Monthly Archives: February 2018

Conducting Product Demos at Trade Shows

Product Demos at Trade Shows

  • Nothing sells a product like a convincing demonstration
  • Invite audience participation
  • Tap into the fives senses and keep the demo under 10 minutes

Brochures and promotional items are nice, but nothing sells a product quite like a convincing demonstration. Consider the history of Tupperware, which was first introduced in 1946. Sales of the innovative product were flat until the first Tupperware party was held two years later. These in-home demonstrations introduced a generation of consumers to an unfamiliar product. Similarly, infomercials would not occupy so many timeslots if they did not tap into our fascination with the art of the product demo. Who doesn’t know Ron Popeil and the Pocket Fisherman and Showtime Rotisserie?

Find a Charismatic Presenter

Choose a presenter who is charismatic, articulate, and familiar with both the product and its pitch. Let the presenter know that it’s not enough to simply repeat a spiel from memory, and its okay to ad-lib. Invite one or more of the audience members to participate in the demo as well. Back in the 1980s, Bruce Springsteen would invariably invite a female audience member onstage for a dance during his concerts. Bruce knew it was a sure fire way to make the audience feel included. Come up with a role suitable for audience participation. Remember to keep it simple and safe. No audience members handling sharp cutlery at a food industry show! Consider using games or fun quizzes as a way to involve attendees in demonstrations.

Keep It Between 2-4 Minutes

Try to tap into as many of the five senses as you can with your demo. Don’t exceed the ten minute mark if you want to hold people’s attention. An optimum length of time for a demo is more in the realm of two to four minutes. You can opt to hire a professional to deliver the demo, but it would behoove you to find someone in your company who can do it if at all possible. The Home Shopping Network failed to move Joy Mangano’s “Miracle Mop” until the plucky housewife turned inventor began hawking them herself. Now she’s a millionaire! There is something to be said for the personal touch. Regardless of who conducts your demo, they need to be relaxed, confident, well prepared, and above all have fun!

For more infomation about trade show or event marketing, give us a call or send us an email. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.

Branding and Corporate Identity: Trade Show Marketing 101

Branding and Corporate Identity

  • Present a coherent corporate image
  • Think beyond company colors and logos
  • Consider a theme
  • Hire a speaker to present at your booth
  • Hanging signs are an excellent method of getting your corporate branding noticed

When designing your trade show booth, it is critical to present a coherent corporate image. Every element of your booth, including booth designgraphicssignage, promotional literature, color scheme, and giveaways, must be united by a recognizable signature that is unique to your company.

Think Beyond Company Colors

Company colors and logos can easily be incorporated into your trade show exhibit and carpets, and can be imprinted on your promo items and literature. Thinking beyond company colors, color can be used to reinforce a corporate identity. Suppose your company is technology based. In that case, you may wish to employ a metallic silver or gray color scheme in order to suggest scientific progress and the spirit of the future.

If you decide to go with a themed booth, try to keep it consistent with your company’s image. Think about an anniversary year tie in. For instance, if your company was incorporated in 1926, you might consider a roaring twenties theme to commemorate eighty plus of service. Your designer can easily create an art deco display for your booth. It doesn’t have to be too elaborate, just enough to suggest a theme. Period clothes can easily and inexpensively be rented from any local costume shop. Attendees visiting your booth will associate your business with stability and longevity.

A few years ago at EXHIBITOR, a trade show for the trade show industry, an exhibit manufacturer created a park-like theme with grass, park benches, and statues. The theme emphasized that working with the manufacturer was easy and carefree, “Like a Walk in the Park.” The theme was well received because the depiction was accurate and a clever depiction of a familiar cliché.

Hire an Expert to Speak

If you hire a speaker to present at your booth, again make the choice consistent with your company image. Consider a local author who has written a book about your industry. Most authors will jump at an opportunity to promote their book and are accustomed to public speaking while on book tours. A timely tie in with a thought provoking book will stimulate discussion and interest in your booth.

Hanging Signs

Walk through any trade show and you will see attractive hanging signs throughout the convention center or pavilion. Hanging signs are an excellent method of getting your corporate branding noticed. They come in two-dimensional and three dimensional shapes, such as circles, pinwheels, and tapered triangles. There is no better compliment than when a trade show attendee says, “I saw your company’s sign when I walked into the hall and wanted to hear more about your product.”

Consistency is the key when planning your booth. Make sure all elements of your booth include some clue, visual or otherwise, to your brand or identity. A unified presentation will make an indelible impression on your customers.

For more infomation about trade show or event marketing, give us a call or send us an email. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.

Identifying Your Trade Show Kryptonite

X-Ray Vision

We shouldn’t but we do. We hope the next trade show attendee who walks in our booth is Superman. Not Superman Superman, but the sales equivalent of Superman. Faster to sign a contract than a speeding bullet. More powerful than the VP of Purchasing. Able to leap over objections in a single bound. We yearn for Superman (or Superwoman) to enter our trade show booth space.

Yet, we place kryptonite everywhere in sight so Superman veers away (no doubt into the arms of our evil nemesis — Super Savvy SalesPerson). What did we do wrong? Well, let’s eliminate the easy mistakes, the ones so obvious that his X-ray vision saw them three aisles over.

Frenchy Fry Me: Nothing says no-loving like a booth staffer hunched over lo mein, a cheeseburger, or chicken nuggets with honey mustard. And, yes, I did see you wipe your hands on your pants. Then there’s the smell….Kryptonite-TS

Five-Second Text: Baby-boomer, GenX, or millennial. Doesn’t matter. You can’t start a conversation if you never start a conversation. It gives new meaning to — “Hey buddy, my eyes are up here!”

The Quickie: Good choice. A vinyl graphic hanging on the pipe and drape. Perfect if you’re pitching hairball chews at the local cat show. Otherwise, it says, “I’m living in a van down by the river.”

The Berlin Wall: The banquet table is your best friend at a hobby or arts and crafts fair. Take the same approach at a trade show and expect to catch up on your texting and Facebook posts at the show.

I Don’t: Got there late. Left early. Spent most of the time flirting with the woman on the next aisle.

Concrete Cal: No flooring. Or padding. Or orders.Clowns

10 Clowns in a Car: How nice! The entire sales team is here. Except this isn’t a rave party, a tailgater, or a celebrity sighting. “No thanks. I’ll take the next less-crowded elevator.”

Maximus: “Just give me 5 minutes to find it. I know it’s here somewhere. I swear I just saw it. Here it is! Nope, that’s not it.”

Love Me Some Swag in the Booth: Selfie sticks, pens, water bottles, shopping bags, phone chargers, tech tools, lip gloss, exercise band, calculator, hand sanitizer. ‘Hey kids, Daddy went to a trade show.”

Mystery Date: “I’ll give you three guesses what my company does. Want a hint? Another hint? Starts with the letter G. See the display on the corner with the hanging sign. We do what they do.”

Turn Me On: Day 1. “Anybody know how to launch the video or turn on the tablet?” Day 2. “Did anyone charge the tablet or bring the thumb drive?” Day 3. “I don’t know. We think they’re broken.”

Don’t be the only person at the show not wearing an “S” (for sales superstar). Get rid of the exhibit krytonite and you’re guaranteed to attract a Superman (or two or three) to your booth.

Article Author:

Mel White
Classic Exhibits Inc.