We all love working with an informed client about trade shows and trade show marketing. They ask our advice. We give it. Sometimes we state facts. Sometimes we offer opinions. And sometimes, we should send them to an expert.
Trade show exhibitors and Game of Throne characters have a lot in common. See which character you resemble as an exhibitor in this entertaining blog post. So, sit back and contemplate who you are, or rather, who you want to be and see if this makes sense — unlike the ending to GoT.
All animals, humans included, are creatures of habit. We learn how to survive, then follow those routines day after day. Trade shows are no different. Exhibitors and attendees find their safe space and get comfortable: same shows, same people, same message.
When it comes to trade shows, many exhibitors don’t have a detailed plan on how to market their company. They purchase a display, which they think is the key to a successful show. Your exhibit may be the star of the show but it’s only one element in a comprehensive strategy.
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.
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.