When it comes to smells, tastes, sounds, and all of our senses, we are driven by memories and primal instincts. Sensory marketing is a powerful tool for all types of events —whether it’s a trade show, supermarket, concert, or sporting event.
If you’re a marketing professional, you already know how to identify your objectives, your audience, the medium (event, expo, etc.), and your intended outcome. The hardest part, especially if you’re new to face-to-face marketing, is understanding how to deliver your message efficiently and effectively at these types of events.
When it comes to trade shows, someone has to be the master planner. They don’t have to make every decision, but they do have to own the list, including additions, revisions, and due dates. In other words, someone has to be the adult about your trade show planning.
Ever wonder why so many trade shows are held in Las Vegas. Hint: It’s not because Donny Osmond and Carrot Top are headliners. It’s gambling. The chance to turn $20 into $1000’s, maybe even millions of dollars, is scary seductive.
Trade shows can be a strange world whether you are an exhibitor, attendee, or an industry insider. While many behaviors might seem normal to you as a member of the trade show community, others are downright bizarre to those who rarely set foot in a trade show hall.