.
Where do you like to eat in San Francisco's old Italian neighborhood of North Beach?
TSB
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