Know-How Exchange : Branding

Dear Handcuffs 1,

Is this the Perth Royal Show? The Royal National Agricultural Show in Brisbane? The Royal Adelaide Show? Or some other royal show? Just trying to get a handle on things.

What kind of training course company, and what do you do in rural and regional country areas? I'm asking this because I'm wondering how relevant your services are to the general audience you'll be working with.

If you're going to do a cowboy, wild west theme, do as much as you can to make the the real deal. If it's an stockman, range and outback-type theme, do the same again. Be as authentic as possible. If your look is at all fake, it'll stand out like a dingo's dong. Not good.

Here's an example. A few years ago, a former member of my staff commented about an exhibit she'd seen in the American Museum of Natural History.

The exhibit was of the African savannah. Across this wilderness there was a diorama of a cheetah chasing down a springbok. The springbok was posed as if it were making a sudden turn, running for its life. The cheetah was frozen in mid-stride, with all four legs off the ground.

Got that scene in your mind? Good. Here's why this is important, and yes, I know your stand is only 10 feet by 10 feet, but bear with me.

It takes incredible skill to mount museum specimens in poses like this. It takes even more skill to make it look real, which, by all accounts, this one did.

But here's the subtle detail that was the icing on the cake. Behind the cheetah, and again, in mid air, was something that in theory, shouldn't, couldn't exist, at least, not in a museum.

It was a puff of dust.

Aim for that kind of awesomeness and you'll stand out.

Good luck with your show.

Gary Bloomer
Princeton, NJ, USA

If you're not going to gather leads at your booth, and just want people to know you exist, then you need to make a BIG impression. I've been to, and worked in, plenty of shows like that, and once people get home, most of the pens and other little goodies end up in the trash bin. Business cards and brochures, too. You become just one of the many things they saw that day, unless you do something outstanding. When creating your booth, don't go so far into your country theme that you don't also tell your story. If they don't get your marketing message, your name isn't enough for them to remember you and take action later.

In addition to having a stunning booth, think about the things you're going to hand out, and how you can make them different. I was at a show last year, and the most sought-after freebie was a simple, but very unusual toy. Everyone was playing with them, and as they walked around with the toy, others would ask where they got them. The booth got a lot of attention, and great name recognition. You'll spend more than you would on some pens or key fobs, but your return will be hundreds of times better.

Want them to think about you again after the show? Give them something that leads them to your website, where they can get something, whether it's another freebie, a whitepaper (for your business prospects), a discount, or even a game where they can compete for highest score. Give them a reason to follow up with you!

And, don't think you can't or won't get any leads from your booth. You can find leads anywhere, if you're looking for them. If you can, offer a complimentary consultation to anyone who gives you their business card. When you engage people in conversation, talk about their business, and ask whether they'd like a free consultation. Or, if you can give away a prize at the show, have a fishbowl to collect all those business cards.

Good luck with your show. They're a lot of work, but can be very rewarding, if you really work your booth.