The Mobius Strip Approach to Trade Show Marketing
Your Comfortable Routine
Most of us are creatures of habit. Why change if it’s working? I’ve learned over the years that trade show marketing tends to follow the same, well-traveled road for most companies. Same shows. Similar booths. Little change to the exhibit staffing. Common frustrations year after year.
Recently, I chatted with a West Coast seafood broker who exhibits at two shows a year. They do no pre-show marketing. Post-show marketing consists of a few phone calls and emails. Their graphics changed two years ago, but not much. Before the show this year, he asked me for advice. I offered tips about his graphics, about contacting his client database, and about including several customer service employees to the booth staff. Basic stuff. He contemplated changing a header graphic. Then ran out of time and did nothing different, except tell a mutual acquaintance that he “upped his trade show marketing program this time.”
Read More Here: