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Casual Articles - The New Marketing Manager & Exhibit Design
Q. I just finished a job interview. Everything went well. But I can't get excited about the job. The people were nice but frankly, I got bored.Should I withdraw my application or hang on to see what happens?A. Let me share a secret. I love country music especially the classics. Your question reminds me of Kenny Rogers's big hit, The Gambler. I can't quote even a line due to copyright laws, but you can Google the song. Know when to stay. Know
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 ex
Yellow Page Directory Users Have a Variety of MotivationsFor your Yellow Page ad to be effective, it needs to anticipate and answer the questions that customers have in mind. That's what made them pick up the directory in the first place. What those questions would be differs for each directory category — a restaurant or tire store don't have much overlap.The key to getting calls (and sales) is anticipating exactly which information will suit
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 exh
It's typical to overestimate what you can accomplish in a day, and then underestimate what you can accomplish in a year. Effective scheduling demands knowing how long a task takes. But, it's impossible to be precise if you've never done it before. So start with a guesstimate. And then, keep track of how long the work takes so you can plan more effectively in the future.Revise your schedule as you become more ac
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 ex
I received a powerful testimonial from a client. I often receive nice letters after my presentations, but this note stood out as exceptionally genuine, specific and sincere. I read it twice, and that got me thinking.I write ‘Thank you’ notes every week to colleagues, suppliers and friends. Perhaps you do, too. But how many of my notes – or yours – pack such a positive punch?I thought, ‘If I am going to take the time to send a note, why not wri
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 ex
Do you have more purchase orders than what you can handle? Is lack of financing preventing you from fulfilling those orders? One of the most frustrating things that can happen to a business owner is to turn orders away – good orders – because you don’t have the financial capacity to fulfill them.Of course, you can try to get a business loan. However, business loans have their limitations as business financing tools. They are hard to get and have arbi
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 ex
Do you remember your parents asking you what you want to be when you grow up? By the time I was in the 9th grade, my mother started asking me that same question until I graduated from high school. At that time I wasn’t 100% sure what career path I would take, but I had several ideas.Your calling is that passion that you have deep inside – the career that defines your purpose in life. Someone once told me if you find a job that you love you’ll never
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.
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