Know-How Exchange : Other

It seems that you have not been given a measurement for success, other than 'visibility', although they were nice enough to completely tie your hands. :(

If I were in your shoes, I'd research the heck out of who is likely to attend the show and get my hands on an agenda. Then I'd set up a "Break in the schedule", an hour and a half of apps and drinks and a BRIEF info session.

I'd then send a personal invitation via direct mail and phone call to attend the informational/social session.

Without a booth and a lead capture mechanism, you're not going to have any way to know if your 'visibility' plan was successful...rather than shooting in the dark; aim for your best prospects and have a meaningful encounter.

Can you sponsor breakfast? Free coffee? Hotel room keys? Free morning (financial) newspaper?

You need to be very careful hosting a rogue event during the meeting. The organization hosting the show makes their money by providing companies with an audience. Companies pay for the privilege to get in front of that audience by exhibiting and sponsorships. If you decide to take advantage of the fact your customers will be in one place and don't get approval from the show you will likely find yourself banned from participating in the future.

I would re-examine why you don't find value in being in the exhibit hall. I have found the reason why companies are unsuccessful there has little to do with the show but much to do with their execution and planning. If your target market will be there so should you. You need to establish a quantifiable goal for what you want to get out of the show. Then start working backwards for how you are going to achieve it. Don't try to accomplish everything at the show, keep your message clear and concise and focus on one or two objectives.

Another reason you may not have had success is due to lack of motivation and training for working in the booth. If you are going to be successful management has to get behind your presence at the show. If they do not support it people working the show will feel as though they are being punished.

If exposure is what you are looking for then you should raffle off one big desirable item (or several) in your booth. It really depends on the number of attendees at the show. If there are only a couple hundred then giving away a Wii will suffice. IF you have thousands you might want to give away something more substantial...like a Harley, cruise, etc. This will drive traffic to your booth and while they are signing up for the drawing you will be able to promote your product or service. But this ONLY gets you exposure.

If you want qualified leads then you want your giveaway to be something that only someone interested in your product or service would want. Something like a white paper or special offer. Of course having different levels of giveaways are a good idea too. Something for the tire kickers and something for a good qualified lead and something for your best customers.

All this is not even taking into consideration the rich opportunity the show provides you with connecting with your target to get feedback on product development or services you are launching. The rare opportunity to have a conversation with these people and listen to what they are telling you.

I would go on and on but here is not the place. I think if you did this show right you would change management's concepts of the value of trade shows and position yourself as a leader...not just an implementer.

Traci Browne
Red Cedar Marketing