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I have had a few prospective clients tell me recently that they need a new tradeshow exhibit.   I am very happy to see the upswing in the economy & companies realizing that they need to replace that 12-year old tradeshow display.  In the past few weeks, I have had a number of people tell me, “Our company is planning on increasing the number of tradeshows this year, and we’re budgeting to get a new exhibit.”  Whoo Hoo!  Then the next sentence is usually, “I think we want some of those new banner things that everyone’s switching to?”

I am reminded of being in school.  Did you get a new pair of shoes because you liked them, or because everyone had them?  I fell victim to begging for Member’s Only jackets, Converse high top sneakers, and spiral perms too.  Is it because they were ME, or was it because everyone had them & I wanted to fit in?  Don’t fit in – stand out if you want to be perceived as outstanding!

Do you really want to spend thousands of your company’s dollars to show up and look exactly like everyone else in the room? Do you want combo #2,  or do you want a fresh, new representation of why your company is better than the other company’s peddling their wares?   Marketing what distinguishes your company from the others is the critical piece of success.  Everyone thinks they are better/faster/cheaper, but until you stand out from the crowd and get noticed then deliberately tell them WHY you are the best at what you do they’ll never know!



There’s an app for that…The weather, name-that-tune, restaurant locator, meal recipes, current sports scores, latest news headlines…There’s an app for that.  Whether it is Facebook, the Droid, your Blackberry or Apple’s I-phone, there’s an app for that.  Yes, there is an app for just about everything.

Why?  Because technology is ever evolving, thus increasing our everyday reliance on what technology has to offer.  People want information at their fingertips the second they need it, and technology has made this a possibility.  Why?  Because our world has become a non-stop, fast paced environment.  Our daily lives have become consumed by emails, texts, and tweets.  We have lost touch of the personal face-to-face interactions that were once so common.  Therefore the act of forming personal relationships without the aid of technology has become a lost phenomenon.

Or has it?

Tradeshows are an existing environment where face-to-face marketing is still a reality. When you are on the tradeshow floor, either as an attendee or an exhibitor, you have the potential to form personal relationships with those around you.  Many marketers today face the challenge of getting their message through the “clutter.”  Clutter is ultimately formed from the various communication outlets that technology has so vastly created.  Therefore, in a tradeshow environment you have the ability to connect with individuals on a personal level without placing a heavy reliance on technology.

Technology can be a great tool to help enhance and maintain the relationships we have already built through our face-to-face interactions.  However, technology can never replace the value of the personal relationships you form with your clients as well as others!

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July 2018
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