Exhibiting at a trade show? It’s a question of zoom

Conferences and trade shows have been a big part of my career

While my first sales job in the real world was nearly 20 years ago in 2005 (woah that makes me sound old), I didn’t start getting involved in the inside of the trade show game until 2010. That still gives me north of 14 years experience of conferences and exhibitions. I’m not that far off being of legal drinking age at the Expo pub. Sheeeeez. 

My point is this. I’ve been about it. The trade show has been a feature throughout my career. I’ve sold sponsorship and booth space at venues all over Europe, I’ve been part of an exhibitor teams countless times and I’ve even compared an entire day of a live conference.

Hello, my name is Stu and I am a self professed events geek.

The psychology around shows is fascinating

I think I love and hate big shows in equal measure. They are like a temporary town that comes together and then melts away. In the moment, it can be lots of fun. (I openly admit to some late nights back in the day.) It’s often followed up by conference flu a few days afterwards.

Here on Make the Break stories, I’ve posted about various facets of events over the years. Here I laid out a plan of attack as a BD person attending a trade show, while another piece talked about how to make the most out of being an exhibitor.  

The decision to exhibit is not taken lightly. The total investment is far beyond the ticket price of booking the shell scheme in the exhibition hall. Deciding to exhibit is a commitment of money, time, people and effort. Done half heartedly, it will be a total waste of all of these. I find it mind blowing that some vendors have a blind spot when it comes to the exhibition budget – everything else is buttoned down to the last dollar but event spend can get out of control.

So with the context of it being a significant decision, it is important to get it right. The ROI monster is watching you.

Stand messaging, it’s a question of zoom

The exorbitant booking fees have been paid. The flights and hotels have been booked. Then, the day comes around and the doors are open.

We are agreed that the stakes are high. Making the right first impression counts. 

Getting the messaging right on the stand (or booth for our American readers) is super important. And it’s not easy. 

Here’s my take

It’s all about zoom. If you zoom too far out, it all gets a bit generic. Zoom to far in and it’s booooring. Get it in the middle, that’s just right.

 See what I mean in this walk around WindEnergy Hamburg.

Messaging is just one ingredient 

Of course, the messaging is just that first impression. There is still work to be done.

The team need to be on their game, prepped and ready to chat with the audience (and off their phones!). I’ve mentioned in previous blogs the importance of preparation as a delegate and this is even more pertinent for the exhibitor.

Booking the stand and then sitting back thinking the job is done is not enough.

The mindset should be to maximise every possible opportunity from the trip end to end – from pre-arranged meetings, to booked in demo slots, to dinner with key clients in the evening… it all adds up.

Event season is in full flow right now and the finish line is in sight. In a few weeks time it will be Christmas parties, annual reviews, campaign planning and retro sessions. But for now, my fellow event geeks, stay strong, watch the caffeine intake and keep on keeping on!

Stu