If you are familiar with trade shows, you are all too familiar with material handling or drayage. These two terms, which mean the same thing, often elicit a very strong emotional response from exhibitors. So what is drayage? Drayage refers to the movement of your trade show booth items from your carrier’s delivery vehicle to your booth space.
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.
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.
Sasquatch is no seven-foot dummy. He (she) has a brain to match that brawn. Bigfoot understands marketing, knows PR like a Madison Avenue insider, and can out Kardashian the Kardashians without taking a step outside the Pacific Northwest.
Trade Show Marketing isn’t complicated. It can be reduced to three simple rules. Everything else is a business decision. Here’s the difference: Buying a 10 ft. portable vs. 20 ft. custom island — that’s a business decision. Staying at the Hilton vs. the Quality Inn — that’s a business decision. Getting a professional presenter for the booth — that’s a marketing decision. Confused? Here’s ALL YOU NEED TO KNOW about trade show marketing to be successful.