Question

Topic: Branding

Help With First Time Display Booth At Show

Posted by handcuffs1 on 3/3/2012 at 10:59 PM ET 50 Points
I am in Aust, and we have a Royal Show - it has exhibitions, booths, craft & cooking competitions, rides, horse & cattle competitions, showbags, etc. It is NOT a trade show where people from just 1 or 2 industries are gathering. This is like a show where all the family comes and basically city joins country in a crazy day.

I have hired a booth 3m x 3m square, for my very first time exhibiting anywhere. I have been collating my information such as business cards, brochures etc, ready for handing out. The booth can be decorated in any way, and I was thinking of using a country & western theme, as my business is a training course company, which specialises in rural and regional country areas. My logo has a windmill in it (Aussie windmill not a dutch style one).

This is not the sort of booth where qualified leads come in, and you can't send out promo material prior as this is a public show. Everyone expects to be given a small showbag with pens, brochures etc in it, which I am already working on.

I don't have any specific questions, but wondering if anyone wants to offer some advice. I have got all the common things in mind, like make the booth open, don't sit behind a table, be interactive etc.

We are not allowed to wander the aisles handing out information, it must be contained in your booth area only. No loud speakers etc. Not allowed to have lottery style events, no spinning wheels etc.

My biggest aim is to get my name known around town, as I have not long opened up in this town, so not everyone has heard of me.

I am kind of working on the fact that I will make the booth look awesome like a country scene, and that will give me a bit of a stand out too.

Any thoughts welcome.
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  • Posted by Gary Bloomer on 3/4/2012 at 12:24 AM Accepted
    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
  • Posted by handcuffs1 on 3/7/2012 at 4:03 AM Author
    Hi Gary

    Thanks for answering my non-specific questions :)

    Yes, the show is the same as the Brisbane/Perth shows, but a bit smaller, in a large country town.

    I was thinking of a stockman type theme I think to be more specific. Our company runs first aid, safety, machinery courses, but we specialise in remote and rural areas where most other training company's will not go to as they don't feel its worthwhile their money.

    My idea behind the stockman/western theme is that it should appeal to those from that area, instead of having the booth look like a sleek corporate look.

    Thanks for your advice, it is appreciated.

    Annie
  • Posted by babbsela on 3/14/2012 at 11:12 PM Accepted
    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.
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