Every exhibitor at your show has the power to create buzz. It all depends on the product, service quality, marketing savvy, and the decisions your exhibitors make during the planning stages of the event.
I recall visiting a telecommunications show a couple of years ago when the buzz on the show floor concerned a Fortune 500 company that had a very threadbare booth. The buzz went like this: "The ABC Company has gotten cheap. The company must be having financial problems." It's gossip like this that starts the rumor mill turning. Remarks like this often have very little basis in reality, but people make assumptions and decisions based on what they see and hear.
I'm sure that you would want any trade show buzz that your exhibitors generate to be positive. How can you help them use buzz to add to their existing marketing efforts? Distributing the following guidelines to your exhibitors before the show can steer them in the right direction.
Identify and target the influencers. Create a list of all possible groups of people who might be interested in your products or services. Consider the media, industry opinion leaders, major clients, politicians, analysts, etc. And although buzz still spreads primarily by personal interaction, be sure not to overlook the influence of chat rooms and newsgroups.
Find out how information spreads among clients. Ask your customers how they usually learn about new products and services. You need to determine who their major information sources are and the kind of information they find valuable. You're primarily looking for groups of people rather than individuals. However, don't discount individuals, as they may well be powerful opinion leaders.
Develop a clear and concise message. Highlight the product and service benefits you want to offer these different groups. Focus on your product's uniqueness and what it can do for each. Think about ways to tap into these groups to spread the word about your products and services. Add these initiatives to your existing marketing efforts. Your credibility is enhanced through different marketing media. For example, exhibit marketing could include pre-show advertising, an at-show sponsorship, and post-show mention in a trade publication.
Come up with creative ideas to enhance trade show demonstrations. Give people a premium to take away to remind them of your company and products in the context of a positive show experience. Think about something that will help create the buzz. It'll have to be more creative than a keychain or stress ball. You might want to look at special groups whom you might offer a product discount, a loaner, or even a freebie. You should be looking for groups or individuals for whom the direct product experience will get them to spread the word. For example, when FedEx started out, it offered free shipping to show people how its program worked.
Use sneak previews to build anticipation and create a buzz on the show floor. Give people a fun experience and a behind-the-scenes view of what's coming. Siemens just did this extremely successfully at a recent show in Las Vegas. The company organized a live marketing presentation with a futuristic theme that featured a digital phone prototype.
Lastly, make use of trade shows to educate your target audience. People are hungry for objective information. Investigate opportunities to speak either during the workshop sessions or incorporate an educational session into your display.
Susan A. Friedmann, CSP, owns a meetings and events consulting firm, The Tradeshow Coach, and is the author of Meeting & Event Planning for Dummies. Go to www. thetradeshowcoach.com to contact her and sign up for a free copy of ExhibitSmart Tips of the Week.