trade show display

The new Yankee Stadium has a price tag of $1.5 Billion! Opening day resulted in a 10 - 2 thumping. I bet that's not how they planned it.

If you don't execute your trade show strategy, and do it better than your competition, then you lose. An expensive trade show display does not mean results.

How much did you pay for your trade show exhibit booth? What did you get for results?

I was talking with marketing messaging expert Rita Coco about how creative imaginations avoid trade show industry casualties. Trade show exhibit designer Peter Moran of The Moran Group has a new way of doing business that saves companies' trade show budgets.

Is your trade show budget getting cut?  If you could have a 30% reduction in your trade show display design and service without a negative impact, how would that help your overall trade show strategy?

Accepting bloated overhead costs is the old way of doing business with your trade show design house.  Do you want to know the new remarkable way?

Bob Burg, Co-author of The Go-Giver, says that as human beings we can rationalize anything. He breaks the word "rationalize" down to "rational-lies." That's really what it is. We justify our actions by lying to ourselves.

In Seth Godin's blog The rational marketer (and the irrational customer), he says:

Let's expand on a crucial concept - memorability - from my vlog, Make it a car crash at your booth. Remember, to increase your chances of being remembered at your trade show display, you need activity plus involvement. The other key is that you communicated your message in an easy-to-absorb way.

Picture this: you're on the highway going 70 mph, and out of nowhere, you're down to a crawl. You finally get to the problem area to find a minor fender bender safely off to the side of the road. Why did everyone slow down? Simple -we just cannot help ourselves. The potential scene of that accident makes us beyond curious. We have to look. Some call this "rubber necking."

I apologize for the attached video as a shameless plug. The intent of my blog is to provide knowledge and facilitate conversation, not pitch. That said, it has merit. I was at a show today that had an overwhelming number of exhibitors with poorly designed booths. The booths clearly were not designed to assist the staff in communicating the value of doing business with them.