Question

Topic: Branding

Branding Ideas At Trade Shows

Posted by Anonymous on 3/16/2009 at 8:48 AM ET 25 Points
We are trying to brand our products at important trade shows in our industry and I'm looking for out of the box ideas of sponsorships to get exposure. Does anyone have any good ideas that go beyond a booth on the showfloor and a room drop?
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  • Posted on 3/16/2009 at 8:52 AM Member
    What is the industry? What type of products do you sell? What is the main point about your products that you are trying to stress? What is the biggest thing that differentiates you from your competitors? Knowing these types of things would help people to advise creative yet relevant ideas.
  • Posted on 3/16/2009 at 8:57 AM Author
    We are in the hospitality industry and sell space in our publications. I would say that we are trying to stress the dominance of our brand over the competitors. Our key differentiators are the strength of our editorial content, wide audience reach, variety of advertisers that are applicable to our readers and our determination to build products that are relevant to the hospitality industry.
  • Posted by kevin.shoesmith on 3/16/2009 at 9:26 AM Accepted
    How about sponsoring some type of scavenger hunt at the trade shows where you tie in with your advertisers (whom I am guessing will be at the shows, too) as additional sponsors. You can ask visitors to pick up a scavenger hunt card, one of your publications, then pick up an item from 10 advertisers' booths who have ads in the publication. This will get people to go through your magazine and increase traffic at your booth and your advertisers' booths (win-win). Then offer a nice prize for the winner of the scavenger hunt drawing, having people drop off a card with all of their items marked off at your booth. You can ask your advertisers to have your publications at their booths or some sort of tie in in exchange for you sending people to their booths. If you could get a list of attendees, you could send the scavenger hunt information and cards ahead of time to get people interested and thinking about you before they arrive.

    Rough thought ... you can work out additional details, etc.

    Good luck.
    Kevin
  • Posted by CarolBlaha on 3/16/2009 at 10:06 PM Accepted
    A few things that caught my eye at recent shows:

    Celebrity impersonators-- this was a floor covering show at the Sands Expo in Vegas, "Diana Ross" made a huge entrance, and literally people stopped in their tracks and followed her-- to a performance at the booth.

    At a medical show: A company did films of purple paw prints all over the streets of New Orleans. This was the same paw print in the bags that were delivered to our rooms.

    Another hired an actor and robot. The robot would make comments to people as they walked "love that yellow on you", people stopped and stared, and finally figured out the actor (within sight) was the voice and working the robot remote.

    The best thing you can do for a show is presell it. Give your reps performance goals-- and inspect what you expect.
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