Stephen Nold

Just Show Up
September 9, 2007

Exhibiting is a bizarre chore that goes against the norm of human nature. Traveling about the country to stake out a 10 by 10 slab of concrete, exhibitors throw down an ugly rug, open their briefcases to lay out some products and services and attempt to convince random strangers that their mousetrap is better than that of the ten other guys on the aisle.

Numerous are the ways that exhibitors bark out for attention: putting greens, karaoke machines, flashy computers, beautiful people and unusual claims of fame and fortune for anyone purchasing their magic potion; “Buy Bottled Registration Tool X – Delightfully Carbonated and so Easily Served.” Creatures of habit, they travel along the path of least resistance, handing out the same boring flashing lapel pins, logo pens, insulated coffee mugs and tote bags. 

They do not think for themselves, but rather take the annual migratory paths from east coast down to Orlando, through Chicago and Las Vegas to land on the west coast and then back home again to restart the cycle.

Through the insanity of the tradeshow grind, each exhibitor seeks an edge, a way to create an incandescent bulb in the sky above their booth to draw customers dazed by the light. Strategic planning sessions invariably reach the same question, “How can we generate more closed deals?” Ironically, some of these same executives miss one of the fundamental truths of the trade – you’ve got to be out on the playing field if you want to score a touchdown. It doesn’t matter how good your athletes are or how great your playbook is if you don’t step onto the gridiron.

I have personally witnessed meeting professionals at tradeshows pick bad technology over better but absent technology.  It happens all the time.  Big marketing budgets and large company sales resources are irrelevant if your potential customer has no option but to talk to your competitors. 

Here’s a simple brand awareness rule: if you do not show up, you are not visible. 

Posted by Stephen Nold on September 9, 2007 | Comments (1)