Professional Documents
Culture Documents
Supply Side
BY SUSAN FRIEDMANN, CSP
2. Ensure all your marketing and promotions newsletters. At the show, have press kits for the
are consistent and that they have your logo, press office, a press reception, a video/slide presen-
colors, typeface, slogans and characters. tation at the booth, reprints of articles as give-
Everything you develop should have the aways, seminars/workshops, contests and person-
same look and feel. alities or a spokesperson at your booth.
3. The perception people have about your • What sponsorship opportunities exist and
company, products and services is a major would complement your company image? Some
factor in their brand preferences and buying of the most frequent sponsorship opportunities
behaviors. All perception is subjective and are the press room, the international lounge, a
based on experience. Individuals tend to speaker or VIP room, an awards reception, educa-
interpret information according to existing tional programs, keynote sessions, coffee breaks,
beliefs, attitudes, needs and moods. luncheons/dinners, banners, badge holders,
audiovisual equipment, display computers, tote
Ask Yourself These Questions bags and shuttle buses.
The following is a checklist to act as a reminder • What advertising premiums will be consis-
for many of the questions you need to ask and tent with your image and complement the mes-
answer as you plan brand integration into your sage you want to convey? Consider budget, origi-
exhibit program. nality, usefulness and appropriateness for your tar-
• What needs to be done to ensure that your get audience and distribution.
booth conveys total consistency, clarity and focus • Who are the best ambassadors for your com-
of your company image and brand? Consider pany—the right people to staff the booth? What
booth size, location, graphics, demonstrations, training should they receive? Consider prospect
staff, handouts, giveaways and lead management. qualification, booth etiquette, product knowledge,
• Are your graphics easily seen and read in three product demonstration and obtaining commit-
seconds; simple and in bold type face; striking and ment. And what should they wear to best convey
visually grabbing; instantly memorable; a unique your company image?
size or shape; reinforcing your message; conveying • What is the best way to follow-up after the
a single, strong, provocative idea; using a “What’s in show that is consistent with your exhibiting pro-
it for me?” message; and in bold colors? gram?
• What are the best promotional activities you Remember that branding is a process—a
can use to enhance brand awareness? Consider business system—that fuels and sustains all cus-
personal invitations (with incentive and response tomer/company relationships. Total consistency,
forms); direct mail with incentive; and pre-show clarity and focus in every aspect of your exhibiting
advertising in trade publications, local media, on program before, during and after the show are
Web sites, in association newsletters or on city bill- essential.
boards. During a show, advertise in show catalogs,
in show dailies, on airport billboards, on hotel
closed-circuit television or on convention televi-
sion channels. SUSAN FRIEDMANN, CSP—the Tradeshow
• What types of public relations communica- Coach—is a speaker, author and consultant who
tions could be used? Before the show, consider works with exhibitors, trade show organizers and
press releases for local and trade publications, meeting planners to create more valuable results
product/service application articles, personal invi- from their events. Contact her
tations to trade/local editors and company at www.thetradeshowcoach.com.