Some companiees will hint at it. Then there are the ones who are honest. They simply don’t understand trade show marketing. That’s not surprising. It’s rarely taught on the undergraduate or graduate level. At best, it’s mentioned in passing in a marketing textbook.
Attend any recent trade show and you’ll see many, many portable modular displays. They have gone from the exception to the rule in many show halls over the past two or three years. Visually, the reason is obvious.
Single-minded Focus. You may not appreciate their all-consuming desire to eat your flesh, but they are committed to the task. They let nothing get in their way, except an ax to the brain. Your next trade show will be wildly successful, if you make it a priority, not an afterthought.
These three exhibit owners made the gutsy decision to change their business model. It wasn’t an easy decision but they chose to see a problem as an opportunity.
You probably don’t consider smartphones and trade shows as having much in common. After all, one is small enough to hold in your hand, and the other is a large attractive display in an exhibit hall. However, you might be surprised at how similar they really are.
Over the years, I’ve read 100s of articles about why trade shows are important, why exhibit marketing is effective, and why we MUST attend them. They make sense, in the same way that taking vitamins makes sense.